Business-to-Business Marketing Exam Review
Course Introduction
Business-to-Business Marketing explores the unique challenges and strategies involved in marketing products and services to other businesses rather than to individual consumers. This course covers core topics such as organizational buying behavior, relationship management, segmentation, targeting, and the design of effective B2B marketing strategies. Students will examine the dynamics of business markets, the role of digital and traditional channels, and the complexities of value creation and communication in B2B environments. Case studies and real-world examples highlight the importance of building long-term partnerships, understanding procurement processes, and navigating B2B sales cycles.
Recommended Textbook Services Marketing An Asia Pacific and Australian Perspective 6th Edition by Christopher Lovelock
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14 Chapters
1050 Verified Questions
1050 Flashcards
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Chapter 1: Marketing in the service economy
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75 Verified Questions
75 Flashcards
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Sample Questions
Q1) A useful way to distinguish between goods and services is to place them on a continuum from ____________ to ____________.
A)practical; impractical
B)tangible dominant; intangible dominant
C)low; high
D)reliable; unreliable
E)prepared; unprepared
Answer: B
Q2) Characteristics of a service that consumers find hard to evaluate even after purchase and consumption are called:
A)search qualities
B)experience qualities
C)credence qualities
D)intangible qualities
E)variable qualities
Answer: C
Q3) In a service encounter, value is created only by the seller.
A)True
B)False
Answer: False
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Chapter 2: Customer behaviour, culture and service encounters
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Sample Questions
Q1) Several factors may enhance risks and uncertainty in the mind of a service purchaser.Which of the following is NOT likely to be one of them?
A)When the service is relatively new
B)When the service is complex
C)When the purchase is important to the customer
D)When the customer is making a repeat purchase
E)When the customer is relatively inexperienced
Answer: D
Q2) Credence attributes are those attributes which are easiest to assess during the service encounter.
A)True
B)False Answer: False
Q3) As a way of reducing risk and uncertainty, consumers often rely on the reputation of the service organisation prior to making their purchase decision.
A)True
B)False
Answer: True
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Chapter 3: Positioning services in competitive markets
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Sample Questions
Q1) Marketing strategy is built on:
A)segmentation
B)positioning
C)targeting
D)all of the above
E)a & b only
Answer: D
Q2) Select four service organisations and develop a table which gives examples of positioning and value proposition.
Answer: Service Organization | Positioning | Value Proposition
1. Starbucks | Premium coffee experience | High-quality, ethically sourced coffee and a comfortable, inviting atmosphere
2. Amazon Prime | Convenient online shopping and entertainment | Fast, free shipping, exclusive deals, and access to streaming services
3. FedEx | Reliable and efficient global shipping | Guaranteed delivery times and real-time tracking
4. Hilton Hotels | Luxury accommodations and exceptional service | Comfortable, upscale rooms, and personalized guest experiences
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Page 5
Chapter 4: Developing service products: core and supplementary service elements
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Sample Questions
Q1) Which of the following best describes a service shop?
A)High degree of personal interaction and customisation, low in labour intensity
B)High degree of personal interaction, customisation and labour intensity
C)Low degree of personal interaction and customisation but high in labour intensity
D)Low degree of personal interaction, customisation and labour intensity
E)Low degree of personal interaction, high degree of customisation and labour intensity
Q2) Which of the following statements is NOT true?
A)Value-adding supplementary services enhance the core offering.
B)People-processing services tend to be more demanding in terms of supplementary elements.
C)Possession-processing services often place heavy demands on safekeeping elements.
D)Supplementary elements do not assist in differentiation.
E)Companies competing on low-cost often offer fewer supplementary elements.
Q3) It is unreasonable for customers to expect a variety of payment options, particularly when the organisation is small.
A)True
B)False
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Chapter 5: Distributing services through physical and electronic channels
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Sample Questions
Q1) Which of the following products could be classified as having the characteristics which will meet a common customer need?
A)Pens
B)Electronic devices
C)Computer hardware
D)Cigarettes
E)All of the above
Q2) In which of the following situations would a company have the most ability to protect its intellectual property through legal means?
A)Film production for international distribution
B)Providing animal care services
C)Management consulting
D)Human resource recruitment
E)Car rentals
Q3) Saving money is a more important driver of channel choice than convenience for most service customers.
A)True
B)False
Q4) Develop a service blueprint for a newly-opened full service restaurant.
Page 7
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Chapter 6: Understanding costs and developing pricing strategy
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Sample Questions
Q1) Research by Zeithaml suggests four broad expressions of value.Which of the following is NOT one of them?
A)Value is low price.
B)Value is what I want in a product.
C)Value is benefits minus costs.
D)Value is the quality I get for the price I pay.
E)Value is what I get for what I give.
Q2) In some cases, __________ demand might be more important than achieving maximum __________, as long as basic __________ requirements are met.
A)maximising; profit; profit
B)basic; profit; needs
C)actualising; profit; profit
D)maximising; exposure; profit
E)minimising; sales; profit
Q3) An accurate definition of yield management is, 'a method to sell the right inventory unit to the right type of customer at the right time and for the right price'.
A)True
B)False
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Chapter 7: Balancing productive capacity and demand
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Sample Questions
Q1) Customers are not willing to pay more for priority queuing.
A)True
B)False
Q2) Cross-training employees will help to avoid both bottlenecks and the under-utilisation of staff members.
A)True
B)False
Q3) When considering options for managing capacity, service managers need to consider all of the following EXCEPT:
A)customer requirements
B)competitive influences
C)inventory levels
D)impact on desired levels of service
E)organisation's ability to implement
Q4) 'Although service businesses can rarely inventory supply, they can often inventory demand.' Discuss how this statement would apply to a national airline and a veterinary surgery.
