Giup người đọc ôn tập, lamg bài trong các kỳ thi, có thể học bài một cách tốt nhất, đề cương giúp đạt điểm cao, bao đậu. Hiểu rõ hơn về môn quản trị marketing, hiểu bài hơn qua câu hỏi của từng chương. Đặc biệt tài liệu bằng tiếng anh giúp người học nâng cao trình độ
CHAPTER 1: DEFINING MARKETING FOR THE 21ST CENTURY Good marketing is no accident, but a result of careful planning and execution selling strategies tactics research Marketing is both an “art” and a “science”—there is constant tension between the formulated side of marketing and the side a creative b selling c management d forecasting e behavior The most formal definition of marketing is a meeting needs profitably b identifying and meeting human and social needs c the 4Ps (Product, Price, Place, Promotion) d an organizational function and a set of processes for creating, communicating, and delivering, value to customers, and for managing customer relationships in ways that benefit the organization and its stake holders e improving the quality of life for consumers Marketing management is a managing the marketing process b monitoring the profitability of the companies products and services c selecting target markets d developing marketing strategies to move the company forward e the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value A transaction involves a at least two parties b each party has something that might be of value to the other party c each party is capable of communication and delivery d each party is free to accept or reject the exchange offer all of the above a b c d e goods constitute the bulk of most countries’ production and marketing efforts a Durable b Impulse c Physical d Service e Event can be produced and marketed as a product Information Celebrities Durable goods Organizations Properties a b c d Charles Revson of Revlon observed: “In the factory, we make cosmetics; in the store, .” we make profits we challenge competitors we implement ads we sell hope we sell quality A is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the a salesperson, customer b fund raiser, contributor c politician, voter d marketer, prospect e celebrity, audience 10 In —consumers may share a strong need that cannot be satisfied by an existing product a negative demand b latent demand c declining demand d irregular demand e non-existent demand 11 In —more customers would like to buy the product than can be satisfied a latent demand b irregular demand c overfull demand d excessive e negative demand 12 Marketers often use the term to cover various groupings of customers a people b buying power c demographic segment d social class position e market 13 Companies selling mass consumer goods and services such as soft drinks, cosmetics, air travel, and athletic shoes and equipment spend a great deal of time trying to establish a superior brand image in markets called a business markets b global markets c consumer markets d nonprofit and governmental markets e service markets 14 In business markets, advertising can play a role, but a stronger role may be played by the sales force, , and the company’s reputation for reliability and quality a brand image b distribution c promotion d price e performance 15 Global marketers must decide a which countries to enter b how to enter each country (as an exporter, licenser, joint venture partner, contract manufacturer, or solo manufacturer) c how to adapt their product and service features to each country a b c d e d how to price their products in different countries e all of the above 16 Mohan Sawhney has proposed the concept of to describe a cluster of complementary products and services that are closely related in the minds of consumers but are spread across a diverse set of industries a metamarket b vertical integration c horizontal integration d betamarket e synchronized marketing 17 The promises to lead to more accurate levels of production, more targeted communications, and more relevant pricing a Age of Globalization b Age of Deregulation c Industrial Age d Information Age e Production Age 18 Many countries have industries to create greater competition and growth opportunities a open-market b deregulated c regulated d scientifically segmented e created mass market 19 Customers are showing greater price sensitivity in their search for a the right product b the right service c the right store d value e relationships 20 Rising promotion costs and shrinking profit margins are the result of a changing technology b globalization c deregulation d privatization heightened competition 21 Industry boundaries are blurring at an incredible rate as companies are recognizing that new opportunities lie at the intersection of two or more industries—this is called a globalization b customization c industry convergence d heightened competition e acquisition 22 In response to giant retailers and category killers, entrepreneurial retailers are building entertainment into stores with coffee bars, lectures, demonstrations, and performances They are marketing a(n) rather than a product assortment a experience b customer value c customer delight d total service solution e intangible benefit(s) 23 In response to threats from such companies as AOL, Amazon, Yahoo, eBay, E’TRADE, and dozens of others, established manufacturers and retailers became “brick-and-click” oriented by adding online services to their existing offerings This process became known as a reintermediation b disintermediation c e-commerce d e-collaboration