Question 1

As part of the buyer selection process,buying centers must decide how many suppliers to use.What might motivate a buyer to use multiple sources

Accepted Answer

Companies that use multiple sources ofte

Question 2

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.

Accepted Answer

A)  manufacturer's co-op 
B)  supplier's co-op 
C)  middleman group 
D)  buying alliance 
E)  cabal 
A)  manufacturer's co-op 
B)  supplier's co-op 
C)  middleman group 
D)  buying alliance 
E)  cabal

Question 3

In the purchasing decision process,the ________ are those who request that something be purchased.They may be users or others in the organization.

Accepted Answer

A)  users 
B)  initiators 
C)  influencers 
D)  deciders 
E)  approvers 
A)  users 
B)  initiators 
C)  influencers 
D)  deciders 
E)  approvers

Question 4

Identify four types of contract restrictions that business suppliers can use to protect their margins when dealing with price-oriented buyers.

Accepted Answer

Some companies handle price-or

Question 5

Moving into e-procurement has many benefits.Which of the following would not be among those benefits

Accepted Answer

A)  Aggregating purchasing across departments gains larger volume discounts. 
B)  Aggregating purchasing gains centrally negotiated volume discounts. 
C)  There is less buying of substandard goods from suppliers not on the approved list. 
D)  A smaller purchasing staff is required. 
E)  Purchasing gains a significant leverage with top management because of its management team. 
A)  Aggregating purchasing across departments gains larger volume discounts. 
B)  Aggregating purchasing gains centrally negotiated volume discounts. 
C)  There is less buying of substandard goods from suppliers not on the approved list. 
D)  A smaller purchasing staff is required. 
E)  Purchasing gains a significant leverage with top management because of its management team.

Question 6

As an alternative to reducing price,sellers may handle price-oriented buyers by establishing any of the following purchasing conditions EXCEPT ________.

Accepted Answer

A)  limiting the quantity that can be purchased 
B)  no refunds 
C)  no adjustments 
D)  no services 
E)  no customer advertising 
A)  limiting the quantity that can be purchased 
B)  no refunds 
C)  no adjustments 
D)  no services 
E)  no customer advertising

Question 7

Using the ________ form of solution selling,W.W.Grainger employees work at large customer facilities to reduce materials-management costs.

Accepted Answer

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 
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

Question 8

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 ________.

Accepted Answer

A)  inelastic demand 
B)  direct purchasing 
C)  fluctuating demand 
D)  derived demand 
E)  a straight rebuy 
A)  inelastic demand 
B)  direct purchasing 
C)  fluctuating demand 
D)  derived demand 
E)  a straight rebuy

Question 9

In the straight rebuy,"out-suppliers" try to get a small order and then enlarge their purchase share over time.

Accepted Answer

A) True 
 B)False

Question 10

Think about what you have learned about a buying center.If you performed the role of the ________,you would be the person that has the power to prevent sellers or information from reaching other members of the buying center.

Accepted Answer

A)  initiator 
B)  influencer 
C)  decider 
D)  gatekeeper 
E)  approver 
A)  initiator 
B)  influencer 
C)  decider 
D)  gatekeeper 
E)  approver

Question 11

The demand for business goods is ultimately derived from the demand for raw materials.

Accepted Answer

A) True 
 B)False

Question 12

According to the buygrid framework described in the text,a performance review completes the buygrid as a last step.

Accepted Answer

A) True 
 B)False

Question 13

Webster cautions that ultimately,individuals,not organizations,make purchasing decisions.What does this mean for business suppliers

Accepted Answer

Individuals are motivated by their own n

Question 14

Explain the concept of solution selling.Give one example of this approach.

Accepted Answer

Solution selling approaches buyers from

Question 15

Explain how fluctuating demand impacts business markets differently than consumer markets.

Accepted Answer

The demand for business goods and servic

Question 16

In barter markets,participants offer to trade goods or services.

Accepted Answer

A) True 
 B)False

Question 17

To create and capture value,sellers need to understand business organizations' needs,resources,policies,and ________.

Accepted Answer

A)  demands 
B)  protocols 
C)  strategies 
D)  buying procedures 
E)  personnel policies 
A)  demands 
B)  protocols 
C)  strategies 
D)  buying procedures 
E)  personnel policies

Question 18

Consider yourself as an upper-level marketing executive of a large seller of fleet trucks.Which of the following strategies would be most appropriate in reaching buying center targets

Accepted Answer

A)  Concentrate on key buying influencers. 
B)  Use multilevel in-depth selling. 
C)  Use trade-based promotions. 
D)  Begin all sales efforts with the secretarial support staff. 
E)  Move all operations to the Net. 
A)  Concentrate on key buying influencers. 
B)  Use multilevel in-depth selling. 
C)  Use trade-based promotions. 
D)  Begin all sales efforts with the secretarial support staff. 
E)  Move all operations to the Net.

Question 19

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 modify product specifications and delivery schedules.Which of the following buying situations is most likely to be in operation given this data

Accepted Answer

A)  Straight rebuy 
B)  Elastic rebuy 
C)  Fluctuating rebuy 
D)  Flatten rebuy 
E)  Modified rebuy 
A)  Straight rebuy 
B)  Elastic rebuy 
C)  Fluctuating rebuy 
D)  Flatten rebuy 
E)  Modified rebuy

Question 20

Business buyers often buy directly from manufacturers rather than through intermediaries,especially items that are technically complex or expensive.

Accepted Answer

A) True 
 B)False

Exam 7: Analyzing Business Markets

As part of the buyer selection process,buying centers must decide how many suppliers to use.What might motivate a buyer to use multiple sources

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.

In the purchasing decision process,the ________ are those who request that something be purchased.They may be users or others in the organization.

Identify four types of contract restrictions that business suppliers can use to protect their margins when dealing with price-oriented buyers.

Moving into e-procurement has many benefits.Which of the following would not be among those benefits

As an alternative to reducing price,sellers may handle price-oriented buyers by establishing any of the following purchasing conditions EXCEPT ________.

Using the ________ form of solution selling,W.W.Grainger employees work at large customer facilities to reduce materials-management costs.

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 ________.

In the straight rebuy,"out-suppliers" try to get a small order and then enlarge their purchase share over time.

Think about what you have learned about a buying center.If you performed the role of the ________,you would be the person that has the power to prevent sellers or information from reaching other members of the buying center.

The demand for business goods is ultimately derived from the demand for raw materials.

According to the buygrid framework described in the text,a performance review completes the buygrid as a last step.

Webster cautions that ultimately,individuals,not organizations,make purchasing decisions.What does this mean for business suppliers

Explain the concept of solution selling.Give one example of this approach.

Explain how fluctuating demand impacts business markets differently than consumer markets.

In barter markets,participants offer to trade goods or services.

To create and capture value,sellers need to understand business organizations' needs,resources,policies,and ________.

Consider yourself as an upper-level marketing executive of a large seller of fleet trucks.Which of the following strategies would be most appropriate in reaching buying center targets

Business buyers often buy directly from manufacturers rather than through intermediaries,especially items that are technically complex or expensive.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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