Question 1

The "buyer" refers to which of the following?
A)The person who conducts the transaction
B)The consumer of the product/ service
C)The person who makes the final decision
D)The person who pays and consumes the product/ service

Accepted Answer

A

Question 2

The "government market" consists of which of the following?
A)National Government
B)Local Government & Government Agencies
C)National Government, Local Authorities & Government agencies
D)Local Authorities

Accepted Answer

The "government market" includes both national and local governments, as well as government agencies at all levels. Choice A only includes the national government, while choice B only includes local government and agencies, and choice D only includes local authorities. Therefore, C is the best choice as it includes all the entities that make up the government market.

Question 3

In organizational or business-to-business (B2B) purchasing, there are three major types of buyer: the industrial market, the reseller market and the _______ market.
A)government
B)consumer
C)international
D)global

Accepted Answer

The correct answer is the government market. In organizational or B2B purchasing, the three major types of buyers are the industrial market, the reseller market, and the government market. These entities purchase goods and services for use in the production of other goods and services, for resale, or for public service, respectively.

Question 4

"DMU" stands for which of the following?
A)Design Manufactured Unit
B)Decision Making Unit
C)Defined Marketing Utility
D)Detailed Marketing Understanding

Accepted Answer

DMU stands for Decision Making Unit.

Question 5

In order to understand customers, five key questions need to be answered: how do they buy; what are their _______ criteria; where do they buy; when do they buy and who is important?
A)social
B)economic
C)choice
D)limited

Accepted Answer

The correct term is "choice criteria," which refers to the factors or standards customers use to make purchasing decisions.

Question 6

The roles played by different household members in decision making vary with the type of product under consideration and the _______ of the buying process.
A)extent
B)stage
C)value
D)role

Accepted Answer

The stage of the buying process can influence the roles played by household members in decision making. This is because different stages of the buying process require different types of decision making and different types of input from household members. For example, during the information search stage, different household members may be responsible for gathering information about different aspects of the product, while during the evaluation stage, different household members may be responsible for evaluating the product based on different criteria. Therefore, the stage of the buying process is an important factor to consider when determining the roles played by household members in decision making.

Question 7

The individual with the power and/ or financial authority to make the ultimate choice regarding which product to buy is known as which of the following?
A)Decider
B)Manager
C)User
D)Buyer

Accepted Answer

The decider is the individual who has the authority to make the final decision about which product to buy. They may be the same person as the buyer or a different person who has the power to approve the purchase. Therefore, the best choice is option A, decider.

Question 8

Which of the following is not one of the five roles in the decision making process?
A)Arranger
B)Agent
C)Adjudicator
D)All of the above

Accepted Answer

All of the options listed (Arranger, Agent, Adjudicator) are not traditionally recognized roles in the decision-making process. Common roles typically include the initiator, influencer, decider, buyer, and user.

Question 9

People who may allow or prevent access to a key DMU member are referred to as which of the following?
A)Power Holders
B)Influencers
C)Gatekeepers
D)Controllers

Accepted Answer

Gatekeepers are individuals who may either allow or prevent access to a key decision-making unit (DMU) member. They control the flow of information and communication between the outside world and the DMU, thereby influencing the decision-making process. Power holders and influencers are also part of the DMU, but they do not have the authority to allow or prevent access to other members. Controllers are usually associated with financial or managerial functions and may not be directly involved in the decision-making process.

Question 10

The person who begins the process of considering a purchase is known as which of the following?
A)User
B)Identifier
C)Buyer
D)Initiator

Accepted Answer

The initiator is the person who begins the process of considering a purchase by recognizing a need or desire for a product. This person may not ultimately be the buyer, but their recognition of the need or desire starts the buying process. Therefore, option D is the correct answer. Option A, user, refers to the person who uses the product after it has been purchased. Option B, identifier, is a term that is not commonly used in the buying process. Option C, buyer, refers to the person who ultimately makes the purchase.

Question 11

Which of the following is a prerequisite of successful marketing?
A)Excellent product design
B)In depth knowledge of customers
C)In depth knowledge of legislation
D)Brilliant salespeople

Accepted Answer

In-depth knowledge of customers is a prerequisite for successful marketing because understanding the target audience's needs, desires, and preferences is crucial for developing effective marketing strategies and campaigns. Excellent product design, brilliant salespeople, and knowledge of legislation may be important but are not prerequisites for successful marketing.

Question 12

Which of the following describes the five roles in the decision making process?
A)Initiator, User, Buyer, Individual and Adjudicator
B)Initiator, Adjudicator, User, Buyer and Decider
C)Buyer, Decider, User, Influencer and Initiator
D)Buyer, User, Identifier, Decider and Initiator

Accepted Answer

The five roles in the decision making process are Buyer, Decider, User, Influencer and Initiator. Option C includes all five of these roles. Option A is incorrect because it includes an irrelevant role of "Individual." Option B is incorrect because it replaces "Influencer" with "Adjudicator." Option D is also incorrect because it replaces "Influencer" with "Identifier."

