Deck 1: A Business Marketing Perspective

Question 1

The ability of an organization to quickly recognize changes in its market and to anticipate customer responses to marketing programs is referred to as:

A)market research capability.
B)customer-linking capability.
C)competitive intelligence.
D)market-sensing capability.
E)derived demand.

Answer 1

D

Question 2

When purchasing microprocessors from Intel Corporation to be incorporated into Dell's line of personal computers,IBM would be classified as:

A)a user.
B)an original equipment manufacturer (OEM).
C)an institutional buyer.
D)a dealer.
E)a distributor.

Answer 2

B

Question 3

When Armco Steel realizes a drop in the demand for steel as a result of a decline in ultimate consumer demand for automobiles,this illustrates the concept of:

A)derived demand.
B)connector demand.
C)linked demand.
D)reflection demand.
E)evoked demand.

Answer 3

A

Question 4

A diverse array of organizations make up the business market.These organizations can be broadly classified as:

A)commercial enterprises, governmental organizations, and institutions.
B)commercial enterprises, users, and governmental units.
C)commercial enterprises, users, and original equipment manufacturers.
D)producers and resellers of industrial products or services.
E)upstream suppliers, users, and governmental units.

Question 5

Motorola reduced the price of the electronic engine control that it sells to Ford by 10 percent and experienced a 15 percent increase in quantity demanded.This suggests that Ford's price elasticity of demand is:

A)elastic.
B)inelastic.
C)neither elastic nor inelastic.
D)insensitive to price changes.
E)none of the above.

Question 6

Which of the following transactions fall into the business marketing domain?

A)Ford purchasing machine tools for their plants from Cincinnati Milacron.
B)Ford selling their automobiles to the fleet manager at Cincinnati Milacron for use by the sales force.
C)Ford purchasing power-steering systems from Motorola for use in a particular model.
D)all of the above.
E)(a) and (c) only.

Question 7

Concerning manufacturing customers,the business market is:

A)concentrated by size.
B)geographically concentrated.
C)experiencing declining growth in many large metropolitan areas.
D)all of the above.
E)(a) and (b) only.

Question 8

The method of classifying industrial goods into meaningful categories in the business market centers on this question:

A)How does the industrial good enter the production process and the cost structure of the firm?
B)How much effort are organizational buyers willing to exert in purchasing this industrial good?
C)Will organizational buyers purchase this industrial good from a distributor or directly from a manufacturer?
D)What is the weight and unit value of the industrial good?
E)How many product alternatives are organizational buyers willing to consider before making a choice?

Question 9

Concerning the chain of suppliers involved in the creation of a Honda automobile,which of the following fall within the business marketing domain?

A)Honda purchasing power steering components from direct suppliers.
B)Direct suppliers of power steering systems purchasing sheet metal from upstream suppliers.
C)Organizations purchasing Honda automobiles for their fleets.
D)all of the above.
E)(a) and (b) only.

Question 10

The particular skills,abilities,and processes that an organization has developed to manage close customer relationships are referred to as:

A)the customer-linking capability.
B)channel management.
C)derived demand.
D)the market-sensing capability.
E)the extended enterprise.

Question 11

Based on the volume of their purchases,_____ are the most important commercial customers in the business or industrial market.

A)construction companies
B)manufacturers
C)transportation companies
D)service firms (e.g., hotels)
E)health care facilities

Question 12

Market-driven firms demonstrate:

A)the coordinated use of interfunctional resources (for example, research and development, manufacturing).
B)a set of values and beliefs among employees that places the customer's interests first.
C)the ability to generate, disseminate, and productively use superior information about customers and competitors.
D)all of the above.
E)(b) and (c) only.

Question 13

As an industrial customer,Ford Motor Company would be classified as:

A)a user.
B)an original equipment manufacturer (OEM).
C)a user in purchasing some products, an OEM in purchasing other products.
D)a producer of facilitating goods.

Question 14

When purchasing a high speed packaging machine,General Foods would be classified as:

A)an original equipment manufacturer.
B)a user.
C)a distributor.
D)a dealer.
E)an institutional buyer.

