TUGAS INDIVIDU

MANAJEMEN PEMASARAN

O
L
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NAMA : MUHAMMAD AINUL HIKAM

KELAS : MANAJEMEN 3C
NIM : 201810160311143
CHAPTER 7

CONCEPT CHECK QUIZ

Derived demand refers to the fact that the demand for business goods
is ultimately derived from the demand for _____.

institutional goods
  
farm goods
  
staple goods
  
consumer goods
  
industrial goods
  
 

In the _____ situation the buyer has to determine product

specifications, price limits, delivery terms and times, service terms,
payment terms, order quantities, acceptable suppliers, and the
selected supplier.
  indirect rebuy
  
direct rebuy
  
modified rebuy
  
new task
  
straight rebuy
  

One variant of systems selling is _____ where a single supplier

provides the buyer with his or her entire requirement of MRO
(maintenance, repair, operating) supplies.
  second-tier contracting
  
prime contracting
  
purchase contracting
  
systems contracting
  
supplies contracting
  
 Some companies handle ________ buyers by setting a lower price
but establish restrictive conditions.
  solution-oriented
  
price-oriented
  
strategic-value
  
enhanced-value
  
gold standard
  

To create and capture value, sellers need to understand business

organizations' needs, resources, policies, and
  supply chain management
  
demands protocols.
  
strategies.
  
buying procedures.
  
tactics
  

Webster and Wind define ________ as the decision-making process

by which formal organizations establish the need for purchased
products and services and identify, evaluate, and choose among
alternative brands and suppliers.
  purchasing
  
marketing channels
  
organizational buying
  
inventory control
  
demand-oriented buying
  
 The buyer-supplier relationship characterized by simple, routine
exchanges with moderate levels of cooperation and information
exchange is called _____.
  basic buying and selling
  
bare bones buying and selling
  
contractual transaction
  
mutually adaptive
  
customer is king
  

The buyer-supplier relationship characterized by a close cooperative

relationship where the seller adapts to meet the customer's needs
without expecting much adaptation or change on the part of the
customer in exchange is called _____.
  mutually adaptive
  
bare bones buying and selling
  
basic buying and selling
  
customer is king
  
contractual transaction
  

The _____ market consists of schools, hospitals, nursing homes, and

prisons.
  institutional
  
government
  
business
  
consumer
  
organizational
  

The last stage in the industrial buying process is _____.

   order-routine specification
  
performance review
  
problem recognition
  
proposal solicitation
  
supplier selection
  

Business markets have several characteristics that contrast sharply

with those of consumer markets. Which of the following
characteristics describes a scenario where suppliers are expected to
customize their offerings to individual business customer needs?
  professional purchasing
  
fluctuating demand
  
fewer, larger buyers
  
close supplier-customer relationship
  
multiple sales calls
  

CONCEPT CHALLENGE QUIZ

The demand for business goods is ultimately derived from the

demand for consumer goods. This is called _____.

indirect demand
  
direct demand
  
inelastic demand
  
derived demand
  
fluctuating demand
  
 

The demand for a manufacturing product such as shoe leather does

 not change much in the short run because producers cannot make
quick changes in production methods. This type of demand is called
_____.
  stable demand
  
unitary demand
  
elastic demand
  
derived demand
  
inelastic demand
  

Mass media are the most important communication tools during the
_____ stage of new task buying.
  awareness
  
interest
  
evaluation
  
adoption
  
trial
  

Salespeople have their greatest impact during the _____ stage of

new task buying.
  interest
  
evaluation
  
adoption
  
awareness
  
trial
  

In the buying centre the people who authorize the proposed actions
of deciders or buyers are called _____.
  influencers
  
approvers
  
buyers
  
 initiators
  
gatekeepers
  

If an industrial buyer leases heavy equipment like machinery and

trucks rather than purchasing them, the lessor gains some
advantages. Which of the following is one of them?
  conserving capital
  
getting the latest products
  
some tax advantages
  
receiving better service
  
a larger net income
  

To rate and identify the most attractive suppliers, buying centres

often use a _____ model.
  supplier evaluation
  
customer value assessment
  
procurement assessment
  
rater evaluation
  
supplier value assessment
  

Which of the following methods of assessing customer value asks

consumers to rank their preference for alternative market offerings?
  benchmarks
  
direct survey questions
  
conjoint analysis
  
internal engineering assessment
  
 focus-group value assessment
  

_____ can facilitate stronger customer-seller ties but at the same

time may increase the risk to customers' and suppliers' specific
investments.
  Partnership coordination
  
Vertical coordination
  
OEM
  
Opportunism
  
Consumerism
  

In most countries _____ organizations are a major buyer of goods

and services.
  medical
  
government
  
institutional
  
prison
  
non-profit
  

The purchasing agent is preventing the seller from contacting

potential users in the company. He/she is playing the role of:
  user
  
buyer
  
decider
  
initiator
  
gatekeeper
  
CHAPTER 8

CONCEPT CHECK QUIZ

In _____ marketing, the seller engages in the production,

distribution, and promotion of one product for all buyers.

