1

INCORRECT
Business-to-business marketing refers to selling goods or services to all of the following EXCEPT
A) manufacturers.
B) the federal government.
C) institutions, like hospitals.
D) consumers.
E) retailers.
Feedback:
Learning Objective: LO1 - Describe the ways in which business-to-business (B2B) firms segment
their markets.
Level: Easy
Blooms: Remember
AACSB: Analytic
Topic: B2B Markets
Business-to-business marketing includes all transactions between and among manufacturers,
producers, retailers, and wholesalers. Sales to governments and institutions are also included in
B2B. B2B marketing usually includes fewer exchanges and larger volumes than business-to-
consumer marketing.
2
INCORRECT
Paul bought a laptop computer for personal usemainly gamingand another one for use in his
consulting business. How would you classify his purchases?
A) Both were B2C purchases.
B) Both were B2B purchases.
C) The first was a B2C purchase, and the second was B2B.
D) The first was a B2B purchase, and the second was B2C.
E) The first was a C2C purchase, and the second was B2C.
Feedback:
Learning Objective: LO1 - Describe the ways in which business-to-business (B2B) firms segment
their markets.
Level: Medium
Blooms: Understand
AACSB: Analytic
Topic: Introduction/B2B Markets
The distinction between B2C and B2B transactions is not the product or service itself; rather it is
the ultimate user of that product or service and its intended use.
3
INCORRECT
Which of the following is NOT a type of reseller?
A) Retailer
B) Wholesaler
C) Manufacturer
D) Distributor
E) All of these are resellers.
Feedback:
Learning Objective: LO1 - Describe the ways in which business-to-business (B2B) firms segment
their markets.
Level: Easy
Blooms: Remember
AACSB: Analytic
Topic: Resellers
Resellers are marketing intermediaries that resell manufactured products without significantly
altering their form. For example, wholesalers and distributors buy products from manufacturers
and sell them to retailers, who sell them to the ultimate consumer.
4
The B2B buying process is similar to the B2C process, though it differs in many ways. For example, the
INCORRECT B2B equivalents of the Information Search and Alternative Evaluation steps of the B2C buying process
are
A) simpler and less detailed.
B) internal functions of a firm and of little interest to the marketer.
C) more formal and structured.
D) not as important, and therefore, often not used.
E) merged together in one step.
Feedback:
Learning Objective: LO2 - List the steps in the B2B buying process.
Level: Medium
Blooms: Understand
AACSB: Analytic
Topic: The Business-To-Business Buying Process
Business buyers make purchase decisions based on the needs of their organizations. Because of
the importance of purchasesmost of which will be resold or become part of what the firm later
sellsthe process is not casual; rather it is more formal and structured. Marketers are keenly
aware of all steps in the process.
5
INCORRECT
Your firm has recently completed your response to an RFP from a large manufacturer. Your team's next
step will be to
A) contact the manufacturer to obtain the product specifications.
B) celebrate the new business you have just been won.
C) wait for the manufacturer to analyze the proposal.
D) revise your production schedule to build in the extra work.
E) none of the above. The RFPresponse from proposalmeans your firm did not win this business.
Feedback:
Learning Objective: LO2 - List the steps in the B2B buying process.
Level: Medium
Blooms: Understand
AACSB: Analytic
Topic: Stage 3: RFP Process
In the Business-to-Business Buying Process the step immediately after RFP Process is Stage4:
Proposal Analysis, Vendor Negotiation, and Selection.
6
INCORRECT
The end of the B2B buying process does not end with the receipt of the purchased goods or services.
Most companies will
A) use reverse auctions to get rid of products they mistakenly purchased.
B) evaluate organizational culture.
C) assess performance of the selected vendor.
D) return merchandise they did not use.
E) attempt to renegotiate payment terms.
Feedback:
Learning Objective: LO2 - List the steps in the B2B buying process.
Level: Medium
Blooms: Understand
AACSB: Analytic
Topic: Stage 6: Vendor Performance Assessment Using Metrics
Vendor performance assessment is a formal review of suppliers' performance, usually including
timeliness, product quality, ease of ordering, and vendor service.
7
INCORRECT
Sylvia supervises the print shop in a large nonprofit organization. Her machine operators frequently
complain to her about a particular piece of equipment that continually malfunctions. After she made a
formal request to replace the equipment, she was asked to serve on a committee to advise the CFO on
the kind of new equipment to purchase. Sylvia ismost likely taking on the role of _____ in this buying
center.
A) User
B) Initiator
C) Purchaser
D) Decider
E) Gatekeeper
Feedback:
Learning Objective: LO3 - Identify the roles within the buying center.
Level: Hard
Blooms: Apply
AACSB: Analytic
Topic: The Buying Center
The buying center is a group of individuals in an organization that participate in the purchase
decision. The buying center usually includes an initiator, influencer, decider, gatekeeper, user, and
buyer. Many times, one person plays more than one role in the buying center. In this case, Sylvia
initiated the formal request to get a new piece of equipment.
8 CORRECT
Organizational culture reflects the values, traditions and customs that guide employee's behavior. In the
context of the buying center, there are a number of recognized cultures of critical importance to B2B
marketers. Which of the following is NOT one of these buying cultures?
A) Ethical
B) Autocratic
C) Democratic
D) Consensus
E) Consultative
Feedback:
Learning Objective: LO4 - Describe the different types of organizational cultures.
Level: Medium
Blooms: Understand
AACSB: Analytic
Topic: Organizational Culture
Autocratic, democratic, consensus and consultative buying cultures have different ways to make
purchase decisions, and the marketer should understand how customers' buying cultures
influence the buying process.
9
INCORRECT
For which of the following buying situations is the buying decision most likely to be quite simple?
A) a new buy
B) a modified rebuy
C) a straight rebuy
D) either a new buy or a modified rebuy
E) a buy that involves an RFP
Feedback:
Learning Objective: LO5 - Detail different buying situations.
Level: Easy
Blooms: Remember
AACSB: Analytic
Topic: The Buying Situation
A straight rebuy is a repurchase of something bought in the past, for identical or nearly identical
terms. This will require relatively little effort.
10
INCORRECT
Which type of buying center uses one person to make a decision but solicits input from others before
doing so?
A) autocratic
B) democratic
C) consensus
D) egalitarian
E) consultative
Feedback:
Learning Objective: LO4 - Describe the different types of organizational cultures.
Level: Easy
Blooms: Remember
AACSB: Analytic
Topic: Organizational Culture
Consultative buying centers use one person to make a decision but solicit input from others before
doing so.