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Exam 7: Business-To-Business Marketing

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Question 41

Multiple Choice

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A firm's organizational culture reflects

A) B2C dynamics.
B) a RFP process.
C) a buying center philosophy.
D) a set of values, traditions, and customs.
E) the behaviors and opinions of management staff.

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

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Question 42

Multiple Choice

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During the management meeting, Blaire gave feedback on the suppliers providing furniture for the hotel remodeling project. She revealed that they had not only failed to deliver the goods on time but the items that were eventually delivered were in the wrong color scheme. Which aspect of the B2B buying process is Blaire reporting on?

A) vendor negotiation
B) vendor performance assessment
C) proposal analysis
D) RFP process
E) order specification

F) A) and B)
G) C) and D)

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Question 43

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Business-to-business marketing refers to buying and selling goods or services to consumers.

Describe how IBM, once a major manufacturer of computers and related products, changed its business model in response to new customer needs and how B2B marketing played a role.

Both the B2B and B2C buying processes begin with

Unlike manufacturers, ________ buy products from other businesses but do not significantly alter the form of the products they buy before selling them.

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

Compared to the B2C process, the information search and alternative evaluation steps in the B2B process are

A buying center whose decisions are based on majority rules is known as an autocratic buying center.

The information search is typically more formal in the B2B process than the B2C process.

What details is(are) included in the order specification stage of the B2B buying process?

Caroline's Casual Clothing has always stocked rain boots but recently added a new line of boots to give customers a lower-priced option. The new line of boots is an example of a new buy.

Organizational culture may vary by geography.

LetterPress Publishing is known for its consultative buying center culture. Recognizing this organizational culture, someone attempting to sell to LetterPress Publishing should

At many universities, education faculty members were among the first to ask for course management systems that would allow them to keep track of their students' grades and progress more efficiently. These faculty members were ________ in the buying center.

Carol bought the company's first video teleconferencing system, and she involved all of the company's department heads in the decision. Carol 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

For B2B salespeople, usually the easiest sale is a(n) ________ situation.

Kate is hoping to get a chance to bid on supplying carpeting to Upper Class Hotels. She is eager to move forward, but must wait until the hotel company

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

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