80 test bank for business marketing connecting strategy relationships and learning 4th edition by dwyer

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80 Test Bank for Business Marketing Connecting Strategy Relationships and Learning 4th Edition by Dwyer

True - False Questions

The demand is usually inelastic for a product with substitutes

1 True

2 False

In consumer marketing, the marketer involves the consumer in the

creation and development of his/her Web site

Compared to families in which all members of the household are involved

in every purchase, business purchasing decisions involve one or two people, who are at the top of the firm

1 True

2 False

Business customers are larger than individual consumers, so each

business customer is more important to the financial success of the business marketer

Industrial distributors are organizations that purchase for consumption

1 True

2 False

Channels of distribution are shorter and more direct in business

marketing than in consumer marketing

In the United States, the government is the largest single purchaser of goods and services

1 True

2 False

The likelihood of negotiation decreases when large orders are sold directly by the manufacturer to the OEM buyer because changes can be made to the product and price

Multiple Choice Questions - Page 1

Being _ means that customer satisfaction and operational efficiency are the order of the day for every department and individual employee or associate

1 a The magnitude of business marketing

2 b Business marketing is unique

3 c One type of marketing does not fit all situations

4 d It is an exciting area of study

5 E It is the same as consumer marketing

When purchasing products/services to be consumed in support of the firm's operation, the firm is BEST described as a(n):

These members of an organization are specifically responsible for

coordinating their company's efforts at satisfying their customers

Government agencies tend to have complex purchasing processes

because purchasing is:

1 a Limited to military goods

2 b Solely designed to produce profits

3 c Solely for their own use

4 D Often designed to accomplish social objectives

5 e Largely influenced by negotiation

BASF sells fibers direct to Dupont for the manufacture of carpet and through distributors to smaller companies This example shows that business marketing is characterized by _ compared to consumer marketing

1 A Shorter distribution channels

2 b Marketing research

3 c Greater web integration

4 d Consumption

5 e Lesser emphasis on personal selling

When a company purchases a product or service to be included in its own final product, the company is called a(n)

1 a Reseller

In terms of personal selling, which of the following statements is TRUE?

1 a A business cannot be successful through personally getting to know each individual and coordinating the sales-purchase process

2 B Complex buying procedures involving many members of the buying

organization require personal selling

3 c Multiple personal relationships can strengthen organizational relationships and these relationships are the responsibility of the manager

4 d A customer's size and a direct channel do not affect the importance of

negotiation

5 e Large orders sold directly by the manufacturer to the user increase the

likelihood of negotiation because changes can be made in place and promotion

Which of the following statements about buyer-seller relationships in business marketing is TRUE?

1 a Strong personal and business relationships between buyer and seller are extremely rare

2 b Close personal relationships exist between buyer and seller in all industries

3 c Personal selling is never an important element of the marketing mix

4 d Companies rarely enter into long-term contracts as the opportunity cost of mistakes is high

5 E Many companies focus on building relationships that enable buyers and sellers

Users are similar to final consumers in that:

1 a They purchase products to include in their own final product

2 B Satisfaction is determined through consumption

3 c They are primarily influenced by advertising

4 d The impact upon profit is not important

5 e They incorporate their purchases into their final product

BASF salespeople work directly with fire departments to sell the latest fire-fighting chemicals and ensure that they are used properly This

example shows that business marketing is characterized by _

compared to consumer marketing

1 a Longer distribution channels

2 B Greater emphasis on personal selling

3 c Varying buyer-seller relationships

4 d Greater web integration

5 e Consumption

In business marketing, large customer size and use of direct channels increase the importance of:

3 c Institutions

4 d Service suppliers

5 E Individual consumers

In the United States:

1 a The state governments are the single largest consumers

2 b The government does not use any product it buys

3 c The purchasing processes used by the government are simple and easy to sell to

4 d The federal government is the only government customer

5 E The federal government is the country's largest single landlord

Identify the largest single purchaser of products and services in the United States.

All the following are ways in which business marketing differs from

consumer marketing EXCEPT:

1 a Its distribution channels are shorter and more direct

2 b It emphasizes personal selling and negotiation

3 C The Web is not integrated

4 d It employs "unique" promotional strategies

5 e It requires knowledge of the customer's customer

Resellers include all of the following EXCEPT:

1 a Because individual consumers are larger than business customers

2 b Because individuals within organizations purchase for personal consumption and consumers do not

3 C Because business markets consume products in the process of making other products

4 d Because the buyers of business products are the final consumers

5 e Because of the emphasis on personal selling for business products

55 Free Test Bank for Business Marketing Connecting Strategy Relationships and Learning 4th Edition by Dwyer Multiple Choice Questions - Page 2

Typically, business marketers face:

Marketing is a process by which the marketer creates:

Gold purchased by AT&T for use in the manufacture of

telecommunications equipment would be BEST described as a(n):

Janitorial products, painting contractors who paint the buildings,

plumbing services and heating and air conditioning services fall under:

Overhead cranes, blast furnaces, industrial robots and other

manufacturing equipment as well as forklifts, road graters and other heavy construction machinery are examples of

1 a MRO items

2 b Maintenance products

2 B Is the perception of how much the buyer benefited beyond what was invested in

a product

3 c Is the reason why an organization is created

4 d Is based on some general need that has been identified in the market

5 e Is the recognition of a need and the means to satisfy it

Policies designed to encourage the growth of minority- or women-owned businesses as well as small businesses are examples of _ policies that influence government purchasing

2 b Are parts assembled into the final product without further transformation

3 c Include raw and manufactured materials, component parts or OEM parts and assemblies

4 d Are parts assembled to make a component for installation into the final product

by another company

5 e Are parts assembled into the final product without further transformation

Business marketers must recognize that the demand for their products and services is _ demand, which means that demand for their

products and services results from the demand for their customers'

products and services

1 A Derived

2 b Concentrated

The system of value creation is also known as:

1 A Are sold to OEMs for use in the products they manufacture

2 b Are parts assembled into the final product without further transformation

3 c Facilitate a firm's achievement of its objectives, but are not part of the final product

4 d Are also called installations

5 e Are products sold to users for use in the company's operations

The percentage change in sales relative to the percentage change in price is:

Parts that may be assembled into a final product without further

processing are BEST described as:

1 a Are also called OEM products

2 b Refer to products sold to users for use in the company's final product

3 c Are materials processed only to the point required for economic handling and distribution

4 d Are parts assembled into the final product without further transformation

5 E Support company efforts but are not part of the final product

The hiring of an advertising agency would be BEST descried as the

purchase of a(n):

1 a Operating supply

What is an important difference between accessory and capital equipment when it comes to marketing the equipment to users?

1 a Accessory equipment is part of the organization's final product while capital equipment facilitates the organization's activities

2 B Capital equipment is much more expensive and its purchase may involve more members of the organization than purchase of accessory equipment

3 c Accessory equipment demand is derived from the demand for consumer

products

4 d Marketing requirements for accessory equipment are different as more

members of the organization must be reached by marketing efforts

5 e Capital equipment is ordered on a more regular basis than accessory

equipment

In business markets, products are generally classified on the basis of:

1 a Price

2 b Durability

3 C Type of purchaser and reason for purchase

4 d Size and weight of product

5 e Type of promotion employed

Compared to the typical household buying, the organizational purchasing process:

1 a Involves lesser number of people

2 b Rarely involves checks and controls

3 c Arises from implicit negotiation, expertise and habit

4 D Is more complex

5 e Uses crude cost accounting systems and cash flow management

Gates Controls may purchase plastic casing, a component part, from Plastech and parts from Metric Devices and then put these components together into a tachometer that is sold to GM GM would then put the tachometer into its cars or trucks GM may refer to the part as a(n)

Compared to individual consumers, business customers:

1 a Have less stringent standards for judging a vendor

2 b Are more in number

3 C Are more likely to be geographically concentrated

4 d Have lower purchasing power

5 e Are less important to the financial success of the business marketer

Free Text Questions

How does greater web integration help business marketing and why is this better than consumer marketing?

Answer Given

One unique aspect of business marketing is how the web is used The web

becomes the backbone of a supplier/customer communication network that

enables customers to track shipment information, order products at prices and terms agreed to by the salesperson and buyer and access other account

information that helps manage the supply process In contrast to this form of integration is consumer marketing, where the marketer does not involve the

consumer in the creation and development of the site and therefore the marketer must advertise to drive traffic to it.

Write a short note on how business marketing differs from consumer marketing?

Answer Given

Business marketing differs in that channels of distribution are shorter and more direct, there is more emphasis on personal selling and negotiation, the Web is fully integrated and complex buying processes result in unique promotional strategies Relationships are also different between buyer and seller when both are

organizations than when one is an individual consumer.

Compare and contrast accessory and capital equipment?

Answer Given

Hand tools, such as sanders, routers, portable saws and other light tools, are called accessory equipment Capital equipment, also called installations, refers to large equipment used in the production process that requires significant financial investment The difference between accessory and capital equipment is important when it comes to marketing the equipment to users Capital equipment is much more expensive and its purchase may involve more members of the organization than purchase of accessory equipment Marketing requirements are different as more members of the organization must be reached by marketing efforts.

Write a short note on integrative nature of business marketing?

Answer Given

A high degree of interaction and cooperation is needed among members of a value chain Each member is both buyer and seller to other members of the chain, which often results in a different form of relationship between buyer and seller than in consumer markets Customer retention and relationship building are important elements of success in today's business marketing environment For relationships to be strong, the entire organization must be dedicated to solving the needs and satisfying the wants of each business partner Careful internal

integration and coordination are needed in relationship-building strategies.

Compare and contrast derived demand in business marketing and

consumer marketing?

Answer Given

Business marketers must recognize that the demand for their products and

services is derived demand; that is, demand for their products and services is derived from the demand for their customers' products and services Ultimately, most demand is derived from consumer demand, the exception being demand derived from government purchases such as arms sales For suppliers to

manufacturers of consumer products, the issue of derived demand may not be too great In this situation, there is virtually a one-to-one relationship; for every

consumer product purchased, there is a one-to-one relationship with the supplier

of a component of that product.