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WorksheetsJun20_Business Marketing & Channel Management
Total questions: 20
Worksheet time: 37mins
Business marketing is marketing of goods and services to ....
Individuals
Households
Organizations
All of them
Business marketing is fundamentally different from consumer goods or services marketing because:
Distribution channels for business products are significantly longer
Customer relationships for business products tend to be short-term and transaction-base
Organizational buyers do not consume the products or services themselves
Customer service plays a smaller role on the distribution of business products
Business customers are generally classified into FOUR groups, EXCEPT:
Commercial enterprises
Government customers
Institutional customers
Banking customers
The purchase of goods or services for use by an organization in producing other goods and services, to support the daily operations of the organization, or for resale is called
Wholesale marketing
Business-to-business marketing
Corporate marketing
Distribution marketing
Which of the following is NOT a characteristic of business markets?
The nature of demand
The buying processes
The high level of promotion
The relationship
When one company re-labels a product, and incorporates it within a different product, in order to sell it under its own brand name and offering its own warranty, support and licensing, what is this referred to as?
Government
Original equipment manufacturers (OEMs)
Retailers
Distributors
A unique purchase situation in business market the requires considerable effort on the decision maker’s part is ____________
A straight rebuy
A modified rebuy
A selective rebuy
A selective rebuy
Which of the following is NOT a membership of an organizations’ decision making unit?
Initiators
Users
Contracts
Gatekeepers
There are FOUR criteria used to evaluate the potential market segments which are measurable, substantial, accessible and sequential
True
False
Market segmentation is the process of dividing a market into groups of customers who have similar requirements for a product or service offering
True
False
Differentiated marketing strategy involves more risks and can be done by a company whose resources are limited
True
False
Business marketing intelligence system is defined as a broad spectrum (range) of information that is required on continuous basis to make decisions
True
False
In conducting business marketing research, defining respondent is more difficult as compare to consumer research
True
False
In business marketing research, secondary data, exploratory research and expert opinion are more reliance in data
True
False
Market share analysis is an important performance indicator that determines if the business firm is the leader or the follower in that industry
True
False
Choose any THREE (3) scopes of business marketing research
Volunteer analysis
Market share analysis
Sales analysis
Salary analysis
Competitors analysis
Identify THREE (3) major attributes for differentiation
Product variables
Services variables
Seasoning variables
Image variables
List THREE (3) steps in target marketing
Evaluate market segment
Identify company's strength
Select the target segment
Target market strategies
For industrial research, small sample size is needed due to small population, concentration of buyers
True
False
When we are conducting industrial research, the respondent cooperation is less difficult to obtain and accessibility is more easier.
True
False
