TEST BANK
BUSINESS-TO-BUSINESS MARKETING
6TH EDITION
CHAPTER 1: BUSINESS-TO-BUSINESS MARKETS AND MARKETING
1. The key distinguishing feature of business-to-business marketing is that the customer is an
______ rather than an individual consumer.
a. Actor
b. Resource
c. Organization
d. Activity
Ans: C
2. According to service-dominant logic, in the end all marketing concerns services. Which of the
following statements is not true.
a. When buying products, business buyers are seeking value-in-use
b. Physical products are not relevant to service-dominant logic
c. All economies are service economies
d. All products have associated service elements
Ans: B
3. Airbnb, Uber, Deliveroo and Couchsurfing are all examples of:
,a. Sharing economy
b. Competitive economy
c. Resource economy
d. Driving economy
Ans: A
4. The nature of demand in business markets is:
a. Direct
b. Derived
c. Indirect
d. Elastic
Ans: B
5. A concentration ratio is defined as the combined market shares of the few largest firms in the
market. Where concentration ratios are high:
a. Industry will be more innovative
b. It is less likely that firms in an industry will collude to raise prices
c. Production volumes will be more stable
d. It is more likely that firms in an industry will collude to raise prices
Ans: D
6. Which of the following is not a means to classify products according to Murphy and Enis
(1986):
,a. Maintenance repair and operating (MRO) products
b. Preference products
c. Specialty products
d. Convenience products
Ans: A
7. Personal selling makes sense in business markets due to:
a. Concentrated demand
b. Dispersed demand
c. Less powerful sellers
d. Less powerful buyers
Ans: A
8. In business markets:
a. The transaction value is usually small
b. The buying process is simple
c. Purchase professionalism is low
d. The degree of interactivity is often high
Ans: D
9. In terms of marketing practice:
a. In consumer marketing personal selling is used to a greater extent than in business marketing
b. In consumer marketing relationships are used to a greater extent than in business marketing
, c. In consumer marketing branding is more extensive and sophisticated than in business
marketing
d. In consumer marketing segmentation is less extensive and sophisticated than in business
marketing
Ans: C
10. In terms of buying behaviour:
a. In business marketing purchasing cycles are shorter than in consumer marketing
b. In consumer marketing buyer/seller interdependence is high
c. In business marketing formal written rules are uncommon
d. In business marketing many people influence the buying decision
Ans: D
BUSINESS-TO-BUSINESS MARKETING
6TH EDITION
CHAPTER 1: BUSINESS-TO-BUSINESS MARKETS AND MARKETING
1. The key distinguishing feature of business-to-business marketing is that the customer is an
______ rather than an individual consumer.
a. Actor
b. Resource
c. Organization
d. Activity
Ans: C
2. According to service-dominant logic, in the end all marketing concerns services. Which of the
following statements is not true.
a. When buying products, business buyers are seeking value-in-use
b. Physical products are not relevant to service-dominant logic
c. All economies are service economies
d. All products have associated service elements
Ans: B
3. Airbnb, Uber, Deliveroo and Couchsurfing are all examples of:
,a. Sharing economy
b. Competitive economy
c. Resource economy
d. Driving economy
Ans: A
4. The nature of demand in business markets is:
a. Direct
b. Derived
c. Indirect
d. Elastic
Ans: B
5. A concentration ratio is defined as the combined market shares of the few largest firms in the
market. Where concentration ratios are high:
a. Industry will be more innovative
b. It is less likely that firms in an industry will collude to raise prices
c. Production volumes will be more stable
d. It is more likely that firms in an industry will collude to raise prices
Ans: D
6. Which of the following is not a means to classify products according to Murphy and Enis
(1986):
,a. Maintenance repair and operating (MRO) products
b. Preference products
c. Specialty products
d. Convenience products
Ans: A
7. Personal selling makes sense in business markets due to:
a. Concentrated demand
b. Dispersed demand
c. Less powerful sellers
d. Less powerful buyers
Ans: A
8. In business markets:
a. The transaction value is usually small
b. The buying process is simple
c. Purchase professionalism is low
d. The degree of interactivity is often high
Ans: D
9. In terms of marketing practice:
a. In consumer marketing personal selling is used to a greater extent than in business marketing
b. In consumer marketing relationships are used to a greater extent than in business marketing
, c. In consumer marketing branding is more extensive and sophisticated than in business
marketing
d. In consumer marketing segmentation is less extensive and sophisticated than in business
marketing
Ans: C
10. In terms of buying behaviour:
a. In business marketing purchasing cycles are shorter than in consumer marketing
b. In consumer marketing buyer/seller interdependence is high
c. In business marketing formal written rules are uncommon
d. In business marketing many people influence the buying decision
Ans: D
