Business Marketing
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Course Introduction
Business Marketing explores the principles and strategies involved in marketing goods and services to other businesses and organizations, rather than to individual consumers. The course covers topics such as the business-to-business (B2B) buying process, segmentation, targeting, and positioning in industrial markets, the development of strong customer relationships, supply chain management, and the use of digital marketing tools in B2B contexts. Students will learn how to analyze market opportunities, design marketing programs for complex buying environments, and develop skills in sales, negotiation, and account management to create value for both suppliers and customers in diverse industries.
Recommended Textbook
Business Marketing Connecting Strategy Relationships and Learning 4th Edition by F. Robert Dwyer
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16 Chapters
1280 Verified Questions
1280 Flashcards
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Chapter 1: Introduction to Business Marketing
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Sample Questions
Q1) In business marketing,large customer size and use of direct channels increase the importance of:
A) Advertising
B) Distribution
C) Negotiation
D) Packaging
E) Production
Answer: C
Q2) Value
A) Is equivalent to profit for a seller
B) Is the perception of how much the buyer benefited beyond what was invested in a product
C) Is the reason why an organization is created
D) Is based on some general need that has been identified in the market
E) Is the recognition of a need and the means to satisfy it
Answer: B
Q3) The demand is usually inelastic for a product with substitutes.
A)True
B)False
Answer: False
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Chapter 2: The Character of Business Marketing
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Sample Questions
Q1) All of the following statements about transactional relationships are true EXCEPT:
A) The identity of the parties is hardly relevant
B) Performance is practically immediate
C) Trading terms are simple and clear
D) They require lengthy, comprehensive communications between parties
E) Money is traded for easily measured commodities
Answer: D
Q2) Which of the following statements about transactional exchange is FALSE?
A) Presently, the prevalence of transactional exchange is severely limited by exacting buyer standards
B) Many products have a level of complexity and significance in the creation of value that are poorly served by transactional exchange
C) The benefits of transactional exchange might be improved on by using additional means to coordinate activities between customers and suppliers
D) Transactional exchange has a limited range of effectiveness
E) In a transactional exchange, buyers are at a disadvantage due to low-cost inputs
Answer: E
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4
Chapter 3: The Purchasing Function
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Sample Questions
Q1) Out-suppliers:
A) Do not compete with in-suppliers in any buying situation
B) Are suppliers whose products are ordered automatically in a straight rebuy
C) Are not considered in a modified rebuy
D) Are suppliers whose products are not considered in a straight rebuy
E) Are almost always denied the opportunity to earn the business
Answer: D
Q2) The _____ model is based on the idea that people compare products across features,weighted by importance.
A) Multiattribute
B) Buy-grid
C) Buy-phase
D) Five forces
E) Hierarchy-of-effects
Answer: A
Q3) Selling to governments can take much longer than selling to corporations.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Organizational Buyer Behavior
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Sample Questions
Q1) According to the expanded buying determinants theory,policies supporting vertical and horizontal dimensions are:
A) Organizational factors
B) Individual factors
C) Market factors
D) Environmental factors
E) Demographic factors
Q2) Reward-measurement systems are a set of _____ factors that influence buyer behavior.
A) Market
B) Demographic
C) Organizational
D) Environmental
E) Individual
Q3) Commercial sources of information for buyers include:
A) Articles in trade publications
B) Word-of-mouth from colleagues within the organization
C) Professional associates
D) Product manuals
E) Consultants
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Chapter 5: Market Opportunities: Current and Potential
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Sample Questions
Q1) The SIC codes:
A) Establishes a common code between the United States, Canada and Mexico
B) Has organized the nation's economy into 5 divisions since the 1930s
C) Were developed by the U.S. government to collect and disseminate meaningful information on different sectors of the economy
D) Is compatible with ISIC
E) Has been designed to include industries in services and emerging technology fields
Q2) The survey:
A) Can be alternatively used to mask selling activities
B) Should be used to compile information from the database
C) Offer benefits to the respondents
D) Must ask only questions that cannot be answered by information on the customer database
E) Respondent need not be informed about the use for the data
Q3) Many companies find that it is much easier to get current customers to do more business than it is to get business from prospective customers.
