Exam 7: Business Markets and Buying Behavior

You worked your way through college managing a restaurant, and now you're the marketing manager for a company that sells fresh produce to restaurants. What have you observed about distribution now that you're working in a B2B context?

Abel Building Solutions, a steel manufacturing company that supplies steel to various construction companies, segments its customers based on the number of employees in the company and the sales revenue generated by it. This strategy is used by Abel to develop specific marketing plans for their customers. Abel is segmenting its customers on the basis of:

You're the Chief Marketing Officer of Airbus, one of the leading manufacturers of airplanes in the world. As the cost of travel skyrockets, the amount of air travel declines, and the number of airlines decreases, your biggest business concern is:

You're a marketer for a wholesale flower supplier in New York City. You've built strong, personal relationships with florists who trust you. To what do you attribute your success?

Zardo, Inc. divides its customers into the following categories: manufacturers, retailers, government agencies, and not-for-profit institutions. Which of the following type of segmentations is being used by Zardo?

The government category of the B2B market primarily buys products:

Which of the following is the largest segment of the business market?

Business markets differ from consumer markets in that, in business markets:

Explain the different roles played by business center participants in the purchasing decision process.

At Kroger's corporate headquarters, you work as the assistant to the baked goods buyer. Which of the following activities is NOT a routine part of your role as a gatekeeper?