SB Ch7

A ____ rebuy is when the buyer has purchased a similar product in the past but has decided to change some specifications, such as the desired price, quality level, customer service level, or options.

modified

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 -customer buy -modified rebuy -new buy

modified rebuy

There are various types of buying situations for different marketing and selling strategies. The most complex and difficult is the ____ buy situation.

new

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

order

When a firm places its orders with its preferred supplier(s), it engages in _____. -supplier acceptance -order specification -supplier engagement -order requesting

order specification

When preparing a proposal to meet a potential client's needs, vendors often review the company's _____ to get a better sense of what the company is looking for. -financial disclosures -mission statement -product specifications -organizational chart

product specifications

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

proposal analysis

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. -review; product specification -review; proposals -request; proposals -request; product specification

request; proposals

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 ____ ____ ____ process.

-request -for -proposal

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

Decider

____ demand is when a consumer's demand for a firm's product affects the manufacturers' purchase of inputs needed to make that product.

Derived

Kellogg's purchases large quantities of whole grain in order to produce its cereal products. The effect of consumers' desire for cereal on Kellogg's purchasing patterns is an example of what process for the producer? -Consumer-driven purchasing -Virtual forecasting -Derived demand -Domino distribution

Derived demand

In most large organizations, buying decisions are made exclusively by members of the purchasing or procurement department, with limited or no input from other employees. -True -False

False

Which of the following is NOT one of the types of organizations that make up B2B markets? -Manufacturers -Institutions -Resellers -Government -Franchisers

Franchisers

After a car accident, you find an auto repair shop and submit the bill to your insurance company. The insurer reviews the bill and decides that it will only reimburse you for half of the cost of repairs because the mechanic used expensive brand-name parts instead of cheaper generic replacements. In this scenario, what buying role is the insurance company playing? -Buyer -User -Gatekeeper -Influencer

Gatekeeper

Within a typical buying center, who is the person who controls information, access, or both to decision makers and influencers? -Buyer -User -Decider -Gatekeeper

Gatekeeper

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

Initiator

While the B2B buying process differs from the B2C buying process, they both start in the same way. Which of the following actions indicates the beginning of both types of buying processes? -Order specification -Product specification -Need recognition -RFP process

Need recognition

____ refers to a set of unspoken guidelines that employees share in various work situations. -Organizational culture -Organizational structure -Organizational theory -Organizational climate

Organizational culture

User

Person who consumes or uses the product.

Gatekeeper

Person who controls information or access.

Initiator

Person who first suggests buying the product.

Buyer

Person who handles paperwork of purchase.

Decider

Person who ultimately determines the buying decision.

Influencer

Person whose views persuade others.

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

Selection

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 3: Order specification -Stage 1: Need recognition -Stage 2: Product specification -Stage 4: Performance assessment

Stage 1: Need recognition

When a doctor schedules you for a surgery and requests that the hospital have specific instruments and supplies for your procedure, who initiates the buying process? -The hospital -The patient -The nurse -The doctor

The doctor

Which of the following buying center team members plays the role of the gatekeeper? -The office manager who completes the paperwork and submits the purchase order -The entry-level employee who will be using the products after they are purchased -The executive who makes the final decision about which product to purchase -The secretary who schedules meetings between sales representatives and upper management

The secretary who schedules meetings between sales representatives and upper management

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

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

Using metrics to evaluate a supplier of raw materials to a manufacturer is part of which stage of the B2B buying process? -RFP process -Vendor performance assessment -Order specification stage -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? -Modified rebuy -Buying center -White paper -Request for proposal

White paper

The person who handles the paperwork of the actual purchase and is responsible for making the purchase is the ____.

buyer

Within a typical buying center, there will be someone who handles the paperwork for the actual purchase. This person is referred to as the _____. -decider -buyer -initiator -user

buyer

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

A consumer goes to Walmart to get her son a birthday gift. This is an example of a business-to-____ transaction. -exchange -business -confirmation -consumer

consumer

All of the following are involved in business-to-business (B2B) marketing EXCEPT: -consumers -manufacturers -wholesalers -retailers

consumers

In a large organization where there are many purchasing requirements, it is the ____ who will have the authority of selecting a final supplier.

decider

The ____ will be the person who ultimately determines any part of the buying decision.

decider

The _____ has the power of selecting the final products or suppliers. -initiator -influencer -gatekeeper -user -decider

decider

After a company recognizes a need, it develops product ____ that potential suppliers can use to develop their proposals to supply the product. -requests for proposals -requests -attributes -specifications -negotiation

specifications

When the office supplies arrive at your office and the order consists of the same units of products that have been purchased in the previous quarter, this is referred to as a _____. -modified rebuy -new buy -customer buy -straight rebuy

straight rebuy

Your company's policy is to receive all office supplies without any changes made from the previous order. This order is referred to as a ____. -new buy -modified rebuy -customer buy -straight rebuy

straight rebuy

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. -satisfied -expiring -redundant -unfulfilled

unfulfilled

The final stage of the B2B buying process is also known as ____ performance assessment using metrics.

vendor

A firm's ____ ____ demonstrates the set of values, traditions, and customs that moderate its employees' behavior.

-organizational -culture

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? Multiple select question. -Auto manufacturers selling cars to Hertz -Hertz, renting the cars to consumers -Consumers renting the cars -Banks financing Hertz's car purchases

-Auto manufacturers selling cars to Hertz -Banks financing Hertz's car purchases

Which of the following are roles within a buying center? -Initiator -User -Reseller -Decider -Vendor

-Initiator -User -Decider

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. -Proposal analysis and supplier selection -RFP process -Product specification -Need recognition -Vendor/performance assessment using metrics -Order specification

-Need recognition -Product specification -RFP process -Proposal analysis and supplier selection -Order specification -Vendor/performance assessment using metrics

The majority of B2B buying situations can be described as which three of the following? Multiple select question. -B2C buys -New buys -Straight rebuys -Organizational buy -Modified rebuys

-New buys -Straight rebuys -Modified rebuys

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

Manufacturers, resellers, institutions, and governments are considered the main organizations that make up ____-to-____ markets.

-business -business

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. Multiple select question. -competitors who use similar materials -customers of the company -employees who use the materials -design team members

-employees who use the materials -design team members

The three B2B buying situations are ____ buys, ____ rebuys, and straight rebuys.

-new -modified

What is the term used to describe the informal division of a large organization that is responsible for the firm's purchasing decisions? -Procurement zone -Acquisition apparatus -Buying center -Purchase place

Buying center

A firm selling its products to consumers is known as business-to-consumer marketing. However, when a firm buys raw materials from another firm to make its products, this is an example of ____ marketing. -business-to-business -value added -intra-organizational -task-oriented

business-to-business

Both the B2B and B2C buying processes use the same overall concepts (from recognizing a need through evaluation), but their approaches are a little different. B2B buyers are typically more _____ in their buying decisions, indicating their needs in writing and submitting formal proposals. In contrast, B2C buyers are usually more _____ in their buying decisions, where the purchase may be unplanned or even impulsive. -static; erratic -informal; formal -correct; incorrect -formal; informal

formal; informal

The ____ is the role that controls information, access, or both to decision makers and influencers.

gatekeeper