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CMR INSTITUTE OF MANAGEMENT AND TECHNOLOGYIII Semester

Subject Code 08MBAMM311

Subject Name Business MarketingModule 1

Dimensions of Industrial Marketing

3 Marks

1. Difference b etween Industrial m arketing and Consu m er m arketing .

2. Wh at is th e relevance o f a specialized branc h o f study called Business Marketing?

3. Illustrate wit h an exa m ple, wh y an industrial de m and is called a derived de m and .

4. How do yo u classify industrial pr oducts?

5. Wh at is Jo int de m and?

6. Define Industrial m arketing o r B2B.

7. Wh at is interface level in industrial m arketing envir onm ent?

7 Marks

1. E xplain th e types of Industrial inter m ediaries . 2. G ive an acc ount o f classificati ons o f business goo ds wit h its m arketing im plicati ons . 3. E xplain Value analysis . 4. E xplain th e strategies f or m anaging t he Industrial m arketing envir on m ent .

5. How t he govern m ent can influence t h e Industrial m arketing envir onm ent? 6. E xplain th e nature and ch aracteristics o f Industrial m arketing .

Module 2

Nature of Industrial buying

3 Marks

1. Explain th e ro les o f buying centre . 2. Explain th e b uying obj ectives . 3. Wh at are th e Conflict res o luti on strategies? 4. Wh at are th e m et ho ds to evaluate th e vend ors?

5. Wh at are th e different b uying situati ons in Industrial m arkets? 6. Explain buying centre . 7. Wh at is Creeping comm itm ent? 8 . Wh at are buy-grids? Explain .



9 . List th e buying situati ons . 10. Wh at is Vend o r analysis?

7 Marks

1. Depict the o rganizati onal b uying decisi on pr o cess in a flow ch art f o rm in a no n -

repetitive buying situati on a private com pany wit h an annual turn o ver of Rs. 500

cr ores .

Module 3

Market Segmentation

3 Marks

1.

Wh at is target m arket pr o cess? 2. Write a no te o n Nich e Marketing strategy? 3. Wh at are th e features of Industrial Market researc h ? 4. Wh at is p ositi o ning? 5. Explain seg m entati on .

7 Marks

1. Explain target m arket strategies .

Module 4

Formulating Product Planning

3 Marks

1. Explain th e pr operties of a pr oduct .

2. Wh at is an aug m ented pr oduct? G ive an exa m ple . 3. Wh at is syste m s m arketing? 4. Wh at is a new industrial pr oduct?

7 Marks

1. Explain new pr oduct devel opm ent pr o cess . 2. Explain Industrial pr oduct life cycle strategies . 3. Explain th e pr oduct strategy f o r a new business goo d . 4. Explain th e Product Lifecycle th e ory to industrial pr oduct strateg ies .



Module 5

Formulating Channel Strategy

3 Marks

1. How do yo u evaluate ch annel m e mb ers?

2. List th e aim s o f Cust om er Relati ons h ip Manage m ent .

3. Wh at are th e ways t o m aintain indirect ch annel effectiveness?

4. Explain Value Added Reseller .

7 Marks

1. E xplain th e m et ho ds of evaluating the supplier perf orm ance . 2. Wh y do you use distri but o rs in Industrial m arketing? 3. Briefly discuss vari ous tasks o f Ph ysical distri buti o n pr o cess .

Module 6

Pricing Strategies

3 Marks

1. Wh at is leasing in Industrial m arkets? 2. Wh at is m eant b y learning curve? 3. Identify th e price deter m inants f o r industrial pr o ducts .

4. Briefly explain penetrati on strategies . 5. Wh at is Com petitive Bidding? 6. Wh at are th e different costs inv o lved in deter m ining th e price?

7 Marks

1. Explain th e m et ho ds o f pricing new pr o ducts . 2. Wh at are th e conditi ons fav o ra b le f o r price penetrati on strategy?

Module 7

The Promotional Strategies

3 Marks

1. Wh at are th e functi ons o f Industrial advertising? 2. Wh at is th e ro le of E -Comm erce in Industrial Marketing? 3. Wh at are th e uses o f Advertising in Industrial Market?



4. Define E -Comm erce .

7 Marks

1. Briefly discuss th e m et ho ds used in Industrial m arketing f o r business pr omo tio n . 2. Discuss ho w m edia plan in th e industrial m arkets is effectively devel oped . 3. E xplain th e use o f sales pr omo tion in th e industrial m arkets .

Module 8

Management of Sales Force

7 Marks

1. Explain Organizing o f Sales Force .

2.

Depict the industrial selling pr o cess in th e f o rm o f a flow ch art .

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Case Studies

1. There was a government tender for the supply of a boiler for a power plant to bestarted 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 thesupply 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 sprice 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 suchcircumstances?



2. Webel SI energy system is India s second largest manufacturer of photo voltaic cellsand 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. Inthis backdrop, as a marketing head to this organization, answer the followingquestions:

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?

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