Marketing Management, 15e (Kotler)
Chapter 7 Analyzing Business Markets
1) ________ refers to the decision-making process by which formal organizations establish the
need for purchased products and services and identify, evaluate, and choose among alternative
brands and suppliers.
A) Marketing channels
B) Organizational buying
C) Corporate retailing
D) Brand auditing
E) Inventory control
Answer: B
Diff: 1
LO: 7.1: What is organizational buying?
AACSB: Reflective thinking
2) The ________ market consists of all the organizations that acquire goods and services used in
the production of other products or services that are sold, rented, or supplied to others.
A) business
B) consumer
C) e-commerce
D) global
E) domestic
Answer: A
Diff: 1
LO: 7.1: What is organizational buying?
AACSB: Reflective thinking
3) How can a marketer overcome the negative effects of commoditization?
A) convince target consumers that the firm's products are as good as those of competitors
B) convince target consumers that price is irrelevant in determining quality
C) convince target consumers that the firm's products are different from those of competitors
D) convince target customers that buying the highest-priced product is no guarantee of quality
E) convince target customers that all the products in the market are equivalent
Answer: C
Diff: 2
LO: 7.1: What is organizational buying?
AACSB: Reflective thinking
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