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Q:
Briefly describe the steps in the IMC planning process.
Q:
A focus group consists of a small set of individuals that are asked to talk about a particular topic, product or brand in front of a moderator.
Q:
Consumer-oriented research looks at the best market segment for a particular benefit of a good or service, such as financial planning by a bank.
Q:
Target-market research identifies who the recipient will be in a communications campaign.
Q:
Product-specific research goes beyond understanding a product's benefits; it also includes an understanding of the product's attributes.
Q:
In consumer-oriented advertising research, advertisers often analyze psychological motives for product purchases.
Q:
Consumer-oriented advertising research includes using methods from disciplines such as anthropology, psychology, and biology.
Q:
In consumer-oriented advertising research, sociological analysis involves identifying who the target market associates with and how they interact with other people.
Q:
A sociological approach in consumer-oriented research involves direct observation of consumers using goods and services.
Q:
During the product-specific research phase of advertising research, an agency may ask consumers if there are any problems or difficulties with the product.
Q:
The primary methods used in communications research are product-specific research, target-market research and competitive analysis research.
Q:
When conducting communications research, researchers examine the context of a product's use.
Q:
The IMC planning process begins with communications research.
Q:
Identifying who will be the recipient of a planned communications campaign is ________ research.
A) consumer-oriented
B) target-market
C) product-specific
D) market segmentation
Q:
An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of communications research approach?
A) Product-specific research approach
B) Psychological approach
C) Sociological approach
D) Anthropological approach
Q:
Advertising researchers want to understand reasons individuals select specific fashion trends. The best consumer-oriented research method to use would be a(n) ________ approach.
A) product-specific research
B) psychological
C) sociological
D) anthropological
Q:
Predicting consumer behavior by concentrating on the motives of purchase decisions involves using a(n) ________ approach
A) product-specific research
B) psychological
C) sociological
D) anthropological
Q:
If Ralph Lauren's marketing team is trying to determine if the brand will appeal to a cohort group that is rich, elite, and distinct, which method would reveal such a trend?
A) Product-specific research
B) Anthropological research
C) Psychological research
D) A sociological approach assessing social class
Q:
Using anthropological methods for communications research typically includes:
A) a statistical analysis.
B) a sociological study.
C) direct observation.
D) secondary research.
Q:
When conducting communications research, each of the following perspectives is typically used except:
A) anthropology.
B) sociology.
C) psychology.
D) statistics.
Q:
Discovering the major selling idea for a good or service is part of which component of communications research?
A) Consumer-oriented research
B) Target-market research
C) Product-specific research
D) Quantitative research
Q:
At international trade shows, it is unlikely that an actual sale will be finalized, but the opposite is true for domestic U.S. trade shows.
Q:
Strong brands are not as important in the global market because price is often the deciding factor.
Q:
The role and importance of a strong brand name is dramatically important in today's global market because of:
A) the emphasis on accountability.
B) importance of consumer E-commerce.
C) brand parity in the business-to-business sector.
D) database mining capabilities of business firms.
Q:
What is dual-channel marketing?
Q:
In dual-channel marketing, to avoid confusing individuals who might see messages aimed at consumers and other messages aimed at businesses promoting different benefits, companies often engage in dual branding.
Q:
A spin-off sale occurs when a brand used at work is also purchased for personal home use.
Q:
In dual-channel marketing, if the benefits sought from a product differ between the consumer and business-to-business markets, the best marketing strategy is to create separate communication messages.
Q:
Selling to both consumers and businesses is known as dual-channel marketing.
Q:
Starbucks would be an example of a company involved in dual-channel marketing because the company sells coffee:
A) in retail stores only.
B) to businesses such as United Airlines, Holland America cruise line, and Chicago's Wrigley Field.
C) using integrated channels.
D) to both consumers and businesses.
Q:
A sales rep who likes his company car so well that he buys the same brand for personal use is creating:
A) joint demand.
B) derived demand.
C) a spin-off sale.
D) vendor audit sale.
Q:
Spin-off sales occur when:
A) a person likes a business product so well he or she buys one for personal use.
B) advertising is combined with consumer promotions.
C) retailing is combined with wholesaling.
