Marketing 12Th Edition Kerin Test Bank Full Chapter PDF

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Chapter 06 - Master Test Bank
CHAPTER 6: MASTER TEST BANK

UNDERSTANDING ORGANIZATIONS AS CUSTOMERS
Test Item Table by Major Section of the Chapter and Bloom’s Level of Learning
Bloom’s Level of Learning (LL)

Major Section Level 1 Level 2 Level 3
of the Chapter Knowledge Comprehension Application
(Knows Basic (Understands Concepts (Applies
Terms & Facts) & Principles) Principles)
Chapter Opener: 1 2, 3, 4, 5
JCPenney
(pp. 138-139)
The Nature and 6, 7, 8, 9, 10, 17, 18, 11, 12, 13, 14, 15, 19, 20, 21, 22, 16, 26, 27, 28, 29,
Size of 30, 31, 37 23, 24, 25, 42 32, 33, 34, 35, 36,
Organizational 271 38, 39, 40, 41, 43,
Markets 44
(pp. 140-141)
Measuring 45, 46, 47, 48, 49 50, 51, 52, 53, 54, 55, 56, 57, 58, 65, 66, 67
Domestic and 272 59, 60, 61, 62, 63, 64
Global Industrial, 273
Reseller, and
Government
Markets
(pp. 141-142)
Characteristics of 75, 76, 77, 96, 97, 107, 68, 69, 70, 71, 72, 73, 74, 86, 87, 78, 79, 80, 81, 82,
Organizational 108, 112, 113, 120, 88, 89, 90, 91, 92, 94, 95, 98, 99, 83, 84, 85, 93, 106,
Buying 121, 127, 128, 129, 100, 101, 102, 103, 104, 105, 109, 111, 119, 125, 126,
(pp. 143-149) 131, 135, 140, 141, 110, 114, 115, 116, 117, 118, 122, 133, 134, 139, 148,
142, 143, 144, 150, 123, 124, 130, 132, 136, 137, 138, 149, 153, 154, 157,
152, 155, 156, 158, 145, 146, 147, 151, 177, 178, 179, 160, 161, 165, 167,
159, 162, 163, 164, 180, 181, 182, 183, 184, 187, 188, 168, 169, 170, 171,
166, 172, 173, 174, 193, 194, 195, 199, 200, 201 185, 189, 190, 196,
175, 176, 186, 191, 192 274, 275, 276 197, 198
277 278, 279
Charting the 202, 203, 207, 209, 204, 205, 206, 208, 211, 215, 212, 213, 229, 237
Organizational 210, 214, 216, 219, 217, 218, 220, 221, 222, 223,
Buying Process 224, 225, 230, 233 226, 227, 228, 231, 232, 234,
(pp. 149-152) 280, 281 235, 236
Online Buying in 240, 241, 242, 243, 238, 239, 244, 245, 246, 247, 250
Organizational 251, 253, 254, 259, 260 248, 249, 252, 255, 256, 257,
Markets 283 258, 261, 262, 263, 264, 265, 266
(pp. 153-155) 282
Video Case 6: Trek 267, 268, 269, 270
(pp. 157-159)
NOTE: Bold numbers indicate short essay questions. Underlined numbers indicate visually enhanced questions.
6-1
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.

Test Item Table by Learning Objective and Bloom’s Level of Learning
Bloom’s Level of Learning (LL)

Level 1 Level 2 Level 3
Learning Objective
Knowledge Comprehension Application
(LO) (Knows Basic (Understands (Applies
Terms & Facts) Concepts & Principles)
Principles)
LO 6-1 Distinguish among 1, 6, 7, 8, 9, 10, 17, 11, 12, 13, 14, 15, 19, 20, 16, 26, 27, 28, 29, 32,
industrial, reseller, 18, 30, 31, 37, 45, 21, 22, 23, 24, 25, 42, 50, 33, 34, 35, 36, 38, 39,
and government 46, 47, 48, 49 51, 52, 53, 54, 55, 56, 57, 40, 41, 43, 44, 65, 66,
organizational 272 58, 59, 60, 61, 62, 63, 64, 67
267
markets.
271, 273
(pp. 106-108)
LO 6-2 Describe the key 75, 76, 77, 96, 97, 2, 3, 4, 68, 69, 70, 71, 72, 78, 79, 80, 81, 82, 83,
characteristics of 107, 108, 112, 113, 73, 74, 86, 87, 88, 89, 90, 84, 85, 93, 106, 111,
organizational 120, 121, 128, 129, 91, 92, 94, 95, 98, 99, 119, 125, 126, 127,
buying that make 131, 135 100, 101, 102, 103, 104, 133, 134, 139
105, 109, 110, 114, 115,
it different from
116, 117, 118, 122, 123,
consumer buying. 124, 130, 132, 136, 137,
(pp. 108-113) 138, 268
274, 275
LO 6-3 Explain how 140, 141, 142, 143, 5, 145, 146, 147, 151, 148, 149, 153, 154,
buying centers and 144, 150, 152, 155, 177, 178, 179, 180, 181, 157, 160, 161, 165,
buying situations 156, 158, 159, 162, 182, 183, 184, 187, 188, 167, 168, 169, 170,
influence 163, 164, 166, 172, 193, 194, 195, 199, 200, 171, 185, 189, 190,
173, 174, 175, 176, 201, 204, 205, 206, 208, 196, 197, 198, 212,
organizational
186, 191, 192, 202, 211, 215, 217, 218, 220, 213, 229, 237
purchasing. 203, 207, 209, 210, 221, 222, 223, 226, 227, 278, 279
(pp. 113-115) 214, 216, 219, 224, 228, 231, 232, 234, 235,
225, 230, 233 236, 269, 270
277, 280, 281 276
LO 6-4 Recognize the 240, 241, 242, 243, 238, 239, 244, 245, 246, 250
importance and 251, 253, 254, 259, 247, 248, 249, 252, 253,
nature of online 260 255, 256, 257, 258, 261,
buying in 283 262, 263, 264, 265, 266
industrial, reseller, 282
and government
organizational
markets.
(pp. 116-118)
NOTE: Bold numbers indicate short essay questions. Underlined numbers indicate visually enhanced questions.
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Education.

MULTIPLE CHOICE QUESTIONS
6-1 CHAPTER OPENER: JCPENNEY KNOWLEDGE
According to the textbook, JCPenney buys paper for which of the following medium(a)?
a. in-store signage
b. special advertising inserts in magazines such as Cosmopolitan
c. newspaper inserts and direct mail pieces
d. annual and 10K reports
e. point-of-purchase displays
Answer: c Page(s): 138 LO: 6-1 AACSB: Analytic QD: Easy

Rationale: JCPenney buys paper for use in its newspaper inserts and direct mail pieces.
6-2 CHAPTER OPENER: JCPENNEY COMPREHENSION
The size and number of JCPenney direct mail pieces like catalogs that are designed and mailed to
consumers would determine how much paper JCPenney needs to buy. This is an example of
__________.
a. derived demand
b. reciprocity
c. a tying agreement
d. derived supply
e. elastic supply
Answer: a Page(s): 143 LO: 6-2 AACSB: Analytic QD: Medium

Rationale: Derived demand means that the demand for industrial products and services (the
paper for JCPenney catalogs) is driven by, or derived from, demand for consumer products and
services (the demand for direct mail pieces like JCPenney catalogs, which is determined by the
size—number of pages—and number of JCPenney catalogs produced and mailed).
When JCPenney buys paper, it considers suppliers’ forest management and other sustainability
practices. For JCPenney, these are important
a. profit responsibilities.
b. organizational buying criteria.
c. ecological mandates.
d. legal authorities.
e. buying center roles.
Answer: b Page(s): 144-145 LO: 6-2 AACSB: Analytic QD: Medium
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Education.
Rationale: Organizational buying criteria are the objective attributes of the supplier’s products
and services and the capabilities of the supplier itself. These criteria serve the same purpose as
the evaluative criteria used by consumers and described in Chapter 5.
Kim Nagele, the senior sourcing manager at JCPenney, purchases tons of publication paper
annually at a cost of hundreds of millions of dollars. As described and inferred in the textbook,
Mr. Nagele performs all of the following roles in the JCPenney buying center EXCEPT:
a. user
b. gatekeeper
c. influencer
d. buyer
e. decider

Rationale: As senior sourcing manager at JCPenney, Kim Nagele assumes (1) the influencer
role, helping to define the specifications of the paper that is bought; (2) the buyer role, having the
formal authority and responsibility to select the supplier and negotiate the terms of the contract;
(3) the decider role, having the formal power to select and/or approve the supplier that receives
the contract given the dollar value involved; and (4) the gatekeeper role, controlling, to some
degree, the flow of information within the buying center—purchasing, marketing production and
support, and senior JCPenney marketing personnel. Kim Nagele would NOT assume the user
role for the paper.
JCPenney looks at several capabilities when selecting a paper supplier. These organizational
buying criteria include on-time delivery, the availability, quality and quantity of selected grades
of paper, the firm’s forestry management and sustainable practices, and price. This examination
would be done during the __________ stage of the organizational buying decision process.
a. procurement analysis
b. break-even analysis
c. purchase decision
d. information search
e. alternative evaluation
Answer: e Page(s): 150-151 LO: 6-3 AACSB: Analytic QD: Medium

Rationale: JCPenney looks at several capabilities when selecting a paper supplier. These
organizational buying criteria include on-time delivery, the availability, quality and quantity of
selected grades of paper, the firm’s forestry management and sustainable practices, and price.
This examination would be done during the alternative evaluation stage of the organizational
buying decision process.
6-6 BUSINESS MARKETING KNOWLEDGE
The marketing of goods and services to companies, governments, or not-for-profit organizations

for use in the creation of goods and services that they can produce and market to others, is
referred to as __________.
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Education.
a. integrated marketing
b. institutional marketing
c. business marketing
d. reseller marketing
e. organizational marketing

Rationale: Key term definition—business marketing.
Business marketing refers to

a. the marketing of goods to companies, governments, or ultimate consumers for use in the
creation of goods and services.
b. the marketing of products and services to not-for-profit organizations at a reduced fee or
nominal cost for use in the creation of goods and services that they can produce and market to
others.
c. the marketing of goods and services to companies, governments, or not-for-profit
organizations for use in the creation of goods and services that they can produce and market
to others.
d. the marketing of services in the area of intellectual property such as legal, financial, or
creative consulting.
e. the marketing of an idea to create interest or generate goodwill, not just for an individual
brand but also for an entire industry or product class.

Rationale: Key term definition—business marketing.
A business market is also referred to as

a. a transactional market.
b. a corporate market.
c. organizational buyers.
d. a reseller market.
e. an industrial market.
Answer: e Page(s): 140 LO: 6-1 AACSB: Analytic QD: Easy

Rationale: Key term definition—business marketing. There are about 7.5 million firms in the
industrial, or business, market.
6-9 ORGANIZATIONAL BUYERS KNOWLEDGE
Manufacturers, wholesalers, retailers, and government agencies that buy goods and services for
their own use or for resale are referred to as
a. multinational buyers.
b. resellers.
c. organizational buyers.
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d. ultimate consumers.
e. institutional buyers.

Rationale: Key term definition—organizational buyers.
6-10 ORGANIZATIONAL BUYERS KNOWLEDGE
Organizational buyers refer to

a. manufacturers, wholesalers, retailers, and government agencies that buy goods and services
exclusively for resale.
b. manufacturers, wholesalers, retailers, and government agencies that buy goods and services
for their own use or for resale.
c. manufacturers, wholesalers, retailers, and government agencies that buy goods and services
exclusively for their own use.
d. firms that buy physical goods and resell them again without any reprocessing.
e. firms that in some way reprocess a good or service they buy before selling it again to the next
buyer.
Answer: b Page(s): 140 LO: 6-1 AACSB: Analytic QD: Easy

Rationale: Key term definition—organizational buyers.
6-11 ORGANIZATIONAL BUYERS COMPREHENSION
Organizational buyers include manufacturers, wholesalers, retailers, and government agencies

that
a. purchase exclusively from one supplier.
b. are exempt from state and local taxes.
c. sell directly to ultimate consumers.
d. sell goods and services for their own use.
e. buy goods and services for their own use or for resale.
Answer: e Page(s): 140 LO: 6-1 AACSB: Analytic QD: Medium

Rationale: Organizational buyers are those manufacturers, wholesalers, retailers, and government
agencies that buy goods and services for their own use or for resale.
Which of the following organizational buyers purchases raw materials and parts to reprocess into
the finished goods they sell?
a. retailers
b. wholesalers
c. agents
d. manufacturers
e. ultimate consumers
Answer: d Page(s): 140 LO: 6-1 AACSB: Analytic QD: Medium
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Education.
Rationale: Manufacturers buy raw materials and parts that they reprocess into the finished
products they sell. Wholesalers and retailers resell finished products without reprocessing them.
Manufacturers’ agents sell the finished products for manufacturers without taking title to the
goods. Ultimate consumers are the final users of the goods and services.
Which of these statements regarding organizational buyers is MOST ACCURATE?

a. Wholesalers and retailers resell the goods they buy without reprocessing them.
b. Wholesalers and retailers alter the goods they sell to meet the specific needs of their
customers prior to resale.
c. Manufacturers purchase processed goods and resell them to suppliers who in turn resell them
to ultimate consumers.
d. Ultimate consumers can be considered organizational buyers when they purchase in large
quantities.
e. Government agency purchases are more similar to ultimate consumer purchases than they are
to wholesalers and retailers.