A)True
B)False
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Chapter 6: Marketing Strategy
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Sample Questions
Q1) The strategy that aims to serve new markets with new products is:
A) Product development
B) Market development
C) Diversification
D) Market penetration
E) Benchmarking
Q2) Industries are typically defined by their:
A) Channel position
B) Input
C) Profits
D) Location
E) Customers
Q3) According to the strategy of _____,a true innovation can virtually destroy the previous business format.
A) Positioning for surprise
B) Signaling strategic intent
C) Positioning for speed
D) Shifting the rules of competition
E) Superior stakeholder satisfaction
Q4) Write a short note on synergy?
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Chapter 7: Weaving Marketing Into the Fabric of the Firm
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Sample Questions
Q1) A supragoal is a goal against which other goals are aligned.
A)True
B)False
Q2) A firm that becomes too comfortable with existing technologies/skills may become embroiled in a competency trap.
A)True
B)False
Q3) Compare and contrast scenarios and case studies?
Q4) When new products are being developed,it is the responsibility of _____ to speak for the customer.
A) Marketing research
B) Product developers
C) External agencies
D) R&D
E) Direct marketing
Q5) What is market sensing? Mention the different ways through which market sensing can be achieved?
Q6) Internal partnering,like selling,demands strong questioning/listening skills.
A)True
B)False
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Chapter 8: Developing and Managing Offerings: What Do Customers
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Sample Questions
Q1) Which of the following BCG product categories require large investments to maintain their rapid growth in a market already largely dominated by the firm?
A) Dogs
B) Cash cows
C) Stars
D) Question marks
E) Category killers
Q2) The QFD process should begin with:
A) Linking customer desires to what the product should have
B) Identifying current competitor firms/products
C) Identifying logical suppliers
D) Identifying required parts/materials
E) Developing the marketing mix
Q3) _____ is the core expertise that is often the basis for a product line.
A) A dimension
B) A product feature
C) A technology platform
D) A production plan
E) The sales mix
Q4) Write a short note on the keys to innovation?
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Chapter 9: Business Marketing Channels: Partnerships for
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Sample Questions
Q1) Identify the incorrect statement regarding corporate systems.
A) They benefit from employee commitment.
B) They are characterized by communication efficiency.
C) They usually have tighter administrative control.
D) They do not require significant financial resources.
E) They need considerable motivational mechanisms
Q2) What are the consequences of conflict?
Q3) Most agency relationships have a degree of inherent goal conflict in that agents push for higher and higher sales,whereas manufacturers must be concerned with profit.
A)True
B)False
Q4) Voice involves some means of articulating dissatisfaction. A)True
B)False
Q5) Full-function wholesalers are firms that provide no buyer financing or delivery. A)True
B)False
Q6) Write a note on the key management challenges for manufacturers using distributors?
Page 11
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Chapter 10: Creating Customer Dialogue
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Sample Questions
Q1) Write a short note on the objective-and-task method of budgeting and its advantages?
Q2) The _____,is what the marketer offers to pay per click on its site,for its firm name to appear when a potential customer searches using that term.
A) Search rate
B) Recall rate
C) Bid level
D) Reserve price
E) Information price
Q3) All of the following statements about touchpoints are true EXCEPT:
A) They include service calls made by field technicians
B) They can be used to collect information from the customer if the company has a system for gathering and sharing that information
C) They are important opportunities to reinforce the brand position
D) They can be adapted to fit the needs and personality of the customer
E) If they provide less, they will create confusion and dissatisfaction in the customer's mind
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) Which of the following is an action objective?
A) Generate leads for field or telemarketing salespeople
B) Develop the brand
C) Create a favorable climate for personal sales calls
D) Stimulate derived demand
E) Create favorable image among difficult-to-reach influencers
Q2) Which of the following statements about radio as a broadcast medium is true?
A) It inhibits creativity
B) It can deliver the frequency and reach of TV, but at a cost
C) It is used most often to encourage action within a local market
D) It has long production times
E) It can easily purchase national coverage
Q3) Which of the following statements about television as a broadcast medium is true?
