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1. Which of the following is NOT an
example of an organizational buyer?
A) a woman buying cookware to sell to her
friends and neighbors.
B) a sales rep buying a new necktie to make
a good impression.
C) a wholesaler buying a delivery truck.
D) a government buyer purchasing a new desk
for the mayor’s office.
E) None of the above is a good example.

2. Buying specialists for organizations
are commonly called:
A) vendor agents.
B) value analysts.
C) purchasing managers.
D) consumer buyers.
E) supply agents.

3. Regarding organizational buying, the
people who have the power to select or approve
the supplier–especially for larger purchases–are called:

A) deciders.
B) buyers.
C) gatekeepers.
D) users.
E) influencers.

4. A “buying center”
A) refers to all the purchasing agents in a
large firm.
B) is usually identified on a firm’s
organization chart.
C) is usually controlled by the purchasing
manager.
D) is usually located in major wholesale
markets.
E) may vary from purchase to purchase.

5. Purchasing managers
A) always buy from the lowest price
supplier.
B) may be willing to pay more to reduce
personal risk.
C) are
usually the last ones a salesperson sees, after the order has been approved by
the gatekeepers.
D) are, in general, not very well educated.

E) None of the above is true.

6. Bart Peterson, purchasing agent for
Boswell Plastic Industries, routinely signs purchase orders for office supplies
without further consideration. At
Boswell, purchases of office supplies are

A) a necessity.
B) Somewhat Insignificant Commodity (SIC)
items.
C) swayed by reciprocity.
D) a straight rebuy.
E) a modified rebuy.

7. Organizational buying based on a
written (or verbal) description of a product is called ______________ buying.

A) reciprocity
B) negotiated contract
C) description
D) inspection
E) sampling

8. Cumming’s Steel, a
producer, regularly uses a specific railroad to ship its products, since that
railroad buys most of the steel for its replacement track from Cumming’s.

A) In this case, the railroad is a part of
the buying center.
B) This is illegal and should be stopped
immediately.
C) Reciprocity appears to be involved here.

D) All of the above are true.
E) None of the above is true.

9. U.S. manufacturers:

A) all employ many workers.
B) are evenly spread throughout the
country.
C) tend to concentrate by industry.
D) do not locate close to competitors.
E) Both C and D.

10. “Open to buy”

A) refers to the
business hours when the retail buyer is available for sales reps.
B) means that a retail
buyer still has budgeted funds to spend during the current period.
C) refers to retail
buyers who have shelf space available for new products.
D) means that “new-task” buying
is likely.
E) means that a retail buyer is in the
market looking for “good buys.”

11. The Foreign Corrupt Practices Act:

A) allows small
“grease money” payments if they are customary in that country.
B) does not hold a
manager responsible if a foreign agent secretly pays a bribe.
C) allows U.S. firms to pay bribes to
foreign officials.
D) all of the above.
E) only A and B above.

12. A ______________ is
an organized way of continually gathering and analyzing data to get information
to help marketing managers make decisions.

A) marketing model
B) marketing research project
C) marketing research department
D) marketing logistics system
E) marketing information system

13. Procedures to
gather and analyze new information to help marketing managers make decisions
are called:

A) statistical techniques.
B) operational planning.
C) strategy planning.
D) sample building units (SBUs).
E) marketing research.

14. Educated guesses
about the relationships between things or about what will happen in the future
are:

A) laws.
B) “facts.”
C) hypotheses.
D) theories.
E) None of the above.

15. The first thing a
marketing manager should do if one of his firm’s products drops in sales volume
is:

A) define the problem.
B) set research priorities.
C) do a situation analysis.
D) interview representative customers.
E) conduct a survey to see what is wrong.

16. The most difficult step in the marketing
research process is:

A) interpreting the data.
B) defining the problem.
C) gathering primary data.
D) gathering secondary data.
E) both A and C.

17. Which of the
following statements concerning secondary data is correct?

A) Secondary data is only available within
the firm.
B) Secondary data was originally collected
for some other purpose.
C) Secondary data usually takes longer to
obtain than primary data.
D) All of the above are correct.
E) None of the above are correct.

18. Which of the following would NOT be a
source of primary data?
A) Market tests
B) Focus groups
C) Observation studies
D) Surveys
E) The Wall Street Journal

19. “Qualitative research” involves:

A) questioning to obtain in-depth
open-ended responses.
B) “yes-no” questionnaires.
C) studying secondary data.
D) talks with the firm’s own managers.
E) None of the above.

20. An interview with 6
to 10 people in an informal group setting is called a(an):

A) focus group interview.
B) observation interview.
C) quantitative research interview.
D) informal investigation.
E) secondary interview.

21. Quantitative marketing research

A) can use a large, representative sample.
B) data can be collected by mail,
telephone, or personal interviews.
C) makes it easier for the research analyst
to summarize answers.
D) usually makes it
easier and faster for respondents to answer the questions (compared to
qualitative research).
E) All of the above are true.

22. Marketing research
which seeks structured responses that can be summarized is called:

A) quantitative research.
B) qualitative research.
C) situation analysis research.
D) open-ended research.
E) focus group research.

23. Information is
obtained on a continuing basis from the same respondents using a:

A) consumer panel.
B) responder group.
C) consumer experiment.
D) statistical package.
E) contributor group.

24. The total group a survey researcher is
interested in is called the:

A) sample.
B) study group.
C) representative group.
D) population.
E) None of the above.

25. The part of the
relevant population that is surveyed by a researcher is called the:

A) the focal group.
B) target population.
C) sample.
D) research group.
E) representative group.

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