MIDTERM EXAM 2 (60’)

BUSINESS MARKETING MANAGEMENT (B2B)

Name: Class: Code:

MULTIPLE CHOICE:
1. Enterprises often adjust product prices when there are competitors. What stage of
the product life cycle is this characteristic of?
A. Development stage
B. Introductory stage
C. Maturity stage
D. Decline stage
2. Businesses often make efforts to reduce inventory. What stage of the product life
cycle is this characteristic of?
A. Development stage
B. Introductory stage
C. Maturity stage
D. Decline period
3. The following are the conditions for bidding to take place, except:
A. There is a required number of suppliers to do the bidding
B. The value of the product must be painful enough to cover the cost
C. Time is not a factor
D. Suppliers wishing to bid
4. Thanh Phong Company specializes in manufacturing construction steel. The
company often supports industrial distributors to perform a number of functions such
as displaying goods at the showroom, providing technical services. What kind of
discount does the company use?
A. Cash discount
B. Trade discount
C. Volume discount
D. Cash Vouchers
5. To encourage customers to pay on time, what kind of discount does the business
use?
A. Cash discount
B. Trade discount
C. Volume discount
D. Cash Vouchers
6. Which of the following forms of distribution is an indirect form of distribution in the
institutional market?
A. Salesperson in the company
B. Area salesperson
C. Telemarketing
D. Manufacturer's Representative
7. Conditions for the company to use direct distribution?
A. Small order value
B. Low customer buying effort
C. Relatively standardized product
D. Customers have high requirements for pre- and after-sales services
8. The company has the following benefits when using an industrial distributor,
except:
A. Using the distributor's available sales force
B. The distributor understands the local culture
C. They distribute a variety of products from different manufacturers
D. They are the source of market information for the company
9. To improve the current distribution channel system, the company can perform the
following tasks, except:
A. Eliminate inefficient middlemen
B. Add new channel
C. Replace all existing channels with internet channel
D. Training existing intermediaries
10. Choose the best statement?
A. Distribution channels in the consumer market are usually controlled by
manufacturers.
B. Most distribution channels in the institutional market are usually sold through
intermediaries.
C. The relationship between producers and intermediaries in the consumer market is
often less tight than in the institutional market.
D. Distribution channels in the institutional market are often long
11. Indirect presentation of ideas and products. What tool of promotion is it?
A. Advertising
B. Promotion
C. Direct Marketing
D. Public Relations
12. Direct communication through mail, email. What tool of promotion is it?
A. Advertising
B. Promotion
C. Direct Marketing
D. Public Relations
13. Trade fairs have the following important roles, except:
A. Building a customer portfolio
B. New product introduction
C. Meet the company's potential customers
D. Expanding distribution channels
14. The most effective promotional tools used in the institutional market:
A. Advertising
B. Promotion
C. Direct Marketing
D. Direct sales
15. Enterprises provide specialized solutions for customers. What sales strategy is the
business using?
A. Sales consulting
B. Relationship Sales
C. Sales to satisfy needs
D. Strategic partner sales
16. When the seller has a low relationship-building incentive, but the buyer has a low
relationship-building incentive, what type of relationship is this?
A. Transactional relationship
B. The relationship is based on the advantage of the seller
C. The relationship is based on the buyer's advantage
D. Partnership
17. Mining and construction companies are examples of:
A. Consumer market
B. Government market
C. Industrial market
D. Retail market
18. In what form of buying is the organizational customer for which the first steps in
the buying process are so important?
A. Direct buyback
B. Repurchase with change
C. New tasks
D. Buy directly
19. In what form of organizational customer buying is the last step in the buying
process so important?
A. Direct buyback
B. Repurchase with change
C. New tasks
D. Buy directly
20. Some companies believe that high-quality products will be overpriced. What
pricing strategies do those companies use?
A. Skimming Pricing
B. Pricing based on product differentiation
C. Discriminant pricing
D. Penetration Pricing
21. Companies today tend to build relationships based on each party's commitment,
mutual trust, and shared goals and values. What kind of relationship is this?
A. Transactional relationship
B. The relationship is based on the advantage of the seller
C. The relationship is based on the buyer's advantage
D. Partnership
