Chapter 05 BusinesstoBusiness Marketing

Accessibility: Keyboard NavigationBlooms: Remember Difficulty: Easy Learning Objective: 05-05 Identify the roles within the buying centre.. In the context of the business-to-business B2B

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Chapter 05 Business-to-Business Marketing

Multiple Choice Questions

1 Business-to-business marketing involves transactions between:

C firms that market goods and services and other businesses.

Business-to-business (B2B) marketing refers to the process of buying and selling goods or services to be used in the production of other goods and services, for consumption by the buying organization, or for resale by wholesalers and retailers Therefore, B2B marketing involves manufacturers, wholesalers, retailers, and service firms that market goods and services to other businesses but not to the ultimate consumer

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Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Easy

Learning Objective: 05-01 Describe the nature and composition of B2B markets.

Topic: 05-01 B2B Markets

2 Which of the following is an example of business-to-business marketing?

ultimate consumers

and charges on a usage basis

D Intel selling microprocessors to Dell

locals

In this case, Intel selling microprocessors to Dell is an example of business-to-business (B2B)marketing B2B marketing refers to the process of buying and selling goods or services to be used in the production of other goods and services, for consumption by the buying

organization, or for resale by wholesalers and retailers Therefore, B2B marketing involves manufacturers, wholesalers, retailers, and service firms that market goods and services to other businesses but not to the ultimate consumer

Blooms: Understand

Difficulty: Moderate

Topic: 05-01 B2B Markets

3 All the following companies are always operating in B2B markets, EXCEPT:

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Topic: 05-02 Manufacturers or Producers

5 Which of the following statements is true about business-to-business (B2B) markets?

parts that allow them to manufacture their own goods

C Usually, information about government buying can be obtained from Business Access

Canada or from MERX

purchase of goods and services

Information about government buying can be obtained from Business Access Canada or from MERX MERX is the most complete source of Canadian public tenders, private tenders, U.S tenders, and private-sector construction news available in Canada

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Blooms: Remember

Difficulty: Easy

Topic: 05-05 Government

7 Which of the following statements is NOT true of manufacturers?

E They are the only marketing intermediaries that do not buy any product.

Manufacturers buy raw materials, components, and parts that allow them to manufacture their own goods

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Topic: 05-02 Manufacturers or Producers

8 Which of the following marketing intermediaries resell manufactured products without significantly altering their form?

Blooms: Remember

Difficulty: Easy

Topic: 05-03 Resellers

9 Which of the following is NOT true of retailers?

D They are one of the largest purchasers of goods and services in most countries.

Resellers are marketing intermediaries that resell manufactured products without significantlyaltering their form For instance, wholesalers and distributors buy jeans from 7 For All

Mankind and sell them to retailers (a B2B transaction), and retailers in turn resell those same jeans to the ultimate consumer (a B2C transaction) Wholesalers, distributors, and retailers areall resellers

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A They rarely disclose their purchase decisions and practices.

Institutional buyers, such as nursing homes and universities, tend to have relatively small budgets and therefore seek the best value when buying products and services for their

organizations Governments consider a wide range of factors in their purchases and may not always purchase from the vendor with the lowest price Institutional organizations are not under such public scrutiny and rarely disclose their purchase decisions and practices, althoughthey may try to make their buying processes transparent

E Regional Municipality of Waterloo

Government category consists of federal government, provincial, regional and municipal governments Regional municipality of Waterloo is an example of government business customer

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Information about government buying can be obtained from Business Access Canada or from MERX MERX is the most complete source of Canadian public tenders, private tenders, U.S tenders, and private-sector construction news available in Canada

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World Trade Organization

D have relatively small budgets and therefore seek the best value when buying products and

services

Institutional buyers, such as nursing homes and universities, tend to have relatively small budgets and therefore seek the best value when buying products and services for their

B are more likely to engage in reciprocal buying.

Private sector companies such as manufacturers, producers, and resellers are likely to engage

in reciprocal buying, a situation where two companies agree to buy each other's products as appropriate

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Topic: 05-06 Key Challenges of Reaching B2B Clients

20 Which of the following is NOT true of B2C markets?

markets

sometimes are unplanned or impulsive

E The demand for goods and services for B2C markets is often derived from B2B sales.

