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Chapter 07
Business-to-Business Marketing
True False
True False
3. Resellers differ from producers in that resellers significantly alter the form of goods they sell.
True False
4. The B2B buying process tends to be more formal than B2C buying.
True False
5. The RFP process is used by buyers to allow customer input into value creation.
True False
6. The final step of the business-to-business buying process is a formal vendor performance analysis.
True False
True False
8. Most B2B buying situations can be categorized into three categories: new buys, structured rebuys, and
automatic rebuys.
True False
9. In both new buy and straight rebuy situations, several members of a buying center will be intensely
involved in the purchasing decision.
True False
10. An architect working for a large firm requests specific computer software to produce designs, drawings,
and other technical information for his clients. The architect probably serves as a gatekeeper in the buying
center.
True False
7-1
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
11. A buying center whose members reach a decision based on a collective agreement is known as an
autocratic buying center.
True False
12. A small business decides to upgrade its aging phone system. The business will probably place a straight
rebuy order.
True False
13. When the Toyota Prius first entered the marketplace, dealers kept waiting lists of people wanting one and
the factories had to ramp up production and order more raw materials. This is an example of derived
demand.
True False
14. Fabricworld buys fabric from China and sells it to clothing manufacturers in the United States. Fabricworld
is a retailer.
True False
True False
16. Formal performance evaluations of the vendor and the products sold generally occur in the B2C buying
process.
True False
17. The local school district realized it needed to upgrade the computers in the school libraries. This represents
the product specification stage of the B2B buying process.
True False
18. A small business may use a web portal as a means of forming a supply chain that can respond to its needs.
True False
19. Once a vendor receives an order from a firm, it responds by immediately filling the order.
True False
20. As the owner of a small business with 60 employees that makes custom floor mats, Paul makes all of the
buying decisions. Paul is most likely the user.
True False
21. When you go to the hospital for an operation, you are the decider in the buying process.
True False
22. Consultative buying centers use one person to make a decision but solicit input from others before doing
so.
True False
7-2
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
23. LinkedIn is useful for networking in the B2B marketplace, but Twitter is not typically used.
True False
24. As Daphne's business grew, she needed to find a new way to manage payroll for her employees, so she
researched payroll companies to see which one would best meet her needs. Daphne was involved in a new
buy situation.
True False
25. Neighbors Bicycles needed more bicycle seats. It decided to order gel seats in addition to the traditional
seats it had always ordered. This is a straight rebuy.
True False
26. Business-to-business marketing involves buying and selling goods or services by all of the following
except
A. manufacturers.
B. consumers.
C. retailers.
D. producers.
E. wholesalers.
27. Derek bought a pickup truck to transport his equipment to fishing tournaments. He also bought a trailer for
his lawn maintenance business. His purchases were
28. Jackie works as a sales rep for a company that produces and sells steel used in building construction. Jackie
is in __________ sales.
A. G2B
B. B2C
C. B2B
D. C2C
E. G2G
7-3
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
29. Sales of electric components manufactured by Rick's company depend on sales of new cars. Rick's
company faces __________ demand.
A. synthetic
B. situational
C. monopolistic
D. contrived
E. derived
30. Paula has developed a successful business selling appliances to homebuilders. She carefully monitors the
issuance of new home permits to anticipate how many appliances she will need to buy in order to supply
her customers. Paula is concerned with __________ demand.
A. modified
B. secondary
C. rebuy
D. derived
E. delayed
32. Unlike manufacturers, __________ buy products from other businesses but do not significantly alter the
form of the products they buy before selling them.
A. producers
B. consumers
C. resellers
D. raw materials suppliers
E. gatekeepers
33. A __________ is a type of reseller, a business that buys from other businesses but does not significantly
alter the form of the products it buys.
