Question 1

B2B
-According to researchers, there are five business-to-business relationship features that impact marketing:

Accepted Answer

According to researchers, there are five business-to-business relationship features that impact marketing: trust, distance, commitment, bonds, information sharing. Trust in business-to-business relationships embodies such qualities as benevolence, honesty, and competence. Distance in these relationships is due to a number of factors, including social, cultural, technological, and geographical. Commitment refers to inputs and outputs in the relationship, while bonds can be social, structural, or economic. Finally, information sharing involves mutual disclosure of business-related information.

Question 2

B2B
-Unlike consumer markets, where brand awareness occurs through extensive advertising, business-to-business companies are more likely to build brand image through------ .

Accepted Answer

Unlike consumer markets, where brand awareness occurs through extensive advertising, business-to-business companies are more likely to build brand image through personal contacts in buyer-seller relationships. Personal contacts in business marketing occur through personnel with differing roles and decision-making capacities. Both buyer and seller in business marketing are concerned about their organization's goals and profitability. Additionally, economic and functional benefits are gained from business marketing relationships.

Question 3

B2B
-Managers use------------to organize decision-making roles in a company and to further expand on the multifunctional nature of business-to-business marketing.

Accepted Answer

Managers use responsibility charting to organize decision-making roles in a company and to further expand on the multifunctional nature of business-to-business marketing. Different functional areas in an organization (e.g., sales, administration, etc.) play different roles in making business marketing decisions. For example, the role of "responsible" decision maker could be a manager who has explored alternatives and made comparative analyses among companies. The role of "approve" may be another manager with the ultimate authority to approve or reject a business proposal.

Question 4

B2B
-Sony created a 5-minute promotional video of its upcoming action film based on a video game. The company sent it to video game stores and chains across the country in a(n)------ campaign.

Accepted Answer

Sony created a 5-minute promotional video of its upcoming action film based on a video game. The company sent it to video game stores and chains across the country in a direct mail marketing campaign. In a direct mail marketing campaign, a company will send promotional materials, such as videos and materials, to retailers selling their products. In this instance, Sony has sent this 5-minute video to all video game stores and chains, as dedicated consumers are likely to be exposed to the video and view it.

Question 5

B2B
-Marketing strategies must take cultural variation into account, especially in business-to-business dealings. While receiving a small gift is accepted in Japan, doing so in Germany may be construed as------ .

Accepted Answer

Marketing strategies must take cultural variation into account, especially in business-to-business dealings. While receiving a small gift is accepted in Japan, doing so in Germany may be construed as bribery. Marketers must understand how the overall culture in a country views business interactions and the exchange of gifts. In many countries, business people are severely discouraged from accepting personal gifts. In Japan or China, however, giving a gift in the first meeting is considered a sign of graciousness and a reflection of a business person's willingness to engage in business.

Question 6

B2B
-International marketers conduct a great deal of their business-to-business deals with governments. As a buyer, governments offer many advantages to a seller except

Accepted Answer

International marketers conduct a great deal of their business-to-business deals with governments. As a buyer, governments offer many advantages to a seller except significant bureaucratic processes. Governments as buyers offer many advantages to businesses and corporations, including the purchase of goods and services in large quantities. These allow for high returns on investment. Governments are also capable of using a nation's transport capabilities to import goods, and legislative power to negotiate trade agreements. However, governments can also be frustrating as buyers because of red tape and restrictions on sellers, such as complicated bidding steps.

Question 7

B2B
-Rupert's Technology is a software development company that produces educational software for private and public organizations. The company is especially well-known for its capability to observe changes in the market and how customers respond to marketing efforts, which is referred to as------ .

Accepted Answer

Rupert's Technology is a software development company that produces educational software for private and public organizations. The company is especially well-known for its capability to observe changes in the market and how customers respond to marketing efforts, which is referred to as market-sensing capability. In a business-to-business interaction, companies must be sensitive to how well their customers are responding to marketing communications and promotions. Given the nature of competition, a company such as Rupert's Technology would do well to keep a close eye on the market and adjust marketing and development efforts to any shifts that occur.

Question 8

B2B
-Business marketing strategies are increasingly encouraging partnership-type engagements between businesses. These engagements include:

Accepted Answer

Business marketing strategies are increasingly encouraging partnership-type engagements between businesses. These engagements include all of the above. Business marketing strategies are now framed as collaborative partnerships between businesses through which they learn of each other's businesses. Also included in these partnerships is the provision of reliable support services and ongoing information services before and after sales. Finally, the companies align product decisions, such as suppliers, shipping, and handling.

Question 9

B2B
-The production of a Toyota Prius involves over 100 suppliers or business marketers. The consumer demand for the car triggers------ demand.