Question 15

Dayco increased the price of the drive belts that it sells to General Motors by 5 percent and sales of the item grew by 9 percent.Price elasticity of demand for drive belts appears to be:

A)elastic.
B)inelastic.
C)neither elastic nor inelastic.
D)sensitive to price changes.
E)none of the above.

Question 16

Market-driven firms spot market changes and react well in advance of their competitors.This illustrates:

A)the customer-linking capability of market-driven firms.
B)the value proposition of market-driven firms.
C)the market-sensing capability of market-driven firms.
D)the value of using direct channels of distribution in the business market.
E)both (b) and (c).

Question 17

Concerning the classification of customers in the business market,General Motors is a(n)____ when purchasing a mainframe computer system from IBM,but is a(n)____ when purchasing tires from Goodyear.

A)user; original equipment manufacturer (OEM)
B)user; distributor
C)original equipment manufacturer (OEM); user
D)user; upstream supplier
E)original equipment manufacturer (OEM); downstream supplier

Question 18

The business market consists of the following three components:

A)commercial enterprises, resellers, and government.
B)manufacturers, institutions, and defense.
C)manufacturers, service organizations, and government.
D)commercial enterprises, service organizations, and government.
E)commercial enterprises, institutions, and government.

Question 19

When purchasing manufacturing equipment from General Electric,Chrysler would be classified as:

A)a user.
B)an original equipment manufacturer (OEM).
C)an institutional buyer.
D)a dealer.
E)a distributor.

Question 20

When purchasing machine tools for their plants,American Honda is:

A)an original equipment manufacturer.
B)a user.
C)a distributor.
D)an institutional buyer.
E)an upstream supplier.

Question 21

Some industrial products have been processed before reaching the industrial customer,but are processed further by this customer before becoming part of the finished product that you buy.These items are called:

A)component parts.
B)facilitating parts.
C)accessory materials.
D)component materials.
E)accessory parts.

Question 22

Companies can demonstrate market-sensing and customer-linking capabilities by:

A)sharing product movement information.
B)jointly planning promotional activities with other channel members.
C)jointly planning product changes with other channel members.
D)all of the above.
E)(a) and (b) only.

Question 23

Mead Paper Company recently purchased a new high-speed paper machine for one of their plants.The new machine is used in manufacturing a special grade of paper at a rate of over 1500 feet per minute.This product would be classified as:

A)a facilitating good.
B)an entering good.
C)accessory equipment.
D)an installation.
E)none of the above.

Question 24

Which of the following is(are)characteristic of the marketing strategy that would be appropriate for a firm like Otis Elevator,which sells installations in the business market?

A)Personal selling is the dominant promotional tool.
B)Trade advertising and direct-mail advertising reinforce personal selling.
C)Price is the central force in marketing strategy.
D)All of the above.
E)(a) and (b) only.

Question 25

The factors that distinguish business marketing from consumer marketing include:

A)the importance of promotion.
B)the intended use of the product.
C)the nature of the customer.
D)all of the above.
E)(b) and (c) only.

Question 26

Which of the following characteristics of business customers is true?

A)A single purchase by a business customer is typically larger than that of an individual consumer.
B)Demand for industrial products is derived from ultimate demand for consumer products.
C)Relationships between business marketers tend to be close and enduring.
D)All of the above characteristics are true.
E)Only (a) and (b) are true.

Question 27

Business marketing strategy must be based on an assessment of the:

A)customer.
B)competitor.
C)company.
D)all of the above.
E)(b) and (c) only.

Question 28

A business marketer becomes a preferred supplier to major customers by:

A)developing intimate knowledge of the customers operations.
B)developing a market orientation organization plan.
C)contributing unique value to a customer's business.
D)all of the above.
E)(a) and (c) only.

Question 29

The buying motives for major installations center on:

A)emotional factors.
B)purely economic or rational considerations.
C)a blend of rational and emotional factors.
D)the initial price and cost.
E)projected maintenance and operating costs.

Question 30

Industrial products and services can be broadly classified as:

A)upstream, downstream, and direct goods.
B)entering, manufactured, and fabricated goods.
C)entering, accessory, and manufactured goods.
D)entering, foundation, and facilitating goods.
E)foundation, accessory, and component goods.

