Marketing Management 1St Edition Marshall Test Bank Full Chapter PDF

Marketing Management 1st Edition
Marshall Test Bank

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Chapter 08 - Understanding Customers: Business to Business Markets
Chapter 08
Understanding Customers: Business to Business Markets
True / False Questions
1. The value propositions required to compete and market in B2B versus B2C are often the
same.
True False
2. While many companies operate in the business-to-consumer markets, all companies operate
in a business-to-business market.
True False
3. B2B companies often have a few companies that represent a large portion of their sales.
This means that losing one larger customer has striking implications for the company.
True False
4. Customers in the B2B market place demand not only a personal relationship with their
vendors but also an efficient one.
True False
5. The consumer buying process takes longer and is more complex than the B-to-B buying
process.
True False
6. Business markets tend to concentrate in certain locations in the United States as a result of
suppliers wanting to be located close to one another.
True False
8-1
7. The goal of business sellers in straight re-buy situations is to become the preferred supplier.
Companies not on the approved list of suppliers are called out suppliers.
True False
8. A Buying Center is a permanent group of people at a B2B company that decides on each
new purchasing decision. It is most common for only one buying center to exist at any time in
a company.
True False
9. Users in the buying process have enhanced responsibilities in new purchase and modified
re-buy situations when product specifications are being set for the purchase decision.
True False
10. Influencers are any individuals, both inside and outside the organization, with relevant
expertise in a particular area that is used by the buying center in making the final decision.
True False
11. One of the toughest challenges facing salespeople in a new or modified re-buy situation is
getting access to the right people.
True False
12. The people in a company blocking access to key personnel in the buying process are
called Goalies.
True False
13. Deciders can be come from a variety of roles in the organization. For example, they can
be a CEO, a CFO, the head of the buying center, or can be a group coming to a consensus on
a particular purchase.
True False
8-2
14. The NAICS codes list all of a particular companies business sectors. A company can be
listed in several different categories.
True False
15. There are two types of end user purchases-capital equipment and sundries.
True False
16. It is best for a company looking for or maintaining a strategic relationship with a client if
their sales team is involved with the creation of an RFP with the client.
True False
17. It is often the case that the purchase decision itself in the B2B market involves trade-offs
between equally important evaluation criteria and equally qualified vendors.
True False
18. Intel built a chip fabrication plant in China that serves two purposes. One is to show its
commitment to China and the other is to give Intel strategic advantage over competition that
does not manufacture there.
True False
19. Risk tolerance is an organizational factor that differs among companies trying to decide on
a particular vendor.
True False
20. Dealing with complaints, resolving customer problems and making sure the company is
meeting customer expectations are critical to ensuring customer satisfaction in the B2B
market.
True False
8-3
Multiple Choice Questions
21. B2B is strategically important to companies like Bright House Networks in that it offers
_____ average revenue per user than B2C.
A. Lower
B. Higher
C. The same
D. Uneven
E. Symmetrical
22. The value propositions required to compete and market in the B2B versus the B2C
industries are often:
A. The same
B. Similar but with a business tilt
C. Quite different
D. Pluralistic
E. None of the above
23. A characteristic of B2B companies is that they often make products that end up as
___________ in a finished product.
A. components
B. labels
C. minor features
D. major features
E. factoids
24. Many manufacturers, such as Sharp Electronics, focus on the B2C market but have a
significant level of sales in:
A. The music market
B. The supply chain market
C. The quick sale market
D. The B2B market
8-4
25. Business-to-business markets are:

A. Identical to business-to-consumer markets
B. Similar in most ways to business-to-consumer markets
C. Different in several ways to business-to-consumer markets
D. Different in every way from business-to-consumer markets
E. All of the above
26. The nature of business-to-business markets requires:

A. A more personal relationship between the buyer and seller.
B. Invest more resources to foster and maintain personal contact
C. May even invest in their suppliers in order to strengthen the relationship
D. All of the above
27. Technology plays ____________ type of role in connecting buyers and sellers together in
the B2B market:
A. The same role as B2C markets
B. A critical role in connecting buyers and sellers
C. A lower level role than B2C markets
D. A decreasing role in connecting buyers and sellers
E. No role in connecting buyers and sellers
28. The buying process for B2B markets ___________ than B2C markets.
A. Is more complex
B. Is more circuitous
C. has fewer people involved
D. is more psychological in nature
E. all of the above
29. B2C markets can be characterized as being more ________ than B2B markets.
A. Conservative
B. Liberal
C. Impersonal
D. Personable
E. Likeable
8-5
30. It is said that B2B demand is more _____________ in general than B2C demand for
products or services.
A. Elastic
B. Bimodal
C. Inelastic
D. Systemic
31. A supply chain is ________________________.

