Question 1

In a buying center, ________ have the formal or informal power to select or approve the supplier that receives the contract.

Accepted Answer

Deciders have the formal or informal power to select or approve the supplier that receives the contract.

Question 2

A computer company salesperson invites the IT managers of its top 10 customers (in terms of dollar sales) to view a demonstration of the firm's new product line, so the salesperson can obtain their opinions regarding various options and configurations that could be offered. These IT managers are most likely to be the ________ of their organizations' buying centers.

Accepted Answer

The IT managers are likely to be influencers as they provide opinions and insights that can affect the decision-making process regarding the purchase of new products.

Question 3

In a buying center, ________ affect the buying decision, usually by helping define the specifications for what is bought.

Accepted Answer

Influencers affect the buying decision by providing information and criteria that help define the specifications for what is bought.

Question 4

Lara assumed the ________ role in the buying center when she shook the salesperson's hand and said, "Ms. Hron, we would like to accept your bid. I'll expect 48 boxes of ring shank nails to be delivered by November 8, and we will pay the agreed-upon price of $21.74 per box."

Accepted Answer

Lara is acting as the buyer because she is making the purchasing decision and finalizing the transaction with the salesperson.

Question 5

Within the buying center, influencers are people who

Accepted Answer

Influencers in a buying center affect the buying decision by helping to define the specifications for what is bought, providing input and expertise.

Question 6

Cassidy is part of the buying center for a large manufacturer. Her field of expertise is logistics, and she is responsible for choosing transportation providers for the company. A sales representative for Yellow Roadway, a successful trucking firm, regularly buys Cassidy's assistant lunch. The representative does this because he views the assistant as a(n) ________ and wants to be sure that information about his company reaches Cassidy.

Accepted Answer

The assistant is considered a gatekeeper because they control the flow of information to Cassidy, who is the decision-maker. The sales representative buys lunch for the assistant to ensure that information about his company reaches Cassidy.

Question 7

For routine orders within the buying center, the decider is usually

Accepted Answer

The buyer or purchasing manager typically handles routine orders as they are responsible for procurement and purchasing decisions within the organization.

Question 8

An IT engineer specifies the type of electronic shopping cart to be used on the company's new website. The engineer also chooses the supplier that receives the contract to provide the software. In the buying center, this person is the

Accepted Answer

The decider is the person who has the authority to choose among potential suppliers and make the final decision on which product or service to purchase. In this scenario, the IT engineer is making the decision on the type of shopping cart and the supplier, thus acting as the decider.

Question 9

On a visit to Conner Industries, a West Plains Band Saw salesperson heard a production employee saying, "This band saw has a 36-inch wheel that could really save us time, and with its adjustable height, it can be operated by someone tall like me as well as by our shorter workers. I bet this would speed up my production time by 30 percent. Why don't we order this band saw?" The person the salesperson heard giving input has which buying center role?

Accepted Answer

The person giving input is the "user" because they are discussing how the band saw would affect their work and productivity.

Question 10

The people in the organization who actually consume the product or service are referred to as ________, which is one role in the buying center.

Accepted Answer

Users are the individuals within an organization who actually use the product or service, making them a key role in the buying center.

Question 11

Within the buying center, deciders are people who

Accepted Answer

Deciders have the formal or informal power to select or approve the supplier that receives the contract.

Question 12

In a buying center, ________ have formal authority and responsibility to select the supplier and negotiate the terms of a contract.

Accepted Answer

Buyers in a buying center have the formal authority and responsibility to select the supplier and negotiate the terms of a contract.

Question 13

Becca, an office manager for a small construction company, met with representatives from Xerox and Minolta, along with the president and the accountant, to compare options for a new copier for the office. Since she made most of the copies, Becca wanted to see the features of the machines, though her boss would have to approve the final purchase. Becca has what role in the buying center?

Accepted Answer

Becca is the user in the buying center because she is the one who will primarily use the copier and is interested in its features, although she does not have the authority to make the final purchase decision.

Question 14

Which of the following statements most closely describes the people in the buying center of a medium-sized manufacturing plant?

Accepted Answer

The buying center is a dynamic group that can change based on the specific purchase decision, involving different individuals with relevant expertise or interest for each purchase.

Question 15

All of the following are roles in a buying center except which?

Accepted Answer

Evaluators are not typically recognized as a distinct role in a buying center, whereas deciders, gatekeepers, influencers, and users are standard roles.

Question 16

The purchasing manager of Ingram Printing has selected HP as the supplier of its new high-speed printer and negotiated the terms of the contract. The purchasing manager is the ________ for Ingram.

Accepted Answer

The purchasing manager is the "buyer" because they are responsible for selecting the supplier and negotiating the contract terms for the purchase.

Question 17

People who control the flow of information in the buying center, such as technical experts and secretaries, can keep salespeople and information from reaching others in the buying center and are referred to as

Accepted Answer

Gatekeepers are individuals in the buying center who control the flow of information, deciding what information reaches decision-makers and other members of the buying center.

Question 18

To lower costs and reduce manufacturing time, Michelin has people work together on important purchases. These people include individuals in the roles of buyers, deciders, gatekeepers, and others, as needed. This type of cross-functional group is known as a

Accepted Answer

A buying center is a group of individuals within an organization who are involved in the purchasing decision-making process, including roles like buyers, deciders, and gatekeepers.

Question 19

In an effort to make better and more efficient purchase decisions, the Ford Motor Co. includes input from various people, depending on the purchase situation. Individuals may include key personnel from several departments, including research and development, finance, marketing, shipping, and sales. This is a description of Ford's

Accepted Answer

A buying center is a group of individuals within an organization who are involved in the purchase decision-making process, representing various departments and functions.

Question 20

A sales representative for a pharmaceutical company visits the doctor's office, hoping to explain a new drug to the doctor. However, the office receptionist explains that the doctor is with patients and will not be able to see the sales rep. The receptionist is acting as

Accepted Answer

The receptionist is acting as a gatekeeper, controlling access to the doctor and deciding who gets to see the doctor and when.

Quiz 6: Understanding Organizations As Customers