Question 1

Why is it important for sales representatives to know whether a potential business customer is making a new buy or a modified rebuy decision?

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Question 2

Create a realistic example of a B2B buying center, describing the different roles played by members of the team.

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Question 3

Manufacturers like Volkswagen often have testing departments that test incoming parts and supplies. The primary reason for these premanufacturing tests is to avoid using faulty materials in the manufacturing process that can cause major problems later. How might Volkswagen also use these results in the business-to-business buying process?

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Question 4

Why is it important for marketers to identify who plays which role in a buying center?

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Question 5

When Nick proposed switching the company to Vonage for VOIP telephone calls, he had to approach Serena, assistant to the firm's head of the purchasing department, to find out how to proceed. Everyone in the company knows that nothing gets purchased without going through Serena first. Explain Serena's role in a buying center.

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Question 6

As a business-to-business marketer, would you prefer to market to a firm with an autocratic or a consensus buying center culture, and why?

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Question 7

Colleen is a notepad computer salesperson about to call on the Northeast Corridor Health Care Association. This group provides computer technology to all hospitals and doctors in the northeastern United States. She would like to know in advance whether the association's buying center is autocratic or democratic. What types of behavior might she observe that would help her to tell which of these two types of buying centers it is? How should she change her sales approach depending on which type it is?

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Question 8

Owen used to sell cars at an automobile dealership. Now he sells repossession services to automobile dealers. To be successful, what changes in the buying process will Owen have to adjust to?

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Question 9

A team of people are brought together to purchase new pews for a church. Fr. Mark has been trying for years to get the church to buy new pews, so he is thrilled. Judy, Fr. Mark's longtime secretary, feels very strongly that the pews need to be made of maple to match the old pews, and they need to have cushions for comfort. Everyone is a little afraid of Judy because she manages Fr. Mark's schedule closely, and no one gets to him without her OK. Casey called the meeting and is chair of the committee, so ultimately he will choose which pews they will purchase. Harriet is the office manager and does all the ordering. Using the six categories of roles within the buying center, state which person is fulfilling each role. Note that in one instance, a person is performing two roles.

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Question 10

The buying center concept has parallels in business-to-consumer buying situations when groups are making buying decisions. Describe a situation where a group of consumers will make a purchasing decision and explain how consumer roles might mirror those in a buying center.

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Question 11

The World Trade Organization creates proposals that are then discussed by more than 150 member countries and not approved until the proposal is agreeable to all. Describe the type of organizational culture that exists in the WTO.

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Question 12

When would a business use the RFP process? What is the advantage of using this process?

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Question 13

Identify the four general types of organizational buying center cultures, and explain how these may impact the approach taken by a salesperson.

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Question 14

Nick wants his company to consider using Vonage for VOIP telephone calls instead of its existing telephone provider. He approaches his supervisor, the telecom manager, and suggests this change. Describe the role that Nick plays in the buying center concept.

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Question 15

Suppose that six months ago, Levi Strauss & Co. began working with a new vendor for zippers, snaps, and other hardware used on its jeans. Now the buying center wants to assess the new vendor's performance. Describe how Levi Strauss & Co. might perform this assessment. Be specific.

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Question 16

Pam is asked to create a vendor analysis process for a local restaurant chain, evaluating suppliers of products such as produce, proteins, and dairy products. What should Pam include in a formal vendor analysis using metrics?

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Question 17

Name three ways a B2B marketer can enhance customer relationships.

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Question 18

Describe the four B2B markets and explain how their transactions differ.

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Question 19

Imagine that you are a sales representative for IBM, selling consulting services. Which of the four types of buying center cultures do you think it would be easiest to sell to? Using the characteristics of the buying center culture you chose, explain why it was your choice, and how you would approach selling to that type of buying center.

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Question 20

How are the B2B and B2C buying processes different?

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Quiz 7: Business-To-Business Marketing