Marketing Management Paper 81

1

Which ingredient in the promotion mix will business to business marketers rely on most heavily compared with marketers of consumer products?






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






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 ---------.






4

Which one of the following statements relating to the differences between industrial and consumer marketing is FALSE?





5

The system in which an industrial seller sets a price for a product and the customer pays that price is known as -------- pricing.






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:






7

In ------- bidding, several industrial sellers are asked to submit bids, and the amounts of the bids are made public.






8

Marketers can make better decisions if they analyse service products in terms of:






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:






10

Which one of the promotion elements is probably the most powerful for services?






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