Question 1

Define derived demand and give an example of how demand for B2B sales is often derived from B2C sales.

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Question 2

As a business-to-business marketer,would you prefer to market to a firm with an autocratic or a consensus buying center culture,and why?

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Question 3

Francesca is a textbook company salesperson about to call on the Philadelphia School District.She would like to know in advance whether the school district's buying center is autocratic or democratic.What types of behavior might she observe that would help her to tell which of these two types of buying centers it is? How should she change her sales approach depending on which type it is?

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Question 4

Identify and give an example of each of the four B2B markets.

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Question 5

Ellen is asked to create a vendor analysis process for a physician in private practice,evaluating suppliers of products such as medical supplies.What should Ellen include in a formal vendor analysis using metrics?

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Question 6

Why is it important for marketers to identify who plays which role in a buying center?

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Question 7

Of the three buying situations,in which one is a salesperson most likely to be involved?

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Question 8

The World Trade Organization creates proposals that are then discussed by more than 150 member countries and not approved until the proposal is agreeable to all.What type of organizational culture exists in the WTO?

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Question 9

Why is it important for sales representatives to know whether a potential business customer is making a new buy or a modified rebuy decision?

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Question 10

Jackson owns a bike rental business at a resort destination.He is looking at the number of upcoming bookings to the resort to help him figure out how many new bikes to purchase for next season.What type of demand is he facing?

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Question 11

Vance wants his company to consider using Vonage for VOIP telephone calls instead of its existing telephone provider.He approaches his supervisor,the telecomm manager,and suggests this change.In the buying center concept,what role does Vance play?

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Question 12

How is vendor analysis different from a consumer's postpurchase evaluation?

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Question 13

Warren used to sell cars at an automobile dealership.Now he sells repossession services to automobile dealers.To be successful,what changes in the buying process will Warren have to adjust to?

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Question 14

When Fulton University built its first dormitories,it hired a consulting engineer to advise the university in choosing an architectural firm and contractor.For Fulton University,building its first dormitories represented what kind of buying situation?

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Question 15

When Vance proposed switching the company to Vonage for VOIP telephone calls,he had to approach Deborah,assistant to the firm's head of the purchasing department,to find out how to proceed.Everyone in the company knows that nothing gets purchased without going through Deborah first.What role does Deborah play in a buying center?

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Question 16

How are the B2B and B2C buying processes different?

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Question 17

The buying center concept has parallels in business-to-consumer buying situations when groups are making buying decisions.Describe a situation where a group of consumers will make a purchasing decision and explain how consumer roles might mirror those in a buying center.

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Question 18

Identify the four general types of organizational buying center cultures,and explain how these may impact the approach taken by a salesperson.

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Question 19

Create a realistic example of a B2B buying center,describing the different roles played by members of the team.

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Question 20

Michelin Tire Company produces a variety of tires at factories in South Carolina.Name three B2B markets in which Michelin might sell its tires.

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Quiz 7: Business-To-Business Marketing