ESSAY QUESTIONS

CHAPTER 5 Business Marketing

1. What is a strategic alliance? Why are strategic alliances becoming more important in business marketing?
   
   
2. Briefly describe the four major categories of customers in business marketing. Give examples of companies or organizations in each category.
   
   
3. Name and briefly describe eight major differences between business and consumer markets. Are there any ways that business purchasing behaviour is similar to consumer buying behaviour?
   
   
4. Name and describe the seven types of business goods and services.
   
   
5. Assume that you are the vice-president of marketing in a small firm that includes the following departments: marketing, finance, purchasing, and management. The sales force manager has mentioned to you that one of the salespersons thought that cellular telephones would help the sales force become more efficient. The manager requests that eight such phones be purchased. Illustrate the six buying decision roles that would take place for the purchase of these cellular phones
   
   
6. Pike's Print Shop has decided to purchase some colour copying machines. Describe the conditions under which each of the three business buying situations would take place.