Chapter 6
True or False - The government is the largest customer group in the United States. About 30% of the gross domestic product of the U.S. is spent by various government units.
True
In many B2B situations, a group of people (called a buying center) all play a part in making purchasing decisions. Match the description below with the name of the buying influence. The people who will actually use the product - e.g. production line workers Choices: Buyers, Deciders, Users, Influencers, Gatekeepers
Users
Organizational buyers need to stay current on all facets of purchasing and information about products and suppliers that they may want to consider. There are 4 basic types of information sources for buyer. Match the examples of information sources below with the TYPE of information source. 1. Salespeople 2. Consultants and Outside Experts 3. Sales Literature and Catalogs 4. Trade associations All Answer Choices A. Impersonal-Nonmarketing Sources B. Personal-Marketing Sources C. Impersonal-Marketing Sources D. Personal-Nonmarketing Sources
1 = B. Personal-Marketing Sources 2 = D. Personal-Nonmarketing Sources 3 = C. Impersonal-Marketing Sources 4 = A. Impersonal-Nonmarketing Sources
Match the following tasks with the appropriate steps in the Organizational Buying Model: Describing the need(s) Choices: 1. Step 1: Defining the Problem 2. Step 2: Buying Process 3. Step 3: Managing the Buyer-Seller Relationship
1. Step 1: Defining the Problem
Match the following tasks with the appropriate steps in the Organizational Buying Model: Recognizing the problem Choices: 1. Step 1: Defining the Problem 2. Step 2: Buying Process 3. Step 3: Managing the Buyer-Seller Relationship
1. Step 1: Defining the Problem
Match the following tasks with the appropriate steps in the Organizational Buying Model: Specifying the product Choices: 1. Step 1: Defining the Problem 2. Step 2: Buying Process 3. Step 3: Managing the Buyer-Seller Relationship
1. Step 1: Defining the Problem
Match the following tasks with the appropriate steps in the Organizational Buying Model: Establish the buying process Choices: 1. Step 1: Defining the Problem 2. Step 2: Buying Process 3. Step 3: Managing the Buyer-Seller Relationship
2. Step 2: Buying Process
Match the following tasks with the appropriate steps in the Organizational Buying Model: Gathering information about suppliers and products Choices: 1. Step 1: Defining the Problem 2. Step 2: Buying Process 3. Step 3: Managing the Buyer-Seller Relationship
2. Step 2: Buying Process
Match the following tasks with the appropriate steps in the Organizational Buying Model: Selecting the supplier and/or product Choices: 1. Step 1: Defining the Problem 2. Step 2: Buying Process 3. Step 3: Managing the Buyer-Seller Relationship
2. Step 2: Buying Process
Match the following tasks with the appropriate steps in the Organizational Buying Model: Soliciting bids and proposals Choices: 1. Step 1: Defining the Problem 2. Step 2: Buying Process 3. Step 3: Managing the Buyer-Seller Relationship
2. Step 2: Buying Process
Match the following tasks with the appropriate steps in the Organizational Buying Model: Monitor supplier performance Choices: 1. Step 1: Defining the Problem 2. Step 2: Buying Process 3. Step 3: Managing the Buyer-Seller Relationship
3. Step 3: Managing the Buyer-Seller Relationship
Match the following tasks with the appropriate steps in the Organizational Buying Model: Monitoring Supplier performance Choices: 1. Step 1: Defining the Problem 2. Step 2: Buying Process 3. Step 3: Managing the Buyer-Seller Relationship
3. Step 3: Managing the Buyer-Seller Relationship
Which of the following are good examples of Business and Organizational Customers? Choices: Walmart, Target, and Kohls. Chipotle, McDonalds, and Pizza Hut. The College of William and Mary. The Pentagon (U.S. Department of Defense) Sentara Hospital
All of them
In many B2B situations, a group of people (called a buying center) all play a part in making purchasing decisions. Match the description below with the name of the buying influence. The people who have the responsibility for communicating with all of the individual suppliers and arranging the terms of the sale. Choices: Buyers, Deciders, Users, Influencers, Gatekeepers
Buyers
In many B2B situations, a group of people (called a buying center) all play a part in making purchasing decisions. Match the description below with the name of the buying influence. The person or people who have the ultimate power to make the final decision on a product and/or supplier. Choices: Buyers, Deciders, Users, Influencers, Gatekeepers
Deciders
In many B2B situations, a group of people (called a buying center) all play a part in making purchasing decisions. Match the description below with the name of the buying influence. The people who control the flow of information within the organization. They often control the access of suppliers to the other members of the buying center. Choices: Buyers, Deciders, Users, Influencers, Gatekeepers
Gatekeepers
In many B2B situations, a group of people (called a buying center) all play a part in making purchasing decisions. Match the description below with the name of the buying influence. The people who are involved in creating the criteria used to evaluate all the potential alternatives. They often help write specifications and provide information about the available products and suppliers. Choices: Buyers, Deciders, Users, Influencers, Gatekeepers
Influencers
n comparing the number of Manufacturers to Service Firms... The United States has almost [a] service firms as compared to [b] (manufacturing) factories. All Answer Choices: 10 million 6 million 2 million 330 thousand 250 thousand
a = 6 million b = 330 thousand
Customer-supplier relationships are not "all or nothing" arrangements. Many firms have a close relationship in some ways but not in others. Thus it's useful to think about 5 key dimensions that help characterize most buyer-seller relationships: 1. [a] buyer and seller work together to achieve both mutual and individual objectives. 2. [b] exchanging proprietary data to help with planning and decision making. 3. [c] direct ties between organizations involving ongoing coordination of activities and tasks. 4. [d] detailed legal contracts that bind the buyer and seller to agreed terms 5. [e] changes in a firm's product or procedures that are unique to the needs or capabilities of a relationship partner.
a = Cooperation b = information c = operation d = legal e = adaptation
As a part of the organizational buying process, the text identifies 3 different types processes. Match each process below to the description. [a] is a routine recurring purchase of goods/services from an existing supplier. In this type of process, buyers don't generally make an effort to find new information or new suppliers because they have already gone through the process of identifying the best product for their needs. [b] occurs when an organization has a new need and desires a great deal of information in order to make a good decision. This process can involve setting product specifications, evaluating many suppliers and the decision often requires multiple buyer influences in the buying center. [c] is the in-between process where some amount of review and information gathering is required. Often times, the existing product may be performing in a satisfactory manner, but the supplier may not be paying attention to the customer which creates an opportunity for other suppliers to take the business away if they can provide a superior marketing mix. Choices: New-Task Buying Straight Rebuy Modified Rebuy
a = Straight Rebuy b = New - Task Buying c = Modified Rebuy
In business to business (B2B) markets, [a] needs are primary, but [b] needs still matter.
a = economic b = behavioral
As compared to the consumer market, the organizational (Business to Business) market includes far [a] buyers, but the dollars spent by each buyer are much [b] on average.
a = less b = more
