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Chapter 6—Business-to-Business (B2B) Marketing

TRUE/FALSE

1. Business marketers advertise primarily to announce new products, to enhance their company image
and presence, and to attract potential customers who would then deal directly with a salesperson.

ANS: T PTS: 1 DIF: 1 REF: 167

OBJ: 6-1
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of technology, design, &
production TYP: KN

2. Organizational buyers tend to purchase standardized products, unlike the consumer market where
customization is more prevalent.

ANS: F PTS: 1 DIF: 1 REF: 167

OBJ: 6-1
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

3. B2B relationships tend to last longer than those in the consumer market.

ANS: T PTS: 1 DIF: 1 REF: 167

OBJ: 6-1
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

4. Due to the complexity of the buying process and potential need for technical assistance, the
distribution channels in the B2B marketplace tend to be longer than those in the consumer market.

ANS: F PTS: 1 DIF: 2 REF: 167

OBJ: 6-1
NAT: AACSB Reflective Thinking | CB&E Model Distribution | R&D Knowledge of general
business functions TYP: AP

5. Personal selling and customer service are more important in business markets than in consumer
markets.

ANS: T PTS: 1 DIF: 1 REF: 167

OBJ: 6-1
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

201
© 2010 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different
from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 Business-to-Business (B2B) Marketing
6. Purchasing decisions in the B2B sectors are more complex, take longer to negotiate, and often include
many levels of decision making.

ANS: T PTS: 1 DIF: 1 REF: 167

OBJ: 6-1
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of general business
functions TYP: AP

7. Business marketers advertise primarily to announce new products.

ANS: T PTS: 1 DIF: 1 REF: 167

OBJ: 6-1
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of general business
functions TYP: AP

8. The biggest distinction between B2B marketing and consumer marketing is the lack of advertising and
visibility in the marketplace the company services.

ANS: F PTS: 1 DIF: 1 REF: 167

OBJ: 6-1
NAT: AACSB Analytic | CB&E Model Promotion | R&D Knowledge of general business functions
TYP: KN

9. Personal selling is less important in business markets than in consumer markets because of the longer
distribution channels involved.

ANS: F PTS: 1 DIF: 2 REF: 167

OBJ: 6-1
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of general
business functions TYP: AP

10. The primary purchasing need of an organization is meeting the demands of its own customers.

ANS: T PTS: 1 DIF: 1 REF: 167

OBJ: 6-1
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

11. An organization’s goals must also be considered in the B2B buying process.

ANS: T PTS: 1 DIF: 1 REF: 168

OBJ: 6-1
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of general business
functions TYP: AP

202
© 2010 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different
from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 Business-to-Business (B2B) Marketing
12. The four categories that define the business market are the commercial market, producers, institutions
and government agencies.

ANS: F PTS: 1 DIF: 1 REF: 168

OBJ: 6-1
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

13. The commercial market purchases products for use directly and indirectly in the manufacturing of
other products.

ANS: T PTS: 1 DIF: 1 REF: 168

OBJ: 6-1
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

14. When Cannondale purchases aluminum for use in its bicycle frames, the company is participating in
the commercial market.

ANS: T PTS: 1 DIF: 1 REF: 168

OBJ: 6-1
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of general business
functions TYP: AP

15. The commercial market consists of retailers and wholesalers who purchase goods primarily for resale
to other businesses and to the consumer.

ANS: F PTS: 1 DIF: 1 REF: 168-169

OBJ: 6-1
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

16. Members of the trade industries acquire goods and services primarily for use in production.

ANS: F PTS: 1 DIF: 1 REF: 169

OBJ: 6-1
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

17. The term reseller is often used to describe wholesalers and retailers that comprise membership in the
trade industries.

ANS: T PTS: 1 DIF: 1 REF: 169

OBJ: 6-1
NAT: AACSB Analytic | CB&E Model Distribution | R&D Knowledge of general business functions
TYP: KN

203
© 2010 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different
from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 Business-to-Business (B2B) Marketing
18. The trade industries include manufacturers, wholesalers, and individual consumers.

ANS: F PTS: 1 DIF: 1 REF: 169

OBJ: 6-1
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

19. Because of its size, the government represents the largest segment of the B2B marketplace.

ANS: F PTS: 1 DIF: 1 REF: 170

OBJ: 6-1
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

20. Organizations such as hospitals, universities and museums comprise the commercial segment of the
business market.

ANS: F PTS: 1 DIF: 1 REF: 170

OBJ: 6-1
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

21. Not-for-profit organizations are considered part of B2B marketplace.

ANS: F PTS: 1 DIF: 1 REF: 170

OBJ: 6-1
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

22. The Internet is intended to replace, not just enhance, personal selling and the traditional relationships
between businesses.

ANS: F PTS: 1 DIF: 1 REF: 170

OBJ: 6-1
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of general business
functions TYP: AP

23. In general, the consumer has more at stake in purchasing decisions because the money they are
spending is actually theirs. Business customers have less at stake and are less concerned with value
and utility of the materials purchased.

