科特勒营销管理架构英文版练习题期末试题2

MKTG649,Spring2011,Exam2ReviewSet–Page1of10MKTG649:MarketingManagement,Spring2011Exam2ReviewQuestionsNOTES:Examdate:Tue,Apr05,2011(bringyourownScantron®).Thesequestionsareillustrative.Inadditiontostudyingthisset,youshouldalsoconsulttherelevantchaptersofyourtextandyourlecturesnotes.Feelfreetodiscusswithme,shouldyouhaveanyquestionsorconcerns.Chapter6–AnalyzingBusinessMarkets1.Thebusinessmarketdiffersfromtheconsumermarketinthat__________.a.moremassmediaareusedtocommunicatewiththebusinessmarketb.itisamuchlargermarketwithmanymorebuyersthantheconsumermarketc.itisamuchsmallermarketindollarvolumethantheconsumermarketd.moreproductcustomizationtakesplaceintheconsumermarkete.itacquiresgoodsorservicesinordertousethemforanotherpurpose,asopposedtoacquiringgoodsorservicesforpersonalconsumption2.Businessbuyingbehaviordiffersfromconsumerbuyingbehaviorinthat__________.a.thebuyersforthebusinessmarketaretypicallymoregeographicallydispersedthanthosefortheconsumermarketandthedemandforproductsandservicesintheconsumermarketisunaffectedbypricefluctuationsb.fewerpeopletypicallyparticipateinorinfluencebusinessbuyingdecisionsthanintheconsumermarketc.businessesbuyproductstoaccomplishasinglegoal,whichvariesbyindustryandbusinessd.thedemandforbusinessgoodsandservicesisderivedfromconsumers’finaldemande.businessesbuythroughlongerchannelswithmoreintermediaries3.Businessbuyers_________.a.aregeographicallyasdiverseasconsumersb.tendtobegeographicallyconcentratedwithoverhalfoftheminsevenstatesc.arelargelyconcentratedinthesouthwesternUnitedStatesd.tendtobefoundinsmallercommunitiesandruralareasintheMidweste.usegeographicaldispersiontokeepshippingcostslow4.Thebuyingdepartmentforanursinghomeisinformedthepriceoftheibuprofenusedforpatientmedicationhasincreasedby15percent.Heordersanewsupplyanywaybecauseheknowshecanpasstheincreaseontotheclients.Thisisanexampleofbusinessproductshaving__________demand.A.routineb.inelasticc.volatiled.acceleratede.elastic5.AngeloWeinsteinisaproducebuyerforAlliant,alargefoodsupplier.Heisbuyinglettuce,cucumbers,andtomatoesforproducingpre-madesalads.Heordersthesamenumberandqualityofthesevegetablesasbeforebutnoticesthathissupplier’spriceshaveincreasedslightly.Angeloisconductinga__________.a.straightrebuyb.directpurchasec.modifiedrebuyd.newtaskbuye.reciprocalbuy6.AngeloWeinsteinisaproducebuyerforAlliant,alargefoodsupplier.Heisbuyinglettuce,cucumbers,andtomatoesforproducingpre-madesalads.Heordersthesamenumberandqualityofthesevegetablesasbeforebutnoticesthathissupplier’spriceshaveincreasedslightly.Ifpricesfromhisusualproducesuppliercontinuetorise,youcanexpectAngelotoengageina__________.a.straightrebuyb.directpurchasec.modifiedrebuyd.newtaskbuyMKTG649,Spring2011,Exam2ReviewSet–Page2of10e.functionalrebuy7.RobisonCorp.isagroundbeefprocessingplant.OwnersWilliamandWalkerRobisonattendedatradeshowandsawameatgrindingmachinethatoperatesatacapacityof9,000poundsperhourandrequiresonlyoneemployee.Untiltheshow,thebrothershadnoideasuchaproductexisted.Asfarastheyhavelearnedonlyonecompanyismanufacturingsuchamachine.Theyhavecalculatedthatsuchamachinecouldsavethemupto$185adayinlaborcosts.Theyhavecontactedthecompanytolearnmoreaboutthe$53,000grinder.TheRogersbrothersareengagedina__________.a.straightrebuyb.directpurchasec.modifiedrebuyd.newtaskbuye.functionalrebuy8.__________is(are)whereasinglesupplierprovidesthebuyerwithallrequiredmaintenance,repair,andoperatingsupplies,resultinginlowercoststothebuyer.a.Missionarysalesb.Aturnkeysolutionc.Projectengineeringd.Systemscontractinge.Primecontracting9.Withthehelpoftheyardoperationsmanager,theownerofMemphisLogisticsisplanningonbuyingasophisticatedloadertomovemerchandisefromtrucksontorailcars.Itwillbereplacinganobsoletepieceofequipmentwhichtheyardoperationsmanagerdescribesashardtooperateandpotentiallydangerous.Intermsofthebuyingcenter,theyardoperationsmanagerwhowillberesponsiblefortheoverseeingtheemployeeswhooperateandmaintainthedumperhastherolesof__________.a.gatekeeperanddeciderb.influencer,user,andapproverc.buyer,influencer,initiator,andgatekeeperd.decider,user,andbuyere.initiator,influencer,anddecider10.Erin’ssecretarydevelopedafileofvisitingsalespeople,butonlyallowedafewtoactuallyhavetimeonErin’scalendar.Erinisfrequentlychargedwithbuyingexpensiveofficeequipmentaspartofherjob.Erin’ssecretaryisplayingwhatroleinthebusinessbuyingprocess?a.initiatorb.userc.deciderd.approvere.gatekeeper11.Theownerofamulchplantisplanningtopurchasea$41,000trailerforhaulingbulkproducttoadistributioncompanywherethemulchwillbepackagedinto2cubicfeetbags,andsoldatgardeningsupplystores.Theoperatorofthedistributioncompanywouldprobablyassumetherolesof__________inthebuyingcenter.a.userandgatekeeperb.approverandinfluencerc.initiator,gatekeeper,anddeciderd.decider,user,andinfluencere.influencerandgatekeeper12.Thegardenerinchargeofmaintainingthebeautifulgroundsatanamusementparkwasstrollingthroughtheparklookingattheflowersandbushesfromaguest’sperspectivewhenhenoticedsomeJapanesebeetlesflyingaround.Hemadeamentalnotetohimselfthathehadtoorde