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Industrial Marketing Question Paper

Industrial Marketing

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
INSTITUTE OF OPEN LEARNING (IOL)
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 409: INDUSTRIAL MARKETING
DATE: Monday, 10th August, 2009 TIME: 2.00 p.m. – 4.00 p.m.
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INSTRUCTIONS:
Answer question ONE and any other TWO questions.
QUESTION ONE
a) Explain the meaning of industrial marketing (2 marks)

b) Outline some of the classifications of Industrial products (6 marks)

c) Explain any five characteristics of industrial markets (10 marks)

d) Only rarely is one person in any organizations solely responsible for the buying
decisions. Describe the roles of the buying center members and clearly outline
the factors that determine the size of the buying center (12 marks)

QUESTION TWO
a) Identify and discuss the various types of business to business buying situations
(6 marks)

b) The success of any product in the market hinges on successful design and
development of the product. Discuss what the new product development process
involves in the business to business companies (14 marks)

QUESTION THREE
a) Define the term industrial marketing research (2 marks)

b) Distinguish between business to business and consumer marketing research(12 marks)

c) Differentiate between undifferentiated marketing, differentiated marketing and
concentrated marketing as market segmentation strategies (6 marks)

QUESTION FOUR
a) Marketing success depends upon developing a sound marketing mix adapted to
the trends and development in the marketing environment. Discuss any five sets
of largely uncontrollable forces to which the company must adapt its marketing
mix (10 marks)

b) Discuss the various media options of advertising industrial goods citing relevant
examples in the Kenyan market (10 marks)

QUESTION FIVE
a) Describe the industrial buying process (12 marks)

b) Explain the factors that make a straight salary plan unpopular among both the
sales people and sales organizations and bring out situations when a straight
salary will be the best option (8 marks)

Industrial Marketing Question Paper

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