e new market synchronization 24 Many brick-and-click competitors became stronger contenders in the marketplace than the pureclick firms because they had a larger pool of resources to work with and a better prices b greater value c well-established brand names d one-on-one communications direct selling capability 25 The is practiced most aggressively with unsought goods, goods that buyers normally not think of buying, such as insurance, encyclopedias, and funeral plots a marketing concept b selling concept c production concept d product concept e holistic marketing concept 26 The concept holds that consumers will favor those products that offer the most quality, performance, or innovative features a product b marketing c production d selling e holistic marketing 27 The concept holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organization’s products a production b selling c marketing d product e holistic marketing 28 Several scholars have found that companies who embrace the marketing concept achieve superior performance This was first demonstrated for companies practicing a —understanding and meeting customers’ expressed needs a reactive market orientation b proactive marketing orientation c total market orientation d impulsive market orientation holistic market orientation 29 According to Theodore Levitt, who drew a perceptive contrast between the selling and marketing concepts, is preoccupied with the need to convert products into cash a marketing b selling c direct marketing d holistic marketing e service marketing 30 In the course of converting to a marketing orientation, a company faces three hurdles— a organized resistance, slow learning, and fast forgetting b management, customer reaction, competitive response c decreased profits, increased R&D, additional distribution d forecasted demand, increased sales expense, increased inventory costs e customer focus, profitability, slow learning 31 Companies that practice both a reactive and proactive marketing orientation are implementing a and are likely to be the most successful total market orientation external focus customer focus competitive, customer focus confrontation process 32 Marketers argue for a in which all functions work together to respond to, serve, and satisfy the customer a cross-functional team orientation b collaboration model c customer orientation d management-driven organization e total quality model 33 can be seen as the development, design, and implementation of marketing programs, processes, and activities that recognizes the breadth and interdependencies of their effects a Niche marketing b Holistic marketing c Relationship marketing d Supply-chain marketing e Demand-centered marketing 34 marketing has the aim of building mutually satisfying long-term relations with key parties such as customers, suppliers, distributors, and other marketing partners in order to earn and retain their business a Holistic b Demand-based c Direct d Relationship e Synthetic 35 Companies who form a collect information on each customer’s past transactions, demographics, psychographics, and media and distribution preferences a sales network b holistic union c marketing network d supply-chain network e integrated network 36 The ability of a company to deal with customers one at a time has become practical as a result of advances in , computers, the Internet, and database marketing software a improved communication flow b information technology c just-in-time manufacturing a b c d e d factory customization e customer-centered strategies 37 One traditional depiction of marketing activities is in terms of the marketing mix or four Ps The four Ps are characterized as being a product, positioning, place, and price b product, production, price, and place c promotion, place, positioning, and price d place, promotion, production, and positioning e product, price, promotion, and place 38 The four Ps represent the sellers’ view of the marketing tools available for influencing buyers From a buyer’s point of view, each marketing tool is designed to deliver a customer benefit Robert Lauterborn suggested that the sellers’ four Ps correspond to the customers’ four Cs The four Cs are a customer focus, cost, convenience, and communication b customer solution, customer cost, convenience, and communication c convenience, control, competition, and cost d competition, cost, convenience, and communication e category control, cost, concept development, and competition 39 Holistic marketing incorporates , ensuring that everyone in the organization embraces appropriate marketing principles, especially senior management a profit objectives b share of customer c internal marketing d the marketing mix e strategic planning 40 Marketing is not a department so much as a a company orientation b philosophy c function d branch of management e branch of economics 41 Holistic marketing incorporates and understanding broader concerns and the ethical, environmental, legal, and social context of marketing activities and programs a safe product design b cultural marketing c social responsibility marketing d cross-functional teams e direct sales policies 42 The holds that the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being a customer-centered business b focused business model c societal marketing concept d ethically responsible marketing manager e production-centered business 43 Companies see as an opportunity to enhance their corporate reputation, raise brand