Unformatted text preview: on 147. Refer to Rock-Tenn. A sales representative from a paper-producing company wants to do business
with Rock-Tenn. The representative needs to locate the person who actually negotiates the
purchase, in other words, the _____ in the buying center.
The purchaser is the person who negotiates the purchase.
KEY: CB&E Model Customer OBJ: 07-8 TOP: AACSB Reflective MSC: BLOOMS Application 148. Refer to Rock-Tenn. A sales representative from a paper-producing company calls on Rock-Tenn
routinely every month to review the company’s ordering needs. The monthly sale of paper to
Rock-Tenn would constitute a:
modified new buy
straight new buy
As this is a regular purchase, it would be an example of a straight rebuy.
KEY: CB&E Model Customer OBJ: 07-8 TOP: AACSB Reflective MSC: BLOOMS Application ESSAY
1. What is business marketing, and what distinguishes business products from consumer products? ANS:
Business marketing is the marketing of goods and services to individuals and organizations for
purposes other than personal consumption. Business products include those that are used to
manufacture other products, become part of another product, or aid the normal operations of an
organization. The key characteristic distinguishing business products from consumer products is
intended use, not physical characteristics. A product that is purchased for personal or family
consumption or as a gift is a consumer good. If that same product is bought for use in a business,
it is a business product.
KEY: CB&E Model Strategy OBJ: 07-1 TOP: AACSB MSC: BLOOMS Synthesis 2. The use of the Internet to facilitate activities between organizations has evolved and grown
rapidly throughout its short history. Define B2B e-commerce, and discuss the evolution of ebusiness initiatives.
B2B e-commerce is business-to-business e-commerce, which is the use of the Internet to facilitate
the exchange of goods, services, and information between organizations. Past initiatives included
revenue generation, aggressive disintermediation initiatives, and basic marketing communication
strategies. Present initiatives, however, include reduction of costs, building of channel
partnerships and trust, customer-focused technology and systems, brand building and
development, and integration of online and traditional media.
KEY: CB&E Model Strategy OBJ: 07-2 TOP: AACSB MSC: BLOOMS Synthesis 3. Discuss how businesses measure online success.
Three of the most important measures of online success are recency, frequency, and monetary
value. Recency relates to the fact that customers who have made a purchase recently are more
likely to purchase again in the near future than customers who haven’t purchased for a while.
Frequency data help marketers...
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- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model