Business-to-Business Marketing Practice Exam
Course Introduction
Business-to-Business Marketing explores the strategies, principles, and practices involved in marketing products and services to organizational buyers, such as businesses, governments, and institutions. The course examines the unique characteristics of B2B markets, including complex buying processes, long-term relationships, and the importance of value creation. Key topics include organizational buying behavior, market segmentation, relationship management, supply chain dynamics, pricing strategies, digital B2B marketing, and the role of personal selling. Through case studies and real-world examples, students develop the skills needed to plan and implement effective marketing strategies in a business-to-business context.
Recommended Textbook Services Marketing 6th Edition by Valerie Zeithalm
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Chapter 1: Introduction to Services
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Q1) Which of the following statements has been suggested as a plausible explanation for the customer perception that service quality is declining?
A) Increasing use of technology is perceived by many customers as less service because there is no human interaction
B) Companies provide unclear tactics for customers to follow when dealing with service providers
C) Delivering consistent,high-quality service becomes routine
D) Customers have no concept of what conditions produce to quality service
E) Too many talented employees are left mired in front-end jobs that do not challenge them
Answer: A
Q2) Which elements of the services marketing mix are influenced by the techniques used to recruit and train new employees as telemarketers?
Answer: People and process.
Q3) What is the key determinant of whether a product is a good or a service?
Answer: Its intangibility.
Q4) What do deeds,processes,and performances have in common?
Answer: These words together define what a service is.
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Page 3
Chapter 2: Conceptual Framework of the Book: The GAPS
Model of Service Quality
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Q1) Olivia and Ian were due to be wed last March when a tornado blew down the church where the wedding was to be held.Even though the wedding was postponed and they risked losing over one thousand dollars in deposits,they were not worried because they had purchased wedding insurance.The salesperson had guaranteed they would have a perfect wedding no matter what happened.When Ian called the insurance agent,he learned that the policy did not provide coverage if the wedding was postponed due to an act of nature such as a tornado.In this case,provider _____ of the gaps model of service quality was apparent as their "perfect wedding" did not happen as promised.
A) Gap 1
B) Gap 2
C) Gap 3
D) Gap 4
Answer: D
Q2) The sources of customer expectations are all controlled by the service provider.
A)True
B)False
Answer: False
Q3) What is the key to closing the customer gap?
Answer: Close provider gaps 1 through 4 and keep them closed.
Page 4
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Chapter 3: Customer Expectations of Service
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Q1) The factors that influence adequate service expectations are _____ in nature and fluctuate _____ than the factors that influenced desired service expectations.
A) Long-term; less B) Long-term; more C) Short-term; less D) Short-term; more
Answer: D
Q2) When Allyn and Baylee received the catalog from the antique auction,they assumed the auction would be of the highest quality antiques because the 32-page catalog was filled with attractive color photos on slick high-quality paper and cost $2.50 to mail.Categorize this catalog as a source of Allyn's and Baylee's desired and predicted service expectations.
Answer: The catalog is an implicit service promise.
Q3) What kind of service was Miriam talking about when she said,"We should have no trouble getting good seats on the bus because few people ride at 10:30 a.m.on a weekday"?
Answer: Predicted service.
Q4) What is a consumer's "wished for" level of performance?
Answer: Desired service.
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Chapter 4: Customer Perceptions of Service
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Q1) Gwen's first trip to an amusement park was as a chaperone for a class of first grade students who were allowed to fill up on sugar on the bus trip to the park.By the end of the day,Gwen was very frustrated and very tired.Later when she revisited the amusement park,Gwen could not enjoy the experience because she kept remembering how miserable she had been acting as a chaperone.Gwen's satisfaction with amusement parks was adversely influenced by:
A) Poor service quality
B) Her perception of service quality
C) Her emotional state
D) Her attributions for service success
E) Her perception of equity
Q2) When customers feel uncertain about their ability to evaluate services with high levels of credence qualities such as banking and insurance,the ________ dimension of service quality is likely to be particularly important.
A) Reliability
B) Responsiveness
C) Assurance
D) Empathy
E) Tangibles
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Chapter 5: Listening to Customers Through Research
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Q1) What are the two types of interactive activities that an organization can use to improve upward communications? Provide an example of each type.
