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Chapter 7—Business Marketing
TRUE/FALSE
1. Shimano sells the fishing and golfing equipment it manufactures to sporting goods stores, which in
turn sell the equipment to anglers and golfers. Shimano is engaged in business marketing.
ANS: T
Business marketing is the marketing of goods and services to individuals and organizations for
purposes other than personal consumption. Shimano sells to a reseller that is not purchasing for its
personal consumption.
PTS: 1 REF: 231 OBJ: 07-1 TYPE: App

TOP: AACSB Reflective Thinking | TB&E Model Strategy
2. For a product to be called a business product, it must be used to manufacture other products, become
part of another product, or facilitate the normal operations of a firm.
ANS: T PTS: 1 REF: 231 OBJ: 07-1 TYPE: Def

TOP: AACSB Reflective Thinking | TB&E Model Product
3. The emergence of the Internet has made buying and selling in the business market a process that is
only efficient for the largest producer to pursue.
ANS: F
Even the smallest businesses are finding they are able to compete successfully with their largest
competitors as a result of the Internet. See Exhibit 7.1.
PTS: 1 REF: 232 OBJ: 07-2 TYPE: Comp

TOP: AACSB Technology | TB&E Model Online/Computer
4. The Internet has eliminated the need for distributors.
ANS: F
This has not occurred although many experts thought it would. Relationships with knowledgeable
distributors have remained important.

TOP: AACSB Technology | TB&E Model Distribution
5. A keiretsu is an example of how companies can develop into a network of interlocking corporate
affiliates.

TOP: AACSB Reflective Thinking | TB&E Model International Perspective | TB&E Model Strategy
6. Any firm that purchases goods and services to make a profit by using them to produce other goods is
part of the producer segment of the business market.

TOP: AACSB Reflective Thinking | TB&E Model Customer
7. OEM stands for operationally efficient marketing.
ANS: F
OEM stands for original equipment manufacturer.

8. The reseller market is the same as the retailer market.
ANS: F
The reseller market includes both retailers and wholesalers.

TOP: AACSB Reflective Thinking | TB&E Model Distribution
9. The government sector (federal, state and local) is a minor segment of the business market
ANS: F
The government is a major segment of the business market.

10. The single largest customer in the world is the U.S. federal government.

11. NAICS is an industry classification system used by most nations of the world.
ANS: F
As its name indicates, NAICS (North American Industry Classification System) has been adopted only
by Mexico, Canada, and the United States.
PTS: 1 REF: 239 OBJ: 07-5 TYPE: Def

12. The first two digits of a NAICS code designate an industry group, such as fiber, yarn, and thread mills.
ANS: F
The first two digits designate a major economic sector such as agriculture or manufacturing.

13. If DuPont runs advertisements encouraging people to buy clothing that contains Lycra (a DuPont
product), this would be an attempt to influence secondary demand.
ANS: F
This is an attempt to influence derived demand.

14. A decline in the availability of tungsten will slow production of light filaments, which will in turn
reduce the demand for light bulbs. This is an example of fluctuating demand.
ANS: F
This question describes joint demand. Joint demand occurs when two or more items are used together
in a final product.

15. While consumer and business markets differ in many ways, the volatility of demand for products is
about the same for each type of market.
ANS: F
The demand for business products tends to be more unstable than the demand for consumer products.

16. Unlike consumer product channels of distribution, which usually have one or more intermediaries,
channels of distribution for business products are often direct.
ANS: T PTS: 1 REF: 242 OBJ: 07-6 TYPE: Comp

17. Most business marketers emphasize personal selling as their primary communications tool.

TOP: AACSB Reflective Thinking | TB&E Model Promotion
18. Another commonly used term for accessory equipment is installations.
ANS: F
Another commonly used term for major equipment is installations.

19. Individual producers of raw materials have great flexibility in pricing their products.
ANS: F
Prices of raw materials are set by the market, and individual producers have little pricing flexibility.

TOP: AACSB Reflective Thinking | TB&E Model Pricing
20. Items that are ready for assembly and that retain their identities when incorporated into another
product are called component parts.

21. Consumable items that do not become part of the final product are called supplies.
22. Because formal committees are often established to purchase business products, members of buying
centers can be readily identified on formal organizational charts.
ANS: F
Buying centers do not appear on formal organizational charts.

23. The role of gatekeeper may be filled by a receptionist.

24. Although customer service has in the past been an important factor in business buyer-seller
relationships, its importance has been waning in the last decade.
ANS: F
Business marketers are increasingly recognizing the importance of customer service.

25. If Ford purchased the same number of brakes from NUCAP on a regular basis, it would be
participating in a straight rebuy.
ANS: T PTS: 1 REF: 249 OBJ: 07-8 TYPE: App

MULTIPLE CHOICE
1. _____ is the marketing of goods and services to individuals and organizations for purposes other than
personal consumption.
a. Secondary marketing
b. Interactive marketing
c. Business marketing
d. High-level marketing
e. Industrial marketing
ANS: C
This is the definition of business marketing.

2. A product is defined as a business product rather than a consumer good on the basis of its:
a. intended use
b. physical characteristics
c. price
d. distribution method
e. tangible attributes
ANS: A
The key characteristic distinguishing business products from consumer products is intended use, not
physical characteristics.

3. Business marketing does NOT include goods and services that:

a. become part of another product
b. are used to manufacture other products
c. are used for personal consumption
d. facilitate the normal operations of an organization
e. are acquired for resale
ANS: C
Intended use is the key factor in the classification of a business versus a personal good. Use for
personal consumption classifies the good or service as a consumer product.

4. Which of the following is the best example of a sale that could only take place in the business market?
a. A professor is purchasing a Mac to use at home
b. A music store owner is ordering the newest Elvis Ultimate Live collection DVD for her
mother
c. A teen is purchasing ring tones to use on her phone
d. A librarian is purchasing new books for the school’s library
e. All of these are examples of business sales
ANS: D
When professionals buy items for their own personal use, these purchases are part of the consumer
market.

5. The Solar Group, a Mississippi-based mailbox manufacturer, sells mailboxes to contractors who are
building mega-subdivisions, to hardware stores, and directly to new homeowners. What kind of
products is the Solar Group selling?
a. business products only
b. both business and consumer goods
c. installations
d. consumer goods only
e. supplies
ANS: B
Products are classified as either business or consumer goods, based on the intended use of the product.
Obviously, some of the mailboxes are sold for business use and some for personal use.

