⋆
]]
⋆
MNM2604: Business-to-Business Marketing
May/June Examination 2026 — Covers 2023 to 2025
Past Paper Revision: May/June 2023 • May/June 2024 • May/June 2025
⋆ ⋄ ⋆ ⋄ ⋆ ⋄ ⋆ ⋄ ⋆
[ Marketing Management – BCom [
_ Exam Revision Guide
MNM2604
Module Code:
Business-to-Business Marketing
Module Name:
May/June 2023, 2024, 2025
Exams Covered:
May/June 2026
Target Exam:
100
Total Marks:
This guide reconstructs key exam questions from the 2023–2025 series based on the
MNM2604 syllabus. Understand, don’t just memorise.
Exam Revision Notes | MNM2604 | 2023–2026
,MNM2604 | B2B Marketing – Exam Revision May/June 2023–2025
⋆ How to Use This Guide
This revision guide reconstructs the May/June 2023, 2024, and 2025 examination
questions for MNM2604 Business-to-Business Marketing at UNISA, compiled from the
official syllabus, learning unit outcomes, past assignment themes, and known exami-
nation patterns. Every question matches the topics examiners have repeatedly tested
across these sitting periods.
Questions are grouped by exam year. Each is answered at the depth the mark alloca-
tion demands — use bullet points and key terms where appropriate. The Predicted
Questions section at the end targets topics likely to appear in 2026.
Page 2 of 24
, MNM2604 | B2B Marketing – Exam Revision May/June 2023–2025
z May/June 2025 Examination
Question 1 [25 marks]
(a) [10 marks]
Question: Explain the nature of business-to-business (B2B) marketing and discuss FIVE
key differences between B2B marketing and business-to-consumer (B2C) marketing.
Answer:
Key Concept
B2B Marketing is the set of activities, decisions and strategies used by organisa-
tions to market their products or services to other businesses, government bodies,
institutions or resellers — rather than to individual final consumers.
Five Key Differences: B2B vs B2C
• Fewer but larger buyers: B2B markets have a smaller number of customers,
but each transaction is considerably larger in value — a steel supplier may have 20
major clients compared to thousands for a B2C retailer.
• Derived demand: Demand in B2B is derived from consumer demand. If con-
sumers buy fewer cars, steel manufacturers sell less steel to car makers.
• Professional buyers: B2B purchases are handled by trained purchasing profession-
als following formal evaluation criteria — not impulse buying.
• Reciprocal buying: B2B firms often buy from each other. A tyre company may
buy vehicles from the car manufacturer they supply to.
• Technical complexity: B2B products are often highly technical, requiring detailed
specifications, demonstrations, and after-sales support.
⋆ Exam Tip
Always mention derived demand and the buying centre in B2B vs B2C
questions — these are the two concepts examiners check for most often.
Page 3 of 24
]]
⋆
MNM2604: Business-to-Business Marketing
May/June Examination 2026 — Covers 2023 to 2025
Past Paper Revision: May/June 2023 • May/June 2024 • May/June 2025
⋆ ⋄ ⋆ ⋄ ⋆ ⋄ ⋆ ⋄ ⋆
[ Marketing Management – BCom [
_ Exam Revision Guide
MNM2604
Module Code:
Business-to-Business Marketing
Module Name:
May/June 2023, 2024, 2025
Exams Covered:
May/June 2026
Target Exam:
100
Total Marks:
This guide reconstructs key exam questions from the 2023–2025 series based on the
MNM2604 syllabus. Understand, don’t just memorise.
Exam Revision Notes | MNM2604 | 2023–2026
,MNM2604 | B2B Marketing – Exam Revision May/June 2023–2025
⋆ How to Use This Guide
This revision guide reconstructs the May/June 2023, 2024, and 2025 examination
questions for MNM2604 Business-to-Business Marketing at UNISA, compiled from the
official syllabus, learning unit outcomes, past assignment themes, and known exami-
nation patterns. Every question matches the topics examiners have repeatedly tested
across these sitting periods.
Questions are grouped by exam year. Each is answered at the depth the mark alloca-
tion demands — use bullet points and key terms where appropriate. The Predicted
Questions section at the end targets topics likely to appear in 2026.
Page 2 of 24
, MNM2604 | B2B Marketing – Exam Revision May/June 2023–2025
z May/June 2025 Examination
Question 1 [25 marks]
(a) [10 marks]
Question: Explain the nature of business-to-business (B2B) marketing and discuss FIVE
key differences between B2B marketing and business-to-consumer (B2C) marketing.
Answer:
Key Concept
B2B Marketing is the set of activities, decisions and strategies used by organisa-
tions to market their products or services to other businesses, government bodies,
institutions or resellers — rather than to individual final consumers.
Five Key Differences: B2B vs B2C
• Fewer but larger buyers: B2B markets have a smaller number of customers,
but each transaction is considerably larger in value — a steel supplier may have 20
major clients compared to thousands for a B2C retailer.
• Derived demand: Demand in B2B is derived from consumer demand. If con-
sumers buy fewer cars, steel manufacturers sell less steel to car makers.
• Professional buyers: B2B purchases are handled by trained purchasing profession-
als following formal evaluation criteria — not impulse buying.
• Reciprocal buying: B2B firms often buy from each other. A tyre company may
buy vehicles from the car manufacturer they supply to.
• Technical complexity: B2B products are often highly technical, requiring detailed
specifications, demonstrations, and after-sales support.
⋆ Exam Tip
Always mention derived demand and the buying centre in B2B vs B2C
questions — these are the two concepts examiners check for most often.
Page 3 of 24