awareness, increase customer loyalty, build sales, and increase press coverage a cause-related marketing b brand marketing c equity marketing d direct marketing e recognition marketing 44 When a customer has a(n) need he/she wants a car whose operating cost, not its initial price, is low stated real unstated delight secret 45 When a customer has a(n) need the customer wants to be seen by friends as a savvy consumer a real b unstated c delight d secret stated 46 During market segmentation analysis, the marketer identifies which segments present the greatest opportunity These segments are called a target markets b primary markets c tertiary markets d demographic markets e focused markets 47 For each target market, the firm develops a The offering is positioned in the minds of the target buyers as delivering some central benefit(s) a value offering b niche offering c market offering d segment offering social offering 48 reflects the perceived tangible and intangible benefits and costs to customers a Loyalty b Satisfaction c Value d Expectations e Comparison shopping 49 If a marketer decides to use warehouses, transportation companies, banks, and insurance companies to facilitate transactions with potential buyers, the marketer is using what is called a a service channel b distribution channel c brand channel d relationship channel e intermediary channel 50 includes all the actual and potential rival offerings and substitutes that a buyer might consider a Competition b The product offering c A value proposition a b c d e d The supply chain e The marketing environment 51 The includes the immediate actors involved in producing, distributing, and promoting the offering The main actors are the company, suppliers, distributors, dealers, and the target customers a operations environment b management environment c strategic environment d task environment e tactical environment 52 The process consists of analyzing marketing opportunities; selecting target markets; designing marketing strategies; developing marketing programs; and managing the marketing effort a marketing planning b strategic planning c market research d opportunity analysis e share of customer 53 David Packard of Hewlett-Packard once said, “Marketing is far too important to leave to .” a the advertising boys b uninformed managers c novices d the CEO e the marketing department 54 Some companies are now switching from being solely product-centered (with product managers and product divisions to manage them) to being more centered a competency b strategy c marketing d customer-segment e sales 55 Companies are recognizing that much of their market value comes from , particularly their brands, customer base, employees, distributor and supplier relations, and intellectual capital a variable assets b the value proposition c intangible assets d tangible assets e customer preferences 56 can increasingly be conducted electronically, with buyer and seller seeing each other on their computer screens in real time a Public relations b E-commerce c Advertising d Personal selling e Mass marketing 57 Top management is going beyond sales revenue alone to examine the marketing scorecard to interpret what is happening to a market share b customer loss rate c customer satisfaction d product quality e all of the above 58 At the heart of any marketing program is the —the firm’s tangible offering to the market a service offer b product c sales support team d packaging e auxiliary offer 59 activities are the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the brands they sell a Consumer behavior b Market segmentation c Marketing research d Marketing communication New product development 60 Marketing evaluation and processes are necessary to understand the efficiency and effectiveness of marketing activities and how both could be improved a control b analysis c measurement d feedback e consumer behavior CHAPTER 2: DEVELOPING MAR STRATEGIES AND PLANS The traditional view of marketing is that the firm makes something and then sells it TRUE Michael Porter proposed the value chain as a tool for identifying ways to create more customer value TRUE The support activities that create value and cost in a specific business cover the sequence of bringing materials into the business and converting them into final products FALSE Competitive advantage ultimately derives from how well the company has fitted its core competencies and distinctive capabilities into tightly interlocking "activity systems." TRUE Value exploration is concerned with how a company can efficiently create more promising new value offerings FALSE The first step in the business unit strategic planning process is program formulation FALSE A marketing opportunity is an area of buyer need and interest in which there is a high probability that a company can profitably satisfy that need Your Answer: True D) often reflective E) extremely durable 45 The milder information search state where a person simply becomes more receptive to information about a product is called A) active information search B) information search C) heightened attention D) purchase decision E) dynamic information search 46 The buying process starts when the buyer recognizes a(n) A) product B) advertisement for the product C) salesperson from a previous visit D) problem or need E) internal cue 47 Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to secure information about a product or service? A) heightened attention B) short-term