Business-to-Business Marketing Ch 5 (Part 4)

58. A visitor to an ice cream parlour is interested in the choco-sundae that the parlour specializes in, which contains nuts and honey procured from the best suppliers in town. However, the visitor does not like nuts in ice cream and decides to try another ice cream. With reference to the roles in a buying centre, the visitor can be considered the: A. gatekeeper. B. buyer. C. user. D. initiator. E. influencer. The user is the person(s) who consumes or uses the product or service. 59. Michael works in an insurance firm. He handles all the formalities and documentation of the insurance policies purchased by the clients. Michael's role is similar to that of a(n): A. buyer. B. user. C. decider. D. influencer. E. agent. In this case Michael's role is similar to that of a buyer. A buyer is the person who handles the paperwork of the actual purchase. 60. A technical firm that assembles computers decides to buy LCD monitors from a supplier that specializes in LCD monitors and batteries. The materials manager at the firm suggests to the top management to place an order for both monitors and batteries at the same time so that he can save on transportation costs and also get a discount for bulk purchase. The role played by the manager is that of a(n): A. influencer. B. user. C. decider. D. buyer. E. gatekeeper. In this case the manger's role is similar to that of a buyer. A buyer is the person who handles the paperwork of the actual purchase. 61. In a buying centre, the role of controlling information or access to decision makers is called the: A. decider. B. initiator. C. influencer. D. gatekeeper. E. buyer. A gatekeeper is a person who controls information or access, or both, to decision makers and influencers. 62. Frank is an administrative assistant at a university. He has access to all the records and information pertaining to students, such as race, social class, family connections, and athletic ability. He restricts administrators from accessing this information, so that the admission process is not affected by these factors and is fair to students. In a buying centre context, Frank's role is similar to the role of a(n): A. influencer. B. decider. C. initiator. D. user. E. gatekeeper. In this case, Frank's role is similar to that of a gatekeeper. A gatekeeper is a person who controls information or access, or both, to decision makers and influencers. 63. Reassure Inc. is an insurance firm that focuses on health insurance. Customers must submit all personal details related to their health when taking out an insurance policy. The firm marks all these details as confidential and only a few people within the firm have access to them. In a buying centre context, this role played by the insurance firm in restricting access to client information is similar to the role of a(n): A. decider. B. gatekeeper. C. influencer. D. initiator. E. user. In this case, the role played by the insurance firm is similar to that of a gatekeeper. A gatekeeper is a person who controls information or access, or both, to decision makers and influencers. 64. A buying centre in which one person makes the decision alone though there may be multiple participants is known as a(n): A. democratic buying centre. B. consensus buying centre. C. autocratic buying centre. D. modified buying centre. E. consultative buying centre. In an autocratic buying centre, though there may be multiple participants, one person makes the decision alone. 65. Which of the following best defines a buying centre in which the majority rules while making decisions? A. Autocratic B. Consensus C. Modified D. Consultative E. Democratic In an autocratic buying centre, though there may be multiple participants, one person makes the decision alone, whereas the majority rules in a democratic buying centre. 66. In a consultative buying centre, there are multiple participants: A. but one person makes the decision alone without taking inputs from others. B. and all the participants must reach a collective agreement in making the final decision. C. but the majority rules in making the final decision. D. but one person makes the decision after receiving valuable input from others. E. and one person influences the views of other participants in making the final decision. Consultative buying centres use one person to make a decision, but he or she solicits input from others before doing so. 67. In which of the following buying centre cultures must all members of the team reach a collective agreement that they can support a particular purchase? A. Consultative buying centre B. Consensus buying centre C. Autocratic buying centre D. Modified buying centre E. Democratic buying centre In a consensus buying centre, all members of the team must reach a collective agreement that they can support a particular purchase. 68. All the members of the expert committee at an automobile firm reached a collective agreement and supported the proposal submitted by a vendor. This is an example of a(n): A. autocratic buying centre. B. consensus buying centre. C. consultative buying centre. D. democratic buying centre. E. modified buying centre. In a consensus buying centre, all members of the team must reach a collective agreement that they can support a particular purchase. 