习题及答案详解

1、Chapter 7: Analyzing Business MarketsGENERAL CONCEPT QUESTIONSMultiple Choice 1. To create and capture value, sellers need to understand business organizations needs, resources, policies, and _.a. demandsb. protocolsc. strategiesd. buying procedurese. personnel policiesAnswer: d Page: 209Level of di

2、fficulty: Easy2. Webster and Wind define _ as the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.a. marketing channelsb. organizational buyingc. demand-oriented buy

3、ingd. purchasinge. inventory controlAnswer: bPage: 210Level of difficulty: Medium3. The _ consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to others.a. business marketb. consumer marketc. e-comme

4、rce marketd. global markete. supplier marketAnswer: aPage: 210Level of difficulty: Medium4. Business markets have several characteristics that contrast sharply with those of consumer markets. All of the following would be among those characteristics EXCEPT _. a. fewer, larger buyersb. close supplier

5、-customer relationshipc. professional purchasingd. inverted demande. multiple sales callsAnswer: dPages: 210211Level of difficulty: Hard5. All of the following would be among the major industries that make up the business market EXCEPT _. a. agriculture, forestry, and fisheriesb. manufacturingc. con

6、structiond. banking, finance, and insurancee. the InternetAnswer: ePage: 210Level of difficulty: hard6. Trained purchasing agents, who must follow their organizations _, often purchase business goods.a. cultureb. past purchasing historyc. purchasing policies, constraints, and requirementsd. needse.

7、financial budgetsAnswer: cPage: 211Level of difficulty: Medium7. Ultimately, the amount of steel sold to General Motors depends on the consumers demand for GM cars and trucks. From the standpoint of the steel manufacturer, which of the following demand forms is most pertinent? a. Derived demandb. In

8、elastic demandc. Geographic demandd. Relational demande. Static demandAnswer: aPage: 211Level of difficulty: Hard8. The demand for business goods is ultimately derived from the demand for _.a. raw materialsb. consumer goodsc. electronicsd. business solutionse. e-commerceAnswer: bPage: 211Level of di

9、fficulty: Easy9. The business buyer faces many decisions in making a purchase. The number of decisions depends on the buying situation. All of the following examples are appropriate to the preceding EXCEPT _. a. complexity of the problem being solvedb. newness of the buying requirementc. number of p

10、eople involvedd. applicability of situation to mission statemente. time requiredAnswer: dPage: 212Level of difficulty: Hard10. The purchasing department buys office supplies on a routine basis. This type of purchase is classified as a _. a. straight rebuyb. modified rebuyc. new taskd. secondary purc

11、hasee. preordained purchaseAnswer: aPage: 212Level of difficulty: Easy11. There are a series of guidelines for selling to small businesses. Which of the following should not be among those guidelines? a. Dont waste their time.b. Do keep it simple.c. Do use the Internet.d. Dont forget about direct co

12、ntact.e. Do lump small and midsize businesses together for efficiency sake.Answer: ePage: 212Level of difficulty: Medium12. The business buyer makes the fewest decisions in the _. a. modified rebuyb. regular buyc. straight rebuyd. new rebuye. new task buyAnswer: cPage: 213Level of difficulty: Medium

13、13. Many business buyers prefer to buy a total solution to a problem from one seller. _ is the correct term for this process. a. Channel consolidationb. Systems buyingc. Vertical buyingd. Horizontal buyinge. Supply buyingAnswer: bPage: 213Level of difficulty: Medium14. Xerox offers a _ approach to p

14、rospective clients when it offers a complete turnkey procedure, operation, and management of the clients information and communication need. a. supply buyingb. primary buyingc. systems buyingd. co-op buying systeme. direct buying Answer: cPage: 213Level of difficulty: Medium15. If Ampex Support Syst

15、ems is the single supplier for a local manufacturing companys MRO (maintenance, repair, operating) supplies and needs, Ampex Support Systems would then be considered as providing _ for the manufacturer. a. systems buying b. purchasing supportc. turnkey logisticsd. decision supporte. systems contract

16、ingAnswer: ePage: 214Level of difficulty: Hard16. _ is a key industrial marketing strategy in bidding to build large-scale industrial products (e.g., dams, pipelines, et cetera). a. Systems contractingb. Systems buyingc. Systems sellingd. Solutions buyinge. Turnkey logisticsAnswer: cPage: 214Level o

17、f difficulty: Hard17. _ is composed of all those individuals and groups who participate in the purchasing decision-making process, who share some common goals and the risks arising from their decisions.a. The buying centerb. The marketing sales teamc. Strategic managementd. Engineering supporte. The

18、 logistics centerAnswer: aPage: 214Level of difficulty: Medium18. In the purchasing decision process, the _ are those who request that something be purchased. They may be users or others in the organization.a. usersb. initiatorsc. influencers d. deciderse. approversAnswer: bPage: 214Level of difficu

19、lty: Easy19. In the purchasing decision process, the _ are those who have the power to prevent sellers or information from reaching members of the buying center. a. gatekeepersb. buyersc. initiatorsd. approverse. decidersAnswer: aPage: 215Level of difficulty: Medium20. The typical buying center has

