中山大学吴柏林教授-“广告创意”绝密资料-TIF07

Chapter7–AnalyzingBusinessMarketsandBuyerBehavior

True/FalseQuestions

Organizationalbuyingisthedecision-processbywhichorganizationsestablishandsatisfytheirneedsforgoodsandservices.True(moderate)p.132

Mining,manufacturing,banking,anddistributionservicesareallconsideredpartofthebusinessmarket.True(easy)p.132

Characteristicsofbusinessmarketsincludethattherearemorebuyersandlargerbuyers.False(moderate)p.134

Whencomparedtotheconsumermarket,thedemandforgoodsandservicesinthebusinessmarketisderived.True(moderate)p.134

Insellingtothegovernment,thecontractisalwaysawardedtothelowestbidder.False(moderate)pp.133-135

Governmentbuyersdifferfrombusinessbuyersinthatgovernmentbuyersaremonitoredmorecloselybyoutsidepublics.True(moderate)pp.133-135

Schoolsandprisonsareconsideredinstitutionalbuyingorganizationsandtheytendtohavecaptiveclientelesandlimitedbudgets.True(moderate)p.133

Asecretarywhopreventssalespersonsfromcontactingusersordecidersisplayingagatekeeperrole.True(easy)p.137

A“straightrebuy”isamorecomplexprocessthana“newtask”becausethefirmislimitedtoanapprovedlistofvendors.False(moderate)p.136

Interpersonalfactorshavealmostnoinfluenceinbusinesspurchasingdecisions.False(moderate)p.138,140

Anewsupplierisleastlikelytomakeasaletoaprospectinvolvedinthestraight-rebuysituation.True(moderate)p.136

Businessbuyerspaycloseattentiontonumerouseconomicfactorssuchasinterestrates,cross-functionalbuyingteams,andconsumerspending.False(moderate)p.138

Thebusinessbuyingprocessisinfluencedbyenvironmental,organizational,andindividualfactors.True(moderate)p.138

Readinganadvertisementaboutanewbusinessserviceinatrademagazinetowhichthepurchasingagentsubscribeswouldbeanexampleofhowaproblemmightberecognizedinanorganizationalsetting.True(moderate)pp.141-142

Inchoosingasupplier,therelativeimportanceofdifferentattributesvarieswiththetypeofbuyingsituation.True(moderate)p.143

Evenifasupplierfirmhasthecapacitytodeliverabusinessproductorservice,thatsuppliermightnotbeallowedtosubmitaproposalinthebuyingprocess.True(difficult)p.143

Whenrespondingtoarequestforawrittenproposal,abusinessmarketershouldrememberthedocumentisprimarilyatechnicaldocumentexplainingthefeaturesoftheproduct.False(moderate)p.143

Productvalueanalysiscaninvolvedeterminingwhichcomponentscanbemadecheaperthroughredesignorstandardization,whilekeepingthesameperformancelevelofthosecomponents.True(moderate)p.142

Inthenegotiationprocess,ifthepotentialsupplierisfacedwiththelowerpriceofacompetitor,heorsheshouldalwayslowerhis/herprice.False(moderate)pp.143-144

Ablanketcontractorstocklesspurchaseplanestablishesalong-termrelationshipinwhichthebuyerpromisestobuyallthestockofaparticularselleratagreed-uponprices.False(moderate)p.144

MultipleChoiceQuestions

Thebusinessmarketdiffersfromtheconsumermarketinthat_______________.

moremassmediaareusedtocommunicatewiththebusinessmarket

itisamuchlargermarketwithmanymorebuyersthantheconsumermarket

itisamuchsmallermarketindollarvolumethantheconsumermarket

moreproductcustomizationtakesplaceintheconsumermarket

itacquiresgoodsorservicesinordertousethemforanotherpurpose,asopposedtoacquiringgoodsorservicesforpersonalconsumption(difficult)p.132

Organizationalbuyingis_______________.

