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Dma 403:Bachelor Of Commerce Question Paper

Dma 403:Bachelor Of Commerce

Course:Industrial Marketing

Institution: University Of Nairobi question papers

Exam Year:2012

UNIVERSITY OF NAIROBI

FOURTH YEAR EXAMINATIONS FOR THE DEGREE OF BACHELOR OF COMMERCE

DMA 403: INDUSTRIAL MARKETING

DATE:AUGUST 18,2012
INSTRUCTIONS:
Answer FOUR questions only.

SECTION A: Questions on Section A are Compulsory (50 marks)

1.(a) Discuss the product development process.

(b) What is the marketing role in strategic planning process.

(c) Why do new products fail in the market place

(d) Explain Intensive Analysis and diversification analysis as levels of analysis for determining strategic marketing alternatives.

(e) What are common performance measures used in industrial markets?

2.(a) Give reasons why industrial firms have to develop marketing strategies?

(b) Analyse the various industrial product strategies for established products.

(c) New products evaluation criteria need focus on specific variables for effective strategy formulation.State briefly the three variables involved.

(d) Identify the various "organizational alternatives" for new product development.

(e) "New industrial products sometimes fail to perform hence leading to unsatisfactory performance"
Required.
(i) Identify the various issues/factors that contribute to unsatisfactory performance.
(ii)What could be alternative corrective action that you could take to alleviate the product non performance problem?

SECTION B: Attempt any two Questions only-Total marks=50 marks.

3.(a) Discuss the various tools and techniques of controlling industrial marketing activities.

(b) What factors influence the pricing of industrial products.

4.(a) Explain the concept of market segmentation in light of the following aspects;
(i)The importance of segmenting industrial products.
(ii)The segmentation variables macro variables and micro variables.

(b) Identify the various challenges in industrial marketing arena.

5.(a) Explain the various components of Industrial Products.

(b) What could be principal motivative reasons for industrial buying practices?

(c) Differentiate between industrial goods and consumer goods.

6. Write a precise essay on managing Advertising, sales promotion; and publicity strategy in industrial marketing.

7. (a) As an industrial Marketer how would you improve operational performance of your firm?

(b) Identify the various cost centres in an Industrial Organization.

Dma 403:Bachelor Of Commerce Question Paper

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