Marketing The Core 7Th Edition Kerin Test Bank Full Chapter PDF

Marketing The Core 7th Edition
Kerin Test Bank

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Chapter 05
Test Bank
1. According to the textbook, JCPenney buys paper for which of the following media?
A. in-store signage
B. special advertising inserts in magazines such as Cosmopolitan
C. newspaper inserts and direct mail pieces
D. annual and 10-K reports
E. point-of-purchase displays
AACSB: Analytical Thinking

Accessibility: Keyboard Navigation
Blooms: Remember
Learning Objective: 05-01 Distinguish among industrial, reseller, and government organizational markets.
Level of Difficulty: 1 Easy
Topic: B2B Buying Process
Feedback: JCPenney buys paper for use in its newspaper inserts and direct-mail pieces.
2. Purchasing paper for JCPMedia is one example of

A. organizational buying.
B. online buying.
C. on-time delivery.
D. derived demand.
E. cooperative selling.

Blooms: Understand
Learning Objective: 05-02 Describe the key characteristics of organizational buying that make it different from consumer buying.
Level of Difficulty: 2 Medium
Feedback: Purchasing paper for JCPMedia is one example of organizational buying.
3. When JCPMedia buys paper for JCPenney newspaper inserts, it considers suppliers' forest management and other sustainability practices.
JCPMedia buyers consider these as part of the process to
A. fulfill profit responsibilities.
B. formally evaluate paper supplier capabilities.
C. eliminate the need for online purchasing.
D. shorten the value chain.
E. fulfill the auditing role.

Blooms: Understand
Feedback: In addition to paper appearance, quality, quantity, and price, JCPMedia paper buyers formally evaluate paper supplier capabilities, often
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by extended visits to supplier facilities in the United States, Canada, and Europe. Supplier capabilities include the capacity to deliver on-time selected
grades of paper from specialty items to magazine papers, the availability of specific types of paper to meet printing deadlines, and formal programs
focused on the life cycle of paper products. For example, a supplier's forestry management and sustainability practices are considered in the paper
buying process.
4. Kim Nagele, 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 text, Mr. Nagele performs all of the following roles in the JCPenney buying center except which?
A. user
B. gatekeeper
C. influencer
D. buyer
E. decider

Blooms: Understand
Topic: Buying Center
Feedback: As senior sourcing manager at JCPenney, Kim Nagele assumes (1) the influencer role, helping to define the specifications for the paper;
(2) the buyer role, having the formal authority and responsibility to select the supplier and negotiate contract terms; (3) the decider role, having the
formal power to select the supplier that receives the contract; and (4) the gatekeeper role, controlling 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.
5. 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, 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

Blooms: Understand
Learning Objective: 05-03 Explain how buying centers and buying situations influence organizational purchasing.
Feedback: These assessments are typical of the alternative evaluation stage of the decision process.
6. 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
A. integrated marketing.
B. institutional marketing.
C. business-to-business marketing.
D. reseller marketing.
E. organizational marketing.

Blooms: Remember
Topic: Organizational Markets
Feedback: Key term definition—business-to-business marketing.
7. Business-to-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 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 products and services to companies, governments, or not-for-profit organizations for use in the creation of products 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.

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Blooms: Remember
Feedback: Key term definition—business-to-business marketing.
8. Manufacturers, wholesalers, retailers, service companies, not-for-profit organizations, 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.
D. ultimate consumers.
E. institutional buyers.

Blooms: Remember
Feedback: Key term definition—organizational buyers.
9. Organizational buyers are

A. wholesalers, retailers, and service companies that buy goods and services exclusively for resale.
B. any organization that buys products and services for their own use or for resale.
C. not-for-profit organizations that buy goods and services for their own use.
D. firms that typically buy physical goods and resell them again without any reprocessing.
E. all buyers in a nation including ultimate consumers.

Blooms: Remember
Feedback: Key term definition—organizational buyers.
10. Organizational buyers include manufacturers, wholesalers, retailers, service companies, not-for-profit organizations, 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 products and services for their own use or for resale.

