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Chapter 08: Business Markets and Buying Behavior

1. What are the four major types of business markets, and what are the characteristics of each?
ANSWER: The four categories of business markets are producer, reseller, government, and institutional markets.
Individuals and business organizations that purchase products for the purpose of making a profit by using
them to produce other products or using them in their operations are classified as producer markets. Reseller
markets consist of intermediaries, such as wholesalers and retailers, which buy finished goods and resell them
for a profit. Aside from making minor alterations, resellers do not change the physical characteristics of the
products they handle. Federal, state, county, and local governments make up government markets. These
markets spend billions of dollars annually for a wide range of goods and services, ranging from office supplies
and health-care services to vehicles, heavy equipment, and weapons, to support their internal operations and
provide citizens with such products as highways, education, energy, and national defense. Organizations with
charitable, educational, community, or other nonbusiness goals constitute institutional markets. Members of
institutional markets include churches, some hospitals, fraternities and sororities, charitable organizations, and
private colleges.
2. Discuss the differences between business and consumer transactions.

ANSWER: Transactions that involve business customers differ from consumer transactions in several ways. Business
transactions tend to be larger and negotiations occur less frequently, though they are often lengthy. They may
involve more than one person or department in the purchasing organization. They may also involve
reciprocity, an arrangement in which two organizations agree to buy from each other. Business customers are
usually better informed than ultimate consumers and are more likely to seek information about a product’s
features and technical specifications.
3. What are some of the major concerns of business customers in making purchase decisions?
ANSWER: When making purchasing decisions, business customers take into account a variety of factors. Among their
chief considerations are price, product quality, service, and supplier relationships. Price is an essential
consideration for business customers because it influences operating costs and costs of goods sold, which
affects selling price, profit margin, and ultimately the ability to compete. Most business customers try to
maintain a specific level of quality in the products they buy. To achieve this goal, most firms establish
standards (usually stated as a percentage of defects allowed) for these products and buy them on the basis of a
set of expressed characteristics, commonly called specifications. Typical services business customers desire
from suppliers are market information, inventory maintenance, on-time delivery, and repair services. Business
buyers may need technical product information, data regarding demand, information about general economic
conditions, or supply and delivery information. Maintaining adequate inventory is critical to quality, customer
service, customer satisfaction, and managing inventory costs and distribution efficiency. Furthermore, on-time
delivery is crucial to ensuring that products are available as needed. Reliable on-time delivery saves business
customers money because it enables them to carry only the inventory needed at any given time. Customer
expectations about quality of service have increased and broadened over time. Using traditional service quality
standards based only on traditional manufacturing and accounting systems is not sufficient. Finally, business
customers are concerned about the costs of developing and maintaining relationships with their suppliers. By
building trust with a particular supplier, buyers can reduce their search efforts and uncertainty about prices.
4. What factors affect the purchase method that business customers choose?
ANSWER: Although no two business buyers do their jobs the same way, most use one or more of the following purchase
methods: description, inspection, sampling, and negotiation. The most straightforward is description. When
products are standardized and graded according to certain characteristics such as size, shape, weight, and
color, a business buyer may be able to purchase simply by describing or specifying quantity, grade, and other
attributes. Certain products, such as industrial equipment, used vehicles, and buildings, have unique
characteristics and may vary with regard to condition. Depending on how they were used and for how long,
two products may be in very different conditions, even if they look identical on paper. Consequently, business
buyers of such products should base purchase decisions on inspection. Sampling entails evaluating a portion of
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the product on the assumption that its characteristics represent the entire lot. This method is appropriate when
the product is homogeneous—for instance, grain—and examining the entire lot is not physically or
economically feasible. Some purchases by businesses are based on negotiated contracts. In certain instances,
buyers describe exactly what they need and ask sellers to submit bids. They then negotiate with the suppliers
that submit the most attractive bids. This approach is generally used for very large or expensive purchases,
such as commercial vehicles. This is frequently how government departments conduct business. A buyer and
seller might negotiate a contract that specifies a base price and provides for the payment of additional costs
and fees. These contracts are most commonly used for one-time projects such as buildings, capital equipment,
and special projects.
5. Compare and contrast the three major types of purchases made by business customers.
ANSWER: Most business purchases are one of three types: new task, straight rebuy, or modified rebuy. Each type is
subject to different influences and thus requires business marketers to modify their selling approaches
accordingly. For a new task purchase, an organization makes an initial purchase of an item to be used to
perform a new job or solve a new problem. A new task purchase may require development of product and
vendor specifications and procedures for future product purchases. A straight rebuy purchase occurs when
buyers purchase the same products routinely under approximately the same terms of sale. Buyers require little
information for routine purchase decisions and tend to use familiar suppliers that have provided satisfactory
service and products in the past. For a modified rebuy purchase, a new task purchase is altered after two or
three orders, or requirements associated with a straight rebuy purchase are modified. A business buyer might
seek faster delivery, lower prices, or a different quality level of product specifications.
6. Demand for business products can be characterized in four ways; describe these four characteristics and compare and
contrast their attributes.
ANSWER: Demand for business products (also called industrial demand) can be characterized as (1) derived, (2) inelastic,
(3) joint, or (4) fluctuating. Because business customers, especially producers, buy products for direct or
indirect use in the production of goods and services to satisfy consumers’ needs, the demand for business
products derives from the demand for consumer products—it is therefore called derived demand. In the long
run, no demand for business products is totally unrelated to the demand for consumer products. The derived
nature of demand is usually multilevel in that business marketers at different levels are affected by a change in
consumer demand for a product. With inelastic demand, a price increase or decrease does not significantly
alter demand for a business product. A product has inelastic demand when the buyer is not sensitive to price or
when there are no ready substitutes. Because many business products are more specialized than consumer
products, buyers will continue to make purchases even as the price goes up.
Certain business products, especially raw materials and components, are subject to joint demand. Joint demand
occurs when two or more items are used in combination to produce a product. Understanding the effects of
joint demand is particularly important for a marketer that sells multiple jointly demanded items. Such a
marketer realizes that when a customer begins purchasing one of the jointly demanded items, a good
opportunity exists to sell related products.
Because the demand for business products is derived from consumer demand, it is subject to dramatic
fluctuations. In general, when consumer products are in high demand, producers buy large quantities of raw
materials and components to ensure that they meet long-run production requirements. These producers may
expand production capacity to meet demands as well, which entails acquiring new equipment and machinery,
more workers, and more raw materials and component parts. Conversely, a decline in demand for certain
consumer goods reduces demand for business products used to produce those goods.
7. Explain how purchase decisions for business products may be influenced by persons in a buying center.
ANSWER: Relatively few purchase decisions are made by a single person. Often they are made through a buying center.
The buying center is the group of people within the organization who makes business purchase decisions.
They include users, influencers, buyers, deciders, and gatekeepers. One person may perform several roles

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within the buying center, and participants share goals and risks associated with their decisions. Users are the
organizational members who will actually use the product. They frequently initiate the purchase process
and/or generate purchase specifications. Influencers are often technical personnel, such as engineers, who help
develop product specifications and evaluate alternatives. Buyers select suppliers and negotiate terms of
purchase. They may also be involved in developing specifications. Finally, gatekeepers, such as secretaries
and technical personnel, control the flow of information to and among the different roles in the buying center.
8. Describe the various stages of the business buying decision process.

