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Dma 403:Industrial Marketing Question Paper

Dma 403:Industrial Marketing 

Course:Bachelor Of Commerce

Institution: University Of Nairobi question papers

Exam Year:2004



UNIVERSITY OF NAIROBI
MODULE II DEGREE PROGRAMME 2003/2004

FOURTH YEAR EXAMINATIONS FOR THE DEGREE OF BACHELOR OF COMMERCE

DMA 403:INDUSTRIAL MARKETING

INSTRUCTIONS.

Answer Question 1 and any two others.

1. (a)What is market segmentation?

(b)Discuss the macro segmentation variables used to segment industrial markets.

(c)How are potential segments evaluated?

2. (a)What criteria do organizations use to select suppliers?

(b)Discuss the various methods used to evaluate supplier performance.

3. (a)What is a buying center?

(b)Critically discuss the different roles that members of the buying center play.

4. (a)Discuss the different buying situations faced by organizational buyers.

(b)What is:

(i)Joint demand?
(ii)Derived demand?

5.Discuss the differences between industrial and consumer goods with respect to channels and promotion related
characteristics.




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