Business-to-Business Marketing Exam Solutions
Course Introduction
Business-to-Business Marketing explores the unique strategies, challenges, and dynamics involved in marketing products and services to organizations, rather than individual consumers. The course covers key topics such as organizational buying behavior, relationship management, segmentation, targeting, and positioning in the B2B context. Students learn how to develop and implement effective marketing strategies tailored to business clients, analyze complex buying processes, utilize digital marketing tools for lead generation, and understand the role of supply chains and networks. Case studies and real-world examples help students apply theoretical concepts to practical business scenarios, preparing them for careers in industrial and organizational marketing environments.
Recommended Textbook
Relationship Selling 3rd Edition by Mark Johnston
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1048 Verified Questions
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Page 2
Chapter 1: Introduction to Relationship Selling
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75 Verified Questions
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Sample Questions
Q1) __________ theory holds that sales people will allocate their effort depending on the probability of that effort improving their performance and rewards.
A)Determinism.
B)Pre-destination.
C)External evaluation.
D)Expectancy.
Answer: D
Q2) Sales training focuses on __________,while sales development focuses on ____________.
A)Careers; skills.
B)Incentives; rewards.
C)Skills; careers.
D)Autonomy; ethics.
Answer: C
Q3) In selling,ethical dilemmas typically occur between sales people and:
A)Customers.
B)Sales managers.
C)Criminal courts.
D)Customers and sales managers.
Answer: D
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Chapter 2: Using Information to Understand Sellers and Buyers
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Sample Questions
Q1) Why is creativity important on the job?
Answer: It can make a job easier and improve productivity.It leaves the door open for improvement.
Q2) Research has identified "key success factors" in relationship selling.Describe any four of the ten factors that have been identified.
Answer: The ten factors include: Listening skills Follow-up skills Ability to adapt sales style from situation to situation Tenacity-sticking with a task Well organized Verbal communication skills Proficiency in interacting with people at all levels Demonstrated ability to overcome objections Closing skills Personal planning and time management skills.
Q3) The use of _______________ creates a challenge for managers attempting to keep sales people fully socialized to the culture of the organization.
A)Virtual offices
B)Repetitive sales pitches
C)Industrial RFPs
D)Modified perceived risk analyses
Answer: A
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Page 4
Chapter 3: Value Creation in Buyer-Seller Relationships
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Sample Questions
Q1) A company should never fire a customer.
A)True
B)False
Answer: False
Q2) A dentist who takes the time to explain the advantages and disadvantages of porcelain versus gold crowns is attempting to demonstrate the ________ value of the service he or she provides.
A)Reliability
B)Responsiveness
C)Empathy
D)Tangible
Answer: D
Q3) To a customer,utility is:
A)The energy cost,both electrical and other forms.
B)Whatever the salesperson says it is.
C)Value of the sale minus the commission paid to the salesperson.
D)The want-satisfying power of a good or service.
Answer: D
Q4) Where does personal selling "fit" into a company's marketing mix?
Answer: Personal selling is part of a firm's promotional mix,one of the 4Ps.
5
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Chapter 4: Ethical and Legal Issues in Relationship Selling
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Sample Questions
Q1) Harry,a sales rep for a collectible doll company,is a good friend of the advertising manager for the major collectible doll magazine.Harry asks his friend not to take ads from a competing firm.Harry is engaged in:
A)Collusion
B)Restraint of trade.
C)Slander.
D)Competitor obstruction.
Q2) Research indicates that salespeople are more successful when their personal code of ethics:
A)Is as strong as possible.
B)Is weak so as to avoid conflict.
C)Is neither weak nor strong.
D)Is consistent with the company's code.
Q3) If companies expect their salespeople to act ethically,they must behave ethically.
A)True
B)False
Q4) It is perfectly legal to charge a lower price to a customer who buys more.
A)True
B)False
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Chapter 5: Prospecting and Sales Call Planning
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Sample Questions
Q1) When establishing a systematic prospecting plan,it is important to include the following steps in which order?
A)Keep good records,set goals,study and practice prospecting methods,be prompt in follow-up,pay attention to the results of your efforts.
