Context

Question 1

Types of risk

Answer 1

Physical
Economic
Functional
Social

Question 2

Organizational decision making process

Answer 2

Problem recognition
General need description
Product specification
Supplier search 
Proposal solicitation
Supplier selection
Order specification
Performance review

Question 3

Service elements

Answer 3

Intangibility
Perishability
Variability
Inseparability
Lack of trial ability
Expected benefits may not appear
Heterogeneity- highlights variety of service

Question 4

Organizational DMU

Answer 4

Initiator- recognizes the problem
Gatekeeper- controls the flow of knowledge
Buyers- make purchase, finding suppliers, work to a brief
Decides- make final decision
Uses- use the products
Influencers- advisors

Question 5

Organizational marketing (B2B)

Answer 5

Creating and managing mutually beneficial relationships between organizational suppliers and customers

Question 6

Dissonance?

Answer 6

Holding 2 conflicting ideas at the same time

Dissonance between what is expected and what is received

Question 7

Expressions of dissatisfaction?

Answer 7

Voice responses
Private responses
Third party responses

Question 8

Consumer vs organization similarities

Answer 8

Types of purchase
DMP 
psychology 
Personality 
Risk

Question 9

Consumer vs organization differences

Answer 9

Nature and size of customer
Rules and regulations
Training
Specific requirements

Question 10

Purchases involving increased risk

Answer 10

Services
Business buyers
Online purchases