978-1260100044 Test Bank Chapter 19 Part 3

19-32

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Hard

Gradable: automatic

Learning Objective: 19-03 Summarize the internal factors that influence organizational culture.

Topic: Perception

79. Which of the following is a reason for the significant role of salespeople in industrial markets?

A. Because it is the least expensive form of communication for the selling organization.

B. Business buyers prefer to do business with firms they know, like, and trust, and sales personnel are the most

common representative of the selling organization.

C. Because advertising has been shown to not have any positive impact on awareness and sales.

D. Business buyers usually are not allowed to purchase without the assistance of a sales representative.

E. None of these choices are correct.

80. Which organization buyer segment doesn’t want value–added service and doesn’t want to pay for it?

A. commodity buyers

B. underperforming buyers

C. partner buyers

D. most-valuable buyers

E. government buyers

81. Which organizational buyer segment is expensive to serve, but loyal and willing to pay for value-added services?

A. commodity buyers

B. underperforming buyers

C. partner buyers

D. most-valuable buyers

E. government buyers

82. Which form of organizational buyer exchange involves single transactions, is short-lived, involves few

involvements by the buyer and seller in the relationship, and involves low loyalty?

A. relational

B. transactional

C. procurement

D. transient

E. temporary

83. Which form of organizational buyer exchange involves multiple events, occurs over an extended period of time,

and involves higher levels of loyalty?

A. relational

B. transactional

C. procurement

D. transient

E. temporary

19-34

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 19-04 Explain the influence of organizational buyer segments on marketing strategy.

Topic: Organizational Buyer Segments and Marketing Strategy

True or False Questions

84. Various factors beyond functional utility influence organizational decisions.

85. Buying units (BU) are the individuals within an organization who participate in making a given purchase

decision.

86. Individual power and expertise have virtually no influence on organizational decisions since it is a group process

involving DMUs.

87. Decision-making units are likely to vary over the product life cycle.

88. Organizational purchase situations are known as straight rebuy, modified rebuy, and new task.

89. Limited rebuy is the approach used in an organizational buying situation when the purchase is moderately

important to the firm or the choice is somewhat complex.

90. Site visits to potential vendors, laboratory tests of a new product, and investigation of possible product

specifications are part of formal information search.

19-36

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Easy

Gradable: automatic

Learning Objective: 19-01 Describe the organizational purchase process.

Topic: Steps in the Organizational Decision Process

91. A conjunctive decision rule is very common in the first stage of a two-stage decision process with respect to

evaluation and search in an organizational buying situation.

92. Power, prestige, security, and similar noneconomic criteria have no role in business purchase decisions.

93. People from different functional areas of an organization in a DMU will always use the same evaluative criteria.

94. Payments, warranties, delivery dates, and so forth are examples of a purchase’s terms and conditions.

19-37

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Easy

Gradable: automatic

Learning Objective: 19-01 Describe the organizational purchase process.

Topic: Steps in the Organizational Decision Process

95. Organizational culture is a concept that is similar to consumer self-concept and lifestyle.

96. Organizational objectives can be categorized as commercial, governmental, nonprofit, and cooperative.

97. In Japan and most of Europe, bribery and similar approaches for making sales are considered acceptable.

98. Early adopters are innovative organizations that derive a great deal of their success from leading change.

19-38

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 19-02 Summarize the external factors that influence organizational culture.

Topic: Reference Groups

99. To process information, a firm must go through the same sequential stages of exposure, attention, and

interpretation as consumers.

100. Emotion plays no role in organizational buying.

101. Buyers with higher risk tolerance should prefer relational exchanges.

102. A healthy business relationship depends on social relations.

19-39

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 19-04 Explain the influence of organizational buyer segments on marketing strategy.

Topic: Organizational Buyer Segments and Marketing Strategy

Essay Questions

103. Identify the internal and external influences on organizational buyer behavior.

Explanation:

External influences include firmographics, culture, government, reference groups, and marketing activities.

104. Compare and contrast the organizational purchase situations of straight rebuy, modified rebuy, and new task

with respect to situational and purchasing characteristics.

Explanation:

Table 19-2 summarizes the characteristics influencing each type of purchase. Two situational characteristics are

listed:

105. Harry is a sales representative for a provider of computer network systems. Part of his job entails that he

understand the firmographics of companies he tries to sell his company’s products and services to. Explain the

concept of firmographics, and discuss the different factors that make up a firm’s firmographics and implications for

marketers.

106. Name and describe the various reference groups that influence organizational behavior and purchasing

decisions.

107. List five of the eight common business values representative of an innovative organization that seeks change,

views problems as opportunities, and rewards individual efforts.

Explanation:

The eight common business values listed in the chapter are (students only have to list five):

Chapter 19 Test Bank Summary