B2B Sales Management
Midterm Exam
Course Introduction
B2B Sales Management explores the strategies, processes, and tools essential for effectively selling products and services to other businesses. The course examines the complexities of business-to-business markets, focusing on relationship-building, consultative selling techniques, account management, and the role of technology in sales operations. Students learn to develop and implement sales strategies, manage sales teams, and analyze sales data to drive performance. Special emphasis is placed on negotiating with organizational buyers, understanding the buying center, and adapting sales approaches to different industries and contexts. Real-world case studies and simulations are used to bridge theory with practical application in B2B selling environments.
Recommended Textbook
Business Marketing Management B2B EMEA Edition 1st Edition by
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Page 2
Thomas Speh
Chapter 1: A Business Marketing Perspective
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87 Verified Questions
87 Flashcards
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Sample Questions
Q1) Carefully compare and contrast the marketing strategy patterns and buying considerations for a $3 million air conditioning system to be used in a large factory versus photocopying paper for use in an office.
Answer: Not Answer
Q2) Achieving the goals of supply chain management requires:
A)information sharing.
B)joint planning.
C)shared technology.
D)shared benefits.
E)all of the above.
Answer: E
Q3) Business marketing strategy must be based on an assessment of the:
A)customer.
B)competitor.
C)company.
D)all of the above.
E)(b) and (c) only.
Answer: D
Q4) Those that have the power in the business buying process are referred to as:
Answer: Key buying influentials
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Chapter 2: Organizational Buying Behavior
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Sample Questions
Q1) What are the two components that determine perceived risk in purchase decisions? Please describe some of the characteristics of the buying center and decision-making process when perceived risk is high.What actions should a salesperson take when selling to an organization when perceived risk is high?
Answer: Not Answer
Q2) Individuals affecting the purchasing decision by supplying information for the evaluation of alternatives or by setting buying specifications is performing the role of:
A)a gatekeeper.
B)a user.
C)an influencer.
D)a decider.
E)a buyer.
Answer: C
Q3) Well-known companies,recognized as credible sources,tend to be favored by organizational buyers facing high-risk decisions.
A)True
B)False
Answer: True
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4
Chapter 3: Customer Relationship Management Strategies for Business Markets
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Sample Questions
Q1) As software manufacturers and consulting organizations diffuse best practices,and the relevant CRM software becomes widely available and economical to use,all competitors will be equally equipped.However,when compared to rivals,some firms will be rewarded by customers with higher rates of customer loyalty and lower rates of defection while others will continue to stumble.In the end,to excel at customer relationship management,a firm requires a customer-relating capability.Describe the central elements of a customer-relating capability and how it can provide a firm with a strong advantage over competitors.
Answer: Not Answer
Q2) Operational linkages and information-sharing mechanisms are common features of collaborative relationships.
A)True
B)False
Answer: True
Q3) When supply needs are complex,the buying firm is less likely to opt for a close relationship with a supplier.
A)True
B)False
Answer: False
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Chapter 4: Segmenting the Business Market and Estimating
Segment Demand
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Sample Questions
Q1) Which forecasting technique uses historical data ordered in time to project the trend and growth rate of sales?
A)input/output analysis
B)the Delphi method
C)causal techniques
D)time series analysis
E)market survey method
Q2) Using a product example and market setting of your choice,describe the underlying logic of forecasting with regression or causal analysis.What are the limitations of the approach?
Q3) Executive judgement methods produce accurate forecasts when:
A)forecasts are made infrequently.
B)the environment is volatile
C)the linkage between decision, action, and feedback is short.
D)all of the above.
E)(a) and (b) only.
Q4) Compare and contrast the different quantitative sales forecasting techniques that are used by business marketing managers.Be sure to note the strengths and limitations of each technique.
6
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Chapter 5: Business Marketing Planning: Strategic Perspectives
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Sample Questions
Q1) The element of customer interface that refers to the knowledge captured from customers and the degree to which this information is used to provide enhanced value to the customer is:
A)fulfillment and support.
B)information and insight.
C)relationship dynamics.
D)pricing structure.
Q2) In developing strategic plans,managers who represent the various business functions in the firm often hold different views concerning the best strategic course.Why?
A)Because different functions are rewarded for different things.
B)Because each function often reflects a unique orientation or thought world.
C)Because some functions are oriented toward short-term objectives while others center on long-term goals.
D)All of the above.
E)(a) and (c) only.
Q3) Customer interface,core strategy,strategic resources and the value network constitute the ____________________or model.
Q4) The____________________determines how the firm chooses to compete.
Page 7
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Chapter 6: Business Marketing Strategies for Global Markets
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Sample Questions
Q1) Potential partners for a global alliance are evaluated based on: A)resources.
B)relationships.
C)culture.
D)all of the above.
E)(a) and (b) only.
Q2) The choice of a foreign market entry mode depends upon:
A)the size of the market.
B)the market's growth potential.
C)Both (a) and (b).
D)Neither (a) or (b).
Q3) Configuration centers on where each activity is performed,including the number of locations.
A)True
B)False
Q4) Joint ventures assume a very prominent role in the global strategy of many business marketing firms like Dow Chemical and Xerox.While offering significant benefits,joint ventures often fall short of expectations or dissolve.Why?
Page 8
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Chapter 7: Managing Products for Business Markets
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Sample Questions
Q1) The main factor stimulating the megatrend of sustainability is
A)Intensified global competition for natural resources
B) Escalating public concern
C)Escalating government concern
D)Natural resource depletion
E)All of the above
Q2) Recent research has demonstrated that add-on benefits more strongly influence customer value than core benefits.