A. The synchronized movement of goods through the channel
B. The lack of co-ordinate movement of goods from supplier to user
C. The financial chain that leads from consumer to the producer
D. The sequence of movements coordinated through air space
E. The collegial relationship between two groups of suppliers
32. The relationship between consumer demand for products and demand for B-to-B products
is said to be _______________.
A. Upward sloping demand
B. Downward sloping demand
C. Derived demand
D. Equal demand
E. All of the above
33. Small changes in consumer demand can lead to considerable shifts in business product
demand and it referred to as the ____________.
A. Deceleration effect
B. Transverse effect
C. Modified effect
D. Acceleration effect
8-6
34. Business-to-business demand is said to be relatively inelastic. This means that

_________.
A. As the price increases demand goes up
B. Changes in demand are not significantly affected by the price
C. As demand goes down price goes down with it
D. Demand and supply are independent of each other
35. Many companies use environmental scanning in order to identify things that may have
__________.
A. A long term affect on consumer demand
B. A short term affect on consumer demand
C. A negative affect on consumer demand
D. A positive affect on consumer demand
E. All of the above
36. Boeing has taken steps to build consumer demand for its new 787 Dreamliner although it
only sells the plane to B2B customers. This is an example of ________.
A. Inelastic demand
B. Elastic demand
C. Codependent demand
D. Derived demand
E. Fluctuating demand
37. When you re-order products that are used on a consistent basis, it is called a ________.
A. Purchase
B. Order on demand
C. Two-bin inventory system
D. Modified order on demand
E. Straight rebuy
8-7
38. A straight rebuy is:

A. Re-order products that are rarely used
B. Put re-orders into a buying center to reconsider the supplier
C. Re-order products that are used on a consistent basis
D. Develop a list of suppliers to rank them by price
39. The three main types of buying situations can be characterized as ___________.
A. Straight rebuy, mid-level rebuy and new purchase
B. Straight rebuy, modified rebuy and new purchase
C. Slight rebuy, non-evaluative rebuy and new purchase
D. Buy, rebuy and non-buy
40. When General Motors is familiar with a product and supplier, but still seeks additional
information in the market place, it is called a ________.
A. Straight rebuy
B. Modified rebuy
C. New purchase
D. Filtered buy
41. Moore Diversified Services decides to create a group that is made up of people from the
purchasing department, senior management with financial knowledge, and engineers with
design expertise. It is common for this group to be called _________.
A. Ad hoc group
B. Party planners
C. Selling partners
D. Buying center
E. Post hoc group
8-8
42. Jose is the machine press operator in a small manufacturing facility. He has been on the
job for 7 years and taken extensive training courses with respect to his machine. Jose plays the
role of __________ in the buying process.
A. Influencer
B. User
C. Decider
D. Operator
E. Key holder
43. In the buying process the "user" is characterized as __________________.

A. The actual consumer of the product
B. The actual leader of the buying group
C. The actual evaluator of the product
D. The consultant to the buying group
44. An Initiator is ____________.

A. Any person who starts the purchase process
B. Senior executive that makes a decision that require new resources
C. A "user" who re-orders when supplies run low
D. All of the above
45. Gatekeepers are important in the B2B buying process because ____________.
A. They limit the number of vendors in a given buying process
B. Engineering and quality control create product specifications that block vendors
C. They control access to key people
D. All of the above
8-9
46. Deciders are an important group for the salesperson to be able to identify because
________.
A. They make the ultimate purchase decision
B. They decide what characteristics the product should possess
C. They decide what price the company should pay
D. They have sole control over who is allowed to be a vendor
47. In the buying process there is one group that can play a critical role. This group is often
the first to recognize the problem based on a need and they help define the product
specifications. This group is called ___________.
A. Deciders
B. Gatekeepers
C. Users
D. Influencers
E. Buyers
48. Derek Barber is working on selling some defense equipment to Buccaneer Supply
Company. After getting by the secretary, he decides to talk to people inside the firm to
identify people that he considers to be important in the buying center process. The people he
is targeting are known as __________.
A. Influencers
B. Users
C. Gatekeepers
D. Initiators
E. Product engineers
49. Gatekeepers are important to the buying process because they _________.
A. Control the contract in the buying center
B. Have position power in the organization
C. Control access to key participants in the buying center
D. Control access to the building site of the buying center
E. All of the above
8-10
50. Jefferson Wainright is happy over the growth of the company. As manager of production
floor he wants to expand with another workstation to increase the capacity of the floor.
Jefferson creates a buying center to evaluate various combinations of machines for the new
station. The buying center gives him a list of the machine preferences ordered from 1 to 3.
After reviewing the list, he orders machine 2 due to the past experience with the
manufacturer. Jefferson is playing the role of a _________.
A. Gatekeeper
B. Manager of purchasing
C. Influencer
D. Manager of the floor
E. Decider
51. Hoffman Dirkbond is senior executive in manufacturing. He has been concerned about the
age of the equipment and decides to do a study to evaluate the time and money lost due to
equipment failure. He decides to bring his research to the monthly board meeting. In this way
Dirkbond is playing the role of ___________ in the buying process.
A. Gatekeeper
B. Initiator
C. User
D. Decider
52. Maryanne has noticed that the production of one of the manufacturing teams has lost
productivity over a six month period of time. She puts together a document that describes the
productivity loss and does a study to determine the cause. She finds that one of the key
machines in the process breaks down often. Maryanne asks several machine manufacturers to
come into the company and make proposals. Maryanne is playing the role of ________.
A. Influencer
B. Gatekeeper
C. Initiator
D. User
E. Decider
8-11
53. Sam Celeski is a salesman with an industrial supply house. He discovers that Ingersoll
Rand is going to make a large purchase of equipment and has created a Buying Center to get
the purchase done. Sam's first job is to _______________.
A. Discover the budget for the purchase
B. Develop criteria for the purchase
C. Discover the most important influencer
D. Discover who is part of the buying center
E. Develop a presentation for the buying center
54. NAICS codes now include __________.