Blooms: Understand
Feedback: Organizational buyers are those manufacturers, wholesalers, retailers, and government agencies that buy products and services for their
own use or for resale.
11. 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

Blooms: Understand
Feedback: Manufacturers buy raw materials and parts that they reprocess into the finished goods they sell.
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12. 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.

Blooms: Understand
Feedback: Manufacturers buy raw materials and parts that they reprocess into the finished goods they sell. Wholesalers and retailers resell finished
goods without reprocessing them.
13. All of the following are organizational buyers except which?

A. industrial firms
B. government units
C. ultimate consumers
D. resellers
E. wholesalers

Blooms: Understand
Feedback: Organizational buyers consist of manufacturers, wholesalers, retailers, and government agencies that buy products and services for their
own use or for resale.
14. Organizational buyers are divided into three 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.

Blooms: Understand
Feedback: Organizational buyers are divided into three markets: (1) industrial, (2) reseller, and (3) government.
15. Which of the following exemplifies 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 Smart TV 55-inch 3D OLED HDTV for her den.
C. An architect hires a housecleaning service to clean his apartment.
D. The owner of a sushi restaurant hires a window-washing service to clean exterior windows.
E. The mayor rents a tuxedo to wear to his daughter's wedding.
AACSB: Knowledge Application

Blooms: Apply
Level of Difficulty: 3 Hard
Feedback: 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 restaurant is an
organizational buyer; all other alternatives involve purchases by ultimate consumers for their personal use.
16. 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.
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E. only produces a product, not a service.

Blooms: Remember
Feedback: Text term definition—industrial firms.
17. A firm that reprocesses a product or service it buys before selling the product again to the next buyer is referred to as
A. an industrial firm.
B. a reseller firm.
C. a government agency.
D. a wholesaler.
E. a retailer.

Blooms: Remember
Feedback: Text term definition—industrial firms.
18. Insurance companies, farms, auto repair, and fisheries are all examples of companies in the
A. consumer market.
B. cooperative market.
C. reseller market.
D. industrial market.
E. government market.

Blooms: Understand
Feedback: There are about 7.5 million firms in the industrial, or business, market. Companies that primarily sell physical goods (manufacturers;
mining; construction; and farms, timber, and fisheries) represent 25 percent of all the industrial firms. The services market sells diverse services such
as legal advice, auto repair, and dry cleaning. Service companies—finance, insurance, and real estate businesses; transportation, communication, and
public utility firms; and not-for-profit organizations—represent 75 percent of all industrial firms.
19. Which of the following types of firms are in the industrial market?
A. retailing
B. construction
C. wholesaling
D. state governments
E. federal regulatory agencies

Blooms: Understand
Feedback: There are about 7.5 million firms in the industrial, or business, market. These industrial firms in some way reprocess a product or service
they buy before selling it again to the next buyer. Companies that primarily sell physical goods (manufacturers; mining; construction; and farms,
timber, and fisheries) represent 25 percent of all the industrial firms.
20. Which of the following is a service business within the industrial market?
A. construction
B. mining
C. transportation
D. government
E. farming

Blooms: Understand
5-5
Feedback: The services market sells diverse services such as legal advice, auto repair, and dry cleaning. Service companies—finance, insurance, and
real estate businesses; transportation, communication, and public utility firms; and not-for-profit organizations—represent 75 percent of all industrial
firms.
21. __________ comprise the highest percentage of firms in industrial markets.

A. Manufacturing firms
B. Construction firms
C. Agricultural firms
D. Mining companies
E. Service companies

Blooms: Understand
Feedback: Service companies represent 75 percent of all industrial firms.
22. The services market sells diverse services such as legal advice, auto repair, and dry cleaning, and this market represents 75 percent of all
industrial firms. Which of the following is another such service firm?
A. finance
B. wholesalers
C. retailers
D. government units
E. educational institutions