memory processing C) subliminal processing of information D) long-term memory processing E) active information search 48 Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each Which of the following can be considered an experiential information source? A) consumer-rating organizations B) mass media C) acquaintances D) Web sites E) personal handing and examination 49 Brands that meet consumers' initial buying criteria are called the A) total set B) awareness set C) consideration set D) choice set E) decision set 50 Maria considers buying a car for herself, after she notices the advantages derived by her best friend from his new car Which of the following forms of stimulus has activated Maria's problem recognition process? A) external stimuli B) internal stimuli C) peer stimuli D) secondary stimuli E) marketing induced stimuli 51 A consumer who uses Google to find comparative reports on new automobiles, is most likely using which of the following information sources for assistance? A) personal B) public C) experiential D) commercial E) under-the-radar 52 With respect to consumer decision making, the is the set of strong contenders from which one will be chosen as a supplier of a good or service A) total set B) awareness set C) consideration set D) choice set E) decision set 53 A(n) is a descriptive thought that a person holds about something A) attitude B) belief C) desire D) feeling E) emotion 54 A(n) puts people into a frame of mind, such as, liking or disliking an object, moving toward or away from it A) attitude B) belief C) feeling D) position E) stance 55 Marketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different competitive forces and how these various sets get formed This process of identifying the hierarchy is called A) market partitioning B) brand association C) market valuation D) market estimation E) market identification 56 _ are a person's enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or idea A) Discriminations B) Values C) Beliefs D) Feelings E) Attitudes 57 The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their A) needs B) wants C) desires D) brand beliefs E) consuming attitudes 58 The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their A) needs B) wants C) desires D) brand beliefs E) consuming attitudes 59 With the heuristic, the consumer sets a minimum acceptable cutoff level for each attribute and chooses the first alternative that meets the minimum standard for all attributes A) conjunctive B) lexicographic C) elimination-by-aspects D) primary E) secondary 60 are rules of thumb or mental shortcuts in the decision process A) Attitudes B) Beliefs C) Heuristics D) Discriminations E) Biases 61 Even if consumers form brand evaluations, two general factors can intervene between the purchase intention and the purchase decision One of these is unanticipated situational factors What is the other factor? A) Amount of purchasing power B) Attitudes of others C) Short-term memory capabilities D) Ability to return merchandise E) The self-concept 62 A mobile phone manufacturing company observes that the main reason for an abrupt fall in their sales volume is the unconventional design of their phones that consumers found inconvenient and unattractive The findings prompt the company to adopt a new strategy They redesigned the product models keeping the requirements of the end-user in mind According to the expectancy value-model, the company's strategy can be termed as A) psychological repositioning B) real repositioning C) competitive depositioning D) physiological depositioning E) prescriptive method 63 Ford believes its cars to be of higher quality than General Motor's but thinks that consumers wrongly believe the opposite Ford might employ a(n) strategy to change buyers' perceptions of its competition A) real repositioning B) competitive depositioning C) psychological repositioning D) biased repositioning E) attribute repositioning 64 When a marketer tries to alter a consumer's beliefs about a company's brand to get the consumer to rethink a purchase decision, the marketer is using A) psychological repositioning B) competitive depositioning C) positioning D) repositioning E) biased positioning 65 With the , the consumer chooses the best brand on the basis of its perceived most important attribute A) lexicographic heuristic B) conjunctive heuristic C) elimination-by-aspects heuristic D) availability heuristic E) representativeness heuristic 66 risk occurs if the product fails to perform up to expectations A) Physical B) Financial C) Social D) Psychological E) Functional 67 Steve has only 20 minutes to have lunch Although he really likes McDonald's, the line is very long and he is concerned that he will not have a chance to get through the line and eat his lunch before he is due back at work Steve perceives in going to McDonald's today A) time risk B) functional risk C) physical risk D) psychological risk E) social risk 68 A key driver of sales frequency is the product rate B) disposal C) refusal A) consumption D) utility E) option 69 The level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus is called A) elaboration likelihood B) consumer disengagement C) consumer involvement D) variety seeking E) low involvement 70 A consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brand's positive consumption experiences from the past In this situation, the consumer used a to arrive at this purchase decision A) central route B) peripheral route C) behavioral