6. Since GE began accepting bids via the Internet, the length of the bidding process in GE's lighting
division has been reduced from 21 days to 10. Since requesting the bids is easier, purchasing agents
approach more potential vendors. The ability to locate more vendors has lowered the cost of goods by
5 to 15 percent. GE's experience illustrates:
a. how using the Internet decreases competition
b. how business marketing is becoming global
c. how business marketing is using the Internet to become more efficient
d. how the use of the Internet has influenced consumer markets to become larger and more
powerful than business markets
e. how the Internet increases efficiency in data exchange
ANS: C
Business markets will continue to be larger and more powerful than consumer markets with the use of
the Internet. It will increase competition by allowing for more vendors.

TOP: AACSB Technology | TB&E Model Online/Computer
7. _____ is a measure of a Web site’s effectiveness and is calculated by multiplying the frequency of
visits times the duration of a visit times the number of pages viewed during each visit.
a. Effective reach
b. Effective frequency
c. Gross rating points
d. Interactiveness
e. Stickiness
ANS: E
By measuring the stickiness factor of a Web site before and after a design or function change, the
marketer can quickly determine whether visitors embraced the change.

8. All of the following are current roles of the Internet in business marketing EXCEPT:
a. reduce costs
b. eliminate distributors
c. build partnerships and alliances
d. build and support branding
e. integrate online and traditional media
ANS: B
The Internet has not eliminated the need for distributors. Disintermediation has occurred less
frequently than was expected.

9. The elimination of intermediaries such as wholesalers or distributors from a marketing channel is

referred to as:
a. disintermediation
b. disassociation
c. unencumberance
d. demarketing
e. selective retention
ANS: A
This is the definition of disintermediation.

10. Before toll-free telephone numbers and the Internet were used as commercial tools, fliers usually
purchased airline tickets from travel agents. Travel agents no longer receive a commission from the
airlines for selling tickets to consumers. This is an example of:
a. reintermediation
b. disassociation
c. disintermediation
d. discrimination
e. transference
ANS: C
Disintermediation is the elimination of intermediaries, travel agents in this example, from a marketing
channel.

11. The reintroduction of an intermediary between producers and users is called:

a. disintermediation
b. reinstatement
c. selective retention
d. reestablishment
e. reintermediation
ANS: E
This is the definition of reintermediation.

12. A cooperative agreement between business firms is a:

a. shared capital contract
b. global partner development strategy
c. strategic alliance
d. joint contract
e. comarketing effort
ANS: C
This is the definition of a strategic alliance.

13. IBM and Cisco work together to provide banks with the products and services they need to manage
their multiple locations. In other words, the two companies have joined in a:
a. retail cooperative
b. direct investment venture
c. transactional relationship
d. strategic alliance
e. synergistic relationship
ANS: D
A strategic alliance is a cooperative agreement between business firms.

14. Sometimes a _____ is created for the purpose of sharing resources. This was why the Donnelly
Corporation, a company that designs, manufactures, and markets automotive parts, joined with
Applied Films Laboratory, Inc. to manufacture and supply the world market with display coated glass
for liquid crystal displays (LCDs).
a. shared capital contract
b. global partner development strategy
c. strategic alliance
d. cobranding effort
e. market cooperative
ANS: C
A strategic alliance is a cooperative agreement between business firms.

15. Which of the following means that a firm believes that an ongoing relationship with some other firm is
so important that it warrants maximum efforts at maintaining it indefinitely?
a. amae
b. trust
c. relationship quality
d. strategic alliance
e. relationship commitment
ANS: E
Relationship commitment is a firm’s belief that an ongoing relationship with another firm is so
important that the relationship warrants maximum efforts at maintaining it indefinitely.

16. DHL maintains a strategic alliance with UPS because it has confidence in UPS’s reliability and
integrity. This condition is referred to as:
a. trust
b. tomo
c. commitment
d. amae
e. reciprocity
ANS: A
Trust is the condition that exists when one partner has confidence in an exchange partner’s reliability
and integrity.

17. In Japan, reciprocity and personal relationships contribute to the development of:
a. global ventures
b. amae
c. agricola
d. keiretsu
e. an independent network of small retailers
ANS: B
Amae is the feeling of nurturing concern for, and dependence on, another, and reciprocity and personal
relationships contribute to amae. Keiretsu is a network of interlocking corporate affiliates.

TOP: AACSB Diversity | TB&E Model International Perspective
18. A keiretsu is a(n):

a. type of strategic alliance commonly found in Japan
b. method of business e-commerce found in Asia
c. Internet site that offers its customers access to various languages that they can use to
conduct their business
d. form of relationship marketing that is illegal in the United States
e. bribe
ANS: A
A keiretsu is a network of interlocking corporate affiliates in Japan.

TOP: AACSB Reflective Thinking | TB&E Model International Perspective
19. Ed Rodney works for the state of Minnesota as a advocate of state growth and development. He
devises ways to encourage businesses to relocate to the state. In other words, Rodney is involved in
business marketing. He is compiling a list of potential businesses that might be willing to move their
operations to Minnesota. Which of the following possible clients should he include in his list?
a. any family that takes an annual vacation
b. newlyweds
c. families that enjoy hiking
d. companies that have growing sales
e. students on spring break
ANS: D
The other "clients" are end-user consumers, not business customers.

20. A particular segment of the business market includes those individuals and organizations that purchase
goods and services for the purpose of making a profit. They achieve this goal by using purchased
goods and services to make other goods, to become part of other goods, or to facilitate the daily
operations of the organization. This group is called the _____ segment of the business market.
a. institution
b. reseller
c. wholesaler
d. producer
e. government
ANS: D
This describes the producer segment of business customers.
21. According to the text, another commonly used name for producers is:
a. fabricators
b. installers
c. original equipment manufacturers
d. product providers
e. component networks
ANS: C
Original equipment manufacturers (OEMs) include all individuals and businesses that buy business
goods and incorporate them into the products that they produce for eventual sale to other producers or
to consumers.

22. Corn refiners buy shelled corn and convert it into a variety of products, including high fructose corn
syrup. The refiners then sell the syrup to soda and food product companies for use in foods and
beverages. The corn refiners represent the _____ sector of the business market.
a. channel
b. reseller
c. producer
d. government
e. distributor
ANS: C
Producers use purchased goods and services to produce other products, to incorporate into other
products, or to facilitate the daily operations of the organization.

23. Southern Fireworks Manufacture Company in Liuyang, China provides fireworks for companies in
America such as Premier Pyrotechnics in Richland, Missouri. This means that Southern is a (n):
a. installer of original materials
b. demand company
c. a reseller
d. government buyer
e. OEM
ANS: E
An original equipment manufacturer (OEM) is an organization that buys business goods and
incorporates them into the products it produces and sells.

