NATIONAL OPEN UNIVERSITY OF NIGERIA

UNIVERSITY VILLAGE, PLOT 91, CASDASTRAL ZONE, NNAMDI AZIKIWE EXPRESS WAY, JABI, ABUJA.
FACULTY OF MANAGEMENT SCIENCES
JANUARY 2021 EXAMINATION

COURSE CODE: MKT 859

CREDIT UNIT: 3

COURSE TITTLE: INDUSTRIAL MARKETING

TIME ALLOWED: 3 HOURS

Instruction: 1. Attempt question number one (1) and any other three (3)

2. Question number one (1) is compulsory and attracts 25 marks, while any other three questions attract 15 marks each

3. Present your answers and points in a clearly and orderly manner

1. (a) Unlike individual buying process, organizational buying process is somewhat complex as it comprised stages and corresponding activities. Discuss fully. (16 Marks)

(b) Members involved in organizational buying decisions play different functions in the process. Discuss. (9 marks)

(2a) Buying criteria are not synonymous with buying situations. Provide adequate justification to show that you truly understand the difference between the two concepts. (9 marks)

(b) Would you subscribe to the notion that industrial and consumer marketing has some similarities? (3 marks)
(c) What in your understanding constitute basic sales tasks? (3 marks)

(3a) As an industrial marketer, what major groups and associated sub-groups of customers will your marketing activities be focused upon? (12 marks)

(b) There are various sales approaches that a sales person can adopt while rendering his / her services. Discuss. (3 marks)

(4a) Sales persons are sometimes confronted with a number of ethical issues in the course of doing their job. Establish your understanding of this statement with the aid of relevant examples. (5 marks)

(b) Industrial products fall into various types with associated marketing implications. Discuss. (5 marks)
(c) Unlike tangible good, services have characteristics that are peculiar to them. Discuss. (5 marks)

(5a) Pricing strategies in industrial marketing are shaped by a number of factors. Discuss. (5 marks)

(b) Effective industrial marketing requires adequate knowledge and implementation of communication planning. Discuss fully. (4 marks)

(c) What basic types of communications are of interest to industrial marketers? (6 marks)

(6a) The importance of distribution system in the progress of an organization cannot be overemphasized. Discuss. (12 marks)

(b) What factors will you deem to be considerable in choice of distribution strategy to be adopted in an industrial marketing setting? (3 marks)