20、a minimum of _ members. a. 23b. 34c. 45d. 56e. 10Answer: dPage: 215Level of difficulty: Hard21. Webster cautions that ultimately, _ make purchasing decisions. a. only senior managers b. individuals, not organizationsc. organizations, not individualsd. third partiese. systems contractorsAnswer: bPage

21、: 215Level of difficulty: Medium22. Small sellers concentrate their marketing efforts on reaching _. a. approversb. initiatorsc. key buying influencersd. userse. the purchasing staffAnswer: cPage: 216Level of difficulty: Medium23. To the _ price is everything and transactional selling is used. a. so

22、lution-oriented customersb. income-oriented customersc. gold-standard customersd. strategic-value customerse. price-oriented customersAnswer: ePage: 216Level of difficulty: Easy24. The strategic-value customers want a fairly permanent sole-supplier relationship with your company. Which of the follow

23、ing would be the best selling format to use with the strategic-value customer? a. Transactional sellingb. Consultative sellingc. Quality sellingd. Enterprise sellinge. Indirect demand sellingAnswer: dPage: 216Level of difficulty: Hard25. Some customers are willing to handle price-oriented buyers by

24、setting a lower price, but establishing restrictive conditions. All of the following would be among those conditions EXCEPT _. a. limiting the quantity that can be purchasedb. no refundsc. no adjustmentsd. no servicese. no customer advertisingAnswer: ePage: 216Level of difficulty: Medium26. If a sup

25、plier signs an agreement with a customer that states $350,000 in savings will be earned by the customer over the next 18 months in an exchange for a ten-fold increase in the customers share of supplies ordered by the customer, the two parties will have participated in what is called _. a. solution s

26、elling b. consultative selling c. risk and gain sharingd. strategic alignment e. demand shifting Answer: cPage: 217Level of difficulty: Medium27. W.W. Grainger employees work at large customer facilities to reduce materials-management costs. Which of the following forms of solution selling is W.W. G

27、rainger using? a. Solutions to partnerships. b. Solutions to alter corporate culture. c. Solutions to enhance customer revenues.d. Solutions to decrease customer risks.e. Solutions to reduce customer costs.Answer: ePage: 217Level of difficulty: Medium28. In principle, business buyers seek to _ in re

28、lation a market offerings costs. a. spread risksb. obtain the highest benefit package c. maintain everyday-low-pricesd. outsource as much as is possible e. eliminate partners shares in profits as much as possible Answer: bPage: 217Level of difficulty: Hard29. In the past, what position did purchasin

29、g departments hold in the management hierarchy of most organizations? a. A high level because of their role in managing the companys costs.b. A moderate level because of their spotty record on controlling costs.c. A low level despite the fact that they manage more than half of the companys costs.d.

30、A secretive position. e. There has been no determination of this position.Answer: cPage: 218Level of difficulty: Hard30. The new, more strategically-oriented purchasing departments have a mission. Which of the following most accurately describes that mission? a. Make the most profit possible and rem

31、ain independent of entanglements. b. Approach every purchasing opportunity as means to create interdependency.c. Seek the best value from fewer and better suppliers.d. Outsource the supply function.e. Abandon all strategies except for systems selling and buying.Answer: cPage: 218Level of difficulty:

32、 Hard31. When the purchasers focus is short term and tactical and they are rewarded on their ability to obtain the lowest price from suppliers for the given level of quality and availability, this is referred to as _.a. procurement orientationb. supply chain management orientationc. buying orientati

33、ond. sellers orientatione. market orientationAnswer: cPage: 218Level of difficulty: Medium32. When buyers simultaneously seek quality improvements and cost reductions and they develop collaborative relationships with major suppliers and seek savings through better management of acquisition, conversi

34、on, and disposal costs, this is referred to as _.a. sellers orientationb. supply chain management orientationc. market orientationd. procurement orientatione. buying orientationAnswer: dPage: 218Level of difficulty: Hard33. When the purchasing role is further broadened to become a more strategic, va

35、lue-adding operation, this is referred to as_.a. supply chain management orientationb. buying orientationc. sellers orientationd. procurement orientatione. routine orientationAnswer: aPage: 218Level of difficulty: Medium34. Peter Kraljic distinguished four product-related purchasing processes. Which

36、 of the following matches to products that have high value and cost to the customer but involve little risk of supply because many companies make them? a. Strategic productsb. Bottleneck productsc. Leverage productsd. Routine productse. Commodity productsAnswer: cPage: 219Level of difficulty: Hard35

37、. The products that have high value and cost to the customer and also involve high risk (e.g., mainframe computers) are called _.a. strategic productsb. bottleneck productsc. leverage productsd. routine productse. commodity productsAnswer: aPage: 219Level of difficulty: Medium36. Most purchasing pro

38、fessionals describe their jobs as more _, technical, team-oriented, and involving more responsibility than ever before. a. riskyb. strategicc. ethically difficultd. Web-basede. human-basedAnswer: bPage: 219Level of difficulty: Hard37. Robinson and Associates have identified eight stages and called t

