Business to Business Marketing Review
Questions
Course Introduction
Business to Business Marketing explores the unique strategies and challenges involved in marketing products and services to other businesses, rather than individual consumers. This course examines the complexities of organizational buying behavior, the role of relationship building, and the importance of value creation in B2B contexts. Students will learn about key elements such as segmentation, targeting, and positioning in business markets, as well as the development of marketing mixes tailored to organizational clients. Case studies and real-world examples illustrate concepts like supply chain management, negotiations, sales processes, and digital marketing in B2B environments, offering practical insights for future marketing professionals.
Recommended Textbook
MKTG 4th Canadian Edition by Hair
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19 Chapters
2839 Verified Questions
2839 Flashcards
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Chapter 1: An Introduction to Marketing
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) Marketing is a job that should be handled by marketers. People in management, accounting, and finance should focus on their own specialties.
A)True
B)False
Answer: False
Q2) The ultimate goal of most market-oriented firms is profitability, which results from satisfying the wants and needs of its consumers.
A)True
B)False
Answer: True
Q3) Which of the following is a similarity between a production orientation and a sales orientation?
A)Both ignore the importance of assessing a firm's internal capabilities.
B)Both lack an understanding of the needs and wants of the marketplace.
C)Both place little emphasis on the assessment of manufacturing plants and facilities.
D)Both fail in a market where demand exceeds supply.
Answer: B
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Chapter 2: The Marketing Environment, Social Responsibility, and Ethics
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157 Verified Questions
157 Flashcards
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Sample Questions
Q1) What factors does the Cost-of-Living index take into account?
A)housing and essentials
B)housing and cell phone costs
C)costs of housing, food, and groceries
D)education and travel
Answer: C
Q2) Which of the following is an external factor?
A)where advertising is placed
B)technological factors
C)the sales force
D)the distribution strategy
Answer: B
Q3) What is the primary determinant of a person's earnings?
A)multiculturalism
B)lifestyle
C)education
D)the aging of the baby boomers
Answer: C
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Chapter 3: Strategic Planning for Competitive Advantage
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161 Verified Questions
161 Flashcards
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Sample Questions
Q1) A customer entered the Hornady store, which sells no chalk pool cues, a salesperson approached her and said, "Hornady pool cues are the cues you ought to buy. They are the most uniform in size and shape, and they are made of pure wood. Our cue is used by the Billiards World Champion." What was the salesperson describing?
A)Hornady's competitive advantage
B)Hornady's strategic strength
C)Hornady's tactical opportunity
D)Hornady's opportunity mission
Answer: A
Q2) Which of the following is a strategy of increasing market share for present products in existing markets?
A)market penetration
B)product development
C)market development
D)product penetration
Answer: A
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Chapter 4: Developing a Global Vision
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159 Flashcards
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Sample Questions
Q1) DigiSystems Inc. manufactures personal gauges for measuring contact with potentially hazardous materials. Its management wants to expand into international markets while also limiting the risks involved. Additionally, DigiSystems has a limited capital base for new or expanded facilities. Which of the following options for entering international markets should DigiSystems use?
A)direct investment
B)agent manufacturing
C)joint venture
D)licensing
Q2) The US government prohibits the importation of Havana cigars because of political differences with Cuba. This is an example of an import quota.
A)True
B)False
Q3) Why do Canadian managers develop a global vision?
A)to recognize and react to international markets
B)to compete with Walmart
C)to understand what consumers need
D)to sell international products to our Canadian diverse culture
Q4) Describe a multinational corporation (MNC). Name two MNCs you are familiar with.
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Chapter 5: Marketing Research
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149 Verified Questions
149 Flashcards
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Sample Questions
Q1) To help understand why attendance at the team's games was so poor, the Toronto Blue Jays used marketing research to gather factual information. The organization used in-game surveys and end-of-season surveys of ticket holders. The gathering of factual statements is an example of marketing research in which of its roles?
A)historical
B)descriptive
C)predictive
D)normative
Q2) In contrast to survey research, observation research does not rely on direct interaction with people. Observation research takes several forms. What are these forms? For each form, give one example of an observation method used.