24. Caterpillar, the manufacturer of earthmoving equipment, uses completed drivetrains (engines-
transmissions-axles), drivetrain components, electronic controls, hydraulic and electrohydraulic
components and systems, cooling systems, and undercarriage track systems produced by other
organizations in its manufacturing process. Caterpillar is an example of a(n):
a. fabricator
b. installer
c. original equipment manufacturer
d. product provider
e. component network
ANS: C
An original equipment manufacturer (OEM) is an organization that buys business goods and
incorporates them into the products it produces and sells.

25. Businesses that buy finished goods and sell and distribute them for a profit are called:
a. inventory carriers
b. producers
c. distribution networks
d. resellers
e. business facilitators
ANS: D
The reseller market includes retail and wholesale businesses that buy finished goods and resell them
for a profit.
PTS: 1 REF: 237-238 OBJ: 07-4 TYPE: Def

26. In the past 24 years, Mothers Work has grown from a small, mail-order catalog business headquartered
inside the founder's home, to the world's largest seller of maternity apparel, with nearly 1,600
locations. In terms of the business market, Mothers Work would be best classified as a(n):
a. reseller
b. producer
c. distribution network
d. inventory carrier
e. business facilitator
ANS: A
Mothers Work purchases finished goods and resells them; it does not produce the goods or change
their form.
PTS: 1 REF: 237-238 OBJ: 07-4 TYPE: App

27. Hensley Poultry is a wholesaler that buys poultry food and health products from Provini, Inc., feeding
systems from Big Dutchman, Inc. and incubation systems from Copca Corp. Hensley then sells those
products to poultry producers and farmers' cooperatives in Iowa. Hensley Poultry could be best
classified as a(n):
a. producer
b. distribution network
c. inventory carrier
d. specialty retailer
e. reseller
ANS: E
The reseller market includes retail and wholesale businesses that buy finished goods and resell them
for a profit.
28. The U.S. government is:

a. not a business market segment
b. the world's largest single customer
c. an organization accounting for over 50 percent of the U.S. gross national product
d. mainly a military equipment purchaser
e. using one centralized purchasing office for the entire government
ANS: B
The U.S. federal government is the world's largest customer. The other alternatives are false because
various branches of the government have separate purchasing departments, and billions of dollars are
spent on food, clothing, desks, and other standard supply items (not just military hardware).

29. One segment of the business market has primary goals that differ from the ordinary business goals
such as profit, market share, or return on investment. This segment includes many schools, churches,
and civic clubs and is often called the _____ market.
a. institution
b. OEM
c. service
d. provider
e. reseller
ANS: A
Institutions such as schools, churches, and hospitals have service or activity goals, but not profit goals,
yet are an important business market.

30. Which of the following is the BEST example of an institution market?

a. The Government
b. eBay
c. Claire’s Boutique
d. United Methodist church
e. Starbucks
ANS: D
Examples of institutions include schools, churches, and hospitals that have service or activity goals,
but not profit goals.

31. Organon Teknina sells inexpensive equipment to detect E.coli, listeria, or salmonella bacteria in food.
The company serves not-for-profit institutions that need to regularly check food quality. Organon
Teknina would be LEAST likely to sell to:
a. Montgomery County school system
b. a large pediatric hospital
c. a chain of Mexican restaurants
d. a chain of church-sponsored retirement homes
e. American Red Cross emergency shelter kitchens
ANS: C
The only example of a for-profit organization in the list is the restaurants, and they would not be a
customer of an institutional-only food supplier. To answer this question, students will have to
remember that institutions are not operated for profit.

32. What would a U.S. company that manufactures the lighted signs used in amusement parks, at outdoor
sports arenas, for restaurant promotion, and by state departments of transportation on the sides of roads
use to facilitate its market segmentation and targeting if it wanted data that were readily available and
usable?
a. a large amount of marketing research, including scanner data and focus groups
b. other competing firms as a strategic alliance referral service
c. government bidding processes
d. the North American Industry Classification System
e. derived demand
ANS: D
NAICS codes enhance companies' marketing efforts.

TOP: AACSB Reflective Thinking | TB&E Model Research
33. The government uses a system called NAICS to classify North American business establishments.
NAICS stands for:
a. Non-American Industry Classification System
b. North and South American Institutional Coding Services
c. Non-American Industrial Corporation System
d. North American Institution Code System
e. North American Industry Classification System
ANS: E
The North American Industry Classification System (NAICS) is an industry classification system for
classifying North American business establishments.

34. Imagine you are the research director of a major industrial marketing firm. You need to select an
NAICS code that defines the most homogeneous group of companies in a particular group of highly
competitive companies . Which of the following codes might you use?
a. 7432
b. 532
c. 19
d. 7
e. 999
ANS: A
The more digits in a code, the more homogeneous the group will be. The alternatives presented in this
question are to illustrate the point that more digits results in a more homogeneous grouping. They may
or may not be actual NAICS codes.
35. NAICS data are helpful for analyzing, segmenting, and targeting markets. The system was developed
by:
a. large manufacturers in United States and Mexico that produce similar goods
b. the North American Free Trade Agreement partners
c. Brazil, Chile, Argentina, Canada, and the United States working together in a joint venture
d. the SIC committee
e. the U.S. government
ANS: B
NAICS is an industry classification system that replaced the standard industrial classification (SIC)
system in 1997 for the North American Free Trade Agreement partners. The partners include the
United States, Canada, and Mexico.

36. Managers can use the NAICS data to:

a. create a more focused mission statement
b. eliminate risk
c. classify consumer behavior
d. identify potential new customers
e. determine purchase motives
ANS: D
NAICS data, when compared from year to year, can pinpoint which industries are growing and,
hopefully, identify market opportunities.

37. All of the following are demand characteristics of business markets EXCEPT:
a. inelastic demand
b. fluctuating demand
c. joint demand
d. stable demand
e. derived demand
ANS: D
Business markets are characterized by derived demand, inelastic demand, joint demand, and
fluctuating demand.

38. The demand for consumer goods often affects the demand for business products. This characteristic of
business markets is called _____ demand.
a. elastic
b. inelastic
c. fluctuating
d. derived
e. joint
ANS: D
The demand for business products is called derived demand because organizations buy products to be
used in producing their customers’ products.

39. Inland Eastex manufactures a heavy paper stock that is used for printing covers for many different
types and sizes of consumer magazines. Consumer magazine sales determine how much paper Inland
Eastex sells. This is an example of:
a. joint demand
b. inelastic demand
c. elastic demand
d. congruent demand
e. derived demand
ANS: E
Derived demand for a business product comes from the original consumer demand.