A. manufacturer
B. producer
C. consumer
D. wholesaler
E. factory
7-4
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
34. Malcolm buys overrun clothing from factories around the South. He sells the clothes to discount retailers.
Malcolm is a
A. manufacturer.
B. producer.
C. consumer.
D. factory agent.
E. reseller.
35. Hospitals, schools, and religious organizations are examples of __________ buyers.
A. manufacturing
B. retail
C. institutional
D. factory agent
E. reseller
38. In most countries, __________ is(are) among the largest purchasers of goods and services.
7-5
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McGraw-Hill Education.
39. Both the B2B and B2C buying processes begin with
A. central planning.
B. need recognition.
C. postpurchase dissonance.
D. alternative evaluation.
E. order specification.
40. Compared to the B2C process, the information search and alternative evaluation steps in the B2B process
are
A. decentralized.
B. less focused on customer value creation.
C. identical.
D. more formal and structured.
E. based on derived supply analysis.
A. governors.
B. influencers.
C. committees.
D. resellers.
E. consumers.
43. When Goodwish Marketing decided to upgrade its computer network, many people were involved in the
decision. In B2B buying systems, decisions are often made
A. quickly.
B. by a single expert.
C. at auction sites.
D. by a committee after considerable deliberation.
E. through community debating organizations.
7-6
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McGraw-Hill Education.
44. Judy knows it is important to approach business buyers at the right time, often during the first stage of their
buying process, which is
A. need recognition.
B. the RFP process.
C. proposal analysis.
D. vendor negotiation and selection.
E. product specification.
45. After need recognition, a business develops __________ that suppliers might use to develop their
proposals.
A. vendor assessments
B. initiator instructions
C. determinant attributes
D. product specifications
E. focal alternatives
46. After Hurricane Katrina, many states reevaluated their coastal area building requirements. These new
building codes represented __________ that building materials companies used to develop new products.
A. vendor assessments
B. initiator instructions
C. determinant products
D. product specifications
E. focal alternatives
47. Charlie is hoping to get a chance to bid on supplying key components to Ned's business. He is eager to
move forward, but he must wait until
48. After need recognition and product specification, many firms using the B2B buying process
7-7
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McGraw-Hill Education.
49. During the RFP stage, B2B buyers
50. The process through which organizations invite alternative vendors or suppliers to bid on supplying their
required components or specifications is formally referred to as
A. specification review.
B. contract development.
C. a bidding initiative.
D. request for proposals.
E. invitation to review.
51. After posting an RFP for telecommunications equipment, USF Corporation received six proposals from
qualified vendors. Next, USF will
52. The buying center for USF Corporation is in the process of discussing price, quality, and delivery schedules
with potential suppliers. They are in the __________ stage of the business-to-business buying process.
A. vendor negotiation
B. product specification
C. need recognition
D. vendor performance assessment
E. RFP
53. An Internet site whose purpose is to be a major starting point for users when they connect to the web and is
often used by smaller companies in the RFP process is referred to as a(n)
A. podcast.
B. Internet channel.
C. web portal.
D. buying center.
E. search engine.
7-8
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McGraw-Hill Education.
54. Frieda has just received a major order from Northrop Corporation for her firm's hydraulic lift equipment.
After reviewing the order information, Frieda will
56. As purchasing manager for Avalon Electronics, Carrie is required to submit a vendor performance analysis
every three months. To meet this requirement, Carrie will most likely
57. In most large organizations, several people are responsible for making a purchase decision. This group is
called the
A. supply chain.
B. reselling team.
C. decider group.
D. buying center.
E. expediters.
58. Which of the following is not one of the roles typically played by one of the members of a buying center?
A. leader
B. initiator
C. influencer
D. decider
E. gatekeeper
7-9
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59. Melanie is the director of human resources for a small manufacturing firm. She has a strong personal
interest in technology, and is known throughout the firm as the one with the most knowledge about new
kinds of communications technologies. If the firm decides to upgrade its network, Melanie will probably
function in which role in the firm's buying center?
A. leader
B. initiator
C. influencer
D. decider
E. gatekeeper
60. Raycom Construction needs heavy-duty equipment to install a new pipeline in northern Alaska. Raycom's
engineers have been asked to provide detailed specifications and recommendations for the equipment
needed. The Raycom engineers will primarily play the __________ role in the company's buying center.
