B2B Marketing Quiz
1. Write your own definition of business-to-business marketing in about 15 words.
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 Category
Office cleaning company
Management consultancy firm
A manufacturing plant
Office water coolers
Car windscreens (windshields)
Aluminium ore
Computer processor chip
Merchant bank
Industrial crane
3. What is the fundamental difference between an ‘original equipment manufacturer’
transaction and an ‘after-market’ transaction?
Business to Business Marketing, by Brennan, Canning & McDowell, Sage, 2010
Indicate whether the following are OEM transactions or after-market transactions
Transaction Write in ‘OEM’ or ‘Aftermarket’ (AM)
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
True or false?
Insert ‘True’ or ‘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 ‘in-
supplier’ 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
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 The right order
Information search 1.
Negotiations 2.
Formation of evaluation criteria 3.
Implementation 4.
Evaluation of quotations 5.
Shortlisting for RFQ (request for quotations) 6.
Supplier choice 7.
Purchase initiation 8.
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
b*****s down the road, because I’m not
having them showing me up’ (referring to his
competitors)
22. ‘It had better be more reliable than the last
[expletive] crane I bought; that one kept on
breaking down’
23. ‘You lot always tell me that you’ve got
competitive prices … well, [expletive]! …
You had better give me a really good price or
I’m not [expletive] interested’
24. ‘Quite frankly, I don’t much like the
Germans. It’s not made in Germany, is it?’
25. ‘What’s the maximum load it will carry?’
26. ‘Can you tell me about the kind of
servicing deals you offer? What about routine
maintenance?’
27. ‘I hear that your boss takes his favourite
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