Chapter 7: Bus-to-Bus. Marketing

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

new modified

In the fifth stage of the B2B buying process, ______ specification, the firm places its order with its preferred supplier(s). A. order B. vendor C. preference D. supplier

order

When a firm places its orders with its preferred supplier(s), it engages in ______. A. supplier acceptance B. order requesting C. order specification D. supplier engagement

order specification

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. A. RFP process B. proposal analysis C. product specification D. product development E. order specification

product specification

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? A. need recognition B. vendor negotiation C. proposal analysis D. product specification

product specification

In the fourth stage of the B2B buying process, _____, vendor negotiation, and selection all occur. A. request for proposals B. product specification C. demonstration of product D. proposal analysis

proposal analysis

Which of the following is NOT a step in the formal business-to-business buying process? A. Commercialization B. Product specification C. Need recognition D. RFP process

Commercialization

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? A. Institution B. Manufacturer or producer C. Consumer advocate D. Reseller

Manufacturer or producer

______ buy raw materials, components, and parts that allow them to make and market their own goods and ancillary services.

Manufacturers

The majority of B2B buying situations can be described as which three of the following? A. Modified rebuys B. Organizational buy C. Straight rebuys D. New buys E. B2C buys

Modified rebuys Straight rebuys New buys

______ refers to a set of unspoken guidelines that employees share in various work situations. A. various work situations. B. Organizational culture C. Organizational climate D. Organizational theory E. Organizational structure

Organizational culture

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? A. Proposal analysis B. Selection C. Vendor negotiation D. Product specification

Product specification

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 ______ for proposal process.

RFP

______ are the entire category of marketing intermediaries that move the product further downstream in the channel without significantly altering the form. A. Wholesalers B. Manufacturers C. Retailers D. Resellers

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? A. Stage 4: Performance assessment B. Stage 3: Order specification C. Stage 2: Product specification D. Stage 1: Need recognition

Stage 1: Need recognition

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

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

Which of the following are roles within a buying center? A. Reseller B. User C. Decider D. Vendor E. Initiator

User Decider Initiator

Using metrics to evaluate a supplier of raw materials to a manufacturer is part of which stage of the B2B buying process? A. Order specification stage B. RFP process C. Need recognition D. Vendor performance assessment

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? A. White paper B. Modified rebuy C. Request for proposal D. Buying center

White paper

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

consumers

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

culture

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. A. request; product specification B. review; product specification C. review; proposals D. request; proposals

request; 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 ______. A. retailer; manufacturer B. manufacturer; distributor C. wholesaler; manufacturer D. manufacturer; retailer E. manufacturer; manufacturer

retailer; manufacturer

True or false: The government is usually one of the largest spenders in the B2B market.

true

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. A. unfulfilled B. satisfied C. redundant D. expiring

unfulfilled

Match each buying role with the correct description. 1. Initiator 2. influencer 3. decider 4. buyer 5. user 6. gatekeeper

1. Person who first suggests buying the product. Person who first suggests buying the product. 2. Person whose views persuade others. 3. Person who ultimately determines the buying decision. 4. Person who handles paperwork of purchase. 5. Person who consumes or uses the product. 6. Person who controls information or access.

In order what are the steps of the B2B buying process?

1. need recognition 2. product specification 3. RFP process 4. proposal analysis and supplier selection 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? A. Consumers renting the cars B. Banks, financing Hertz's car purchases C. Auto manufacturers, selling cars to Hertz D. Hertz, renting the cars to consumers

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