A business to business marketing b e commerce c

This preview shows 80 out of 83 pages.

of: A. business-to- business marketing. B. e-commerce. C. custom marketing. D. telemarketing. E. Internet marketing. 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, for consumption by the buying organization, and/or resale by wholesalers and retailers. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 06-01 Describe the different types of buyers and sellers that participate in business-to-business (B2B) markets. Topic: B2B Markets 104. (p. 125) The office policy and procedure states that any purchase requests that are $3,000 and over must be given to Ms. Reynolds, who will obtain authorization from the Chief Financial Officer. Ms. Reynolds serves as a __________ in the buying center. A. gateke eper
Image of page 80

Subscribe to view the full document.

B. decider C. buyer D. user E. initiator The gatekeeper is the person who controls information or access, or both, to decision makers and influencers. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 06-03 Identify the different roles within the buying center. Topic: The Buying Center 105. (p. 125) The president of the Northwoods University student body made a formal request to the IT department for additional computers in the main computer lab. The student body president is the __________ in the buying center. A. initia tor B. gatekeeper C. decider D. buyer E. gateway The initiator is the first to suggest buying a particular product or service. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 06-03 Identify the different roles within the buying center. Topic: The Buying Center 106. (p. 125) The Northwoods University IT department is planning to buy additional computers for the computer lab. Pedro Bechara, manager of the lab, is asked for a recommendation, and he suggests buying Macintosh computers instead of Windows PCs. What role does Pedro play in the buying center?
Image of page 81
An influencer is a person whose views influence other members of the buying center in making the final decision. AACSB: Analytic Blooms: Apply Difficulty: 2 Medium Learning Objective: 06-03 Identify the different roles within the buying center. Topic: The Buying Center 107. (p. 127) Bob Roberts founded Robertico, an equipment leasing company, three decades ago. Although he is now in his seventies, he still has a "hands on" management style. His employees have learned that there isn't much point in making purchase recommendations for new equipment, because Bob is going to choose whatever he thinks is best regardless of their views. Robertico has a(n) __________ buying center culture. A. autocr atic B. democratic C. consultative D. consensus E. bureaucratic An autocratic buying center may have multiple participants, but one person makes the decision alone. AACSB: Analytic Blooms: Apply Difficulty: 2 Medium Learning Objective: 06-04 Describe the different types of organizational cultures.
Image of page 82

Subscribe to view the full document.

Image of page 83
You've reached the end of this preview.
  • Fall '12
  • Chris
  • Marketing, d., Buying Center, E., Business-to-business

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern