Marketing Final Exam Ch. 6

7. ________ refers to buying a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation. A) Systems selling B) Performance review C) Problem recognition D) Proposal solicitation E) General need specification

A) Systems selling

6. Peter Adams, an entrepreneur, decided to start a new technology venture. As he needed servers and computers for his company, he decided to order these from a local vendor who was offering attractive discounts. In this instance, Peter ________. A) faces a new task situation B) faces a modified rebuy situation C) is most likely to benefit the most from reverse auction D) faces the need for product differentiation E) plans to attract customers by offering products at below-market prices

A) faces a new task situation

1. The business marketer normally deals with ________ than the consumer marketer does. A) far fewer but far larger buyers B) far more but far smaller buyers C) negligible customer complaints D) far less fluctuations in demands E) far more elastic demand

A) far fewer but far larger buyers

5. Ralph works for a manufacturing company in Ohio. Recently, he called in a department manager to assist in the purchase of some heavy machinery. After consulting the department manager, Ralph is considering a change in product specifications and characteristics and expects suppliers to meet his requirements. Which of the following is evident here? A) modified rebuy B) new task C) straight rebuy D) product differentiation E) reverse auction

A) modified rebuy

22. Which of the following plays the most important role in government buying? A) price B) product differentiation C) advertising D) personal selling E) customer relationship management

A) price

15. Many buyers prefer multiple sources of supplies ________. A) to avoid being totally dependent on one supplier B) to keep companies interested in doing business with them C) to ensure that suppliers do not become complacent D) to encourage their salespeople to develop broader networks of contacts E) to prepare in case of a work stoppage

A) to avoid being totally dependent on one supplier

4. A marketer wanting to determine business buyer behavior is most likely to ask which of the following questions? A) Are buyers sensitive toward price changes in consumer markets? B) What are the major influences on buyers? C) Are niche markets more profitable than mass markets? D) How do interpersonal factors affect organizational performance? E) Is the role of gatekeepers relevant in the international business environment?

B) What are the major influences on buyers?

21. Government buyers are affected by all of the following factors EXCEPT ________ factors. A) environmental B) cultural C) organizational D) interpersonal E) individual

B) cultural

8. Jason Perkins has the informal power to approve the final suppliers in his organization. In other words, Jason plays the role of a(n) ________ in his organization's buying center. A) gatekeeper B) decider C) buyer D) influencer E) user

B) decider

11. Which of the following is an example of an internal stimulus that would most likely lead to problem recognition? A) A buyer gets a new idea from an advertisement. B) A buyer gets a new idea at a trade show. C) A buyer is unhappy with a current supplier's product quality. D) A buyer receives a call from a salesperson offering better service. E) A buyer learns about a new product at an industry convention.

C) A buyer is unhappy with a current supplier's product quality.

3. Demand for outboard motors depends on consumers purchasing fishing boats. This is an example of ________ demand. A) primary B) composite C) derived D) elastic E) negative

C) derived

16. SkyWalk Aeronautics Limited received orders for 25 cargo air carriers from Zephyr Cargo Limited through its Web site in 2016. This is an example of ________. A) order-routine specification B) supplier selection C) e-procurement D) proposal solicitation E) customer relations management

C) e-procurement

23. Total government spending is determined by ________. A) legal treatises B) marketing efforts C) elected officials D) court rulings E) technology needs

C) elected officials

2. The Pure Drug Company produces insulin, a product with a very stable demand. Even though the price changed several times in the past two years, the demand for Pure Drug's insulin remained relatively unaffected. In this instance, the demand for insulin is representative of ________ demand. A) latent B) negative C) inelastic D) derived E) composite

C) inelastic

10. Which of the following factors influencing the business buying process do marketers typically find most difficult to assess? A) economic B) technological C) interpersonal D) organizational E) environmental

C) interpersonal

13. Johann Herr's company has standardized the size of its paper bags so that each bag can be used in five to seven different store departments. In the business buying process, this approach to cost reduction most likely took place in the ________ stage. A) problem recognition B) general needs description C) product specification D) supplier search E) proposal solicitation

C) product specification

17. In ________, companies put their purchasing requests online and invite suppliers to bid for the business. A) product specification B) supplier search C) reverse auctions D) procurement E) problem recognition

C) reverse auctions

18. Which of the following is LEAST likely a characteristic of business-to-business e-procurement? A) greater access to new suppliers B) lower purchasing costs C) quick order processing and delivery D) an increase in the derived demand E) less paperwork

D) an increase in the derived demand

20. All of the following are difficulties associated with selling to government buyers EXCEPT ________. A) excessive paperwork B) bureaucracy C) strict regulations D) high advertising costs E) decision-making delays

D) high advertising costs

9. Marissa Hopkins, a hospital nurse, notices that the gurneys used in the hospital are not durable enough. She informed the hospital authorities about Grace Care Inc., a new company selling lightweight and durable gurneys. In this instance, Marissa played the role of a(n) ________. A) strategist B) buyer C) gatekeeper D) influencer E) decider

D) influencer

19. Digital and social media's role in business-to-business marketing enhances all of the following EXCEPT ________. A) targeting individuals that affect buying decisions within the target businesses B) facilitating anytime and anywhere connections between people at the selling and buying organizations C) giving sellers more control of and access to important information D) meeting in person with customers at trade shows or conferences E) giving buyers more control of and access to important information

D) meeting in person with customers at trade shows or conferences

12. Sam Doharty, a purchasing manager in Willard Groups of Companies, is currently working with engineers and consultants to define the items to be purchased. Additionally, Sam and his team are ranking the importance of reliability, durability, and price desired in the items. In other words, they are preparing a(n) ________. A) decision tree B) supplier list C) product proposal D) order-routine specification E) general need description

E) general need description

14. If a task is new, complex and costly, on which stage of the buying process will the buyer spend a greater amount of time? A) preparing a general needs description B) deciding on product specification C) conducting a supplier search D) preparing an order-routing specification E) reviewing suppliers' performance

E) reviewing suppliers' performance