Deck 11: Businesstobusiness B2B

Question 1

In essence, a business consumer in businesstobusiness (B2B) marketing is any formal entity that purchases a product or service __________.

A)for further production
B)to use in its operations
C)for resale
D)all of the above

Answer 1

D

Question 2

Which of the following is not an example of an industrial good?

A)wheat sold for the production of flour
B)flour sold for the baking of bread
C)bread sold to a restaurant
D)bread sold to a household

Answer 2

D

Question 3

According to the text, which of the following is a primary difference between B2B and B2C marketing?

A)price sensitivity
B)channel structure
C)increased taxation
D)segmentation failure

Answer 3

B

Question 4

Businesstobusiness marketing communications are:

A)indirect
B)heavily rely on personal selling
C)dominated by mass communications
D)all of the above

Question 5

___________ is a direct marketing technique that is an integral part of relationship marketing where customer engagement is pursued with the communication of relevant information to all leads all the time.

A)lead generation
B)marketing communications
C)lead nurturing
D)customer nurturing

Question 6

A main driver leading the shift to B2B selling via ecommerce transactions is the:

A)increasing popularity of emarketplaces
B)growing interest of companies in placing orders through mobile commerce devices
C)shift to conducting procurement transactions through Internet versus the EDI
D)all of the above

Question 7

Spotting, qualifying, nurturing, and following leads occur now with the help of _____________, allowing prospects to be monitored based on their daily actions/ interactions with the brand.

A)ecommerce
B)marketing automation
C)nurture tracking
D)nurture automation

Question 8

Businesstobusiness markets are _________ in number than consumer markets, and ________ in sales volume.

A)smaller/smaller
B)smaller/larger
C)larger/larger
D)larger/smaller

Question 9

___________________ are effectively used for generating leads and enable B2B marketers to leverage onetoone relationships when selling.

A)ClicktoChat
B)Webinars
C)Electronic data interchange (EDI)
D)Firmographics

Question 10

According to Marketo.com, ___________ is the number one challenge for businesstobusiness marketers.

A)generating highquality leads
B)maintaining accurate databases
C)retaining customers
D)segmenting business markets

Question 11

___________ refers to conveying and communicating valuable information to attract, engage, and retain a target audience to stimulate profitable action or behavior.

A)lead nurturing
B)marketing automation
C)content marketing
D)inperson contacts

Question 12

Which of the following is not included in customer advocacy?

A)referrals
B)product reviews
C)repeat purchases
D)blog posts

Question 13

A B2B tiredandtrue best practice of increasing the sales and profitability of existing customers through offering additional quantities of product or service and tailoring the process to the specific needs of each customer is called _______.

A)cross selling
B)upselling
C)customer loyalty
D)customer advocacy

Question 14

_________ are the best type of lead to new customers.

A)telemarketing
B)content marketing
C)referrals
D)inperson contacts

Question 15

All of the following are true regarding webinars except:

A)They consume less time than facetoface sales.
B)They have a higher close rate than facetoface sales.
C)They are less expensive than facetoface sales.
D)They allow marketers to leverage time onetomany.

Question 16

Content marketing benefits include all of the following except:

A)keeps reader's attention
B)does not require constant updating
C)improves brand loyalty
D)increases direct sales

Question 17

The Standard Industrial Classification (SIC) coding system is a means of industrial market segmentation, which provides all of the following benefits except:

A)identifies entities' form of ownership
B)groups establishments engaged in common economic activity
C)serves as a basis for statistical data about industries
D)constantly updates with the growth of information technology

Question 18

The North American Industrial Classification System will be reviewed every ____, so classifications and information keep up with the changing economy.

A)6 months
B)year
C)5 years
D)10 years

Question 19

Marketers use lead generation to _________.

A)build brand awareness
B)qualify leads
C)generate profitable results
D)all of he above

Question 20

Which of the following is a characteristic of industrial demand?

A)derived demand
B)elastic demand
C)stable demand
D)concentrated demand

Question 21

The key distinguishing factor between business consumers and final consumers is the ultimate or end use of the product or service that is being purchased.

Question 22

In the case of selling industrial goods, the buyer usually comes to the seller.

Question 23

All governmental agencies have similar public procurement procedures or processes by which they buy products and services.

Question 24

Maintaining accurate customer /prospect databases is a real challenge for B2B direct marketers.

Question 25

Direct marketing has played a major role in the evolution of B2C distribution, but a relatively small role in the evolution of B2B marketing.

Question 26

The Standard Industrial Classification (SIC) system was basically designed to replace the North American Industrial Classification System (NAICS), although both systems are still in use today.

Question 27

Direct marketers must appeal not only to organizations, but to the individuals within the organizations.

Question 28

The marketing funnel does not end when a sale is made.

Question 29

For B2B marketers, the customer or client journey through the marketing funnel often takes much longer than for B2C marketers.

Question 30

Cross selling is a great opportunity for B2B marketers to raise awareness and promote their company's offerings while further serving loyal customers and enhancing relationships.