________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice. (Points 5) Conceptualization

Question 1. 1.Research has found that buyer-suppler relationships differed according to four factors. Which of the following would NOT be among those factors? (Points: 5)
Importance of supply
Complexity of supply
Availability of alternatives
Supply market dynamism
Demand market conservatism
Question 2. 2. According to the VALS segmentation system are successful, sophisticated, active, “”take-charge people with high self-esteem. Their purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services. (Points: 5)
innovators
thinkers
achievers
experiencers
believers
Question 3. 3.________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice. (Points 5)
Consumptionization
Viral marketing
Virtual marketing
Regionalization
Customerization
Question 4. 4.The business buyer faces many decisions in making a purchase. The number of decisions depends on the buying situation. All of the following contribute to the number of decisions required EXCEPT the ________. (Points: 5)
complexity of the problem being solved
newness of the buying requirement
number of people involved
applicability of situation to mission statement time
required
Question 5. 5.If Ampex Support Systems is the single supplier for a local manufacturing company’s MRO (maintenance, repair operating) supplies and needs, Ampex Support Systems is considered as providing ________ for the manufacturer. (Points: 5)
systems buying
purchasing support
turnkey logistics
decision support
systems contracting
Question 6. 6.Webster cautions that ultimately make purchasing decisions. (Points: 5)
only senior managers
individuals, not organizations
organizations, not individuals
third parties
systems contractors
Question 7. 7.A marketer interested in segmenting a business market based on ________ intends to eventually segment the market based on power structure and purchasing criteria. (Points: 5)
situational factors
purchasing approaches
personal characteristics
operating variables
demographic variables
Question 8. 8.Those who favor localized marketing see national advertising as wasteful because ________. (Points: 5)
it gets too up close and personal with
consumers it
drives up manufacturing and marketing costs by reducing economies of scale it
magnifies logistical problems it
fails to address local needs

All of the above
Question 9. 9.Moving into e-procurement has many benefits. Which of the following would not be among those benefits? (Points: 5)
Aggregating purchasing across departments gains larger volume discounts.
Aggregating purchasing gains centrally negotiated volume discounts.
There is less buying of substandard goods from suppliers not on the approved list.

A smaller purchasing staff is required.
Purchasing gains a significant leverage with top management because of its management team.
Question 10. 10.In evaluating different market segments the firm must look at two factors: the segment’s overall attractiveness and ________. (Points: 5)
company’s objectives and resources

The product to be sold the
purchasing process
competition’s strategies

The global nature of the product
Question 11. 11.Which of the following methods may be used by buyers to review the performance of chosen suppliers? (Points 5)
The buyer may contact the end users and ask for their evaluations.

The buyer may rate the supplier on several criteria using a weighted-score method.

The buyer might aggregate the cost of poor performance to come up with adjusted
costs of purchase, including price.

All of the above
None of the above
Question 12. 12. A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would most likely be used by the marketer to assist with the task? (Points: 5)
Demographic variables
Purchasing approaches
Situational factors
Personal characteristics
Operating variables
Question 13. 13. If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern. (Points: 5)
homogeneous
heterogeneous
diffused
clustered
scattered
Question 14. 14.A marketer is interested in segmenting a business market on ________ if the marketer intends to eventually segment the market based on loyalty and attitudes toward risk. (Points: 5)
situational factors
purchasing approaches
personal characteristics
operating variables
demographic variables
Question 15. 15.In the past, what position did purchasing departments hold in the management hierarchy of most organizations? (Points: 5)
A high level because of their role inmanaging the company’s costs

A moderate level because of their spotty record on controlling costs

A low level despite managing more than half of the company’s costs

A secretive position
There has been no determination of this position.
Question 16. 16.The purchasing department buys office supplies on a routine basis. This type of purchase is classified as a (Points: 5)
straight rebuy
modified rebuy new
task
secondary purchase
preordained purchase
Question 17. 17.Marketers usually identify niches by (Points: 5)
dividing a segment into subsegments
conducting VALS tests
allowing consumers to gravitate toward product brands
examining the demographics section of the handbook of Marketing
producing products that can be used in a variety of ways
Question 18. 18. In the proposal solicitation process should be marketing documents that describe value and benefits in customer terms. (Points: 5)
written proposals
oral proposals
e-proposals
alliance proposals
global proposals
Question 19. 19.If a market is segmented according to light, medium, and heavy product users, the marketer segmenting this market is using the ________ as the means to segment. (Points: 5)
user status
usage rate
buyer-readiness stage
occasion
benefit
Question 20. 20.A supplier signs an agreement with a customer that states $350,000 in savings will be earned by the customer over the next 18 months in an exchange for a tenfold increase in the customer’s share of supplies ordered by the customer. This is an example of ________. (Points: 5)
solution selling
consultative selling
risk and gain sharing
strategic alignment
demand shifting

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