theprocessbywhichorganizationsrecognizetheirneedsforgoodsandservices

awayacompanycanproduceagreatervarietyofhigh-qualityproductsatlowercost,inlesstime,withlesslabor

thedecision-makingprocessbywhichorganizationsestablishandsatisfytheirneedsforgoodsandservices(difficult)p.132

thepracticeofestablishingofstrategicpartnershipsbetweenmanufacturersandtheirsuppliers

thepracticeofbuyingatotalsolutionforaproblemfromoneseller

The_______________consistsofalloftheorganizationsthatacquiregoodsandservicesusedintheproductionofotherproductsorservicesthataresold,rented,orsuppliedtoothercustomers.

businessmarket(moderate)p.132

institutionalmarket

consumermarket

governmentmarket

specializedmarket

AllofthefollowingaremajorindustriesmakingupthebusinessmarketEXCEPT:

agriculture,forestry,fisheries

manufacturing,mining

construction,transportation

banking,finance

governments,institutions(moderate)p.132

Erin’ssecretarydevelopedafileofvisitingsalespeople,butonlyallowedafewtoactuallyhavetimeonErin’scalendar.Erinisfrequentlychargedwithbuyingexpensiveofficeequipmentaspartofherjob.Erin’ssecretaryisplayingwhatroleinthebusinessbuyingprocess?

initiator

user

decider

approver

gatekeeper(moderate)p.137

Businessbuyingbehaviordiffersfromconsumerbuyingbehaviorinthat_______________.

thebuyersforthebusinessmarketaretypicallymoregeographicallydispersedthanthosefortheconsumermarketandthedemandforproductsandservicesintheconsumermarketisunaffectedbypricefluctuations

fewerpeopletypicallyparticipateinorinfluencebusinessbuyingdecisionsthanintheconsumermarket

businessesbuyproductstoaccomplishasinglegoal,whichvariesbyindustryandbusiness

thedemandforbusinessgoodsandservicesisderivedfromconsumers’finaldemand(moderate)pp.134-135

businessesbuythroughlongerchannelswithmoreintermediaries

Whencomparedtotheconsumermarket,thedemandforgoodsandservicesinthebusinessmarketis_______________.

farmoreelastic

significantlymoreconstant

derived(moderate)pp.134-135

morelikelytobeaffectedbychangesinprice

alloftheabove

WhichofthefollowingistrueoftheU.S.governmentasamarket?

TheU.S.governmentisthelargestcustomerintheworld.(moderate)pp.133-135

MostpurchasesbytheU.S.governmentareinthebillionsofdollars,usuallyfortechnology.

TheU.S.governmentwillalwaysawardthecontracttothelowestbidder.

Acomprehensivebidproposalmighttakeasmuchasafewdaystoprepareand“weighin”atafewdozenpages.

CostminimizationisthedrivingforcebehindbuyingdecisionsmadebytheU.S.government.

Businessbuyers_______________.

aregeographicallyasdiverseasconsumers

tendtobegeographicallyconcentratedwithover1/2oftheminsevenstates(difficult)pp.134-135

arelargelyconcentratedinthesouthwesternUnitedStates.

tendtobefoundinsmallercommunitiesandruralareasintheMidwest

usegeographicaldispersiontokeepshippingcostslow

3Mhasdevelopedanewtypeofplasticfilmusedforshippingsecurity.Itismoredurablethananyotherformoffilmonthemarket.Thefirstyearaftertheproductwasintroduceditssalestotaled$435million.Analystshavepredictedanannualgrowthof30percentasbusinessesliketransportationcompaniesdiscoverhowwellthefilmprotectstheirproducts.Sincethedemandforthenew3Mfilmisdependentonthedemandfortheproductstransportedwithinit,thedemandforthefilmis_______________.

derived(moderate)pp.134-135

inelastic

routine

elastic

constant

Thebuyingdepartmentforanursinghomeisinformedthepriceoftheibuprofenusedforpatientmedicationhasincreasedby15percent.Heordersanewsupplyanywaybecauseheknowshecanpasstheincreaseontotheclients.Thisisanexampleofbusinessproductshaving_______________demand.

