Exam 7: Business-To-Business Marketing

When Rachel gave her presentation to the Mintok buying center team, she focused on answering Cheryl's questions, since she is the decision maker. What type of buying center does Mintok use?

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.

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-the interaction between Amazon and the publisher is 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-the interaction between Amazon and the supplier is a ________ transaction.

The buying center concept has parallels in business-to-consumer buying situations when groups are making buying decisions. Describe a situation where a group of consumers will make a purchasing decision and explain how consumer roles might mirror those in a buying center.

What is a new buy, and what steps in the buying process does it typically go through?

The final stage in the business-to-business buying process is to

The Kinforth University IT department needs to buy additional computers for the computer lab. Akansha Raj, manager of the lab, is asked for a recommendation, and she suggests buying Macintosh computers instead of Windows PCs. What role does Akansha Raj play in the buying center?

In both new buy and straight rebuy situations, several members of a buying center will be intensely involved in the purchasing decision.

The chair of the board of the local Humane Society chose the bank where the organization keeps its money; however, the society's chief accountant is the one that interacts with the bank, making deposits, writing checks, and balancing the accounts every month. The chief accountant is the ________ in the Humane Society's buying center.

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

B2B marketing involves manufacturers, wholesalers, and service firms.

Resellers differ from producers in that resellers significantly alter the form of goods before selling them.

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

Jaleen learned that Pipin' Hot Donut Corp. is looking for a new source of commercial-grade coffee makers, one of the products she sells. She knows Pipin' Hot Donut has been in business for many years, but she has not been able to get any business from them. When developing her marketing strategy, Jaleen can probably safely assume that this represents a(n)________ situation for Pipin' Hot Donut, and she will want to find out why the company is considering alternatives.

A team of people are brought together to purchase new pews for a church. Fr. Mark has been trying for years to get the church to buy new pews, so he is thrilled. Judy, Fr. Mark's longtime secretary, feels very strongly that the pews need to be made of maple to match the old pews, and they need to have cushions for comfort. Everyone is a little afraid of Judy because she manages Fr. Mark's schedule closely, and no one gets to him without her OK. Casey called the meeting and is chair of the committee, so ultimately he will choose which pews they will purchase. Harriet is the office manager and does all the ordering. Using the six categories of roles within the buying center, state which person is fulfilling each role. Note that in one instance, a person is performing two roles.

Suppose that Volkswagen is preparing an RFP for a hands-free phone connection for a new car model. What information can the company omit from the RFP?

As Beth's business grew, she needed to find a way to manage payroll for her employees without having to do it herself, so she researched payroll companies to see which one best met her needs. Beth was involved in a new buy situation.

In most countries, ________ is(are)among the largest purchasers of goods and services.

The local park district needs to upgrade the computers in the seven park offices. This represents the product specification stage of the B2B buying process.

Gabriel Hardware is known for its consensus buying center culture. Recognizing this corporate culture, someone attempting to sell to Gabriel Hardware should