Chapter 5

Question 1

autocratic buying centre

Answer 1

A buying centre in which one person makes the decision alone, though there may be multiple participants.

Question 2

business-to-business (B2B) marketing

Answer 2

The process of buying and selling goods or services to be used in the production of other goods and services, for consumption by the buying organization, or for resale by wholesalers and retailers.

Question 3

buyer

Answer 3

The buying centre participant who handles the paperwork of the actual purchase.

Question 4

buying centre

Answer 4

The group of people typically responsible fro the buying decisions in large organizations.

Question 5

consensus buying centre

Answer 5

A buying centre in which all members of the team must reach a collective agreement through which they can support a particular purchase.

Question 6

consultative buying centre

Answer 6

A buying centre in which one person makes the decision, but he or she solicits input from others before doing so.

Question 7

decider

Answer 7

The buying centre participant who ultimately determines any part of or the entire buying decision -whether to buy, what to buy, how to buy, or where to buy.

Question 8

democratic buying centre

Answer 8

A buying centre in which the majority rules in making decisions.

Question 9

derived demand

Answer 9

The linkage between consumer’s demand for a company’s output and its purchase of necessary inputs to manufacture or assemble that particular output.

Question 10

gatekeeper

Answer 10

The buying centre participant who controls information or access to decision makers and influencers.

Question 11

influencer

Answer 11

The buying centre participant whose views influence other members of the buying centre in making the final decision.

Question 12

initiator

Answer 12

The buying centre participant who first suggests buying the particular product or service.

Question 13

modified rebuy

Answer 13

Refers to when the buyer has purchased a similar product in the past but has decided to change some specifications, such as the desired price; quality level, customer service level, and options.

Question 14

new buy

Answer 14

In a B2B setting, a purchase of a good or service for the first time; the buying decision is likely to be quite involved because the buyer or the buying organization does not have any experience with the item.

Question 15

organizational culture

Answer 15

Reflects the set of values, traditions, and customs that guides a firm’s employees’ behavior.

Question 16

request for proposals (RFP)

Answer 16

A process through which buying organizations invite alternative suppliers to bid on supplying their required components.

Question 17

resellers

Answer 17

Marketing intermediaries that resell manufactured products without significantly altering their form.

Question 18

straight rebuy

Answer 18

Refers to when the buyer or buying organization simply buys additional units of products that had previously been purchased.

Question 19

user

Answer 19

The person who consumes or uses the product or service purchased by the buying centre.