Q2) In the first stage in the service marketing research process,the researcher:
A) Implements the research program
B) Reports his or her findings
C) Defines the problem and research objectives
D) Collects and tabulates data
E) Develops a services measurement strategy
Q3) Boston Symphony Orchestra realized the classic music market was generally becoming older and needed to learn how to appeal to younger concert-goers.It hired a research agency to identify the positive and negative attributes of going to concerts.One type of research conducted by the agency was to interview former symphony season ticket holders who were no longer attending the concerts.In other words,the agency used:
A) Complaint solicitation
B) Critical incidents studies
C) Relationship survey
D) Trailer calls
E) Lost customer research
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Chapter 6: Building Customer Relationships
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Q1) A company that uses a four-tier scheme to segment is customers by profitability:
A) Is using usage segmentation
B) Identifies customers who need different sorts of attention
C) Can increase profitability by increasing sales to lower-level customers
D) Cannot use relationship marketing effectively
E) Is accurately described by all of the above
Q2) According to the text,the relationship value of a customer is not influenced by:
A) The average revenues generated per relevant time period over the lifetime
B) Sales of additional products and services over time
C) Referrals generated by the customer over time
D) The length of the average customer "lifetime"
E) The communication strategy
Q3) A primary goal of firms at the friendship stage of the relationship is:
A) Customer retention
B) The creation of a unique product
C) Creating a competitive advantage through their marketing mix
D) Gaining a familiarity of how the customer creates its service offerings
E) The enhancement of customer relationships
Q4) What are three types of customer relationships that may not be beneficial to the firm?
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Chapter 7: Service Recovery
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Q1) When the dentist's office bills the patient who had an appointment but did not show up for it and did not cancel the appointment,it is an example of _____ because the patient was made aware of the policy before making the appointment.
A) Functional fairness
B) Procedural fairness
C) Interactional fairness
D) Service equity
E) Outcome fairness
Q2) A consumer is more likely to complain when the:
A) Flowers he ordered for his wife's birthday are not delivered
B) Big Mac bought in a drive-through comes with pickles even though the special order said no pickles
C) Icing on the bakery cake is dark chocolate instead of milk chocolate as ordered
D) Mechanic fills the radiator with antifreeze instead of water
E) Repair person is 30-minutes late
Q3) What is service recovery?
Q4) What kind of fairness is being requested when customers want their complaints handled politely,fairly and honestly?
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Page 9
Chapter 8: Service Innovation and Design
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Q1) Simone called the Puppy Heaven Kennel to reserve a kennel for her German Shepherd while she went on vacation.In terms of the service blueprint,Simone's telephone call is an example of a(n):
A) Customer action
B) Onstage contact employee action
C) Backstage contact employee action
D) Support process
E) Audience action
Q2) The loading of passengers' baggage onto an airplane by baggage handlers is a backstage contact employee action.
A)True
B)False
Q3) The ability to connect to the Internet through a modem using the same wires that transmit cable television was an example of a _____ when it was first introduced.
A) Major innovation
B) New service for the currently served market
C) Service line extension
D) Service improvement
E) Style change
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Page 10
Chapter 9: Customer-Defined Service Standards
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Q1) Things that can be counted,timed or observed through audits are _____ customer-defined service standards.
A) Formal
B) Hard
C) Informal
D) Qualitative
E) Responsive
Q2) In which of the step in the process for setting customer-defined standards would a company use a simple perception-action correlation matrix?
Q3) Which of the following is NOT a soft customer-defined standard?
A) Uniforms are to be immaculate
B) Avoid other tasks while on the telephone with customers
C) Deliver orders on the date promised
D) Thank the customer at the end of the call
E) Listen to customers attentively
Q4) What is the final step in the process for setting customer-defined standards?
Q5) What are the two types of research methods that can be used to document customers' opinions about whether service performance met standards?
Q6) What is the first step in developing customer-defined standards?
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Chapter 10: Physical Evidence and the Servicescape
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Q1) In a(n)_____ environment,the servicescape must be planned to attract,satisfy and facilitate the activities of both customers and employees simultaneously.
A) Saleable service
B) Self-service
C) Customized services
D) Interpersonal services
E) Remote service
Q2) The parking lot,the neon signs,the building exterior and the restrooms are all part of a servicescape for a nightclub.
A)True
B)False
Q3) How would environmental psychologists describe the emotion elicited in a mother forced by her elementary-aged son to go to a haunted house with particularly gruesome sights and bloodcurdling screams?
Q4) The work environment of a lawyer does not affect whether clients and/or colleagues view her as successful and trustworthy.
A)True
B)False
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Page 12
Chapter 11: Employees Roles in Service Delivery
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Q1) Empowerment is simply giving employees the authority to make decisions on the customer's behalf.
