129when vance proposed switching the company to

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129.When Vance proposed switching the company to Vonage for VOIP telephone calls, he had to approach Deborah, assistant to the firm's head of the purchasing department, to find out how to proceed. Everyone in the company knows that nothing gets purchased without going through Deborah first. What role does Deborah play in a buying center? 130.The World Trade Organization creates proposals that are then discussed by all 135 member countries and not approved until the proposal is agreeable to all. What type of organizational culture exists in the WTO?
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131.Why is it important for marketers to identify who plays which role in a buying center? 132.When Fulton University built its first dormitories, it hired a consulting engineer to advise the university in choosing an architectural firm and contractor. For Fulton University, building its first dormitories represented what kind of buying situation? 133.Why is important for sales representatives to know whether a potential business customer is making a new buy or a modified rebuy decision? 134.Identify and give an example of each of the four B2B markets.
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135.Define derived demand and give an example of how demand for B2B sales is often derived from B2C sales. 136.Identify the four general types of organizational buying center cultures, and explain how these may impact the approach taken by a salesperson. 137.Of the three buying situations, in which one is a salesperson most likely to be involved?
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Chapter 06 Business-to-Business Marketing Answer Key True / False Questions 1. (p. 118) Business-to-business marketing refers to buying and selling goods or services to be used by final consumers. FALSE Business-to-business marketing refers to the process of buying and selling goods or services to be used in the production of other goods and services. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 06-01 Describe the different types of buyers and sellers that participate in business-to-business (B2B) markets. Topic: Business-to-Business Marketing 2. (p. 118) B2B marketing involves manufacturers, wholesalers, and service firms. TRUE B2B organizations market goods and services to other businesses but not to the ultimate consumer. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 06-01 Describe the different types of buyers and sellers that participate in business-to-business (B2B) markets. Topic: B2B Markets 3. (p. 120) Resellers differ from producers in that resellers significantly alter the form of goods they sell. FALSE Resellers do not significantly alter the form of the goods they sell. Wholesalers and distributors are two types of resellers. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 06-01 Describe the different types of buyers and sellers that participate in business-to-business (B2B) markets.
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