Chapter 7 MKT 230
A(n) _____ buying center relies on just one person to make a decision but seeks information from many others and integrates it into the decision-making.
Consultative
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 in which proposals are called for is called the _____ process.
RFP
In a large organization where there are many purchasing requirements it is the _________ who will have the authority of selecting a final supplier.
decider
An example of a firm's _____ marketing plan would be to create a special discount program for the retailer who sell the firm's products.
B2B
In most country markets, the central government tends to be the _____ purchaser of goods and services.
largest
Stage 6 of the B2B buying process is also known as _____ performance assessment using metrics.
vendor
Firms such as Toyota use formalized assessments of vendors performance in B2B transactions identify which of the following steps should be taken by Toyota.
Determine how important each of these issues are. Get the overall performance by multiplying together the scores for the vendor across every issue. Actually assign a value to each of these issues (e.g. on a scale from 1-5). buying team creates a list of issues important in the evaluation of a vendor
Approximately how much does the U.S. government spend annually on procuring goods and services?
$4 T
Your company policy is to receive all office supplies without any changes made from the previous order. This order is referred to as a _____
straight rebuy.
in B2B marketing, companies often communicate via specialized web portals. which of the following are among the advantages of using these portals?
streamlined procurement reduced paperwork simplified negotiations
There may be a person who acts as a(n) _____ in the buying center, often by providing specification and recommendations for the product being purchased or the vendor being considered and communicating that to others in the buying center.
influencer
In the fourth stage of the B2B buying process, _____ vendor negotiation and selection all occur
proposal analysis
In an autocratic buying center, how many people make the decision?
1
When a large corporation sends out an e-mail to all buying center members in which it requests suggestions on which suppliers to use and then bases its decision on the majority, this is referred to as:
Democratic
Kellog's purchases large quantities of whole grain in order to produce its cereal products. The effect of consumers' desire for cereal is an example of what process for the producer?
Derived demand
Prior to finalizing a purchase, the procurement department may consult _____ and _____ to ensure that the purchase being made is suitable for the function it will have i the company.
Design team members Employees
The _____ social network is mainly used for professional networking in B2B markets.
_____ are the entire category of marketing intermediaries that move the product further downstream in the channel without significantly altering the form.
Resellers
Which of the following are typical in a new buy buying situation?
Several members of the buying center will be involved Member involvement will be intense, often from both buyer and seller
When a doctor schedules you for a surgery and requests that the hospital have specific instruments and supplies for your procedure, who initiate the buying process?
The doctor
Once a firm recognizes a need, the firm will consider alternative solutions and develop a list of requirements to be given to potential vendors. This process is known as product _____
specification.
Within the buying process you are considered the _____ when you are the one operating the product within your organization.
user
The buying process is often significantly affected by the individual who ultimately consumes a product, such as a patient receiving a medical device. This role is also known as the _____
user.
Identify how B2C transactions are similar to B2B transactions
Firms are focused on serving specific types of customer markets by creating value for those customers
The following diagram displays the progression in a business-to-business buying process. Place each action in the correct order in the progression of the buying process. Place the FIRST action at the top and continue until you reach the LAST activity at the bottom.
1) Need recognition 2) Product specifications 3) RFP process 4) Proposal analysis and supplier selection 5) Order specifications 6) Vendor/performance assessment using metrics
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 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
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?
Auto manufacturers, selling cars to Hertz Banks, financing Hertz's car purchases
Siemens is a German-based firm producing everything from bullet trains to light bulbs. It engages in business to business transactions. Siemens works with other firms to help solve their problems often in the health care and energy industries. Based on the previous information, which category would Siemens most appropriately fall under
Manufacturers
Which of the following would NOT be considered a reseller?
Manufacturers
The majority of B2B buying situations can be described as which three of the following?
New buys Modified rebuys Straight rebuys
_____ refers to a set of unspoken guidelines that employees share in various work situations.
Organizational culture
In stage 4 of the buying process, firms will often negotiate with suppliers over the key terms of the sale. Which of the following issues are frequently discussed within these negotiations?
Price Quality Financing
The _____ center participants range from employees with formal roles in the purchasing decision to design team members who are requesting or specifying a particular item.
buying
When a buying center purchases equipment based on a team's collective agreement, this is referred to as _____
consensus
A consumer goes to Toys 'R' Us to her her son a birthday gift. This is an example of a business-to-_____ transaction.
consumer
Business-to-business firms find it more productive to focus their efforts on key industries or market segments rather than on ultimate _____
consumers.
Which of the following would be considered appropriate methods for a firm to use when engaging in the request for proposals (RFP) process
contacting potential suppliers directly the buying firm posting its RFP needs on its own website
The _____ is the role that controls information, access, or both to decision makers and influencers.
gatekeeper
Within a large organization, if you had decided to purchase many computers, it would need to go through the _____ before the purchase could be made because information flow is tightly monitored.
gatekeeper
Some firms buy raw materials, components, and parts that allow them to make their own goods. these firms are known as _____ or producers.
manufacturers
You place an order with your usual office supply vendor, except this time you upgrade the quality of the printer paper you are ordering. This is referred to as a _____
modified rebuy.
All of the following could be considered part of a firm's B2B marketing plan EXCEPT ______
opening a company store to sell direct to consumers
When a firm gives an order to a supplier, it contains a detailed description of the goods requested, prices, delivery dates, and, sometimes, penalties for being late in delivery. This process is known as _____
order specification.
Democratic, autocratic, consultative, and consensus are different types of _____
organizational buying cultures.
A web _____ is an internet site whose purpose is to be a starting point for users when they go online.
portal
A company will develop potential _____ specifications that suppliers use to develop their proposals
product
A local clinic in need of more Purell antibacterial soap might purchase from target which is a _____ of soap, whereas a local high school in need of more textbooks might buy some from McGraw-Hill which is a _____
reseller; manufacturer
