Chap 7 Flashcards

1
Q

Which of the following statements is true regarding the nature of the business market?

A

Personal selling plays a bigger role in business markets than consumer markets.

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2
Q

When firms in business markets are grouped based on their sales revenues, they are said to be segmented by:

A

demographic characteristics

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3
Q

Dell computers purchases parts and resources for its computers from multiple suppliers that are spread across the world. Practice is known as:

A

global sourcing.

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4
Q

Product characteristics of B2B marketing

A

Relatively technical in nature
Exact form often variable
Accompanying services very important

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5
Q

Promotion - B2B

A

emphasis on personal selling

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6
Q

Distribution - B2B

A

relatively short, direct channels to market

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7
Q

Customer relations - B2B

A

relatively enduring and complex

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8
Q

Decision making process - B2B

A

diverse group of organization members makes decision

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9
Q

Price - B2B

A

competitive bidding for unique items; list prices for standard items

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10
Q

Product characteristics of B2C marketing

A

Standardized form

Service important but less than B2B

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11
Q

Promotion - B2C

A

Emphasis on advertising

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12
Q

Distribution - B2C

A

Comparatively infrequent contact

Relationship of relatively short duration

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13
Q

Decision making process - B2C

A

individual or household unit makes decision

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14
Q

Price - B2C

A

List prices

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15
Q

B2B Marketing Objectives

A

Organizational sales and purchases of goods and services:

  • to support production of other products
  • to facilitate daily company operations (telecommunications, security company, cleaning company)
  • for resale (products to resale)
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16
Q

Components of the Business Market

A

Commercial market
Trade industries
Government
Public and private institutions (hospital, college, nonprofit)

17
Q

What is a commercial market?

A

Individuals and firms that acquire products to support, directly or indirectly, production of other goods and services. (largest segment of business market)

18
Q

What is a trade industry market?

A

retailers and wholesalers that purchase products for resale to others

19
Q

What is a government market?

A

primary motivation: to provide some form of public benefit

20
Q

What percentage of all internet sales are B2B transactions?

21
Q

How does segmentation help marketers?

A

To develop a strategy that best suits a particular segments need.

22
Q

What are characteristics of B2B markets?

A
  • geographic market concentration
  • size and number of buyers
  • the purchase decision process
  • buyer-seller relationships
23
Q

What is global sourcing?

A

purchasing goods and services from suppliers worldwide

24
Q

Organizational buying situations:

A

Straight rebuy - reoccurring purchase decision
Modified rebuy
New-task rebuy
Reciprocity - buying from suppliers who are also customers

25
What is the Buying Center Concept?
The buying center includes everyone who is involved in some fashion in an organizational buying action.
26
The five buying center roles are:
``` Users Gatekeepers - control the info that all buying center members will review Influencers Deciders Buyers ```