978-1337407588 Chapter 7 Solution Manual Part 2

subject Type Homework Help
subject Pages 9
subject Words 3374
subject Authors Carl Mcdaniel, Charles W. Lamb, Joe F. Hair

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Chapter 7: Business Marketing
1
TRUE/FALSE
1. The main philosophy and practice of marketing is the same whether marketing to a business
organization or a consumer.
PTS: 1 OBJ: LO: 7-6 TOP: AACSB: Reflective Thinking
KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge
2. Square may face business trouble in the future because they have not bothered to foster a
committed relationship with other businesses.
PTS: 1 OBJ: LO: 7-3 TOP: AACSB: Reflective Thinking
KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge
3. When in the business of offering devices for monetary transactions, trust is an important
condition in the business relationship.
PTS: 1 OBJ: LO: 7-3 TOP: AACSB: Reflective Thinking
KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge
4. Square’s main customers are original equipment manufacturers (OEMs).
PTS: 1 OBJ: LO: 7-4 TOP: AACSB: Reflective Thinking
KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge
5. Square is a provider of both business products and business services.
PTS: 1 OBJ: LO: 7-7 TOP: AACSB: Reflective Thinking
KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge
MULTIPLE CHOICE
1. Square offers which type of business product?
a. major equipment (installations)
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Chapter 7: Business Marketing
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b. accessory equipment
c. raw materials
d. component parts
e. processed materials
PTS: 1 OBJ: LO: 7-7 TOP: AACSB: Reflective Thinking
KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge
2. The release of the new $49 contactless payment and chip reader terminal creates which buying
situation?
a. new buy
b. modified rebuy
c. straight rebuy
PTS: 1 OBJ: LO: 7-8 TOP: AACSB: Reflective Thinking
KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge
3. Which of the following is NOT an example of business marketing?
a. the sale of a personal computer to a college or university
b. the sale of printers to an office supply store
c. the sale of a Square POS terminal to a coffee shop
d. the sale of a tablet to a college student
PTS: 1 OBJ: LO: 7-1 TOP: AACSB: Reflective Thinking
KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge
4. Which way do B-to-B companies use the Internet as a sales and promotion platform?
a. to facilitate communication and orders
b. to increase brand awareness
c. for digital marketing, primarily content marketing
d. All of these
e. None of these
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 7: Business Marketing
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PTS: 1 OBJ: LO: 7-2 TOP: AACSB: Reflective Thinking
KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge
5. Many vendors at fairs and conventions use Square POS terminals to accept credit card
payments. If their sales decrease, the demand for the improved POS terminal will also decrease
because of __________ demand.
a. derived
b. inelastic
c. joint
d. fluctuating
PTS: 1 OBJ: LO: 7-6 TOP: AACSB: Reflective Thinking
KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge
Great Ideas for Teaching Chapter 7
James S. Cleveland, Sage College of Albany
Discussion Board Topics to Encourage Participation
Discussion board questions provided to students to encourage them to engage in thinking and
Discussion topics such as this one are abstract and often require that the instructor provide an
initial reply to show students what is expected of them in their own replies. For students with
I have developed, therefore, a series of discussion board questions to use with experienced, adult
students. These questions are designed to encourage them to use their experiences as employees
Each question has three parts.
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Chapter 7: Business Marketing
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1. First, there is a sentence or two from the students’ textbooks introducing the topic. By
using the text authors own words, students are enabled to locate relevant material in the
text more easily, the text content is reinforced, and confusion resulting from the use of
variant terms or expressions is minimized.
2. Second, there is a reference to text pages the student should review before proceeding.
Since the goal of the exercise is for students to apply the course content to their own
experiences, reviewing the content first is important.
3. Third, there is a request for the student to think about or remember a specific situation in
their experience to which they can apply the text material, and a question or questions for
them to address in their reply.
Here are additional similar discussion board questions developed for Chapter 7 of MKTG11.
Each is written to fit the same text cited above but could easily be rewritten and revised to fit
another text.
Series A
1. The business market consists of four major categories of customers: producers, resellers,
government, and institutions.
2. Review these categories in section 7-4 of your text and the types of business products in
section 7-7 of your text.
3. Then describe which category your employer falls into and what sort of products it buys.
Series B
1. Business buyers behave differently from consumers. A buying center includes those
persons in an organization who become involved in the purchase decisions.
2. Review the material on buying centers and the roles in buying centers in section 7-8 of
your text.
3. Then describe how you have been involved in a buying center for your employer and what
role or roles you played.
