Chapter7复习

Chapter 7Business Markets and Business Buyer BehaviorMultiple Choice1.Business buyers tend to be more rational and _____ than consumer buyers.a.orderlyb.objectivec.subjectived.team-oriented(b; Easy)2.Each party in the buying process has subtle _____ and _____.a.expectations; needsb.behavior; proceduresc.roles; needsd.guidelines; roles(c; Moderate)3.In one way or another, most large companies sell to _____.a.consumersb.other organizationsc.employeesd.not-for-profit organizations(b; Moderate)4.As a purchasing agent, Benni Lopez buys goods and services for use in theproduction of other products and services that are sold and supplied to others.Benni is involved in _____.a.consumer buying behaviorb.corporate buying behaviorc.reseller buying behaviord.business buying behavior(d; Easy)5.Annie Laurie works for Arrow Star, a wholesaler and retailer of outdoor furniture.Her job is to acquire goods to resell and rent to other retailers and consumers at a profit. Annie is involved in _____.a.consumer buying behaviorb.corporate buying behaviorc.reseller buying behaviord.business buying behavior(d; Challenging)6.What can we say about the size of the business market compared to consumermarkets?a.It is approximately the same.b.It is smaller.c.It is huge.d.There is no need to compare them.(c; Easy)7.All of the following are differences between business and consumer markets exceptone. Which is it?a.market structure and demandb.nature of the buying unitc.type of credit extendedd.types of decisions and the decision process involved(c; Challenging)8.You have just realized after talking to a marketing analyst that many sets of _____purchases were made for only one set of _____ purchases.a.consumer; businessb.inexpensive; businessc.expensive; consumerd.business; consumer(d; Challenging)9.What can we say about business purchasers compared to the consumer purchasers?a.They deal with far fewer but far larger buyers.b.They are paid and the consumer is not paid for buying.c.Business buyers almost always work in committees.d.None of the above(a; Moderate)10.Adirondack Industries sells industrial supplies to markets in six states. The marketsare in major cities because the buyers tend to be geographically _____.a.dispersedb.concentratedc.homogeneousd.equidistant(b; Moderate)11.You now understand that business demand is ultimately derived from the demandfor consumer goods and is therefore called _____.a.elastic demandb.fluctuating demandc.derived demandd.joint demand(c; Easy)12.Kroger buys a lot of cranberry products at Christmas due to high consumer demand.This is an example of _____ demand.a.jointb.derivedc.elasticd.fluctuating(b; Moderate)13.Bartholomew Pharmacies sell certain prescription drugs that are not affected muchby price changes, especially in the short run. We say these products have what type of demand?a.jointb.derivedc.inelasticd.elastic(c; Moderate)14.It is because of _____ demand that many business goods and services tend tochange more – and more quickly – than the demand for consumer goods andservices.a.fluctuatingb.derivedc.inelasticd.elastic(a; Easy)pared with consumer purchases, a business purchase usually involves _____decision participants.a.better-trainedb.more professionalc.mored.all of the above(d; Moderate)16.What generally causes several people to become involved in a business purchasedecision? It is when the purchase is more _____.a.expensiveb.time consumingplexd.frequent(c; Easy)17.As a participant in the B2B market, you will be more _____ those from whom youbuy and those to whom you sell.a.friendly withb.dependent onc.professional withd.independent from(b; Moderate)rge business purchasers usually call for detailed product specifications, writtenpurchase orders, careful supplier searches, and formal approval. Because of this, we say the business buying process is more _____.a.formalizedb.professionalc.strategicd.time consuming(a; Easy)19.The owners of the company you work for have developed a core of suppliers andare working closely with them. This is an example of _____ management.a.channelb.supplier relationshipc.channel captaind.core channel(b; Easy)20.Business marketers keep a customer’s sales by meeting current needs and bypartnering with customers to help them _____.a.make moneyb.increase profitsc.solve their problemsd.please their customers(c; Challenging)21.At which level will marketers want to know how business buyers will respond tovarious marketing stimuli?a.basicb.intermediatec.advancedd.none of the above(a; Easy)22.As with consumer buying, the marketing stimuli for business buying consists ofproduct, price, place, and _____.a.precisionb.presellingc.promotiond.predetermined standards(c; Moderate)23.In a typical organization, buying activity consists of two major parts: the buying_____ and the buying _____.mittee; timeb.time; reorder pointc.economic order quantity; reorder pointd.center; decision process(d; Challenging)24.Choose the answer below that is not a factor that affects the buying center and thebuying decision process.a.internal organization factorsb.interpersonal factorsc.individual factorsd.intrepreneurial factors(d; Moderate)25.It is typical to find three major types of business buying situations. Choose theincorrect one from the list below.a.straight rebuyb.modified rebuyc.new taskd.All of the above are correct buying situations.