It is critical for the B2B marketer to understand responsibility roles in order to craft a marketing mix strategy that satisfies diverse organizational needs. A brand manager taking formal initiative for analyzing a situation, develops alternatives, collaborates across functional lines, and makes recommendations to decision-makers is performing which role?

Select 1:

a. Responsible.

b. Approve.

c. Consult.

d. Implement.

e. Inform.

Assume you are targeting independently owned bakeries marketing packaging materials for dessert items. The key segmentation variables tied directly to the purchase of packaging materials are the number of independent bakeries in your served area and their purchase patterns? Those variables, must be________ in order for your segmentation strategy to be successful.

Select 1-

a. Accessibility

b. Substantiality

c. Measurability

d. Responsiveness

e. Desirability

Market segmentation is:

Select 1:

a. More useful to consumer goods marketers than to business marketers.

b. Of little value to business marketers that concentrate on the governmental and institutional sectors of the organizational market.

c. Difficult to apply in the business market because groups, not individuals, make many purchasing decisions.

d. A useful tool for both business and consumer goods marketers.

e. Inappropriate for low market share firms.

You are given the task (very real) of evaluating your firms inventory based on "turns". You are to provide your supervisor with an Excel spreadsheet identifying and prioritizing those inventory items that "turn" with greatest velocity. This data analysis is critical as it identifies "slow-movers", while also identifying those items that generate the greatest sales revenue and profit margins. For this project you would employ which of the following B2B marketing tools?

Select 1:

a. Total cost of ownership

b. Activity account management

c. Situational analysis

d. SWOT analysis

e. Whale Curve analysis