general business data bank

Question # 00003282 Posted By: spqr Updated on: 11/09/2013 12:22 AM Due on: 11/30/2013
Subject Marketing Topic Marketing Tutorials:
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81. Office supplies are good examples of what are called bottleneck products.

82. Strategic products have high value and cost to the customer and also involve high risk.

83. According to the buygrid framework described in the text, a performance review completes the buygrid as a last step.

84. The buying process begins when someone places an order with a sales representative.

85. Product value analysis (PVA) is an approach to cost reduction in which components are studied to determine if they can be redesigned or standardized or made by cheaper methods of production.

86. A buying alliance attempts to use their combined leverage to obtain lower prices for raw materials.

87. In the business-to-business market on the Internet, the majority of purchases fall under the category of services (e.g., advertising, financial needs, et cetera).

88. With respect to proposal solicitation in B2B, sellers begin the process by requesting permission to make a proposal rather than waiting for the buyer to request one.

89. In general, buyers review the product and its price rather than any other considerations about the seller as a buying decision is made.

90. With respect to assessing customer value, in conjoint analysis customers are asked to rank their preference for alternative market offerings or concepts.

91. The buying center has many responsibilities; however, it does not negotiate with suppliers in order to avoid a conflict of interest.

92.“OTIFNE” is the term that summarizes three desirable outcomes of a B-to-B transaction, stands for: on time, in full, no error.

93. Most performance reviews are conducted by outside auditing agencies to avoid bias and internal discrepancies.

94. Corporate credibility depends on: corporate expertise, corporate trustworthiness, and corporate likeability.

95. One of the problems facing B2B on the Web is that many firms often impose more stringent requirements on their online business partners than they do on non-online partners.

96. One of the eight categories of buyer-seller relationships is the contractual transaction that generally shows low levels of trust, cooperation, and interaction; exchange is defined by formal contract.

97. In the “customer is king” category of buyer-seller relationship, the category is characterized as being one that it relatively simple where routine exchanges with moderately high levels of cooperation and information exchange occurs.

98. A good illustration of a member of the institutional market would Boeing because it is a member of the aviation institution structure.

99. The United States government is the largest customer in the world.

100. Today, almost all companies that sell to the U.S. government use a marketing orientation because of the special relationship required.

Essay

101. Business markets have several characteristics that contrast sharply with those of consumer markets. Name and briefly characterize five of those contrasts.

102. Illustrate the differences between a straight rebuy, modified rebuy, and a new task purchase.

103. List and briefly describe the seven roles played by members of a buying center.

104. In defining target market segments, four types of business customers can often be identified with corresponding marketing implications. List and briefly describe each of these business customers.

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105. Explain the concept of solution selling. Give one example of this approach.

106. The upgrading of purchasing means that business marketers must upgrade their sales personnel to match the higher caliber of the business buyers. List and briefly describe the three company purchasing orientations that buyers select from.

107. Peter Kraljic distinguished four product-related purchasing processes. List and briefly describe each of these four product groups.

section.

108. List the stages (buyphases) of the industrial buying process.


109. List and briefly characterize five methods of assessing customer value.

110. Cannon and Perreault found that buyer-supplier relationships differed according to four factors: availability of alternatives; importance of supply; complexity of supply; and supply market dynamism. Based on these four factors, they classified buyer-supplier relationships into eight different categories. What are those categories?

APPLICATION QUESTIONS

Multiple Choice

111. German software company SAP has become a leading seller to the business market by specializing in software to automate business functions. SAP’s ________ strategy is to focus carefully on what customers want, and shows them how SAP’s software applications can improve profits, raise revenue, or reduce costs.

a. product

b. service

c. leadership

d. concentrated

e. simplistic


112. The ________ market consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to others.

a. non-profit

b. business

c. hardware

d. software

e. government

113. IBM counts small to midsize businesses as 20 percent of its business and has launched ________, a line of hardware, software services, and financing, for this market.

a. Impresario

b. Express

c. Datacount

d. Smallbiz

e. TaxMan

114. More than half of U.S. business buyers are concentrated in seven states. Which of the following states WOULD NOT be among those favored by business buyers?

a. Texas

b. New York

c. California

d. Pennsylvania

e. Ohio

115. Jason Riggs’ company is considered to be an in-supplier for a lawn mower manufacturer. However, recently the lawn mower company has put out a memo to in- and out-suppliers indicating that it would like to modify product specifications and delivery schedules. Which of the following buying situations is most likely to be in operation given the data above?

a. Straight rebuy

b. Elastic rebuy

c. Fluctuating rebuy

d. Flatten rebuy

e. Modified rebuy


116. All of the following are considered to be guidelines for selling to small businesses EXCEPT ________.

a. do not use the Internet

b. do keep it simple

c. don’t lump small and midsize businesses together

d. don’t forget about direct contact

e. do provide after the sale support

117. Ford Motor Co. has forged supplier and manufacturing relationships around the world. Today, an accurate description of this automotive giant is one where it is characterized as being mainly a car ________.

a. designer

b. manufacturer

c. assembler

d. distributor

e. promoter

118. If you decided to go into the systems contractingbusiness, which of the following categories would constitute your main area of expertise in that this area would be what service you provide for customers.

a. Computer applications

b. Database management

c. Manufacturing

d. Promotion management

e. MRO (maintenance, repair, operating) supplies

119. Think about what you have learned about a buying center. If you performed the role of the ________, you would be the person that has the power to prevent sellers or information from them in reaching other members of the buying center.

a. initiator

b. influencer

c. decider

d. gatekeeper

e. approver


120. According to Webster, with respect to buying center influences, senior managers should remember that people are ________.

a. not buying products—they are buying solutions to problems

b. buying products that they personally will not use

c. buying surrogates that must appreciate that role

d. are human shopping bots

e. limited in their scope of overall business operations

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