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Exam 7: Business-To-Business Marketing

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Question 1

Essay

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Name three ways a B2B marketer can enhance customer relationships.

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Blogs and social media can build awareness, provide search engine results, educate potential and existing clients about products or services, and warm up a seemingly cold corporate culture. Web analytics, such as traffic on the website and the number of comments, can offer tangible evaluations.

Question 2

Multiple Choice

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Suppose that Volkswagen is preparing an RFP for a hands-free phone connection for a new car model. Which of the following would you NOT expect to find in the RFP?

A) a description of the required features for the device
B) a time frame when the devices are needed
C) specifications for connecting the device to the car
D) a vendor analysis
E) instructions for preparing proposals

F) C) and D)
G) C) and E)

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Question 3

Multiple Choice

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After need recognition, a business develops __________ that suppliers might use to develop their proposals.

While no one in the firm has discussed it, Brad notices everyone else seems to dress more casually on Fridays during the summer. Brad is observing part of his firm's

Markham Publishing is known for its consultative buying center culture. Recognizing this corporate culture, someone attempting to sell to Markham Publishing should

When a business customer engages in a straight rebuy, the member of the buying center most likely to be involved in the purchase is the

During the RFP stage, B2B buyers

After Hurricane Katrina, many states reevaluated their coastal area building requirements. These new building codes represented __________ that building materials companies used to develop new products.

If a B2B customer is satisfied with an existing supplier, it will probably engage in a(n) __________ to purchase additional quantities of the item.

Derek bought a pickup truck to transport his equipment to fishing tournaments. He also bought a trailer for his lawn maintenance business. His purchases were

The __________ situation usually involves more members of a buying center and involves more time to complete than the other buying situations.

Which of the following is NOT one of the roles typically played by one of the members of a buying center?

How is vendor analysis different from a consumer's postpurchase evaluation?

When a business buyer decides to change specifications such as quality or options associated with products purchased in the past, the buyer is engaged in a(n) __________ situation.

Manufacturers like Volkswagen often have testing departments that test incoming parts and supplies. The primary reason for these pre-manufacturing 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?

Briefly describe the four types of buying centers and give an example of each.

Frequently a B2B buyer will post its RFP

Unlike a firm's mission statement or employee handbook, a firm's organizational culture often

A team of people is brought together to purchase new pews for a church. Father Andrew has been trying for years to get the church to buy new pews, so he is thrilled. Mrs. Swanson, Father Andrew'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 the older people. Everyone is a little afraid of Mrs. Swanson because she manages Father Andrew closely and no one gets to him without her Ok. Mr. Jones called the meeting and is the chair of the committee, so he will ultimately choose which pews they will purchase. Mrs. Leverett is the treasurer for the church and does all of the ordering. Using the six categories of roles within the buying center, state who is fulfilling each role.

The Northwoods University IT department is planning to buy additional computers for the computer lab. Pedro Bechara, manager of the lab, is asked for a recommendation, and he suggests buying Macintosh computers instead of Windows PCs. What role does Pedro play in the buying center?