Rationale: Manufacturers buy raw materials and parts that they reprocess into the finished goods
they sell. Wholesalers and retailers resell finished goods without reprocessing them.
Manufacturers’ agents sell the finished goods for manufacturers without taking title to the goods.
Ultimate consumers are the final users of the goods and services.
All of the following are organizational buyers EXCEPT:

a. industrial firms.
b. government units.
c. ultimate consumers.
d. resellers.
e. wholesalers.
Answer: c Page(s): 140 LO: 6-1 AACSB: Analytic QD: Medium

Rationale: Organizational buyers consist of manufacturers, wholesalers, retailers, and
government agencies that buy goods and services for their own use or for resale.
Organizational buyers can be divided into three different markets, which are
a. industrial, wholesaler, and retailer.
b. industrial, retailer, and government.
c. retailer, manufacturer, and government.
d. industrial, government, and ultimate consumer.
e. industrial, reseller, and government.
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Education.
Rationale: Organizational buyers are divided into three different markets: (1) industrial, (2)
reseller, and (3) government.
6-16 ORGANIZATIONAL BUYERS APPLICATION
Which of the following represents an organizational buyer?

a. A local baker buys sugar at the grocery store to make cookies with his children at home.
b. A dentist buys a new LG SmartTV 55-inch 3D OLED HDTV for her den.
c. Mr. Langley hires a housecleaning service to clean his apartment.
d. The owner of a fried chicken restaurant hires a snow removal service to keep the parking lot
clear.
e. The city mayor rents a tuxedo to wear to his daughter’s wedding.
Answer: d Page(s): 140 LO: 6-1 AACSB: Analytic QD: Hard

Rationale: Organizational buyers are those manufacturers, wholesalers, retailers, and government
agencies that buy products and services for their own use or for resale. Organizational buyers
include all buyers in a nation except ultimate consumers. Only the owner of a fried chicken
restaurant is an organizational buyer; all other alternatives involve purchases by ultimate
consumers for their personal use.
6-17 INDUSTRIAL FIRMS KNOWLEDGE
An industrial firm
a. is one that is independently owned and takes title to the merchandise it sells.
b. buys physical goods and resells them again without any reprocessing.
c. deals exclusively with federal, state, and local governments.
d. in some way reprocesses a product or service it buys before selling it again to the next buyer.
e. only produces a product, not a service.
Answer: d Page(s): 140 LO: 6-1 AACSB: Analytic QD: Easy

Rationale: Text term definition—industrial firms.
6-18 INDUSTRIAL FIRMS KNOWLEDGE
A firm that reprocesses a product or service it buys before selling the product again to the next
buyer is referred to as a(n)
a. industrial firm.
b. reseller firm.
c. government agency.
d. wholesaler.
e. retailer.
Answer: a Page(s): 140 LO: 6-1 AACSB: Analytic QD: Easy

Rationale: Text term definition—industrial firms.
6-19 INDUSTRIAL MARKETS COMPREHENSION
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Education.
Mining companies, farms, financial services, and fisheries are all examples of
a. consumer markets.
b. cooperative markets.
c. reseller markets.
d. industrial markets.
e. government markets.

Rationale: Industrial (business) markets include mining companies, farms, financial services, and
fisheries, among others.
Which of the following types of firms comprises an industrial market?

a. retailing
b. transportation
c. wholesaling
d. state governments
e. federal regulatory agencies
Answer: b Page(s): 140 LO: 6-1 AACSB: Analytic QD: Medium

Rationale: Industrial firms can sell physical products like mining, manufacturing, construction,
and farming or can provide services like finance, insurance, and transportation.
Which of the following is a service business within the industrial market?

a. construction
b. mining
c. insurance
d. government
e. farming

Rationale: The services market sells diverse services such as legal advice, auto repair, and
financial services, such as banking, insurance, and discount brokerages.
__________ comprise the highest percentage of firms in industrial markets.

a. Manufacturing firms
b. Construction firms
c. Agricultural firms
d. Mining companies
e. Service companies

Rationale: Companies that primarily sell physical products represent 25 percent of all industrial
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Education.
firms. Service companies represent about 75 percent of all industrial firms.
The services market sells diverse services such as legal advice, auto repair, and dry cleaning.
Along with __________, insurance, and real estate businesses, and transportation, communication
and public utility firms, and not for profit, these firms represent about 75 percent of all industrial
firms.
a. finance
b. wholesalers
c. retailers
d. government units
e. educational institutions

Rationale: The services market sells diverse services such as legal advice, auto repair, and dry
cleaning. Along with finance, insurance, and real estate businesses, and transportation,
communication, public utility firms, and not-for-profit organizations, service companies represent
about 75 percent of all industrial firms.
The services market sells diverse services such as legal advice, auto repair, and dry cleaning.
Along with finance, insurance, real estate businesses, and __________, communication and
public utility firms, as well as not-for-profit organizations, these firms represent about 75 percent
of all industrial firms.
a. wholesalers
b. transportation
c. retailers
d. government units
e. educational institutions

communication, public utility firms, and not-for-profit organizations, service companies represent
The services market sells diverse services such as legal advice, auto repair, and dry cleaning;
along with finance, insurance, and real estate businesses, and transportation, __________ and
public utility firms, and not-for-profit organizations, these firms represent about 75 percent of all
industrial firms.
a. wholesaling
b. retailing
c. government units
d. communication
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Education.
e. manufacturing

communication, public utility firms, and not-for-profit organizations; service companies represent
6-26 INDUSTRIAL MARKETS APPLICATION
Archer Daniels Midland Co. (ADM) is the world’s largest cocoa-bean processor. It buys cocoa
beans and converts them into cocoa powder and cocoa butter, which it then sells to companies
like Hershey’s that manufacture consumer products containing chocolate. ADM is operating in
a(n) __________ market.
a. consumer
b. government
c. service
d. reseller
e. industrial
Answer: e Page(s): 140 LO: 6-1 AACSB: Analytic QD: Hard

Rationale: Business marketing organizations operating in an industrial market buy a good or
service, reprocess it, and then sell it to another buyer. In this instance, ADM buys cocoa beans,
reprocesses them, and then resells them to consumer package goods manufacturers like
Hershey’s.
Mile High Frozen Foods is a distributor for McDonalds. It also bakes the buns used by
McDonalds in several states. It purchases flour, yeast, and sesame seeds, manufactures the buns,
and then ships them to McDonalds’ stores. Mile High Frozen Foods is operating in a(n)
__________ market.
a. consumer
b. government
c. industrial
d. service
e. reseller
Answer: c Page(s): 140 LO: 6-1 AACSB: Analytic QD: Hard

Rationale: Marketing organizations operating in an industrial market buy a good or service,
reprocess it, and then sell it to another buyer. In this case, the company buys flour, yeast, sesame
seeds, and other required ingredients, manufactures buns, and sells them to McDonalds.
Keystone Foods, which invented the individual quick freeze process for beef, provides
McDonald’s with millions of pounds of chicken, beef, and fish annually for use in its restaurants.
The firm sources the animal proteins from farms and processes them in a variety of ways, such as
6-11
Education.
breading or freezing, before selling them to McDonald’s. Keystone is operating in a(n)
__________ market.
a. consumer
b. government
c. service
d. industrial
e. reseller

Rationale: Marketing organizations operating in an industrial market buy a product or service,
reprocess it, and then sell it to another buyer. In this case, the company acquires animal proteins
from farms, processes them, and sells them to McDonald’s.
Graham-Field Health Products makes hospital beds and wheelchairs from the component parts
and materials it buys. It sells these manufactured products to hospitals, nursing homes, and
retailers of health care products. Graham-Field Health Products operates in a(n) __________
market.
a. consumer
b. government
c. service
d. industrial
e. reseller

Rationale: Marketing organizations operating in an industrial market buy a product or service,
reprocess it, and then sell it to another buyer. In this case, the firm buys the mattresses, wheels,
metal component parts, etc., makes wheelchairs and hospital beds, and then sells them to
hospitals, nursing homes, and retailers of health care products.
6-30 RESELLER MARKETS KNOWLEDGE
Wholesalers and retailers that buy physical products and resell them without any reprocessing are
referred to as
a. industrial firms.
b. reseller firms.
c. government agencies.
d. consumer product firms.
e. nonprofit firms.

Rationale: Text term definition—resellers.
6-31 RESELLER MARKETS KNOWLEDGE
The reseller market includes

a. manufacturers.
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Education.
b. logistics and supply chain providers.
c. government agencies.
d. end-user service providers.
e. retailers and wholesalers.

Rationale: Text term definition—resellers.
6-32 RESELLER MARKETS APPLICATION
European Style Furniture (ESF), headquartered in New York, acquires fine furniture from several
high quality manufacturers in Europe and enjoys exclusive distribution rights from them to sell to
furniture stores throughout the U.S. In this context, ESF is MOST LIKELY classified as a
a. producer.
b. reseller.
c. service provider.
d. government agency.
e. industrial firm.
Answer: b Page(s): 140 LO: 6-1 AACSB: Analytic QD: Hard

Rationale: Resellers are wholesalers and retailers who buy physical products and resell them
again without any reprocessing. Here, ESF is a wholesaler because it sells to other stores that
will sell to retailers, who in turn sell to consumers.
Itex Corporation, a marketer of Photostat products used in the graphic arts field, buys photo
sensitized paper from Eastman Kodak Company, packages it with the Photostat brand name, and
sells it directly to amateur photographers. In this context, Itex Corporation is MOST LIKELY
classified as a
a. manufacturer.
b. reseller.
c. service provider.
d. government agency.
e. industrial firm.

again without any reprocessing. Repackaging, such as what Itex does with photosensitive paper,
does not constitute reprocessing. Technically, Itex is a retailer, not a wholesaler since it sells the
paper directly to ultimate consumers, not to other retail outlets, such as Ritz Camera.
Apex Therapeutic buys medical supplies and services from a variety of suppliers for people with
hemophilia and other related blood diseases. When Apex sells directly to a person who is a
hemophiliac, it would MOST LIKELY be classified as a(n) __________.
a. industrial service provider
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Education.
b. healthcare manufacturer.
c. reseller
d. industrial firm
e. government agency

again without any reprocessing. In this case, when Apex Therapeutic sells directly to
hemophiliacs, the firm is acting as a reseller, and in particular, a retailer.
Liberty Medical Supply is a home delivery service that sells diabetes testing supplies, prescription
drugs, and other supplies directly to consumers to assist them in the management of their health-
related conditions. Since Liberty Medical does not make any changes to the supplies that it
obtains from manufacturers, it would MOST LIKELY be classified as a(n) __________.
a. industrial service provider
b. health care manufacturer
c. industrial firm
d. reseller
e. government agency

again without any reprocessing. In this case, when Liberty Medical sells directly to diabetics and
other ultimate consumers, the firm is acting as a reseller, and in particular, a retailer.
In terms of organizational buyers, Amazon.com, Lands’ End, and JCPenney would MOST
LIKELY classified as __________.
a. government units
b. resellers
c. manufacturers
d. wholesalers
e. industrial firms

again without any reprocessing.
6-37 GOVERNMENT MARKETS KNOWLEDGE
Federal, state, and local agencies that buy products and services for the constituents they serve are
referred to as
a. industrial markets.
b. reseller markets.
c. consumer markets.
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Education.
d. government units.
e. global markets.

Rationale: Text term definition—government units.
6-38 GOVERNMENT MARKETS APPLICATION
When Louisiana State University buys new laptops for its faculty, it is operating as a(n)
a. industrial market.
b. business market.
c. government unit.
d. consumer market.
e. service provider.

Rationale: Government units are federal, state (such as a state university), and local agencies that
buy products and services for the constituents they serve.
When the Federal Aviation Administration (FAA) purchases radars for 22 major air traffic
control centers in the U.S., it is operating as a(n)
a. government unit.
b. industrial market.
c. business market.
d. consumer market.
Answer: a Page(s): 141 LO: 6-1 AACSB: Analytic QD: Hard

Rationale: Government units are federal (like the FAA), state, and local agencies that buy goods
and services for the constituents they serve.
When the General Services Administration (GSA), an agency of the federal government,
purchased 116 Chevy Volts from General Motors for its vehicle fleet, it was operating as a(n)
a. industrial market.
b. business market.
c. consumer market.
d. government unit.

Rationale: Government units are federal, state, and local agencies that buy products and services
for the constituents they serve.
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Education.
The City of Denver contracts with Solid Waste Management to provide trash collection services
for its citizens. The city is operating as a(n)
a. government unit.
b. industrial market.
c. business market.
d. consumer market.

Rationale: Government units are federal, state, and local (like the City of Denver) agencies that
buy products and services for the constituents they serve.
6-42 GLOBAL ORGANIZATIONAL MARKETS COMPREHENSION
International trade statistics indicate the largest exporting industries in the United States focus on
__________.
a. ultimate consumers
b. organizational buyers
c. governmental agencies
d. domestic consumers
e. foreign consumers

Rationale: International trade statistics indicate that the largest exporting industries in the United
States focus on organizational buyers, not ultimate customers.
6-43 GLOBAL ORGANIZATIONAL MARKETS APPLICATION
U.S.-based Pratt & Whitney sells aircraft engines to Europe’s Airbus S.A.S., which in turn sells
passenger airplanes to Japan Airlines that flies businesspeople around the world. This is an
example of
a. the product life cycle.
b. reseller dynamics.
c. a global organizational market.
d. ISO 9000.
e. the business cycle.

Rationale: Industrial, reseller, and government markets exist on a global scale. The majority of
world trade involves exchange relationships that span the globe.
6-44 GLOBAL ORGANIZATIONAL MARKETS APPLICATION
Amtrak, the U.S. passenger train service, purchases train cars from Siemens, a German
manufacturing company. This purchase is an example of
a. the product life cycle.
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Education.
b. global organizational markets.
c. market dynamics.
d. reciprocity.
e. supplier development.

