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.
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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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