A. USA
B. USA and Canada
C. USA, Canada, and Mexico
D. All of the Americas, North and South
E. All of the Americas and the Caribbean Basin
55. With respect to Buying Centers ____________.

A. It is easy to identify the roles people play in the center
B. The most important people are users and influencers
C. Gatekeepers must be understood by the salesperson
D. Deciders usually identify themselves to vendors
56. NAICS codes are a classification of businesses that ___________.

A. List the primary output of the business
B. Each company gets only one code
C. Are used across the US, Mexico and Canada
D. Defines 20 major business sectors
E. All of the above
8-12
57. MRO supplies, materials, repairs and operational supplies and services, are generally
purchased through a ______________.
A. Buying center
B. Buying committee
C. Bid at time of need
D. Straight re-buys
E. Contractual liturgy
58. Companies like Home Depot do business in the B2B market and B2C market out of the
same store. This puts them in the category of businesses called _________.
A. Mixed use enterprise
B. Resellers
C. Value added enterprise
D. Retail merchandiser
E. End sellers
59. Resellers are important to marketers because ______________.

A. They have their own buying centers that service customers
B. They buy equipment and supplies to run their own business
C. They serve as an early warning system to OEM's
D. All of the above
60. The single largest buyer of goods and services in the world is ____________.
A. General Electric
B. Wal-Mart
C. United States Government
D. Russian Government
8-13
61. The primary difference between selling to the profit-oriented market and the nonprofit
market is ______________________.
A. Non-profits use a buying triad instead of a buying center
B. The profit sector pools their money for purchases
C. The vendor list is shorter in the non-profit sector
D. Non-profits have a limited number of resources compared to their profit counterparts
E. All of the above
62. The business market purchase decision process is triggered by someone inside the
company who _____________.
A. Runs out of office supplies
B. Needs a copy and no machine is available
C. Identifies a need
D. Attends a meeting to brainstorm
63. Problem recognition for the business market consumer is triggered by ________.
A. Running out of stock
B. Seeing a new product on television
C. Someone inside or outside the company identifies a need
D. All of the above
64. There are at least two methods to build a list of potential suppliers once product
specifications have been outlined. One of the methods is to use the cumulative experience of
the company over time. The second method is _______.
A. Buying a list from a list broker
B. Use supplier search websites like Thomas Global Register
C. Ask all sales people to respond to the RFP
D. Create a list from the Yellow Pages
E. Go to several trade shows and find suitable suppliers
8-14
65. Not all problems identified by a company necessarily lead to a purchase. The solution may
include ___________________.
A. Improvement in systems
B. Working with employees to get better efficiency
C. Shortage of employees
D. Improved training for new hires
E. All of the above
66. Request for proposal (RFP) is the process of ___________.

A. Getting people to lower the price
B. Achieving strategic advantage over competition
C. Excite suppliers to join our supply chain
D. Putting product specifications into a document for distribution
67. A request for proposals (RFP) ____________________.

A. Is the end point for vendors in the B2B market
B. Is the starting point from which vendors put together their product solution
C. Companies should not bother to bid if they can not meet all of the RFP guidelines.
D. Is not a very time consuming part of the sales process
68. When a company solicits RFP's from suppliers with an open vendor search, the goal is to
__________________.
A. Get several proposals in order to help with negotiations
B. Get one good response from our preferred vendor
C. Get as many responses so the firm can focus only on price
D. Get proposals in order to get competitive intelligence
E. All of the above
8-15
69. When responding to a RFP the B2B marketer may __________.

