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Exam 6: Understanding Organizations As Customers

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Question 21

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Marketers who want to increase their chances of selling products and services to organizations must understand its needs,get on its bidder's list,find the right people in its buying center,and ultimately

A) provide value to organizational buyers.
B) adapt the product or service to offer the lowest price possible.
C) beat out all other possible vendors.
D) sign a binding contract that prohibits changes to the product,time line,or quantities ordered.
E) establish an e-marketplace to conduct both traditional and reverse auctions.

F) B) and C)
G) D) and E)

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Question 22

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Researchers who have studied organizational buying identify three types of buying situations,called __________,which include new buy,modified rebuy,and straight rebuy.

A) purchase criteria
B) buy classes
C) buying centers
D) consideration sets
E) purchase hierarchies

F) B) and C)
G) B) and D)

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Question 23

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In a buyer-seller relationship,reciprocity refers to

Apple,Inc.custom orders the manufacture of microprocessors for its iMac,iPhone,and iPad.For example,Intel makes chips for the iMac and Samsung produces Apple-designed chips for the iPhone and iPad.These two suppliers in turn rely on components from their own subcontracted suppliers.The suppliers involved in making and delivering microprocessors have adopted mutually beneficial objectives and strategies that ultimately give Apple's customers value for their money.Apple's method of doing business this way is an example of a(n)

Manufacturers,wholesalers,retailers,and government agencies that buy goods and services for their own use or for resale are referred to as

The services market sells diverse services such as legal advice,auto repair,and dry cleaning.Along with finance,insurance,real estate businesses,and __________,communication and public utility firms,as well as not-for-profit organizations,these firms represent about 75 percent of all industrial firms.

Which of the following statements most LIKELY describes the people in the buying center of a medium-sized manufacturing plant?

Starbucks is using its purchasing power to continue its quest to reduce its energy usage.Recently,the company announced plans to replace all of the traditional incandescent and halogen bulbs in its stores worldwide with more efficient light emitting diode (LED) bulbs-a move the company claims will enable it to cut energy consumption in its stores by up to 7%.Starbucks would be considered a leader in

Wholesalers and retailers that buy physical products and resell them without any reprocessing are referred to as

Airbus manufactures commercial aircraft that it sells to a variety of airlines worldwide.Still,demand for its products often depends on rates of air travel among consumers.Demand for Airbus products is referred to as __________ demand.

An IT engineer specifies the type of "shopping cart" to be used on the company's new website.The engineer also chooses the supplier who receives the contract to provide the software.In the buying center,this person is the __________.

A buy class situation affects buying center tendencies in different ways.If there are many people involved,both new and present suppliers are considered,and the buying objective is a good solution,the buy class situation is MOST LIKELY a

Which of the following characterizes organizational buyer-seller relationships?

The reseller market includes

As in the consumer decision process,evaluation occurs in the organizational buying decision process,but it is more formalized and often more sophisticated.All items purchased are examined in a formal product acceptance process.The performance of the vendor is also monitored and recorded.This evaluation occurs during the __________ stage.

After conducting a value analysis,a company is hopefully able to

Which of these statements regarding organizational buyers is most accurate?

Although not strictly illegal,the U.S.Justice Department frowns on reciprocity because the practice

There are seven commonly used organizational buying criteria.One of them is __________.

Tracy is part of the buying center for a large manufacturer.Her field of expertise is logistics and she is responsible for choosing transportation providers for the company.A sales representative for Yellow Roadway (a very large trucking firm) calls on Tracy;however,her administrative assistant thinks he is quite rude and announces that Tracy is not available.The administrative assistant is acting in the role of __________ for the buying center.