Blooms: Understand
Feedback: Service companies, such as legal advice, auto repair, and dry cleaning services; finance, insurance and real estate businesses;
transportation, communication, public utility firms; and not-for-profit organizations, represent 75 percent of all industrial firms.
23. Corning, Inc., which transforms an exotic blend of materials to create optical fiber capable of carrying much of the telephone traffic in the United
States on a single strand, is operating in __________ market.
A. a consumer
B. a government
C. a service
D. a reseller
E. an industrial

Blooms: Understand
Feedback: There are about 7.5 million firms in the industrial, or business, market. These industrial firms in some way reprocess a product or service
they buy before selling it again to the next buyer. This is true of Corning, Inc., which transforms an exotic blend of materials to create optical fiber
capable of carrying much of the telephone traffic in the United States on a single strand.
24. 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
__________ market.
A. a consumer
B. a government
C. an industrial
D. a manufacturing
E. a reseller

Blooms: Apply
5-6
Feedback: 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.
25. 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 breading or
freezing, before selling them to McDonald's. Keystone is operating in __________ market.
A. a heavy goods
B. a government
C. a service
D. an industrial
E. a reseller

Blooms: Apply
Feedback: 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.
26. 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 __________ market.
A. a consumer
B. a government
C. a service
D. an industrial
E. a reseller

Blooms: Apply
Feedback: 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 certainly true of Graham-Field Health Products, which takes the component parts and materials it
buys and makes hospital beds and wheelchairs it sells to hospitals, nursing homes, and retailers.
27. 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.

Blooms: Remember
Feedback: Text term definition—resellers.
28. Among organizational markets, the reseller market includes

A. manufacturers.
B. logistics and supply chain providers.
C. government agencies.
D. end-user service providers.
E. retailers and wholesalers.

Blooms: Remember
5-7
Feedback: Text term definition—resellers.
29. 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 United States. In this context, ESF is most likely classified as
A. a producer.
B. a reseller.
C. a service provider.
D. a government agency.
E. an industrial firm.

Blooms: Apply
Feedback: Resellers are wholesalers and retailers that buy physical products and resell them without any reprocessing. Here, ESF is a wholesaler
because it sells to other stores that will sell to retailers, which in turn sell to consumers.
30. 1-800 Contacts is based in Draper, Utah, and sells contact lenses manufactured by other well-known companies, including Johnson & Johnson
Vision Care, Ciba Vision, Bausch & Lomb, and CooperVision. It would most likely be classified as
A. an industrial service provider.
B. a health care provider.
C. a reseller.
D. an industrial firm.
E. a government agency.

Blooms: Apply
Feedback: Resellers are wholesalers and retailers that buy physical products and resell them without any reprocessing. In this case, 1-800 Contacts
resells contacts manufactured by others.
31. 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. an industrial service provider.
B. a health care manufacturer.
C. an industrial firm.
D. a reseller.
E. a government agency.

Blooms: Apply
Feedback: Resellers are wholesalers and retailers who buy physical products and resell them 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.
32. In terms of organizational markets, Amazon.com, Lands' End, and JCPenney would most likely be classified as
A. government units.
B. resellers.
C. manufacturers.
D. wholesalers.
E. industrial firms.

Blooms: Apply
5-8
Feedback: Resellers are wholesalers and retailers that buy physical products and resell them without any reprocessing. These firms are examples of
retailers that purchase merchandise as resellers.
33. 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.
D. government units.
E. global markets.

Blooms: Remember
Feedback: Text term definition—government units.
34. When Georgia State University buys new laptops for its faculty, it is operating as
A. an industrial market.
B. a business market.
C. a government unit.
D. a consumer market.
E. a service provider.

Blooms: Apply
Feedback: Government units are federal, state (such as a state university), and local agencies that buy products and services for the constituents they
serve.
35. 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. an industrial market.
B. a business market.
C. a consumer market.
D. a government unit.

Blooms: Apply
Feedback: Government units are federal, state, and local agencies that buy products and services for the constituents they serve.
36. The City of Denver contracts with Solid Waste Management to provide trash collection services for its citizens. The city is operating as
A. a government unit.
B. an industrial market.
C. a business market.
D. a consumer market.

Blooms: Apply
Feedback: Government units are federal, state, and local (like the City of Denver) agencies that buy products and services for the constituents they
serve.
37. 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).
5-9
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).