Accepted Answer

The production of a Toyota Prius involves over 100 suppliers or business marketers. The consumer demand for the car triggers derived demand. Derived demand refers to the link that exists between consumer demand for a product and the business market for the manufacture of that product. In this example, the Toyota Prius's manufacture involves over 100 suppliers, who provide parts, equipment, expertise, and logistic support. All of these business marketers ultimately rely on the fact that there is consumer demand for this car.

Question 10

B2B
-3M's marketing campaigns emphasize its role in improving but not manufacturing products. This is an example of------, whereby a company reaches for the final consumer despite not selling or dealing with that consumer directly.

Accepted Answer

3M's marketing campaigns emphasize their role in improving but not manufacturing products. This is an example of stimulating demand, whereby a company reaches for the final consumer despite not selling or dealing with that consumer directly. Stimulating demand occurs when a business marketer (which normally deals with other businesses) makes the final consumer aware of their activities. In this example, 3M may improve the proficiency and safety of products it sells to other businesses, but it promotes its activities to the final consumer of these products.

Question 11

B2B
-In classifying goods in the business market, the following are foundation goods EXCEPT

Accepted Answer

In classifying goods in the business market, the following are foundation goods except raw steel. Foundation goods are capital items that are sold in the business market and represent a significant proportion of a business's costs. Foundation goods become depreciated with use and are often sold in reseller markets. Raw steel is not considered a foundation good, but rather a component of entering goods.

Question 12

B2B
-A local shopping center requires recurring purchases of cleaning supplies, which it buys from a local supplier. Since the quantities and types are always known, the interaction is completed with little paperwork or need for reevaluation in what is referred to as------ .

Accepted Answer

A local shopping center requires recurring purchases of cleaning supplies, which it buys from a local supplier. Since the quantities and types are always known, the interaction is completed with little paperwork or need for reevaluation in what is referred to as straight rebuy. Companies streamline and automate their purchase of continuous or recurring supplies or equipment. When these companies have mutually satisfactory business dealings with their suppliers, the purchase of goods or services is done with little effort or consideration of better alternatives. Ultimately, this arrangement is cost effective for both buyers and sellers.

Question 13

B2B
-Successful marketing to a business requires a thorough understanding of roles in the company's buying center. A------ is an individual who controls the flow and type of product information that is available to others in the buying center.

Accepted Answer

Successful marketing to a business requires a thorough understanding of roles in the company's buying center. A gatekeeper is an individual who controls the flow and type of product information that is available to others in the buying center. Product or service information is seminal to the business-to-business interaction. A gatekeeper in an organization determines not only what information comes into the buying center, but also the type of information that is available to sellers. For example, the gatekeeper determines which marketing communications or promotional materials are available to the influencer or decision maker in the organization.

Question 14

B2B
-A hospital places an order for its customary human resources software upgrade with a new specification for management reports. This is an example of a------ .

Accepted Answer

A hospital places an order for its customary human resources software upgrade with a new specification for management reports. This is an example of a modified rebuy. A modified rebuy occurs when an organization has past dealings with a seller in purchasing the same items. However, when there is a minor change in the nature of the order, such as the addition of a specification to the human resources software upgrade, the company must modify its order. Specifications are one type of modification in a buyer-seller interaction. Other possible modifications include a request for different pricing, a change in the quantity of an order, or a change in the proficiency and needs of individuals in the organization.

Question 15

B2B
-In its promotional materials, a PET Scan distributor notes that sales specialists will offer------ to provide account management through personal visits.

Accepted Answer

In its promotional materials, a PET Scan distributor notes that sales specialists will offer field support to provide account management through personal visits. Field support in the business-to-business relationship is an important component of a marketing communication and support strategy. A business that offers field support inspires confidence in the availability of post-sale technical and problem-solving expertise. For the seller, the extra effort of field support through personal visits provides a core component of the marketing message.

Question 16

B2B
-In business-to-business interaction, supplies that are needed for operations, as well as maintenance, advisory, and logistical support services, are referred to as

Accepted Answer

In business-to-business interaction, supplies that are needed for operations, as well as maintenance, advisory, and logistical support services, are referred to as facilitating products. These supplies and services take a facilitating role in the business interaction. For example, if a company were manufacturing medical equipment, technical support and expertise would be necessary before, during, and after the sale of the equipment. Facilitating products, along with foundation goods and entering goods, are central to business marketing.

Question 17

Branding
-The GAP Company purchases swimwear in bulk from several manufacturers and places its brand name on the products in what is termed------ .

