14 Aug 121. Consider yourself as an upper-level marketing executive a large seller of f

121. Consider
yourself as an upper-level marketing executive a large seller of fleet trucks. Which of the following strategies would be most appropriate in reaching buying center targets?
a.
Concentrate on key buying
influencers.
b.
Use multilevel in-depth
selling.
c.
Use trade-based promotions.
d.
Begin all sales efforts with
the secretarial support staff.
e.
Move all operations to the Net.

122. Billijean Monk tells her supplier, Price
is everything! I mean if its not priced
right, I am out of here fast. To succeed in selling to Ms. Monk, which of the
following strategies would be most
appropriate?
a.
Consultative selling
b.
Quality selling
c.
Enterprise selling
d.
Transactional selling
e.
High pressure, high risk selling

123. The Tuxax Company has decided that handling price-oriented
buyers can be profitable under certain conditions. Conditions that would make
good sense for Tuxax Company would
be all of the following EXCEPT ________.
a.
limiting the quantity that can be purchased
b.
no services
c.
no adjustments
d.
no refunds
e.
no packaging or crating

124. The new, more
strategically oriented purchasing departments have a mission to ________.
a.
always make a profit
b.
always take the lowest bid
c.
seek the best value from fewer and better suppliers
d.
continue to seek outsourcing as their primary
strategy
e.
use consultants whenever possible
125. If a buyer is using the buying tactic of
commoditization, he or she has a ________
as their purchasing orientation.
a. buying orientation
b. procurement orientation
c. supply chain management orientation
d.
raw
materials orientation
e. simultaneous orientation

126. Spare parts are
considered to be an example of a ________
product in that they have a low value and cost to the customer but they involve
some risk with respect to reliability.
a. routine
b. leverage
c. strategic
d. bottleneck
e. strangle-hold
127. Which of the following buyclasses uses the
least number of buyphases (stages) in the industrial buying process?
a. Straight rebuy
b. Modified rebuy
c. New task
d. Global task
e. Relational rebuy

128. Japan has an extremely well
organized organizational buying process; however, because of its strategic
bottleneck position, the ________ is critical to the success of any venture.
a. marketing department
b. production department
c. delivery department
d. accounting department
e. inventory control department
129. Which of the following methods for
assessing customer value would you consider to be appropriate if you asked your
customers to attach a monetary value
to each of three alternative levels of a given attribute? Those values would
then be added together for any offer configuration.
a.
Direct survey questions
b. Importance
ratings
c. Compositional
approach
d.
Benchmarks
e.
Conjoint analysis

130. With respect to buyer-seller relationships, which of the following categories would you
believe to be the most appropriate
description of a situation where there was a traditional custom supply
situation where competition rather
than cooperation was the dominant form of governance?
a. Bare bones
b. Contractual transaction
c. Collaborative
d. Customer supply
e. Customer is king

Short Answer

131. The business market
consists of all the organizations that acquire goods and services used in the
production of other products or services that are sold, rented, or supplied to
others. What are the major industries that make up the business market?

132. Define organizational buying.

133. Explain how fluctuating demand impacts business markets differently than consumer
markets.

134. If you were a purchasing agent facing a modified rebuy situation, how would you describe that
situation?

.

135. In systems buying, the U.S. government often solicits bids from primary contractors.
What do primary contractors do?

136. Systems selling is a key industrial
marketing strategy in bidding to build large-scale industrial projects. Competition for these projects is fierce. What are the
main areas of competition for these
project engineering firms?

137. Webster
and Wind call the decision-making unit of a buying organization the buying
center.What is the composition of
the buying center?

138. Assume that you are buying center manager
who has decided to pursue a market segment called the gold-standard customers.
What would be the best strategy to reach these customers?

139. Assume that you are a purchasing manager
that has adopted a buying orientation in making this years purchases. What
two tactics are often used by purchasing managers with this orientation?

140. Peter Kraljic
distinguished four product-related purchasing processes. Which of these
processes would be most appropriate
for a buyer of mainframe computers?

141. E-procurement Web sites are organized
around two types of e-hubs. If you were in the advertising business and were
seeking to take advantage of e-procurement, what type of e-hub should be constructed
by your company?

142. Business-to-business (B2B) cyberbuying has
become increasingly popular between purchasing agents and buying centers. How
could pure play auction sites be used to conduct cyberbuying?

143. In 2003,Hewlett-Packard
was named number one in BtoBmagazines
annual ranking of the top B-to-B Web sites. What does this Web site allow companies to do that makes it worthy of the
distinction mentioned?
144. Assume that you have been given the task of
assessing customer value at your organization. Further, you have been
instructed to use the compositional
approach to make this assessment. Describe what you would do if you used the
compositional approach in assessing
customer value.

145. In the buygrid framework model where the major stages of the industrial
buying process are listed and characterized, supplier selection is an important process. What follows supplier selection
and what occurs in this phase?

146. A customer tells a supplier that he or she
would like OTIFNE as a desired outcome of upcoming purchase transaction. What
has the customer indicated that he or she wants by using this acronym?

147. As a seller in the
business market, you have promised your customers that you have, as a corporate
goal, corporate credibility. What three factors will have some bearing on
whether you will be able to meet your goal and promise?

148. Cannon and Perreault
found that buyer-supplier relationships
could be classified into eight different categories. What category would be
appropriate for a relationship where, although bonded by a close, cooperative
relationship, the seller adapts to meet the customers needs without expecting
much adaptation or change on the part of the customer in exchange?

149. Your organization is considering selling
its products to the institutional market. What type of customers will you be
making your appeals to? Give specific examples.

.

150. As a purchasing manager,
you have just completed a large
contract with the U.S.
government where your company sold the government
several tech-oriented products and services. What three tips would be appropriate to pass along to those that
would also like to tap into this large market?