ANSWER: In the first stage of the business buying decision process, one or more individuals recognize that a problem or
need exists. The second stage of the process, development of product specifications, requires that buying
center participants assess the problem or need and determine what is necessary to resolve or satisfy it. During
this stage, users and influencers, such as engineers, provide information and advice for developing product
specifications. Searching for and evaluating potential products and suppliers is the third stage in the decision
process. The results of deliberations and assessments in the third stage are used during the fourth stage of the
process to select the product to be purchased and the supplier. In some cases, the buyer selects and uses
several suppliers, a process known as multiple sourcing. During the fifth stage, the product’s performance is
evaluated by comparing it with specifications. Sometimes the product meets the specifications, but its
performance fails to adequately solve the problem or satisfy the need recognized in the first stage.
9. In what ways do environmental factors affect the business buying decision process?
ANSWER: Environmental factors include competitive and economic factors, political forces, legal and regulatory forces,
technological changes, and sociocultural issues. These factors can generate considerable uncertainty for an
organization, including in buying decisions. Changes in one or more environmental forces, such as new
government regulations or increased competition, can create opportunities and threats that affect purchasing
decisions.
10. Discuss how interpersonal factors influence the business buying decision process.
ANSWER: Interpersonal factors are the relationships among people in the buying center. Trust is crucial in collaborative
partnerships. This is especially true when customized products are involved—the buyer may not see the
product until it is finished and must trust that the producer is creating it to specifications. Trust and clear
communication ensure that all parties are satisfied with the outcome, however interpersonal dynamics and
varying communication abilities within the buying center may complicate processes.
11. How do individual factors affect the business buying decision process?
ANSWER: Individual factors are the personal characteristics of participants in the buying center, such as age, education
level, personality, and tenure and position in the organization. Let us consider a 55-year-old manager who has
been in the organization for 25 years. This manager is likely to have a greater influence and power over
buying center decisions than a 30-year-old employed at the firm for only two years. The influence of various
factors, such as age and tenure, on the buying decision process depends on the buying situation, the type of
product, and the type of purchase (new task, modified rebuy, or straight rebuy). Employees' negotiating styles
will vary as well. To be effective, marketers must know customers well enough to be aware of these individual
factors and their potential effects on purchase decisions.
12. Compare and contrast the consumer buying decision process and the business buying decision process.
ANSWER: The consumer buying decision process includes five stages: problem recognition, information search,
evaluation of alternatives, purchase, and post-purchase evaluation. First, this process can be affected by
numerous influences, which are categorized as situational, psychological, and social. Second, the actual act of
purchasing is usually not the first stage of the process. Third, not all decision processes lead to a purchase—
individuals can end the process at any stage. Finally, not all consumer decisions include all five stages.
Like consumers, businesses follow a buying decision process. In the first stage, one or more individuals
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recognize that a problem or need exists. Problem recognition may arise under a variety of circumstances—for
instance, when machines malfunction or a firm modifies an existing product or introduces a new one. It may
be individuals in the buying center or other individuals in the firm who initially recognize that a problem
exists.
The second stage of the process, development of product specifications, requires that buying center
participants assess the problem or need and determine what is necessary to resolve or satisfy it. During this
stage, users and influencers, such as engineers, provide information and advice for developing product
specifications. By assessing and describing needs, the organization should be able to establish product
specifications.
Searching for and evaluating potential products and suppliers is the third stage in the decision process. Search
activities may involve looking in company files and trade directories, contacting suppliers for information,
soliciting proposals from known vendors, and examining various online and print publications.
The results of deliberations and assessments in the third stage are used during the fourth stage of the process to
select the product to be purchased and the supplier. In some cases the buyer selects and uses several suppliers,
a process known as multiple sourcing. Firms with federal government contracts are generally required to have
several sources for an item to ensure a steady supply. At times, only one supplier is selected, a situation called
sole sourcing.
During the fifth stage, the product’s performance is evaluated by comparing it with specifications. Sometimes
the product meets the specifications, but its performance fails to adequately solve the problem or satisfy the
need recognized in the first stage. In that case, product specifications must be adjusted. The supplier’s
performance is also evaluated during this stage. If supplier performance is inadequate, the business purchaser
seeks corrective action from the supplier or searches for a new one. Results of the evaluation become useful
feedback in future business purchase decisions. This business buying decision process is used in its entirety
primarily for new-task purchases. Several stages, but not necessarily all, are used for modified rebuy and
straight rebuy situations.
13. In what ways can an industrial classification system be used by business marketers to analyze target markets?
ANSWER: Business marketers have a considerable amount of information available for use in planning marketing
strategies. Much of this information is based on an industrial classification system, which categorizes
businesses into major industry groups, industry subgroups, and detailed industry categories. The North
American Industry Classification System (NAICS) is used by the United States, Canada, and Mexico. It
provides marketers with information needed to identify business customer groups. Marketers can best utilize
this data in conjunction with other information. After identifying target industries, a marketer can obtain the
names and locations of potential customers by using government and commercial data sources.
14. What are the major advantages of the North American Industry Classification System (NAICS)?
ANSWER: The NAICS classification is based on production activities. NAICS is similar to the International Standard
Industrial Classification (ISIC) system used in Europe and many other parts of the world. NAICS divides
industrial activity into 20 sectors. NAICS contains 1,170 industry classifications. NAICS is comprehensive
and up to date, and it provides considerably more information about service industries and high-tech products.
15. The three purposes for which individuals or groups can use products in order for it to be considered a business market
are
a. use in daily operations, end consumption, and resale.
b. direct use in producing other products, company travel, and end consumption.
c. resale, use in daily operations, and direct use in producing other products.
d. governmental, institutional, and reseller purposes.
e. making other products, selling to other businesses, making component parts.
ANSWER: c
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16. In business markets, individuals or groups purchase products for one of three purposes. These purposes are
a. resale, wholesale, and direct use.
b. wholesale, direct use, and use in producing other products.
c. resale, wholesale, and use in producing other products.
d. resale, direct use in producing other products, and use in general daily operations.
e. use in general daily operations, wholesale, and resale.
ANSWER: d
17. When Hunter Ceiling Fans buys electrical wire for use in producing its ceiling fans, Hunter is part of what type of
market for electrical wire?
a. Resale
b. Wholesale
c. Customer
d. Consumer
e. Business
ANSWER: e
18. Business markets are typically divided into four categories. These categories are
a. retailers, wholesalers, services, and nonprofit firms.
b. producer, manufacturer, reseller, and government.
c. producer, reseller, government, and institutional.
d. manufacturer, wholesaler, retailer, and services.
e. reseller, retailer, government, and institutional.
ANSWER: c
19. Individuals and business organizations that purchase products for the purpose of making a profit either by using the
products to produce other products or by using them in their operations are classified as ____ markets.
a. consumer
b. institutional
c. producer
d. government
e. reseller
ANSWER: c
20. Individuals and business organizations that buy finished goods and resell them to make a profit without changing the
physical characteristics of the product are classified as ____ markets.
a. consumer
b. institutional
c. producer
d. government
e. reseller
ANSWER: e

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21. ____ buy products from manufacturers and then resell the products to other firms in the distribution system.
a. Retailers
b. Producers
c. Distributors
d. Warehouses
e. Wholesalers
ANSWER: e
22. Mike's Roadside Market buys produce from area farmers, marks the merchandise at a price that includes some profit,
and then sells the fruit and vegetables to the people in and around Centerville. Mike's would be classified as part of a ____
market.
a. consumer
b. producer
c. government
d. reseller
e. wholesaler
ANSWER: d
23. Snappy Tools, Inc., purchases hammers, bolts, and other hardware items from a variety of manufacturers and sells
them to hardware stores at a price that includes a profit for Snappy Tools, Inc. The company would be part of what type of
business market?
a. Reseller
b. Producer
c. Consumer
d. Government
e. Supply
ANSWER: a
24. Motorola buys silicone, which is used in its chip-making process. Motorola produces microchips for use within a wide
variety of products for other firms, such as Ford, GM, and Samsung. Motorola is a buyer in a(n) ____ market.
a. producer
b. government
c. reseller
d. construction
e. institutional
ANSWER: a
25. Retailers like Target and Kmart are considered to be members of which business market?
a. Reseller
b. Customer
c. Producer
d. Institutional
e. Services
ANSWER: a
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26. Which of the following statements about reseller markets is false?

a. Resellers are concerned with the level of demand for the product.
b. Resellers are not concerned with how much space the product takes up as long as it has a high price.
c. Resellers want producers to be able to supply adequate quantities of the product.
d. Resellers are concerned with the availability of technical and promotional assistance from the producer.
e. Resellers are concerned with the markup percentage they can get on the product.
ANSWER: b
27. Because retailers have to be concerned with product selection, price, and space, they often evaluate products on the
basis of
a. their markup.
b. sales per square foot of selling area.
c. how many of the product they can fit in a certain amount of space.
d. profit per dollar of selling price.
e. the reliability of the supplier.
ANSWER: b
28. Which type of business market tends to have the most complex buying procedures?
a. Reseller
b. Institutional
c. Retailer
d. Government
e. Producer
ANSWER: d
29. When the city of Chicago buys iPads for its restaurant inspectors to use during their visits, the purchase from Apple
would be considered
a. a regulatory sale.
b. a reseller purchase.
c. a government purchase.
d. a producer purchase.
e. an institutional sale.
ANSWER: c
30. The state of Montana is preparing to buy a large quantity of frozen orange juice for use in a large school district.
Citrus Sweet, Inc. is in the citrus juice business but has never sold to the government market. To have a chance at getting
this order, Citrus Sweet's first step must be to
a. make a presentation appointment with the state.
b. quote prices to the purchasing department.
c. advertise in the capital city.
d. negotiate with the state.
e. secure a slot on the list of qualified bidders.
ANSWER: e
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31. About what percentage of the annual U.S. gross domestic product is government spending?
a. 2 percent
b. 10 percent
c. 20 percent
d. 40 percent
e. 50 percent
ANSWER: d
32. A friend of yours starts his own business. He would like to expand his client base to include the government, but he
believes his small business would be ignored. Based on your knowledge from the text, you tell him
a. that he's absolutely right, the government doesn't deal with small businesses.
b. although the government will deal with small businesses, he will never make a profit off a government
contract.
c. that any government, federal, state, or local would laugh at the size of his business.
d. the government rarely considers new suppliers when making purchasing decisions.
e. the government buys products from all sizes of business, but there is some red tape.
ANSWER: e
33. When charitable organizations such as the American Cancer Society, Second Harvest Food Bank, and the Red Cross
make purchases for goods and services to use in their daily operations, they would be considered to be _______ buyers.
a. corporate
b. government
c. institutional
d. producer
e. nonprofit
ANSWER: c
34. Institutional markets are

a. intermediaries who resell goods to make a profit.
b. federal and state government units.
c. state or local government units.
d. consumers who buy products for their own use.
e. organizations that seek nonbusiness goals.
ANSWER: e
35. Which of the following would be considered an institutional buyer?

a. Walmart
b. The Environmental Protection Agency
c. Apple Inc.
d. The United Way
e. City of Greenville
ANSWER: d

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36. What are the two ways governments make purchases?
a. Cash or credit
b. Contacting previous suppliers and bids
c. Bids and negotiated contracts
d. Lottery system and contract negotiations
e. Request for new purchases and recurring orders
ANSWER: c
37. What is a primary difference between business and consumer buyers?

a. Consumer buyers require more product information than business buyers.
b. Business purchases are made by one individual whereas families make consumer purchases together.
c. Repeat sales are more common with consumer buyers than business buyers.
d. Consumers primarily buy inexpensive items; businesses only buy expensive items.
e. Business buyers generally make larger orders than consumer buyers.
ANSWER: e
38. Bob Denton of Denton Pest Control buys equipment from Allied Tools because Allied hires him to spray its
warehouse for insects periodically. This practice is an example of
a. cost-benefit trading.
b. cooperative selling.
c. reciprocity.
d. supplier agreements.
e. modified rebuy purchase.
ANSWER: c
39. Jason owns a small landscaping business called GreenScapes. When buying a new pickup truck for his landscaping
business, Jason negotiated with Palmetto Dodge, a dealer, with the agreement that GreenScapes would be the service
company Palmetto Dodge used for all of its landscaping needs. This is an example of
a. a new task purchase.
b. a straight rebuy.
c. a modified rebuy.
d. reciprocity.
e. a straight purchase.
ANSWER: d
40. Which of the following statements about business buying is false?

