Question 1

In the purchasing decision process, the major role of ________ is in selecting vendors and negotiating.

Accepted Answer

Buyers are specifically responsible for selecting vendors and negotiating. Gatekeepers control access to information and may be involved in the decision-making process, but their main role is not in selecting vendors or negotiating. Initiators suggest the need for a purchase, approvers authorize the purchase, and deciders make the final decision, but none of these roles are specifically responsible for vendor selection or negotiation.

Question 2

In which of the following is a person performing the role of an approver?

Accepted Answer

An approver is someone who has the authority to authorize or reject the actions of deciders or buyers. Therefore, Dana is the only person in the options given who is performing the role of an approver.

Question 3

Which of the following is a step in the straight rebuy buyclass?

Accepted Answer

In the straight rebuy buyclass, the buyer simply reorders a product without much consideration or evaluation. Therefore, the only step in this buyclass is product specification, as the buyer already knows what they want and just need to specify the details of the product they need to reorder. Problem recognition, general need description, supplier search, and proposal solicitation are not necessary in a straight rebuy situation.

Question 4

When purchasing disposable surgical gowns, Changi Hospital's vice president of purchasing analyzes whether the hospital should buy disposable gowns or reusable gowns. If the findings favor disposable gowns, then the operating-room administrator compares various competitors' products and prices and makes a choice. Surgeons influence the decision retroactively by reporting their satisfaction with the particular brand. In this situation, the surgeons perform the role of the ________.

Accepted Answer

Surgeons are the users in this situation, as they will be wearing the gowns during surgeries. The vice president of purchasing is the decider, the operating-room administrator is the buyer, and there is no gatekeeper or initiator mentioned in this scenario.

Question 5

Patrick Jung and his associates have identified eight stages in the business buying-decision process. This model is called the ________ framework.

Accepted Answer

The eight stages in the business buying-decision process identified by Patrick Jung are collectively called the buygrid framework.

Question 6

In which of the following is a person performing the role of an influencer?

Accepted Answer

Liam is providing information for evaluating possible alternatives, which is a key function of an influencer. The other choices describe people with roles such as decision-maker, purchaser, gatekeeper, or authority figure.

Question 7

If Ampex Support Systems is the single supplier for a local manufacturing company's MRO (maintenance, repair, operating) supplies and needs, Ampex Support Systems is considered as providing ________ for the manufacturer.

Accepted Answer

Systems contracting refers to an arrangement where a single supplier provides a comprehensive package of goods and services to the customer, such as maintenance, repair, and operating supplies, under a contract. This is what Ampex Support Systems is doing for the local manufacturing company.

Question 8

In the purchasing decision process, the ________ are those who request that something be purchased. They may be users or others in the organization.

Accepted Answer

Initiators are the ones who request that something be purchased. They may be users or others in the organization who recognize a need for a product or service.

Question 9

According to Patrick Jung, the eight stages in the business buying-decision process are known as ________.

Accepted Answer

The correct term for the series of stages that a business goes through during the buying-decision process is "buyphases," as coined by Patrick Jung. The other answer options are not commonly used or recognized terms in this context.

Question 10

Which of the following is true about the buying center?

Accepted Answer

The buying center is the decision-making unit of a buying organization. It consists of individuals who play various roles in the purchasing process, including influencers, deciders, buyers, gatekeepers, and users. There is no set limit on the number of members in a buying center, and one person can play multiple roles. The members of a buying center can be anyone from mid-level managers to top executives. Gatekeepers are individuals who control the flow of information to the decision-makers in the buying center.

Question 11

________ is a key industrial marketing strategy in bidding to build large-scale industrial products such as dams, pipelines, etc.

Accepted Answer

Systems selling is a strategy often used in industrial marketing where the seller offers a comprehensive solution, including all necessary products and services, to build large-scale projects. This approach is particularly relevant for complex projects such as dams, pipelines, etc., where the buyer benefits from a single point of responsibility for the delivery of the entire project.

