Business-to-Business Marketing Exam Solutions
Course Introduction
Business-to-Business Marketing explores the unique strategies, dynamics, and decision-making processes involved in marketing products and services between organizations rather than to individual consumers. The course examines key concepts such as organizational buying behavior, segmentation and targeting in B2B markets, relationship management, supply chain integration, and negotiation strategies. Students will analyze real-world case studies to understand the complexities of building value-driven partnerships, managing long sales cycles, and leveraging digital tools in B2B contexts. Emphasis is placed on developing analytical skills and strategic approaches required to succeed in competitive, interconnected business environments.
Recommended Textbook Services Marketing 6th Edition by Valerie Zeithalm
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16 Chapters
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Chapter 1: Introduction to Services
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Sample Questions
Q1) Technology is creating a demand for ethnocentric services.
A)True
B)False
Answer: False
Q2) The characteristic of a service that means that it cannot be seen,felt,tasted or touched is:
A) Intangibility
B) Heterogeneity
C) Divisibility
D) Perishability
E) Compatibility
Answer: A
Q3) An airline is concerned with whether its passengers are satisfied with how their luggage is handled before,during and after a flight.With which element of the services marketing mix is the airline concerned?
Answer: Process.
Q4) What is the key determinant of whether a product is a good or a service?
Answer: Its intangibility.
Q5) Briefly explain why it is difficult to mass produce a service.
Answer: Services are typically produced and consumed at the same time.
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Chapter 2: Conceptual Framework of the Book: The GAPS
Model of Service Quality
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Sample Questions
Q1) Frequent travelers on airlines know one of the costs of traveling is damaged baggage,but they also know that each airline will either repair or replace any luggage damaged by its baggage handlers.The ability to count on this service in the event a handle is torn off or the side of a bag is gashed helps the airlines narrow provider _____ of the gaps model of service quality.
A) Gap 1
B) Gap 2
C) Gap 3
D) Gap 4
Answer: A
Q2) Give a brief generalized definition of a customer's perception of service. Answer: A subjective assessment of an actual service experience.
Q3) The use of transactional marketing will tend to narrow provider gap 1.
A)True
B)False
Answer: False
Q4) What is provider gap 4 of the gaps model of service quality?
Answer: The difference between service delivery and the service provider's external communications.
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Chapter 3: Customer Expectations of Service
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Sample Questions
Q1) Velma was preparing to take her first airplane trip in more than 20 years.One of the primary reasons why she has not flown is because she is over six feet tall and the closeness of the seats made her extremely uncomfortable.Just prior to making plane reservations,she saw an article in a travel magazine congratulating United and American Airlines for increasing the room between passenger seats.She did not have time to read the whole article-just the first paragraph.She made her reservations on United Airlines with the expectation that she would not have to feel like she was "shoe horned" into her seat.When she boarded the plane,she was struck with how close the seats appeared.It wasn't long before she learned that United had only increased the room for the first six rows and American had made sure that every seat had extra room.Velma's service expectation levels were shaped by:
A) Explicit service promises and word-of-mouth communication
B) Past experience and word-of mouth communication
C) Implicit and explicit service promises
D) Implicit service promises and predicted service
E) Past experience and explicit service promises
Answer: E
Q2) What is a consumer's "wished for" level of performance?
Answer: Desired service.
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Page 5
Chapter 4: Customer Perceptions of Service
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Sample Questions
Q1) All service encounters are equally important in building good customer relationships. A)True
B)False
Q2) Imagine a bereaved family at a funeral home discovering dirty restrooms,a disco ball in the chapel and loud heavy metal music on the sound system.You would be correct in saying:
A) The physical environment quality led the family to think less of the overall service quality
B) The technical outcome quality of the facility needed fine tuning
C) The inappropriateness of the service quality was due to poor technical qualities
D) Interaction qualities led to perceived inequities
E) The overall service quality is not influenced by tangibles
Q3) Creating a memorable service experience is important to service providers.Restaurants and hotels on the beach have to train their employees to deal with students who flood the regions during spring break and who oftentimes have had too much to drink.Which common theme of service are they involved with in this example?
Q4) List the five dimensions U.S.customers use to determine service quality.
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6
Chapter 5: Listening to Customers Through Research
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Sample Questions
Q1) The data have been gathered.It is now time to analyze these data and interpret them.What is the primary goal of this part of the marketing research process?
Q2) CompuMark is a company that provides marketing and computer expertise to companies who want to set up their own Web sites.The owners of the company believe they need to improve customers' perceptions of the service provided by CompuMark.As a result,the owners hired a service marketing research company to conduct research about its customers' expectations.The research was appropriately designed,executed and presented to the owners.Discuss the two most likely occurrences at this point in the research process.What is the role of the service marketing research company in determining what the owners of CompuMark will do next?
