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