Industrial Marketing Question Paper

Industrial Marketing

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
INSTITUTE OF OPEN LEARNING
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 409:
INDUSTRIAL MARKETING

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DATE: TUESDAY 16TH FEBRUARY 2010

TIME: 2.00 P.M. – 4.00 P.M.

INSTRUCTIONS
Answer Question ONE and any other TWO Questions.

Question One
a)
Explain the meaning of Industrial Marketing. (2 marks)
b)
Outline some of the classifications of industrial markets. (3 marks)
c)
Using examples, discuss any five characteristics of industrial markets. (10 marks)
d)
Discuss the various marketing philosophies and show their application in Industrial marketing. (10 marks)
e)
Enumerate any five importance's of a clear vision for organization. (5 marks)

Questions Two
a)
Identify and explain the role of the various members of the decision making unit (DMU) in organization buying process. (10 marks)
b)
Using examples, discuss any five bottlenecks of international trade. (10 marks)

Question Three
a)
Explain the meaning of industrial marketing research. (4 marks)
b)
Explain the steps that can be undertaken in industrial market research. (16 marks)

Question Four
a)
Kenyatta University is planning to purchase eight computers. Explain the stages in the buying process the procurement manager will go through. (12 marks)
b)
Discuss any four factors influencing the choice of promotional mix in Industrial marketing. (8 marks)

Question Five
a)
Using examples, discuss the four major factors influencing the business buyers.(10 marks)

b)
Explain any five challenges facing industrial marketing. (10 marks)

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