Q3) Importance/performance matrices typically combine information about customer perceptions of service encounters with a company with how the company rates in each of the five service dimensions.
A)True
B)False
Q4) What type of qualitative research is used to monitor changes in customer expectations and to provide a forum for customers to suggest and evaluate new service ideas?
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Page 7
Chapter 6: Building Customer Relationships
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Sample Questions
Q1) Molly and Tom are getting married.Last month they hired a caterer for the wedding reception.This month they attended a wedding for which their chosen caterer had provided food,dishes,and flowers.Neither thought the food was good and Molly worried that the dishes looked cheap.However,they feel they cannot change caterers at this date due to the large deposit required by the catering company when it took the job.Molly and Tom do not want to pay:
A) Extraneous expenses
B) Opportunity costs
C) Switching costs
D) Fixed costs
E) Retained costs
Q2) The ability to segment customers narrowly based on profitability implications may raise questions of privacy for customers.
A)True
B)False
Q3) What are four customer goals for organizations that engage in relationship marketing?
Q4) Why are Level 4 retention strategies the most difficult to imitate?
Q5) What are the three types of benefits firms enjoy through relationship marketing?
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Chapter 7: Service Recovery
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Sample Questions
Q1) People who do not complain often believe that complaining is a waste of time and effort.
A)True
B)False
Q2) Which of the following is NOT an example of a commonly used service recovery strategy?
A) Learn from recovery experience
B) Respond quickly
C) Encourage and track complaints
D) Implement the service paradox
E) Learn from lost customers
Q3) The carpenter came to install the new flooring in the Stephenson's kitchen two weeks ago.Once he had removed the old flooring,he announced he needed to go get a sander to smooth out the subflooring.He has not been back.A person who is a passive type when it comes to complaining would react to this by:
A) Firing the original carpenter and hiring another one
B) Taking no action whatsoever
C) Complaining to the Better Business Bureau about the terrible service
D) Threatening to sue the carpenter if he didn't return immediately
E) Complaining daily to the carpenter's answering machine
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Chapter 8: Service Innovation and Design
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Sample Questions
Q1) Which of the following is an important consideration for innovating or developing a new service?
A) Involve only employees in the innovation process.
B) Employ service and design thinking and techniques.
C) Use only words to describe the service.
D) Design elements of the service separately,rather than as parts of a whole.
E) Involve only design experts in the innovation process.
Q2) Vertical lines cutting across the line of internal interaction represent internal service encounters.
A)True
B)False
Q3) ______ are the most common types of new services.
A) Major innovations
B) Start-up businesses
C) Service line extensions
D) Service improvements
E) Style changes
Q4) What are the two important considerations for service innovation?
Q5) What kind of growth strategy is being used when a convenience store in a small rural town adds a deli sandwich section?
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Chapter 9: Customer-Defined Service Standards
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Sample Questions
Q1) Setting a service standard in broad conceptual terms is ineffective because the standard is difficult to interpret,measure and achieve.
A)True
B)False
Q2) Delta Airlines was dissatisfied with customer reactions to its attempt to offer passengers their choice of cold deli sandwiches instead of the more traditional airplane meal.Its intent was to provide passengers with better food.Passengers saw the move as another way Delta was trying to skimp on service and save money.When trying to deliver service quality,Delta forgot to:
A) Consider customer requirements
B) Create a service blueprint
C) Offer relevant employee training
D) Consider the services marketing triangle
E) Estimate production/quality tradeoffs
Q3) In most service companies,the marketing and operations functions are seamlessly integrated to facilitate the development of service quality standards.
A)True
B)False
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11
Chapter 10: Physical Evidence and the Servicescape
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Sample Questions
Q1) To make car maintenance service more tangible to consumers,Speedi-Lube has added a large diagram on one of the waiting room walls of its service centers that shows the underside of an automobile and identifies all of the lubrication points and exactly what work is being done to the car.As part of its physical evidence strategy,Speedi-Lube has:
A) Mapped the physical evidence of the service
B) Identified physical evidence opportunities
C) Clarified the roles of the servicescape
D) Recognized the strategic impact of physical evidence
E) Updated and modernized its ambient evidence
Q2) In its role as socializer,the servicescape should only be designed to aid in the socialization of customers.
A)True
B)False
Q3) All of the following are elements of a hotel's servicescape EXCEPT:
A) Business center for checking e-mail and sending faxes
B) Lobby
C) Convention facilities
D) Swimming pool
E) Housekeeping staff
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Chapter 11: Employees Roles in Service Delivery
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Sample Questions
Q1) When Abu went to open a bank account at First National Bank,he was greeted by a friendly account representative who explained the different types of savings and checking accounts,as well as other banking services (e.g.,ATM,direct deposit,credit cards,and consumer loans)that were available.According to the service marketing triangle,the actions by the account representative are a form of _____ marketing.