(d; Easy)26.You purchase cleaning supplies for your custodial help regularly. Your coworkerremarks that the purchase of these supplies is handled on a routine basis. It istherefore a _____.a.modified rebuyb.new taskc.straight rebuyd.modified straight rebuy(c; Moderate)27.You call in a department manager to assist in a purchase of industrial equipment.You are considering a change in the product specifications, terms, and possibly suppliers. This sounds like a _____.a.modified rebuyb.new taskc.straight rebuyd.tough decision(a; Easy)28.The present production equipment on your assembly lines is outmoded andinefficient. The purchase of entirely new equipment is in order. After carefulsearching through numerous suppliers and gathering opinions from all relevant parties to the work, you are now ready to make this _____ purchase.a.modified rebuyb.new taskc.straight rebuyd.expensive(b; Challenging)29.Which business buying situation is the marketer’s greatest opportunity andchallenge?a.modified rebuyb.straight rebuyc.new taskd.multiple rebuys(c; Easy)30.You just lost a major account because a competitor beat you to the sale. The salewent to the firm because it provided the most complete system to meet thecustomer’s needs. You have just been reminded that competition beat you with _____.a.systems sellingb.team sellingc.great skilld.none of the above(a; Challenging)31.What is the decision-making unit of a buying organization called today?a.buying committeeb.buying centerc.buying teamd.lone ranger(b; Easy)32.By definition, a buying center consists of all the individuals and _____ thatparticipate in the business decision-making process.a.managersmitteesc.task forcesd.units(d; Easy)33.The buying center at Yugo Yogurt uses the services of a number of individuals. Itincludes the actual users, those who make the buying decisions, those who influence it, those who do the actually buying, and those who _____.a.pay the billb.control buying informationc.set the parametersd.none of the above(b; Moderate)34.This member of the buying center has formal or informal power to select or approvethe final suppliers. These individuals are often the buyers in routine buying.ersb.influencersc.gatekeepersd.deciders(d; Easy)35.A(n) _____ controls the flow of information to others in the buying center.erb.influencerc.buyerd.gatekeeper(d; Easy)36.Jonathan Myers helps define and set specifications for evaluating alternatives forpurchasing. He also provides information for evaluating the alternatives. In hisrole on the buying committee, Jonathan acts as a(n) _____.erb.influencerc.deciderd.gatekeeper(b; Moderate)37.Gretchen Kabor has formal authority to select the suppliers and arrange terms ofpurchase for many of the items her firm uses. Her role in the buying center is one of _____.erb.influencerc.buyerd.decider(c; Moderate)38. Alliance Hardware Stores, a regional chain of 48 stores in six states, presents amajor challenge for your manufacturing company. Their buying center must beunderstood by learning who participates in buying decisions, each participant’srelative influence, and the _____ each decision participant uses.a.evaluation criteriab.budgetary limitsc.management limitsd.personal bias(a; Challenge)39. The buying center is not a fixed and formally identified unit within the buyingorganization. Rather, it is a set of _____ assumed by different people for different purchases.a.budgetary limitsrmal job titlesc.buying rolesd.none of the above(c; Moderate)40. Sometimes, even the people in the buying center are not aware of all of the_____.a.product requirementsb.buying participantsc.supplier optionsd.constraints(b; Moderate)41. Business buyers react to both reason and emotion, therefore they respond to botheconomic and _____ factors.a.personalb.consumerc.supplierd.reseller(a; Easy)42. When suppliers’ offers are very similar, business buyers have little basis for strictly_____.a.emotional choiceb.rational choicec.price negotiationd.none of the above(b; Easy)43. When competing products differ greatly, business buyers are more accountable fortheir choices and tend to pay more attention to _____.a.economic factorsb.pricesc.rational choiced.negotiation(a; Moderate)44. Charles Swartz is a purchasing agent for Able and Cain Clothiers. As a buyer, hewill not be influenced by one of these basic factors.a.environmentalanizationalc.intrapersonald.individual(c; Moderate)45. The current and expected economic environment includes which of the followingbuyer influences?a.level of primary demandb.economic outlookc.the cost of moneyd.all of the above(d; Moderate)46. As of last week, Jayne Buois sees that economic uncertainty is rising. She hasdecided to take the advice of her business consultant, who tells her to cut back on new investments and attempt to _____.a.reduce the workforceb.reduce the inventoriesc.reduce wages and salariesd.reduce waste and install tighter controls(b; Challenging)47. Generally speaking, business buyers will hold inventories to a minimum, except inthe case of _____.a.low-cost itemsb.key/scarce materialsernment-regulated materialsd.imported materials(b; Easy)48. Choose the one question below that the marketer of business products would notanswer.a.Who are the people involved in the buying decision?b.What are their evaluative criteria?c.What are the company’s policies and limits on its buyers?d.Why will the consumer buy this?