A. Use CRM or custom software to make all proposals look uniform
B. Assign it to one person in the organization
C. Give the same proposal to all prospective clients
D. Let only the sales team read the proposal
70. When a marketing company responds to an RFP, _____________.

A. It presents clearly how the marketing company's products will meet the product
specifications detailed in the RFP.
B. It makes a case for selecting the marketing company by presenting any additional
information such as unique product features it possesses.
C. It succinctly presents the superior service of the marketing company.
D. All of the above
71. Complex product choice (Did we make the best selection?) in the B2B market depends
upon __________________.
A. Price, product, and distribution criteria
B. Financial, subjective and objective criteria
C. Objective, subliminal and price criteria
D. Financial, value and service criteria
72. Industrial sellers often include with the RFP a ________.

A. Strong financial analysis of the purchase
B. Strong request to be the sole source for the contract
C. Financial incentives to make the purchase in the form of discounts
D. Financial incentives to make the purchase in the form of free service
8-16
73. A big industrial firm is interested in evaluating the potential purchase of a machine. In
order to do this, managers should look at ___________.
A. True cost
B. Total purchase price
C. Total costs over the life of the machine
D. Cost plus insurance on the machine
E. Cost plus the service contract on the machine
74. Financial criteria in the purchase of a complex product for the business market include
__________________.
A. All costs evaluated against the stated life of the product
B. All costs evaluated for one year
C. All costs evaluated for 5 years
D. The time it takes to pay off the loan
75. Sellers are well aware that industrial buyers of products __________________.
A. Need only the highest quality products
B. Need a high and a low level of quality products
C. Need a selection of products with different qualities and price levels
D. Need only low priced products
76. Southwest Airlines is a good example of the concept of service criteria because ______.
A. It flies a variety of planes made by only Boeing
B. It minimize service costs by having untrained employees performing routine maintenance
C. Its service terminals are in low cost parts of the country
D. It flies only Boeing 737's so maintenance crews need to know only one plane.
8-17
77. The most fundamental criterion in vendor selection is ____________.

A. Serviceability
B. Price
C. Reliability
D. Location
E. Intangibility
78. Intel demonstrated their commitment to China by ____________.

A. Making China a key supplier of chips
B. Opening a new plant in China
C. Giving China the product specifications for the most advanced chips
D. Giving China the best price on the latest chips
E. All of the above
79. A fundamental criterion in vendor selection is the vendor's ability to meet contractual
obligations including delivery times and service schedules. This concept is called ______
A. Supplier choice
B. Dependability
C. Reliability
D. Sustainability
80. Accountants, purchasing agents, engineers, and other players in a buying center perceive
the evaluation of products in different ways which makes a buying center:
A. Less effective than a center handled only by purchasing
B. More effective since individuals with different perspectives gives a well-rounded view of
the purchase decision.
C. Chaotic since there are so many different view points for a product evaluation
D. All of the above
8-18
81. Once a purchase decision is made, the sales process continues and is called
_____________.
A. Cognitive dissonance
B. Purchase evaluation process
C. Post mortem analysis
D. Post purchase evaluation
82. Any influence on the product and supplier choice is an organizational factor. The primary
organizational factor is _________.
A. Needs and desires of those involved
B. Opportunity for promotion of the buying center manager
C. Product specifications
D. Financial considerations
E. Risk tolerance
83. Once a sale is made and the product delivered in the B2B market the buyer _____.
A. Evaluates the product and supplier in a post purchase process
B. Considers the sale complete
C. Looks for rapid installation of the product
D. Uses pert charts to evaluate time efficiencies
84. All companies lose customers periodically. Losing a customer can be difficult or it can
________________.
A. Be an epiphany
B. Be an episode of self-reflection
C. Be an opportunity to reacquire customers
D. Be an excuse to let people go
E. Be lead to lower prices because of pressure from the sales force
8-19
85. EDI (electronic data interchange) allows _________.

A. Companies to talk to each other daily
B. Customer computers to communicate directly with supplier computers
C. Computers to fulfill the buying center function
D. Computers to do complex product evaluation with limited human involvement
E. All of the above
86. B-to-B transactions have been growing at a phenomenal rate. On-line B-to-B sales
worldwide is now in excess of ______________.
A. $100 million dollars
B. $500 million dollars
C. $1 billion dollars
D. $1 trillion dollars
87. One of the benefits of electronic data interchange (EDI) is ________

A. Customer computers communicate directly with supplier computers
B. Suppliers can listen in on buyers
C. Buyers get better prices than ever before
D. Late deliveries are less common
E. Technology linkages are more plentiful
88. The process of business purchasing on-line is called _____________.

