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B2B Market-NMIMS Dec-16

B2B Market-NMIMS Dec-16

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B2B Market


Q1. Consider any organization in B2B industry & design a Supply & Value chain for the same. (10 Marks)


Q2. Prepare a direct marketing campaign for an organization manufacturing metal sheets used in automobile industry applying any of the type/technique of direct marketing. (10 Marks)


Q3. Read the following Case & solve the questions given:

ABC is a leading brand of furniture in B2C segment having presence in various cities in India. ABC now plans to introduce in B2B category by launching a product line in the office furniture category. It intends to sell both Indian as well as imported furniture so as to cater to the different needs & wants of the target audience. It intends to target corporates but is not clear how to go about marketing & selling it to corporates (B2B) as ABC was always involved in selling home furniture (B2C).


a. Suggest positioning strategies to be adopted by ABC for their new product line in B2B Category. (5 Marks)

b. Suggest a suitable sales promotion strategy for ABC’s new product line of office furniture. (5 Marks)


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