Question 1

A(n)__________ occurs when the purchasing agent orders additional units of products that have previously been purchased.

Accepted Answer

A straight rebuy occurs when the purchasing agent orders additional units of products that have previously been purchased. This is in contrast to modified rebuys, where there may be changes to the product specifications or suppliers, and new buys, where the company is purchasing a product for the first time. Adapted buys and generic buys are not common classifications in the purchasing process.

Question 2

A wholesaler is an example of a

Accepted Answer

A wholesaler is a reseller, as they purchase goods in bulk from manufacturers and sell them to retailers or other businesses for resale to customers. They do not manufacture the goods themselves, and they typically do not sell directly to consumers, which eliminates options D and E. Option C is incorrect because reference groups are groups of individuals that influence a person's attitudes, behaviors, and aspirations, not a business entity. Option B is also incorrect, as a merchandiser refers to a business that selects, purchases, and displays products for resale, but they may not necessarily purchase in bulk like a wholesaler.

Question 3

A(n)__________ situation in B2B marketing is similar to limited problem solving in the B2C process.

Accepted Answer

In a modified rebuy situation, the buyers are familiar with the product or service but want some modifications or changes. This is similar to the limited problem solving process in the B2C (business-to-consumer) process where the consumer has some familiarity with the product but wants to explore other options or brands before making a purchase.

Question 4

When a business customer engages in a straight rebuy,the member of the buying center most likely to be involved in the purchase is the

Accepted Answer

In a straight rebuy, the customer is simply restocking an item they have bought before. This means that the buyer is likely the only member of the buying center involved in the purchase, as they already know what to purchase and from whom. Therefore, the answer is E) buyer.

Question 5

If a B2B customer is satisfied with an existing supplier,it will probably engage in a(n)__________ to purchase additional quantities of the item.

Accepted Answer

A straight rebuy is when a customer repeatedly purchases the same product from the same supplier without any modifications or changes. If a B2B customer is already satisfied with an existing supplier, it is likely to engage in a straight rebuy for additional quantities of the item.

Question 6

The chair of the board of the local Humane Society chose the bank where the organization keeps its money; however,the office manager is the primary person who makes deposits,writes checks,and balances the account every month.The office manager is the __________ in the buying center for the bank account.

Accepted Answer

The answer of The chair of the board of the...

Question 7

The __________ situation usually involves more members of a buying center and involves more time to complete than the other buying situations.

Accepted Answer

The "new buy" situation typically involves more members of a buying center and takes more time to complete because it is a situation where the purchase is being made for the first time, requiring thorough evaluation and decision-making.

Question 8

The local skydiving team is buying new parachutes.The team's coach has invited all team members to make recommendations,after which he will select the successful vendor.The skydiving team's buying center has a(n)__________ organizational culture.

Accepted Answer

A consultative organizational culture involves seeking input from team members before making a decision, which is exactly what the coach is doing by inviting recommendations from all team members. While the coach ultimately has the final say in selecting the vendor, the team is still involved in the decision-making process. A democratic culture would involve the team members voting on the vendor, a consensus culture would require all team members to agree on the vendor, an autocratic culture would involve the coach making the decision without input from team members, and a bureaucratic culture would involve following strict rules and procedures without much input or flexibility.

Question 9

A buying center that makes its decisions by majority vote is a(n)__________ buying center.

Accepted Answer

A democratic buying center allows each member to have an equal say in the decision-making process, and decisions are made by majority vote. This approach ensures that every member's opinion is considered before a decision is made.

Question 10

The office policy and procedure states that any purchase requests that are $3,000 and over must be given to Ms.Reynolds,who will obtain authorization from the Chief Financial Officer.Ms.Reynolds serves as a __________ in the buying center.

Accepted Answer

Ms. Reynolds is responsible for determining which purchase requests meet the requirement for authorization from the Chief Financial Officer, making her a gatekeeper in the buying center.

Question 11

The three types of buying situations

Accepted Answer

The three types of buying situations - straight rebuy, modified rebuy, and new task - require different marketing and selling strategies as each involves different levels of risk, involvement, and decision-making complexity. B2B sellers need to tailor their marketing mix to each situation to effectively meet the needs and expectations of their customers.

Question 12

B2B partners often connect to each other on the Internet through special __________ designed to facilitate information exchanges and transactions.

