The organizational buying process, which ultimately may lead to the purchase of a new
computer, could be set into action by:
a. the existing computer breaking down.
b. a new cost accounting system.
c. an IBM sales presentation.
d. (a) and (b) only.
e. any of the above.
In serving JIT customers, business marketers find that:
a. the typical order size shrinks.
b. more frequent deliveries are required.
c. relationships with JIT customers are longer lasting and often formalized with a
written contract that may span up to five years.
d. all of the above
e. (b) and (c) only
Which of the following is NOT a type of development project?
a. Derivative.
b. Platform.
c. Breakthrough.
d. Research and development.
e. Market capital.
For a supply chain partnership to succeed, which of the following are true?
a. Partners need to clearly define their strategic objectives.
b. Managers in both organizations need to fairly divide decision-making
responsibilities.
c. Use performance metrics that are tied to chosen strategies.
d. All of the above.
e. Only (a) and (c).
Company sales, reported on a monthly basis for the past four years, is an example of a:
a. cycle.
b. time series.
c. top-down approach.
d. trend.
e. seasonal index.
In deciding which trade shows to attend, some business marketing strategists turn to
reports published by Exhibit Surveys, Inc., a company that surveys trade show
audiences. One useful measure that they provide isolates the percentage of the show
audience that has decision authority for the types of products being exhibited. This is
called:
a. Surveys of Industrial Purchasing Power.
b. Controlled Audience Index.
c. Total Buying Plans.
d. Buying Power Index.
e. Net Buying Influences.
For transactional customers, the business marketer should:
a. see that operational linkages are designed into the relationship to keep product and
service offerings aligned with customer needs.
b. directly assist the customer with planning and strategy issues.
c. focus primary attention on the purchasing staff.
d. all of the above
e. none of the above
The problem solving approach followed by an organizational buyer in a modified rebuy
situation is:
a. limited.
b. selective.
c. routinized.
d. extended.
e. cerebral.
The first step in the channel design process is to:
a. determine channel design constraints.
b. consider the availability of good intermediaries.
c. outline key channel alternatives.
d. determine the tasks to be performed by the channel.
e. define customer segments
The problem solving approach followed by an organizational buyer in a new task
buying situation is:
a. selective.
b. extensive.
c. cerebral.
d. systematic.
e. none of the above
Jim Parker, Purchasing Manager for the Boston Motor Works, is involved in many
organizational buying decisions each year. The forces that influence Jim’s
organizational buying decisions might be broadly classified as:
a. economic, organizational, group, and legal.
b. group, environmental, individual, and organizational.
c. organizational, cultural, environmental, and economic.
d. legal, political, organizational, and group.
e. organizational, domestic, legal, and international.
A _____ is a group of present or potential customers with some common characteristic
which is relevant in explaining and predicting their response to a supplier’s marketing
stimuli.
a. market segment
b. prospect group
c. business population
d. market opportunity
When compared to logistics management, supply chain management is:
a. broader.
b. less integrative.
c. is focused on moving and storing activities.
d. All of the above.
e. Only (a) and (b).
The factors that distinguish business marketing from consumer marketing include:
a. the importance of promotion.
b. the intended use of the product.
c. the nature of the customer.
d. all of the above.
e. (b) and (c) only.
When evaluating alternative channels, the critical element is to compare both systems
on the basis of:
a. customer service.
b. performance.
c. structure.
d. costs.
e. all of the above.
In evaluating the quality of a service, which of the following dimensions is most
important to customers?
a. empathy
b. responsiveness
c. assurance
d. reliability
e. all of the above
A distributor classification, the combination house:
a. operates in two sectors of the industrial market.
b. operates a chain of distributorships.
c. operates in both the industrial and consumer markets.
d. does not take title to the goods handled.
e. is paid on a commission basis.
Within the context of autonomous strategic behavior, product championing refers to the
process of:
a. defining organizational goals more clearly.
b. actively promoting an existing product for an existing market.
c. creating or adapting an idea for an innovation and actively creating momentum for
the project.
d. specifying organizational roles to be assumed as strategic alternatives are mapped
out.
e. attempting to maintain the status quo in the face of changing market conditions.