40. When the demand for packaged beer fell by 8 percent in one year, the demand for aluminum beer cans
and glass beer bottles fell also because the demand for beer containers is an example of a(n) _____
demand.
a. joint
b. inelastic
c. elastic
d. fluctuating
e. derived
ANS: E
The demand for beer containers is driven by the consumer demand for beer; therefore, the containers
have a derived demand.

41. Bàbolina Tetra is a Hungarian company that has genetically created a chicken that is guaranteed to
produce uniform brown eggs with strong shells. It breeds and sells young chicks to farmers all over
Europe who want to sell eggs in local markets. When consumers began to worry about cholesterol
content and stopped eating as many eggs, the demand for the Tetra hen also declined. This would be
an example of _____ demand.
a. derived
b. elastic
c. multiplying
d. bundled
e. inelastic
ANS: A
Demand for hens is derived from consumers' demands for eggs, which has declined.

42. When two or more items are used in combination to produce a final product, they are said to have
_____ demand.
a. derived
b. inelastic
c. joint
d. fluctuating
e. elastic
ANS: C
This is the definition of joint demand.

43. Apple iTunes has sold over five billion downloads. Without iTunes the demand for the Apple iPod line
of products would be small. Without the musicians there would be no iTunes. A condition of _____
demand exists.
a. bundled
b. incremental
c. functional
d. developmental
e. joint
ANS: E
Joint demand occurs when two or more items are used together in a final product.

44. A decline in the availability of bicycle handle bars will decrease Huffy Bicycle Company's production
of bicycles. Decreased production in turn reduces Huffy's demand for bicycle seats. This is because the
products in this situation have _____ demand.
a. inelastic
b. joint
c. elastic
d. congruent
e. derived
ANS: B
When two or more items are used in combination in the final product, they have a joint demand.

45. When demand for a product is _____, an increase or decrease in the price of the product will not
significantly affect demand for the product.
a. responsive
b. elastic
c. inelastic
d. derived
e. bundled
ANS: C
This is the definition of inelastic demand.
46. An acute shortage of heavy-duty tires is threatening to disrupt operations in mining and construction
sites around the world. According to one mine operator, "I've got the coal and market, and I have the
trucks to haul the coal, but I don't have the tires. I’d be willing to pay double the price if I could get the
tires I need." The demand for heavy-duty tires is:
a. joint
b. inelastic
c. elastic
d. congruent
e. derived
ANS: B
When demand for a product is inelastic, an increase or decrease in the price of the product will not

47. Lanover Manufacturing supplies windshield wiper blades to General Motors and Ford. A sudden jump
in the price of rubber and its substitutes has forced Lanover and other wiper blades manufacturers to
double the price of the wiper blades. This increase in price has not affected sales volume for wiper
blades. The price change did not change demand for windshield wiper blades because demand for this
product by business customers is:
a. inelastic
b. secure
c. bundled
d. elastic
e. resistant
ANS: A
A change in price has not really made a change in quantity demanded; therefore, the good is price
inelastic.

48. Due to rapidly rising overhead costs and increases in raw material prices, Framarx Corporation was
forced to raise the price of its waxed and coated paper by 35 percent. (The paper is used between
frozen hamburger patties to keep the patties from freezing together.) Framarx is the leading
manufacturer in this industry, and its competitors will follow suit. While the sales force for Framarx
believes the price increase will result in a drop in sales, its marketing manager disagrees because the
demand for the waxed and coated paper is more than likely:
a. resistant
b. inelastic
c. derived
d. elastic
e. bundled
ANS: B
A good is price inelastic if a change in price causes little or no change in demand. Paper used between
hamburger patties is a fairly insignificant cost item in the production of hamburger and might even be
considered a necessity item.
49. During the first years of this century, the number of packages arriving at households has more than
doubled. An increase in the price of the cardboard boxes in which these packages are shipped will
have little effect on the amount of shipping done; the demand for the boxes will continue to increase.
Therefore, you know the demand for the cardboard boxes is:
a. resistant
b. inelastic
c. derived
d. elastic
e. bundled
ANS: B
A product is price inelastic if a change in price causes little or no change in demand. Boxes are a fairly
insignificant cost item in the overall costs of a product and might even be considered a necessity item.

50. Although the price of a chemical added to paint to protect surfaces from mold and mildew has almost
doubled, the price of paint only rose an average of 5 percent, and the demand for both paint and the
chemical that eliminates mold and mildew remained stable. The demand for this chemical is:
a. elastic
b. derived
c. bundled
d. inelastic
e. change-resistant
ANS: D
A good is price inelastic if a change in price leads to a small change in quantity demanded or does not

51. As a result of the _____, a small increase or decrease in consumer demand can produce a much larger
change in demand for the facilities and equipment needed to manufacture the consumer product.
a. demand fluctuation principle
b. joint demand principle or division effect
c. inelastic demand effect
d. multiplier effect
e. derived force effect
ANS: D
The multiplier effect (accelerator principle) is a phenomenon in which a small increase or decrease in
consumer demand can produce a much larger change in demand for the facilities and equipment
needed to make the consumer product.

52. Electric cars will increase the demand for electricity, which will then dramatically increase demand for
the equipment needed to provide consumers with the electricity. This dramatic increase is due to the:
a. demand fluctuator principle
b. joint demand principle or division effect
c. inelastic demand effect
d. circumlocution effect
e. accelerator principle
ANS: E
Increased consumer demand leading to a larger increase in demand for manufacturing equipment to
make the consumer product is known as the multiplier effect of demand or as the accelerator principle.

53. Jif is the best-selling brand of peanut butter in the country. The manufacturer purchases large
quantities of peanuts every year to manufacturer its product. This order size is an example of _____
and would give Jif an advantage over other buyers of peanuts.
a. purchase volume
b. joint demand
c. fluctuating demand
d. sales volume
e. multiplier effect
ANS: A
Business buyers buy in much larger quantities than consumers.

54. Buyers in the business market tend to _____ than buyers in the consumer market.
a. use reciprocity less
b. purchase in much smaller quantities
c. buy more products that have a reduced probability of being affected by derived demand
d. generate more stable demand trends
e. be much more geographically concentrated
ANS: E
Over one-half of all U.S. business consumers are concentrated in just seven of the fifty states.

55. The distribution structure in business marketing typically:

a. includes at least one wholesaler
b. is direct
c. is complex and multistage
d. uses a three-step channel
e. uses retail distributors
ANS: B
Direct channels, where manufacturers market directly to users, are much more common in business
markets than in consumer markets.

56. _____ is the bargaining between buyers and sellers on product specifications, delivery dates, payment
terms, and other pricing matters and is commonplace in business marketing.
a. Negotiation
b. Need mediation
c. Customerization
d. Purchase arbitration
e. Disintermediation
ANS: A
Negotiating is common in business marketing.

57. If a business needs a particular good or service and decides to look among its own customers for a
provider of that good or service, the business is:
a. working to create purchase arbitration
b. opening itself up to prosecution for illegal activities
c. acting unethically
d. trying to eliminate derived demand barriers
e. practicing reciprocity
ANS: E
Reciprocity is the practice of business purchasers choosing to buy form their own customers.

58. A industrial cleaning products distributor needed to hire a janitorial service to keep his establishment
clean so he chose one of his customers for the job. This is an example of _____.
a. nested demand
b. derived demand
c. reciprocity
d. elastic demand
e. circular buying
ANS: C
Reciprocity is the normal business practice of using customers as suppliers of goods or services.

59. _____ occurs when a deli decides to buy its office supplies from a company that regularly buys
sandwiches for its employees.
a. Reciprocity
b. Joint demand
c. Elastic demand
d. Derived demand
e. Bidding conformity
ANS: A
Reciprocity is the normal business practice of using customers as suppliers of goods or services.

Another random document with
no related content on Scribd:
translated by W. H. Schofield under the title The Home of the Eddic
Poems, is available for readers of English. This study is exceedingly
valuable, if not in all respects convincing. The whole matter is so
complex and so important in the history of Old Norse literature, and
any intelligent reading of the Helgi poems is so dependent on an
understanding of the conditions under which they have come down
to us, that I have here discussed the question more extensively than
the scope of a mere introductory note to a single poem would
warrant.
[Contents]
(I)
OF HJORVARTH AND SIGRLIN
Hjorvarth was the name of a king, who had four

wives: one was called Alfhild, and their son was
named Hethin; the second was called Særeith, and
their son was named Humlung; the third was called
Sinrjoth, and their son was [273]named Hymling. King
Hjorvarth had made a great vow to have as wife
whatsoever woman he knew was fairest. He learned
that King Svafnir had a daughter fairer than all
others, whose name was Sigrlin. Ithmund was the
name of one of his jarls; he had a son called Atli, who
went to woo Sigrlin on behalf of the king. He dwelt
the winter long with King Svafnir. There was a jarl
called Franmar, Sigrlin’s foster-father; his daughter
was named Alof. The jarl told him that the maiden’s
hand was denied, and Atli went home. Atli, the jarl’s
son, stood one day in a certain wood; a bird sat in
the branches up over him, and it had heard that his
men called Hjorvarth’s wives the fairest of women.
The bird twittered, and Atli hearkened to what it
spoke. It said: [274]
1. “Sawest thou Sigrlin, | Svafnir’s daughter,

The fairest maid | in her home-land found?
Though Hjorvarth’s wives | by men are held
Goodly to see | in Glasir’s wood.”
Atli spake:
2. “Now with Atli, | Ithmund’s son,

Wilt thou say more, | thou bird so wise?”
The bird spake:
“I may if the prince | an offering makes,

And I have what I will | from the house of the king.”
Atli spake:
3. “Choose not Hjorvarth, | nor sons of his,

Nor the wives so fair | of the famous chief;
Ask not the brides | that the prince’s are;
Fair let us deal | in friendly wise.”
The bird spake:
4. “A fane will I ask, | and altars many,

Gold-horned cattle | the prince shall give me,
If Sigrlin yet | shall sleep in his arms,
Or free of will | the hero shall follow.”
[275]
This was before Atli went on his journey; but when he

came home, and the king asked his tidings, he said:
5. “Trouble we had, | but tidings none,

Our horses failed | in the mountains high,
The waters of Sæmorn | we needs must wade;
Svafnir’s daughter, | with rings bedecked,
She whom we sought, | was still denied us.”
The king bade that they should go another time, and

he went with them himself. But when they came up
on the mountain, they saw Svavaland burning and
mighty dust-clouds from many steeds. The king rode
from the mountain forward into the land, and made a
night’s stay hard by a stream. Atli kept watch and
went over the stream; he found there a house. A
great bird sat on the housetop to guard it, but he was
asleep. Atli hurled his spear at the bird and slew it,
and in the house he found Sigrlin the king’s daughter
and Alof the jarl’s daughter, and he brought them
both thence with him. Jarl Franmar had changed
himself into the likeness of an eagle, and guarded
them from the enemy host by magic. Hrothmar was
the name of a king, a wooer of Sigrlin; he slew the
[276]king of Svavaland and had plundered and burned
his land. King Hjorvarth took Sigrlin, and Atli took
Alof.
(II)
Hjorvarth and Sigrlin had a son, mighty and of noble

stature; he was a silent man, and no name stuck fast
to him. He sat on a hill, and saw nine Valkyries riding;
one of them was the fairest of all. She spake:
6. “Late wilt thou, Helgi, | have hoard of rings,

Thou battle-tree fierce, | or of shining fields,—
The eagle screams soon,— | if never thou
speakest,
Though, hero, hard | thy heart may cry.”
Helgi spake:
7. “What gift shall I have | with Helgi’s name,

Glorious maid, | for the giving is thine? [277]
All thy words | shall I think on well,
But I want them not | if I win not thee.”
The Valkyrie spake:
8. “Swords I know lying | in Sigarsholm,

Fifty there are | save only four;
One there is | that is best of all,
The shield-destroyer, | with gold it shines.
9. “In the hilt is fame, | in the haft is courage,

In the point is fear, | for its owner’s foes;
On the blade there lies | a blood-flecked snake,
And a serpent’s tail | round the flat is twisted.”
Eylimi was the name of a king, whose daughter was

Svava; she was a Valkyrie, and rode air and sea.
She gave Helgi this name, and shielded him oft
thereafter in battle. Helgi spake:
10. “Hjorvarth, king, | unwholesome thy counsels,

Though famed thou art | in leading the folk, [278]
Letting fire the homes | of heroes eat,
Who evil deed | had never done thee.
11. “Yet Hrothmar still | the hoard doth hold,

The wealth that once | our kinsmen wielded;
Full seldom care | the king disturbs,
Heir to dead men | he deems himself.”
Hjorvarth answered that he would give Helgi a

following if he fain would avenge his mother’s father.
Then Helgi got the sword that Svava had told him of.
So he went, and Atli with him, and they slew
Hrothmar, and they did many great deeds.
(III)
He slew the giant Hati, whom he found sitting on a

certain mountain. Helgi and Atli lay with their ships in
Hatafjord. Atli kept watch during the first part of the
night. Hrimgerth, Hati’s daughter, spake:
12. “Who are the heroes | in Hatafjord?

