Principles of Marketing 16th Edition Kotler Test bank

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Principles of Marketing 16th Edition Kotler Test bank

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Principles of Marketing, 16e (Kotler)
Chapter 6 Business Markets and Business Buyer Behavior

1) The decision process by which business buyers determine which products and services their organizations need to purchase and then find, evaluate, and choose among alternative suppliers and brands is known as ________.
A) situational analysis
B) business buying process
C) business diversification
D) business process automation
E) lateral expansion
Answer: B
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy

2) Business buyer behavior refers to the ________.
A) buying behavior of consumers who buy goods and services for personal consumption
B) buying behavior of the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others
C) buying behavior of consumers who rely on small retailers for the regular supply of provisions
D) decision process by which business buyers determine which products and services their organizations need to purchase
E) strong affinity of businesses for value-for-money deals
Answer: B
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy

3) Which of the following is NOT part of the business market?
A) Kruger Group sells interior security systems to resorts.
B) A country club buys safety equipment for its swimming pool.
C) Sue shops for her familys groceries at the local Whole Foods store.
D) A firm buys laptops from Dell for company salespeople to use when traveling.
E) Airmark sells a vinyl printing press to a manufacturer of plastic storage containers.
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Moderate

4) Business markets are similar to consumer markets in that ________.
A) the nature of the buying unit is the same for both
B) the decision processes involved in both the markets are same
C) both involve people who assume buying roles and make purchase decisions to satisfy needs
D) both share the same market structure
E) the types of decisions are fairly consistent in both the markets
Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy

5) The business marketer normally deals with ________ than the consumer marketer does.
A) far fewer but far larger buyers
B) far more but far smaller buyers
C) negligible customer complaints
D) far less fluctuations in demands
E) far more elastic demand
Answer: A
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Moderate

6) The Pure Drug Company produces insulin, a product with a very stable demand. Even though the price changed several times in the past two years, the demand for Pure Drugs insulin remained relatively unaffected. In this instance, the demand for insulin is representative of ________ demand.
A) latent
B) negative
C) inelastic
D) derived
E) composite
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Moderate

7) In business markets with inelastic demand ________.
A) the total demand for products is not much affected by short-term price changes
B) buyers are highly sensitive to price changes
C) derived demand is absent
D) a business purchase usually involves less decision participants
E) a business purchase usually does not involve a professional purchasing effort
Answer: A
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Moderate
8) A university enrolled 200 graduate students in the Fall of 2011. However, the enrollment rate was only slightly affected following a 12-percent hike in tuition the following fall. This illustrates ________ demand.
A) derived
B) negative
C) highly elastic
D) composite
E) inelastic
Answer: E
AACSB: Application of knowledge
Skill: Application
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Moderate

9) Business demand that ultimately comes from the demand for consumer goods is known as ________ demand.
A) derived
B) negative
C) primary
D) consumer
E) elastic
Answer: A
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy

10) Green Bees, a popular American heavy-metal band, will perform in Berlin during Christmas. There is a high demand for concert tickets among fans worldwide who are looking forward to the much-awaited performance. In this instance, the high demand for tickets for the Green Bees concert is representative of ________ demand.
A) primary
B) negative
C) derived
D) elastic
E) business
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy
11) Demand for outboard motors depends on consumers purchasing fishing boats. This is an example of ________ demand.
A) primary
B) composite
C) derived
D) elastic
E) negative
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Moderate

12) Jeremys, a handbag manufacturer in Lower Manhattan, procures a large stock of leather in anticipation of brisk sales of handbags during December. This is an example of a(n) ________ demand.
A) composite
B) derived
C) primary
D) latent
E) inelastic
Answer: B
AACSB: Application of knowledge
Skill: Application
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy

13) Which of the following is true about business purchases?
A) Business purchases involve more professional purchasing effort than consumer purchases.
B) Business purchases involve fewer participants in decision-making compared to consumer purchases.
C) Purchasing agents are absent in business purchases.
D) Business purchases involve less technical and economic considerations compared to consumer purchases.
E) Business purchases are usually quicker and more informal than are consumer purchases.
Answer: A
AACSB: Analytical thinking
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy
14) ________ involves systematically developing networks of supplier-partners to ensure a dependable supply of products and materials for use in making products or reselling them to others.
A) Supplier development
B) Business buying
C) Supplier quality assurance
D) Relationship management
E) Executive development
Answer: A
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy

15) The owners of a manufacturing firm in Ohio have developed a core network of suppliers to ensure an uninterrupted supply of products. This is an example of ________.
A) capability management
B) a supply bottleneck
C) asset management
D) backsourcing
E) supplier development
Answer: E
AACSB: Analytical thinking
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy

Refer to the scenario below to answer the following question(s).

