MKT101 TUTORIAL 5 (CHAPTERS 5 & 6)

True or False
1. Consumers can easily explain what influences their purchases. F
2. A person's occupation has no effect on the goods and services that she buys. F
3. A brand personality is the specific mix of human traits that may be attributed T
to a particular brand.
4. Habitual buying behavior involves consumers searching extensively for F
information about brands and evaluating brand characteristics.
5. The business marketer normally deals with far fewer but far larger buyers than T
the consumer marketer does.
6. The newer the buying task, and the more complex and costly the item, the F
lesser the amount of time the buyer will spend searching for suppliers.
7. All business buying decisions follow all steps of the business buying process. F
8. The government market consists of schools, hospitals, nursing homes, prisons, F
and other institutions that provide goods and services to people in their care.

Multiple Choice Questions

1. Marketing stimuli include which of the following?
A) economic stimuli
B) price stimuli
C) technological stimuli
D) social stimuli
E) cultural stimuli

2. Which of the following statements is true of social classes?

A) Social classes are society's temporary divisions.
B) Members of a social class have unique and distinct values, interests, and behaviors.
C) People within a social class tend to exhibit similar buying behavior.
D) Income is the single factor that determines social class.
E) Social classes universally exhibit identical product and brand preferences.

3. Which of the following is characteristic of online social networks?

A) use of one-way communication techniques
B) negligible adoption rates
C) guaranteed positive results
D) easy methods to measure results
E) interactive media content

4. ________ traditionally has been considered the main purchasing agent for the family in
the areas of food, household products, and clothing, although this is changing as more work
outside the home.
A) A teenager
B) The husband
C) The wife
D) The couple together
E) The parent
5. People cannot focus on all of the stimuli that surround them each day. A person's
tendency to screen out most of the information is called ________.
A) subliminal retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive inertia

6. Which of the following is NOT part of the business market?

A) Kruger Group sells interior security systems to resorts.
B) A country club buys safety equipment for its swimming pool.
C) Maria Theresa shops for her family's groceries at the local Whole Foods store.
D) A firm buys laptops from Dell for company salespeople to use when traveling.
E) Airmark sells a vinyl printing press to a manufacturer of plastic storage containers.

7. Which of the following is most likely true about a straight rebuy?

A) Suppliers are not required to focus on quality of products or services delivered.
B) A straight rebuy is far more complex than a new-task situation.
C) A straight rebuy is handled on a routine basis by the purchase department.
D) A straight rebuy occurs only when a buyer wants to pinpoint and procure the best
deal in the market.
E) A straight rebuy involves more opportunities for "out" buyers than do other types of
purchasing situations.

8. Solutions selling ________.

A) is often a key business marketing strategy for winning and holding accounts
B) refers to a business buying situation in which the buyer purchases a product or
service for the first time
C) refers to a business buying situation in which the buyer wants to modify product
specifications, prices, terms, or suppliers
D) is equivalent to cold calling
E) refers to a business buying situation in which the buyer routinely reorders something
without any modifications

9. A(n) ________ controls the flow of information to others in the buying center.
A) user
B) influencer
C) buyer
D) decider
E) gatekeeper

10. Factors such as a firm's objectives, procedures, and systems are examples of ________
influences on the business buyer behavior.
A) political
B) interpersonal
C) technological
D) organizational
E) cultural
11. Which of the following is true with regard to e-procurement?
A) E-procurement has significantly declined in recent years.
B) Typically, business marketers do not favor e-procurement as it offers them little benefit.
C) E-procurement has been widely practiced since the 1950s.
D) E-procurement adds to existing inefficiencies in the supply chain.
E) E-procurement hastens order processing and delivery.

12. All of the following are difficulties associated with selling to government buyers
EXCEPT ________.
A) excessive paperwork
B) bureaucracy
C) strict regulations
D) high advertising costs
E) decision-making delays

Essay Questions
1. A consumer's behavior is influenced by social factors, such as the consumer's small groups,
family, and social roles and status. Explain the differences among these social factors.
2. Distinguish between business markets and consumer markets.
3. What are the major characteristics of government markets?
4. Describe the major types of buying situations.