Deck 6: Business Markets and Business Buyer Behavior

Question 1

Differences between business markets and consumer markets include all of the following EXCEPT ________.

A) nature of the buying unit
B) market structure and demand
C) number of buyers
D) people who make purchase decisions to satisfy needs
E) types of decisions and the decision process

Answer 1

D

Question 2

Business markets are similar to consumer markets in that ________.

A) the nature of the buying unit is the same for both
B) the decision processes involved in both the markets are same
C) both involve people who assume buying roles and make purchase decisions to satisfy needs
D) both share the same market structure
E) the types of decisions are fairly consistent in both the markets

Answer 2

C

Question 3

The business marketer normally deals with ________ than the consumer marketer does.

A) far fewer but far larger buyers
B) far more but far smaller buyers
C) negligible customer complaints
D) far less fluctuations in demands
E) far more elastic demand

Answer 3

A

Question 4

A business purchase usually involves all of the following EXCEPT ________.

A) more decision participants
B) manufacturing representatives
C) more professional purchasing effort
D) trained purchasing agents
E) high-level trained supply managers

Question 5

The Pure Drug Company produces insulin, a product with a very stable demand. Even though the price changed several times in the past two years, the demand for Pure Drug's insulin remained relatively unaffected. In this instance, the demand for insulin is representative of ________ demand.

A) latent
B) negative
C) inelastic
D) derived
E) composite

Question 6

The owners of a manufacturing firm in Ohio have developed a core network of suppliers to ensure an uninterrupted supply of products. This is an example of ________.

A) capability management
B) a supply bottleneck
C) asset management
D) backsourcing
E) supplier development

Question 7

Refer to the scenario below to answer the following question(s).
Alpha Stampings Inc. produces 14 metal stampings for the automotive industry. Due to industry design changes and consumer demands, for the next financial year, six of those stampings will require a slight change: two will have an extra hole punched through the side, two will require an extra plating process, and two will require an additional weld operation.
In the meantime, purchasing agent Richard Koehl has been asked to reduce the number of Alpha's steel suppliers in an effort to cut costs. After obtaining updated price quotations and steel samples from his current suppliers, Richard faced a dilemma. Until now, he had selected his suppliers based on quality and price, but the major consideration had been the type of steel required and the specialized production processes of his respective suppliers. Not all of Alpha's suppliers could produce the exact grades of steel needed; some suppliers were better at producing certain types of steel than others.
Richard contacted several employees at Alpha who had worked with the various types of steel in the past. The quality control manager and line inspector, for example, could help to determine which suppliers had the capabilities of producing specific types of steel. The production control manager could provide input regarding which types of steel worked best in which presses. The warehouse foreman gave inputs regarding how long various types of steel could be held in inventory before rust spots began to form on their surfaces. Each person contributed the necessary information to help Richard in making his decision.
The demand for Alpha Stampings' products is ultimately based on the demand for new automobiles in the consumer market. This is an example of ________ demand.

A) negative
B) latent
C) primary
D) derived
E) composite

Question 8

Which of the following is NOT part of the business market?

A) Kruger Group sells interior security systems to resorts.
B) A country club buys safety equipment for its swimming pool.
C) Maria Theresa shops for her family's groceries at the local Whole Foods store.
D) A firm buys laptops from Dell for company salespeople to use when traveling.
E) Airmark sells a vinyl printing press to a manufacturer of plastic storage containers.

Question 9

Green Bees, a popular American heavy-metal band, will perform in Berlin during Christmas. There is a high demand for concert tickets among fans worldwide who are looking forward to the much-awaited performance. In this instance, the high demand for tickets for the Green Bees concert is representative of ________ demand.

A) primary
B) negative
C) derived
D) elastic
E) business

Question 10

Which of the following is true about business purchases?

A) Business purchases involve more professional purchasing effort than consumer purchases.
B) Business purchases involve fewer participants in decision making compared to consumer purchases.
C) Purchasing agents are absent in business purchases.
D) Business purchases involve less technical and economic considerations compared to consumer purchases.
E) Business purchases are usually quicker and more informal than are consumer purchases.

Question 11

________ involves systematically developing networks of supplier-partners to ensure a dependable supply of products and materials for use in making products or reselling them to others.