Alpha Stampings Inc. produces 14 metal stampings for the automotive industry. Due to industry design changes and consumer demands, for the next financial year, six of those stampings will require a slight change: two will have an extra hole punched through the side, two will require an extra plating process, and two will require an additional weld operation.

In the meantime, purchasing agent Richard Koehl has been asked to reduce the number of Alphas steel suppliers in an effort to cut costs. After obtaining updated price quotations and steel samples from his current suppliers, Richard faced a dilemma. Until now, he had selected his suppliers based on quality and price, but the major consideration had been the type of steel required and the specialized production processes of his respective suppliers. Not all of Alphas suppliers could produce the exact grades of steel needed; some suppliers were better at producing certain types of steel than others.

Richard contacted several employees at Alpha who had worked with the various types of steel in the past. The quality control manager and line inspector, for example, could help to determine which suppliers had the capabilities of producing specific types of steel. The production control manager could provide input regarding which types of steel worked best in which presses. The warehouse foreman gave inputs regarding how long various types of steel could be held in inventory before rust spots began to form on their surfaces. Each person contributed the necessary information to help Richard in making his decision.

16) The demand for Alpha Stampings products is ultimately based on the demand for new automobiles in the consumer market. This is an example of ________ demand.
A) negative
B) latent
C) primary
D) derived
E) composite
Answer: D
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Moderate

17) In the business buying process, business buyers determine which products and services their organizations need to purchase.
Answer: TRUE
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy

18) The main differences between business and consumer markets are in market structure and demand, the nature of the buying unit, and the types of decisions and the decision process involved.
Answer: TRUE
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy
19) The business marketer normally deals with far fewer but far larger buyers than the consumer marketer does.
Answer: TRUE
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy

20) The demand for many business goods tends to change more slowly than the demand for consumer goods.
Answer: FALSE
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy

21) Derived demand refers to the business demand that ultimately comes from the demand for consumer goods.
Answer: TRUE
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy

22) Business demand ultimately derives from the demand for consumer goods.
Answer: TRUE
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy

23) In the business buying process, the buyer and seller are relatively less dependent on each other.
Answer: FALSE
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy

24) Why is demand in the business market mostly inelastic?
Answer: The total demand for many business products is not much affected by price changes, especially in the short run. A drop in the price of leather will not cause shoe manufacturers to buy much more leather unless it results in lower shoe prices that, in turn, increase consumer demand for shoes.
AACSB: Application of knowledge
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Moderate
25) Explain the concept of derived demand.
Answer: Derived demand refers to business demand that ultimately comes fromor derives fromthe demand for consumer goods.
AACSB: Written and oral communication
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Easy

26) Why is the business buying process more formalized than the consumer buying process?
Answer: Large business purchases usually call for detailed product specifications, written purchase orders, careful supplier searches, and formal approval.
AACSB: Application of knowledge
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Moderate

27) What is supplier development?
Answer: Supplier development refers to systematic development of networks of supplier-partners to ensure an appropriate and dependable supply of products and materials for use in making products or reselling them to others.
AACSB: Written and oral communication
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Moderate

28) Distinguish between business markets and consumer markets.
Answer: As compared to consumer markets, business markets usually have fewer but larger buyers. Business demand is derived demand, which tends to be more inelastic and fluctuating than consumer demand. The business buying decision usually involves more, and more professional, buyers. Business buyers usually face more complex buying decisions, and the buying process tends to be more formalized. Finally, business buyers and sellers are often more dependent on each other.
AACSB: Analytical thinking; Written and oral communications
Skill: Concept
Objective: LO 6.1: Define the business market and explain how business markets differ from consumer markets.
Difficulty: Moderate

29) Sigma Inc., a software firm based in California, reordered 50 printers from the designated provider without any modifications. This is an example of ________.
A) derived demand
B) inelastic demand
C) a straight rebuy
D) a new task
E) a modified rebuy
Answer: C
AACSB: Application of knowledge; Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate
30) A marketer wanting to determine business buyer behavior is most likely to ask which of the following questions?
A) Are buyers sensitive toward price changes in consumer markets?
B) What are the major influences on buyers?
C) Are niche markets more profitable than mass markets?
D) How do interpersonal factors affect organizational performance?
E) Is the role of gatekeepers relevant in the international business environment?
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

31) In a ________ situation, the in suppliers may become nervous and feel pressured to put their best foot forward to protect an account and the out suppliers may see the present situation as an opportunity to make a better offer and gain new business.
A) straight rebuy
B) new task
C) reverse auction
D) modified rebuy
E) solutions selling
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

