Business-to-Business Marketing
Final Test Solutions
Course Introduction
Business-to-Business (B2B) Marketing explores the unique strategies, processes, and challenges involved in marketing products and services to other businesses rather than individual consumers. The course covers key topics such as organizational buying behavior, relationship management, supply chain dynamics, segmentation, targeting, and positioning in B2B markets. Students will examine the role of digital technologies in B2B marketing, learn how to develop value-based proposals, and analyze case studies to understand real-world applications. Emphasis is placed on building long-term client relationships and navigating complex purchasing processes within diverse industries.
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
Source URL: https://quizplus.com/study-set/750 Page 2
Chapter 1: Marketing in the service economy
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75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/14633
Sample Questions
Q1) Bitner, Booms and Tetreault suggest seven Ps of service by adding which of the following into the traditional four Ps?
A)People, physical evidence and process
B)Physical evidence, place and price
C)Packaging, product and price
D)Process, practicality and presence
E)Price, promotion and place
Answer: A
Q2) Service marketers only need to be concerned with the traditional four Ps of product/service, place, price and promotion.
A)True
B)False
Answer: False
Q3) Which of the following best represents a service directed at people's minds?
A)Banking
B)Beauty salon
C)Insurance
D)Laundry and dry cleaning
E)Arts and entertainment
Answer: E
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Chapter 2: Customer behaviour, culture and service encounters
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75 Verified Questions
75 Flashcards
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Sample Questions
Q1) The awareness of a need will drive an information search on behalf of the consumer before a decision has been made.
A)True
B)False
Answer: True
Q2) Customers' needs for security against physical and financial harm are difficult to violate.
A)True
B)False
Answer: False
Q3) Lack of prior experience with the service often decreases a consumer's perceived risk in purchasing and using that service.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Positioning services in competitive markets
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75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/14635
Sample Questions
Q1) For a business-to-business marketer defining segments, all of the following variables are likely to be appropriate except:
A)industry types
B)anticipated purchasing volume
C)the potential for alliances
D)customers' ages
E)profitability or potential yield
Answer: D
Q2) When marketers attempt to create competitive advantages for their service product offerings they need to take into account:
A)what will attract customers
B)how to appeal to customers
C)key data
D)segmentation
E)all of the above
Answer: E
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Chapter 4: Developing service products: core and supplementary service elements
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75 Verified Questions
75 Flashcards
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Sample Questions
Q1) If you were running a legal firm, what steps would you take in planning, creating and delivering an integrated and coherent service product strategy of the firm?
Q2) When buying electrical goods, the manufacturer's provision of warranties and guarantees against product malfunctions are an example of 'restitution'.
A)True
B)False
Q3) What Levitt called 'the total product concept' consists of all of the following EXCEPT:
A)supplementary product
B)core product
C)expected product
D)augmented product
E)potential product
Q4) Facilitating services are the basic reason for service providers to be in business. A)True
B)False
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6
Chapter
5: Distributing services through physical and electronic channels
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75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/14637
Sample Questions
Q1) Changes in legislation with regard to trading hours and the emergence of multicultural societies are some of the factors in the move toward 24/7 operations.
A)True
B)False
Q2) Wirtz and Mattila found the _________ is more important than _________ alone in achieving customer satisfaction and loyalty.
A)attitude of staff; apology
B)recovery process; compensation
C)recovery delivery; apology
D)attitude of staff; compensation
E)compensation offered; apology
Q3) Franchising has become a popular way to expand delivery of an effective service concept which embraces all of the:
A)wheel of retailing
B)flower of service
C)five Ps of marketing
D)sevem Ps
E)incidence of intermediaries
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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75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/14638
Sample Questions
Q1) A service provider can increase the net value of a service by doing all of the following except:
A)adding benefits
B)adding supplementary services
C)cutting costs
D)combination of a, b and c
E)adding costs
Q2) Explain the categories of pricing objectives open to a service organisation and discuss when each would be appropriate.
Q3) How do we compute net value?
A)Total perceived benefits minus total perceived costs
B)Total benefits minus fixed costs
C)Total benefits minus variable costs
D)Total benefits minus semi-variable costs
E)Total benefits minus marginal costs
Q4) New companies offering price discounts to stimulate trial and attract customers are pursuing patronage-oriented pricing objectives.
A)True
B)False
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Chapter 7: Balancing productive capacity and demand
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75 Verified Questions
75 Flashcards
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Sample Questions
Q1) Suppose demand levels for a service follow a predictable cycle, and the duration of the demand cycle is one week.In this situation, demand likely varies by ________.
A)hour
B)day
C)week
D)month
E)season
Q2) In situations where the public requires assistance for a variety of problems (e.g.medical treatment, ambulances) and the service is overused, one method of dealing with this is to:
A)refuse non-urgent cases assistance
B)re-educate the public on the correct use of these facilities
C)develop a media campaign to raise awareness
D)none of the above
E)b and c
Q3) 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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9
Chapter 8: Integrated services marketing communications
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75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/14640
Sample Questions
Q1) Which of the following would be more likely to use photos and video clips to demonstrate their product?
