Business-to-Business Marketing
Midterm Exam
Course Introduction
Business-to-Business Marketing explores the unique challenges and strategies involved in marketing goods and services to other businesses and organizations, rather than individual consumers. The course examines key concepts such as organizational buying behavior, relationship management, supply chain dynamics, and the development of marketing strategies tailored for industrial markets. Students will analyze the role of personal selling, digital marketing, and negotiation in B2B contexts, while also considering the impact of technology, globalization, and ethical issues. By engaging with real-world case studies and practical projects, students will gain insights into building and sustaining profitable business relationships in competitive environments.
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
Source URL: https://quizplus.com/quiz/14633
Sample Questions
Q1) In a service delivery system, customers are typically exposed to service people, equipment, other customers, and ______________.
A)the technical core
B)interior and exterior facilities
C)the backstage
D)the human resource function
E)advertising
Answer: B
Q2) Lovelock (2015) suggests services can be grouped into clusters based on which of the following marketing-relevant characteristics?
A)Relationships with customers
B)Customisation versus standardisation
C)Degree of tangibility/intangibility of service processes
D)The place of service delivery
E)All of the above
Answer: E
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3
Chapter 2: Customer behaviour, culture and service encounters
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75 Verified Questions
75 Flashcards
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Sample Questions
Q1) Consumer evaluation processes in terms of service differ from those used when evaluating consumer goods.
A)True
B)False
Answer: True
Q2) Attributes such as style, colour and feel are ________ properties which can be evaluated pre-purchase; __________ properties can only be evaluated during consumption and consumers may not be able to confidently evaluate __________ properties.
A)search; experience; credence
B)physical; experiential; value
C)search; functional; credence
D)tangible; physical; emotional
E)search; experience; psychological
Answer: A
Q3) Experience attributes can be evaluated prior to purchase while search properties can only be evaluated during consumption.
A)True
B)False
Answer: False
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Chapter 3: Positioning services in competitive markets
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75 Verified Questions
75 Flashcards
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Sample Questions
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) 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
Q3) Company analysis deals with size, location, demand and trends.
A)True
B)False
Answer: False
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Chapter 4: Developing service products: core and supplementary service elements
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75 Flashcards
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Sample Questions
Q1) While courtesy and consideration for customers is important at all times, it is in the face-to-face rather than remote situation that it is most important.
A)True
B)False
Q2) Which of the following types of services generally offer more supplementary services?
A)People-processing
B)Possession-processing
C)Information-processing
D)Mental-stimulus-processing
E)All do so, equally
Q3) _______ services are indispensable to delivery and consumption of the core service.
A)Enhancing
B)Supporting
C)Facilitating
D)Consultation
E)Augmented
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Chapter 5:
Distributing services through physical and electronic channels
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75 Flashcards
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Sample Questions
Q1) Which of the following is NOT a consideration when determining where to put a physical 'bricks and mortar' distribution centre?
A)Cost
B)Staff preference
C)Customer convenience
D)Customer preference
E)Easy access
Q2) Not all organisations can see the value of 24-hour-a-day, 7-days-a-week operation to provide the services that they offer.
A)True
B)False
Q3) The force behind service-based operations success in the international market is influenced by:
A)market drivers
B)competition drivers
C)technology drivers
D)cost drivers
E)all of the above
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) Which of the following is NOT a revenue or profit objective?
A)Vary prices to maximise revenue from a fixed capacity
B)Cover all costs, including overhead
C)Cover costs of providing a particular service
D)Maximise demand
E)Make the largest possible contribution or profit
Q2) When deciding on the basis for pricing, marketers may use which of the following units of consumption?
A)admission
B)time taken
C)completion of a task
D)a and b
E)all of the above
Q3) __________ costs often vary widely from one situation to another, depending on the type of service and the number of people involved.
A)Variable
B)Semi-variable
C)Fixed
D)Marginal
E)None of the above
Page 8
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Chapter 7: Balancing productive capacity and demand
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Sample Questions
Q1) Which of the following are consequences of under-utilising or inefficiently utilising capacity?
A)Capacity represents costs that must be recouped
B)Risk of lost sales or business opportunities
C)Service delivered may not satisfy customer expectations
D)Value propositions may be compromised
E)All of the above
Q2) Market segmentation is sometimes used to design queuing strategies that set different priorities for different types of customers.Allocation to separate queuing areas may be based on all of the following, EXCEPT:
A)urgency of job
B)duration of service transaction
C)urgency of the customer
D)payment of a premium price
E)importance of the customer
Q3) One of the most direct ways of reducing or increasing demand is through pricing strategy.