route D) subjective route E) objective route 71 Richard Petty and John Cacioppo's , an influential model of attitude formation and change, describes how consumers make evaluations in both low- and high-involvement circumstances A) introspective model B) elaboration likelihood model C) stimulus-response model D) associative network memory model E) expectancy-value model 72 Which of the following products is most likely to be characterized by low involvement but significant brand difference? A) toothpastes B) digital cameras C) packet of salt D) a milk carton E) furniture 73 Which of the following products is most likely to be characterized by low involvement but significant brand difference? A) toothpastes B) digital cameras C) packet of salt D) a milk carton E) furniture 74 A consumer tells another consumer, "Every time I eat at Big Bill's Steakhouse, I get poor service." Whether this is true or not, it is the consumer's perception This is an example of consumers basing future predictions on the quickness and ease with which a particular example of an outcome comes to mind This scenario would be an illustration of the heuristic A) discrimination B) differentiation C) availability D) screening E) representativeness 75 Ben always reaches for the bright blue and yellow box of Ritz crackers when he visits the snack food aisle in the grocery store He rarely even reads the box or checks the price Which of the following heuristics is most likely being used by Ben? A) Availability B) Representative C) Anchoring D) Adjustment E) Semantic 76 _ refers to the manner in which consumers code, categorize, and evaluate financial outcomes of choices A) Cost accounting B) Financial accounting C) Behavioral accounting D) Mental accounting E) Factual accounting 77 Social class is the fundamental determinant of a person's wants and behavior F 78 An example of a subculture would be a person's geographic region T 79 Groups that have an indirect influence on a person's attitude or behavior can be a part of his/her reference groups T 80 Members within a social class tend to behave more alike compared to members from two different social classes T 81 Secondary groups require continuous interaction to be effective and meaningful F 82 When Mark went to college he had a burning desire to join a social fraternity; for Mark, the fraternity would be a dissociative group F 83 status T A person's position in a group is defined in terms of role and 84 Marketers need to be aware of the status-symbol potential of brands because people usually choose products which reflect their role and their actual or desired status in a society T 85 The behavior people exhibit as they pass through certain lifecycle stages, such as becoming a parent, is largely fixed and does not change over time F 86 For an employee at an organization, annual appraisal can be considered as a critical life event that impacts his/her consumption behavior F 87 Whereas economic circumstances can have a profound effect on consumption, occupation does not impact how people spend their money and what they buy F 88 According to the research conducted by Jennifer Aaker, one of the five traits of a product's brand personality is its physical structure F 89 Brand personality is the specific mix of human traits that may be attributed to a particular brand T 90 The five brand personality traits identified by Jennifer Aaker are consistently observed regardless of nationality or culture F 91 A person's personality portrays the "whole person" interacting with his or her environment F 92 Consumers who experience money constraints are prone to multitasking F 93 Psychogenic needs arise from the physiological states of tension such as hunger or discomfort F 94 Sigmund Freud assumed that the psychological forces shaping people's behavior are largely unconscious, and that people cannot fully understand their motivations T 95 According to Maslow's hierarchy of needs model, recognition, self-esteem, and status would constitute a person's social needs.F 96 According to Herzberg's two-factor theory, satisfiers will make the major difference as to which brand the customer buys.T 97 Perception depends only on the physical stimuli experienced by the person.F 98 People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli.T 99 Selective attention is the tendency to interpret information in a way that will fit our preconceptions.F 100 Selective retention works to the advantage of strong brands.T 101 Because of selective retention, we are likely to forget about the good points of competing products.T 102 Consistent with the elaboration memory model, consumer brand knowledge in memory can be conceptualized as consisting of a brand node in memory with a variety of linked associations.F 103 Brand associations consist of all brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand node.T 104 Memory is a very constructive process This means people not remember information and events completely and accurately and often remember only bits and pieces that they fill in based on whatever else they know.T 105 Every consumer has to pass through all five stages of the buying process when in a buying situation.F 106 The buying process starts when the buyer decides to or actually enters a store or service provider's facility.F 107 A belief is a person's enduring favorable or unfavorable evaluation, emotional feeling, and action tendency toward some object or idea.F 108 The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their