CH 7

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.

Unfulfilled

Using metrics to evaluate a supplier of raw materials to a manufacturer is part of which stage of the B2B buying process?

Vendor performance assessment

The person who may agree with the initiator and convince others in the firm to agree with buying a particular item is called a(n) ______.

influencer

Hospitals, universities and religious organizations could be considered _______ to which a B2B vendor would sell products.

institutions

Resellers can be thought of as ______.

intermediaries

In the fourth stage of the B2B buying process, _____, vendor negotiation, and selection all occur.

proposal analysis

When a firm places its orders with its preferred supplier(s), it engages in ______.

order specification

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 and supplier section 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? (Select all that apply.)

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

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?

Decider

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?

Product specification

Which of the following is NOT one of the types of organizations that make up B2B markets?

Franchisers

Which of the following are roles within a buying center?

Initiator User Decider

Match each buying role with the correct description.

Initiator = Person who first suggests buying the product. Person who first suggests buying the product. Influencer = Person whose views persuade others. Decider = Person who ultimately determines the buying decision. Buyer = Person who handles paperwork of purchase. User = Person who consumes or uses the product. Gatekeeper = Person who controls information or access.

______ refers to a set of unspoken guidelines that employees share in various work situations.

Organizational culture

<blank> are the entire category of marketing intermediaries that move the product further downstream in the channel without significantly altering the

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

Who or what determines the buying decisions in a democratic buying center?

The majority vote share

What is the purpose of a white paper?

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

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?

White Paper

A(n) ______ buying center is where one person makes the decisions alone.

autocratic

<blank> marketing refers to the process of buying and selling goods or services to be used in producing other goods and services for consumption by the buying organization and/or for resale by wholesalers and retailers.

business-to-business

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

buyer

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, the corporation likely has a(n) _______ buying center.

democratic

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.

design team members employees who use the materials

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

new buy situation

The three B2B buying situations are

new, modified and straight rebuys

Democratic, autocratic, consultative, and consensus are different types of ______.

organizational buying cultures

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.

product specification

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 ______.

straight rebuy

Jan recently submitted a request for additional printer paper and ink cartridges for the printer in Martin's cubicle. Martin is the only person in the office who uses the printer. For this purchase, Martin could be considered by the buying center to be the

user

The role of a(n) <blank> within a typical buying center will be to consume or use the product or service.

user

Which of the following are typical in a new buy situation?

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

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

B2B marketing involves the process of buying and selling goods or services to be used in the production of other goods and services for <blank> by by the buying organization and/or <blank> by wholesalers and retailers

consumption; resale

A firm's organizational <blank> demonstrates the values, traditions, and customs that moderate its employees' behavior.

culture

There may be a person who acts as a(n) ________ in the buying center, often by providing specifications and recommendations for the product being purchased or the vendor being considered and communicating that to others in the buying center.

influencer

In most country markets, the central government tends to be the ______ purchaser of goods and services.

largest

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?

manufacturer or producer

A rebuy 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 rebuy

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

order

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?

product specification

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 process is known as the ______.

request for 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 ______.

retailer; manufacturer

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 <blank> for proposal process.

rfp or request