A) Supplier development
B) Business buying
C) Supplier quality assurance
D) Relationship management
E) Executive development

Question 12

The decision process by which business buyers determine which products and services their organizations need to purchase and then find, evaluate, and choose among alternative suppliers and brands is known as ________.

A) situational analysis
B) business buying process
C) business diversification
D) business process automation
E) lateral expansion

Question 13

In the business buying process, business buyers determine which products and services their organizations need to purchase.

Question 14

Business buyer behavior refers to the ________.

A) buying behavior of consumers who buy goods and services for personal consumption
B) buying behavior of the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others
C) buying behavior of consumers who rely on small retailers for the regular supply of provisions
D) decision process by which business buyers determine which products and services their organizations need to purchase
E) strong affinity of businesses for value-for-money deals

Question 15

Jeremy's, a handbag manufacturer in Lower Manhattan, procures a large stock of leather in anticipation of brisk sales of handbags during December. This is an example of a(n) ________ demand.

A) composite
B) derived
C) primary
D) latent
E) inelastic

Question 16

Demand for outboard motors depends on consumers purchasing fishing boats. This is an example of ________ demand.

A) primary
B) composite
C) derived
D) elastic
E) negative

Question 17

In business markets with inelastic demand ________.

A) the total demand for products is not much affected by short-term price changes
B) buyers are highly sensitive to price changes
C) derived demand is absent
D) a business purchase usually involves fewer decision participants
E) a business purchase usually does not involve a professional purchasing effort

Question 18

Since business marketers have fewer buyers than consumer marketers, business buyers often face ________ than do consumer buyers.

A) less complex buying decisions
B) shorter buying processes
C) informal buying processes
D) more complex buying decisions
E) fewer product details

Question 19

Business demand that ultimately comes from the demand for consumer goods is known as ________ demand.

A) derived
B) negative
C) primary
D) consumer
E) elastic

Question 20

A university enrolled 200 graduate students in the Fall of 2015. However, the enrollment rate was only slightly affected following a 12-percent hike in tuition the following fall. This illustrates ________ demand.

A) derived
B) negative
C) highly elastic
D) composite
E) inelastic

Question 21

The business marketer normally deals with far fewer but far larger buyers than the consumer marketer does.

Question 22

Sigma Inc., a software firm based in California, reordered 50 printers from the designated provider without any modifications. This is an example of ________.

A) derived demand
B) inelastic demand
C) a straight rebuy
D) a new task
E) a modified rebuy

Question 23

In a straight rebuy, ________.

A) the "in" suppliers try to maintain product and service quality to keep the business
B) the "in" suppliers feel pressured to protect an account
C) the "out" suppliers view the situation as an opportunity to gain new business
D) a company buys a product or a service for the first time
E) buyers are keen on revising product specifications

Question 24

Most businesses that manufacture products for the consumer market also sell directly to consumers.

Question 25

Explain the concept of derived demand.

Question 26

The main differences between business and consumer markets are in market structure and demand, the nature of the buying unit, and the types of decisions and the decision process involved.

Question 27

Business demand ultimately derives from the demand for consumer goods.

Question 28

Why is the business buying process more formalized than the consumer buying process?

Question 29

Which of the following is most likely true about a straight rebuy?

A) Suppliers are not required to focus on quality of products or services delivered.
B) A straight rebuy is far more complex than a new-task situation.
C) A straight rebuy is handled on a routine basis by the purchase department.
D) A straight rebuy occurs only when a buyer wants to pinpoint and procure the best deal in the market.
E) A straight rebuy involves more opportunities for "out" buyers than do other types of purchasing situations.

Question 30

The demand for many business goods tends to change more slowly than the demand for consumer goods.

Question 31

Gina Parker owns an ad agency in Baton Rouge. She regularly purchases cleaning supplies for her custodial staff, using the same vendor and ordering relatively consistent amounts of the same products on each purchase. This is an example of ________.

A) a modified rebuy situation
B) a new task
C) a straight rebuy situation
D) reverse auction
E) product differentiation

Question 32

Why is demand in the business market mostly inelastic?

Question 33

In a(n) ________ situation, the buyer wants to revise product specifications, prices, terms, or suppliers.