Question 31

The distinguishing characteristic(s)of foundation goods is(are)that they:

A)are capital items.
B)are expense items.
C)become part of the finished product.
D)Both (a) and (c) are true.
E)All of the above are true.

Question 32

Which type of goods are treated as an expense item because they do not enter the production process or become part of the finished product?

A)Facilitating Goods
B)Foundation Goods
C)Entering Goods
D)None of the above are correct.

Question 33

The skills required to identify,initiate,develop,and maintain profitable customer relationships describes:

A)customer management relationship capabilities.
B)market-sensing capabilities.
C)derived demand.
D)supply chain management.
E)the extended enterprise.

Question 34

The cost of raw materials such as sheet steel is treated as:

A)an expense item which is depreciated over time.
B)a capital item which is depreciated over time.
C)a fixed cost.
D)an expense item which is assigned to the manufacturing process.
E)none of the above.

Question 35

When companies want to sell products to consumer and business markets,they have to:

A)produce products that are not identical.
B)reorient their business strategies.
C)link customer capabilities.
D)none of the above

Question 36

With little or no additional processing,____ can be installed directly into another product.

A)component parts
B)component materials
C)operating equipment
D)light factory equipment
E)all of the above

Question 37

Marketers who want to serve both consumer and business market sectors should:

A)develop a market oriented organizational plan.
B)become proficient in understanding customers.
C)become proficient in satisfying customers.
D)all of the above.
E)(a) and (b) only.

Question 38

Functional areas other than marketing directly or indirectly affect which of the following?

A)Product marketing decisions
B)Price marketing decisions
C)Promotion marketing decisions
D)Distribution marketing decisions
E)All of the above are affected

Question 39

Bond Office Products manufactures a diverse array of office supplies and serves the business market.Which of the following characteristics is (are)associated with the marketing strategy for this category of goods?

A)Personal selling is less important for supplies than it is for other categories of goods having a higher unit value, such as installations.
B)the company requires a wide variety of marketing middlemen to cover the broad and diverse market adequately.
C)Price may be critical in the marketing strategy because many office supply items are undifferentiated.
D)All of the above are true.
E)(a) and (c) only

Question 40

An implication of relationship marketing is:

A)that sellers do not require an intimate knowledge of a customer's operations.
B)that a sale signals the beginning of a relationship, rather constituting the end result.
C)the building of one-to-one relationships.
D)all of the above.
E)(b) and (c) only.

Question 41

Achieving the goals of supply chain management requires:

A)information sharing.
B)joint planning.
C)shared technology.
D)shared benefits.
E)all of the above.

Question 42

Industrial goods are classified on the basis of how organizational buyers shop for particular products and services.

Question 43

Marketing activities directed toward establishing,developing,and maintaining successful exchanges with customers is:

A)relationship marketing.
B)global marketing.
C)cross-functional marketing.
D)supply chain management.

Question 44

Developing a marketing program that reaches the ultimate consumer directly for a product that incorporates your product,such as DuPont advertising to consumers to increase the sales of carpeting which incorporates their product is known as:

A)demand elasticity.
B)stimulating demand.
C)fluctuating demand.
D)price sensitivity.

Question 45

Which of the following would qualify as facilitating goods?

A)Fixed equipment.
B)Component materials.
C)Raw materials.
D)Operating supplies.
E)Office equipment.

Question 46

The demand for industrial products is derived from the ultimate demand for consumer products.

Question 47

If consumers are not price sensitive in purchasing a consumer product such as Smucker's Jams,a 10% increase in the retail price of strawberry jam because of a 10% increase in the cost of strawberries from farmers will not affect demand for jam.Thus,the derived demand indicates that the demand for strawberries is:

A)Elastic
B)Inelastic
C)unpredictable
D)Unknown
E)none of the above

Question 48

Which of the following statements about major installations is true?

A)Personal selling or account management is the dominant promotional tool.
B)Initial price, distribution, and advertising play lesser roles.
C)Only economic factors matter as buying motives.
D)All of the above are true.
E)Only (a) and (b) are true.

Question 49

The intended use of the product and the intended consumer distinguishes business marketing from consumer-goods marketing.

Question 50

Planning in the business marketing setting requires more functional interdependence and a closer relationship to total corporate strategy than does planning in the consumer goods sector.