a. Business marketers prefer not to sell to customers who place small orders.
b. Business marketers must often sell their products in large quantities to make profits.
c. Most business purchases are made by committee.
d. Business purchases are usually made on the basis of contracts.
e. Orders in business markets tend to be smaller than those placed in consumer markets.
ANSWER: e
41. Many suppliers and their customers invest time and resources to build and maintain mutually beneficial relationships
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which are often called
a. partnerships.
b. co-ops.
c. monopolies.
d. reciprocity.
e. alliances.
ANSWER: a
42. Milly's Hardware and Thames Industrial Supplier have worked closely for many years and have a mutually beneficial
relationship in which Milly's provides all of Thames's hardware needs in a timely manner. Milly's and Thames's
relationship could be best characterized as a(n)
a. reciprocity agreement.
b. partnership.
c. intra-organizational group.
d. alliance.
e. tying arrangement.
ANSWER: b
43. Which of the following is true with respect to buyers in business markets?
a. Business buyers always act rationally when making purchases for their company.
b. Business customers tend to be less informed about the products they purchase than consumer buyers.
c. Business customers demand detailed information about a product's functional features and technical
specifications.
d. Business customers are no different than buyers in consumer markets.
e. Business customers tend to buy products from their friends and contacts with business suppliers.
ANSWER: c
44. When buying materials, the purchasing agent for Alco Pillow Manufacturing Company considers a variety of factors.
Which one of the following is least likely to concern this buyer?
a. Does the quality of the goods meet company specifications?
b. Does the supplier consistently deliver on time?
c. Does the supplier also sell to my competitors?
d. Does the supplier offer the services required?
e. Does the price meet company budget requirements?
ANSWER: c
45. Product specifications are best described as

a. physical characteristics and level of quality.
b. descriptions of a product.
c. numbers of quality inspections required.
d. comparisons to similar products.
e. defective product return policies.
ANSWER: a

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46. All of the following are important concerns of business customers except
a. achieving a specific level of quality in the products offered to target markets.
b. obtaining a level of quality that meets specifications.
c. obtaining products that exceed specifications to ensure the best possible product performance.
d. obtaining products for which the quality level is consistent.
e. supporting customers with services they expect.
ANSWER: c
47. Volkswagen purchases upholstery for the interiors of its vehicles from various suppliers. This upholstery must have a
set of characteristics that is expressed by Volkswagen. This set is called
a. descriptions.
b. product features.
c. criterion.
d. purchase requests.
e. specifications.
ANSWER: e
48. Management at Readyfresh Dry Cleaners is concerned that it maintains a high level of service for its business
accounts. How should the firm monitor the level of service these customers receive?
a. Develop a code of service.
b. Set service objectives.
c. Formally survey customers.
d. Specify service uniformity.
e. Stress truthfulness with employees.
ANSWER: c
49. Collin Roberts of Roberts Construction is planning to buy a piece of used earth-moving equipment. He would most
likely base his purchase decision on ____ of the alternative machines.
a. descriptions
b. inspections
c. a sampling
d. specifications
e. reputations
ANSWER: b
50. Which method of business buying is most likely to be used when the products being purchased are standardized based
on certain characteristics?
a. Homogeneous selection
b. Inspection
c. Description
d. Sampling
e. Negotiation
ANSWER: c

Name: Class: Date:

51. A representative product taken from a lot or batch, evaluated, and purchased refers to
a. homogeneous selection.
b. description.
c. trust.
d. negotiated inspection.
e. sampling.
ANSWER: e
52. Which method of business buying is necessary when products are highly homogeneous and examination of each item
is not feasible?
a. Negotiation
b. Sampling
c. Description
d. Inspection
e. Homogeneous selection
ANSWER: b
53. St. Jude's Hospital decides to redo its kitchen with new flooring, cabinets, counters, and appliances. The hospital
compiles a description of the project and then asks sellers to submit bids. After determining the most attractive bids, the
hospital will then work with two or three companies to determine who will get the contract. This is an example of using
____ for a purchase decision.
a. sampling
b. negotiation
c. inspection
d. elimination
e. description
ANSWER: b
54. Which of the following products is most likely to be purchased on the basis of contract negotiation?
a. Eggs
b. Office supplies
c. Used cars
d. A custom-made bulldozer
e. Wheat
ANSWER: d
55. Most business purchases can be classified as belonging to one of three types:
a. delinquent, repetitive, or delivered.
b. repetitive, new task, or modified rebuy.
c. modified rebuy, new task, or straight rebuy.
d. delinquent, new task, or reciprocal.
e. rebuy, reciprocal, or delayed.
ANSWER: c

Name: Class: Date:

56. The United States Navy purchases uniforms from a single supplier. For the last 25 years, the trousers purchased from
this supplier have not changed and have been bought every six months, in seven different sizes. This example is called a
a. new-product purchase.
b. repetitive purchase.
c. straight rebuy.
d. modified rebuy.
e. standard order.
ANSWER: c
57. When a business is making its initial purchase of an item to be used to perform a new job, it is known as a ____
purchase.
a. straight rebuy
b. reciprocal
c. delayed
d. new task
e. modified rebuy
ANSWER: d
58. Perry Supply's sales and sales force have continued to expand. Now, the firm plans to add a fleet of company cars as
part of its sales compensation package. For Perry Supply, these vehicles would represent a ____ purchase.
a. modified rebuy
b. straight rebuy
c. new task
d. reevaluated
e. repetitive
ANSWER: c
59. Anderson Distribution Company has purchased 15 forklifts over the past two years. As it plans to place its next order
for another five machines, management wonders if additional features may be needed in order to handle changes in the
product lines it carries. For Anderson, these new forklifts represent a ____ purchase.
a. new task
b. repetitive
c. straight rebuy
d. repetitive order
e. modified rebuy
ANSWER: e
60. A representative from Coca-Cola stops by at a local fast-food restaurant once a month to inquire how much soft drink
syrup the store will need. The restaurant's orders are an example of which type of business purchase?
a. New task
b. Modified rebuy
c. Straight rebuy
d. Bid
e. Negotiated

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ANSWER: c
61. Safeway Supermarkets recently placed an order with the Kahn Corporation for hotdogs. The typical weekly order is
for 10 cases; however, since the upcoming weekend includes a holiday, this time Safeway is ordering 100 cases of
hotdogs. Safeway orders this product on a regular basis. What type of purchase does this week’s purchase represent?
a. New task
b. Repetitive
c. Institutional
d. Straight rebuy
e. Modified rebuy
ANSWER: e
62. The Eagle Pawn Company is a regional business that owns seven pawn stores in the Houston area. The owners of
Eagle Pawn have recently purchased a new software system designed to better track their inventory. Now that they have
had the system for a couple of months, they have decided to upgrade to a newer version. The original purchase is an
example of a(an) ________, while the current purchase will be a(an) _____.
a. new task; modified rebuy
b. new task; continued new task
c. contractual; modified rebuy
d. new task; straight rebuy
e. negotiated task; modified rebuy
ANSWER: a
63. Demand for business products is also known as ____ demand.

a. derived
b. corporate
c. business buying
d. manufacturing
e. industrial
ANSWER: e
64. The fact that business customers purchase products to be used directly or indirectly in the production of goods and
services to satisfy customers' needs means that demand for business products is
a. joint.
b. economically stable.
c. derived.
d. inelastic.
e. more fluctuating.
ANSWER: c
65. Goodyear is a manufacturer and marketer of tires for new passenger cars. In recent years, the company's business has
declined because of the overall decrease in consumer demand for new cars. In this case, the demand for Goodyear's tire
products is said to be ____ since it depends on the demand for new cars.
a. inelastic
b. fluctuating
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c. derived
d. elastic
e. nonderived
ANSWER: c
66. Demand for business products is characterized as derived. From what is the demand derived?
a. Industrial demand
b. Modified demand
c. Demand for consumer products
d. Future product demand
e. The business cycle
ANSWER: c
67. All of the following describe the demand for business products except
a. elastic.
b. derived.
c. joint.
d. inelastic.
e. fluctuating.
ANSWER: a
68. Inelastic demand simply means that

a. buyers will not make a modified rebuy purchase.
b. demand depends on how many items are purchased.
c. a price increase or decrease will not significantly change the demand for an item.
d. when price goes up, demand goes down.
e. when supply is reduced, the price will increase.
ANSWER: c
69. Inelastic demand in business markets refers to a situation where

a. demand for a given product fluctuates very little over time.
b. price increases or decreases will not significantly change demand for a given product.
c. demand for a given product fluctuates significantly over time.
d. demand for one product depends heavily on the demand for another product.
e. supply for a given product cannot keep pace with the demand for it.
ANSWER: b
70. Christoff’s Lawn & Lot is a small business that provides landscaping and lawnmowing services in the spring and
summer. Christoff’s usually contracts with customers on an annual basis, with the terms set out at the beginning of the
season. This year the area experienced a significant amount of rain, causing the grass to grow more quickly. Christoff’s
was required to cut the grass every time it grew 2 inches, and no matter how many times it needed cutting, the customer
paid the same monthly amount based on the original contract. The price of gas has now grown by 35%, causing
Christoff’s to pay more for their supplies. The demand for gas despite its price represents ________ demand for
Christoff’s Lawn & Lot.

