Marketing Final Exam

And importance of a purchase decision buying centers

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Unformatted text preview: harts. d. Complex purchase situations usually have fewer people involved in the buying center than less complex purchases. e. Membership and influence in a buying center vary from company to company. ANS: E Buying centers can have more than five members. They are not shown on organizational charts. One person may assume all of the buying center roles. The number of people involved in a buying center varies with the complexity and importance of a purchase decision. Buying centers vary from company to company. PTS: 1 REF: 115 Thinking KEY: CB&E Model Customer OBJ: 07-8 TOP: AACSB Reflective MSC: BLOOMS Evaluation 89. The _____ is the member of the buying center who regulates the flow of information. a. decider b. influencer c. purchaser d. gatekeeper e. user ANS: D The gatekeeper is a group member who regulates the flow of information. For instance, this person can regulate who gets an appointment to meet with the other members of the buying center. PTS: 1 REF: 115 Thinking KEY: CB&E Model Customer OBJ: 07-8 TOP: AACSB Reflective MSC: BLOOMS Knowledge 90. PAS Systems has developed a new product––an unobtrusive flashlight-alcohol detector. The flashlight readings are inadmissible in court but are used by police officers to decide whether to hold someone for a sobriety test. Each one costs $600. After seeing a prototype brought back by one of its employees from a highway safety convention, the Georgia Governor’s Office of Highway Safety decided to equip every DUI officer with one. In this example, the individual who attended the convention had the roles of _____ in the buying center. a. buyer and decider b. decider and user c. gatekeeper and influencer d. initiator and decider e. purchaser and gatekeeper ANS: C As a gatekeeper, the person determined whether to show the flashlight or keep the information private. As an influencer, the person brought the flashlight to the attention of his or her office so that the option for purchase could be evaluated. PTS: 1 REF: 115 Thinking KEY: CB&E Model Customer OBJ: 07-8 TOP: AACSB Reflective MSC: BLOOMS Application 91. You have started raising your first litter of AKC-registered Chihuahuas. You want to sell your puppies to Pets and People, the locally owned and operated pet store. How do you find the buyer? a. Look at the formal organization chart of the company. b. Get a copy of Pets and People’s phone directory, where all buying center members are listed. c. Contact the store and probe to see who is in charge of buying. d. Locate the decider at Pets and People. e. Wait for Pets and People to call you when they hear about your new breeding program. ANS: C There is no formal buying center structure. It changes from decision to decision, as well as at different stages of the decision-making process. PTS: 1 REF: 115-116 Thinking KEY: CB&E Model Customer OBJ: 07-8 TOP: AACSB Reflective MSC: BLOOMS Application 92. All of the following are roles found within a buying center EXCEPT: a. influe...
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This document was uploaded on 09/29/2013.

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