科特勒市场营销第六章习题与答案.doc

Chapter 6 Business Markets and Business Buyer Behavior1) Business buying behavior refers to the buying behavior of organizations that buy all of the following EXCEPT _.A) products for use in production of other productsB) services for use in production of other servicesC) products purchased to resell to othersD) products purchased to rent to othersE) products purchased for personal consumptionAnswer: EDiff: 1Page Ref: 168Skill: ConceptObjective: 6-12) In one way or another, most large companies sell to _.A) consumersB) other organizationsC) employeesD) not-for-profit companiesE) the service sectorAnswer: BDiff: 2Page Ref: 168Skill: ConceptObjective: 6-13) Which of the following is NOT a way that business and consumer markets differ?A) market structure and demandB) nature of the buying unitC) satisfaction of needs through purchasesD) types of decisionsE) decision processesAnswer: CDiff: 3Page Ref: 169Skill: ConceptObjective: 6-14) There are many sets of _ purchases made for each set of _ purchases.A) consumer; businessB) tangible; intangibleC) service; productD) business; consumerE) product; serviceAnswer: DDiff: 2Page Ref: 168Skill: ConceptObjective: 6-15) Which of the following is true about business marketers in comparison to consumer marketers?A) They deal with far fewer but far larger buyers.B) They deal with far more but far small buyers. C) They deal with a more elastic market.D) They deal with fewer demands in fluctuation.E) They deal with the same decision buying process.Answer: ADiff: 2Page Ref: 169Skill: ConceptObjective: 6-16) In a typical organization, buying activity consists of two major parts: the buying _ and the buying _.A) committee; timeB) time; reorder pointC) economic order quantity; reorder pointD) center; decision processE) deciders; influencersAnswer: DDiff: 3Page Ref: 172Skill: ConceptObjective: 6-27) The buying center and the buying decision process are affected by all of the following factors EXCEPT _.A) internal organization factorsB) interpersonal factorsC) individual factorsD) external environmental factorsE) self-concept factorsAnswer: EDiff: 2Page Ref: 172Skill: ConceptObjective: 6-28) The decision-making unit of a buying organization is called the _.A) business buyerB) buying centerC) buying systemD) business-to-business marketE) supplier-development centerAnswer: BDiff: 1Page Ref: 174Skill: ConceptObjective: 6-29) A _ consists of the actual users of products, those who control buying information, those who influence the decisions, those who do the actual buying, and those who make the buying decisions.A) supplier development teamB) cross-functional teamC) buying centerD) quality management centerE) partnership management teamAnswer: CDiff: 2Page Ref: 174Skill: ConceptObjective: 6-210) A(n) _ controls the flow of information to others in the buying center.A) userB) influencerC) buyerD) gatekeeperE) deciderAnswer: DDiff: 1Page Ref: 174AACSB: CommunicationSkill: ConceptObjective: 6-211) A buying center is not a fixed, formally identified, unit within an organization, but rather a set of _ assumed by different people for different purchases.A) budgetary limitsB) informal job titlesC) buying rolesD) status rolesE) marketing positionsAnswer: CDiff: 3Page Ref: 174Skill: ConceptObjective: 6-212) Which of the following is NOT included in the decision-making unit of a buying organization?A) individuals who use the product or serviceB) individuals who influence the buying decisionC) individuals who make the buying decisionD) individuals who supply the productE) individuals who control buying informationAnswer: DDiff: 2Page Ref: 174Skill: ConceptObjective: 6-213) The major influences on the buying process at General Aeronautics include company policies and systems, technological change, and economic developments. The types of influences on the buying process in this scenario are most accurately categorized as _ and _.A) individual; environmentalB) organizational; interpersonalC) individual; organizationalD) environmental; interpersonalE) organizational; environmentalAnswer: EDiff: 3Page Ref: 176Skill: ConceptObjective: 6-214) Which of the following types of factors influencing members of a buying center are typically the most difficult for marketers to assess?A) economicB) technologicalC) interpersonalD) organizationalE) politicalAnswer: CDiff: 3Page Ref: 