Blooms: Remember
Feedback: Key term definition—North American Industry Classification System (NAICS).
38. 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 that is consistent worldwide.
D. provides a classification system for products 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.

Blooms: Remember
Feedback: Key term definition—North American Industry Classification System (NAICS).
39. 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).
E. World Trade Organization (WTO).

Blooms: Remember
Feedback: 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).
40. The acronym NAICS 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.

Blooms: Remember
Feedback: The acronym NAICS stands for the North American Industry Classification System (NAICS).
41. The NAICS provides common industry definitions for

A. Canada, the United Kingdom, and the United States.
B. North America, Asia, and Europe.
C. North America, Central America, and South America.
D. Canada, England, and Australia.
E. Canada, Mexico, and the United States.
5-10
Blooms: Remember
Feedback: The North American Industry Classification System (NAICS) provides common industry definitions for Canada, Mexico, and the United
States.
42. The NAICS groups economic activity to permit studies of

A. multi-language advertising.
B. market share, demand, or import competition.
C. growth potential in emerging markets.
D. best practices for manufacturers.
E. job outsourcing and trade flow impacts.

Blooms: Understand
Feedback: The NAICS groups economic activity to permit studies of market share, demand for products and services, import competition in domestic
markets, and similar studies.
43. The North American Industry Classification System (NAICS) designates industries with a numerical code in a defined structure. A six-digit
coding system is used. The first two digits designate
A. a country of origin.
B. an industry group.
C. a specific industry.
D. an individual country-level national industry.
E. a sector of the economy.

Blooms: Understand
Feedback: The NAICS code designates industries with a numerical code in a defined structure. A six-digit coding system is used. The first two digits
designate a sector of the economy, the third digit designates a subsector, and the fourth digit represents an industry group. The fifth digit designates a
specific industry and is the most detailed level at which comparable data are available for Canada, Mexico, and the United States. The sixth digit
designates individual country-level national industries.
coding system is used. The third digit designates
A. an industry subsector.

Blooms: Understand
Feedback: The NAICS designates industries with a numerical code in a defined structure. A six-digit coding system is used. The first two digits
coding system is used. The fifth digit designates
A. an industry subsector.
5-11

Blooms: Understand
Feedback: The NAICS designates industries with a numerical code in a defined structure. A six-digit coding system is used. The first two digits
46. Important market characteristics in organizational buying behavior include which of the following?
A. large 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

Blooms: Understand
Feedback: The market characteristics for organizational buying include derived demand for industrial products and services, typically few customers,
and their purchase orders are large. See Figure 5-1.
47. 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.
D. Purchase orders are much more frequent and they are usually small.
E. Forecasting is not as important in organizational buying as in consumer buying.

Blooms: Understand
Feedback: The market characteristics for organizational buying include derived demand for industrial products and services, typically few customers,
and their purchase orders are large. See Figure 5-1.
48. 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.

Blooms: Understand
Feedback: Key characteristics or dimensions of product and service characteristics in organizational buying 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 post-sale service. See Figure 5-1.
49. Important characteristics in organizational buying include which of the following?

A. products that are technical in nature and purchased on the basis of specifications
B. a heavy emphasis is placed on maintaining standardization to keep costs down
C. coupons and contests are the most frequent forms of promotion
D. a fixed, nonnegotiable price is the norm
E. personal relationships are preferred to online buying over the Internet
5-12
Blooms: Understand
50. In the organizational buying process, important product or service characteristics include
A. delivery time, technical assistance, and post-sale service.
B. low price, buyer incentives, and extended contracts.
C. buyer incentives, technical assistance, and exclusive contracts.
D. quantity discounts, delivery time, and exclusive contracts.
E. low price, buyer incentives, and post-sale service.

Blooms: Understand
51. 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.

Blooms: Understand
Feedback: Key features of the buying process include: (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)
multiple buying influences, and multiple parties participating the purchase decisions; (4) reciprocal arrangements, and negotiations between buyers
and sellers; and (5) frequent online buying. See Figure 5-1.
52. 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 need a developed marketing mix; resellers need worry just about the transaction.

