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Industrial Marketing Question Paper

Industrial Marketing

Course:Bachelor Of Commerce In Marketing

Institution: University Of Nairobi question papers

Exam Year:2011

ANSWER ALL QUESTIONS
Question one(Compulsory)
Skytech Ltd,a large manufacturing firm in Kenya,has been manufacturing Rimster,a lubricant that is very popular in the motor industry.The product is available in 250g and also in 500g tins but the company normally sells in bulk to distributors who buy in tonnes, and later sell to users in the industry in smaller quantities.The company has found that when the price of Rimster is reduced,the distributors seem reluctant to buy as the price continues to fall.However, as the price increases , demand seems to increase.The company also manufactures soaps and detergents that are popular with households.The company has approached you to help them with a sales promotion and advertising programme especially for the soaps and detergents.
Required
(a)Explain to the management of Skytech the behaviour of the demand for rimster.
(4marks)
(b)What factors affect demand for rimster? (8marks)
(c)Discuss how the company can carry out sales promotion for the soaps and
detergents. (8marks)
(d)advise Skytech on the merits and demerits of advertising and clearly tell them
what they must consider in designing an advertising programme. (10marks)
Question two
(a)Briefly explain the following industrial marketing dimensions
(i)philosophical dimension (5marks)
(ii)Functional dimension (5marks)
(b)Discuss any three trends in industrial marketing today (10marks)
Question Three
(a)One of the ways by which market segmentation is done is based on consumer
characteristics. Discuss some of the specific consumer oriented characteristics
that can be used in industrial marketing. (8marks)
(b)Explain the following concepts as applied in industrial marketing:
(i)Market targeting (7marks)
(ii)Positioning (5marks)

Industrial Marketing Question Paper

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