A)True
B)False
Q3) In the technology adoption life cycle,the stage that represents a period of aftermarket development where supply exceeds demand is called:
A)the chasm.
B)the tornado.
C)the bowling alley.
D)the main street.
E)the end of life.
Q4) Brand ____________________is described as the ways in which the brand attempts to meet customers' more abstract psychological or social needs.
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Chapter 8: Managing Services for Business Markets
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Sample Questions
Q1) "Delivering on promises" relates to which of the following dimensions of service quality?
A)Empathy
B)responsiveness
C)Assurance
D)Reliability
E)all of the above
Q2) Hybrid service offerings can be classified on the basis of whether the provider promises to perform a deed or to achieve a certain performance outcome.
A)True
B)False
Q3) When the business service marketer attempts to facilitate the customer's evaluation process,this is in response to:
A)the nonstandardized nature of services.
B)the simultaneous consumption and production of services.
C)perceived determinant attributes.
D)the difficulty in evaluating service quality.
E)an emphasis on equipment/facilities service attributes.
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Chapter 9: Managing Innovation and New Industrial
Product
Development
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Sample Questions
Q1) Cross-functional teams appear to work best when the products are familiar,such as product modifications.
A)True
B)False
Q2) Research has shown that creators of successful product portfolios do not invest in one version of the future but use several low-cost probes to create options.
A)True
B)False
Q3) Induced strategic behavior relates primarily to major types of innovations.
A)True
B)False
Q4) Marketing____________________ is the fit between the needs of the project and the firm's resources and skills in marketing.
Q5) What are the differences between a sustaining and disruptive innovation? Explain the differences in creating new-growth businesses represented by sustaining innovations,low-end disruptions,and new market disruptions.
Q6) Disruptive strategies can take two forms: ____________________ disruptions and ____________________.
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Chapter 10: Managing Business Marketing Channels
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Sample Questions
Q1) Manufacturers' representatives are used:
A)by smaller firms that cannot afford their own sales force.
B)when a manufacturer's market potential is limited.
C)to help reduce overhead costs.
D)All of the above.
E)Only a and c.
Q2) The two critical elements of the distributor's function are to secure financing and have products readily available.
A)True
B)False
Q3) The largest proportion of sales handled by industrial channel members is accounted for by:
A)brokers and jobbers.
B)brokers and commission merchants.
C)manufacturers' representatives and industrial distributors.
D)jobbers and industrial distributors.
E)brokers and distributors.
Q4) The surest way to lose intermediary support is____________________ policies that do not meet industry and competitive standards.
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Chapter 11: Supply Chain Management
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Sample Questions
Q1) A firm that can respond to a customer's unique requirements for packaging and order size in a cost-effective manner is addressing which of the following supply chain goals?
A)time compression
B)waste reduction
C)unit cost reduction
D)flexible response
E)inventory reduction
Q2) The "best" mode of transportation to use in moving industrial products to customers is:
A)rail.
B)air.
C)truck.
D)barge.
E)dependent upon cost, service and investment tradeoffs.
Q3) Warehousing is usually the largest single logistical expense.
A)True
B)False
Q4) What are the most commonly reported financial benefits that accrue to firms that excel in supply chain management?
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Chapter 12: Pricing Strategy for Business Markets
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Sample Questions
Q1) Examples of typical add-on benefits include:
A)joint working relationships.
B)commitment.
C)supplier flexibility.
D)All of the above.
E)Only (a) and (b).
Q2) A small high-technology firm in Arizona recently developed a new component part that offers superior advantages over competing products.The component is used in high-speed production systems and,due to its durable composition,has a useful life of 12 months versus 3 months for competing products.By reducing downtime and frequent changeovers,the product will offer users a significant improvement in production efficiency.Of course,the exact savings will vary by market segment.The two executives,who launched the firm,are divided over the course that should be followed in pricing the component-one favors a high price for a quick payback while the other opts for a lower price and a more deliberate approach.Outline the critical issues that should be examined in setting the price.
Q3) A ____________________pricing approach is most appropriate for a distinctly new product,and provides an opportunity to profitably reach market segments that are not sensitive to the high initial price.
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Page 14
Chapter 13: Business Marketing Communications
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Sample Questions
Q1) Salespersons tend to have a high level of job satisfaction when:
A)management provides them with the assistance and support needed to meet unusual and nonroutine problems.
B)they perceive themselves to have an active part in determining company policies and standards that affect them.
C)they perceive that their first-line supervisor closely directs and monitors their activities.
D)all of the above E)(a) and (b) only
Q2) In deciding which trade shows to attend,some business marketing strategists turn to reports published by Exhibit Surveys,Inc.,a company that surveys trade show audiences.One useful measure that they provide isolates the percentage of the show audience that has decision authority for the types of products being exhibited.This is called:
A)Surveys of Industrial Purchasing Power.
B)Controlled Audience Index.
C)Total Buying Plans.
D)Buying Power Index.
E)Net Buying Influences.
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Page 15
Chapter 14: Marketing Performance Measurement
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Sample Questions
Q1) Many marketing plans fail because they are poorly implemented.Explain the special implementation challenges that emerge for managers operating in the business marketing environment.
Q2) Good implementers struggle and wrestle with their markets and businesses until they can simply and powerfully express the "back of the envelope ratios necessary to run the business,regardless of formal control system inadequacies."
A)True
B)False
Q3) Marketing control is a process whereby management generates information on performance,such as efficient allocation of marketing effort.
A)True
B)False
Q4) The primary levels of marketing control include:
A)strategic control.
B)annual plan control.
C)efficiency and effectiveness control.
D)profitability control.
E)All of the above.
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