69. Which of the following social networking sites is mainly used for professional networking in the business-to-business (B2B) marketplace? A. Facebook B. Orkut C. LinkedIn D. Flickr E. Myspace The LinkedIn social network is mainly used for professional networking in the B2B marketplace. 70. The goal of white papers used by marketers in a business-to-business (B2B) marketplace is to: A. promote a product or solution from a specific company in the market. B. help companies manage their followers, track analytics, and update their posts. C. encourage companies to set up goals and put up their own money to increase their accountability. D. provide valuable information that will help the company address its problems with new solutions. E. control information or access to decision makers and influencers. The goal of white papers is to provide valuable information that a businessperson can easily understand and that will help the company address its problems with new solutions. 71. Which of the following buying situations requires the buying centre to proceed through all the steps of a buying process and involve many people in the buying decision? A. A modified rebuy B. A straight rebuy C. A specific rebuy D. A new buy E. A discount buy In a new buy situation, a customer purchases a good or service for the first time, which means the buying decision is likely to be quite involved because the buyer or the buying organization does not have any experience with the item. 72. A modified rebuy refers to a buying situation in which: A. a product is being purchased for the first time at a desired price level. B. a similar product has been purchased in the past but some specifications have been changed. C. the buying decision is likely to be quite involved and lengthy. D. the buying centre does not have any previous experience with the product. E. the buying centre buys additional units of a product that had previously been purchased. In a modified rebuy, the buyer has purchased a similar product in the past but has decided to change some specifications, such as the desired price, quality level, customer service level, and options. 73. The buying situation that occurs most commonly in business-to-business (B2B) markets is a: A. new buy. B. discount buy. C. specific buy. D. straight rebuy. E. modified rebuy. A straight rebuy occurs when the buyer or buying organization simply buys additional units of products that had previously been purchased. A tremendous amount of B2B purchases are likely to fall in the straight rebuy category. 74. The buyer is often the only member of the buying centre involved in the process in a: A. modified rebuy. B. supplier buy. C. straight rebuy. D. new buy. E. discount buy. A straight rebuy occurs when the buyer or buying organization simply buys additional units of products that had previously been purchased. A tremendous amount of B2B purchases are likely to fall in the straight rebuy category. 75. Which of the following is true about a straight buy? A. The buyer orders a previously purchased product with some modifications. B. The buyer is often the only member of the buying centre involved in the process. C. The buying centre is likely to proceed through all six steps of the buying process. D. The buying organization does not have any experience with the ordered product. E. The buying process involves many people in the buying decision. A straight rebuy occurs when the buyer or buying organization simply buys additional units of products that had previously been purchased. In straight rebuys, however, the buyer is often the only member of the buying centre involved in the process. 76. Which of the following statements is true about white papers in a business-to-business (B2B) environment? A. About fewer than 5 percent of B2B buyers regularly read white papers before making a purchase. B. White papers are usually directed specifically at household consumers. C. The goal of white papers is to guarantee profits from sale of goods and services. D. A good white paper usually provides information about the industry in a promotional sense. E. A significant majority of B2B marketers use white papers for their marketing efforts. The majority of B2B marketers use white papers for their marketing efforts, and 71 percent of B2B buyers regularly read them prior to making a purchase. 77. A cloth manufacturing company requires raw materials such as cotton and jute for its range of products. To gain more knowledge about its needs, the company is guided by a set of documents that provides valuable information about the current trends in the industry. The document also gives various inputs on arriving at the solution for the problem at hand. This type of document is most likely to be in the nature of a: A. mission statement. B. débenture. C. reverse auction. D. bond. E. white paper. This document is most likely to be in the nature of a white paper. A good white paper provides information about the industry and its challenges in an educational context, rather than a promotional sense, to avoid seeming like simply propaganda. That is, the goal of white papers is to provide valuable information that a businessperson can easily understand, and that will help the company address its problems with new solutions.