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Chapter 08 - Understanding Customers: Business to Business Markets
Chapter 08
Understanding Customers: Business to Business Markets
True / False Questions
1. The value propositions required to compete and market in B2B versus B2C are often the
same.
True False
2. While many companies operate in the business-to-consumer markets, all companies operate
in a business-to-business market.
True False
3. B2B companies often have a few companies that represent a large portion of their sales.
This means that losing one larger customer has striking implications for the company.
True False
4. Customers in the B2B market place demand not only a personal relationship with their
vendors but also an efficient one.
True False
5. The consumer buying process takes longer and is more complex than the B-to-B buying
process.
True False
6. Business markets tend to concentrate in certain locations in the United States as a result of
suppliers wanting to be located close to one another.
True False
8-1
7. The goal of business sellers in straight re-buy situations is to become the preferred supplier.
Companies not on the approved list of suppliers are called out suppliers.
True False
8. A Buying Center is a permanent group of people at a B2B company that decides on each
new purchasing decision. It is most common for only one buying center to exist at any time in
a company.
True False
9. Users in the buying process have enhanced responsibilities in new purchase and modified
re-buy situations when product specifications are being set for the purchase decision.
True False
10. Influencers are any individuals, both inside and outside the organization, with relevant
expertise in a particular area that is used by the buying center in making the final decision.
True False
11. One of the toughest challenges facing salespeople in a new or modified re-buy situation is
getting access to the right people.
True False
12. The people in a company blocking access to key personnel in the buying process are
called Goalies.
True False
13. Deciders can be come from a variety of roles in the organization. For example, they can
be a CEO, a CFO, the head of the buying center, or can be a group coming to a consensus on
a particular purchase.
True False
8-2
14. The NAICS codes list all of a particular companies business sectors. A company can be
listed in several different categories.
True False
15. There are two types of end user purchases-capital equipment and sundries.
True False
16. It is best for a company looking for or maintaining a strategic relationship with a client if
their sales team is involved with the creation of an RFP with the client.
True False
17. It is often the case that the purchase decision itself in the B2B market involves trade-offs
between equally important evaluation criteria and equally qualified vendors.
True False
18. Intel built a chip fabrication plant in China that serves two purposes. One is to show its
commitment to China and the other is to give Intel strategic advantage over competition that
does not manufacture there.
True False
19. Risk tolerance is an organizational factor that differs among companies trying to decide on
a particular vendor.
True False
20. Dealing with complaints, resolving customer problems and making sure the company is
meeting customer expectations are critical to ensuring customer satisfaction in the B2B
market.
True False
8-3
Multiple Choice Questions
21. B2B is strategically important to companies like Bright House Networks in that it offers
_____ average revenue per user than B2C.
A. Lower
B. Higher
C. The same
D. Uneven
E. Symmetrical
22. The value propositions required to compete and market in the B2B versus the B2C
industries are often:
A. The same
B. Similar but with a business tilt
C. Quite different
D. Pluralistic
E. None of the above
23. A characteristic of B2B companies is that they often make products that end up as
___________ in a finished product.
A. components
B. labels
C. minor features
D. major features
E. factoids
24. Many manufacturers, such as Sharp Electronics, focus on the B2C market but have a
significant level of sales in:
A. The music market
B. The supply chain market
C. The quick sale market
D. The B2B market
8-4
25. Business-to-business markets are:

A. Identical to business-to-consumer markets
B. Similar in most ways to business-to-consumer markets
C. Different in several ways to business-to-consumer markets
D. Different in every way from business-to-consumer markets
E. All of the above
26. The nature of business-to-business markets requires:

A. A more personal relationship between the buyer and seller.
B. Invest more resources to foster and maintain personal contact
C. May even invest in their suppliers in order to strengthen the relationship
D. All of the above
27. Technology plays ____________ type of role in connecting buyers and sellers together in
the B2B market:
A. The same role as B2C markets
B. A critical role in connecting buyers and sellers
C. A lower level role than B2C markets
D. A decreasing role in connecting buyers and sellers
E. No role in connecting buyers and sellers
28. The buying process for B2B markets ___________ than B2C markets.
A. Is more complex
B. Is more circuitous
C. has fewer people involved
D. is more psychological in nature
E. all of the above
29. B2C markets can be characterized as being more ________ than B2B markets.
A. Conservative
B. Liberal
C. Impersonal
D. Personable
E. Likeable
8-5
30. It is said that B2B demand is more _____________ in general than B2C demand for
products or services.
A. Elastic
B. Bimodal
C. Inelastic
D. Systemic
31. A supply chain is ________________________.

A. The synchronized movement of goods through the channel
B. The lack of co-ordinate movement of goods from supplier to user
C. The financial chain that leads from consumer to the producer
D. The sequence of movements coordinated through air space
E. The collegial relationship between two groups of suppliers
32. The relationship between consumer demand for products and demand for B-to-B products
is said to be _______________.
A. Upward sloping demand
B. Downward sloping demand
C. Derived demand
D. Equal demand
E. All of the above
33. Small changes in consumer demand can lead to considerable shifts in business product
demand and it referred to as the ____________.
A. Deceleration effect
B. Transverse effect
C. Modified effect
D. Acceleration effect
8-6
34. Business-to-business demand is said to be relatively inelastic. This means that

_________.
A. As the price increases demand goes up
B. Changes in demand are not significantly affected by the price
C. As demand goes down price goes down with it
D. Demand and supply are independent of each other
35. Many companies use environmental scanning in order to identify things that may have
__________.
A. A long term affect on consumer demand
B. A short term affect on consumer demand
C. A negative affect on consumer demand
D. A positive affect on consumer demand
E. All of the above
36. Boeing has taken steps to build consumer demand for its new 787 Dreamliner although it
only sells the plane to B2B customers. This is an example of ________.
A. Inelastic demand
B. Elastic demand
C. Codependent demand
D. Derived demand
E. Fluctuating demand
37. When you re-order products that are used on a consistent basis, it is called a ________.
A. Purchase
B. Order on demand
C. Two-bin inventory system
D. Modified order on demand
E. Straight rebuy
8-7
38. A straight rebuy is:

A. Re-order products that are rarely used
B. Put re-orders into a buying center to reconsider the supplier
C. Re-order products that are used on a consistent basis
D. Develop a list of suppliers to rank them by price
39. The three main types of buying situations can be characterized as ___________.
A. Straight rebuy, mid-level rebuy and new purchase
B. Straight rebuy, modified rebuy and new purchase
C. Slight rebuy, non-evaluative rebuy and new purchase
D. Buy, rebuy and non-buy
40. When General Motors is familiar with a product and supplier, but still seeks additional
information in the market place, it is called a ________.
A. Straight rebuy
B. Modified rebuy
C. New purchase
D. Filtered buy
41. Moore Diversified Services decides to create a group that is made up of people from the
purchasing department, senior management with financial knowledge, and engineers with
design expertise. It is common for this group to be called _________.
A. Ad hoc group
B. Party planners
C. Selling partners
D. Buying center
E. Post hoc group
8-8
42. Jose is the machine press operator in a small manufacturing facility. He has been on the
job for 7 years and taken extensive training courses with respect to his machine. Jose plays the
role of __________ in the buying process.
A. Influencer
B. User
C. Decider
D. Operator
E. Key holder
43. In the buying process the "user" is characterized as __________________.

A. The actual consumer of the product
B. The actual leader of the buying group
C. The actual evaluator of the product
D. The consultant to the buying group
44. An Initiator is ____________.

A. Any person who starts the purchase process
B. Senior executive that makes a decision that require new resources
C. A "user" who re-orders when supplies run low
D. All of the above
45. Gatekeepers are important in the B2B buying process because ____________.
A. They limit the number of vendors in a given buying process
B. Engineering and quality control create product specifications that block vendors
C. They control access to key people
D. All of the above
8-9
46. Deciders are an important group for the salesperson to be able to identify because
________.
A. They make the ultimate purchase decision
B. They decide what characteristics the product should possess
C. They decide what price the company should pay
D. They have sole control over who is allowed to be a vendor
47. In the buying process there is one group that can play a critical role. This group is often
the first to recognize the problem based on a need and they help define the product
specifications. This group is called ___________.
A. Deciders
B. Gatekeepers
C. Users
D. Influencers
E. Buyers
48. Derek Barber is working on selling some defense equipment to Buccaneer Supply
Company. After getting by the secretary, he decides to talk to people inside the firm to
identify people that he considers to be important in the buying center process. The people he
is targeting are known as __________.
A. Influencers
B. Users
C. Gatekeepers
D. Initiators
E. Product engineers
49. Gatekeepers are important to the buying process because they _________.
A. Control the contract in the buying center
B. Have position power in the organization
C. Control access to key participants in the buying center
D. Control access to the building site of the buying center
E. All of the above
8-10
50. Jefferson Wainright is happy over the growth of the company. As manager of production
floor he wants to expand with another workstation to increase the capacity of the floor.
Jefferson creates a buying center to evaluate various combinations of machines for the new
station. The buying center gives him a list of the machine preferences ordered from 1 to 3.
After reviewing the list, he orders machine 2 due to the past experience with the
manufacturer. Jefferson is playing the role of a _________.
A. Gatekeeper
B. Manager of purchasing
C. Influencer
D. Manager of the floor
E. Decider
51. Hoffman Dirkbond is senior executive in manufacturing. He has been concerned about the
age of the equipment and decides to do a study to evaluate the time and money lost due to
equipment failure. He decides to bring his research to the monthly board meeting. In this way
Dirkbond is playing the role of ___________ in the buying process.
A. Gatekeeper
B. Initiator
C. User
D. Decider
52. Maryanne has noticed that the production of one of the manufacturing teams has lost
productivity over a six month period of time. She puts together a document that describes the
productivity loss and does a study to determine the cause. She finds that one of the key
machines in the process breaks down often. Maryanne asks several machine manufacturers to
come into the company and make proposals. Maryanne is playing the role of ________.
A. Influencer
B. Gatekeeper
C. Initiator
D. User
E. Decider
8-11
53. Sam Celeski is a salesman with an industrial supply house. He discovers that Ingersoll
Rand is going to make a large purchase of equipment and has created a Buying Center to get
the purchase done. Sam's first job is to _______________.
A. Discover the budget for the purchase
B. Develop criteria for the purchase
C. Discover the most important influencer
D. Discover who is part of the buying center
E. Develop a presentation for the buying center
54. NAICS codes now include __________.

A. USA
B. USA and Canada
C. USA, Canada, and Mexico
D. All of the Americas, North and South
E. All of the Americas and the Caribbean Basin
55. With respect to Buying Centers ____________.

A. It is easy to identify the roles people play in the center
B. The most important people are users and influencers
C. Gatekeepers must be understood by the salesperson
D. Deciders usually identify themselves to vendors
56. NAICS codes are a classification of businesses that ___________.

A. List the primary output of the business
B. Each company gets only one code
C. Are used across the US, Mexico and Canada
D. Defines 20 major business sectors
E. All of the above
8-12
57. MRO supplies, materials, repairs and operational supplies and services, are generally
purchased through a ______________.
A. Buying center
B. Buying committee
C. Bid at time of need
D. Straight re-buys
E. Contractual liturgy
58. Companies like Home Depot do business in the B2B market and B2C market out of the
same store. This puts them in the category of businesses called _________.
A. Mixed use enterprise
B. Resellers
C. Value added enterprise
D. Retail merchandiser
E. End sellers
59. Resellers are important to marketers because ______________.