In B2C markets, consumers buy goods to satisfy their own individual or household needs and are heavily influenced by price, personal tastes, brand reputation, or personal

recommendations of friends and family In B2B markets, demand for goods and services is often derived from B2C sales in the same supply chain

Learning Objective: 05-02 Explain the key differences between B2B buying and B2C buying.

Topic: 05-07 Differences Between B2B and B2C Markets

21 Which of the following best defines the linkage between consumers' demand for a

company's output and its purchase of necessary inputs to manufacture or assemble that particular output?

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Blooms: Remember

Difficulty: Easy

22 AutoParts Inc is a firm involved in producing various electrical components used in the production of cars The demand for its products is dependent on the demand for new cars Which of the following best explains the demand for AutoParts' products?

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Blooms: Apply

Difficulty: Difficult

23 Jeans are very popular among North American teenagers To meet the increasing demand for jeans, VogueJeans Inc., a popular jeans manufacturer, decides to purchase more raw materials from its suppliers to manufacture its jeans This increased demand for raw materials caused by an increased demand for jeans is referred to as:

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Blooms: Apply

24 Verdun Windows is the Canadian supplier of high-quality, energy-efficient windows for homes and offices The housing boom in Canada in the late 1990s through the early 2000s resulted in a 500 percent increase in the amount of windows Verdun sold when compared to the period from 1990 to 1993, when the housing market was sluggish This is an example of:

Blooms: Apply

25 Which of the following statements does NOT describes a market characteristic of B2B buying?

B The number of business buyers is higher than the number of buyers in B2C markets.

and find a win-win situation for both parties

A characteristic of B2B markets is that the number of business buyers is substantially fewer than in B2C markets, and the business buyers are more concentrated in big cities, towns, and industrial areas Also, the sizes of the orders are substantially larger than consumer purchases

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Topic: 05-09 The B2B Buying Process

26 Which of the following statements describes the nature of products in business-to-business(B2B) markets?

B The products are sophisticated and must conform to technical standards of the buyer.

In certain business-to-business (B2B) markets (e.g., aerospace, medical, pharmaceutical, shipping, defence), the products are very technical and sophisticated in nature and must conform to technical standards specified by the buyer

Topic: 05-09 The B2B Buying Process

27 Which of the following statements is NOT true about the nature of the buying process in B2B markets?

D The buying efforts in these markets are less structured and formalized.

complex financial arrangements

Most companies have formal policies and procedures to guide buying decisions that must be closely followed by the people involved in the buying decisions The buying process in more complex, more structured and formal

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28 In business-to-business (B2B) markets, which of the following is a buying practice

arrangement where two firms agree to buy each other's products and services?

29 In most B2B marketing, which of the following is an integral component of the

In most B2B sales, the salesperson is an integral component of the transaction

Pharmaceutical manufacturers rely primarily on sales representatives to promote their drugs todoctors

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Blooms: Remember

Difficulty: Easy

30 Rafael works as a sales representative for a firm that processes leather that can be further used to make bags, shoes, and seat covers Rafael promotes these products to various car companies and bag manufacturers In this context, what type of sales activity is practised by Rafael?

Blooms: Apply

31 The third digit in an NAICS code represents:

B the subsector.

Statistics Canada collects data about business activity in Canada through its classification scheme, which categorizes all firms into a hierarchical set of six-digit North American

Industry Classification System (NAICS) codes The first two digits represents the sector in theeconomy (e.g., 51 is the information sector); the third digit represents the subsector (e.g., 515

is "Broadcasting except Internet")

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Difficulty: Easy

Learning Objective: 05-03 Explain the ways B2B firms classify and segment their markets.

Topic: 05-08 B2B Classification System and Segmentation

32 Which of the following classification systems can be quite useful to B2B marketers for segmenting and targeting markets?

Blooms: Remember

Difficulty: Easy

33 A manufacturing firm that has developed a new product can use the NAICS codes to:

A identify the type of firms that constitute its target market.

Using the NAICS data collected by Statistics Canada or the U.S Census Bureau, the

manufacturer could assess the number, size, and geographical dispersion of firms within each type, which might indicate both the product's potential and the types of firms that constitute the target market

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34 The buying processes in both B2B and B2C markets begin with:

Blooms: Remember

Difficulty: Easy

Learning Objective: 05-04 Describe the B2B buying process.

