kotler07tifMarketing management习题.doc

《kotler07tifMarketing management习题.doc》由会员分享，可在线阅读，更多相关《kotler07tifMarketing management习题.doc（30页珍藏版）》请在三一办公上搜索。

1、Chapter 7: Analyzing Business MarketsGENERAL CONCEPT QUESTIONSMultiple Choice 1. To create and capture value, sellers need to understand business organizations needs, resources, policies, and _.a. demandsb. protocolsc. strategiesd. buying procedurese. personnel policiesAnswer: d Page: 209Level of di

2、fficulty: Easy2. Webster and Wind define _ as the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.a. marketing channelsb. organizational buyingc. demand-oriented buy

3、ingd. purchasinge. inventory controlAnswer: bPage: 210Level of difficulty: Medium3. The _ consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to others.a. business marketb. consumer marketc. e-comme

4、rce marketd. global markete. supplier marketAnswer: aPage: 210Level of difficulty: Medium4. Business markets have several characteristics that contrast sharply with those of consumer markets. All of the following would be among those characteristics EXCEPT _. a. fewer, larger buyersb. close supplier

5、-customer relationshipc. professional purchasingd. inverted demande. multiple sales callsAnswer: dPages: 210211Level of difficulty: Hard5. All of the following would be among the major industries that make up the business market EXCEPT _. a. agriculture, forestry, and fisheriesb. manufacturingc. con

6、structiond. banking, finance, and insurancee. the InternetAnswer: ePage: 210Level of difficulty: hard6. Trained purchasing agents, who must follow their organizations _, often purchase business goods.a. cultureb. past purchasing historyc. purchasing policies, constraints, and requirementsd. needse.

7、financial budgetsAnswer: cPage: 211Level of difficulty: Medium7. Ultimately, the amount of steel sold to General Motors depends on the consumers demand for GM cars and trucks. From the standpoint of the steel manufacturer, which of the following demand forms is most pertinent? a. Derived demandb. In

8、elastic demandc. Geographic demandd. Relational demande. Static demandAnswer: aPage: 211Level of difficulty: Hard8. The demand for business goods is ultimately derived from the demand for _.a. raw materialsb. consumer goodsc. electronicsd. business solutionse. e-commerceAnswer: bPage: 211Level of di

9、fficulty: Easy9. The business buyer faces many decisions in making a purchase. The number of decisions depends on the buying situation. All of the following examples are appropriate to the preceding EXCEPT _. a. complexity of the problem being solvedb. newness of the buying requirementc. number of p

10、eople involvedd. applicability of situation to mission statemente. time requiredAnswer: dPage: 212Level of difficulty: Hard10. The purchasing department buys office supplies on a routine basis. This type of purchase is classified as a _. a. straight rebuyb. modified rebuyc. new taskd. secondary purc

11、hasee. preordained purchaseAnswer: aPage: 212Level of difficulty: Easy11. There are a series of guidelines for selling to small businesses. Which of the following should not be among those guidelines? a. Dont waste their time.b. Do keep it simple.c. Do use the Internet.d. Dont forget about direct co

12、ntact.e. Do lump small and midsize businesses together for efficiency sake.Answer: ePage: 212Level of difficulty: Medium12. The business buyer makes the fewest decisions in the _. a. modified rebuyb. regular buyc. straight rebuyd. new rebuye. new task buyAnswer: cPage: 213Level of difficulty: Medium

13、13. Many business buyers prefer to buy a total solution to a problem from one seller. _ is the correct term for this process. a. Channel consolidationb. Systems buyingc. Vertical buyingd. Horizontal buyinge. Supply buyingAnswer: bPage: 213Level of difficulty: Medium14. Xerox offers a _ approach to p

14、rospective clients when it offers a complete turnkey procedure, operation, and management of the clients information and communication need. a. supply buyingb. primary buyingc. systems buyingd. co-op buying systeme. direct buying Answer: cPage: 213Level of difficulty: Medium15. If Ampex Support Syst

15、ems is the single supplier for a local manufacturing companys MRO (maintenance, repair, operating) supplies and needs, Ampex Support Systems would then be considered as providing _ for the manufacturer. a. systems buying b. purchasing supportc. turnkey logisticsd. decision supporte. systems contract

