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117) LinkedIn is mainly used for ________ in the B2B marketplace.
A) requests for proposals
B) vendor evaluation
C) communication with customers
D) professional networking
E) competitive analysis
118) 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.
A) straight rebuy
B) new buy
C) straight new buy
D) modified new buy
E) modified rebuy
119) Which step in the buying process is most likely to happen in a straight rebuy situation?
A) product specification
B) RFP process
C) need recognition
D) proposal analysis
E) supplier selection
120) Jackson owns a bike rental business at a resort destination. He is looking at the number of
upcoming bookings to the resort to help him figure out how many new bikes to purchase for next
season. What type of demand is he facing?
121) Michelin Tire Company produces a variety of tires at factories in South Carolina. Name
three B2B markets in which Michelin might sell its tires.
122) Warren used to sell cars at an automobile dealership. Now he sells repossession services to
automobile dealers. To be successful, what changes in the buying process will Warren have to
adjust to?
123) 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?
124) Create a realistic example of a B2B buying center, describing the different roles played by
members of the team.
125) 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.
126) As a business-to-business marketer, would you prefer to market to a firm with an autocratic
or a consensus buying center culture, and why?
127) How are the B2B and B2C buying processes different?
128) How is vendor analysis different from a consumer's postpurchase evaluation?
129) Vance wants his company to consider using Vonage for VOIP telephone calls instead of its
existing telephone provider. He approaches his supervisor, the telecom manager, and suggests
this change. Describe the role that Vance plays in the buying center concept.
130) When Vance proposed switching the company to Vonage for VOIP telephone calls, he had
to approach Deborah, 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
Deborah first. Explain Deborah's role in a buying center.
131) The World Trade Organization creates proposals that are then discussed by more than 150
member countries and not approved until the proposal is agreeable to all. Describe the type of
organizational culture that exists in the WTO.
132) Why is it important for marketers to identify who plays which role in a buying center?
133) When Fulton University built its first dormitories, it hired a consulting engineer to advise
the university in choosing an architectural firm and contractor. For Fulton University, building
its first dormitories represented what kind of buying situation?
134) Why is it important for sales representatives to know whether a potential business customer
is making a new buy or a modified rebuy decision?
135) Identify and give an example of each of the four B2B markets.
136) Define derived demand and give an example of how demand for B2B sales is often derived
from B2C sales.
137) Identify the four general types of organizational buying center cultures, and explain how
these may impact the approach taken by a salesperson.
138) Of the three buying situations, in which one is a salesperson most likely to be involved?
139) 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?
140) Manufacturers like Volkswagen often have testing departments that test incoming parts and
supplies. The primary reason for these premanufacturing tests is to avoid using faulty materials
in the manufacturing process that can cause major problems later on. How might Volkswagen
also use these results in the business-to-business buying process?
141) 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.
142) 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.
143) Describe the four B2B markets and explain how their transactions differ.
144) Explain the advantages and disadvantages of using the RFP process, both for the buying
organization and the vendor.
145) 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.
146) Briefly describe the four types of buying centers and give an example of each.
147) Name three ways a B2B marketer can enhance customer relationships.
148) What is a new buy, and what steps in the buying process does it typically go through?
149) Describe a straight rebuy situation, and explain how it differs from a modified rebuy.
150) When most of us think of Amazon, we think about what we, as consumers, can buy there—
currently, just about anything. But Amazon is much more than just a company that supplies
consumers with books, household products, clothing, and so forth. Describe Amazon's business-
to-business (B2B) transactions.
151) Describe how IBM, once a major manufacturer of computers and related products, changed
its business model in response to new customer needs and how B2B marketing played a role.