Q5) Your company has not been able to reduce waiting times.Discuss the psychological implications of waiting time and the managerial implications.
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Chapter 8: Integrated services marketing communications
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Sample Questions
Q1) Social media are presenting marketers with challenges as well as opportunities.Which of the following uses of social media can pose problems?
A)Consumers posting queries on companies' Facebook pages
B)Consumers posting and sharing complaints about services
C)Companies providing accurate information quickly
D)Companies replying to customers' tweets instead of staffing a call centre
E)Consumers seeking information about products, services and brands
Q2) Two methods which Google uses to enable organisations to display their ads at websites which are part of the Google content networks are:
A)AdWords and AdSense
B)AdWords and sponsored links
C)sponsored links and AdSense
D)ease of use and AdSense
E)AdWords and ease of use
Q3) The development of a services marketing campaign needs a totally different approach to that of a physical goods-based campaign.Discuss this concept and justify your answer.
Q4) Discuss the importance to the service industry of the training and management of frontline employees.
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Chapter 9: Managing people for service advantage
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Sample Questions
Q1) 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
Q2) Newsletters, corporate magazines, intranets, displays, prizes and recognition programs are all examples of:
A)corporate marketing
B)Internet marketing
C)employee marketing
D)internal marketing
E)corporate promotion
Q3) Discuss the most cost-effective and relevant methods for internal marketing in an educational institution such as a high school or university.
Q4) Explain the importance of frontline staff, using examples from your own customer service experiences.
Q5) What changes could a struggling retailer make to get on the cycle of success?
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Chapter 10: Crafting the service environment
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Sample Questions
Q1) The statement 'Although individuals often perceive particular aspects or individual design features of an environment, it is the total configuration of all those design features that determines the consumer responses' would best be described as a:
A)holistic approach
B)servicescape
C)service environment
D)spatial layout
E)functionality
Q2) What does it mean to 'use the service environment as a message-creating medium'?
A)Attract the attention of target segments
B)Make the servicescape stand out from competing establishments
C)Use sounds, scents, and more to heighten consumers' appetite for services
D)Use symbolic cues to communicate the distinctive nature of the service experience
E)Employ colours, textures, etc.to enhance the service experience
Q3) Go to a major shopping centre and analyse their approach to the servicescape in terms of Russell's Model of Affect.
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Chapter 11: Managing the customer service function
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Sample Questions
Q1) There is now ample evidence that ________ employees make for ________ customers.
A)satisfied; satisfied
B)efficient; satisfied
C)organised; satisfied
D)satisfied; dissatisfied
E)speedy; dissatisfied
Q2) Using customer expectations to develop service standards provides service firms with which of the following benefits?
A)Companies can save money by only offering what customers value
B)Companies only offer activities and features that customers do expect
C)Companies only offer activities and features that customers notice
D)Companies only offer activities and features that customers are willing to pay for
E)All of the above
Q3) Good internal monitoring systems are necessary when:
A)service is instantaneous
B)it takes longer for service delivery
C)customers need information on work-in-progress
D)service is technology-enabled
E)b and c
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Chapter 12: Customer satisfaction and service quality
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Sample Questions
Q1) A company should never offer an unconditional guarantee of satisfaction.
A)True
B)False
Q2) Using the Experience to Profits Model, what advice would you give to a start-up company working in the IT area?
Q3) Which of the following is NOT a benefit that an organisation may obtain from creating high levels of customer satisfaction?
A)Positive word of mouth
B)More affluent customers
C)Reduced failure costs
D)Increased levels of loyalty
E)Lower costs for attracting new customers
Q4) How important is it to deliver on expectations of overseas visitors who are only like to have one trip to the country? What could be the effect of not addressing their satisfaction?
Q5) The transcendent view of quality as identified by Garvin (1988) is synonymous with innate excellence.
A)True
B)False
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Chapter 13: Managing relationships and building loyalty
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Sample Questions
Q1) Customers are 'loyal to value', which means they are more likely to stay in a service relationship when the:
A)structural bonds with the seller exceed the social bonds
B)social bonds with the seller exceed the structural bonds
C)initial cost of a service is less than later costs
D)sum of service benefits exceeds the costs
E)sum of service costs equals the benefits
Q2) The CRM program's value to developing strategy is best described as:
A)a tool to drive the strategy
B)an extension of current strategies
C)an evaluation system
D)a program useful for segmenting clients
E)none of the above
Q3) Banks are put in a difficult position when they wish to divest themselves of potentially unprofitable accounts.
A)True
B)False
Q4) CRM is an all-encompassing management tool that uses technology to eliminate many of the problems associated with non-computerised methods.Discuss.
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Chapter 14: Handling customer complaints and managing service recovery
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Sample Questions
Q1) Which of the following is NOT a reason to encourage dissatisfied customers to complain?
A)Companies are given the opportunity to salvage the relationship.
B)Complaints provide free feedback.
C)Handling complaints is time consuming.
D)Complaints alert companies to deficiencies in organisational processes.
E)Effective service recovery can increase customer perceived value.
Q2) It is important to realise that the organisation needs to address the anger of the customer as well as the specific issue.
A)True
B)False
Q3) Which of the following is NOT a reason why dissatisfied customers don't complain according to the SOCAP research?
A)The lack of time
B)The organisation will ask too many questions
C)The company might penalise or blame them
D)Their complaint might be resolved expeditiously
E)They don't know who to complain to
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