CMR INSTITUTE OF MANAGEMENT AND TECHNOLOGY

III Semester
Subject Code – 08MBAMM311

Subject Name – Business Marketing

Module 1

Dimensions of Industrial Marketing

3 Marks

1. Difference between Industrial marketing and Consumer marketing.

2. What is the relevance of a specialized branch of study called Business Marketing?
3. Illustrate with an example, why an industrial demand is called a derived demand.
4. How do you classify industrial products?
5. What is Joint demand?
6. Define Industrial marketing or B2B.
7. What is interface level in industrial marketing environment?

7 Marks

1. Explain the types of Industrial intermediaries.

2. Give an account of classifications of business goods with its marketing implications.
3. Explain Value analysis.
4. Explain the strategies for managing the Industrial marketing environment.
5. How the government can influence the Industrial marketing environment?
6. Explain the nature and characteristics of Industrial marketing.

Module 2

Nature of Industrial buying

3 Marks

1. Explain the roles of buying centre.

2. Explain the buying objectives.
3. What are the Conflict resolution strategies?
4. What are the methods to evaluate the vendors?
5. What are the different buying situations in Industrial markets?
6. Explain buying centre.
7. What is Creeping commitment?
8. What are buy-grids? Explain.
 9. List the buying situations.
10. What is Vendor analysis?

7 Marks

1. Depict the organizational buying decision process in a flow chart form in a non-
repetitive buying situation – a private company with an annual turnover of Rs. 500
crores.

Module 3

Market Segmentation

3 Marks

1. What is target market process?

2. Write a note on Niche Marketing strategy?
3. What are the features of Industrial Market research?
4. What is positioning?
5. Explain segmentation.

7 Marks

1. Explain target market strategies.

Module 4

Formulating Product Planning

3 Marks

1. Explain the properties of a product.

2. What is an augmented product? Give an example.
3. What is systems marketing?
4. What is a new industrial product?

7 Marks

1. Explain new product development process.

2. Explain Industrial product life cycle strategies.
3. Explain the product strategy for a new business good.
4. Explain the Product Lifecycle theory to industrial product strategies.
Module 5

Formulating Channel Strategy

3 Marks

1. How do you evaluate channel members?

2. List the aims of Customer Relationship Management.
3. What are the ways to maintain indirect channel effectiveness?
4. Explain Value Added Reseller.

7 Marks

1. Explain the methods of evaluating the supplier performance.

2. Why do you use distributors in Industrial marketing?
3. Briefly discuss various tasks of Physical distribution process.

Module 6

Pricing Strategies

3 Marks

1. What is leasing in Industrial markets?

2. What is meant by learning curve?
3. Identify the price determinants for industrial products.
4. Briefly explain penetration strategies.
5. What is Competitive Bidding?
6. What are the different costs involved in determining the price?

7 Marks

1. Explain the methods of pricing new products.

2. What are the conditions favorable for price penetration strategy?

Module 7

The Promotional Strategies

3 Marks

1. What are the functions of Industrial advertising?

2. What is the role of E-Commerce in Industrial Marketing?
3. What are the uses of Advertising in Industrial Market?
 4. Define E-Commerce.

7 Marks

1. Briefly discuss the methods used in Industrial marketing for business promotion.
2. Discuss how media plan in the industrial markets is effectively developed.
3. Explain the use of sales promotion in the industrial markets.

Module 8

Management of Sales Force

7 Marks

1. Explain Organizing of Sales Force.

2. Depict the industrial selling process in the form of a flow chart.

*************************************************

Case Studies

1. There was a government tender for the supply of a boiler for a power plant to be
started by NTPC. Two companies were short listed. One was ACC Babcock (old
name) and the other was BHEL. While ACC had quoted in the tender for just the
supply of the boiler, BHEL has quoted for the entire project including civil works,
electrical works, plumbing works along with the supply of the boiler. But BHEL’s
price was 30% higher. Inspite of the higher price BHEL got the order.

Answer ALL the questions given below:-

a. what was the theoretical reason for BHEL being able to get the order?

b. Industrial buying process, particularly using tenders vary on a case to case basis,
explain.

c. how important is branding in industrial marketing ?

d. what strategies ACC babcook should adopt in the future to avoid such
circumstances?
2. Webel SI energy system is India’s second largest manufacturer of photo voltaic cells
and modules. Photo voltaic, as the word implies (Photo=Light, Voltaic=Electricity)
covert sunlight directly into electricity. Solar cells on calculators and satellites are
photo voltaic cells or modules. Solar energy is the most readily available source of
energy and for free. According to a study India receives solar energy equivalent to over
5000 trillion kWh/year, which is more than the energy consumption of the country. In
this backdrop, as a marketing head to this organization, answer the following
questions:

Answer ALL the questions given below:- (5*5=25)

a. how would you assess the market opportunities?

b. how would you plan for deployment of sales force?

c. how would you organize the sales force?

d. how would you control sales force activities?

e. what is the media that you would choose?

*************************************************