Business-to-Business Marketing Practice Exam
Course Introduction
Business-to-Business Marketing explores the unique strategies, processes, and challenges involved in marketing products and services to other businesses rather than individual consumers. This course covers the dynamics of B2B markets, including organizational buying behavior, relationship management, supply chain integration, and the importance of value creation. Students will examine key topics such as segmentation, targeting, positioning, and the development of effective B2B marketing strategies. Case studies and real-world examples highlight digital transformation, negotiation tactics, pricing strategies, and the critical role of personal selling and account management in building long-term business partnerships.
Recommended Textbook Essentials of Services Marketing 3rd Edition by Jochen Wirtz
Available Study Resources on Quizplus
15 Chapters
639 Verified Questions
639 Flashcards
Source URL: https://quizplus.com/study-set/205 Page 2
Chapter 1: Introduction to Services Marketing
Available Study Resources on Quizplus for this Chatper
43 Verified Questions
43 Flashcards
Source URL: https://quizplus.com/quiz/2992
Sample Questions
Q1) Developments in IT and communication include all of the following, except ____________.
A)User-generated content
B)Artificial technologies
C)Internet of Things
D)Social Changes
Answer: D
Q2) Service firms have reservations systems because
A)intangible elements usually dominate value creation.
B)most service products cannot e inventoried.
C)distribution may take place through non-physical channels.
D)customers may be involved in co-production.
E)all of the above.
Answer: B
Q3) Services can be outsourced today to cheaper destinations anywhere in the world.
A)True
B)False
Answer: True
Q4) Give an example of a service that offers labor and expertise rental.
Answer: Car repair, surgery, management consultancy, etc.
Page 3
To view all questions and flashcards with answers, click on the resource link above.
Chapter 2: Customer Behavior in a Services Context
Available Study Resources on Quizplus for this Chatper
45 Verified Questions
45 Flashcards
Source URL: https://quizplus.com/quiz/2993
Sample Questions
Q1) Explain how a firm like Zurich Insurance can reduce customer perceptions of risk. Answer: Zurich Bank can display what the bank can do for its customers in its advertising. They can help the customers understand the benefits and usage of the service and how a customer can enjoy the tangible product. They can also encourage prospective customers to preview the service through brochures, Web sites, and videos.
Q2) If good service is predicted, the adequate level for that service will be lower.
A)True
B)False
Answer: False
Q3) Everything else being equal, when customers are risk-averse, they will choose the service with the lowest risk perception.
A)True
B)False
Answer: True
Q4) Service consumption can be divided into what three principal stages?
Answer: Pre-purchase, service encounter, and post-purchase.
Q5) Give an example of a restaurant's credence attribute. Answer: Kitchen hygiene.
To view all questions and flashcards with answers, click on the resource link above.
Page 4
Chapter 3: Positioning Services in Competitive Markets
Available Study Resources on Quizplus for this Chatper
45 Verified Questions
45 Flashcards
Source URL: https://quizplus.com/quiz/2994
Sample Questions
Q1) A customer-driven services marketing strategy includes all of the following except ____________.
A)customer analysis
B)analyzing market segments
C)handling customer complaint
D)articulating desired position in the market
E)competitor analysis
Answer: C
Q2) An example of a determinant attribute for an airline service is ____________.
A)The quality of in-flight service
B)plane size
C)oxygen masks
D)floatation devices
Answer: A
Q3) Give an example of a key service attribute used in transportation services.
Answer: Punctuality.
Q4) Give an example of an industry that utilizes service tiering.
Answer: Hotels, airlines, car rentals, hardware and software support, healthcare insurance, cable television, and credit cards.
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Developing Service Products Core and Supplementary Elements
Available Study Resources on Quizplus for this Chatper
45 Verified Questions
45 Flashcards
Source URL: https://quizplus.com/quiz/2995
Sample Questions
Q1) Which of the following is NOT one of Sun Microsystem's hardware and software support level?
A)Gold.
B)Platinum.
C)Aluminum.
D)Bronze.
E)Silver.
Q2) ____________ represent a special type of order taking that entitles customers to a specific unit of service.
A)Suggestions
B)Reservations
C)Trackers
D)Repossessions
E)Contracts
Q3) Brand Equity does NOT include the following key component.
A)Customer experience with the company
B)External Brand communication
C)Brand awareness
D)Brand meaning
E)Service Employees
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Distributing Service through Physical and Electronic Channels
Available Study Resources on Quizplus for this Chatper
45 Verified Questions
45 Flashcards
Source URL: https://quizplus.com/quiz/2996
Sample Questions
Q1) Intermediaries are most often used in core service and not in supplementary services.
A)True
B)False
Q2) Provide examples of services, which require customer visiting the site, and services where the provider goes to customer.
