Question;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 it?s 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 year?s 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 BtoBmagazine?s;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 customer?s 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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