The ships are covered with shields; [279]
Bravely ye look, | and little ye fear,
The name of the king would I know.”
Atli spake:
13. “Helgi his name, | and never thou mayst

Harm to the hero bring;
With iron is fitted | the prince’s fleet,
Nor can witches work us ill.”
Hrimgerth spake:
14. “Who now, thou mighty | man, art thou?
By what name art thou known to men?
He trusts thee well, | the prince who wills
That thou stand at the stem of his ship.”
Atli spake:
15. “Atli am I, | and ill shalt thou find me,

Great hate for witches I have;
Oft have I been | in the dripping bows,
And to dusk-riders death have brought.
16. “Corpse-hungry giantess, | how art thou

called?
Say, witch, who thy father was! [280]
Nine miles deeper | down mayst thou sink,
And a tree grow tall on thy bosom.”
Hrimgerth spake:
17. “Hrimgerth am I, | my father was Hati,

Of giants the most in might;
Many a woman | he won from her home,
Ere Helgi hewed him down.”
Atli spake:
18. “Witch, in front | of the ship thou wast,

And lay before the fjord;
To Ron wouldst have given | the ruler’s men,
If a spear had not stuck in thy flesh.”
Hrimgerth spake:
19. “Dull art thou, Atli, | thou dreamest, methinks,

The lids lie over thine eyes;
By the leader’s ships | my mother lay,
Hlothvarth’s sons on the sea I slew.
[281]
20. “Thou wouldst neigh, Atli, | but gelded thou art,

See, Hrimgerth hoists her tail;
In thy hinder end | is thy heart, methinks,
Though thy speech is a stallion’s cry.”
Atli spake:
21. “A stallion I seem | if thou seekest to try me,

And I leap to land from the sea;
I shall smite thee to bits, | if so I will,
And heavy sinks Hrimgerth’s tail.”
Hrimgerth spake:
22. “Go ashore then, Atli, | if sure of thy might,

Let us come to Varin’s cove;
Straight shall thy rounded | ribs be made
If thou comest within my claws.”
Atli spake:
23. “I will not go | till the warriors wake,

Again their chief to guard;
I should wonder not, | foul witch, if up
From beneath our keel thou shouldst come.”
Hrimgerth spake:
24. “Awake now, Helgi, | and Hrimgerth requite,

That Hati to death thou didst hew; [282]
If a single night | she can sleep by the prince,
Then requited are all her ills.”
Helgi spake:
25. “’Tis Lothin shall have thee,— | thou’rt

loathsome to men,—
His home in Tholley he has;
Of the wild-dwellers worst | is the giant wise,
He is meet as a mate for thee.”
Hrimgerth spake:
26. “More thou lovest her | who scanned the

harbor,
Last night among the men;
(The gold-decked maid | bore magic, methinks,
When the land from the sea she sought,
And fast she kept your fleet;)
She alone is to blame | that I may not bring
Death to the monarch’s men.”
Helgi spake:
27. “Hrimgerth, mark, | if thy hurts I requite,

Tell now the truth to the king; [283]
Was there one who the ships | of the warrior
warded,
Or did many together go?”
Hrimgerth spake:
28. “Thrice nine there were, | but one rode first,

A helmed maid white of hue;
Their horses quivered, | there came from their
manes
Dew in the dales so deep,
(Hail on the woods so high,
Thence men their harvest have,
But ill was the sight I saw.)”
Atli spake:
29. “Look eastward, Hrimgerth, | for Helgi has

struck thee
Down with the runes of death;
Safe in harbor floats | the prince’s fleet,
And safe are the monarch’s men.”
Helgi spake:
30. “It is day, Hrimgerth, | for Atli held thee

Till now thy life thou must lose; [284]
As a harbor mark | men shall mock at thee,
Where in stone thou shalt ever stand.”
(IV)
King Helgi was a mighty warrior. He came to King

Eylimi and sought the hand of his daughter, Svava.
Then Helgi and Svava exchanged vows, and greatly
they loved each other. Svava was at home with her
father, while Helgi was in the field; Svava was still a
Valkyrie as before.
Hethin was at home with his father, King Hjorvarth, in

Norway. Hethin was coming home alone from the
forest one Yule-eve, and found a troll-woman; she
rode [285]on a wolf, and had snakes in place of a
bridle. She asked Hethin for his company. “Nay,” said
he. She said, “Thou shalt pay for this at the king’s
toast.” That evening the great vows were taken; the
sacred boar was brought in, the men laid their hands
thereon, and took their vows at the king’s toast.
Hethin vowed that he would have Svava, Eylimi’s
daughter, the beloved of his brother Helgi; then such
great grief seized him that he went forth on wild
paths southward over the land, and found Helgi, his
brother. Helgi said:
31. “Welcome, Hethin! | what hast thou to tell

Of tidings new | that from Norway come?
Wherefore didst leave | thy land, O prince,
And fared alone | to find us here?”
Hethin spake:
32. “A deed more evil | I have done

Than, brother mine, | thou e’er canst mend;
For I have chosen | the child of the king,
Thy bride, for mine | at the monarch’s toast.”
[286]
Helgi spake:
33. “Grieve not, Hethin, | for true shall hold

The words we both | by the beer have sworn;
To the isle a warrior | wills that I go,
(There shall I come | the third night hence;)
And doubtful must be | my coming back,
(So may all be well, | if fate so wills.)”
Hethin spake:
34. “Thou saidst once, Helgi, | that Hethin was

A friend full good, | and gifts didst give him;
More seemly it were | thy sword to redden,
Than friendship thus | to thy foe to give.”
Helgi spoke thus because he foresaw his death, for

his following-spirits had met Hethin when he saw the
woman riding on the wolf. Alf was the name of a king,
the son of Hrothmar, who had marked out a battle-
place with [287]Helgi at Sigarsvoll after a stay of three
nights. Then Helgi spake:
35. “On a wolf there rode, | when dusk it was,

A woman who fain | would have him follow;
Well she knew | that now would fall
Sigrlin’s son | at Sigarsvoll.”
There was a great battle, and there Helgi got a

mortal wound.
36. Sigar riding | did Helgi send

To seek out Eylimi’s | only daughter:
“Bid her swiftly | ready to be,
If her lover | alive she would find.”
Sigar spake:
37. “Hither now | has Helgi sent me,

With thee, Svava, | thyself to speak;
The hero said | he fain would see thee
Ere life the nobly | born should leave.”
Svava spake:
38. “What chanced with Helgi, | Hjorvarth’s son?