A) Television shows may not have enough prospects in them to justify the expense
B) It is used most often to encourage action within a local market
C) It can deliver the frequency and reach of radio and at a much more affordable rate
D) It is not used a great deal in business marketing
E) Television watchers are more involved than magazine readers
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Chapter 12: The One to One Media
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Sample Questions
Q1) Since the impacts achieved by advertising cannot be directly,easily or accurately measured,it is not considered in the DMA's definition of direct marketing.
A)True
B)False
Q2) An important advantage offered by an in-house telemarketing operation as compared to using vendors is:
A) Control
B) Skirts the investments
C) Reveals a high level of expertise
D) Provides nimbleness
E) Quick start-up
Q3) Unlike a telemarketer,the prospector telemarketer:
A) Always works with a single representative to close the deal
B) Identifies the prospect and makes further calls on the account
C) Has the primary duty of completing a deal
D) Turns over the account to the field force, after identifying a prospect
E) Pursues the account till the deal is closed
Q4) Why is direct mail called the most versatile of direct marketing media?
Q5) Briefly describe the versatility of the telephone as a tool of direct marketing?
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Chapter 13: Sales and Sales Management
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Sample Questions
Q1) Sales occupies an important place in the marketing mix because of all of the following EXCEPT:
A) It is an activity that requires very less time and effort to be executed
B) It "manages" the personal relationship between the firm and its customers
C) It is a prime source of customer information
D) It manages customer satisfaction by coordinating corporate resources
E) It is a prime source of market information
Q2) Geographically structured sales forces are more likely to employ a line-and-staff organization.
A)True
B)False
Q3) This type of selling involves using scripts or memorized sales pitches from which the salesperson does not deviate.
A) Canned selling
B) Needs satisfaction selling
C) Consultative selling
D) Strategic partnering
E) Multilevel checking
Q4) Differentiate between full-line selling,full-line forcing,and cross selling?
Q5) Explain the three middle stages of a strategic partnership?
Page 15
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Chapter 14: Pricing and Negotiating for Value
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Sample Questions
Q1) Compare and contrast "pull" and "push" strategies?
Q2) As a result of learning and/or experience,costs tend to decline over time.
A)True
B)False
Q3) Highly effective advertising is more likely to:
A) Create a positive brand image
B) Reduce strong customer preferences
C) Lower price competition among resellers
D) Clearly integrate the product
E) Merge preferences and price competition
Q4) _____ format reflects the buyer's ability to identify capable suppliers and also recognizes the significant costs of bid preparation.
A) Open bidding
B) Closed bidding
C) Negotiation
D) Collusive bidding
E) Job bidding
Q5) What is price? What are its determinants?
Q6) Write a short note on monopolistic competition relating it to the profit maximization model?
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Chapter 15: Evaluating Marketing Efforts
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Sample Questions
Q1) This is an important element of a control process and is used as a measuring tool.
A) Tolerance
B) Sensor
C) Standard
D) Variance
E) Benchmark
Q2) An important output of the marketing program would be customer satisfaction.
A)True
B)False
Q3) Full costing,contribution analysis and activity-based costing (ABC).Are approaches to:
A) Cost allocation
B) Risk management
C) Input analysis
D) Output analysis
E) External variances
Q4) Cycle time,has value that cannot be adequately represented by cost
A)True
B)False
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Chapter 16: Customer Retention and Maximization
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Sample Questions
Q1) 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
Q2) By using lagniappe,what the business agent intends to convey to the customer is:
A) "This happens all the time. It's nothing to worry about"
B) "You are important to us, not only professionally, but personally"
C) "Customer is always right"
D) "Our liability is low"
E) "We are in a mutual agreement that is legally binding"
Q3) In case of _____,NPV can be seen as a function of retention rates,which remain at the same level in each buying period.
A) New supplier accounts
B) Always-a-share accounts
C) Lost-for-good accounts
D) Prospective customer accounts
E) Never-a-share supplier accounts
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