Q3) Lois Bizel has a unique job. Her mission is to walk the streets of Japan and locate fads. According to Bizel, "Japan is advanced. What will happen ten years from now is already happening in Japan." What kind of research is Bizel conducting?
A)experiment
B)dichotomous
C)observation
D)open-ended
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Chapter 6: Consumer Decision Making
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143 Verified Questions
143 Flashcards
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Sample Questions
Q1) Danny needed a television and had rounded his decision down to three potential options. He began to compare these. These could also have been called his evoked set. What stage of the consumer decision-making process did this occur at?
A)evaluation of alternatives
B)information search
C)cognitive dissonance
D)consideration stage
Q2) Assume you have decided to purchase a new flat-screen television with surround sound. Describe your internal information search. Then name the two types of external information sources. For each source, give two specific examples of information sources you might use.
Q3) Becky wants to buy a new cell phone. She asks her friends who are technologically savvy to recommend a good, lightweight phone that is easy to use. In this scenario, how is Becky obtaining information?
A)by using a marketing-controlled information source
B)by using an internal information search
C)by using a nonmarketing-controlled information source
D)by using a marketing-controlled information search
Q4) How do marketers differentiate between beliefs and attitudes?
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Chapter 7: Business Marketing
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153 Verified Questions
153 Flashcards
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Sample Questions
Q1) Describe the reseller market. Why do businesses use the services of business product distributors?
Q2) Although customer service has in the past been an important factor in business buyer-seller relationships, its importance has been waning in the last decade.
A)True
B)False
Q3) What is the best definition of a business-to-business interaction?
A)interrupting customers
B)interacting with customers
C)a one-off transaction
D)getting the customer's attention
Q4) LinkedIn is the most effective social platform used in B2B marketing.
A)True
B)False
Q5) Are strategic alliances a purely North American phenomenon? Explain your answer.
Q6) A major segment of the business market is made up of institutions. Marketers should be aware of the differences between institutions and other businesses. Name and briefly describe two of these differences.
Q7) Discuss the different types of markets for business to business marketing.
Page 9
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Chapter 8: Segmenting, Targeting, and Positioning
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159 Verified Questions
159 Flashcards
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Sample Questions
Q1) A group of high school students stop by a sporting goods store. The store has just received a new shipment of high-end racing bicycles. The bicycles range in price from $1,200 to $3,000. All of the students want one of these new bikes, but none has the means to buy one. Is this group of consumers a potential market for the expensive bikes?
A)Yes, they are a potential market since they are interested in the bikes.
B)No, they are not a potential market because they do not have the ability to purchase at this time.
C)No, they are not a potential market because to qualify as a market they must need the product.
D)Yes, they are a potential market because this product could satisfy their consumer wants and desires.
Q2) Markets can be segmented using a single variable (such as gender) or by several variables in combination (such as gender, age group, and education). While multiple-variable segmentation is more descriptive and precise than single-variable segmentation, it has several disadvantages. Name three disadvantages of multiple-variable segmentation.
Q3) List in order the steps used to segment a market. Then name two subsequent marketing activities.
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Chapter 9: Customer Relationship Management CRM
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133 Verified Questions
133 Flashcards
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Sample Questions
Q1) Marketing to repeat customers is more profitable than marketing to first-time buyers is a basic assumption of which of the following?
A)customer segmentation
B)predictive modelling
C)data manipulation
D)lifetime value analysis
Q2) What is the future of CRM?
A)It needs to get smart and save time.
B)It won't survive.
C)It needs to have better technology to run the data.
D)Social media will replace CRM.
Q3) Transactions can provide all types of information about the customer's past purchases.
A)True
B)False
Q4) What is the purpose of data mining?
A)to sell them products and services
B)to make managerial decisions
C)to understand their consumers
D)to build consumer relationships
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Chapter 10: Product Concepts
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141 Verified Questions
141 Flashcards
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Sample Questions
Q1) Procter and Gamble (P&G) manufactures Dawn dishwashing liquid. What can P&G expand by adding Dawn Direct Foam dishwashing liquid?
A)the product line width
B)the product depth
C)the product mix width
D)the product line depth
Q2) The statement on the toothpaste box that brushing twice a day with this paste will remove 90 percent of all tartar from the user's teeth is an example of which of the following?
A)an implied warranty
B)a functional label
C)a UPC label
D)an express warranty
Q3) To most people, what does the term "product" mean?
A)a tangible good
B)a service
C)an idea
D)a person
Q4) List and briefly define the three different types of cobranding.
Q5) How would a marketer define the term product?
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Chapter 11: Developing and Managing Products
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148 Verified Questions
148 Flashcards
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Sample Questions
Q1) Which of the following is NOT a characteristic that would slow the rate of adoption of new products?
A)product complexity
B)lack of opportunity to try out the product
C)high compatibility with existing products
D)lack of relative advantage over substitute products
Q2) A firm's new-product strategy links the new-product development process with the objectives of the marketing departments, the business unit, and the corporation.
A)True
B)False
Q3) What is the term for the spread of a new idea from its source of invention or creation to its ultimate users or adopters?
A)diffusion
B)circulation
C)transmission
D)dissemination
Q4) The multiple-step new-product development process is an essential ingredient in new-product development. List the seven steps of this process.
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Page 13
Chapter 12: Services and Nonprofit Organization Marketing
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160 Verified Questions
160 Flashcards
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Sample Questions
Q1) Name and briefly describe the three categories of pricing objectives for services.
Q2) Andy will be selling season tickets at a football stadium. He used to sell sound systems for theatres. What is one of the key differences he can expect to find?
A)The customer will select and evaluate entertainment on the basis of search services.
B)Customers are engaged in this as a low-involvement product.
C)A consumer will use experience qualities to evaluate the football stadium.
D)The consumer realizes that the selling process is difficult because of the product.
Q3) Determining costs can be extremely difficult for a service provider that has adopted this type of pricing objective and may limit the usefulness of the objective. What is the pricing objective?
A)market share
B)revenue oriented
C)patronage oriented
D)breakeven
Q4) Describe the two unique challenges faced by service providers as they decide on a pricing strategy to use.
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Chapter 13: Setting the Right Price
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148 Verified Questions
148 Flashcards
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Sample Questions
Q1) One example of price bundling occurs when the ballet sells season tickets at a lower price than the total price of tickets for each show bought individually.
A)True
B)False
Q2) A retail store implements a single-pricing tactic as a way to remove price comparisons from the buyer's decision-making process.
A)True
B)False
Q3) If a marketer decides to price goods at odd-numbered dollar amounts to denote bargains, and at even-numbered amounts to denote quality, what is he or she using?
A)two-part pricing
B)deal pricing
C)decoy pricing
D)psychological pricing
Q4) What are the three basic strategies for setting a price on a new good or service? Briefly describe each strategy.
Q5) Under what conditions is each of the three basic pricing methods successful?
Q6) List in order the four steps used to set the right price for a product.
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Chapter 14: Marketing Channels and Supply Chain Management
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155 Verified Questions
155 Flashcards
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Sample Questions
Q1) Reciprocal conflict occurs among channel members on the same level, such as two or more different wholesalers or two or more different retailers that handle the same manufacturers' brands.
A)True
B)False
Q2) Which of the following activities is NOT a transactional channel function?
A)contacting buyers
B)promoting the products to be sold
C)taking the risks associated with product inventories
D)physical distribution and sorting
Q3) McKesson Company provides health care products to pharmacies. For example, it purchases bandages, gauze, antibacterial cream, and ointments (or anything else you would need to treat a cut or scrape) from a variety of different manufacturers. Its goal is to provide each pharmacy with every item a customer might want to treat a cut. What is McKesson overcoming to aid consumers?
A)spatial discrepancy
B)discrepancy of quantity
C)discrepancy of assortment
D)discrepancy of possession
Page 16
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Chapter 15: Retailing
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145 Flashcards
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Sample Questions
Q1) Which of the following is NOT a reason that an individual may be tempted to buy a franchise rather than develop his or her own independent business?
A)The individual can try his or her own personal innovative product and service ideas in the business.
