Marketing MBA-565 quiz 3

 In ________ marketing, the firm operates in several market segments and designs different products for each segment. (Points : 5)

       segmented



       undifferentiated



       differentiated



       geodemographic



       niche





2. In evaluating different market segments, the firm must look at two factors: the segment's overall attractiveness and ________. (Points : 5)

       company's objectives and resources



       the product to be sold



       the purchasing process



       competition's strategies



       the global nature of the product





3. In principle, business buyers seek to ________ in relation a market offering's costs. (Points : 5)

       spread risks



       obtain the highest benefit package



       maintain everyday low prices



       outsource as much as is possible



       eliminate partners' shares in profits as much as possible





4. ________ is composed of all parties who participate in the purchasing decision-making process and share common goals and risks associated with their decisions. (Points : 5)

       The buying center



       The marketing sales team



       Strategic management



       Engineering support



       The logistics center





5. 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





6. Webster cautions that ultimately, ________ make purchasing decisions. (Points : 5)

       only senior managers



       individuals, not organizations,



       organizations, not individuals,



       third parties



       systems contractors





7. 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





8. If a market is segmented according to light, medium, and heavy product users, the marketer segmenting this market is using the ________ as the means to segment. (Points : 5)

       user status



       usage rate



       buyer-readiness stage



       occasion



       benefit





9. 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





10. Many business buyers prefer to buy a total solution to a problem from one seller. ________ is the correct term for this process. (Points : 5)

       Channel consolidation



       Systems buying



       Vertical buying



       Horizontal buying



       Supply buying





11. 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





12. Business markets differ significantly consumer markets in that business markets possess all of the following characteristics EXCEPT ________. (Points : 5)

       fewer, larger buyers



       close supplier-customer relationship



       professional purchasing



       inverted demand



       multiple sales calls





13. In the proposal solicitation process, ________ should be marketing documents that describe value and benefits in customer terms. (Points : 5)

       written proposals



       oral proposals



       e-proposals



       alliance proposals



       global proposals





14. 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





15. ________ 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





16. According to the ________ criterion for useful market segments, a segment should be the largest possible homogenous group worth going after with a tailored marketing program. (Points : 5)

       measurable



       substantial



       accessible



       differentiable



       actionable





17. 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





18. The purchasing department buys office supplies on a routine basis. This type of purchase is classified as a ________. (Points : 5)

       straight rebuy



       modified rebuy



       new task



       secondary purchase



       preordained purchase





19. If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern. (Points : 5)

       homogeneous



       heterogeneous



       diffused



       clustered



       scattered





20. 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