brand beliefs according to importance.T 109 If a company finds that a consumer has chosen a competitive product over their company's offering, one way to get the consumer back could be by developing a strategy wherein the company "shifts the buyer's ideals" on one or more levels.T 110 With noncompensatory models of consumer choice, positive and negative attribute considerations usually net out.F 111 Volvo has the reputation for being one of the most "safe" cars on the road For those that value safety, Volvo would be the logical choice This is an example of the lexicographic heuristic of consumer choice.T 112 When consumers evaluate the risks associated with a purchase, only real risks with a high likelihood of occurrence should be considered.F 113 Psychological risk refers to the threat posed by a product to the physical well-being of a consumer.F 114 With respect to a consumer buying situation that involves variety-seeking behavior, the market leader generally encourages variety seeking by offering lower prices or deals.F 115 Anchoring heuristic comes in to play when consumers base their predictions on the quickness and ease with which a particular example of an outcome comes to mind.F 116 The prospect theory maintains that consumers frame decision alternatives in terms of gains and losses according to a value function T CHAPTER 7: ANALYZING BUSSINESS MARKETS refers to 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 channels B) Organizational buying C) Corporate retailing D) Brand auditing E) Inventory control 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 market B) consumer market C) e-commerce market D) global market E) domestic market How can a marketer overcome the negative effects of commoditization? A) convince target consumers that the firm's products are as good as those of competitors B) convince target consumers that price is irrelevant in determining quality C) convince target consumers that the firm's products are different from those of competitors D) convince target customers that buying the highest-priced product is no guarantee of quality E) convince target customers that all the products in the market are equivalent Which of the following is true for business marketers? A) They deal with more and larger buyers than consumer marketers B) They deal with more and smaller buyers than consumer marketers C) They deal with fewer and larger buyers than consumer marketers D) They deal with fewer and smaller buyers than consumer marketers E) They deal with the same kind of buyers as consumer marketers Which of the following is a challenge in which business marketers differ from the consumer marketers? A) understanding deep customer needs in new ways B) identifying new opportunities for organic business growth C) geographically concentrated buyers D) calculating better marketing performance and accountability metrics E) competing and growing in global markets, particularly China 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 demand B) inelastic demand C) geographic demand D) relational demand E) static demand The demand for business goods is ultimately derived from the demand for A) raw materials B) consumer goods C) services D) business solutions E) e-commerce A given percentage increase in consumer demand can lead to a much larger percentage increase in the demand for plant and equipment necessary to produce the additional output Economists refer to this as A) derived demand B) inelastic demand C) the acceleration effect D) a straight rebuy E) the sales cycle The total demand for many business goods and services is not much affected by price changes Thus, this demand is A) derived B) fluctuating C) accelerated D) multiple E) inelastic 10 The purchasing department buys office supplies on a routine basis from a pre-approved list of suppliers This type of purchase is classified as a A) straight rebuy B) modified rebuy C) new task D) secondary purchase E) procure-to-pay 11 Sometimes a rise of only 10% in consumer demand can cause as much as a 200% rise in business demand for products for the next period This is an example of A) inelastic demand B) direct purchasing C) fluctuating demand D) derived demand E) a straight rebuy 12 Shoe manufacturers are not going to buy much more leather if the price of leather falls, nor will they buy much less leather if the price rises, unless they can find satisfactory substitutes This is an example of A) inelastic demand B) direct purchasing C) the acceleration effect D) a modified rebuy E) a straight rebuy 13 Kenilworth Inc is shifting from its rented four-room office to a standalone office building owned by the company itself This can be classified as a A) modified rebuy B) regular buy C) straight rebuy D) new rebuy E) new task 14 In a purchasing situation, the buyer wants to make some change to existing product specifications, prices, delivery requirements, or other terms D) modified rebuy 15 The business buyer has to make the fewest decisions when involved in a C) straight rebuy 16 Jason Riggs' company is considered to be an in-supplier for a lawn mower manufacturer However, recently the lawn mower company has put out a memo to in- and out-suppliers indicating that it would like to change product specifications and delivery schedules Which of the following buying situations is most likely to be in operation given this data? E) modified rebuy 17 Orica Inc competes in the market for commercial explosives The