1.In ________ marketing, the firm operates in several market segments and designs different products for each segment. (Points : 5)
2.In evaluating different market segments, the firm must look at two factors: the segment’s overall attractiveness and ________. (Points : 5)
company’s objectives and resources
the product to be sold
the purchasing process
the global nature of the product
3.In principle, business buyers seek to ________ in relation a market offering’s costs. (Points : 5)
obtain the highest benefit package
maintain everyday low prices
outsource as much as is possible
eliminate partners’ shares in profits as much as possible
4.________ is composed of all parties who participate in the purchasing decision-making process and share common goals and risks associated with their decisions. (Points : 5)
The buying center
The marketing sales team
The logistics center
5.All of the following are methods of assessing customer value EXCEPT ________. (Points : 5)
direct survey questions
focus-group value assessment
6.Webster cautions that ultimately, ________ make purchasing decisions. (Points : 5)
only senior managers
individuals, not organizations,
organizations, not individuals,
7.Johnson & Johnson broadened its target market for its baby shampoo to include adults through ________. (Points : 5)
8.If a market is segmented according to light, medium, and heavy product users, the marketer segmenting this market is using the ________ as the means to segment. (Points : 5)
9.When buyers cannot easily monitor supplier performance, the supplier might shirk or cheat and not deliver the expected value. ________ is “some form of cheating or undersupply relative to an implicit or explicit contract.” (Points : 5)
10.Many business buyers prefer to buy a total solution to a problem from one seller. ________ is the correct term for this process. (Points : 5)
11.The total demand for many business goods and services is ________ —that is, not much affected by price changes. (Points : 5)
12.Business markets differ significantly consumer markets in that business markets possess all of the following characteristics EXCEPT ________. (Points : 5)
fewer, larger buyers
close supplier-customer relationship
multiple sales calls
13.In the proposal solicitation process, ________ should be marketing documents that describe value and benefits in customer terms. (Points : 5)
14.A company can be said to have used ________ if the company distinguished among customers buying on the basis of price, service, and quality. (Points : 5)
15.________ is a key industrial marketing strategy in bidding to build large-scale industrial products (e.g., dams, pipelines, et cetera). (Points : 5)
16.According to the ________ criterion for useful market segments, a segment should be the largest possible homogenous group worth going after with a tailored marketing program. (Points : 5)
17.A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would most likely be used by the marketer to assist with the task? (Points : 5)
18.The purchasing department buys office supplies on a routine basis. This type of purchase is classified as a ________. (Points : 5)
19.If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern. (Points : 5)
20.Marketers usually identify niches by ________. (Points : 5)
dividing a segment into subsegments
conducting VALS tests
allowing consumers to gravitate toward product brands
examining the demographics section of The Handbook of Marketing
producing products that can be used in a variety of ways
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