Accepted Answer

The GAP Company purchases swimwear in bulk from several manufacturers and places its brand name on the products in what is termed private branding. Private branding is when a large distribution or outlet company (such as a retailer) purchases goods in bulk and applies its brand. The manufacturer from which it purchases the products has no expectation of co-branding or acknowledgment of its production. The advantages of private branding are that the retailer purchases goods in large volumes and can have flexibility in pricing. The retailer also has a higher margin of profit, as the manufacturer does not have to promote the products.

Question 18

Branding
-Google is considered a pioneer in offering its employees flexible working arrangements and other perks in what is termed------ .

Accepted Answer

Google is considered a pioneer in offering its employees flexible working arrangements and other perks in what is termed employer brand. Employer brand is a relatively new term in the global management industry that distinguishes an employer as a particularly great one to have. This image is cultivated by companies through offerings to employees that their competitors do not have. Google, for instance, offers telecommuting options, on-site babysitting, and an autonomous, creative environment to employees. This would be what distinguishes the company from its competitors and makes it recognizable to employees as an employer brand.

Question 19

Branding
-In its annual fundraising campaign launch in workplaces, the United Way makes sure that its logo, company information, and pamphlets are found in many places in what is referred to as------ .

Accepted Answer

In its annual fundraising campaign launch in workplaces, the United Way makes sure that its logo, company information, and pamphlets are found in many places in what is referred to as brand implementation. Brand implementation is the consistent and constant application of an organization's image in all products, promotional materials, signage, uniforms, and other venues of recognition and presence. In launching fundraising campaigns, organizations aim to enhance the brand's image and presence in the minds of people. The return on this implementation is exemplified in recognition and the increased likelihood of donations.

Question 20

Branding
-Material, shape, typography, color, and composition are all elements of------ .

Accepted Answer

Material, shape, typography, color, and composition are all elements of visual brand language. Visual brand language contains unique "alphabets" of branding symbols used by marketers to develop such branding images as logos. This language communicates the company's special personality and values to the customer. It is also a central component of branding strategy, which can be applied in all marketing and promotions communication. The goal of a visual brand language is to develop a strong emotional connection with the customer that is memorable.

Quiz 6: CLEP: Marketing

B2B -According to researchers, there are five business-to-business relationship features that impact marketing:

B2B -Unlike consumer markets, where brand awareness occurs through extensive advertising, business-to-business companies are more likely to build brand image through------ .

B2B -Managers use------------to organize decision-making roles in a company and to further expand on the multifunctional nature of business-to-business marketing.

B2B -Sony created a 5-minute promotional video of its upcoming action film based on a video game. The company sent it to video game stores and chains across the country in a(n) ------ campaign.

B2B -Marketing strategies must take cultural variation into account, especially in business-to-business dealings. While receiving a small gift is accepted in Japan, doing so in Germany may be construed as------ .

B2B -International marketers conduct a great deal of their business-to-business deals with governments. As a buyer, governments offer many advantages to a seller except

B2B -Rupert's Technology is a software development company that produces educational software for private and public organizations. The company is especially well-known for its capability to observe changes in the market and how customers respond to marketing efforts, which is referred to as------ .

B2B -Business marketing strategies are increasingly encouraging partnership-type engagements between businesses. These engagements include:

B2B -The production of a Toyota Prius involves over 100 suppliers or business marketers. The consumer demand for the car triggers------ demand.

B2B -3M's marketing campaigns emphasize its role in improving but not manufacturing products. This is an example of------, whereby a company reaches for the final consumer despite not selling or dealing with that consumer directly.

B2B -In classifying goods in the business market, the following are foundation goods EXCEPT

B2B -A local shopping center requires recurring purchases of cleaning supplies, which it buys from a local supplier. Since the quantities and types are always known, the interaction is completed with little paperwork or need for reevaluation in what is referred to as------ .

B2B -Successful marketing to a business requires a thorough understanding of roles in the company's buying center. A------ is an individual who controls the flow and type of product information that is available to others in the buying center.

B2B -A hospital places an order for its customary human resources software upgrade with a new specification for management reports. This is an example of a------ .

B2B -In its promotional materials, a PET Scan distributor notes that sales specialists will offer------ to provide account management through personal visits.

B2B -In business-to-business interaction, supplies that are needed for operations, as well as maintenance, advisory, and logistical support services, are referred to as

Branding -The GAP Company purchases swimwear in bulk from several manufacturers and places its brand name on the products in what is termed------ .

Branding -Google is considered a pioneer in offering its employees flexible working arrangements and other perks in what is termed------ .

Branding -In its annual fundraising campaign launch in workplaces, the United Way makes sure that its logo, company information, and pamphlets are found in many places in what is referred to as------ .

Branding -Material, shape, typography, color, and composition are all elements of------ .