A)True
B)False
Q2) Harrah's Entertainment,a casino hotel company,has a company incentive program weighted toward team results.A relatively small percentage of compensation is based on individual goals.Everyone in the organization is rewarded based on customer service scores.Harrah's Entertainment is:
A) Including employees in the company's vision
B) Empowering employees
C) Creating employees as customers
D) Promoting teamwork
E) Developing service-oriented internal processes
Q3) A potential benefit of empowerment is quicker responses to dissatisfied customers during service recovery.
A)True
B)False
Q4) Discuss the four sources of conflict for boundary-spanning service workers.
Q5) Discuss the underlying logic of the service-profit chain
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Chapter 12: Customers Roles in Service Delivery
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Q1) New Bedford College requires all students who live in its dormitories to buy a meal ticket.The meal ticket is to be used in the cafeteria for all breakfasts,dinners,and five lunches every week for each week the college is in session.Students do not like to go to the cafeteria.They think it is unfriendly and institutional.All who can afford it eat off-campus unless the weather is bad.On bad-weather days,the cafeteria is busy with students,faculty,and staff.By the end of the day,it is also very messy because the cafeteria patrons do not clean up after themselves.Spilled food is on the floor and the tables.The cafeteria supervisor thinks that if the cafeteria patrons could be made to perform their role in service delivery that everyone would benefit.Suggest some possible strategies to enhance patron participation.
Q2) Whether a household or a firm chooses to produce a particular service for itself or contract externally for the service depends upon a non-economic factor that is referred to as:
A) Intuitive bonuses
B) Extraordinary incentives
C) Incentives for amelioration
D) Psychic rewards
E) Altruism
Q3) What are the overall goals of a customer participation strategy?
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Page 14
Chapter 13: Managing Demand and Capacity
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Q1) Which of the following is NOT a risk associated with the use of yield management?
A) Incompatible incentive and reward systems
B) Overbooking
C) Customer alienation
D) Loss of competitive focus
E) All of the above are risks associated with the use of yield management.
Q2) A contractor could use outsourcing as a way to adjust its capacity to meet demand.
A)True
B)False
Q3) If customer waits are common,a first step is to analyze the operational processes to remove any inefficiencies.
A)True
B)False
Q4) When the advising center at Santa Rosa Community College stays open longer hours during the week prior to registration for classes,what strategy for matching capacity and demand is being used?
Q5) What is the fundamental issue underlying supply and demand management in services?
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Chapter 14: Integrated Service Marketing Communications
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Q1) Mike hurt his back and has to go to physical therapy every other day.He has a series of exercises he is supposed to do on the days he does not see the therapist.After two months,Mike was not feeling any better and complained to the therapist who at that point realized Mike was not performing all of the stretching exercises that he should be at this point in his rehabilitation.Mike had been handed a booklet when he started his therapy.Because he had only been instructed in how to perform some of the exercises in the booklet but not all of them,he had thought he was not to do the others.Mike feels like he has been wasting his time.The service provider has erred by:
A) Inadequate internal marketing communications
B) Inappropriate external marketing communications
C) Providing inadequate customer education
D) Under-promising and over-delivering
E) Inadequate management of customer expectations
Q2) An insurance company that used advertising showing satisfied customers thanking the company for their prompt payment after a flood would be addressing service intangibility.
A)True
B)False
Q3) List and define the four strategies of tangibilization.Give one example of each.
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Page 16
Chapter 15: Pricing of Services
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Q1) One of the problems associated with cost-based pricing is the heterogeneity of services,which limits comparability.
A)True
B)False
Q2) Which of the following statements does NOT describe how consumers typically define value?
A) Value is all that I get for all that I give
B) Value is everything I want in a service
C) Value is low price
D) Value is reliable service
E) Value is the quality I get for the price I pay
Q3) What two pricing strategies are most commonly used when the customer defines value as quality for the price paid?
A) Market segmentation pricing and value pricing
B) Psychological pricing and value pricing
C) Penetration pricing and value pricing
D) Discounting and value pricing
E) Market segmentation pricing and price skimming
Q4) What are the two types of market segmentation commonly used by service providers?
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Chapter 16: The Financial and Economic Impact of Service
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Q1) Many companies that have adopted a customer retention strategy are now using the extent of _________ as their main measure of customer loyalty.
A) Word-of-mouth
B) Personalized direct mail
C) Network television advertising
D) Publicity
E) Advertising in prestige magazines
Q2) Offensive marketing effects involve market share,reputation and:
A) Word-of-mouth communication
B) Vertical integration
C) Price premiums
D) High purchase volumes
E) Geodemographic segmentation
Q3) Customer perceptual measures are leading indicators of financial performance.
A)True
B)False
Q4) How have companies traditionally measured their performance?
Q5) Service quality,like advertising,has a cumulative effect on a company's profit.
A)True
B)False
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