Trắc nghiệm Marketing B2B Tiếng Anh có đáp án - Chương 3
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Câu 1:
In the 'Buygrid' framework, which buying situation is characterized by the highest level of uncertainty and the need for the most information?
💡 Lời giải chi tiết:
According to common B2B marketing theory, a New Task purchase involves a first-time requirement where the buyer has no previous experience, necessitating extensive research and decision-making. Kết luận Lý giải New task
Câu 2:
Which member of the 'Buying Center' controls the flow of information to other members of the purchasing group?
💡 Lời giải chi tiết:
A Gatekeeper plays a critical role in B2B by managing the access of information or sales representatives to the decision-making unit. Kết luận Lý giải Gatekeeper
Câu 3:
A business buyer who is dissatisfied with a current supplier's performance but wants to keep the same product category will most likely engage in which type of buying situation?
💡 Lời giải chi tiết:
A Modified Rebuy occurs when the buyer seeks to change product specifications, prices, or suppliers for a previously purchased item. Kết luận Lý giải Modified rebuy
Câu 4:
Which stage of the 'Organizational Buying Process' involves the development of technical specifications for a needed item?
💡 Lời giải chi tiết:
During the Product Specification stage, the buying organization translates the general need into specific technical requirements. Kết luận Lý giải Product specification
Câu 5:
What is the primary objective of an 'Out-supplier' when dealing with a customer currently in a 'Straight Rebuy' situation?
💡 Lời giải chi tiết:
Out-suppliers aim to disrupt the existing relationship by highlighting dissatisfaction or offering superior value to force the buyer into a Modified Rebuy. Kết luận Lý giải Encourage a shift to a modified rebuy
Câu 6:
Which role in the 'Buying Center' is responsible for the actual selection of the vendor and the negotiation of terms?
💡 Lời giải chi tiết:
The Decider is the individual who has the formal or informal power to choose or approve the final supplier. Kết luận Lý giải Decider
Câu 7:
The concept of 'Total Cost of Ownership' (TCO) in B2B marketing suggests that buyers should consider:
💡 Lời giải chi tiết:
TCO is a comprehensive financial estimate that includes the purchase price plus all operational and long-term costs of a product over its life cycle. Kết luận Lý giải All costs associated with the acquisition, use, and maintenance of a product
Câu 8:
Economic fluctuations, technological changes, and political developments are examples of which type of influence on organizational buying behavior?
💡 Lời giải chi tiết:
Environmental factors represent external forces that shape the context in which organizational buying decisions are made. Kết luận Lý giải Environmental factors
Câu 9:
Which 'Buying Center' participant is often the first to recognize a need or problem that can be solved by acquiring a product or service?
💡 Lời giải chi tiết:
The Initiator is the person who first suggests buying the particular product or service. Kết luận Lý giải Initiator
Câu 10:
In a 'Straight Rebuy' situation, which strategy is most appropriate for an 'In-supplier'?
💡 Lời giải chi tiết:
In-suppliers must maintain high service levels and quality to prevent the buyer from re-evaluating their options or considering competitors. Kết luận Lý giải Maintain product quality and reliable delivery
Câu 11:
What is the final stage of the 'Organizational Buying Process' where the buyer assesses the supplier's performance?
💡 Lời giải chi tiết:
The Performance Review stage allows the buyer to evaluate the supplier and decide whether to continue, modify, or drop the relationship. Kết luận Lý giải Performance review
Câu 12:
Organizational purchasing that is 'centralized' usually results in:
💡 Lời giải chi tiết:
Centralized purchasing consolidates the buying needs of the entire organization to leverage size for better terms and pricing. Kết luận Lý giải Greater bargaining power and volume discounts
Câu 13:
Which factor refers to the personal motives, perceptions, and preferences of the individuals involved in the buying center?
💡 Lời giải chi tiết:
Individual factors account for the unique psychological and demographic characteristics of each person in the buying center. Kết luận Lý giải Individual factors
Câu 14:
A 'Request for Proposal' (RFP) is typically issued during which stage of the B2B buying process?
💡 Lời giải chi tiết:
Proposal Solicitation is the stage where the buyer invites qualified suppliers to submit detailed business proposals or bids. Kết luận Lý giải Proposal solicitation
Câu 15:
What characterizes 'Derived Demand' in the context of B2B marketing?
💡 Lời giải chi tiết:
Derived demand means that the need for industrial goods is ultimately driven by the consumption of end-user products. Kết luận Lý giải Demand for business products that results from the demand for consumer products
Câu 16:
Which 'Buying Center' role is most likely to be filled by engineers or technical experts who define specifications?
💡 Lời giải chi tiết:
Influencers provide technical information and evaluation criteria that affect the final decision-making process. Kết luận Lý giải Influencer
Câu 17:
A 'Reverse Auction' in B2B procurement is a process where:
💡 Lời giải chi tiết:
In a reverse auction, suppliers compete to provide the lowest price to the buyer, which is common in purchasing standardized commodities. Kết luận Lý giải One buyer invites many suppliers to bid down the price
Câu 18:
Which of the following is an 'Organizational Factor' that influences the buying process?
💡 Lời giải chi tiết:
Organizational factors include internal structures, systems, and policies that guide the firm's buying behavior. Kết luận Lý giải Purchasing policies and procedures
Câu 19:
The 'Order-Routine Specification' stage in the B2B buying process includes:
💡 Lời giải chi tiết:
This stage involves finalizing the technical specs, quantity, expected time of delivery, return policies, and warranties. Kết luận Lý giải Developing final contract details and delivery schedules
Câu 20:
Which type of B2B relationship is characterized by frequent information exchange and high levels of mutual trust and commitment?
💡 Lời giải chi tiết:
Collaborative relationships involve close social and operational links aimed at mutual long-term benefits. Kết luận Lý giải Collaborative relationship
Câu 21:
What is 'Value Analysis' in the context of B2B product specification?
💡 Lời giải chi tiết:
Value Analysis is a systematic study of every part of a purchase to ensure it performs its function at the lowest possible cost. Kết luận Lý giải An approach to cost reduction by studying components to see if they can be redesigned or standardized
Câu 22:
In which buying situation is the buyer's risk usually the lowest?
💡 Lời giải chi tiết:
A Straight Rebuy carries the lowest risk because it involves routine reordering of items from an established supplier. Kết luận Lý giải Straight rebuy
Câu 23:
Interpersonal factors in the 'Buying Center' often involve:
💡 Lời giải chi tiết:
Interpersonal factors relate to the group dynamics, status, and persuasiveness of the individuals within the Buying Center. Kết luận Lý giải Power dynamics and relationships between members
Câu 24:
Which of the following describes the 'User' role in the Buying Center?
💡 Lời giải chi tiết:
Users are the organization members who will use the product or service and often initiate the buying proposal. Kết luận Lý giải The person who will actually work with the purchased product
Câu 25:
A 'Joint Demand' occurs when:
💡 Lời giải chi tiết:
Joint demand occurs when the demand for one product depends on the availability or demand of a complementary product. Kết luận Lý giải The demand for two or more items used together to create a product is linked