A. They have their own buying centers that service customers
B. They buy equipment and supplies to run their own business
C. They serve as an early warning system to OEM's
D. All of the above
60. The single largest buyer of goods and services in the world is ____________.
A. General Electric
B. Wal-Mart
C. United States Government
D. Russian Government
8-13
61. The primary difference between selling to the profit-oriented market and the nonprofit
market is ______________________.
A. Non-profits use a buying triad instead of a buying center
B. The profit sector pools their money for purchases
C. The vendor list is shorter in the non-profit sector
D. Non-profits have a limited number of resources compared to their profit counterparts
E. All of the above
62. The business market purchase decision process is triggered by someone inside the
company who _____________.
A. Runs out of office supplies
B. Needs a copy and no machine is available
C. Identifies a need
D. Attends a meeting to brainstorm
63. Problem recognition for the business market consumer is triggered by ________.
A. Running out of stock
B. Seeing a new product on television
C. Someone inside or outside the company identifies a need
D. All of the above
64. There are at least two methods to build a list of potential suppliers once product
specifications have been outlined. One of the methods is to use the cumulative experience of
the company over time. The second method is _______.
A. Buying a list from a list broker
B. Use supplier search websites like Thomas Global Register
C. Ask all sales people to respond to the RFP
D. Create a list from the Yellow Pages
E. Go to several trade shows and find suitable suppliers
8-14
65. Not all problems identified by a company necessarily lead to a purchase. The solution may
include ___________________.
A. Improvement in systems
B. Working with employees to get better efficiency
C. Shortage of employees
D. Improved training for new hires
E. All of the above
66. Request for proposal (RFP) is the process of ___________.

A. Getting people to lower the price
B. Achieving strategic advantage over competition
C. Excite suppliers to join our supply chain
D. Putting product specifications into a document for distribution
67. A request for proposals (RFP) ____________________.

A. Is the end point for vendors in the B2B market
B. Is the starting point from which vendors put together their product solution
C. Companies should not bother to bid if they can not meet all of the RFP guidelines.
D. Is not a very time consuming part of the sales process
68. When a company solicits RFP's from suppliers with an open vendor search, the goal is to
__________________.
A. Get several proposals in order to help with negotiations
B. Get one good response from our preferred vendor
C. Get as many responses so the firm can focus only on price
D. Get proposals in order to get competitive intelligence
E. All of the above
8-15
69. When responding to a RFP the B2B marketer may __________.

A. Use CRM or custom software to make all proposals look uniform
B. Assign it to one person in the organization
C. Give the same proposal to all prospective clients
D. Let only the sales team read the proposal
70. When a marketing company responds to an RFP, _____________.

A. It presents clearly how the marketing company's products will meet the product
specifications detailed in the RFP.
B. It makes a case for selecting the marketing company by presenting any additional
information such as unique product features it possesses.
C. It succinctly presents the superior service of the marketing company.
D. All of the above
71. Complex product choice (Did we make the best selection?) in the B2B market depends
upon __________________.
A. Price, product, and distribution criteria
B. Financial, subjective and objective criteria
C. Objective, subliminal and price criteria
D. Financial, value and service criteria
72. Industrial sellers often include with the RFP a ________.

A. Strong financial analysis of the purchase
B. Strong request to be the sole source for the contract
C. Financial incentives to make the purchase in the form of discounts
D. Financial incentives to make the purchase in the form of free service
8-16
73. A big industrial firm is interested in evaluating the potential purchase of a machine. In
order to do this, managers should look at ___________.
A. True cost
B. Total purchase price
C. Total costs over the life of the machine
D. Cost plus insurance on the machine
E. Cost plus the service contract on the machine
74. Financial criteria in the purchase of a complex product for the business market include
__________________.
A. All costs evaluated against the stated life of the product
B. All costs evaluated for one year
C. All costs evaluated for 5 years
D. The time it takes to pay off the loan
75. Sellers are well aware that industrial buyers of products __________________.
A. Need only the highest quality products
B. Need a high and a low level of quality products
C. Need a selection of products with different qualities and price levels
D. Need only low priced products
76. Southwest Airlines is a good example of the concept of service criteria because ______.
A. It flies a variety of planes made by only Boeing
B. It minimize service costs by having untrained employees performing routine maintenance
C. Its service terminals are in low cost parts of the country
D. It flies only Boeing 737's so maintenance crews need to know only one plane.
8-17
77. The most fundamental criterion in vendor selection is ____________.

A. Serviceability
B. Price
C. Reliability
D. Location
E. Intangibility
78. Intel demonstrated their commitment to China by ____________.

A. Making China a key supplier of chips
B. Opening a new plant in China
C. Giving China the product specifications for the most advanced chips
D. Giving China the best price on the latest chips
E. All of the above
79. A fundamental criterion in vendor selection is the vendor's ability to meet contractual
obligations including delivery times and service schedules. This concept is called ______
A. Supplier choice
B. Dependability
C. Reliability
D. Sustainability
80. Accountants, purchasing agents, engineers, and other players in a buying center perceive
the evaluation of products in different ways which makes a buying center:
A. Less effective than a center handled only by purchasing
B. More effective since individuals with different perspectives gives a well-rounded view of
the purchase decision.
C. Chaotic since there are so many different view points for a product evaluation
D. All of the above
8-18
81. Once a purchase decision is made, the sales process continues and is called
_____________.
A. Cognitive dissonance
B. Purchase evaluation process
C. Post mortem analysis
D. Post purchase evaluation
82. Any influence on the product and supplier choice is an organizational factor. The primary
organizational factor is _________.
A. Needs and desires of those involved
B. Opportunity for promotion of the buying center manager
C. Product specifications
D. Financial considerations
E. Risk tolerance
83. Once a sale is made and the product delivered in the B2B market the buyer _____.
A. Evaluates the product and supplier in a post purchase process
B. Considers the sale complete
C. Looks for rapid installation of the product
D. Uses pert charts to evaluate time efficiencies
84. All companies lose customers periodically. Losing a customer can be difficult or it can
________________.
A. Be an epiphany
B. Be an episode of self-reflection
C. Be an opportunity to reacquire customers
D. Be an excuse to let people go
E. Be lead to lower prices because of pressure from the sales force
8-19
85. EDI (electronic data interchange) allows _________.

A. Companies to talk to each other daily
B. Customer computers to communicate directly with supplier computers
C. Computers to fulfill the buying center function
D. Computers to do complex product evaluation with limited human involvement
E. All of the above
86. B-to-B transactions have been growing at a phenomenal rate. On-line B-to-B sales
worldwide is now in excess of ______________.
A. $100 million dollars
B. $500 million dollars
C. $1 billion dollars
D. $1 trillion dollars
87. One of the benefits of electronic data interchange (EDI) is ________

A. Customer computers communicate directly with supplier computers
B. Suppliers can listen in on buyers
C. Buyers get better prices than ever before
D. Late deliveries are less common
E. Technology linkages are more plentiful
88. The process of business purchasing on-line is called _____________.

A. Fast procurement
B. Channel management
C. E-procurement
D. Team procurement
E. Effective procurement
8-20
89. Many companies have set up direct links to approved supplier to make the purchase easier
and move it closer to the front line decision makers. These direct links are called
_________________.
A. Internet connections
B. Google B2B
C. Intranet
D. Extranet
E. T-lines of connection
90. Office Depot has a number of direct relationships using EDI with thousands of companies.
This relationship is done through a concept called ____________.
A. Extranet
B. Intranet
C. Electronic impact analysis
D. Utility functionality
E. Quick response program
Short Answer Questions
91. In B2B marketing, companies rely on a more personal relationship between the buyer and
seller, how does this differ from consumer marketing?
92. Within the organization, who is the person most responsible for maintaining B2B
relationships? Why?
8-21
93. Why does technology play a critical role in connecting the buyer and the seller in the B2B
market?
94. Business markets are characterized by fewer, but larger customers, how does this affect
customer retention?
95. Why is geographic concentration an important part of some B2B relationships?
96. Define supply chain?
8-22
97. How has the demand for biofuels affected the demand for corn?
98. Why is the demand for products and services different in a business market?
99. Las-X makes medical lasers used in hair removal and cosmetic surgery. The company
recognizes that consumers have less disposable income now than they did just a few years
ago. Who are customers for Las-X and how does consumer demand impact Las-X? What
demand concept is illustrated here?
100. Kiran runs Power3, a specialized battery manufacturer. His biggest account is an
international digital camera manufacturing company. Kiran would like to increase sales and
believes that if he lowers the price of his lithium batteries he will receive larger orders from
the digital camera manufacturer. What would you tell Kiran about the demand for his
product?
8-23
101. Why is a new purchase the most difficult buying situation?
102. Why is the buying center an important part of the purchasing decision?
103. Lucy is executive assistant to Doug Belden, the C.E.O, at Belden & Belden Office
Supply. Since Mr. Belden makes most final decisions in regards to purchasing decision, Lucy
is a key member of the buying center process. Recently Lucy has received information from a
new salesperson for one of their key suppliers, she is now deciding whom to send the
information to within the organization. What member of the buying center process is Lucy?
What member of the buying center process is the Mr. Belden?
104. How does the North American Industrial Classification System (NAICS) help in B2B
marketing?
8-24
105. Making Waves Boating has just returned from a trade show where managers purchased
ten new boats and multiple boating accessories. Making Waves already has promised five of
the boats to a local resort, and by Monday the remaining new items will be on the showroom
floor ready for purchase. In a B2B market what would Marking Waves be labeled as a seller?
Why?
106. How do government purchase practices differ from other B2B purchase practices?
107. Tyrone owns Orchid Odyssey a plant nursery that specializes in orchids. Tyrone has had
significant success with his Orchid of the Month mail order program, and as a result needs
larger nursery space. What part of the business market purchase decision process has Tyrone
just illustrated? What will he need to do next?
108. When making a product selection as part of the business market purchase decision
process, what three primary criteria are used to make a decision?
8-25
109. Businesses understand that supplier qualifications are a main part of the purchase
decision. What are the main criteria the supplier choice decision and what to they represent?
110. Why is it so important for the buyer and seller to participate in the post-purchase
evaluation of a product and supplier?
111. Maureen runs a hospital in a metropolitan area, she believes that the hospital should
implement an electronic data interchange (EDI) system, but she is meeting some resistance.
What would you tell some of the people that are resisting the EDI system?
Essay Questions
112. In B2B markets, relationships and technology are increasingly important. Describe the
role of each.
8-26
113. Katherine is the marketing VP for a cleaning supply manufacturer. The firm's products
are proven to kill 99% of bacteria. The current target market of hospitals and skilled nursing
facilities. Katherine is considering branching into the consumer products market and wants
your advice on the five major differences in business and consumer markets. What do you say
to her?
114. Victor has just transitioned from working in a primarily consumer driven market to
working in a B2B market. His company manufactures headlights for various vehicles. Victor's
business partner believes they need to move their production plant closer to their major
customers, Victor believes they can continue to operate as they always have. Who is right?
Why?
115. Rosa, a marketing consultant, is preparing a report for a client that produces lumber for
use in the housing market. She is writing a section on market demand and needs to explain the
three types of demand. How should she explain this to her client?
8-27
116. Scampi Seafood processes fresh shrimp and fish caught off the coast of Louisiana. The
company wants to build another processing plant in Texas. Utilizing your knowledge of the
B2B purchasing process, explain how straight rebuy, modified rebuy and new purchase will
affect the purchasing of materials to build and open the new processing plant.
117. Antonio just graduated from the MBA program at this university and went to work at his
family's business, which is building custom wood furniture. He has finally convinced his
father that they need to upgrade the machinery they use to make the furniture and has started
to put together a buying center to make the purchase. His father doesn't think a buying center
is necessary and told Antonio to make the decision, what should Antonio say to his father
about the buying center? Whom should Antonio contact to be a member of the buying
center?
118. Kenny is the leading salesperson for Polymer Sci., a supplier specializing in polymers
used in manufacturing processes. He wants to find new customers so he has started to
research how to approach a buying center. What are some challenges that he will face?
8-28
119. Kari is the CEO of an up-and-coming new fashion label. She has just received a big
order and needs to obtain the necessary equipment and materials to be able to fulfill the order.
She has hired you, a business consultant, to assist her in making her decision. How would you
walk her through the business market consumer decision process?
120. You decided to open a sports bar with your best friend and are now trying to decide
between two suppliers. What do you consider when making your final decision?
121. Why is e-procurement play a larger role in B2B markets than in consumer markets?
What are some of the methods that have been put in place to make e-procurement ideal for the
B2B market?
8-29
Chapter 08 Understanding Customers: Business to Business Markets Answer