Question 12

In which of the following is a person performing the role of a gatekeeper?

Accepted Answer

Leah is responsible for filtering potential suppliers and selecting the best prospects to refer to others in LKG, essentially performing the role of a gatekeeper. The other choices involve individuals who have decision-making authority or provide information for decision-making, but do not necessarily act as gatekeepers.

Question 13

The new, more strategically oriented purchasing departments have a mission. Which of the following most accurately describes that mission?

Accepted Answer

The mission of new, more strategically oriented purchasing departments is to seek the best value from fewer and better suppliers. This means focusing on building strong relationships with key suppliers and working with them to improve efficiency and reduce costs. It also involves selecting suppliers based on their ability to deliver high-quality goods or services, rather than simply choosing the lowest price option. This approach helps to ensure that the organization receives the best possible value for its purchasing spend.

Question 14

If you were an upper-level marketing executive of a large seller of trucks, which of the following strategies would be most appropriate in reaching buying center targets?

Accepted Answer

The answer of If you were an upper-level marketing executive...

Question 15

________ occurs when customers are given a perspective or point of view that allows the firm to "put its best foot forward."

Accepted Answer

Framing refers to the way in which an issue or situation is presented, which can influence the way people perceive and respond to it. By framing the company's perspective in a positive light, customers may be more likely to view the company and its products or services favorably.

Question 16

When purchasing disposable surgical gowns, Changi Hospital's vice president of purchasing analyzes whether the hospital should buy disposable gowns or reusable gowns. If the findings favor disposable gowns, then the operating-room administrator compares various competitors' products and prices and makes a choice. Surgeons influence the decision retroactively by reporting their satisfaction with the particular brand. In this situation, the operating-room administrator performs the role of the ________.

Accepted Answer

The operating-room administrator is the one who makes the final decision on which disposable surgical gowns to purchase, making them the decider. The vice president of purchasing serves as an initiator by analyzing the options between disposable and reusable gowns, while surgeons are influencers by reporting their satisfaction with the chosen brand. A gatekeeper is typically someone who controls access to information or resources, which does not apply in this scenario. A user is someone who will eventually use the purchased product, but they are not the decision-maker in this case. Therefore, the best choice is D, decider.

Question 17

In the purchasing decision process, the ________ are those who have the power to prevent sellers or information from reaching members of the buying center.

Accepted Answer

Gatekeepers are those individuals who control the flow of information, both incoming and outgoing, within a buying center. They have the power to prevent sellers or information from reaching other members of the buying center, which can significantly impact the purchasing decision process. The other options (approvers, buyers, initiators, and deciders) are all members of the buying center but do not necessarily have the power to prevent access to information or sellers.

Question 18

If you performed the role of the ________ in a buying center, you would be the person that has the power to prevent sellers or information from reaching other members of the buying center.

Accepted Answer

The role described is that of a gatekeeper, who has the power to control the flow of information to other members of the buying center. The initiator suggests a need for a purchase, the influencer provides information and opinions, the decider makes the final decision, and the approver authorizes the purchase.

Question 19

Small sellers should first concentrate their marketing efforts on reaching ________.

Accepted Answer

Small sellers should concentrate their marketing efforts on reaching influencers first. Influencers have the power to sway the purchasing decisions of initiators, approvers, and users, making them an important target for small sellers.

Question 20

________ is composed of all parties who participate in the purchasing decision-making process and share common goals and risks associated with their decisions.

Accepted Answer

The buying center is the group of individuals and entities involved in the purchasing decision-making process. It includes individuals from different departments or functions (such as finance, operations, or procurement) who share common goals and risks associated with the purchasing decision. The marketing sales team, strategic management, engineering support, and logistics center are typically specific functions or departments within an organization and may be a part of the buying center, but they do not represent the full scope of the buying center.

Quiz 7: Analyzing Business Markets