Industrial Marketing Management Question Paper

Industrial Marketing Management

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE

BBA 409: INDUSTRIAL MARKETING MANAGEMENT

DATE: TUESDAY 25TH NOVEMBER 2008 TIME: 2.00 P.M. – 4.00 P.M.

INSTRUCTIONS:
Attempt any Four questions
Q1.
Kother once said “Marketing is marketing regardless of whether it is industrial or consumer (marketing)”. Discuss. (25marks)

Q2.
Identify buying steps involved in and industrial marketing as compared to consumer marketing. Discuss in details, criticality of each step. (25marks)

Q3.
While the bulk of the promotional budget of the industrial firm is allocated to personal selling, advertising can play an important role in industrial marketing strategy. Explain. (25marks)

Q4.
You can remove industrial middlemen, such a dealer, distributor or retailer; but you cannot remove their functions. Discuss. (25marks)

Q5.
How might the buying decision for a computer system differ between a University
and a private individual buying, a personal computer? (25marks)

Q6.
How can in industrial marketer apply the following tools in the marketing of textbooks to Universities?
a)
Market research (5marks)
b)
Marketing research (5marks)
c)
Marketing information system (15marks)

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