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Exam 7: Business-To-Business Marketing

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Question 71

Multiple Choice

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To maximize efficiency,farmers send their eggs to a __________ who handles sales and shipments to supermarkets.

A) distributor
B) fabricator
C) contractor
D) trafficker
E) manufacturer

F) A) and C)
G) D) and E)

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verified

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Question 72

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Public institutions do not engage in B2B relationships.

A) True
B) False

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Question 73

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Most B2B buying situations can be categorized into three categories: new buys,structured rebuys,and automatic rebuys.

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.

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

The buying center for USF Corporation is in the process of discussing price,quality,and delivery schedules with potential suppliers.They are in the __________ stage of the business-to-business buying process.

As Daphne's business grew,she needed to find a new way to manage payroll for her employees,so she researched payroll companies to see which one would best meet her needs.Daphne was involved in a new buy situation.

Which of the following is an example of a government buyer?

Whether targeting consumers or resellers,marketers need to focus on

When Natasha took over as facilities manager for Burlington Furniture Manufacturing,she was shocked to see the factory was still heated with a coal-fired boiler.She made an immediate decision to upgrade the heating system to something more efficient,and began to research available options.For Natasha and Burlington Furniture,this represented a(n) __________ situation.

Describe a straight rebuy situation,and explain how it differs from a modified rebuy.

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.What type of organizational culture exists in the WTO?

A(n) __________ situation in B2B marketing is similar to limited problem solving in the B2C process.

When Goodwish Marketing decided to upgrade its computer network,many people were involved in the decision.In B2B buying systems,decisions are often made

Neighbors Bicycles needed more bicycle seats.It decided to order gel seats in addition to the traditional seats it had always ordered.This is a straight rebuy.

Firms typically repurchase office supplies (paper,ink cartridges,pens,etc.) through straight rebuys on their supplier's website.Should an office supplies sales rep stay in close touch with his or her current customers? Why or why not?

Define derived demand and give an example of how demand for B2B sales is often derived from B2C sales.

Because they do so much driving while visiting doctors' offices and hospitals,pharmaceutical sales representatives are often given company cars to drive.When a pharmaceutical company like Merck is preparing to purchase new company cars,sales reps' feedback will be sought on car models and features,but the final decision will be made by higher levels of management.What role(s) do the sales reps play in the buying center?

In most countries,__________ is(are) among the largest purchasers of goods and services.