A) reverse auction
B) straight rebuy
C) new task
D) modified rebuy
E) absolute auction

Question 34

A marketer wanting to determine business buyer behavior is most likely to ask which of the following questions?

A) Are buyers sensitive toward price changes in consumer markets?
B) What are the major influences on buyers?
C) Are niche markets more profitable than mass markets?
D) How do interpersonal factors affect organizational performance?
E) Is the role of gatekeepers relevant in the international business environment?

Question 35

Distinguish between business markets and consumer markets.

Question 36

In a ________ situation, the "in" suppliers may become nervous and feel pressured to put their best foot forward to protect an account and the "out" suppliers may see the present situation as an opportunity to make a better offer and gain new business.

A) straight rebuy
B) new task
C) reverse auction
D) modified rebuy
E) solutions selling

Question 37

What is supplier development?

Question 38

In which of the following would the buyer reorder a product without any modifications?

A) reverse auction
B) solution selling
C) new task
D) straight rebuy
E) modified rebuy

Question 39

Derived demand refers to the business demand that ultimately comes from the demand for consumer goods.

Question 40

In the business buying process, the buyer and seller are relatively less dependent on each other.

Question 41

Peter Adams, an entrepreneur, decided to start a new technology venture. As he needed servers and computers for his company, he decided to order these from a local vendor who was offering attractive discounts. In this instance, Peter ________.

A) faces a new task situation
B) faces a modified rebuy situation
C) is most likely to benefit the most from reverse auction
D) faces the need for product differentiation
E) plans to attract customers by offering products at below-market prices

Question 42

Paul, a purchasing agent for Kiel Inc., has the authority to prevent salespersons from seeing the decision makers in his organization. Which of the following best describes Paul's position?

A) influencer
B) decider
C) gatekeeper
D) buyer
E) user

Question 43

________ refers to a business buying situation in which the buyer purchases a product or service for the first time.

A) Modified rebuy
B) Straight rebuy
C) New task
D) Reverse auction
E) Derived demand

Question 44

In routine buying situations, which of the following members of the buying center has formal or informal power to select or approve the final suppliers?

A) users
B) influencers
C) gatekeepers
D) deciders
E) buyers

Question 45

A new task situation presents ________.

A) low risk for the buyer
B) the fewest decisions for the buyer
C) the least information required
D) the greatest opportunity and the greatest challenge to the marketer
E) the smallest number of decision participants

Question 46

Rudolf Technologies Inc. decided to enter the automobile service market. Consequently, the company decided to procure the tools and machines needed from a reputable supplier. Rudolf Technologies is facing ________.

A) a new task situation
B) a modified rebuy situation
C) negative competition
D) the need to outsource its primary service offering
E) the pressure to diversify its market

Question 47

________ refers to buying a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation.

A) Systems selling
B) Performance review
C) Problem recognition
D) Proposal solicitation
E) General need specification

Question 48

Dora has formal authority to select the suppliers and arrange terms of purchase for many of the items her firm uses. Her role in the buying center is that of a(n) ________.

A) user
B) influencer
C) buyer
D) decider
E) gatekeeper

Question 49

Ralph works for a manufacturing company in Ohio. Recently, he called in a department manager to assist in the purchase of some heavy machinery. After consulting the department manager, Ralph is considering a change in product specifications and characteristics and expects suppliers to meet his requirements. Which of the following is evident here?

A) modified rebuy
B) new task
C) straight rebuy
D) product differentiation
E) reverse auction

Question 50

A(n) ________ controls the flow of information to others in the buying center.

A) user
B) influencer
C) buyer
D) decider
E) gatekeeper

Question 51

________ may help shape product specifications, but their major role is to select vendors and to negotiate.

A) Gatekeepers
B) Deciders
C) Buyers
D) Influencers
E) Users

Question 52

Solutions selling ________.

A) is often a key business marketing strategy for winning and holding accounts
B) refers to a business buying situation in which the buyer purchases a product or service for the first time
C) refers to a business buying situation in which the buyer wants to modify product specifications, prices, terms, or suppliers
D) is equivalent to cold calling
E) refers to a business buying situation in which the buyer routinely reorders something without any modifications

Question 53

The decision-making unit of a purchasing organization is called its ________.