32) In a(n) ________ situation, the buyer wants to revise product specifications, prices, terms, or suppliers.
A) reverse auction
B) straight rebuy
C) new task
D) modified rebuy
E) absolute auction
Answer: D
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

33) In which of the following would the buyer reorder a product without any modifications?
A) reverse auction
B) solution selling
C) new task
D) straight rebuy
E) modified rebuy
Answer: D
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy
34) In a straight rebuy, ________.
A) the in suppliers try to maintain product and service quality to keep the business
B) the in suppliers feel pressured to protect an account
C) the out suppliers view the situation as an opportunity to gain new business
D) a company buys a product or a service for the first time
E) buyers are keen on revising product specifications
Answer: A
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

35) Gina Parker owns an ad agency in Baton Rouge. She regularly purchases cleaning supplies for her custodial staff, using the same vendor and ordering relatively consistent amounts of the same products on each purchase. This is an example of ________.
A) a modified rebuy situation
B) a new task
C) a straight rebuy situation
D) reverse auction
E) product differentiation
Answer: C
AACSB: Application of knowledge
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

36) Which of the following is most likely true about a straight rebuy?
A) Suppliers are not required to focus on quality of products or services delivered.
B) A straight rebuy is far more complex than a new-task situation.
C) A straight rebuy is handled on a routine basis by the purchase department.
D) A straight rebuy occurs only when a buyer wants to pinpoint and procure the best deal in the market.
E) A straight rebuy involves more opportunities for out buyers than do other types of purchasing situations.
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate
37) Worthingtons Farm is an old poultry farm in Mount Prospect, Illinois. For years, it has used wooden coops to haul its poultry to the market. The owner of the farm needs to buy some replacement coops and is considering buying plastic coops that are slightly more expensive than wooden ones but much easier to clean after use. Consequently, the owner of Worthingtons Farm ordered 100 customized coops from its regular supplier. This exemplifies ________.
A) a modified rebuy
B) a new task
C) a straight rebuy
D) derived demand
E) composite demand
Answer: A
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

38) Ralph works for a manufacturing company in Ohio. Recently, he called in a department manager to assist in the purchase of some heavy machinery. After consulting the department manager, Ralph is considering a change in product specifications and characteristics and expects suppliers to meet his requirements. Which of the following is evident here?
A) modified rebuy
B) new task
C) straight rebuy
D) product differentiation
E) reverse auction
Answer: A
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

39) Sheffield Cargo serves both consumer and business markets, but most of its revenue comes from its business customers. Of late, the business customers of Sheffield Cargo have demanded a change in the packaging of heavy cargo along with a more sophisticated and user-friendly extranet framework. Sheffield Cargo is under pressure to offer better products and services or risk losing a huge portion of its customers. This is an example of ________.
A) a new task
B) a modified rebuy situation
C) a straight rebuy situation
D) trade exchange
E) reverse auction
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate
40) Peter Adams, an entrepreneur, decided to start a new technology venture. As he needed servers and computers for his company, he decided to order these from a local vendor who was offering attractive discounts. In this instance, Peter ________.
A) faces a new task situation
B) faces a modified rebuy situation
C) is most likely to benefit the most from reverse auction
D) faces the need for product differentiation
E) plans to attract customers by offering products at below-market prices
Answer: A
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

41) ________ refers to a business buying situation in which the buyer purchases a product or service for the first time.
A) Modified rebuy
B) Straight rebuy
C) New task
D) Reverse auction
E) Derived demand
Answer: C
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

42) ________ refers to buying a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation.
A) Systems selling
B) Performance review
C) Problem recognition
D) Proposal solicitation
E) General need specification
Answer: A
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

43) Solutions selling ________.
A) is often a key business marketing strategy for winning and holding accounts
B) refers to a business buying situation in which the buyer purchases a product or service for the first time
C) refers to a business buying situation in which the buyer wants to modify product specifications, prices, terms, or suppliers
D) is equivalent to cold calling
E) refers to a business buying situation in which the buyer routinely reorders something without any modifications
Answer: A
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

44) Rudolf Technologies Inc. decided to enter the automobile service market. Consequently, the company decided to procure the tools and machines needed from a reputable supplier. Rudolf Technologies is facing ________.
A) a new task situation
B) a modified rebuy situation
C) negative competition
D) the need to outsource its primary service offering
E) the pressure to diversify its market
Answer: A
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

