The primary levels of marketing control include:
a. strategic control.
b. annual plan control.
c. efficiency and effectiveness control.
d. profitability control.
e. All of the above.
Consider this dilemma: A product manager finds that organizational buyers view a
particular product attribute as being both important and differentiating; unfortunately,
the firm’s brand is viewed as being inferior to competing brands on this attribute. In this
situation, an appropriate generic strategy for the product manager to follow would be
to:
a. increase the importance of the attribute to customers.
b. increase the difference between the competition and the firm’s brand.
c. convert this determinant attribute into a non-determinant one.
d. all of the above
e. (a) and (b)
____ is composed of at least two dimensions: (1) trust in the salesperson and (2)
satisfaction with the salesperson.
a. role definition
b. relational adaptiveness
c. relationship quality
d. role congruity
e. relationship congruity
Individuals who control the flow of information into the buying center are performing
the role of:
a. a user.
b. a gatekeeper.
c. an implementer.
d. a decider.
e. a buyer.
Concerning the nonstandardized nature of most industrial services, which of the
following statements is incorrect?
a. The more labor-intensive the service, the less uniform will be the output.
b. As the extent to which equipment is utilized to produce the service increases,
variability will increase.
c. As automation of the service decreases, uniformity of the output will also decrease.
d. It is important to develop systems to minimize human error.
e. It is often difficult for the user to judge service quality before the service is provided.
Which of the following are steps in the planning process that utilizes the Balanced
Scorecard and a Strategy Map to build a tightly integrated marketing strategy?
a. Define Financial Objectives.
b. Define the Customer Value Proposition.
c. Identify the Critical Strategic Themes and Internal Processes.
d. All of the above.
e. Only (a) and (b).
Pertinent considerations for pricing industrial products or services include:
a. competition.
b. demand determinants.
c. cost determinants.
d. all of the above.
e. (b) and (c) only.
Social media:
a. are more effective than traditional media at reaching hard-to-reach propects.
b. are typically less expensive that print media.
c. facilitate targeted, personalized contact across the customer experience landscape.
d. enhance the impact of trade promtions.
e. all of the above
Industrial products that are complex, unique and made to order are more frequently sold
through:
a. direct channels.
b. indirect channels.
c. manufacturers’ representatives.
d. industrial distributors.
e. merchant wholesalers.
Responsibility charting provides a tool for defining decision-making roles. A manager
who accepts or vetoes a decision before it is implemented, or chooses from alternatives
developed by others, is performing which of the roles?
a. responsible
b. approve
c. consult
d. implement
e. inform
A _____ targets demanding, high-end customers with better performance than what was
previously available.
a. sustaining innovation
b. disruptive innovation
c. a new market innovation
d. None of the above.
Concerning business-to-business advertising media, the publications Purchasing,
Advertising Age, and Materials Handling Engineering would be classified as a:
a. specialty publication.
b. target publication.
c. horizontal publication.
d. vertical publication.
e. common publication.
_____ reveals the links between performing particular activities and the demands that
those activities make on the organization’s resources.
a. A logistical cost system
b. A supply-oriented cost system
c. A demand-oriented cost system
d. An activity-based cost system
e. A controllable element cost system
Which of the following is false regarding supply chain management?
a. The focus of logistics is the flow of product through the supply chain.
b. Timely information drives the entire supply chain process.
c. Product flow in the reverse direction is an important aspect of supply chain
management.
d. The formation close relationships among participants is an inherent need of SCM.
e. All of the above are true statements.
Which of the following statements are false regarding Supply Chain Management?
a. SCM is one of the predominant management approaches driving many organizations.
b. The supply chain increasingly is seen as the main conduit for getting products from
its source to the ultimate customer.
c. The supply chain touches almost every function within the organization.
d. The supply chain has the greatest impact on customer satisfaction and the greatest
potential for improving the bottom line and enabling competitive advantage.
e. All of the above are true statements.
Examples of typical add-on benefits include:
a. joint working relationships.
b. commitment.
c. supplier flexibility.
d. All of the above.
e. Only (a) and (b).
_____ is a measure of the total business opportunity for all sellers in a particular
market.
a. Potential
b. Concentration
c. Dispersed
d. Territory workload
The criteria marketers use to evaluate the degree to which the firm can effectively focus
its marketing efforts on chosen segments is:
a. accessibility.
b. measurability.
c. sustainability.
d. compatibility.
e. responsiveness.
The collective action perspective of strategy formulation applies to strategic decisions
that cut across functional areas, involve issues related to the organization’s long-term
goals, or involve the allocation of resources across business units. According to the
collective action perspective, strategic decision processes:
a. are typically centered in a single functional area (e.g., in marketing or in R&D).
b. are often characterized by conflict that often divides participants in the strategy
formulation process.
c. involve negotiation and compromise among partisan participants.
d. all of the above
e. (b) and (c) only
Which of the following statements regarding advertising expenditures is incorrect?
a. Because advertising is a relatively large part of the total marketing budget for
business firms, managers tend to follow simple rules of thumb (e.g., allocate 1% of
sales to advertising).
b. The fundamental problem with percentage-of-sales rules is that they implicitly make
advertising a consequence rather than a determinant of sales and profits.
c. Percentage-of-sales rules suggest that the business advertiser reduce advertising when
sales volumes decline.
d. The decision to “match the competition’s level of advertising spending” is an example
of a rule of thumb philosophy.
