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Chapter 7 - Business-to-Business Marketing Marketing 5th
1.1.1.1.1.1.1.1 Answers To End Of Chapter Learning Aids
1.1.1.1.1.1.1.2 Marketing Applications
1 Provide an example of each of the four types of B2B organizations.
In providing a representative example of each type, students demonstrate their
understanding of B2B organizations.
2 What are the major differences between the consumer buying process discussed in
Chapter 5 and the B2B buying process discussed in this chapter? Use buying a
desktop for personal use versus buying over a 100 desktops for a firm to illustrate the
key points.
Students must be able to discern the difference between a consumer and a B2B buying
process and could compare these processes in several ways. Compared with the
3 Assume you have written this textbook and are going to attempt to sell it to your
school. Identify the six members of the buying center. What role would each play in
the decision process? Rank them in terms of how much influence they would have on
the decision, with 1 being most influential and 6 being least influential. Will this
ranking be different in other situations?
In large organizations, several people typically are responsible for buying decisions. By
taking the role of an author selling a book to an educational institution, students must
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 1
Chapter 7 - Business-to-Business Marketing Marketing 5th
4 Now provide an example of the three types of buying situations that the bookstore at
your school might face when buying textbooks.
Instead of taking the role of the author selling a book, this exercise asks students to put
themselves in the shoes of the school’s textbook procurement manager.
New buy: The bookstore purchases textbooks it has never purchased before or
never purchased from a particular supplier.
5 Finally discuss for which types of products it would do a straight rebuy and for
which it would pursue a modified rebuy.
Straight re-buy: The bookstore simply orders more copies of a textbook it has
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 2
Chapter 7 - Business-to-Business Marketing Marketing 5th
6 Mazda is trying to assess the performance of two manufacturers that could supply
music systems for its vehicles. Using the information in the table below, determine
which manufacturer Mazda should use.
Performance Evaluation of Brands
7 Describe the organizational culture at your school or job. How would knowledge of
this particular organization’s culture help a B2B salesperson sell products or services
to the organization?
8 You have just started to work in the purchasing office of a major pharmaceutical firm.
The purchasing manager has asked you to assist in writing an RFP for a major
purchase. The manager gives you a sheet detailing the specifications for the RFP.
While reading the specifications, you realize that they have been written to be
extremely favorable to one bidder. How should you handle this situation?
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 3
Chapter 7 - Business-to-Business Marketing Marketing 5th
This ethical scenario forces students to determine any violations of their own ethical
standards of fairness and business transparency. Using the ethical decision-making
framework from Chapter Three, students can evaluate the ethical implications of this
work situation and determine an appropriate course of action. According to the ethical
decision-making framework:
• “Have you thought broadly of any ethical issues associated with the decision to be
made?” I have concerns about how fair the overall bidding process will be if the RFP
specifications are written to favor one particular bidder, which might cause the firm to
• “Have you involved as many possible people who might have a right to offer input
• “Does this decision respect the rights and dignity of the stakeholders?” My company’s
• “Does this decision produce the most good and the least harm to the relevant
• “Does this decision uphold relevant conventional moral rules?” It likely violates the
• “Can you live with this decision alternative?” If the decision alternative is to discuss
1.1.1.1.1.1.1.3 Net Savvy
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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Chapter 7 - Business-to-Business Marketing Marketing 5th
1 Ballymaloe Country Relish is an Irish delicacy, sold in find food stores throughout
Ireland. For consumers outside Ireland, it also lists various sellers in different
countries. Visit ballymaloecountryrelish, click on “Where Can I Buy,” and find the
most convenient source for you personally. Why does Ballymaloe offer such
information and direct links to other retailers? What benefits does doing so provide
the relish maker, the retailer, and customers?
9 Siemens worked with the custom motorcycle manufacturer Orange County Chopper
to build the Smart Chopper—the first electric motorcycle. Visit
http://www.usa.siemens.com/smartchopper/ to learn about the specifications and
details of this new form of Chopper. How is Siemens using this innovation to improve
its relationships with its business customers? What other outcomes might this services
provider expect from its efforts?
"We wanted to build this unique chopper to raise environmental awareness and reflect
what the 69,000 employees of Siemens USA are doing to help America stay on the cutting
1.1.1.1.1.1.1.4 Chapter Case Study: Levi Strauss, Cotton Farmers, and
International Production
1 In pursuing more sustainable production, what steps of the B2B buying process will
Levi Strauss need to re-visit? Which are likely to become less important? More
important?
10 For this pursuit to be successful, what type of organizational culture should Levi's
foster?
1.1.1.1.1.1.1.5 Additional Teaching Tips
This chapter exposes students to business-to-business markets, the buying process for
b-to-b, and factors affecting the buying process unique to B2B transactions. Students
also learn the various buying center roles.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 6
Chapter 7 - Business-to-Business Marketing Marketing 5th
Online Tip: Use this exercise in a team setting where teams are assigned a business and
have them post their business-to-business buying process to the class on a public forum
(post or docShare). Have the other teams comment.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 7
