Chapter 7 Marketing Application Response Questions (1)

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Feb 20, 2024

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Eads 1 Abby Eads Chapter 7 MKTG Application Response February 4, 2024 1. Provided an example of each of the four types of B2B organizations in the town where your college is located. Resellers: Walmart Manufacturers and service providers: Carlen Chevrolet Institutions: Cookeville Regional Medical Center Government: Labor and Workforce Department 2. What are the major differences between the consumer buying process discussed in Chapter 6 and the B2B buying process discussed in this chapter? Use buying iPads for personal use versus buying more than 100 iPads for a firm to illustrate the key points. The B2B process is more complicated than the consumer buying process, in my opinion, which is the primary difference. “Although the understanding of consumer brands has been widely accepted, industrial or Business-to-Business (B2B) brands have the need for clarification,” (Linder). Business-to-business transactions involve joint purchases or sales of goods and services by businesses. “ the general analysis of possible future expectations of B2B business customers, as well as those customers buying behaviors which regard the use of the omnichannel sale,” (Pawłowski & Pastuszak). This would fall under the category of the consumer buying procedure we discussed in Chapter 6 if you were purchasing an iPad for yourself. One step in the B2B purchasing process would be purchasing 100 iPads for a company. Purchasing one iPad for yourself is a simpler option than purchasing 100 iPads for your company, since those purchases would need to take into account multiple factors that you would not have to think about when making a personal purchase. 3. Assume you have written a textbook and are going to attempt to sell it to your school. Identify the six members of the buying center. What role would each play in the decision process? Rank them in terms of how much influence they would have on the decision, with 1 being most influential and 6 being least influential. Will this ranking be different in other situations?

Eads 2 Member Role Rank Initiator The members identify the need for a new textbook. The teacher or department chair may recognize the need for an updated or more suitable source. 2 Influencer An Individual has expertise or authority in the subject matter and can influence the decision. This could be a senior faculty member, curriculum coordinator, or subject matter specialist. The influencer’s opinion carries weight and is considered influential in the process. 3 Decider This holds the ultimate power in this process. This decides if they should buy the book, where to buy the book, or how they should buy the book. A member may be the principal, department chair, or another administrative figure. 1 Buyer Responsible for the actual purchase of the textbook. It might be a procurement officer or someone involved in handling the purchasing process. 4 User Normally it is the teacher or student who will utilize the textbook. It is important as they can provide insights on the textbook’s usability and effectiveness. 5 Gatekeeper It controls access to the decision-makers and information. IT could be a school administrator or secretary. 6 4. Now provide an example of the three types of buying situations that the bookstore at your school might face when buying textbooks. (1) New buy : If the bookstore where to buy a book they have never bought before (2) Modified rebuy : If a newer edition of a book comes out, they will start buying the newer version (3) Straight rebuy : If the school knows they are going to need a lot of copies of a specific book, they will buy books to avoid selling out

Eads 3 5. Finally, discuss for which types of products the bookstore would do a straight rebuy and for which it would pursue a modified rebuy? (1) Straight rebuy : Routine replenishment products and standardized textbooks with consistent demand (2) Modified rebuy : New edition releases, specialized course materials, and customized textbooks

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Eads 4 References Pawłowski, M., & Pastuszak, Z. (n.d.). B2B customers buying behavior . International Journal of Synergy and Research. https://cejsh.icm.edu.pl/cejsh/element/bwmeta1.element.ojs-doi-10_17951_ijsr_2016_5_0_19 Linder, C. (n.d.). B2B BRAND DEFINITION - UNDERSTANDING THE ROLE OF BRANDS IN BUSINESS AND CONSUMER MARKETS . https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=e73a263a3f825bcb6a7059d1d 2dff9ad289f9657

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