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a. elastic
b. inelastic
c. derived
d. joint
e. separate
ANSWER: b
71. In placing a tire order with Michelin, Jetland Industrial Supply finds that the truck tires it is ordering have increased
$37.50 in price since the last order. Jetland proceeds with the order, confident that it can pass on the price increase to
future customers. This is an example of business products having ____ demand.
a. derived
b. inelastic
c. joint
d. fluctuating
e. higher
ANSWER: b
72. Demand for a business product is ____ when two or more items are used in combination to produce a product.
a. inelastic
b. joint
c. fluctuating
d. derived
e. partnered
ANSWER: b
73. King Auto Supply sells car and truck parts, as well as tire replacement and balancing services. As King places its
order for truck tires with Michelin, it must also place an order for valve stems and balancing weights for the tires. Such
business products are characterized as having ____ demand.
a. derived
b. inelastic
c. joint
d. fluctuating
e. higher
ANSWER: c
74. When certain consumer products are in high demand, producers might buy extra materials and equipment and when
demand subsides, producers will cut back on their material purchases. This describes ____ demand.
a. joint
b. inelastic
c. consumer
d. fluctuating
e. elastic
ANSWER: d

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75. Most business buying decisions are made by
a. one person.
b. a team of purchasing agents.
c. a firm's buying center.
d. inventory control personnel.
e. the sales force.
ANSWER: c
76. In a buying center, purchasing agents or purchasing managers are also known as
a. gatekeepers.
b. deciders.
c. buyers.
d. users.
e. influencers.
ANSWER: c
77. The group of people within a business who are involved in making business buying decisions is referred to as
a. the new-task team.
b. negotiators.
c. purchasing agents.
d. deciders.
e. the buying center.
ANSWER: e
78. Barry Gluckman of WP International, a major marketer of word-processing software, calls the secretary of Renee
Dorchette, director of purchasing for MMK, Inc. He sets up an appointment to discuss an upcoming purchase of software.
The secretary plays the role of ____ in this purchase decision.
a. gatekeeper
b. buyer
c. decider
d. buying center captain
e. order giver
ANSWER: a
79. As the new sales representative for Mackstead Electronics, Sophie is responsible for calling on hospital management
and selling electronic hospital equipment such as blood pressure cuffs, scales, and heart monitors. Sophie knows that she
needs to be friendly with the administrative assistants in the management offices in order to make sure that Mackstead's
information brochures and new product diagrams actually get to the management staff. In this situation, Sophie is
exhibiting her knowledge that administrative assistants are often ________ in the buying decision process.
a. gatekeepers
b. users
c. influencers
d. buyers
e. controllers

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ANSWER: a
80. The stages of the business buying decision process, in order, are
a. recognizing the problem, establishing product specifications, searching for products and evaluating possible
suppliers, selecting suppliers and products, and evaluating performance.
b. recognizing the problem, searching for products and evaluating possible suppliers, selecting suppliers and
products, establishing product specifications, and evaluating performance.
c. recognizing the problem, selecting suppliers and products, evaluating performance, establishing product
specifications, and searching for substitute products.
d. establishing product specifications, recognizing the problem, searching for products, evaluating possible
products and suppliers, selecting suppliers and products, and evaluating performance.
e. establishing product specifications, searching for products, selecting suppliers and products, evaluating
performance, recognizing the problem, and evaluating possible products and suppliers.
ANSWER: a
81. The second stage in the business buying decision process is to

a. search for products and suppliers.
b. select the most appropriate product.
c. develop product specifications.
d. evaluate product and supplier performance.
e. recognize the problem.
ANSWER: c
82. After deciding to order replacement parts for aging machinery, the buyer for a construction company examines
catalogs and trade publications looking for these parts. The buyer is at which stage in the business buying decision
process?
a. Problem recognition
b. Product specification
c. Product-supplier search and evaluation
d. Product-supplier selection
e. Product-supplier post-evaluation
ANSWER: c
83. The third stage in the business buying decision process is to

a. evaluate product specifications to solve the problem.
b. evaluate products relative to specifications.
c. select and order the most appropriate product.
d. evaluate product and supplier performance.
e. search for products and suppliers.
ANSWER: e
84. Christy Bridgman is considering the purchase of a new fax machine for her real estate office. She is considering a
machine that doesn't have as many functions but is available at a considerably lower price than her current machine. She is
engaged in ____ analysis.
a. vendor
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b. downsizing
c. strategic
d. value
e. profit
ANSWER: d
85. During the search for products and evaluating possible suppliers stage of the business buying decision process,
marketers sometimes use ____ analysis to examine the quality, design, materials, and possibly item reduction in order to
acquire the product in the most cost-effective way.
a. cost
b. value
c. profit
d. strategic
e. SWOT
ANSWER: b
86. ____ analysis is a systematic evaluation of current and potential suppliers that focuses on many dimensions including
price, product quality, delivery service, product dependability, and overall company reliability.
a. Value
b. Vendor
c. Buying center
d. Strategic
e. Cost
ANSWER: b
87. An organization that decides to buy all of a certain part from the same company is using
a. single-supplier purchasing.
b. multiple sourcing.
c. same vendor analysis.
d. straight rebuy.
e. sole sourcing.
ANSWER: e
88. What are the four major factors that influence business buying decisions?
a. Environmental, organizational, interpersonal, and individual
b. Environmental, organizational, psychological, and individual
c. Environmental, psychological, individual, and technological
d. Technological, organizational, environmental, and interpersonal
e. Environmental, organizational, technological, and individual
ANSWER: a
89. Individual influencing factors refer to

a. relationships among those in the firm's buying center.
b. uncontrollable environmental forces.
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c. the power an individual controls in the buying center.
d. personal characteristics of individuals in the buying center.
e. activities of suppliers.
ANSWER: d
90. Compared with consumer goods, marketers aiming at business customers

a. do not need to select target markets.
b. have an enormous amount of information available concerning potential customers.
c. have more difficulty in determining where their customers are located.
d. are restricted in the types of promotion they can use.
e. have more difficulty in estimating customers' purchase potentials.
ANSWER: b
91. Which one of the following countries is not included in the data presented in NAICS?
a. Mexico
b. Canada
c. United States
d. Japan
e. All but one NAFTA country
ANSWER: d
92. Ben Davideau is assigned by his sales manager to come up with the names and addresses of 20 firms in his territory
that have some potential for using sizable quantities of his firm's products. Wanting to be as efficient as possible, Ben
looks in
a. Sales & Marketing Management.
b. an SIC listing.
c. the Census of Business.
d. the Census of Manufacturers.
e. Standard & Poor's Register.
ANSWER: e
93. Scenario 8.1

Use the following to answer the questions.
Samsung is entering the home appliance market with its new French Door Refrigerator. In designing the production
facility, it has a need for various pieces of equipment, including the perpetual assembly belt drive, quasi-assembly pods,
and finishing stations. The purchasing agent for the appliance division is inquiring about who will be needed for input on
the purchasing decision. Samsung has already contacted several producers of the quasi-assembly pods, and has begun
negotiations with their sales representatives.
Refer to Scenario 8.1. What was the first step of the buying decision process that Samsung went through when looking for
the quasi-assembly pods?
a. Searching for products and suppliers
b. Selecting and ordering the most appropriate product
c. Recognizing the problem or need
d. Establishing product specifications
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e. Evaluating the product relative to specifications
ANSWER: c
94. Scenario 8.1

Refer to Scenario 8.1. What type of business purchase is Samsung undertaking?
a. Modified rebuy
b. Straight rebuy
c. New-task
d. Straight purchase
e. New rebuy
ANSWER: c
95. Scenario 8.1

Refer to Scenario 8.1. Which of the following groups should Samsung not include in its buying center for the new
equipment?
a. Purchasing agents at Samsung
b. Eventual users within Samsung
c. Potential future Samsung customers
d. Gatekeepers within Samsung
e. Senior managers at Samsung
ANSWER: c
96. Scenario 8.1

Refer to Scenario 8.1. There are many factors that would influence Samsung's business buying decisions. Which one of
the following would not?

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a. Environmental
b. Organizational
c. Interpersonal
d. Demographic
e. Individual
ANSWER: d
97. Scenario 8.2

Precision Brake Company is a supplier of brake components to the manufacturers of lawn tractors and 4-wheel ATVs. It
also sells its products to independent repair centers, dealers, and other wholesalers in the Northeastern and Southern
regions. Precision Brake has done research on the demand for lawn tractors and found that most manufacturers are in the
states of Kentucky, Tennessee, and Alabama. Research also shows that most of the dealers who sell directly to individual
consumers are in the Midwestern region, while dealers who sell to small business landscaping companies tend to be
located in the Northeastern region. Company executives are considering expansion of its distribution to markets in the
Midwest.
Refer to Scenario 8.2. When Precision Brake sells to the individual dealers, it would be considered which of the following
business types?
a. Producer
b. Reseller
c. Government
d. Institutional
e. Covert
ANSWER: b
98. Scenario 8.2

Midwest.
Refer to Scenario 8.2. Given the type of business market in which Precision Brake is currently operating, which group
would it be least likely to sell to?
a. Producers
b. Governments
c. Retailers
d. Consumers
e. Institutions
ANSWER: d
99. Scenario 8.2

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Midwest.
Refer to Scenario 8.2. When Precision Brake's sales team calls on tractor manufacturing companies, the meetings typically
include the engineers who design the tractors. In this situation, the engineers would most likely be considered to be ____,
part of the buying center.
a. gatekeepers
b. influencers
c. users
d. buyers
e. controllers
ANSWER: b
100. Scenario 8.2

Midwest.
Refer to Scenario 8.2. Last year, Precision Brake's sales to the manufacturers of lawn tractors declined, partially due to the
fact that more consumers were hiring small landscaping businesses to cut their grass. This decline in sales for Precision
Brake is an example of
a. product scarcity.
b. joint demand.
c. derived demand.
d. reciprocity demand.
e. inelastic demand.
ANSWER: c
101. Buyers in producer markets purchase either raw materials or semifinished products.
a. True
b. False
ANSWER: True
102. The four categories of consumer markets are producer, reseller, government, and institutional.
a. True

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b. False
ANSWER: False
103. The owner of a trucking business, who buys gasoline from the nearby service station for the company trucks, is a part
of a business market.
a. True
b. False
ANSWER: True
104. The term business markets refers only to producer markets.

a. True
b. False
ANSWER: False
105. An example of a business market would be farmers.

a. True
b. False
ANSWER: True
106. Grocery stores and supermarkets are a part of producer markets.

a. True
b. False
ANSWER: False
107. Reseller markets consist of intermediaries that buy finished goods and resell them for profit.
a. True
b. False
ANSWER: True
108. Wholesalers sell primarily to ultimate consumers.

a. True
b. False
ANSWER: False
109. There is little or no difference between wholesalers' customers and retailers' customers.
a. True
b. False
ANSWER: False
110. Retailers purchase products and resell them to final consumers.