Rationale: Industrial, reseller, and government markets exist on a global scale. The majority of
world trade involves exchange relationships that span the globe.
6-45 NORTH AMERICAN INDUSTRY CLASSIFICATION SYSTEM KNOWLEDGE
The system that provides common industry definitions for Canada, Mexico, and the United
States, which makes it easier to measure economic activity in the three member countries of the
North American Free Trade Agreement (NAFTA), is referred to as the
a. Standard Industrial Code System (SICS).
b. United Nations Central Product Classification System (UNCPCS).
c. National Codes of Industry System (NCIS).
d. North American Industry Classification System (NAICS).
e. Federal System of International Organizations (FSIO).

Rationale: Key term definition—North American Industry Classification System (NAICS).
The North American Industry Classification System (NAICS)

a. provides common industry definitions for North America, Central America, and South
America to measure economic activity in the Western Hemisphere.
b. provides common industry definitions between Canada and the United States to measure
economic activity and reduce barriers of trade for cross-border firms.
c. provides a classification system for products and services that is consistent worldwide.
d. provides a classification system for products and services that is consistent across North
America, Central America, and South America to measure economic activity in the Western
Hemisphere.
e. provides common industry definitions for Canada, Mexico, and the United States to measure
economic activity in the three member countries.

Rationale: Key term definition—North American Industry Classification System (NAICS).
The North American Industry Classification System (NAICS) provides common industry
definitions to facilitate the measurement of economic activity for the member countries of the
a. European Union (EU).
b. United Nations (UN).
c. North American Free Trade Agreement (NAFTA).
d. North Atlantic Treaty Organization (NATO).
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e. World Trade Organization (WTO).

Rationale: The North American Industry Classification System (NAICS) provides common
industry definitions for Canada, Mexico, and the United States, which makes it easier to measure
economic activity in the three member countries of the North American Free Trade Agreement
(NAFTA).
NAICS Logo
The acronym of the NAICS logo above stands for

a. National Association of Industrial Compliance Standards.
b. National Association of Industrial Communication Systems.
c. North American Industrial Communication Standards.
d. North American Industry Classification System.
e. North Atlantic Industrial Classification System.

Rationale: The acronym of the NAICS logo above stands for the North American Industry
Classification System (NAICS).
The NAICS, whose logo is shown above, provides common industry definitions for
a. Canada, England, and the United States.
b. North America, Asia, and Europe.
c. North America, Central America, and South America.
d. Canada, England, Australia.
e. Canada, Mexico, and the United States.
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Rationale: The North American Industry Classification System (NAICS) provides common
industry definitions for Canada, Mexico, and the United States.
6-50 NORTH AMERICAN INDUSTRY CLASSIFICATION SYSTEM COMPREHENSION
The NAICS is consistent with the International Standard Industrial Classification of All
Economic Activities, which is published by the __________ to facilitate measurement of global
economic activity.
a. United Nations (UN)
b. European Union (EU)
c. International Standards Organization (ISO)
d. North American Free Trade Agreement (NAFTA)
e. North American Product Classification System (NAPCS)

Rationale: The NAICS is consistent with the International Standard Industrial Classification of
All Economic Activities published by the United Nations (UN).
Which of the following statements about the North American Industry Classification System
(NAICS) is MOST ACCURATE?
a. After being used for more than 50 years, the NAICS was replaced by the Standard Industrial
Classification (SIC) system.
b. The NAICS permits comparability across countries but does not accurately measure new or
emerging industries.
c. One drawback to the NAICS is that its industry classifications are inconsistent with the
International Standards Organization (ISO).
d. The NAICS groups economic activity to permit studies of market share, demand for goods
and services, import competition in domestic markets, and similar studies.
e. The NAICS is a five-digit code that allows comparison of industries even when information
is limited.
Answer: d Page(s): 141-142 LO: 6-1 AACSB: Analytic QD: Medium

Rationale: NAICS replaced the SIC system, a version of which has been in place for more than
50 years. The SIC neither permits comparability across countries nor accurately measures new or
emerging industries. The NAICS is consistent with the International Standard Industrial
Classification of All Economic Activities published by the UN. The NAICS groups economic
activity to permit studies of market share, demand for goods and services, and similar studies.
The six-digit codes help identify specific U.S. national industries.
The North American Industry Classification System (NAICS) system designates industries with a
numerical code in a defined structure. A six-digit coding system is used. The first two digits
designate a(n)
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a. subsector of the economy.
b. industry group.
c. specific industry.
d. individual country-level national industry.
e. sector of the economy.

Rationale: The first two digits designate a sector of the economy, the third digit designates an
industry subsector, the fourth digit represents an industry group, the fifth designates a specific
industry, and the sixth digit designates individual country-level national industries. See Figure 6-
1 in the textbook.
numerical code in a defined structure. A six-digit coding system is used. The third digit
designates a(n)
a. industry subsector.
b. industry group.

1 in the textbook.
numerical code in a defined structure. A six-digit coding system is used. The fourth digit
designates a(n)
b. industry group.

1 in the textbook.
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numerical code in a defined structure. A six-digit coding system is used. The fifth digit
designates a(n)
b. industry group.

Rationale The first two digits designate a sector of the economy, the third digit designates an
1 in the textbook.
numerical code in a defined structure. A six-digit coding system is used. The sixth digit
designates a(n)
b. industry group.

Rationale The first two digits designate a sector of the economy, the third digit designates an
1 in the textbook.
The North American Industry Classification System (NAICS) permits a firm to

a. find the NAICS codes of its present customers and then obtain NAICS-coded lists for similar
firms.
b. learn the names of the purchasing agents of all prospective customers.
c. sell to any company within North America as long as it is not a monopoly.
d. engage in benchmarking with companies manufacturing and/or marketing similar products.
e. conduct an industry-wide SWOT analysis to determine internal strengths and weaknesses and
external opportunities and threats of current and prospective competitors.

Rationale: The North American Industry Classification System (NAICS) permits a firm to find
the NAICS codes of its present customers and then obtain NAICS-coded lists for similar firms.

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A disadvantage of the North American Industry Classification System (NAICS) is that

a. it only lists the top ten firms in any particular industry.
b. it is too difficult and confusing to read.
c. it only covers organizations with sales in excess of (US) $1 million.
d. it makes it possible to find how the firm’s customers are coded.
e. five-digit national industry codes are not always available for all three countries.

Rationale: A limitation of NAICS is that five-digit national industry codes are not available for
all three countries because the respective governments will not reveal data when too few
organizations exist in a category.
Figure 6-1
Based on Figure 6-1 above, what is the MOST LIKELY industry sector represented by NAICS
code 51?
a. manufacturing
b. fisheries
c. information
d. publishing
e. retailing

Rationale: Figure 6-1 in the textbook presents an abbreviated breakdown within the information
industries sector (code 51) to illustrate the NAICS classification scheme.
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Based on Figure 6-1 above, what is the NAICS code for cable and other subscription
programming?
a. 511
b. 5152
c. 51512
d. 51520
e. 511515

industries sector (code 51) to illustrate the NAICS classification scheme. Cable and other
subscription programming are represented by NAICS code 5152.
In the breakdown for the NAICS code based on Figure 6-1 above, “A” represents the
a. two-digit industry sector code.
b. three-digit industry subsector code.
c. four-digit industry group code.
d. five-digit industry code.
e. six-digit U.S. national industry code.

industries sector (code 51) to illustrate the NAICS classification scheme. The first three digits
designate the industry subsector. See Figure 6-1 in the textbook.
In the breakdown for the NAICS code based on Figure 6-1 above, “B” represents the

industries sector (code 51) to illustrate the NAICS classification scheme. “B” represents the four-
digit industry group code. See Figure 6-1 in the textbook.
In the breakdown for the NAICS code based on Figure 6-1 above, “C” represents the
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industries sector (code 51) to illustrate the NAICS classification scheme. ”C” represents the five-
digit industry code. See Figure 6-1 in the textbook.
In the breakdown for the NAICS code based on Figure 6-1 above, “D” represents the

industries sector (code 51) to illustrate the NAICS classification scheme. ”D” represents the six-
digit U.S. national industry code. See Figure 6-1 in the textbook.
6-65 NORTH AMERICAN INDUSTRY CLASSIFICATION SYSTEM APPLICATION
Unfortunately, the NAICS system will not allow marketing managers to gather information about
a. import competition in domestic markets.
b. geographic distribution of industries.
c. market share in a pure competition environment.
d. demand for products and services.
e. data on industries that are oligopolies.

Rationale: A limitation of NAICS is that five-digit national industry codes are not available for
all three countries because the respective governments will not reveal data when too few
organizations exist in a category (as would be the case with an oligopoly).
You are the research director of a major marketing research consulting firm. You need to select
an NAICS code that gives you the most detail about the competitors in a client’s industry, which
operate in Canada, Mexico, and the U.S. Which of the following levels of classification would
provide the greatest detail about the firms within this industry?
a. Code 51
b. Code 517
c. Code 5172
d. Code 51721
e. Code 517212

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Rationale: A five-digit NAICS classification would give the most detail about numbers,
locations, and sizes of a client’s competitors. Alternative “e” contains a six-digit code. Six-digit
national industry codes are not available for all three countries because the respective
governments will not reveal data when too few organizations exist in a category. See Figure 6-1
in the textbook.
How might a marketing manager for a manufacturer of turboprop engines, used in private jet
planes, use the NAICS to help her with marketing planning?
a. Record the NAICS numbers for each of her firm’s best customers and then obtain lists of
companies with the same NAICS numbers.
b. Go to a library and find the NAICS numbers for all government units—federal, state, and
local.
c. Identify all NAICS numbers that reflect the classifications of her firm’s customers and
compare them to previous SIC codes.
d. Poll her field sales organization to see if her company’s sales representatives know what
NAICS numbers mean.
e. Forgo using the NAICS system because it has recently been replaced by the SIC system,
which is more useful in this scenario.

Rationale: Although the NAICS does have its limitations, it is extremely useful for analyzing
and segmenting target customers as described in alternative “a.”
6-68 CHARACTERISTICS OF ORGANIZATIONAL BUYING COMPREHENSION
Important market characteristics in organizational buying behavior include which of the

following?
a. unlimited markets but orders become progressively smaller over time
b. diminishing international opportunities as more firms enter the market
c. many customers placing progressively larger orders over time
d. fewer customers but with larger orders
e. a market that functions independently of consumer demand

Rationale: The market characteristics for organizational buying are that demand for industrial
products and services is derived, and few customers typically exist, and their purchase orders are
large. See Figure 6-2 in the textbook.
Important market characteristics in organizational buying behavior include which of the

following?
a. Organizational buying behavior is similar to consumer buying behavior since individuals are
involved in both processes.
b. Demand for industrial products is elastic instead of inelastic.
c. Demand for industrial products and services is derived.
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d. Purchase orders much more frequent but they are usually small.
e. Forecasting is not as important in organizational buying as in consumer buying.

Rationale: The market characteristics for organizational buying are that demand for industrial
products and services is derived, and few customers typically exist, and their purchase orders are
large. See Figure 6-2 in the textbook.
Important product or service characteristics in organizational buying include which of the

following?
a. A heavy emphasis is placed on loyalty programs and rebates.
b. Direct selling to organizational buyers is rare.
c. A fixed, nonnegotiable price is the norm.
d. Many of the goods purchased are raw and semifinished.
e. Personal relationships are preferred to online buying over the Internet.

Rationale: There are several key characteristics or dimensions of product and service
characteristics in organizational buying. These include: (1) products or services that are technical
in nature and purchased on the basis of specifications; (2) many of the goods purchased are raw
and semifinished; and (3) heavy emphasis is placed on delivery time, technical assistance, and
postsale service. See Figure 6-2 in the textbook.
Important product or service characteristics in organizational buying include which of the

following?
a. Products or services that are technical in nature and purchased on the basis of specifications.
b. A heavy emphasis is placed on delivery time, technical assistance, and postsale service.
c. Direct selling to organizational buyers is rare.
d. A fixed, nonnegotiable price is the norm.
e. Personal relationships are preferred to online buying over the Internet.

Rationale: There are several key characteristics or dimensions of product and service
characteristics in organizational buying. These include: (1) products or services that are technical
in nature and purchased on the basis of specifications; (2) many of the goods purchased are raw
and semifinished; and (3) heavy emphasis is placed on delivery time, technical assistance, and
postsale service. See Figure 6-2 in the textbook.
In the organizational buying process, important product or service characteristics include

a. delivery time, technical assistance, and postsale service.
b. low price, buyer incentives, and extended contracts.
c. buyer incentives, technical assistance, and exclusive contracts.
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d. quantity discounts, delivery time, and exclusive contracts.
e. low price, buyer incentives, and post-sale service.

Rationale: Product or service characteristics of organizational buying behavior include: (1)
products or services are technical in nature and purchased on the basis of specifications; (2) many
of the goods purchased are raw and semi-finished; and (3) heavy emphasis is placed on delivery
time, technical assistance, and postsale service. See Figure 6-2 in the textbook.
Important buying process characteristics in organizational buying behavior include which of the
following?
a. Few large transactions are made over the Internet due to concerns of industrial espionage.
b. Negotiations, purchases, and delivery occur in real time at an accelerated rate.
c. There are often reciprocal arrangements and negotiations between buyers and sellers.
d. Most purchases are made through government-licensed negotiators.
e. Direct selling to organizational buyers is rare because it is cost-prohibitive.