16、ingAnswer: ePage: 214Level of difficulty: Hard16. _ is a key industrial marketing strategy in bidding to build large-scale industrial products (e.g., dams, pipelines, et cetera). a. Systems contractingb. Systems buyingc. Systems sellingd. Solutions buyinge. Turnkey logisticsAnswer: cPage: 214Level o

17、f difficulty: Hard17. _ is composed of all those individuals and groups who participate in the purchasing decision-making process, who share some common goals and the risks arising from their decisions.a. The buying centerb. The marketing sales teamc. Strategic managementd. Engineering supporte. The

18、 logistics centerAnswer: aPage: 214Level of difficulty: Medium18. In the purchasing decision process, the _ are those who request that something be purchased. They may be users or others in the organization.a. usersb. initiatorsc. influencers d. deciderse. approversAnswer: bPage: 214Level of difficu

19、lty: Easy19. In the purchasing decision process, the _ are those who have the power to prevent sellers or information from reaching members of the buying center. a. gatekeepersb. buyersc. initiatorsd. approverse. decidersAnswer: aPage: 215Level of difficulty: Medium20. The typical buying center has

20、a minimum of _ members. a. 23b. 34c. 45d. 56e. 10Answer: dPage: 215Level of difficulty: Hard21. Webster cautions that ultimately, _ make purchasing decisions. a. only senior managers b. individuals, not organizationsc. organizations, not individualsd. third partiese. systems contractorsAnswer: bPage

21、: 215Level of difficulty: Medium22. Small sellers concentrate their marketing efforts on reaching _. a. approversb. initiatorsc. key buying influencersd. userse. the purchasing staffAnswer: cPage: 216Level of difficulty: Medium23. To the _ price is everything and transactional selling is used. a. so

22、lution-oriented customersb. income-oriented customersc. gold-standard customersd. strategic-value customerse. price-oriented customersAnswer: ePage: 216Level of difficulty: Easy24. The strategic-value customers want a fairly permanent sole-supplier relationship with your company. Which of the follow

23、ing would be the best selling format to use with the strategic-value customer? a. Transactional sellingb. Consultative sellingc. Quality sellingd. Enterprise sellinge. Indirect demand sellingAnswer: dPage: 216Level of difficulty: Hard25. Some customers are willing to handle price-oriented buyers by

24、setting a lower price, but establishing restrictive conditions. All of the following would be among those conditions EXCEPT _. a. limiting the quantity that can be purchasedb. no refundsc. no adjustmentsd. no servicese. no customer advertisingAnswer: ePage: 216Level of difficulty: Medium26. If a sup

25、plier signs an agreement with a customer that states $350,000 in savings will be earned by the customer over the next 18 months in an exchange for a ten-fold increase in the customers share of supplies ordered by the customer, the two parties will have participated in what is called _. a. solution s

26、elling b. consultative selling c. risk and gain sharingd. strategic alignment e. demand shifting Answer: cPage: 217Level of difficulty: Medium27. W.W. Grainger employees work at large customer facilities to reduce materials-management costs. Which of the following forms of solution selling is W.W. G

27、rainger using? a. Solutions to partnerships. b. Solutions to alter corporate culture. c. Solutions to enhance customer revenues.d. Solutions to decrease customer risks.e. Solutions to reduce customer costs.Answer: ePage: 217Level of difficulty: Medium28. In principle, business buyers seek to _ in re

28、lation a market offerings costs. a. spread risks b. obtain the highest benefit package c. maintain everyday-low-pricesd. outsource as much as is possible e. eliminate partners shares in profits as much as possible Answer: bPage: 217Level of difficulty: Hard29. In the past, what position did purchasi

29、ng departments hold in the management hierarchy of most organizations? a. A high level because of their role in managing the companys costs.b. A moderate level because of their spotty record on controlling costs.c. A low level despite the fact that they manage more than half of the companys costs.d.