45) The United States Environmental Protection Agency (EPA) has mandated that, in order to reduce local pollution, all printing plants have to switch from oil-based inks to water-based inks. This will require entirely new printing presses and the procurement of a completely different printing plate technology. In this instance, the buying center of an organization using printing plants is most likely to face ________.
A) a need for market segmentation
B) a new task situation
C) a straight rebuy situation
D) a need for market diversification
E) delayed differentiation
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

46) The decision-making unit of a purchasing organization is called its ________.
A) value chain
B) buying center
C) customer support system
D) quality center
E) innovation center
Answer: B
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

47) The ________ refer(s) to all the individuals and units that play a role in the purchase decision-making process.
A) users
B) influencers
C) buying center
D) gatekeepers
E) systems sellers
Answer: C
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy
48) ________ refer to members of the buying organization who help define specifications and provide information for evaluating alternatives.
A) Gatekeepers
B) Influencers
C) Users
D) Deciders
E) Buyers
Answer: B
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

49) In routine buying situations, which of the following members of the buying center has formal or informal power to select or approve the final suppliers?
A) users
B) influencers
C) gatekeepers
D) deciders
E) buyers
Answer: D
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

50) A(n) ________ controls the flow of information to others in the buying center.
A) user
B) influencer
C) buyer
D) decider
E) gatekeeper
Answer: E
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

51) ________ have formal authority to select the supplier and arrange the terms of purchase.
A) Users
B) Influencers
C) Buyers
D) Gatekeepers
E) Deciders
Answer: C
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy
52) ________ refer to people in an organizations buying center who affect the buying decision; they often help define specifications and provide information for evaluating alternatives.
A) Users
B) Influencers
C) Buyers
D) Gatekeepers
E) Deciders
Answer: B
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

53) ________ may help shape product specifications, but their major role is to select vendors and to negotiate.
A) Gatekeepers
B) Deciders
C) Buyers
D) Influencers
E) Users
Answer: C
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

54) Eric Mason, an employee of Huntington Steelworks, is responsible for defining product specifications and providing relevant information for evaluating alternatives in his organizations buying center. Eric, whose opinions affect the buying decisions of his organization to a great extent, is most likely a(n) ________.
A) user
B) influencer
C) decider
D) gatekeeper
E) buyer
Answer: B
AACSB: Application of knowledge
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

55) Dora has formal authority to select the suppliers and arrange terms of purchase for many of the items her firm uses. Her role in the buying center is that of a(n) ________.
A) user
B) influencer
C) buyer
D) decider
E) gatekeeper
Answer: C
AACSB: Application of knowledge
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate
56) Paul, a purchasing agent for Kiel Inc., has the authority to prevent salespersons from seeing the decision makers in his organization. Which of the following best describes Pauls position?
A) influencer
B) decider
C) gatekeeper
D) buyer
E) user
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

57) Who among the following does NOT participate in the purchase decision process of a buying organization?
A) individuals who use the product or service
B) individuals who influence the buying decision
C) individuals who make the buying decision
D) individuals who supply raw materials
E) individuals who control the flow of information to others
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

58) Jason Perkins has the informal power to approve the final suppliers in his organization. In other words, Jason plays the role of a(n) ________ in his organizations buying center.
A) gatekeeper
B) decider
C) buyer
D) influencer
E) user
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate
59) A nurse in a hospital told the chief dentist, Dr. Albrecht, that the hospital should purchase equipment that would sterilize the dentists tools without using any water because water tends to affect the durability of the tools over time. Dr. Albrecht located some articles on chemical sterilizers and gathered more information on how they worked. After talking to salespeople, Dr. Albrecht finally placed his order for the machine. In this instance, Dr. Albrecht played the role of a(n) ________.
A) monitor
B) decider
C) agent
D) influencer
E) gatekeeper
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Challenging

60) Marissa Hopkins, a hospital nurse, notices that the gurneys used in the hospital are not durable enough. She informed the hospital authorities about Grace Care Inc., a new company selling lightweight and durable gurneys. In this instance, Marissa played the role of a(n) ________.
A) strategist
B) buyer
C) gatekeeper
D) influencer
E) decider
Answer: D
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

61) In new product buying, the users are often the ________.
A) monitors
B) influencers
C) gatekeepers
D) deciders
E) primary advertisers
Answer: B
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate
62) Phoi Nguyen, a manufacturing mechanic, determines that the molds for manufacturing plastic jar lids are wearing out sooner than expected. Phoi contacts her manager to request that the parts be reordered. In this instance, Phoi played the role of a(n) ________.
A) user
B) buyer
C) gatekeeper
D) influencer
E) decider
Answer: A
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

63) In routine buying, buyers are often the ________, or at least the approvers.
A) monitors
B) influencers
C) gatekeepers
D) deciders
E) primary advertisers
Answer: D
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

64) Which of the following is an environmental factor that influences business buyers?
A) organizational procedures
B) individual motives
C) organizational objectives
D) supply of key materials
E) group dynamics
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

65) Business buyers are heavily influenced by factors in the current and expected economic environment, such as ________.
A) level of primary demand
B) organizational objectives
C) group dynamics
D) individual motives
E) culture and customs
Answer: A
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy
66) The major influences on the buying process at General Aeronautics Limited include supply conditions and technological changes, which would both be categorized as ________ factors.
A) organizational
B) individual
C) systemic
D) interpersonal
E) environmental
Answer: E
AACSB: Application of knowledge
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

67) Which of the following is an organizational factor that influences business buyers?
A) technology
B) company procedures
C) employee attitudes
D) employee motives
E) group dynamics
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

68) Which of the following factors influencing the business buying process do marketers typically find most difficult to assess?
A) economic
B) technological
C) interpersonal
D) organizational
E) environmental
Answer: C
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

69) Factors such as a firms objectives, procedures, and systems are examples of ________ influences on the business buyer behavior.
A) political
B) interpersonal
C) technological
D) organizational
E) cultural
Answer: D
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

70) If a buying center is most influenced by authority in the business buying process, it can be safely concluded that ________ factors have a major influence on its buying behavior.
A) technological
B) systemic
C) interpersonal
D) strategic
E) economic
Answer: C
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

71) After searching extensively for vendors, Shalina DSouza, the owner of a manufacturing firm, selected Texcom Technologies Inc. as her firms primary supplier of bearings and shafts of a specific dimension. Shalina is currently preparing an order form that specifies the number of shafts needed and the expected time of delivery. In other words, she is preparing the ________.
A) order routine specification
B) general needs description
C) product specification
D) marketing mix
E) product mix
Answer: A
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

Refer to the scenario below to answer the following question(s).

Alpha Stampings Inc. produces 14 metal stampings for the automotive industry. Due to industry design changes and consumer demands, for the next financial year, six of those stampings will require a slight change: two will have an extra hole punched through the side, two will require an extra plating process, and two will require an additional weld operation.

In the meantime, purchasing agent Richard Koehl has been asked to reduce the number of Alphas steel suppliers in an effort to cut costs. After obtaining updated price quotations and steel samples from his current suppliers, Richard faced a dilemma. Until now, he had selected his suppliers based on quality and price, but the major consideration had been the type of steel required and the specialized production processes of his respective suppliers. Not all of Alphas suppliers could produce the exact grades of steel needed; some suppliers were better at producing certain types of steel than others.

Richard contacted several employees at Alpha who had worked with the various types of steel in the past. The quality control manager and line inspector, for example, could help to determine which suppliers had the capabilities of producing specific types of steel. The production control manager could provide input regarding which types of steel worked best in which presses. The warehouse foreman gave inputs regarding how long various types of steel could be held in inventory before rust spots began to form on their surfaces. Each person contributed the necessary information to help Richard in making his decision.

72) In this scenario, which of the following had the greatest influence on the business buying behavior at Alpha Stampings?
A) individual preferences
B) organizational structure
C) interpersonal influences
D) technological changes
E) cultures and customs
Answer: D
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

73) The managements directive to reduce the number of steel suppliers refers to the influence of ________ factors affecting the business buying behavior of Alpha.
A) political
B) organizational
C) interpersonal
D) individual
E) cultural
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

74) In a straight rebuy, the buyer wants to alter product specifications, prices, terms, or suppliers.
Answer: FALSE
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy
75) A company buying a product or service for the first time faces a new task situation.
Answer: TRUE
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

76) The buying center is a fixed and formally identified unit within the buying organization.
Answer: FALSE
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

77) Within the organization, buying activity consists of two major parts: the buying center and the buying decision process.
Answer: TRUE
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

78) Influencers often help define specifications and also provide information for evaluating alternatives.
Answer: TRUE
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

79) Gatekeepers have formal or informal power to select or approve the final suppliers.
Answer: FALSE
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

80) Rachel Stein works for the LeBray Beverage Company. She helps define product specifications and also provides information for evaluating alternatives. Rachel plays the role of gatekeeper.
Answer: FALSE
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

81) What happens in a modified rebuy?
Answer: In a modified rebuy, the buyer wants to modify product specifications, prices, terms, or suppliers. The in suppliers may become nervous and feel pressured to put their best foot forward to protect an account. Out suppliers may see the modified rebuy situation as an opportunity to make a better offer and gain new business.
AACSB: Application of knowledge; Written and oral communication
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy
82) How do influencers contribute to the purchase decision process?
Answer: Influencers often help define specifications and also provide information for evaluating alternatives. Technical personnel are particularly important influencers.
AACSB: Application of knowledge
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

