Download GTU (Gujarat Technological University) MBA 2019 Winter 4th Sem 3549281 B2b Marketing Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER ? IV EXAMINATION ? WINTER 2019
Subject Code: 3549281 Date: 29-11-2019
Subject Name: B2B Marketing
Time: 2.30 PM to 5.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Explain following terms with examples. Marks
(a) Lead users
(b) Customer Adaptiveness
(c) Product Champion
(d) Brand Performance
(e) Service Recovery
(f) Undershot customers
(g) Overshot customers
14
Q.2 (a) What is Relationship Marketing? Explain the drivers of relationship marketing
effectiveness in detail.
07
(b) Ramsa Corporation is in the business of manufacturing engineering plastics
(pellets) for automobile bumpers in Punjab. In order to enter Gujarat, how
should the company go ahead with channel designing?
07
OR
(b) Ventura Solutions, an IT based company in Gujarat, develops ?collaborative
relationships? with some suppliers and ?transactional relationships? with other
suppliers. Describe how a business marketer can move the relationship with
Ventura from a transactional relationship to a more collaborative one.
07
Q.3 (a) How B2B and B2C buying are different? 07
(b) In B2B markets, some companies follow a single-stage segmentation approach
using macro-dimensions; others use both macro-dimensions and micro-
dimensions. As a business marketing manager, what factors would you consider
in making choice between the two methods?
07
OR
Q.3 (a) List down the types of technology customers. Explain the strategies to be
adopted during the different phases of the Technology Adoption Lifecycle.
07
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Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER ? IV EXAMINATION ? WINTER 2019
Subject Code: 3549281 Date: 29-11-2019
Subject Name: B2B Marketing
Time: 2.30 PM to 5.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Explain following terms with examples. Marks
(a) Lead users
(b) Customer Adaptiveness
(c) Product Champion
(d) Brand Performance
(e) Service Recovery
(f) Undershot customers
(g) Overshot customers
14
Q.2 (a) What is Relationship Marketing? Explain the drivers of relationship marketing
effectiveness in detail.
07
(b) Ramsa Corporation is in the business of manufacturing engineering plastics
(pellets) for automobile bumpers in Punjab. In order to enter Gujarat, how
should the company go ahead with channel designing?
07
OR
(b) Ventura Solutions, an IT based company in Gujarat, develops ?collaborative
relationships? with some suppliers and ?transactional relationships? with other
suppliers. Describe how a business marketer can move the relationship with
Ventura from a transactional relationship to a more collaborative one.
07
Q.3 (a) How B2B and B2C buying are different? 07
(b) In B2B markets, some companies follow a single-stage segmentation approach
using macro-dimensions; others use both macro-dimensions and micro-
dimensions. As a business marketing manager, what factors would you consider
in making choice between the two methods?
07
OR
Q.3 (a) List down the types of technology customers. Explain the strategies to be
adopted during the different phases of the Technology Adoption Lifecycle.
07
Page 2 of 3
(b) Suggest skimming and penetration approach for pricing of distinctly new
industrial product.
07
Q.4 (a) Compare and contrast induced and autonomous strategic behavior. What is the
role of product champion in the new product development process?
07
(b) What do you understand by ?Project?? What are the risks associated with the
?projects?, of which a business marketer should be aware before submitting the
bid?
07
OR
Q.4 (a) Firms have a recovery process for incidences of service failure. Illustrate how
such process might work.
07
(b) Classify goods for the business market. 07
Q.5
Johnson Controls, Inc.
Johnson Controls, Inc., provides control and automotive systems worldwide. The
Controls Division offers mechanical and electrical systems that control energy
use, air-conditioning, lighting, security, and fire safety for buildings. The
company also provides on-site management and technical services for customers
in a range of settings, including manufacturing installation, commercial
buildings, government building, hospitals, and major sports complexes.
While serving a full range of market sectors from manufacturers to educational
institutes, Johnson Controls has developed a suite of products and services for
large retail chains, including department stores, discount stores, grocers, and
?big box? supercenters. Most major shopping malls in North America are
customers. Johnson Controls? products include a variety of control panels that
manage HVAC (heating, ventilation, air conditioner ) equipment, transportation,
airflow, lighting levels, energy consumption, and air quality ? and even
determine how many customers enter and exit a store. Behind the control
systems is a Remote Operations Center for 24-hour monitoring: Many problems
can be diagnosed and corrected online.
