Marketing Chapter 7

Place the steps of the B2B buying process in order by placing the FIRST step at the top of the list and the LAST step at the bottom of the list.

1. Need recognition 2. Product specification 3. RFP Process 4. Proposal analysis, vendor negotiations and selection 5. order specification 6. Vendor performance assessment using metrics

Which of the following is NOT a step in the formal business-to-business buying process? - Commercialization - Need recognition - Product specification - RFP process

- Commercialization

Each role within the buying center is different. Which role makes the final determination as to which product is purchased from which supplier, if purchased at all? - Buyer - Gatekeeper - Decider - Initiator

- Decider

A doctor who recommends a procedure and determines which equipment and products will be required participates in which buying role? - User - Initiator - Gatekeeper - Buyer

- Initiator

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? - Vendor negotiation - Selection - Product specification - Proposal analysis

- Product specification

______ are the entire category of marketing intermediaries that move the product further downstream in the channel without significantly altering the form. - Retailers - Wholesalers - Manufacturers - 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? - Stage 1: Need recognition - Stage 3: Order specification - Stage 4: Performance assessment - Stage 2: Product specification

- Stage 1: Need recognition

Which of the following are typical in a new buy situation? - The organization makes changes to a standing order. - The organization changes back to an old vendor. - The buying center will proceed through all six steps in the buying process. - Several members of the buying center will be involved.

- The buying center will proceed through all six steps in the buying process. - Several members of the buying center will be involved.

What is the purpose of a white paper? - To promote a product to other businesses using eye-catching phrases and endorsements - To build rapport with other businesses by passing along funny anecdotes or experiences - To provide product information in an easy-to-read informational context - To identify a need and solicit proposals from suppliers to help fill it

- To provide product information in an easy-to-read informational context

True or false: The government is usually one of the largest spenders in the B2B market. - True - False

- True

Using metrics to evaluate a supplier of raw materials to a manufacturer is part of which stage of the B2B buying process? - Order specification stage - Vendor performance assessment - RFP process - Need recognition

- 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? - Buying center - White paper - Modified rebuy - Request for proposal

- White paper

A(n) ______ buying center is where one person makes the decisions alone. - autocratic - consensus - consultative - democratic

- autocratic

Prior to finalizing a purchase, the procurement department may consult ______ to ensure that the purchase being made is suitable for the function it will have in the company. - competitors who use similar materials - customers of the company - design team members - employees who use the materials

- design team members - employees who use the materials

Resellers can be thought of as ______. - manufacturers - end customers - intermediaries - retailers

- intermediaries

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 ______. - straight rebuy - new buy - customer buy - modified rebuy

- modified rebuy

In the fifth stage of the B2B buying process, ______ specification, the firm places its order with its preferred supplier(s). - supplier - order - vendor - preference

- order

In the fourth stage of the B2B buying process, _____, vendor negotiation, and selection all occur. - product specification - demonstration of product - proposal analysis - request for proposals

- proposal analysis

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 ______. - manufacturer; retailer - manufacturer; distributor - retailer; manufacturer - manufacturer; manufacturer - wholesaler; manufacturer

- retailer; manufacturer

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. - redundant - expiring - unfulfilled - satisfied

- unfulfilled