A)True
B)False
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Page 9
Chapter 8: Integrated services marketing communications
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Sample Questions
Q1) A 'sticky' site is a major asset for firms that use Internet sites because it means that the consumer finds it easy to use and frequently return to the site.
A)True
B)False
Q2) High-quality _____ staff and _____ operations can be important _____ for services.
A)frontline; management; differentiators
B)management; backstage; differentiators
C)frontline; backstage; differentiators
D)frontline; backstage; assets
E)management; backstage; assets
Q3) A wide array of paid advertising media is available to organisations.Which of the following is NOT one of these?
A)Social networks
B)TV
C)Radio
D)Newspapers
E)Billboards
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Chapter 9: Managing people for service advantage
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Sample Questions
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) Goals that are specific, difficult but attainable, and accepted by staff are strong motivators.
A)True B)False
Q3) Frontline employees need to be empowered in order to make discretionary decisions.
A)True
B)False
Q4) It is the responsibility of frontline employees to foster a strong service culture with passion for service and productivity.
A)True
B)False
Q5) Explain the importance of frontline staff, using examples from your own customer service experiences.
Q6) What changes could a struggling retailer make to get on the cycle of success?
Page 11
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Chapter 10: Crafting the service environment
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Sample Questions
Q1) The single most important factor when designing or redesigning servicescapes is:
A)functionality
B)the consumer
C)the staff
D)the aesthetics
E)the environment
Q2) Once a service environment is designed and built it is still relatively easy to make change.
A)True
B)False
Q3) Many servicescape designers execute designs which are visually spectacular but not always as practical as they could be.Using a holistic approach what criteria do you consider to be the most important?
Q4) In terms of signs, symbols and artefacts in the servicescape, it is more important that they are designed to suit the venue than to be clearly understood.
A)True
B)False
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Chapter 11: Managing the customer service function
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Sample Questions
Q1) Which of the following is NOT a customer service function?
A)Greeting customers on arrival
B)Expediting delivery to customers
C)Providing information as part of the sales support team
D)Resolving problems and handling complaints
E)Developing face-to-face sales presentations
Q2) Develop and justify a set of key performance indicators (KPIs) which you would like to see applied to the teaching profession.
Q3) Select a company that you believe is low-contact.Identify the customer service tasks this company could standardise and why it would be appropriate.What role could technology play in delivering customer service in this company?
Q4) To be able to monitor standards, broad customer expectations must be converted into specific behaviours and actions.
A)True
B)False
Q5) Standardisation cannot occur in highly customised services such as medical treatment.
A)True
B)False
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Chapter 12: Customer satisfaction and service quality
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Sample Questions
Q1) It would be possible for a firm to be less than 100 per cent failure-free but with service recovery methods still manage 100 per cent satisfaction rating from its target customers.
A)True
B)False
Q2) 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?
Q3) Which of the following is NOT a dimension of SERVQUAL?
A)Tangibles
B)Fairness
C)Reliability
D)Assurance
E)Empathy
Q4) Use the same service experience from Question 1 to explain other factors that are known to affect customers' satisfaction evaluation.
Q5) Using the Experience to Profits Model, what advice would you give to a start-up company working in the IT area?
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Chapter 13: Managing relationships and building loyalty
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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) Kevin Gwinner's research shows that confidence benefits are the most important to customers in terms of value.
A)True
B)False
Q3) CRM strategy involves all of the following imperatives EXCEPT:
A)implementing the best processes
B)acquiring the right customer
C)developing the right value proposition
D)minimising the role and importance of employees
E)learning to retain customers
Q4) Customers are too important for a service firm to ever consider terminating them.
A)True
B)False
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Chapter 14: Handling customer complaints and managing service recovery
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Sample Questions
Q1) 'It's not in the getting wrong; it's in the putting right.' Explain the significance of this statement to service recovery and customer satisfaction.
Q2) Which of the following is NOT a principle of effective service recovery at the managerial level?
A)Top management commitment
B)Total quality management
C)'Complaints as opportunities' culture
D)Training and empowerment
E)Ownership of the complaint
Q3) Customers are generally not aware of their rights and are unprepared to switch service providers.
A)True
B)False
Q4) Blueprints, fishbone diagrams and control charts provide service firms with information as to the root causes of service failures.
A)True
B)False
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