Simultaneous production and consumption is a unique service characteristic. From the
following list, choose the marketing implication most closely related to this
characteristic.
a. planning capacity on the basis of peak demand
b. buyer-seller interaction requires that the service be done “right”
c. focusing promotion on the advantages of non-ownership
d. using pricing and promotion to even out demand peaks and valleys
e. developing systems that minimize deviations and human error
The ideal approach to sales forecasting for the business marketer relies on:
a. strictly quantitative approaches.
b. strictly qualitative approaches.
c. a blend of the Delphi method and well-executed market surveys.
d. a combination of qualitative and quantitative approaches.
e. single and multiple statistical series approaches.
Typically, causal models are more reliable for:
a. intermediate than for long-range forecasts.
b. long-range than intermediate forecasts.
c. long-range than short-range forecasts.
d. short-range than long range forecasts.
e. short-range than for intermediate forecasts.
Which of the following statements regarding direct mail is incorrect?
a. Direct mail is efficient when compared to other media.
b. Direct mail is a viable medium when potential buyers cannot be clearly identified.
c. A direct mail advertisement typically gains the full attention of the reader.
d. Direct mail can accomplish all of the major advertising functions.
Business marketers track customer loyalty and retention because:
a. the cost of new customers is often far less than long-standing customers.
b. all satisfied customers will remain loyal.
c. the firm can identify opportunities for expanding the relationship.
d. the cost of serving established customers usually increases.
The largest proportion of sales handled by industrial channel members is accounted for
by:
a. brokers and jobbers.
b. brokers and commission merchants.
c. manufacturers’ representatives and industrial distributors.
d. jobbers and industrial distributors.
e. brokers and distributors.
Dell Computer has excelled with a fast-paced build-to-order approach that involves
taking customer orders online, orchestrating production tailored to each customer, and
forging a one-to-one relationship with the customer after the sale. Some auto industry
executives have turned to Michael Dell, the company founder, for advice concerning
how to make their businesses look like his. Senior executives at Ford, for example,
envision a future where customers will order online and factories will build to order,
eliminating billions of dollars of inventory costs (for example, large stocks of vehicles
on hand). All of those mass produced cars sitting for weeks on dealer lots represent a
massive investment that yields no return until a buyer comes along.
Answer:
n/a
_____ is the amount of effort a salesperson desires to expend on each of the activities or
tasks associated with his or her job.
a. Supervision
b. Motivation
c. Attitude
d. Performance
e. Intrinsic satisfaction
The second phase of for selecting key accounts:
a. considers the degree to which the transactions with potential customer will
complement the economies of the seller’s business.
b. identifies those customer accounts that have unique support requirements.
c. centers on the profit potential of a customer.
d. none of the above.
Buying decisions that are somewhat important to the firm and involve a moderate
amount of analysis are:
a. casual purchases.
b. routine low priority purchases.
c. straight rebuy purchases.
d. extensive problem-solving purchases.
As an entry strategy, licensing requires:
a. capital investment.
b. marketing strength in foreign markets.
c. a company to have less control over a licensee than over its own exporting or
manufacturing abroad.
d. all of the above.
e. (b) and (c) only.
Research has isolated certain determinants of new product success in the business
market. What factors are most important in determining the success of a new industrial
product?
Answer:
n/a
Reliability, responsiveness, and empathy are all dimensions of service quality.
____________________ increases the speed of, and reduces the cost of, picking orders
in the warehouse and moving products between storage and the transportation carriers.
For most business marketers, the amount of the promotional budget spent on personal
selling far exceeds expenditures on advertising. In addition, it is nearly impossible to
evaluate the impact of advertising on industrial sales. Given this situation, should
business marketers advertise, and how can they justify advertising if they cannot
measure its impact on sales?
Answer:
n/a
The Ford Motor Company’s electronic components plant in Lansdale, Pennsylvania
produces 124,000 engine controllers, anti-lock brake sensors, and speed-control units a
day. Since each product has 400 to 500 parts, managers have to keep track of more than
five million individual pieces daily. Lean inventories and quick production changeovers
require dependable suppliers. To maintain tight control, Ford issues a monthly report
card to suppliers listing quality rejects, conformance with schedule, and overshipments.
In the words of the plant manager, “this puts our relationship with them on an objective
basis.” Describe the particular logistical capabilities that a business marketer must
possess to successfully meet the requirements of this highly sophisticated Ford plant.
Explore other elements of the business marketing strategy that may be crucial in
initiating and sustaining a profitable relationship with this customer.
Answer:
n/a
Once a particular industrial channel structure is selected, channel participants must be
selected, and arrangements made to ensure that all obligations are assigned.
Total revenue will decrease if the price is decreased and demand is price elastic.
The balanced scorecard attempts to keep the sales of a business unit in balance with
profit growth.
Customers that actively seek business marketing firms that can help them create new
value to gain a competitive edge in their markets can be segmented using value-based
strategies.
The information requirements of organizational buyers are highest in modified rebuy
situations.
The primary responsible of____________________salespersons is to take telephone
orders, processing orders, and schedule delivery.
Because a specific industrial good is often used in different ways, the marketer can
divide the market using the NAICS.
Alternative proposals are evaluated by a purchasing manager and a number of members
of the production department in which stage of the Organizational Buying Process?
Texas Instruments has a major manufacturing plant that falls within your new sales
territory. On your initial visit to this plant, you learn from a receptionist that the
purchasing department is in the very preliminary stages of making a major purchase of
the type of production equipment that you sell. First, how would you predict the likely
composition of the buying center for this particular purchase? Second, what questions
could you ask to determine the relative influence that different organizational members
might exert on the buying decision?
Answer:
n/a
Value is best defined as the economic, technical, service and social benefits received by
a customer firm in exchange for the: