Marketing Management营销管理习题及答案（中）参考.doc

Chapter 7: Analyzing Business Markets GENERAL CONCEPT QUESTIONS Multiple Choice To create and capture value, sellers need to understand business organizations’ needs, resources, policies, and ________. demands protocols strategies buying procedures personnel policies Answer: d Page: 209 Level of difficulty: Easy Webster and Wind define ________ as 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. marketing channels organizational buying demand-oriented buying purchasing inventory control Answer: b Page: 210 Level of difficulty: Medium 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. business market consumer market e-commerce market global market supplier market Answer: a Page: 210 Level of difficulty: Medium Business markets have several characteristics that contrast sharply with those of consumer markets. All of the following would be among those characteristics EXCEPT ________. fewer, larger buyers close supplier-customer relationship professional purchasing inverted demand multiple sales calls Answer: d Pages: 210–211 Level of difficulty: Hard All of the following would be among the major industries that make up the business market EXCEPT ________. agriculture, forestry, and fisheries manufacturing construction banking, finance, and insurance the Internet Answer: e Page: 210 Level of difficulty: hard Trained purchasing agents, who must follow their organization’s ________, often purchase business goods. culture past purchasing history purchasing policies, constraints, and requirements needs financial budgets Answer: c Page: 211 Level of difficulty: Medium Ultimately, the amount of steel sold to General Motors depends on the consumer’s demand for GM cars and trucks. From the standpoint