A. Fast procurement
B. Channel management
C. E-procurement
D. Team procurement
E. Effective procurement
8-20
89. Many companies have set up direct links to approved supplier to make the purchase easier
and move it closer to the front line decision makers. These direct links are called
_________________.
A. Internet connections
B. Google B2B
C. Intranet
D. Extranet
E. T-lines of connection
90. Office Depot has a number of direct relationships using EDI with thousands of companies.
This relationship is done through a concept called ____________.
A. Extranet
B. Intranet
C. Electronic impact analysis
D. Utility functionality
E. Quick response program
Short Answer Questions
91. In B2B marketing, companies rely on a more personal relationship between the buyer and
seller, how does this differ from consumer marketing?
92. Within the organization, who is the person most responsible for maintaining B2B
relationships? Why?
8-21
93. Why does technology play a critical role in connecting the buyer and the seller in the B2B
market?
94. Business markets are characterized by fewer, but larger customers, how does this affect
customer retention?
95. Why is geographic concentration an important part of some B2B relationships?
96. Define supply chain?
8-22
97. How has the demand for biofuels affected the demand for corn?
98. Why is the demand for products and services different in a business market?
99. Las-X makes medical lasers used in hair removal and cosmetic surgery. The company
recognizes that consumers have less disposable income now than they did just a few years
ago. Who are customers for Las-X and how does consumer demand impact Las-X? What
demand concept is illustrated here?
100. Kiran runs Power3, a specialized battery manufacturer. His biggest account is an
international digital camera manufacturing company. Kiran would like to increase sales and
believes that if he lowers the price of his lithium batteries he will receive larger orders from
the digital camera manufacturer. What would you tell Kiran about the demand for his
product?
8-23
101. Why is a new purchase the most difficult buying situation?
102. Why is the buying center an important part of the purchasing decision?
103. Lucy is executive assistant to Doug Belden, the C.E.O, at Belden & Belden Office
Supply. Since Mr. Belden makes most final decisions in regards to purchasing decision, Lucy
is a key member of the buying center process. Recently Lucy has received information from a
new salesperson for one of their key suppliers, she is now deciding whom to send the
information to within the organization. What member of the buying center process is Lucy?
What member of the buying center process is the Mr. Belden?
104. How does the North American Industrial Classification System (NAICS) help in B2B
marketing?
8-24
105. Making Waves Boating has just returned from a trade show where managers purchased
ten new boats and multiple boating accessories. Making Waves already has promised five of
the boats to a local resort, and by Monday the remaining new items will be on the showroom
floor ready for purchase. In a B2B market what would Marking Waves be labeled as a seller?
Why?
106. How do government purchase practices differ from other B2B purchase practices?
107. Tyrone owns Orchid Odyssey a plant nursery that specializes in orchids. Tyrone has had
significant success with his Orchid of the Month mail order program, and as a result needs
larger nursery space. What part of the business market purchase decision process has Tyrone
just illustrated? What will he need to do next?
108. When making a product selection as part of the business market purchase decision
process, what three primary criteria are used to make a decision?
8-25
109. Businesses understand that supplier qualifications are a main part of the purchase
decision. What are the main criteria the supplier choice decision and what to they represent?
110. Why is it so important for the buyer and seller to participate in the post-purchase
evaluation of a product and supplier?
111. Maureen runs a hospital in a metropolitan area, she believes that the hospital should
implement an electronic data interchange (EDI) system, but she is meeting some resistance.
What would you tell some of the people that are resisting the EDI system?
Essay Questions
112. In B2B markets, relationships and technology are increasingly important. Describe the
role of each.
8-26
113. Katherine is the marketing VP for a cleaning supply manufacturer. The firm's products
are proven to kill 99% of bacteria. The current target market of hospitals and skilled nursing
facilities. Katherine is considering branching into the consumer products market and wants
your advice on the five major differences in business and consumer markets. What do you say
to her?
114. Victor has just transitioned from working in a primarily consumer driven market to
working in a B2B market. His company manufactures headlights for various vehicles. Victor's
business partner believes they need to move their production plant closer to their major
customers, Victor believes they can continue to operate as they always have. Who is right?
Why?
115. Rosa, a marketing consultant, is preparing a report for a client that produces lumber for
use in the housing market. She is writing a section on market demand and needs to explain the
three types of demand. How should she explain this to her client?
8-27
116. Scampi Seafood processes fresh shrimp and fish caught off the coast of Louisiana. The
company wants to build another processing plant in Texas. Utilizing your knowledge of the
B2B purchasing process, explain how straight rebuy, modified rebuy and new purchase will
affect the purchasing of materials to build and open the new processing plant.
117. Antonio just graduated from the MBA program at this university and went to work at his
family's business, which is building custom wood furniture. He has finally convinced his
father that they need to upgrade the machinery they use to make the furniture and has started
to put together a buying center to make the purchase. His father doesn't think a buying center
is necessary and told Antonio to make the decision, what should Antonio say to his father
about the buying center? Whom should Antonio contact to be a member of the buying
center?
118. Kenny is the leading salesperson for Polymer Sci., a supplier specializing in polymers
used in manufacturing processes. He wants to find new customers so he has started to
research how to approach a buying center. What are some challenges that he will face?
8-28
119. Kari is the CEO of an up-and-coming new fashion label. She has just received a big
order and needs to obtain the necessary equipment and materials to be able to fulfill the order.
She has hired you, a business consultant, to assist her in making her decision. How would you
walk her through the business market consumer decision process?
120. You decided to open a sports bar with your best friend and are now trying to decide
between two suppliers. What do you consider when making your final decision?
121. Why is e-procurement play a larger role in B2B markets than in consumer markets?
What are some of the methods that have been put in place to make e-procurement ideal for the
B2B market?
8-29
Chapter 08 Understanding Customers: Business to Business Markets Answer

Key
True / False Questions
1. (p. 209) The value propositions required to compete and market in B2B versus B2C are often
the same.
FALSE
AASCB Standard: communication

Bloom's Taxonomy: knowledge
Difficulty: easy
Learning Objective: Recognize the importance of B2B marketing
2. (p. 211) While many companies operate in the business-to-consumer markets, all companies
operate in a business-to-business market.
TRUE

Difficulty: easy
3. (p. 212) B2B companies often have a few companies that represent a large portion of their
sales. This means that losing one larger customer has striking implications for the company.
TRUE

Difficulty: easy
Learning Objective: Understand the differences between B2C and B2B markets
8-30
4. (p. 212) Customers in the B2B market place demand not only a personal relationship with
their vendors but also an efficient one.
TRUE

Difficulty: easy
5. (p. 213) The consumer buying process takes longer and is more complex than the B-to-B
buying process.
FALSE

Difficulty: easy
6. (p. 213) Business markets tend to concentrate in certain locations in the United States as a
result of suppliers wanting to be located close to one another.
TRUE

Difficulty: easy
7. (p. 217) The goal of business sellers in straight re-buy situations is to become the preferred
supplier. Companies not on the approved list of suppliers are called out suppliers.
TRUE

Difficulty: easy
8-31
8. (p. 218) A Buying Center is a permanent group of people at a B2B company that decides on
each new purchasing decision. It is most common for only one buying center to exist at any
time in a company.
FALSE

Difficulty: easy
Learning Objective: Understand the critical role of the buying center and each participant in the B2B process
9. (p. 219) Users in the buying process have enhanced responsibilities in new purchase and
modified re-buy situations when product specifications are being set for the purchase
decision.
TRUE

Difficulty: easy
10. (p. 219) Influencers are any individuals, both inside and outside the organization, with
relevant expertise in a particular area that is used by the buying center in making the final
decision.
TRUE

Difficulty: easy
11. (p. 219) One of the toughest challenges facing salespeople in a new or modified re-buy
situation is getting access to the right people.
TRUE

Difficulty: easy
8-32
12. (p. 219) The people in a company blocking access to key personnel in the buying process are
called Goalies.
FALSE

Difficulty: easy
13. (p. 219) Deciders can be come from a variety of roles in the organization. For example, they
can be a CEO, a CFO, the head of the buying center, or can be a group coming to a consensus
on a particular purchase.
TRUE

Bloom's Taxonomy: comprehension
Difficulty: easy
14. (p. 221) The NAICS codes list all of a particular companies business sectors. A company can
be listed in several different categories.
FALSE

Difficulty: easy
15. (p. 222) There are two types of end user purchases-capital equipment and sundries.
FALSE

Difficulty: easy
8-33
16. (p. 225) It is best for a company looking for or maintaining a strategic relationship with a
client if their sales team is involved with the creation of an RFP with the client.
TRUE
AASCB Standard: analytic

Difficulty: moderate
Learning Objective: Learn the B2B purchase decision process and different buying situations
17. (p. 227) It is often the case that the purchase decision itself in the B2B market involves trade-
offs between equally important evaluation criteria and equally qualified vendors.
TRUE

18. (p. 229) Intel built a chip fabrication plant in China that serves two purposes. One is to show
its commitment to China and the other is to give Intel strategic advantage over competition
that does not manufacture there.
TRUE

19. (p. 230) Risk tolerance is an organizational factor that differs among companies trying to
decide on a particular vendor.
TRUE

Difficulty: easy
8-34
20. (p. 230) Dealing with complaints, resolving customer problems and making sure the
company is meeting customer expectations are critical to ensuring customer satisfaction in the
B2B market.
TRUE

Difficulty: easy
Multiple Choice Questions
21. (p. 209) B2B is strategically important to companies like Bright House Networks in that it
offers _____ average revenue per user than B2C.
A. Lower
B. Higher
C. The same
D. Uneven
E. Symmetrical

