Description

B2B Marketing
September 2022 Examination

Q1. A business marketer (who is a potential supplier) is keen to supply cold-rolled
(CR) steel coils to a major passenger car manufacturer, who has been buying the same
material from three other suppliers on regular basis for the past few years. As per the
purchase policy, the car manufacturer cannot buy any material from more than three
suppliers. What should the business marketer do to supply CR steel coils to the major
passenger car manufacturer? (10 Marks)
Ans 1.
Introduction
A purchasing policy is a collection of rules that control the requisition process. Purchasing
policies help procurement administrators implement their procurement strategy by creating a
policy structure that is aligned with the organization’s strategic purchasing requirements. This
purchase policy may differ for different companies. They involve various steps such as
purchase requisition, identifying sources of supply, calling for tenders or quotations, analysis
of tight supplier, placing of the purchase order, follow-up of the purchase order, receiving
materials, an inspection of materials, checking of invoices, and passing the invoice for
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Q2. Suppose you are working in a courier services company, which is ranked fourth in
the domestic Indian market in terms of market share. Your company management
thinks that one of the ways to improve sales & profit performance, as well as the
company’s market share, is to implement the concept of Integrated Marketing
Communications (IMC). You are asked to prepare a proposal indicating the objectives,
strategies & challenges in implementing the IMC. (10 Marks)
Ans 2.
Introduction
Integrated marketing communication is the process used to unify marketing communication
elements, such as public relations, social media, audience analytics, business development
principles, and advertising, into a brand identity that remains consistent across distinct media
channels. It allows both public and private organizations and businesses to deliver an
engaging and seamless consumer experience for a product and/or service, and to optimize an
organization’s image and relationship with stakeholders. integrated marketing

Q3. Read the following Case & solve the questions given:
When SS Electroplating Company started the electroplating operations in a residential
location in Bengaluru, it received a notice from the pollution Control Board to install
the effluent treatment plant within 15 days, failing which they would seal the plant.
The Director of the company collected the information that it would cost about
₹10,00,000 to buy an effluent treatment plant, an area of about 600 sq.feet to install it
over a period of
2-3 months, & running cost of about ₹40,000 per month for the purchase of material
like costic soda & others. The effluent contained nickel, synide, cromium, cadminum &
zinc, which were to be treated separately using different chemicals. After effluent liquid
of about
800 litres per day was treated, the sludge was to be dried, packed, stored & dumped in
a government notified place. The entire process would not only cost substantial
amount, but also would need additional area of about 600-700 sq. feet
The company gathered information that some of the competitors outsourced the
effluent treatment to government approved agencies, who collected the effluent liquid
from these chemical & electroplating factories, & treated ( or neutralized) the
chemicals at their effluent treatment plants. These agencies charged ₹10 to ₹15 per litre
for the treatment of effluent liquid, depending on the type of chemicals. The cost of
outsourcing was considered much higher compared to in-house effluent treatment
plant. However, SS Electroplating Company, like many other chemical & electroplating
factories did not have additional area for the installation of effluent treatment plant.
The Director was aware that the liquid waste from the factory would have harmful
effects on the surrounding residential area. He also could not violate the Government
regulation on environment control. The director had very little time – two weeks – to
decide & act.
Questions:

a. If you were the Director of the company, what would you do & why? (5 Marks)
Ans 3a.
Introduction
Electroplating is one of the varieties of several techniques of metal finishing. It is a technique
of deposition of a fine layer of one metal on another through the electrolytic process to impart
various properties and attributes, such as corrosion protection, enhanced surface hardness,
lustier, color, aesthetics, and value addition. Electroplating and metal finishing continue to
have great potential in the development of technologies in various fields. The electroplating

b. Should all companies in this industry come up together as to save cost? Provide
your suggestions (5 Marks)
Ans 3b.
Introduction
The costs of a constructed facility include both the initial capital cost and the subsequent
operation and maintenance costs. Each of these major cost categories consists of several cost
components. As for electroplating companies, they need large trucks of land including
assembly, holding, and improvement. It is important for design professionals and