Exam 7: Business-To-Business Marketing

Name three ways a B2B marketer can enhance customer relationships.

The service patients receive when they are hospitalized is an example of a B2B relationship between the hospital and the patient.

Brigitte uses her customer relationship management (CRM)system to predict when her business customers will need more of her company's mailing boxes. When she thinks a customer should be ready to make another order, she contacts them. Brigitte is using CRM to encourage customers to engage in a(n)

Tiffany is the sales rep for ATV Communication Systems. She wants to bid on the RFP issued by Flamingo University for distance learning technology. Tiffany knows she will need to provide the university with detailed information, demonstrations of the firm's technology, and training sessions for faculty and students. She will also need to build relationships and learn about the key members of the university's buying center. The type of buying situation is best described as a(n)

A small business decides to upgrade its aging phone system. The business will probably place a straight rebuy order.

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

Colleen is a notepad computer salesperson about to call on the Northeast Corridor Health Care Association. This group provides computer technology to all hospitals and doctors in the northeastern United States. She would like to know in advance whether the association's buying center is autocratic or democratic. What types of behavior might she observe that would help her to tell which of these two types of buying centers it is? How should she change her sales approach depending on which type it is?

The customer whom Jillian 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.

One impact of the three types of buying situations is that they

When a business buyer decides to change specifications such as quality or options associated with products purchased in the past, the buyer is engaged in a(n)________ situation.

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

After posting an RFP for telecommunications equipment, Simwell Corporation received six proposals from qualified vendors. Next, Simwell will

LinkedIn is useful for networking in the B2B marketplace, but Twitter is not typically used.

When a business customer engages in a straight rebuy, the member of the buying center most likely to be involved in the purchase is the

In a modified rebuy situation, ________ are likely to have an advantage in getting the order.

If a B2B customer is satisfied with an existing supplier, it will probably engage in a(n)________ to purchase additional quantities of the item.

Why is it important for marketers to identify who plays which role in a buying center?

The buying center for Cross Point Corporation is in the process of discussing price, quality, and delivery schedules with potential suppliers. They are in the ________ stage of the business-to-business buying process.

In a(n)________ situation, the buyer has purchased a similar product in the past but has decided to change some specifications.

When Nick proposed switching the company to Vonage for VOIP telephone calls, he had to approach Serena, assistant to the firm's head of the purchasing department, to find out how to proceed. Everyone in the company knows that nothing gets purchased without going through Serena first. Explain Serena's role in a buying center.