Rationale: There are several key characteristics or dimensions of the buying process: (1)
technically qualified and professional buyers follow established purchasing policies and
procedures; (2) buying objectives and criteria are typically spelled out, as are procedures for
evaluating sellers and their products or services; (3) there are multiple buying influences, and
multiple parties participating the purchase decisions; (4) there are reciprocal arrangements, and
negotiations between buyers and sellers are commonplace; and (5) online buying over the Internet
is widespread. See Figure 6-2 in the textbook.
Which of the following statements about marketing mix characteristics in organizational buying
behavior is MOST ACCURATE?
a. Few large transactions are made over the Internet.
b. The actual buyer retains all of the influence in the buying decision.
c. Advertising is very simplistic in nature.
d. Direct selling to organizational buyers is the rule.
e. Only finished goods are sold in this way.

Rationale: There are several key characteristics of the marketing mix in terms of organizational
buying: (1) direct selling to organizational buyers is the rule, and distribution is very important;
(2) advertising and other forms of promotion are technical in nature; and (3) price is often a
negotiated, evaluated as part of broader seller and product or service qualities, and frequently
affected by quantity discounts. See Figure 6-2 in the textbook.
6-75 DERIVED DEMAND KNOWLEDGE
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The demand for industrial products and services that is driven by demand for consumer products
and services is referred to as
a. derivative marketing.
b. derived demand.
c. derived supply.
d. demand elasticity.
e. sequential demand.

Rationale: Key term definition—derived demand.
Derived demand refers to

a. a graph relating the quantity sold and price, which shows the maximum number of units that
will be sold at a given price.
b. the demand for industrial products and services that is driven by the demand for consumer
products and services.
c. the relationship between total revenue and total cost to determine profitability at various
levels of output.
d. the point on a demand curve where supply and demand intersect.
e. the percentage change in quantity demanded relative to a percentage change in price.

Rationale: Key term definition—derived demand.
Derived demand means the demand for industrial products and services is driven by, or derived
from, the
a. NAICS statistical models.
b. gross national product.
c. demand for consumer products and services.
d. demand for other industrial products and services.
e. demand for government products and services.

Rationale: Derived demand is the demand for industrial products and services that is driven by
demand for consumer products and services.
6-78 DERIVED DEMAND APPLICATION
During late summer and early fall, there is a large demand for containers located in Asia that are
used to ship consumer products from Asia to the United States in time for the holiday selling
season. The demand for these containers is referred to as __________ demand.
a. unitized
b. derived
c. reseller
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d. applied
e. implied

Rationale: Derived demand means that the demand for industrial products and services is driven
by, or derived from, the demand for consumer products and services. The demand for containers
is driven by consumer demand in the U.S. for products manufactured in Asia.
Airbus manufactures commercial aircraft that it sells to a variety of airlines worldwide. Still,
demand for its products often depends on rates of air travel among consumers. Demand for
Airbus products is referred to as __________ demand.
a. unitized
b. reseller
c. applied
d. implied
e. derived

by, or derived from, the demand for consumer products and services. The demand for aircraft is
driven by consumer (e.g. business and vacation travelers) demand for air travel worldwide.
Spruceland Millworks in Canada makes wooden pallets for transporting and storing new
appliances such as stoves, freezers, and refrigerators. The demand for Spruceland pallets would
be classified as
a. reactive demand, which is tied to the sales of appliances, not the sale of the pallets.
b. unitary demand, which is tied to the sales of appliances.
c. derived demand, which is tied to the sales of appliances.
d. inelastic demand, which is tied to the cost of the components of the pallets.
e. elastic demand, which is tied to the cost of the components of the pallets.

by, or derived from, the demand for consumer products and services. The demand for the pallets
is driven by the sales of (the demand for) appliances.
Concert Staging Company provides the stage, the roof system, and the lighting and sound for
outdoor concerts and theatrical events. The firm is typically hired by the organization sponsoring
the event. When the economy slows down, consumers are more likely to save their money for a
rainy day rather than buy a concert or theater ticket. The number of concert and theater events
determines how many times the company is hired to provide its services. Demand for the
services provided by Concert Staging Company is a result of __________ demand.
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a. derived
b. unitized
c. industrial
d. applied
e. reseller

by, or derived from, the demand for consumer products and services. The demand for Concert
Staging Company services is driven by the demand for outdoor concerts and theatrical events,
which in turn is derived from the ticket sales for these entertainment activities.
Purchases of sodium fluoride by Procter & Gamble for use in the manufacture of Crest toothpaste
would be an example of __________ demand.
a. applied
b. unitized
c. industrial
d. derived
e. consumer

by, or derived from, demand for consumer products and services. Demand for the sodium
fluoride would be directly related to the consumer demand for Crest toothpaste.
South Cape Ostrich Tanning (SCOT) is a producer of fine ostrich leathers, which are sold to
manufacturers that make a variety of products from shoes to car interiors. Demand for SCOT’s
leather is a result of consumer interest in products like Via La Moda handbags made from this
exotic and expensive leather. SCOT has __________ demand for its product.
a. derived
b. unitized
c. industrial
d. applied
e. reseller

by, or derived from, the demand for consumer products and services. The demand for SCOT
ostrich leathers depends on the demand for shoes, car interiors, handbags, among other products.
Swiss specialty chemical company Ciba is the primary producer of the chemical triclosan, the
antibacterial agent in many household products like liquid soap. Consumers may have heard
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Education.
about research suggesting environmental and health risks associated with the cumulative effects
of antibacterial agents. Changing consumer purchases provide an example of __________
demand for Ciba’s triclosan product.
a. applied
b. unitized
c. industrial
d. derived
e. consumer

by, or derived from, demand for consumer products and services. Demand for the triclosan
would be directly related to the consumer demand for antibacterial soaps.
If there is a prolonged downturn in U.S. passenger air travel, a number of U.S. airlines would
very likely cancel some of their orders for new planes from Boeing and Airbus, among other
manufacturers. The relationship between passenger air travel and the demand for new planes is
referred to as
a. ultimate consumer demand.
b. derived demand.
c. manufacturer demand.
d. reseller demand.
e. the price-inelasticity of demand.

Rationale: Derived demand means that demand for industrial products and services is closely
linked to the demand for consumer products and services. In this case, a smaller demand for air
travel leads to a smaller demand for new planes.
6-86 SIZE OF ORDER COMPREHENSION
Because orders in organizational buying are typically much larger than in consumer buying,
buyers must often __________ when the order is above a specific amount, such as $5,000.
a. pay estimated sales taxes in advance
b. move up the time required to execute a purchase agreement
c. get competitive bids from at least three prospective suppliers
d. forgo the purchase because senior management is unlikely to approve it
e. forgo identifying the members of the supplying center and their roles in the selling process

Rationale: With so much money at stake, most organizations place constraints on their buyers in
the form of purchasing policies or procedures, such as obtaining competitive bids from at least
three prospective suppliers.
6-87 SIZE OF ORDER COMPREHENSION
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Education.
All of the following statements about the size of the purchase involved in organizational buying
are true EXCEPT:
a. the length of time required to arrive at a purchase agreement can vary.
b. the dollar value of a single purchase made by an organization often runs into thousands or
millions of dollars.
c. it impacts who participates in the purchase decision.
d. it impacts who makes the final decision.
e. the size of the purchase involved in organizational buying is occasionally much larger than
that in consumer buying.

Rationale: The size of the purchase involved in organizational buying is typically much larger
than that in consumer buying. The dollar value of a single purchase made by an organization
often runs into thousands or millions of dollars. With so much money at stake, most
organizations place constraints on their buyers in the form of purchasing policies or procedures.
Buyers must often get competitive bids from at least three prospective suppliers when the order is
above a specific amount. Knowing how order size affects buying practices is important in
determining who participates in the purchase decision and makes the final decision, and the
length of time required to arrive at a purchase agreement.
6-88 NUMBER OF POTENTIAL BUYERS COMPREHENSION
Firms selling consumer products or services often try to reach thousands or millions of
individuals or households. Firms selling to organizations
a. try to reach tens of millions of wholesalers, retailers, and government units.
b. are restricted to far fewer buyers.
c. hope to obtain similar numbers of business customers, or even more.
d. do not have customers, per se.
e. simultaneously purchase from organizational buyers and ultimate consumers.

Rationale: The number of potential buyers is much smaller in organizational buying situations.
6-89 ORGANIZATIONAL BUYING OBJECTIVES COMPREHENSION
An organization buys products and services for one main reason, which is to
a. achieve its own objectives.
b. beat its competitors.
c. satisfy the needs of its suppliers.
d. employ people.
e. maintain inventory.

Rationale: Organizations buy products and services for one main reason, which is to help them
achieve their own objectives.
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The primary organizational buying objective for business firms is to
a. create an atmosphere of inclusiveness.
b. help smaller companies stay in business.
c. increase the proficiency of its buyers.
d. help the firm achieve its objectives.
e. balance inventory.

Rationale: Organizations buy products and services for one main reason: to help them achieve
their objectives. For business firms, the buying objective is usually to increase profits through
reducing costs or increasing revenues.
The primary buying objective for business firms is usually to

a. increase profits through increasing costs and increasing revenues.
b. increase profits through reducing costs and decreasing revenues.
c. increase profits through reducing costs or increasing revenues.
d. maintain profits through reducing costs and increasing revenues.
e. reduce profits through reducing costs and reducing revenues.

Rationale: For business firms, the buying objective is usually to increase profits through
reducing costs or increasing revenues.
The primary objective for nonprofit firms and government agencies is usually to
a. meet the needs of the groups they serve.
b. increase profits through reducing costs.
c. increase profits through increasing revenues.
d. maintain profits through reducing costs and increasing revenues.
e. reduce profits through reducing costs and reducing revenues.

Rationale: For nonprofit firms and government agencies, the buying objective is usually to meet
the needs of the groups they serve.
6-93 ORGANIZATIONAL BUYING OBJECTIVES APPLICATION
The American Red Cross provides disaster relief, among many other services. As a nonprofit
organization, its primary objective is to __________.
a. increase profits through reducing costs
b. increase profits through increasing donations.
c. diversify its services mix to survive the continued economic downturn.
d. meet the needs of the groups they serve.
e. maintain profits through reducing costs and increasing donations.
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Answer: d Page(s): 144 LO: 6-2 AACSB: Diversity QD: Hard
Rationale: The objectives of nonprofit firms are usually to meet the needs of the groups they
serve.
Many companies have broadened their buying objectives to include an emphasis on

a. purchasing from as many vendors as possible to avoid component shortfalls.
b. purchasing from start-up firms to grow the economy.
c. diversifying their product lines and brand extensions to reduce the risk of failure for any one
item.
d. pricing freezes to maintain consistent quantities demanded from consumers.
e. proactively purchasing from minority-owned suppliers and vendors.
Answer: e Page(s): 144 LO: 6-2 AACSB: Diversity QD: Medium

Rationale: Many companies today have broadened their buying objectives to include an
emphasis on supplier diversity—buying from minority- and women-owned suppliers and
vendors.
The primary reason companies have placed an emphasis on buying from minority- and women-
owned suppliers and vendors is because
a. new federal government regulations require it.
b. they can help a firm meet or exceed its objectives in sales, profits, or customer satisfaction.
c. it is the socially responsible thing to do.
d. it can attract new target markets.
e. these companies will work harder for less money.
Answer: b Page(s): 144 LO: 6-2 AACSB: Diversity QD: Medium

Rationale: Many companies today have broadened their buying objectives to include an
emphasis on buying from minority- and women-owned suppliers and vendors because it has led
to increases in sales, profits, and/or customer satisfaction.
6-96 ORGANIZATIONAL BUYING CRITERIA KNOWLEDGE
The objective attributes of the supplier’s products and services and the capabilities of the supplier
itself are collectively referred to as
a. the supplier consideration set.
b. derived demand factors.
c. evaluative criteria.
d. performance metrics.
e. organizational buying criteria.
Answer: e Page(s): 144-145 LO: 6-2 AACSB: Diversity QD: Easy

Rationale: Key term definition—organizational buying criteria.
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6-97 ORGANIZATIONAL BUYING CRITERIA KNOWLEDGE
Organizational buying criteria refer to

a. the restrictions placed on potential solutions to a problem in a purchase decision.
b. the specific qualifications of a potential customer based upon past performance, reliability,
and consistency regarding the purchase of an organization’s offerings.
c. the subjective attributes of the supplier’s products and services and the capabilities of the
supplier itself.
d. the objective attributes of the supplier’s products and services and the capabilities of the
supplier itself.
e. the factors that an ultimate consumer would consider that represent both the objective
attributes of a brand and the subjective ones to compare different products and brands.
Answer: d Page(s): 144-145 LO: 6-2 AACSB: Analytic QD: Easy

Rationale: Key term definition—organizational buying criteria.
6-98 ORGANIZATIONAL BUYING CRITERIA COMPREHENSION
Organizational buying criteria serve the same purpose as __________ criteria used by consumers.
a. consideration
b. evaluative
c. decision
d. alternative
e. prepurchase
Answer: b Page(s): 144-145 LO: 6-2 AACSB: Analytic QD: Medium

Rationale: Organizational buying criteria serve the same purpose as evaluative criteria used by
consumers.
There are seven commonly used organizational buying criteria. One of them is __________.
a. price
b. loyalty
c. flexibility
d. adaptability
e. consumer demand

Rationale: Organizational buying criteria include: (1) price; (2) ability to meet the quality
specifications required for the item; (3) ability to meet required delivery schedules; (4) technical
capability; (5) warranties and claim policies in the event of poor performance; (6) past
performance on previous contracts; and (7) production facilities and capacity.
a. flexibility
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b. ability to meet the quality specifications required for the item
c. adherence to government regulation
d. senior management directives
e. consumer demand

a. adaptability
b. consumer demand
c. ability to meet required delivery schedules
e. adherence to corporate social responsibility policies

a. consumer demand
b. longevity
c. promotional incentives
d. technical capability
e. senior management directives

a. consumer demand
b. promotional incentives
c. longevity
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Education.
e. warranties and claim policies

a. adherence to governmental policies
b. regulatory support
c. past performance on previous contracts
d. consumer demand


a. production facilities and capacity
b. consumer demand
c. flexibility
d. adherence to government policies

6-106 ORGANIZATIONAL BUYING CRITERIA APPLICATION
To be a Walmart supplier, a firm must be able to deliver its products to its distribution centers
within a 16-minute window. If the driver arrives before or after the scheduled window, the
supplier will be turned away and fined. Walmart’s insistence on choosing a supplier based upon
its ability to provide on-time delivery is an example of a(n)
a. supplier value dimension.
b. derived demand factor.
c. evaluative criterion.
d. external performance measure.
e. organizational buying criterion.
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Education.
Answer: e Page(s): 144-145 LO: 6-2 AACSB: Analytic QD: Hard

Rationale: The ability to meet required delivery schedules is an example of an organizational
buying criterion, which includes the capabilities of the supplier, such as its ability to provide on-
time delivery.
6-107 ISO 9000 KNOWLEDGE
The standards for the registration and certification of a manufacturer’s quality management and
assurance system based on an on-site audit of practices and procedures developed by the
International Standards Organization are referred to as
a. ISO 14000.
b. ICC 9000.
c. IS0 9000.
d. UN Order 9000
e. NAICS Rule 2013

Rationale: Key term definition—ISO 9000.
6-108 ISO 9000 KNOWLEDGE
ISO 9000 refers to the

a. standards for the registration and certification of a manufacturer’s quality management and
assurance system developed by the U.S. Department of Commerce.
b. International Safety Organization responsible for establishing international guidelines for
products designed for and targeted at children.
c. worldwide standards for environmental quality and green marketing practices developed by
the International Standards Organization.
d. standards for the registration and certification of a manufacturer’s quality management and
assurance system based on an on-site audit of practices and procedures developed by the
International Standards Organization.
e. 9,000 major product and industry classifications used in the WTO Product Classification
System.