30、 A secretive position. e. There has been no determination of this position.Answer: cPage: 218Level of difficulty: Hard30. The new, more strategically-oriented purchasing departments have a mission. Which of the following most accurately describes that mission? a. Make the most profit possible and re

31、main independent of entanglements. b. Approach every purchasing opportunity as means to create interdependency.c. Seek the best value from fewer and better suppliers.d. Outsource the supply function.e. Abandon all strategies except for systems selling and buying.Answer: cPage: 218Level of difficulty

32、: Hard31. When the purchasers focus is short term and tactical and they are rewarded on their ability to obtain the lowest price from suppliers for the given level of quality and availability, this is referred to as _.a. procurement orientationb. supply chain management orientationc. buying orientat

33、iond. sellers orientatione. market orientationAnswer: cPage: 218Level of difficulty: Medium32. When buyers simultaneously seek quality improvements and cost reductions and they develop collaborative relationships with major suppliers and seek savings through better management of acquisition, convers

34、ion, and disposal costs, this is referred to as _.a. sellers orientationb. supply chain management orientationc. market orientationd. procurement orientatione. buying orientationAnswer: dPage: 218Level of difficulty: Hard33. When the purchasing role is further broadened to become a more strategic, v

35、alue-adding operation, this is referred to as _.a. supply chain management orientationb. buying orientationc. sellers orientationd. procurement orientatione. routine orientationAnswer: aPage: 218Level of difficulty: Medium34. Peter Kraljic distinguished four product-related purchasing processes. Whi

36、ch of the following matches to products that have high value and cost to the customer but involve little risk of supply because many companies make them? a. Strategic productsb. Bottleneck productsc. Leverage productsd. Routine productse. Commodity productsAnswer: cPage: 219Level of difficulty: Hard

37、35. The products that have high value and cost to the customer and also involve high risk (e.g., mainframe computers) are called _.a. strategic productsb. bottleneck productsc. leverage productsd. routine productse. commodity productsAnswer: aPage: 219Level of difficulty: Medium36. Most purchasing p

38、rofessionals describe their jobs as more _, technical, team-oriented, and involving more responsibility than ever before. a. riskyb. strategicc. ethically difficultd. Web-basede. human-basedAnswer: bPage: 219Level of difficulty: Hard37. Robinson and Associates have identified eight stages and called

39、 them buyphases. This model is called the _ framework. a. buygridb. buying/selling c. seller-centeredd. commerciale. buy-analysisAnswer: aPage: 219Level of difficulty: Medium38. The first step (buyphase) in the straight rebuy buyclass is _. a. problem recognitionb. general need descriptionc. product

40、 specificationd. supplier searche. proposal solicitationAnswer: cPage: 220Level of difficulty: Hard39. A new task buyclass decision begins with which of the following buyphases? a. Problem recognitionb. General need descriptionc. Product specificationd. Supplier searche. Proposal solicitationAnswer:

41、 aPage: 220Level of difficulty: Medium40. Business marketers can stimulate problem recognition by _. a. trade directoriesb. direct mail, telemarketing, and calling on prospectsc. encouraging the Better Business Bureau to release statisticsd. consumer advertisinge. requesting testimonials from existi

42、ng customersAnswer: bPage: 221Level of difficulty: Medium41. When Hewlett-Packard sells such complex products as a network computer system, it is engaging in what it calls the _ concept because it offers information and specific solutions to unique problems. a. “product specification”b. “price de-es

43、calation” c. “systems selling”d. “trusted advisor” e. “strategic alliance” Answer: dPage: 221Level of difficulty: Medium42. U.S. businesses spent about _ on online transactions with other businesses in 2002 as compared to consumer online purchases of $71 billion during the same time period. a. $650

44、billionb. $500 billionc. $482 billiond. $225 billione. $53 billionAnswer: cPage: 222Level of difficulty: Hard43. With respect to e-procurement, Web sites are organized around two types of e-hubs: _. a. vertical and horizontal hubsb. vertical and functional hubsc. functional hubs and organizational h

45、ubsd. supplier and user hubse. manufacturer and supplier hubsAnswer: bPage: 222Level of difficulty: Hard 44. With respect to e-procurement, Coca-Cola, Sara Lee, Kraft, PepsiCo, Gillette, P&G, and several other companies joined forces to form a _ called Transora to use their combined leverage to obta

46、in lower prices for raw materials. a. manufacturers co-opb. suppliers co-opc. middleman groupd. buying alliancee. cabalAnswer: dPage: 222Level of difficulty: Medium45. Business-to-business cyberbuying is flourishing on the Internet. So far, most of the products that businesses are buying electronically are _, and travel