routine

inelastic(moderate)pp.134-135

volatile

accelerated

elastic

Allamaandemubreederbuysmuchofthefoodsheneedstofeedherlivestockfromalocalfarmer.Asapartofthecontractbetweenthetwoparties,thefarmerbuysallthemanurethebreedercanproduceforitsorganicvegetables.Thisisanexampleof_______________.

directpurchasing

relationshipmarketing

leasing

systemsselling

reciprocity(moderate)pp.134-135

Theinstitutionalmarketisbestdescribedashaving_______________.

lowbudgetsandacaptiveclientele(moderate)p.133

demandelasticityandgeographicallyconcentratedsuppliers

contractnegotiationsandfluctuatingdemand

deriveddemand,geographicallyconcentratedsuppliers,andbudgetaryconstraints

demandthatiselastic,derived,andfluctuating

_______________organizationstypicallyrequiresupplierstosubmitbids.Normally,theyawardthecontracttothelowestbidder,althoughtheysometimestakeintoaccountasupplier’ssuperiorqualityorreputationforcompletingcontractsontime.

Business

Institutional

Consumer

Government(moderate)pp.133,135

Specialized

Suppliersdescribegovernmentalorganizationsas_______________.

alwaysselectingqualityoverpricewhenbuyingproductsand/orservices

avoidingoptingforthebottom-lineperspective

sometimesconsideringqualityorreputationbutprimarilyrewardingcontractsonthebasisofprice(difficult)p.135

requiringminimalpaperworkandhavingaprocessopentopublicscrutiny

woefullylackinginspecificguidelinesforwould-besuppliers

Whichofthefollowingbuyingsituationswouldrepresentthepurchaseofofficesuppliessuchasreamsofcomputerandcopierpaper,andcomputerdisks?

straightrebuy(easy)p.136

modifiedrebuy

newtask

routinerebuy

directpurchase

Themostroutinedecisionprocessundertakenbybusinessbuyersiscalleda_______________.

straightrebuy(easy)p.136

modifiedrebuy

newtask

routinerebuy

directpurchase

Anewsupplierisleastlikelytomakeapreliminarysaletoaprospectinvolvedinwhichofthefollowingbuyingsituations?

newtask

modifiedrebuy

functionalrebuy

straightrebuy(moderate)p.136

directpurchase

AngeloWeinsteinisaproducebuyerforAlliant,alargefoodsupplier.Heisbuyinglettuce,cucumbers,andtomatoesforproducingpre-madesalads.Heordersthesamenumberandqualityofthesevegetablesasbeforebutnoticesthathissupplier’spriceshaveincreasedslightly.Angeloisconductinga_______________.

straightrebuy(moderate)p.136

directpurchase

modifiedrebuy

newtaskbuy

reciprocalbuy

The_______________isasituationinwhichthebuyerwantstomodifyproductspecifications,prices,deliveryrequirements,orotherterms.

straightrebuy

directpurchase

modifiedrebuy(easy)p.136

newtaskbuy

reciprocalbuy

AngeloWeinsteinisaproducebuyerforAlliant,alargefoodsupplier.Heisbuyinglettuce,cucumbers,andtomatoesforproducingpre-madesalads.Heordersthesamenumberandqualityofthesevegetablesasbeforebutnoticesthathissupplier’spriceshaveincreasedslightly.Ifpricesfromhisusualproducesuppliercontinuetorise,youcanexpectAngelotoengageina_______________.

straightrebuy

directpurchase

modifiedrebuy(moderate)p.136

newtaskbuy

functionalrebuy

The_______________isabuyingsituationinwhichapurchaserbuysaproductorserviceforthefirsttime.

