Question 1

As an eager new salesperson, you search the Internet and find the Head Purchasing Officer's phone number online. You decide to cold call her and make your hard pitch, but instead you speak with a(n)_________who takes a message and ensures the Head Purchasing Officer "will call you back."
A)gatekeepers
B)busybodies
C)power brokers
D)obstructionists

Accepted Answer

Gatekeepers are assistants or receptionists who screen calls and control access to decision makers. They are trained to filter out sales calls and make sure their executive's time is used effectively.

Question 2

Within the buying centre, influencers are people who:
A)have the formal authority and responsibility to select the supplier and negotiate the terms of the contract.
B)affect the buying decision usually by helping define the specifications for what is bought.
C)have the formal or informal power to select or approve the supplier that receives the contract.
D)control the flow of information in the buying centre.

Accepted Answer

Influencers in the buying centre are individuals who do not have formal authority or responsibility for the purchase decision but can have a significant impact on it. They may help define the specifications for what is bought, identify potential suppliers, or provide technical expertise. However, they do not have the final say in supplier selection or contract negotiation.

Question 3

The assistant heard her supervisor in the supply room yell, "Call Crate & Barrel, we need another case of their coffee mugs for the conference next week." The supervisor was asking her assistant to make a:
A)straight rebuy.
B)modified rebuy.
C)make-buy.
D)new buy.

Accepted Answer

The supervisor is simply reordering the same product (coffee mugs) from the same supplier (Crate & Barrel) for a recurring event (conference next week). Therefore, it is a straight rebuy.

Question 4

The screenwriter walked into the production company office expecting to talk to an executive of the company about producing the writer's idea for a new television situation comedy. As he entered the office, the receptionist said, "I'm sorry, you can't see my boss. Please leave your manuscript and I'll read it. If it's any good, I'll show it to Ms. Friedman who will then get back to you." The receptionist was assuming which buying centre role?
A)influencer
B)gatekeeper
C)decider
D)buyer

Accepted Answer

The receptionist is acting as a gatekeeper, controlling access to the executive who is the actual decision maker in this situation. The receptionist is screening out the screenwriter and potentially passing on the manuscript to the decision maker if it is deemed to have merit.

Question 5

Mark manages a small family-owned amusement park. He believes the park can increase its profits if its owners will buy three food concession trailers. He has contacted three dealers of such trailers, which come fully customized to user specifications, and has determined Century Industries has the best price. He will present his research to the family tomorrow. In which buying centre roles is Mark acting?
A)influencer and buyer
B)influencer, gatekeeper, and decider
C)decider and gatekeeper
D)buyer and decider

Accepted Answer

Mark is acting as an influencer by researching and identifying the need for the food concession trailers. He is acting as a gatekeeper and decider by contacting the dealers and determining which supplier offers the best price and customization options. However, it is not mentioned explicitly that he is the ultimate buyer, so option D can be eliminated. Option A is incorrect as Mark is not the only buyer and there are other family members involved in the decision-making process. Option C is also incorrect as Mark is not the only decider or gatekeeper, as he needs to present his research to the family. Therefore, the best choice is B, where Mark is acting as an influencer, gatekeeper, and decider.

Question 6

In a regular buying situation, which role is likely to have the ultimate decision authority?
A)purchaser
B)buyer
C)influencer
D)decider

Accepted Answer

The decider is the role that has the ultimate decision-making authority in a regular buying situation. While the purchaser and buyer are involved in the purchasing process, they do not have the final say in making the decision. Influencers can also play a role in the decision-making process, but their influence is not necessarily determinative. Therefore, the decider is the best choice for the role with the ultimate decision authority.

Question 7

A talent promoter for the House of Blues wants to book one of the acts it represents into the Odeon Theatre. The talent promoter offers to buy lunch for the receptionist of the manager of the Odeon. The talent promoter is probably trying to develop a friendly relationship with a(n):
A)gatekeeper.
B)decider.
C)buyer.
D)influencer.

Accepted Answer

The receptionist acts as a gatekeeper who controls access to the manager of the Odeon Theatre. By offering to buy lunch for the receptionist, the talent promoter is trying to build a friendly relationship and influence her to grant him access to the manager, who is the ultimate decider/buyer of the booking decision.

