Chapter 11
Which of the following is a characteristic of industrial demand? A. derived demand B. elastic demand C. stable demand D. concentrated demand
A. derived demand
The North American Industrial Classification System will be reviewed every ____, so classifications and information keep up with the changing economy. A. 6 months B. year C. 5 years D. 10 years
C. 5 years
___________ refers to conveying and communicating valuable information to attract, engage, and retain a target audience to stimulate profitable action or behavior. A. lead nurturing B. marketing automation C. content marketing D. in-person contacts
C. content marketing
___________ is a direct marketing technique that is an integral part of relationship marketing where customer engagement is pursued with the communication of relevant information to all leads all the time.
C. lead nurturing
Cross selling is a great opportunity for B2B marketers to raise awareness and promote their company's offerings while further serving loyal customers and enhancing relationships.
true
Direct marketers must appeal not only to organizations, but to the individuals within the organizations.
true
According to Marketo.com, ___________ is the number one challenge for business-to- business marketers. A. generating high-quality leads B. maintaining accurate databases C. retaining customers D. segmenting business markets
A. generating high-quality leads
___________________ are effectively used for generating leads and enable B2B marketers to leverage one-to-one relationships when selling. A. Click-to-Chat B. Webinars C. Electronic data interchange (EDI) D. Firmographics
B. Webinars
According to the text, which of the following is a primary difference between B2B and B2C marketing? A. price sensitivity B. channel structure C. increased taxation D. segmentation failure
B. channel structure
Content marketing benefits include all of the following except: A. keeps reader's attention B. does not require constant updating C. improves brand loyalty D. increases direct sales
B. does not require constant updating
Business-to-business marketing communications are: A. indirect B. heavily rely on personal selling C. dominated by mass communications D. all of the above
B. heavily rely on personal selling
Spotting, qualifying, nurturing, and following leads occur now with the help of _____________, allowing prospects to be monitored based on their daily actions/ interactions with the brand. A. e-commerce B. marketing automation C. nurture tracking D. nurture automation
B. marketing automation
Business-to-business markets are _________ in number than consumer markets, and ________ in sales volume. A. smaller/smaller B. smaller/larger C. larger/larger D. larger/smaller
B. smaller/larger
A B2B tired-and-true best practice of increasing the sales and profitability of existing customers through offering additional quantities of product or service and tailoring the process to the specific needs of each customer is called _______. A. cross selling B. upselling C. customer loyalty D. customer advocacy
B. upselling
_________ are the best type of lead to new customers. A. telemarketing B. content marketing C. referrals D. in-person contacts
C. referrals
Which of the following is not included in customer advocacy? A. referrals B. product reviews C. repeat purchases D. blog posts
C. repeat purchases
Marketers use lead generation to _________. A. build brand awareness B. qualify leads C. generate profitable results D. all of he above
D. all of he above
A main driver leading the shift to B2B selling via e-commerce transactions is the: A. increasing popularity of e-marketplaces B. growing interest of companies in placing orders through mobile commerce devices C. shift to conducting procurement transactions through Internet versus the EDI D. all of the above
D. all of the above
In essence, a business consumer in business-to-business (B2B) marketing is any formal entity that purchases a product or service __________. A. for further production B. to use in its operations C. for resale D. all of the above
D. all of the above
Which of the following is not an example of an industrial good? A. wheat sold for the production of flour B. flour sold for the baking of bread C. bread sold to a restaurant D. bread sold to a household
D. bread sold to a household
The Standard Industrial Classification (SIC) coding system is a means of industrial market segmentation, which provides all of the following benefits except: A. identifies entities' form of ownership B. groups establishments engaged in common economic activity C. serves as a basis for statistical data about industries D. constantly updates with the growth of information technology
D. constantly updates with the growth of information technology
All of the following are true regarding webinars except: E. They consume less time than face-to-face sales. F. They have a higher close rate than face-to-face sales. G. They are less expensive than face-to-face sales. H. They allow marketers to leverage time one-to-many.
F. They have a higher close rate than face-to-face sales.
All governmental agencies have similar public procurement procedures or processes by which they buy products and services.
false
Direct marketing has played a major role in the evolution of B2C distribution, but a relatively small role in the evolution of B2B marketing.
false
In the case of selling industrial goods, the buyer usually comes to the seller.
false
The Standard Industrial Classification (SIC) system was basically designed to replace the North American Industrial Classification System (NAICS), although both systems are still in use today.
false
For B2B marketers, the customer or client journey through the marketing funnel often takes much longer than for B2C marketers.
true
Maintaining accurate customer /prospect databases is a real challenge for B2B direct marketers.
true
The marketing funnel does not end when a sale is made.
true
The key distinguishing factor between business consumers and final consumers is the ultimate or end use of the product or service that is being purchased.
ture