a. True
b. False
ANSWER: True
111. The increase in government purchases has resulted partly from the increase in the number of services provided by the
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government.
a. True
b. False
ANSWER: True
112. Government markets, although complicated in their requirements, can be very lucrative.
a. True
b. False
ANSWER: True
113. Orders placed by business customers are usually smaller and more numerous than consumer sales.
a. True
b. False
ANSWER: False
114. It is customary for contracts for raw materials and components to be negotiated semiannually.
a. True
b. False
ANSWER: False
115. Ultimate consumers are generally more rational than business customers.
a. True
b. False
ANSWER: False
116. Business customers generally seek to obtain detailed information about a product before purchasing it.
a. True
b. False
ANSWER: True
117. Business customers are forced to satisfy personal goals in pursuits that lie outside their jobs.
a. True
b. False
ANSWER: False
118. Business purchasing agents may indirectly contribute to the satisfaction of their own personal needs by helping their
firms achieve organizational objectives.
a. True
b. False
ANSWER: True
119. One very important consideration for business purchases is the type of packaging used.
a. True
b. False
ANSWER: False
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120. When purchasing products, business customers are especially concerned about quality, service, price, and supplier
relationships.
a. True
b. False
ANSWER: True
121. Price is of concern to a business marketer primarily because of its psychological impact on purchasing agents.
a. True
b. False
ANSWER: False
122. If a business product exceeds specifications, so much the better; the customer can then be assured of obtaining a
minimum level of acceptability.
a. True
b. False
ANSWER: False
123. In some cases, the types of services offered by a supplier may constitute a competitive advantage over suppliers of
similar products.
a. True
b. False
ANSWER: True
124. On-time delivery is crucial to a business customer, since a late delivery may hold up a production line or cause the
firm to lose sales.
a. True
b. False
ANSWER: True
125. Inspection refers to a purchasing method in which a representative unit is taken from a lot and evaluated, and the
buying decision is based on the conclusions.
a. True
b. False
ANSWER: False
126. A new-task purchase is one in which the business makes an initial purchase of a new item.
a. True
b. False
ANSWER: True
127. Of the three types of business purchases, the straight rebuy purchase usually requires the most information.
a. True
b. False
ANSWER: False

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128. Industrial demand derives from consumer demand.
a. True
b. False
ANSWER: True
129. In the long run, business demand becomes totally unrelated to consumer demand.
a. True
b. False
ANSWER: False
130. The demand for many business products is inelastic at the industry level.
a. True
b. False
ANSWER: True
131. For business products, the concept of inelasticity of demand applies equally to industry demand for the product and
to demand for an individual supplier.
a. True
b. False
ANSWER: False
132. Raw materials are especially affected by joint demand.

a. True
b. False
ANSWER: True
133. When the major component of an item experiences a price increase, the demand for the item may become more
elastic.
a. True
b. False
ANSWER: True
134. Sometimes initial demand for a business product will drop following a price cut if buyers believe that further price
reductions are forthcoming.
a. True
b. False
ANSWER: True
135. In industries in which price changes occur frequently, demand fluctuations have practically been eliminated since
buyers have become used to these changes and have learned to ignore them.
a. True
b. False
ANSWER: False
136. A fall in consumer demand for a product is likely to result in increased buying from suppliers as consumer goods

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producers replenish depleted inventories and gear up for the next surge in consumer demand.
a. True
b. False
ANSWER: False
137. The factors that influence business buying behavior are the same as those that influence consumer buying behavior.
a. True
b. False
ANSWER: False
138. All companies, no matter what their size or market position, maintain only one buying center.
a. True
b. False
ANSWER: False
139. In the buying decision process, one of the activities included in the search for products and suppliers is examining
various online and print publications.
a. True
b. False
ANSWER: True
140. Specific details regarding terms, credit arrangements, and technical assistance are worked out during the product
specification stage of the buying decision process.
a. True
b. False
ANSWER: False
141. Vendor analysis is a formal, systematic evaluation of current and potential vendors that focuses on a variety of
dimensions including price, product quality, delivery service, product availability, and overall company reliability.
a. True
b. False
ANSWER: True
142. The fourth stage in the business buying decision process is that of searching for products and suppliers.
a. True
b. False
ANSWER: False
143. Feedback acquired during the fifth stage of the business buying decision process is kept on file but not used as a
reference for future business purchase decisions.
a. True
b. False
ANSWER: False
144. The five-stage business buying decision process is used primarily for routine, straight rebuy purchases.

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a. True
b. False
ANSWER: False
145. Interpersonal dynamics are easy to observe and simple for the marketer to assess.
a. True
b. False
ANSWER: False
146. The North American Industry Classification System includes all three NAFTA partners.
a. True
b. False
ANSWER: True
147. NAICS provides little information about service industries and high-tech products.
a. True
b. False
ANSWER: False
148. To obtain the names of specific potential customers, the business marketer is well advised to employ the services of a
commercial data company, since this is both cheaper and faster than any other method.
a. True
b. False
ANSWER: False
149. Industrial classification systems allow marketers to divide business customers into groups based mainly on the types
of goods and services provided.
a. True
b. False
ANSWER: True
150. You are manager of a clothing manufacturing firm that has operations in different countries. Your Indonesian
manufacturing facility is dedicated solely to producing elementary school uniforms for the U.S. market. Most of your
product output is sold to a larger school uniform company in the U.S. called School Uniforms, Inc. School Uniforms, Inc.
has major contracts with school districts like the Los Angeles Unified School District. In this scenario, the Los Angeles
Unified School District is part of which of the following business markets?
a. Reseller market
b. Government market
c. Institutional market
d. Distributor market
e. Wholesaler market
ANSWER: c
151. When marketing to business customers, marketers have to understand the key characteristics of the business
customer, and alter their marketing mix accordingly. For example, a business customer views _________ as the amount of
investment necessary to obtain a desired level of return or savings. Moreover, the business customer demands
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______________ before buying to be sure their needs are being met with the product.
a. price; good service
b. product; price discounts
c. place; product samples
d. distribution; product guarantees
e. price; detailed information
ANSWER: e
152. You recently raised your prices on the products you sell to your business customers. To your surprise, these
customers did not change the amount of units they purchase from you. It was as if the price increase did not matter to
these customers. Which of the following types of business demand most accurately describes this situation?
a. Constant demand
b. Inelastic demand
c. Joint demand
d. Elastic demand
e. Derived demand
ANSWER: b
153. Which of the following entities is part of the buying center?

a. Marketers
b. Users
c. Vendors
d. Distributors
e. Wholesalers
ANSWER: b
154. Resellers are business intermediaries who buy finished goods and resell them for a profit. Their business model
dictates that they consider several factors when deciding which products to buy. Which of the following is a factor the
reseller considers when making purchase decisions?
a. The sales tax that must be charged on the product
b. The number of substitutes for the product
c. The availability of financing programs for purchasing the product
d. How the product fits within the product mix of the reseller’s other products
e. The perishability of the product
ANSWER: d
155. A marketer who starts selling to the business market, after having spent most of his career selling directly to
consumers, will quickly come to realize that business customers are very demanding. Business customers place a high
value on which of the following aspects of a buying relationship?
a. The geographical location of the selling firm
b. The long-term business strategy of the selling firm
c. The size of the selling firm
d. The mix of services offered by the selling firm
e. The packaging of the product

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ANSWER: d
156. Your firm manufactures motorcycles for the consumer market. You purchase raw materials to build the motorcycles
from a variety of suppliers in the U.S. and abroad. The volume of your raw materials purchases is a function of the
customer demand for your firm’s motorcycles. Which of the following best describes the type of demand your firm has
for these raw materials?
a. Forecasted demand
b. Elastic demand
c. Customer-driven demand
d. Joint demand
e. Derived demand
ANSWER: e
157. Businesses follow a defined buying decision process in order to ensure the goods and services they purchase will
meet their organization’s needs. The process has multiple stages, and in one of the stages the business will evaluate each
component of potential purchase. This includes evaluating the quality, design, materials and any other relevant aspect of
the purchase. This evaluation takes place in which of the following stages of the business buying decision process?
a. First stage – The business recognizes a problem or need exists
b. Second stage – Product specifications are developed
c. Third stage – Search for potential products
d. Fourth stage – Product for purchase is selected
e. Fifth stage – Product quality and supplier performance is evaluated
ANSWER: c
158. Pella Windows manufactures stock sizes as well as custom-sized windows in a variety of finishes and sells
the windows through distributors across the globe. Pella Windows’ manufacturing plants utilize just-in-time
processes to receive delivery of raw materials such as aluminum and glass, and component parts such as
weather stripping and window locks or fasteners. What category or type of business market best represents Pella
Windows?
a. Producer
b. Reseller
c. Government
d. Institutional
ANSWER: a
159. Heritage Wines has national distribution agreements with wineries across the United States such as
Cakebread and Robert Mondavi in Napa Valley, California. Heritage Wines receives their inventory from their
winery suppliers and makes the wine available to customers—restaurants, bars, hotels, etc., through their sales
representatives and extensive catalog. What type of business market does Heritage Wines represent?
a. Reseller
b. Institution
c. Government
d. Producer
ANSWER: a
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160. The Alzheimer's Association is a national nonprofit organization serving individuals who suffer from
Alzheimer’s or dementia and their families as well as providing funding to support research. The Alzheimer’s
Association has chapters or affiliate organizations across the country to better serve each local market area.
Each Alzheimer's Association chapter is responsible for making purchases for their office furniture, computers,
printers, and other business services the organization needs, such as telephone or Internet. The Alzheimer's
Association is a(n) _______ type of business market.
a. institutional
b. government
c. reseller
d. producer
ANSWER: a
161. The Environmental Protection Agency (EPA) was established on December 2, 1970, to consolidate in one
agency a variety of federal research, monitoring, standard-setting, and enforcement activities to ensure
environmental protection for residents of the United States. Since its inception, EPA has been working for a
cleaner, healthier environment for the American people and is responsible for providing inspection services and
cleanup efforts in the case of contamination or hazards. The EPA is a(n) _____ type of business market.
a. government
b. reseller
c. producer
d. institutional
ANSWER: a
162. Brittni is an account executive for a financial services firm that specializes in employee benefits services.
She is meeting with the owner of a small business who has grown to the level where he needs to provide
extended employee benefits to be in compliance with the Affordable Care Act. In the past, the small business
provided a small stipend to employees to cover some of their insurance costs, but they now must offer
comprehensive health-care insurance coverage or face a fine. Brittni is happy to help the small business owner
and is excited about the opportunity to gain another customer. The company owner has purchased other
insurance services such as property and casualty for the business, but has never purchased a group insurance
plan and anticipates that it will take a considerable amount of time in the purchase process since this represents
a significant decision for the company and its employees. What type of business purchase does this represent?
a. New task
b. Straight rebuy
c. Modified rebuy
d. Contracted purchase
ANSWER: a
163. Fred is the purchasing manager at Marc’s Auto Bodyand places orders for routine products such as office
supplies and items needed for service and repair of vehicles. He typically purchases tools from the Snap-
ondealer and orders a variety of nuts, bolts, and hardware from Grainger. He really likes purchasing from
Grainger since he can utilize their website where he has an intranet portal to easily place orders and receive a
company discount. Grainger makes it easy and convenient as well by providing a list of previously purchased
items that Fred can select and simply click “reorder.” What type of purchase process does Fred use when
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buying these items from Grainger?
a. Straight rebuy
b. Modified rebuy
c. New-task purchase
ANSWER: a
164. John owns an ice cream and frozen treat restaurant and is considering adding new menu items. He recently
met with the representative of a yogurt company who is trying to convince John to add the frozen yogurt to his
menu. John has never offered a yogurt product in the restaurant and has concentrated on ice cream items. The
yogurt product would not need a different freezer or dispensing unit, so the investment would be similar to
changing flavors of ice cream. However, since he’s never offered yogurt, he’s unsure what the market response
will be and how much profit he can achieve with the frozen yogurt. What type of purchasing decision does this
represent for John?
a. Modified rebuy
b. Straight rebuy
c. New-task purchase
ANSWER: a
165. Sylvia works for Dell Computers in the purchasing department and has been receiving more orders related
to tablet and portable computers compared to desktop computers. She’s noticed a significant reduction in the
number of monitors the company is manufacturing as well as traditional desktop systems. It seems that fewer
individuals are purchasing desktop computers for their home offices and many businesses have switched to
portable computers since the workforce prefers the capability to work “on the go” rather than be required to
complete work at the office. Therefore, it’s likely the demand for desktop computers and monitors is
a. Derived
b. Fluctuating
c. Joint
d. Inelastic
ANSWER: a
166. Jennifer is the purchasing manager for the local public school system. Recently, the school received a large
grant to make technology-related purchases to enable students to have better access to computers and utilize the
Internet. Jennifer is working with the teachers, and they recently developed product specifications that are
necessary or required for tablet or laptop computers. What is the next stage in the purchase decision process for
Jennifer and the teachers?
a. Search and evaluate possible products and suppliers
b. Problem recognition
c. Select product/supplier and order products
d. Evaluate product and supplier performance
ANSWER: a

