Chapter 7 Crafting the Brand Positioning
1. refers to the decision-making process by which formal organizations establish the need
for purchased products and services and identify, evaluate, and choose among alternative brands
and suppliers.
A) Marketing channels
B) Organizational buying
C) Corporate retailing
D) Brand auditing
E) Inventory control
Page: 183
B
2. 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.
A) business market
B) consumer market
C) e-commerce market
D) global market
E) domestic market
Page: 183
A
3. How can a marketer overcome the negative effects of commoditization?
A) convince target consumers that the firm's products are as good as those of competitors
B) convince target consumers that price is irrelevant in determining quality
C) convince target consumers that the firm's products are different from those of competitors
D) convince target customers that buying the highest-priced product is no guarantee of quality
E) convince target customers that all the products in the market are equivalent
Page: 184
C
4. Which of the following is true for business marketers?
A) They deal with more and larger buyers than consumer marketers.
B) They deal with more and smaller buyers than consumer marketers.
C) They deal with fewer and larger buyers than consumer marketers.
D) They deal with fewer and smaller buyers than consumer marketers.
E) They deal with the same kind of buyers as consumer marketers.
Page: 184
C
5. Which of the following is a challenge in which business marketers differ from the consumer
marketers?
A) understanding deep customer needs in new ways
B) identifying new opportunities for organic business growth
C) geographically concentrated buyers
D) calculating better marketing performance and accountability metrics
E) competing and growing in global markets, particularly China
Page: 184-185
, C
6. Ultimately, the amount of steel sold to General Motors depends on the consumers' demand for GM
cars and trucks. From the standpoint of the steel manufacturer, which of the following demand
forms is most pertinent?
A) derived demand
B) inelastic demand
C) geographic demand
D) relational demand
E) static demand
Page: 185
A
The demand for business goods is ultimately derived from the demand for
7.
. A) raw materials
B) consumer goods
C) services
D) business solutions
E) e-commerce
Page: 185
B
A given percentage increase in consumer demand can lead to a much larger percentage increase in
8. the demand for plant and equipment necessary to produce the additional output. Economists refer
to this as .
A) derived demand
B) inelastic demand
C) the acceleration effect
D) a straight rebuy
E) the sales cycle
Page: 185
C
The total demand for many business goods and services is not much affected by price changes.
9. Thus, this demand is .
A) derived
B) fluctuating
C) accelerated
D) multiple
E) inelastic
Page: 185
E
The purchasing department buys office supplies on a routine basis from a pre-approved list of
10. suppliers. This type of purchase is classified as a .
A) straight rebuy
B) modified rebuy
C) new task
D) secondary purchase
E) procure-to-pay
, Page: 185
A
11. Sometimes a rise of only 10% in consumer demand can cause as much as a 200% rise in business
demand for products for the next period. This is an example of .
A) inelastic demand B)
direct purchasing C)
fluctuating demand D)
derived demand
E) a straight rebuy
Page: 185
C
12. Shoe manufacturers are not going to buy much more leather if the price of leather falls, nor will
they buy much less leather if the price rises, unless they can find satisfactory substitutes. This is an
example of .
A) inelastic demand
B) direct purchasing
C) the acceleration effect
D) a modified rebuy
E) a straight rebuy
Page: 185
A
Kenilworth Inc. is shifting from its rented four-room office to a standalone office building owned by
13. the company itself. This can be classified as a .
A) modified rebuy
B) regular buy
C) straight rebuy
D) new rebuy
E) new task
Page: 186
E
In a purchasing situation, the buyer wants to make some change to existing
14. product specifications, prices, delivery requirements, or other terms.
A) new rebuy
B) regular buy
C) straight rebuy
D) modified rebuy
E) new task
Page: 186
D
The business buyer has to make the fewest decisions when involved in a
15. . A) modified rebuy
B) regular buy
C) straight rebuy
D) new rebuy
1. refers to the decision-making process by which formal organizations establish the need
for purchased products and services and identify, evaluate, and choose among alternative brands
and suppliers.
A) Marketing channels
B) Organizational buying
C) Corporate retailing
D) Brand auditing
E) Inventory control
Page: 183
B
2. 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.
A) business market
B) consumer market
C) e-commerce market
D) global market
E) domestic market
Page: 183
A
3. How can a marketer overcome the negative effects of commoditization?
A) convince target consumers that the firm's products are as good as those of competitors
B) convince target consumers that price is irrelevant in determining quality
C) convince target consumers that the firm's products are different from those of competitors
D) convince target customers that buying the highest-priced product is no guarantee of quality
E) convince target customers that all the products in the market are equivalent
Page: 184
C
4. Which of the following is true for business marketers?
A) They deal with more and larger buyers than consumer marketers.
B) They deal with more and smaller buyers than consumer marketers.
C) They deal with fewer and larger buyers than consumer marketers.
D) They deal with fewer and smaller buyers than consumer marketers.
E) They deal with the same kind of buyers as consumer marketers.
Page: 184
C
5. Which of the following is a challenge in which business marketers differ from the consumer
marketers?
A) understanding deep customer needs in new ways
B) identifying new opportunities for organic business growth
C) geographically concentrated buyers
D) calculating better marketing performance and accountability metrics
E) competing and growing in global markets, particularly China
Page: 184-185
, C
6. Ultimately, the amount of steel sold to General Motors depends on the consumers' demand for GM
cars and trucks. From the standpoint of the steel manufacturer, which of the following demand
forms is most pertinent?
A) derived demand
B) inelastic demand
C) geographic demand
D) relational demand
E) static demand
Page: 185
A
The demand for business goods is ultimately derived from the demand for
7.
. A) raw materials
B) consumer goods
C) services
D) business solutions
E) e-commerce
Page: 185
B
A given percentage increase in consumer demand can lead to a much larger percentage increase in
8. the demand for plant and equipment necessary to produce the additional output. Economists refer
to this as .
A) derived demand
B) inelastic demand
C) the acceleration effect
D) a straight rebuy
E) the sales cycle
Page: 185
C
The total demand for many business goods and services is not much affected by price changes.
9. Thus, this demand is .
A) derived
B) fluctuating
C) accelerated
D) multiple
E) inelastic
Page: 185
E
The purchasing department buys office supplies on a routine basis from a pre-approved list of
10. suppliers. This type of purchase is classified as a .
A) straight rebuy
B) modified rebuy
C) new task
D) secondary purchase
E) procure-to-pay
, Page: 185
A
11. Sometimes a rise of only 10% in consumer demand can cause as much as a 200% rise in business
demand for products for the next period. This is an example of .
A) inelastic demand B)
direct purchasing C)
fluctuating demand D)
derived demand
E) a straight rebuy
Page: 185
C
12. Shoe manufacturers are not going to buy much more leather if the price of leather falls, nor will
they buy much less leather if the price rises, unless they can find satisfactory substitutes. This is an
example of .
A) inelastic demand
B) direct purchasing
C) the acceleration effect
D) a modified rebuy
E) a straight rebuy
Page: 185
A
Kenilworth Inc. is shifting from its rented four-room office to a standalone office building owned by
13. the company itself. This can be classified as a .
A) modified rebuy
B) regular buy
C) straight rebuy
D) new rebuy
E) new task
Page: 186
E
In a purchasing situation, the buyer wants to make some change to existing
14. product specifications, prices, delivery requirements, or other terms.
A) new rebuy
B) regular buy
C) straight rebuy
D) modified rebuy
E) new task
Page: 186
D
The business buyer has to make the fewest decisions when involved in a
15. . A) modified rebuy
B) regular buy
C) straight rebuy
D) new rebuy