Johnson Controls has recently developed a product and service solution that
targets the convenience store industry. The convenience store controller smartly
manages a store?s lighting, refrigeration, and HVAC, alerting store personnel to
malfunctions. Building on its deep experience in working with large grocery
chains, Johnson Controls can demonstrate to a convenience store chain how the
system reduces energy cost, prevents food spoilage, improves occupant comfort,
and lowers the cost of maintenance.
FirstRanker.com - FirstRanker's Choice
Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER ? IV EXAMINATION ? WINTER 2019
Subject Code: 3549281 Date: 29-11-2019
Subject Name: B2B Marketing
Time: 2.30 PM to 5.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Explain following terms with examples. Marks
(a) Lead users
(b) Customer Adaptiveness
(c) Product Champion
(d) Brand Performance
(e) Service Recovery
(f) Undershot customers
(g) Overshot customers
14
Q.2 (a) What is Relationship Marketing? Explain the drivers of relationship marketing
effectiveness in detail.
07
(b) Ramsa Corporation is in the business of manufacturing engineering plastics
(pellets) for automobile bumpers in Punjab. In order to enter Gujarat, how
should the company go ahead with channel designing?
07
OR
(b) Ventura Solutions, an IT based company in Gujarat, develops ?collaborative
relationships? with some suppliers and ?transactional relationships? with other
suppliers. Describe how a business marketer can move the relationship with
Ventura from a transactional relationship to a more collaborative one.
07
Q.3 (a) How B2B and B2C buying are different? 07
(b) In B2B markets, some companies follow a single-stage segmentation approach
using macro-dimensions; others use both macro-dimensions and micro-
dimensions. As a business marketing manager, what factors would you consider
in making choice between the two methods?
07
OR
Q.3 (a) List down the types of technology customers. Explain the strategies to be
adopted during the different phases of the Technology Adoption Lifecycle.
07
Page 2 of 3
(b) Suggest skimming and penetration approach for pricing of distinctly new
industrial product.
07
Q.4 (a) Compare and contrast induced and autonomous strategic behavior. What is the
role of product champion in the new product development process?
07
(b) What do you understand by ?Project?? What are the risks associated with the
?projects?, of which a business marketer should be aware before submitting the
bid?
07
OR
Q.4 (a) Firms have a recovery process for incidences of service failure. Illustrate how
such process might work.
07
(b) Classify goods for the business market. 07
Q.5
Johnson Controls, Inc.
Johnson Controls, Inc., provides control and automotive systems worldwide. The
Controls Division offers mechanical and electrical systems that control energy
use, air-conditioning, lighting, security, and fire safety for buildings. The
company also provides on-site management and technical services for customers
in a range of settings, including manufacturing installation, commercial
buildings, government building, hospitals, and major sports complexes.
While serving a full range of market sectors from manufacturers to educational
institutes, Johnson Controls has developed a suite of products and services for
large retail chains, including department stores, discount stores, grocers, and
?big box? supercenters. Most major shopping malls in North America are
customers. Johnson Controls? products include a variety of control panels that
manage HVAC (heating, ventilation, air conditioner ) equipment, transportation,
airflow, lighting levels, energy consumption, and air quality ? and even
determine how many customers enter and exit a store. Behind the control
systems is a Remote Operations Center for 24-hour monitoring: Many problems
can be diagnosed and corrected online.
Johnson Controls has recently developed a product and service solution that
targets the convenience store industry. The convenience store controller smartly
manages a store?s lighting, refrigeration, and HVAC, alerting store personnel to
malfunctions. Building on its deep experience in working with large grocery
chains, Johnson Controls can demonstrate to a convenience store chain how the
system reduces energy cost, prevents food spoilage, improves occupant comfort,
and lowers the cost of maintenance.
Page 3 of 3
(a) Outline the advertising strategy Johnson Controls might follow to promote the
convenience store controller. What benefits would you emphasize in the body of
an ad?
07
(b) Once the above strategy mentioned is implemented, how can Johnson Controls
can measure the effectiveness of its advertisements?
07
OR
Q.5 (a) Develop a list of keywords you would use in promoting the product through
Google?s Internet search advertising program.
07
(b)
Although the bulk of promotional budget of the business marketing firm is
allocated to personal selling, advertising can play an important role in business
marketing strategy. Explain with respect to the given case.
07
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This post was last modified on 19 February 2020