Key
True / False Questions
1. (p. 209) The value propositions required to compete and market in B2B versus B2C are often
the same.
FALSE
AASCB Standard: communication

Bloom's Taxonomy: knowledge
Difficulty: easy
Learning Objective: Recognize the importance of B2B marketing
2. (p. 211) While many companies operate in the business-to-consumer markets, all companies
operate in a business-to-business market.
TRUE

Difficulty: easy
3. (p. 212) B2B companies often have a few companies that represent a large portion of their
sales. This means that losing one larger customer has striking implications for the company.
TRUE

Difficulty: easy
Learning Objective: Understand the differences between B2C and B2B markets
8-30
4. (p. 212) Customers in the B2B market place demand not only a personal relationship with
their vendors but also an efficient one.
TRUE

Difficulty: easy
5. (p. 213) The consumer buying process takes longer and is more complex than the B-to-B
buying process.
FALSE

Difficulty: easy
6. (p. 213) Business markets tend to concentrate in certain locations in the United States as a
result of suppliers wanting to be located close to one another.
TRUE

Difficulty: easy
7. (p. 217) The goal of business sellers in straight re-buy situations is to become the preferred
supplier. Companies not on the approved list of suppliers are called out suppliers.
TRUE

Difficulty: easy
8-31
8. (p. 218) A Buying Center is a permanent group of people at a B2B company that decides on
each new purchasing decision. It is most common for only one buying center to exist at any
time in a company.
FALSE

Difficulty: easy
Learning Objective: Understand the critical role of the buying center and each participant in the B2B process
9. (p. 219) Users in the buying process have enhanced responsibilities in new purchase and
modified re-buy situations when product specifications are being set for the purchase
decision.
TRUE

Difficulty: easy
10. (p. 219) Influencers are any individuals, both inside and outside the organization, with
relevant expertise in a particular area that is used by the buying center in making the final
decision.
TRUE

Difficulty: easy
11. (p. 219) One of the toughest challenges facing salespeople in a new or modified re-buy
situation is getting access to the right people.
TRUE

Difficulty: easy
8-32
12. (p. 219) The people in a company blocking access to key personnel in the buying process are
called Goalies.
FALSE

Difficulty: easy
13. (p. 219) Deciders can be come from a variety of roles in the organization. For example, they
can be a CEO, a CFO, the head of the buying center, or can be a group coming to a consensus
on a particular purchase.
TRUE

Bloom's Taxonomy: comprehension
Difficulty: easy
14. (p. 221) The NAICS codes list all of a particular companies business sectors. A company can
be listed in several different categories.
FALSE

Difficulty: easy
15. (p. 222) There are two types of end user purchases-capital equipment and sundries.
FALSE

Difficulty: easy
8-33
16. (p. 225) It is best for a company looking for or maintaining a strategic relationship with a
client if their sales team is involved with the creation of an RFP with the client.
TRUE
AASCB Standard: analytic

Difficulty: moderate
Learning Objective: Learn the B2B purchase decision process and different buying situations
17. (p. 227) It is often the case that the purchase decision itself in the B2B market involves trade-
offs between equally important evaluation criteria and equally qualified vendors.
TRUE

18. (p. 229) Intel built a chip fabrication plant in China that serves two purposes. One is to show
its commitment to China and the other is to give Intel strategic advantage over competition
that does not manufacture there.
TRUE

19. (p. 230) Risk tolerance is an organizational factor that differs among companies trying to
decide on a particular vendor.
TRUE

Difficulty: easy
8-34
20. (p. 230) Dealing with complaints, resolving customer problems and making sure the
company is meeting customer expectations are critical to ensuring customer satisfaction in the
B2B market.
TRUE

Difficulty: easy
Multiple Choice Questions
21. (p. 209) B2B is strategically important to companies like Bright House Networks in that it
offers _____ average revenue per user than B2C.
A. Lower
B. Higher
C. The same
D. Uneven
E. Symmetrical

Difficulty: easy
22. (p. 209) The value propositions required to compete and market in the B2B versus the B2C
industries are often:
A. The same
B. Similar but with a business tilt
C. Quite different
D. Pluralistic

Difficulty: easy
8-35
23. (p. 210) A characteristic of B2B companies is that they often make products that end up as
___________ in a finished product.
A. components
B. labels
C. minor features
D. major features
E. factoids

Difficulty: easy
24. (p. 210) Many manufacturers, such as Sharp Electronics, focus on the B2C market but have a
significant level of sales in:
A. The music market
B. The supply chain market
C. The quick sale market
D. The B2B market

Difficulty: easy
25. (p. 211) Business-to-business markets are:

A. Identical to business-to-consumer markets
B. Similar in most ways to business-to-consumer markets
C. Different in several ways to business-to-consumer markets
D. Different in every way from business-to-consumer markets
E. All of the above

Difficulty: easy
8-36
26. (p. 211) The nature of business-to-business markets requires:

A. A more personal relationship between the buyer and seller.
B. Invest more resources to foster and maintain personal contact
C. May even invest in their suppliers in order to strengthen the relationship
D. All of the above

Difficulty: easy
27. (p. 212) Technology plays ____________ type of role in connecting buyers and sellers
together in the B2B market:
A. The same role as B2C markets
B. A critical role in connecting buyers and sellers
C. A lower level role than B2C markets
D. A decreasing role in connecting buyers and sellers
E. No role in connecting buyers and sellers

Difficulty: easy
28. (p. 212) The buying process for B2B markets ___________ than B2C markets.
A. Is more complex
B. Is more circuitous
C. has fewer people involved
D. is more psychological in nature
E. all of the above

Difficulty: easy
8-37
29. (p. 212) B2C markets can be characterized as being more ________ than B2B markets.
A. Conservative
B. Liberal
C. Impersonal
D. Personable
E. Likeable

Difficulty: easy
30. (p. 212) It is said that B2B demand is more _____________ in general than B2C demand for
products or services.
A. Elastic
B. Bimodal
C. Inelastic
D. Systemic

Difficulty: easy
31. (p. 213) A supply chain is ________________________.

A. The synchronized movement of goods through the channel
B. The lack of co-ordinate movement of goods from supplier to user
C. The financial chain that leads from consumer to the producer
D. The sequence of movements coordinated through air space
E. The collegial relationship between two groups of suppliers

Difficulty: easy
8-38
32. (p. 215) The relationship between consumer demand for products and demand for B-to-B
products is said to be _______________.
A. Upward sloping demand
B. Downward sloping demand
C. Derived demand
D. Equal demand
E. All of the above

Difficulty: easy
33. (p. 215) Small changes in consumer demand can lead to considerable shifts in business
product demand and it referred to as the ____________.
A. Deceleration effect
B. Transverse effect
C. Modified effect
D. Acceleration effect

34. (p. 215) Business-to-business demand is said to be relatively inelastic. This means that
_________.
A. As the price increases demand goes up
B. Changes in demand are not significantly affected by the price
C. As demand goes down price goes down with it
D. Demand and supply are independent of each other

Difficulty: easy
8-39
35. (p. 215) Many companies use environmental scanning in order to identify things that may
have __________.
A. A long term affect on consumer demand
B. A short term affect on consumer demand
C. A negative affect on consumer demand
D. A positive affect on consumer demand
E. All of the above

Difficulty: easy
36. (p. 215) Boeing has taken steps to build consumer demand for its new 787 Dreamliner
although it only sells the plane to B2B customers. This is an example of ________.
A. Inelastic demand
B. Elastic demand
C. Codependent demand
D. Derived demand
E. Fluctuating demand

Bloom's Taxonomy: application
Difficulty: easy
37. (p. 216) When you re-order products that are used on a consistent basis, it is called a
________.
A. Purchase
B. Order on demand
C. Two-bin inventory system
D. Modified order on demand
E. Straight rebuy

Difficulty: easy
8-40
38. (p. 216) A straight rebuy is:

A. Re-order products that are rarely used
B. Put re-orders into a buying center to reconsider the supplier
C. Re-order products that are used on a consistent basis
D. Develop a list of suppliers to rank them by price

Difficulty: easy
39. (p. 216) The three main types of buying situations can be characterized as ___________.
A. Straight rebuy, mid-level rebuy and new purchase
B. Straight rebuy, modified rebuy and new purchase
C. Slight rebuy, non-evaluative rebuy and new purchase
D. Buy, rebuy and non-buy

40. (p. 217) When General Motors is familiar with a product and supplier, but still seeks
additional information in the market place, it is called a ________.
A. Straight rebuy
B. Modified rebuy
C. New purchase
D. Filtered buy

Difficulty: easy
8-41
41. (p. 218) Moore Diversified Services decides to create a group that is made up of people from
the purchasing department, senior management with financial knowledge, and engineers with
design expertise. It is common for this group to be called _________.
A. Ad hoc group
B. Party planners
C. Selling partners
D. Buying center
E. Post hoc group

42. (p. 218) Jose is the machine press operator in a small manufacturing facility. He has been on
the job for 7 years and taken extensive training courses with respect to his machine. Jose plays
the role of __________ in the buying process.
A. Influencer
B. User
C. Decider
D. Operator
E. Key holder

43. (p. 219) In the buying process the "user" is characterized as __________________.
A. The actual consumer of the product
B. The actual leader of the buying group
C. The actual evaluator of the product
D. The consultant to the buying group

Difficulty: easy
8-42
44. (p. 219) An Initiator is ____________.

A. Any person who starts the purchase process
B. Senior executive that makes a decision that require new resources
C. A "user" who re-orders when supplies run low
D. All of the above

Difficulty: easy
45. (p. 219) Gatekeepers are important in the B2B buying process because ____________.
A. They limit the number of vendors in a given buying process
B. Engineering and quality control create product specifications that block vendors
C. They control access to key people
D. All of the above

Difficulty: easy
46. (p. 219) Deciders are an important group for the salesperson to be able to identify because
________.
A. They make the ultimate purchase decision
B. They decide what characteristics the product should possess
C. They decide what price the company should pay
D. They have sole control over who is allowed to be a vendor

Difficulty: easy
8-43
47. (p. 219) In the buying process there is one group that can play a critical role. This group is
often the first to recognize the problem based on a need and they help define the product
specifications. This group is called ___________.
A. Deciders
B. Gatekeepers
C. Users
D. Influencers
E. Buyers

48. (p. 219) Derek Barber is working on selling some defense equipment to Buccaneer Supply
Company. After getting by the secretary, he decides to talk to people inside the firm to
identify people that he considers to be important in the buying center process. The people he
is targeting are known as __________.
A. Influencers
B. Users
C. Gatekeepers
D. Initiators
E. Product engineers

49. (p. 219) Gatekeepers are important to the buying process because they _________.
A. Control the contract in the buying center
B. Have position power in the organization
C. Control access to key participants in the buying center
D. Control access to the building site of the buying center
E. All of the above

Difficulty: easy
8-44
50. (p. 219) Jefferson Wainright is happy over the growth of the company. As manager of
production floor he wants to expand with another workstation to increase the capacity of the
floor. Jefferson creates a buying center to evaluate various combinations of machines for the
new station. The buying center gives him a list of the machine preferences ordered from 1 to
3. After reviewing the list, he orders machine 2 due to the past experience with the
manufacturer. Jefferson is playing the role of a _________.
A. Gatekeeper
B. Manager of purchasing
C. Influencer
D. Manager of the floor
E. Decider

51. (p. 219) Hoffman Dirkbond is senior executive in manufacturing. He has been concerned
about the age of the equipment and decides to do a study to evaluate the time and money lost
due to equipment failure. He decides to bring his research to the monthly board meeting. In
this way Dirkbond is playing the role of ___________ in the buying process.
A. Gatekeeper
B. Initiator
C. User
D. Decider

8-45
52. (p. 219) Maryanne has noticed that the production of one of the manufacturing teams has lost
productivity over a six month period of time. She puts together a document that describes the
productivity loss and does a study to determine the cause. She finds that one of the key
machines in the process breaks down often. Maryanne asks several machine manufacturers to
come into the company and make proposals. Maryanne is playing the role of ________.
A. Influencer
B. Gatekeeper
C. Initiator
D. User
E. Decider

Difficulty: easy
53. (p. 220) Sam Celeski is a salesman with an industrial supply house. He discovers that
Ingersoll Rand is going to make a large purchase of equipment and has created a Buying
Center to get the purchase done. Sam's first job is to _______________.
A. Discover the budget for the purchase
B. Develop criteria for the purchase
C. Discover the most important influencer
D. Discover who is part of the buying center
E. Develop a presentation for the buying center

54. (p. 220) NAICS codes now include __________.