A) value chain
B) buying center
C) customer support system
D) quality center
E) innovation center

Question 54

________ have formal authority to select the supplier and arrange the terms of purchase.

A) Users
B) Influencers
C) Buyers
D) Gatekeepers
E) Deciders

Question 55

The ________ refer(s) to all the individuals and units that play a role in the purchase decision-making process.

A) users
B) influencers
C) buying center
D) gatekeepers
E) systems sellers

Question 56

________ refer to people in an organization's buying center who affect the buying decision; they often help define specifications and provide information for evaluating alternatives.

A) Users
B) Influencers
C) Buyers
D) Gatekeepers
E) Deciders

Question 57

Who among the following does NOT participate in the purchase decision process of a buying organization?

A) individuals who use the product or service
B) individuals who influence the buying decision
C) individuals who make the buying decision
D) individuals who supply raw materials
E) individuals who control the flow of information to others

Question 58

Eric Mason, an employee of Huntington Steelworks, is responsible for defining product specifications and providing relevant information for evaluating alternatives in his organization's buying center. Eric, whose opinions affect the buying decisions of his organization to a great extent, is most likely a(n) ________.

A) user
B) influencer
C) decider
D) gatekeeper
E) buyer

Question 59

________ refer to members of the buying organization who help define specifications and provide information for evaluating alternatives.

A) Gatekeepers
B) Influencers
C) Users
D) Deciders
E) Buyers

Question 60

Sheffield Cargo serves both consumer and business markets, but most of its revenue comes from its business customers. Of late, the business customers of Sheffield Cargo have demanded a change in the packaging of heavy cargo along with a more sophisticated and user-friendly extranet framework. Sheffield Cargo is under pressure to offer better products and services or risk losing a huge portion of its customers. This is an example of ________.

A) a new task
B) a modified rebuy situation
C) a straight rebuy situation
D) trade exchange
E) reverse auction

Question 61

Marissa Hopkins, a hospital nurse, notices that the gurneys used in the hospital are not durable enough. She informed the hospital authorities about Grace Care Inc., a new company selling lightweight and durable gurneys. In this instance, Marissa played the role of a(n) ________.

A) strategist
B) buyer
C) gatekeeper
D) influencer
E) decider

Question 62

The major influences on the buying process at General Aeronautics Limited include supply conditions and technological changes, which would both be categorized as ________ factors.

A) organizational
B) individual
C) systemic
D) interpersonal
E) environmental

Question 63

Jason Perkins has the informal power to approve the final suppliers in his organization. In other words, Jason plays the role of a(n) ________ in his organization's buying center.

A) gatekeeper
B) decider
C) buyer
D) influencer
E) user

Question 64

Refer to the scenario below to answer the following question(s).
Alpha Stampings Inc. produces 14 metal stampings for the automotive industry. Due to industry design changes and consumer demands, for the next financial year, six of those stampings will require a slight change: two will have an extra hole punched through the side, two will require an extra plating process, and two will require an additional weld operation.
In the meantime, purchasing agent Richard Koehl has been asked to reduce the number of Alpha's steel suppliers in an effort to cut costs. After obtaining updated price quotations and steel samples from his current suppliers, Richard faced a dilemma. Until now, he had selected his suppliers based on quality and price, but the major consideration had been the type of steel required and the specialized production processes of his respective suppliers. Not all of Alpha's suppliers could produce the exact grades of steel needed; some suppliers were better at producing certain types of steel than others.
Richard contacted several employees at Alpha who had worked with the various types of steel in the past. The quality control manager and line inspector, for example, could help to determine which suppliers had the capabilities of producing specific types of steel. The production control manager could provide input regarding which types of steel worked best in which presses. The warehouse foreman gave inputs regarding how long various types of steel could be held in inventory before rust spots began to form on their surfaces. Each person contributed the necessary information to help Richard in making his decision.
The management's directive to reduce the number of steel suppliers refers to the influence of ________ factors affecting the business buying behavior of Alpha.

A) political
B) organizational
C) interpersonal
D) individual
E) cultural

Question 65

Business buyers are heavily influenced by factors in the current and expected economic environment, such as ________.

A) level of primary demand
B) organizational objectives
C) group dynamics
D) individual motives
E) culture and customs

Question 66

Which of the following is an environmental factor that influences business buyers?