A. buyer
B. initiator
C. influencer
D. user
E. gatekeeper
61. At many universities, education faculty members were among the first to ask for personal computers. These
faculty members were __________ in the buying center.
A. buyers
B. initiators
C. influencers
D. deciders
E. gatekeepers
62. Raycom Construction needs heavy-duty equipment to install a new pipeline in northern Alaska. After a
vendor is chosen, Reginald will handle the paperwork and send out the purchase order. Reginald plays the
role of __________ in the buying center.
A. buyer
B. initiator
C. influencer
D. user
E. gatekeeper
7-10
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63. Kim is the sales representative for a major textbook publisher. When she calls on the business faculty at
General University, her first stop is to chat with Frank, the business department secretary. From Frank, Kim
learns which professors have left the university or have newly arrived. Frank also helps Kim make
appointments to see professors to discuss textbook choices. Frank acts as the __________ in the business
department buying center.
A. buyer
B. initiator
C. influencer
D. user
E. gatekeeper
64. Kim is the sales representative for a major textbook publisher. When she calls on the business faculty at
General University, she also tries to meet with several students to get their feedback on textbooks. She
passes this feedback to her managers to guide the development of the publisher's future textbooks. The
students are the __________ in the buying center.
A. deciders
B. initiators
C. influencers
D. users
E. gatekeepers
65. Many health insurance policies require patients to call and get preapproval for tests or procedures. The
health insurance company acts as a(n) __________ for the purchase of these medical services.
A. decider
B. initiator
C. influencer
D. user
E. gatekeeper
66. Unlike a firm's mission statement or employee handbook, a firm's organizational culture often
67. An organization's culture reflects the _______ that guide(s) its employees' behavior.
A. B2C dynamics
B. rules and regulations
C. buying center philosophy
D. set of values, traditions, and customs
E. derived set of influences
7-11
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McGraw-Hill Education.
68. While no one in the firm has discussed it, Brad notices everyone else seems to dress more casually on
Fridays during the summer. Brad is observing part of his firm's
A. organizational culture.
B. governing principles.
C. human resource policy.
D. employee obligations.
E. code of ethics.
69. While training for her new job as a pharmaceutical sales representative, Mallory spent several days
shadowing an experienced company rep. She watched the rep focus on the benefits of the new drugs while
not volunteering pricing information, side effects, or comparison data. Mallory assumed that this reflected
part of the pharmaceutical firm's
A. buying center.
B. culture.
C. mission statement.
D. corporate social responsibility.
E. RFP process.
70. Which of the following is not one of the four general types of organizational buying cultures?
A. autocratic
B. democratic
C. consultative
D. capitalist
E. consensus
71. The customer Carlotta is calling on today has a(n) __________ buying center culture. This means that the
decision process will involve reaching agreement among all members of the buying center.
A. consensus
B. autocratic
C. consultative
D. republican
E. democratic
72. Markham Publishing is known for its consultative buying center culture. Recognizing this corporate
culture, someone attempting to sell to Markham Publishing should
7-12
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73. Fordham3 Hardware is known for its consensus buying center culture. Recognizing this corporate culture,
someone attempting to sell to Fordham3 Hardware should
74. At the main campus of a large university, faculty members always refer to one another as "Dr.," wear suits,
and guard their academic domains against one another. This leads to frequent name-calling and strenuous
debates. Meanwhile, at the various branch campuses, faculty members call one another by their first names,
dress casually, and support one another's scholarly efforts. This example illustrates the differences in
__________ that can exist within an organization.
75. Not knowing the roles of key players in the buying process could cause a sales representative to
76. When Leanne gave her presentation to the BigDeal buying center team, she focused on answering Beverly's
questions, since she is the decision maker. What type of buying center does BigDeal employ?