A. USA
B. USA and Canada
C. USA, Canada, and Mexico
D. All of the Americas, North and South
E. All of the Americas and the Caribbean Basin

8-46
55. (p. 220) With respect to Buying Centers ____________.

A. It is easy to identify the roles people play in the center
B. The most important people are users and influencers
C. Gatekeepers must be understood by the salesperson
D. Deciders usually identify themselves to vendors

56. (p. 220-221) NAICS codes are a classification of businesses that ___________.
A. List the primary output of the business
B. Each company gets only one code
C. Are used across the US, Mexico and Canada
D. Defines 20 major business sectors
E. All of the above

Difficulty: easy
57. (p. 222) MRO supplies, materials, repairs and operational supplies and services, are generally
purchased through a ______________.
A. Buying center
B. Buying committee
C. Bid at time of need
D. Straight re-buys
E. Contractual liturgy

8-47
58. (p. 222) Companies like Home Depot do business in the B2B market and B2C market out of
the same store. This puts them in the category of businesses called _________.
A. Mixed use enterprise
B. Resellers
C. Value added enterprise
D. Retail merchandiser
E. End sellers

59. (p. 222) Resellers are important to marketers because ______________.

A. They have their own buying centers that service customers
B. They buy equipment and supplies to run their own business
C. They serve as an early warning system to OEM's
D. All of the above

60. (p. 223) The single largest buyer of goods and services in the world is ____________.
A. General Electric
B. Wal-Mart
C. United States Government
D. Russian Government

Difficulty: easy
8-48
61. (p. 223) The primary difference between selling to the profit-oriented market and the
nonprofit market is ______________________.
A. Non-profits use a buying triad instead of a buying center
B. The profit sector pools their money for purchases
C. The vendor list is shorter in the non-profit sector
D. Non-profits have a limited number of resources compared to their profit counterparts
E. All of the above

62. (p. 224) The business market purchase decision process is triggered by someone inside the
company who _____________.
A. Runs out of office supplies
B. Needs a copy and no machine is available
C. Identifies a need
D. Attends a meeting to brainstorm

63. (p. 224) Problem recognition for the business market consumer is triggered by ________.
A. Running out of stock
B. Seeing a new product on television
C. Someone inside or outside the company identifies a need
D. All of the above

8-49
64. (p. 225) There are at least two methods to build a list of potential suppliers once product
specifications have been outlined. One of the methods is to use the cumulative experience of
the company over time. The second method is _______.
A. Buying a list from a list broker
B. Use supplier search websites like Thomas Global Register
C. Ask all sales people to respond to the RFP
D. Create a list from the Yellow Pages
E. Go to several trade shows and find suitable suppliers

65. (p. 225) Not all problems identified by a company necessarily lead to a purchase. The
solution may include ___________________.
A. Improvement in systems
B. Working with employees to get better efficiency
C. Shortage of employees
D. Improved training for new hires
E. All of the above

Bloom's Taxonomy: analysis
66. (p. 225) Request for proposal (RFP) is the process of ___________.
A. Getting people to lower the price
B. Achieving strategic advantage over competition
C. Excite suppliers to join our supply chain
D. Putting product specifications into a document for distribution

8-50
67. (p. 225) A request for proposals (RFP) ____________________.

A. Is the end point for vendors in the B2B market
B. Is the starting point from which vendors put together their product solution
C. Companies should not bother to bid if they can not meet all of the RFP guidelines.
D. Is not a very time consuming part of the sales process

68. (p. 227) When a company solicits RFP's from suppliers with an open vendor search, the goal
is to __________________.
A. Get several proposals in order to help with negotiations
B. Get one good response from our preferred vendor
C. Get as many responses so the firm can focus only on price
D. Get proposals in order to get competitive intelligence
E. All of the above

69. (p. 227) When responding to a RFP the B2B marketer may __________.
A. Use CRM or custom software to make all proposals look uniform
B. Assign it to one person in the organization
C. Give the same proposal to all prospective clients
D. Let only the sales team read the proposal

8-51
70. (p. 227) When a marketing company responds to an RFP, _____________.

A. It presents clearly how the marketing company's products will meet the product
specifications detailed in the RFP.
B. It makes a case for selecting the marketing company by presenting any additional
information such as unique product features it possesses.
C. It succinctly presents the superior service of the marketing company.
D. All of the above

71. (p. 227) Complex product choice (Did we make the best selection?) in the B2B market
depends upon __________________.
A. Price, product, and distribution criteria
B. Financial, subjective and objective criteria
C. Objective, subliminal and price criteria
D. Financial, value and service criteria

72. (p. 228) Industrial sellers often include with the RFP a ________.
A. Strong financial analysis of the purchase
B. Strong request to be the sole source for the contract
C. Financial incentives to make the purchase in the form of discounts
D. Financial incentives to make the purchase in the form of free service

8-52
73. (p. 228) A big industrial firm is interested in evaluating the potential purchase of a machine.
In order to do this, managers should look at ___________.
A. True cost
B. Total purchase price
C. Total costs over the life of the machine
D. Cost plus insurance on the machine
E. Cost plus the service contract on the machine

74. (p. 228) Financial criteria in the purchase of a complex product for the business market
include __________________.
A. All costs evaluated against the stated life of the product
B. All costs evaluated for one year
C. All costs evaluated for 5 years
D. The time it takes to pay off the loan

75. (p. 228) Sellers are well aware that industrial buyers of products __________________.
A. Need only the highest quality products
B. Need a high and a low level of quality products
C. Need a selection of products with different qualities and price levels
D. Need only low priced products

8-53
76. (p. 228) Southwest Airlines is a good example of the concept of service criteria because
______.
A. It flies a variety of planes made by only Boeing
B. It minimize service costs by having untrained employees performing routine maintenance
C. Its service terminals are in low cost parts of the country
D. It flies only Boeing 737's so maintenance crews need to know only one plane.

77. (p. 229) The most fundamental criterion in vendor selection is ____________.
A. Serviceability
B. Price
C. Reliability
D. Location
E. Intangibility

Difficulty: easy
78. (p. 229) Intel demonstrated their commitment to China by ____________.

A. Making China a key supplier of chips
B. Opening a new plant in China
C. Giving China the product specifications for the most advanced chips
D. Giving China the best price on the latest chips
E. All of the above

Difficulty: easy
8-54
79. (p. 229) A fundamental criterion in vendor selection is the vendor's ability to meet
contractual obligations including delivery times and service schedules. This concept is called
______
A. Supplier choice
B. Dependability
C. Reliability
D. Sustainability

80. (p. 230) Accountants, purchasing agents, engineers, and other players in a buying center
perceive the evaluation of products in different ways which makes a buying center:
A. Less effective than a center handled only by purchasing
B. More effective since individuals with different perspectives gives a well-rounded view of
the purchase decision.
C. Chaotic since there are so many different view points for a product evaluation
D. All of the above

81. (p. 230) Once a purchase decision is made, the sales process continues and is called
_____________.
A. Cognitive dissonance
B. Purchase evaluation process
C. Post mortem analysis
D. Post purchase evaluation

Difficulty: easy
8-55
82. (p. 230) Any influence on the product and supplier choice is an organizational factor. The
primary organizational factor is _________.
A. Needs and desires of those involved
B. Opportunity for promotion of the buying center manager
C. Product specifications
D. Financial considerations
E. Risk tolerance

83. (p. 230) Once a sale is made and the product delivered in the B2B market the buyer _____.
A. Evaluates the product and supplier in a post purchase process
B. Considers the sale complete
C. Looks for rapid installation of the product
D. Uses pert charts to evaluate time efficiencies

84. (p. 231) All companies lose customers periodically. Losing a customer can be difficult or it
can ________________.
A. Be an epiphany
B. Be an episode of self-reflection
C. Be an opportunity to reacquire customers
D. Be an excuse to let people go
E. Be lead to lower prices because of pressure from the sales force

8-56
85. (p. 231) EDI (electronic data interchange) allows _________.

A. Companies to talk to each other daily
B. Customer computers to communicate directly with supplier computers
C. Computers to fulfill the buying center function
D. Computers to do complex product evaluation with limited human involvement
E. All of the above
AASCB Standard: use of information technology

Difficulty: easy
Learning Objective: Comprehend the role of technology in business markets
86. (p. 231) B-to-B transactions have been growing at a phenomenal rate. On-line B-to-B sales
worldwide is now in excess of ______________.
A. $100 million dollars
B. $500 million dollars
C. $1 billion dollars
D. $1 trillion dollars

Difficulty: easy
87. (p. 231) One of the benefits of electronic data interchange (EDI) is ________
A. Customer computers communicate directly with supplier computers
B. Suppliers can listen in on buyers
C. Buyers get better prices than ever before
D. Late deliveries are less common
E. Technology linkages are more plentiful

8-57
88. (p. 231) The process of business purchasing on-line is called _____________.
A. Fast procurement
B. Channel management
C. E-procurement
D. Team procurement
E. Effective procurement

Difficulty: easy
89. (p. 232) Many companies have set up direct links to approved supplier to make the purchase
easier and move it closer to the front line decision makers. These direct links are called
_________________.
A. Internet connections
B. Google B2B
C. Intranet
D. Extranet
E. T-lines of connection

90. (p. 232) Office Depot has a number of direct relationships using EDI with thousands of
companies. This relationship is done through a concept called ____________.
A. Extranet
B. Intranet
C. Electronic impact analysis
D. Utility functionality
E. Quick response program

Difficulty: easy
8-58
Short Answer Questions
91. (p. 211) In B2B marketing, companies rely on a more personal relationship between the
buyer and seller, how does this differ from consumer marketing?
● Relationship development with consumers is impersonal and exists primarily through

electronic communication or direct mail. The opposite is true in business markets. The nature
of business markets requires a more personal relationship between buyer and seller.

Difficulty: easy
92. (p. 212) Within the organization, who is the person most responsible for maintaining B2B
relationships? Why?
● The individual most responsible for maintaining a relationship is the salesperson. This is
because customers want direct communication with company representatives and prefer
someone they know and trust.

Difficulty: easy
93. (p. 212) Why does technology play a critical role in connecting the buyer and the seller in the
B2B market?
● Customers demand not only a personal relationship with their vendors but also an efficient
one. Most companies now require vendor Internet connectivity to increase efficiency.
Integrating IT systems that enhance sales response times, provide better customer service, and
increase information flow is now an accepted element in a successful B2B customer
relationship.

8-59
94. (p. 212) Business markets are characterized by fewer, but larger customers, how does this
affect customer retention?
● The large size and small number of customers places a higher value on each customer. In a
business market setting, losing even one large customer has striking implications for a
company.

Difficulty: easy
95. (p. 213) Why is geographic concentration an important part of some B2B relationships?
● Business markets tend to concentrate in certain locations. While the Internet allows people
to live anywhere, the nature of business relationships means a company wants to have a
strong presence near its best customers.

Difficulty: easy
96. (p. 213-214) Define supply chain?
● A supply chain is the synchronized movement of goods through the channel. In B2B
markets the supply chain is generally more direct with suppliers and manufacturers working
closely together to ensure efficient movement of products and services.

