Question 1

At the weekly meeting for Choice Hotels,the marketing manager said,"We need an inexpensive creative way to increase awareness of our hotels among people who travel by automobile.To do that,I want to find a different advertising medium that the other hotel chains are not using now." The purchase of this advertising on an alternative medium would be an example of a(n)
A)new buy.
B)straight rebuy.
C)converted rebuy.
D)modified rebuy.
E)initial buy.

Accepted Answer

In a new buy situation,the organization is a first-time buyer of the product or service-in this case,a new and different advertising medium.This involves greater potential risk in purchase.

Question 2

Researchers who have studied organizational buying identify three types of buying situations,called ________,which include new buy,modified rebuy,and straight rebuy.
A)purchase criteria
B)buy classes
C)buying centers
D)consideration sets
E)purchase hierarchies

Accepted Answer

Key term definition-buy classes.

Question 3

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.Mark has contacted three dealers of such trailers,which come fully customized to user specifications.After receiving three bids,Mark concluded that Century Industries has the best offer.He will present only the Century Industries information to the family tomorrow.What buying center roles does Mark perform?
A)gatekeeper and buyer
B)decider and user
C)buyer and decider
D)influencer and buyer
E)influencer,gatekeeper,and decider

Accepted Answer

The family is the buyer,otherwise Mark would not need to present his research to them.This is not a routine buying decision,so Mark has informally chosen the supplier (decider)as well as trying to convince (influencer)the family to approve his selection.Because he is presenting bids from no other companies,Mark is also assuming the role of gatekeeper.

Question 4

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 a(n)
A)user.
B)influencer.
C)buyer.
D)decider.
E)gatekeeper.

Accepted Answer

A gatekeeper controls the flow of information in the buying center.Purchasing personnel,technical experts,and secretaries can all keep salespeople or information from reaching people performing the other four roles.The receptionist could facilitate or hinder the flow of information to and from the doctor and would not otherwise be involved in selecting drugs to prescribe to patients.

Question 5

Figure 6-4
 
-If a purchase is a new buy for a manufacturer,the seller should
A)expect a long time for a buying decision to be reached.
B)neutralize the typically high levels of conflict.
C)maintain flexibility,since specifications are likely to be changed several times before the buy is completed.
D)be prepared to do some favors for the decision makers.
E)expect to be the only supplier being considered.

Accepted Answer

In a new buy situation,there are many people involved,the decision time is long,the problem definition is uncertain,the buying objective is to find a good solution,the suppliers considered are both new and present,and the buying influence includes technical and operating personnel.

Question 6

A reorder of an existing product or service from a list of acceptable suppliers is referred to as a
A)new buy.
B)straight rebuy.
C)modified rebuy.
D)standard reorder.
E)make-buy.

Accepted Answer

Key term definition-straight rebuy.

Question 7

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 secretary lunch.The representative does this because she views the secretary as a(n)________ and wants to be sure that information about her company reaches Cassidy.
A)gatekeeper
B)decider
C)influencer
D)obstructionist
E)power broker

Accepted Answer

Gatekeepers control the flow of information to others in the buying center.Purchasing personnel,technical experts,and secretaries can all keep salespeople or information from reaching people performing the other four roles.Cassidy's secretary is a potential gatekeeper.

Question 8

Organizations face three specific kinds of buying situations.They are new buy,straight rebuy,and modified rebuy.Collectively,these situations are referred to as
A)industrial buying behavior.
B)reseller buying behavior.
C)buy classes.
D)purchase criteria.
E)consideration sets.

Accepted Answer

Key term definition-buy classes.

Question 9

Buy classes refer to the three types of organizational buying situations:
A)buy,lease,and rent.
B)new buy,make,and reprocess.
C)manufacturing contracts,consulting contracts,service contracts.
D)new buy,straight rebuy,and modified rebuy.
E)new buy,refurbish,and used buy.

Accepted Answer

Key term definition-buy classes.

Question 10

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
A)gatekeeper.
B)decider.
C)broker.
D)influencer.
E)user.

Accepted Answer

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

Question 11

Figure 6-4
 
-A buy class situation affects buying center tendencies in different ways.If the buying objective is to find a good solution,the suppliers considered are both new and present,and the buying influence includes technical and operating personnel,the buy class situation is most likely a
A)modified buy.
B)new buy.
C)straight rebuy.
D)make-buy.
E)standard buy.

Accepted Answer

In a new buy situation,there are many people involved,the decision time is long,the problem definition is uncertain,the buying objective is to find a good solution,the suppliers considered are both new and present,and the buying influence includes technical and operating personnel.

Question 12

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
A)deciders.
B)obstructionists.
C)gatekeepers.
D)filters.
E)influencers.

Accepted Answer

Key term definition-gatekeepers.

Question 13

Figure 6-4
 
-A buy class situation affects buying center tendencies in different ways.If there are two or three people involved,the problem is minor modification,and the suppliers considered are the present,the buy class situation is most likely a
A)conditional buy.
B)straight rebuy.
C)new buy.
D)modified rebuy.
E)standard buy.