39、hem buyphases. This model is called the _ framework. a. buygridb. buying/selling c. seller-centeredd. commerciale. buy-analysisAnswer: aPage: 219Level of difficulty: Medium38. The first step (buyphase) in the straight rebuy buyclass is _. a. problem recognitionb. general need descriptionc. product s

40、pecificationd. supplier searche. proposal solicitationAnswer: cPage: 220Level of difficulty: Hard39. A new task buyclass decision begins with which of the following buyphases? a. Problem recognitionb. General need descriptionc. Product specificationd. Supplier searche. Proposal solicitationAnswer: a

41、Page: 220Level of difficulty: Medium40. Business marketers can stimulate problem recognition by _. a. trade directoriesb. direct mail, telemarketing, and calling on prospectsc. encouraging the Better Business Bureau to release statisticsd. consumer advertisinge. requesting testimonials from existing

42、 customersAnswer: bPage: 221Level of difficulty: Medium41. When Hewlett-Packard sells such complex products as a network computer system, it is engaging in what it calls the _ concept because it offers information and specific solutions to unique problems. a. “product specification”b. “price de-esca

43、lation”c. “systems selling”d. “trusted advisor”e. “strategic alliance”Answer: dPage: 221Level of difficulty: Medium42. U.S. businesses spent about _ on online transactions with other businesses in 2002 as compared to consumer online purchases of $71 billion during the same time period. a. $650 billi

44、onb. $500 billionc. $482 billiond. $225 billione. $53 billionAnswer: cPage: 222Level of difficulty: Hard43. With respect to e-procurement, Web sites are organized around two types of e-hubs: _. a. vertical and horizontal hubsb. vertical and functional hubsc. functional hubs and organizational hubsd.

45、 supplier and user hubse. manufacturer and supplier hubsAnswer: bPage: 222Level of difficulty: Hard44. With respect to e-procurement, Coca-Cola, Sara Lee, Kraft, PepsiCo, Gillette, P&G, and several other companies joined forces to form a _ called Transora to use their combined leverage to obtain

46、 lower prices for raw materials. a. manufacturers co-opb. suppliers co-opc. middleman groupd. buying alliancee. cabalAnswer: dPage: 222Level of difficulty: Medium45. Business-to-business cyberbuying is flourishing on the Internet. So far, most of the products that businesses are buying electronicall

47、y are _, and travel and entertainment services. a. promotion services such as advertisingb. HR services (e.g., employee recruitment)c. MRO materials (maintenance, repair, and operations)d. food servicese. marketing research servicesAnswer: cPage: 223Level of difficulty: Medium46. Moving into e-procu

48、rement has many benefits. Which of the following would not be among those benefits? a. Aggregating purchasing across multiple departments gains larger volume discounts.b. Aggregating purchasing across multiple departments gains centrally negotiated volume discounts.c. There is less buying of substan

49、dard goods from outside the approved list of suppliers.d. A smaller purchasing staff is required.e. Purchasing gains a significant leverage with top management because of its management team.Answer: ePage: 224Level of difficulty: Hard47. With respect to e-procurement commitment, in 2003 _ was named

50、number one in BtoB magazines annual ranking of the top B-to-B Web sites because of its ability to generate sales (about 55 percent of the companys total sales) and commitment to the process. a. Coca-Colab. Dell Computersc. Hewlett-Packardd. Cadillace. BoeingAnswer: cPage: 224Level of difficulty: Har

51、d48. In the proposal solicitation process, _ should be marketing documents that describe value and benefits in customer terms. a. written proposalsb. oral proposalsc. e-proposalsd. alliance proposalse. global proposalsAnswer: aPage: 225Level of difficulty: Medium49. Xerox qualifies only suppliers wh

52、o meet the ISO 9000 quality standards, but to win the companys top awardcertification statusa supplier must first complete _. a. government certificationb. an extensive ethics statement evaluationc. the Xerox Multinational Supplier Quality Surveyd. a company training and indoctrination periode. a Ma

53、lcolm Baldridge National Quality Award entry form and then enterAnswer: cPage: 225Level of difficulty: Medium50. All of the following are considered to be methods of assessing customer value EXCEPT _. a. direct survey questionsb. exit interviewing c. focus-group value assessmentd. conjoint analysise

54、. benchmarksAnswer: bPage: 226Level of difficulty: Medium51. According to purchasing professionals, which of the following is considered to be the major responsibility of the purchasing agent in supplier negotiations? a. Forming networks for future business.b. Assuring quality conformance.c. Being f

55、air with all parties.d. To use a team approach in negotiations.e. Negotiating price.Answer: ePage: 226Level of difficulty: Hard52. If an industrial buyer leases heavy equipment like machinery and trucks rather than purchasing them, the lessee gains several advantages. Which of the following would NOT be among those advantages? a. Higher quality products.b. Conserving capital.c. Getting the latest products.d. Receiving better service.e. Some tax advantages.Answer: aPage: 227Level of difficulty: Hard53. “OTIFNE” is a term that summarizes three desirable