Reference no: EM132219364
1. Engineering personnel would have the most influence when the organization is:
- buying space for its booth at a national agricultural trade show
- designing a display rack for its pamphlets on areas of interest to farmers
- purchasing component parts for the farm equipment the organization manufactures
- renewing its subscriptions to several trade journals
2. Which of these best characterizes a modified rebuy situation?
- purchasing airline tickets under a new fare schedule.
- purchasing paper clips for the office.
- purchasing printer toner for a copier.
- purchasing the first local intranet for a small business.
3. Gabrielle owns a company that manufactures sophisticated electronics devices that she then sells to other commercial users. Typically, she buys:
- B2C elements so she can achieve substantial cost savings, which she passes on to her customers.
- goods using her personal Internet accounts so she qualifies for B2C prices and discounts.
- raw materials, components and parts.
- some B2B and some B2C material which become integral elements of her own products.
4. In comparing the B2B and B2C buying processes:
- B2B buying is often as impulsive as B2C, frequently due to the persuasive power of good sales representatives.
- B2C begins with need recognition, while B2B begins with product or service specification.
- the B2B process has more discrete steps, though once relationship is established and the buyer is satisfied with the current goods, many steps can be eliminated.
- the B2B process is more complex, but usually the buying is done by a purchasing agent which makes it easier for marketers.