Department of Marketing aware of the diversity of this market & tailoring

University of Dhaka marketing program to meet the needs of institutional

MBA 21 batch, Business Marketing
st customer
1st Midterm Examination How Overlap: A single customer can purchase the
Marks: 15, Time: 50 mins
products for different purposes. A commercial
purchaser can also purchase for other objectives other
Name: Md. Ashaduzzaman than commercial purpose and this is true for rest of the
Roll: 255 two types of customers.
Attempt all the questions in the space given:
Q2. What kinds of questions should business
marketers ask in order to sensitize themselves to
Q1. Define B2B marketing. What are the three
fundamental types of business customers? Identify the interface of ethical values and the
three types of commercial enterprises. How can implementation of business marketing strategy?
these categories overlap? 3.5 marks 3.5 marks

The questions that business marketers should ask are

Business-to-business marketing involves the sale of given below:
one company’s product or service to another company A) What laws are being proposed that might affect
and the products are not for consumption here. future marketing strategy?
B) Which government agencies should we be
Business customers can be classified into three
working within our quest for improved social &
types:
ethical behavior?
A) Commercial enterprises
C) What can the marketer ex pollution control,
B) Governmental organizations
product safety, advertising & other area relevant to
C) Institutions
present & future marketing strategy development?
A) Commercial enterprises
D) What is the attitude of business customer toward
Commercial enterprises consists with 1) Indirect
the firm’s products & services?
channel members 2) original equipment
E) What major changes occurring that will impact
manufactures 3) user customers
the implementation of future marketing strategies in
Indirect channel members: Indirect channel
the short & the long term?
members consist of firms that are engaged in
reselling business goods to commercial government
and institution markets.
Original Equipment Manufacturers: Typically
buy business goods to incorporate the products they
produce for eventual sale to either the business or
consumer market.
User customers: They generally buy products to
support manufacturing facility.

B) Governmental organizations
Most of the governmental procurement is done on
bid basis, govt. advertising for bids, stating product
specifications and accepting the lowest bid that
meets these specifications. Business marketers must
recognize that dealing with the govt. requires
specialized marketing technique & information.
C) Institutions
These potential lucrative markets include different
institutions such as colleges, universities, hospitals,
charitable organizations etc. Business marketers who
desire to sell to the institutional market must be

Q3. What are the two ways in which persuasion may
take place in business promotion? How can
comparative ads be used in an unethical manner?
(4 marks)
The two ways in which persuasion may take
place in business promotion are given below:
a) By making statement
b) And the other one by simply creating an
association in customers mind.
Way of using comparative advertising in an
unethical manner:
Comparative advertising that actually names the
competitors and proceeds to compare one product
with another. It has both ethical and illegal
problems. That’s why business marketing managers
prohibit or at least discourage comparative
advertising within their own firms because it
actually does not serve the real purpose. If
comparisons are made then clearly the standard
should insist on accurate comparisons. To
implement and monitor ethical decision making in
advertising both philosophical and organizational
dimensions of ethics should be examined.
Q4. Say you are the Sales reps of
pharmaceuticals. So while selling
medicines to pharmacy or corporate clients what
‘selling process will you follow? What are the three
major activities involved in it? (4 marks)
Professional selling means selling business goods
and services. From the perspective of the business
fundamental steps in professional selling can be
organized into three categories of activities;
A) Preliminary activities
B) face to face activities
C) Follow up activities
A) Preliminary activities
Preliminary activities help the business salesperson
with the tools necessary to close a sale effectively.
The activities under this step are given bellow;
1) Set objectives for the sales call
2) Prepare an attention that demonstrates values for
the buyer
3) Choose and prepare an appropriate sales
presentation for the buyer
4) List expected buyer objections and try to handle
them
5) Make a plan for closing the sales
B) Face to face activities
Face to face activities consist of three stages;
1) Introduction stage tries to capture the attention of
the buyer; to create a positive selling atmosphere;
and to build a professional, rapport relationship with
the buyer.
2) Presentation stage focuses on the business of
selling. The salesperson tries to present the product
in the most valuable customers.
3) Closing stage is the most critical steps. In this
stage sales person try to make a commitment from
the buyer at some level.
C) Follow up activities
Following up after the sale is really customer service
and good customer service is really powerful tool.
Example; equipment is properly installed and
customers are trained in how to use the equipment.