22. Which of the following is not a characteristic of transactional marketing?
A. Communication aimed at the target customer group
B. Company is judged by product and price
C. The goal of marketing is to sell
D. Price is determined by the market
23. In the buying center, the people who first identify and define the problem, what
role do they play?
A. Gatekeeper
B. Influencers
C. Initiator
D. Decider
24. People who will have a positive or negative opinion in making a decision to buy or
not to buy a product or service. What role do they play in the mall?
A. Gatekeeper
B. Influencers
C. Initiator
D. Decider
25. Customers often pay great attention to solving problems. What type of purchase is
this?
A. Direct buyback
B. Repurchase with change
C. New tasks
D. Buy directly
26. Customers want to buy new products and services from existing suppliers or from
other suppliers. What type of purchase is this?
A. Direct buyback
B. Repurchase with change
C. New tasks
D. Buy directly
27. Why do businesses need to segment the market?
A. Because customers are very similar in demand for goods and products
B. Because most customers have similar buying process
C. Because businesses have similar purchasing strategies
D. Because businesses need to develop strategies and marketing programs that are
tailored to the segment.
28. When a business is based on characteristics such as users, technical or financial
capabilities, what criteria does the business segment according to?
A. Operating variables
B. Purchase approach of customers
C. Situation Factors
D. Demographics
29. Enterprises segment according to the individual characteristics of customers.
What are the characteristics of this segmentation form?
A. Purchase motivation, individual perception, risk management strategies
B. Product applications, order urgency, order size
C. Centralized or decentralized purchasing and purchasing policies
D. Industry, company size, geographical location
30. The following are the reasons for failure of industrial products, except:
A. The company does not have enough marketing capacity
B. Highly competitive products
C. The company lacks marketing efforts when it comes to bringing products to market
D. The price is too high
31. Enterprises need to assess customer response to improve products. This is
characteristic of which stage in the product development process?
A. Product specification development stage
B. Product Development stage
C. Experimental test stage
D. Commercialization stage
32. In the product development process, the product specification development stage,
what work should the enterprise do?
A. Market Research
B. Provide the requirements of the target customer
C. Assess customer response
D. Market potential assessment
33. The characteristics of marketing strategy in the development stage of the product
life cycle are:
A. Establish market share
B. Maintain market share in competitive conditions
C. Create customer awareness and acceptance
D. Manage costs and maintain profitability
34. The characteristics of a marketing strategy during the downturn of the product
cycle are:
A. Establish market share
B. Maintain market share in competitive conditions
C. Create customer awareness and acceptance
D. Manage costs and maintain profitability
35. Enterprises begin to replace old products to produce new products. This is a
product strategy characteristic of which stage in the product life cycle?
A. Introductory stage
B. Development stage
C. Maturity stage
D. Decline stage
36. Enterprises remove old products from the product family. This is a product
strategy characteristic of which stage in the product life cycle?
A. Introductory stage
B. Development stage
C. Maturity stage
D. Decline stage
37. The objectives of the promotion strategy in the development phase are:
A. Create awareness and foundation for sales campaigns
B. Create preference among customers and intermediaries
C. Maintain customer preference and intermediaries
D. Minimize the cost of responding to a decrease in demand
38. The goals of a recession marketing strategy are to:
A. Create awareness and foundation for sales campaigns
B. Create preference among customers and intermediaries
C. Maintain customer preference and intermediaries
D. Minimize the cost of responding to a decrease in demand
39. The characteristics of the distribution strategy in the development stage of the
product life cycle are:
A. Channel control for optimal market effect
B. Maintain channel control
C. Introduce products to new customers and markets
D. Reduce distribution costs but keep customers
40. The characteristics of a distribution strategy during the recession phase of the
product cycle are:
A. Channel control for optimal market effect
B. Maintain channel control
C. Introduce products to new customers and markets
D. Reduce distribution costs but keep customers
Lecturer: Dr. Nguyen Thien
Hung