mktg – Flashcards
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Shimano sells the fishing and golfing equipment it manufactures to sporting goods stores, which in turn sell the equipment to anglers and golfers. Shimano is engaged in business marketing.
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F
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For a product to be called a business product, it must be used to manufacture other products, become part of another product, or aid the normal operations of an organization.
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T
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B-to-B marketers have found that they can use tools such as LinkedIn and YouTube to boost brand awareness.
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T
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Stickiness is a measure of a Web site's effectiveness.
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T
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A strategic alliance exists when one party has confidence in another firm's reliability and integrity.
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F this is trust
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A keiretsu is a network of interlocking corporate affiliates.
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T
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Any firm that purchases goods and services to make a profit by using them to produce other goods is part of the producer segment of the business market.
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T
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OEM stands for operationally efficient marketing.
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F OEM stands for original equipment manufacturer
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The reseller market is the same as the retailer market.
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F The reseller market includes both retailers and wholesalers.
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The government sector (federal, state, and local) is a minor segment of the business market.
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F The government is a major segment of the business market.
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The single largest business customer in the world is the U.S. retailer Walmart.
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F The U.S. federal government buys goods and services valued at over $600 billion per year, making it the world's largest customer.
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NAICS is an industry classification system used by most nations of the world.
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F As its name indicates, NAICS (North American Industry Classification System) has been adopted only by the United States, Canada, and Mexico.
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If DuPont runs advertisements encouraging people to buy clothing that contains Lycra (a DuPont product), this would be an attempt to influence secondary demand.
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F This is an attempt to influence derived demand.
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A decline in the availability of tungsten will slow production of light filaments, which will in turn reduce the demand for light bulbs. This is an example of fluctuating demand.
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F This question describes joint demand, which occurs when two or more items are used together in a final product.
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While consumer and business markets differ in many ways, the volatility of demand for products is about the same for each type of market.
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F The demand for business products tends to be more unstable than the demand for consumer products.
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Business marketers usually have far fewer customers than consumer marketers.
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T
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Most business marketers emphasize personal selling in their promotion efforts.
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T
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Another commonly used term for accessory equipment is installations.
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F Another commonly used term for major equipment is installations.
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Individual producers of raw materials have great flexibility in pricing their products.
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F Prices of raw materials are set by the market, and individual producers have little pricing flexibility.
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Items that are ready for assembly and retain their identities when incorporated into another product are called component parts.
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T
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Consumable items that do not become part of the final product are called supplies.
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T
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Because formal committees are often established to purchase business products, members of buying centers can be readily identified on formal organizational charts.
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F Buying centers do not appear on formal organizational charts.
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The role of gatekeeper may be filled by a secretary.
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T
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Although customer service has in the past been an important factor in business buyer-seller relationships, its importance has been waning in the last decade.
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F Business marketers are increasingly recognizing the importance of customer service.
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If Ford purchased the same number of brakes from NUCAP on a regular basis, it would be participating in a straight rebuy.
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T
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_____ is the marketing of goods and services to individuals and organizations for purposes other than personal consumption. a. Secondary marketing b. Interactive marketing c. Business marketing d. High-level marketing e. Industrial marketing
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C
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A product is defined as a business product rather than a consumer good on the basis of its: a. intended use. b. physical characteristics. c. price. d. distribution method. e. tangible attributes.
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A
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Business marketing does NOT include goods and services that: a. become part of another product. b. are used to manufacture other products. c. are used for personal consumption. d. facilitate the normal operations of an organization. e. are acquired for resale.
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C
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Which of the following is the best example of a sale that could only take place in the business market? a. A professor is purchasing a Mac to use at home b. A music store owner is ordering the newest Elvis Ultimate Live collection DVD for her mother c. A teen is purchasing ringtones to use on her phone d. A librarian is purchasing new books for the school's library e. All of these are examples of business sales
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D
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The Solar Group, a Mississippi-based mailbox manufacturer, sells mailboxes to contractors who are building mega-subdivisions, to hardware stores, and directly to new homeowners. What kind of products is Solar Group selling? a. Business products only b. Both business and consumer goods c. Installations d. Consumer goods only e. Supplies
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B
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The largest percentage of B-to-B social media spending goes toward creating: a. viral videos b. customer community c. podcasts d. blogs e. webinars
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B
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Which of the following tools is particularly effective for B-to-B marketers to use for product demonstration? a. text messaging b. social networking sites c. blogs d. mobile marketing e. video
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E
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_____ relates to the fact that customers who have made a purchase lately are more likely to purchase again in the near future than customers who haven't purchased for a while. a. External search traffic b. Effective reach c. Stickiness d. Recency e. Effective frequency
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D
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_____ is a measure of a Web site's effectiveness and is calculated by multiplying the frequency of visits times the duration of a visit times the number of pages viewed during each visit. a. Effective reach b. Effective frequency c. Gross rating points d. Interactiveness e. Stickiness
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E
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All of the following are current roles of the Internet in business marketing EXCEPT: a. reduce costs. b. eliminate distributors. c. build channel partnerships and trust. d. brand building and development. e. integrate online and traditional media.
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B
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The elimination of intermediaries such as wholesalers or distributors from a marketing channel is referred to as: a. disintermediation. b. disassociation. c. unencumbrance. d. demarketing. e. selective retention.
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A
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Before toll-free telephone numbers and the Internet were used as commercial tools, passengers usually purchased airline tickets from travel agents. Travel agents no longer receive a commission from the airlines for selling tickets to consumers. This is an example of: a. reintermediation. b. disassociation. c. disintermediation. d. discrimination. e. transference.
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C
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The reintroduction of an intermediary between producers and users is called: a. disintermediation. b. reinstatement. c. selective retention. d. re-establishment. e. reintermediation.
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E
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A cooperative agreement between business firms is called a: a. shared capital contract. b. global partner development strategy. c. strategic alliance. d. joint contract. e. comarketing effort.
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C
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IBM and Cisco work together to provide banks with the products and services they need to manage their multiple locations. In other words, the two companies have joined in a: a. retail cooperative. b. direct investment venture. c. transactional relationship. d. strategic alliance. e. synergistic relationship.
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D
