She plays the role of gatekeeper controlling access

Info icon This preview shows pages 90–92. Sign up to view the full content.

View Full Document Right Arrow Icon
She plays the role of gatekeeper, controlling access to decision makers. AACSB: Analytic Blooms: Apply Difficulty: 2 Medium Learning Objective: 06-03 Identify the different roles within the buying center. Topic: The Buying Center 130. (p. 127) 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? The WTO has a consensus organizational culture. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 06-04 Describe the different types of organizational cultures. Topic: Organization Culture 131. (p. 127) Why is it important for marketers to identify who plays which role in a buying center? It can save a lot of time. By identifying participant roles, marketers can adjust their communications to meet the needs of each participant. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 06-03 Identify the different roles within the buying center. Topic: The Buying Center 132. (p. 127) 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? It represented a new buy situation, and involved many new issues and decisions. AACSB: Analytic Blooms: Apply Difficulty: 2 Medium Learning Objective: 06-05 Detail different buying situations in the B2B buying process. Topic: The Buying Situation 133. (p. 127- 129) Why is important for sales representatives to know whether a potential business customer is making a new buy or a modified rebuy decision?
Image of page 90

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
A potential customer in a new buy situation will require more information and involve more members of a buying center, while a modified rebuy situation will involve more comparison of alternatives, and will probably involve a smaller buying center. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 06-05 Detail different buying situations in the B2B buying process. Topic: The Buying Situation 134. (p. 120- 122) Identify and give an example of each of the four B2B markets. The four B2B markets are resellers, manufacturers, institutions, and governments. Resellers may be wholesalers or distributors who buy products and then sell them to retailers. Manufacturers buy raw materials and parts and make them into end products. Institutions are schools, hospitals, and religious organizations. In most countries, the central government is one of the largest purchasers of 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.
Image of page 91
Image of page 92
This is the end of the preview. Sign up to access the rest of the document.

{[ 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