Difficulty: easy
8-60
97. (p. 214) How has the demand for biofuels affected the demand for corn?
● Due to the rise in popularity for biofuels (ethanol), demand for corn has skyrocketed. Due
to the increased demand and price of corn other industries, such as the cattle industry which
uses corn in feed, have experienced set backs.

Difficulty: easy
98. (p. 214) Why is the demand for products and services different in a business market?
● Product demand in business markets is different from consumer demand on three critical
dimensions: derived demand, fluctuating demand, and inelastic demand.

99. (p. 215) Las-X makes medical lasers used in hair removal and cosmetic surgery. The
company recognizes that consumers have less disposable income now than they did just a few
years ago. Who are customers for Las-X and how does consumer demand impact Las-X?
What demand concept is illustrated here?
● Customers for Las-X are hair removal clinics, dermatologists, and cosmetic surgeons. When
consumers have less discretionary income, they are less likely to purchase cosmetic services.
Clinics are less likely to expand and derived demand decreases.

8-61
100. (p. 216) Kiran runs Power3, a specialized battery manufacturer. His biggest account is an
international digital camera manufacturing company. Kiran would like to increase sales and
believes that if he lowers the price of his lithium batteries he will receive larger orders from
the digital camera manufacturer. What would you tell Kiran about the demand for his
product?
● The demand for Kiran's batteries is inelastic, meaning changes in demand are not
significantly affected by changes in price.

Bloom's Taxonomy: evaluation
101. (p. 217) Why is a new purchase the most difficult buying situation?
● A new purchase is the purchase of a product or service by a customer for the first time. The
more expensive, higher risk, and greater the resource commitment, the more likely the
company will engage in a full purchase decision process.

102. (p. 218) Why is the buying center an important part of the purchasing decision?
● The buying center is a group that manages the purchase decisions processes and ultimately
makes the final decision. Certain members of the group perform particular roles.

8-62
103. (p. 219) Lucy is executive assistant to Doug Belden, the C.E.O, at Belden & Belden Office
Supply. Since Mr. Belden makes most final decisions in regards to purchasing decision, Lucy
is a key member of the buying center process. Recently Lucy has received information from a
new salesperson for one of their key suppliers, she is now deciding whom to send the
information to within the organization. What member of the buying center process is Lucy?
What member of the buying center process is the Mr. Belden?
● Lucy is the gatekeeper and Mr. Belden is the decider.

104. (p. 220-221) How does the North American Industrial Classification System (NAICS) help in
B2B marketing?
● The North American Industrial Classification System (NAICS) helps B2B marketing by
breaking down the industries and providing detailed information. The detailed information
includes: data on companies listed in each code, number of employees, sales revenue, their
location, and contact information.

105. (p. 222) Making Waves Boating has just returned from a trade show where managers
purchased ten new boats and multiple boating accessories. Making Waves already has
promised five of the boats to a local resort, and by Monday the remaining new items will be
on the showroom floor ready for purchase. In a B2B market what would Marking Waves be
labeled as a seller? Why?
● Making Waves is considered a reseller because they buy products and then resell them to
other businesses or consumers.

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106. (p. 223) How do government purchase practices differ from other B2B purchase practices?
● Local, state, and particularly federal government entities have unique and frequently
challenging purchase practices. Detailed product specifications must be followed precisely,
and the purchase process is often long.

107. (p. 224-225) Tyrone owns Orchid Odyssey a plant nursery that specializes in orchids. Tyrone
has had significant success with his Orchid of the Month mail order program, and as a result
needs larger nursery space. What part of the business market purchase decision process has
Tyrone just illustrated? What will he need to do next?
● Tyrone has illustrated the problem recognition aspect of the business market purchase
decision process. Next Tyrone will need to define his need for a larger nursery space,
including specifications.

108. (p. 227) When making a product selection as part of the business market purchase decision
process, what three primary criteria are used to make a decision?
● Financial criteria, value criteria and service criteria.

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109. (p. 229) Businesses understand that supplier qualifications are a main part of the purchase
decision. What are the main criteria the supplier choice decision and what to they represent?
● Reliability- the vendor's ability to meet contractual obligations. Personal factors- the needs,
desires, and objectives of those involved in the purchase decision. Organizational factors, or
risk tolerance.

Bloom's Taxonomy: synthesis
Difficulty: difficult
110. (p. 230) Why is it so important for the buyer and seller to participate in the post-purchase
evaluation of a product and supplier?
● The process helps customers to make better purchase decisions in the future. If you are the
current supplier than you have an obvious advantage as long as the customer evaluates the
purchase decision positively. However, if you are the current supplier and the customer
evaluates the purchase decision negatively, then you could lose a customer to a competitor.

111. (p. 231) Maureen runs a hospital in a metropolitan area, she believes that the hospital
should implement an electronic data interchange (EDI) system, but she is meeting some
resistance. What would you tell some of the people that are resisting the EDI system?
● By linking directly with electronic data interchange (EDI), customer computers

communicate directly with supplier computers to reorder as needed. Late deliveries, defective
products, and other issues related to supplier performance can be identified and dealt with
before they become a major problem.

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Essay Questions
112. (p. 211) In B2B markets, relationships and technology are increasingly important. Describe
the role of each.
A more personal relationship most often connotes a greater emphasis on personal selling and,
increasingly, technology. Customers want direct communication with company
representatives and prefer someone they know and trust. The individual most responsible for
maintaining a relationship is the salesperson. Personal selling also offers companies the most
effective method for direct communication with the customer. Technology has greatly
improved the quality and quantity of communications between buyer and seller. However,
one-on-one personal communication is still the most important tool in developing and
maintaining a strong customer relationship in business markets.
At the same time, technology plays a critical role in connecting buyer and seller.
Integrating IT systems that enhance sales response times, provide better customer service, and
increase information flow is now an accepted element in a successful B2B customer
relationship. Customers demand not only a personal relationship with their vendors but also
an efficient one. Most companies now require vendor Internet connectivity to increase
efficiency.

Difficulty: easy
113. (p. 212) Katherine is the marketing VP for a cleaning supply manufacturer. The firm's
products are proven to kill 99% of bacteria. The current target market of hospitals and skilled
nursing facilities. Katherine is considering branching into the consumer products market and
wants your advice on the five major differences in business and consumer markets. What do
you say to her?
See Exhibit 8.2

8-66
114. (p. 213) Victor has just transitioned from working in a primarily consumer driven market to
working in a B2B market. His company manufactures headlights for various vehicles. Victor's
business partner believes they need to move their production plant closer to their major
customers, Victor believes they can continue to operate as they always have. Who is right?
Why?
Victor's business partner is right. In the B2B market relationships are more important, it is
because of this that they should move to a more geographically logical area in which to
conduct their business. By being closer to their customer they are able to react more quickly
to their needs and to establish a stronger relationship over time.
Additionally, being closer to their customer will allow Victor and his partner to cut back on
transportation costs, which is also a good idea in the B2B market.

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115. (p. 215) Rosa, a marketing consultant, is preparing a report for a client that produces lumber
for use in the housing market. She is writing a section on market demand and needs to explain
the three types of demand. How should she explain this to her client?
Product demand in business markets is different from consumer demand on three critical
dimensions: derived demand, fluctuating demand, and inelastic demand.
All three offer unique challenges and opportunities for marketers. For example, two of the
three differences (derived and fluctuating demand) deal with the relationship between B2B
and B2C demand and suggest B2B marketing managers must first understand their customers
markets before they can sell to them.
Derived Demand
Demand for B2B products originates from the demand for consumer products, or, put another
way, demand for B2B products is derived demand. Environmental factors have long-term and
short-term effects on consumer product choices. This is a challenge for business marketers
because, despite having a great product and providing great service at a competitive price,
they may still not get the business because consumer demand for their business customers
product is weak.
Fluctuating Demand
The relationship between consumer demand and demand for business products presents a real
challenge for business-to-business marketers. Small changes in consumer demand can lead to
considerable shifts in business product demand and is referred to as the acceleration effect.
This makes forecasting the sale of consumer products important because making even a small
mistake in estimating consumer demand can lead to significant errors in product production.
Inelastic Demand
Business products experience fairly inelastic demand, meaning changes in demand are not
significantly affected by changes in price. Price increases, particularly incremental changes,
are often accepted because manufacturers are hesitant to disrupt manufacturing processes,
which, in turn, create inelastic demand in the short run.

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116. (p. 216) Scampi Seafood processes fresh shrimp and fish caught off the coast of Louisiana.
The company wants to build another processing plant in Texas. Utilizing your knowledge of
the B2B purchasing process, explain how straight rebuy, modified rebuy and new purchase
will affect the purchasing of materials to build and open the new processing plant.
Since Scampi Seafood already has a processing plant, this will affect some of its purchasing
decisions. Major items involved in the actually processing function of the plant will be
purchased on modified rebuy. Since Scampi already uses products in its other facility, they do
not need to go through the added research and decision-making processes associated with new
purchases.
However, the actual physical facility and all purchasing decisions related to it, will be new
purchases. Scampi is operating in a new state and will therefore need to make new purchasing
decisions based on builders, and suppliers in the area that it wishes to establish their facility.
The normal day-to-day purchases that Scampi makes, such as office supplies and containers
for the shrimp and fish, will be straight rebuy since Scampi already uses these items in its
other facility.

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117. (p. 218) Antonio just graduated from the MBA program at this university and went to work
at his family's business, which is building custom wood furniture. He has finally convinced
his father that they need to upgrade the machinery they use to make the furniture and has
started to put together a buying center to make the purchase. His father doesn't think a buying
center is necessary and told Antonio to make the decision, what should Antonio say to his
father about the buying center? Whom should Antonio contact to be a member of the buying
center?
Antonio needs to explain to his father the importance of the buying center. There are many
people at the factory that will be impacted by this decision, and those people have pertinent
information in regards to new machinery purchase. He also needs to communicate that by
selecting a group of people to assist in the decision-making process, he will be making the
best decision for the organization in the long run.
In regards to whom should be invited to participate in the buying center, Antonio will first
want to include people that are using the current machines because they have first hand
knowledge of the limitations of the current system and the needs in a new system.
Additionally, Antonio will want to invite a member of the company supplying the machinery
so that technical questions can be answered during the meetings. Finally, it would be
beneficial for him to invite his father, his secretary (or another member of the organization to
be the gatekeeper) and any other people that will be directly impacted by the purchase
decision.

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118. (p. 220) Kenny is the leading salesperson for Polymer Sci., a supplier specializing in
polymers used in manufacturing processes. He wants to find new customers so he has started
to research how to approach a buying center. What are some challenges that he will face?
First, who is part of the buying center? Simply identifying the members of a buying center can
be difficult and is made more challenging by gatekeepers whose role, in part, is to act as a
buffer between buying center members and outside vendor representatives. The job of
identifying membership in the buying center is made even more complex as participants come
and go over time.
Second, who are the most significant influencers in the buying center? This is critical in both
preparing a sales presentation and following up. Targeting influencers is important in
persuading the buying center to purchase the salesperson's product.
Finally, what are the decision criteria for evaluating the various product options? A very real
concern for salespeople is making sure their products perform well on critical evaluation
criteria; however, without a good understanding of evaluation criteria it is not possible to
assess the probability of the product's success.
AASCB Standard: reflective thinking

119. (p. 223-224) Kari is the CEO of an up-and-coming new fashion label. She has just received a
big order and needs to obtain the necessary equipment and materials to be able to fulfill the
order. She has hired you, a business consultant, to assist her in making her decision. How
would you walk her through the business market consumer decision process?
Since we already know her problem (that she needs to obtain materials and equipment to meet
higher production), I would then help Kari specify the amount of materials and the kind of
machinery necessary to complete the order. If we decided it was necessary, I would help Kari
create an RFP (request for proposal) to send out to prospective suppliers.
Next I would help Kari search for appropriate suppliers. I would start with suppliers that she
currently uses, but also include others when necessary. Once I have circulated the RFP to the
selected suppliers, I would then ask for a sales proposal in return. With the sales proposal in
hand I would sit down with Kari and help her make the purchase decision. As part of the
product selection I would help her with create financial criteria, value criteria, and service
criteria.

