Question 1

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

Accepted Answer

A straight rebuy occurs when the buying objective is to find a low-priced supplier and the problem is well-defined. In a straight rebuy situation, the buying center tends to make purchasing decisions quickly and without much consideration of alternatives. With only one person involved, the decision-making process is simple and straightforward, making a straight rebuy the most likely buy class situation.

Question 2

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

Accepted Answer

Gatekeepers are individuals within the buying center who control the flow of information, and can prevent salespeople from reaching other members of the buying center. They may include technical experts, secretaries, and other administrative staff. Deciders are individuals within the buying center who ultimately make the purchase decision, influencers are those who have the power to influence the decision, and filters are tools or processes for screening and organizing information. Obstructionists are not a commonly used term in the context of buying center dynamics.

Question 3

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

Accepted Answer

The three types of organizational buying situations are new buy, straight rebuy, and modified rebuy, as identified by the textbook. Option A is incorrect as it describes different methods of obtaining products or services, rather than specific types of buying situations. Option B is incorrect as it lists different processes involved in manufacturing, rather than types of buying situations. Option C is incorrect as it lists different types of contracts, rather than types of buying situations. Option E is incorrect as it does not accurately characterize any of the typical organizational buying situations.

Question 4

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

Accepted Answer

The three types of buying situations identified in organizational buying are referred to as buy classes, which include new buy, modified rebuy, and straight rebuy. Purchase criteria refers to the specific criteria that must be met in order for a purchase to be made, buying centers refer to the individuals and groups involved in the purchasing decision, and consideration sets and purchase hierarchies are not specific terms used in the study of organizational buying.

Question 5

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

Accepted Answer

The answer of An assistant heard his supervisor in the...

Question 6

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

Accepted Answer

The three different buying situations described are referred to as buy classes. Option A is incorrect because industrial buying behavior is a broader term that encompasses all types of buying situations in industrial markets. Option B is incorrect because reseller buying behavior specifically applies to buying situations in which resellers purchase goods for resale in their own markets, which is not applicable to all industrial markets. Option D and E are incorrect because purchase criteria and consideration sets are factors that influence the decision-making process in all types of buying situations, not just these three specific types.

Question 7

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

Accepted Answer

The answer of A buy class situation affects buying center...

Question 8

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

Accepted Answer

The receptionist is acting as a gatekeeper, controlling access to the doctor and deciding who gets to see them.

Question 9

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?

Accepted Answer

The answer of Mark manages a small family-owned amusement park.He...

Question 10

If a purchase is a new buy for a manufacturer,the seller should expect

Accepted Answer

The answer of If a purchase is a new buy...

Question 11

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

Accepted Answer

The answer of A buy class situation affects buying center...

Question 12

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

Accepted Answer

The answer of An IT engineer specifies the type of...

Question 13

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 some new media that the other hotel chains are not using." The purchase of this new media for the hotel chains' advertising would be an example of

Accepted Answer

A new buy refers to a situation where a company purchases a product or service for the first time, which is the case here as the marketing manager is looking for new media that other hotel chains are not using.

Question 14

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 __________ and wants to be sure that information about her company reaches Cassidy.

Accepted Answer

The secretary is acting as a gatekeeper by controlling access to Cassidy, the decision maker in charge of logistics. The sales representative is trying to influence the secretary and ensure that information about their company is passed on to Cassidy.

Question 15

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

Accepted Answer

A new buy refers to the situation where an organization is purchasing a product or service for the first time, without any prior experience or reference. In this scenario, the organization is likely to engage in an extensive decision-making process, including a careful evaluation of available options and suppliers, and consulting with multiple departments or experts. This type of buying situation is different from a straight rebuy, where the organization has already purchased the same product or service before and reorders it without much deliberation or comparison.

Question 16

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

Accepted Answer

The answer of A buy class situation affects buying center...

Question 17

If a purchase is a new buy for a manufacturer,the seller should

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 18

A software company has updated its logo.It now needs to order new letterhead and business cards.This purchase would be a

Accepted Answer

The answer of A software company has updated its logo.It...

Question 19

Figure 5-4 
-Figure 5-4 shows the three buy classes encountered by organizational buyers.A is referred to as a

Accepted Answer

The answer of Figure 5-4 
-Figure 5-4 shows the three...

Question 20

Online trading communities that bring together buyers and supplier organizations to make possible the real time exchange of information,money,products,and services are referred to as

Accepted Answer

The answer of Online trading communities that bring together buyers...

Quiz 5: Understanding Organizations As Customers

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

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

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

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

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

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 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 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

If a purchase is a new buy for a manufacturer,the seller should expect

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

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

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

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

If a purchase is a new buy for a manufacturer,the seller should

A software company has updated its logo.It now needs to order new letterhead and business cards.This purchase would be a

Figure 5-4 -Figure 5-4 shows the three buy classes encountered by organizational buyers.A is referred to as a

Online trading communities that bring together buyers and supplier organizations to make possible the real time exchange of information,money,products,and services are referred to as