Elizabeth J. Wilson, Louisiana State University
A Decision-Making Exercise for Business Marketing
This exercise is designed to introduce undergraduate students to decision making in the context
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Chapter 7: Business Marketing
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Procedure
The three decision evaluations represent different product categories in organizational buying—
office copiers, accessory goods that do not become part of the final product; painted sheet metal,
Each exercise is designed so that there is no right or wrong answer. The “suppliers,” represented
by the attribute combinations, represent a pool of vendors from which the buyer can choose. The
Part A: Individual Evaluation
A helpful class exercise is to have students role-play as organizational buyers to work through
these decisions individually. Students are instructed to read the decision context statement and
then examine the nine “vendors” described by each block. For example, in the copier decision,
At this point, the decision evaluations illustrate the concepts and variables that organizational
buyers use in selecting suppliers. After completing the decision individually, students can be
Part B: Group Evaluation
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Chapter 7: Business Marketing
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The second part of the exercise involves group decision making. Arrange students in groups of
Reference: Charles W. Lamb, Joseph F. Hair, and Carl McDaniel (1992), Principles of
Marketing, Cincinnati, OH: Southwestern Publishing.
Buying Decision for Office Copiers
Decision Context: Your firm needs a new copier to supplement current copiers already in place.
Moderate volume use (25,000 copies per month) is expected.
N ____ pts. D ____ pts. J ____ pts.
Price: $3,500 Price: $4,400 Price: $5,000
Feature Package: A Feature Package: C Feature Package: B
C ____ pts. W ____ pts. T ____ pts.
Price: $3,500 Price: $4,400 Price: $5,000
Feature Package: B Feature Package: A Feature Package: C
A ____ pts. G ____ pts. L ____ pts.
Price: $3,500 Price: $4,400 Price: $5,000
Feature Package: C Feature Package: B Feature Package: A
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Chapter 7: Business Marketing
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Feature Package Key:
A. Reduction/Enlargement, 11 17 oversized documents, toner flow control
B. Package A features plus automatic document feeder, oversized paper tray.
C. Package B features plus document sorter, automatic two-sided copying.
Buying Decision for Painted Sheet Metal
Decision Context: Your firm needs to consider vendors for awarding annual purchase
agreements. The contract to supply the annual requirement of painted sheet metal may be
awarded to one of several vendors described below.
L ____ pts. T ____ pts. P ____ pts.
Quality of Paint Work*:
92%
Quality of Paint Work*:
95%
Quality of Paint Work*:
99%
F ____ pts. M ____ pts. S ____ pts.
Quality of Paint Work*:
92%
Quality of Paint Work*:
95%
Quality of Paint Work*:
99%
W ____ pts. G ____ pts. B ____ pts.
Quality of Paint Work*:
92%
Quality of Paint Work*:
95%
Quality of Paint Work*:
99%
* Percentage of pieces usable per truckload.
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 7: Business Marketing
8
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 7: Business Marketing
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BUYING DECISION FOR AN INDUSTRIAL BOILER SYSTEM
Decision Context: Your company needs a boiler system for a new office building. Evaluate the
alternatives in terms of making recommendations to senior management about which vendor(s)
would best meet your company’s needs.
G ____ pts. T ____ pts. P ____ pts.
Pollution Control (% Sulfur
retained):
Pollution Control (% Sulfur
retained):
Pollution Control (% Sulfur
retained):
R ____ pts. J ____ pts. F ____ pts.
Pollution Control (% Sulfur
retained):
Pollution Control (% Sulfur
retained):
Pollution Control (% Sulfur
retained):
B ____ pts. M ____ pts. W ____ pts.
Pollution Control (% Sulfur
retained):
Pollution Control (%Sulfur
retained):
Pollution Control (%Sulfur
retained):
Richard Turshen, Pace University
Business Document versus Academic Treatise
The Dilemma: In order to demonstrate their knowledge of marketing principles on two learning
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Chapter 7: Business Marketing
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The Solution: In order to separate the two distinct requirements, a supplemental reporting
component is added to the assignment; in effect, the plan is subdivided into two sections.
1. A “B” section provides the practical business document that explicitly presents the “what
2. An “A” section provides the complementary theoretical academic manual that essentially
Summary: The following comparative summary is supplied to the students:
Business Subdivision
(Marketing Plan) vs. Academic Subdivision
(Explanatory Manual)
Business presentation for your boss vs. Academic presentation for your professor
Conclusion: The tested technique of subdivision avoids the muddled mix of applied strategic
marketing decision making and the corresponding theoretical supporting rationale in a single
Shirine Mafi, Otterbein College
Researching a Corporation
Students are divided into teams of three to five members. Each team works together throughout
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Chapter 7: Business Marketing
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Project Assignment I
Through a 10- to 12-page paper, students become familiar with the company and the
Project Assignment II
Based upon the findings of the marketing opportunity analysis, teams recommend one of the
options given below and produce a marketing plan accordingly.
A new marketing mix targeted to a new market
Each team will produce a marketing plan that includes the options given below.
Customer and competitive situation analysis
Group Presentation: Each team presents its project to the class. All members participate
Group Competition: In addition to the instructors evaluation, class members vote for the best
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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