14 Aug 1. Moving into e-procurement has many benefits. Which of the followin

1.
Moving into e-procurement has many benefits. Which of the following would not be among those benefits?
(Points : 5)

Aggregating purchasing across departments gains larger volume discounts.
Aggregating purchasing gains centrally negotiated volume discounts.
There is less buying of substandard goods from suppliers not on the approved list.
A smaller purchasing staff is required.
Purchasing gains a significant leverage with top management because of its management team.

Question 2.
2.
________ is a key industrial marketing strategy in bidding to
build large-scale industrial products (e.g., dams, pipelines, et
cetera).
(Points : 5)

Systems contracting
Systems buying
Systems selling
Solutions buying
Turnkey logistics

Question 3.
3.
A company can be said to have used ________ if the company
distinguished among customers buying on the basis of price, service, and
quality.
(Points : 5)

macrosegmentation
microsegmentation
strategic segmentation
global segmentation
short-term segmentation

Question 4.
4.
Business buyers are ultimately purchasing solutions to two
problems: the organization’s economic and strategic problem and
________.
(Points : 5)

their own personal need for individual achievement and reward
the community’s continued health and well-being
the fulfillment of the company’s social impact goals
to maximize overall firm performance
none of the above

Question 5.
5.
Johnson & Johnson broadened its target market for its baby shampoo to include adults through ________.
(Points : 5)

countersegmentation
metamarketing
undifferentiated marketing
product specialization
single-segment concentration

Question 6.
6.
Which of the following statements about market segmentation is true?
(Points : 5)

It
involves changing the identity of a product, relative to the identity
of competing products, in the collective minds of the target market.
It is a process of evaluating each segment’s attractiveness and selecting one or more to enter.
It is a process of creating an image or identity of the product in the minds of the target market.
It is a process of identifying and profiling distinct groups of buyers who differ in their needs and wants.
It is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results.

Question 7.
7.
A marketer is interested in segmenting a business market
based on technology and customer capabilities. Which of the following
major segmentation variables would most likely be used by the marketer
to assist with the task?
(Points : 5)

Demographic variables
Purchasing approaches
Situational factors
Personal characteristics
Operating variables

Question 8.
8.
All of the following are methods of assessing customer value EXCEPT ________.
(Points : 5)

direct survey questions
exit interviewing
focus-group value assessment
conjoint analysis
benchmarks

Question 9.
9.
A behavioral segmentation method related to the Conversion
Model is the Gravity of Decision Spectrum. On the shallow end of the
spectrum, consumers seek products and services they think will ________.
(Points : 5)

make them appear more wealthy than they are
help them save face in publicly visible situations
reinforce their emotional stability
align with their core values and beliefs
save them time, effort, and money

Question 10.
10.
The ________ market consists of schools, hospitals, nursing
homes, prisons, and other institutions that must provide goods and
services to people in their care.
(Points : 5)

vertical
nonprofit
spot
secondary business
institutional

Question 11.
11.
A marketer interested in segmenting a business market based
on ________ intends to eventually segment the market based on power
structure and purchasing criteria.
(Points : 5)

situational factors
purchasing approaches
personal characteristics
operating variables
demographic variables

Question 12.
12.
As an alternative to reducing price, sellers may handle
price-oriented buyers by establishing any of the following purchasing
conditions EXCEPT ________.
(Points : 5)

limiting the quantity that can be purchased
no refunds
no adjustments
no services
no customer advertising

Question 13.
13.
According to the VALS segmentation system, ________ are
successful, sophisticated, active, “take-charge” people with high
self-esteem. Their purchases often reflect cultivated tastes for
relatively upscale, niche-oriented products and services.
(Points : 5)

innovators
thinkers
achievers
experiencers
believers

Question 14.
14.
When buyers cannot easily monitor supplier performance, the
supplier might shirk or cheat and not deliver the expected value.
________ is “some form of cheating or undersupply relative to an
implicit or explicit contract.”
(Points : 5)

Institutional sale
Opportunism
Business buying
Vertical integration
Contractual transactionism

Question 15.
15.
Which of the following reflects high trust between business sellers and buyers?
(Points : 5)

Distorted and hidden information
Incentive alignment for seller, not customer gains
Limited or biased product comparisons and advice
Minimal customer education and support
Customers help design products individually and through committees

Question 16.
16.
The total demand for many business goods and services is ________ —that is, not much affected by price changes.
(Points : 5)

derived
fluctuating
accelerated
multiple
inelastic

Question 17.
17.
The ________ consists of all the organizations that acquire
goods and services used in the production of other products or services
that are sold, rented, or supplied to others.
(Points : 5)

business market
consumer market
e-commerce market
global market
supplier market

Question 18.
18.
Procter & Gamble has many soap brands. One reason for
this is that soap users tend to group together in terms of preferences
such as bleaching action, softness, stain removal, et cetera. Which of
the following preferences pattern would most likely apply to P&G’s
method of response to market needs?
(Points : 5)

Homogeneous preferences
Diffused preferences
Clustered preferences
Psychological preferences
Cultural preferences

Question 19.
19.
Marketers usually identify niches by ________.
(Points : 5)

dividing a segment into subsegments
conducting VALS tests
allowing consumers to gravitate toward product brands
examining the demographics section of The Handbook of Marketing
producing products that can be used in a variety of ways

Question 20.
20.
A supplier signs an agreement with a customer that states
$350,000 in savings will be earned by the customer over the next 18
months in an exchange for a tenfold increase in the customer’s share of
supplies ordered by the customer. This is an example of ________.
(Points : 5)

solution selling
consultative selling
risk and gain sharing
strategic alignment
demand shifting

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