Exam 7: Business-To-Business Marketing

Pam is asked to create a vendor analysis process for a local restaurant chain, evaluating suppliers of products such as produce, proteins, and dairy products. What should Pam include in a formal vendor analysis using metrics?

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

While training for her new job as a pharmaceutical sales representative, Hyacinth 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. Hyacinth might assume that this reflected part of the pharmaceutical firm's

Jason is the sales representative for a campus food supply company. When he calls on the food services department at Henson University, he also tries to meet with several students to get their feedback on food served in the dorms. He passes this feedback to his managers to guide the development of future food preparation. The students are the ________ in the buying center.

The final step of the business-to-business buying process is a formal vendor performance analysis.

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

Because pharmaceutical sales representatives spend the majority of their time driving to doctors' offices, hospitals, and other medical facilities, they are given a company car. When a pharmaceutical company like Merck prepares to purchase a new fleet of cars, it will ask its sales reps for feedback about different car models and features. However, the higher levels of management will be the ones to make the final purchase decision. What buying center role(s)do the sales reps play in this buying situation?

After need recognition, a business develops ________ that suppliers might use to develop their proposals.

Lori is the sales representative for a major textbook publisher. When she calls on the business faculty at Bishop University, her first stop is to chat with David, the business department administrative officer. From David, Lori learns which professors have left the university or have newly arrived. David also helps Lori make appointments to see professors to discuss textbook choices. David acts as the ________ in the business department buying center.

Wheely Fun Bicycles needs more bicycle seats. The business decides to order gel seats in addition to the traditional seats it has always ordered. This is a straight rebuy.

Sales of industrial dishwashers manufactured by Kleen-it-Right Corp. depend on the needs of large institutions like hospitals and universities. In other words, ________ demand.

Michelin Tire Company produces a variety of tires at factories in South Carolina. Name three B2B markets in which Michelin might sell its tires.

While no one in the firm has discussed it, Ryan notices everyone else seems to dress more casually on Fridays during the summer. Ryan is observing part of his firm's

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.

As the owner of a small business with 60 employees that makes custom drawer liners, Kim makes all of the buying decisions. Kim is most likely the user.

A(n)________ occurs when the purchasing agent orders additional units of products that have previously been purchased.

Define derived demand and give an example of how demand for B2B sales is often derived from B2C sales.

Imagine that you are a sales representative for IBM, selling consulting services. Which of the four types of buying center cultures do you think it would be easiest to sell to? Using the characteristics of the buying center culture you chose, explain why it was your choice, and how you would approach selling to that type of buying center.

When Heidi started her job as a sales rep for Mill-Rite Manufacturing, she was told she should never accept gifts from clients such as tickets to events, holiday food baskets, or even a cup of coffee. This information is a reflection of the company's

Williams Technologies, a firm providing software and services to information technology departments, maintains a corporate blog. How can this blog help Williams Technologies with B2B marketing?