B)Study and practice prospecting methods,keep good records,be prompt in follow-up,set goals,pay attention to the results of your efforts.
C)Set goals,study and practice prospecting methods,keep good records,be prompt in follow-up,pay attention to the results of your efforts.
D)Study and practice prospecting methods,keep good records,set goals,be prompt in follow-up,pay attention to the results of your efforts.
Q2) Within the "upside-down triangle process," the correct order,from top to bottom,is::
A)Customers,Leads,Prospects.
B)Leads,Prospects,Customers.
C)Leads,Customers,Prospects
D)Customers,Prospects,Leads.
Q3) How can trade shows be used as a source of leads?
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Page 7
Chapter 6: Communicating the Sales Message
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Sample Questions
Q1) If you are going to use a demonstration in your sales presentation,what three key points do you need to keep in mind?
Q2) Trey is the new sales manager for an automobile dealership.He reviews past FAB training his salespeople have received and realizes most of the training focused on __________ and relatively little of the training focused on _______________.
A)Advantages; features and benefits.
B)Benefits; features and advantages.
C)Features and benefits; advantages.
D)Features; advantages and benefits.
Q3) Nancy always strives to make a good first impression with her new customers,but she knows that ultimately,a good customer relationship begins with:
A)A smile.
B)The content and delivery of her presentation.
C)The timing and texture of her sales presentation.
D)A gift.
Q4) First impressions are important for setting the tone of a sales presentation.
A)True
B)False
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Page 8
Chapter 7: Negotiating for Win-Win Solutions
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Sample Questions
Q1) Negotiations are the process whereby:
A)Customer objections and questions are resolved.
B)Profit is determined.
C)Customer resistance is overcome.
D)All of the choices are correct.
Q2) The best way to address a customer's loyalty to their existing supplier is to:
A)Criticize the competitor's products.
B)Criticize the competitor's company.
C)Criticize both the competitor's products and company.
D)Focus on your product and company.
Q3) While a customer's concern may seem trivial to you,it is important to the customer.
A)True
B)False
Q4) Dealing with customer objections is an element of the relationship-building process that:
A)Usually is a nonissue.
B)Many salespeople do not enjoy.
C)Is best just to get over with,no matter how confrontational.
D)Should be avoided to remain friendly.
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Chapter 8: Closing the Sale and Follow-Up
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Sample Questions
Q1) When salespeople view closing the sale as a discrete event that takes place at the end of a sales call,it can lead to:
A)Anxiety.
B)Success.
C)Early sales.
D)Customer satisfaction.
Q2) What are the five dimensions of service quality?
Q3) How is tenacity important to success in sales?
Q4) Win-win solutions come:
A)When the buyer is ready.
B)After the trial close.
C)At any point in the dialogue between buyer and seller.
D)After closely following the step-by-step empathy sales training process.
Q5) "Let's show this to our technical staff" is an example of ___________ buying signal.
A)Giving positive feedback.
B)Asking questions.
C)Seeking other opinions.
D)Providing purchase requirements.
Q6) Using an example,describe a buy-now closing.
Page 10
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Chapter 9: Self-Management: Time and Territory
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Sample Questions
Q1) Ideally,sales managers like to form sales territories that are equal in both __________ and _______________.
A)Sales; profit.
B)Call frequency; call outcome.
C)potential; workload.
D)Prospects; customers.
Q2) Dave has just purchased software to coordinate bid estimation,order entry,shipping,and billing systems.Dave has purchased a _____________ system. A)MSA.
B)Enterprise resources planning.
C)Customer potential management.
D)Workforce cooperative planning.
Q3) One of the most constructive tools salespeople can use to build customer relationships is to effectively manage:
A)Corporate finances.
B)Sales manager's trust.
C)Customer time.
D)Sophisticated software.
Q4) What should salespeople include in their time management plan?
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Chapter 10: Salesperson Performance:
Behavior,Motivation,and Role
Perceptions
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Sample Questions
Q1) The goal of sales managers should be to eliminate role ambiguity and conflict.
A)True
B)False
Q2) Don is known as a great leader.He tailors his style and approach to the needs of his sales force and:
A)Company regulations.