.

121. Consider
yourself as an upper-level marketing executive a large seller of fleet trucks. Which of the following strategies would be most appropriate in reaching buying center targets? a.
Concentrate on key buying
influencers.b.
Use multilevel in-depth
selling.c.
Use trade-based promotions.d.
Begin all sales efforts with
the secretarial support staff.e.
Move all operations to the Net.122. Billijean Monk tells her supplier, Price
is everything! I mean if its not priced
right, I am out of here fast. To succeed in selling to Ms. Monk, which of the
following strategies would be most
appropriate? a.
Consultative selling b.
Quality sellingc.
Enterprise selling d.
Transactional sellinge.
High pressure, high risk selling123. The Tuxax Company has decided that handling price-oriented
buyers can be profitable under certain conditions. Conditions that would make
good sense for Tuxax Company would
be all of the following EXCEPT ________.a.
limiting the quantity that can be purchasedb.
no servicesc.
no adjustmentsd.
no refundse.
no packaging or crating 124. The new, more
strategically oriented purchasing departments have a mission to ________.a.
always make a profitb.
always take the lowest bidc.
seek the best value from fewer and better suppliers d.
continue to seek outsourcing as their primary
strategye.
use consultants whenever possible125. If a buyer is using the buying tactic of
commoditization, he or she has a ________
as their purchasing orientation. a. buying orientationb. procurement orientation c. supply chain management orientationd.
raw
materials orientatione. simultaneous orientation126. Spare parts are
considered to be an example of a ________
product in that they have a low value and cost to the customer but they involve
some risk with respect to reliability.a. routineb. leveragec. strategicd. bottlenecke. strangle-hold 127. Which of the following buyclasses uses the
least number of buyphases (stages) in the industrial buying process? a. Straight rebuyb. Modified rebuyc. New taskd. Global taske. Relational rebuy128. Japan has an extremely well
organized organizational buying process; however, because of its strategic
bottleneck position, the ________ is critical to the success of any venture. a. marketing departmentb. production departmentc. delivery departmentd. accounting departmente. inventory control department129. Which of the following methods for
assessing customer value would you consider to be appropriate if you asked your
customers to attach a monetary value
to each of three alternative levels of a given attribute? Those values would
then be added together for any offer configuration. a.
Direct survey questionsb. Importance
ratingsc. Compositional
approachd.
Benchmarkse.
Conjoint analysis 130. With respect to buyer-seller relationships, which of the following categories would you
believe to be the most appropriate
description of a situation where there was a traditional custom supply
situation where competition rather
than cooperation was the dominant form of governance? a. Bare bonesb. Contractual transactionc. Collaboratived. Customer supplye. Customer is kingShort Answer131. The business market
consists of all the organizations that acquire goods and services used in the
production of other products or services that are sold, rented, or supplied to
others. What are the major industries that make up the business market?132. Define organizational buying. 133. Explain how fluctuating demand impacts business markets differently than consumer
markets. 134. If you were a purchasing agent facing a modified rebuy situation, how would you describe that
situation? . 135. In systems buying, the U.S. government often solicits bids from primary contractors.
What do primary contractors do? 136. Systems selling is a key industrial
marketing strategy in bidding to build large-scale industrial projects. Competition for these projects is fierce. What are the
main areas of competition for these
project engineering firms? 137. Webster
and Wind call the decision-making unit of a buying organization the buying
center.What is the composition of
the buying center? 138. Assume that you are buying center manager
who has decided to pursue a market segment called the gold-standard customers.
What would be the best strategy to reach these customers? 139. Assume that you are a purchasing manager
that has adopted a buying orientation in making this years purchases. What
two tactics are often used by purchasing managers with this orientation?140. Peter Kraljic
distinguished four product-related purchasing processes. Which of these
processes would be most appropriate
for a buyer of mainframe computers? 141. E-procurement Web sites are organized
around two types of e-hubs. If you were in the advertising business and were
seeking to take advantage of e-procurement, what type of e-hub should be constructed
by your company? 142. Business-to-business (B2B) cyberbuying has
become increasingly popular between purchasing agents and buying centers. How
could pure play auction sites be used to conduct cyberbuying?143. In 2003,Hewlett-Packard
was named number one in BtoBmagazines
annual ranking of the top B-to-B Web sites. What does this Web site allow companies to do that makes it worthy of the
distinction mentioned?144. Assume that you have been given the task of
assessing customer value at your organization. Further, you have been
instructed to use the compositional
approach to make this assessment. Describe what you would do if you used the
compositional approach in assessing
customer value. 145. In the buygrid framework model where the major stages of the industrial
buying process are listed and characterized, supplier selection is an important process. What follows supplier selection
and what occurs in this phase? 146. A customer tells a supplier that he or she
would like OTIFNE as a desired outcome of upcoming purchase transaction. What
has the customer indicated that he or she wants by using this acronym? 147. As a seller in the
business market, you have promised your customers that you have, as a corporate
goal, corporate credibility. What three factors will have some bearing on
whether you will be able to meet your goal and promise? 148. Cannon and Perreault
found that buyer-supplier relationships
could be classified into eight different categories. What category would be
appropriate for a relationship where, although bonded by a close, cooperative
relationship, the seller adapts to meet the customers needs without expecting
much adaptation or change on the part of the customer in exchange? 149. Your organization is considering selling
its products to the institutional market. What type of customers will you be
making your appeals to? Give specific examples.
. 150. As a purchasing manager,
you have just completed a large
contract with the U.S.
government where your company sold the government
several tech-oriented products and services. What three tips would be appropriate to pass along to those that
would also like to tap into this large market?
.

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