Exam 7: Business-To-Business Marketing

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

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

As their computing power and security demands escalate,few businesses want to maintain their own hardware and servers anymore.Instead,they look to the cloud,where they seek to purchase more computing power,provided at a faster speed,with lower costs.Describe IBM's response to this customer need and the services provided by the cloud.

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.

Vance wants his company to consider using Vonage for VOIP telephone calls instead of its existing telephone provider.He approaches his supervisor,the telecomm manager,and suggests this change.Describe the role that Vance plays in the buying center concept.

Neighbors Bicycles needed more bicycle seats.It decided to order gel seats in addition to the traditional seats it had always ordered.This is a straight rebuy.

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

A buying center whose members reach a decision based on a collective agreement is known as an autocratic buying center.

A wholesaler is an example of a

Normally,BC bottling company attaches plastic labels to its bottles.However,a new regulation requires that the company now use fabric labels.To use this latest innovation,BC bottling company must now source these fabric labels from another company.This is an example of

The process through which organizations invite alternative vendors or suppliers to bid on supplying their required components or specifications is formally referred to as

Why is it important for sales representatives to know whether a potential business customer is making a new buy or a modified rebuy decision?

Francesca is a textbook company salesperson about to call on the Philadelphia School District.She would like to know in advance whether the school district'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?

Sales of electric components manufactured by Rick's company depend on sales of new cars.Rick's company faces __________ demand.

Which step in the buying process is most likely to happen in a straight rebuy situation?

Whether targeting consumers or resellers,marketers need to focus on

Not knowing the roles of key players in the buying process could cause a sales representative to

The Northwoods University IT department is planning to buy additional computers for the computer lab.Pedro Bechara,manager of the lab,is asked for a recommendation,and he suggests buying Macintosh computers instead of Windows PCs.What role does Pedro play in the buying center?

Describe a straight rebuy situation,and explain how it differs from a modified rebuy.

Ellen is asked to create a vendor analysis process for a physician in private practice,evaluating suppliers of products such as medical supplies.What should Ellen include in a formal vendor analysis using metrics?