Topic: 05-10 Stage 1: Need Recognition

35 Which stages in the B2B buying process are more formal and structured compared to the B2C buying process?

C Information search and alternative evaluation

The B2B buying process parallels the B2C process, though it differs in many ways Both start with need recognition, but the information search and alternative evaluation stages are more formal and structured in the B2B process

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36 The first stage of the B2B buying process involves:

E need recognition through either internal or external sources.

In the first stage of the B2B buying process, the buying organization recognizes, through either internal or external sources, that it has an unfilled need

Blooms: Remember

Difficulty: Easy

37 A construction firm realizes that suppliers have increased the prices of steel after doing a market analysis for the prices quoted by various suppliers for the same type of steel Also, the firm is not satisfied with the performance of the supplier and decides to replace it In the context of the business-to-business (B2B) buying process, the firm is currently in the stage of:

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Blooms: Apply

38 CAMO Inc is a firm that assembles desktop computers and buys components from various suppliers The firm is not happy with the quality of one of the components and decides to replace it with a component that can improve the quality of its final product The R&D department formulates the requirements for the desired component and posts it on the firm's website In the context of the B2B buying process, CAMO Inc is currently in the stage of:

CAMO Inc is currently in the product specification stage of the B2B buying process

Blooms: Apply

Topic: 05-11 Stage 2: Product Specification

39 Observing the after-effects of Hurricane Katrina, many states re-evaluated the

requirements for construction materials used in coastal area building projects Which of the following should vendors pay attention to regarding construction material requirements?

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Blooms: Apply

Topic: 05-11 Stage 2: Product Specification

40 The stage of the business-to-business buying process in which companies invite

alternative suppliers to bid on supplying their required components is referred to as:

E the request-for-proposals process.

The request for proposals (RFP) is a common process through which buying organizations invite alternative suppliers to bid on supplying their required components The purchasing company may simply post its RFP needs on its website, work through various B2B web portals, or contact potential suppliers directly

Blooms: Remember

Difficulty: Easy

Topic: 05-12 Stage 3: RFP Process

41 After need recognition and product specification, many firms using the business buying process:

B issue a request for proposals from invited suppliers.

The third step in a business-to-business (B2B) buying process is the request for proposal (RFP) process The RFP is a common process through which buying organizations invite alternative suppliers to bid on supplying their required components The purchasing company may simply post its RFP needs on its website, work through various B2B web portals, or contact potential suppliers directly

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Difficulty: Easy

Topic: 05-12 Stage 3: RFP Process

42 A mining corporation is negotiating the terms of sale with one of the vendors that has responded to its request for proposal (RFP) In which of the following stages of the business-to-business (B2B) buying process is this negotiation activity found?

D Proposal analysis and supplier selection

The buying organization, in conjunction with its critical decision makers, evaluates all the proposals it receives in response to its RFP

Blooms: Apply

Topic: 05-13 Stage 4: Proposal Analysis and Supplier Selection

43 After posting a request for proposal (RFP) for telecommunication equipment, the

Department of National Defence received six proposals from qualified vendors With

reference to the B2B buying process, in the next step, the Department of National Defence will most likely:

E evaluate the proposals and likely narrow the choice to a few suppliers.

According to the B2B buying process, the department of National Defence will most likely evaluate the proposals and likely narrow the choice to a few suppliers In the fourth stage of the B2B buying process, a buying organization, in conjunction with its critical decision makers, evaluates all the proposals it receives in response to its RFP

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Blooms: Apply

Topic: 05-13 Stage 4: Proposal Analysis and Supplier Selection

44 What is the stage after proposal analysis and supplier selection?

Learning Objective: 05-05 Identify the roles within the buying centre.

Topic: 05-14 Stage 5: Order Specification (Purchase)

45 A group of people typically responsible for the purchasing decisions in large organizations

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Blooms: Remember

Difficulty: Easy

Topic: 05-16 The Buying Centre

46 An automobile firm has received its order placed with a supplier firm The company associates are assessing the quality of the product and the other issues associated with the deal In the context of the business-to-business (B2B) buying process, the automobile

company is in the stage of:

Blooms: Apply

Topic: 05-15 Stage 6: Vendor Performance Assessment Using Metrics

47 The buying centre participant who first suggests buying the particular product or service iscalled a(n):

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Blooms: Remember

Difficulty: Easy

48 The University of Ontario had obtained grants from the government to improve the facilities for students The faculty members at the university recommended the purchase of books of some authors to be stored in the library The faculty members are playing the role of:

49 A car sales showroom specifies a particular brand of mag wheels to be used for the car it sells The company considers the request made by the showroom and decides to use the wheels in its cars The role played by the showroom is similar to that of a(n):

The role played by the showroom is similar to that of an initiator The buying centre

participant who first suggests buying the particular product or service is the initiator

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Blooms: Apply

50 An influencer is a buying centre participant who:

E persuades other members in making the final decision with his or her views.

