This is a preview. Log in to get access Show Abstract The authors suggest a model of industrial and institutional buying behavior as an organizational decision-making process. The major dimensions of the model are defined and some implications for marketing strategy are developed. Journal Information The Journal of Marketing (JM) develops and disseminates knowledge about real-world marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. It is the premier outlet for substantive research in marketing. Since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline? Publisher Information Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. A growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Principal offices are located in Los Angeles, London, New Delhi, Singapore, Washington DC and Melbourne. www.sagepublishing.com Rights & Usage This item is part of a JSTOR Collection. 1 ________ refers to the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers. Page: 183 2 The ________ 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. Page: 183 3 How can a marketer overcome the negative effects of commoditization? Page: 184 4 Which of the following is true for business marketers? Page: 184 5 Which of the following is a challenge in which business marketers differ from the consumer marketers? Page: 184-185 6 Ultimately, the amount of steel sold to General Motors depends on the consumers' demand for GM cars and trucks. From the standpoint of the steel manufacturer, which of the following demand forms is most pertinent?
Page: 185 7 The demand for business goods is ultimately derived from the demand for ________. Page: 185 8 A given percentage increase in consumer demand can lead to a much larger percentage increase
in the demand for plant and equipment necessary to produce the additional output. Economists refer to this as ________. Page: 185 9 The total demand for many business goods and services is not much affected by price changes. Thus, this demand is ________. Page: 185 10 The purchasing department buys office supplies on a routine basis from a pre-approved list of suppliers. This type of purchase is classified as a ________. Page: 185 11 Sometimes a rise of only 10% in consumer demand can cause as much as a 200% rise in business demand for products for
the next period. This is an example of ________. Page: 185 12 Shoe manufacturers are not going to buy much more leather if the price of leather falls, nor will they buy much less leather if the price rises, unless they can find satisfactory substitutes. This is an example of ________. Page: 185 13 Kenilworth Inc. is shifting from its rented four-room office to a standalone office building owned by the company itself. This can be classified as a ________. Page: 186 14 In a ________ purchasing situation, the buyer wants to
make some change to existing product specifications, prices, delivery requirements, or other terms. Page: 186 15 The business buyer has to make the fewest decisions when involved in a ________. Page: 186 16 Jason Riggs'
company is considered to be an in-supplier for a lawn mower manufacturer. However, recently the lawn mower company has put out a memo to in- and out-suppliers indicating that it would like to change product specifications and delivery schedules. Which of the following buying situations is most likely to be in operation given this data? Page: 186 17 Orica
Inc. competes in the market for commercial explosives. The company recently changed its business model from just selling explosives to managing an entire blast in a quarry. This customer-solution-based approach to the sale of explosives is an example of ________. Page: 187 18 If you decided to go into the systems contracting
business, which of the following categories would constitute your main area of expertise, the service you provide for customers? Page: 187 19 Many business buyers prefer to buy a total solution to a problem from one seller. This process is also known as ________. Page: 187 20 Xerox offers a ________ approach to prospective clients when it offers a complete turnkey solution, including the operation and management of the client's information and communication need. Page: 187 21 If Ampex
Support Systems is the single supplier for a local manufacturing company's MRO (maintenance, repair, operating) supplies and needs, Ampex Support Systems is considered as providing ________ for the manufacturer. Page: 187 22 ________ is a key industrial marketing strategy in bidding to build large-scale industrial products such as
dams, pipelines, etc. Page: 187 23 ________ is composed of all parties who participate in the purchasing decision-making process and share common goals and risks associated with their decisions. Page: 188 24 In the purchasing decision process, the ________ are those who request that something be purchased. They may be users or others in the organization. Page: 188 25 In the purchasing decision process, the ________ are those who have the power to prevent sellers or information from reaching members of the buying center. Page: 188 26 In the purchasing decision process, the major role of ________ is in selecting vendors and negotiating. Page: 188 27 If you performed the role of the ________ in a buying center, you would be the person that has the power to prevent sellers or
information from reaching other members of the buying center. Page: 188 28 When purchasing disposable surgical gowns, Mercy Hospital's vice president of purchasing analyzes whether the hospital should buy disposable gowns or reusable gowns. If the findings favor disposable gowns, then the operating-room administrator compares various competitors' products and prices and
makes a choice. Surgeons influence the decision retroactively by reporting their satisfaction with the particular brand. In this situation, the operating-room administrator performs the role of the ________. Page: 188 29 When purchasing disposable surgical gowns, Mercy Hospital's vice president of purchasing analyzes whether the hospital should buy disposable gowns or reusable