83) What is the primary function of gatekeepers in an organization?
Answer: Gatekeepers control the flow of information to others. For example, purchasing agents often have authority to prevent salespersons from seeing users or deciders.
AACSB: Application of knowledge
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

84) What functions do buyers serve in a buying center?
Answer: Buyers have formal authority to select the supplier and arrange terms of purchase. Buyers may help shape product specifications, but their major role is in selecting vendors and negotiating. In more complex purchases, buyers might include high-level officers participating in the negotiations.
AACSB: Application of knowledge
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

85) How do interpersonal factors influence the business buying process?
Answer: The buying center usually includes many participants who influence each other, so interpersonal factors also influence the business buying process.
AACSB: Application of knowledge
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

86) Why is it difficult to assess interpersonal factors that influence the business buying process?
Answer: Interpersonal factors such as who is liked, who controls rewards and punishments, and who has special relationships with other important participants are often very subtle and not obvious to the external observer. Therefore, a business marketer is likely to find it difficult to assess interpersonal factors in the business buying process.
AACSB: Written and oral communication
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

87) Describe the major types of buying situations.
Answer: There are three major types of buying situations.
In a straight rebuy, the buyer reorders something without any modifications. It is usually handled on a routine basis by the purchasing department. To keep the business, in suppliers try to maintain product and service quality. Out suppliers try to find new ways to add value or exploit dissatisfaction so that the buyer will consider them.
In a modified rebuy, the buyer wants to modify product specifications, prices, terms, or suppliers. The in suppliers may become nervous and feel pressured to put their best foot forward to protect an account. Out suppliers may see the modified rebuy situation as an opportunity to make a better offer and gain new business.
A company buying a product or service for the first time faces a new task situation. In such cases, the greater the cost or risk, the larger the number of decision participants and the greater the companys efforts to collect information. The new task situation is the marketers greatest opportunity and challenge. The marketer not only tries to reach as many key buying influences as possible but also provides help and information. The buyer makes the fewest decisions in the straight rebuy and the most in the new task decision.
AACSB: Written and oral communication
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

88) Explain the advantages of systems selling.
Answer: Many business buyers prefer to buy a complete solution to a problem from a single seller rather than buying separate products and services from several suppliers and putting them together. The sale often goes to the firm that provides the most complete system for meeting the customers needs and solving its problems. Such systems selling (or solutions selling) is often a key business marketing strategy for winning and holding accounts.
AACSB: Application of knowledge
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Easy

89) Define a buying center and the major roles played by members of an organization in the purchase decision process.
Answer: The decision-making unit of a buying organization is called its buying center. It consists of all the individuals and units that play a role in the business purchase decision-making process. This group includes the actual users of the product or service, those who make the buying decision, those who influence the buying decision, those who do the actual buying, and those who control buying information. The buying center includes all members of the organization who play any of five roles in the purchase decision process:
1. Users are members of the organization who will use the product or service. In many cases, users initiate the buying proposal and help define product specifications.
2. Influencers often help define specifications and also provide information for evaluating alternatives. Technical personnel are particularly important influencers.
3. Buyers have formal authority to select the supplier and arrange terms of purchase. Buyers may help shape product specifications, but their major role is in selecting vendors and negotiating. In more complex purchases, buyers might include high-level officers participating in the negotiations.
4. Deciders have formal or informal power to select or approve the final suppliers. In routine buying, the buyers are often the deciders, or at least the approvers.
5. Gatekeepers control the flow of information to others. For example, purchasing agents often have authority to prevent salespersons from seeing users or deciders. Other gatekeepers include technical personnel and even personal secretaries.
AACSB: Written and oral communication
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

90) The buying center concept presents a major marketing challenge. What does a business marketer need to learn in order to deal with the challenge effectively?
Answer: The buying center is not a fixed and formally identified unit within the buying organization. It is a set of buying roles assumed by different people for different purchases. Within the organization, the size and makeup of the buying center will vary for different products and for different buying situations. The buying center concept presents a major marketing challenge. The business marketer must learn who participates in the decision, each participants relative influence, and what evaluation criteria each decision participant uses.
AACSB: Application of knowledge
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

91) Discuss the major influences on business buyers.
Answer: Business buyers are heavily influenced by factors in the current and expected economic environment, such as the level of primary demand, the economic outlook, and the cost of money. Another environmental factor is the supply of key materials. Many companies now are more willing to buy and hold larger inventories of scarce materials to ensure adequate supply. Business buyers also are affected by technological, political, and competitive developments in the environment. Finally, culture and customs can strongly influence business buyer reactions to the marketers behavior and strategies, especially in the international marketing environment. Organizational factors are also important. Each buying organization has its own objectives, strategies, structure, systems, and procedures, and the business marketer must understand these factors well. The buying center usually includes many participants who influence each other, so interpersonal factors also influence the business buying process. However, it is often difficult to assess such interpersonal factors and group dynamics.
AACSB: Written and oral communication
Skill: Concept
Objective: LO 6.2: Identify the major factors that influence business buyer behavior.
Difficulty: Moderate

92) Buyers who face a ________ usually go through all stages of the buying process.
A) straight rebuy
B) modified rebuy
C) new task buying situation
D) routine buying situation
E) need for limited problem solving
Answer: C
Skill: Concept
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Easy

93) In the beginning of the buying process, Timothy Perry, a product development manager, noticed that the raw materials that were being procured from his companys regular supplier were of poor quality. Consequently, he decided to change the existing supplier as a remedial measure. The stage of the buying process in which Timothy identified the quality breach represents the ________ stage.
A) problem recognition
B) general needs description
C) product specification
D) supplier search
E) performance review
Answer: A
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Moderate

94) ________ occurs when someone in the company identifies a need that can be met by acquiring a specific product or service.
A) Solutions selling
B) Proposal solicitation
C) Problem recognition
D) Performance review
E) Real-time marketing
Answer: C
Skill: Concept
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Easy

95) Which of the following is an example of an internal stimulus that would most likely lead to problem recognition?
A) A buyer gets a new idea from an advertisement.
B) A buyer gets a new idea at a trade show.
C) A buyer is unhappy with a current suppliers product quality.
D) A buyer receives a call from a salesperson offering better service.
E) A buyer learns about a new product at an industry convention.
Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Moderate

96) The first step of the business buying process is ________.
A) general needs description
B) product specification
C) order-routine specification
D) problem recognition
E) performance review
Answer: D
Skill: Concept
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Easy

97) Ross Stuart is a purchasing manager in a Texas-based manufacturing company. He sources most of the raw materials needed by his company from Kramer Corp. However, Ross is unhappy with Kramers prices. Additionally, he thinks that the quality of the raw materials supplied by Kramer is substandard. Which of the following stages in the business buying process is Ross company currently in?
A) general needs description
B) problem recognition
C) product specification
D) order-routine specification
E) performance review
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Moderate
98) Sam Doharty, a purchasing manager in Willard Groups of Companies, is currently working with engineers and consultants to define the items to be purchased. Additionally, Sam and his team are ranking the importance of reliability, durability, and price desired in the items. In other words, they are preparing a(n) ________.
A) decision tree
B) supplier list
C) product proposal
D) order-routine specification
E) general need description
Answer: E
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Moderate

99) In the ________ stage of the buying process, the alert business marketer can help the buyers define their needs and provide information about the value of different product characteristics.
A) problem recognition
B) general needs description
C) supplier search
D) supplier selection
E) order-routine specification
Answer: B
Skill: Concept
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Easy

100) ________ refers to the stage of the business buying process in which the buying organization decides on and specifies the best technical product characteristics for a needed item.
A) Performance review
B) General needs description
C) Product development
D) Proposal solicitation
E) Product specification
Answer: E
Skill: Concept
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Moderate

101) During which of the following stages of the business buying process is a buyer most likely to conduct a value analysis by carefully studying components to determine if they can be redesigned, standardized, or made less expensively?
A) proposal solicitation
B) general need description
C) order-routine specification
D) performance review
E) product specification
Answer: E
AACSB: Analytical thinking
Skill: Concept
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Easy
102) A manager in a garment manufacturing company decided to replace the plastic shopping bags currently used in his company with bags made of recyclable material. Consequently, he asked the operations officer to gather relevant information and send a list of alternatives to him. In the business buying process, the manager is preparing a(n) ________.
A) problem statement
B) general needs description
C) supplier list
D) proposal solicitation
E) order-routine specification
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Moderate

103) ________ is an approach to cost reduction in which components are studied carefully to determine if they can be redesigned, standardized, or made by less costly methods of production.
A) Proposal solicitation
B) General needs description
C) Order-routine specification
D) Cost-benefit analysis
E) Product value analysis
Answer: E
Skill: Concept
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Easy

104) By showing buyers a better way to make an object, outside sellers can ________ .
A) turn straight rebuy situations into modified rebuy situations
B) reduce delivery times and save money
C) provide incentives for larger orders
D) turn straight rebuy situations into new task situations
E) discourage straight rebuys
Answer: D
Skill: Concept
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Moderate

105) Johann Herrs company has standardized the size of its paper bags so that each bag can be used in five to seven different store departments. In the business buying process, this approach to cost reduction most likely took place in the ________ stage.
A) problem recognition
B) general needs description
C) product specification
D) supplier search
E) proposal solicitation
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Moderate

106) Sail Metalworks Inc. is currently looking for the best vendors of metal sheets. In other words, Sail Metalworks is ________.
A) preparing a general needs description
B) deciding on product specification
C) conducting a supplier search
D) preparing an order-routing specification
E) reviewing suppliers performance
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Moderate

107) Members of the buying center at Kids World, a store for childrens clothing, are drawing up a list of desired supplier attributes and their relative importance. Next, they intend to compare several suppliers proposals to these attributes. In which step of the business buying process is the buying center at Kids World involved in?
A) general needs description
B) proposal solicitation
C) supplier selection
D) order-routine specification
E) performance review
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Easy

108) Which of the following most likely occurs in the supplier selection stage of the business buying decision process?
A) The buyer calls for detailed written proposals or formal presentations from each potential supplier.
B) The buyer compiles a small list of qualified suppliers by reviewing trade directories, doing computer searches, or contacting other companies for recommendations.
C) The buying team decides on the best product characteristics and specifies them accordingly.
D) The buyer prepares a general need description and identifies the quantity of the needed item.
E) The buying center draws up a list of the desired supplier attributes and their relative importance.
Answer: E
AACSB: Analytical thinking
Skill: Concept
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Moderate

109) A ________ creates a long-term relationship in which the supplier promises to resupply the buyer as needed at agreed prices for a set time period.
A) blanket contract
B) request for proposal
C) supplier proposal
D) change order
E) noncompete clause
Answer: A
Skill: Concept
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Easy

110) In which stage of the business buying process does a buyer ask users to rate their satisfaction with the supplied materials?
A) problem recognition
B) performance review
C) supplier search
D) supplier selection
E) order-routine specification
Answer: B
Skill: Concept
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Easy

111) Luke Price, a manager in an automobile factory, wanted his subordinates to rate their satisfaction about the new pistons that arrived last month. He asked them to rate the product based on strength and ease of handling. Which of the following is evident here?
A) order-routine specifications
B) supplier selection
C) performance review
D) general needs description
E) proposal solicitation
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Easy

112) Under ________, buyers share sales and inventory information directly with key suppliers who monitor and replenish the buyers stock automatically as needed.
A) supplier selection
B) proposal solicitation
C) general need specification
D) vendor-managed inventory
E) procurement
Answer: D
Skill: Concept
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Easy
113) ________ refers to purchasing through electronic connections between buyers and sellersusually online.
A) E-procurement
B) General need specification
C) Strategic sourcing
D) Proposal solicitation
E) Value chain management
Answer: A
AACSB: Information technology
Skill: Concept
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Easy

114) SkyWalk Aeronautics Limited received orders for 25 cargo air carriers from Zephyr Cargo Limited through its Web site in 2013. This is an example of ________.
A) order-routine specification
B) supplier selection
C) e-procurement
D) proposal solicitation
E) customer relations management
Answer: C
AACSB: Information technology
Skill: Application
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Moderate

115) Pace Hardware uses Learningnow.com to improve sales force effectiveness and facilitate sharing of expertise. It allows Pace retailers to connect with each other for seeking managerial and marketing advice. It also allows Pace retailers to ask their suppliers about product usage, deliveries, and warranties, and send new-product information directly to the retailers. In this instance, Pace Hardware is facilitating communication through ________.
A) extranet links
B) podcasts
C) search engines
D) trading exchanges
E) reverse auctions
Answer: A
AACSB: Information technology
Skill: Application
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Moderate

116) Which of the following is true with regard to e-procurement?
A) E-procurement has significantly declined in recent years.
B) Typically, business marketers do not favor e-procurement as it offers them little benefit.
C) E-procurement has been widely practiced since the 1950s.
D) E-procurement adds to existing inefficiencies in the supply chain.
E) E-procurement hastens order processing and delivery.
Answer: E
AACSB: Information technology
Skill: Concept
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Easy
117) In ________, companies put their purchasing requests online and invite suppliers to bid for the business.
A) product specification
B) supplier search
C) reverse auctions
D) procurement
E) problem recognition
Answer: C
AACSB: Information technology
Skill: Concept
Objective: LO 6.3: List and define the steps in the business buying decision process.
Difficulty: Moderate

118) Which of the following is LEAST likely a characteristic of business-to-business e-procurement?
A) greater acc

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