Marketing session 11
One problem with business-to-business e-procurement is that it ________.
can erode long-standing customer-supplier relationships
__________ have rapidly become the new platforms for engaging business customers.
social media and digital marketing
Through the years, Eaton has shifted from selling strictly components to solving its customers' problems with more tailored offerings. This is an example of _________.
solutions selling
The U.S. government normally awards contracts to ________.
the lowest bidder
Which of the following statements regarding the U.S. government market is correct?
The U.S. government is the largest buyer of goods and services in the world.
Which of the following is a business-to-business market transaction?
A grocery store buying cereal from Kellogg's
Which of the following statements regarding the business market is correct?
Business marketers normally deal with far fewer but far larger buyers than the consumer marketer does.
What is the nature of demand in business markets?
Changes in consumer demand will cause changes in business demand.
A university is buying notebook computers for its faculty. The university's Information Technology department has been asked to provide specifications and recommendations for this purchase. The IT department is playing which role in the university's buying center?
Influencer
In which type of buying situation will a buyer usually go through all the stages of the business buying process?
a new task buying situation
Every Monday a pizzeria places the same order with its supplier for pepperoni. Which type of buying situation does this represent?
a straight rebuy
The buying center of an organization consists of ________.
all individuals and units that play a role in the buying purchase decision process
Eaton sells only to businesses and focuses on the electrical, hydraulics, aerospace, and vehicle markets. When the economic crises hit in 2008, consumers began cutting back, and as a result, Eaton's customers needed to cut costs and scale back operations. This, in turn, impacted Eaton's sales, which is known as __________.
derived demand
Business-to-business marketers are now using a wide range of digital and social media marketing approaches to __________.
engage business customers and manage customer relationships
In B-to-B marketing, digital and social media play an important role in __________.
engaging business buyers
There are a number of influences on the buying organization and buying center that can impact how and what is purchased by a business. For Eaton's customers, the economic crises in 2008 would be classified as what type of influence?
environmental
Which of the following is an example of an institutional buyer?
hospitals
Motives, perceptions and preferences are _______ factors than can influence the business-buying decision process.
individual
When using digital marketing, B-to-B marketers are targeting __________ that affect buying decisions for __________.
individuals; businesses
When Eaton worked with the University of Notre Dame on its new engineering building to improve its energy efficiency and earn LEED credits, Eaton engaged with a number of people at Notre Dame to finalize the partnership and solidify terms and conditions associated with the agreement. Which of the following people in the buying center would have affected Notre Dame's buying decision (for example, define specs and provide information on evaluating alternatives)?
influencers
Which of the following statements regarding the institutional market is correct?
institutional markets are characterized by low budgets and captive patrons.
Items such as technical specifications, quantities, delivery times, return policies, and warranties are included in the ________.
order-routine specification
When Eaton's customers became aware that they needed solutions for power management, energy savings, green technologies, and LEED certification, they were in which phase of the business buying process?
problem recognition
__________ is the stage of the business-buying decision process that occurs after a problem is recognized and a general need description is developed.
product specification
How is the business-buying decision process different from the consumer-buying decision process?
Business-to-business marketers keep customers by meeting current needs and by partnering with them to help solve their problems.