Home Page Social Science Psychology Consumer Psychology Buying Decision Process B2B Marketing - Chapter 3 - Flashcards

B2B Marketing – Chapter 3 – Flashcards

Kaitlynn Baldwin

7 July 2022

question

3 types of buying situations

answer

1) New Task 2) Modified Rebuy 3) Straight Rebuy

question

new-task buying situation

answer

organization decisions makers perceive the problem or need as totally different from previous experiences

question

buying-decision approaches (for new task)

answer

1) judgmental new task 2) strategic new task

question

modified rebuy situation

answer

organizational decision makers feel they can derive significant benefits by reevaluating alternatives

question

limited problem solving

answer

best describes the decision-making process

question

buying-decision approaches (for modified rebuy)

answer

1) Simple modified rebuy 2) Complex modified rebuy (involves a large set of choice alternatives and poses little uncertainty but the range of choice enhances the buyer's negotiating strength)

question

strategy guidelines

answer

in a modified rebuy the direction of the marketing effort depends on whether the marketer is an "in" or an "out" supplier

question

strategy implications

answer

the business marketer should attempt to identify purchasing patterns that apply to the firm

question

straight rebuy situation

answer

appropriate when there is a continuing or recurring requirement, buyers have substantial experience in dealing with the need and require little or no new information

question

routine problem solving

answer

the decision process organizational buyers emply in the straight rebuy

question

operating resources

answer

the goods and services needed to run the business such as computer and office supplies, maintenance and repair items, and travel services.

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buying decision approaches (for straight rebuy)

answer

1) Causal 2 Routine low-priority

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Causal purchases

answer

involve no information search or analysis and the product or service is of minor importance

question

Routine low-priority decisions

answer

decisions are somewhat more important to the firm and involve a moderate amount of analysis

question

Forces shaping organizational behavior

answer

1) environmental forces: economic influences technological influences 2) organizational forces:

question

economic influences

answer

because of the derived nature of industrial demand, the marketer must be sensitive to the strength of demand in the ultimate consumer market

question

technological influences

answer

rapidly changing technology can restructure an industry and dramatically alter organizational buying plans

question

Strategic priorities in purchasing

answer

1) aligning purchasing with strategy (not just buyers) 2) exploring new value frontiers (it's not just about price) 3) putting suppliers inside (the best value chain wins) 4) pursuing low-cost sources (a world worth exploring)

question

offer strategic solutions

answer

as purchasing assumes a more strategic role, the business marketer must understand the competitive realities of the customer's business and develop a value proposition that advance its performance goals

question

Contributing factors of centralization of procurement

answer

1) centralization can better integrate purchasing strategy with corporate strategy, and e-procurement software tools now enable managers to monitor and analyze corporate spending and data in minute detail 2) an organization with multiple plant or office locations can often cut costs by pooling common requirements 3) the nature of the supply environment also can determine whether purchasing is centralized 4) the location of purchasing in the organization often hinges on the location of key buying influences

question

Centralization vs Decentralization

answer

decisions are made at the TOP of the organization, or made at the lower levels

question

evaluative criteria

answer

specifications that organizational buyers use to compare alternative industrial products and services

question

selective processes

answer

1) selective exposure 2) selective attention 3) selective perception 4) selective retention

question

selective exposure

answer

The process by which individuals screen out messages that do not conform to their own biases

question

selective attention

answer

the focusing of conscious awareness on a particular stimulus, as in the cocktail party effect

question

selective perception

answer

the phenomenon that people often pay the most attention to things they already agree with and interpret them according to their own predispositions

question

selective retention

answer

a process whereby a consumer remembers only that information that supports personal beliefs

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question

3 types of buying situations

answer

1) New Task 2) Modified Rebuy 3) Straight Rebuy

question

new-task buying situation

answer

organization decisions makers perceive the problem or need as totally different from previous experiences

question

buying-decision approaches (for new task)

answer

1) judgmental new task 2) strategic new task

question

modified rebuy situation

answer

organizational decision makers feel they can derive significant benefits by reevaluating alternatives

question

limited problem solving

answer

best describes the decision-making process

question

buying-decision approaches (for modified rebuy)

answer

1) Simple modified rebuy 2) Complex modified rebuy (involves a large set of choice alternatives and poses little uncertainty but the range of choice enhances the buyer's negotiating strength)

question

strategy guidelines

answer

in a modified rebuy the direction of the marketing effort depends on whether the marketer is an "in" or an "out" supplier

question

strategy implications

answer

the business marketer should attempt to identify purchasing patterns that apply to the firm

question

straight rebuy situation

answer

appropriate when there is a continuing or recurring requirement, buyers have substantial experience in dealing with the need and require little or no new information

question

routine problem solving

answer

the decision process organizational buyers emply in the straight rebuy

question

operating resources

answer

the goods and services needed to run the business such as computer and office supplies, maintenance and repair items, and travel services.

question

buying decision approaches (for straight rebuy)

answer

1) Causal 2 Routine low-priority

question

Causal purchases

answer

involve no information search or analysis and the product or service is of minor importance

question

Routine low-priority decisions

answer

decisions are somewhat more important to the firm and involve a moderate amount of analysis

question

Forces shaping organizational behavior

answer

1) environmental forces: economic influences technological influences 2) organizational forces:

question

economic influences

answer

because of the derived nature of industrial demand, the marketer must be sensitive to the strength of demand in the ultimate consumer market

question

technological influences

answer

rapidly changing technology can restructure an industry and dramatically alter organizational buying plans

question

Strategic priorities in purchasing

answer

question

offer strategic solutions

answer

question

Contributing factors of centralization of procurement

answer

question

Centralization vs Decentralization

answer

decisions are made at the TOP of the organization, or made at the lower levels

question

evaluative criteria

answer

specifications that organizational buyers use to compare alternative industrial products and services

question

selective processes

answer

1) selective exposure 2) selective attention 3) selective perception 4) selective retention

question

selective exposure

answer

The process by which individuals screen out messages that do not conform to their own biases

question

selective attention

answer

the focusing of conscious awareness on a particular stimulus, as in the cocktail party effect

question

selective perception

answer

the phenomenon that people often pay the most attention to things they already agree with and interpret them according to their own predispositions

question

selective retention

answer

a process whereby a consumer remembers only that information that supports personal beliefs

B2B Marketing – Chapter 3 – Flashcards

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