  standard
  
micro
  
segment
  
mass
  
target
  

A _____ is a more narrowly defined customer group seeking a

distinctive mix of benefits.
  niche
  
subsegment
  
segment
  
subgroup
  
 local area
  

A ________ consists of a group of customers who share a similar set

of needs and wants.
  market segment
  
market slice
  
market group
  
market level
  
market target
  

_____ combines operationally driven mass customization with

customized marketing in a way that empowers consumers to design
the product and service offering of their choice.
  Micromarketing
  
Grassroots marketing
  
Customerization
  
Niche marketing
  
Mass marketing
  

_____ segmentation calls for dividing the market into groups based
on age, family, size, family life cycle, gender, income, etc.
  Intuitive
  
Geographic
  
Psychographic
  
 Demographic
  
Behavioural
  

In _____ segmentation, buyers are divided into groups on the basis

of their knowledge of, attitude toward, use of, or response to a
product.
  behavioural
  
geographic
  
intuitive
  
psychographic
  
demographic
  

A _____ is a set of segments sharing some exploitable similarity.

  macrosegment
  
mass segment
  
supersegment
  
conglomerate
  
selective segment
  

In _____ specialization a firm selects a number of segments, each

objectively attractive and appropriate.
  market
  
product
  
full market
  
selective
  
differentiated
  
 In segmenting its markets, an aluminum company first looked at
which end-use market to serve: automobile, residential, or beverage
containers. This is an example of ________.
  multiple segments
  
microsegmentation
  
need-based segmentation
  
industry segmentation
  
macrosegmentation
  

A marketing manager targeting Generation Y should be aware that

this group is turned off by
  overt branding practices.
  
online buzz.
  
cool events.
  
the "soft sell".
  
unconventional sports.
  

In _________segmentation, buyers are divided into different groups

on the basis of lifestyle or personality or values.
  intuitive
  
demographic
  
behavioural
  
psychographic
  
geographic
  
CONCEPT CHALLENGE QUIZ

Television networks and concert promoters should be very

interested in what demographers are calling the "boom-boom effect",
which means
companies must have success quickly or go bust.
  
consumers are demanding more "bang for their buck".
  
products that appeal to 20-somethings also appeal to baby boomers.
  
Generation X and their taste for violence will dominate the market in
   the future.
baby boomers still rule the marketplace.
  
 

Increasingly, companies are finding that their markets are

________ as middle-market consumers migrate toward both
discount and premium products.
  "circular"
  
"inverted"
  
"linear"
  
"hourglass-shaped"
  
"triangle-shaped"
  

Enterprise has attacked the low-budget, insurance-replacement

market by primary renting to customers whose car have been
wrecked or stolen. This is an example of _____.
  Positioning
  
strategic marketing
  
 proactive marketing
  
segmentation
  
niche marketing
  

When Coast Hotels and Resorts offers full-service hotels with

locations in Alberta and British Columbia, they are using a _____
segmentation strategy.
  behaviour
  
intuitive
  
psychographic
  
geographic
  
demographic
  

PRIZM identifies clusters of consumers based on a variety of

characteristics such as education and affluence. Which of the
following clusters would match to a consumer group that is
characterized as being couples or single-headed households, most of
them with kids, who have decided to stay in urban centres rather
than flee to the suburbs?
  the cosmopolitans
  
blue bloods
  
lunch at Tim's
  
winner's circle
  
young digerati
  

A husband is looking for a new treadmill for his wife's birthday

present. The husband seeks information from his best friend who
has a treadmill and can help discuss the various models to consider.
The friend is taking on what role in the buying decision process?
  User
  
Decider
  
 Influencer
  
Buyer
  
Initiator
  

Men and women tend to have different attitudinal and behavioural

orientations, based partly on genetic makeup and partly on
  heredity.
  
socialization.
  
occupation.
  
income.
  
globalization.
  

Estee Lauder, the cosmetics firm, offers many market brands that
cater to various men and women of different tastes. Estee Lauder is
practicing _____ marketing.
  differentiated
  
benefits
  
group
  
target
  
undifferentiated
  

Generation Y is marked by racial diversity, and they are ________.

  pessimistic
  
single-focused
  
anti-community
  
stress-free
  
highly socially conscious
  
 Income does not always predict the best customers. For instance,
________ were among the first purchasers of colour television sets.
  the homeless
  
white collar executives
  
blue-collar workers
  
the social elite
  
upper middle class professionals
  

According to the VALS 8-part typology segmentation system,

________ are successful, sophisticated, active, "take-charge"
people with high self-esteem. Their purchases often reflect
cultivated tastes for relatively upscale, niche-oriented products and
services.
  believers
  
achievers
  
innovators
  
thinkers
  
experiencers