Principles Of Marketing Chapter 7 Quiz

Sales of electric components manufactured by Rick's company depend on sales of new cars. Rick's company faces __________ demand. synthetic situational monopolistic contrived derived

Whether targeting consumers or resellers, marketers need to focus on creating value for their customers. buying center synergy. private exchange efficiency. corporate profit sharing. reducing derived demand.

Hospitals, schools, and religious organizations are examples of __________ buyers. manufacturing retail institutional factory agent reseller

Both the B2B and B2C buying processes begin with central planning. need recognition. postpurchase dissonance. alternative evaluation. order specification.

Compared to the B2C process, the information search and alternative evaluation steps in the B2B process are decentralized. less focused on customer value creation. identical. more formal and structured. based on derived supply analysis

Typically, B2B buyers ask potential suppliers to write the RFP for the buyer. submit formal proposals. sponsor interviews with final customers in order to determine product needs. always be involved in reselling. organize themselves into selling cooperatives.

B2B buying decisions are often made by governors. influencers. committees. resellers. consumers.

After need recognition, a business develops __________ that suppliers might use to develop their proposals. derived demand initiator instructions determinant attributes product specifications focal alternatives

After need recognition and product specification, many firms using the B2B buying process identify contract specifications. issue a request for proposals from invited suppliers. proceed to proposal analysis. enter vendor negotiation and selection. revise their need recognition analysis.

The final stage in the business-to-business buying process is to place the order. select the vendor. assess vendor performance. address additional needs. prepare an RFP.

In most large organizations, several people are responsible for making a purchase decision. This group is called the supply chain. reselling team. decider group. buying center. expediters.

Melanie is the director of human resources for a small manufacturing firm. She has a strong personal interest in technology, and is known throughout the firm as the one with the most knowledge about new kinds of communications technologies. If the firm decides to upgrade its network, Melanie will probably function in what role in the firm's buying center? leader initiator influencer decider gatekeeper

Kim is the sales representative for a major textbook publisher. When she calls on the business faculty at General University, her first stop is to chat with Frank, the business department secretary. From Frank, Kim learns which professors have left the university or have newly arrived. Frank also helps Kim make appointments to see professors to discuss textbook choices. Frank acts as the __________ in the business department buying center. buyer initiator influencer user gatekeepers

While no one in the firm has discussed it, Brad notices everyone else seems to dress more casually on Fridays during the summer. Brad is observing part of his firm's organizational culture. governing principles. human resource policy. employee obligations. code of ethics.

The customer Carlotta is calling on today has a(n) __________ buying center culture. This means that the decision process will involve reaching agreement among all members of the buying center. consensus autocratic consultative republican democratic

Markham Publishing is known for its consultative buying center culture. Recognizing this corporate culture, someone attempting to sell to Markham Publishing should treat all members of the buying center as equally important. address the concerns of all members of the buying center with particular attention to the decision maker. focus on providing information to and making the sales approach to the one decision maker. attempt to facilitate the collective agreement of all members of the buying center. focus attention on the gatekeeper in the buying center's team.

Not knowing the roles of key players in the buying process could cause a sales representative to bid too high a quantity. fail the vendor analysis. respond to an RFP too quickly. waste time and alienate people. misdirect his or her product.

When Leanne gave her presentation to the BigDeal buying center team, she focused on answering Beverly's questions, since she is the decision maker. What type of buying center does BigDeal employ? democratic consultative consensus autocratic authoritative

Jenny was buying the company's first digital copier, and she involved all of the company's department heads in the decision. Jenny spent weeks evaluating options, inviting RFPs, and negotiating with vendors before she finally made a purchase decision. This buying situation would most likely be classified as a new buy. modified rebuy. straight rebuy. modified buy.

The buying decision is likely to be most complex and take longest to complete in a(n) __________ B2B buying situation. new buy modified rebuy straight rebuy adapted buy generic buy

When Walmart considers reordering items for its stores, its buyers are instructed to negotiate price concessions, quality improvements, and/or added options. In this situation, Walmart buyers are engaged in a(n) __________ situation. new buy modified rebuy straight rebuy adapted buy generic buy

In a modified rebuy situation, __________ are likely to have an advantage in getting the order. consumers resellers current vendors gatekeepers new vendors

B2B partners often connect to each other on the Internet through special __________ designed to facilitate information exchanges and transactions. search engines web masters web portals web routes gatekeepers

Which of the following details is(are) included in the order specification stage of the B2B buying process? prices and delivery dates vendor performance assessment the RFP bids for supplying the required components or parts reasons for choosing a selected vendor

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? as a place to post responses to RFPs by building brand awareness among potential customers by simplifying vendor performance assessment by streamlining purchasing and distribution by matching buyers' requests and sellers' offers

LinkedIn is mainly used for ________ in the B2B marketplace. requests for proposals vendor evaluation communication with customers professional networking competitive analysis

Kim is the sales representative for a major textbook publisher. When she calls on the business faculty at General University, she also tries to meet with several students to get their feedback on textbooks. She passes this feedback to her managers to guide the development of the publisher's future textbooks. The students are the __________ in the buying center. deciders initiators influencers users gatekeepers