B. The office manager for several lawyers signs the firm up with an Internet service provider

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D. operational concepts

Question 5 Which of the following is the best example of a new task purchase? A. A dentist who has been in practice for 10 years buys a replacement dental chair just like the old one. C. A Dallas-based hotel chain with 120 hotels and resorts spends $1.6 million to protect itself from computer viruses. D. A department store upgrades its security system by installing a second video camera at the employees’ entrance to the store.

Question 6 Which of the following statements correctly describes the difference between how organizational buyers make purchases and how final consumers make their purchases? B. Organizational buyers are more geographically dispersed than final consumers. C. The buyer-seller relationships have fewer permutations in the consumer market than in business-to-business marketing. D. The distribution channel for final consumers is shorter than for organizational buyers.

A. There is a greater emphasis on personal selling to organizational buyers than to final consumers

Question 7 A privately owned, small company with technology or production orientation will tend towards __________ decision making. A. autonomous B. joint decision C. distributed D. centralized

Question 8 Sole sourcing is advantageous to suppliers because it provides them with predictable and profitable demand and allows them: A. to es B. to build long-term relationship with organizations. C. to look at the advantages and disadvantages of the organization. D. to deliver the products on time.

Question 9 Organizations can be divided into three groups ba sed on differences in degree of employee commitment. These groups include: A. advertising, marketing, and finance. B. HR, sales, and engineering. C. innovative, adaptive, and lethargic firms. D. planning, executing, and accomplishing tasks.

Question 10 __________ is the process by which buyers rate each potential supplier on various performance measures, such as product quality, on-time delivery, price, payment terms, and use of modern technology. A. Quantity research B. New task purchases C. Priori segmentation D. Vendor analysis

Question 11 Deciding how to segment a market prior to conducting marketing research is commonly referred to as __________ segmentation. A. a priori B. post-hoc C. selective D. autocratic

Question 12 Which of the following statements about market segmentation is true? A. Market segmentation is not needed if the organization plans to adopt a mass marketing strategy. B. Market segmentation analysis precedes product positioning, the cornerstone of sound marketing planning. C. The logic of market segmentation is quite simple and is based on the idea that a single product item can seldom meet the needs and wants of all consumers. D. According to the model of market segmentation analysis, the marketing process begins with the determination of consumer needs and wants.

Question 13 At a strategic level consumer needs and wants are translated into: A. customer needs. B. marketing needs. C. primary data.

Question 14 Real world segmentation has followed one of two general patterns, a priori segmentation approach and a __________ approach. A. post hoc segmentation B. market segmentation C. benefit segmentation D. psycho graphic segmentation

Question 15 To delineate its current situation a company should conduct a: A. priori analysis. B. mix contingency plans. C. SWOT analysis. D. marketing survey.

Question 16 What are the two most commonly used approaches for segmenting markets? A. Benefit segmenting and psycho graphic segmentation B. Advertising segmentation and financial segmentation C. Nonprofit and profit segmentation D. Marketing segmentation and geo demo graphic segmentation

Question 17 Benefit segmentation attempts to measure consumer value systems and: A. benefits for a firm. B. consumer loyalty. C. consumer perceptions. D. consumer locations.