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Exam 7: Business-To-Business Marketing

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Question 71

Multiple Choice

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In which buying situation is the buyer most likely to proceed through all six steps in the buying process?

A) new buy
B) modified rebuy
C) straight rebuy
D) generic buy
E) adapted buy

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Question 72

Multiple Choice

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Whether targeting consumers or resellers,marketers need to focus on

A) creating value for their customers.
B) buying center synergy.
C) private exchange efficiency.
D) corporate profit sharing.
E) reducing derived demand.

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Question 73

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B2B marketing involves manufacturers,wholesalers,and service firms.

Why is it important for marketers to identify who plays which role in a buying center?

When a business customer engages in a straight rebuy,the member of the buying center most likely to be involved in the purchase is the

Markham Publishing is known for its consultative buying center culture.Recognizing this corporate culture,someone attempting to sell to Markham Publishing should

Create a realistic example of a B2B buying center,describing the different roles played by members of the team.

The Northwoods University IT department is planning to buy additional computers for the computer lab.Pedro Bechara,manager of the lab,is asked for a recommendation,and he suggests buying Macintosh computers instead of Windows PCs.What role does Pedro play in the buying center?

Which of the following is not one of the roles typically played by one of the members of a buying center?

A __________ is a type of reseller,a business that buys from other businesses but does not significantly alter the form of the products it buys.

The president of the Northwoods University student body made a formal request to the IT department for additional computers in the main computer lab.The student body president is the __________ in the buying center.

Which of the following details is(are) included in the order specification stage of the B2B buying process?

An architect working for a large firm requests specific computer software to produce designs,drawings,and other technical information for his clients.The architect probably serves as a gatekeeper in the buying center.

During the RFP stage,B2B buyers

Business-to-business marketing involves buying and selling goods or services by all of the following except

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

Normally,BC bottling company attaches plastic labels to its bottles.However,a new regulation requires that the company now use fabric labels.To use this latest innovation,BC bottling company must now source these fabric labels from another company.This is an example of

When you go to the hospital for an operation,you are the decider in the buying process.

A small business may use a web portal as a means of forming a supply chain that can respond to its needs.

When a business buyer decides to change specifications such as quality or options associated with products purchased in the past,the buyer is engaged in a(n) __________ situation.