company recently changed its business model from just selling explosives to managing an entire blast in a quarry This customersolution-based approach to the sale of explosives is an example of A) systems selling 18 If you decided to go into the systems contracting business, which of the following categories would constitute your main area of expertise, the service you provide for customers? E) MRO (maintenance, repair, operating) supplies 19 Many business buyers prefer to buy a total solution to a problem from one seller This process is also known as B) systems buying 20 Xerox offers a approach to prospective clients when it offers a complete turnkey solution, including the operation and management of the client's information and communication need C) systems buying 21 If Ampex Support Systems is the single supplier for a local manufacturing company's MRO (maintenance, repair, operating) supplies and needs, Ampex Support Systems is considered as providing for the manufacturer E) systems contracting 22 is a key industrial marketing strategy in bidding to build large-scale industrial products such as dams, pipelines, etc C) Systems selling 23 is composed of all parties who participate in the purchasing decision-making process and share common goals and risks associated with their decisions A) The buying center 24 In the purchasing decision process, the are those who request that something be purchased They may be users or others in the organization B) initiators 25 In the purchasing decision process, the are those who have the power to prevent sellers or information from reaching members of the buying center D) gatekeepers 26 In the purchasing decision process, the major role of is in selecting vendors and negotiating B) buyers 27 If you performed the role of the in a buying center, you would be the person that has the power to prevent sellers or information from reaching other members of the buying center D) gatekeeper 28 When purchasing disposable surgical gowns, Mercy Hospital's vice president of purchasing analyzes whether the hospital should buy disposable gowns or reusable gowns If the findings favor disposable gowns, then the operating-room administrator compares various competitors' products and prices and makes a choice Surgeons influence the decision retroactively by reporting their satisfaction with the particular brand In this situation, the operating-room administrator performs the role of the D) decider 29 When purchasing disposable surgical gowns, Mercy Hospital's vice president of purchasing analyzes whether the hospital should buy disposable gowns or reusable gowns If the findings favor disposable gowns, then the operating-room administrator compares various competitors' products and prices and makes a choice Surgeons influence the decision retroactively by reporting their satisfaction with the particular brand In this situation, the surgeons perform the role of the C) user 30 In which of the following is a person performing the role of an influencer? C) Liam heads the Tech team at LKG and provides information for evaluating the possible alternatives 31 In which of the following is a person performing the role of an approver? E) Dana authorizes the actions of the deciders and buyers in LKG 32 In which of the following is a person performing the role of a gatekeeper? D) LKG gets many calls from potential suppliers, and it is Leah's job to weed out the good prospects and refer them to others in LKG 33 Which of the following is true about the buying center? D) It is the decision-making unit of a buying organization 34 Small sellers should first concentrate their marketing efforts on reaching C) influencers 35 If you were an upper-level marketing executive of a large seller of trucks, which of the following strategies would be most appropriate in reaching buying center targets? B) Use multilevel in-depth selling 36 _ occurs when customers are given a perspective or point of view that allows the firm to "put its best foot forward." C) Framing 37 The new, more strategically oriented purchasing departments have a mission Which of the following most accurately describes that mission? C) Seek the best value from fewer and better suppliers 38 Patrick J Robinson and his associates have identified eight stages in the business buying-decision process This model is called the framework A) buygrid 39 According to Patrick J Robinson, the eight stages in the business buying-decision process are known as A) buyphases 40 Which of the following is a step in the straight rebuy buyclass? C) product specification 41 A new-task buyclass decision begins with which of the following steps? D) problem recognition 42 In reordering office supplies, the only stages that the buyer passes through are the product specification stage and the stage E) performance review 43 The approach to cost reduction that studies whether components can be redesigned or standardized or made by cheaper methods of production without adversely impacting product performance is termed as B) product value analysis (PVA) 44 Business buyers may get new ideas at a trade show, see an ad, or receive a call from a sales representative who offers a better product or a lower price compared to the current in-supplier These situations spur the stage A) problem recognition 45 Business marketers can stimulate problem recognition by B) direct mail, telemarketing, and calling on prospects 46 With respect to e-procurement, Coca-Cola, Sara