Blooms: Understand
Feedback: Key characteristics of the marketing mix in terms of organizational buying include: (1) direct selling to organizational buyers, and
distribution is very important; (2) advertising and other forms of promotion are technical in nature; and (3) price is often negotiated, evaluated as part
of broader seller and product/service qualities, and frequently affected by quantity discounts. See Figure 5-1.
53. The demand for industrial products and services that is driven by demand for consumer products and services is referred to as
A. secondary marketing.
B. derived demand.
C. reciprocal supply.
D. demand elasticity.
E. sequential demand.
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Blooms: Remember
Feedback: Key term definition—derived demand.
54. 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.

Blooms: Remember
Feedback: Key term definition—derived demand.
55. 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 industrial products in other categories or markets.
E. demand for government products and services.

Blooms: Remember
Feedback: Derived demand is the demand for industrial products and services that is driven by, or derived from, demand for consumer products and
services.
56. During late summer and early fall, there is a large demand for containers 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
D. applied
E. implied

Blooms: Apply
Feedback: 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 United States for products manufactured in Asia.
57. 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

Blooms: Apply
5-14
products and services. The demand for aircraft is driven by consumer (e.g., business and vacation travelers) demand for air travel worldwide.
58. Spruceland Millworks in Canada makes wood 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 primary economic drivers like the construction industry.
B. unitary demand, which is tied to the average income level for Spruceland and its competitors.
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.

Blooms: Apply
products and services. The demand for the pallets is driven by the sales of (the demand for) appliances.
59. Concert Staging Co. provides the stage, roof system, lighting, and sound for outdoor concerts and theatrical events. The number of concert and
theater events sponsored by various organizations determines how many times the company is hired to provide its services, which often depends on
consumer willingness to buy event tickets. Demand for the services provided by Concert Staging Co. is considered
A. derived.
B. unitized.
C. industrial.
D. applied.
E. reseller.

Blooms: Apply
products and services. The demand for Concert Staging Co. 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.
60. 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 such as 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

Blooms: Apply
products and services. The demand for SCOT ostrich leathers depends on the demand for shoes, car interiors, handbags, among other products.
61. Swiss specialty chemical company Ciba is the primary producer of the chemical triclosan, the antibacterial agent in many household products
such as liquid soap. Consumers may have heard 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

5-15
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TOTUUS
Sinust' eivät tiedä ne ihmiset, jotka

joka päivä sun nimeesi vannovat suulla.
Sinä levität siipesi ristinpuulla

ja kaartelet taivaita, kotka.
IHMISEN MÄÄRÄ
IHMISEN MÄÄRÄ
Ei ole ihmisen hyvä — jos hän on heikko — tuntea, nähdä ja

elää kaikkea: kuilu on syvä, siellä on vaaniva peikko.
Inhimillisen luota on moni mennyt — inhimillisen tähden:

mieletön, harhaillut suota viekkaita virvoja nähden.
Yksi on — veljeni, tiedä — ihmisen määrä: kaikessa

ihminen olla, suon yli polkunsa viedä vuorille, hyljätä väärä.
Matkalla voi moni tällä

langeta, nousta.
Mutta ken itsensä hukkaa
sielunsa näännyttämällä,
hänen on mahdoton nousta.
Veljeni, määrä on loitto:

kuoleman luoksi!
Ihmisen ylpeys olkoon,
vaikkakin turha on voitto,
taistella turhan vuoksi.
Kauneus, untemme sisar on opas meillä: laulaen kuoleva
joutsen, lehden poimussa pisar, myös tomu kultainen teillä.
PURRESSA
RUNOILIJAN LAULU
Li-Tai-Pe.
Ma, kansan runoilija, lauloin lauluain,

ja kansan kuulla huilu ilakoi.
Äänt' armiasta kuunneltu ei lain.
Nyt jumalteni talon eessä huilu soi.
Ja parviss' elonhartaat, hullut jumalat

punaisen pilven päällä tanssivat.
Ja silloin hämmästyen kuuli kansa maan
ihmettä, lauluani lennossaan.
PURRESSA
Li-Tai-Pe.
(Hans Bethgen mukaan.)
Niin kepeästi pursi vettä viiltää väkevin aironvedoin.

