__________ consist of businesses that buy goods and services in order to produce other goods and services for sale. | A. Government organizations | | B. Organizational buyers | | C. aNonprofit associations | | D. Trade associations |
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__________, or resellers, purchase to resell at a profit. | A. Initiators | | B. Marketing intermediaries | | C. Users | | D. Influencers |
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Which of the following examples would most likely use straight rebuy? | A. Contractors looking for a replacement for stucco for homebuilding buy autoclaved, aerated concrete panels. | | B. A physicians' office buys a $35,000 endoscope for examining their patients' lungs. | | C. A manufacturer of off-the-road vehicles practices just-in-time inventory and needs to arrange for the purchase of additional electric starters. | | D. A cold-storage warehouse buys a $100,000 generator to keep its 200,000 square feet of storage area cold in the event of an electric outage. |
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Which of the following is the best example of a modified rebuy? | A. A contractor buys shingles for the roof of the 15th house he is building in Tara Woods subdivision. | | B. The production manager for a meat processing plant is buying a $90,000 high-tech meat slicing machine that will save the company an estimated $20,000 annually in wastage. | | C. The supermarket buys 24 replacement plastic pallets for storing food. | | D. The purchasing department at a university makes a buying decision about its long distance telephone service provider. |
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Which of the following is the best example of a new task purchase? | A. A dentist who has been in practice for 10 years buys a replacement dental chair just like the old one. | | B. The office manager for several lawyers signs the firm up with an Internet service provider. | | C. A Dallas-based hotel chain with 120 hotels and resorts spends $1.6 million to protect itself from computer viruses. | | D. A department store upgrades its security system by installing a second video camera at the employees' entrance to the store. |
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Which of the following statements correctly describes the difference between how organizational buyers make purchases and how final consumers make their purchases? | A. There is a greater emphasis on personal selling to organizational buyers than to final consumers. | | B. Organizational buyers are more geographically dispersed than final consumers. | | C. The buyer-seller relationships have fewer permutations in the consumer market than in business-to-business marketing. | | D. The distribution channel for final consumers is shorter than for organizational buyers. |
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A privately owned, small company with technology or production orientation will tend towards __________ decision making. | A. autonomous | | B. joint decision | | C. distributed | | D. centralized |
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Sole sourcing is advantageous to suppliers because it provides them with predictable and profitable demand and allows them: | A. to market the products with their brand names. | | B. to build long-term relationship with organizations. | | C. to look at the advantages and disadvantages of the organization. | | D. to deliver the products on time. |
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Organizations can be divided into three groups based on differences in degree of employee commitment. These groups include: | A. advertising, marketing, and finance. | | B. HR, sales, and engineering. | | C. innovative, adaptive, and lethargic firms. | | D. planning, executing, and accomplishing tasks. |
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__________ is the process by which buyers rate each potential supplier on various performance measures, such as product quality, on-time delivery, price, payment terms, and use of modern technology. | A. Quantity research | | B. New task purchases | | C. Priori segmentation | | D. Vendor analysis |
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Deciding how to segment a market prior to conducting marketing research is commonly referred to as __________ segmentation. | A. a priori | | B. post-hoc | | C. selective | | D. autocratic |
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Which of the following statements about market segmentation is true? | A. Market segmentation is not needed if the organization plans to adopt a mass marketing strategy. | | B. Market segmentation analysis precedes product positioning, the cornerstone of sound marketing planning. | | C. The logic of market segmentation is quite simple and is based on the idea that a single product item can seldom meet the needs and wants of all consumers. | | D. According to the model of market segmentation analysis, the marketing process begins with the determination of consumer needs and wants. |
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At a strategic level consumer needs and wants are translated into: | A. customer needs. | | B. marketing needs. | | C. primary data. | | D. operational concepts. |
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Real world segmentation has followed one of two general patterns, a priori segmentation approach and a __________ approach. | A. post hoc segmentation | | B. market segmentation | | C. benefit segmentation | | D. psychographic segmentation |
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To delineate its current situation a company should conduct a: | A. priori analysis. | | B. mix contingency plans. | | C. SWOT analysis. | | D. marketing survey. |
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What are the two most commonly used approaches for segmenting markets? | A. Benefit segmenting and psychographic segmentation | | B. Advertising segmentation and financial segmentation | | C. Nonprofit and profit segmentation | | D. Marketing segmentation and geodemographic segmentation |
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Benefit segmentation attempts to measure consumer value systems and: | A. benefits for a firm. | | B. consumer loyalty. | | C. consumer perceptions. | | D. consumer locations. |
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What does psychographic segmentation focus on? | A. Qualitative research | | B. Quantitative research | | C. Test market | | D. Consumer lifestyles |
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What does the term "horizontal dimension" refer to? | A. Cross-functional teams | | B. Sales promotions | | C. After-sale services | | D. Primary motivations |
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What does geodemographic segmentation identify? | A. Marketing ideas | | B. Specific households in a market by focusing on local neighborhood geography to create classifications of actual, addressable, mapable neighborhoods where people live and shop | | C. The height of mountains | | D. Marketing strategies that are used to make decisions for future profits for the company |
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12 years ago
56.docx