straightrebuy

directpurchase

modifiedrebuy

newtaskbuy(moderate)p.136

functionalrebuy

RobisonCorp.isagroundbeefprocessingplant.OwnersWilliamandWalkerRobisonattendedatradeshowandsawameatgrindingmachinethatoperatesatacapacityof9,000poundsperhourandrequiresonlyoneemployee.Untiltheshow,thebrothershadnoideasuchaproductexisted.Asfarastheyhavelearnedonlyonecompanyismanufacturingsuchamachine.Theyhavecalculatedthatsuchamachinecouldsavethemupto$185adayinlaborcosts.Theyhavecontactedthecompanytolearnmoreaboutthe$53,000grinder.TheRogersbrothersareengagedina:

straightrebuy

directpurchase

modifiedrebuy

newtaskbuy(moderate)p.136

functionalrebuy

Advertisingusuallyhasitsgreatestimpactatthe_____________stageofnew-taskbuying.

awareness(moderate)p.136

interest

trial

evaluation

adoption

Salespeopleusuallyhavetheirgreatestimpactatthe_______________stageofnew-taskbuying.

awareness

interest(moderate)p.136

trial

evaluation

adoption

Whichofthefollowinghasthemostinfluenceinstraightrebuyandmodifiedrebuysituationsinamultinationalcorporation?

financedepartment

purchasingagents(difficult)p.137

administrativepersonnel

engineeringdepartment

productionmanagers

Purchasingdepartmentpersonnelforacorporatefarmwouldhavethemostinfluencewhentheorganizationis_______________.

buyingmarketingmaterialsforitsboothatanationalagriculturaltradeshow

purchasingfarmequipmentforthefirm’sagriculturalbusinessunit

negotiatingtheperformancespecificationsfornewgrainstoragefacilities

renewingitssubscriptionstoseveraltradejournals(moderate)p.137

switchingtoanewvendorforsatellitemoisturereporting

The_______________iscomposedof“allthoseindividualsandgroupswhoparticipateinthepurchasingdecision-makingprocess,whosharesomecommongoalsandtherisksarisingfromthedecisions.”

buyingcenter(moderate)p.137

initiatingteam

purchasingdivision

engineeringdivision

influencingcenter

Inthebuyingcenter,_______________arepeoplewhorequestthatsomethingbepurchased,includingusersorothers.

initiators(moderate)p.137

influencers

deciders

approvers

gatekeepers

OfficemanagerBilliehassignatoryauthorityfororganizationalpurchasesunder$2,500.Shedelegatesthetaskoffindingfivenewacceptablefaxmachinestoatrustedsubordinate,Jules.IfBilliedoesnotinvolveherselffurtherinthebuyingprocess,otherthantosignoffonwhatJulespresentstoher,herroleislimitedtothatof_______________.

gatekeeper

decider

influencer

approver(moderate)p.137

user

Whichofthefollowingbestdescribesthebuyingcenterroleinwhichpeoplehavethepowertopreventsellersorinformationfromreachingmembersofthebuyingcenter.

initiators

influencers

deciders

approvers

gatekeepers(moderate)p.137

Theownerofamulchplantisplanningtopurchasea$41,000trailerforhaulingbulkproducttoadistributioncompanywherethemulchwillbepackagedinto2cubicfeetbags,andsoldatgardeningsupplystores.Theoperatorofthedistributioncompanywouldprobablyassumetherolesof_______________inthebuyingcenter.

userandgatekeeper

approverandinfluencer(difficult)pp.137

initiator,gatekeeper,anddecider

decider,user,andinfluencer

influencerandgatekeeper

Withthehelpoftheyardoperationsmanager,theownerofMemphisLogisticsisplanningonbuyingasophisticatedloadertomovemerchandisefromtrucksontorailcars.Itwillbereplacinganobsoletepieceofequipmentwhichtheyardoperationsmanagerdescribesashardtooperateandpotentiallydangerous.Intermsofthebuyingcenter,theyardoperationsmanagerwhowillberesponsiblefortheoverseeingtheemployeeswhooperateandmaintainthedumperhastherolesof_______________.

gatekeeperanddecider

influencer,user,andapprover

buyer,influencer,initiator,andgatekeeper

decider,user,andbuyer

initiator,influencer,anddecider(difficult)pp.137

Interestrates,demandforproducts,technologicalchange,socialresponsibilityconcerns,andconsumerbuyingpatternsareallexamplesof_______________influencesonbusinessbuyers.

environmental(moderate)p.138

interpersonal

organizational

entrepreneurial

individual

WhichofthefollowingisanexampleofanorganizationalinfluenceonabusinessbuyerforaKoreanmanufacturerofdesignerclothes?

Parisfashionhouseshaveannouncedthecolorsforthisseasonwillbetealandsalmon.

OSHAisinvestigatingwhyaworkerlostherlifeinafactoryaccident.

Anewdyingtechnologyisavailablethatreducestextilefadingby30percent.

Thecompanyhasissuednewpurchasingpoliciesontheselectionoffabric,fasteners,andthreads.(difficult)p.138

Agingconsumersareignoringthefashiondesignersasincreasinglyirrelevant.

WhichofthefollowingisNOTanexampleofanorganizationalinfluencethatmightaffectthepurchasingagentforamultinationalconglomerate?

Manyofthetasksformerlydonebythepurchasingagentarenowbeingperformedbyacentralizedpurchasingdepartment.

Theconglomeratehasadoptedjust-in-timeproductionintwoofitsdivisions.

Thepurchasingagenthasa“want-the-best”attitudewhenitcomestobuyingcomponentparts.(difficult)p.138

Theorganizationisnegotiatingmorelong-termcontractsthaninpreviousyears.

ThecompanyisdoingmuchofitspurchasingthroughtheInternet.

BecauseDanteisnewatherjobascompanybuyer,sheisverycautiousinherbuyingdecisionsevenwhenengagedinstraightrebuys._______________influenceshavethegreatesteffectonDanteassheperformsherjob.

Environmental

Interpersonal

Organizational

Individual(moderate)p.138

Cultural

Whichofthefollowingisnotemployedbycompaniesthatuseleanproduction?

justintime(JIT)inventory

longlead-timesupply/inputsordering(moderate)p.140

singlesourcingwithearlysupplierinvolvement

strictqualitycontrol

stableproductionschedules

Thegardenerinchargeofmaintainingthebeautifulgroundsatanamusementparkwasstrollingthroughtheparklookingattheflowersandbushesfromaguest’sperspectivewhenhenoticedsomeJapanesebeetlesflyingaround.HemadeamentalnotetohimselfthathehadtoordersomeJapanesebeetletrapswhenhegotbacktotheoffice.Thisisanexampleofwhichofthestepsinthepurchase/procurementprocess?

problemrecognition(moderate)pp.141-142

generalneeddescription

productspecification

supplierselection

suppliersearch

_______________isanapproachtocostreductioninwhichcomponentsarecarefullystudiedtodetermineiftheycanberedesignedorstandardizedormadebycheapermethodsofproduction.

Productvalueanalysis(moderate)p.142

Customercostanalysis

Totalqualitymanagement

Productreengineering

Marketingresearch

Whichofthefollowingbuyphaseswoulddefinitelybeincludedinamodifiedrebuysituation?

problemrecognition

generalneeddescription

supplierselection

suppliersearch

productspecification(moderate)p.142

Aproductvalueanalysisisconductedatthe_______________stepoftheprocurementprocess.

problemrecognition

generalneeddescription

productspecification(moderate)p.142

suppliersearch

proposalsolicitation

Theroutineplacingofthetwice-weeklyordertorestockacommercialkitchen’sfreezerwithmeats,poultry,frozenjuices,andfresh-frozen“pre-mades”likedoughsandstuffedpastas,definitelyincludeswhichofthefollowingstagesinthebusinessbuyingprocess?

problemrecognition

generalneeddescription

order-routinespecification

suppliersearch

productspecification(moderate)p.142

AnonlineretailerofoutdoorequipmentwaslookingforsomehelpwithitsWebsitemaintenancesoastobemoreuser-friendlyandconvenient.Theownerattendedthe2002Web-EXTradeShowandaskedseveralofhercolleaguesforrecommendations.Sheisinthe_______________phaseofbusinessbuying.

