TUTORIAL 6 UNDERSTANDING BUSINESS BUYER BEHAVIOR

Corning produces Gorilla Glass screens that are used in the production of laptops, tablets, and smartphones. Corning promotes its product to final consumers to increase business demand for digital devices made with the specialized, toughened glass. This illustrates ________.

• types of decisions

• derived demand

• market structure

• the decision process

• nature of the buying unit

In a straight rebuy, a buyer ________.

• wants to obtain the same product from a lower-priced supplier

• reorders something without any modifications

• considers a product or service for the first time

• needs a modified product to suit new requirements

• needs a modified product to suit new requirements

________ is defined as a business strategy where business buyers prefer to buy a complete solution to a problem from a single seller rather than buying and consolidating separate products and services from several suppliers.

• Modified rebuy

• Straight rebuy

• New task buying

• Systems selling

• Supplier development

A business buyer is considering a change in product specifications, terms, and possibly suppliers. This buying situation is referred to as a(n) ________.

• modified rebuy

• new-task situation

• straight rebuy

• dual distribution channel

• exclusive distribution channel

When Goodyear sells replacement tires to final consumers, its potential market includes millions of car owners around the world. But its fate in business markets depends on getting orders from only a handful of large automakers. This represents the difference in ________ between business and consumer markets.

• types of decisions

• derived demand

• market structure

• the decision process

• nature of the buying unit

A company regularly purchases cleaning supplies from a vendor and orders relatively consistent amounts of the same products on each purchase from the same vendor. This is an example of a(n) ________.

• modified rebuy

• new task situation

• straight rebuy

• dual distribution system

• exclusive distribution system

Harper Farms raises chickens. For years, it has used wooden coops for hauling its poultry to market. When the owner, Jane Harper, went to reuse some of her coops, she noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced. Which stage of the business buying decision process was Harper in when she decided to replace her old coops?

• problem recognition

• general need description

• product specification

• product value analysis

• performance review

Which of the following is most likely the final stage of the business buying decision process?

• problem recognition

• product specification

• proposal solicitation

• order-routine specification

• supplier performance review

Which of the following is the means by which companies post purchase requests online and invite suppliers to bid for their business?

• extranet links

• intranet connections

• trading exchanges

• traditional procurement

• reverse auctions

The main differences between the business market and the consumer market are found in market structure and demand, the nature of the buying unit, and the types of decisions and the decision process involved.

• TRUE

• FALSE