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TEST YOURSELF
Chapter 9: Business-to-Business Marketing
Essay Questions
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One of the distinctive features of business markets relative to
consumer markets is the more complex purchase decision process involved.
One means that sellers use to deal with this complexity is to have
professional salespeople. Compare and contrast the role of salespeople
in the business buying process with salespeople in the consumer buying
process.
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Table 9.2 provides sales call statistics for several major industries.
There are wide variations across these industries in terms of the
cost of the sales force as a percentage of sales/revenue. For example,
sales forces for the banking industry cost an average of 0.9% of sales,
while sales forces for the health services industry cost an average
of 13.4% of sales. Discuss some likely reasons that a wide variation
exists between these two industries when they have in common the fact
that they are both service-based and operate across the country.
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Compare the three business purchasing situations (straight rebuy,
modified rebuy, and new task buying) with the three consumer purchasing
situations (routinized response, limited problem solving, extended
problem solving). What are their similarities and differences?
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Review each of the environmental factors and individual and psychological
processes discussed in the previous chapter on consumer buying behaviour
(cultural influences, social influences, needs and motives, perceptions,
attitudes, and learning). Which ones are also likely to influence
business buying behaviour and why?
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Table 9.6 outlines the three primary business models for online
exchanges. In your own words, explain what they are and the similarities
and differences between them.
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The text states that “commerce conducted via the Internet
is not about to change the fundamental way that business is conducted.”
Taking into account the fact that this comment is referring to B2B
markets, not consumer markets, discuss whether you agree or disagree
with this statement and why.
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