D) two related business buyers are identified by the vendor.
Q:
It is typical for dual-channel marketing to begin with:
A) sales to businesses and later to consumers.
B) manufacturer demand for better component parts.
C) retailer demand for new products.
D) consumer demand for more purchasing options.
Q:
Selling computers to individuals and businesses is an example of:
A) multi-outlet marketing.
B) merchant distribution.
C) quantity enhancement marketing.
D) dual-channel marketing.
Q:
Selling virtually the same goods or services to consumers and businesses is called:
A) relationship marketing.
B) double vending.
C) dual-channel marketing.
D) marketing extension.
Q:
What are the steps of the business-to-business buying process?
Q:
Purchase terms following the selection of a vendor are often only a formality because, in most cases, the agreement has been worked out during the selection process.
Q:
When selection criteria are used in the vendor selection decision, the most common criteria includes quality delivery, performance history, warranties, facilities and capacity, geographic location, and technical capability.
Q:
The goal of a vendor audit is to evaluate potential suppliers in terms of cost and quality of merchandise.
Q:
Vendor evaluation consists of an initial screening of proposals followed by a vendor audit of those who pass the initial screening.
Q:
Johnson Instrument Company is looking at various vendors to supply electrical materials involved in building their instruments. The first step in evaluating vendors would be to conduct a vendor audit.
Q:
In a new task purchase situation, potential vendors are often involved in helping the buyer develop clear specifications of what is needed.
Q:
In a modified rebuy situation, once a need has been recognized buyers will skip intervening steps in the business-to-business buying process and go directly to making a purchase.
Q:
Derived demand is based on, linked to, or generated by the production of raw materials within a country.
Q:
In a new buy situation, one or more steps of the business-to-business buying process is typically eliminated.
Q:
In new task purchasing situations, members of the buying center tend to go through all of the steps of the business-to-business buying process.
Q:
In the business-to-business arena, the post-purchase phase is critical because:
A) businesses are more critical of quality than are consumers.
B) of the high cost involved in purchase decisions.
C) of the critical importance of supplying a continual supply of a product.
D) a positive evaluation may result in a straight rebuy situation or an advantage in a modified rebuy situation.
Q:
Once a firm has carefully studied all of the vendors, bids have been considered, and the vendor audit has been conducted, the next step in the business-to-business buying process is:
A) the vendor screening.
B) vendor selection.
C) negotiation of purchase terms.
D) postpurchase evaluation.
Q:
In the business-to-business buying process evaluation of vendors normally occurs at two levels. The second level is:
A) a vendor audit.
B) an initial screening of proposals.
C) a sharing of vendor audit information.
D) vendor identification.
Q:
An audit team is utilized in which stage of the business-to-business buying process?
A) Identification of vendors
B) Vendor evaluation
C) Vendor selection
D) Negotiating of terms
Q:
In the business-to-business buying process, the vendor audit would occur in which stage?
A) Establishment of specifications
B) Vendor identification
C) Vendor selection
D) Vendor evaluation
Q:
When the buying center members find out that leasing a fleet from one car rental company holds the advantage of a better repair service contract than other companies provide, they are in which stage of the business-to-business buying process?
A) Identification of vendor
B) Establishment of specifications
C) Vendor selection
D) Vendor evaluation
Q:
In the "establishing specifications" step of the business-to-business purchasing process, for a modified rebuy situation, specifications are:
A) examined to ensure that they are current and still meet the company's needs.
B) never examined.
C) developed by the users of the product.
D) developed with the assistance of the vendors bidding on the contract.
Q:
When members of the buying center agree to consider IBM, Dell, and Hewlett-Packard in purchasing new computers because they are the firms that expressed interest, which stage of the business-to-business buying process is taking place?
A) Vendor selection
B) Identification of alternatives
C) Identification of vendors
D) Vendor evaluation
Q:
When a firm's buying center agrees that defect rates for a purchased component part should be less than .01% of items received, the team is:
A) identifying needs.
B) establishing specifications.
C) evaluating vendors.
D) negotiating purchase terms.
Q:
The linkage between the demand for automobile tires and sales of automobiles is an example of ________ demand.
