Business-to-Business Marketing
Chapter Exam Questions
Course Introduction
Business-to-Business Marketing explores the strategies, processes, and dynamics unique to marketing products and services from one business to another. This course examines the complex decision-making units, relationship management, supply chain integration, and value creation that distinguish B2B markets from consumer markets. Students will analyze topics such as organizational buying behavior, segmentation and targeting of industrial markets, pricing strategies, and the role of digital technologies in B2B environments. Case studies and real-world examples will illustrate how businesses build and sustain partnerships, develop comprehensive marketing plans, and leverage branding in an increasingly competitive and global marketplace.
Recommended Textbook
Services Marketing An Asia Pacific and Australian Perspective 6th Edition by Christopher Lovelock
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Chapter 1: Marketing in the service economy
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Q1) Which of the following is NOT a way that service marketers can smooth demand levels to match capacity?
A)Offer price reductions at non-peak times
B)Take reservations from customers
C)Use promotional campaigns to increase demand in non-peak times
D)Have necessary facilities, equipment and staff always on standby
E)Charge premium prices during peak times
Answer: D
Q2) A service is any act, performance or __________ that one party can offer to another and that is essentially __________ and does not result in the __________ of anything.
A)product; tangible; ownership
B)experience; tangible; production
C)experience; intangible; ownership
D)product; intangible; ownership
E)thing; of value; transfer
Answer: C
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Chapter 2: Customer behaviour, culture and service encounters
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Q1) In a high-risk purchase situation, which of the following statements is incorrect?
A)Western consumers tend to go through an extended information search process.
B)Asian consumers tend to be more passive consumers than Western consumers.
C)Asian consumers tend to use only internal information sources.
D)Western consumers tend to consider all attributes of each brand.
E)Asian consumers may prevent the problem recognition stage from occurring.
Answer: C
Q2) Which of the following is NOT considered as a fundamental need that a customer may have in a service setting?
A)Fairness
B)Respect
C)Mood
D)Security
E)Esteem
Answer: C
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Page 4
Chapter 3: Positioning services in competitive markets
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Q1) Positioning strategy is concerned with ___________, _____________ and _____________ distinctive differences.
A)finding; targeting; eliminating
B)choosing; creating; communicating
C)praising; highlighting; saturating
D)anticipating; reducing; minimising
E)purchasing; financing; consuming
Answer: B
Q2) Points of parity and points of difference refer to the same concept.
A)True
B)False
Answer: False
Q3) Keller and Kotler consider three necessary criteria for an attribute to be POD.These are:
A)relevance, distinctiveness, believability
B)distinctiveness, originality, parity
C)believability, parity, relevance
D)originality, believability, relevance
Answer: A
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Page 5
Chapter 4: Developing service products: core and supplementary service elements
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Q1) _______ concept defines the essential nature of the service(s) to be offered with reference to the nature and needs of the market(s) to be targeted, and leads to a specification of what resources will be required to make the concept a reality.
A)The strategic service
B)The service marketing
C)The service operations
D)The service production
E)The service production and consumption
Q2) Characteristics such as a high degree of personal interaction and customisation and low labour intensity would indicate that the description 'service shop' is correct.
A)True
B)False
Q3) Professional consultation in, for example, a trip to the doctor or an accountant is a complex and demanding form of consultation.
A)True
B)False
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Chapter 5: Distributing services through physical and electronic channels
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Q1) Electronic channels can be used in a variety of service transactions alone.Which of the following is a service that could be maintained only through electronic channels?
A)Banking
B)Forward hotel reservations
C)ATMs
D)Airline bookings
E)None of the above
Q2) Blueprinting identifies potential _________ points, where there is significant risk of things going wrong and diminishing service quality.
A)tactical error
B)strategic error
C)fail
D)operational error
E)inconsistent service
Q3) Websites for hotels are useful but for the most part customers prefer to deal with people rather than electronics when making their bookings.
A)True
B)False
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Chapter 6: Understanding costs and developing pricing strategy
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Q1) A customer who perceives high levels of __________worries that their choice of service provider may not meet with the approval of family or friends.
A)time and effort cost
B)performance risk
C)psychological risk
D)social cost
E)financial cost
Q2) What elements of price bundling could assist a newly-opened silver service restaurant located in the heart of the city?
Q3) Which of the following is the difference between the variable costs to the seller and the price charged to the purchaser?
A)Institutional overhead
B)Semi-variable cost
C)Contribution margin
D)Break-even point
E)Total benefits
Q4) Using the information in Table 6.6, develop a pricing strategy for an entertainment venue of your choice.
Page 8
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Chapter 7: Balancing productive capacity and demand
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Q1) Signage and advertising can modify demand patterns by reminding customers of peak periods.
A)True
B)False
Q2) Service managers require substantial information to help them develop effective demand management strategies and to monitor subsequent marketplace performance.Among others, information needs include the following EXCEPT:
A)historical data
B)forecasts
C)segment-by-segment data
D)sound cost data
E)consumption data
Q3) Discuss the statement: 'In a very real sense, queues are basically a symptom of unresolved capacity management problems'.Do you agree or disagree with the statement? Justify your answer.