gowns. If the findings favor disposable gowns, then the operating-room administrator compares various competitors' products and prices and makes a choice. Surgeons influence the decision retroactively by reporting their satisfaction with the particular brand. In this situation, the surgeons perform the role of the ________. Page: 188 30 In which of the following is a person
performing the role of an influencer? Page: 188 31 In which of the following is a person performing the role of an approver? Page: 188 32 In which of the following is a person performing the role of a gatekeeper? Page: 188 33 Which of the following is true about the buying center? Page: 188-189 34 Small sellers should first concentrate their marketing efforts on reaching ________. Page: 193 35 If you were an upper-level marketing executive of a large seller of trucks, which of the following strategies would be most appropriate in reaching buying center targets? Page: 193 36 ________
occurs when customers are given a perspective or point of view that allows the firm to "put its best foot forward." Page: 194 37 The new, more strategically oriented purchasing departments have a mission. Which of the following most accurately describes that mission? Page: 194 38 Patrick J. Robinson and his associates have identified eight stages in the business buying-decision process. This model is called the ________ framework. Page: 195 39 According to Patrick J. Robinson, the eight stages in the business buying-decision process are known as ________. Page: 195 40 Which of the following is a step in the straight rebuy buyclass? Page: 195 41 A new-task buyclass decision begins with which of the following steps? Page: 195 42 In reordering office supplies, the only stages that the buyer passes through are the product specification stage and the ________ stage. Page: 195 43 The approach to cost reduction that studies whether components can be redesigned or standardized or made by cheaper methods of production without adversely impacting product performance is termed as ________. Page: 196 44 Business buyers may get new ideas at a trade show, see an ad, or receive a call from a sales representative who offers a better product or a lower price compared to the current in-supplier. These situations spur the ________ stage. Page: 196 45 Business marketers can stimulate problem recognition by ________. Page: 196 46 With respect to
e-procurement, Coca-Cola, Sara Lee, Kraft, PepsiCo, P&G, and several other companies joined forces to form a ________ called Transora to use their combined leverage to obtain lower prices for raw materials. Page: 197 47 Plastics.com allows plastics buyers to search the best prices among thousands of plastics sellers. Plastics.com is an
example of a(n) ________. Page: 197 48 On an online ________ , prices change by the minute. Page: 197 49 With respect to e-procurement, which of the two types of e-hubs are Web sites organized around?
Page: 197 50 Which of the following is an example of a functional hub? Page: 197 51 The ________ approach to consumer research asks customers to attach a monetary value to alternative levels of a given attribute. The value of a given configuration is determined by
adding the average values of each of the given attributes. Page: 199 52 In the ________ method for assessing customer value, customers are asked how costs of using a new product compare to those of using an incumbent. Page: 199 53 Robert Jennings consultants help farmers deliver an incremental animal weight gain of 8% to 12% over competitors. This is an example of ________. Page: 200 54 A supplier signs an agreement with a customer that states that $350,000 in savings will be earned by the customer over the next 18 months in exchange for a tenfold increase in the customer's share of supplies ordered by the customer. If the supplier achieves less than this promised savings, it will make up the difference. If the supplier achieves substantially more than promised, it participates in the extra savings. This is an example of ________. Page: 200 55 GM employees work at large customer facilities to reduce materials-management spending. This is an example of the ________ form of solution selling. Page: 200 56 Through its dedicated research team, CISCO Systems Inc. has developed new value-added business solutions which enable its variant class-II capacitors to provide incremental productivity of 10 to 20 percent over its competitors. This is an example of the ________ form of solution selling. Page: 200 57 Praxair Limited is a supplier of synthetic graphite to a number of electrode manufacturers in the U.S. Its customers have shifted their ordering responsibilities to Praxair and the company regularly monitors its customer's inventory levels and has taken responsibility for replenishing the supplies automatically through continuous replenishment programs. Which of the following systems
do Praxair and its customers follow with respect to order-routine specification? Page: 201 58 Which of the following methods is most likely to be used by buyers to review the performance of chosen suppliers? Page: 201
59 A ________ establishes a long-term relationship in which the supplier promises to resupply the buyer as needed, at agreed-upon prices, over a specified period of time. Page: 201 60 In the ________ category of buyer-supplier relationships, competition rather than cooperation is the dominant
form of governance. Page: 202 61 Which of the following relationships is characterized by much trust and commitment leading to a true partnership? Page: 202 62 The
partners in ________ systems are united in operational ways, but neither demonstrates structural commitment through legal means or adaptation. Page: 202 63 Value Central has a partnership of high trust and commitment with certain suppliers and gives them access to its sophisticated and detailed daily, individual store-based sales data.
