Reference no: EM133046098

1. Which purchase orientation is generally regarded as the most appropriate for B2B marketers?

1. Supply management orientation
2. Buying orientation
3. Procurement orientation
4. None of the above, it depends on the type of organization

2. What is most true about the resource based view in B2B marketing strategy making?

1. It focuses on key internal resources of the firm as the source of enduring competitive advantage
2. It proposes that good strategy results from a systematic, planned approach to strategy development
3. It explains that diversification is better than cost leadership
4. All the above

3. Which of the following best describes the utilitarian ethical approach to B2B marketing management?

1. Deciding based on a costs/benefit analysis with all stakeholders
2. Deciding according to what is best for the company owners?
3. Abiding by clearly written codes of conduct
4. Managing by applying sound judgement based on integrity

4. What is most true about the following B2B promotional tools?

1. Advertising is better suited for relationship communications
2. Trade show marketing is very food for lead generation
3. Personal selling is most effective in the beginning stages of the customer decision process
4. B2B ads are always more effective when based on a rational approach rather than an emotional approach

5. What is most true about personal selling in B2B:

1. KAM strategies should be applied whenever possible
2. Incentive based pay systems are better than monitoring based pay systems
3. It is advisable to understand your customer's local culture
4. Value based selling is not a good tactic for high-value contracts