B)Organizational citizenship expectations.
C)The kinds of tasks they must perform.
D)His personal needs.
Q3) A certain amount of role conflict and ambiguity enables salespeople to:
A)Be more empathic to their sales manager.
B)Avoid role inaccuracy.
C)Increase extrinsic rewards.
D)Make creative decisions.
Q4) Sales managers often talk about improving the skill level of their salespeople.What skills can be developed?
Q5) Research has proven that people with sales aptitude are more successful.
A)True
B)False
Q6) What is a reward mix?
Page 12
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Chapter 11: Recruiting and Selecting Sales-people
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Sample Questions
Q1) After establishing policies concerning responsibility for recruitment and selection,what tasks should be addressed next?
Q2) Sales recruiters often do not use psychological tests because:
A)They doubt the validity of such tests.
B)They do not always produce consistent scores.
C)They may be viewed as an invasion of privacy.
D)All of the choices are correct.
Q3) Ron is recruiting new salespeople and is considering placing an ad in the industry magazine.He wants to place a blind ad because:
A)It will contain only minimal information.
B)It will maximize the number of candidates.
C)It will give Ron the opportunity to explain the attractive features of the position.
D)All of the choices are correct.
Q4) Which of the following is NOT an external source of sales recruits?
A)Ads.
B)Recruiting agencies.
C)Colleges.
D)International divisions of the company.
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Page 14
Chapter 12: Training Sales-People for Sales Success
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Sample Questions
Q1) Companies provide training to lower turnover rates because:
A)Of the negative industry image associated with losing salespeople.
B)The cost of training replacements.
C)They do not want to lose even the lowest performing salesperson.
D)All of the choices are correct.
Q2) Jamie is frustrated because he is not sure what is expected of him.Sales training will likely have the greatest impact in:
A)Increasing productivity.
B)Improving morale.
C)Handling customer questions and complaints
D)Improving selling skills.
Q3) How can product knowledge competency benefit salespeople?
Q4) A national account manager would want sales training to provide:
A)Specific details about certain industries.
B)Territory management training.
C)Cultural sensitivity training.
D)Product design.
Q5) Sales training is an ongoing process.
A)True
B)False
15
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Chapter 13: Sales-Person Compensation and Incentives
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Sample Questions
Q1) From a management perspective,straight sales commissions have the advantage of:
A)Being easy to compute.
B)Varying directly with sales volume.
C)Conserving working capital.
D)All of the choices are correct.
Q2) When evaluating or creating a sales compensation plan,a first step should be to:
A)Scrap the existing plan if there is one.
B)Evaluate how salespeople are allocating their time.
C)Estimate the impact of a straight salary plan.
D)Allow salespeople to design their own compensation plans.
Q3) Which of following is a potential criticism of sales contests for motivating salespeople?
A)Contests may create only long-term results without short-term improvement.
B)Salespeople may "borrow" sales from before or after the contest to increase their chances of winning.
C)Contests can increase the cohesiveness and morale of the sales force.
D)All of the choices are correct.
Q4) From a salesperson's perspective,what is the major advantage and disadvantage associated with straight commissions?
Q5) What are the criticisms of sales contests for motivating salespeople?
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Chapter 14: Evaluating Sales-Person Performance
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Sample Questions
Q1) Belinda is using the company's performance evaluation forms.She knows the evaluations are taken seriously,both by senior management and sales staff.She has been given a list of instructions in order to properly administer the forms.What instructions usually accompany performance evaluation forms?
Q2) If a sales manager takes each salesperson's sales dollar volume and divides it by their total number of accounts,the sales manager is calculating ______________ ratios.
A)Cost per call.
B)Lost account.
C)Sales per account.
D)Account share.
Q3) William only concerns himself with what his sales force accomplishes,paying little attention to how they do it.William is introducing:
A)Only objective measures into his evaluation.
B)An outcome bias.
C)Behavioral anchored rating scales.
D)Internal performance management.
Q4) List three common output measures used to evaluate salespeople.
Q5) What input measures are commonly used to evaluate salespeople?
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