Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2019 Summer 4th Sem 3549281 B2b Marketing Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 4 ? EXAMINATION ? SUMMER 2019
Subject Code: 3549281 Date:03/05/2019
Subject Name: B2B Marketing
Time: 10:30 AM TO 01:30 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 the meaning of the following terms 14
(a) What do you mean by OEM?
(b) Explain the meaning of Derived Demand with example.
(c) Explain Entering Goods.
(d) Explain Concentrated Marketing.
(e) What is Modified Rebuy?
(f) Explain the meaning of C&F Agents and Commission Agents
(g) Explain the meaning The Balanced Scorecard.
Q.2 (a) What are the differences between consumer-goods marketing and business
marketing?
07
(b) Voltas makes commercial refrigerators which are used by Hotels,
Commercial Kitchens, restaurants etc. These are customized according to
customer requirements and the prices start from 5 lacs onwards. The
marketing manager has to decide whether Voltas should direct
distribution or indirect distribution. Please recommend the method Voltas
should use giving reasons for the same.
07
OR
(b) Dell Computer has enjoyed rapid growth and a dominant market position in
the computer industry. First, develop a list of what you believe to be the
core competencies of Dell. Next, identify which of these core competencies
appear to be especially hard for competitors to duplicate.
07
Q.3 (a) McKinsey provides consultancy services to large and medium size
organizations. Should it go for Skimming pricing method, penetration
Pricing method or going-rate method? If you have any other method to
Suggest, please provide the same with reasons to do the same.
07
(b) Explain the major stages of the organizational buying process. 07
OR
Q.3 (a) Concerning buyer-seller relationship, compare and contrast the feature of a
collaborative relationship versus a transactional relationship in the business
market. Describe how the operational linkage might differ by relationship
type.
07
(b) Evaluate this statement: ?the internet changes marketing communication
from a one-way process to two-way process that permits the marketer and
the consumer to more readily exchange information.?
07
FirstRanker.com - FirstRanker's Choice
Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 4 ? EXAMINATION ? SUMMER 2019
Subject Code: 3549281 Date:03/05/2019
Subject Name: B2B Marketing
Time: 10:30 AM TO 01:30 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 the meaning of the following terms 14
(a) What do you mean by OEM?
(b) Explain the meaning of Derived Demand with example.
(c) Explain Entering Goods.
(d) Explain Concentrated Marketing.
(e) What is Modified Rebuy?
(f) Explain the meaning of C&F Agents and Commission Agents
(g) Explain the meaning The Balanced Scorecard.
Q.2 (a) What are the differences between consumer-goods marketing and business
marketing?
07
(b) Voltas makes commercial refrigerators which are used by Hotels,
Commercial Kitchens, restaurants etc. These are customized according to
customer requirements and the prices start from 5 lacs onwards. The
marketing manager has to decide whether Voltas should direct
distribution or indirect distribution. Please recommend the method Voltas
should use giving reasons for the same.
07
OR
(b) Dell Computer has enjoyed rapid growth and a dominant market position in
the computer industry. First, develop a list of what you believe to be the
core competencies of Dell. Next, identify which of these core competencies
appear to be especially hard for competitors to duplicate.
07
Q.3 (a) McKinsey provides consultancy services to large and medium size
organizations. Should it go for Skimming pricing method, penetration
Pricing method or going-rate method? If you have any other method to
Suggest, please provide the same with reasons to do the same.
07
(b) Explain the major stages of the organizational buying process. 07
OR
Q.3 (a) Concerning buyer-seller relationship, compare and contrast the feature of a
collaborative relationship versus a transactional relationship in the business
market. Describe how the operational linkage might differ by relationship
type.
07
(b) Evaluate this statement: ?the internet changes marketing communication
from a one-way process to two-way process that permits the marketer and
the consumer to more readily exchange information.?
07
Page 2 of 3
Q.4 (a) What are the most important international B2B marketing ethical problems? 07
(b) Describe the competitive and economic factors that are driving the
globalization of some industries.
07
OR
Q.4 (a) Describe the various International Market-Entry Options. 07
(b) Name the five key dimensions used to measure service quality and describe
each.
07
Q.5
CASE STUDY:
CRYSTAL COMPONENTS
Czech glass is a particularly attractive product in the chandelier industry. In
northern Bohemia, glassworks have been in existence since the mid-
fourteenth century and Czech crystal, which is colorless and ideal for
engraving and cutting, has been particularly attractive to chandelier makers.
In 1724, Josef Palme began making chandeliers in northern Bohemia. These
chandeliers were acquired by King Louis XV, Maria Theresa, and the
Russian Czarinas and some have been placed in La Scala in Milan and
Versailles. Thomas Klaus, president of Crystal Components, had established
his firm as a major supplier of Czech glass components to the chandelier
makers in the Czech Republic.
Now, he was thinking of moving into foreign markets. Preliminary research
showed large numbers of chandelier makers in the EU, the US, and China.
While they were quite capable of making chandeliers to equal the quality of
those made in the Czech Republic, they would need the Czech glass to make
these chandeliers world class in quality. So, he is most interested in
establishing relationships with chandelier manufacturers as quickly as
possible. A key question in his mind is the proper pricing for these
components. He has established costs for spheres and ovals in the crystal
formations used in the chandeliers and also has determined the import duties
into each of the target markets. These are seen in Below Table .
Cost (All labour and materials
Size
1 cm
3 cm
5 cm
Spheres
3:00 euro
5:00 euro
7:00 euro
Ovals:
4:00 euro
6:00 euro
8:00 euro
Import Duties: EU: 15% US: 10% China: 25%
He knows that final prices of chandelier range from ?500 up to many
thousands and each chandelier uses anywhere from 10 to 100 spheres, ovals
or a combination of both. Since Crystal Components is a small firm, he also
knows that he will need distributors to import the product into each of these
markets and may have to provide some type of technical expertise to the
chandelier manufacturers in their own languages. A quick analysis of the
marketplace shows existing suppliers providing alternative product (not
from the Czech Republic). Klaus has determined that competitors in general
have the following prices for a 1 centimeter sphere ? US$ 4.25, EU 4.50,
China 30 yuan ? and, in most cases, these firms are located within the
markets he is concerned about.
(a) Which market(s) should Klaus move into first? 07
(b) How will this pricing affect the rest of Klaus?s marketing strategy? 07
OR
FirstRanker.com - FirstRanker's Choice
Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 4 ? EXAMINATION ? SUMMER 2019
Subject Code: 3549281 Date:03/05/2019
Subject Name: B2B Marketing
Time: 10:30 AM TO 01:30 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 the meaning of the following terms 14
(a) What do you mean by OEM?
(b) Explain the meaning of Derived Demand with example.
(c) Explain Entering Goods.
(d) Explain Concentrated Marketing.
(e) What is Modified Rebuy?
(f) Explain the meaning of C&F Agents and Commission Agents
(g) Explain the meaning The Balanced Scorecard.
Q.2 (a) What are the differences between consumer-goods marketing and business
marketing?
07
(b) Voltas makes commercial refrigerators which are used by Hotels,
Commercial Kitchens, restaurants etc. These are customized according to
customer requirements and the prices start from 5 lacs onwards. The
marketing manager has to decide whether Voltas should direct
distribution or indirect distribution. Please recommend the method Voltas
should use giving reasons for the same.
07
OR
(b) Dell Computer has enjoyed rapid growth and a dominant market position in
the computer industry. First, develop a list of what you believe to be the
core competencies of Dell. Next, identify which of these core competencies
appear to be especially hard for competitors to duplicate.
07
Q.3 (a) McKinsey provides consultancy services to large and medium size
organizations. Should it go for Skimming pricing method, penetration
Pricing method or going-rate method? If you have any other method to
Suggest, please provide the same with reasons to do the same.
07
(b) Explain the major stages of the organizational buying process. 07
OR
Q.3 (a) Concerning buyer-seller relationship, compare and contrast the feature of a
collaborative relationship versus a transactional relationship in the business
market. Describe how the operational linkage might differ by relationship
type.
07
(b) Evaluate this statement: ?the internet changes marketing communication
from a one-way process to two-way process that permits the marketer and
the consumer to more readily exchange information.?
07
Page 2 of 3
Q.4 (a) What are the most important international B2B marketing ethical problems? 07
(b) Describe the competitive and economic factors that are driving the
globalization of some industries.
07
OR
Q.4 (a) Describe the various International Market-Entry Options. 07
(b) Name the five key dimensions used to measure service quality and describe
each.
07
Q.5
CASE STUDY:
CRYSTAL COMPONENTS
Czech glass is a particularly attractive product in the chandelier industry. In
northern Bohemia, glassworks have been in existence since the mid-
fourteenth century and Czech crystal, which is colorless and ideal for
engraving and cutting, has been particularly attractive to chandelier makers.
In 1724, Josef Palme began making chandeliers in northern Bohemia. These
chandeliers were acquired by King Louis XV, Maria Theresa, and the
Russian Czarinas and some have been placed in La Scala in Milan and
Versailles. Thomas Klaus, president of Crystal Components, had established
his firm as a major supplier of Czech glass components to the chandelier
makers in the Czech Republic.
Now, he was thinking of moving into foreign markets. Preliminary research
showed large numbers of chandelier makers in the EU, the US, and China.
While they were quite capable of making chandeliers to equal the quality of
those made in the Czech Republic, they would need the Czech glass to make
these chandeliers world class in quality. So, he is most interested in
establishing relationships with chandelier manufacturers as quickly as
possible. A key question in his mind is the proper pricing for these
components. He has established costs for spheres and ovals in the crystal
formations used in the chandeliers and also has determined the import duties
into each of the target markets. These are seen in Below Table .
Cost (All labour and materials
Size
1 cm
3 cm
5 cm
Spheres
3:00 euro
5:00 euro
7:00 euro
Ovals:
4:00 euro
6:00 euro
8:00 euro
Import Duties: EU: 15% US: 10% China: 25%
He knows that final prices of chandelier range from ?500 up to many
thousands and each chandelier uses anywhere from 10 to 100 spheres, ovals
or a combination of both. Since Crystal Components is a small firm, he also
knows that he will need distributors to import the product into each of these
markets and may have to provide some type of technical expertise to the
chandelier manufacturers in their own languages. A quick analysis of the
marketplace shows existing suppliers providing alternative product (not
from the Czech Republic). Klaus has determined that competitors in general
have the following prices for a 1 centimeter sphere ? US$ 4.25, EU 4.50,
China 30 yuan ? and, in most cases, these firms are located within the
markets he is concerned about.
(a) Which market(s) should Klaus move into first? 07
(b) How will this pricing affect the rest of Klaus?s marketing strategy? 07
OR
Page 3 of 3
Q.5 (a) A small manufacturer developed a new high-speed packaging system that
could be appealing to food processing firms like Pillsbury and general Mills.
This new packaging system is far more efficient but must be priced 15
percent higher than competitor?s products. Since purchasing manager
evaluate the ?total cost of ownership? of major purchase, what selling points
should the business marketer emphasize on demonstrate the superiority of
this new product?
07
(b)
Leading service companies such as AT&T and FedEx measure customer
satisfaction on a quarterly basis across the global market. Discuss the
relationship between customer satisfaction and loyalty.
07
*************
FirstRanker.com - FirstRanker's Choice
This post was last modified on 19 February 2020