Reference no: EM132221247

1. Which is WRONG with respect to organizational buying:

-   experienced buyers tend to be more cost-conscious than inexperienced buyers.

-   in the straight rebuy situation a buyer wants to collect additional information about other vendors.

-   the buying center can best be described as customer personnel who participate in the buying sequence for a product.

-   to reduce uncertainty, buyers may choose “name” vendors and known products.

2. 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.

3. 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.

4. Ilitch Publishing is known for its consultative buying center culture. Recognizing this corporate culture, someone attempting to sell to Ilitch Publishing will:

-   address the concerns of all members of the buying center with particular attention to the decision maker.

-   focus attention on the gatekeeper in the buying center’s team.

-   focus on providing information to and making the sales approach to the one decision maker.

-   treat all members of the buying center as equally important.