Raheela works for the Aftab Beverage Company. She helps define product specifications and also provides information for evaluating alternatives. Raheela plays the role of gatekeeper.

• A) False
• B) True
• C)
• D)

Gatekeepers have formal or informal power to select or approve the final suppliers.

• A) True
• B) False
• C)
• D)

Business demand ultimately derives from the demand for consumer goods.

• A) True
• B) False
• C)
• D)

In the supplier selection stage, the buyer reviews supplier performance.

• A) False
• B) True
• C)
• D)

At a recent marketing seminar, the featured speaker stated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. You believe this is a correct definition.

• A) True
• B) False
• C)
• D)

All business buying decisions follow all steps of the business buying process.

• A) True
• B) False
• C)
• D)

Shopping For The Rich and Famous is a buying service that helps wealthy clients find the best buys in exclusive clothing, high-end cars, travel, and financial services. This firm would use income segmentation.

• A) False
• B) True
• C)
• D)

In a straight rebuy, the buyer wants to alter product specifications, prices, terms, or suppliers.

• A) False
• B) True
• C)
• D)

A company buying a product or service for the first time faces a new task situation.

• A) False
• B) True
• C)
• D)

Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines.

• A) True
• B) False
• C)
• D)

Derived demand refers to the business demand that ultimately comes from the demand for consumer goods.

• A) True
• B) False
• C)
• D)

During proposal solicitation, the buying center often will draw up a list of desired supplier attributes and their relative importance.

• A) False
• B) True
• C)
• D)

Consumers position products with or without the help of marketers.

• A) False
• B) True
• C)
• D)

Behavioral segmentation requires finding the major advantages or features people look for in the product class, the kinds of people who look for each advantage or feature, and the major brands that deliver each advantage or feature.

• A) False
• B) True
• C)
• D)

Each firm should be able to find a single way to segment each market.

• A) True
• B) False
• C)
• D)

The business marketer normally deals with far fewer but far larger buyers than the consumer marketer does.

• A) True
• B) False
• C)
• D)

The buying center is a fixed and formally identified unit within the buying organization.

• A) False
• B) True
• C)
• D)

Ideally in the modified rebuy situation, the buyer does not think of changing the product specifications, price or a supplier.

• A) False
• B) True
• C)
• D)

When Kia offers a new model of car with the same features as a comparable Toyota or Ford and provides a longer warranty, it is following a more-for-less strategy.

• A) True
• B) False
• C)
• D)

Many marketers believe that behavior variables are the best starting point for building market segments.

• A) False
• B) True
• C)
• D)