Click on the box next to each answer. Keep track of your own score.

1. If you are a salesperson involved in B-to-B marketing, you want to call on a group of individuals collectively known as:
   • A. consumers. INCORRECT In absence of any specific context, the term "consumer"  is generally taken to mean "household consumers,"  as does the term "final user." We can  talk about "organizational consumers," but note  that we have prefaced the term "consumer" to indicate  a context.
   • B. users. INCORRECT Note the use of the word *collectively* - on an exam, your   task is to choose the BEST answer from the choice set.
   • C. influencers. INCORRECT Note the use of the word *collectively* - on an exam, your   task is to choose the BEST answer from the choice set.
   • D. the buying center. CORRECT In any organization - whether that is a Wal*Mart or a  military installation - there is generally some group  of people who have to be convinced that some particular  action is the best. Although one person might be the  ultimate decision maker, other people or departments  might also have a stake that affects the decision.  Make sure that you know who they are and know what  are their needs and wants; make sure that you address  their needs or make contact with them if needed.  
2. When professors write college textbooks, is their target audience the users (students), deciders (other professors), or buyers (bookstores)?
   • A. users - students INCORRECT Students don't buy a textbook because they like it. They  buy it because that is what is on the university  bookstore shelf next to the course number. Check the  bookstore answer to see how it is an important part  making sure that high sales are maintained. Note  also that if students don't like a book after it is  used in a course, professors aren't happy; textbook  authors do have to make sure that student needs and  wants are met, even if they are not the primary  target.
   • B. deciders - professors CORRECT - but only sort of; see another answer If the course professor (or the department that consists  of professors) isn't convinced that a particular  textbook is the best to use, then bookstores won't  be asked to put it on the shelves. Keep in mind,  however, that professors are not likely to adopt  the same book in the future if students don't like  it.
   • C. buyers - bookstores INCORRECT University bookstores don't make decisions as to which  textbooks are used in courses.  HOWEVER,  bookstores do make a decision as to how many new  and how many used books to put on the shelf. If the  publisher's shipping policies aren't good at  meeting bookstore needs, the bookstore has the  option of purchasing used books from other sources.  That's not an issue that the author can address, but  it IS an important issue that the publisher needs to  address. Publisher's reps have been known to provide  the value-added service of helping bookstores  unpack and put books on the shelves.
   • D. none of the above INCORRECT - but only sort of The author has to write for the decider at the consumer   end, but also has to make sure that members of   the distribution channel are also convinced that   they can sell the product. The author has to   convince the publisher as well as the professor   that the product meets their needs.
3. One company buys office supplies from another company that in turn buys copiers from the first firm.  Such an arrangement is:
   • A. illegal in the US.  INCORRECT While there could be some kinds of arrangements that   are unethical or downright illegal, simply   agreeing to support each other in this manner is   legitimate.
   • B. legal in the US only if no other competitors exist. INCORRECT  
   • C. known as reciprocity. CORRECT Reciprocity simply has to do with two businesses   agreeing to do business with each other.
   • D. a form of direct marketing. INCORRECT Direct marketing is a term applied to consumer markets   and has to do with channel length.
4. The Acme Manufacturing Company is purchasing steel. In terms of buy class, steel would be:
   • A. a straight rebuy. INCORRECT If you could only choose between straight rebuy and new  task purchase, this answer is most likely to fit  assumptions about the situation. A best-guess  assumption is that an organization buying steel is  routinely replacing a consumable raw material that  is part of a manufacturing process. In that case,  vendor and specifications are likely not to change  in each purchase. Note, however, that while this  is a best-guess assumption, it is also possible  that an organization is purchasing steel for reasons  other than further production.
   • B. a new task purchase. INCORRECT An organization could be purchasing steel as an expensive,  seldom used material, but note that the assumptions  in answer A are probably better if you were forced  to choose between these two.
   • C. it's not possible to say. CORRECT We don't know why the steel is being purchased, so it  isn't possible to definitively say anything  about the decision making process surrounding its  purchase. HOWEVER, if forced to choose between the  above two answers only, we CAN make some assumptions  as to what is the most likely situation - e.g., if  working on a case for a college business course. On  that note, take a peek under the other answers.