Explain the concept of reverse marketing and evaluate its contribution to an organization.

Explain the concept of reverse marketing and evaluate its contribution to an organization.

PURCHASING STRATEGIES

 

Instructions to candidates:

 

a) Time allowed: Three hours (plus an extra ten minutes’ reading time at the start – do not write anything during this time)

b) Answer any FIVE questions

c) All questions carry equal marks. Marks for each question are shown in [ ]

 

1. Explain the concept of reverse marketing and evaluate its contribution to an organization. [20]

 

2. Organizations have a number of strategies at their disposal when facing a monopoly supplier. Explain:

 

a) How a company could identify the extent to which it was facing a monopoly [10]

b) The action that a company could take to lessen the problems faced when buying from a monopoly supplier [10]

 

3. Review the benefits and approach to undertaking a vulnerability analysis. [20]

 

4. Critically evaluate the benefits of pursuing a strategy of partnership sourcing. [20]

 

5. Compare and contrast the approaches of single sourcing and multiple sourcing when obtaining goods and services. [20]

 

6. Explain how a company can evaluate the effectiveness of its purchasing function. [20]

 

7. Buyers will often adopt a strategy of trying to condition sellers. Explain how they might seek to do this. [20]

 

8. Evaluate the contribution of key account management to a company from the perspective of buying and selling goods. [20]


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