Deck 7: Business-To-Business Marketing

Question 1

Whether targeting consumers or resellers,marketers need to focus on

A) creating value for their customers.
B) buying center synergy.
C) private exchange efficiency.
D) corporate profit sharing.
E) reducing derived demand.

Answer 1

A

Question 2

Derek bought a pick-up truck to transport his equipment to fishing tournaments.He also bought a pick-up for his lawn maintenance business.His purchases were

A) both B2C purchases since he is the user in both situations.
B) both B2B purchases since he is the user in both situations.
C) neither B2C nor B2B since he is the consumer and his uses might be mixed.
D) B2C and B2B,respectively.
E) B2B and B2C,respectively.

Answer 2

D

Question 3

Business-to-business marketing refers to buying and selling goods or services to be used by final consumers.

Answer 3

False

Question 4

An architect working for a large firm requests specific computer software to produce designs,drawings,and other technical information for his clients.The architect probably serves as a gatekeeper in the buying center.

Question 5

Resellers differ from producers in that resellers significantly alter the form of goods they sell.

Question 6

Business-to-business marketing involves buying and selling goods or services by all of the following EXCEPT

A) manufacturers.
B) consumers.
C) retailers.
D) producers.
E) wholesalers.

Question 7

In both new buy and straight rebuy situations,all members of a buying center will be intensely involved in the purchasing decision.

Question 8

A university's purchasing department is required to get at least three bids for any purchase greater than $3,000.This requirement is used to keep suppliers "on their toes."

Question 9

A buying center whose members reach a decision based on a collective agreement is known as an autocratic buying center.

Question 10

Paula has developed a successful business selling appliances to homebuilders.She carefully monitors the issuance of new home permits to anticipate how many appliances she will need to buy in order to supply her customers.Paula is concerned with __________.

A) modified demand
B) secondary demand
C) rebuy demand
D) derived demand
E) delayed demand

Question 11

The RFP process is used by buyers to allow customer input into value creation.

Question 12

Sales of electric components manufactured by Rick's company depend on sales of new cars.Rick's company faces __________ demand.

A) synthetic
B) situational
C) monopolistic
D) democratic
E) derived

Question 13

Jackie works as a sales rep for a company that produces and sells steel used in building construction.Jackie is in __________ sales.

A) G2B
B) B2C
C) B2B
D) C2C
E) G2G

Question 14

Most B2B buying situations can be categorized into three categories: new buys,structured rebuys,and automatic rebuys.

Question 15

B2B marketing involves manufacturers,wholesalers,and service firms.

Question 16

The final step of the business-to-business buying process is a formal vendor analysis.

Question 17

The B2B buying process tends to be more formal than B2C buying.

Question 18

A small business decides to upgrade its aging phone system.The business will probably place a straight rebuy order.

Question 19

Organizational culture may vary by geography.

Question 20

Nearly all small businesses have consensus buying centers.

Question 21

Typically,B2B buyers ask potential suppliers to

A) write the RFP for the buyer.
B) submit formal proposals.
C) sponsor interviews with final customers in order to determine product needs.
D) always be involved in reselling.
E) organize themselves into selling cooperatives.

Question 22

After Hurricane Katrina,many states reevaluated their coastal area building requirements.These new building codes represented __________ that building materials companies used to develop new products.

A) derived demand
B) initiator instructions
C) determinant products
D) product specifications
E) focal alternatives

Question 23

After need recognition and product specification,many firms using the B2B buying process

A) identify contract specifications.
B) issue a request for proposals from invited suppliers.
C) proceed to proposal analysis.
D) enter vendor negotiation and selection.
E) revise their need recognition analysis.

Question 24

During the RFP stage,B2B buyers

A) recognize obstacles that the firm must work around.
B) revise their need recognition analysis.
C) invite suppliers to bid on supplying what is requested.
D) proceed to vendor analysis.
E) negotiate contract terms.

Question 25

Malcolm buys overrun clothing from factories around the South.He sells the clothes to discount retailers.Malcolm is a

A) manufacturer.
B) producer.
C) consumer.
D) factory agent.
E) reseller.

Question 26

Both the B2B and B2C buying processes begin with

A) central planning.
B) need recognition.
C) postpurchase dissonance.
D) alternative evaluation.
E) order specification.

Question 27

The first stage of the B2B buying process is

A) product specification.
B) the request for proposals.
C) proposal analysis.
D) vendor negotiation and selection.
E) need recognition.

Question 28

Judy knows it is important to approach business buyers at the right time,which is often during the first stage of their buying process.She stays in touch with her customers,hoping to find out when they are going through

A) need recognition.
B) the RFP process.
C) proposal analysis.
D) vendor negotiation and selection.
E) product specification.

Question 29

Edward,the leading salesperson for Harry's Honda dealership,began hearing customers asking for hybrid automobiles several years ago.Edward alerted Harry,and Harry preordered many Honda hybrids before they became available.In this case,the source of need recognition was

A) trade show demonstrations.
B) ads in trade journals.
C) customers.
D) the Internet.
E) suppliers.

Question 30

Charlie is hoping to get a chance to bid on supplying key components to Ned's business.He is eager to move forward,but he must wait until

A) Ned completes vendor negotiations.
B) Ned develops a list of product specifications.
C) Ned's buying center has an opening.
D) Ned agrees to move Charlie's firm from the evoked set to the retrieval set.
E) Ned completes the order specification process.

Question 31

When Goodwish Marketing decided to upgrade its network,many people were involved in the decision.In B2B buying systems decisions are often made

A) quickly.
B) by a single expert.
C) at auction sites.
D) by a committee after considerable deliberation.
E) through community debating organizations.

Question 32

Hospitals,schools,and religious organizations are examples of __________ buyers.

A) manufacturing
B) retail
C) institutional
D) factory agent
E) reseller

Question 33

Which of the following is an example of an institutional buyer?

A) Mayo Clinic Hospital
B) Procter & Gamble
C) U.S.Marine Corps
D) Nucor Steel Corporation
E) Walmart

Question 34

A __________ is a type of reseller,a business that buys from other businesses but does not significantly alter the form of the products it buys.

A) manufacturer
B) producer
C) consumer
D) wholesaler
E) factory

Question 35

Compared to the B2C process,the information search and alternative evaluation steps in the B2B process are

A) decentralized.
B) less focused on customer value creation.
C) identical.
D) more formal and structured.
E) based on derived supply analysis.

Question 36

In most countries,__________ is one of the largest purchasers of goods and services.

A) the largest retailer
B) the central government
C) the national airline
D) the intelligence agency
E) a consumer buying center

Question 37

Which of the following is an example of a government buyer?

A) Mayo Clinic Hospital
B) Procter & Gamble
C) U.S.Marine Corps
D) Nucor Steel Corporation
E) Walmart

Question 38

After need recognition,a business develops __________ that suppliers might use to develop their proposals.

A) derived demand
B) initiator instructions
C) determinant attributes
D) product specifications
E) focal alternatives

Question 39

B2B buying decisions are often made by

A) governors.
B) influencers.
C) committees.
D) resellers.
E) consumers.

Question 40

Unlike manufacturers,__________ buy products from other businesses but do not significantly alter the form of the products they buy.

A) producers
B) consumers
C) resellers
D) English auctioneers
E) gatekeepers

Question 41

Raycom Construction needs heavy-duty equipment to install a new pipeline in northern Alaska.Raycom's engineers have been asked to provide detailed specifications and recommendations for the equipment needed.The Raycom engineers will primarily play the __________ role in the company's buying center.

A) buyer
B) initiator
C) influencer
D) user
E) gatekeeper

Question 42

While consumers weigh postpurchase dissonance,business buyers

A) file lawsuits.
B) evaluate organizational culture.
C) conduct vendor analysis.
D) prepare RFPs.
E) remain dissatisfied.

Question 43

When reviewing her firm's business buying process,Carla noticed a company requirement that they have at least three qualified bids from suppliers for any purchase over $50,000.This requirement is designed to

A) minimize competitive pressure.
B) efficiently organize resellers.
C) encourage the bidders to offer their best deals.
D) foster democratic buying centers.
E) slow down the purchase process.

Question 44

At many universities,education faculty members were among the first to ask for personal computers.These faculty members were __________ in the buying center.

A) buyers
B) initiators
C) influencers
D) deciders
E) gatekeepers

Question 45

While training for her new job as a pharmaceutical sales representative,Mallory spent several days shadowing an experienced company rep.She watched the rep focusing on the benefits of the new drugs while not volunteering pricing information,side effects,or comparison data.Mallory assumed that this reflected part of the pharmaceutical firm's

A) buying center.
B) culture.
C) mission statement.
D) corporate social responsibility.
E) RFP process.

Question 46

Raycom Construction needs heavy-duty equipment to install a new pipeline in northern Alaska.After a vendor is chosen,Reginald will handle the paperwork and send out the purchase order.Reginald plays the __________ in the buying center.

A) buyer
B) initiator
C) influencer
D) user
E) gatekeeper

Question 47

Kim is the sales representative for a major textbook publisher.When she calls on the business faculty at General University,she also tries to meet with several students to get their feedback on textbooks.She passes this feedback to her managers to guide the development of the publisher's future textbooks.The students are the __________ in the buying center.