Q3) Integrating mobile devices into the service delivery infrastructure can be used as a means to ____________ services, ____________ customers to opportunities or problems, and ____________ information in real time to ensure that it is continuously accurate and relevant.
A)Access; alert; update
B)Complement; alert; conceal
C)Access; attract; conceal
D)Access; guide; conceal
E)Complement; guide; conceal
Q4) Customers who look for functional aspects of a transaction prefer more convenience .
A)True
B)False
Q5) List the five factors that encourage extended operating hours.
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Setting Prices and Implementing Revenue Management
Available Study Resources on Quizplus for this Chatper
45 Verified Questions
45 Flashcards
Source URL: https://quizplus.com/quiz/2997
Sample Questions
Q1) What are rate fences? Provide examples to aid your explanation.
Q2) Price elasticity is computed as ____________.
A)percentage change in demand / percentage change in price
B)percentage change in price / percentage change in demand
C)percentage change in supply / percentage change in price
D)percentage change in demand / percentage change in supply
E)percentage change in price / percentage change in supply
Q3) Variable costs include all but which of the following?
A)Labour Cost
B)Fuel Cost
C)Repairs costs
D)Salaries
Q4) ____________ recognizes that resource expenses are linked to the variety and complexity of goods and services produced and not just on physical volume.
A)Break-even analysis
B)Variable cost
C)Fixed cost
D)Activity-based costing
E)Semi-fixed cost
8
Q5) Relate fairness perceptions to DVD rental late fees.
To view all questions and flashcards with answers, click on the resource link above.
Chapter 7: Promoting Services and Educating Customers
Available Study Resources on Quizplus for this Chatper
45 Verified Questions
45 Flashcards
Source URL: https://quizplus.com/quiz/2998
Sample Questions
Q1) What are the common communication objectives along the communication funnel?
Q2) Service delivery channels include ____________.
A)Service outlets
B)Self-service delivery points
C)Front-line employees
D)All of the above
Q3) Which of the following is not a role played by service marketing communications?
A)Add value through communication content.
B)Facilitate customer involvement in service production.
C)Positioning to attract investors.
D)Stimulate or dampen demand to match capacity.
E)Position and differentiate the service.
Q4) Who are the targeted audiences for services communication?
Q5) Subjective claims in service marketing can be presented through a testimonial.
A)True
B)False
Q6) According to the chapter, why are BP's bright green and yellow, Texaco's red, black and white, and Sunoco's blue, maroon, and yellow so strikingly different?
Q7) What is one of the most widely recognized corporate symbols in the world?
Q8) Discuss how firms use symbols as a basis for corporate branding.
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Designing and Managing Service Processes
Available Study Resources on Quizplus for this Chatper
45 Verified Questions
45 Flashcards
Source URL: https://quizplus.com/quiz/2999
Sample Questions
Q1) What is flowcharting?
Q2) How many "acts" does a meal at Chez Jean consist of?
A)One act
B)Two acts
C)Three acts
D)Four acts
E)Five acts
Q3) What does SST stand for?
Q4) Which of the following is NOT an advantage of self-service technologies?
A)Greater choice of products
B)Higher perceived level of customization.
C)Convenience of location.
D)Greater control over service delivery.
E)Cost and time savings.
Q5) List the nine components of a service blueprint.
Q6) Poke-yokes originated from Total Quality Management methods in manufacturing.
A)True
B)False
Q7) Which kinds of services are the easiest to offer using SSTs. Explain why.
Q8) Describe how poke-yokes contribute services as a fail-safe method.
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Balancing Demand against Productive Capacity
Available Study Resources on Quizplus for this Chatper
44 Verified Questions
44 Flashcards
Source URL: https://quizplus.com/quiz/3000
Sample Questions
Q1) Financial success in businesses with limited capacity depends largely on how capacity is used.
A)True
B)False
Q2) Medical clinics, hotels, and passenger aircrafts are all examples of physical facilities designed to contain goods and services.
A)True
B)False
Q3) What are the four supply and demand conditions that a fixed-capacity service may face?
Q4) Many firms allow customers to make their own reservations to manage their revenue.
A)True
B)False
Q5) The term "productive capacity" refers to the resources or assets that a firm can employ to create goods and services.
A)True
B)False
Q6) Give a situation where optimal and maximum capacities are the same.
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Crafting the Service Environment
Available Study Resources on Quizplus for this Chatper
45 Verified Questions
45 Flashcards
Source URL: https://quizplus.com/quiz/3001
Sample Questions
Q1) Signs are frequently used to teach and reinforce behavioral rules in service settings.
A)True
B)False
Q2) Facing competition from numerous casinos in other locations, Las Vegas has been trying to reposition itself away from being an adult destination to a somewhat more wholesome family fun resort.