A) Internal
B) Interactive
C) Integrated
D) Strategic
E) External
Q2) One way of promoting teamwork is to encourage the attitude that "everyone has a customer."
A)True
B)False
Q3) How would you explain a service culture to the owner of a talent agency who represents musicians and comedians who entertain on college campuses?
Q4) Who would be the boundary-spanning employees at a restaurant like Longhorn Steakhouse,Applebee's,Red Lobster,and Pizza Hut?
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13
Chapter 12: Customers Roles in Service Delivery
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Sample Questions
Q1) A plastic surgeon who wants his patients to watch a video on rhinoplasty before they have a "nose job" is trying to educate his patients so they can have a higher level of participation in the process.
A)True
B)False
Q2) Lorenzo attended his first antique auction last night.He did not enjoy the experience because a number of the attendees smoked and Lorenzo does not smoke.Also a number of people did not seem serious about buying.It appeared to Lorenzo that some attendees were there simply to visit with their friends.Lorenzo was there to buy and he often had trouble hearing the auctioneer because of the talking.In terms of customer participation,what is the term used to describe Lorenzo's interaction with the other attendees? What advice would you give the auction house if they wanted to improve the auction experience for customers like Lorenzo?
Q3) What are the overall goals of a customer participation strategy?
Q4) In order to increase efficiency,business-to-business service providers have eliminated customer participation in service delivery.
A)True
B)False
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Page 14
Chapter 13: Managing Demand and Capacity
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Sample Questions
Q1) A contractor could use outsourcing as a way to adjust its capacity to meet demand.
A)True
B)False
Q2) In a supermarket,customers who have only a few items will wait longer than customers who have a full cart of groceries because supermarkets use a differentiating queue.
A)True
B)False
Q3) Which of the following factors in managing demand and capacity does NOT lead to provider gap 3,failure to deliver what was designed and specified?
A) Lack of communication between contact personnel and company management
B) Under use of service capacity
C) Failure to smooth the peaks and valleys of demand
D) Overuse of service capacity
E) The attraction of an inappropriate customer mix in an effort to build demand
Q4) What is the fundamental issue underlying supply and demand management in services?
Q5) What are the challenges and risks in using yield management?
Q6) Briefly define a "chase demand" strategy.
Page 15
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Chapter 14: Integrated Service Marketing Communications
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Sample Questions
Q1) By guaranteeing that all participants in its dance classes will be able to do the foxtrot by the end of their first lesson or their money will be refunded,the Fred Astaire Dance Studio is:
A) Managing customer expectations
B) Engaging in public relations
C) Precisely matching service delivery with service promise
D) Managing its horizontal communications
E) Under-promising and over-delivering
Q2) By involving employees in cross-functional teams to align their jobs with end customer requirements,a service firm is:
A) Managing service promises
B) Resetting customer expectations
C) Communicating with customers
D) Managing internal marketing communications
E) Exceeding customer expectations
Q3) In most companies,it is significantly easier to improve horizontal communications than vertical communications.
A)True
B)False
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Page 16
Chapter 15: Pricing of Services
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Sample Questions
Q1) Deana and Rod Li went on a one-week vacation at the Club Med Turkoise village,located in Turks and Caicos,a chain of islands in the Caribbean.Club Med's per person price of $1499 included round-trip air travel from New York,one-week accommodations,all meals,sports,activities and nightly entertainment.Club Med is using a _____ strategy.
A) Market segmentation pacing
B) Price framing
C) Complementary pricing
D) Price bundling
E) Contingency pricing
Q2) What are the two types of market segmentation commonly used by service providers?
Q3) Price visibility does not influence reference prices when selecting a stockbroker. A)True
B)False
Q4) Discuss the reasons why customer knowledge of service prices may differ from customer knowledge of goods prices.
Q5) Describe the three strategies associated with the complementary pricing of a service.
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Chapter 16: The Financial and Economic Impact of Service
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Sample Questions
Q1) A review of two decades of studies examining the links among customer satisfaction,service quality,and firm performance concluded that improvements in customer satisfaction have _________ impact on firms' financial performance.
A) A significant and positive
B) Absolutely no
C) A small negative
D) An undetermined
E) A large negative
Q2) Defensive marketing can be used to reduce customer defection.
A)True
B)False
Q3) What research methodology has been used to determine the benefits of offensive marketing on a company's market share and profits?
Q4) What is another name for customer-linked operational measures that would be used in a balanced performance scorecard? What are some of the specific measures that may appropriate to include in this area of the balanced performance scorecard?
Q5) What type of services marketing needs to be used to stop customer defection?
Q6) How have companies traditionally measured their performance?
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