Rationale: Key term definition—ISO 9000.
6-109 ISO 9000 COMPREHENSION
The primary purpose of ISO 9000 standards is to

a. worldwide standards for environmental quality and green marketing practices.
b. create standards for the registration and certification of a supplier’s quality management and
assurance system.
c. establish common definition for reciprocal trade agreements among members of the WTO.
d. develop the communication interfaces between computer networks and extranets for the
sharing of data.
e. establish an international code of ethics.
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Education.

Rationale: ISO 9000 registration and certification assures a manufacturer that its suppliers have
consistent quality in their manufacturing systems and products.
6-110 ISO 9000 COMPREHENSION
3M has over 80 percent of its worldwide manufacturing and service facilities that are ISO 9000
certified. This certification gives 3M confidence that
a. its suppliers’ manufacturing systems and products are of consistent quality as well.
b. suppliers will always fill 3M orders before those of other buyers.
c. suppliers will not engage in reciprocity agreements.
d. suppliers must also meet ISO 14000 requirements.
e. 3M will be financially compensated for any orders that fail to meet assigned criteria.

Rationale: ISO 9000 standards are standards for registration and certification of a manufacturer’s
quality management and assurance system based on an on-site audit of practices and procedures.
ISO 9000 registration and certification assures 3M that its suppliers have consistent quality in
their manufacturing systems and products.
6-111 ISO 9000 APPLICATION
An international company that wants indisputable proof that its suppliers maintain a high level of
quality management would ask the company to
a. apply for an ISO 9000 certification.
b. meet ISO 14000 requirements.
c. enter into a supplier alliance.
d. show how it is listed in the NAICS to prove its quality focus.
e. engage in reciprocity agreements.

Rationale: ISO 9000 standards are standards for registration and certification of a manufacturer’s
quality management and assurance system based on an on-site audit of practices and procedures.
ISO 9000 registration and certification assures a manufacturer that its suppliers have consistent
quality in their manufacturing systems and products.
6-112 SUPPLIER DEVELOPMENT KNOWLEDGE
The deliberate effort by organizational buyers to build relationships that shape suppliers’
products, services, and capabilities to fit a buyer’s needs and those of its customers is referred to
as
a. buyer development.
b. a supply partnership.
c. a make-buy decision.
d. supplier development.
e. buyer-seller reciprocity.
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Education.
Rationale: Key term definition—supplier development.
6-113 SUPPLIER DEVELOPMENT KNOWLEDGE
Supplier development refers to

a. the deliberate effort by suppliers to build relationships that shape buyers’ products, services,
and capabilities to fit both the buyer’s and seller’s needs, as well as the needs of ultimate
consumers.
b. the deliberate effort by organizational buyers to build relationships that shape suppliers’
products, services, and capabilities to fit a buyer’s needs and those of its customers.
c. the practice of dividing up large orders among several suppliers rather than a single one to
avoid possible manufacturing delays due to bad weather, plant mishaps, union issues, etc.
d. the practice of establishing a close relationship with one supplier rather than many to insure
loyalty and preferential treatment when filling exceptionally large orders.
e. the shift of a firm from that of supplier to one of manufacturer when repeated experience with
a product and excellent buyer/seller relationships make the shift both more feasible and
profitable.

Rationale: Key term definition—supplier development.
6-114 SUPPLIER DEVELOPMENT COMPREHENSION
When the John Deere Company employs engineers who work full-time with the company’s
suppliers to improve their efficiency and quality and reduce their costs, it is practicing
a. buyer development.
b. make-buy decisions.
c. supply partnerships.
d. supplier development.
e. directive purchasing.

Rationale: When the John Deere Company employs 94 engineers who work full-time with the
company’s suppliers to improve their efficiency and quality and reduce their costs, it is practicing
supplier development. The engineers are even called supplier-development engineers.
6-115 BUYER-SELLER RELATIONSHIPS COMPREHENSION
Which of the following characterizes organizational buyer-seller relationships?

a. Purchases are often made after lengthy or complex negotiations.
b. Purchases are usually of small dollar values.
c. Short-term contracts are often prevalent.
d. Reciprocal arrangements are illegal.
e. Delivery schedules are less important than production capacity.

Rationale: Organizational buying is more likely to involve complex negotiations concerning
6-40
Education.
delivery schedules, price, technical specifications, warranties, and claim policies. These
negotiations also can last for an extended period of time. Reciprocal arrangements also exist in
organizational buying. Long-term contracts are also prevalent. In some cases, buyer-seller
relationships evolve into supply partnerships.

a. Purchases are often made after brief negotiations.
b. Purchases are usually of small dollar values.
c. Long-term contracts are often prevalent.
d. Reciprocal arrangements are prohibited by the federal government.
e. Delivery schedules are largely irrelevant.


a. Purchases are often made after brief negotiations if any.
b. Supply partnerships may eventually develop.
c. Short-term contracts are often prevalent.
d. Reciprocal arrangements provide the most flexibility to buyer and seller.
e. Delivery schedules are less important than production capacity.

The existence of reciprocal arrangements, long-term contracts, and in some cases, buyer-seller
relationships that evolve into supply partnerships, are all examples of
a. illegal activities that are a common weakness of organizational buying.
b. illegal activities that result from collusion between buyers and sellers.
c. activities that are strictly governed by the NAICS.
d. activities that can result from relationships between buyers and sellers in organizational
buying.
e. activities that result from extreme competition between manufacturers when there are too few
suppliers.
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Education.

6-119 BUYER-SELLER RELATIONSHIPS APPLICATION
Merrill Lynch and Thompson Financial had a three-year, $1 billion project that put workstations
on the desks of 25,000 of Merrill Lynch’s brokers. These machines put the world of investing
information at brokers’ fingertips. Thompson, the supplier, was obligated to not only deliver
technology and services on time and on budget, but also constantly improve customer-satisfaction
levels among Merrill’s brokers and customers. This is an example of
a. a reciprocity agreement.
b. exclusive dealing.
c. supplier alliance.
d. a buyer-seller relationship.
e. a tying arrangement.

Rationale: A distinction between organizational and consumer buying behavior lies in the nature
of the relationship between organizational buyers and suppliers. Specifically, organizational
buying is more likely to involve complex and lengthy negotiation concerning delivery schedules,
price, technical specifications, warranties, and claim policies. Long-term relationships are also
prevalent.
6-120 RECIPROCITY KNOWLEDGE
An industrial buying practice in which two organizations agree to purchase each other’s products
and services is referred to as __________.
a. a tying arrangement
b. exclusive dealing
c. reciprocity
d. a supply partnership
e. noncompetitive bidding

Rationale: Key term definition—-reciprocity.
6-121 RECIPROCITY KNOWLEDGE
In a buyer-seller relationship, reciprocity refers to

a. the practice whereby a seller requires the purchaser of one product to buy another item in the
line.
b. an industrial buying practice in which two organizations, in this case a manufacturer and a
supplier, agree to purchase each other’s products and services.
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Education.
c. an arrangement a manufacturer makes with a reseller to only handle its products and not those
of competitors.
d. the illegal practice of refusing to purchase a seller’s products unless the seller agrees not to
purchase that product or any similar products from any other buyer.
e. when a supplier requires a buyer purchasing some of its products to also buy others.

Rationale: Key term definition—reciprocity. Alternative “a” is the definition of a tying
arrangement. Alternative “c” is the definition of exclusive dealing. Alternative “d” is the
definition of a requirement contract. Alternative “e” is the definition of exclusive dealing but
from a supplier’s perspective.
6-122 RECIPROCITY COMPREHENSION
The practice of __________, which can affect the normal operation of the free market and limit
the flexibility of buyers, is occasionally addressed in the ethics codes of companies or their
purchasing policies.
a. tying agreements
b. just-in-time procurement
c. quid pro quo
d. supply partnerships
e. reciprocity

Rationale: Reciprocity is an industrial buying practice in which two organizations agree to
purchase each other’s products and services. It is frowned upon by the U.S. Justice Department
because it restricts the normal operation of the free market.
Although not strictly illegal, the U.S. Justice Department frowns on reciprocity because the
practice
a. gives an unfair advantage to smaller companies.
b. gives an unfair advantage to larger corporations.
c. reduces the amount of taxes paid by the parties involved.
d. restricts the normal operation of the free market.
e. encourages free trade.

purchase each other’s products and services. The U.S. Justice Department disapproves of
reciprocal buying because it restricts the normal operation of the free market. However, the
practice exists.
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Education.
Although the U.S. Justice Department frowns on __________ because it restricts the normal
operation of a free market, it is still legal for two companies to buy one another’s products as long
as there is no coercion involved.
a. reciprocity
b. tying agreements
c. just-in-time procurement
d. quid pro quo
e. supply partnerships

purchase each other’s products and services. The U.S. Justice Department disapproves of
reciprocal buying because it restricts the normal operation of the free market. However, the
practice exists.
6-125 RECIPROCITY APPLICATION
A study on ethical practices in purchasing found that smaller firms frequently make agreements
with other organizations to purchase each other’s products and services. This practice is referred
to as
a. exclusive dealing.
b. supply partnerships.
c. reciprocity.
d. strategic alliances.
e. tying arrangements.

purchase each other’s products and services.
6-126 RECIPROCITY APPLICATION
If General Motors (GM) purchases Borg-Warner transmissions, and Borg-Warner buys trucks and
cars from GM, they would be demonstrating which type of buyer-seller interaction?
a. exclusive dealing
b. supply partnerships
c. tying arrangements
d. noncompetitive bidding
e. reciprocity

purchase each other’s products and services.
6-127 SUPPLY PARTNERSHIP KNOWLEDGE
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Education.
A __________ exists when a buyer and its supplier adopt mutually beneficial objectives, policies,
and procedures for the purpose of lowering the cost or increasing the value of products and
services delivered to the ultimate consumer.
a. supplier development agreement
b. reciprocal arrangement
c. shareholder relationship
d. supply partnership
e. strategic alliance

Rationale: Key term definition—supply partnership.
A relationship that exists when a buyer and its supplier adopt mutually beneficial objectives,
policies, and procedures for the purpose of lowering the cost or increasing the value of products
and services delivered to the ultimate consumer is referred to as a __________.
a. supply partnership
b. supplier development agreement
c. reciprocal arrangement
d. shareholder relationship
e. strategic alliance
Answer: a Page(s): 146 LO: 6-2 AACSB: Analytic QD: Easy

Rationale: Key term definition—supply partnership.
A supply partnership refers to

a. an arrangement a manufacturer makes with a reseller to handle only its products and not those
of competitors.
b. the illegal practice of refusing to purchase a seller’s products unless the seller agrees not to
purchase that product or any similar products from any other buyer.
c. when a supplier requires a buyer purchasing some products from it to also buy others.
d. a relationship that exists when a buyer and its supplier adopt mutually beneficial objectives,
policies, and procedures for the purpose of lowering the cost of or increasing the value of
products and services delivered to the ultimate consumer.
e. the practice whereby a seller requires the purchaser of one product to also buy another item in
the line.