ANS: F PTS: 1 DIF: 1 REF: 170

OBJ: 6-1
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of general business
functions TYP: AP

204
© 2010 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different
from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 Business-to-Business (B2B) Marketing
24. Geographic location is considered a demographic basis for segmenting the business market.

ANS: F PTS: 1 DIF: 1 REF: 171

OBJ: 6-2
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

25. Organizational size is regarded as a demographic basis for segmenting business customers.

ANS: T PTS: 1 DIF: 1 REF: 171

OBJ: 6-2
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

26. Compared to the old SIC system of classification, the NAICS not only standardizes classifications
among nations, but also provides flexibility for each country to measure its own business activity.

ANS: T PTS: 1 DIF: 2 REF: 171-172

OBJ: 6-2
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of general business
functions TYP: AP

27. The NAICS codes provide information about businesses that allows users to compare business sectors
among the member nations of NAFTA.

ANS: T PTS: 1 DIF: 2 REF: 172

OBJ: 6-2
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

28. The NAICS classification system provides a useful tool for segmenting B2B markets by customer
type.

ANS: T PTS: 1 DIF: 1 REF: 172

OBJ: 6-2
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

29. With the implementation of the NAFTA accord, the SIC system replaced the NAICS system to
subdivide the business marketplace into detailed segments.

ANS: F PTS: 1 DIF: 1 REF: 172

OBJ: 6-2
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

205
© 2010 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different
from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 Business-to-Business (B2B) Marketing
30. Some companies segment markets into categories such as small business, large business, consumers,
educational institutions and government. This is an example of end-use segmentation.

ANS: F PTS: 1 DIF: 2 REF: 172

OBJ: 6-2
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of general business
functions TYP: AP

31. End-use application segmentation focuses on the precise way in which a business purchaser will use a
product.

ANS: T PTS: 1 DIF: 1 REF: 172

OBJ: 6-2
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of general business
functions TYP: AP

32. Geographic concentration of an industry has no effect on the location decisions of the industry's
suppliers.

ANS: F PTS: 1 DIF: 1 REF: 174

OBJ: 6-3
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

33. Ford recently established a first-of-its-kind campus for suppliers near its Chicago
assembly plant, which enabled them to reduce costs, control parts inventories, and increase flexibility.

ANS: T PTS: 1 DIF: 1 REF: 174

OBJ: 6-3
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of general business
functions TYP: AP

34. The Internet is changing the buying process of many customers, including the federal government,
making it less likely that suppliers will need to be geographically close to their customers.

ANS: T PTS: 1 DIF: 1 REF: 174

OBJ: 6-3
NAT: AACSB Technology | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

35. Purchase decision making in B2B is more formal and professional than in the consumer market.

ANS: T PTS: 1 DIF: 1 REF: 174

OBJ: 6-3
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

206
© 2010 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different
from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 Business-to-Business (B2B) Marketing
36. Evaluating foreign market opportunities is a complex and somewhat difficult task for businesses.

ANS: T PTS: 1 DIF: 1 REF: 175

OBJ: 6-3
NAT: AACSB Analytic | CB&E Model Strategy | R&D Managing decision-making processes
TYP: KN

37. Global sourcing involves contracting to purchase goods and services from suppliers worldwide.

ANS: T PTS: 1 DIF: 1 REF: 175

OBJ: 6-3
NAT: AACSB Reflective Thinking | CB&E Model International Perspective | R&D Knowledge of
general business functions TYP: KN

38. If Product A is used primarily to manufacture Product B, then the demand for product A is derived
from the demand for Product B.

ANS: T PTS: 1 DIF: 2 REF: 176

OBJ: 6-3
NAT: AACSB Reflective Thinking | CB&E Model Product | R&D Knowledge of general business
functions TYP: AP

39. As demand for personal computers increases the demand for computer microprocessor chips will also
increase. This is an example of derived demand.

ANS: T PTS: 1 DIF: 2 REF: 176

OBJ: 6-3
NAT: AACSB Reflective Thinking | CB&E Model Product | R&D Knowledge of general business
functions TYP: AP

40. Companies that sell products affected by derived demand can avoid the negative affects of downturns
by diversifying the markets in which they sell their products.

ANS: T PTS: 1 DIF: 3 REF: 176-177

OBJ: 6-3
NAT: AACSB Reflective Thinking | CB&E Model Product | R&D Knowledge of general business
functions TYP: AP

41. Organizational buyers basically purchase two categories of products: capital items and expense items.

ANS: T PTS: 1 DIF: 1 REF: 177

OBJ: 6-3
NAT: AACSB Analytic | CB&E Model Product | R&D Knowledge of general business functions
TYP: KN

42. Capital purchases are expended quickly, whereas expense items are more expensive and last longer.

ANS: F PTS: 1 DIF: 1 REF: 177

OBJ: 6-3
NAT: AACSB Analytic | CB&E Model Product | R&D Knowledge of general business functions
TYP: KN

207
© 2010 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different
from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 Business-to-Business (B2B) Marketing

43. The difference between capital and expense items is not only the size and length of use, but also the
way the accounting department handles production costs.

