1. Business marketers create value. Using the context of value propositions show how value is created and the role value plays in developing and implementing a business marketing strategy. (Part A)

Select several dimensions and compare/contrast business and consumer marketing. (Part B)

2. Using a B2B service, discuss how you would use both macro- and micro-level bases of market segmentation to divide the market into the most effective and productive units. Be quite specific. Make the necessary assumptions. (Part A)

Using the same B2B service in Part A, discuss how the out supplier can become the in supplier. Include details. (Part B)

3. Cogent, Inc. is a rapidly growing company that makes software which identifies people using biometrics fingerprints, faces, eyeballs, and other personal characteristics. The firm is making terminals that allow customers to pay for products with their fingerprints. Assess the potential of the pay by touch system and suggest possible market segments that might be receptive to the new offering. Recommend a sales forecasting strategy for Cogent. Be quite specific.

4. Relationships are an important component in the B2B marketing process. Publix Supermarkets develops collaborative relationships with some suppliers and transactional relationships with other suppliers. Using Publix as a foundation, discuss the various types of buyer-supplier relationships (the relationship spectrum) and how marketing efforts differ across the spectrum.

All customers are not created equal. Discuss how business marketers manage unprofitable customers. Integrate a brief comment on both customer retention and firing customers.

5. Construct and answer your own comprehensive question(s) on any topic NOT covered on this exam. You will be graded on the quality of the question(s) and the answers. The question(s) must relate to the same topic.