Difficulty: easy
22. (p. 209) The value propositions required to compete and market in the B2B versus the B2C
industries are often:
A. The same
B. Similar but with a business tilt
C. Quite different
D. Pluralistic

Difficulty: easy
8-35
23. (p. 210) A characteristic of B2B companies is that they often make products that end up as
___________ in a finished product.
A. components
B. labels
C. minor features
D. major features
E. factoids

Difficulty: easy
24. (p. 210) Many manufacturers, such as Sharp Electronics, focus on the B2C market but have a
significant level of sales in:
A. The music market
B. The supply chain market
C. The quick sale market
D. The B2B market

Difficulty: easy
25. (p. 211) Business-to-business markets are:

A. Identical to business-to-consumer markets
B. Similar in most ways to business-to-consumer markets
C. Different in several ways to business-to-consumer markets
D. Different in every way from business-to-consumer markets
E. All of the above

Difficulty: easy
8-36
26. (p. 211) The nature of business-to-business markets requires:

A. A more personal relationship between the buyer and seller.
B. Invest more resources to foster and maintain personal contact
C. May even invest in their suppliers in order to strengthen the relationship
D. All of the above

Difficulty: easy
27. (p. 212) Technology plays ____________ type of role in connecting buyers and sellers
together in the B2B market:
A. The same role as B2C markets
B. A critical role in connecting buyers and sellers
C. A lower level role than B2C markets
D. A decreasing role in connecting buyers and sellers
E. No role in connecting buyers and sellers

Difficulty: easy
28. (p. 212) The buying process for B2B markets ___________ than B2C markets.
A. Is more complex
B. Is more circuitous
C. has fewer people involved
D. is more psychological in nature
E. all of the above

Difficulty: easy
8-37
29. (p. 212) B2C markets can be characterized as being more ________ than B2B markets.
A. Conservative
B. Liberal
C. Impersonal
D. Personable
E. Likeable

Difficulty: easy
30. (p. 212) It is said that B2B demand is more _____________ in general than B2C demand for
products or services.
A. Elastic
B. Bimodal
C. Inelastic
D. Systemic

Difficulty: easy
31. (p. 213) A supply chain is ________________________.

A. The synchronized movement of goods through the channel
B. The lack of co-ordinate movement of goods from supplier to user
C. The financial chain that leads from consumer to the producer
D. The sequence of movements coordinated through air space
E. The collegial relationship between two groups of suppliers

Difficulty: easy
8-38
32. (p. 215) The relationship between consumer demand for products and demand for B-to-B
products is said to be _______________.
A. Upward sloping demand
B. Downward sloping demand
C. Derived demand
D. Equal demand
E. All of the above

Difficulty: easy
33. (p. 215) Small changes in consumer demand can lead to considerable shifts in business
product demand and it referred to as the ____________.
A. Deceleration effect
B. Transverse effect
C. Modified effect
D. Acceleration effect

34. (p. 215) Business-to-business demand is said to be relatively inelastic. This means that
_________.
A. As the price increases demand goes up
B. Changes in demand are not significantly affected by the price
C. As demand goes down price goes down with it
D. Demand and supply are independent of each other

Difficulty: easy
8-39
35. (p. 215) Many companies use environmental scanning in order to identify things that may
have __________.
A. A long term affect on consumer demand
B. A short term affect on consumer demand
C. A negative affect on consumer demand
D. A positive affect on consumer demand
E. All of the above

Difficulty: easy
36. (p. 215) Boeing has taken steps to build consumer demand for its new 787 Dreamliner
although it only sells the plane to B2B customers. This is an example of ________.
A. Inelastic demand
B. Elastic demand
C. Codependent demand
D. Derived demand
E. Fluctuating demand

Bloom's Taxonomy: application
Difficulty: easy
37. (p. 216) When you re-order products that are used on a consistent basis, it is called a
________.
A. Purchase
B. Order on demand
C. Two-bin inventory system
D. Modified order on demand
E. Straight rebuy

Difficulty: easy
8-40
38. (p. 216) A straight rebuy is:

A. Re-order products that are rarely used
B. Put re-orders into a buying center to reconsider the supplier
C. Re-order products that are used on a consistent basis
D. Develop a list of suppliers to rank them by price

Difficulty: easy
39. (p. 216) The three main types of buying situations can be characterized as ___________.
A. Straight rebuy, mid-level rebuy and new purchase
B. Straight rebuy, modified rebuy and new purchase
C. Slight rebuy, non-evaluative rebuy and new purchase
D. Buy, rebuy and non-buy

40. (p. 217) When General Motors is familiar with a product and supplier, but still seeks
additional information in the market place, it is called a ________.
A. Straight rebuy
B. Modified rebuy
C. New purchase
D. Filtered buy