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120. (p. 229) You decided to open a sports bar with your best friend and are now trying to decide
between two suppliers. What do you consider when making your final decision?
The most fundamental criterion in vendor selection is reliability, which is the vendor's ability
to meet contractual obligations including delivery times and service schedules. Strategic
business-to-business relationships are based, in part, on a high level of trust between
organizations. In those situations, the supplier's reliability becomes an essential factor in the
final selection. Furthermore, a judgment is often made about the seller's willingness to go
above and beyond what is specified in the contract. All things being equal, the seller with the
best reliability and intangibles, like a willingness to do a little more than required, usually gets
the order.
Several additional factors affect product and supplier choices. Suppliers often find it difficult
to understand the role these factors play in the final decision, but their influence can be
profound. The first personal factors, refers to the needs, desires, and objectives of those
involved in the purchase decision. Everyone in the buying center comes with their own needs
and goals. Someone might see this as an opportunity for promotion, another believes he will
receive a raise if he can be successful, a third may want to impress management. It is not
possible to separate the individual agendas people bring to the buying center from the
purchase decision.
Another influence on the product and supplier choice is organizational factors. The primary
organizational factor is risk tolerance. Individuals and companies all have a certain tolerance
for risk. Their product decisions will be influenced by their aversion to or acceptance of risk.
AASCB Standard: reflective thinking

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121. (p. 229) Why is e-procurement play a larger role in B2B markets than in consumer markets?
What are some of the methods that have been put in place to make e-procurement ideal for the
B2B market?
B2B transactions have been growing at a phenomenal rate with online B2B commerce
worldwide in excess of $1 trillion, a much larger amount than that generated by B2C online
sales. The process of business purchasing online is referred to as e-procurement. The methods
are:
Industry purchasing sites: Industries have formed Web sites to streamline and standardize the
e-procurement process. Steel, chemicals, paper, and automobile manufacturers have created
integrated Web sites to assist their own purchasing departments in online purchasing and
supplier selection.
Business function sites: Certain business functions have Web sites to standardize purchasing.
Extranet to major suppliers: Many companies have set up direct links to approved suppliers to
make the purchase easier and move it closer to frontline decision makers.
Company buying sites: Many large companies have created their own Websites to assist
vendors. RFPs and other relevant supplier information as well as some contact information
are accessible for review.

