1) Discuss power, contracts, trust and conflict in B2B channels.
2) If a B2B firm is entering a new market overseas, how should they decide between selling direct versus indirectly through a dealer?
3) Discuss how the new way of pricing which was popularized by Toyota yields better results than the old way of pricing from the mid-20th century
4) Discuss the various stages that B2B buyer-seller relationships might go through and what happens in each.
5) Why is it so hard to deliver value and thus maintain a competitive advantage in B2B marketing.
6) Discuss how marketers manage both a) portfolios of customers and b) portfolios of products.
7) What communication objectives and goals could a B2B marketer have. Be sure to include the perspective of the text too.
8) As the CMO of Blodgett's pizza oven division how would you go about setting the promotion budget?
9) Discuss important aspects of the relationship communication process for salespeople as described by the textbook.
10) As the CMO you are supposed to do some market research on increasing the sales of rail roa cars for Trinity rail car. Describe your market research program.
11) a) Why do we as marketers segment a market and b) how do we actually do that?
12) Trinity rail cars has segmented the market into 5 segments. They think there may be a 6' identifiable segment. How can they tell whether or not to go ahead and address that segment?