Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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Inter organisation trade is most commonly referred to as ____ marketing.
a. | B2C | b. | B2B | c. | B2G | d. | C2B | e. | C2C |
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2.
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B2B markets might be relatively complex and have fewer customers, but those
customers are ____.
a. | more price conscious | b. | higher spending | c. | lower
spending | d. | price insensitive |
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3.
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The main communications tool of B2B marketing is ____.
a. | advertising | b. | personal selling | c. | direct
marketing | d. | sales promotion | e. | point of
purchase |
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4.
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Many business buying decisions are based upon ____.
a. | availability | b. | longevity | c. | trust | d. | accessibility |
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5.
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In B2B markets, delivery times are ____.
a. | usually negotiable | b. | fixed at the point of order but will be subject
to change at a later date | c. | critical | d. | secondary to
quality |
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6.
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A ____ strategy consists of manufacturers directing advertising and promotion at
the consumers.
a. | strategic channel | b. | forced channel | c. | planned | d. | push | e. | pull |
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7.
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Trade promotions are most effective when ____.
a. | they are used during off-peak seasons | b. | they generate immediate
sales | c. | viewed from a long term perspective | d. | they maximise the retailer’s efforts and
cost | e. | they are constant throughout the year |
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8.
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Which of the following is FALSE regarding trade allowances?
a. | One objective is to increase consumer retail sales of the manufacturer's
brand. | b. | Retailers usually pass along to consumers the discounts they receive from
manufacturers. | c. | An objective is to increase purchases of the manufacturer's brand by wholesalers
and/or retailers. | d. | Most manufacturers rate the value of trade
allowances as fair or poor. | e. | Most retailers think that trade promotions
should serve to increase sales and profits of entire product categories without concern for whether a
manufacturer’s specific brand benefits from the trade
promotion. |
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9.
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Which of the following is NOT a form of trade allowance?
a. | off-invoice allowance | b. | bill-back allowance | c. | push
money | d. | slotting allowance | e. | all of the above are forms of trade
allowances |
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10.
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Which of the following is NOT true regarding slotting allowances?
a. | They are a form of bribery. | b. | In certain respects, they are a legitimate cost
of doing business. | c. | They are an entry fee for getting a new brand
into a grocery chain's distribution centre. | d. | They are also called stocking allowances or
street money. | e. | Fees are consistent across retailers. |
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