Question 13

Organizational buying is typically:
A)Less complex because it is more structured
B)More complex and may involve more stages
C)Less complex and rational than the consumer decision making process
D)None of the above

Accepted Answer

Organizational buying is more complex and may involve more stages because it often requires the input of multiple individuals with different roles and responsibilities. Additionally, the purchase may have a greater impact on the organization as a whole, making the decision-making process more thorough and deliberate.

Question 14

Which of the following is one of the five roles in the decision making process?
A)Influencer
B)Identifier
C)Individual
D)All of the above

Accepted Answer

These are all roles in the decision making process. The influencer is someone who can directly or indirectly affect the final decision, the identifier is the person who recognizes the need for a decision to be made, and the individual is the person or group ultimately responsible for making the decision. Therefore, D) "All of the above" is not the best choice as it includes an incorrect option.

Question 15

Which of the following is more common when a household consists of two income earners?
A)Slower decision making
B)Faster decision making
C)Individual decision making
D)Joint decision making

Accepted Answer

When a household consists of two income earners, it is more common for joint decision making to occur. This is because both individuals are contributing to the household finances, and it is important for both to have a say in how money is spent and decisions are made. Additionally, joint decision making encourages communication and teamwork within the relationship, leading to a stronger and more unified household.

Question 16

"DMU" refers to which of the following?
A)Where most organizational buying tends to involve more than one individual and is often in the hands of a buying centre
B)Where most consumer decisions involve one individual, or unit
C)Where consumers buy according to a decision tree, weighing up the pros and cons of every product under consideration
D)Where purchasing departments of organizations are sometimes referred to as DMU departments

Accepted Answer

A Decision-Making Unit (DMU) refers to a group of individuals within an organization who are involved in the buying process, often forming a buying center.

Question 17

Which of the following are "Industrial Goods"?
A)Raw Materials, Financial Products and Plant & Machinery Goods
B)Fast Moving Consumer Goods and Raw Materials
C)Raw Materials and Components
D)Capital Goods, Raw Materials and Components

Accepted Answer

Industrial goods refer to goods that are used to produce other products. Capital goods such as plant and machinery, as well as raw materials and components, are all classified as industrial goods. Financial products and fast moving consumer goods are not considered industrial goods.

Question 18

The person who attempts to persuade others in the group concerning the outcome of the decision is known as which of the following?
A)User
B)Influencer
C)Adjudicator
D)Initiator

Accepted Answer

An influencer is a person who tries to persuade others in the group about the decision that needs to be taken. A user is someone who utilizes the product or service, an adjudicator is someone who settles disputes, and an initiator is a person who brings up the idea for a decision.

Question 19

Which of the following is not an example of a reseller?
A)Online retailers
B)Supermarkets
C)Suppliers
D)Department stores

Accepted Answer

Suppliers are not resellers as they are the ones supplying products to the resellers such as online retailers, supermarkets, and department stores. Resellers purchase products from suppliers and then sell them to customers, making a profit in the process.

Question 20

An identification of the roles played within the buying centre is a prerequisite for:
A)Setting prices
B)Creating product packages
C)Targeting persuasive communications
D)Beating competitors' product offerings

Accepted Answer

Identifying the roles played within the buying centre is necessary for targeting persuasive communications. Knowing who the decision-makers, influencers, and gatekeepers are in the buying centre can help tailor marketing messages to each individual's needs and concerns. This can increase the chances of getting buy-in from the buying centre and ultimately lead to a successful sale. While pricing, creating product packages, and beating competitors are important aspects of the marketing mix, they are not directly impacted by the roles played within the buying centre.

Quiz 3: Understanding Customer Behaviour

The "buyer" refers to which of the following?

The "government market" consists of which of the following?

In organizational or business-to-business (B2B) purchasing, there are three major types of buyer: the industrial market, the reseller market and the _______ market.

"DMU" stands for which of the following?

In order to understand customers, five key questions need to be answered: how do they buy; what are their _______ criteria; where do they buy; when do they buy and who is important?

The roles played by different household members in decision making vary with the type of product under consideration and the _______ of the buying process.

The individual with the power and/ or financial authority to make the ultimate choice regarding which product to buy is known as which of the following?

Which of the following is not one of the five roles in the decision making process?

People who may allow or prevent access to a key DMU member are referred to as which of the following?

The person who begins the process of considering a purchase is known as which of the following?

Which of the following is a prerequisite of successful marketing?

Which of the following describes the five roles in the decision making process?

Organizational buying is typically:

Which of the following is one of the five roles in the decision making process?

Which of the following is more common when a household consists of two income earners?

"DMU" refers to which of the following?

Which of the following are "Industrial Goods"?

The person who attempts to persuade others in the group concerning the outcome of the decision is known as which of the following?

Which of the following is not an example of a reseller?

An identification of the roles played within the buying centre is a prerequisite for: