1.Customer satisfaction——The extent to which a product’s perceived
performance matches a buyer’s expectations.
2.Marketing concept——The marketing management philosophy that
achieving organizational goals depends on knowing the needs and wants
of target markets and delivering the desired satisfactions better than
competitors do.
3.Production concept——The idea that consumers will favor products
that are available and highly affordable and that the organization should
therefore focus on improving production and distribution efficiency.
4.Business portfolio——The collection of businesses and products that
make up the company.
5.Marketing mix——The set of controllable tactical marketing tools—product, price, place, and promotion—that the firm blends to produce the
response it wants in the target market.
6.Strategic planning——The process of developing and maintaining a
Complex Buying Behavior（复杂型购买行为）
Consumers undertake complex buying behavior when they are highly involved in a purchase and perceive significant differences among brands. Consumers may be
highly involved when the product is expensive, risky, purchased infrequently, and
highly self-expressive. Typically, the consumer has much to learn about the product
category. For example, a personal computer buyer may not know what attributes to consider.
Four Types of Buying Behavior
Source: Adapted from Henry Assael, Consumer Behavior and Marketing Action (Boston:
Kent Publishing Company, 1987), p. 87. Copyright © 1987 by Wadsworth, Inc. Printed by
permission of Kent Publishing Company, a division of Wadsworth, Inc.
This buyer will pass through a learning process, first developing beliefs about the
product, then attitudes, and then making a thoughtful purchase choice. Marketers of high-involvement products must understand the information-gathering and evaluation
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 6 Business Markets and Business Buyer Behavior
1) Business buying behavior refers to the buying behavior of organizations that buy all of the
following EXCEPT ________。
A) products for use in production of other products
B) services for use in production of other services
C） products purchased to resell to others
D) products purchased to rent to others
E) products purchased for personal consumption
Answer: E
Diff： 1 Page Ref： 168
Skill: Concept
Objective: 6-1
2) In one way or another， most large companies sell to ________。
A） consumers
B) other organizations
C) employees
D) not—for—profit companies
E) the service sector
Answer: B
Diff: 2 Page Ref： 168
Skill: Concept
Objective: 6—1
3) Which of the following is NOT a way that business and consumer markets differ？
Chapter 1
Marketing：the process by which companies create value for customers
and build strong customer relationships in order to capture value from
customers in return.
Marketing myopia营销短视: the mistake of paying more attention to
the specific products a company offers rather than to the benefits and
experiences produced by these products.
Customer-perceived value: the customer’s evaluation of the differences
between all the values and all costs of a marketing offer relative to those
of competing offers.
Customer satisfaction: the extent to which a product perceived
performance matches the customer’s expectation.
Customer equity: the total combined customer lifetime values of all of a
company’s all customers.
Chapter 2
Strategic planning: the progress of developing and maintaining a
strategic fit between a organization’s goals and capabilities and its
