Industrial Marketing Question Paper

Industrial Marketing

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENYA TT A UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
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DATE:
TUESDAY 25TH AUGUST, 2009
TIME: 11.00A.M-1.00P.M
INSTRUCTIONS
Answer both Questions in section ONE and anyone Question in section TWO
SECTION 1 COMPULSORY
Q J .
You are the marketing manger of the Tourism Board of Kenya. During 208/2009 national budget, your department was allocated I billion shillings for marketing Kenya as a tourism destination. For the last six months you have been trying to allocated the resources to the various units.
Require to:
(a)
Explain how you can use the BeG matrix in the allocation of the resources successfully. [20 marks]
(b)
What are the limitation of the model [10 marks]

Q2.
You have been employed as a Business Development manager Econet Wireless mobiles company. You first assignment is to advise the management on your expansion strategies. However, you have informed them it was not possible until you understand the competition rivalry in the industry. You have a serious environmental analysis in order to understand the competitive environment. Explain how you are likely to sue the SWOT method to analyze the environment [20 marks]

SECTION 2 Answer only one question

Q3.
You have been hired by Kenyatta University as the purchasing manger in charge of goods to be used in the school of health. The dean has requested you to purchase within three days enough test tubes to be used by students during their practicals. However, you have informed him that, it is not possible because industrial buying decision is a process. He has requested you to document the process. Required to explain the industrial buying process you are likely to document to him [20 marks]

Q4.
Explain the factors are likely to consider when selecting a distribution channel for Industrial gods and services. [20 marks]

Q5.
Write short noted on the following terms as used in marketing strategy and planning.
( a)
Positioning strategies [5 marks]
(b)
Variables used in segmenting industrial markets [5 marks]
(c)
Derived demand [5 marks]
(d)
Industrial Marketing intelligence system [5 marks]

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