Question 8

A buying situation affects buying centre tendencies in different ways. If there are few people involved, the problem definition is well-defined, and the time required for a decision is short, the buying situation which is most likely a:
A)conditional rebuy.
B)straight or modified rebuy.
C)make-buy.
D)new buy.

Accepted Answer

A straight or modified rebuy is the most likely buying situation when there are few people involved, the problem is well-defined, and the time required for decision-making is short. In a straight rebuy, the organization simply reorders a product without any modifications. In a modified rebuy, the organization may choose to make some modifications to the product or supplier selection.

Question 9

The maintenance crew chief told the head of the hotel housekeeping staff, "Call Ralph at Bright Ideas, we need another case of his light bulbs." This would be an example of a:
A)new buy.
B)make-buy.
C)straight rebuy.
D)modified rebuy.

Accepted Answer

This is a straight rebuy because the maintenance crew chief is simply reordering the same product from the same supplier without any changes in specifications or preferences.

Question 10

Which is likely the commonality between a straight rebuy and a modified rebuy?
A)product or service is the same
B)decision time is short
C)problem definition is the same
D)buying centre is large

Accepted Answer

The commonality between a straight rebuy and a modified rebuy is that the product or service being purchased is the same. In a straight rebuy, the buyer simply reorders the same product without any changes, while in a modified rebuy, some modifications or alterations are made to the existing product, but the product itself remains the same. Therefore, the correct answer is A. Decision time, problem definition, and buying centre size may vary between the two types of rebuy situations.

Question 11

When considering a new buy, which is likely the MOST accurate statement?
A)the purchasing manager is likely to have the final say
B)the problem is well-defined
C)a good solution will be superior to the cheapest solution
D)the less individuals involved, the more effective decision

Accepted Answer

When considering a new buy, it is important to prioritize quality and effectiveness over finding the cheapest option. This statement emphasizes the importance of choosing a good solution rather than just focusing on cost.

Question 12

oDesk and 99designs, two online design firms that submit bids for a provided statement of requirements, work on which type of auction?
A)traditional auction
B)inverse auction
C)online auction
D)reverse auction

Accepted Answer

oDesk and 99designs work on a reverse auction model, where the client posts a project with its requirements, and multiple freelancers or designers bid on the project, competing with each other to offer the lowest bid for the project. The lowest bidder is selected as the winner of the project. Hence, the correct answer is D - reverse auction.

Question 13

Gulfstream Aerospace Corp. recently sold three Gulfstream V business jets to a government buyer for use as Special Electronic Mission Aircraft. One of the hardest jobs the Gulfstream sales team had to perform during the negotiations was to convince The_________ they should be allowed to present the information about Gulfstream Planes to the other people in the buying centre who were taking the role of buyers, users, deciders, and influencers.
A)busybodies
B)gatekeepers
C)obstructionists
D)whistleblowers

Accepted Answer

Gatekeepers control access to information and can be hesitant to allow sales representatives to speak with the other members of the buying center. Therefore, the Gulfstream sales team had to convince the gatekeepers to allow them to present information about their planes to the other decision-making roles in the buying center. Obstructionists, busybodies, and whistleblowers are not relevant to this scenario.

Question 14

Which person is likely to have said to the salesperson: "Mrs. Michaels, we've accepted your bid. I'll expect 48 boxes of ring shank nails to be delivered by January 16th, and we will pay the agreed-upon price of $21.74 per box."
A)buyer
B)gatekeeper
C)decider
D)influencer

Accepted Answer

The statement indicates that this person has already accepted a bid, knows what specific product they want (ring shank nails), and is specifying the quantity and delivery date. This aligns with the responsibilities of a buyer in a purchasing decision.

Question 15

An information technology specialist specifies the type of plug-in (software programs that extend the capabilities of web browsers to give customers the opportunity to watch a video or hear audio)to be used on her company's new website. She also chooses the
Supplier who receives the contract to provide the software. In the buying centre, this person is the:
A)gatekeeper.
B)broker.
C)influencer.
D)decider.

Accepted Answer

The decider is the person who has the authority to choose among suppliers and make the final purchasing decision. In this scenario, the IT specialist is making the decision on which supplier to contract, thus acting as the decider.