Lee, Kraft, PepsiCo, P&G, and several other companies joined forces to form a called Transora to use their combined leverage to obtain lower prices for raw materials D) buying alliance 47 Plastics.com allows plastics buyers to search the best prices among thousands of plastics sellers Plastics.com is an example of a(n) D) vertical market 48 On an online , prices change by the minute D) spot market 49 With respect to e-procurement, which of the two types of e-hubs are Web sites organized around? B) vertical and functional hubs 50 Which of the following is an example of a functional hub? D) SupplyLink.com offers manufacturers information on ensuring workplace safety 51 The approach to consumer research asks customers to attach a monetary value to alternative levels of a given attribute The value of a given configuration is determined by adding the average values of each of the given attributes B) compositional 52 In the method for assessing customer value, customers are asked how costs of using a new product compare to those of using an incumbent C) field value-in-use assessment 53 Robert Jennings consultants help farmers deliver an incremental animal weight gain of 8% to 12% over competitors This is an example of A) solutions selling to enhance customer revenues 54 A supplier signs an agreement with a customer that states that $350,000 in savings will be earned by the customer over the next 18 months in exchange for a tenfold increase in the customer's share of supplies ordered by the customer If the supplier achieves less than this promised savings, it will make up the difference If the supplier achieves substantially more than promised, it participates in the extra savings This is an example of E) risk and gain sharing 55 GM employees work at large customer facilities to reduce materialsmanagement spending This is an example of the form of solution selling E) solutions to reduce customer costs 56 Through its dedicated research team, CISCO Systems Inc has developed new value-added business solutions which enable its variant class-II capacitors to provide incremental productivity of 10 to 20 percent over its competitors This is an example of the form of solution selling D) solutions to enhance customer revenues 57 Praxair Limited is a supplier of synthetic graphite to a number of electrode manufacturers in the U.S Its customers have shifted their ordering responsibilities to Praxair and the company regularly monitors its customer's inventory levels and has taken responsibility for replenishing the supplies automatically through continuous replenishment programs Which of the following systems Praxair and its customers follow with respect to order-routine specification? B) Vendor Managed Inventory (VMI) 58 Which of the following methods is most likely to be used by buyers to review the performance of chosen suppliers? C) the buyer might aggregate the cost of poor performance to come up with adjusted costs of purchase, including price 59 A establishes a long-term relationship in which the supplier promises to resupply the buyer as needed, at agreed-upon prices, over a specified period of time A) stockless purchase plan 60 In the category of buyer-supplier relationships, competition rather than cooperation is the dominant form of governance D) customer supply 61 Which of the following relationships is characterized by much trust and commitment leading to a true partnership? B) collaborative 62 The partners in systems are united in operational ways, but neither demonstrates structural commitment through legal means or adaptation B) collaborative 63 Value Central has a partnership of high trust and commitment with certain suppliers and gives them access to its sophisticated and detailed daily, individual store-based sales data In exchange, those suppliers are responsible for managing Value Central's inventory of their products This relationship is best described as C) collaborative 64 The relationship between a company and its office supplies vendor where competition rather than cooperation is the dominant form of governance is probably best described as D) customer supply 65 In the category of buyer-supplier relationship, although bonded by a close, cooperative relationship, the seller adapts to meet the customer's needs without expecting much adaptation or change on the part of the customer in exchange E) customer is king 66 According to research studies, the closest relationships between customers and suppliers arise when A) supply is important to the customer and there were procurement obstacles 67 The type of buyer-supplier relationship in which buyers and sellers make many relationship-specific adaptations, but without necessarily achieving strong trust or cooperation is termed as B) mutually adaptive 68 investments are those expenditures tailored to a particular company and value chain partner C) Specific ... Relationship marketing B) Permission marketing C) Cause marketing D) Defensive marketing E) Horizontal marketing 39 Which of the following is a step in one-to-one marketing that can be adapted for CRM marketing? ... longer use "interruption marketing" via mass media campaigns A) Relationship marketing B) Permission marketing C) Database marketing D) Internet marketing E) Horizontal marketing 38 is the... interdependencies of their effects a Niche marketing b Holistic marketing c Relationship marketing d Supply-chain marketing e Demand-centered marketing 34 marketing has the aim of building mutually