chapter 12

Question 1

B2B Selling

Answer 1

one company making a commercial transaction with another company
creatively joining your company’s capabilities with your customer’s needs

Question 2

Boundary personnel

Answer 2

sellers, particularity in partnering roles, are often called upon as the liaison to manage both intrafirm and inter firm conflicts. sellers, thus, are often in the role of boundary personnel, the diplomats of the organization

Question 3

dyadic interactions

Answer 3

one-on-one meetings or sessionsbetweek stakeholders in the buying center and the seller. a typical sales call by a seller on a buyer would qualify as a dyadic interaction.

Question 4

b2b vs b2c selling

Answer 4

• more time consuming
• more relational between buyer and seller
• stakes are greater in terms of value and sale

Question 5

b2b sales relationship

Answer 5

• comprised of buyers and sellers
• span boundaries of own orgs and customers
• liaison to other key organizations
• can be major asset in buyer-seller relationship

Question 6

characteristics of b2b selling (5)

Answer 6

• repeated, ongoing relationship
• solution-oriented,total system pay off
• long term period before selling effort pays off
• continuous adjustment of needs
• creativity of seller in problem solving often demanded by buyer

Question 7

“-repeated, ongoing relationship”

Answer 7

series of dyadic interactions

Question 8

“-solution-oriented,total system pay off”

Answer 8

• customers buy solutions

- understand needs and motives of buying center

Question 9

long term period before selling effort pays off

Answer 9

outcome may not known for months or years

use development period to reinforce value offering and reduce risk feeling in customer

Question 10

3 things for a successful relationship

Answer 10

mutual respect
trust
authenticity

Question 11

levels of relationship

Answer 11

• discrete exchange (short duration with minimum involvement)
• differentiating an undifferentiated product (greater degree of social interaction rather than collaboration or partnering)
• multiple transactions (repeated interaction and ongoing relational exchange )
• collaboration or partnering (level of intimacy is sought by both parties)

Question 12

switching costs

Answer 12

costs that a consumer incurs as a result of changing brands, suppliers or products

Question 13

relational exchange

Answer 13

customer-supplier relationship where the interaction recognizes the long-term benefit of the combination.

Question 14

inward sales driven cultures

Answer 14

maximizing production/sales is often the goal

• production era
• product era
• sales era

Question 15

market value driven cultures

Answer 15

maximizing market choice or life quality and focus on satisfying needs

• marketing era
• societal/partnering/value network era

Question 16

order taker

Answer 16

take orders and ensure timely delivery of the correct products

Question 17

persuader/sustainer

Answer 17

• proactive role in relationship
• updates customer about offerings
• convinces customers of offerings value
• maintains and nurture existing relationships with established customers

Question 18

motivator/problem solver

Answer 18

• focused on the needs of the customers organization
• finds unique customer solutions by matching supplier capabilities and customer needs
• a customer resource

Question 19

relationship/value creator

Answer 19

• builds and maintains partnership with all elements of the buying center
• relationship is mutually inspiring
• both seller and buyer recognize equity in the others success

Question 20

field-marketers

Answer 20

market developments, focus on translation, finding new customers, fiding and testing new markets, developing new business

Question 21

post-sale customer service

Answer 21

reinforce purchase decision

Question 22

mutual needs of buyer/seller

Answer 22

• needs of job function
• needs of organization
• individual needs of buyer
• individual needs of seller

Question 23

call pattern

Answer 23

sequence or cycle of sales calls typical for a given type of product or customer

Question 24

sales call

Answer 24

in-person meeting between seller and stakeholder in customer buying center

Question 25

top-down forecast

Answer 25

often the result of resarch efforts to forecast market potential, starting with a “whole market” forecast and reducing it to the specific segment in question

Question 26

bottom up forecast

Answer 26

starts with an analysis of how much product can be sold to each customer in a particular region or territory

Question 27

intensity of terriroty design

Answer 27

refers to the number of sellers in a given region

Question 28

“booked”

Answer 28

when the sale is paid for

Question 29

fixed costs of sales

Answer 29

administrative overhead and field selling expensive

ex: salaries, sales literature

Question 30

stimulus response

Answer 30

least flexible
least focused on buyers unique needs
only minor variations 
stimulus- desired response
-telemarketers

Question 31

sequential apporach

Answer 31

lead customer through stages or mental states

• largely a one-way presentation
• not customer oriented

Question 32

needs satisfaction

Answer 32

• help customer identify needs they have or those not known
• use questioning
• help minimize resistance to resistance to persuasive part of sales messag e

Question 33

problem solving

Answer 33

• extends needs satisfaction beyond identifying needs to developing alternative solutions for satisfying needs
• SPIN selling

Question 34

consultative selling

Answer 34

• highest level of adaptive selling
• help customers reach strategic goals by using products, services, and expertise of selling organization
• salesperson is an expert on the customers busiess
• long term focus strategic partner

Question 35

selling structures

Answer 35

direct sales force (sales reps)
manufacturer’s representative
distributors
combinations

Question 36

manufacturer’s representative

Answer 36

also known as independent sales representatives or sales agent, is an individual, sales agency or company that sells a manufacturer’s products to wholesale and retail customers.