Exam 7: Business-to-Business (B2B)Marketing

Horch is the biggest manufacturer of consumer goods in Germany.The company segments its business customers into new and existing customer groups based on the stage of relationship between the company and the customer.This helps the company to develop different strategies for newly acquired customers and the existing customers,who are interested in making repeat purchases.Which of the following segmentation approaches is being used by Horch in the above scenario?

The sixth digit of the NAICS codes accounts for specific data needs of each of the member nations of NAFTA.

Governmental organizations represent the largest segment of the B2B marketplace.

General Services Administration is responsible for procuring goods and services for the U.S.government's Department of Defense.

Which of the following factors is considered by marketers while segmenting business markets by purchase categories?

Relationship marketing focuses on developing long-term,value-added customer relationships.

New-task buying situations require considerable effort by the decision makers.

The term "reseller" is often used to describe marketing intermediaries who operate in trade industries.

The segmentation of B2B marketplace based on how business purchasers will use the product is called:

Texas Instruments produces electronic chips used in a variety of devices,from cell phones to hand calculators.The specifications of the chips change depending on the final product in which they are utilized.The company is most likely to segment its customers based on:

Explain the four components of business-to-business markets.

Purchases made under cost-reimbursement contracts offer more profit potential to the government than the fixed price contracts.

Turning to outside vendors to provide goods or services that were formerly produced in-house is referred to as outsourcing.

Which of the following service sectors was newly created by the NAICS to better reflect the economy of the 21st century?

_____ is a combination of strategies and tools that drives relationship programs,reorienting the entire organization to a concentrated focus on satisfying buyers.

Sales personnel must be well versed in the technical features of their products,to effectively address the concerns of all people involved in the buying decision.

Evaluating a supplier's performance in categories such as price,EDI capability,delivery times,and attention to special requests is known as:

Differentiate between B2B marketing and consumer product marketing.

The buying center is an informal group whose size and composition varies among purchase situations and firms.

Gatekeepers in the buying center affect the buying decision by determining which individuals within the organization will be part of the buying process.