MKTG 4532 EXAM #1 2025/2026
QUESTIONS AND ANSWERS 100% PASS
Business markets - ANS markets for products and services, local to international
business markets are bought by: - ANS commercial businesses, government bodies and
institutions (largest markets)
business markets are for: - ANS incorporation, for use, or for resale
why study B2B? - ANS - dollar volume greatly exceeds the consumer market
- a single customer can purchase enormous amounts (market is HUGE)
- 4.5% of business school grads join B2B firms
what does consumer or business products depend on? - ANS 1. intended customer
(segments)
2. Intended use (only one in B2B)
what is a segment? - ANS a group that has similar needs
what are some consumer segments? - ANS race, age, status, income level, location, religion
1 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
,what are the 3 business segments? - ANS 1. commercial business
2. government bodies
3. institutions
commercial businesses - ANS - manufacturers
- resellers
- service firms
- professional
- transportation
what is a subsegment of commercial businesses? - ANS manufacturers & size
manufactures & size - ANS - need a different marketing strategy for businesses of different
sizes
- all customers are NOT equal
manufacturers & geographic - ANS large metropolitan areas
what implications for marketers does manufacturers & geographies have? - ANS - can focus
marketing efforts
- need distribution centers in large volume areas
- frequent centralized purchasing
what 2 buying approaches do governments have? - ANS 1. formally advertise for
standardized products, generally buy from lowest bidder
2. negotiated contracts for customer, complex R&D projects
2 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
, what kind of marketing strategies do governments need? - ANS need separate marketing
strategy to address govt. purchasing procedures
institutions - ANS - nonprofit sector
- buying often subject to legal constraints
- education and health care
what are the marketing institutions? - ANS universities, schools, hospitals, churches, charities
(each one requires DIFFERENT marketing strategies)
what are the intended uses of business purchases? - ANS 1. incorporation in production -
original equipment manufacturer (OEM)
2. use (consumed in operations)
3. resale - dealers or distributors - buy & resell
what are original equipment manufacturers (OEM)? - ANS buy industrial goods to
incorporate into their products that they in sell to business/consumers (for final products)
what do resellers in business purchases want? - ANS wants the product to sell fast
what is marketing orientation? - ANS emphasis on understanding and meeting customer
needs
what are the 2 distinctive capabilities of a market driven (oriented) firm? - ANS 1. market
sensing capability
2. customer linking
market sensing capability - ANS ability to continuously sense changes in the market and to
anticipate customer responses to marketing programs
3 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
QUESTIONS AND ANSWERS 100% PASS
Business markets - ANS markets for products and services, local to international
business markets are bought by: - ANS commercial businesses, government bodies and
institutions (largest markets)
business markets are for: - ANS incorporation, for use, or for resale
why study B2B? - ANS - dollar volume greatly exceeds the consumer market
- a single customer can purchase enormous amounts (market is HUGE)
- 4.5% of business school grads join B2B firms
what does consumer or business products depend on? - ANS 1. intended customer
(segments)
2. Intended use (only one in B2B)
what is a segment? - ANS a group that has similar needs
what are some consumer segments? - ANS race, age, status, income level, location, religion
1 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
,what are the 3 business segments? - ANS 1. commercial business
2. government bodies
3. institutions
commercial businesses - ANS - manufacturers
- resellers
- service firms
- professional
- transportation
what is a subsegment of commercial businesses? - ANS manufacturers & size
manufactures & size - ANS - need a different marketing strategy for businesses of different
sizes
- all customers are NOT equal
manufacturers & geographic - ANS large metropolitan areas
what implications for marketers does manufacturers & geographies have? - ANS - can focus
marketing efforts
- need distribution centers in large volume areas
- frequent centralized purchasing
what 2 buying approaches do governments have? - ANS 1. formally advertise for
standardized products, generally buy from lowest bidder
2. negotiated contracts for customer, complex R&D projects
2 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
, what kind of marketing strategies do governments need? - ANS need separate marketing
strategy to address govt. purchasing procedures
institutions - ANS - nonprofit sector
- buying often subject to legal constraints
- education and health care
what are the marketing institutions? - ANS universities, schools, hospitals, churches, charities
(each one requires DIFFERENT marketing strategies)
what are the intended uses of business purchases? - ANS 1. incorporation in production -
original equipment manufacturer (OEM)
2. use (consumed in operations)
3. resale - dealers or distributors - buy & resell
what are original equipment manufacturers (OEM)? - ANS buy industrial goods to
incorporate into their products that they in sell to business/consumers (for final products)
what do resellers in business purchases want? - ANS wants the product to sell fast
what is marketing orientation? - ANS emphasis on understanding and meeting customer
needs
what are the 2 distinctive capabilities of a market driven (oriented) firm? - ANS 1. market
sensing capability
2. customer linking
market sensing capability - ANS ability to continuously sense changes in the market and to
anticipate customer responses to marketing programs
3 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
