Ch. 6 - Marketing
A. systems selling
10. In the B-to-B market, one strategy is to offer a complete solution to a buyer's problems. This is called__________. A. systems selling B. a modified rebuy C. a straight rebuy D. supplier development E. a multi-seller approach
E. The market is very small and limited
1. Which of the following statements is not a difference between business markets and consumer markets? A. The buying process is more formalized. B. Buyers face more complex buying decisions. C. The buying decision involves more professionals. D. Business demand is a derived demand. E. The market is very small and limited.
D. food vendors with low prices and quality products
10. Hospital purchasing agents should prefer __________. A. a negotiated contract B. food vendors with low prices and quality products C. to give contracts to the lowest bidder D. considerable documentation from suppliers E. open-bid purchasing
D. A modified rebuy
1. For Super Bowl Sunday a pizzeria simply increases their order of supplies from their existing suppliers. Which type of buying situation does this represent? A. Systems selling B. A straight rebuy C. A consumer transaction D. A modified rebuy E. A new task situation
D. reverse auctions
7. To do e-procurement, companies can conduct __________, in which they put their purchasing requests online and invite suppliers to bid for the business. A. extranet link B. company buying site C. intranet link D. reverse auctions E. trading exchanges
B. A grocery store buying cereal from Kellogg's
7. Which of the following is a business-to-business market transaction? A. A family vacationing at Disneyland B. A grocery store buying cereal from Kellogg's C. A person buying their weekly groceries D. The U.S. government buying supplies for military personnel E. A hospital buying medical supplies
D. it pits suppliers against one another
8. The rapidly expanding use of e-procurement in business-to-business deals provides several advantages; however, one of the disadvantages is __________. A. it reduces time between order and delivery B. it shaves transaction costs C. it eliminates paperwork D. it pits suppliers against one another E. it helps finds better supply sources
B. derived
8. Business-to-business marketers will sometimes promote their goods directly to consumers. This is because business demand is __________. A. elastic B. derived C. unrelated to demand for consumer goods D. the same as consumer demand E. constant
C. characterized by low budget, captive patrons
9. Institutional markets are __________. A. subject to frequent shifts in procurement personnel B. carefully watched by outside publics C. characterized by low budget, captive patrons D. affected by organizational factors E. characterized by considerable documentation
C. Proposal solicitation
9. Which stage of the business buying decision process occurs between supplier search and supplierselection? A. Product specification B. Order-routine specification C. Proposal solicitation D. General need description E. Performance review
B. Product specification
11. Product value analysis is an approach to cost reduction that is used at which stage of the buying decision process? A. Problem recognition B. Product specification C. Proposal solicitation D. Performance review E. Order-routine specification
B. Many sets of business purchases are made for one set of consumer purchases
12. Which of the following statements regarding the business market is correct? A. In the business market buying process, buyers and sellers are less dependent on each other than in the consumer market. B. Many sets of business purchases are made for one set of consumer purchases. C. The business market has more buyers than the consumer market. D. The business market is not as large as the consumer market in terms of dollars spent and items purchased. E. Business buying decisions are less complex than consumer buying decisions.
C. buying center
13. The __________ consists of all the people who are involved in an organizational buying decision. A. buying network B. purchasing network C. buying center D. purchasing unit E. purchasing department
A. can erode long-standing customer-supplier relationships
14. One problem with business-to-business e-procurement is that it __________. A. can erode long-standing customer-supplier relationships B. increases paperwork requirements C. increases the time between order and delivery D. increases transaction costs E. reduces purchasing efficiency
E. The buying center and the buyer decision process
15. What are the two major components of a B-to-B marketer's buying activity? A. The buying decision process and systems selling B. The buying center and consumer demand C. The buying center and organizational members who will use the product or service D. Pricing and promotion E. The buying center and the buying decision process
E. individual
16. Age, personality, buying style, and job position are __________ factors that can influence the business buying decision process. A. cultural B. economic C. organizational D. interpersonal E. individual
C. Organizations that provide goods and services to people in their care
17. Which of the following correctly defines the institutional market? A. Manufacturers of consumer goods and services B. Resellers such as retailers and wholesalers C. Organizations that provide goods and services to people in their care D. All purchases made by the government E. The buying centers within organizations that make buying decisions
D. Influencer
18. A University is buying new overhead projectors for its classrooms. The University's Information Technology Department has been asked to provide specifications and recommendations for this purchase. The IT Department is playing which role in the University's buying center? A. Buyer B. User C. Gatekeeper D. Influencer E. Decider
C. Product specification
19. Product value analysis is an approach to cost reduction that is used at which stage of the buying decision process? A. Problem recognition B. Order-routine specification C. Product specification D. Proposal solicitation E. Performance review
E. is inelastic
2. Business markets have demand that __________. A. does not change for products B. is rigid at all times C. is elastic D. does not change for services E. is inelastic
B. A new task buying situation
2. In which type of buying situation will a buyer usually go through all eight stages of the business buyingprocess? A. The purchase of raw materials B. A new task buying situation C. A modified rebuy D. The purchase of a business service E. A straight rebuy
C. straight rebuy
3. A business buying situation in which the buyer reorders something without any modifications is known as a __________ A. new task B. systems solution C. straight rebuy D. modified rebuy E. buying center
B. the lowest bidder
3. The U.S. government normally awards contracts to __________. A. the supplier with the highest quality item B. the lowest bidder C. foreign suppliers D. the supplier with the best reputation E. the highest bidder
C. Order-routine specification
4. Items such as technical specifications, quantity, delivery time, return policies, and warranties are included in which stage of the buying decision process? A. Proposal solicitation B. Supplier selection C. Order-routine specification D. General need description E. Product specification
A. Influencers
4. __________ are members of the buying center who help define specifications and provide information for evaluating alternatives. A. Influencers B. Deciders C. Users D. Gatekeepers E. Buyers
B. general need description
5. Developing product specifications follows __________ in the business buyer decision process. A. proposal solicitation B. general need description C. performance review D. supplier selection E. supplier search
E. Manufacturers, producers, retailers, wholesalers
5. Business-to-business marketing involves buying and selling goods or services by which of the following? A. Consumers, manufacturers, resellers, suppliers B. Manufacturers, retailers, consumers, wholesalers C. Manufacturers, producers, retailers, consumers D. Manufacturers, producers, retailers, the government E. Manufacturers, producers, retailers, wholesalersq
D. It allows businesses to target individuals within a business who affect buying decisions
6. Which of the following statements about the use of digital and social media for B-to-B marketing is correct? A. It is a very important medium but its use is currently limited to a small number of industries. B. It is growing rapidly but offers limited ways to engage customers compared to face-to-face selling. C. It is growing slowly because business buyers are only occasionally connected to digital devices. D. It allows businesses to target individuals within a business who affect buying decisions. E. It reduces customer engagement and interaction.
A. Order-routine specification
6. __________ includes the final order with the chosen supplier or suppliers and lists other required items. A. Order-routine specification B. Vendor-managed inventory C. Performance review D. Supplier search E. Product specification