978-0077729028 Chapter 7 Answers To End Of Chapter

Type

Quiz

Book Title

Marketing 5th Edition

ISBN 13

978-0077729028

April 8, 2019

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

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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

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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

Issues Importance Weights

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?

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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

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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.

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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.

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