Please assist in the following

Question 1

Estimating what price customers are willing to pay for a product and assessing whether the firm can make a profit selling at that price is an example of a B2B marketing activity.

True

False

Question 2

The role of B2B marketing changed as the selling of goods and services from supplier to consumer (such as farmer to consumer) included more steps and interim customers (farmer to wholesaler, distributor and then retailer to consumer).2

True

False

Question 3

B2B Marketing can provide needed direction for production and help make sure that the right goods and services find their way to interested customers.

True

False

Question 4

B2B Marketing is the complex business of developing, marketing and selling of new ideas, goods, and services to multiple customers and influencers to get to market.

True

False

Question 5

B2B Marketing occurs only in for-profit businesses where there are two or more parties who want to pay something for something else and not in non-profit categories.

True

False

Question 6

B2B marketing means ...

research, product development, marketing and selling.

selling

producing and selling

advertising

selling and advertising

Question 7

A marketing manager planning to launch a successful new product should begin by

obtaining financing for the venture.

designing products that interest him or her.

identifying a product/service customers need.

choosing a business partner.

establishing a legal corporation.

Question 8

Customer ________ is the extent to which a firm fulfills a B2B customer's needs, desires, and expectations.

forecast

service

targeting

satisfaction

opportunity

Question 9

Marketing ...

begins with the production process

involves persuading customers to buy your product.

tries to make the whole economic system fair and effective.

is a social process involving all producers, intermediaries, and consumers

tries to accomplish a company's objectives by anticipating customers' needs and trying to satisfy them.

Question 10

B2B marketing is often referred to as macro marketing or targeting a very broad expanse consumer.

True

False

Question 11

The Product area of the marketing only involves a physical good which satisfies some customers' needs rather than a service.

True

False

Question 12

Channel, distribution and dealers are all included in the People area of the marketing mix.

True

False

Question 13

Price, product, place, and promotion together form the

points-of-parity

promotional mix

exchange mix

supply chain components

media mix

Question 14

There is strong, consistent evidence that cutting back on B2B marketing and advertising does not hurt sales during and after a recession.

True

False

Question 15

The more specific the firm's marketing objectives, the ...

easier it becomes to measure marketing effectiveness.

more difficult it becomes to measure marketing effectiveness.

more difficult it is for competitors' advertising to be effective.

more difficult it is for a competitor to use competitive parity budgeting.

lesser the funding needed to meet marketing goals.

Question 16

Company objectives should stand alone and should not shape the strategies and tactics of B2B marketing.

True

False

Question 17

The Federal Trade Commission is responsible for:

developing and enforcing safety standards for products such as power tools

preventing the distribution and sale of adulterated or misbranded foods, drugs, and cosmetics.

developing and enforcing environmental protection standards.

None of these answers is correct.

Question 18

Which of the following statements regarding the current legal environment facing U.S. marketing managers is true?

State and local laws vary but contain important regulations.

Food and drugs are now controlled.

Product safety is now controlled.

Businesses and individual managers are subject to both criminal and civil laws.

All these answers are correct.

Question 19

Price setting is rarely involves evaluating what a competitor charges for a product or service.2

True

False

Question 20

Sales growth preferably comes from the following:

Acquiring new customers

False

Discounted pricing

Entering new markets

Acquiring new customers and organic growth from existing customers

Question 21

Compared to B2C marketing, B2B marketing is more complex with multiple steps and numerous audiences to target, market, influence and sell to.

True

False

Question 22

The product marketing definition "market-back" refers to how companies traditionally develop new products based on their own capacity and interests and bring them to market.

True

False

Question 23

The definition of a monopoly is when one company dominates and serves the entire customer base.

True

False

Question 24

Determining a Customer Lifetime Value involves evaluating customer sales for the most recent transaction.

True

False

Question 25

The 80/20 rule in B2B marketing holds that 80 percent of a company's sales will come from 20 percent of its customers

True

False

Question 26

A majority of brand marketing - the selling of business, trade, industrial, government and non-profit products and services - begins with B2B marketing.

