chapter 7

Question 1

What is business-to-business (B2B) marketing? Who is included in the process?

Answer 1

The exchange of products, services, or information between businesses

Resellers, Institutions, Manufacturers, Government

Question 2

What are the steps to the B2B Buying process? Please know the components of each
step.

Answer 2

1) need recognition
2) product specification
3) RFP process
4) proposal analysis
5) order specification
6) vender performance assessment using metrics

Question 3

What is a buying center?

Answer 3

a group of individuals that have an influence or say before making a purchase

Question 4

What are the different elements of organizational culture?

Answer 4

• Democratic
• Consultative
• Consensus
• Autocratic

Question 5

What are the differences between new buy, modified rebuy, and straight rebuy? How do
they differ from each other?

Answer 5

New Buy - Most likely purchased for the first time, and buying center will use all 6 steps

Modified Rebuy - Purchasing a similar product but changing specifications such as price, quality level, customer service level, options

Straight Rebuy - Buying additional units of products that have been previously purchased. B2B is popular with this method.

Question 6

what are the different roles of a buying center?

Answer 6

• Influencer
• Decider
• Buyer
• User
• Gatekeeper
• Initiator