A) deciders
B) initiators
C) influencers
D) users
E) gatekeepers

Question 48

Frieda has just received a major order from Northrop Corporation for her firm's hydraulic lift equipment.After reviewing the order information,Frieda will

A) send an acknowledgement that the order has been received.
B) rewrite her firm's proposal.
C) submit a competitive bid.
D) proceed to vendor analysis.
E) evaluate performance.

Question 49

Kim is the sales representative for a major textbook publisher.When she calls on the business faculty at General University,her first stop is to chat with Frank,the business department secretary.From Frank,Kim learns which professors have left the university or are newly arrived.Frank also helps Kim to make appointments to see professors to discuss textbook choices.Frank acts as the __________ in the business department buying center.

A) buyer
B) initiator
C) influencer
D) user
E) gatekeeper

Question 50

Unlike a firm's mission statement or employee handbook,a firm's culture often

A) forces customers to look elsewhere for value.
B) is of no importance to purchase decisions.
C) exists as a set of unspoken guidelines.
D) is defined by a straight rebuy philosophy.
E) determines the order specification process.

Question 51

While no one in the firm has discussed it,Brad notices everyone else seems to dress more casually on Fridays during the summer.Brad is observing part of his firm's

A) culture.
B) governing principles.
C) human resources policy.
D) employee obligations.
E) gatekeeping.

Question 52

The buying center for USF Corporation is in the process of discussing price,quality,and delivery schedules with potential suppliers.They are in the __________ stage of the business-to-business buying process.

A) vendor negotiation
B) product specification
C) need recognition
D) vendor performance assessment
E) RFP

Question 53

An organization's culture reflects the __________ that guide its employees' behavior.

A) B2B dynamics
B) RFP process
C) buying center philosophy
D) set of values,traditions,and customs
E) derived set of influences

Question 54

Many health insurance policies require patients to call and get preapproval for tests or procedures.The health insurance company acts as a __________ for the purchase of these medical services.

A) decider
B) initiator
C) influencer
D) user
E) gatekeeper

Question 55

Which of the following is NOT one of the roles typically played by one of the members of a buying center?

A) Auctioneer
B) Initiator
C) Influencer
D) Decider
E) Gatekeeper

Question 56

Melanie is the director of human resources for a small manufacturing firm.She has a strong personal interest in technology,and is known throughout the firm as one of the first to hear about and use new kinds of communications technologies.If the firm decides to upgrade its network,Melanie will probably function in what role in the firm's buying center?

A) Auctioneer
B) Initiator
C) Influencer
D) Decider
E) Gatekeeper

Question 57

As purchasing manager for Avalon Electronics,Carrie is required to submit a vendor performance analysis every three months.To meet this requirement,Carrie will probably

A) interview vendors and seek their feedback.
B) specify and weight performance factors and score the vendors.
C) develop an RFP for vendor analysis.
D) recruit new suppliers.
E) use a modified rebuy vendor form.

Question 58

Frequently a B2B buyer will post its RFP

A) on Twitter.
B) in Commerce Business Daily.
C) in the legal section of a local newspaper.
D) on its website.
E) in the employee human resources office.

Question 59

After posting an RFP for telecommunication equipment,USF Corporation received six proposals from qualified vendors.Next,USF will

A) recognize obstacles that must be circumvented.
B) reevaluate the firm's needs.
C) give one vendor a purchase order.
D) conduct vendor analysis.
E) evaluate the proposals and narrow the choice to a few suppliers.

Question 60

In most large organizations,several people are responsible for making a purchase decision.This group is called the

A) derived demand cohort.
B) reselling team.
C) decider group.
D) buying center.
E) expediters.

Question 61

When a business buyer decides to change specifications such as quality or options associated with products purchased in the past,the buyer is engaged in a(n)__________ situation.

A) new buy
B) modified rebuy
C) straight rebuy
D) adapted buy
E) side by side

Question 62

In a modified rebuy situation,__________ are likely to have an advantage in getting the order.

A) consumers
B) resellers
C) current vendors
D) gatekeepers
E) buying centers

Question 63

Olga is the sales rep for ATV Communication Systems.She wants to bid on the RFP issued by Manitoba University for distance learning technology.She knows she will need to provide considerable information and demonstrations of her firm's technology because Manitoba University is in a new buy situation and does not have

A) the money to afford it.
B) any experience with the product they wish to purchase.
C) anyone interested in the technology.
D) any derived demand for the system.
E) any students who might be interested in distance learning.

Question 64

The RFP stage of the B2B buying process is NOT required for

A) a new buy.
B) a modified rebuy.
C) a straight rebuy.
D) either a new buy or a modified rebuy.
E) an adapted buy.

Question 65

When Val sees the RFP issued by one of his customers,he is concerned that they have changed their specifications since they placed a previous order with him.His company's products do not meet the new specifications.In this situation,being the current vendor

A) will necessitate renegotiating price and delivery terms.
B) allows for a straight rebuy.
C) offsets a consensus buying center culture.
D) will probably not be an advantage in getting the new order.
E) will allow Val to get the order even though his products do not meet the specifications.

