Questions and Answers of Business To Business Marketing

5 What is patching? When is it best used? Describe how patching might be employed.
4 What are the most important considerations in deciding how to design the organization structure?
2 How do the export manager and matrix forms differ? Why would a firm choose the matrix organization?
1 Describe the major alternative forms of organization.
Does the marketing department produce creative business strategies and plans?
Is the organization responding to customer needs or competitive actions?
Does the firm meet its sales and profit objectives?
Are managers suitably empowered?
Does the marketing focus the organization on priority markets or products?
Is the marketing structure capable of implementing the plans?
What special considerations might be given to international measurement and control systems?
What would be the best control system for a firm like Google?
What are the differences between tame problems and wicked problems?
What are the key areas covered by a marketing audit?
What are the major approaches to establishing control systems?
What are the factors that would determine the frequency of marketing audits?
How should Micron measure their marketing effectiveness? If you were to develop a Dashboard for Micron what would it include?
What would be the key factors in a marketing audit for Micron?
What are Micron’s most important capabilities or resources? (Use the VRIO approach described in Chapter 3).
What simple rules might Micron develop to be sure its strategy is effectively implemented?
Identify some of the problems faced by Micron. Are any of these “wicked problems?”
How might a company avoid PR disasters such as that resulting from the Fukushima disaster(see case study)?
What are the main criteria for deciding to sponsor an event or organization?
If corporate reputation has such a strong effect on the firm’s stock market valuation, why bother with other activities?
What are the key issues in building a crisis team?
Why might a firm prefer to handle its corporate reputation activities in-house?
Describe various categories of corporate image.
What are the key features of corporate reputation?
What is the role of the pressure group Safecast?
Why would the Japanese government have to step in?
What should TEPCO do now to restore public trust?
What did TEPCO do wrong in the ensuing weeks?
What should TEPCO have done as soon as the tsunami hit?
From a corporate reputation point of view, what should TEPCO have done in the years leading up to the disaster?
What would be the most appropriate staffing approach for an exhibitor seeking to relate to existing customers?
What objectives might be appropriate for a first-time exhibitor?
How might an exhibitor evaluate the aim of enhancing the company image?
How might salespeople use sales promotions to close deals? What might be the dangers of doing this?
What type of sales promotion would be most effective for a firm entering a new market?
Why might the show only be held in alternate years?
What other benefits, apart from meeting buyers, might a supplier gain from visiting the airshow?
How might an aircraft manufacturer maximize exposure to potential buyers?
What alternative promotions might an aerospace supplier seek to use?
Why would buyers be given free hotels and meals, whereas suppliers are made to pay?
Why are after-sales activities often neglected?
What major differences might a salesperson expect in making sales to a Japanese versus a UK firm?
Why do salespeople tend to identify with customers more than with the firms they work for?
What types of questions are most suitable to major account selling?
Why is conflict often a good thing?
Which remuneration system would you expect to be more highly motivating: a commissiononly system, or a straight-salary system?
Identify the major types of salespeople.
What are the main differences between key-account selling and small-account selling?
What are the most important issues and buyer seller relationships?
Why does O2 have Trusted Advisor status for some salespeople?
Why would a company like Saint-Gobain switch to O2?
What problems might occur in retraining experienced salespeople?
Why did O2 spend effort on training support staff?
Why might price be less important than value for money?
What is the difference between the peripheral and central routes to attitude change?
What are the main differences between B2B and B2C marketing communications?
How might a supplier company measure the effectiveness of its marketing communications?
Why might a firm wish to tailor its international marketing communications?
How might advertising be used as a catalyst for attitude change?
How might call centers help in establishing good relationships?
Why do callers become abusive with the only person who can help them?
How might a call center owner reduce staff turnover?
Why would a small firm use Worldwide Call Centers Inc.?
Why might people be resentful of call centers?
What applications will it be used for?
What are the main requirements?
What is expected from the system?
How will the database support business objectives?
Negotiation implies power. What power might a distributor have when dealing with a supplier?
What are the main features of efficient customer response?
What are the main ways of controlling distributors?
What are the major pitfalls in international distribution?
What types of conflict are most likely in distribution networks?
How might a company evaluate a relationship with a distributor?
What are the key questions to ask in selecting a distributor?
What are the most important considerations in channel design?
What are the main functions performed by distributors? For customers? For manufacturers?
Why should a major airline such as Delta or KLM use a GSA?
What might an airline expect from a German agent such as Aviareps?
countries?
What advantages, from a customer’s viewpoint, are there in the fact that Aviareps has its own offices in
What sources of channel power does Aviareps have?
What are the advantages of using Aviareps rather than other GSAs?
• describe some of the techniques used for efficient customer response
• show how “cutting out the middleman” reduces efficiency and increases costs
describe the advantages of different types of distribution systems
describe ways of integrating the distribution network
explain the role of distribution in gaining competitive advantage
explain the main issues in designing a suitable distribution policy
5 What is the difference between the peripheral and central routes to attitude change?
4 What are the main differences between B2B and B2C marketing communications?
3 How might a supplier company measure the effectiveness of its marketing communications?
2 Why might a firm wish to tailor its international marketing communications?
1 How might advertising be used as a catalyst for attitude change?
• understand the role of the company website.
• explain the use of models in business to business communications

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