B2B Marketing Quiz

1. Write your own definition of business-to-business marketing in about 15 words.

Key point is that answer must refer to the nature of the customer rather than to the nature of the product. B2B customers are organizations. B2B marketing is marketing to organizations.

2. Allocate each of the products/companies to one of the following product categories (A) Entering goods raw materials (B) Entering goods manufactured materials and parts (C) Foundation goods installations (D) Foundation goods accessory equipment (E) Facilitating goods supplies (F) Facilitating goods maintenance & repair services (G) Facilitating goods business advisory services Product/company Office cleaning company Management consultancy firm A manufacturing plant (factory) Office water coolers Car windscreens (windshields) Aluminium ore Computer processor chip Merchant bank Industrial crane Category F G C D B A B G C

3. What is the fundamental difference between an original equipment manufacturer transaction and an after-market transaction? In an OEM transaction the customer buys a component for incorporation into a final product; the final product will be sold under the OEM brand name. Examples are DELL computers (which use components from many different manufacturers) and a Nokia mobile phone. After-market transactions take place after the OEM product has been sold to an end-user. For example, a memory upgrade to a Dell PC using components bought at PC World.

Business to Business Marketing, by Brennan, Canning & McDowell, Sage, 2010

Indicate whether the following are OEM transactions or after-market transactions Transaction 4. Intel sells Pentium processors to Dell 5. Motorola sells 4Gb RAM chips to PC World to sell through retail outlets 6. Microsoft sells Windows 7 software to Toshiba to install on new laptops 7. VARTA sells car batteries to Kwik-Fit (tyre & exhaust garages) 8. VARTA sells car batteries to Nissan to use on new Micras 9. Tesco buys car mats from Autostyle to sell in-store Write in OEM or Aftermarket (AM) OEM AM OEM AM OEM AM

True or false? Insert True or False False False

10. We say that the demand for B2B products and services is direct 11. The key difference between B2B markets and B2C markets is the nature of the products bought and sold (for example, cranes in B2B markets, washing powder in B2C markets) 12. In B2B markets customers often exercise a lot of buying power 13. The buying centre is the office in which buyers and purchasing managers are located 14. A straight rebuy can become a modified rebuy if the insupplier creates customer dissatisfaction by missing an important delivery deadline 15. As a rule, the elasticity of demand for B2B products and services is perverse and the elasticity of demand for B2C products and services is normal 16. Derived demand means that the demand for a product is created by the demand for other products which it is used to make 17. Business customers seldom employ professional buyers 18. Organisational buyers generally spend a lot of time and effort when making straight rebuy decisions

True False True

False

True False False

Business to Business Marketing, by Brennan, Canning & McDowell, Sage, 2010

19. Put the following steps in the buying process into the correct order from 1 to 8 The wrong order Information search Negotiations Formation of evaluation criteria Implementation Evaluation of quotations Shortlisting for RFQ (request for quotations) Supplier choice Purchase initiation The right order Purchase initiation Formation of evaluation criteria Information search Shortlisting for RFQ Evaluation of quotations Negotiations Supplier choice Implementation

20. In addition to an Initiator, a Buyer and a Decider, the normal roles found in a B2B buying centre are: (a) Gatekeeper, Influencer, Evaluator (b) User, Influencer, Gatekeeper (c) Purchasing manager, quality manager, accountant (d) Managing director, Secretary, Purchasing director (e) None of the above is correct You are the sales manager of a company that sells industrial cranes. One of your sales executives has been to visit a client and has made a note of the key buying criteria that the client is concerned about. Which criteria would you say are task and which criteria would you say are non-task? (Notice that the buying criteria have been recorded verbatim by the sales executive in the language used by the client, so some of the descriptions are a little curious.) Buying criterion Insert task or non-task 21. I want a bigger b****y crane than those Non-task b*****s down the road, because Im not having them showing me up (referring to his competitors) 22. It had better be more reliable than the last Task [expletive] crane I bought; that one kept on breaking down 23. You lot always tell me that youve got Task competitive prices well, [expletive]! You had better give me a really good price or Im not [expletive] interested 24. Quite frankly, I dont much like the Germans. Non-task Its not made in Germany, is it? 25. Whats the maximum load it will carry? Task 26. Can you tell me about the kind of servicing Task deals you offer? What about routine maintenance? 27. I hear that your boss takes his favourite Non-task customers to play golf at Wentworth every now and then. You know, I quite enjoy the occasional round of golf.

Business to Business Marketing, by Brennan, Canning & McDowell, Sage, 2010

Business to Business Marketing, by Brennan, Canning & McDowell, Sage, 2010