What is the main goal of business-to-business (B2B) relationship management?
A) Increase advertising spend
B) Build long-term, mutually beneficial partnerships
C) Focus on one-time sales
D) Minimize communication
Answer: B

Which term best describes strategic, long-term alliances between suppliers and buyers?
A) Transactional relationships
B) Collaborative relationships
C) Retail partnerships
D) Mass marketing
Answer: B

A key benefit of strong B2B relationships is:
A) Lower production quality
B) Reduced need for communication
C) Greater customer retention and loyalty
D) Higher customer churn
Answer: C

Which tool is commonly used for managing B2B customer information and interactions?
A) ERP system
B) CRM system
C) SCM system
D) POS system
Answer: B

The process of customizing offerings to key business clients is called:
A) Mass marketing
B) Product standardization
C) Key account management
D) Brand repositioning
Answer: C

In B2B relationships, trust is primarily built through:
A) Frequent price changes
B) Consistent performance and open communication
C) Impersonal emails
D) Short-term incentives
Answer: B

The main difference between B2B and B2C customer relationships is:
A) B2B focuses on long-term value, B2C on short-term sales
B) B2C involves more negotiation
C) B2C uses key account management
D) B2B is less complex
Answer: A

Customer satisfaction in B2B markets is often measured by:
A) Sales revenue only
B) Brand image surveys
C) Repeat business, Net Promoter Score, and feedback
D) Social media likes
Answer: C

Which of the following is NOT a challenge in managing B2B customer relationships?
A) Complex decision-making units
B) Long sales cycles
C) Low purchase volumes
D) High switching costs
Answer: C

Successful B2B relationship management requires:
A) Ignoring customer complaints
B) Personalization and proactive problem solving
C) Price wars
D) One-time transactions
Answer: B

A B2B supplier can add value for customers by:
A) Offering product training and after-sales support
B) Reducing service quality
C) Avoiding customization
D) Limiting contact
Answer: A

Which of the following can harm a B2B relationship?
A) Open communication
B) Consistent delivery
C) Failure to meet commitments
D) Value-added services
Answer: C

In B2B, customer relationship profitability is often analyzed using:
A) Customer Lifetime Value (CLV)
B) Click-through rates
C) Store footfall
D) Retail turnover
Answer: A

The term for a B2B supplier developing solutions jointly with the customer is:
A) Co-creation
B) Market segmentation
C) Price bundling
D) Brand extension
Answer: A

Which is a best practice in B2B customer relationship management?
A) Treating all customers the same
B) Segmenting customers based on value and needs
C) Limiting customer service
D) Avoiding follow-ups
Answer: B

The process of analyzing and prioritizing important clients is called:
A) Market penetration
B) Key account management
C) Cross-selling
D) Reverse marketing
Answer: B

Switching costs in B2B relationships refer to:
A) The expenses and risks incurred when changing suppliers
B) Price of the final product
C) Marketing budget
D) Taxes and duties
Answer: A

Effective communication in B2B relationships is important for:
A) Building trust and transparency
B) Reducing loyalty
C) Encouraging impulsive purchases
D) Minimizing service
Answer: A

Relationship marketing in B2B markets emphasizes:
A) Maximizing short-term gains
B) Creating long-term, mutually beneficial partnerships
C) Price leadership only
D) Mass media campaigns
Answer: B

A major risk in B2B relationships is:
A) Overdependence on one customer
B) Product innovation
C) Frequent staff training
D) Standardization of offerings
Answer: A

B2B customer relationship success is often monitored through:
A) Sales receipts
B) Relationship audits and satisfaction surveys
C) Advertising impressions
D) Store visits
Answer: B

Which of the following is an example of value co-creation in B2B relationships?
A) Supplier and customer collaborate on product development
B) Supplier sets prices unilaterally
C) Customer handles logistics
D) Supplier outsources production
Answer: A

The role of service recovery in B2B relationship management is to:
A) Ignore customer complaints
B) Quickly address and resolve problems to restore trust
C) Increase prices
D) Delay responses
Answer: B

B2B customer loyalty can be enhanced by:
A) Consistently exceeding expectations
B) Minimizing product features
C) Reducing contact
D) Focusing on low price only
Answer: A

In B2B, what is the purpose of joint planning sessions?
A) To negotiate price only
B) To align strategies and create shared goals
C) To reduce customization
D) To plan social events
Answer: B

Which metric is most relevant for assessing B2B customer retention?
A) Churn rate
B) Social media followers
C) Website bounce rate
D) Advertising recall
Answer: A

Integrating digital tools into B2B customer relationship management primarily helps with:
A) Reducing service quality
B) Improving data sharing and customer engagement
C) Lowering product quality
D) Increasing paperwork
Answer: B

One challenge of global B2B relationship management is:
A) Uniform cultural expectations
B) Managing differences in regulations and business practices
C) Standard product needs
D) Simple negotiations
Answer: B

Which statement is TRUE about B2B customer relationship management?
A) Short-term profits are always the main goal
B) Mutual trust and value creation are essential
C) It focuses only on mass advertising
D) Customers never provide feedback
Answer: B

The foundation of a successful B2B customer relationship is:
A) Frequent price changes
B) Trust, reliability, and mutual benefit
C) One-sided negotiation
D) Limited communication
Answer: B