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Exam 6: Business-To-Business Marketing

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Question 51

True/False

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An architect working for a large firm requests specific computer software to produce designs,drawings and other technical information for his clients.The architect probably serves as a gatekeeper in the buying center.

A) True
B) False

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Question 52

Multiple Choice

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

A) modified rebuy
B) new buy
C) adapted buy
D) straight rebuy
E) generic buy

F) C) and E)
G) A) and B)

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Question 53

Multiple Choice

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

Resellers differ from producers in that resellers significantly alter the form of goods they sell.

Filseta 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 is the difference between the two buying center cultures? How could this information be useful to Filseta?

The RFP buying situation is most likely to be associated with:

A university's purchasing department is required to get at least three bids for any purchase greater than $3000.This requirement is used to keep suppliers "on their toes."

The office policy and procedure states that any purchase requisitions that are $3,000 and over must be given to Ms.Reynolds,who will then get authorization from the CFO for the purchase request.Ms.Reynolds serves as a ___________ in the buying center.

The buying center for USF Corporation is in the process of discussing price,quality,and delivery schedules with potential suppliers.They are in the _____________ stage of the business-to-business buying process.

Jenny was feeling frustrated."What's taking them so long to make a decision? It's been weeks since I first met with them,and they all seem interested in the product.I've also jumped through all their paperwork hoops." Jenny is likely selling to a firm in what kind of buying situation?

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

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

Which of the following is NOT an ethical concern in the pharmaceutical industry?

While training for her new job as a pharmaceutical sales representative,Mallory spent several days shadowing an experienced company rep.She watched the rep focusing on the benefits of the new drugs while not volunteering pricing information,side effects,or comparison data.Mallory accepted this as being part of the pharmaceutical firm's:

During the RFP stage,B2B buyers:

Business-to-business marketing involves buying and selling goods or services by all of the following except:

The World Trade Organization creates proposals which are then discussed by all 135 member countries and not approved until the proposal is agreeable to all.What type of organizational culture exists in the WTO?

Both the B2B and B2C buying processes begin with:

When Vance proposed switching the company to Jajah for VOIP telephone calls,he had to approach Deborah,assistant to the firm's head purchasing agent,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?

When Jerry was negotiating a total renovation for the local health care clinic,he knew every month the clinic was closed he would lose $10,000 in rent from the various tenants in the clinic.Jerry shrewdly included ___________________ in the renovation contract to encourage the vendor to finish on schedule.