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Indian Institute of Management Ranchi: - Anything Written Beyond Three

This document contains instructions for an exam on B2B Marketing for the MBA 2020-22 Term V at the Indian Institute of Management Ranchi. It outlines that the exam is open book and open internet, will contain 8 questions worth a total of 25 marks, and responses should not exceed 3 pages. It provides 7 sample exam questions covering topics like business customer classification, improving an unprofitable customer account, triggers for organizational computer purchases, factors affecting a decision-making unit's size and composition, antecedents for transactional vs. collaborative relationships, information needed for a sales pitch tailored to a procurement-oriented customer, and how a core value proposition would differ between business customer types.

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Dishant Khaneja
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177 views2 pages

Indian Institute of Management Ranchi: - Anything Written Beyond Three

This document contains instructions for an exam on B2B Marketing for the MBA 2020-22 Term V at the Indian Institute of Management Ranchi. It outlines that the exam is open book and open internet, will contain 8 questions worth a total of 25 marks, and responses should not exceed 3 pages. It provides 7 sample exam questions covering topics like business customer classification, improving an unprofitable customer account, triggers for organizational computer purchases, factors affecting a decision-making unit's size and composition, antecedents for transactional vs. collaborative relationships, information needed for a sales pitch tailored to a procurement-oriented customer, and how a core value proposition would differ between business customer types.

Uploaded by

Dishant Khaneja
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Indian Institute of Management Ranchi

MBA 2020-22
Term V

B2B Marketing

Mid-term Examination: 25 November 2021 10:00 hrs

Time: 1 hr 30 min Full Marks: 25

Instructions:
 This is an ‘Open book, open laptop, and open Internet’ exam. By ‘book’ only the referred
textbook for the course is meant. If any student is found using any other resource, then
punitive action shall be taken against that student.

 Answer all questions


 All the answers together shall not exceed 3 (three) A4 pages . Anything written beyond three
pages shall not be read, and hence not graded.
 Please write your name and/or regn. no. on all the sheets.

Read carefully, think more carefully. Write less!

1. What class of business customer will Dabur India (www.dabur.com) come under? Give
reasons for your classification. (3 marks)
2. Kanthal (https://www.kanthal.com/en/), one of the world leaders in heating wires, learned to
its surprise that one of its largest and most coveted accounts – GE’s Appliance Division – was
also one of its most unprofitable customers. This division uses Kanthal wires for their ovens,
toasters, espresso machines, electric kettles, etc. A regular customer order that would cost
Kanthal $150 to process, was costing more than $600 in case of GE owing to frequent order
changes, urgent deliveries, and scheduling adjustments. This cost escalation was also hitting
GE as well as Kanthal was losing interest in fulfilling those orders. What actions can you
suggest, as a Kanthal marketing manager, to the GE sourcing team to make the GE account
profitable? (3 marks)
3. The corporate office of a major audit firm has recently replaced all its desktop computers.
What could be the trigger(s) to have kickstarted this organisational purchasing process? (3
marks)
4. According to the article ‘Major sales: Who really does the buying?’, what are the factors that
can affect the size and the composition of the DMU? (3 marks)
5. Collaborative exchanges are characterised by a long-term orientation, where there is complete
integration of systems and processes, and the relationship is motivated by partnership and
mutual support. Trust and commitment underpin these relationships and these dimensions
become increasingly important as relational exchanges become established. For better
innovation and faster new product development, collaborative relationship conditions are
actively encouraged as well. Having said that, it is learnt that buyers and sellers do get into
transactional relationships as well, from time to time. What can be the antecedents for two
organisations to do so? (3 marks)
6. Virender is the salesperson of James-Worth Equipment. One of his major clients, Turbulent
Chemicals, follows the procurement orientation for its purchasing decision-making. What
information does Virender need to get from Turbulent Chemicals to work on his sales pitch so
that it makes the strongest impact and makes the decision favourable for him? (3 marks)
7. Two years back, a major white goods manufacturing company had invested in a state-of-the-
art painting system for the very first time in their history. They have decided to buy another
such line this year from the same manufacturer, after suggesting a few minor modifications.
What type of buying situation would the second paint line come under and why? (3 marks)
8. As a marketing manager of Emami Paper Mills (http://www.emamipaper.in/#), how will your
core value proposition differ between two business customers - a bank (say, Kotak Mahindra
Bank) and a printing company (say, Orient Press)? Explain with reason. (4 marks).
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