Question 1

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

The answer of The Northwoods University IT department is planning...

Question 2

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

Accepted Answer

A distributor is a company or individual who buys products from a manufacturer, in this case eggs from farmers, and then handles the sales and shipments to supermarkets. This allows farmers to focus on production while the distributor takes care of the logistics of getting the product to market.

Question 3

Kimberly has just learned that Caribou Coffee is looking for a new source of commercial-grade coffee makers,one of the products she sells.She knows Caribou has been in business for many years,but she has not been able to get any business from them.When developing her marketing strategy,Kimberly will probably assume that this represents a(n)__________ situation for Caribou Coffee,and she will want to find out why Caribou is considering alternatives.

Accepted Answer

The situation described in the scenario - Caribou Coffee looking for a new source of commercial-grade coffee makers - is a modified rebuy. This means that the company has purchased this product before, but is now considering alternatives. As a result, Kimberly will need to find out why Caribou is looking for new suppliers and what their needs and preferences are in order to develop a marketing strategy that meets their requirements.

Question 4

Which of the following details is(are)included in the order specification stage of the B2B buying process?

Accepted Answer

The answer of Which of the following details is(are)included in...

Question 5

A wholesaler is an example of a

Accepted Answer

A wholesaler is a reseller that buys products in bulk from manufacturers and sells them in smaller quantities to retailers or other businesses.

Question 6

Firms typically repurchase office supplies (paper,ink cartridges,pens,etc.)through straight rebuys on their supplier's website.Should an office supplies sales rep stay in close touch with his or her current customers? Why or why not?

Accepted Answer

Even though straight rebuys are straightforward, staying in close touch with current customers is important because the sales rep might learn about a new opportunity in the need recognition stage, which could lead to more business. Additionally, maintaining a good relationship with current customers may lead to repeat and referral business in the future.

Question 7

CA Technologies,a firm providing software and services to information technology departments,maintains a corporate blog.How can this blog help CA Technologies with B2B marketing?

Accepted Answer

The corporate blog can help CA Technologies with B2B marketing by building brand awareness among potential customers. By regularly publishing valuable and informative content, the blog can attract and engage potential customers, helping to establish CA Technologies as a thought leader in the industry and building trust with potential buyers. This can ultimately lead to increased brand recognition and consideration when potential customers are evaluating software and services providers.

Question 8

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

Accepted Answer

B2B partners often connect to each other through web portals that are designed specifically to facilitate information exchanges and transactions. Search engines are not necessarily designed for B2B transactions, web masters pertain more to website development, web routes are not a common term, and gatekeepers refer to individuals or systems that control access to certain information.

Question 9

What type of B2B organization is a retail store such as T.J.Maxx?

Accepted Answer

T.J.Maxx is a reseller, as it purchases products from manufacturers and wholesalers and sells them to consumers.

Question 10

Normally,BC bottling company attaches plastic labels to its bottles.However,a new regulation requires that the company now use fabric labels.To use this latest innovation,BC bottling company must now source these fabric labels from another company.This is an example of

Accepted Answer

The answer of Normally,BC bottling company attaches plastic labels to...

Question 11

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 taking the first step in the buying process by making a formal request for additional computers. This makes them the initiator in the buying center. The gatekeeper is the person who controls access to information and may influence the decision-making process, the decider is the person who ultimately makes the purchasing decision, and the buyer is the person who actually makes the purchase. Gateway is not a term commonly used in the context of buying centers.

Question 12

Which step in the buying process is most likely to happen in a straight rebuy situation?

Accepted Answer

In a straight rebuy situation, the need recognition step is most likely to happen as the buyer already recognizes the need to repurchase a product or service that has been bought previously. This step is fundamental in initiating the rebuy process.

Question 13

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 14

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

Bob Roberts has an "hands on" management style and makes all the decisions regarding purchasing new equipment, without taking employee recommendations into account. This reflects an autocratic buying center culture where decisions are made by a single individual.

Question 15

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

Accepted Answer

A majority vote indicates a democratic buying center where decisions are made by a majority vote of the members.

Question 16

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

The fact that the coach has invited all team members to make recommendations suggests that the team has a consultative culture, where decisions involve input from multiple members but ultimately the decision is made by someone in a position of authority (the coach in this case).

Question 17

LinkedIn is mainly used for ________ in the B2B marketplace.

Accepted Answer

LinkedIn is a professional networking platform that allows individuals and businesses to connect with others in their industry, which makes it the best choice for professional networking in the B2B marketplace. While RFPs, vendor evaluations, communication with customers, and competitive analysis may occur on LinkedIn, they are not its primary purposes.

Question 18

Suppose that Volkswagen is preparing an RFP for a hands-free phone connection for a new car model.Which of the following would you not expect to find in the RFP?

Accepted Answer

A vendor analysis is not typically included in an RFP. An RFP would include a description of required features, time frame, specifications for connecting the device, and instructions for preparing proposals.

Question 19

Because they do so much driving while visiting doctors' offices and hospitals,pharmaceutical sales representatives are often given company cars to drive.When a pharmaceutical company like Merck is preparing to purchase new company cars,sales reps' feedback will be sought on car models and features,but the final decision will be made by higher levels of management.What role(s)do the sales reps play in the buying center?

Accepted Answer

The answer of Because they do so much driving while...

Question 20

Hinsdale High School has recently decided to sponsor a rugby team.It is in the process of considering where to buy the uniforms.This is a ________ situation.

Accepted Answer

This is a new buy situation because Hinsdale High School has never bought rugby uniforms before.

Quiz 7: Business-To-Business Marketing