Rationale: Key term definition—supply partnership. Alternative “a” is the definition of
exclusive dealing. Alternative “b” is the definition of a requirement contract. Alternative “c” is
the definition of exclusive dealing but from a supplier’s perspective. Alternative “e” is the
definition of a tying arrangement.
6-130 SUPPLY PARTNERSHIP COMPREHENSION
6-45
Education.
Another random document with
no related content on Scribd:
If you are living in the town and your baby suffers much from
teething, take him into the country. It is wonderful what change of
air to the country will often do, in relieving a child, who is painfully
cutting his teeth. The number of deaths in London from teething is
frightful; it is in the country comparatively trifling.
71. Should an infant be purged during teething, or indeed, during
any other time, do you approve of either absorbent or astringent
medicines to restrain it?
Certainly not. I should look upon the relaxation as an effort of
nature to relieve itself. A child is never purged without a cause; that
cause, in the generality of instances, is the presence of either some
undigested food, or acidity, or depraved motions that want a vent.
The better plan is, in such a case, to give a dose of aperient
medicine, such as either castor oil or magnesia and rhubarb, and
thus work it off. If we lock up the bowels, we confine the enemy,
and thus produce mischief.[165] If he be purged more than usual,
attention should be paid to the diet—if it be absolutely necessary to
give him artificial food while suckling—and care must be taken not to
overload the stomach.
72. A child is subject to a slight cough during dentition—called by
nurses “tooth-cough”—which a parent would not consider of
sufficient importance to consult a doctor about; pray tell me if there
is any objection to a mother giving her child a small quantity either
of syrup of white poppies or of paregoric to ease it?
A cough is an effort of nature to bring up any secretion from the
lining membrane of the lungs, or from the bronchial tubes, hence it
ought not to be interfered with. I have known the administration of
syrup of white poppies, or of paregoric, to stop the cough, and
thereby to prevent the expulsion of the phlegm, and thus to produce
either inflammation of the lungs or bronchitis. Moreover, both
paregoric and syrup of white poppies are, for a young child,
dangerous medicines (unless administered by a judicious medical
man), and ought never to be given by a mother.
In the month of April, 1844, I was sent for in great haste to an
infant, aged seventeen months, who was laboring under convulsions
and extreme drowsiness, from the injudicious administration of
paregoric, which had been given to him to ease a cough. By the
prompt administration of an emetic he was saved.
73. A child who is teething is subject to a “breaking-out,” more
especially behind the ears—which is most disfiguring, and
frequently very annoying; what would you recommend?
I would apply no external application to cure it, as I should look
upon it as an effort of the constitution to relieve itself; and should
expect, if the “breaking-out” were repelled, that either convulsions,
or bronchitis, or inflammation of the lungs, or water on the brain
would be the consequence.
The only plan I should adopt would be, to be more careful in his
diet: to give him less meat (if he be old enough to eat animal food),
and to give him, once or twice a week, a few doses of mild aperient
medicine; and, if the irritation from the “breaking-out” be great, to
bathe it occasionally either with a little warm milk and water, or with
rose water.
EXERCISE.
74. Do you recommend exercise in the open air for a baby? and if
so, how soon after birth?
I am a great advocate for having exercise in the open air. “The
infant in arms makes known its desire for fresh air by restlessness—it
cries, for it cannot speak its wants; is taken abroad, and is quiet.”
The age at which he ought to commence taking exercise will, of
course, depend upon the season and upon the weather. If it be
summer, and the weather be fine, he should be carried in the open
air a week or a fortnight after birth; but if it be winter, he ought not,
on any account, to be taken out under the month, and not even then,
unless the weather be mild for the season, and it be the middle of the
day. At the end of two months he should breathe the open air more
frequently. And after the expiration of three months he ought to be
carried out every day, even if it be wet under foot, provided it be fine
above, and the wind be neither in an easterly nor in a northeasterly
direction; by doing so we shall make him strong and hearty, and give
the skin that mottled appearance which is so characteristic of health.
He must, of course, be well clothed.
I cannot help expressing my disapprobation of the practice of
smothering up an infant’s face with a handkerchief, with a veil, or
with any other covering, when he is taken out into the air. If his face
be so muffled up, he may as well remain at home; as, under such
circumstances, it is impossible for him to receive any benefit from
the invigorating effects of the fresh air.
75. Can you devise any method to induce a baby himself to take
exercise?
He must be encouraged to use muscular exertion; and, for this
purpose, he ought to be frequently laid either upon a rug, or carpet,
or the floor: he will then stretch his limbs and kick about with perfect
glee. It is a pretty sight, to see a little fellow kicking and sprawling on
the floor. He crows with delight, and thoroughly enjoys himself: it
strengthens his back; it enables him to stretch his limbs, and to use
his muscles; and is one of the best kinds of exercise a very young
child can take. While going through his performances, his diaper, if
he wear one, should be unfastened, in order that he might go through
his exercises untrammeled. By adopting the above plan, the babe
quietly enjoys himself—his brain is not over-excited by it; this is an
important consideration, for both mothers and nurses are apt to
rouse and excite very young children, to their manifest detriment. A
babe requires rest, and not excitement. How wrong it is, then, for
either a mother or a nurse to be exciting and rousing a new-born
babe. It is most injurious and weakening to his brain. In the early
period of his existence his time ought to be almost entirely spent in
sleeping and in sucking!
76. Do you approve of tossing an infant much about?
I have seen a child tossed up nearly to the ceiling! Can anything be
more cruel or absurd? Violent tossing of a young babe ought never to
be allowed: it only frightens him, and has been known to bring on
convulsions. He should be gently moved up and down (not tossed):
such exercise causes a proper circulation of the blood, promotes
digestion, and soothes to sleep. He must always be kept quiet
immediately after taking the breast: if he be tossed directly
afterward, it interferes with his digestion, and is likely to produce
sickness.
SLEEP.
77. Ought the infant’s sleeping apartment to be kept warm?

The lying-in room is generally kept too warm, its heat being, in
many instances, more that of an oven than of a room. Such a place is
must unhealthy, and is fraught with danger both to the mother and
the baby. We are not, of course, to run into an opposite extreme, but
are to keep the chamber at a moderate and comfortable temperature.
The door ought occasionally to be left ajar, in order the more
effectually to change the air and thus to make it more pure and
sweet.
A new-born babe, then, ought to be kept comfortably warm, but
not very warm. It is folly in the extreme to attempt to harden a very
young child either by allowing him, in the winter time, to be in a
bedroom without a fire, or by dipping him in cold water, or by
keeping him with scant clothing on his bed. The temperature of a
bedroom, in the winter time, should be, as nearly as possible, at 60°
Fahr. Although the room should be comfortably warm, it ought, from
time to time, to be properly ventilated. An unventilated room soon
becomes foul, and, therefore, unhealthy. How many in this world,
both children and adults, are “poisoned with their own breaths!”
An infant should not be allowed to look at the glare either of a fire
or of a lighted candle, as the glare tends to weaken the sight, and
sometimes brings on an inflammation of the eyes. In speaking to and
in noticing a baby, you ought always to stand before and not behind
him, or it might make him squint.
78. Ought a babe to lie alone from the first?
Certainly not. At first—say for the first few months—he requires
the warmth of another person’s body, especially in the winter; but
care must be taken not to overlay him, as many infants, from
carelessness in this particular, have lost their lives. After the first few
months, he had better lie alone, on a horse-hair mattress.
79. Do you approve of rocking an infant to sleep?
I do not. If the rules of health be observed, he will sleep both
soundly and sweetly without rocking; if they be not, the rocking
might cause him to fall into a feverish, disturbed slumber, but not
into a refreshing, calm sleep. Besides, if you once take to that habit,
he will not go to sleep without it.
80. Then don’t you approve of a rocking-chair, and of rockers to
the cradle?
Certainly not: a rocking-chair, or rockers to the cradle, may be
useful to a lazy nurse or mother, and may induce a child to sleep, but
that restlessly, when he does not need sleep, or when he is wet and
uncomfortable, and requires “changing;” but will not cause him to
have that sweet and gentle and exquisite slumber so characteristic of
a baby who has no artificial appliances to make him sleep. No!
rockers are perfectly unnecessary, and the sooner they are banished
the nursery the better will it be for the infant community. I do not
know a more wearisome and monotonous sound than the everlasting
rockings to and fro in some nurseries; they are often accompanied by
a dolorous lullaby from the nurse, which adds much to the misery
and depressing influence of the performance.
81. While the infant is asleep, do you advise the head of the crib to
be covered with a handkerchief, to shade his eyes from the light,
and, if it be summer time, to keep off the flies?
If the head of the crib be covered, the baby cannot breathe freely;
the air within the crib becomes contaminated, and thus the lungs
cannot properly perform their functions. If his sleep is to be
refreshing, he must breathe pure air. I do not even approve of a head
to a crib. A child is frequently allowed to sleep on a bed with the
curtains drawn completely close, as though it were dangerous for a
breath of air to blow upon him![166] This practice is most injurious.
An infant must have the full benefit of the air of the room; indeed,
the bedroom door ought to be frequently left ajar, so that the air of
the apartment may be changed—taking care, of course, not to expose
him to a draught. If the flies, while he is asleep, annoy him, let a net
veil be thrown over his face, as he can readily breathe through net,
but not through a handkerchief.
82. Have you any suggestions to offer as to the way a babe should
be dressed when he is put down to sleep?
Whenever he be put down to sleep, be more than usually particular
that his dress be loose in every part; be careful that there be neither
strings nor bands to cramp him. Let him, then, during repose, be
more than ordinarily free and unrestrained—
“If, while in cradled rest your infant sleeps,
Your watchful eye unceasing vigils keeps,
Lest cramping bonds his pliant limbs constrain,
And cause defects that manhood may retain.”[167]
83. Is it a good sign for a young child to sleep much?

A babe who sleeps a great deal thrives much more than one who
does not. I have known many children who were born[168] small and
delicate, but who slept the greatest part of their time, become strong
and healthy. On the other hand, I have known those who were born
large and strong, yet who slept but little, become weak and
unhealthy.
The common practice of a nurse allowing a baby to sleep upon her
lap is a bad one, and ought never to be countenanced. He sleeps
cooler, more comfortably, and soundly in his crib.
The younger an infant is the more he generally sleeps, so that
during the early months he is seldom awake, and then only to take
the breast.
84. How is it that much sleep causes a young child to thrive so
well?
If there be pain in any part of the body, or if any of the functions be
not properly performed, he sleeps but little. On the contrary, if there
be exemption from pain, and if there be a due performance of all the
functions, he sleeps a great deal; and thus the body becomes
refreshed and invigorated.
85. As much sleep is of such advantage, if an infant sleep but
little, would you advise composing medicine to be given to him?
Certainly not. The practice of giving composing medicine to a
young child cannot be too strongly reprobated. If he does not sleep
enough, the mother ought to ascertain if the bowels be in a proper
state, whether they be sufficiently opened that the motions be of a
good color—namely, a bright yellow, inclining to orange color—and
free from slime or from bad smell. An occasional dose of rhubarb and
magnesia is frequently the best composing medicine he can take.
86. We often hear of Coroner’s inquests upon infants who have
been found dead in bed—accidentally overlaid: what is usually the
cause?
Suffocation, produced either by ignorance or by carelessness.
From ignorance in mothers, in their not knowing the common laws
of life, and the vital importance of free and unrestricted respiration,
not only when babies are up and about, but when they are in bed and
asleep. From carelessness, in their allowing young and thoughtless
servants to have the charge of infants at night; more especially as
young girls are usually heavy sleepers, and are thus too much
overpowered with sleep to attend to their necessary duties.
A foolish mother sometimes goes to sleep while allowing her child
to continue sucking. The unconscious babe, after a time, looses the
nipple, and buries his head in the bedclothes. She awakes in the
morning, finding, to her horror, a corpse by her side! A mother
ought, therefore, never to go to sleep until her child has finished
sucking.
The following are a few rules to prevent an infant from being
accidentally overlaid: (1.) Let your baby, while asleep, have plenty of
room in the bed. (2.) Do not allow him to be too near to you; or if he
be unavoidably near you (from the small size of the bed), let his face
be turned to the opposite side. (3.) Let him lie fairly either on his side
or on his back. (4.) Be careful to ascertain that his mouth be not
covered with the bedclothes; and (5.) Do not smother his face with
clothes, as a plentiful supply of pure air is as necessary when he is
awake, or even more so, than when he is asleep. (6.) Never let him lie
low in the bed. (7.) Let there be no pillow near the one his head is
resting on, lest he roll to it, and thus bury his head in it. Remember,
a young child has neither the strength nor the sense to get out of
danger; and, if he unfortunately either turn on his face, or bury his
head in a pillow that is near, the chances are that he will be
suffocated, more especially as these accidents usually occur at night,
when the mother or the nurse is fast asleep. (8.) Never intrust him at
night to a young, giddy, and thoughtless servant.
THE BLADDER AND THE BOWELS OF AN INFANT.

