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Chapter Quiz
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Business-to-business marketing refers to selling goods or services to all of the following EXCEPT:
B)the federal government.
C)institutions like hospitals.
Paul bought a laptop computer for personal use – mainly gaming – and another one for use in his consulting business. His purchases were:
A)both B2C purchases.
B)both B2B purchases.
C)the first was B2C and the second was B2B.
D)the distinction is not clear because he is advising consumers.
E)the distinction is not clear because his gaming helps him understand the needs of business customers.
The NAICS system is:
A)the joint system devised by Canada, Mexico, and the US to classify business organizations.
B)a resource for B2B marketers for segmenting and targeting their markets.
C)the successor to the Standard Industrial Classification (SIC) that had been in place for more than sixty years.
D)a system that can be used in Mexico.
E)All of the above.
Compared to the B2C process, the information search and alternative evaluation steps in the B2B process:
A)are easy and often not used.
B)are internal functions of a firm and of little interest to the marketer.
C)are more formal and structured.
D)make the vendors responsible in the RFP.
E)all of the above.
Your firm has recently responded to an RFP from a large manufacturer. You and your team have worked hard on the response, and your next step will be to:
A)contact the manufacturer for the product specifications.
B)celebrate the new business and begin planning on how to spend your bonus check.
C)expect the manufacturer to analyze the proposal and perhaps come back to you to negotiate key provision of what you've submitted.
D)begin work with the production and to schedule the incremental work.
E)none of the above. The RFP – response from proposal – means your firm will not win this business.
The end of the Business-to-Business Buying process does not end with the receipt of the purchased goods or services. Most companies will:
A)use reverse auctions to get rid of products they mistakenly purchased.
B)evaluate organizational culture.
C)conduct vendor analysis.
D)return merchandise they did not use.
E)attempt to renegotiate payment terms.
Sylvia supervises the print shop in a large nonprofit organization. One of the machine operators has complained to her about a particular piece of equipment which is continually malfunctioning. After she made a formal request to replace the equipment, she was asked to serve on a small committee to advise the Purchasing Agent and CFO on what kind of new equipment to purchase. What role does Sylvia play in this buying center?
Organizational culture reflects the values, traditions and customs that guide employee's behavior. In the context of the buying center, there are a number of recognized cultures of critical importance to B2B marketers. Which of the following is NOT one of these buying cultures?
In a ___________ B2B buying situation, the buying decision is likely to be quite simple.
A)new buy
B)modified rebuy
C)straight rebuy
D)either a new buy or a modified rebuy
E)all of the above
The Internet has changed the way B2B salespeople can interact with their customers and prospects. A critical use is to:
A)check on product availability.
B)check on order status.
C)confer with his sales manager about prices.
D)confer with his sales manager about discounts.
E)all of the above.
While the B2C and B2B buying processes mirror each other, a significant difference between B2B and B2C marketing is:
A)the importance of the buying center
B)the importance of the culture of the purchasing firm
C)the formal structure of the buying process.
D)the context of the buying situation.
E)All of the above.

Grewal: Marketing 2e OLCOnline Learning Center

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