Deck 4: Business to Business Marketing

Question 1

organizations such as churches and charities, community-based organizations such as housing associations, and government-related organizations such as hospitals, schools, museums, libraries, and universities are examples of:

A) Users
B) Original Equipment Manufacturers (OEMs)
C) Institutions
D) Distributors

Answer 1

C

Question 2

Which of the following is not a characteristic of business markets?

A) True he buying processes.
B) The high level of promotion.
C) The relationships.
D) The nature of demand.

Answer 2

B

Question 3

Which of the following is not a stage in the organizational buyer behaviour?

A) Need/problem recognition.
B) Supplier and product search.
C) Evaluation of proposals.
D) Consumer research.

Answer 3

D

Question 4

There are three aspects of demand in business markets: derivation, variance, and __________.

A) elasticity
B) competition
C) supply
D) relationships

Question 5

Organizations communicate with one another and do so through application of a __________. This provides a series of cues through which stakeholders develop impressions about an organisation.

A) corporate plan
B) corporate communication mix
C) corporate branding
D) corporate social responsibility

Question 6

Organizations reduce the number of their suppliers, sometimes to just one, and _________is used to negotiate with suppliers on a cooperative basis in order to help build long-term relationships.

A) strategic procurement
B) buy evaluation
C) price-minimizer strategy
D) evaluation of proposals

Question 7

The term ___________has become the established term to refer to those customers who are considered to be strategically important.

A) partner
B) key account
C) stakeholder
D) client

Question 8

Organizations that not only smooth the progress of products through the marketing channel but also add value to them by providing storage, services, or financial support are called:

A) users.
B) retailers.
C) distributors.
D) original equipment manufacturers.

Question 9

Supply goods are otherwise known as maintenance, repair, and operating materials (MRO) items.

Question 10

Commercial, government, and education institutions are identified as three broad types of B2B organizations.

Question 11

Buying centre is another term for Decision Making Unit.

Question 12

A Customer Portfolio Matrix is a 2x2 grid that is used to reflect the strength of the relationships between a buyer and seller and the profitability each account represents to the seller.

Question 13

Deciders are people who make organizational purchasing decisions and are often very difficult to identify.

Question 14

Users are people who have the potential to control the type and flow of information to the organization and to DMU members.

Question 15

Supply goods have been subjected to different levels of processing (raw materials, semi-manufactured parts, and finished goods),

Question 16

Equipment goods are necessary for manufacturing and operations to take place.

Question 17

Fewer people are involved in the decision-making process for a modified rebuy than in the new task situation.

Question 18

Users are organizations that purchase goods and services that are then consumed as part of their production and manufacturing processes.

Question 19

Which of the following is the not a key issue of organizational buying behaviour?

A) True he functions and processes.
B) The strategy.
C) The network of relationships.
D) The promotional methods.

Question 20

In B2B transactions demand is essentially _________. This means if suppliers raise their prices, most manufacturers will try to absorb the increases into their own cost structures to prevent letting their customers down in the short term, or because they are tied into fixed priced contracts.

A) elastic
B) mature
C) inelastic
D) stagnant

Question 21

There is little reason to invest in the ________________ customers in sector D. Relationships with these customers are weak and, because they are relatively unattractive in terms of profit potential, many of these customers should be let go-that is, released to competitors.

A) must-have customers.
B) need-to-have customers.
C) do-not-need customers.
D) good-to-have customers.

Question 22

In which stage of Key Account Management, suppliers identify and isolate those customer accounts that have key account potential?

A) basic
B) exploratory
C) integrated
D) cooperative

Question 23

What is the fundamental purpose of Key Account Management?

A) to create strategic alliances with key accounts through the development of long-term relationships .
B) to create intended use of the product among key accounts.
C) to create communications method to potential customers.
D) to create distribution channels among potential clients.

Question 24

Rail journey demand declines following a major train accident or a significant fare increase; it increases in response to fuel price rises and calls for consumers to be more environmentally aware. This is an example of which aspect of demand?

A) elastic
B) responsive
C) variable
D) derived

Question 25

Organizations communicate with one another through application of a corporate communications mix. The mix provides a series of cues by means of which stakeholders develop impressions about an organization.

Question 26

Symbolic is a form of corporate communications that emanate from the interactions, decisions, tone of voice, and overall empathy between employees and with others outside the organization.