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Exam 7: Business-To-Business Marketing

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Question 71

Multiple Choice

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Markham Publishing is known for its consultative buying center culture.Recognizing this corporate culture,someone attempting to sell to Markham Publishing should

A) treat all members of the buying center as equally important.
B) address the concerns of all members of the buying center with particular attention to the decision maker.
C) focus on providing information to and making the sales approach to the one decision maker.
D) attempt to facilitate the collective agreement of all members of the buying center.
E) focus attention on the gatekeeper in the buying center's team.

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Question 72

Multiple Choice

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If a B2B customer is satisfied with an existing supplier,it will probably engage in a(n) __________ to purchase additional quantities of the item.

A) new buy
B) modified rebuy
C) adapted buy
D) straight rebuy
E) generic buy

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Question 73

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When you go to the hospital for an operation,you are the decider in the buying process.

Which of the following is not one of the roles typically played by one of the members of a buying center?

B2B marketing involves manufacturers,wholesalers,and service firms.

A __________ is a type of reseller,a business that buys from other businesses but does not significantly alter the form of the products it buys.

Business-to-business marketing involves buying and selling goods or services by all of the following except

Normally,BC bottling company attaches plastic labels to its bottles.However,a new regulation requires that the company now use fabric labels.To use this latest innovation,BC bottling company must now source these fabric labels from another company.This is an example of

When a business buyer decides to change specifications such as quality or options associated with products purchased in the past,the buyer is engaged in a(n) __________ situation.

Whether targeting consumers or resellers,marketers need to focus on

The president of the Northwoods University student body made a formal request to the IT department for additional computers in the main computer lab.The student body president is the __________ in the buying center.

In which buying situation is the buyer most likely to proceed through all six steps in the buying process?

Why is it important for marketers to identify who plays which role in a buying center?

Which of the following details is(are) included in the order specification stage of the B2B buying process?

A small business may use a web portal as a means of forming a supply chain that can respond to its needs.

The Northwoods University IT department is planning to buy additional computers for the computer lab.Pedro Bechara,manager of the lab,is asked for a recommendation,and he suggests buying Macintosh computers instead of Windows PCs.What role does Pedro play in the buying center?

During the RFP stage,B2B buyers

Create a realistic example of a B2B buying center,describing the different roles played by members of the team.

An architect working for a large firm requests specific computer software to produce designs,drawings,and other technical information for his clients.The architect probably serves as a gatekeeper in the buying center.

When a business customer engages in a straight rebuy,the member of the buying center most likely to be involved in the purchase is the