Chapter 7: Bus-to-Bus. Marketing
The three B2B buying situations are ___ buys, ___ rebuys, and straight rebuys.
new modified
In the fifth stage of the B2B buying process, ______ specification, the firm places its order with its preferred supplier(s). A. order B. vendor C. preference D. supplier
order
When a firm places its orders with its preferred supplier(s), it engages in ______. A. supplier acceptance B. order requesting C. order specification D. supplier engagement
order specification
In the B2B buying process, a firm will always recognize a need before engaging in the second phase of the process, the ______ stage of the process. A. RFP process B. proposal analysis C. product specification D. product development E. order specification
product specification
Once a firm recognizes a need, the firm will consider alternative solutions and develop a list of requirements to be given to potential vendors. What is the name for this process? A. need recognition B. vendor negotiation C. proposal analysis D. product specification
product specification
In the fourth stage of the B2B buying process, _____, vendor negotiation, and selection all occur. A. request for proposals B. product specification C. demonstration of product D. proposal analysis
proposal analysis
Which of the following is NOT a step in the formal business-to-business buying process? A. Commercialization B. Product specification C. Need recognition D. RFP process
Commercialization
Burt's Bees buys raw materials in order to provide its finished earth-friendly products, such as perfumes, lip balms, and hair products. Which of the following business markets best describes Burt's Bees? A. Institution B. Manufacturer or producer C. Consumer advocate D. Reseller
Manufacturer or producer
______ buy raw materials, components, and parts that allow them to make and market their own goods and ancillary services.
Manufacturers
The majority of B2B buying situations can be described as which three of the following? A. Modified rebuys B. Organizational buy C. Straight rebuys D. New buys E. B2C buys
Modified rebuys Straight rebuys New buys
______ refers to a set of unspoken guidelines that employees share in various work situations. A. various work situations. B. Organizational culture C. Organizational climate D. Organizational theory E. Organizational structure
Organizational culture
The fourth stage of the B2B buying process has a number of mini-steps within itself. Which of the following is NOT one of the steps within the fourth stage? A. Proposal analysis B. Selection C. Vendor negotiation D. Product specification
Product specification
During the B2B buying process, a firm will typically invite alternative suppliers to bid on supplying the firm's required components for a product. This stage is called the ______ for proposal process.
RFP
______ are the entire category of marketing intermediaries that move the product further downstream in the channel without significantly altering the form. A. Wholesalers B. Manufacturers C. Retailers D. Resellers
Resellers
Terence recognizes that in order to fulfill customers' expectations for his florist business, he needs a customized delivery van. This illustrates the requirements for which stage in the B2B process? A. Stage 4: Performance assessment B. Stage 3: Order specification C. Stage 2: Product specification D. Stage 1: Need recognition
Stage 1: Need recognition
What is the purpose of a white paper? A. To promote a product to other businesses using eye-catching phrases and endorsements B. To identify a need and solicit proposals from suppliers to help fill it C. To build rapport with other businesses by passing along funny anecdotes or experiences D. To provide product information in an easy-to-read informational context
To provide product information in an easy-to-read informational context
Which of the following are roles within a buying center? A. Reseller B. User C. Decider D. Vendor E. Initiator
User Decider Initiator
Using metrics to evaluate a supplier of raw materials to a manufacturer is part of which stage of the B2B buying process? A. Order specification stage B. RFP process C. Need recognition D. Vendor performance assessment
Vendor performance assessment
A software development firm has built a program that can help businesses more efficiently target advertisements toward those who are most likely to buy. The sales team wants to introduce the product to potential clients but doesn't want to overwhelm them with a pushy sales pitch or overly technical language. To do this, they should create which of the following? A. White paper B. Modified rebuy C. Request for proposal D. Buying center
White paper
All of the following are involved in business-to-business (B2B) marketing EXCEPT: manufacturers wholesalers consumers retailers
consumers
A firm's organizational ______ demonstrates the set of values, traditions, and customs that moderate its employees' behavior.
culture
In the third stage of the B2B buying process, the firm will invite alternative suppliers to bid on supplying the firm's required components. This stage is known as the ______ for ______ process. A. request; product specification B. review; product specification C. review; proposals D. request; proposals
request; proposals
A local clinic (institution) in need of more Purell antibacterial soap might purchase from Target, which is a ______ of soap, whereas a local high school (institution) in need of more textbooks might buy some from McGraw-Hill, which is a ______. A. retailer; manufacturer B. manufacturer; distributor C. wholesaler; manufacturer D. manufacturer; retailer E. manufacturer; manufacturer
retailer; manufacturer
True or false: The government is usually one of the largest spenders in the B2B market.
true
In the first stage of the B2B buying process, the buying organization recognizes, through either internal or external sources, that it has a(n) ______ need. A. unfulfilled B. satisfied C. redundant D. expiring
unfulfilled
Match each buying role with the correct description. 1. Initiator 2. influencer 3. decider 4. buyer 5. user 6. gatekeeper
1. Person who first suggests buying the product. Person who first suggests buying the product. 2. Person whose views persuade others. 3. Person who ultimately determines the buying decision. 4. Person who handles paperwork of purchase. 5. Person who consumes or uses the product. 6. Person who controls information or access.
In order what are the steps of the B2B buying process?
1. need recognition 2. product specification 3. RFP process 4. proposal analysis and supplier selection 5. order specification 6. vendor/performance assessment using metrics
When Hertz Rent a Car decides to expand its fleet, several companies as well as consumers will be involved. Financial services will be provided by banks, and the actual fleet of cars will come from auto manufacturers. Hertz will rent the cars to consumers. In this scenario, which of the following are involved in B2B marketing? A. Consumers renting the cars B. Banks, financing Hertz's car purchases C. Auto manufacturers, selling cars to Hertz D. Hertz, renting the cars to consumers
Banks, financing Hertz's car purchases Auto manufacturers, selling cars to Hertz