Q4) The value of using the marketing mix is useful to non-service organisations but has little value in service organisations.
A)True
B)False
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Chapter 8: Integrated services marketing communications
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Q1) Promises and expectations made for the organisation are usually initiated from the
A)frontline staff
B)middle management
C)marketing department
D)central management
E)all of the above
Q2) Consumers are more often using informal networks developed through electronic media, such as Twitter and blogs, as a method of judging service offerings.How valid do you believe this contribution is to consumers' decision making? In this context, what can marketers do to enhance their own promotional methods?
Q3) Why are word of mouth recommendations particularly useful and important in the service industry?
A)They save costs.
B)They are viewed as being a credible source.
C)They tend to be positive rather than negative.
D)They have a powerful influence on people's purchasing decisions.
E)b and d
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Chapter 9: Managing people for service advantage
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Q1) Simplifying work routines and hiring workers as cheaply as possible often leads to firms being trapped in a cycle of failure.
A)True
B)False
Q2) In your opinion, is the cycle of mediocrity a major problem or just one of the facets of employment generally? Justify your answer in terms of a situation you or a colleague have experienced.
Q3) Those service personnel who directly interface with customers are referred to as:
A)sales people
B)marketers
C)boundary spanners
D)line personnel
E)staff personnel
Q4) Discuss the most cost-effective and relevant methods for internal marketing in an educational institution such as a high school or university.
Q5) Frontline employees never deliberately provide bad customer service.
A)True
B)False
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Chapter 10: Crafting the service environment
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Q1) _______ conditions refer to those characteristics of the _______ that pertain to your five ____.
A)Servicescape; environment; senses
B)Ambient; experience; senses
C)Ambient; environment; senses
D)Servicescape; experience; senses
E)Virtual; environment; senses
Q2) Why does Bitner's servicescape model take into account employee responses?
A)Bitner incorrectly assumed that employees are affected by their environment
B)An environment can enhance employees' productivity and service quality
C)An environment affects employee responses but not customer responses
D)Customers will be satisfied only if employees are enjoying themselves
E)Frontline employees are responsible for designing the servicescape
Q3) If you are using music to discourage patrons that are undesirable, one of the most important points is that:
A)quiet music is most effective
B)music that is unfamiliar is most effective
C)military music is most effective
D)loud music is most effective
E)discordant music is most effective
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Chapter 11: Managing the customer service function
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Q1) Even in high customised services, it is possible to develop routines for at least some of the aspects of service provisions.Choose a service organisation and discuss this concept illustrating those parts of service to which this statement could apply.
Q2) Assume you are in charge of customer service for a major passenger and cargo air service.Discuss the tasks you would undertake to ensure effective implementation of your customer service program.
Q3) All of the following are dimensions of Parasuraman, Zeithaml and Berry's (1988) service quality model that can be influenced directly by service employees, except:
A)intangibles
B)reliability
C)assurance
D)empathy
E)responsiveness
Q4) Customer service is not always consistent with organisational profit.Discuss this statement and justify your answer in terms of an effective customer service organisation.
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Chapter 12: Customer satisfaction and service quality
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Q1) The basic E-S-QUAL scale is used for measuring core e-service quality.Which of the following is NOT one of the four dimensions used in this scale?
A)Efficiency
B)Reliability
C)Fulfilment
D)System availability
E)Privacy
Q2) The SERVQUAL dimension of empathy includes:
A)individual attention
B)convenient operating hours
C)personal attention
D)specific customer needs
E)all of the above
Q3) Explain the similarities and differences between the concepts of perceived service quality and customer satisfaction.
Q4) Emotional value is derived from the service's ability to enhance the customer's 'social self-concept'.
A)True
B)False
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Chapter 13: Managing relationships and building loyalty
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Q1) Why should managers think carefully about operational elements such as speed, quality and physical features of its services when targeting customers?
A)They need to convince customers of the services' quality.
B)They need to focus on their operations, not on customers.
C)They need to target customers who match the firm's capabilities.
D)They need to figure out how all customers can be a good fit with the firm's capabilities.
E)They need to figure out how they can serve all customers equally well.
Q2) Which of the following is NOT a good example of an organisation deciding to fire a customer?
A)Students who are caught cheating
B)Club members who behave inappropriately
C)Banks that no longer want to offer specific services to customers
D)a and b only
E)All of the above
Q3) The costs of acquiring a new service customer are always high.
A)True
B)False
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Chapter 14: Handling customer complaints and managing service recovery
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Q1) Dissatisfied customers often don't complain because they believe the organisation either won't do anything or they'll be sent on a wild goose chase.
A)True
B)False
Q2) If prevention is the key to managing customer failure, which of the following is NOT a step in rectifying the problem?
A)Redesigning service processes
B)Implementing technical solutions
C)Educating customers
D)Encouraging customer citizenship
E)None of the above
Q3) Think about a time when you had to wait to receive a service-for example, a delayed flight, a medical or other appointment or a wait for a restaurant table on a busy night.Describe how you reacted to the situation, including your thoughts and feelings about what happened.How did you decide whether to complain? If you could have advised management and frontline employees on how to handle the situation, what would you have suggested?
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