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Exam 7: Business-To-Business Marketing

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Question 61

True/False

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Public institutions do not engage in B2B relationships.

A) True
B) False

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Question 62

Multiple Choice

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Many health insurance policies require patients to call and get preapproval for tests or procedures.The health insurance company acts as a(n) __________ for the purchase of these medical services.

A) decider
B) initiator
C) influencer
D) user
E) gatekeeper

F) C) and D)
G) C) and E)

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Question 63

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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.

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

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

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

Most B2B buying situations can be categorized as new buys,modified rebuys,and

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

Hospitals,schools,and religious organizations are examples of __________ buyers.

Frieda has just received a major order from Northrop Corporation for her firm's hydraulic lift equipment.After reviewing the order information,Frieda will

Manufacturers like Volkswagen often have testing departments that test incoming parts and supplies.The primary reason for these premanufacturing tests is to avoid using faulty materials in the manufacturing process that can cause major problems later on.How might Volkswagen also use these results in the business-to-business buying process?

The buying decision is likely to be most complex and take longest to complete in a(n) __________ B2B buying situation.

Describe the four B2B markets and explain how their transactions differ.

B2B marketing involves manufacturers,wholesalers,and service firms.

When you purchase a book on Amazon,you generally have two choices: Buy it directly from Amazon,or purchase it through Amazon but from a third-party vendor.If you go the direct route,Amazon has already purchased the book from a publisher and is holding it in an Amazon fulfillment center-a _______ transaction.If you take the third-party route,Amazon acts as an agent for the supplier and takes a commission of about 10 percent of the value of the merchandise for the right to sell it on Amazon's platform-a ______ transaction.

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.

Which of the following is an example of a government buyer?

The B2B buying process tends to be more formal than B2C buying.

In which buying situation is the buyer most likely to proceed through all six steps in the buying process?

When Natasha took over as facilities manager for Burlington Furniture Manufacturing,she was shocked to see the factory was still heated with a coal-fired boiler.She made an immediate decision to upgrade the heating system to something more efficient,and began to research available options.For Natasha and Burlington Furniture,this represented a(n) __________ situation.