Chapter 5

Question 1

4 organizational buyers market

Answer 1

1. industrial firms
2. resellers
3. government units
4. non profit

Question 2

content marketing

Answer 2

keeping potential customers engaged by ensuring that relevant and valuable content is available

Question 3

key differences between business and consumer buying processes

Answer 3

1. demand characteristics
2. number of potential buyers
3. buying objectives
4. buying criteria
5. size of order
6. relationships and partnerships
7. multiple buying influences

Question 5

North American Industry Classification system

Answer 5

convenient starting point to begin the process of measuring business markets

Question 6

differences between business and consumer buying process

Answer 6

1. demand characteristics
2. number of potential buyers
3. buying objectives
4. buying criteria
5. size of purchase
6. buyer-seller relationship

Question 7

buying centre

Answer 7

group of people in an organization that participate in the buying process

Question 8

types of buying situations

Answer 8

1. straight rebut- may not involve users or influencers
2. modified rebut- would involve users and influencers
3. new buy- more complex and will involve more people

Question 9

Marketing segmentation steps

Answer 9

1. type of customer
2. size of customer
3. buying situation
4. customer location
5. benefits sought