Chapter 4: Consumer and Organizational Buyer Behavior

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Questions and Answers

What is one of the important differences in emphasis between consumer and organizational buying?

  • Fewer potential buyers in organizational buying (correct)
  • More emotional factors in organizational buying
  • Fewer potential buyers in consumer buying
  • More rational decision-making in consumer buying

Why is it important for suppliers to invest in long-term relationships with large customers?

  • To maintain business with important customers (correct)
  • To reduce the influence of large customers
  • To enhance key account selling
  • To increase competition among the customers

What is the significance of the growth of key account selling?

  • It results in more rational decision-making
  • It emphasizes the importance of large customers
  • It leads to a decrease in potential buyers
  • It reflects the close relationship between buyers and sellers (correct)

What is likely true about organizational buying compared to consumer buying?

<p>Organizational buying involves fewer potential buyers (A)</p> Signup and view all the answers

Why is it important for marketers to understand the differences between consumer and organizational buying?

<p>To tailor marketing efforts according to buyer behavior (B)</p> Signup and view all the answers

What is reflected in the fact that 80% of output in industrial product marketing is sold to 10–15 organizations?

<p>The importance of close relationships with buyers (C)</p> Signup and view all the answers

In business-to-business marketing, why do sellers often tailor their product offerings to meet the specific requirements of buyers?

<p>To increase the potential revenue from the products (C)</p> Signup and view all the answers

What may be demanded by an organizational buyer in a powerful negotiating position with a seller?

<p>Concessions in return for placing the order (C)</p> Signup and view all the answers

Why are business-to-business markets sometimes characterized by a contract being agreed before the product is made?

<p>To ensure a guaranteed revenue for sellers (C)</p> Signup and view all the answers

Which factor makes organizational buying more complex?

<p>Influence of different levels of organization on purchase decisions (D)</p> Signup and view all the answers

What is the main focus of understanding customers in consumer buying behavior?

<p>Understanding their buying habits and preferences (D)</p> Signup and view all the answers

What makes decision making in consumer purchases more complex when made by a buying center, such as a household?

<p>A number of individuals may interact to influence the purchase decision (A)</p> Signup and view all the answers

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