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Cmk 321: Business To Business Marketing Question Paper

Cmk 321: Business To Business Marketing

Course:Bachelor Of Commerce

Institution: Catholic University Of Eastern Africa question papers

Exam Year:2011

THE CATHOLIC UNIVERSITY OF EASTERN AFRICA
A. M. E. C. E. A
MAIN EXAMINATION
MAY-JULY 2011
FACULTY OF COMMERCE
DEPARTMENT OF MARKETING AND MANAGEMENT
CMK 321: BUSINESS TO BUSINESS MARKETING
Duration 2 hrs
Instructions: Answer Question ONE and ANY OTHER TWO questions.
Q1.
a) Describe the characteristics of business markets and distinguish them from consumer markets. (10 marks)
b) Examine the basis/variables used to segment business markets. (10 marks)
c) Describe various strategies used by firms to create entry barriers business markets. (10 marks)
Q2.
a) In reference to industry competitive structure, describe factors that determine industry attractiveness. (10 marks)
b) Explain how business creates and maintains differential advantage business to business markets. (10 marks)
Q3.
a) Describe the six roles played by a firm’s business buying decision making unit. (10 marks)
b) Examine factors influencing business buying behavior. (10 marks)
c) Explain the measures that management should take to improve the ethical behavior of employees. (10 marks)
Q4.
a) Citing relevant examples, discuss how gender inequality in modern organizations can be managed. (10 marks)
b) Briefly discuss the key management issues that have been identified by modern exponents of management theory. (10 marks)
*END*

Cmk 321: Business To Business Marketing Question Paper

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