A)True
B)False
Q3) Fast music environments have been shown to generate more revenue and get customers to spend longer amounts of time in an environment than slow music environments.
A)True
B)False
Q4) What are the three stages of the Mehrabian-Russell Stimulus-Response Model?
Q5) Describe the challenge inherent in using signs, symbols, and artifacts in a servicescape and discuss when this task is particularly important.
Q6) Describe how movie theaters in the United States are responding to falling attendance.
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Managing People for Service Advantage
Available Study Resources on Quizplus for this Chatper
45 Verified Questions
45 Flashcards
Source URL: https://quizplus.com/quiz/3002
Sample Questions
Q1) Southwest Airlines illustrates a high-involvement company.
A)True
B)False
Q2) From the customer's perspective which of the following is the most important aspect of service?
A)Management's responsiveness to occurrences of failure.
B)Timely delivery of service.
C)Efficient handling of special requests.
D)The encounter with service staff.
E)A fair price.
Q3) Great references from past employers are not a form of behavioral observation.
A)True
B)False
Q4) Describe how Disney selects the right people.
Q5) How is Cora Griffith's work strategy indicative of the "Cycle of Success?"
Q6) Employee satisfaction typically has little impact on customer satisfaction.
A)True
B)False
Q7) The suggested salary to attract top performers is in the range of what percentile of the market?
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Managing Relationships and Building Loyalty
Available Study Resources on Quizplus for this Chatper
45 Verified Questions
45 Flashcards
Source URL: https://quizplus.com/quiz/3003
Sample Questions
Q1) True loyalty refers to a high "share of heart" where customers have a true liking of the brand/service.
A)True
B)False
Q2) Vanguard's success is measured by which of the following?
A)Low redemption rates
B)High redemption rates
C)Low customer turnover
D)High customer turnover
E)Portfolio stability
Q3) Zero defection refers to when a company can retain all customers it can serve, profitably or not profitably.
A)True
B)False
Q4) Which of the following is NOT one of the strategies for developing loyalty bonds with customers?
A)Deepening the relationship
B)Lag-based bonds
C)Social bonds
D)Customization bonds
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Complaint Handling and Service Recovery
Available Study Resources on Quizplus for this Chatper
45 Verified Questions
45 Flashcards
Source URL: https://quizplus.com/quiz/3004
Sample Questions
Q1) L. Bean's 100 percent satisfaction guarantee is a good example of a service guarantee that goes wrong and hurts a firm's financial performance.
A)True
B)False
Q2) Give an example of a single attribute-specific guarantee.
Q3) Recent research shows that the amount of a guarantee payout has no effect on consumer cheating. Which of the following is one of the important managerial implications of this?
A)Guarantees can be restricted to new customers because of the propensity for repeat customers to cheat.
B)Guarantees can be kept low to prevent rewarding cheaters.
C)Managers can reap the marketing rewards of higher guarantees without increased payouts due to consumer cheating.
D)Managers cannot expect to recover the difference in guarantees for different types of consumers.
E)Guarantee levels can be used to dissuade consumer cheating.
Q4) Service guarantees are always appropriate.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Improving Service Quality and Productivity
Available Study Resources on Quizplus for this Chatper
45 Verified Questions
45 Flashcards
Source URL: https://quizplus.com/quiz/3005
Sample Questions
Q1) Self-service pumps with credit card readers increase gas station productivity, but lead to higher costs because of additional fees.
A)True
B)False
Q2) List the four ways to improve service productivity.
Q3) The Return on Quality perspective from Holiday Inn suggests that the focus of preventative maintenance should be on the hotel exterior, the guest rooms, and guest bathrooms.
A)True
B)False
Q4) Pareto Analysis underlies the 80/20 rule, because 80% of problems are caused by 20% of variables.
A)True
B)False
Q5) Some marketing strategies for customer satisfaction can prove to be costly and disruptive.
A)True B)False
Q6) Explain what SERVQUAL is and how it is used in services.
Page 16
To view all questions and flashcards with answers, click on the resource link above.
Chapter 15: Building a World-Class Service Organization
Available Study Resources on Quizplus for this Chatper
12 Verified Questions
12 Flashcards
Source URL: https://quizplus.com/quiz/3006
Sample Questions
Q1) Market losers meet some quality expectations.
A)True
B)False
Q2) Service excellence is often underpinned by effective use of teams.
A)True
B)False
Q3) Senior executives see the quality of their employees as a strategic advantage.
A)True
B)False
Q4) For service leaders, the function of human resources is to coach and facilitate the workers.
A)True
B)False
Q5) Service leaders are recognized for innovation, focus, and excellence . A)True
B)False
Q6) What is required to transform a service firm from a service loser into a service leader?
Q7) Does customer satisfaction have any long-term level impact on service organizations?
To view all questions and flashcards with answers, click on the resource link above. Page 17