Marketing Final Exam

Marketing Final Exam

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Unformatted text preview: 8-5 TOP: AACSB Reflective KEY: CB&E Model Strategy MSC: BLOOMS Analysis 78. Zatarains offers packaged spice mixes for jambalaya, gumbo, and red beans and rice. Consumers can buy the product in the store, so Zatarains sells individual household-size packages to resellers. It also sells institutional-size packages to military bases, schools, restaurants, and other large organizations. The marketers of Zatarains would most likely segment the business market according to: a. company characteristics b. the buying process c. financial terms d. customer relationship objectives e. length of distribution channel ANS: A Each of the buyers of Zatarains’ products have distinct characteristics to be met, such as type of company, company size, and product use. PTS: 1 REF: 129 Thinking KEY: CB&E Model Strategy OBJ: 08-5 TOP: AACSB Reflective MSC: BLOOMS Application 79. Tower Fasteners developed a commanding position in the fastener industry by having in stock over 150,000 different types of fasteners. Tower’s primary market is defined as companies with a need for specialized fasteners. All of the following are characteristics of the buying organization that Tower can use for segmentation EXCEPT: a. psychographic variables b. the method the company uses to make purchases c. geographic location d. personal characteristics of buyers themselves e. company size ANS: A Psychographic variables are used in the consumer market. PTS: 1 REF: 129-130 Thinking KEY: CB&E Model Strategy OBJ: 08-5 TOP: AACSB Reflective MSC: BLOOMS Application 80. Firms can be categorized by the type of purchasing strategy they use. _____ usually contact familiar suppliers and place an order with the first that can meet product and delivery requirements. a. Strugglers b. Actualizers c. Optimizers d. Satisficers e. Experiencers ANS: D This is the definition of satisficers. PTS: 1 REF: 130 Thinking KEY: CB&E Model Customer OBJ: 08-5 TOP: AACSB Reflective MSC: BLOOMS Knowledge 81. Hank operates a plumbing and electrical supply store. He has categorized its business customers by their purchasing strategy. Hank has found it much easier to serve and satisfy the _____, who usually recontact familiar suppliers and place an order immediately if product and delivery requirements are acceptable. a. adopters b. adapters c. optimizers d. innovators e. satisficers ANS: E Satisficers use a simple, quick purchasing strategy of looking for the first available adequate supplier. PTS: 1 REF: 130 Thinking KEY: CB&E Model Customer OBJ: 08-5 TOP: AACSB Reflective MSC: BLOOMS Application 82. Firms can be categorized by the type of purchasing strategy used. _____ consider numerous, even unfamiliar, suppliers and solicit and analyze options. a. Satisficers b. Strivers c. Optimizers d. Actualizers e. Innovators ANS: C This is the definition of optimizers. PTS: 1 REF: 130 Thinking KEY: CB&E Model Customer OBJ: 08-5 TOP: AACSB Reflective MSC: BLOOMS Knowledge 83. The Green Earth, a landscaping comp...
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This document was uploaded on 09/29/2013.

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