科特勒市场营销第六章习题与答案.docx

1、科特勒市场营销第六章习题与答案Chapter 6 Business Markets and Business Buyer Behavior1) Business buying behavior refers to the buying behavior of organizations that buy all of the following EXCEPT _.A) products for use in production of other productsB) services for use in production of other servicesC) products pur

2、chased to resell to othersD) products purchased to rent to othersE) products purchased for personal consumptionAnswer: EDiff: 1 Page Ref: 168Skill: ConceptObjective: 6-12) In one way or another, most large companies sell to _.A) consumersB) other organizationsC) employeesD) not-for-profit companiesE

3、) the service sectorAnswer: BDiff: 2 Page Ref: 168Skill: ConceptObjective: 6-13) Which of the following is NOT a way that business and consumer markets differ?A) market structure and demandB) nature of the buying unitC) satisfaction of needs through purchasesD) types of decisionsE) decision processe

4、sAnswer: CDiff: 3 Page Ref: 169Skill: ConceptObjective: 6-14) There are many sets of _ purchases made for each set of _ purchases.A) consumer; businessB) tangible; intangibleC) service; productD) business; consumerE) product; serviceAnswer: DDiff: 2 Page Ref: 168Skill: ConceptObjective: 6-15) Which

5、of the following is true about business marketers in comparison to consumer marketers?A) They deal with far fewer but far larger buyers.B) They deal with far more but far small buyers. C) They deal with a more elastic market.D) They deal with fewer demands in fluctuation.E) They deal with the same d

6、ecision buying process.Answer: ADiff: 2 Page Ref: 169Skill: ConceptObjective: 6-16) In a typical organization, buying activity consists of two major parts: the buying _ and the buying _.A) committee; timeB) time; reorder pointC) economic order quantity; reorder pointD) center; decision processE) dec

7、iders; influencersAnswer: DDiff: 3 Page Ref: 172Skill: ConceptObjective: 6-27) The buying center and the buying decision process are affected by all of the following factors EXCEPT _.A) internal organization factorsB) interpersonal factorsC) individual factorsD) external environmental factorsE) self

8、-concept factorsAnswer: EDiff: 2 Page Ref: 172Skill: ConceptObjective: 6-28) The decision-making unit of a buying organization is called the _.A) business buyerB) buying centerC) buying systemD) business-to-business marketE) supplier-development centerAnswer: BDiff: 1 Page Ref: 174Skill: ConceptObje

9、ctive: 6-29) A _ consists of the actual users of products, those who control buying information, those who influence the decisions, those who do the actual buying, and those who make the buying decisions.A) supplier development teamB) cross-functional teamC) buying centerD) quality management center

10、E) partnership management teamAnswer: CDiff: 2 Page Ref: 174Skill: ConceptObjective: 6-210) A(n) _ controls the flow of information to others in the buying center.A) userB) influencerC) buyerD) gatekeeperE) deciderAnswer: DDiff: 1 Page Ref: 174AACSB: CommunicationSkill: ConceptObjective: 6-211) A bu

11、ying center is not a fixed, formally identified, unit within an organization, but rather a set of _ assumed by different people for different purchases.A) budgetary limitsB) informal job titlesC) buying rolesD) status rolesE) marketing positionsAnswer: CDiff: 3 Page Ref: 174Skill: ConceptObjective:

12、6-212) Which of the following is NOT included in the decision-making unit of a buying organization?A) individuals who use the product or serviceB) individuals who influence the buying decisionC) individuals who make the buying decisionD) individuals who supply the productE) individuals who control b

13、uying informationAnswer: DDiff: 2 Page Ref: 174Skill: ConceptObjective: 6-213) The major influences on the buying process at General Aeronautics include company policies and systems, technological change, and economic developments. The types of influences on the buying process in this scenario are m

14、ost accurately categorized as _ and _.A) individual; environmentalB) organizational; interpersonalC) individual; organizationalD) environmental; interpersonalE) organizational; environmentalAnswer: EDiff: 3 Page Ref: 176Skill: ConceptObjective: 6-214) Which of the following types of factors influenc

15、ing members of a buying center are typically the most difficult for marketers to assess?A) economicB) technologicalC) interpersonalD) organizationalE) politicalAnswer: CDiff: 3 Page Ref: 176Skill: ConceptObjective: 6-215) Policies, procedures, and systems are all examples of _ influences on business

16、 buyer behavior.A) environmentalB) authoritativeC) interpersonalD) organizationalE) culturalAnswer: DDiff: 2 Page Ref: 176Skill: ConceptObjective: 6-216) Status, empathy, and persuasiveness are all examples of _ influences on business buyer behavior.A) environmentalB) individualC) interpersonalD) or