Name: Class: Date:

167. _______________ are online marketplaces where buyers and sellers from around the world can exchange
information, goods, services, ideas, and payments.
a. Dealer websites
b. B2B e-commerce sites
c. Online auction sites
d. Contracting sites
e. B2C e-commerce sites
ANSWER: b
168. Jake works at an auto dealer. His company pays the Internet site AutoWurld.com to act as a neutral third party that
provides access to an unlimited amount of vehicle listings and sales transactions. Jake is in charge of monitoring this site
to look for deals. His firm pays $395 a month for access. AutoWurld.com is an example of a(n)
a. private B2B auction site
b. private B2C e-commerce site
c. private B2B e-commerce site
d. independent B2C e-commerce site
e. independent B2B e-commerce site
ANSWER: e
169. Private B2B exchanges connect member firms through a secure system that permits all the organizations to share
significant information as well as facilitate exchanges.
a. True
b. False
ANSWER: True
170. Online B2B auctions are especially popular for selling new products.
a. True
b. False
ANSWER: False
171. How has the Internet facilitated the organizational buying process?
ANSWER: Whereas in the past, an organization seeking a type of product might contact product suppliers, speak with
someone on the sales force, and request a catalog or brochure, business customers today first turn to the
Internet to search for information and find sources. The Internet has become a major channel in organizational
buying. The Internet allows buyers to research potential solutions through its vast resources, and interactions
with a sales representative now may occur much later in the process than in the past. Increasingly, business are
turning to B2B e-commerce sites, which serve as online marketplaces where buyers and sellers around the
world can exchange information, goods, services, ideas, or payments.
172. Through FedBid, Inc., government agencies invite businesses to bid to supply the specified good or service in
competition with each other. This is an example of a(n) ____________.
a. reverse auction
b. traditional auction
c. two-way auction
d. private B2B exchange
Name: Class: Date:

e. competitive auction
ANSWER: a
173. Marketers should post informative content on digital sites describing how their products can solve customers'
problems or address their needs.
a. True
b. False
ANSWER: True
174. Who is likely to win in a reverse auction?

a. The lowest bidder
b. The highest bidder
c. The most expensive
d. Single-source suppliers
e. Reseller markets
ANSWER: a
175. The University of New Mexico is an institutional market.

a. True
b. False
ANSWER: True
176. Reciprocal arrangements are legal as long as they do not threaten competition.
a. True
b. False
ANSWER: True
177. Value analysis examines quality, design, and materials as well as current and potential vendors.
a. True
b. False
ANSWER: False
178. Industrial classification systems are best used in conjunction with other types of data to determine exactly how many
and which customers a marketer can reach.
a. True
b. False
ANSWER: True
179. After locating potential customers using industrial classification systems such as NAICS, the next step for the
business marketer is to make the purchase.
a. True
b. False
ANSWER: False

Name: Class: Date:

180. Richard is a B2B marketer working for a multinational firm. He needs to identify and locate potential customers in
the U.S. construction industry. Richard does not have much time to do this. He also does not have a lot of experience in
this area. He wants to get this done as conveniently as possible. Which of the following would best fit Richard's
preferences as well as his desire to have the job done accurately?
a. The International Standard Industrial Classification system
b. Industry directories
c. Commercial data services
d. Online directories
e. State directories
ANSWER: c
181. What is one of the benefits of industry classification systems like NAICS?
a. They are the only type of data needed for industry segmentation.
b. They can be applied to the whole world no matter which system is used.
c. They make it easy for business marketers to identify potential customers.
d. They allow for the classification of industries without any repetition.
e. They provide a consistent means of categorizing industries.
ANSWER: e
182. The Hilex Poly plastic bags used at Walmart are supplied by Novolex. From Hilex's perspective, Walmart is part of
the ___________ market.
a. government
b. reseller
c. institutional
d. producer
e. consumer
ANSWER: d
183. What must the government do when it wants to buy a standard product?
a. It uses a negotiated contract and selects only a few firms.
b. It inspects products from eligible bidders and chooses the best in quality.
c. It sends out a detailed description of the product to qualified bidders.
d. It awards the contract to larger businesses because they provide better services.
e. It usually chooses a past supplier that it knows is reliable.
ANSWER: c
184. St. John's Baptist Church brews fresh coffee for its attendees as part of its hospitality ministry every Sunday. St.
John's is a(n) ____________ market for coffee.
a. producer
b. consumer
c. government
d. reseller
e. institutional
ANSWER: e
Name: Class: Date:
185. When purchasing large amounts of light bulbs, which purchase method would an organization most likely use?
a. Description
b. Inspection
c. Negotiation
d. Sampling
e. Multiple sourcing
ANSWER: d
186. A customer evaluates the quality of the products being considered to determine whether they ________________.
a. meet specifications
b. require negotiation
c. exceed specifications
d. are totally defect-free
e. produce a good sample
ANSWER: a
187. Hank works at a large electronics firm. He needs a new type of software and sends in a purchasing request. The
request gets approved. Gillian works as a purchasing agent and is in charge of selecting the suppliers and negotiating the
terms of purchase. However, before she does so she consults with Paul, an engineer who works in IT and is highly
familiar with the latest software. In this case, Hank is the ___________, Gillian is the _______________, and Paul is the
_____________.
a. decider; influencer; gatekeeper
b. user; buyer; influencer
c. influencer; buyer; user
d. user; decider; gatekeeper
e. decider; gatekeeper; influencer
ANSWER: b
188. Examining quality, design, materials, and item reduction to acquire a product in the most cost-effective way falls
under which stage of the business buying decision process?
a. Searching for and evaluating potential products and suppliers
b. Development of product specifications
c. Selecting the product to be purchased and the supplier
d. Evaluating the supplier's and product's performance by comparing it with specifications
e. Problem recognition
ANSWER: a
189. Lily works in the buying center at a personal protection safety equipment firm. Whenever she needs a certain
product, she always orders from Phil. Although other suppliers might be less expensive, Lily has done work with Phil
before and trusts him completely to deliver all supplies to the exact specifications. She values this trust and would rather
work with Phil than having to take a chance on another supplier who might be less expensive. Which factors are
influencing the business buying decision process?
a. Reciprocity
b. Environmental
Name: Class: Date:

c. Organizational
d. Interpersonal
e. Economic
ANSWER: d

Another random document with
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The Project Gutenberg eBook of The Loves of the
Lady Arabella
This ebook is for the use of anyone anywhere in the United
States and most other parts of the world at no cost and with
almost no restrictions whatsoever. You may copy it, give it away
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are not located in the United States, you will have to check the
laws of the country where you are located before using this
eBook.
Title: The Loves of the Lady Arabella
Author: Molly Elliot Seawell
Illustrator: Franklin Booth

Clarence F. Underwood
Release date: May 9, 2022 [eBook #68033]
Language: English
Original publication: United States: The Bobbs-Merrill Company,

1898
Credits: D A Alexander and the Online Distributed Proofreading

Team at https://www.pgdp.net (This file was produced
from images generously made available by University
of California libraries).
*** START OF THE PROJECT GUTENBERG EBOOK THE LOVES