Question 51

Which of the following would be classified as foundation goods?

A)fixed equipment
B)operating supplies
C)buildings and land rights
D)maintenance and repair services
E)both (a) and (c)

Question 52

Markets for products and services,local to international,bought by businesses,government bodies,and institutions for consumption,for use or for resale are:

A)consumer markets.
B)business markets.
C)global markets.
D)target markets.

Question 53

The use of law firms or advertising agencies by business marketers constitutes what type of industrial good?

A)Facilitating goods.
B)Entering goods.
C)Foundation goods.
D)Installations.

Question 54

Market-driven firms attempt to match their resources,skills,and capabilities with:

A)competitive intelligence.
B)customers needs that are not currently being served adequately.
C)derived demand.
D)the needs of upstream suppliers.

Question 55

A close examination of a market-driven firm will reveal two important capabilities: market sensing and customer linking.

Question 56

A particular industrial customer might be properly classified as a user by some business marketers and an original equipment manufacturer by other business marketers.

Question 57

The use of a goods classification system can be extremely valuable to business marketers because:

A)a marketing strategy appropriate for one category of goods may be entirely unsuitable for another.
B)a marketing strategy that works for consumer products will often work for products sold in business markets.
C)the physical nature of the industrial good and its intended use by the organizational customer affects the marketing program's requirements.
D)all of the above are true.
E)only (a) and (c) are true.

Question 58

Business marketers that define their business markets with a horizon that stretches beyond the boundaries of their own country to include foreign markets for industrial goods and services employ:

A)a global market perspective.
B)a target market perspective.
C)a market orientation perspective.
D)an ethnocentric perspective.

Question 59

The technique for linking a manufacturer's operations with those of all its strategic suppliers and its key intermediaries and customers to enhance efficiency and effectiveness is called:

A)relationship marketing.
B)supply chain management.
C)global marketing.
D)consumer marketing.

Question 60

Firms operating in the business market must respond not to a single consumer but to a much wider group of buying influentials,all of whom may bring different criteria to bear on the purchase decision.

Question 61

This type of equipment is generally less expensive and is short-lived compared with installations,and is not considered part of the fixed plant:

Question 62

None of the products purchased by customers in the business market are the same as those purchased by ultimate consumers.

Question 63

Personal computers and light factory equipment such as portable drills provide examples of industrial goods that would be classified as accessory equipment.

Question 64

Price may be critical in the marketing strategy for supplies because many supply items are undifferentiated.

Question 65

Other functional areas affect all business marketing decisions,either directly or indirectly.

Question 66

Like supplies,business services are considered expense items.Business services can be classified as:

Question 67

The value elements that contain essentially the same performance characteristics as the next best alternative and the value elements that render the supplier's offering either superior or inferior to the next best alternative are known respectively as:

Question 68

As foundation goods are used up or worn out,a portion of their original cost is assigned to the production process as a depreciation expense.

Question 69

The "compatibility" of a cross-functional working relationship can be defined as the common ground or shared goals that can unite managers who represent different functional areas.

Question 70

Due to downturns in the economy,the demand for many consumer products tends to fluctuate more than the demand for industrial products.

Question 71

Personal selling is less important for supplies than it is for other categories of goods,such as installations.

Question 72

Customers in the business market can be broadly classified into three categories: (1)commercial enterprises; (2)government; and (3)institutions.

Question 73

Relationships between business marketers tend to be close and enduring.

Question 74

Using a product of your choice,illustrate the concept of the supply chain and indicate which elements or exchange relationships fall into the business versus the consumer-goods marketing domain.

Question 75

Business market customers can be broadly classified into these three categories:

Question 76

Because demand in business markets is derived from consumer markets,business must carefully monitor demand patterns and changing consumer buying preferences.Because of these changes,the demand for many industrial products can be described as:

Question 77

In contrast to raw materials,manufactured materials and parts would be classified as capital items.

Question 78

A marketing strategy that works well for selling entering goods should be equally successful for facilitating goods.

Question 79

Supply chain management requires Information sharing,shared technologies,and shared benefits.

Question 80

Those that have the power in the business buying process are referred to as: