Seat No.

__________
SHANTI BUSINESS SCHOOL
PGDM/PGDM-C
TRIMESTER- III END TERM EXAMINATION JULY 2015
INDUSTRIAL MARKETING
TIME: 3 HRS. WT.: 100 Marks
Instructions:
1. Answers of Part – A (MCQ) questions are to be written only in OMR sheet provided to you.
2. Only 30 Minutes will be given to answer Part – A (MCQ). After that the OMR sheets will be
collected. Use only Blue / Black Boll Point Pen to darken the circle in OMR sheet.
3. Main and Sub Question number should be clearly specified in the answer book.
4. Answer to sub question of main question should be written in continuous sequence.
Marks
Q. No. Part A
Answer the following questions in OMR sheet by darkening the applicable circle 25

1 Geographically dispersed is a market characteristic of ------------------

a) Business Markets
b) Consumer Markets
c) Service Markets
d) All of above
2 When the buyers set the highest possible bidding price, beyond which the offers
will not be accepted is known as ----------------------------------------------.
a) Reverse Bidding
b) Open Bidding
c) Closed Bidding
d) Competitive Bidding
3 The decision making unit in business marketing is called as the ----------------------.
a) Buying Centre
b) Gate keeper
c) Store keeper
d) None of the above
4 Which is not a purchase/material management objective?
a) Delivery
b) Quality
c) Price
d) Brand name

5 ------------------------------- is an estimate of the net present value of the total current

and future revenues from a customer less the cost of acquiring and serving the

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 customer.
a) Customer life time value
b) Customer value proposition
c) Customer profit proposition
d) None of above
6 ------------------------------ analyze the extent to which demand for a product is
influenced by the price.
a) Demand Analysis
b) Demand description
c) Demand estimation
d) All of above
7 The ---------------------- system integrates sales, marketing and customer service
functions and gives to all customer interacting person and departments’ access to
share customer data in real time.
a) Customer Relationship Management
b) Customer Value Data
c) Customer Analysis Data
d) Customer Profit Management
8 When a firm decides to serve two or more segments with different or distinctive
marketing strategies, avoiding other segments is called --------------------------------.
a) Differentiated marketing strategy
b) Concentrated marketing strategy
c) Both A & B
d) None of above
9 Demand for industrial products and services are derived from ultimate demand for
consumer products and services is called ------------------------.
a) Derived demand
b) Autonomous demand
c) Dependent demand
d) Independent demand
10 In ------------------------ marketers focuses all the marketing efforts on a single or
relatively few carefully defined segments.
a) Concentrated marketing
b) Differentiated marketing
c) Both A & B
d) None of above
11 A brand hierarchy has four levels in B2B marketing. Which one is not amongst the
four?

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 A) Corporate Brand
B) Industry Brand
C) Family Brand
D) Individual Brand
12 When two or more well known brands are combined in a product or service it is
called ---------------
A) Ingredient Branding
B) Dual Branding
C) Family Branding
D) None of above
13 Which one is not a B2B brand building tool?
A) Personal Selling
B) Direct Selling
C) Public Relations
D) Sponsorships
14 ---------------------------- technique is used to study the strengths and weakness of a
firm’s product in comparison to that of competitors.
A) Product Mapping
B) Perceptual Mapping
C) Delphi Technique
D) All of above
15 In B2B laggards refer to -----------------------------.
A) Competitors
B) Customers
C) Innovators
D) Suppliers
16 --------------------------- consist of delivering the completed products to customers
and channel intermediaries.
A) Supply Chain
B) Market Logistics
C) Distribution Logistics
D) Supply & Distribution Logistics
17 When manufacturers perform all the functions necessary to create sales and to
deliver the products to industrial customers it is known as ----------------------------.
A) Indirect Channel
B) Direct Channel
C) Distribution Channel
D) Sales Channel
18 ----------------------------------- are small and independent business firms serving
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 narrow geographic markets.
A) Commission Merchants
B) Industrial Dealers
C) Industrial Merchants
D) Industrial Brokers
19 In B2B marketing, ---------------------------- through the company’s sales people
plays a greater role than consumer marketing.
A) Direct Selling
B) Personal Selling
C) Direct Marketing
D) Missionary Marketing
20 Which one is not a method of lead generation?

a) Referrals from existing customers

b) Telephone Calling
c) Networking by salespersons
d) None of above
21 FAB is used in which of the following sales presentation method.

a) Stimulus Response Method

b) Need Satisfaction Method
c) Team Selling Method
d) None of the above
22 Which one is not one of the Direct Marketing tool?

a) Direct Mail
b) Personal Selling
c) Telemarketing
d) On line marketing channels
23 Which one is not one of the methods of sales promotion in B2B marketing?

a) Trade shows
b) Trade discounts
c) Sales Contests
d) Catalogues
24 When a company with dominant market position lowers its pricing structure so
that new or smaller firms cannot operate in a profitable manner is called
-------------------------.
a) Unhealthy Pricing
b) Predatory Pricing
c) Price Discrimination

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 d) Unfair Trade Practices
25 When the price of the B2B products is determined on the basis of customer’s
perception of the value of the product or market offering it is called ----------------.
a) Cost Based Pricing
b) Value Based Pricing
c) Market Going Pricing
d) Perceived Value Pricing.

Part B 50
Answer any five questions.
Q1. Explain with an example an OEM customer. How an OEM customer different than
a user customer?
Q2. How purchasing practices in private sector commercial enterprises different from
purchasing in government organizations?
Q3. Which important points a salesperson should keep in mind to ensure a good sales
presentation?
Q4. Should B2B marketing firms do branding? Explain with reasons.
Q5. Explain the difference between selective distribution strategy and intensive
distribution strategy with examples.
Q6. Explain why business channels are usually shorter in length than channels used in
consumer goods marketing?
Q7. What are sales promotions? Explain various methods of sales promotions used in
B2B marketing.
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Part-C
Read the case of Metal Products India Limited and answer the questions given at
the end.