Question 16

Users, influencers, or deciders in the buying centre want to change product specifications, price, delivery schedule, or suppliers in which situation?
A)straight rebuy
B)modified rebuy
C)buy class
D)new buy

Accepted Answer

In a modified rebuy situation, the users, influencers, or deciders in the buying centre may want to change product specifications, price, delivery schedule, or suppliers while some aspects of the purchase decision remain unchanged. This situation requires some level of reconsideration and evaluation of alternatives before making a decision, leading to modifications in the purchasing process.

Question 17

A netbook company salesperson invites the information systems managers of its top ten customers (in terms of dollar sales)to view a demonstration of the firm's new product line so she can obtain their opinions regarding various options and configurations that could be offered. These information system managers are most Likely to be the_________ of their organizations' buying centres.
A)buyers
B)gatekeepers
C)influencers
D)reciprocity managers

Accepted Answer

Information system managers are typically influencers within the buying centre, as they can provide technical expertise and opinions on various options and configurations that could be offered. They may not be the final decision-makers (buyers) or the ones controlling access to information (gatekeepers), but they do have an important role in shaping the decision-making process. Reciprocity managers are not relevant in this context.

Question 18

The publisher of the Redwood Falls Gazette, a weekly newspaper, decided the production department would be more efficient if a new computerized advertising layout system was purchased. In an effort to ensure a high quality, functional system was purchased, the publisher asked the newspaper's production manager for advice on specific features, components, and capabilities of the system. The production manager played the role of _________in the newspaper's buying centre.
A)buyer
B)user
C)influencer
D)gatekeeper

Accepted Answer

The production manager played the role of an influencer in the buying centre, providing the publisher with advice and recommendations on specific features, components, and capabilities of the new computerized advertising layout system. The influencer is responsible for providing expertise and guidance to the decision maker, without making the final purchasing decision.

Question 19

Organizations face three kinds of specific buying situations. They are new buy, straight rebuy, and modified rebuy. Collectively, these situations are called:
A)industrial buying behaviour.
B)buy classes.
C)reseller buying behaviour.
D)purchasing classes.

Accepted Answer

The three specific buying situations are collectively called buy classes, not industrial buying behaviour, reseller buying behaviour or purchasing classes. Therefore, the correct answer is B.

Question 20

Which of the following is not considered a type of organizational buying class?
A)straight rebuy
B)new buy
C)modified rebuy
D)indirect rebuy

Accepted Answer

The three types of organizational buying class are straight rebuy, new buy, and modified rebuy. Indirect rebuy is not considered a type of organizational buying class.

Quiz 6: Understanding Organizations As Customers

As an eager new salesperson, you search the Internet and find the Head Purchasing Officer's phone number online. You decide to cold call her and make your hard pitch, but instead you speak with a(n) _________who takes a message and ensures the Head Purchasing Officer "will call you back."

Within the buying centre, influencers are people who:

The assistant heard her supervisor in the supply room yell, "Call Crate & Barrel, we need another case of their coffee mugs for the conference next week." The supervisor was asking her assistant to make a:

In a regular buying situation, which role is likely to have the ultimate decision authority?

A talent promoter for the House of Blues wants to book one of the acts it represents into the Odeon Theatre. The talent promoter offers to buy lunch for the receptionist of the manager of the Odeon. The talent promoter is probably trying to develop a friendly relationship with a(n) :

A buying situation affects buying centre tendencies in different ways. If there are few people involved, the problem definition is well-defined, and the time required for a decision is short, the buying situation which is most likely a:

The maintenance crew chief told the head of the hotel housekeeping staff, "Call Ralph at Bright Ideas, we need another case of his light bulbs." This would be an example of a:

Which is likely the commonality between a straight rebuy and a modified rebuy?

When considering a new buy, which is likely the MOST accurate statement?

oDesk and 99designs, two online design firms that submit bids for a provided statement of requirements, work on which type of auction?

Which person is likely to have said to the salesperson: "Mrs. Michaels, we've accepted your bid. I'll expect 48 boxes of ring shank nails to be delivered by January 16th, and we will pay the agreed-upon price of $21.74 per box."

Users, influencers, or deciders in the buying centre want to change product specifications, price, delivery schedule, or suppliers in which situation?

Organizations face three kinds of specific buying situations. They are new buy, straight rebuy, and modified rebuy. Collectively, these situations are called:

Which of the following is not considered a type of organizational buying class?