Hard to me | is harm now come;
If the sea smote him, | or sword bit him,
Ill shall I bring | to all his foes.”
[288]
Sigar spake:
39. “In the morn he fell | at Frekastein,

The king who was noblest | beneath the sun;
Alf has the joy | of victory all,
Though need therefor | is never his.”
Helgi spake:
40. “Hail to thee, Svava! | thy sorrow rule,

Our meeting last | in life is this;
Hard the wounds | of the hero bleed,
And close to my heart | the sword has come.
41. “I bid thee, Svava,— | weep not, bride,—

If thou wilt hearken | to these my words,
The bed for Hethin | have thou ready,
And yield thy love | to the hero young.”
Svava spake:
42. “A vow I had | in my dear-loved home,

When Helgi sought | with rings to have me,
That not of my will, | if the warrior died,
Would I fold in my arms | a man unfamed.”
Hethin spake:
43. “Kiss me, Svava, | I come not back, [289]

Rogheim to see, | or Rothulsfjoll,
Till vengeance I have | for the son of Hjorvarth,
The king who was noblest | beneath the sun.”
Of Helgi and Svava it is said that they were born

again. [269]
[Contents]
NOTES
[272]
Prose: In the manuscript the sub-title, “Of Hjorvarth and Sigrlin,”

stands as the title for the whole poem, though it clearly applies only
to the first five stanzas. Most editions employ the title here given.
Hjorvarth: the name is a not uncommon one; [273]there are two men
of that name mentioned in the mythical-heroic genealogies of the
Hyndluljoth (stanzas 23 and 28), and Hjorvarth appears in
Helgakvitha Hundingsbana I (stanza 14) and II (prose after stanza
12) as a son of Hunding. This particular Hjorvarth is called by the
annotator, but not directly so in the verse, a king of Norway. The
name means “Sword-Guardian.” Four wives: polygamy, while very
infrequent, appears occasionally in the Norse sagas. Alfhild: “Elf-
Warrior.” Hethin: “Fur-Clothed” (?). Særeith: “Sea-Rider.” Sinrjoth:
“Ever-Red.” The fourth wife, not here named, may be Sigrlin. It has
been suggested that Særeith and Sinrjoth may be northern and
southern forms of the same name, as also Humlung and Hymling,
their sons. Svafnir: the annotator calls him king of Svavaland,
apparently a place on the mainland which could be reached from
Norway either by land or by sea. Sigrlin: “The Conquering Serpent.”
Atli: Norse form of the Gothic Attila (Etzel). Alof: perhaps a feminine
form of Olaf. A bird: compare the counsel given by the birds to
Sigurth after the slaying of Fafnir (Fafnismol, stanzas 32–38). This is
one of the many curious resemblances between the Helgi and the
Sigurth stories. [274]
1. Glasir’s wood: Snorri in the Skaldskaparmal quotes a half stanza

to the effect that “Glasir stands with golden leaves before Othin’s
hall,” and calls it “the fairest wood among gods and men.” The
phrase as used here seems to mean little.
4. The bird’s demands would indicate that it is in reality one of the

gods. Gold-horned cattle: cf. Thrymskvitha, 23. There [275]are other
references to gilding the horns of cattle, particularly for sacrificial
purposes.
Prose. The annotator contradicts himself here, as he had already

stated that Atli was on his way home.
5. Possibly the remains of two stanzas, or perhaps a line has been

added. Sæmorn: this river is nowhere else mentioned.
Prose. Sigrlin and Alof, protected by the latter’s father, Franmar,

have fled before the ravaging army of Sigrlin’s rejected [276]suitor,
Hrothmar. The beginning of a new section (II) is indicated in the
manuscript only by the unusually large capital letter with which
“Hjorvarth” begins. No name, etc.: this probably means that Helgi
had always been so silent that he would answer to no name, with the
result that he had none. Valkyries: cf. Voluspo, 31 and note. The
annotator insists here and in the prose after stanza 9 that Svava was
a Valkyrie, but there is nothing in the verse to prove it, or, indeed, to
identify the Svava of the last section of the poem with the person
who gave Helgi his name. In the Volsungasaga Sigmund himself
names his son Helgi, and gives him a sword, following Helgakvitha
Hundingsbana I.
6. Battle-tree: poetic phrase for “warrior.” Shining fields: the words in

the manuscript may form a proper name, Rothulsvoll, having this
meaning.
7. Gift: not only was it customary to give gifts with the naming [277]of
a child, but the practice frequently obtained when a permanent
epithet was added to the name of an adult.
8. Sigarsholm (“Isle of Sigar”): a place not identified, but probably