Seuranamme on kauniit immet huiluin kultaisin.
He soittavat ja taas he kujeilevat.

Ja jalo viini kuohuu pikareissa,
ja mieliin syttyy riemu vallaton.
Kai odottavat mua kuolottomat

sinessä haikaralla ratsastaen —
jään, huoleton, mä purteen kepeään.
Ne palatsit ja linnat, jotka kerran

näilt' autioilta kukkuloilta nousi,
on sortuneet, on tyystin hävinneet.
Ylevän runoilijan suuret sanat

ikuiset ovat niinkuin muistomerkki,
mi välkkyvänä tähtiin kohoaa.
Kun haltioidun, tartun piirtimeeni,
luon laulun kohisevan, niinkuin myrskyn,
ja viisi pyhää vuorta vapisee.
On minuss' ylpeys ja ilo, — nauran

maan tämän kirjaville antimille:
ne kukanlehden lailla varisee.
Jos valtaa, kunniaa ja rikkautta

mä joskus tavoitan ja niihin kiinnyn,
Keltainen Virta pyörtää takaisin.
VAIMON VALITUS
Thu-Fu.
(Bethgen mukaan.)
Hän yksin istui laaksoss' autiossa, nuor' vaimo, jolle

kauneuden lahjan ol' ihmeellisen suonut sallimus.
Hän puhui: Vaikka kodist' ylhäisestä,

mä sentään kokenut oon kovan onnen
ja erämaasta etsin turvaa nyt.
On julma tuho käynyt yli maani,

sen hävittänyt: saivat surman veljet,
ah nuoruutensa loistoss' ihanat.
Ei heidän ruumiitansa suotu mulle,

jott' oisin voinut saattaa heidät hautaan —
nyt viha, raakuus aikaa hallitsee.
On olo epävarmaa, niinkuin liekki

on soihdun tuulessa. Mun jättänyt
on puolisoni ajan melskeisiin.
Ei voimaa, suuruutt' ollut sydämessään,
yks halu hällä vain on: joku vetää
muu nauravainen nainen povelleen.
Nyt hänen silmiänsä kiehtoo sulo

jo toisien. Oi että kuulis kerran
hän huokausta naisen hyljätyn!
Oon piikani mä lähettänyt kauas

mun korujeni timantteja myymään,
mut ruokomajaani mä itse jään.
On maja kehno. Korjata ma koen

sen seinäin hataruutta köynnöksillä,
on ilma kylmä, vaatteet ohuet.
Tuo piiat kukkasia — viekää pois ne.

Ei kukist' ole. Merkiks surustani
te tuokaa mulle oksa sypressin.
Jo ilta saa. Mä tahdon suojapaikan

tuolt' alta suurten bamburuokoin löytää
yön leposijaks kylmän, aution.
JOS OISIN TULI
Cecco Angiolieri.
(Mukaelma.)
Jos oisin tuli, palais maailmanne.

Jos oisin tuulispää, sen hajoittaisin.
Jos oisin meri, maan ma hukuttaisin.
Jos oisin Jumala: — voi kauhuanne!
Jos oisin paavi: miten sielujanne,

te roistot, kristityt, mä kiduttaisin!
Jos oisin kuningas, niin ripustaisin
mä teidät hirteen koirat kimpussanne!
Jos oisin kuolema, ois syli mulla

taas avoin vanhemmille. Yli harmaan
en kynnyksen voi elävänä tulla.
Jos oisin Cecco — hm, se olen varmaan, niin olkoot

ihanimmat neitseet mulla; ja muille suon ma sulottoman
armaan.
RITARI OLAVI
Heinrich Heine.
I.
Katedraalin eessä kaksi miestä punakauhtanaista: kuningas

on toinen niistä, toinen pyövel' ammatiltaan.
Kruunupäinen pyövelille
puhuu: "Pappi messun alkoi,
pian päättyy vihkiminen —
pidä piilus valmihina."
Kellonsoitto, pauhu urkuin,