(d; Moderate)49. Interpersonal buying factors are difficult to manage because they are generally very_____.a.vagueb.clearc.subtled.easily misunderstood(c; Easy)50. Jorge Juarez will go through all of the stages of the buying process to add anadditional assembly line at work. Jorge is facing a _____ situation.a.straight rebuyb.modified rebuyc.new task buyingd.limited budget(c; Moderate)51. The buying process begins when someone in the company recognizes a _____.a.problem or unmet needb.customer complaintc.shortage of a goodd.changing demand(a; Challenging)52. Is it true that different business buyers have differing buying styles?a.falseb.truec.indeterminabled.not important(b; Easy)53. Business marketers often alert customers to potential problems and then show howtheir products provide solutions. What is this step in the business buying process?a.general need descriptionb.alternative evaluationsc.problem recognitiond.developing limits or constraints(c; Moderate)54. The purchasing agent at your company is working with engineers and users todefine the items to purchase by describing the characteristics and quantities topurchase. He is also ranking the importance of reliability, durability, and price.The buyer is preparing a _____.a.value analysisb.product specifications listc.general need descriptiond.purchase order(c; Challenging)55. This team decides on the best product characteristics and specifies them on thegeneral need description. They study their needs carefully to determine if they can redesign, standardize, or create a less costly method of production of the items.What is the team generating?a.value analysisb.general need descriptionc.purchase orderd.product specifications list(a; Moderate)56. When Future Now goes beyond searching for appropriate suppliers to generate asupplier-partner relationship over the long run, it can help bring more value to its customers. Future Now is engaged in _____.a.value analysisb.channel captainingc.supplier developmentd.supplier control(c; Moderate)57. The step following value analysis is _____.a.proposal solicitationb.supplier searchc.problem recognitiond.general need description(b; Easy)58. Suppliers have responsibilities in the supply chain. Which of the following is amajor responsibility?a.become listed in major directoriesb.build a good reputation in the marketplacec.become the channel captaind.both a and b(d; Moderate)59. The step following supplier search is _____.a.evaluate suppliersb.supplier selectionc.cost-benefit analysisd.none of the above(b; Easy)60. Jan Armstrong has developed the policy for her firm of using multiple sources ofsuppliers. All of the following are typical reasons to do so except one. Find it.a.to avoid being totally dependent on one supplierb.to allow comparison of prices over timec.to allow comparison of performance over timed.to find the lowest cost supplier(d; Moderate)61. Buyers may attempt to negotiate with preferred suppliers for better prices and termsbefore _____.a.orderingb.signing the contractc.making the final selection of suppliersd.paying(c; Moderate)62. When a buyer and supplier create a long-term agreement of supply of products asneeded at agreed prices for a set time period, they have created a _____.a.blanket contractb.negotiable instrumentc.binding purchase orderd.locked-in sale(a; Easy)63. A blanket order offers several benefits to the buyer. Which of the following is nota benefit?a.eliminates expensive renegotiating with each orderb.allows more, but smaller, ordersc.buys more items from the supplierd.eliminates inventory problems(d; Challenging)64. Following purchase, the buyer would monitor this phase of the new-task buyingsituation. The seller would also monitor the same factors used by the buyer.a.order-routine specificationsb.supplier selectionc.performance reviewd.value analysis(c; Moderate)65. The Internet has made it easy for sellers to put their purchasing requests online andinvite suppliers to bid for the business through what is called _____.a.online buyingb.biddingc.Internet tradingd.reverse auctions(d; Easy)66. Jay’s Big and Tall Men’s chain of clothing and shoe stores enjoys e-procurement.As a buyer, the store enjoys all of these benefits except one.a.greater access to new suppliersb.lowers purchasing costsc.hastens order processing and deliveryd.reduces payroll(d; Moderate)67. B2B e-procurement yields many benefits. Are any of these not a benefit to buyers?a.shaves transaction costsb.results in more efficient purchasing for both buyers and sellersc.eliminates inventory problemsd.reduces order processing costs(c; Moderate)68. Hewlett Packard has stated that, “The first advantage of e-procurement is clearlythe _____ that we are _____.”a.faster service; receivingb.lower prices; payingc.better