Business Marketing
Mock Exam
Course Introduction
Business Marketing focuses on the strategies and techniques used by organizations to market products and services to other businesses and institutions rather than to individual consumers. This course covers key concepts such as business-to-business (B2B) market segmentation, buyer behavior, relationship management, and the development of effective marketing mixes in industrial markets. Students will learn about the unique challenges and opportunities in B2B marketing, including channels of distribution, pricing strategies, digital marketing, and the role of personal selling. Practical case studies and real-world examples are used to equip students with the skills necessary to develop and implement successful marketing strategies for business markets.
Recommended Textbook
Business Marketing Connecting Strategy Relationships and Learning 4th Edition by
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16 Chapters
1280 Verified Questions
1280 Flashcards
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Page 2
F. Robert Dwyer
Chapter 1: Introduction to Business Marketing
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) In terms of personal selling,which of the following statements is TRUE?
A) A business cannot be successful through personally getting to know each individual and coordinating the sales-purchase process
B) Complex buying procedures involving many members of the buying organization require personal selling
C) Multiple personal relationships can strengthen organizational relationships and these relationships are the responsibility of the manager
D) A customer's size and a direct channel do not affect the importance of negotiation
E) Large orders sold directly by the manufacturer to the user increase the likelihood of negotiation because changes can be made in place and promotion
Answer: B
Q2) Being market driven implies that customer satisfaction and operational efficiency are the order of the day for every department and individual employee.
A)True
B)False
Answer: True
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Chapter 2: The Character of Business Marketing
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80 Flashcards
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Sample Questions
Q1) In the _____ stage of the relationship development process,one party has made a successful request for adjustment and starts to seek more from current rather than alternative partners.
A) Exploration
B) Commitment
C) Awareness
D) Expansion
E) Contractual
Answer: D
Q2) Which term refers to the degree to which the interaction between buyer and seller yields them net payoffs in excess of some minimum level?
A) Commitment
B) Attraction
C) Elasticity
D) Expansion
E) Reciprocity
Answer: B
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Page 4
Chapter 3: The Purchasing Function
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Sample Questions
Q1) SRIP programs are used by buyers to evaluate the quality of performance for each vendor they use.
A)True
B)False
Answer: True
Q2) An important technological development that enabled many firms to use JIT was:
A) EOQ
B) ESI
C) MRO
D) SRM
E) EDI
Answer: E
Q3) Identify the process of identifying links among components that raise costs if any changes are made.
A) Value analysis
B) SWOT analysis
C) Supplier relationship management
D) Complexity management
E) Supply chain management
Answer: D
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Chapter 4: Organizational Buyer Behavior
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80 Flashcards
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Sample Questions
Q1) Explain the behavior choice theory?
Q2) _____ refers to the likelihood that if individuals successfully engage in certain actions,those actions will yield the rewards they want.
A) Formalization
B) Instrumentality
C) Reciprocation
D) Centralization
E) Valence
Q3) When more than one person is involved in making a purchase decision,the group of participants in the company are called the:
A) Advocates
B) Assessment center
C) Buying center
D) Administered channels
E) Net buying influences
Q4) Gatekeepers control information between members of a group.
A)True
B)False
Q5) Write a short note on time fragmentation?
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Chapter 5: Market Opportunities: Current and Potential
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80 Flashcards
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Sample Questions
Q1) Different levels of favorability toward the company is called:
A) Factoring
B) Switchability
C) Positioning
D) Sugging
E) Leapfrogging
Q2) For identifying unmet customer needs for guiding new product development,one-on-one interviews can be more economical than focus groups.
A)True
B)False
Q3) The volume of certain materials,logistical services or MRO goods can be compared to finished products output in a:
A) Scenario process
B) Buildup approach
C) Conceptual map
D) SWOT analysis
E) Statistical series
Q4) Write a short note on the 80-20 and 75-10 rules?
Q5) What are the three major factors for the popularity of focus group research?
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Chapter 6: Marketing Strategy
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Sample Questions
Q1) Under a _____ strategy,one may be trying to convert the business to cash by selling off assets or selling the whole operation.