176Skill: ConceptObjective: 6-215) Policies, procedures, and systems are all examples of _ influences on business buyer behavior.A) environmentalB) authoritativeC) interpersonalD) organizationalE) culturalAnswer: DDiff: 2Page Ref: 176Skill: ConceptObjective: 6-216) Status, empathy, and persuasiveness are all examples of _ influences on business buyer behavior.A) environmentalB) individualC) interpersonalD) organizationalE) culturalAnswer: CDiff: 2Page Ref: 176Skill: ConceptObjective: 6-217) The first step of the business buying process is _.A) general need descriptionB) alternative evaluationsC) problem recognitionD) order-routine specificationE) performance reviewAnswer: CDiff: 2Page Ref: 177Skill: ConceptObjective: 6-318) A buyer would be most likely to review trade directories in which stage of the business buying process?A) problem recognitionB) general need descriptionC) product specificationD) supplier searchE) supplier selectionAnswer: DDiff: 2Page Ref: 177Skill: ConceptObjective: 6-319) In which stage of the business buying process is a suppliers task to make sure that the supplier is giving the buyer the expected satisfaction?A) problem recognitionB) performance reviewC) supplier searchD) supplier selectionE) order-routine specificationAnswer: BDiff: 2Page Ref: 179Skill: ConceptObjective: 6-320) B-to-B e-procurement yields many benefits. These include all of the following EXCEPT _.A) reduced transaction costsB) more efficient purchasing for both buyers and sellersC) elimination of inventory problemsD) reduced order processing costsE) elimination of much of the paperwork associated with traditional ordering proceduresAnswer: CDiff: 2Page Ref: 181AACSB: Use of ITSkill: ConceptObjective: 6-321) The leading barrier to expanding electronic links with customers and partners online is _.A) costB) lack of trained personnelC) concern over securityD) lack of knowledgeE) lack of evidence of efficiencies gained through e-procurementAnswer: CDiff: 2Page Ref: 181AACSB: Use of ITSkill: ConceptObjective: 6-322) Government organizations tend to favor _ suppliers over _ suppliers.A) local; domesticB) unionized; nonunionizedC) foreign; domesticD) domestic; foreignE) nonunionized; unionizedAnswer: DDiff: 2Page Ref: 182AACSB: Multicultural and DiversitySkill: ConceptObjective: 6-423) The main differences between business and consumer markets include market structure and demand, the nature of the buying unit, and the types of decisions.Answer: TRUEDiff: 2Page Ref: 169Skill: ConceptObjective: 6-124) One set of business purchases is made for each set of consumer purchases.Answer: FALSEDiff: 2Page Ref: 168Skill: ConceptObjective: 6-125) A business marketer normally deals with far fewer buyers than the consumer marketer does.Answer: TRUEDiff: 2Page Ref: 169Skill: ConceptObjective: 6-126) Buyers have different buying styles influenced by interpersonal factors such as age, income, education, professional identification, and attitudes toward risk. Answer: FALSEDiff: 2Page Ref: 176Skill: ConceptObjective: 6-227) According to the stages of the business buying process, after completing a general need description, a business buyer should next invite qualified suppliers to submit proposals.Answer: FALSEDiff: 3Page Ref: 177Skill: ConceptObjective: 6-328) Proposals should be marketing documents and not just technical documents.Answer: TRUEDiff: 2Page Ref: 178AACSB: CommunicationSkill: ConceptObjective: 6-329) Suppliers are more likely to stay price competitive when the purchasing company uses single sourcing than when it uses multiple sourcing.Answer: FALSEDiff: 3Page Ref: 178AACSB: Analytic SkillsSkill: ApplicationObjective: 6-330) When conducting a performance review, the seller monitors different factors than those monitored by the buyer to make sure that the seller is giving the expected satisfaction.Answer: FALSEDiff: 3Page Ref: 179Skill: ConceptObjective: 6-331) E-procurement typically reduces drudgery and paperwork, thereby freeing purchasing personnel to focus on more strategic issues.Answer: TRUEDiff: 2Page Ref: 181AACSB: Use of ITSkill: ConceptObjective: 6-332) The benefits of e-procurement include access to new suppliers, lower purchasing costs, and more time-efficient order processing and delivery.Answer: TRUEDiff: 2Page Ref: 181AACSB: Use of ITSkill: ConceptObjective: 6-333) Unfortunately, most governments d