B)Purchasing a well-known product or service name helps to communicate the brands benefits.
C)Potential franchisees are asked to go through thorough management training.
D)The business's established image cuts down on the uncertainty inherent in operating a new venture.
Q2) Well-known manufacturers such as Nike and Polo Ralph Lauren have decided the most profitable way to dispose of out-of-season and irregular stock is to open stores and sell their own merchandise. What type of stores are these?
A)seasonal outlets
B)factory outlets
C)discount stores
D)bargain basements
Q3) What is a department store? What problems do department stores face today?
Q4) Define retailing. Name two ways that retailing affects people.
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Page 17
Chapter 16: Marketing Communication
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145 Verified Questions
145 Flashcards
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Sample Questions
Q1) Sales promotion is a promotional tool generally used to stimulate consumer buying and dealer effectiveness.
A)True
B)False
Q2) What is encoding?
A)the creation of the original ideas and thoughts of a message
B)the conversion of the sender's ideas and thoughts into a message
C)the transmission of a message
D)the deciphering and understanding of a message
Q3) Which of the following best describes the AIDA concept?
A)It assumes that the second step in the purchase-decision process is inertia.
B)It does not explain how all promotions influence purchase decisions.
C)It assumes that consumers regularly go through each stage of the process during all purchases.
D)It indicates that the purchase decision is the same for high-involvement and low-involvement products.
Q4) Draw a diagram that illustrates the communication process.
Q5) List the four stages of the product life cycle. Then describe the promotional strategies used in each stage.
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Chapter 17: Advertising, Public Relations, and Direct Response
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) After a visit to Athens, the International Olympic Committee representative said, "If you look around Athens, it is one of the most visually polluted cities in terms of outdoor advertising in all of Europe." In terms of media selection, what does this means about outdoor advertising in Athens?
A)It has minimum reach.
B)It has no geographic selectivity.
C)It has limited flexibility.
D)It has high noise levels.
Q2) A magazine ad for Bosch appliances shows a father cuddling his young daughter who is giggling. Which executional style is being used in this ad?
A)slice-of-life
B)fantasy
C)mood or image
D)testimonial
Q3) What is institutional advertising? How does advocacy advertising differ from institutional advertising?
Q4) Compare and contrast radio and television as media vehicles.
Q5) Discuss how advertising and market share work together?Give examples to prove your points.
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Chapter 18: Sales Promotion and Personal Selling
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Sample Questions
Q1) You are the sales promotion manager for Vita-Balls, a new children's vitamin that is designed to be chewed like gum. Your company uses a pull strategy, and you are responsible for recommending sales promotion tools to accomplish this strategy.
Describe three specific sales promotion activities you would recommend for Vita-Balls.
Q2) What is determined about a prospect during lead qualification?
A)whether he or she has a recognized need, buying power, and receptivity and accessibility
B)whether he or she has any interest in a product
C)whether he or she has a real or imagined need for a product
D)whether he or she has the funds to pay
Q3) Companies need to recognize the opportunities in Middle Eastern countries.
A)True
B)False
Q4) What sale approach is consultative selling most similar to?
A)"lone wolf"
B)self-service
C)transactional
D)long-term
Q5) What is sales promotion? What are the objectives of sales promotion?
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Chapter 19: Social Media and Promotion
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Sample Questions
Q1) LinkedIn is used for social and business use.
A)True
B)False
Q2) Amy and Willis work in the marketing department of a medium-sized clothing retailer. They are interested in keeping track of the number of mentions their brand receives in social space, but they are unsure of which steps to take next. Which of the following resources would best meet their needs?
A)a listening platform with keyword report capabilities
B)an insight platform that offers online focus group solutions
C)Web analytics software
D)an advanced customer database with predictive application
Q3) What should brands, organizations, and nonprofits that use Facebook do?
A)Use the platform to create traditional marketing campaigns.
B)Make their pages public and searchable.
C)Never use the Facebook wall to communicate with consumers.
D)Use all of Facebook's privacy options to ensure that only the right people have access to company information.
Q4) What is crowdsourcing?
Q5) What are the six common mobile marketing tools?
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