A) Status quo
B) Investment
C) Milking
D) Market expansion
E) Divestment
Q2) Weaknesses are characteristics of the firm itself and may include:
A) A good supply relationship
B) Thinning talent in a key area
C) Access to growing markets
D) New laws or regulations that might foreclose competitors
E) A margin squeeze from vigorous price competition
Q3) When do firms tend to find intense rivalry?
A) If demand is significantly more than overall capacity
B) If markets are expanding
C) If demand is significantly less than overall capacity
D) If industry rivals offer relatively differentiated products
E) If industry rivals offer absolutely differentiated products
Q4) Define SWOT analysis.Briefly describe its characteristics with examples?
Page 8
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Chapter 7: Weaving Marketing Into the Fabric of the Firm
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Sample Questions
Q1) Internal partnering has proven to be a major barrier to the spread of market orientation throughout a firm's functional areas.
A)True
B)False
Q2) Competency traps are a form of:
A) Negotiation
B) Spanning processes
C) Market sensing
D) Cognitive mapping
E) Learning boundary
Q3) Compare and contrast scenarios and case studies?
Q4) The mental structures of beliefs and assumptions are BEST studied by:
A) Experiments
B) Environmental scanning
C) Benchmarking
D) Information systems
E) Cognitive mapping
Q5) Compare and contrast the three types of marketing-manufacturing situations?
Q6) Write a brief note on internal partnering?
Q7) Write a brief note on cognitive mapping.How does it aid marketing?
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Chapter 8: Developing and Managing Offerings: What Do Customers
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80 Flashcards
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Sample Questions
Q1) Testing the product at the customer's location,to see if the product will work under real-world conditions is:
A) Operational testing
B) Alpha testing
C) Simulated testing
D) Beta testing
E) Internal acceptance testing
Q2) Which of the following statements about lead users is false?
A) Lead users are the first to manufacture and service products
B) They possess important insight into the evolution of their needs and the needs of customers similar to them
C) Lead users are able to generate solutions to needs independently of manufacturers
D) Lead users are those users that have found solutions to problems before others in their industry
E) Strategically, lead users are accounts for which partnering relationships should be developed
Q3) Compare and contrast primary demand and secondary demand?
Q4) Define beta testing.What are its disadvantages?
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Chapter 9: Business Marketing Channels: Partnerships for
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Sample Questions
Q1) _____ is a property of a relationship deriving from one member's dependence on another for valued resources.
A) Power
B) Aggression
C) Loyalty
D) Control
E) Dependence
Q2) Single-line wholesalers:
A) Do not carry an assortment of items
B) Are sometimes called industrial distributors
C) Do not buy or own the goods they sell
D) Are wholesaling operations that a manufacturer owns and operates
E) Provide a broad array of services for their suppliers and customers
Q3) Which of the following intermediaries provides the least number of services/functions?
A) Limited-function wholesalers
B) Retailer cooperatives
C) Manufacturers' agents
D) Commission merchants
E) Rack jobbers
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Chapter 10: Creating Customer Dialogue
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Sample Questions
Q1) PR is a specialized communications tool that is best reserved for crisis situations which threaten the firm's profits and/or reputation.
A)True
B)False
Q2) All of the following statements are true of advertising EXCEPT:
A) Low per-contact costs
B) The ability to reach inaccessible buying influences
C) The ability to reach unknown buying influences
D) The ability to reach large numbers of potential buyers
E) The message is altered as a result of feedback
Q3) In _____ the marketer may bid on key search terms and thereby have its firm name appear when a potential customer searches using that term.
A) Email marketing
B) Search engine marketing
C) Affiliate marketing
D) Interactive advertising
E) Web optimization
Q4) Why is it imperative to integrate marketing communications?
Q5) Compare and contrast search engine marketing and search engine optimization?
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Chapter 11: Communicating Via Advertising, trade Shows and PR
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Sample Questions
Q1) From a creative strategy statement,a(n)_____ would be developed,which can be based on rational motives or emotional motives.
A) Interest
B) Opinion
C) Image
D) Appeal
E) Medium
Q2) Which of the following statements about business marketers/ marketing is true?