problemrecognition

generalneeddescription

productspecification

suppliersearch(moderate)p.143

order-routinespecification

TheKnollTextileManufacturingCompanyisevaluatingpotentialsuppliersofzipperstobeusedinproductionofalineofchildren’souterwear.Thecompanyisconcernedaboutthedeliveryreliability,price,andsupplierreputation.Knollisinthe_______________phaseofthebusinessbuyingprocess.

supplierselection(moderate)p.143

proposalsolicitation

productspecification

performancereview

order-routinespecification

EasterVillagestoresellsEaster-relatedcardsandgiftsyear-round.TheprimarysourceforitsdomesticandforeigngiftsisFestivalSupply,butEasterVillagealsobuyssomeornamentsfromPascuali’sGlobalandfromKernalDistributors.BothofthedistributorscontinuetotrytopricetheirmerchandiseatpriceslowerthanthoseofFestivalSupplybecausePascuali’sandKernalDistributorsareboth:

outsuppliers(moderate)p.144

outsourcingagents

second-tiersuppliers

value-addedsuppliers

subordinatesuppliers

AsRikkaandthesalespersontalked,theyagreedRikkawouldbuysixpalletsofAmericanflags,four12-footsectionsofdisplayshelving,andtwogrossofGeorgeW.Bushbobble-headdollsforRikka’sartsandcraftssupplystore.Inaddition,thesalespersonagreedtohavetheitemsdeliveredintenworkingdaysandgiveRikkaan8-percentdiscount.Rikkaandthesalespersonareengagedinwhichphaseoftheprocurementprocess?

supplierselection

proposalsolicitation

productspecification

performancereview

order-routinespecification(moderate)p.144

Ablanketpurchasecontractleadsto_______________.

buyersbeinglessdependentuponanygivensupplier

therebuyprocessbeingupgradedtoanewtaskbuyeachtimethere’sareorder

thesuppliermaintainingtheinventory(difficult)p.144

systemsselling

multiplesourcing

A(n)_______________establishesalong-termrelationshipinwhichthesupplierpromisestoresupplythebuyerasneededatagreed-uponpricesoveraspecifiedperiod.

blanketcontract(moderate)p.144

specializedcontract

over-runcontract

purchaseordercontract

superiorordercontract

Acompanycanreviewtheperformanceofasupplierby_______________.

usingabuyflowmap

developingasupplier-attributepositioningmap

usingfinancialdatafromDunandBradstreet

aggregatingthecostofpoorperformancetocomeupwithanadjustedcostofpurchase,includingprice(difficult)p.144

usinganyoftheabovemethods

EssayQuestions

Twosalesassociates,DizMillerandNestorMarlboro,enteraroomoutsidethepurchasingagent’soffice.Thepurchasingagentworksforafiberglassmanufacturer.Millerhassoldtothecompanyseveraltimesinthepast.Hehasstoppedbytoseeifthepurchasingagentneedstorestockanyofhiscompany’smachinelubricants.Marlborowilltrytoconvincethepurchasingagenttobuyamachineforextractingandtrimmingglassfibersthatwillreducewasteby13percentandcosts$44,000.Thefurniturecompanycurrentlydoesthisbyemployingskilledlaborerswhousehandtools.Classifytheproductsbeingsoldintermsofbuyclass.Whatbuyphasesareassociatedwitheachbuyclass?Inwhatbuyphasedoyouthinkthepurchasingagentisnow?

Answer:

Thelubricantswillbeastraightrebuy.Theonlytwobuyphasesforthepurchasingagentareproductspecificationandperformancereview.ThemachinesoldbyMarlborowouldbeanewtaskbuyandwouldrequirethepurchasingagenttogothroughallthestagesofthebuyphase—(1)problemrecognition,(2)generalneeddescription,(3)productspecification,(4)suppliersearch,(5)proposalsolicitation,(6)supplierselection,(7)order-routinespecification,and(8)performancereview.Theagentisintheproductspecificationphasewiththeadhesives.Giventhewaythequestioniswritten,heismostlikelyinthesuppliersearchphaseforthenewtaskbuy.