In exchange, those suppliers are responsible for managing Value Central's inventory of their products. This relationship is best described as ________. Page: 202 64 The relationship between a company and its office supplies vendor where competition rather than cooperation is the dominant form of governance is probably best
described as ________. Page: 202 65 In the ________ category of buyer-supplier relationship, 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. Page: 203 66 According to research studies, the closest relationships between customers and suppliers arise when ________. Page: 203 67 The type of buyer-supplier relationship in which buyers and sellers make many relationship-specific adaptations, but without necessarily achieving strong trust or cooperation is termed as ________. Page: 203 68 ________ investments are those expenditures
tailored to a particular company and value chain partner. Page: 203-204 69 Which of the following is a form of cheating or undersupply relative to an implicit or explicit contract which usually takes place when buyers cannot easily monitor supplier performance? Page: 204 70 The ________ market consists of schools, hospitals, nursing homes, prisons, and other institutions that must provide goods and services to people in their care. Page: 205 71 In most countries, ________ are the major buyers of goods and services. They typically require suppliers to submit bids and
often award the contract to the lowest bidder. Page: 206 72 Organizational buying is the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers. Page: 183 73 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. Page: 183 74 Commoditization strengthens customer loyalty. Page: 184 75 The business market is essentially the same market as the consumer market. Page: 184 76 Business buyers often select suppliers who also buy from them. Page: 184 77 The business marketer normally deals with far fewer, much larger buyers than the consumer marketer does. Page: 184 78 An increase in the demand for plant and equipment can lead to a much larger increase in consumer demand. This is known as the acceleration effect. Page: 185 79 The demand for business goods is ultimately derived from the demand for raw materials. Page: 185 80 The total demand for many business goods and services is inelasticthat is, not much affected by price changes. Page: 185 81 In the straight rebuy, "out-suppliers" try to get a small order and then enlarge their purchase share over time. Page: 185 82 The buyer in a straight rebuy usually changes product specifications, prices, delivery requirements, or other terms. Page: 186 83 The business buyer makes the fewest decisions in the straight rebuy situation and the most in Page: 186 84 Most business buyers reject what is called systems buying from one seller. Page: 187 85 Systems selling is a key industrial marketing strategy in bidding to build large-scale industrial projects such as dams or pipelines. Page: 187 86 Sellers benefit from systems contracting through lower operating costs as a result of steady demand and reduced paperwork. Page: 187 87 The buying center is where consumers go to purchase their goods and services. Page: 188 88 With respect to the buying center, approvers are people who have the power to prevent sellers or information from reaching members of the buying center. Page: 188 89 Initiators are those who authorize the proposed action of deciders or buyers. Page: 188 90 Influencers influence the buying decision by helping define specifications and providing information for evaluating alternatives. Page: 188 91 In the buying center, several people can occupy a given role such as user or influencer, and one person may play multiple roles. Page: 188 92 Small sellers concentrate on multilevel in-depth selling instead of reaching the key buying influencers. Page: 193 93 In the business market, small sellers concentrate on reaching as many participants as possible because their chances of success are slim. Page: 193 94 Framing occurs when customers are given a perspective or point of view that allows the firm to "put its best foot forward." Page: 194 95 A performance review is the first step in the buygrid framework. Page: 195 96 The buying process begins when someone places an order with a sales representative. Page: 196 97 Product value analysis is an approach to efficiency that studies whether components can be redesigned or made by more efficient methods of production without adversely impacting product performance. Page: 196 98 On spot electronic markets, prices of products or commodities change by the minute. Page: 197 99 In buying alliances, participants offer to trade goods or services. Page: 197 100 With respect to assessing customer value, in conjoint analysis customers are asked to rank their preference for alternative market offerings or concepts. Page: 199 101 One of the forms of solution selling is to provide solutions to enhance customer revenues. Page: 200 102 Risk and gain sharing can offset price reductions that customers request. Page: 200 103 Companies are increasingly reducing the number of suppliers they utilize, and there is a trend toward single sourcing. Page: 201 104 Most performance reviews are conducted by outside auditing agencies to avoid bias and internal discrepancies. Page: 201 105 In buyer-seller relationships, the contractual transaction generally shows low levels of trust, cooperation, and interaction. Page: 202 106 Corporate credibility depends on corporate expertise, corporate trustworthiness, and corporate likability. Page: 203 107 One of the problems facing B2B on the Web is that many firms often impose more stringent requirements on their online business partners than they do on non-online partners. Page: 203 108 The "customer is king" category of buyer-seller relationship is relatively simple, and one in which routine exchanges with moderately high levels of cooperation and information exchange occur. Page: 203 109 Contracts are always sufficient to govern supplier transactions and prevent supplier opportunism. Page: 204 110 A good illustration of a member of the institutional market would be Boeing because it is a member of the aviation institution structure. Page: 205 111 The U.S. government is the largest customer in the world. Page: 206 Who is the participant in the buying decisions?Buyers: These people are the formal authority who helps in selecting the supplier and arranging the purchasing term. Deciders: This typical have formal or informal power to identify and approved the final suppliers.
Who in an Organisation is involved in the purchasing decision?Unlike the consumer buying process, multiple individuals are usually involved in making B2B buying decisions. A purchasing agent or procurement team (also called a buying center) may also be involved to help move the decision through the organization's decision process and to negotiate advantageous terms of sale.
Who are members of the buying organization who will actually use the purchased product or service?Users. Users are the people and groups within the organization that actually use the product.
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Who among the following participate in the purchase decision process of a buying organization?
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