Difficulty: easy
8-41
41. (p. 218) Moore Diversified Services decides to create a group that is made up of people from
the purchasing department, senior management with financial knowledge, and engineers with
design expertise. It is common for this group to be called _________.
A. Ad hoc group
B. Party planners
C. Selling partners
D. Buying center
E. Post hoc group

42. (p. 218) Jose is the machine press operator in a small manufacturing facility. He has been on
the job for 7 years and taken extensive training courses with respect to his machine. Jose plays
the role of __________ in the buying process.
A. Influencer
B. User
C. Decider
D. Operator
E. Key holder

43. (p. 219) In the buying process the "user" is characterized as __________________.
A. The actual consumer of the product
B. The actual leader of the buying group
C. The actual evaluator of the product
D. The consultant to the buying group

Difficulty: easy
8-42
44. (p. 219) An Initiator is ____________.

A. Any person who starts the purchase process
B. Senior executive that makes a decision that require new resources
C. A "user" who re-orders when supplies run low
D. All of the above

Difficulty: easy
45. (p. 219) Gatekeepers are important in the B2B buying process because ____________.
A. They limit the number of vendors in a given buying process
B. Engineering and quality control create product specifications that block vendors
C. They control access to key people
D. All of the above

Difficulty: easy
46. (p. 219) Deciders are an important group for the salesperson to be able to identify because
________.
A. They make the ultimate purchase decision
B. They decide what characteristics the product should possess
C. They decide what price the company should pay
D. They have sole control over who is allowed to be a vendor

Difficulty: easy
8-43
47. (p. 219) In the buying process there is one group that can play a critical role. This group is
often the first to recognize the problem based on a need and they help define the product
specifications. This group is called ___________.
A. Deciders
B. Gatekeepers
C. Users
D. Influencers
E. Buyers

48. (p. 219) Derek Barber is working on selling some defense equipment to Buccaneer Supply
Company. After getting by the secretary, he decides to talk to people inside the firm to
identify people that he considers to be important in the buying center process. The people he
is targeting are known as __________.
A. Influencers
B. Users
C. Gatekeepers
D. Initiators
E. Product engineers

49. (p. 219) Gatekeepers are important to the buying process because they _________.
A. Control the contract in the buying center
B. Have position power in the organization
C. Control access to key participants in the buying center
D. Control access to the building site of the buying center
E. All of the above

Difficulty: easy
8-44
50. (p. 219) Jefferson Wainright is happy over the growth of the company. As manager of
production floor he wants to expand with another workstation to increase the capacity of the
floor. Jefferson creates a buying center to evaluate various combinations of machines for the
new station. The buying center gives him a list of the machine preferences ordered from 1 to
3. After reviewing the list, he orders machine 2 due to the past experience with the
manufacturer. Jefferson is playing the role of a _________.
A. Gatekeeper
B. Manager of purchasing
C. Influencer
D. Manager of the floor
E. Decider

51. (p. 219) Hoffman Dirkbond is senior executive in manufacturing. He has been concerned
about the age of the equipment and decides to do a study to evaluate the time and money lost
due to equipment failure. He decides to bring his research to the monthly board meeting. In
this way Dirkbond is playing the role of ___________ in the buying process.
A. Gatekeeper
B. Initiator
C. User
D. Decider

8-45
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True / False Questions

Multiple Choice Questions

25. Business-to-business markets are:

26. The nature of business-to-business markets requires:

31. A supply chain is ________________________.

34. Business-to-business demand is said to be relatively inelastic. This means that

38. A straight rebuy is:

43. In the buying process the "user" is characterized as __________________.

44. An Initiator is ____________.

54. NAICS codes now include __________.

55. With respect to Buying Centers ____________.

56. NAICS codes are a classification of businesses that ___________.

59. Resellers are important to marketers because ______________.

66. Request for proposal (RFP) is the process of ___________.

67. A request for proposals (RFP) ____________________.

69. When responding to a RFP the B2B marketer may __________.

70. When a marketing company responds to an RFP, _____________.

72. Industrial sellers often include with the RFP a ________.

77. The most fundamental criterion in vendor selection is ____________.

78. Intel demonstrated their commitment to China by ____________.

85. EDI (electronic data interchange) allows _________.

87. One of the benefits of electronic data interchange (EDI) is ________

88. The process of business purchasing on-line is called _____________.

Short Answer Questions

95. Why is geographic concentration an important part of some B2B relationships?

96. Define supply chain?

101. Why is a new purchase the most difficult buying situation?

Chapter 08 Understanding Customers: Business to Business Markets Answer

True / False Questions

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: analytic

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

Multiple Choice Questions

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

25. (p. 211) Business-to-business markets are:

AASCB Standard: communication

26. (p. 211) The nature of business-to-business markets requires:

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication