Tentative questions for the End-Term Exam

“B2B Marketing”

1. Differences between consumer-goods marketing and business marketing.

2. Business markets segmentation: macrodimensions and microdimensions.
3. New product development process: strategies for unpredictable and unpredictable projects.
4. Purchasing process and composition of buying centres.
5. Steps to identify influential members of buying centre.
6. Disruptive innovations in low-end markets and new markets.
7. Benefits and limitations of e-procurement tools.
8. Characteristics of reverse auction.
9. Traditional versus key account selling
10. Selection, supervision and motivation of salespersons.

Answers:

1. The marketing of goods, such as food and clothing, that satisfy personal needs
and desires. Consumer goods are marketed directly to individuals rather than
businesses.
Business marketing is a marketing practice of individuals or organizations (including
commercial businesses, governments and institutions). It allows them to sell products or
services to other companies or organizations that resell them, use them in their products
or services or use them to support their works.

2. Industrial, institution, commercial (NOT SURE)

3. New product development process: idea generation, screening, concept development,
analysis, product development, testing, commercialization
4. Purchasing process: identifying needs, sourcing, establishing sale contact, delivering,
requesting payment
Buying centres: decider, influencer, initiator, user, gatekeeper, buyer
5. NOT SURE
6. In low-end disruption, the disruptor is focused initially on serving the least profitable
customer, who is happy with a good enough product. Eg sachets in villages
New market disruption" occurs when a product fits a new or
emerging market segment that is not being served by existing incumbents in the
industry. Eg. Ola, uber
7. Benefits: cheap costs, transparency, time saving, eliminates paper work
Negatives: no proper relationship, no negotiation scope, technical glitches may arise
8. A reverse auction is a type of auction in which the roles of buyer and seller are
reversed. In an ordinary auction (also known as a 'forward auction'), buyers compete
to obtain goods or services by offering increasingly higher prices. Eg tenders, give it to
the least price
9. Key account selling: attending to the customer according to what he needs and
personalise your skills accordingly
Traditional selling: e commerce selling, advertisements etc.