kirkost' ulos väki tulvii:
keskell' uljaan juhlasaaton
nuoret vihkikoruissansa.
Kauhun-kalvas, vapiseva
tuo on kaunis prinsessainen;
huolt' ei huimall' Olavilla,
suulla punaisell' on hymy.
Hymy suulla punaisella,
niin hän puhuu kuninkaalle:
"Hyvää huoment', appiukko,
katkot tänään kaulan multa.
Kuolen tänään — suo mun vielä

elää keskiyöhön asti,
että voisin hääni nämä
pidoin, soihtutanssein viettää.
Suo mun elää, suo mun elää,

kunnes juon mä viime maljan,
kunnes tanssin viime tanssin —
suo mun keskiyöhön elää!"
Kruunupäinen pyövelille puhuu: "Vävy säilyttäköön

keskiyöhön asti hengen — pidä piilus valmihina."
II.
Nämä häät ovat ritari Olavin, nyt juo hän viime pikarin. Ja nyt
painaa vasten poveaan hän armastaan — oven takana
pyöveli seisoo.
Soi soitto, ja Olavi nuorikon vie karkeloon: raju, huima on

tämä tanssi loimussa soihtujen, elon viimeinen — oven
takana pyöveli seisoo.
Mikä riemu nyt viulujen kielissä soi,

miten nyyhkiä huilun ääni voi.
Ken heidän tanssivan nähdä saa,
sitä kouristaa —
oven takana pyöveli seisoo.
He tanssivat kauan ja lähekkäin, mies puolisolleen kuiskaa

näin: "Miten rakas oot, et tietää voi — vilu haudass' on, oi" —
oven takana pyöveli seisoo.
III.
Herra Olavi, on jo keskiyö ja päätös matkasi maisen. Jo mielin

määrin nauttinut olet lempeä prinsessaisen.
Jo munkit messua hymisee,

ja punakauhtanassa
mies seisoo piilu kädessään,
jo on pölkky vartomassa.
Ja ritari Olavi hoviin käy,

valo, miekat kipunoivat.
Ja ritarin suu on punainen,
suu hymyy, ja sanat soivat:
"Minä siunaan auringon, siunaan kuun,

joka tähtiretkeläisen,
minä siunaan linnun jokaisen
sini-ilmassa livertäväisen.
Ole siunattu, meri, ole siunattu, maa,

ja keto kukkinesi:
minä siunaan orvokit, suloiset
kuin vaimoni silmien mesi.
Ah, tummat silmät puolison, nyt kauttanne päätän retken.
Minä siunaan seljan: ah, alla sen näin antaumukses hetken."
SÄKEITÄ TUNTEMATTOMASTA
Georg Herwegh.
Mä tahdon kuolla ruskon kuoleman, kuin päivä, viime

hehkussansa nukkuin — ah, kuolon tajuttoman, ihanan — niin
kuolla, syliin Ikuisimman hukkuin.
Mä tahdon kuolla lailla tähtien,

täys kirkkautta, silmän sammumatta,
ja taivaan pohjattomaan sinehen
pois mennä hiljaa, kivun koskematta.
Mä tahdon kuolla sinun kuolemas,

maan kukkain tuoksu, perhoslentimille
mi ilmaan kimpoat ja, riemukas,
saat suitsutukseks Herran alttarille.
Mä tahdon kuolla niinkuin kaste tuo,

kun janoisina aamun liekit palaa;
oi Jumala, niin sydämeni juo
kuin päivänsäteet kasteen juovat salaa!
Mä tahdon kuolla niinkuin säveleet,
joit' arat harpun kielet huminoivat:
ne ovat tuskin harpun jättäneet,
kun kohta Luojan sydämessä soivat. —
Et kuole iltaruskon kuolemaan,

et täältä hiljaa tähden lailla vaivu,
et kuole kivutta kuin kukka maan,
ei sielus puoleen aamusäde taivu.
Sä kuolet kyllä, jäljettömihin, mut kurjuudessa voimas

talttuu, turtuu: saa vienon kuolon luonto ikuisin, mut
ihmissydän kappaleittain murtuu.
HYMNI KAUNEUDELLE
Charles Baudelaire.
Laps Haadeksen vai taivaan ootko, Kauneus? On katsees