terms; negotiatingd.lower inventory; encountering(b; Challenging)69. E-procurement offers other advantages to purchasing professionals, such as it_____.a.reduces drudgeryb.reduces paperworkc.allows more time managing inventoryd.all of the above(d; Easy)70. E-procurement offers other advantages to purchasing professions, such as _____.a.allowing time to focus on value-added activitiesb.working creatively with suppliersc.more time to develop/acquire new productsd.all of the above(d; Challenging)71. A problem with the rapidly expanding use of e-purchasing is that it _____.a.erodes decades-old customer-supplier relationshipsb.saves less time than expectedc.generates more transactions to documentd.generates less cost savings than predicted(a; Moderate)72. You have discovered, like most other firms that buy online, the leading barrier toexpanding electronic links with customers and partners. What is it?a.costb.trained personnelc.securityck of knowledge(c; Easy)73. The two common nonbusiness markets are _____ and _____.a.institutional; not-for-profiternment; not-for-profitc.institutional; governmentd.nonprofit; government(c; Moderate)74. Green Tree Suppliers serves schools, hospitals, nursing homes, and prisons.Management at Green Tree is involved in the _____ market.ernmentb.not-for-profitc.locald.institutional(d; Easy)75. Many institutional markets are characterized by _____ and _____.a.low budgets; vague criteriab.special needs; vague criteriac.low budgets; captive patronsd.captive patrons; limited access(c; Challenging)76. Your firm will start exporting to Korea. In Korea, like in most countries, the _____market is the major buyer of goods and services.a.institutionalernmentc.corporated.lower class(b; Easy)77. What must the marketer to governments need to know?a.who the key decision makers areb.identify the factors that affect buyer behaviorc.understand the buying processd.all of the above(d; Moderate)78. Government organizations tend to favor _____ suppliers over _____ suppliers—arule of thumb that marketers need to know.a.local; domesticb.foreign; localc.foreign; domesticd.domestic; foreign(d; Easy)79. What is the unique thing about government buying?a.It is carefully watched by outside publics.b.the bidding processc.long payment periods for purchasesd.much paperwork and red tape(a; Moderate)80. Disadvantages to selling to the government include all of the following except one.a.considerable paperworkb.bureaucracyc.regulationsd.low sales volume(d; Easy)81. Disadvantages in selling to the government include all of the following except one.a.decision-making delaysb.frequent shifts in procurement personnelc.confusing regulationsd.low sales volume(d; Moderate)82. Most governments provide would-be suppliers with _____ describing how to sell tothe government.a.detailed guidesb.procurement documentsc.proposalsd.contract forms(a; Challenging)83. _____ also play a growing role in government buying.a.Procurement personnel shiftsb.Noneconomic criteriac.Online proposalsd.None of the above(b; Easy)84. Which of the following is perhaps the greatest factor in government buying?a.priceb.product differentiationc.advertisingd.personal selling(a; Moderate)85. Total government spending is determined by _____ rather than by any _____ todevelop this market.a.price; elected officialsb.elected officials; contractual agreementsc.elected officials; marketing effortd.marketing effort; elected officials(c; Challenging)86. During the past decade, some of the government’s buying has _____.a.gone onlineb.become more complicatedc.generated more paperworkd.created buying centers with additional staff(a; Easy)87. After reading a trade publication at work, you as chief purchasing agent atTideWell Electronics, have discovered that the largest market in the United States is the _____ market.a.consumerb.institutionc.businessernment(c; Moderate)True – False88. A business buyer buys goods and services for use in the production of otherproducts and services that are sold, rented, or supplied to others. It also includesretailers and wholesalers who acquire goods for reselling or renting.(True; Easy)89. The main differences between business and consumer markets include marketstructure and demand, the nature of the buying unit, the types of decisions, and the amount of money spent annually.(False; Moderate)90. In its most simple terms, the business buying process consists of business buyersdetermining which products and services their organizations need to purchase, and then finding, evaluating, and choosing among alternative suppliers and brands. (True; Moderate)91. Your company manufactures and sells sophisticated machine shop equipment to thebusiness market. Since you sell to buyers in major cities, you see that businessmarkets are geographically concentrated.(True; Easy)92. Although business demand is generally derived demand, it may turn into jointdemand.(False; Easy)93. Business demand ultimately derives from the demand for other business goods andservices.(False; Moderate)94. Business markets have more fluctuating demand than consumer markets. (True; Easy)95. You work for a major corporation and find that business purchases usually involvemore decision participants and a more professional purchasing effort.