Chapter 2 - Buyer's Behaviour Flashcards

1
Q

On what base does a B2B client usually choose a supplier?

A
  1. Costs
  2. Resources
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2
Q

How can we differentiate different types of client?

A
  1. The nature of the client company’s business
  2. The nature of the company’s business strategy
  3. The purchasing orientation
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3
Q

What does it mean “The nature of the client company’s business”?

A

The client company’s business can be:
1. The Unit production
2. The Mass production
3. The Process production

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4
Q

What does it mean “The nature of the company’s business strategy”?

A

The company’s business strategy can be:
1. Product leadership
2. Operational excellence
3. Customer intimacy

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5
Q

What does it mean “The purchasing orientation”?

A

The company’s purchasing orientation can be:
1. Transactional approach (lower costs)
2. Purchasing approach (lower TCO)
3. Supply Management orientation (maximize value over SC)

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6
Q

What is the Kraljic Matrix?

A

It’s a tool useful to understand what is the position of a company respect to some goods in terms of “importance of the good” and “supply accessibility”

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7
Q

Which are the Kraljic Matrix variables?

A
  1. Profit impact
  2. Supply access
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8
Q

Which are the 4 types of goods in the Kraljic Matrix?

A
  1. Non-critical items
  2. Leverage items
  3. Bottleneck items
  4. Strategic items
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9
Q

Which are the 6 steps of the purchase process?

A
  1. Need/problem recognition
  2. Determining product characteristics
  3. Supplier and product search
  4. Evaluation of proposal and supplier selection
  5. Specification of order routine
  6. Performance feedback and evaluation
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10
Q

Which are the 3 types of purchasing that a company may encounter in the purchase process?

A
  1. New task
  2. Modified re-buy
  3. Straight re-buy
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11
Q

How is “New task” divided?

A
  1. Judgmental buying approach
  2. Strategic buying approach
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12
Q

How is “Modified re-buy” divided?

A
  1. Complex modified re-buy
  2. Simple modified re-buy
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13
Q

How is “Straight re-buy” divided?

A
  1. Casual re-buy
  2. Routine re-buy
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14
Q

What is a DMU?

A

A Decision Making Unit is a company’s unit made up of different people of different units that are responsible of the purchase decision

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15
Q

Which are the purchase roles?

A
  1. Initiators
  2. User
  3. Influencer
  4. Decider
  5. Buyer
  6. Gatekeeper
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