A) Business marketers typically create exciting advertising
B) Business advertising fails to connect with buyers
C) Business advertising typically has too little information
D) Business marketers typically create engaging advertising
E) Business advertising connects with customers
Q3) Which of the following is an action measure?
A) Recall
B) Position
C) Inquiries
D) Reach
E) CPM
Q4) Compare and contrast the two elements of advertising strategy?
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Chapter 12: The One to One Media
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Sample Questions
Q1) Response rates shrink mail coverage by 10 to 20 percent.
A)True
B)False
Q2) Which of the following is NOT true of telemarketing?
A) It is systematic
B) It is continuous
C) It involves personal communication with the customer
D) It is a non-specific strategy of communication
E) It is done via telephone
Q3) "Continuous" telemarketing programs are:
A) Part of a specific strategy for communicating with consumers
B) Designed to cover a market segment periodically, thoroughly and completely
C) Always "outbound"
D) Always "inbound"
E) Carried on only once a year
Q4) Personal selling is the most important part of the direct marketing mix.
A)True
B)False
Q5) What are lists?
Q6) Why is direct mail called the most versatile of direct marketing media?
Page 14
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Chapter 13: Sales and Sales Management
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80 Flashcards
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Sample Questions
Q1) In recent years,customer satisfaction has assumed a major role in the salesperson's evaluation ratings.
A)True
B)False
Q2) Which of the following is NOT to be done by the salesperson in order to begin a relationship properly?
A) Setting proper expectations
B) Monitoring order processing and delivery
C) Ensuring proper use of the product
D) Assisting in servicing the customer
E) Inflating buyer's misconceptions
Q3) A primary role of salespeople is creating value.
A)True
B)False
Q4) Selling the entire line of associated products is called:
A) Commitment
B) Cross selling
C) Full-line selling
D) Full-line forcing
E) Upselling
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Chapter 14: Pricing and Negotiating for Value
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Sample Questions
Q1) A product can provide value in business markets not only when its invoice price is lower than the competitor's,but also when its performance is superior.
A)True
B)False
Q2) According to the Robinson-Patman Act,illegal price discrimination:
A) Results whenever the firm fails to maintain strict per unit prices in all markets
B) Occurs when different prices are charged for different products
C) Occurs when competition is adversely affected
D) Can only occur among firms that distribute products nationwide
E) Occurs when there are price differences based on quantity purchased
Q3) Firms in an oligopolistic market may strive for a differential advantage; however any advantage tends to net only narrow latitude for:
A) Superior customer service
B) Brand image
C) Price premium
D) Logistical excellence
E) Brand name
Q4) What is price? What are its determinants?
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Chapter 15: Evaluating Marketing Efforts
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80 Flashcards
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Sample Questions
Q1) Briefly describe the characteristics of data that help and hinder the marketer's decision-making efforts?
Q2) This type of variance is caused by uncontrollable and unidentified causes.
A) Systematic variance
B) Tinkering
C) Deviation variance
D) Random variance
E) Data variance
Q3) Micro control involves monitoring the progress of the overall marketing strategy. A)True
B)False
Q4) By definition,a quota is always the top of the tolerance range. A)True
B)False
Q5) What are quotas? How are quotas related to performance ranges? How does this impact marketing?
Q6) What are information systems? What is the role of data warehousing?
Q7) Discuss are the standard setting processes?
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Chapter 16: Customer Retention and Maximization
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Sample Questions
Q1) Differentiate between always-a share relationships and lost-for-good customers.How do the exchange types put a valuable focus on the nature of customer relationships?
Q2) Warehouse rackings and franchises are examples of:
A) Sensors
B) Interchangeable suppliers
C) Never-a-share customers
D) Lost-for-good customers
E) Always-a-share customers
Q3) Switching costs may temporarily "tie" a buyer to a less-than-acceptable supplier.
A)True
B)False
Q4) Customer response to service improvements indicates that the accurate form of the value equation is:
A) V = Q x P
B) V = Q<sup>2</sup> / P
C) V = Q<sup>2</sup> / P<sup>2</sup>
D) V = Q / P<sup>2</sup>
E) V = P<sup>2</sup> / Q
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