1.

Marsha is normally a very frugal consumer, especially when she is shopping for
herself. However, when it comes to buying for her children, Marsha will typically
spare no expense. In this particular case, which of the following influences has the
most impact on Marsha’s buying decisions?

a) Decision-making complexity
b) Social influences
c) Situational influences
d) Cultural influences
e) Individual influences

2. Each of the following represents a unique characteristic of the business buying

Process except:
a) Groups of people, rather than individuals, often make purchase decisions.
b) Business buyers must be keenly aware of both hard and soft costs.
c) Business buyers often have an easier time identifying their needs as
compared
to consumers.
d) Business buyers often specify general product needs early on in the
process, then refine these specifications as vendors are identified and
qualified.
e) Business purchasing is often characterized by reciprocity where each firm
buys products from the other.

3. IBM utilized the RONIN Corporation to conduct a tracking study of its S/390
customers. Respondents indicated they had no plans for future equipment
acquisitions from IBM, problems with maintenance, and low customer
satisfaction. These findings were the result of _____.

a) problem solving research

b) distribution research
c) problem identification research
d) marketing information systems

4. When IBM utilized the RONIN Corporation for its tracking study, they found
they had low ratings on maintenance service. Further investigation revealed that
customer expectations had increased. Therefore, IBM raised its service standards.
The higher service standards were the result of _____.

a) problem solving research

a) distribution research
b) problem identification research
c) marketing information systems