Which ingredient in the promotion mix will business to business marketers rely on most
heavily compared with marketers of consumer products?
Detailed Answer
D
2
DuPont implemented an expensive advertising campaign for Stainmaster carpet because
the firm understood that if it could sell more carpeting the mills would buy more of its
chemicals. DuPont demonstrated an understanding that for industrial firms demand is
often
Detailed Answer
D
3
Ellen Johnson, an account manager for The Abbott Agency, explains that as one moves
from a consumer account to a business to business account, there should be a decrease in --
--------- and an increase in ---------.
Detailed Answer
B
4
Which one of the following statements relating to the differences between industrial and
consumer marketing is FALSE?
Detailed Answer
C
5
The system in which an industrial seller sets a price for a product and the customer
pays that price is known as -------- pricing.
Detailed Answer
C
6
At a local trade show a purchaser of office equipment discussed the price of a computer
work station with a representative of Haworth office furnishings. As a result of the
discussion the buyer purchased a suitable work station at a lower price than the stated list
price. This type of industrial pricing is called:
Detailed Answer
D
7
In ------- bidding, several industrial sellers are asked to submit bids, and the amounts of
the bids are made public.
Detailed Answer
A
8
Marketers can make better decisions if they analyse service products in terms of:
Detailed Answer
C
9
Tracy, a waitress at the Riverfront Grill, is angry that a customer complained that his
soup was cold due to slow service. Riverfront owner Max Griffin informs her that she must
simply focus on service quality as defined by:
Detailed Answer
C
10
Which one of the promotion elements is probably the most powerful for services?