8-73
Another random document with
no related content on Scribd:
Subjects dealing with childhood were still greatly in demand, but the
public now wanted the children to be more grown-up, and more
mundane than the cupids and cherubim of Cipriani, or the Baby
Loves and Bacchanals of Lady Diana Beauclerc, so admired by
Horace Walpole, and so much flattered by the engravings of
Bartolozzi, Tomkins and Bovi. The prolific Richard Westall was not
behind his brother Academicians in adapting his inspiration to the
market, so, combining rural fancy, as required, with the sentiment of
child-life, he made many a parlour look homelier with his pleasant,
plausible picturings. When the charm of the engraving glossed over
the weaknesses, and colour-printing added its enticing advocacy
under Westall’s personal direction, we can find some justification for
their popularity in such prints as Nutter’s The Rosebud, The
Sensitive Plant, and Cupid Sleeping; Josi’s Innocent Mischief,
Innocent Revenge, and Schiavonetti’s The Ghost, a pretty but
unequal companion to The Mask of Reynolds.
Although at this productive period of the colour-print William Blake’s
“Songs of Innocence” were issued, with their sweetly pictured pages
of uniquely printed colour, and their magic simplicity of poetry, every
page having “the smell of April” as Swinburne said, it does not
appear that they exercised any imaginative influence on the artists
who were producing children subjects for the popular prints. Yet
certainly poetic sentiment informed the grace and charm which were
the characteristics of Thomas Stothard, whose prodigiously
industrious and productive pencil dominated in a great measure the
book-illustration of the day. Five thousand designs are credited to
him, and Blake himself engraved some of these in stipple; but our
present concern with Stothard is in such engaging colour-prints as
Knight’s Fifth of November, Feeding Chickens, The Dunce
Disgraced, The Scholar Rewarded, Coming from School, and Buffet
the Bear, Runaway Love, Rosina, Flora, and the popular Sweet Poll
of Plymouth, Nutter’s First Bite, and Just Breeched; Strutt’s Nurs’d at
Home and Nurs’d Abroad, and others of more adult interest too
numerous to mention.
Another popular favourite with the buyers of colour-prints was the
Rev. Matthew. William Peters, the only clergyman who ever wore the
dignities of the Royal Academy, though, as a matter of fact, it was
only after he had attained full academic honours that he took holy
orders. Eventually, after some successful years with portraiture and
fancy subjects, he resigned his R.A.’ship; but it must be said that
while he was painting for popularity there was a good deal of the
“world and the flesh” about his pictures, albeit his was a very
winsome view of both, to wit, the seductively pretty Sylvia and Lydia,
by Dickinson; White’s Love and The Enraptured Youth; John Peter
Simon’s Much Ado about Nothing; Hogg’s Sophia, and J. R, Smith’s
The Chanters. The Three Holy Children in Simon’s print, however,
shows Peters more as we may imagine him in the light of a
“converted” Royal Academician—converted to be chaplain to George
“Florizel,” Prince of Wales.
John Russell, whose gracious portraits in pastel appealed to fashion
with the special charm of their uncommon medium, also found happy
interpretation on the copper-plate, especially from the delicate graver
of P. W. Tomkins. The most attractive examples in colours are the
charming Maria, Maternal Love (Mrs. Morgan and child), and
Children Feeding Chickens. Collyer’s Mrs. Fitzherbert is also one of
the most desirable among the numerous Russell colour-prints. When
the engravings of Charles Ansell’s Death of a Racehorse in 1784
had an immense sale, none presumably would have believed that, a
hundred and twenty-five years later, collectors would hold him in high
regard, not for the horses that made him famous, but for four dainty
little drawings of domestic “interiors,” thoroughly representative of
their period, preserved in P. W. Tomkins’s stipple prints, especially
charming and rare in colours. Tomkins engraved other things of
Ansell’s, Knight also; but the set of The English Fireside and The
French Fireside, The English Dressing-Room and The French
Dressing-Room (the two latter reproduced here), if really fine in
colour, must be a prize in the choicest collection. As these prints give
us intimate glimpses into the home-life of the “smart set” of the
period, so, thanks to the pictorial sense of that vivacious artist
Edward Dayes, we are able to see just how the fashionable world
comported itself in the parks. An Airing in Hyde Park and The
Promenade in St. James’s Park, the one engraved by Gaugain, the
other by Soiron, are alive with contemporary social and pictorial
interest, and in colours they are rare to seek. Social interest, too,
flavours chiefly the name of Henry William Bunbury. Classed
generally with the caricaturists, among whom, even in that period of
forcible and unrestricted caricature, he was certainly one of the most
spontaneously humorous as he was the most refined, he had, like
his brother caricaturist Thomas Rowlandson, his days of grace. In
those days he did, not with flawless drawing perhaps, but with a vivid
feeling for beauty, some charming things, which the engravers
turned to good account in colour. Among these are Morning
Employments by Tomkins, The Song and The Dance by Bartolozzi,
The Modern Graces by Scott, and Black-eyed Susan by Dickinson.
From his popular task of whipping with genial graphic satire the
social follies and foibles of the day. Bunbury’s pencil would on
occasion “lightly turn to thoughts of love,” as in A Tale of Love, so
artistically engraved by J. K. Sherwin; and it was in this mood that
his discourse on love and romance would somewhat shock Fanny
Burney. She did not think it quite nice in a Court equerry, who was
also a husband and a father, to dilate so rhapsodically on such
topics; but he adored “The Sorrows of Werther,” which she told him
she could not read; and, after all, was he not the devoted husband of
Catherine Horneck, Goldsmiths “Little Comedy”? Rowlandson had
not, of course, Bunbury’s culture and refinement, but with all his
rollicking Rabelaisian humour, he had faultless draughtsmanship
with, when he chose, a daintiness of touch and a magic grace of
curve. Among his countless coloured plates, however, those that can
be accepted as true colour-prints can be numbered almost on one
hand. Opera Boxes and the interesting and vivid Vauxhall, spiritedly
engraved by Pollard, and capitally aquatinted by Francis Jukes, were
not, as generally supposed, actually printed in colours; but The
Syrens and Narcissa, both things of voluptuous charm, are etched
and stippled and veritably colour-printed in part. With very few
exceptions, Rowlandson’s prints were only etched by him, then
aquatinted and coloured by other hands, he supplying a tinted
drawing.
When the mantle of the fashionable portrait-painter had slipped
naturally from the shoulders of Reynolds to those of John Hoppner,
and the older beauties were not as young as they used to be, and a
new set of beautiful young women had meanwhile grown up, the
curious public called for the new faces. So Hoppner, already finely
interpreted by the best mezzotint men, now readily allied himself with
Charles Wilkin, a portrait-painter in oil and miniature of some repute,
who, as a very talented and individual stipple-engraver, had won his
spurs with Sir Joshua, notably in his rich engraving of the famous
Lady Cockburn and her Children. The new venture was A Select
Series of Portraits of Ladies of Rank and Fashion. These, charming
and desirable in monochrome, are delightful, but very rare, in colour.
Seven of the portraits were done by Hoppner, and show him in most
gracious vein: these are Viscountesses St. Asaph and Andover,
Countess of Euston, the new Duchess of Rutland, Lady Charlotte
Campbell, Lady Langham, and Lady Charlotte Duncombe. The other
three are from the spirited pencil of the engraver himself—Ladies
Gertrude Villiers, Catherine Howard and Gertrude Fitzpatrick, who as
a child had sat to Reynolds for his Collina. Hoppner’s Hon. Mrs.
Paget as Psyche is also a charming coloured stipple, engraved by
Henry Meyer. The colour-printed mezzotint seems to have found
exceptional favour with Hoppner, for in that medium we have the
lovely Countess of Oxford—a choice example—and Mrs. Whitbread,
by S. W. Reynolds; J. R. Smith’s Sophia Western and Mrs. Bouverie,
with an engaging suggestion of pastel; Charles Turner’s Lady
Cholmondeley and Child; John Jones’s Mrs. Jordan as “Hippolyta”;
John Young’s Lady Charlotte Greville, Mrs. Hoppner as “Eliza,” Mrs.
Orby Hunter, the Godsall children (The Setting Sun), and Lady
Lambton and Children (one of them Lawrence’s Master Lambton);
William Ward’s pretty Salad Girl, Mrs. Benwell, and The Daughters of
Sir Thomas Franklana, so well known in monochrome, but so
exceedingly rare in colour; James Ward’s Juvenile Retirement (the
Douglas children); Children Bathing (Hoppner’s own); Mrs. Hibbert,
and the graceful Miranda (Mrs. Michael Angelo Taylor), of which only
one impression is known in colours, exquisite in quality, that in the
very choice collection of Mr. Frederick Behrens.
Although Hoppner’s pre-eminence among the portrait-painters was
so long established, it was seriously challenged in the Royal
Academy exhibition of 1790 by the portrait of An Actress from the
brush of a painter only twenty-one years of age, who was destined to
preside over the Academy and become the most fashionable painter
of his day. This was Thomas Lawrence, and the portrait was that of
the popular and beautiful Miss Elizabeth Farren—Countess of Derby
seven years later—in her fur-lined white cloak and muff, which was
engraved by Charles Knight, with finishing touches by Bartolozzi,
who signed it, and is now one of the most desired of colour-prints, as
it is one of the most constantly reproduced.
The acknowledged beauties, however, did not monopolise the
“placidness of content or consciousness of superiority,” which Dr.
Johnson, so Johnsonianly, held was necessary to “expand the
human face to its full expression.” Happily there were artists to see
everywhere dainty and charming women who could be attractively
pictured with the artistic sense of nature and actuality, perhaps even
more picturesquely for not being able always to keep their
temperaments out of their faces and attitudes. One of these artists
was also an eminent engraver, and at the same time an extensive
printseller and publisher, with always one eye to his art and the other
to the main chance. John Raphael Smith loomed very large in the
London print-world of the later eighteenth century, because he had
not only the artistic ability to do the thing popularly wanted, but also
the commercial intuition as to what would be likely to please the
public in its varying fancies. A master of mezzotint, and monarch
among the translators of Gainsborough, Reynolds and Romney, he
used with lighter touch the same medium for engraving many of his
own vivacious picturings of contemporary social scenes, with their
manners and fashions very much alive. A generous, convivial,
cheerful liver himself, filling every hour with the activities of art,
commerce and pleasure, J. R. Smith had the vivid pictorial eye for
what was gay and pleasing in the life around him. Also he possessed
an instinctive sense of fashion. Therefore, in the numerous attractive
drawings of petty women in varied attitudes of busy idleness, we get
a more real impression of the fashions of the passing hour than even
the stately canvasses of Sir Joshua could give us with all their artistic
defiance of the modistes. Smith would engrave these himself in
stipple suggesting crayon effects, with the original artist’s freedom,
and the mezzotinter’s broad handling of tones; or he would entrust
them to other engravers. Being a painter, he used colour on his
plates judiciously, and among the most highly-prized colour-prints of
the period J. R. Smith’s spirited engravings hold quite an individual
place. To name, perhaps, the most characteristic: À Loisir; Black,
Brown and Fair; Maid; Wife; Widow; and What you Will; A Christmas
Holiday; Flirtilla and Narcissa; The Fortune Tellers; The Mirror,
Serena and Flirtilla; Thoughts on a Single Life, with its companion,
Thoughts on Matrimony, engraved quite as well by William Ward, at
whose hands The Widow’s Tale makes a charming appearance in
coloured mezzotint. In this medium also The Promenade at Carlisle
House enjoys an elusive existence. Then there are Smith’s Lecture
on Gadding and The Moralist, stippled by Nutter, and his Credulous
Lady and the Astrologer, by Simon. But not even his own designs
inspired his mezzotint-scraper to finer results than the splendid
Almeria (Mrs. Meynott), after Opie, or his stipple-graver to surer
beauty than in his Mrs. Mills after Engelheart, or his Snake in the
Grass, after Reynolds, or those charming and familiar Morland prints
Delia in Town and Delia in the Country, Rustic Employment and
Rural Amusement, and the Letitia set, of course in their original form.
J. R. Smith’s was a dominating personality, and his influence on his
talented pupil, William Ward, was very strong. He taught him by
example, paying him the compliment of engraving in mezzotint and
charmingly colour-printing his pupil’s felicitous, Morlandish picture,
The Visit to the Grandfather. He certainly made him work, and the
results show not only in the innumerable fine plates which Ward
produced in mezzotint and stipple after various painters, but in his
own dainty drawings of charming femininity. These, such as the well-
known Louise, Alinda, Lucy of Leinster, Almeida, The Soliloquy,
Hesitation, Louisa Mildmay, and The Cyprian Votary, were all
translated to the copper with a verve and charm, produced by an
exact understanding of the artistic economies of the stippled crayon
manner, unsurpassed, perhaps not equalled, by any other engraver.
When finely tinted, they show the colour-printer’s craft at its daintiest,
and their collector’s taste at its highest. In the same genre are
Private Amusement (“Reflection”) and Public Amusement
(“Temptation”), engraved by Ward after Ramberg—a favourite pair.
But very different, of course, in character are his fine mezzotints of
the rural pictures of his talented, irascible younger brother James. Of
these, perhaps, the best print in colours are The Citizen’s Retreat,
Selling Rabbits, Compassionate Children, The Haymakers, Outside
of a Country Ale-house, Summer and Winter, and the well-known
Vegetable Market, the companion to which, A Poultry Market, was
finely engraved by James Ward himself, whose own attractive plates
of The Rocking Horse and Rustic Felicity and A Cottager going to
Market and A Cottager returning from Market, have also been
printed in colours. William Ward’s popular fame as an engraver,
however, will doubtless rest mainly on his innumerable transcripts in
stipple and mezzotint of the pictures of his brother-in-law, that natural
artist, that dissolute, happy-go-lucky vagabond, that homely, facile
painter of genius, George Morland.
In exploiting Morland as he did, John Raphael Smith proved his
unerring instinct for the right popular thing. He was answering an
unconscious call for artistic virility and freshness of vision. The prints
of the widest public appeal, however simple their intentions in
rusticity or domesticity of subject, were merely repeating pictorial
conventions, illustrating stereotyped sentiments. Bigg, Hamilton,
Wheatley, Singleton, Westall, they were all doing pleasing, pretty
things enough, and the public were buying the prints, and hanging
them on the walls of their homes, without even suspecting that
Nature as the true inspiration of art had but little to do with all this
picture-making. Then came Morland, with his natural instinct for the
true, the simple picture, his free and facile art, his charming wizardry
of the palette, his happy, unaffected realism. The others had been
idealising the commonplace; Morland knew that nothing is
commonplace if seen and treated with relative truth. J. R. Smith saw,
both as artist and prosperous publisher of prints, that here at last
was a virile genius that could charm the people’s love of pictures to a
clearer understanding of beauty through a true pictorial vision of
nature.
It was a curious coincidence that just about the same time an
obscure publisher in Kilmarnock had given the Scotch lovers of song
the means of recognising in the natural lyric note of Burns a reviving
impulse for English poetry. Here in Morland was a Burns on canvas,
a Burns who sang with his paint-brush, who could put the moods of
Green Grow the Rashes, O, of My Nannie, O, or The Jolly Beggars,
into enduring pigments as the poet had put them into immortal song.
And Morland’s simple pictures are classic to-day, because in them,
irrespective of subject, is the painter’s true poetry of form and colour.
Always susceptible to the ready comradeship, in the first
consciousness of his brilliant easy powers, with his artistic ambitions
bound up in his joy of living, Morland came quickly under the
influence of Smith’s convivial yet energising personality. The
publisher, urged by the public’s clamorous response, stimulated him
to a prolific activity, and, with such engravers as Smith himself and
the Wards to interpret him with masterly understanding and
sympathy, and all the other engravers of note eager to do the same,
Morland soon commanded the market—or, at least, his exploiters
did. It seemed that Morland could do everything the public appeared
to want, so, before he developed into the Morland exclusively of the
stable and the farmyard and picturesque vagabondage, he
challenged the popular genre painters on their own ground, and beat
them with the magic simplicity of nature. Could the domestic Bigg do
anything in his own line as charmingly life-like as A Visit to the Child
at Nurse and A Visit to the Boarding School? Look at William Ward’s
mezzotints of these pictures in colour, and then compare with their
sweet actuality of scene and sentiment the same engraver’s version
of Bigg’s The Birth of an Heir, with its scenic posturing and
sentimentality. Then, what colour-prints of children could Hamilton or
Stothard ever have designed to compare, for true suggestion of the
bright buoyancy of childhood, with such gems as Ward’s mezzotints
Children Birds-nesting, Juvenile Navigators, Blind Man’s Buff, The
Kite Entangled; Keating’s Playing at Soldiers, and Nurse and
Children in a Field; Dayes’ Children Nutting, and Tomkins’s stipple
