科特勒市场营销第六章习题与答案

Chapter 6 Business Markets and Business Buyer Behavior1) Business buying behavior refers to the buying behavior of organizations that buy all of the following EXCEPT ________。

A) products for use in production of other productsB) services for use in production of other servicesC） products purchased to resell to othersD) products purchased to rent to othersE) products purchased for personal consumptionAnswer: EDiff： 1 Page Ref： 168Skill: ConceptObjective: 6-12) In one way or another， most large companies sell to ________。

A） consumersB) other organizationsC) employeesD) not—for—profit companiesE) the service sectorAnswer: BDiff: 2 Page Ref： 168Skill: ConceptObjective: 6—13) Which of the following is NOT a way that business and consumer markets differ？A) market structure and demandB) nature of the buying unitC) satisfaction of needs through purchasesD) types of decisionsE） decision processesAnswer: CDiff： 3 Page Ref: 169Skill： ConceptObjective： 6-14） There are many sets of ________ purchases made for each set of ________ purchases.A) consumer； businessB) tangible; intangibleC） service; productD) business; consumerE） product； serviceAnswer: DDiff: 2 Page Ref： 168Skill： Concept Objective: 6-15) Which of the following is true about business marketers in comparison to consumer marketers? A） They deal with far fewer but far larger buyers.B) They deal with far more but far small buyers.C) They deal with a more elastic market。

D) They deal with fewer demands in fluctuation.E） They deal with the same decision buying process。

Answer: ADiff: 2 Page Ref： 169Skill: ConceptObjective： 6—16) In a typical organization, buying activity consists of two major parts： the buying ________ and the buying ________.A） committee; timeB） time; reorder pointC） economic order quantity; reorder pointD) center; decision processE） deciders； influencersAnswer： DDiff： 3 Page Ref： 172Skill: ConceptObjective： 6—27） The buying center and the buying decision process are affected by all of the following factors EXCEPT ________。

A） internal organization factorsB） interpersonal factorsC) individual factorsD) external environmental factorsE) self-concept factorsAnswer： EDiff: 2 Page Ref: 172Skill: ConceptObjective： 6—28） The decision-making unit of a buying organization is called the ________。

A） business buyerB） buying centerC) buying systemD) business-to—business marketE） supplier—development centerAnswer： BDiff： 1 Page Ref: 174Skill: ConceptObjective: 6—29） A ________ consists of the actual users of products， those who control buying information, those who influence the decisions， those who do the actual buying, and those who make the buying decisions。

A） supplier development teamB) cross—functional teamC) buying centerD） quality management centerE） partnership management teamAnswer： CDiff： 2 Page Ref: 174Skill： ConceptObjective: 6—210） A(n） ________ controls the flow of information to others in the buying center.A） userB） influencerC） buyerD) gatekeeperE) deciderAnswer: DDiff: 1 Page Ref: 174AACSB： CommunicationSkill： ConceptObjective： 6-211) A buying center is not a fixed, formally identified， unit within an organization, but rather a set of ________ assumed by different people for different purchases.A） budgetary limitsB） informal job titlesC) buying rolesD） status rolesE） marketing positionsAnswer： CDiff: 3 Page Ref: 174Skill： ConceptObjective： 6-212) Which of the following is NOT included in the decision—making unit of a buying organization？A） individuals who use the product or serviceB) individuals who influence the buying decisionC） individuals who make the buying decisionD) individuals who supply the productE) individuals who control buying informationAnswer： DDiff： 2 Page Ref: 174Skill: ConceptObjective： 6-213） The major influences on the buying process at General Aeronautics include company policies and systems, technological change， and economic developments。

The types of influences on the buying process in this scenario are most accurately categorized as ________ and ________。

A) individual; environmentalB） organizational； interpersonalC) individual； organizationalD) environmental； interpersonalE) organizational； environmentalAnswer： EDiff： 3 Page Ref: 176Skill: ConceptObjective： 6-214） Which of the following types of factors influencing members of a buying center are typically the most difficult for marketers to assess?A) economicB） technologicalC） interpersonalD） organizationalE) politicalAnswer： CDiff: 3 Page Ref: 176Skill： ConceptObjective: 6-215） Policies， procedures， and systems are all examples of ________ influences on business buyer behavior。