【正文】 of two to three people even though large panies may have more performing this function. Answer: False Page: 215 Level of difficulty: Hard 73. Webster cautions that ultimately, anizations not individuals make purchasing decisions. Answer: False Page: 215 Level of difficulty: Medium 74. In the business market, small sellers concentrate on reaching as many participants as possible because their chances of success are slim. Answer: False Page: 216 Level of difficulty: Medium 75. To goldstandard customers, a seller is wise to use what is called quality selling. Answer: True Page: 216 Level of difficulty: Medium 76. To effectively sell to priceoriented customers, a pany is wise to use transactional selling. Answer: True Page: 216 Level of difficulty: Medium Part 3: Connecting with Customers 190 77. One of the forms of solution selling is to provide solutions to enhance customer revenues. Answer: True Page: 217 Level of difficulty: Medium 78. Today, purchasing departments occupy a relatively low position in the management hierarchy and answer primarily to the vicepresident of marketing. Answer: False Page: 218 Level of difficulty: Medium 79. If a pany’s purchasing department focus is short term and tactical, it is said to have a buying orientation. Answer: True Page: 218 Level of difficulty: Medium 80. When business buyers work simultaneously to seek quality improvements and cost reductions, the business buyers are said to have a demand orientation. Answer: False Page: 218 Level of difficulty: Medium 81. Office supplies are good examples of what are called bottleneck products. Answer: False Page: 219 Level of difficulty: Easy 82. Strategic products have high value and cost to the customer and also involve high risk. Answer: True Page: 219 Level of difficulty: Medium 83. According to the buygrid framework described in the text, a performance review pletes the buygrid as a last step. Answer: True Page: 220 Level of difficulty: Medium 84. The buying process begins when someone places an order with a sales representative. Answer: False Page: 220 Level of difficulty: Easy 85. Product value analysis (PVA) is an approach to cost reduction in which ponents are studied to determine if they can be redesigned or standardized or made by cheaper methods of production. Answer: True Page: 222 Level of difficulty: Medium 86. A buying alliance attempts to use their bined leverage to obtain lower prices for raw materials. Answer: True Page: 222 Level of difficulty: Medium 87. In the businesstobusiness market on the Inter, the majority of purchases fall under the category of services (., advertising, financial needs, et cetera). Answer: False Page: 223 Level of difficulty: Hard 88. With respect to proposal solicitation in B2B, sellers begin the process by requesting permission to make a proposal rather than waiting for the buyer to request one. Answer: False Page: 225 Level of difficulty: Medium Chapter 7: Analyzing Business Markets 191 89. In general, buyers review the product and its price rather than any other considerations about the seller as a buying decision is made. Answer: False Page: 225 Level of difficulty: Easy 90. With respect to assessing customer value, in conjoint analysis customers are asked to rank their preference for alternative market offerings or concepts. Answer: True Page: 226 Level of difficulty: Medium 91. The buying center has many responsibilities。 however, it does not negotiate with suppliers in order to avoid a conflict of interest. Answer: False Page: 226 Level of difficulty: Medium 92. ―OTIFNE‖ is the term that summarizes three desirable outes of a BtoB transaction, stands for: on time, in full, no error. Answer: True Page: 227 Level of difficulty: Medium 93. Most performance reviews are conducted by outside auditing agencies to avoid bias and internal discrepancies. Answer: False Page: 227 Level of difficulty: Medium 94. Corporate credibility depends on: corporate expertise, corporate trustworthiness, and corporate likeability. Answer: True Page: 228 Level of difficulty: Medium 95. One of the problems facing B2B on the Web is that many firms often impose more stringent requirements on their online business partners than they do on nononline partners. Answer: True Page: 228 Level of difficulty: Medium 96. One of the eight categories of buyerseller relationships is the contractual transaction that generally shows low levels of trust, cooperation, and interaction。 exchange is defined by formal contract. Answer: True Page: 229 Level of difficulty: Hard 97. In the ―customer is king‖ category of buyerseller relationship, the category is characterized as being one that it relatively simple where routine exchanges with moderately high levels of cooperation and information exchange occurs. Answer: False Page: 229 Level of difficulty: Hard 98. A good illustration of a member of the institutional market would Boeing because it is a member of the aviation institution structure. Answer: False Page: 230 Level of difficulty: Medium 99. The United States government is the largest customer in the world. Answer: True Page: 232 Level of difficulty: Easy Part 3: Connecting with Customers 192 100. Today, almost all panies that sell to the . government use a marketing orientation because of the special relationship required. Answer: False Page: 233 Level of difficulty: Medium Essay 101. Business markets have several characteristics that contrast sharply with those of consumer markets. Name and briefly characterize five of those contrasts. Suggested Answer: The characteristics are: (1) fewer, larger buyers, (2) close sup