Multiple Choice Questions

 This chapter is about organisational buyer behaviour. Although there are some parallels with consumer buyer behaviour, business-to-business buyers naturally have different priorities and agendas. The chapter begins with discussing the pressures on buyers, then explains how to approach and segment industrial/governmental markets, and how to approach B2B buying situations.

1. The individual responsible for the flow of information is called ______.

  1. the gatekeeper
  2. the initiator
  3. the decider

Answer: A

The person keeps the gate through which salespeople or other sources of information must pass.

2. Bribing a foreign buyer is an example of ______.

  1. cultural difference in buying
  2. political influence
  3. ethical influence

Answer: C

Bribery is regarded as unethical even in cultures where it happens.

3. A retailer is an example of ______.

  1. an institutional buyer
  2. a reseller
  3. a business and commercial buyer

Answer: B

The goods are only being bought in order to re-sell them.

4. What does OEM stand for?

  1. Organisation for Energy Markets
  2. Overseas Equipment Markets
  3. Original Equipment Manufacturer

Answer: C

The others are invented.

5. In the context of ‘consumption in B2B’, what does MRO stand for?

  1. Mechanical Reproduction Order
  2. Market Research Organisation
  3. Maintenance, Repair, Overhaul

Answer: C

The others are inventions.

6. What is the main definition of a ‘straight rebuy’?

  1. re-buying back a previously sold item
  2. a situation in which a previous order is simply repeated in its entirety
  3. a type of purchase for which previous experience does not exist

Answer: B

7. A buyer who increases the amount of product ordered is making ______.

  1. a modified rebuy
  2. a straight rebuy
  3. a new task buy

Answer: A

The usual rebuy is being slightly modified.

8. Which of the following is NOT an item listed in the buy-grid framework?

  1. search for and qualification of potential sources
  2. evaluation of proposals and selection of suppliers
  3. anticipation of order and listing of quantity needed

Answer: C

The correct answer here is a fabrication.

9. The person who handles initial contacts and controls the team in a team-selling scenario is called ______.

  1. the sales representative
  2. the key account manager
  3. the team leader     

Answer: B

An account requiring a team approach is a key account.

10. A supplier assessment system in which each department is asked to comment on their experience with the supplier is called ______.

  1. a categorical plan
  2. a weighted-point plan
  3. a cost-ratio plan

Answer: A

The supplier is graded according to the different categories of service supplied.

Web exercise

Visit the following websites:

Why do firms need to use these services?

What do the sites offer?