An influencer is the person whose views influence other members of the buying centre in making the final decision

Blooms: Remember

51 A construction firm decides to buy heavy-duty equipment to install a new pipeline in the city The engineers of the firm specify the equipment requirements and recommend a

particular supplier whose product meets these requirements In this buying centre context, the role played by the engineers is that of a(n):

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Blooms: Apply

52 A corporate office decides to replace the windows in its building after an employee explains to the authorities that high-end custom windows block excess sunlight and heat In this buying centre context, the role played by the employee is that of a(n):

Blooms: Apply

53 One of the roles of the decider in a buying centre is to:

B determine how to buy a product.

The decider is the person who ultimately determines any part of or the entire buying decision

—whether to buy, what to buy, how to buy, or where to buy

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Blooms: Remember

Difficulty: Easy

54 Arthur, an executive who works for a pizza chain, determines that the cheese used in the company's pizzas should be bought from a particular vendor, White Cubes Inc He believes that White Cubes produces cheese that has a great taste and texture and that it suits the recipesthat consumers enjoy at his outlets The role played by Arthur is that of a(n):

Blooms: Apply

55 A car company invites bids from suppliers for leather to make seat covers The company receives several proposals, out of which three of the bids comply with its requirements Kim, who heads the selection panel, finalizes a particular supplier after the negotiations Kim is a(n):

In this case, Kim is a decider The decider is the person who ultimately determines any part of

or the entire buying decision—whether to buy, what to buy, how to buy, or where to buy

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Blooms: Apply

56 Which of the following phrases defines the role of a buyer in a buying centre?

C A person who handles the paperwork of the actual purchase

The buyer is the person who handles the paperwork of the actual purchase

Blooms: Remember

Difficulty: Easy

57 Mary is admitted to a hospital, and the nurse administers a dextrose solution bought from

a particular pharmaceutical supplier to improve Mary's blood glucose level Mary is the:

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Blooms: Apply

Difficulty: Easy

58 A visitor to an ice cream parlour is interested in the choco-sundae that the parlour

specializes in, which contains nuts and honey procured from the best suppliers in town However, the visitor does not like nuts in ice cream and decides to try another ice cream Withreference to the roles in a buying centre, the visitor can be considered the:

The user is the person(s) who consumes or uses the product or service

Blooms: Apply

59 Michael works in an insurance firm He handles all the formalities and documentation of the insurance policies purchased by the clients Michael's role is similar to that of a(n):

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Blooms: Apply

60 A technical firm that assembles computers decides to buy LCD monitors from a supplier that specializes in LCD monitors and batteries The materials manager at the firm suggests to the top management to place an order for both monitors and batteries at the same time so that

he can save on transportation costs and also get a discount for bulk purchase The role played

by the manager is that of a(n):

61 In a buying centre, the role of controlling information or access to decision makers is called the:

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Blooms: Remember

Difficulty: Easy

62 Frank is an administrative assistant at a university He has access to all the records and information pertaining to students, such as race, social class, family connections, and athletic ability He restricts administrators from accessing this information, so that the admission process is not affected by these factors and is fair to students In a buying centre context, Frank's role is similar to the role of a(n):

63 Reassure Inc is an insurance firm that focuses on health insurance Customers must submit all personal details related to their health when taking out an insurance policy The firm marks all these details as confidential and only a few people within the firm have access

to them In a buying centre context, this role played by the insurance firm in restricting access

to client information is similar to the role of a(n):

In this case, the role played by the insurance firm is similar to that of a gatekeeper A

gatekeeper is a person who controls information or access, or both, to decision makers and influencers

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Blooms: Apply

64 A buying centre in which one person makes the decision alone though there may be multiple participants is known as a(n):

C autocratic buying centre.

In an autocratic buying centre, though there may be multiple participants, one person makes the decision alone

Blooms: Remember

Difficulty: Easy

Topic: 05-17 Organizational Culture

65 Which of the following best defines a buying centre in which the majority rules while making decisions?

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