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Exam 7: Business-To-Business Marketing

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Question 1

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What type of B2B organization is a retail store such as T.J.Maxx?

A) Reseller
B) Institution
C) Government
D) Manufacturer
E) Internet

F) C) and D)
G) A) and B)

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Question 2

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Frequently a B2B buyer will post its RFP

A) on Twitter.
B) in Commerce Business Daily.
C) in the legal section of a local newspaper.
D) on its website.
E) in the employee human resources office.

F) A) and B)
G) B) and E)

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Question 3

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When Vance proposed switching the company to Vonage for VOIP telephone calls,he had to approach Deborah,assistant to the firm's head of the purchasing department,to find out how to proceed.Everyone in the company knows that nothing gets purchased without going through Deborah first.What role does Deborah play in a buying center?

Normally,BC bottling company attaches plastic labels to its bottles.However,a new company is launching a product that requires the use of fabric labels.In order to use this latest innovation,BC bottling company must now source these fabric labels from another company.This is an example of

B2B marketing involves manufacturers,wholesalers,and service firms.

Which of the following is NOT one of the four general types of organizational cultures?

Suppose that Volkswagen is preparing an RFP for a hands-free phone connection for a new car model.Which of the following would you NOT expect to find in the RFP?

Which of the following is an example of a government buyer?

To maximize efficiency,farmers send their eggs to a __________ who handles sales and shipments to supermarkets.

Edward,the leading salesperson for Harry's Honda dealership,began hearing customers asking for hybrid automobiles several years ago.Edward alerted Harry,and Harry preordered many Honda hybrids before they became available.In this case,the source of need recognition was

If a B2B customer is satisfied with an existing supplier,it will probably engage in a(n) __________ to purchase additional quantities of the item.

Nearly all small businesses have consensus buying centers.

The chair of the board of the local Humane Society chose the bank where the organization keeps its money; however,the office manager is the primary person who makes deposits,writes checks,and balances the account every month.The office manager is the __________ in the buying center for the bank account.

Melanie is the director of human resources for a small manufacturing firm.She has a strong personal interest in technology,and is known throughout the firm as one of the first to hear about and use new kinds of communications technologies.If the firm decides to upgrade its network,Melanie will probably function in what role in the firm's buying center?

Jackson owns a bike rental business at a resort destination.He is trying to decide how many new bikes to purchase for next season.What will demand for his service depend on?

In which buying situation is the buyer most likely to proceed through all six steps in the buying process?

Whether targeting consumers or resellers,marketers need to focus on

Many health insurance policies require patients to call and get preapproval for tests or procedures.The health insurance company acts as a __________ for the purchase of these medical services.

CA Technologies,a firm providing software and services to information technology departments,maintains a corporate blog.How can this blog help CA Technologies with B2B marketing?

Malcolm buys overrun clothing from factories around the South.He sells the clothes to discount retailers.Malcolm is a