A)A B2B site
B)An MBA site
C)An investment site
D)A university site
E)Both b and d
Q2) As a result of the use of the Internet for communications, a grey area is emerging between impersonal and personal messages.
A)True
B)False
Q3) Companies who decide to use concrete clues to promote their services would be most likely to highlight:
A)quality of equipment
B)employee qualifications
C)employees' professional attitude
D)a and c
E)all of the above
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Chapter 9: Managing people for service advantage
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75 Verified Questions
75 Flashcards
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Sample Questions
Q1) Which of the following is NOT a cost of low-pay/high-turnover human resource strategies?
A)Lower productivity
B)High cost of recruitment
C)Cost of training
D)Lower productivity.
E)None of the above
Q2) A frontline staff member with low self-esteem may experience what type of conflict?
A)Internal-external
B)Person-role
C)Organisation-client
D)Inter-client
E)Psychological-financial
Q3) Past behaviour is the best predictor of future behaviour so hiring individuals who have won service excellence awards and have customer references is a good idea.
A)True
B)False
Q4) What changes could a struggling retailer make to get on the cycle of success?
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11
Chapter 10: Crafting the service environment
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75 Verified Questions
75 Flashcards
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Sample Questions
Q1) The use of scent and colour can result in different levels of arousal within the servicescape.An important factor to consider when using this combination is:
A)that it is often a good idea to mix high arousal music with low arousal scent
B)that high arousal scent can be combined with low arousal music effectively
C)that the level of arousals of both music and scent should be the same
D)all of the above
E)b and c only
Q2) Go to a major shopping centre and analyse their approach to the servicescape in terms of Russell's Model of Affect.
Q3) The servicescape, as a message-creating medium, uses which of the following cues to communicate with its intended audience?
A)Using colour
B)Using textures
C)Using sounds
D)Using scents
E)Using symbolic cues
Q4) In your opinion, is the layout and ambience of the service provider's premises over-rated? Justify your answer in terms of recent research.
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Page 12
Chapter 11: Managing the customer service function
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75 Verified Questions
75 Flashcards
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Sample Questions
Q1) Why are service firms today adding technology to customer service activities?
A)To increase face-to-face interactions
B)To improve both operational efficiency and customer service
C)To loosen ties with customers
D)To limit the data they collect about customers
E)To trade off operational efficiency and customer service
Q2) Automated teller machines and automatic car washes are examples of ________.
A)technology substitution
B)human contact substitution
C)machine-generated contact
D)non-personal interaction
E)work method improvements
Q3) A climate for service combined with a climate for employees' wellbeing is highly correlated with customer service quality perceptions.
A)True
B)False
Q4) Customer service is becoming increasingly technology-based or technology-enabled.
A)True
B)False
Page 13
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Chapter 12: Customer satisfaction and service quality
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75 Verified Questions
75 Flashcards
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Sample Questions
Q1) Fast and effective handling of a complaint generally will not affect customer loyalty.
A)True
B)False
Q2) All of the following help a service organisation to increase the level of responsiveness to its customers EXCEPT:
A)telling customers exactly when service will be performed
B)being willing to help customers whenever possible
C)trying to instil confidence in customers
D)matching competitors' levels of service whenever possible
E)giving prompt service to customers
Q3) A company should never offer an unconditional guarantee of satisfaction.
A)True
B)False
Q4) Customer expectations need to be managed.Explain different types of expectations and discuss which type of expectation a restaurant might use as the reference point for judging post-purchase performance.What could the restaurant do to manage that expectation?
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14
Chapter 13: Managing relationships and building loyalty
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75 Verified Questions
75 Flashcards
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Sample Questions
Q1) 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
Q2) 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.
Q3) 'All customers are valuable to a service firm and should be treated in the same manner.' Discuss.
Q4) How important is it for a small business operating in a local area compared to a larger organisation operating nationally to develop good customer relationships?
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Chapter 14: Handling customer complaints and managing service recovery
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75 Verified Questions
75 Flashcards
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Sample Questions
Q1) Which of the following could be a cause for a consumer to switch services on the basis of ethical problems with the organisation?
A)High prices
B)Conflict of interest
C)Billing error
D)Unresponsive
E)Reluctant response
Q2) A restaurant that wants to improve service quality is looking for a relatively easy approach to monitoring how long customers wait to be seated.Which of the following methods would best meet that objective?
A)Blueprinting
B)Control charts
C)Fishbone diagrams
D)Pareto analysis
E)Hybrid complaint-handling model
Q3) Explain the different options open to customers when they are unhappy with the service they received.If you were running an investment advisory business, which of the options would you prefer your unhappy customers pursue? Why?
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