Chapter7

Which of the following are roles within a buying center?

Decider User Initiator

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

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

Gatekeeper

A pharmaceutical sales representative who visits with health care professionals to demonstrate new products they may wish to use plays which buying role?

Influencer

A doctor who recommends a procedure and determines which equipment and products will be required participates in which buying role?

Initiator

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

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

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?

Product specification

______ are the entire category of marketing intermediaries that move the product further downstream in the channel without significantly altering the form.

Resellers

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.

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 doctor

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

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.

product specifications

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

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.

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 ______.

retailer; manufacturer

Manufacturers, resellers, institutions, and governments are considered the main organizations that make up______ -to-______markets.

B to B

Within a typical buying center, there will be someone who handles the paperwork for the actual purchase. This person is referred to as the ______.

buyer

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

autocratic

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

order

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

order specification

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

organizational buying cultures

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

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 ______.

straight rebuy

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

In an autocratic buying center, the decision is made by _____.

1 person

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

buyer

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

After a company recognizes a need, it develops product ______ that potential suppliers can use to develop their proposals to supply the product.

specifications

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

Which of the following is NOT a step in the formal business-to-business buying 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?

Decider

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

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

Within the buying process you are considered the ____________ when you are the one who facilitates the purchase by completing the necessary negotiations and paperwork.

buyer

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

Which of the following are general types of organizational buying cultures?

Autocratic Consultative

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

gatekeeper

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

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.

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

The three B2B buying situations are_________ buys, ________ rebuys, and straight rebuys.

-new -modified

Match each buying role with the correct description.

1) 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

You work as the inventory manager at a golf pro shop. The club pro has reviewed and approved a new golf club collection, and you proceed to complete the purchase by negotiating a price and finalizing paperwork with the manufacturer. In this scenario, you are in the role of ______.

buyer

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 ______ has the power of selecting the final products or suppliers.

decider

The __________ will be the person who ultimately determines any part of the buying decision. (Use the exact term.)

decider

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

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

Within a typical buying center, the ______ is the person who first suggests buying a particular product or service.

initiator

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

institutions

Resellers can be thought of as ______.

intermediaries

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

culture

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

largest

Some firms buy raw materials, components, and parts that allow them to make their own goods. These firms are known as ________ or producers.

manufacturers

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 ______.

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

The majority of B2B buying situations can be described as which three of the following?

new buys, modified re-buys, and straight re-buys.

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

vendor