Chapter 19

Question 1

Buying centers

Answer 1

consist of individuals from various areas of the firm, such as accounting, engineering, manufacturing and marketing who meet specifically to make a purchase decision

Question 2

Corporate Culture

Answer 2

refer to the organizational culture of a business firm, reflects and shapes organizational needs and desire which in turn influences how organizations make decisions

Question 3

Decision-making Units (DMUs)

Answer 3

individuals representing functional areas and management within an organization who participate in making a given purchase decision

Question 4

Firmographics:

Answer 4

organization characteristics - such as size activities, objectives, location and industry category and characteristics of the organization- such as gender, age, education and income distribution

Question 5

Lead user

Answer 5

innovative organization that derive a great deal of their success from leading change

Question 6

Macro segmentation

Answer 6

segments based on difference in needs due to firmographics

Question 7

Organizational culture

Answer 7

organizations vary dramatically in how they make decisions and how they approach problem involving risk, innovation, and change

Question 8

Reference group infrastructure:

Answer 8

the flow of purchase influence within an industry

Question 9

Relationship exchanges:

Answer 9

involve multiple events, occur over an extended period of time, involve significant investment by the buyer and seller and involve higher levels of loyalty

Question 10

Terms and conditions:

Answer 10

payment, warranties, deliver dates and so forth are both complex and critical in business-to-business markets

Question 11

Transactional exchanges

Answer 11

involve single transactions are short lived, involve few investment by the buyer and seller in the relationship and involve low loyalty

Question 12

Two stage decisions process

Answer 12

the evaluation of possible vendors and selectin of a given vendor