Question 66

When Leanne gave her presentation to the BigDeal discount buying center team,she treated each member's question seriously and gave equal time to addressing each.Leanne did not realize BigDeal has an autocratic buying center culture and she needed to focus on answering Beverly's questions,since she is the decision maker.In addition to wasting time by not understanding BigDeal's culture,Leanne may have also hurt her chances because she

A) bid too many products.
B) failed the vendor analysis.
C) responded to the RFP too quickly.
D) alienated Beverly,the real decision maker.
E) offended the nondecision makers by assuming they had more power than they did.

Question 67

At the main campus of a large university,faculty always refer to each other as Doctor,wear suits,and guard their academic domains against each other.This leads to frequent name-calling and strenuous debates.Meanwhile,at the various branch campuses,faculty members call each other by their first names,dress casually,and supported each other's scholarly efforts.This example illustrates the differences in __________ that can exist within an organization.

A) supply chain communication
B) autocratic buying center culture
C) organizational culture
D) business missions
E) corporate social responsibility

Question 68

Which of the following is NOT one of the four general types of organizational cultures?

A) autocratic
B) democratic
C) consultative
D) capitalist
E) consensus

Question 69

Fordham Hardware is known for its consensus buying center culture.Recognizing this corporate culture,someone attempting to sell to Fordham Hardware should

A) focus exclusively on the head of the buying center.
B) address the concerns of all members of the buying center with particular attention to those of the decision maker.
C) focus on providing information to and making the sales approach to the one decision maker.
D) attempt to facilitate the collective agreement of all members of the buying center.
E) attempt to get one "friend" on the committee to support his products.

Question 70

Manitoba University is buying a distance learning system.Previously,the school had no distance learning technology.For Manitoba University this represents a(n)__________ situation.

A) adapted buy
B) modified rebuy
C) straight rebuy
D) new buy
E) generic buy

Question 71

In which buying situation is the buyer most likely to proceed through all six steps in the buying process?

A) New buy
B) Modified rebuy
C) Straight rebuy
D) Generic buy
E) Adapted buy

Question 72

Jenny was feeling frustrated."What's taking them so long to make a decision? It's been weeks since I first met with them,and they all seem interested in the product.I've also jumped through all their paperwork hoops." Jenny is likely selling to a firm in what kind of buying situation?

A) New buy
B) Modified rebuy
C) Straight rebuy
D) Generic buy
E) Adapted buy

Question 73

The buying decision is likely to be most complex and take longest to complete in a(n)__________ B2B buying situation.

A) new buy
B) modified rebuy
C) straight rebuy
D) adapted buy
E) generic buy

Question 74

In a(n)__________ situation,the buyer has purchased a similar product in the past but has decided to change some specifications.

A) new buy
B) modified rebuy
C) straight rebuy
D) adapted buy
E) generic buy

Question 75

The customer Carlotta is calling on today has a(n)__________ buying center culture.This means that the decision process will involve reaching agreement among all members of the buying center.

A) consensus
B) autocratic
C) consultative
D) republican
E) democratic

Question 76

When Walmart considers reordering items for its stores,its buyers are instructed to negotiate price concessions,quality improvements,and / or added options.In this situation,Walmart buyers are engaged in a(n)__________ situation.

A) new buy
B) modified rebuy
C) straight rebuy
D) adapted buy
E) generic buy

Question 77

When Natasha took over as facilities manager for Burlington Furniture Manufacturing,she was shocked to see the factory was still heated with a coal-fired boiler.She made an immediate decision to upgrade the heating system to something more efficient,and began to research available options.For Natasha and Burlington Furniture,this represented a(n)__________ situation.

A) adapted buy
B) modified rebuy
C) straight rebuy
D) generic buy
E) new buy

Question 78

Markham Publishing is known for its consultative buying center culture.Recognizing this corporate culture,someone attempting to sell to Markham Publishing should

A) treat all members of the buying center as equally important.
B) address the concerns of all members of the buying center with particular attention to those of the decision maker.
C) focus on providing information to and making the sales approach to the one decision maker.
D) attempt to facilitate the collective agreement of all members of the buying center.
E) focus attention on the gatekeeper in the buying center's team.

Question 79

Not knowing the roles of key players in the buying process could cause a sales representative to

A) bid too high a quantity.
B) fail the vendor analysis.
C) respond to an RFP too quickly.
D) waste time and alienate people.
E) misdirect his or her product.

Question 80

Most B2B buying situations can be categorized as new buys,modified rebuys,and

A) generic buys.
B) straight rebuys.
C) ordinary rebuys.
D) adapted buys.
E) minor buys.