OF THE LADY ARABELLA ***
The Loves of the Lady Arabella
Arabella
The LOVES
OF the LADY
ARABELLA
by
MOLLY ELLIOT SEAWELL
Author of The Fortunes Of Fifi
Children Of Destiny, etc.
With Illustrations by
Clarence F. Underwood
Decorations by Franklin Booth
INDIANAPOLIS
THE BOBBS-MERRILL COMPANY
PUBLISHERS
Copyright 1898
Molly Elliot Seawell
Copyright 1906
The Bobbs-Merrill Company
October
PRESS OF
BRAUNWORTH & CO.
BOOKBINDERS AND PRINTERS
BROOKLYN, N. Y.
The Loves of the Lady Arabella
I
’Tis not in my nature to be cowed by any woman whatever.
Therefore, when I found myself in the presence of my Lady
Hawkshaw, in her Chinese drawing-room, with her great black eyes
glaring at me, and her huge black plume of feathers nodding at me,
as she sat, enveloped in a vast black velvet robe like a pall, I said to
myself, “After all, she is but a woman.” So I stared back at her with
all the coolness in the world—and I was a seeker after favor, too—
and but fourteen years of age, and had only seven and sixpence in
my pocket. The tall footman who stood behind Lady Hawkshaw’s
chair made a grimace at me; and I responded by a fierce look, as if I
were about to run him through the body.
“Jeames,” said her ladyship, “go and make my compliments to Sir
Peter Hawkshaw, and say to him that his roistering kept me awake
half the night, and consequently I feel very ill this morning; and that
his great-nephew, Master Richard Glyn from America, is come after
a midshipman’s warrant in his Majesty’s navy,—and I desire Sir
Peter to attend me in my bowdwor immediately.”
Her ladyship’s French was the queerest imaginable,—yet in her
youth she had the French tutor who had taught the daughters of the
Regent of France.
There was a silence after the tall footman left, during which my
lady and I eyed each other closely. I remembered having heard that
she had defied her father, Lord Bosanquet, and one of the greatest
family connections in the kingdom, in order to marry Sir Peter, who
was then a penniless lieutenant in his Majesty’s navy and the son of
a drysalter in the city. This same drysalter was my great-grandfather;
but I had an infusion of another blood through my mother, God bless
her!—who was of a high family and a baronet’s daughter. The
drysalter strain was honest, but plebeian, while the baronet strain
was rather more lofty than honest, I fancy.
“Here is your nephew Tom’s brat.” Page 3

