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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