87. Have you any hints to offer respecting the bowels and the
bladder of an infant during the first three months of his existence?
A mother ought daily to satisfy herself as to the state of the bladder
and the bowels of her child. She herself should inspect the motions,
and see that they are of a proper color (bright yellow, inclining to
orange) and consistence (that of thick gruel), that they are neither
slimy, nor curdled, nor green; if they should be either the one or the
other, it is a proof that she herself has, in all probability, been
imprudent in her diet, and that it will be necessary for the future that
she be more careful both in what she eats and in what she drinks.
She ought, moreover, to satisfy herself that the urine does not
smell strongly, that it does not stain the napkins, and that he makes a
sufficient quantity.
A frequent cause of a child crying is, he is wet and uncomfortable,
and wants drying and changing, and the only way he has of
informing his mother of the fact is by crying lustily, and thus telling
her in most expressive language of her thoughtlessness and
carelessness.
88. How soon may an infant dispense with napkins?
A baby of three months and upward, ought to be held out at least a
dozen times during the twenty-four hours; if such a plan were
adopted, napkins might at the end of three months be dispensed with
—a great desideratum—and he would be inducted into clean habits—
a blessing to himself, and a comfort to all around, and a great saving
of dresses and of furniture. “Teach your children to be clean. A dirty
child is the mother’s disgrace.”[169] Truer words were never written: A
dirty child is the mother’s disgrace!
AILMENTS, DISEASE, Etc.
89. A new-born babe frequently has a collection of mucus in the

air-passages, causing him to wheeze: is it a dangerous symptom?
No, not if it occur immediately after birth; as soon as the bowels
have been opened, it generally leaves him, or even before, if he give a
good cry, which as soon as he is born he usually does. If there be any
mucus either within or about the mouth, impeding breathing, it must
with a soft handkerchief be removed.
90. Is it advisable, as soon as an infant is born, to give him
medicine?
It is now proved that the giving of medicine to a babe immediately
after birth is unnecessary, nay, that it is hurtful—that is, provided he
be early put to the breast, as the mother’s first milk is generally
sufficient to open the bowels. Sir Charles Locock[170] makes the
following sensible remarks on the subject: “I used to limit any
aperient to a new-born infant to those which had not the first milk,
and who had wet-nurses whose milk was, of course, some weeks old;
but for many years, I have never allowed any aperient at all to any
new-born infant, and I am satisfied it is the safest and the wisest
plan.”
This advice of Sir Charles Locock—to give no aperient to a new-
born infant—is most valuable, and ought to be strictly followed. By
adopting his recommendation much after-misery might be averted.
If a new-born babe’s bowels be costive, rather than give him an
aperient, try the effect of a little moist sugar dissolved in a little
water; that is to say, dissolve half a teaspoonful of pure
unadulterated raw sugar in a teaspoonful of warm water, and
administer it to him; if in four hours it should not operate, repeat the
dose. Butter and raw sugar is a popular remedy, and is sometimes
used by a nurse to open the bowels of a new-born babe, and where
there is costiveness answers the purpose exceedingly well, and is far
superior to castor oil. Try by all means to do, if possible, without a
particle of opening medicine. If you once begin to give aperients, you
will have frequently to repeat them. Opening physic leads to opening
physic, until at length his stomach and bowels will become a physic
shop! Let me, then, emphatically say, avoid, if possible, giving a new-
born babe a drop or a grain of opening medicine. If from the first you
refrain from giving an aperient, he seldom requires one afterward. It
is the first step that is so important to take in this as in all other
things.
If a new-born babe has not for twelve hours made water, the
medical man ought to be informed of it, in order that he may inquire
into the matter and apply the proper remedies. Be particular in
attending to these directions, or evil consequences will inevitably
ensue.
91. Some persons say that new-born female infants have milk in
their bosoms, and that it is necessary to squeeze them, and apply
plasters to disperse the milk.
The idea of there being real milk in a baby’s breast is doubtful, the
squeezing of the bosom is barbarous, and the application of plasters
is useless. “Without actually saying,” says Sir Charles Locock, “there
is milk secreted in the breasts of infants, there is undoubtedly not
rarely considerable swelling of the breasts both in female and male
infants, and on squeezing them a serous fluid oozes out. I agree with
you that the nurses should never be allowed to squeeze them, but be
ordered to leave them alone.”[171]
92. Have the goodness to mention the SLIGHT ailments which are
not of sufficient importance to demand the assistance of a medical
man?
I deem it well to make the distinction between serious and slight
ailments; I am addressing a mother. With regard to serious ailments,
I do not think myself justified, except in certain urgent cases, in
instructing a parent to deal with them. It might be well to make a
mother acquainted with the symptoms, but not with the treatment,
in order that she might lose no time in calling in medical aid. This I
hope to have the pleasure of doing in future conversations.
Serious diseases, with a few exceptions, and which I will indicate
in subsequent conversations, ought never to be treated by a parent,
not even in the early stages, for it is in the early stages that the most
good can generally be done. It is utterly impossible for any one who
is not trained to the medical profession to understand a serious
disease in all its bearings, and thereby to treat it satisfactorily.
There are some exceptions to these remarks. It will be seen, in
future conversations, that Sir Charles Locock considers that a mother
ought to be made acquainted with the treatment of some of the more
serious diseases, where delay in obtaining immediate medical
assistance might be death. I bow to his superior judgment, and have
supplied the deficiency in subsequent conversations.
The ailments and the diseases of infants, such as may, in the
absence of the doctor, be treated by a parent, are the following:
Chafings, Convulsions, Costiveness, Flatulence, Gripings, Hiccup,
Looseness of the Bowels (Diarrhœa), Dysentery, Nettle-rash, Red-
gum, Stuffing of the Nose, Sickness, Thrush. In all these complaints I
will tell you—What to do, and—What NOT to do.
93. What are the causes and the treatment of chafing?
The want of water: inattention and want of cleanliness are the
usual causes of chafing.
What to do.—The chafed parts ought to be well and thoroughly
sponged with tepid rain water—allowing the water from a well-filled
sponge to stream over them—and, afterward, they should be
thoroughly but tenderly dried with a soft towel, and then be dusted,
either with finely-powdered starch made of wheaten flour, or with
violet powder, or with finely-powdered native carbonate of zinc, or
they should be bathed with finely-powdered fuller’s-earth and tepid
water.
If, in a few days, the parts be not healed, discontinue the above
treatment, and use the following application: Beat up well together
the whites of two eggs, then add, drop by drop, two tablespoonfuls of
brandy. When well mixed put it into a bottle and cork it up. Before
using it let the excoriated parts be gently bathed with lukewarm rain
water, and, with a soft napkin, be tenderly dried; then, by means of a
camel’s-hair brush, apply the above liniment, having first shaken the
bottle.
But bear in mind, after all that can be said and done, that there is
nothing in these cases like water—there is nothing like keeping the
parts clean, and the only way of thoroughly effecting this object is by
putting him every morning INTO his tub.
What NOT to do.—Do not apply white lead, as it is a poison. Do not
be afraid of using plenty of water, as cleanliness is one of the most
important items of the treatment.
94. What are the causes of convulsions in an infant?
Stuffing him, in the early months of his existence, with food, the
mother having plenty of breast-milk the while; the constant
physicking of a child by his own mother; teething; hooping-cough,
when attacking a very young baby.
I never knew a case of convulsions occur—say for the first four
months (except in very young infants laboring under hooping-cough)
—where children lived on the breast-milk alone, and where they were
not frequently quacked by their mothers!
For the treatment of the convulsions from teething, see page 66.
What to do in a case of convulsions which has been caused by
feeding an infant either with too much or with artificial food. Give
him, every ten minutes, a teaspoonful of ipecacuanha wine, until free
vomiting be excited, then put him into a warm bath (see Warm
Baths); and when he comes out of it administer to him a teaspoonful
of castor oil, and repeat it every four hours until the bowels be well
opened.
What NOT to do.—Do not, for at least a month after the fit, give him
artificial food, but keep him entirely to the breast. Do not apply
leeches to the head.
What to do in a case of convulsions from hooping-cough.—There
is nothing better than dashing cold water on the face, and immersing
him in a warm bath of 98 degrees Fahr. If he be about his teeth, and
they be plaguing him, let the gums be both freely and frequently
lanced. In convulsions from hooping-cough I have found cod-liver oil
a valuable medicine. Convulsions seldom occur in hooping-cough,
unless the child be either very young or exceedingly delicate. In
either case cod-liver oil is likely to be serviceable, as it helps to
sustain and support him in his extremity.
Convulsions attending an attack of hooping-cough make it a
serious complication, and requires the assiduous and skillful
attention of a judicious medical man.
What NOT to do in such a case.—Do not apply leeches; the babe
requires additional strength, and not to be robbed of it; and do not
attempt to treat the case yourself.
95. What are the best remedies for the costiveness of an infant?
I strongly object to the frequent administration of opening
medicine, as the repetition of it increases the mischief to a tenfold
degree.
What to do.—If a babe, after the first few months, were held out,
and if, at regular intervals, he were put upon his chair, costiveness
would not so much prevail. It is wonderful how soon the bowels, in
the generality of cases, by this simple plan may be brought into a
regular state.
Besides, it inducts an infant into clean habits. I know many careful
mothers who have accustomed their children, after the first three
months, to do without diapers altogether. It causes at first a little
trouble, but that trouble is amply repaid by the good consequences
that ensue; among which must be named the dispensing with such
incumbrances as diapers. Diapers frequently chafe, irritate, and gall
the tender skin of a baby. But they cannot, of course, at an early age
be dispensed with, unless a mother has great judgment, sense, tact,
and perseverance, to bring her little charge into the habit of having
the bowels relieved and the bladder emptied every time he is either
held out or put upon his chair.
Before giving an infant a particle of aperient medicine, try, if the
bowels are costive, the effect of a little raw sugar and water, either
half a teaspoonful of raw sugar dissolved in a teaspoonful or two of
water, or give him, out of your fingers, half a teaspoonful of raw
sugar to eat. I mean by raw sugar, not the white, but the pure and
unadulterated sugar, and which you can only procure from a
respectable grocer. If you are wise, you will defer as long as you can
giving an aperient. If you once begin, and continue it for awhile,
opening medicine becomes a dire necessity, and then woe-betide the
poor unfortunate child!
It might sometimes be necessary to give opening medicine, but the
less frequently the better. The following, when it becomes absolutely
necessary to give an aperient, are some of the best, simple, and safe
that can be administered by a mother to her baby. I give you several,
as it might be well, from time to time, to vary them: (1.) One or two
teaspoonfuls of fluid magnesia, made palatable by the addition of a
little sugar, may be chosen; or (2.) The popular remedy of syrup of
rhubarb and castor oil:
Take of—Syrup of Rhubarb,
Castor Oil, of each half an ounce:
To make a Mixture. A teaspoonful to be taken early in the morning, first well

shaking the bottle.
It might be well again to state, that the bottle must be violently
shaken just before administering the mixture, or the oil will not mix
with the syrup; or (3.) A teaspoonful of syrup of rhubarb, without the
admixture of the castor oil may be given early in the morning
occasionally; or (4.) A teaspoonful of equal parts, say half an ounce of
each, of fluid magnesia and of syrup of rhubarb, may be taken for a
change. Another safe and palatable aperient for an infant is (5.)
Syrup of senna, from a half to a whole teaspoonful being the dose.
Castor oil is another medicine prescribed for a baby’s costiveness,
and, being a safe one, may occasionally be used. Care should be
taken to have the castor oil freshly drawn, and of the best quality. (6.)
Syrup of red roses and castor oil (of each equal parts), being a good,
elegant, and pleasant way of giving it:
Take of—Syrup of Red Roses,
Castor Oil, of each six drachms:
To make a Mixture. A teaspoonful to be taken occasionally, first well shaking the