A) organizational procedures
B) individual motives
C) organizational objectives
D) supply of key materials
E) group dynamics

Question 67

A technician in a hospital told the chief dentist, Dr. Albrecht, that the hospital should purchase equipment that would sterilize the dentists' tools without using any water because water tends to affect the durability of the tools over time. Dr. Albrecht located some articles on chemical sterilizers and gathered more information on how they worked. After talking to salespeople, Dr. Albrecht finally placed his order for the machine. In this instance, Dr. Albrecht played the role of a(n) ________.

A) monitor
B) decider
C) agent
D) influencer
E) gatekeeper

Question 68

Factors such as a firm's objectives, procedures, and systems are examples of ________ influences on the business buyer behavior.

A) political
B) interpersonal
C) technological
D) organizational
E) cultural

Question 69

________ can strongly influence business buyer reactions to the marketer's behavior and strategies, especially in the international marketing environment.

A) Political developments
B) Culture and customs
C) Technological changes
D) Competitive developments
E) The cost of money

Question 70

Which of the following is an organizational factor that influences business buyers?

A) technology
B) company procedures
C) employee attitudes
D) employee motives
E) group dynamics

Question 71

In a straight rebuy, the buyer wants to alter product specifications, prices, terms, or suppliers.

Question 72

Phoi Nguyen, a manufacturing mechanic, determines that the molds for manufacturing plastic jar lids are wearing out sooner than expected. Phoi contacts her manager to request that the parts be reordered. In this instance, Phoi played the role of a(n) ________.

A) user
B) buyer
C) gatekeeper
D) influencer
E) decider

Question 73

Which of the following factors influencing the business buying process do marketers typically find most difficult to assess?

A) economic
B) technological
C) interpersonal
D) organizational
E) environmental

Question 74

If a buying center is most influenced by authority in the business buying process, it can be safely concluded that ________ factors have a major influence on its buying behavior.

A) technological
B) systemic
C) interpersonal
D) strategic
E) economic

Question 75

A company buying a product or service for the first time faces a new task situation.

Question 76

Refer to the scenario below to answer the following question(s).
Alpha Stampings Inc. produces 14 metal stampings for the automotive industry. Due to industry design changes and consumer demands, for the next financial year, six of those stampings will require a slight change: two will have an extra hole punched through the side, two will require an extra plating process, and two will require an additional weld operation.
In the meantime, purchasing agent Richard Koehl has been asked to reduce the number of Alpha's steel suppliers in an effort to cut costs. After obtaining updated price quotations and steel samples from his current suppliers, Richard faced a dilemma. Until now, he had selected his suppliers based on quality and price, but the major consideration had been the type of steel required and the specialized production processes of his respective suppliers. Not all of Alpha's suppliers could produce the exact grades of steel needed; some suppliers were better at producing certain types of steel than others.
Richard contacted several employees at Alpha who had worked with the various types of steel in the past. The quality control manager and line inspector, for example, could help to determine which suppliers had the capabilities of producing specific types of steel. The production control manager could provide input regarding which types of steel worked best in which presses. The warehouse foreman gave inputs regarding how long various types of steel could be held in inventory before rust spots began to form on their surfaces. Each person contributed the necessary information to help Richard in making his decision.
In this scenario, which of the following had the greatest influence on the business buying behavior at Alpha Stampings?

A) individual preferences
B) organizational structure
C) interpersonal influences
D) technological changes
E) cultures and customs

Question 77

The buying center is a fixed and formally identified unit within the buying organization.

Question 78

In new product buying, the users are often the ________.

A) monitors
B) influencers
C) gatekeepers
D) deciders
E) primary advertisers

Question 79

After searching extensively for vendors, Shalina D'Souza, the owner of a manufacturing firm, selected Texcom Technologies Inc. as her firm's primary supplier of bearings and shafts of a specific dimension. Shalina is currently preparing an order form that specifies the number of shafts needed and the expected time of delivery. In other words, she is preparing the ________.

A) order routine specification
B) general needs description
C) product specification
D) marketing mix
E) product mix

Question 80

In routine buying, buyers are often the ________, or at least the approvers.

A) monitors
B) influencers
C) gatekeepers
D) deciders
E) primary advertisers