related to the Sigarsvoll where Helgi was slain (stanza 35).
9. The sword is carved with magic runes and with snakes. Fame: the
original word is uncertain.
Prose. Eylimi: this name is another link with the Sigurth story, as it is
likewise the name of the father of Sigurth’s mother, Hjordis.
10. With this stanza begins a new episode, that of Helgi’s [278]victory
over King Hrothmar, who had killed his mother’s father (cf. prose
after stanza 5). It has been suggested, in consequence, that stanzas
10–11 may be a separate fragment. The verse tells nothing of the
battle, merely giving Helgi’s reproaches to his father for having left
Svafnir’s death and the burning of Svavaland unavenged.
Prose. The manuscript does not indicate any break, but the episode
which forms the basis of the Hrimgertharmol (stanzas 12–30) clearly
begins with the slaying of the giant Hati (“The Hateful”). Hatafjord:
“Hati’s Fjord.” Hrimgerth: “Frost-Shrouded” (?). [279]
13. Iron: the keels of Norse ships were sometimes fitted with iron
“shoes” at bow and stern, but it is not certain that this practice much
antedated the year 1000, and thus this line has raised some
question as to the antiquity of this stanza, if not of the entire
Hrimgertharmol, which may have been composed as late as the
eleventh century.
15. The manuscript does not indicate the speaker. The pun on “Atli”
and “atall” (meaning “ill”) is untranslatable. [280]
17. The manuscript does not indicate the speaker.
18. From this point to the end the manuscript does not indicate the
speakers. Ron: wife of the sea-god Ægir, who draws drowning men
into the sea with her net. There is no other reference to the
wounding of Hrimgerth.
19. Apparently both Hrimgerth and her mother, Hati’s wife, had
sought to destroy Helgi’s ships, and had actually killed some of his
companions, the sons of Hlothvarth, concerning whom nothing more
is known. Many editors assume that a stanza containing a speech by
Atli has been lost after stanza 19. [281]
20. Apparently Hrimgerth has assumed the form of a mare.
22. Varin’s cove: the name of Varin appears twice in place names in
Helgakvitha Hundingsbana I (stanzas 27 and 39). The sagas
mention a mythical King Varin who lived at Skorustrond in Rogaland
(Norway). [282]
25. Of the giant Lothin (“The Shaggy”) and his home in Tholley
(“Pine Island”) nothing is known. Cf. Skirnismol, 35.
26. Something is clearly wrong with this stanza, and the manuscript
indicates line 6 as the beginning of a new one. Perhaps a line
(between lines 4 and 5) has been lost, or perhaps the lines in
parenthesis are interpolations. Hrimgerth here refers to Svava, or to
the protectress with whom the annotator has identified her, as having
saved Helgi and his ships from the vengeance of the giantesses. In
the original line 1 includes Helgi’s name, which makes it metrically
incorrect. [283]
28. Again something is clearly wrong, and the last three lines look
like interpolations, though some editors have tried to reconstruct two
full stanzas. The passage suggests the identification of the Valkyries
with the clouds.
29. Some editions give this speech to Helgi. Eastward: Atli and Helgi
have held Hrimgerth in talk till sunrise, and the sun’s rays turn her
into stone. But dwarfs rather than giants were the victims of sunlight;
cf. Alvissmol, stanzas 16 and 35. [284]
30. Most editions give this stanza to Atli. With this the
Hrimgertharmol ends, and after the next prose passage the meter
reverts to that of the earlier sections.
Prose. The manuscript does not indicate a new section of the poem.
Eylimi: cf. note on prose after stanza 9. Valkyrie: here, as before, the
annotator has apparently nothing but his own imagination on which
to base his statement. Svava in the ensuing stanzas certainly does
not behave like a Valkyrie. Norway: the annotator doubtless based
this statement on the reference to Norway in line 2 of stanza 31.
Yule-eve: the Yule feast, marking the new year, was a great event in
the heathen North. It was a time of feasting and merrymaking, vows
(“New Year’s resolutions”), ghosts and witches; the spirits had their
greatest power on Yule-eve. The king’s toast: vows made at the
passing of the king’s cup at the Yule feast were particularly sacred.
Sacred boar: a boar consecrated to Freyr, an integral part of the Yule
rites. Hethin’s vow, which is, of course, the vengeance of the troll-
woman, is too sacred to be broken, but he immediately realizes the
horror of his oath. [285]
31. From Norway: Bugge uses this phrase as evidence that the
poem was composed in one of the Icelandic settlements of the
western islands, but as the annotator himself seems to have thought
that Hethin came to Helgi by land (“on wild paths southward”), this
argument does not appear to have much weight.
32. The second line is conjectural; a line has clearly been lost from
this stanza, and various emendations have been suggested. [286]
33. Perhaps this is the remnant of two stanzas, or perhaps two lines
(probably the ones in parenthesis) have been interpolated. The isle:
duels were commonly fought on islands, probably to guard against
treacherous interference, whence the usual name for a duel was
“isle-going.” A duel was generally fought three days after the
challenge. Reckoning the lapse of time by nights instead of days was
a common practice throughout the German and Scandinavian
peoples.
Prose. Some editors place all or part of this prose passage after
stanza 35. Following-spirits: the “fylgja” was a female guardian spirit
whose appearance generally betokened death. The belief was
common throughout the North, and has come down to recent times
in Scottish and Irish folk-lore. Individuals and sometimes whole
families had these following-spirits, but it was most unusual for a

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ANS: T PTS: 1 REF: 231 OBJ: 07-1 TYPE: Def

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4. The Internet has eliminated the need for distributors.

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ANS: T PTS: 1 REF: 236 OBJ: 07-3 TYPE: Def

ANS: T PTS: 1 REF: 237 OBJ: 07-4 TYPE: Def

PTS: 1 REF: 237 OBJ: 07-4 TYPE: Comp

8. The reseller market is the same as the retailer market.

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PTS: 1 REF: 238 OBJ: 07-4 TYPE: Comp

ANS: T PTS: 1 REF: 238 OBJ: 07-4 TYPE: Def

PTS: 1 REF: 239 OBJ: 07-5 TYPE: Def

PTS: 1 REF: 240 OBJ: 07-5 TYPE: Comp

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PTS: 1 REF: 241 OBJ: 07-6 TYPE: App

PTS: 1 REF: 241 OBJ: 07-6 TYPE: Comp

ANS: T PTS: 1 REF: 242 OBJ: 07-6 TYPE: Comp

ANS: T PTS: 1 REF: 244 OBJ: 07-6 TYPE: Comp

18. Another commonly used term for accessory equipment is installations.

PTS: 1 REF: 244 OBJ: 07-7 TYPE: Def

PTS: 1 REF: 244 OBJ: 07-7 TYPE: Comp

ANS: T PTS: 1 REF: 244 OBJ: 07-7 TYPE: Def

PTS: 1 REF: 246 OBJ: 07-8 TYPE: Comp

23. The role of gatekeeper may be filled by a receptionist.

ANS: T PTS: 1 REF: 247 OBJ: 07-8 TYPE: Comp

PTS: 1 REF: 249 OBJ: 07-8 TYPE: Comp

ANS: T PTS: 1 REF: 249 OBJ: 07-8 TYPE: App

PTS: 1 REF: 231 OBJ: 07-1 TYPE: Def

PTS: 1 REF: 231 OBJ: 07-1 TYPE: Comp

3. Business marketing does NOT include goods and services that:

PTS: 1 REF: 231 OBJ: 07-1 TYPE: Comp

PTS: 1 REF: 231 OBJ: 07-1 TYPE: App

PTS: 1 REF: 231 OBJ: 07-1 TYPE: App

PTS: 1 REF: 232 OBJ: 07-2 TYPE: App

PTS: 1 REF: 233 OBJ: 07-2 TYPE: Def

PTS: 1 REF: 234 OBJ: 07-2 TYPE: Comp

9. The elimination of intermediaries such as wholesalers or distributors from a marketing channel is

PTS: 1 REF: 234 OBJ: 07-2 TYPE: Def

PTS: 1 REF: 234 OBJ: 07-2 TYPE: App

11. The reintroduction of an intermediary between producers and users is called:

PTS: 1 REF: 234 OBJ: 07-2 TYPE: Def

12. A cooperative agreement between business firms is a:

PTS: 1 REF: 235 OBJ: 07-3 TYPE: Def

PTS: 1 REF: 235 OBJ: 07-3 TYPE: App

PTS: 1 REF: 235 OBJ: 07-3 TYPE: App

PTS: 1 REF: 236 OBJ: 07-3 TYPE: Def

PTS: 1 REF: 236 OBJ: 07-3 TYPE: App

PTS: 1 REF: 236 OBJ: 07-3 TYPE: Def