ANS: T PTS: 1 DIF: 2 REF: 177

OBJ: 6-3
NAT: AACSB Analytic | CB&E Model Product | R&D Knowledge of general business functions
TYP: KN

44. Volatile demand means that even slight shifts or variations in the market can have an affect on sales.

ANS: T PTS: 1 DIF: 1 REF: 177

OBJ: 6-3
NAT: AACSB Analytic | CB&E Model Product | R&D Knowledge of general business functions
TYP: KN

45. If consumer demand for dishwashers increases, dishwasher manufacturers will buy more raw materials,
components and supplies as a result of the link between the consumer market and the industrial market.
This linkage is called coordinated demand.

ANS: F PTS: 1 DIF: 2 REF: 177

OBJ: 6-3
NAT: AACSB Reflective Thinking | CB&E Model Product | R&D Knowledge of general business
functions TYP: AP

46. Business markets tend to have more buyers and suppliers than found in the consumer marketplace.

ANS: F PTS: 1 DIF: 1 REF: 177

OBJ: 6-3
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of general business functions
TYP: KN

47. Assume the price of jet fuel rises, but airlines continue to purchase the same amount of fuel in order to
meet operational needs. As a result, the demand for jet fuel is said to be inelastic.

ANS: T PTS: 1 DIF: 2 REF: 177

OBJ: 6-3
NAT: AACSB Reflective Thinking | CB&E Model Product | R&D Knowledge of general business
functions TYP: AP

48. JIT II inventory systems may require suppliers to have on-site representatives at their customers’
production facility.

ANS: T PTS: 1 DIF: 1 REF: 178

OBJ: 6-3
NAT: AACSB Analytic | CB&E Model Product | R&D Knowledge of general business functions
TYP: KN

208
© 2010 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different
from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 Business-to-Business (B2B) Marketing
49. When a firm can manufacture the product it needs, it may experience a significant cost savings
because it will not have to pay the overhead costs and profit to an outside supplier.

ANS: T PTS: 1 DIF: 1 REF: 178

OBJ: 6-3
NAT: AACSB Reflective Thinking | CB&E Model Product | R&D Knowledge of general business
functions TYP: AP

50. Offshoring and nearshoring refer to the method of acquiring natural resources.

ANS: F PTS: 1 DIF: 1 REF: 179

OBJ: 6-4
NAT: AACSB Analytic | CB&E Model Product | R&D Knowledge of general business functions
TYP: KN

51. India has become a major supplier of customer service labor, while China offers inexpensive
manufacturing labor.

ANS: T PTS: 1 DIF: 1 REF: 179

OBJ: 6-4
NAT: AACSB Analytic | CB&E Model Product | R&D Knowledge of general business functions
TYP: KN

52. Turning to outsiders to provide products or services that were formerly provided in-house is referred to
as external acquisition.

ANS: F PTS: 1 DIF: 1 REF: 179

OBJ: 6-4
NAT: AACSB Analytic | CB&E Model Product | R&D Knowledge of general business functions
TYP: KN

53. If a company wants to concentrate its resources on its core business, it may be wise to outsource
support departments.

ANS: T PTS: 1 DIF: 1 REF: 179

OBJ: 6-4
NAT: AACSB Reflective Thinking | CB&E Model Product | R&D Knowledge of general business
functions TYP: AP

54. Lower-than-anticipated cost savings is one potential downside to offshoring.

ANS: T PTS: 1 DIF: 1 REF: 179

OBJ: 6-3
NAT: AACSB Analytic | CB&E Model Product | R&D Knowledge of general business functions
TYP: KN

209
© 2010 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different
from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
 Business-to-Business (B2B) Marketing
55. To understand organizational buying behavior, business marketers require knowledge of influences on
the purchase decision process, the stages in the organizational buying model, types of business buying
situations, and techniques for purchase decision analysis.

ANS: T PTS: 1 DIF: 1 REF: 180

OBJ: 6-5
NAT: AACSB Analytic | CB&E Model Product | R&D Knowledge of general business functions
TYP: KN

56. Successful organizational marketers understand their customers’ organizational structures, policies and
purchasing systems.

ANS: T PTS: 1 DIF: 1 REF: 181

OBJ: 6-5
NAT: AACSB Analytic | CB&E Model Product | R&D Knowledge of general business functions
TYP: KN

57. Personal and interpersonal influences affect consumer purchasing decisions, not B2B decisions.

ANS: F PTS: 1 DIF: 1 REF: 181

OBJ: 6-5
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of general business
functions TYP: AP

58. Centralized purchasing units may contract with only a few suppliers to service multiple locations
because they lack interest in long-term relationship building and place greater reliance on immediate
results.

ANS: F PTS: 1 DIF: 3 REF: 181

OBJ: 6-5
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of general business
functions TYP: AP

59. A sales representative can waste valuable time creating a sales relationship with decision makers in a
decentralized purchasing office of a Fortune 500 company.

ANS: F PTS: 1 DIF: 1 REF: 181

OBJ: 6-5
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of general business
functions TYP: AP

60. When selling to organizational customers, sales representatives need to be able to interact effectively
with employees of the various departments involved in the purchase decision.

ANS: T PTS: 1 DIF: 1 REF: 181

OBJ: 6-5
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of general business
functions TYP: AP

210
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from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
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