Having heard, as I say, of the desperate struggle it cost Lady
Hawkshaw to marry her lieutenant, I somewhat expected to find her
and Admiral Sir Peter Hawkshaw living like doves in a cage, and was
disconcerted at the message her ladyship sent her lord. But I was
still more disconcerted when Sir Peter, a short, stout man, with a
choleric eye, presently bounced into the room.
“Sir Peter,” said her ladyship, “here is your nephew Tom’s brat,
who wants a midshipman’s warrant.”
Sir Peter stopped short, looked me over,—I was tall for my age,—
and grinned savagely. I thought it was all up with me and was almost
ready to haul down my flag.
“And Sir Peter,” screamed her ladyship, “he must have it!”
“Hang me, my lady!” snapped Sir Peter, “but when did you take
such an interest in my nephew Tom’s brat?”
“This very hour,” replied Lady Hawkshaw tartly, and tossing her
black plumes haughtily. “You behaved like a wretch to the boy after
the death of his father and mother in America; and God has given
you the chance to make amends, and I say he shall have his
warrant.”
“Zounds, Madam!” bawled Sir Peter; “since you take the liberty of
disposing of my warrants, I presume you are the holder of my
commission as Vice-Admiral of the White in his Majesty’s service.
Let me know it if you are—let me know it, I say!”
“Stuff!” responded my lady, to which Sir Peter answered
something that sounded like “Damme!” and then my attention was
distracted from this matrimonial engagement by the silent entrance
of two young girls. One of them was about twelve years of age. She
had dove-like eyes, and her dark lashes kissed her cheek. She came
and stood familiarly by Lady Hawkshaw’s chair; and the gentle
affectionateness of her manner toward that redoubtable person
amazed me at the time. This was my first sight of Daphne
Carmichael; and when she fixed her soft, childish glance upon me, it
was like the sight of stars on a cloudy night. But the other one, a tall
girl of sixteen or thereabouts, dazzled me so that I am obliged to
confess I had no more eyes for Daphne. This older girl was the Lady
Arabella Stormont, and was then and always by far the handsomest
creature I ever beheld. I shall not attempt to describe her. I will only
say that her brilliant face, with such a complexion as I never saw
before or since, showed a haughty indifference toward the shabby
boy over whom Sir Peter and Lady Hawkshaw were squabbling, and
the sense of my shabbiness and helplessness pierced my heart
under Lady Arabella’s calmly scornful gaze.
Both of these young girls were the great-nieces of Sir Peter
Hawkshaw, but not on the drysalter’s side, so they were no blood-
relation to me. Sir Peter was their guardian, and Lady Hawkshaw
had charge of them, and was most kind and devoted to them in her
way. I soon found out that every one of Sir Peter’s family had a good
friend in Lady Hawkshaw; and I may as well say here that for true
devotion and incessant wrangling, I never saw a married pair that
equaled Sir Peter and Lady Hawkshaw.
The discussion between them concerning me grew hotter, and I
grew as hot as the discussion, in thinking what a figure I was making
before that divinely beautiful Lady Arabella. I had clean forgotten
Daphne. Lady Hawkshaw lugged in a great variety of extraneous
matter, reminding Sir Peter of certain awful predictions concerning
his future which had been made by the last chaplain who sailed with
him. Sir Peter denounced the chaplain as a sniveling dog. Lady
Hawkshaw indulged in some French, at which Lady Arabella laughed
behind her hand.
The battle royal lasted some time longer, but Lady Hawkshaw’s
metal was plainly heavier than Sir Peter’s; and it ended by Sir
Peter’s saying to me angrily:
“Very well, sir, to oblige my lady I will give you the remaining
midshipman’s berth on the Ajax, seventy-four. You may go home
now, but show yourself aboard the Ajax at Portsmouth, before twelve
o’clock on this day week, and be very careful to mind your eye.”
I had nerved myself to hear with coolness the refusal of this fiery
admiral; but his real kindness, disguised under so much of choler,
overcame me. I stammered something and stopped,—that hound of
a footman was grinning at me, because my eyes were full of tears,
and also, perhaps, because my coat was of cheap make, and my
shoes needed attention. But at that moment little Daphne, with the
greatest artlessness, came up and slipped her little hand into mine,
saying:
“He means he is very much obliged to you, uncle, and to you,
dear aunt.”
I do not know how I got out of the house, but the next thing I
knew I was standing on the street outside. I had been told to go
home. I had no home now unless the Bull-in-the-Bush tavern be one.
But I did not return to the Bull-in-the-Bush, whose tawdry splendors
revolted me now, after I had seen Sir Peter Hawkshaw’s imposing
house, as much as they had before attracted me. I was tingling with
the sense of beauty newly developed in me. I could not forget that
exquisite vision of Lady Arabella Stormont, who seemed to my
boyish mind more like a white rose-bush in full flower than anything I
could call to memory. I made my way instead to the plain, though
clean lodgings, where I had spent the years since my parents’ death,
with good Betty Green, the widow of Corporal Green, late of my
father’s regiment.
These two excellent but humble creatures had brought me, an
orphan, home from my birthplace, America, consigned to Sir Peter
and Lady Hawkshaw. This woman, Betty Green, had been my
mother’s devoted servant, as her husband had been my father’s,
and it was thought perfectly safe to send me home with them. But
there was a danger which no one foresaw. Betty was one of those
strange women who love like a lioness. This lioness’ love she felt for
me; and for that reason, I believe, she deliberately planned to
prevent my family from ever getting hold of me. It is true, on landing
in England, her husband’s regiment being ordered to Winchester,
she went to see Sir Peter Hawkshaw and, I suspect, purposely made
him so angry that, Lady Hawkshaw being absent, he almost kicked
Betty Green out of the house. That is what I fancy my lady meant
when she reproached Sir Peter with cruelty to me. I well remember
the air of triumph with which Betty returned and told the corporal of
her ill success; then, clasping me in her arms, she burst out with a
cry that no admiral nor ladies nor lords neither should take her
darling boy away from her. Green, her husband, being a steady,
cool-headed fellow, waited until the paroxysm was over, when he
told her plainly that she must carry out my parents’ instructions, and
he himself would go to see Sir Peter as soon as he could. But Fate
disposed of this plan by cutting short the corporal’s life the next
week, most unexpectedly. Then this woman, Betty Green,—illiterate,
a stranger in England, and supporting us both by her daily labor,—
managed to foil all of the efforts of Admiral Sir Peter Hawkshaw to
find me; for he had done all he could to discover the whereabouts of
his nephew’s orphan. ’Tis not for me to say one word against Betty
Green, for she slaved for me as only a woman can slave, and,
besides, brought me up in the habits and manners of a gentleman,
albeit she did little for my education, and to this day I am prone to be
embarrassed when I have a pen in my hand. I can not say that I was
happy in the devoted, though savage love she lavished upon me.
She would not allow me to play with the boys of her own class, and
those of my class I never saw. All my clamorings to know something
about my family on either side were met by her declaring that she
had forgotten where my mother’s people lived; and as for Sir Peter,
she gave me such a horrifying account of him that I never dreamed it
possible to receive any kindness from him. At last, though, on her
death-bed, she acknowledged a part of the deception her desperate
affection had impelled her to play upon me. The poor soul had
actually forgotten about my mother’s family, and had destroyed
everything relating to them, but directed me to go to Sir Peter; and
thus it was that, on the day after I saw Betty Green, my only friend
on earth, laid in a pauper’s grave, I went to the house of my father’s
uncle, with the result narrated. When I got back to the humble
lodgings where I had lived before Betty’s death, I looked up a small
box of trinkets of little value which had belonged to my mother, and
from the sale of them I got enough to live upon for a week, and to
make my way to Portsmouth at the end of it. Either Sir Peter had
forgotten to tell me anything about my outfit, or else I had slipped out
so quickly—galled by the fear of weeping before that rascally
footman—that he had no chance. At all events, I arrived at
Portsmouth by the mail-coach, with all of my belongings in one
shabby portmanteau.
I shall not describe my feelings during that journey toward the
new life that awaited me. In fact, I scarcely recall them coherently; all
was a maze, a jumble, and an uproar in my mind.
We got down in the inn yard,—a coach full of passengers,—I the
only one who seemed adrift and alone among them. I stood looking
about me—at a pert chambermaid who impudently ogled the
hostlers and got a kiss in return; at the pretentious entrance to the
inn; at all of the bustle and confusion of the arrival of the coach.
Presently I saw a young gentleman somewhat older than myself, and
wearing the uniform of his Majesty’s sea-service, come out of the inn
door. He had a very elegant figure, but his face was rather plain.
Within five minutes of my first meeting with Giles Vernon, I had an
example of what was one of his most striking traits—every woman in
sight immediately fixed her attention on him and smiled at him. One
was the chambermaid, who left off ogling the hostlers and gaped at
this young officer with her coarse, handsome face all aflame; another
was the landlady, who followed him to the door, smirking and fanning
herself; and the third was a venerable Quakeress, who was about
entering the inn, and who beamed benevolently on him as he bowed
gallantly in passing. I know not why this should have made such an
impression on me; but being young and a fool, I thought beauty was
as highly prized by women as by men, and it surprised me that a
fellow with a mouth so wide and with something dangerously near a
squint should be such a lady-killer. It was common enough for young
gentlemen holding midshipmen’s warrants to come down by the
coach, and as soon as he saw me this young officer called out:
“Halloo, my hearty! Is it a ship of the line or a frigate you are
booked for? Or is it one of those damned gun-brigs which are unfit
for a gentleman to serve in?”
Now, the peculiar circumstances of my bringing-up had given me
a ridiculous haughtiness,—for Betty Green had never ceased to
implore me to remember my quality,—so I replied to this offhand
speech in kind.
“A ship of the line,” said I. “Damme, do you think I’d serve in a
gun-brig?”
He came up a little closer to me, looked at me attentively, and
said,—
“It’s an infant Rodney, sure. Was not Americus Vespucius your
grandfather? And was not your grandmother in love with Noah when
he was oakum boy at the Portsmouth docks?”
I considered this very offensive and, drawing myself up, said,—
“My grandfather was a baronet, and my grand-uncle is Admiral
Sir Peter Hawkshaw, whose flagship, as you may know, is the Ajax,
seventy-four.”
“I know him well,” responded my new acquaintance. “We were
drunk together this night week. He bears for arms Lot’s wife after she
was turned into a pillar of salt, with the device, ‘I thirst’.”
This was an allusion to the drysalter. For I soon found that the
young gentlemen in the cockpit were intimately acquainted with all of
the antecedents, glorious or otherwise, of their superior officers.
The lie in the early part of this sentence was patent to me, but so
great was the power to charm of this squinting, wide-mouthed fellow,
that I felt myself drawn to him irresistibly, and something in my
countenance showed it, for he linked his arm through mine and
began again,—
“I know your great-aunt, too, Polly Hawkshaw. Dreadful old girl. I
hear she can tack ship as well as the admiral; knows to a shilling
what his mess bill is, and teaches him trigonometry when he is on
leave.”
This was, of course, a vilification, and Lady Hawkshaw’s name
was not Polly, but Apollonia; but I blush to say I spoke not one word
in defense of either her or her name. It occurred to me that my new
friend was a person who could give me much information about my
outfit and uniforms, and I candidly stated my case to him.
“Come on,” he cried. “There’s a rascal of a haberdasher here
who lives off his Majesty’s officers, and I’ll take you there and fit you
out; for Sir Peter’s the man to have his young officers smart. A friend
of mine—poor fellow!—happened to be caught in mufti in the Ajax
the other day, and Sir Peter had all hands turned up for an
execution. My unhappy friend begged that he might be shot instead
of hanged, and Sir Peter, I’ll admit, granted him the favor. The poor
fellow tied the handkerchief over his eyes himself, forgave all his
enemies, and asked his friends to pay his debts. Zounds, ’twas the
most affecting scene I ever witnessed.”
I plainly perceived that my companion was talking to frighten me,
and showed it by thrusting my tongue into my cheek, which caused
him to burst out laughing. He presently became grave, however, and
assured me solemnly that a sea-officer had his choice of dressing
handsomely, or being court-martialed and shot. “For,” said he, “the
one hundred and forty-fourth regulation of the service reads, ‘All of
his Majesty’s sea-officers are commanded to marry heiresses, and in
these cases, the usual penalties for the abduction of heiresses are
remitted’. Now, how can we abduct heiresses, or even get them to
look at us, without fine clothes? Women, my boy, are caught by the
eye alone—and I know ’em, by Gad!”
This trifling speech remained in my memory, and the day came
when I recalled the idle talk of us two laughing midshipmen as
prophetic.
We went together to a shop, where, under his direction and that
of an oily-tongued shopman, I ordered one of the handsomest outfits
any midshipman could possibly have, including two dozen of silk
stockings, as my new-found friend informed me that every man on
board his Majesty’s ships, from the admiral down to the jack-o’-the-
dust, always wore silk stockings, because in the event of being
struck by a ball or a pike or a cutlass in action, the danger from
inflammation was much less with silk than with cotton or wool.
All went swimmingly, until it was time to pay for the things. Then, I
acknowledge, I was at a loss. The shopman, suddenly changing his
tone, cried out to my companion,—
“Mr. Giles Vernon, I remember the last reefer you brought here
bought near a boatload and paid with the foresail, as you gentlemen
of the sea call it. I will not be done this time, I assure you.”
At this, Giles Vernon promptly drew his sword, which did not
disturb the shopman in the least, as I found out afterward; young
gentlemen of Giles’ age and rank, in Portsmouth, drew their swords
whenever they could not draw their purses. But I was very unhappy,
not on Giles’ account, but on that of the poor shopman, whom I
expected to see weltering in his blood. After a wordy war, Giles left
the shop, taking me with him, and menacing the shopman, in case
the purchases I had ordered did not come aboard the Ajax that night.
I thought it wise to suggest that I should now go aboard, as it was
well on to three o’clock. Giles agreed with me. I had forgotten to ask
him what ship he was attached to, but it suddenly occurred to me
that he, too, might be in the Ajax, and I asked him. Imagine my
delight when he said yes.
“But if the admiral does not behave himself better,” he added,
“and if the captain does not ask me to dinner oftener than he has
been doing lately, I shall prefer charges against both of them. I have
been assured by the lords in admiralty that any request of mine will
be regarded as an order by them, and I shall request that Admiral
Hawkshaw and Captain Guilford be relieved of their commands.”
By that time we had reached the water and there, stepping into a
splendid, eight-oared barge, I saw Sir Peter Hawkshaw. He caught
sight of us at the same moment, and the change in Giles Vernon’s
manner was what might have been expected. He was even more
modest and deferential than I, as we advanced.
“Here you are!” pleasantly cried the admiral to me. “You ran away
so fast t’other day, that I had no chance to give you any directions,
and I scarcely expected you to turn up to-day. However, I shall now
take you to the ship. Mr. Vernon, I have room for you.”
“Thank you, sir,” responded Giles very gratefully, “but I have a
pressing engagement on shore—a matter of important business—”
at which I saw the suspicion of a grin on the admiral’s homely old
face. He said little to me until we were in the great cabin of the Ajax.
For myself, I can only say that I was so awed by the beauty, the
majesty, the splendor of one of the finest ships of the line in the
world, that I was dumb with delight and amazement. Once in the
cabin, the admiral asked me about my means and my outfit. I burst
out with the whole story of what occurred in the haberdasher’s shop,
at which Sir Peter looked very solemn, and lectured me upon the
recklessness of my conduct in ordering things with no money to pay
for them, and followed it up with an offer to fit me out handsomely.
This I accepted with the utmost gratitude, and in a day or two I found
myself established as one of his Majesty’s midshipmen in the cockpit
of the Ajax, and I began to see life.

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Chapter 08: Business Markets and Buying Behavior

2. Discuss the differences between business and consumer transactions.

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Chapter 08: Business Markets and Buying Behavior

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Chapter 08: Business Markets and Buying Behavior

8. Describe the various stages of the business buying decision process.

Chapter 08: Business Markets and Buying Behavior

Chapter 08: Business Markets and Buying Behavior

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Chapter 08: Business Markets and Buying Behavior

Chapter 08: Business Markets and Buying Behavior

26. Which of the following statements about reseller markets is false?

Chapter 08: Business Markets and Buying Behavior

34. Institutional markets are

35. Which of the following would be considered an institutional buyer?

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Chapter 08: Business Markets and Buying Behavior

37. What is a primary difference between business and consumer buyers?

40. Which of the following statements about business buying is false?

Chapter 08: Business Markets and Buying Behavior

45. Product specifications are best described as

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Chapter 08: Business Markets and Buying Behavior

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Chapter 08: Business Markets and Buying Behavior

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Chapter 08: Business Markets and Buying Behavior

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Chapter 08: Business Markets and Buying Behavior

63. Demand for business products is also known as ____ demand.

Chapter 08: Business Markets and Buying Behavior

68. Inelastic demand simply means that

69. Inelastic demand in business markets refers to a situation where

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Chapter 08: Business Markets and Buying Behavior

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Chapter 08: Business Markets and Buying Behavior

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Chapter 08: Business Markets and Buying Behavior

81. The second stage in the business buying decision process is to

83. The third stage in the business buying decision process is to

Chapter 08: Business Markets and Buying Behavior

89. Individual influencing factors refer to

Chapter 08: Business Markets and Buying Behavior

90. Compared with consumer goods, marketers aiming at business customers

93. Scenario 8.1

Chapter 08: Business Markets and Buying Behavior

94. Scenario 8.1

95. Scenario 8.1

96. Scenario 8.1

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Chapter 08: Business Markets and Buying Behavior