— jumalainen, saatanallinen — kuin rikoksen ja siunauksen
sekoitus, siks olet niinkuin viinin myrkky suloinen.
On samall' illan, aamun valo katseessas,

on tuoksus ruusuin, rajuilman ruhjomain,
on malja täynnä taikajuomaa suudelmas,
se lamaa sankaria, lasta virvoittain.
Syvyydest' astutko vai luota tähtien?

Kuin koira seuraa turmelus sun liepeilläs.
Sä tuhon sekä riemun kylvät leikiten,
oot opas, mut et näytä, mik' on määränäs.
Käyt nauru huulillasi yli vainajain,

ja Kauhu ylvähin on sinun koruistas.
Ja lailla punakorallien hehkuvain
öin nähdään Murhan kiertyvän sun kaulahas.
Niin korennoinen lentää liekkiin kynttilän,
ja; "Terve, kirkkaus!" se kuiskaa kuollessaan.
Mies huohottava vierell' immen viehkeän
kuin kuoleva on, hyväilevä multaa maan.
Oi kauhistava Kauneus! Se yhtä lie,

oletko viesti Saatanan vai Jumalan,
jos vain sun hymys, katsehesi portti, tie
on maahan, jot' en tunne, mutta rakastan.
Seraafi taikka seireeni, se yhtä on,

jos teet sä — keijukainen silkkisilmäinen,
sä kuningatar laulun, valon, tuoksujen —
vähemmän iljettäväks maan, ja tuokion.
VIINIHOURE
Charles Baudelaire.
Tää päivä on kuin unelmaa.

Ei suitsia, ei satulaa!
Selässä viinin ratsastain
luo keijujen ja jumalain.
Kuin enkeleitä kiidättää

suur delirium-houre tää
meit' etäisimpiin taivaihin
kautt' aamunkoiton kristallin.
Näin myrskyn siipi meitä vie,

myös sydämillä siivet lie.
Oi sisar, lento nopsa niin
vie unelmaini taivaisiin.
KOHOAMINEN
Charles Baudelaire.
Yli suitsevain taivasten, aurinkojen, meren, pilvien, laakson

ja vuoriston, valo maailmain kunis sammunut on, taa eetterin,
taa avaruuksien
tavall' uimarin, tyrskyjen huumaaman, — palavan,

sanomattoman riemukas — niin ylös pakenet, henkeni,
korkeuksiin läpi kaikkeuspiirin valtavan.
Ah, pois hämäryydestä laaksojen

ylös taivasten puhtaiden tuoksujen luo;
jumalviinistä oma osas juo,
tulest' äärettömän, syvän kaikkeuden!
Surut, kyltymys, taistelu rauhaton

sorass', usvissa tien yhä taakkanas ois:
valon siivillä ken osas kiitää pois
ylevään ikirauhaan, se autuas on!
Ajatukset, ah, kiuruina kirmaten ylös lentävät aamuun, ja
laakso jää, kokonaan elon nähden ne ymmärtää mykän
luonnon kieltä ja kukkien.

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AACSB: Analytical Thinking

2. Purchasing paper for JCPMedia is one example of

AACSB: Analytical Thinking

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AACSB: Analytical Thinking

AACSB: Analytical Thinking

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Feedback: Key term definition—business-to-business marketing.

7. Business-to-business marketing refers to

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9. Organizational buyers are

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AACSB: Analytical Thinking

13. All of the following are organizational buyers except which?

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15. Which of the following exemplifies an organizational buyer?

AACSB: Knowledge Application

16. An industrial firm

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21. __________ comprise the highest percentage of firms in industrial markets.

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Feedback: Service companies represent 75 percent of all industrial firms.

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28. Among organizational markets, the reseller market includes

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38. The North American Industry Classification System (NAICS)

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