True

False

Question 27

A marketing dashboard displays up-to-the-minute marketing data in an easy-to-read format

True

False

Question 28

A situation analysis is a formal study of specific information that is not already available and must be commissioned and purchased.

True

False

Question 29

Primary research is not already published or collected or readily available from a variety of sources, and must be acquired typically for a cost and conducted on behalf of the company.

True

False

Question 30

A focus group interview involves interviewing one person at a time either in-person or via telephone2

True

False

Question 31

A ________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

marketing model

marketing logistics system

marketing research department

marketing research project

marketing information system

Question 32

A product only involves a physical good.

True

False

Question 33

Product linerefers to the number of the different products that come under the same family brand.

True

False

Question 34

A product that has no brand other than the identification of the contents is a generic product.

True

False

Question 35

Packaging provides a product with an important competitive advantage even in B2B categories.

True

False

Question 36

Which of the following relates to a product decision that should be made during B2B marketing strategy planning?

warranty

product class

branding

packaging

all of these answers are correct

Question 37

If a brand consistently fails to deliver on a promise that purchasers consider important, those purchasers are likely to develop a ________ for the brand.

tolerance

demand

mistrust

disliking

trust

Question 38

The product life cycle describes the stages a new product idea goes through from beginning to end.

True

False

Question 39

In the market chain of pricing, the manufacturer, wholesaler, distributor and dealer each adds a dollar amount of profit to the cost of products to get the ultimate customer price.

True

False

Question 40

Total cost is the sum of total fixed and total variable costs.

True

False

Question 41

If the prospects in a mature product-market are still good, a firm needs a "phase out" strategy.

True

False

Question 42

Competition for a product or product category begins to increase rapidly during the ________ stage of the product life cycle.

market introduction

sales decline

market extinction

market growth

market maturity

Question 43

Which stage of the product life cycle is the largest profit stage for companies?

introduction

maturity

stagnation

decline

growth

Question 44

A channel of distribution is a series of firms or individuals participating in the flow of products from the producer to the consumer.

True

False

Question 45

Selling products or services direct-to-customer via the internet is not relevant in B2B categories.

True

False

Question 46

Because of increasing competitive advertising, strategies in which of the Four Ps need to change more than the others?

product

place

price

promotion

Question 47

In which of the following distribution channels is the firm most likely to maintain control of the B2B marketing mix?

direct

indirect

cooperative

layered

horizontal

Question 48

Promotion is communicating information between the seller and the potential buyer or others in the channel to influence awareness, evaluation, consideration and conversion

True

False

Question 49

B2B Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.

True

False

Question 50

In B2B Marketing, sales promotion is only aimed at the final consumer, and not dealers or retailers2

True

False

Question 51

In B2B marketing, 1:1 communication and personal selling are important marketing strategies.

True

False

Question 52

In B2B pricing, total fixed cost is things like rent, managers' salaries, and insurance remain constant whether production goes up or down.

True

False

Question 53

B2B customers will be less price sensitive if they perceive the long-term benefit from purchasing the product to be substantial.

True

False

Question 54

The complexity and cost of switching is rarely a concern for business-to-business customers.

True

False

Question 55

While not direct customers, who below is considered an opinion leader who can greatly influence perceptions and sales of a B2B brand:

architects

designers

industry leaders

store associates

all of the above

Question 56

Customer Satisfaction is significantly higher when speaking with a sales associate at length rather than briefly.

True

False

Question 57

The consultative selling approach involves developing a good understanding of the individual customer's needs before trying to close the sale.

True

False

Question 58

Cooperative advertising involves the manufacturer or producer paying all ad costs to market products on behalf of dealers or retailers

True

False

Question 59

Corporate advertising rarely enhances a company and brand image in B2B Marketing.

True

False

Question 60

Salespeople may represent their company to customers and, in turn, represent their customers within the company.

True

False

Question 61

Customer service reps are useful for "keeping" customers

True

False

Question 62

As more and more sales tasks can be handled effectively and economically using technology, sales rep will not be needed to build B2B relationships.

True

False

Question 63

Customer service reps help ...

Group of answer choices

customers buy

the company win customers

solving customer problems

the company keep customers

all of these answers are correct

Question 64

Sponsoring specific events such as a Nascar or causes such as a golf tournament as part of a marketing strategy are rarely seen as effective in B2B marketing.

True

False

Question 65

The primary reason industries and companies prefer self-regulation to local, state and federal regulation is to keep government from interfering in and restricting commerce.

True

False

2

Complete the following information aboutCoca Colaand products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Parts 1 and 2 Assignments.

When you submit this assignment, you should submit it as a complete marketing plan, including all your work from Marketing Plan Assignments, Parts 1 and 2. All elements of your marketing plan should be complete. You may incorporate improvements to earlier sections of the plan, based on prior feedback from your instructor.

Marketing Mix (Four Ps)

Product Strategy

Briefly describe your product or service. Where is it in the product life cycle? What recommendations do you have for improving the offering to fit your target market's needs? Be sure to consider:

• What level of quality and consistency does the offering have?
• How many features does it have and can they be removed or added?
• How well does your product or service deliver what the customer values? How can it improve?
• What improvements would help your offering compete more effectively?

Pricing Strategy

How is your product or service priced today? How does this compare to competitors, assuming competitors are at or near break-even point with their pricing? Analyze pricing alternatives and make recommendations about pricing going forward based on the following:

• How sensitive are your customers to changes in price?
• What revenue will you need to break even and achieve profitability?
• What does the price say about your product in terms of value, quality, prestige, etc.?

Place: Distribution Strategy

What is your current distribution strategy? What missed opportunities or disconnects are you seeing in this distribution approach? Make recommendations about your future distribution strategy based on the following:

• What are the best distribution channels and methods for you to use, and why?
• Will you have a retail outlet and if so, where will it be located?
• In what geographic area(s) will your product/service be available?

Promotion: Integrated Marketing Communications Strategy

Use the template below to lay out your design for a marketing campaign aimed at your target segment.

Approach

How will you achieve your goal? What promotional or engagement strategies will you use? Think creatively about campaigns you've seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? Etc.

Example: Use email marketing, social media and a sales promotion (prize drawing at a conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, Web site, and targeted digital advertising) and convince peers they should attend.

Goal

In consideration of the of your previous analysis, you need to identify at least one goal for the campaign.

• Describe the target segment for your campaign.
• What is the goal you want to achieve with the campaign?
• What is your call to action?
• Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and timed.)

Example:

• Audience: HR professionals who are casual and power-users of Chumber systems
• Increase event registration by 20% by the start date of the annual user conference.
• Call to action: Register online today.

Messages

Identify the primary message for your campaign, 2-3 message pillars, and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal.

Example:

• Primary Message: The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment.
• Message Pillar: This conference welcomes you into a dynamic, well-connected and highly competent professional community.
• Proof Point: Veteran attendees return year after year because it recharges their skills, knowledge and professional networks.
• Call to Action: Register online today.

Promotional Mix and IMC Tools

Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion.

Example:

Digital Marketing

• Web site: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media

Direct Marketing

• Email marketing: Reach out to prior year's attendees who are already registered. Ask them to post about plans to attend the upcoming conference. Conduct email campaign with target audience list to generate awareness, interest, desire to attend a conference.

Sales Promotion + Digital Marketing

• Contest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a "conference evangelist" contest/giveaway to take place at conference opening session, one entry per social media tool per day

Sales Alignment

At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity?

Measurement (KPIsKey Performance Indicators)

How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.

Examples of KPIs:

• Total sales/revenue
• New/incremental sales
• Number of qualified leads generated
• Net Promoter Score
• Web site unique visitors
• Number of registrations/sign-ups
• Impressions - views of content
• CTR - click-through rate
• Engagement - comments, likes, shares, page views, video views
• Followers - social media (Facebook, Twitter, LinkedIn, YouTube)
• Awareness
• Etc.

Budget

Budget: List marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include items such as labor, materials and other expenses such as print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc. Also, estimate the increased sales or revenue the campaign will generate for the company.