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Marketing Final Exam

He locates someone who can give him a purchase order

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Unformatted text preview: ncers b. gatekeepers c. suppliers d. users e. initiators ANS: C The roles in the buying center include initiator, influencers/evaluators, gatekeepers, decider, purchaser, and users. PTS: 1 REF: 115-116 Thinking KEY: CB&E Model Customer OBJ: 07-8 TOP: AACSB Reflective MSC: BLOOMS Analysis 93. Harold works as a new business manager for a manufacturer of marine lubricants. He often talks to several different people before he locates someone who can give him a purchase order or a refusal. In terms of the buying center, he has the most trouble identifying the _____ for his services. a. decider b. influencer c. purchaser d. gatekeeper e. user ANS: A The decider is the person who has the formal or informal power to approve the buying decision. In complex situations, it is often difficult to determine who makes the final decision. PTS: 1 REF: 116 Thinking KEY: CB&E Model Customer OBJ: 07-8 TOP: AACSB Reflective MSC: BLOOMS Application 94. The three most important evaluative criteria for business-to-business purchases are quality, price, and: a. competitive offers b. service c. reliability d. assurance e. existing relationships ANS: B Quality is the most important criterion, followed by service and price. PTS: 1 REF: 116 Thinking KEY: CB&E Model Customer OBJ: 07-8 TOP: AACSB Reflective MSC: BLOOMS Comprehension 95. In terms of how business buyers evaluate products and suppliers, the most important criterion is: a. price b. behavior c. quality d. personal relationships e. reciprocity ANS: C Quality is the most important criterion, followed by service and price. PTS: 1 REF: 116 Thinking KEY: CB&E Model Customer OBJ: 07-8 TOP: AACSB Reflective MSC: BLOOMS Comprehension 96. Business buyers use a variety of criteria to evaluate alternative products and suppliers. The three most important criteria, in order of importance, are: a. price, sales support, and service b. quality, service, and price c. reputation, price, and capability d. price, delivery time, and product reliability e. service, quality, and reputation ANS: B The three criteria, in order of importance, are quality, service, and price. PTS: 1 REF: 116 Thinking KEY: CB&E Model Customer OBJ: 07-8 TOP: AACSB Reflective MSC: BLOOMS Comprehension 97. The Beaumont Homeowner’s Association had to replace its pool pump. They asked two local companies—Thompson Pools and Southern Pool and Spa Company—for quotes on replacing the pump. Beaumont negotiated with both companies and quickly decided to buy from Thompson Pools because its quote was $200 cheaper in its labor estimate. Which evaluative criterion appears to have been most important in making this purchase decision? a. Price b. Familiarity with the product c. Reliability d. The availability of replacement parts e. Buyer/seller relationship ANS: A Business buyers want to buy at low prices––at the lowest prices, under most circumstances. PTS: 1 REF: 117 OBJ: 07-8 TOP: AACSB Reflective Thinking KEY: CB&E Model Customer MSC: BLOOMS...
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