科特勒市场营销第六章习题与答案.docx
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科特勒市场营销第六章习题与答案.docx
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科特勒市场营销第六章习题与答案
Chapter6BusinessMarketsandBusinessBuyerBehavior
1)BusinessbuyingbehaviorreferstothebuyingbehavioroforganizationsthatbuyallofthefollowingEXCEPT________.
A)productsforuseinproductionofotherproducts
B)servicesforuseinproductionofotherservices
C)productspurchasedtoreselltoothers
D)productspurchasedtorenttoothers
E)productspurchasedforpersonalconsumption
Answer:
E
Diff:
1PageRef:
168
Skill:
Concept
Objective:
6-1
2)Inonewayoranother,mostlargecompaniessellto________.
A)consumers
B)otherorganizations
C)employees
D)not-for-profitcompanies
E)theservicesector
Answer:
B
Diff:
2PageRef:
168
Skill:
Concept
Objective:
6-1
3)WhichofthefollowingisNOTawaythatbusinessandconsumermarketsdiffer?
A)marketstructureanddemand
B)natureofthebuyingunit
C)satisfactionofneedsthroughpurchases
D)typesofdecisions
E)decisionprocesses
Answer:
C
Diff:
3PageRef:
169
Skill:
Concept
Objective:
6-1
4)Therearemanysetsof________purchasesmadeforeachsetof________purchases.
A)consumer;business
B)tangible;intangible
C)service;product
D)business;consumer
E)product;service
Answer:
D
Diff:
2PageRef:
168
Skill:
Concept
Objective:
6-1
5)Whichofthefollowingistrueaboutbusinessmarketersincomparisontoconsumermarketers?
A)Theydealwithfarfewerbutfarlargerbuyers.
B)Theydealwithfarmorebutfarsmallbuyers.
C)Theydealwithamoreelasticmarket.
D)Theydealwithfewerdemandsinfluctuation.
E)Theydealwiththesamedecisionbuyingprocess.
Answer:
A
Diff:
2PageRef:
169
Skill:
Concept
Objective:
6-1
6)Inatypicalorganization,buyingactivityconsistsoftwomajorparts:
thebuying________andthebuying________.
A)committee;time
B)time;reorderpoint
C)economicorderquantity;reorderpoint
D)center;decisionprocess
E)deciders;influencers
Answer:
D
Diff:
3PageRef:
172
Skill:
Concept
Objective:
6-2
7)ThebuyingcenterandthebuyingdecisionprocessareaffectedbyallofthefollowingfactorsEXCEPT________.
A)internalorganizationfactors
B)interpersonalfactors
C)individualfactors
D)externalenvironmentalfactors
E)self-conceptfactors
Answer:
E
Diff:
2PageRef:
172
Skill:
Concept
Objective:
6-2
8)Thedecision-makingunitofabuyingorganizationiscalledthe________.
A)businessbuyer
B)buyingcenter
C)buyingsystem
D)business-to-businessmarket
E)supplier-developmentcenter
Answer:
B
Diff:
1PageRef:
174
Skill:
Concept
Objective:
6-2
9)A________consistsoftheactualusersofproducts,thosewhocontrolbuyinginformation,thosewhoinfluencethedecisions,thosewhodotheactualbuying,andthosewhomakethebuyingdecisions.
A)supplierdevelopmentteam
B)cross-functionalteam
C)buyingcenter
D)qualitymanagementcenter
E)partnershipmanagementteam
Answer:
C
Diff:
2PageRef:
174
Skill:
Concept
Objective:
6-2
10)A(n)________controlstheflowofinformationtoothersinthebuyingcenter.
A)user
B)influencer
C)buyer
D)gatekeeper
E)decider
Answer:
D
Diff:
1PageRef:
174
AACSB:
Communication
Skill:
Concept
Objective:
6-2
11)Abuyingcenterisnotafixed,formallyidentified,unitwithinanorganization,butratherasetof________assumedbydifferentpeoplefordifferentpurchases.
A)budgetarylimits
B)informaljobtitles
C)buyingroles
D)statusroles
E)marketingpositions
Answer:
C
Diff:
3PageRef:
174
Skill:
Concept
Objective:
6-2
12)WhichofthefollowingisNOTincludedinthedecision-makingunitofabuyingorganization?
A)individualswhousetheproductorservice
B)individualswhoinfluencethebuyingdecision
C)individualswhomakethebuyingdecision
D)individualswhosupplytheproduct
E)individualswhocontrolbuyinginformation
Answer:
D
Diff:
2PageRef:
174
Skill:
Concept
Objective:
6-2
13)ThemajorinfluencesonthebuyingprocessatGeneralAeronauticsincludecompanypoliciesandsystems,technologicalchange,andeconomicdevelopments.Thetypesofinfluencesonthebuyingprocessinthisscenarioaremostaccuratelycategorizedas________and________.
A)individual;environmental
B)organizational;interpersonal
C)individual;organizational
D)environmental;interpersonal
E)organizational;environmental
Answer:
E
Diff:
3PageRef:
176
Skill:
Concept
Objective:
6-2
14)Whichofthefollowingtypesoffactorsinfluencingmembersofabuyingcenteraretypicallythemostdifficultformarketerstoassess?
A)economic
B)technological
C)interpersonal
D)organizational
E)political
Answer:
C
Diff:
3PageRef:
176
Skill:
Concept
Objective:
6-2
15)Policies,procedures,andsystemsareallexamplesof________influencesonbusinessbuyerbehavior.
A)environmental
B)authoritative
C)interpersonal
D)organizational
E)cultural
Answer:
D
Diff:
2PageRef:
176
Skill:
Concept
Objective:
6-2
16)Status,empathy,andpersuasivenessareallexamplesof________influencesonbusinessbuyerbehavior.
