Chapter 7 - Business-to-Business Marketing Marketing 5th
188.8.131.52.184.108.40.206 Answers To End Of Chapter Learning Aids
220.127.116.11.18.104.22.168 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
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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