(True; Moderate)96. You have noticed that business marketers build close long-run relationships withcustomers compared to the consumer marketer.(True; Easy)97. Not only do many firms use customer relationship management, they are usingsupplier relationship management to become more efficient.(True; Moderate)98. In the long run, business marketers keep a customer’s sales by meeting currentneeds and providing satisfactory customer service.(False; Moderate)99. Rob Taylor is the buyer for Major Memories. He regularly orders inexpensivemerchandise in a fairly routine fashion without any modifications. He may choose other suppliers from time to time. Rob’s decisions take the form of modified rebuy. (False; Challenging)100. Many business buyers prefer to buy a packaged solution to a problem from a single seller. This is called systems selling.(True; Easy)101. The decision-making unit of a buying organization is called the purchasing department.(False; Moderate)102. Nancy Chan works for LeBray Beverage Company. She often helps to define product specifications and also provides information for evaluating alternatives. In this role she is acting as a gatekeeper.(False; Moderate)103. This person in the purchase decision process controls the flow of information to others involved. This role is that of an influencer.(False; Easy)104. Today, most B2B marketers recognize that emotion plays an important role in business buying decisions.(True; Easy)105. Typical factors in the economic environment that influence buying decisions include level of primary demand; the economic outlook; the cost of money;shortages of key, trained personnel; and technological, political, and competitive developments.(False; Challenging)106. Buyers have different buying styles influenced by personal factors such as age, income, education, professional identification, and attitudes toward risk. We call these individual factors on the buying process.(True; Easy)107. When a business buyer prepares a statement describing the characteristics and quantity of the items needed, he or she has created a product specificationdescription.(False; Moderate)108. After completing a supplier search, it is important to develop a system of supplier-partners that can help bring more value to customers. To accomplish this youwould initiate supplier development.(True; Easy)109. Proposals should be marketing documents and not just technical documents. (True; Easy)110. When conducting a performance review, the seller must monitor the same factors used by the buyer to make sure that the seller is giving the expected satisfaction. (True; Moderate)111. This method of B2B buying is growing rapidly and is conducted online. It is often called e-procurement.(True; Easy)112. B2B e-procurement yields the following benefits: 1) reduces transaction costs, 2) reduces order processing costs, 3) more efficient purchasing for both buyers and suppliers, 4) increases the time between order and delivery.(False; Moderate)113. This method of B2B buying reduces drudgery and paperwork, allows more time to spend on value-added activities and developing new products. This sounds likeusing only one trained professional to do all of the buying, thus freeing upmanagement.(False; Challenging)114. Your firm sells plastic utensils and paper goods to schools, hospitals, nursing homes, prisons, and jails. You are involved in the institutional market.(True; Easy)115. Your foreign operations can supply the Federal Government with lower prices than the competition. You now have a marketing decision to make because yourdomestic operation is not as competitive as other U.S. suppliers. The problem is that government organizations tend to favor domestic suppliers over foreignsuppliers.(True; Moderate)116. Most governments provide would-be suppliers with detailed guides describing how to sell to the government.(True; Easy)117. It is rare that noneconomic factors such as depressed business firms, minority-owned firms, or small business firms play a role in government buying. (False; Moderate)118. Total government spending is determined by elected officials rather than by any marketing effort to develop this market.(True; Easy)Essay119. Briefly describe the characteristics of business markets.The business marketer normally deals with far fewer but far larger buyers than the consumer marketer does. These markets are more geographically concentrated and the demand is derived demand. Many markets have inelastic demand; that is, total demand for many business products is not affected much by price change. These markets have more fluctuating demand than consumer goods.A business purchase decision usually involves more decision participants and amore professional purchasing effort. Business buyers usually face more complex buying decisions with a buying process that is more formalized. Many companies practice supplier relationship management. In the long run, business marketerskeep a customer’s sales by meeting current needs and by partnering with customers to help them solve their problems.(Challenging; p. 172-173)。