Question 1

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?

Accepted Answer

A)  There are fewer players, as you're no longer directly concerned with the ultimate consumers. 
B)  Product variation is essential because you have to be able to meet your customers' individual needs. 
C)  Your company's salespeople basically have two groups of decision makers to impress: the chefs and the managers. 
D)  The high turnover of chefs and managers in the restaurants your team deals with makes your job more challenging.

Question 2

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:

Accepted Answer

A)  demographic characteristics. 
B)  service provided. 
C)  buyer specifications. 
D)  end-use application.

Question 3

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:

Accepted Answer

A)  the size and number of buyers. 
B)  the rising cost of your component products. 
C)  the best means of maintaining relationships with your customers. 
D)  understanding your customers' purchase decision processes.

Question 4

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?

Accepted Answer

A)  Knowing the key decision makers at each florist 
B)  Sourcing the most cost-effective flowers and supplies and passing along the savings 
C)  Keeping in touch with industry trends 
D)  Taking a personal interest in understanding your customers' needs and issues

Question 5

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?

Accepted Answer

A)  Segmentation by end-use application 
B)  Segmentation by customer type 
C)  Segmentation by demographic characteristics 
D)  Segmentation by purchase categories

Question 6

The government category of the B2B market primarily buys products:

Accepted Answer

A)  to sell it to the final consumers. 
B)  to provide some form of public benefit. 
C)  to export them to other countries. 
D)  to improve its resale value.

Question 7

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

Accepted Answer

A)  Trade industries, which include retailers, wholesalers, and resellers 
B)  The commercial market, which includes anyone who acquires products to support production of other goods and services 
C)  Government organizations, including the military and state and federal governments 
D)  Institutions such as hospitals and churches

Question 8

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

Accepted Answer

A)  the products sold are mostly standardized and fit broader market segments compared to consumer products. 
B)  the distribution channels are longer as the product passes through a number of intermediate links. 
C)  the buying process is less complex and involves fewer decision makers. 
D)  advertising plays a much smaller role when compared to the consumer market.

Question 9

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

Accepted Answer

The answer of Explain the different roles played by business...

Question 10

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?

Accepted Answer

A)  Choosing which sales representatives will get meetings with your supervisor. 
B)  Gathering and reviewing product information on baked goods. 
C)  Monitoring the sales of new products across all Kroger stores and reporting your findings to your boss. 
D)  Meeting with sales representatives.

Exam 7: Business Markets and Buying Behavior