17、ganizationalE) culturalAnswer: CDiff: 2 Page Ref: 176Skill: ConceptObjective: 6-217) The first step of the business buying process is _.A) general need descriptionB) alternative evaluationsC) problem recognitionD) order-routine specificationE) performance reviewAnswer: CDiff: 2 Page Ref: 177Skill: C

18、onceptObjective: 6-318) A buyer would be most likely to review trade directories in which stage of the business buying process?A) problem recognitionB) general need descriptionC) product specificationD) supplier searchE) supplier selectionAnswer: DDiff: 2 Page Ref: 177Skill: ConceptObjective: 6-319)

19、 In which stage of the business buying process is a suppliers task to make sure that the supplier is giving the buyer the expected satisfaction?A) problem recognitionB) performance reviewC) supplier searchD) supplier selectionE) order-routine specificationAnswer: BDiff: 2 Page Ref: 179Skill: Concept

20、Objective: 6-320) B-to-B e-procurement yields many benefits. These include all of the following EXCEPT _.A) reduced transaction costsB) more efficient purchasing for both buyers and sellersC) elimination of inventory problemsD) reduced order processing costsE) elimination of much of the paperwork as

21、sociated with traditional ordering proceduresAnswer: CDiff: 2 Page Ref: 181AACSB: Use of ITSkill: ConceptObjective: 6-321) The leading barrier to expanding electronic links with customers and partners online is _.A) costB) lack of trained personnelC) concern over securityD) lack of knowledgeE) lack

22、of evidence of efficiencies gained through e-procurementAnswer: CDiff: 2 Page Ref: 181AACSB: Use of ITSkill: ConceptObjective: 6-322) Government organizations tend to favor _ suppliers over _ suppliers.A) local; domesticB) unionized; nonunionizedC) foreign; domesticD) domestic; foreignE) nonunionize

23、d; unionizedAnswer: DDiff: 2 Page Ref: 182AACSB: Multicultural and DiversitySkill: ConceptObjective: 6-423) The main differences between business and consumer markets include market structure and demand, the nature of the buying unit, and the types of decisions.Answer: TRUEDiff: 2 Page Ref: 169Skill

24、: ConceptObjective: 6-124) One set of business purchases is made for each set of consumer purchases.Answer: FALSEDiff: 2 Page Ref: 168Skill: ConceptObjective: 6-125) A business marketer normally deals with far fewer buyers than the consumer marketer does.Answer: TRUEDiff: 2 Page Ref: 169Skill: Conce

25、ptObjective: 6-126) Buyers have different buying styles influenced by interpersonal factors such as age, income, education, professional identification, and attitudes toward risk. Answer: FALSEDiff: 2 Page Ref: 176Skill: ConceptObjective: 6-227) According to the stages of the business buying process

26、, after completing a general need description, a business buyer should next invite qualified suppliers to submit proposals.Answer: FALSEDiff: 3 Page Ref: 177Skill: ConceptObjective: 6-328) Proposals should be marketing documents and not just technical documents.Answer: TRUEDiff: 2 Page Ref: 178AACSB

27、: CommunicationSkill: ConceptObjective: 6-329) Suppliers are more likely to stay price competitive when the purchasing company uses single sourcing than when it uses multiple sourcing.Answer: FALSEDiff: 3 Page Ref: 178AACSB: Analytic SkillsSkill: ApplicationObjective: 6-330) When conducting a perfor

28、mance review, the seller monitors different factors than those monitored by the buyer to make sure that the seller is giving the expected satisfaction.Answer: FALSEDiff: 3 Page Ref: 179Skill: ConceptObjective: 6-331) E-procurement typically reduces drudgery and paperwork, thereby freeing purchasing

29、personnel to focus on more strategic issues.Answer: TRUEDiff: 2 Page Ref: 181AACSB: Use of ITSkill: ConceptObjective: 6-332) The benefits of e-procurement include access to new suppliers, lower purchasing costs, and more time-efficient order processing and delivery.Answer: TRUEDiff: 2 Page Ref: 181A

30、ACSB: Use of ITSkill: ConceptObjective: 6-333) Unfortunately, most governments do not provide would-be suppliers with detailed guides describing how to sell to the government.Answer: FALSEDiff: 2 Page Ref: 183Skill: ConceptObjective: 6-434) It is rare that noneconomic factors play a role in government buying.Answer: FALSEDiff: 2 Page Ref: 183Skill: ConceptObjective: 6-435) Explain the advantages of systems selling.Answer: Many business buyers prefer to buy a packaged solution to problem from a single seller instead of buying separat