Marketing Chapter 7
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? Multiple choice question. Vendor negotiation Need recognition Proposal analysis Product specification
Product specification
Using metrics to evaluate a supplier of raw materials to a manufacturer is part of which stage of the B2B buying process? Multiple choice question. Order specification stage RFP process Need recognition Vendor performance assessment
Vendor performance assessment
All the following are involved in business-to-business (B2B) marketing EXCEPT ______. wholesalers retailers consumers manufacturers
consumers
B2B marketing involves the process of buying and selling goods or services to be used in the production of other goods and services for ______ by the buying organization and/or ______ by wholesalers and retailers. Multiple choice question. consumption; resale resale; resale resale; consumption consumption; consumption
consumption; resale
In a large organization where there are many purchasing requirements, it is the _________who has the authority to select a final supplier.
decider
Hospitals, universities, and religious organizations could be considered ______ to which a B2B vendor would sell products. Multiple choice question. institutions businesses manufacturers resellers
institutions
Resellers can be thought of as ______. Multiple choice question. end customers retailers manufacturers intermediaries
intermediaries
Some firms buy raw materials, components, and parts that allow them to make their own goods. These firms are known as ________ or producers.
manufacturers
When a firm places its orders with its preferred supplier(s), it engages in ______. Multiple choice question. supplier acceptance vendor negotiation supplier engagement order specification
order specification
______ refers to a set of unspoken guidelines that employees share in various work situations.
organizational culture
In the fourth stage of the B2B buying process, ______, vendor negotiation, and selection all occur. Multiple choice question. demonstration of product request for proposals product specification product analysis
product analysis
In the B2B buying process, a firm will always recognize a need before engaging in the second phase of the process, ______. Multiple choice question. product development order specification product specification RFP 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 is known as the ______ process. Multiple choice question. review for product specification review for proposals request for proposals request for product specification
request for proposals
______ are the entire category of marketing intermediaries that move the product further downstream in the channel without significantly altering the form.
resellers
A local clinic (institution) in need of more Purell antibacterial soap might purchase it 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 retailer; manufacturer manufacturer; distributor 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. Multiple choice question. satisfied expiring redundant unfulfilled
unfulfilled
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
Select all that apply Prior to finalizing a purchase, the procurement department may consult which of the following people to ensure that the purchase being made is suitable for the function it will have in the company? (Choose every correct answer.) Multiple select question. Employees who have a formal role in purchasing decisions Design team members Customers of the company Competitors who use similar materials
Employees who have a formal role in purchasing decisions Design team members
True or False: 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.
False
Which of the following buying roles does a pharmaceutical sales representative who visits health care professionals play to demonstrate new products that they might wish to use? Multiple choice question. Gatekeeper Influencer Buyer Initiator
Influencer
Burt's Bees buys raw materials in order to make its earth-friendly products, such as perfumes, lip balms, and hair products. Which of the following business markets best describes Burt's Bees? Multiple choice question. Institution Reseller Consumer advocate Manufacturer or producer
Manufacturer or producer
Select all that apply Which of the following are typical in a new buy situation? (Choose every correct answer.) Multiple select question. Several members of the buying center will be involved. The organization makes changes to a standing order. The buying center will proceed through all six steps in the buying process. The organization changes back to an old vendor.
Several members of the buying center will be involved. The buying center will proceed through all six steps in the buying process.
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? Multiple choice question. Request for proposal Buying center Modified rebuy White paper
White Paper