(difficult)Table7-2andaccompanyingtextpages

RhetandJulieRaymondhadalarger-than-averagecropofmangoslastyear.TheydecidedtomakesomeextrajarsofJulie’smother’smangochutneytoseeiftheycouldsellitatalocalcraftsfair.Responsewasverypromisinganddemandwasstrong.NowJulieandRhetownacompanythatproducesgourmetchutneysunderthebrandnameExoti-Sauce.WorkingatthecompanynowareRhet,Julie,hermotherMandalee,andRhetandJulie’snephewBertwhomakesdeliveriesanddoestheheavyliftingandcleaning.Rhetisinchargeofmarketingandhelpsoutinthekitchen.Therearealsoanumberofpart-timeworkers.Asalespersonwantstosellthemabottle-labelingsystemthatwillspeedupproductionby200percent.Itcostsabout$12,500.Inashortessay,discusshoweachofthecompany’sfull-timeemployeesmightassumevariousrolesinthebuyingcenter.

Answer:

Students’answerstothisquestionwillvary,butthefollowingaresomepossibleanswers.

Julieknowshowmuchworkitistoglueonlabels—soshewoulddefinitelybeaninitiator.Shewouldalsobythesamelogicbeauser.Sincethedecisionisjoint,shewouldbeaninfluencertoconvincetheothersandadecider,anapprover,andabuyeraspartownerofthecompany.Shecouldtaketheroleofgatekeeperifsheknewofacheapersystembutdecidednottotelltheothersaboutit.

Rhetisnotinvolvedintheproductionpart,butaspartownerofthecompany,hewouldtaketherolesofdecider,approver,andbuyer.HecouldtaketheroleofgatekeeperifherefusedtoletthesalespersonpresentanyotherequipmentthatmightbeusefulintheExoti-Saucekitchen.

Mandaleealsoknowshowmuchworkitistoplacethelabels—soshewoulddefinitelytaketherolesofinitiatoranduser.Eventhoughshehasnoownershiprights,shewouldalsoactasaninfluencer.ShecouldactasagatekeeperifsheknewthebuildingcurrentlyusedbyExoti-Saucewasnotbigenoughtoholdthesystemwhereitcouldbeusedefficiently.

Bertisnotinvolvedintheproductionofchutneysexcepttohelpclean.Dependingonhoweasythenewsystemistoclean,hecouldbeaninfluencer.Hewouldmostlikelyplaynootherroles.

(difficult)pp.137

Imagineyouareasalespersonforacompanythatsellsofficesuppliestobuyersindifferentbuyingsituations.Inashortessay,developthreescenariosthatillustrateeachofthethreesituations.

Answer:

Students’answerswillvary.Thestraightrebuycouldoccurwhenthebuyerhasboughtfromyoupreviouslyandissimplyrestockingitsshelves.Themodifiedrebuycouldoccurwhenthebuyerwantstomodifydeliveryschedulesorpaymentplans.Newtaskbuyingwouldoccurifthebuyerwerepurchasingsomethingithadnotpreviouslypurchased—suchasaudiovisualequipmentorinstructionalormotivationalbooksornetworkingsoftware.

(easy)pp.136

Inabriefessay,explainhowanorganizationalbuyermightdecidewhetherapotentialsupplierisqualifiedandwhetheraproposalshouldbesolicitedand/oracceptedfromthatsupplier.Howcanthesupplierimprovetheiroddsintheprocess?

Answer:

Somebuyersrequirethatsuppliershaveexternalcertifications,suchasISO9000.Betteranswerswouldtellwhythisisahelpfulindicator.Attaining“trustedadviser”statusthroughexpertisealsohelpsacompanystandouttothepotentialbuyer.“Out-suppliers”mayhavetofightharderforapieceofthebusinessbyfindingwaystoovercomethestatusquo(e.g.,theusualsuppliersgetallthe