bottle, and to be repeated every four hours, until the bowels be relieved.
(7.) An excellent remedy for the costiveness of a baby is a soap
suppository, the application of which will be found a safe, speedy,
and certain method of opening the bowels. It is made by paring a
piece of white curd-soap round; it should be of the size, in
circumference, of a cedar pencil, and it must be in length about two
inches. This should be administered by dipping it in a little warm
sweet oil, and should then be gently introduced up the bowel in the
same manner as you would an enema pipe, allowing about a quarter
of an inch to remain in view. It must then be left alone, and in a
minute or two the soap suppository will be expelled, and instantly
the bowels will be comfortably and effectually relieved. When a child
is two or three years old and upwards a dip-candle suppository is
superior to a soap suppository.
If it be absolutely necessary to give opening medicine, it will be
well to alternate the use of them—that is to say, to give at one time
the syrup of senna, at another the fluid magnesia sweetened, and a
third to administer the soap suppository dipped in oil, but waiting at
least two days between, the bowels being costive all the time, before
resorting to an aperient. Bear in mind, and let it make a strong
impression upon you, that the less the bowels of an infant are
irritated by opening medicine, the aperient being ever so simple and
well-selected, the better will it be for him both now and for the
future.
When the infant is five or six months old, either oatmeal milk
gruel, or Robinson’s Patent Groat Gruel made with new milk,
occasionally given in lieu of the usual food, will often open the
bowels, and will thus supersede the necessity of administering an
aperient.
Castor oil, or Dr. Merriman’s Purgative Liniment,[172] well rubbed
every morning, for ten minutes at a time, over the region of the
bowels, will frequently prevent costiveness, and thus will do away
with the need—which is a great consideration—of giving an aperient.
What NOT to do.—There are two preparations of mercury I wish to
warn you against administering of your own accord, viz.—(1.)
Calomel, and a milder preparation called (2.) gray powder (mercury
with chalk). It is a common practice in this country to give calomel,
on account of the readiness with which it may be administered, it
being small in quantity and nearly tasteless. Gray powder, also, is,
with many mothers, a favorite in the nursery. It is a medicine of
immense power—either for good or for evil; in certain cases it is very
valuable; but in others, and in the great majority, it is very
detrimental.
This practice, then, of a mother giving mercury, whether in the
form either of calomel or of gray powder, cannot be too strongly
reprobated, as the frequent administration either of one or of the
other weakens the body, predisposes it to cold, and frequently excites
king’s evil—a disease too common in this country. Calomel and gray
powder, then, ought never to be administered unless ordered by a
medical man.
Syrup of buckthorn and jalap are also frequently given, but they
are griping medicines for a baby, and ought to be banished from the
nursery.
The frequent repetition of opening medicines, then, in any shape
or form, very much interferes with digestion; they must, therefore, be
given as seldom as possible.
Let me, at the risk of wearying you, again urge the importance of
your avoiding, as much as possible, giving a babe purgative
medicines. They irritate beyond measure the tender bowels of an
infant, and only make him more costive afterward; they interfere
with his digestion, and are liable to give him cold. A mother who is
always of her own accord quacking her child with opening physic, is
laying up for her unfortunate offspring a debilitated constitution—a
miserable existence.
96. Are there any means of preventing the Costiveness of an
infant?
If greater care were paid to the rules of health, such as attention to
diet, exercise in the open air, thorough ablution of the whole body—
more especially when he is being washed—causing the water, from a
large and well-filled sponge, to stream over the lower part of his
bowels; the regular habit of causing him, at stated periods, to be held
out, whether he want or not, that he may solicit a stool. If all these
rules were observed, costiveness would not so frequently prevail, and
one of the miseries of the nursery would be done away with.
Some mothers are frequently dosing their poor unfortunate babies
either with magnesia to cool them, or with castor oil to heal the
bowels! Oh, the folly of such practices! The frequent repetition of
magnesia, instead of cooling an infant, makes him feverish and
irritable. The constant administration of castor oil, instead of healing
the bowels, wounds them beyond measure. No! it would be a blessed
thing if a baby could be brought up without giving him a particle of
opening medicine; his bowels would then act naturally and well: but
then, as I have just now remarked, a mother must be particular in
attending to Nature’s medicines—to fresh air, to exercise, to diet, to
thorough ablution, etc. Until that time comes, poor unfortunate
babies must be occasionally dosed with an aperient.
97. What are the causes of, and remedies for, Flatulence?
Flatulence most frequently occurs in those infants who live on
artificial food, especially if they are overfed. I therefore beg to refer
you to the precautions I have given, when speaking of the importance
of keeping a child for the first four or five months entirely to the
breast; and, if that be not practicable, of the times of feeding, and of
the best kinds of artificial food, and of those which are least likely to
cause “wind.”
What to do.—Notwithstanding these precautions, if the babe
should still suffer, “One of the best and safest remedies for flatulence
is sal-volatile,—a teaspoonful of a solution of one drachm to an ounce
and a half of water.”[173] Or, a little dill or aniseed may be added to
the food—half a teaspoonful of dill water. Or, take twelve drops of oil
of dill, and two lumps of sugar; rub them well in a mortar together;
then add, drop by drop, three tablespoonfuls of spring water; let it be
preserved in a bottle for use. A teaspoonful of this, first shaking the
vial, may be added to each quantity of food. Or, three teaspoonfuls of
bruised caraway seeds may be boiled for ten minutes in a teacupful
of water, and then strained. One or two teaspoonfuls of the caraway-
tea may be added to each quantity of his food, or a dose of rhubarb
and magnesia may be occasionally given.
Opodeldoc, or warm olive oil, well rubbed, for a quarter of an hour
at a time, by means of the warm hand, over the bowels, will
frequently give relief. Turning the child over on his bowels, so that
they may press on the nurse’s lap, will often afford great comfort. A
warm bath (where he is suffering severely) generally gives immediate
ease in flatulence; it acts as a fomentation to the bowels. But after all,
a dose of mild aperient medicine, when the babe is suffering severely,
is often the best remedy for “wind.”
Remember, at all times, prevention, whenever it be—and how
frequently it is—possible, is better than cure.
What NOT to do.—“Godfrey’s Cordial,” “Infants’ Preservative,” and
“Dalby’s Carminative” are sometimes given in flatulence; but as most
of these quack medicines contain, in one form or another, either
opium or poppy, and as opium and poppy are both dangerous
remedies for children, ALL quack medicines must be banished the
nursery.
Syrup of poppies is another remedy which is often given by a nurse
to afford relief for flatulence; but let me urge upon you the
importance of banishing it from the nursery. It has (when given by
unprofessional persons) caused the untimely end of thousands of
children. The medical journals and the newspapers teem with cases
of deaths from mothers incautiously giving syrup of poppies to ease
pain and to procure sleep.
98. What are the symptoms, the causes, and the treatment of
“Gripings” of an infant?
The symptoms.—The child draws up his legs; screams violently; if
put to the nipple to comfort him, he turns away from it and cries
bitterly; he strains, as though he were having a stool; if he have a
motion, it will be slimy, curdled, and perhaps green. If, in addition to
the above symptoms, he pass a large quantity of watery fluid from
the bowels, the case becomes one of watery gripes, and requires the
immediate attention of a medical man.
The causes of “gripings” or “gripes” may proceed either from the
infant or from the mother. If from the child, it is generally owing
either to improper food or to over-feeding: if from the mother, it may
be traced to her having taken either greens, or pork, or tart beer, or
sour porter, or pickles, or drastic purgatives.
What to do.—The treatment, of course, must depend upon the
cause. If it arise from over-feeding, I would advise a dose of castor oil
to be given, and warm fomentations to be applied to the bowels, and
the mother or the nurse to be more careful for the future. If it
proceed from improper food, a dose or two of magnesia and rhubarb
in a little dill water, made palatable with simple syrup.[174] If it arise
from a mother’s imprudence in eating trash, or from her taking
violent medicine, a warm bath: a warm bath, indeed, let the cause of
“griping” be what it may, usually affords instant relief.
Another excellent remedy is the following: Soak a piece of new
flannel, folded into two or three thicknesses, in warm water; wring it
tolerably dry, and apply as hot as the child can comfortably bear it to
the bowels, then wrap him in a warm, dry blanket, and keep him, for
at least half an hour, enveloped in it. Under the above treatment, he
will generally soon fall into a sweet sleep, and awake quite refreshed.
What NOT to do.—Do not give opiates, astringents, chalk, or any
quack medicine whatever.
If a child suffer from a mother’s folly in her eating improper food,
it will be cruel in the extreme for him a second time to be tormented
from the same cause.
99. What occasions Hiccough, and what is its treatment?
Hiccough is of such a trifling nature as hardly to require
interference. It may generally be traced to over-feeding. Should it be
severe, four or five grains of calcined magnesia, with a little syrup
and aniseed water, and attention to feeding, are all that will be
necessary.
100. Will you describe the symptoms of Diarrhœa—“Looseness of
the bowels?”
It will be well, before doing so, to tell you how many motions a
young infant ought to have a day, their color, consistence, and smell.
Well, then, he should have from three to six motions in the twenty-
four hours; the color ought to be a bright yellow, inclining to orange;
the consistence should be that of thick gruel; indeed, his motion, if
healthy, ought to be somewhat of the color (but a little more orange-
tinted) and of the consistence of mustard made for the table; it
should be nearly, if not quite, devoid of smell; it ought to have a faint
and peculiar, but not a strong disagreeable odor. If it has a strong
and disagreeable smell, the child is not well, and the case should be
investigated, more especially if there be either curds or lumps in the
motions; these latter symptoms denote that the food has not been
properly digested.
Now, suppose a child should have a slight bowel complaint—that is
to say, that he has six or eight motions during the twenty-four hours,
—and that the stools are of a thinner consistence than what I have
described,—provided, at the same time, that he is not griped, that he
has no pain, and has not lost his desire for the breast: What ought to
be done? Nothing. A slight looseness of the bowels should never be
interfered with,—it is often an effort of nature to relieve itself of some
vitiated motion that wanted a vent—or to act as a diversion, by
relieving the irritation of the gums. Even if he be not cutting his
teeth, he may be “breeding” them, that is to say, the teeth may be
forming in his gums, and may cause almost as much irritation as
though he were actually cutting them. Hence, you see the immense
good a slight “looseness of the bowels” may cause. I think that I have
now proved to you the danger of interfering in such a case, and that I
have shown you the folly and the mischief of at once giving
astringents—such as Godfrey’s Cordial, Dalby’s Carminative, etc.—to
relieve a slight relaxation.
A moderate “looseness of the bowels,” then, is often a safety-valve,
and you may with as much propriety close the safety-valve of a steam
engine as stop a moderate “looseness of the bowels!”
Now, if the infant, instead of having from three to six motions,
should have more than double the latter number; if they be more
watery; if they become slimy and green, or green in part and curdled;
if they should have an unpleasant smell; if he be sick, cross, restless,
fidgety, and poorly; if every time he has a motion he be griped and in
pain, we should then say that he is laboring under diarrhœa; then, it
will be necessary to give a little medicine, which I will indicate in a
subsequent Conversation.
Should there be both blood and slime mixed with the stool, the
case becomes more serious; still, with proper care, relief can
generally be quickly obtained. If the evacuations—instead of being
stool—are merely blood and slime, and the child strain frequently
and violently, endeavoring thus, but in vain, to relieve himself, crying
at each effort, the case assumes the character of dysentery.[175]
If there be a mixture of blood, slime, and stool from the bowels,
the case would be called dysenteric diarrhœa. This latter case
requires great skill and judgment on the part of a medical man, and
great attention and implicit obedience from the mother and the
nurse. I merely mention these diseases in order to warn you of their
importance, and of the necessity of strictly attending to a doctor’s
orders.
101. What are the causes of Diarrhœa—“Looseness of the bowels?”
Improper food; over-feeding; teething; cold; the mother’s milk
from various causes disagreeing, namely, from her being out of
health, from her eating unsuitable food, from her taking improper
and drastic purgatives, or from her suckling her child when she is
pregnant. Of course, if any of these causes are in operation, they
ought, if possible, to be remedied, or medicine to the babe will be of
little avail.
102. What is the treatment of Diarrhœa?
What to do.—If the case be slight, and has lasted two or three days
(do not interfere by giving medicine at first), and if the cause, as it
probably is, be some acidity or vitiated stool that wants a vent, and
thus endeavors to obtain one by purging, the best treatment is to
assist nature by giving either a dose of castor oil or a moderate one of
rhubarb and magnesia,[176] and thus to work off the enemy.
After the enemy has been worked off, either by the castor oil or by
the magnesia and rhubarb, the purging will, in all probability, cease;
but if the relaxation still continue, that is to say, for three or four
days,—then, if medical advice cannot be procured, the following
mixture should be given:

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CHAPTER 6: MASTER TEST BANK

Bloom’s Level of Learning (LL)

CHAPTER 6: MASTER TEST BANK

Test Item Table by Learning Objective and Bloom’s Level of Learning

Bloom’s Level of Learning (LL)

CHAPTER 6: MASTER TEST BANK

MULTIPLE CHOICE QUESTIONS

6-1 CHAPTER OPENER: JCPENNEY KNOWLEDGE

Answer: c Page(s): 138 LO: 6-1 AACSB: Analytic QD: Easy

6-2 CHAPTER OPENER: JCPENNEY COMPREHENSION

Answer: a Page(s): 143 LO: 6-2 AACSB: Analytic QD: Medium

6-3 CHAPTER OPENER: JCPENNEY COMPREHENSION

Answer: b Page(s): 144-145 LO: 6-2 AACSB: Analytic QD: Medium

6-4 CHAPTER OPENER: JCPENNEY COMPREHENSION

Answer: a Page(s): 148 LO: 6-2 AACSB: Analytic QD: Medium

6-5 CHAPTER OPENER: JCPENNEY COMPREHENSION

Answer: e Page(s): 150-151 LO: 6-3 AACSB: Analytic QD: Medium

6-6 BUSINESS MARKETING KNOWLEDGE

The marketing of goods and services to companies, governments, or not-for-profit organizations

Answer: c Page(s): 140 LO: 6-1 AACSB: Analytic QD: Easy

6-7 BUSINESS MARKETING KNOWLEDGE

Business marketing refers to

Answer: c Page(s): 140 LO: 6-1 AACSB: Analytic QD: Easy

6-8 BUSINESS MARKETING KNOWLEDGE

A business market is also referred to as

Answer: e Page(s): 140 LO: 6-1 AACSB: Analytic QD: Easy

6-9 ORGANIZATIONAL BUYERS KNOWLEDGE

Answer: c Page(s): 140 LO: 6-1 AACSB: Analytic QD: Easy

6-10 ORGANIZATIONAL BUYERS KNOWLEDGE

Organizational buyers refer to

Answer: b Page(s): 140 LO: 6-1 AACSB: Analytic QD: Easy

6-11 ORGANIZATIONAL BUYERS COMPREHENSION

Organizational buyers include manufacturers, wholesalers, retailers, and government agencies

Answer: e Page(s): 140 LO: 6-1 AACSB: Analytic QD: Medium

6-12 ORGANIZATIONAL BUYERS COMPREHENSION

Answer: d Page(s): 140 LO: 6-1 AACSB: Analytic QD: Medium

6-13 ORGANIZATIONAL BUYERS COMPREHENSION

Which of these statements regarding organizational buyers is MOST ACCURATE?

Answer: a Page(s): 140 LO: 6-1 AACSB: Analytic QD: Medium

6-14 ORGANIZATIONAL BUYERS COMPREHENSION

All of the following are organizational buyers EXCEPT:

Answer: c Page(s): 140 LO: 6-1 AACSB: Analytic QD: Medium

6-15 ORGANIZATIONAL BUYERS COMPREHENSION

Answer: e Page(s): 140 LO: 6-1 AACSB: Analytic QD: Medium

6-16 ORGANIZATIONAL BUYERS APPLICATION

Which of the following represents an organizational buyer?

Answer: d Page(s): 140 LO: 6-1 AACSB: Analytic QD: Hard

6-17 INDUSTRIAL FIRMS KNOWLEDGE

Answer: d Page(s): 140 LO: 6-1 AACSB: Analytic QD: Easy

6-18 INDUSTRIAL FIRMS KNOWLEDGE

Answer: a Page(s): 140 LO: 6-1 AACSB: Analytic QD: Easy

6-19 INDUSTRIAL MARKETS COMPREHENSION

Answer: d Page(s): 140 LO: 6-1 AACSB: Analytic QD: Medium

6-20 INDUSTRIAL MARKETS COMPREHENSION

Which of the following types of firms comprises an industrial market?

Answer: b Page(s): 140 LO: 6-1 AACSB: Analytic QD: Medium

6-21 INDUSTRIAL MARKETS COMPREHENSION

Which of the following is a service business within the industrial market?

Answer: c Page(s): 140 LO: 6-1 AACSB: Analytic QD: Medium

6-22 INDUSTRIAL MARKETS COMPREHENSION

__________ comprise the highest percentage of firms in industrial markets.