Accepted Answer

Web portals are specifically designed to facilitate information exchanges and transactions between B2B partners. Webmasters are individuals who manage websites, web links are navigational tools for directing users to particular websites, web hosts provide web hosting services, and gatekeepers control access to certain information or resources.

Question 13

Yvonne uses her customer relationship management (CRM)system to predict when her business customers will need more of her company's packaging materials.When she thinks a customer should be ready to make another order,she contacts them.Yvonne is using CRM to encourage customers to engage in a(n)

Accepted Answer

The answer of Yvonne uses her customer relationship management (CRM)system...

Question 14

The Northwoods University IT department is planning to buy additional computers for the computer lab.Pedro Bechara,manager of the lab,is asked for a recommendation,and he suggests buying Macintosh computers instead of Windows PCs.What role does Pedro play in the buying center?

Accepted Answer

Pedro Bechara is playing the role of an influencer as he is providing his recommendation for the type of computers to be purchased.

Question 15

To maximize efficiency,farmers send their eggs to a __________ who handles sales and shipments to supermarkets.

Accepted Answer

A distributor is a business that buys products from manufacturers or producers and sells them to retailers or consumers. In this case, the farmers are sending their eggs to a distributor who can handle the sales and shipping to supermarkets, allowing for a more efficient distribution chain. Fabricator, contractor, trafficker, and manufacturer do not accurately describe the role of the business handling the sales and shipments of the eggs.

Question 16

The president of the Northwoods University student body made a formal request to the IT department for additional computers in the main computer lab.The student body president is the __________ in the buying center.

Accepted Answer

The student body president is the person who first identified the need for additional computers in the main computer lab and made the request to the IT department. As such, they are the initiator in the buying center. The gatekeeper would be the person controlling access to information and resources related to the purchase, the decider would be the person making the final decision on the purchase, and the buyer would be the person actually making the purchase. "Gateway" is not a term typically used in the context of buying centers.

Question 17

For B2B salespeople,usually the easiest sale is a(n)__________ situation.

Accepted Answer

The easiest sale for B2B salespeople is usually a straight rebuy. In this situation, the buyer is simply reordering a previously purchased product or service without any changes to specifications or vendors. The salesperson does not need to invest significant time or effort in educating the buyer or providing a new solution.

Question 18

Bob Roberts founded Robertico,an equipment leasing company,three decades ago.Although he is now in his seventies,he still has a "hands on" management style.His employees have learned that there isn't much point in making purchase recommendations for new equipment,because Bob is going to choose whatever he thinks is best regardless of their views.Robertico has a(n)__________ buying center culture.

Accepted Answer

The situation described in the passage indicates an autocratic buying center culture, where the decision-making power rests with one individual, Bob Roberts, and there is little room for input or influence from other employees.

Question 19

In established businesses,a large proportion of B2B purchases fall into the __________ category.

Accepted Answer

Established businesses typically have established relationships with suppliers and their purchasing decisions are largely based on routine transactions and reorder of previously purchased products or services. Therefore, a large proportion of B2B purchases in established businesses fall into the "straight rebuy" category.

Question 20

Phil put down the phone and told Alice,"I just love that customer.I got another big order,and they just keep on coming." Phil is likely selling to a firm in what kind of buying situation?

Accepted Answer

The fact that Phil mentioned that he loves the customer and they keep coming back suggests that the firm is making a straight rebuy - a routine purchase of previously purchased products or services.

Quiz 7: Business-To-Business Marketing

A(n) __________ occurs when the purchasing agent orders additional units of products that have previously been purchased.

A wholesaler is an example of a

A(n) __________ situation in B2B marketing is similar to limited problem solving in the B2C process.

When a business customer engages in a straight rebuy,the member of the buying center most likely to be involved in the purchase is the

If a B2B customer is satisfied with an existing supplier,it will probably engage in a(n) __________ to purchase additional quantities of the item.

The __________ situation usually involves more members of a buying center and involves more time to complete than the other buying situations.

The local skydiving team is buying new parachutes.The team's coach has invited all team members to make recommendations,after which he will select the successful vendor.The skydiving team's buying center has a(n) __________ organizational culture.

A buying center that makes its decisions by majority vote is a(n) __________ buying center.