Many business offerings are composed of a combination of product and service
elements. From the following, choose the correct ordering, from tangible dominant to
intangible dominant, of the items listed.
a. industrial grease, executive management seminars, convention hotel
b. executive management seminars, industrial grease, convention hotel
c. convention hotel, industrial grease, executive management seminars
d. convention hotel, executive management seminars, industrial grease
e. industrial grease, convention hotel, executive management seminars
_____ centers on all activities directed toward establishing, developing, and
maintaining successful exchanges with customers and other constituents.
a. Relationship marketing
b. Transactional exchange
c. A strategic alliance
d. Buying centers
St. Louis Capital Equipment Company found that organizational buyers view reliability
as being important in the purchase of a machine tool. In turn, research indicates that a
new model recently introduced by the firm is viewed by organizational buyers as being
superior to competing brands on the reliability dimension. Thus, reliability would be
classified as a _____ attribute.
a. primary
b. star
c. dominant
d. determinant
e. focal
From an organizational buyer’s perspective, the cost of an industrial good:
a. is equal to the seller’s price.
b. is equal to the seller’s price plus order processing costs.
c. includes not only the seller’s price, but also transportation, installation, order
handling, and inventory carrying costs.
d. includes the seller’s price adjusted for quantity discounts that may be received in the
future.
As a result of poor delivery performance by a supplier of high quality metal
components, Jim Houser, purchasing agent at Milton Toy Company, plans to consider a
possible change in suppliers. This provides an illustration of:
a. the backlash effect.
b. routinized problem solving.
c. a modified rebuy.
d. a straight rebuy.
e. selective perception.
If the business marketer’s product input assumes an insignificant role in the final
product’s total cost, demand is likely:
a. elastic.
b. price sensitive.
c. inelastic.
d. small.
Which of the following statements are true of reverse auctions?
a. They are most appropriate for commodity-type items.
b. They involve one buyer who invites bids from several pre-qualified suppliers.
c. Both a and b are true.
d. Neither a or b is true.
Which of the following statements concerning target costing is(are) accurate?
a. Japanese managers who pioneered the approach view target costing as a
profit-management tool.
b. The approach is designed to reach market segments comprised of buyers who
consistently select the lowest-priced alternative.
c. Target costing tends to move product developers toward products that include only
the bare essentials.
d. All of the above.
e. None of the above.
Direct mail is commonly used for:
a. corporate image promotion.
b. sales force support.
c. distribution channel communication.
d. all of the above.
e. (a) and (b) only.
An evaluation of an advertising campaign will usually measure:
a. awareness.
b. recall.
c. motivation.
d. all of the above.
e. (a) and (b) only.
Successful product innovators in the computer industry:
a. emphasize real-time communication within new product development teams and
across product teams.
b. do not invest in any version of the future but, instead, use a variety of low-cost
probes to create many options for the future.
c. carefully manage the transition between current and future projects.
d. all of the above
e. (a) and (c) only
_____ features a design-to-cost philosophy that begins by examining market conditions.
a. Target costing
b. ABC costing
c. Value-based segmentation
d. Total cost costing
e. Penetration pricing
_____ features very close information, social, and operational linkages as well as
mutual commitments made in expectation of long-run benefits.
a. Transactional exchange
b. Value-added exchange
c. Competitive exchange
d. Collaborative exchange
In applying the total cost approach to logistical management, management:
a. seeks to minimize the cost associated with each logistical activity in the firm.
b. attention centers on minimizing transportation costs.
c. attention centers on minimizing inventory costs.
d. recognizes that a decision made for one logistical variable affects all or some of the
other logistics variables.
e. recognizes the importance of minimizing fixed facility (warehouse) costs.
The fact that sales and some causal variables are correlated implies that the causal
variable “caused” sales.
Relationship____________________represents the customer’s desire to engage in
strong relationships with a current or potential supplier.
Indirect distribution is appropriate when control of the selling job is necessary to ensure
proper implementation of the total product package and to guarantee a quick response
to market conditions.
The most profitable customers are those that have a high____________________and a
low____________________.
Generally, social media can augment an offering to expand the value proposition,
thereby changing what people buy and how they relate to a brand
Some research suggests that, compared to consumer goods, industrial and
high-technology products may be more appropriate for global brand strategies.
Customer____________________represents teh internal and subjective response a
business customer has to any direct or indirect contact with a company.
The cycle component in a time series indicates the long term general movement in the
data in one direction.
Raw materials are an example of indirect traceable costs.
Some firms are reluctant to use third-party logistics firms because they wish to maintain
direct contact with customers and retain control over the logistics process.
Measuring advertising effectiveness means assessing advertising’s impact on sales.
Many business marketers are turning from a product to a solutions perspective. How is
the solutions perspective different from a product-centered perspective? What are the
benefits of solution marketing? Illustrate the differences and benefits of solution
marketing with an example using a business services marketer.
Answer:
n/a
____________________forces involve job function, past experience, and buying
motives of individual decision participants
____________________ brand equity is defined as the differential effect that
customers’ brand knowledge has on their response to marketing activities and programs
for that brand.
Planning in the business marketing setting requires more functional interdependence
and a closer relationship to total corporate strategy than does planning in the consumer
goods sector.
Coordination centers on where each activity is performed, including the number of
locations.