Exam 7: Business-To-Business Marketing

Because they do so much driving while visiting doctors' offices and hospitals,pharmaceutical sales representatives are often given company cars to drive.When a pharmaceutical company like Merck is preparing to purchase new company cars,sales reps' feedback will be sought on car models and features,but the final decision will be made by higher levels of management.What role(s)do the sales reps play in the buying center?

Phil put down the phone and told Alice,"I just love that customer.I got another big order,and they just keep on coming." Phil is most likely selling to a firm in what kind of buying situation?

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

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.

Typically,B2B buyers ask potential suppliers to

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

Hinsdale High School has recently decided to sponsor a rugby team.It is in the process of considering where to buy the uniforms.This is a ________ situation.

The three types of buying situations

The chair of the board of the local Humane Society chose the bank where the organization keeps its money; however,the office manager is the primary person who makes deposits,writes checks,and balances the account every month.The office manager is the __________ in the buying center for the bank account.

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

A team of people are brought together to purchase new pews for a church.Father Andrew has been trying for years to get the church to buy new pews,so he is thrilled.Mrs.Swanson,Father Andrew'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 the older people.Everyone is a little afraid of Mrs.Swanson because she manages Father Andrew closely and no one gets to him without her OK.Mr.Jones called the meeting and is the chair of the committee,so he will ultimately choose which pews they will purchase.Mrs.Leverett is the treasurer for the church and does all of the ordering.Using the six categories of roles within the buying center,state which person is fulfilling each role.

When you go to the hospital for an operation,you are the decider in the buying process.

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

Raycom Construction needs heavy-duty equipment to install a new pipeline in northern Alaska.Raycom's engineers have been asked to provide detailed specifications and recommendations for the equipment needed.The Raycom engineers will primarily play the __________ role in the company's buying center.

The local skydiving team is buying new parachutes.The team's coach has invited all team members to make recommendations,after which he will select the successful vendor.The skydiving team's buying center has a(n)__________ organizational culture.

The local school district realized it needed to upgrade the computers in the school libraries.This represents the product specification stage of the B2B buying process.

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

A firm's organizational culture reflects

Briefly describe the four types of buying centers and give an example of each.

As purchasing manager for Avalon Electronics,Carrie is required to submit a vendor performance analysis every three months.To meet this requirement,Carrie will most likely