Marketing - Chapter 6 - Business Marketing

Front 1

Jason Lee, the warehouse manager for a small manufacturer of valves used in heating and cooling systems, wants all of the company’s sales force to record each sale on a laptop computer and send the information to the office at the end of each workday. This use of technology will make the processing of orders quicker. Lee has suggested his idea to the salespeople at a quarterly meeting, and they concur that the plan is excellent. Lee then discussed this option with the company president Wilson Arno, who agreed to buy laptops for all the salespeople. Arno contacted the company’s purchasing agent Ron Talbot and authorized the purchase.

Refer to Laptop Computers. Which role is Ron Talbot playing in the decision-making process?

Back 1

Purchaser.

Front 2

Ty Pruitt sells embroidery machines used to embroider logos, names, and other designs on shirts, caps, umbrellas, etc. to people in the personalization business. The machines range in price from $39,000 to $75,000. He wants to stimulate business among some of his customers who cannot afford to buy his embroidery machines, but whose business would benefit from the use of one. Which of the following actions is most appropriate in this example?

Back 2

Develop leasing options for business customers.

Front 3

PAS Systems has developed an unobtrusive flashlight-alcohol detector. The flashlight readings are inadmissible in court but are used by police officers to decide whether to hold someone for a sobriety test. Each one costs $600.

Refer to PAS Systems. The manufacturer assembles a breathalyzer from one supplier with a slightly modified flashlight case from another supplier to make the new product. What are the breathalyzer and the flashlight case examples of?

Back 3

Component parts.

Front 4

Dirt is not dirt when it comes to baseball fields. About two-thirds of the pro baseball fields got their dirt from a dirt farm in New Jersey called Partac Peat. The company markets a secret mix for the infield (resilient), the warning track (extra crunchy), and the pitcher’s mounds (firm). Mounds come in red, brown, orange, and gray colours. Roger Bossard, the White Sox head groundskeeper, scouted nationwide for dirt before settling on the mix provided by Partac Peat. (He uses sand under the grassy areas of the playing field.)

Refer to Baseball Dirt. Because Partac Peat is a business product, what is the primary promotional method used for its sale?

Back 4

Personal selling.

Front 5

Jason Lee, the warehouse manager for a small manufacturer of valves used in heating and cooling systems, wants all of the company’s sales force to record each sale on a laptop computer and send the information to the office at the end of each workday. This use of technology will make the processing of orders quicker. Lee has suggested his idea to the salespeople at a quarterly meeting, and they concur that the plan is excellent. Lee then discussed this option with the company president Wilson Arno, who agreed to buy laptops for all the salespeople. Arno contacted the company’s purchasing agent Ron Talbot and authorized the purchase.

Refer to Laptop Computers. Lee, Arno, Talbot, and the company’s sales force were all involved in the decision-making process for the laptop computer purchase. What do these people represent?

Back 5

A buying centre.

Front 6

This was why The Donnelly Corporation, a company that designs, manufactures, and markets automotive parts, joined with Applied Films Laboratory, Inc. to manufacture and supply the world market with coated glass for liquid crystal displays (LCDs). For the purpose of sharing resources, which of the following is sometimes created?

Back 6

Strategic alliance.

Front 7

Because Telus Corporation wanted to become a big player in the booming market for outsourcing computer services, it set up Lucent Technologies to manage corporate clients’ worldwide computer networks. Lucent Technologies assists corporations in global network and computer management by drawing on Telus’s worldwide digital network and its computer hardware and software businesses. It also relies on the expertise of technicians at Bell Laboratories.

Refer to Lucent Technologies. AT&T requires its customers to purchase all the necessary technology to run the network. This requires expensive machinery that will be purchased and then depreciated over time. How is the machinery classified?

Back 7

Installations (major equipment).

Front 8

What can managers use the NAICS data to do?

Back 8

Identify potential new customers.

Front 9

Berry Radiateurs SA buys components from other manufactures to construct its radiators, which are used by several European car manufacturers. Of which sector of the business market would Berry be part?

Back 9

Producer.

Front 10

Grote manufactures a slicing machine for any boneless food. The machine will cut up to 1,200 slices per minute and is portable. The wheels are especially made to meet government safety requirements. A decline in the availability of the specialized wheels will slow the production of the slicing machines and in turn reduce the sales of the blades that fit in the machine. Which type of demand exists?

Back 10

Joint.

Front 11

What is a keiretsu?

Back 11

A type of strategic alliance commonly found in Japan.

Front 12

A dog food manufacturer purchases processed meat by-products that it uses in the manufacture of a dry dog food. What are these processed meat by-products examples of?

Back 12

Processed materials.

Front 13

Refer to Etruscan Railing Company. When Etruscan sells railing to contractors to use in building loading docks in accordance with federal government regulations, what is it selling to?

Back 13

Producers.

Front 14

An employment agency specializes in providing nannies. The agency hired a management consulting firm to research how it can reduce its employee turnover and make more efficient use of customer referrals. What is this consulting firm providing the employment agency with?

Back 14

Business services.

Front 15

Within the business market, what are drawer handles that are purchased by cabinet manufacturers examples of?

Back 15

Component parts.

Front 16

Claas is Europe’s largest manufacturer of combine harvesters. Its marketing manager discovered a prospect for his company’s product in Russia by looking for large farm owners from the former Soviet Union where its products had not been sold.

Which of the following questions would be the least important to answer prior to visiting the farm owner?

Back 16

What kind of reciprocity will be demanded by the farm owner?

Front 17

Imagine you are the research director of a major industrial marketing firm. You need to select an NAICS code that defines the most homogeneous group of companies in a particular group of highly competitive companies. Which of the following codes might you use?

Back 17

7423 - The more digits in a code, the more homogeneous the group will be.

Front 18

Which of the following do business marketers increasingly recognize as a major component of marketing strategies?

Back 18

Customer services.

Front 19

Which of the following are NOT one of the roles found within a buying centre?

Back 19

Suppliers.

Front 20

Which of the following is the best example of accessory equipment?

Back 20

A store display rack.