Accepted Answer

In a modified rebuy situation,there are two or three people involved,the decision time is moderate,the problem definition is minor modification,the buying objective is to find a low-priced supplier,the suppliers considered are present,and the buying influence includes a purchasing agent and others.

Question 14

Figure 6-4
 
-A buy class situation affects buying center tendencies in different ways.If there is one person involved,the problem is well-defined,and the buying objective is to find a low-priced supplier,the buy class situation is most likely a
A)modified buy.
B)straight rebuy.
C)conditional rebuy.
D)new buy.
E)standard buy.

Accepted Answer

In a straight rebuy situation,there is one person involved,the decision time is short,the problem is well-defined,the buying objective is to find a low-priced supplier,present suppliers are considered,and the buying influence is through a purchasing agent.

Question 15

Figure 6-4
 
-A buy class situation affects buying center tendencies in different ways.If there are many people involved,the problem definition is uncertain,and the time required for a decision is long,the buy class situation is most likely a
A)standard buy.
B)straight rebuy.
C)conditional rebuy.
D)modified rebuy.
E)new buy.

Accepted Answer

In a new buy situation,the people involved are many,the decision time is long,the problem definition is uncertain,the buying objective is to find a good solution,the suppliers considered are both new and present,and the buying influence includes technical and operating personnel.

Question 16

The three types of organizational buy classes are
A)industrial,reseller,and government.
B)consumer products,industrial goods,and services.
C)users,influencers,and deciders.
D)straight purchase,barter,and countertrade.
E)new buy,straight rebuy,and modified rebuy.

Accepted Answer

Key term definition-buy classes.

Question 17

The buying situation where an organization is a first-time buyer of the product or service is referred to as a(n)
A)initial buy.
B)new buy.
C)preliminary buy.
D)straight rebuy.
E)modified rebuy.

Accepted Answer

Key term definition-new buy.

Question 18

Beth is part owner of a chain of auto repair shops.Her company was considering adding tire sales in some of its facilities,and several people were slated to meet to discuss the idea.Beth gathered information about possible distributors.Her son had been laid off from a job with one of them,so she removed this company from the group she was preparing to present to the others.Here,Beth was acting in what role in the buying center?
A)gatekeeper
B)decider
C)user
D)obstructionist
E)power broker

Accepted Answer

Gatekeepers control the flow of information to others in the buying center.Purchasing personnel,technical experts,and secretaries can all keep salespeople or information from reaching people performing the other four roles.Beth played the role of gatekeeper.

Question 19

An assistant heard his supervisor in the supply room yell,"Call Crate & Barrel.We need another case of its large coffee mugs for the conference next week." The supervisor was asking the assistant to make a
A)new buy.
B)straight rebuy.
C)modified rebuy.
D)make-buy.
E)standard reorder.

Accepted Answer

In a straight rebuy situation,the buyer or purchasing manager reorders an existing product or service from the list of acceptable suppliers.Office supplies and maintenance services are often straight rebuys.

Question 20

Figure 6-4
 
-If a purchase is a new buy for a manufacturer,the seller should expect
A)specifications to be changed many times before the buy is completed.
B)a lot of conflict.
C)many people to be involved in the purchase decision.
D)to have to do some favors for the decision makers.
E)to receive confirmation of a contract quickly.

Accepted Answer

In a new buy situation,there are many people involved,the decision time is long,the problem definition is uncertain,the buying objective is to find a good solution,the suppliers considered are both new and present,and the buying influence includes technical and operating personnel.

Quiz 6: Understanding Organizations As Customers

Researchers who have studied organizational buying identify three types of buying situations,called ________,which include new buy,modified rebuy,and straight rebuy.

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 a(n)

Figure 6-4 -If a purchase is a new buy for a manufacturer,the seller should

A reorder of an existing product or service from a list of acceptable suppliers is referred to as a

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

Buy classes refer to the three types of organizational buying situations:

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

Figure 6-4 -A buy class situation affects buying center tendencies in different ways.If the buying objective is to find a good solution,the suppliers considered are both new and present,and the buying influence includes technical and operating personnel,the buy class situation is most likely a

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

Figure 6-4 -A buy class situation affects buying center tendencies in different ways.If there are two or three people involved,the problem is minor modification,and the suppliers considered are the present,the buy class situation is most likely a

Figure 6-4 -A buy class situation affects buying center tendencies in different ways.If there is one person involved,the problem is well-defined,and the buying objective is to find a low-priced supplier,the buy class situation is most likely a

Figure 6-4 -A buy class situation affects buying center tendencies in different ways.If there are many people involved,the problem definition is uncertain,and the time required for a decision is long,the buy class situation is most likely a

The three types of organizational buy classes are

The buying situation where an organization is a first-time buyer of the product or service is referred to as a(n)

An assistant heard his supervisor in the supply room yell,"Call Crate & Barrel.We need another case of its large coffee mugs for the conference next week." The supervisor was asking the assistant to make a

Figure 6-4 -If a purchase is a new buy for a manufacturer,the seller should expect