age No.. I MBA3MI Third Semester M.B.A Degree Examination, December 2005 / January 2006 Master of Business Administration Industrial Marketing Time: 3 his) (Max.Marks : 100 Note: Answer any FIVE ful questions inetualing uestton No. & which Is compulsory. 1. @ What do you understand by “leaming curve"? 3 Moris) (©) Discuss the difference between industrial marketing and consumer marketing, (Marks) (©) Wilte @ detailed note on industial demand, (10 Marc 2. (@) What s meant by straight Rebuy and modified Rebuy 7 @ Marks) (©) Discuss dfforont “Buy Phasor’, 7 Marie) ©) Discuss micro and macto variables of industiol market segmeniotion. (10 Maria) 3. (@) What is meant by “differentiated marketing” and "Niche marketing” ? (3 Mada) (©) Discuss the tacto's fo be considered while estabikhing & “marketing information system”, @ Maris) (©) Why positioning strategy for industicl products is dificult compared to consumer product 7. DscLss spectic questions that the company should address before omibarking on a positioning strategy. (10 Maris) 4. (@ What is meant by systems marketing 2 marks) (©) Wite @ note on motility barrers. @ marie) (©) Analyze industrial product Ife cycie 0 Mare) §. (@) if your company is buying ¢ capital equipment then what type of services you ‘would look for, for the seer ? @ Maris) ©) Discuss discount pricing policy ond geographical pricing policy. @ Marks) (©) Disciss different methods of organizing soles force. (10 Marie) 6. (@) Menton the types of sales trainers and discuss briofly. @ Marie) (®) “A soles personnes success cepends on the negotiation sills he/she passassas Discuss, 7 mares) (©) Discuss in dotal any two macro onvicnmenta factors affecting Intemational marketing comares) 7. (@ What is meant by “vale added reseller ? G Marks) (©) Explain different strategies for constict resolution, 7 marks) (©) Discuss special characteriitics of govemnment buying (purchasing). «10 Marks) Contd. RENCE FOR REPage'No.. 2 8. » uy JA3MI CASE STUDY (COMPULSORY) Vinod Rap, a soles executive of Zerlse Documentation Lid, encounters the Head, Department of Management studies of the Univer, to sell a photocopying machine. “We alieady nave a photocopying machine. ! am sorry Mr. ROO, We do not need any mor machine”, Says the Head “But that machine you have NOW is kept in the library anc | understand that Its fully employed. You have a very large quality of course matericis to produce. | fee! you need seme more copies, suggested Rao. “Look Mr Rao, we have sic typists, and the supervisor to produce course materiois. We also have a duplicating machine and operator. This arrangement takes care of all our requirements. Though additional faciltios, re welcome, we can not atord the luxury of additional photocopier. “But ... Sit” pleaded Rao, when Head started moving towards registiar’s office. “Please glve an appointment for a letter date” requested Roo, “if you are very articular about meeting me, you may do #0 in next week. But | have ciready Told that we do not need photocopiers now” sald the Head. Analyze the above cose and answer the following questions. ‘Should Roo treat it as a closed chapter or should he meet the head again 7 ‘6 Maris) Assume that Rao intends to visit the head again. Draw up a strategy which would enable him to make the head favorably disposed. @ Mats) If you were fo be the soles manager of Mr. Vinod Rao. What suggestions you would have given to Mr. Rao ? (6 Marks)