A) derived
B) business
C) joint
D) fabricated
Q:
Derived demand is demand:
A) from consumers for new goods and services.
B) from manufacturers to find new customers.
C) linked to the production and sale of some other item.
D) as specified by governmental orders.
Q:
In the business-to-business buying process, the first step is:
A) identification of a need.
B) establishment of specifications.
C) identification of alternatives.
D) appointing a committee.
Q:
What are the three categories of business-to-business purchase decisions? Define each one.
Q:
Typically, a new task purchasing situation involves the most members of the buying center and takes the greatest amount of time to complete.
Q:
A new task purchase is the easiest, because new specifications will be developed.
Q:
If bids are taken at the end of each year's contractual agreement with a company's vendors, then each time the company engages in this activity, it is considered a straight rebuy purchase.
Q:
A new task purchase situation exists when a new, potential vendor offers a company what is perceived to be a better buy than the company is getting now from its current vendor.
Q:
A modified rebuy may occur when someone in the buying center believes the current vendor should be reevaluated.
Q:
The straight rebuy is normally a routine process involving only a few members of the buying center and may even be carried out electronically with little human involvement.
Q:
A modified rebuy is a reorder from the same vendor.
Q:
Kimberly-Clark is going to place an additional order for plastic from its current vendor because of a larger order from a customer for products Kimberly-Clark manufacturers. The additional order for plastic would be a:
A) straight rebuy purchase.
B) modified rebuy purchase.
C) new task purchase.
D) strategic buy.
Q:
Which takes the most time to complete and typically involves the highest number of people in the buying process?
A) Straight rebuy
B) Modified rebuy
C) New task purchase
D) Identifying a need
Q:
A new task purchasing decision involves:
A) re-ordering from the same vendor.
B) ordering new materials from the same vendor.
C) requesting bids from multiple vendors since the contractual period with the current vendor has expired.
D) buying an expensive good or service for the first time.
Q:
A company has reached the end of a contractual agreement with a vendor and wants to open it up for bid again before signing a new contract. This type of purchase situation is a:
A) straight rebuy.
B) modified rebuy.
C) new task purchase.
D) joint demand purchase.
Q:
If a potential vendor offers what is perceived by a member of the buying center to be a better buy, the company may want to revisit the purchase decision. This type of situation is typically a:
A) straight rebuy.
B) modified rebuy.
C) new task purchase.
D) joint demand purchase.
Q:
A company that buys a product but only has limited or infrequent experience with that product will be involved in a:
A) straight rebuy.
B) modified rebuy.
C) new task purchase.
D) joint demand purchase.
Q:
A modified rebuy is most likely to occur when:
A) the company becomes dissatisfied with a vendor and wants to examine new options.
B) re-ordering raw materials from the same vendor.
C) buying a new computer system.
D) purchasing a new building for an expansion project.
Q:
A modified rebuy purchase decision occurs in each of the following situations except:
A) when the firm has previously chosen a vendor and intends to place a reorder.
B) when a company is dissatisfied with their current vendor and wants to consider new options.
C) when a new company makes an offer that appears to be more attractive than what is currently being supplied by their current vendor.
D) at the end of a contractual relationship and the company wants to evaluate competitive bids.
Q:
No evaluation of vendor alternatives or information takes place in which buying situation?
A) Modified rebuy
B) Straight rebuy
C) New task
D) High-involvement
Q:
A straight rebuy purchase decision occurs:
A) when the firm has previously chosen a vendor and intends to place a reorder.
B) when a company is dissatisfied with their current vendor and wants to consider new options.
C) when a new company makes an offer that appears to be more attractive than what is currently being supplied by the current vendor.
D) at the end of a contractual relationship and the company wants to evaluate competitive bids.
Q:
The purchase decision that requires the least effort and is often made quickly is a(n):
A) straight rebuy.
B) modified rebuy.
C) new task.
D) accelerated buy.
Q:
An example of a straight rebuy would be:
A) re-ordering raw materials from the same vendor.
B) buying materials from a new vendor.
C) seeking bids from a new vendor because of dissatisfaction with the current supplier.
D) purchasing a new building for an expansion project.
Q:
What individual factors affect members of the buying center?
Q:
Name and describe the members of a business buying center.