Chapter 2 - Buyer's Behaviour

Question 1

On what base does a B2B client usually choose a supplier?

Answer 1

1. Costs
2. Resources

Question 2

How can we differentiate different types of client?

Answer 2

1. The nature of the client company’s business
2. The nature of the company’s business strategy
3. The purchasing orientation

Question 3

What does it mean “The nature of the client company’s business”?

Answer 3

The client company’s business can be:
1. The Unit production
2. The Mass production
3. The Process production

Question 4

What does it mean “The nature of the company’s business strategy”?

Answer 4

The company’s business strategy can be:
1. Product leadership
2. Operational excellence
3. Customer intimacy

Question 5

What does it mean “The purchasing orientation”?

Answer 5

The company’s purchasing orientation can be:
1. Transactional approach (lower costs)
2. Purchasing approach (lower TCO)
3. Supply Management orientation (maximize value over SC)

Question 6

What is the Kraljic Matrix?

Answer 6

It’s a tool useful to understand what is the position of a company respect to some goods in terms of “importance of the good” and “supply accessibility”

Question 7

Which are the Kraljic Matrix variables?

Answer 7

1. Profit impact
2. Supply access

Question 8

Which are the 4 types of goods in the Kraljic Matrix?

Answer 8

1. Non-critical items
2. Leverage items
3. Bottleneck items
4. Strategic items

Question 9

Which are the 6 steps of the purchase process?

Answer 9

1. Need/problem recognition
2. Determining product characteristics
3. Supplier and product search
4. Evaluation of proposal and supplier selection
5. Specification of order routine
6. Performance feedback and evaluation

Question 10

Which are the 3 types of purchasing that a company may encounter in the purchase process?

Answer 10

1. New task
2. Modified re-buy
3. Straight re-buy

Question 11

How is “New task” divided?

Answer 11

1. Judgmental buying approach
2. Strategic buying approach

Question 12

How is “Modified re-buy” divided?

Answer 12

1. Complex modified re-buy
2. Simple modified re-buy

Question 13

How is “Straight re-buy” divided?

Answer 13

1. Casual re-buy
2. Routine re-buy

Question 14

What is a DMU?

Answer 14

A Decision Making Unit is a company’s unit made up of different people of different units that are responsible of the purchase decision

Question 15

Which are the purchase roles?

Answer 15

1. Initiators
2. User
3. Influencer
4. Decider
5. Buyer
6. Gatekeeper