A. democratic
B. consultative
C. consensus
D. autocratic
E. authoritative
77. Jenny was feeling frustrated. "What's taking them so long to make a decision? It's been weeks since I first
met with them, and they all seem interested in the product. I've also jumped through all their paperwork
hoops." Jenny is likely selling to a firm in which kind of buying situation?
A. new buy
B. modified rebuy
C. straight rebuy
D. generic buy
E. adapted buy
7-13
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
78. Most B2B buying situations can be categorized as new buys, modified rebuys, and
A. generic buys.
B. straight rebuys.
C. ordinary rebuys.
D. adapted buys.
E. minor buys.
79. The RFP stage of the B2B buying process is not required for
A. a new buy.
B. a modified rebuy.
C. a straight rebuy.
D. either a new buy or a modified rebuy.
E. an adapted buy.
80. The buying decision is likely to be most complex and take longest to complete in a(n) __________ B2B
buying situation.
A. new buy
B. modified rebuy
C. straight rebuy
D. adapted buy
E. generic buy
81. In which buying situation is the buyer most likely to proceed through all six steps in the buying process?
A. new buy
B. modified rebuy
C. straight rebuy
D. generic buy
E. adapted buy
82. Manitoba University is buying a distance learning system. Previously, the school had no distance learning
technology. For Manitoba University this represents a(n) __________ situation.
A. adapted buy
B. modified rebuy
C. straight rebuy
D. new buy
E. generic buy
7-14
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McGraw-Hill Education.
83. Olga is the sales rep for ATV Communication Systems. She wants to bid on the RFP issued by Manitoba
University for distance learning technology. She knows she will need to provide considerable information
and demonstrations of her firm's technology because Manitoba University is in a new buy situation and
does not have
84. When Natasha took over as facilities manager for Burlington Furniture Manufacturing, she was shocked to
see the factory was still heated with a coal-fired boiler. She made an immediate decision to upgrade the
heating system to something more efficient, and began to research available options. For Natasha and
Burlington Furniture, this represented a(n) __________ situation.
A. adapted buy
B. modified rebuy
C. straight rebuy
D. generic buy
E. new buy
85. In a(n) __________ situation, the buyer has purchased a similar product in the past but has decided to
change some specifications.
A. new buy
B. modified rebuy
C. straight rebuy
D. adapted buy
E. generic buy
86. When a business buyer decides to change specifications such as quality or options associated with products
purchased in the past, the buyer is engaged in a(n) __________ situation.
A. new buy
B. modified rebuy
C. straight rebuy
D. adapted buy
E. side-by-side
7-15
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87. When Walmart considers reordering items for its stores, its buyers are instructed to negotiate price
concessions, quality improvements, and/or added options. In this situation, Walmart buyers are engaged in
a(n) __________ situation.
A. new buy
B. modified rebuy
C. straight rebuy
D. adapted buy
E. generic buy
88. In a modified rebuy situation, __________ are likely to have an advantage in getting the order.
A. consumers
B. resellers
C. current vendors
D. gatekeepers
E. new vendors
89. When Val sees the RFP issued by one of his customers, he is concerned that the company has changed its
specifications since it placed a previous order with him. His company's products do not meet the new
specifications. In this situation, being the current vendor
90. A(n) __________ occurs when the purchasing agent orders additional units of products that have
previously been purchased.
A. new buy
B. modified rebuy
C. straight rebuy
D. adapted buy
E. generic buy
91. If a B2B customer is satisfied with an existing supplier, it will probably engage in a(n) __________ to
purchase additional quantities of the item.
A. new buy
B. modified rebuy
C. adapted buy
D. straight rebuy
E. generic buy
7-16
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McGraw-Hill Education.
92. Yvonne uses her customer relationship management (CRM) system to predict when her business customers
will need more of her company's packaging materials. When she thinks a customer should be ready to make
another order, she contacts them. Yvonne is using CRM to encourage customers to engage in a(n)
A. new buy.
B. modified rebuy.
C. adapted buy.
D. straight rebuy.
E. generic buy.
93. Phil put down the phone and told Alice, "I just love that customer. I got another big order, and they just
keep on coming." Phil is most likely selling to a firm in which kind of buying situation?
A. new buy
B. modified rebuy
C. straight rebuy
D. generic buy
E. adapted buy
94. When a business customer engages in a straight rebuy, the member of the buying center most likely to be
involved in the purchase is the
A. decider.
B. initiator.
C. influencer.
D. user.
E. buyer.
95. In established businesses, a large proportion of B2B purchases fall into the __________ category.
A. straight rebuy
B. new buy
C. adapted buy
D. modified rebuy
E. generic buy
7-17
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97. The __________ situation usually involves more members of a buying center and involves more time to
complete than the other buying situations.
A. modified rebuy
B. new buy
C. adapted buy
D. straight rebuy
E. generic buy
98. A(n) __________ situation in B2B marketing is similar to limited decision making in the B2C process.
A. adapted buy
B. new buy
C. modified rebuy
D. straight rebuy
E. generic buy
99. For B2B salespeople, usually the easiest sale is a(n) __________ situation.
A. adapted buy
B. new buy
C. modified rebuy
D. straight rebuy
E. generic buy
100. The office policy and procedure states that any purchase requests that are $3,000 and over must be given to
Mary Reynolds, who will obtain authorization from the chief financial officer. Mary serves as a(n)
__________ in the buying center.
A. gatekeeper
B. decider
C. buyer
D. user
E. initiator
101. The president of the Northwoods University student body made a formal request to the IT department for
additional computers in the main computer lab. The student body president is the __________ in the buying
center.
A. initiator
B. gatekeeper
C. decider
D. buyer
E. gateway
7-18
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McGraw-Hill Education.
102. The Northwoods University IT department is planning to buy additional computers for the computer lab.
Pedro Bechara, manager of the lab, is asked for a recommendation, and he suggests buying Macintosh
computers instead of Windows PCs. What role does Pedro play in the buying center?
A. gatekeeper
B. influencer
C. decider
D. buyer
E. initiator
103. Bob Roberts founded Robertico, an equipment leasing company, three decades ago. Although he is now in
his seventies, he still has a "hands on" management style. His employees have learned that there isn't much
point in making purchase recommendations for new equipment, because Bob is going to choose whatever
he thinks is best regardless of their views. Robertico has a(n) __________ buying center culture.
A. autocratic
B. democratic
C. consultative
D. consensus
E. bureaucratic
104. A buying center that makes its decisions by majority vote is a(n) __________ buying center.
A. autocratic
B. democratic
C. consultative
D. consensus
E. bureaucratic
105. The local skydiving team is buying new parachutes. The team's coach has invited all team members to
make recommendations, after which he will select the successful vendor. The skydiving team's buying
center has a(n) __________ organizational culture.
A. democratic
B. consultative
C. consensus
D. autocratic
E. bureaucratic
106. To maximize efficiency, farmers send their eggs to a __________ who handles sales and shipments to
supermarkets.
A. distributor
B. fabricator
C. contractor
D. trafficker
E. manufacturer
7-19
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McGraw-Hill Education.
107. The chair of the board of the local Humane Society chose the bank where the organization keeps its money;
however, the office manager is the primary person who makes deposits, writes checks, and balances the
account every month. The office manager is the __________ in the buying center for the bank account.
A. initiator
B. decider
C. gatekeeper
D. user
E. influencer
108. B2B partners often connect to each other on the Internet through special __________ designed to facilitate
information exchanges and transactions.
A. search engines
B. web masters
C. web portals
D. web routes
E. gatekeepers
A. reseller.
B. merchandiser.
C. reference group.
D. manufacturer.
E. retailer.
A. Internet
B. institution
C. government
D. manufacturer
E. reseller
111. Which of the following details is(are) included in the order specification stage of the B2B buying process?
7-20
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The Project Gutenberg eBook of Sininen
päiväkirja
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Language: Finnish
Kirj.
A. L.