大学外院营销方向课后习题含答案六.docVIP

Chapter 6 – Analyzing Business Markets True/False Questions 1. Mining, manufacturing, banking, and distribution services are all considered part of the business market. True (easy) p. 102 2. Schools and prisons are considered institutional buying organizations and they tend to have captive clienteles and limited budgets. True (moderate) p. 102 3. Characteristics of business markets include that there are more buyers and larger buyers. False (moderate) p. 103, Table 6.1 4. When compared to the consumer market, the demand for goods and services in the business market is derived. True (moderate) p. 103, Table 6.1 5. In selling to the government, the contract is always awarded to the lowest bidder. False (difficult) p. 104 6. A new supplier is least likely to make a sale to a prospect involved in the straight-rebuy situation. True (moderate) p. 104 7. A “straight rebuy” is a more complex process than a “new task” because the firm is limited to an approved list of vendors. False (moderate) pp. 104–105 8. A secretary who prevents salespersons from contacting users or deciders is playing a gatekeeper role. True (easy) p. 107 9. Interpersonal factors have almost no influence in business purchasing decisions. False (moderate) p. 107 10. Organizational buying is the decision-process by which organizations establish and satisfy their needs for goods and services. True (moderate) p. 102 Multiple Choice Questions 1. The business market differs from the consumer market in that __________. a. more mass media are used to communicate with the business market b. it is a much larger market with many more buyers than the consumer market c. it is a much smaller market in dollar volume than the consumer market d. more product customization takes place in the consumer market e. it acquires goods or services in order to use them for another purpose, as opposed to acquiring goods or services for personal consumption (difficult) p. 102 2. The __________ consists of all of the orga