Trắc nghiệm Marketing B2B Tiếng Anh có đáp án - Chương 4
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Câu 1:
Which buying situation in B2B marketing occurs when the organization has experience in purchasing the product but is considering alternative suppliers or specifications?
💡 Lời giải chi tiết:
According to the Buygrid model, a modified rebuy involves a situation where the buyer wants to modify product specifications, prices, or other terms with existing or new suppliers. Kết luận Lý giải: Modified rebuy
Câu 2:
In the context of the buying center, which role is responsible for controlling the flow of information to other members of the group?
💡 Lời giải chi tiết:
Gatekeepers like purchasing agents or administrative assistants filter the information that reaches the decision-making unit. Kết luận Lý giải: Gatekeeper
Câu 3:
Which stage of the organizational buying process involves determining the technical specifications and quantities of the needed item?
💡 Lời giải chi tiết:
The product specification stage follows the general need description and involves developing technical criteria for the required item. Kết luận Lý giải: Product specification
Câu 4:
What is the primary characteristic of a 'Straight Rebuy' situation?
💡 Lời giải chi tiết:
A straight rebuy is a routine purchase with low information needs and minimal consideration of new alternatives. Kết luận Lý giải: The purchasing department reorders on a routine basis
Câu 5:
Which individual in the buying center has the formal or informal power to select or approve the final suppliers?
💡 Lời giải chi tiết:
While the buyer has formal authority to execute the contract, the decider is the person who actually makes the choice. Kết luận Lý giải: The Decider
Câu 6:
Total Cost of Ownership (TCO) in B2B buying includes not only the purchase price but also which of the following?
💡 Lời giải chi tiết:
TCO is a comprehensive measure that evaluates all costs associated with the lifecycle of a product or service. Kết luận Lý giải: Acquisition, operating, and disposal costs
Câu 7:
Which factor is considered an 'Environmental Force' that influences organizational buying behavior?
💡 Lời giải chi tiết:
Environmental forces are external factors such as economic, legal, and technological shifts that affect all firms in an industry. Kết luận Lý giải: Technological change
Câu 8:
In a 'New Task' buying situation, what is the most likely marketing strategy for an 'out' supplier (not currently serving the firm)?
💡 Lời giải chi tiết:
Because New Task situations involve high uncertainty, suppliers must act as consultants by providing detailed data to reduce perceived risk. Kết luận Lý giải: Provide extensive technical information and support
Câu 9:
Which concept describes the situation where several people within an organization participate in the buying process and share common goals and risks?
💡 Lời giải chi tiết:
The buying center (or Decision Making Unit) is a cross-functional group that makes purchasing decisions. Kết luận Lý giải: The Buying Center
Câu 10:
Which type of organizational force relates to how a firm's purchasing function is structured, such as centralized vs. decentralized?
💡 Lời giải chi tiết:
Organizational forces include the firm's objectives, policies, procedures, and organizational structure. Kết luận Lý giải: Organizational force
Câu 11:
What is a major advantage of 'Centralized Purchasing' for a large corporation?
💡 Lời giải chi tiết:
Centralized purchasing allows a firm to consolidate requirements and leverage its total volume to negotiate better terms with suppliers. Kết luận Lý giải: Greater volume discounts and bargaining power
Câu 12:
Which member of the buying center typically defines specifications and provides information for evaluating alternatives based on technical expertise?
💡 Lời giải chi tiết:
Influencers often affect the buying decision by providing technical information or evaluating specifications. Kết luận Lý giải: The Influencer
Câu 13:
The 'Buygrid Model', developed by Robinson, Faris, and Wind, consists of which two dimensions?
💡 Lời giải chi tiết:
The Buygrid model framework cross-tabulates three buy-classes with eight buy-phases. Kết luận Lý giải: Buy-classes and Buy-phases
Câu 14:
In which stage of the buying process does the organization evaluate supplier performance against the terms of the contract?
💡 Lời giải chi tiết:
Performance review is the final stage where the buyer assesses if the supplier met expectations, influencing future buy-classes. Kết luận Lý giải: Performance review
Câu 15:
What is the primary focus of 'Value-Based' purchasing in a B2B context?
💡 Lời giải chi tiết:
Value-based purchasing looks beyond price to the total value proposition, including reliability and efficiency. Kết luận Lý giải: Maximizing the total benefit relative to the total cost
Câu 16:
Which individual characteristic is an example of an 'Individual Force' influencing the B2B buyer?
💡 Lời giải chi tiết:
Individual forces involve the personal background, experience, and psychological factors of the people in the buying center. Kết luận Lý giải: The level of perceived risk and personality
Câu 17:
Which type of B2B relationship is characterized by low information exchange and high focus on price and timely delivery?
💡 Lời giải chi tiết:
Transactional exchanges are arm-length relationships centered on timely delivery of standard products at competitive prices. Kết luận Lý giải: Transactional exchange
Câu 18:
How does 'E-procurement' typically affect the B2B buying process?
💡 Lời giải chi tiết:
E-procurement uses internet-based technologies to automate and speed up the purchasing cycle. Kết luận Lý giải: It streamlines the process and reduces administrative costs
Câu 19:
What is the main objective of an 'In-supplier' during a 'Modified Rebuy' situation?
💡 Lời giải chi tiết:
An in-supplier must act quickly to satisfy the buyer's new needs to prevent them from moving to an 'out' supplier. Kết luận Lý giải: Differentiate the offering to keep the customer from switching
Câu 20:
Which role in the buying center is most likely to be played by an engineer who defines technical requirements?
💡 Lời giải chi tiết:
Engineers and technical staff often act as influencers by setting technical standards for the purchase. Kết luận Lý giải: Influencer
Câu 21:
A 'Reverse Auction' is most suitable for which type of purchase?
💡 Lời giải chi tiết:
Reverse auctions drive prices down for standardized, non-complex items where price is the primary differentiator. Kết luận Lý giải: Commodity-like products with many suppliers
Câu 22:
Which of the following is a symptom of 'Perceived Risk' in organizational buying?
💡 Lời giải chi tiết:
Perceived risk involves the uncertainty and potential negative consequences associated with a purchase decision. Kết luận Lý giải: Uncertainty about the outcome of a decision
Câu 23:
The 'Buyer' role in a buying center primarily focuses on which task?
💡 Lời giải chi tiết:
Buyers have formal authority for selecting suppliers and negotiating the final terms of the contract. Kết luận Lý giải: Executing the administrative aspects of the purchase
Câu 24:
Why might a firm choose a 'Collaborative Exchange' over a 'Transactional Exchange'?
💡 Lời giải chi tiết:
Collaborative exchanges involve high levels of trust and joint problem solving for strategic, high-value components. Kết luận Lý giải: To manage complex, high-risk purchases with strategic partners
Câu 25:
In the Buygrid model, what does 'Problem Recognition' refer to?
💡 Lời giải chi tiết:
The buying process starts when someone in the firm identifies a need that can be met by acquiring a product or service. Kết luận Lý giải: Realizing a gap between the desired and actual state