A)environmental
B)individual
C)interpersonal
D)organizational
E)cultural
Answer:
C
Diff:
2PageRef:
176
Skill:
Concept
Objective:
6-2
17)Thefirststepofthebusinessbuyingprocessis________.
A)generalneeddescription
B)alternativeevaluations
C)problemrecognition
D)order-routinespecification
E)performancereview
Answer:
C
Diff:
2PageRef:
177
Skill:
Concept
Objective:
6-3
18)Abuyerwouldbemostlikelytoreviewtradedirectoriesinwhichstageofthebusinessbuyingprocess?
A)problemrecognition
B)generalneeddescription
C)productspecification
D)suppliersearch
E)supplierselection
Answer:
D
Diff:
2PageRef:
177
Skill:
Concept
Objective:
6-3
19)Inwhichstageofthebusinessbuyingprocessisasupplier'stasktomakesurethatthesupplierisgivingthebuyertheexpectedsatisfaction?
A)problemrecognition
B)performancereview
C)suppliersearch
D)supplierselection
E)order-routinespecification
Answer:
B
Diff:
2PageRef:
179
Skill:
Concept
Objective:
6-3
20)B-to-Be-procurementyieldsmanybenefits.TheseincludeallofthefollowingEXCEPT________.
A)reducedtransactioncosts
B)moreefficientpurchasingforbothbuyersandsellers
C)eliminationofinventoryproblems
D)reducedorderprocessingcosts
E)eliminationofmuchofthepaperworkassociatedwithtraditionalorderingprocedures
Answer:
C
Diff:
2PageRef:
181
AACSB:
UseofIT
Skill:
Concept
Objective:
6-3
21)Theleadingbarriertoexpandingelectroniclinkswithcustomersandpartnersonlineis________.
A)cost
B)lackoftrainedpersonnel
C)concernoversecurity
D)lackofknowledge
E)lackofevidenceofefficienciesgainedthroughe-procurement
Answer:
C
Diff:
2PageRef:
181
AACSB:
UseofIT
Skill:
Concept
Objective:
6-3
22)Governmentorganizationstendtofavor________suppliersover________suppliers.
A)local;domestic
B)unionized;nonunionized
C)foreign;domestic
D)domestic;foreign
E)nonunionized;unionized
Answer:
D
Diff:
2PageRef:
182
AACSB:
MulticulturalandDiversity
Skill:
Concept
Objective:
6-4
23)Themaindifferencesbetweenbusinessandconsumermarketsincludemarketstructureanddemand,thenatureofthebuyingunit,andthetypesofdecisions.
Answer:
TRUE
Diff:
2PageRef:
169
Skill:
Concept
Objective:
6-1
24)Onesetofbusinesspurchasesismadeforeachsetofconsumerpurchases.
Answer:
FALSE
Diff:
2PageRef:
168
Skill:
Concept
Objective:
6-1
25)Abusinessmarketernormallydealswithfarfewerbuyersthantheconsumermarketerdoes.
Answer:
TRUE
Diff:
2PageRef:
169
Skill:
Concept
Objective:
6-1
26)Buyershavedifferentbuyingstylesinfluencedbyinterpersonalfactorssuchasage,income,education,professionalidentification,andattitudestowardrisk.
Answer:
FALSE
Diff:
2PageRef:
176
Skill:
Concept
Objective:
6-2
27)Accordingtothestagesofthebusinessbuyingprocess,aftercompletingageneralneeddescription,abusinessbuyershouldnextinvitequalifiedsupplierstosubmitproposals.
Answer:
FALSE
Diff:
3PageRef:
177
Skill:
Concept
Objective:
6-3
28)Proposalsshouldbemarketingdocumentsandnotjusttechnicaldocuments.
Answer:
TRUE
Diff:
2PageRef:
178
AACSB:
Communication
Skill:
Concept
Objective:
6-3
29)Suppliersaremorelikelytostaypricecompetitivewhenthepurchasingcompanyusessinglesourcingthanwhenitusesmultiplesourcing.
Answer:
FALSE
Diff:
3PageRef:
178
AACSB:
AnalyticSkills
Skill:
Application
Objective:
6-3
30)Whenconductingaperformancereview,thesellermonitorsdifferentfactorsthanthosemonitoredbythebuyertomakesurethatthesellerisgivingtheexpectedsatisfaction.
Answer:
FALSE
Diff:
3PageRef:
179
Skill:
Concept
Objective:
6-3
31)E-procurementtypicallyreducesdrudgeryandpaperwork,therebyfreeingpurchasingpersonneltofocusonmorestrategicissues.
Answer:
TRUE
Diff:
2PageRef:
181
AACSB:
UseofIT
Skill:
Concept
Objective:
6-3
32)Thebenefitsofe-procurementincludeaccesstonewsuppliers,lowerpurchasingcosts,andmoretime-efficientorderprocessinganddelivery.
Answer:
TRUE
Diff:
2PageRef:
181
AACSB:
UseofIT
Skill:
Concept
Objective:
6-3
33)Unfortunately,mostgovernmentsdonotprovidewould-besupplierswithdetailedguidesdescribinghowtoselltothegovernment.
Answer:
FALSE
Diff:
2PageRef:
183
Skill:
Concept
Objective:
6-4
34)Itisrarethatnoneconomicfactorsplayaroleingovernmentbuying.
Answer:
FALSE
Diff:
2PageRef:
183
Skill:
Concept
Objective:
6-4
35)Explaintheadvantagesofsystemsselling.
Answer:
Manybusinessbuyersprefertobuyapackagedsolutiontoproblemfromasinglesellerinsteadofbuyingseparat
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