Chapter 7 Marketing Essay

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1. Business-to-business marketing refers to buying and selling goods or services to be used by final consumers.
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False
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2. B2B marketing involves manufacturers, wholesalers, and service firms.
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True
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3. Resellers differ from producers in that resellers significantly alter the form of goods they sell.
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False
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4. The B2B buying process tends to be more formal than B2C buying.
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True
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6. A university’s purchasing department is required to get at least three bids for any purchase greater than $3,000. This requirement is used to keep suppliers “on their toes.”
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True
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8. Organizational culture may vary by geography.
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True
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10. In both new buy and straight rebuy situations, all members of a buying center will be intensely involved in the purchasing decision.
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False
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11. An architect working for a large firm requests specific computer software to produce designs, drawings, and other technical information for his clients. The architect probably serves as a gatekeeper in the buying center.
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False
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13. A buying center whose members reach a decision based on a collective agreement is known as an autocratic buying center.
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False
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14. A small business decides to upgrade its aging phone system. The business will probably place a straight rebuy order.
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False
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15. Business-to-business marketing involves buying and selling goods or services by all of the following EXCEPT
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B. consumers.
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17. Jackie works as a sales rep for a company that produces and sells steel used in building construction. Jackie is in __________ sales.
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C. B2B
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18. Sales of electric components manufactured by Rick’s company depend on sales of new cars. Rick’s company faces __________ demand.
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E. derived
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20. Whether targeting consumers or resellers, marketers need to focus on
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A. creating value for their customers.
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22. A __________ is a type of reseller, a business that buys from other businesses but does not significantly alter the form of the products it buys.
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D. wholesaler
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24. Hospitals, schools, and religious organizations are examples of __________ buyers.
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C. institutional
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26. Which of the following is an example of a government buyer?
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C. U.S. Marine Corps
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28. Both the B2B and B2C buying processes begin with
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B. need recognition.
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29. Compared to the B2C process, the information search and alternative evaluation steps in the B2B process are
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D. more formal and structured.
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31. B2B buying decisions are often made by
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C. committees.
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33. The first stage of the B2B buying process is
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E. need recognition.
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35. Edward, the leading salesperson for Harry’s Honda dealership, began hearing customers asking for hybrid automobiles several years ago. Edward alerted Harry, and Harry preordered many Honda hybrids before they became available. In this case, the source of need recognition was
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C. customers.
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36. After need recognition, a business develops __________ that suppliers might use to develop their proposals.
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D. product specifications
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37. After Hurricane Katrina, many states reevaluated their coastal area building requirements. These new building codes represented __________ that building materials companies used to develop new products.
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D. product specifications
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39. After need recognition and product specification, many firms using the B2B buying process
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B. issue a request for proposals from invited suppliers.
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41. Frequently a B2B buyer will post its RFP
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D. on its website.
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43. The buying center for USF Corporation is in the process of discussing price, quality, and delivery schedules with potential suppliers. They are in the __________ stage of the business-to-business buying process.
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A. vendor negotiation
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46. While consumers weigh postpurchase dissonance, business buyers
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C. conduct vendor analysis.
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48. In most large organizations, several people are responsible for making a purchase decision. This group is called the
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D. buying center.
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50. Melanie is the director of human resources for a small manufacturing firm. She has a strong personal interest in technology, and is known throughout the firm as one of the first to hear about and use new kinds of communications technologies. If the firm decides to upgrade its network, Melanie will probably function in what role in the firm’s buying center?
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C. Influencer
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52. At many universities, education faculty members were among the first to ask for personal computers. These faculty members were __________ in the buying center.
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B. initiators
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53. Raycom Construction needs heavy-duty equipment to install a new pipeline in northern Alaska. After a vendor is chosen, Reginald will handle the paperwork and send out the purchase order. Reginald plays the __________ in the buying center.
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A. buyer
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55. Kim is the sales representative for a major textbook publisher. When she calls on the business faculty at General University, she also tries to meet with several students to get their feedback on textbooks. She passes this feedback to her managers to guide the development of the publisher’s future textbooks. The students are the __________ in the buying center.
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D. users
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59. While no one in the firm has discussed it, Brad notices everyone else seems to dress more casually on Fridays during the summer. Brad is observing part of his firm’s
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A. culture.
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61. Which of the following is NOT one of the four general types of organizational cultures?
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D. capitalist
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63. Markham Publishing is known for its consultative buying center culture. Recognizing this corporate culture, someone attempting to sell to Markham Publishing should
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B. address the concerns of all members of the buying center with particular attention to those of the
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66. Not knowing the roles of key players in the buying process could cause a sales representative to
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D. waste time and alienate people.
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68. Jenny was feeling frustrated. “What’s taking them so long to make a decision? It’s been weeks since I first met with them, and they all seem interested in the product. I’ve also jumped through all their paperwork hoops.” Jenny is likely selling to a firm in what kind of buying situation?
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A. New buy
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69. Most B2B buying situations can be categorized as new buys, modified rebuys, and
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B. straight rebuys.
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70. The RFP stage of the B2B buying process is NOT required for
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C. a straight rebuy.
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74. Olga is the sales rep for ATV Communication Systems. She wants to bid on the RFP issued by Manitoba University for distance learning technology. She knows she will need to provide considerable information and demonstrations of her firm’s technology because Manitoba University is in a new buy situation and does not have
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B. any experience with the product they wish to purchase.
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78. When Walmart considers reordering items for its stores, its buyers are instructed to negotiate price concessions, quality improvements, and/or added options. In this situation, Walmart buyers are engaged in a(n) __________ situation.
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B. modified rebuy
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83. Yvonne uses her customer relationship management (CRM) system to predict when her business customers will need more of her company’s packaging materials. When she thinks a customer should be ready to make another order, she contacts them. Yvonne is using CRM to encourage customers to engage in a(n)
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D. straight rebuy.
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85. When a business customer engages in a straight rebuy, the member of the buying center most likely to be involved in the purchase is the
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E. buyer.
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87. The three types of buying situations
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E. call for different marketing and selling strategies.
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89. A(n) __________ situation in B2B marketing is similar to limited problem solving in the B2C process.
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C. modified rebuy
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95. A buying center that makes its decisions by majority vote is a(n) __________ buying center.
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A. democratic
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98. The chair of the board of the local Humane Society chose the bank where the organization keeps its money; however, the office manager is the primary person who makes deposits, writes checks, and balances the account every month. The office manager is the __________ in the buying center for the bank account.
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A. user
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100.A wholesaler is an example of a
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A. reseller.
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103.Firms typically repurchase office supplies (paper, ink cartridges, pens, etc.) through straight rebuys on their supplier’s website. Should an office supplies sales rep stay in close touch with his/her current customers, and why or why not?
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D. Yes; the sales rep might learn about a new opportunity in the need recognition stage.
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105.Because they do so much driving while visiting doctors’ offices and hospitals, pharmaceutical sales representatives are often given company cars to drive. When a pharmaceutical company like Merck is preparing to purchase new company cars, sales reps’ feedback will be sought on car models and features, but the final decision will be made by higher levels of management. What role(s) do the sales reps play in the buying center?
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D. Users and influencers
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108.Which of the following is NOT true about web portals?
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C. Portals are strictly for buying and selling tangible products.

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