Exam 7: Business-To-Business Marketing

Of the three buying situations,in which one is a salesperson most likely to be involved?

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

As the owner of a small business with 60 employees that makes custom floor mats,Paul makes all of the buying decisions.Paul is most likely the user.

Raycom Construction needs heavy-duty equipment to install a new pipeline in northern Alaska.After a vendor is chosen,Reginald will handle the paperwork and send out the purchase order.Reginald plays the role of __________ in the buying center.

Suppose that six months ago,Levi Strauss & Co.began working with a new vendor for zippers,snaps,and other hardware used on its jeans.Now the buying center wants to assess the new vendor's performance.Describe how Levi Strauss & Co.might perform this assessment.Be specific.

Kimberly has just learned that Caribou Coffee is looking for a new source of commercial-grade coffee makers,one of the products she sells.She knows Caribou has been in business for many years,but she has not been able to get any business from them.When developing her marketing strategy,Kimberly will probably assume that this represents a(n)__________ situation for Caribou Coffee,and she will want to find out why Caribou is considering alternatives.

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.

Jackie works as a sales rep for a company that produces and sells steel used in building construction.Jackie is in __________ sales.

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.

Most B2B buying situations can be categorized into three categories: new buys,structured rebuys,and automatic rebuys.

A(n)__________ situation in B2B marketing is similar to limited problem solving in the B2C process.

Olga is the sales rep for ATV Communication Systems.She wants to bid on the RFP issued by Manitoba University for distance learning technology.She knows she will need to provide considerable information and demonstrations of her firm's technology because Manitoba University is in a new buy situation and does not have