Children Feeding Goats. Morland enjoyed to let the children of the
neighbourhood play and romp about his studio, and thus he could
paint them naturally, with no self-consciousness on their parts and
happy sympathy on his.
No wonder all the engravers were agog to make copper-plates from
his quickly finished paintings. That charming spontaneity of
picturesque impression, with luminous harmony of tones, which
distinguishes all Morland’s pictures, even those painted in his least
reputable days of hand-to-mouth living, is reflected in the best
engravings of his multitudinous works. Of those printed in colours
one may attempt a selection from the point of view of especially fine
quality and rarity. Among the stipples, therefore, must be named
again J. R. Smith’s Rustic Employment and Rural Amusement, Delia
in Town and Delia in the Country, and the famous Story of Letitia
series—Domestic Happiness, The Elopement, The Virtuous Parent,
Dressing for the Masquerade, The Tavern Door, and The Fair
Penitent (re-issued in 1811 with the ample costumes of 1786
incongruously altered to the current slim Empire fashion, upsetting,
of course, the pictorial balance of design). Then there are Constancy
(Mrs. Ward), Variety (Mrs. Morland), and Morning; Thoughts on
Amusement for the Evening—a very rare oval—by William Ward;
Louisa, a pair of large ovals, The Lass of Livingstone, and How
Sweet to meet with Love’s Return, the famous Dancing Dogs, and
Guinea Pigs, all by T. Gaugain (the last pair re-issued by Phillipe);
The Tea Garden and St. James’s Park, by F. D. Soiron; The Squire’s
Door and The Farmer’s Door, by Duterreau; The Farmer’s Visit to his
Married Daughter in Town, by W. Bond, and The Visit Returned in
the Country, by Nutter; Industry and Idleness (Mrs. Morland), by
Knight, and The Fair Seducer, and The Discovery, by E. J. Dumée.
Many of Morland’s pictures on the mezzotint plates seem to have
justified the colour-printer, but innumerable Morland prints were
coloured by hand entirely or in part, and it is said that J. R. Smith
employed his young pupil Joseph Mallord William Turner upon this
work. I doubt, however, if even Mr. Rawlinson could detect Turner’s
hand upon a Morland print, therefore we must be content to
distinguish the finest and rarest of the mezzotints actually printed in
colours. To those already named we may add The Angling Party by
Keating, and The Angler’s Repast by William Ward, to whom we are
also indebted for The Coquette at her Toilet, The Pledge of Love
(“Contemplating the Miniature”); Contemplation (“Caroline of
Lichfield”), very rare, and exquisitely suggestive of the original in Mr.
Thomas Barratt’s wonderful Morland collection; Cottagers,
Travellers, The Thatcher, First of September—Morning, First of
September—Evening, Inside of a Country Ale-house, The Public-
House Door, The Effects of Extravagance and Idleness, The
Turnpike Gate, The Sportsman’s Return, and The Farmer’s Stable,
Morland’s National Gallery masterpiece; The Return from Market, a
beautiful thing, and Feeding the Pigs, by J. R. Smith; Sunset: a View
in Leicestershire, by James Ward; Summer and Winter by W.
Barnard; Morning, or the Benevolent Sportsman; Evening, or the
Sportsman’s Return, by J. Grozer, and Selling Cherries and Shelling
Peas, a very rare pair, etched and mezzotinted by E. Bell. Then
there is “The Deserter” set, by Keating, Enlisting a Recruit, Recruit
deserted and detected hiding in his wife’s room, The Deserter
handcuffed and conveyed to a court martial, The Deserter pardoned
and restored to his family; a set of pictures studied with realism
resulting from one of Morland’s characteristic adventures, possible,
perhaps, only in the eighteenth century. Snipe Shooting, one of a set
of four, by G. Catton, Jun., must not be forgotten; it is of particular
interest as showing aquatint in effective combination with stipple and
etching. How important a place Morland fills in the history of
eighteenth-century prints, one realises only when, looking over a
collection like Mr. Thomas Barratt’s at Hampstead, where the colour-
prints are to be seen in their multitude, one attempts to note down a
few gems, and finds a long list has quickly accumulated.
III.
Bartolozzi had come to England as an acknowledged master of line-
engraving, rival even of the splendid Sir Robert Strange, and the
spontaneous charm and fluent beauty of his incomparable etchings
after Guercino, and the lovely lines of his Clytie and his Silence after
Annibale Carracci, had simply astonished the connoisseurs. His
accomplished and prolific etching-point and graver carried an
unaccustomed grace and delicacy into many a channel of the
engraving industry. The benefit concert-ticket of the humblest
musician was engraved as finely and brilliantly as the diploma of the
Royal Academy, while the book-illustration of the day was largely
enriched by the easy charm of his touch. Then, as we have seen, the
little art of stipple came almost like a fairy-gift to his ready hand, so
opportune was the moment. Bartolozzi’s sweet caressing sense of
beauty found inevitable expression through the gentle possibilities of
the medium, and the public became eagerly responsive. With the
encouragement of a popularity daily on the increase, and the
appreciation of his brother artiste, he produced those charming
stipple prints which are among the masterpieces of the method, and
make, for many people, the name of Bartolozzi synonymous with
“beautiful old colour-prints.”
He was still the true artist, doing worthy things, interpreting beauty
with an elusive magic of charm all his own. Pupils flocked to his
studio; among them engravers of repute, who realised that the new
and easy stipple was going to prove more remunerative than the
laborious line-method, or even mezzotint. Pupils, too, there were
who learnt from Bartolozzi so well, that they equalled their master
while yet in their pupilage, as he admitted, either with generous
praise, or by the ambiguous method of signing their plates with his
own name. Unfortunately for his reputation this was a practice that
grew upon him, for, since the name of Bartolozzi had a distinct
market value, he appended it sometimes to prints quite unworthy of
its bearer. For the modern collector this, of course, involves frequent
snares and delusions.
Bartolozzi has been called the Achilles of eighteenth-century
engraving, and certainly his productiveness and his influence were
on quite an heroic scale; nor was the vulnerable heel wanting to
complete the simile. This was his spendthrift love of epicurean living,
which gradually dulled his artistic conscience until it made no attempt
to distinguish between the demands of art and a commercial
popularity. Luxurious in his habits, free with his hospitality, generous
to a fault with his purse, he looked with a satisfied eye on the ever-
expanding market for the coloured stipple-print, which practically he
had created, or, at least, auspicated with beautiful offerings. And as
he saw that the public would now accept almost anything tendered to
it in the name of a colour-print, however meretricious the design or
poor the engraving, he seems to have sacrificed artistic scruples to
the constant need of money-making. If his purse was a sieve, the
popular craze for colour prints must keep on filling it. So Bartolozzi,
the great and famous engraver, whose sure draughtsmanship had
long been as a leaning-staff to the printsellers and many an artist,
actually encouraged vain but incompetent amateurs, several of them
quite pleasant ladies with pretty ideas, to make feeble, mawkish
designs, which perhaps he would correct in drawing, before giving
them to often half-fledged engravers, and turning them upon the
market in poorly, hurriedly stippled plates, specious in coloured inks.
As his best pupils, Tomkins, Cheesman, Schiavonetti, Ogborne,
Marcuard, left him, and set up as independent engravers,
Bartolozzi’s studio, with its innumerable workers, gradually
developed into little more than a factory for turning out popular prints
as rapidly as possible. This hurry for the market seems, however, to
have affected not only Bartolozzi and his engravers, but the
printselling world generally. The art critic of the “Monthly Mirror” for
1796, while blaming the printsellers as the cause, protested against
the “slovenly and imperfect manner” in which so many prints were
being turned out, declaring, moreover, that this was influencing the
painters to an indifference about the execution of such works as
were intended for prints, making them “contented to satisfy the print
or bookseller with the mere effect of light and shade.”
Earlier than this, however, Sir Robert Strange, who hated Bartolozzi,
and for whom line-engraving alone represented the dignity of the
engraver’s art, had predicted a sort of artistic débâcle through the
popularity of stipple-engraving. “From the nature of the operation,”
he wrote, “and the extreme facility with which it is executed, it has
got into the hands of every boy, of every printseller in town, of every
manufacturer of prints, however ignorant and unskilful. I call them
manufacturers, because the general run of such productions does
not in reality merit the appellation of works of art and must ultimately
tend to depreciate the fine arts in general, to glut the public, and to
vitiate the growing taste of the nation. This art, if to it may be called,
is in itself extremely limited, admits of little variety, and is susceptible
of no improvement.” Naturally, the great line-engraver, who had
worked for his fame through long arduous years, was vexed to see
the very effects of soft flesh tones, which he produced to admiration
with laborious mastery of point and graver, rendered so easily by
stipple, and even more popularly appreciated. Yet there was a good
deal of truth in his protest. The public was in time glutted, not with
finely engraved colour-prints, but with inferior stippling of weak
designs, much of it crudely coloured by hand, or printed with no
sense of art; but the fine arts in general were not in the least
depreciated through such things.
And now the charming little art has, at its old-time best, found
enthusiastic lovers again, while the noble beauty of line-engraving is
to-day appreciated by only the limited few. “If Strange could but re-
visit the glimpses of Christie’s, it would more than astonish him to
see there none of his own superb line-engravings after the great
Italian masters, but to hear the keen bidding for his old rival
Bartolozzi’s best colour-prints after Reynolds, or the Downman
Duchess of Devonshire and Lady Duncannon, the Cipriani infants,
Contentment, Friendship, the Hamilton Months, or Miss Benwell’s St.
James’s and St. Giles’s Beauties, or the Orange Girl.
Not a little surprised would Strange be if also he could hear how the
modern collector values the work of Bartolozzi’s most distinguished
pupils in that same art which he in his day regarded so
contemptuously. Of these, Peltro William Tomkins was Bartolozzi’s
own favourite. “He is my son in the art,” said the master, always
generous with praise of good work; “he can do all I can in this way,
and I hope he will do more.” Tomkins inherited the graphic tendency
from his father, William Tomkins, A.R.A., a landscape painter; but, of
course, it was from Bartolozzi he learnt the sweetness and grace of
draughtsmanship which distinguish his copper-plates, whether in the
engraving of his own pretty fanciful designs of children, such as He
Sleeps, Innocent Play, The Wanton Trick, or the pictures of other
artists. His close-grained stippling, too, had that same soft and
tender rotundity of tone we find in the authentic works of the master,
and of course it was peculiarly adaptable to the simple tints of the
eighteenth-century colour-printer. A few of Tomkins’s most attractive
prints will be found among the illustrations to this volume, others I
have named in speaking of the painters. The extent of his work was
enormous, and it always had charm; so the collector can choose
many appealing things without exhausting the list of Tomkins’s
capital prints. Engraver to the Queen and drawing-master to the
Princesses, he seems to have been a favourite with the lady artists
and amateurs, whose drawings frequently employed his graver, such
as Julia Conyers, Princess Elizabeth, Lady Templetown, Lady
Edward Bentinck, Miss Drax, and, of course, they all demanded
colour as a sort of prescriptive right. Among his more serious work
were some good plates after the old masters, as those in Tresham’s
“British Gallery of Pictures,” rather brilliant in colour. On a Virgin and
Child and St. John, after Raphael, engraved and published by
Tomkins at Fulham in 1789, I find “Printed in colour by C. Floquet,”
which suggests an amicable understanding between engraver and
printer; for the colourist was rarely credited with his share in the old
colour-prints.
Thomas Cheesman’s engravings have at their best the free and
easy charm of the artist accustomed to express his own conceptions.
In his youth he lodged with Hogarth’s widow, through whose
influence he was entrusted with the engraving of The Last Stake.
The work must have been a liberal education. Stippling,
strengthened with etching, he learnt from Bartolozzi, and how he
excelled in it may be seen in such charming prints as Romney’s
Spinster and Seamstress, Angelica Kauffman’s Marchioness of
Townshend and Chila (Love and Beauty), Reynolds’s Reverie, his
own Maternal Affection, and others of his graceful designs. Robert S.
Marcuard was another of Bartolozzi’s best pupils, and his fine
engraving of his master’s portrait, after Reynolds, has a richness of
tone and distinction of character rarely seen in stipple-plates, but
found also in Marcuard’s transcripts of others among Reynolds’s
male portraits. He appears to have strengthened his stippling of
shadows with etching to a more than usual extent, a practice
suggested, perhaps, by his work in mezzotint.
Several noteworthy prints by Charles Knight have already been
named. He was quite a valuable engraver of remarkable industry,
and so studiously did he assimilate the Bartolozzi methods, while
lacking only the master’s inimitable delicacy, that he could be trusted
to execute important plates which needed but Bartolozzi’s own
finishing touches to make them worthy of his name. These the
master would unhesitatingly sign for publication, as in the case of the
famous Miss Farren after Lawrence. The brilliant etching, with all the
preliminary work, was Knight’s; yet it is known as Bartolozzi’s print.
But to the various acknowledged prints of Knight’s already
mentioned one may add, as good examples in colours, Cupid
Disarmed, and Cupid’s Revenge after Miss Benwell, and The
Valentine and The Wedding Ring after Ansell.
John Ogborne and William Nutter learnt line-engraving from that
interesting engraver and valuable antiquarian, Joseph Strutt, a pupil
himself of Ryland; then they went to Bartolozzi to acquire the stipple
method, through which they both achieved distinction, Nutter adding
to Bartolozzi’s teaching the broader influence of J. R. Smith’s. John
Keyse Sherwin’s natural gifts were influenced to an easy grace in
Bartolozzi’s studio, and we owe to him a few charming stipples in
colour; but his brief and brilliant career, ruined by vanity, dandyism,
and fashionable favour, belongs to the story of line-engraving, in
which it fills a lively and interesting page. Another talented
individuality among the group of Bartolozzi’s disciples was Edmund
Scott, who did some very engaging stipples in colour, of which a few
have been named. His work was much favoured by the popular
painters.
Naturally Bartolozzi’s European reputation, and rumours of the
rapidity with which money could be made by the stipple method,
attracted to his studio a number of pupils from the Continent, where,
till the war began in 1793, there was a very large and constant trade
in English prints. Several fine collections, by the way, were made at
the time, and some of these are still intact, notably one in Weimar.
Among the foreign pupils were, of course, several Italians, of whom
the most important were Luigi Schiavonetti and Giovanni
Vendramini, whose names are familiar chiefly through their charming
plates in the Cries of London series. Schiavonetti, however, was
brilliant also in etching and line-work, and not less artistic than his
stipples were his engravings of Blake’s beautiful illustrations to
Blair’s poem, The Grave. Vendramini was personally so popular that
he was induced to take over Bartolozzi’s business and his house at
North End, Fulham, when the old man in 1802, seeing the waning of
the public taste for his prints, accepted a royal invitation to Portugal,
where they gave him a knighthood and a pension, and where he
went on engraving and teaching till, close on ninety years of age and
in straitened circumstances, he died in 1815. James Minasi, an
engraver of taste, I have already mentioned as one of Bartolozzi’s
favourite pupils, devoted to the end. His cousin, Mariano Bovi was
another, and a very artistic touch he had, as may be seen in his
many engravings of Lady Diana Beauclerc’s fantastic infantile
groups, and the charming decorative frieze after Cipriani, reproduced
here. Other notable Italian disciples were Pietro Bettelini and Michel
Benedetti. Russia, which was always ready at that time to encourage
the prolonged visits of English artists, sent Bartolozzi an assimilative
pupil in Gabriel Scorodoomoff, who did several pretty colour-prints.
Of the French pupils, John Peter Simon had perhaps the most
artistic sense of the medium, and he will always be esteemed for his
brilliant engraving of Reynolds’s Heads of Angels—a beautiful print
in colours. Jean Marie Delattre, when once he had learnt stipple,
became the master’s right-hand man, “forwarding” many of his plates
to a considerable extent, touching up and correcting the work of less
competent pupils, and turning out a number of good prints of his
own. Other Frenchmen there were, too, among the stipple-engravers
who, though not actually pupils of Bartolozzi, could not help
reflecting his influence. Chief among these were Thomas Gaugain,
F. D. Soiron, and B. Duterreau, all of whom are represented among
our illustrations by charming prints after Morland. Gaugain began his
artistic life as a student of painting with Richard Houston, the
eminent mezzotint-engraver, and this training seems to have lent a
valuable quality of tone to his engraving. The last and rarest plate of
the Cries of London—Turnips and Carrots—was his.
John Condé was an ideal engraver of Cosway’s miniatures, which he
rendered with a touch of the utmost refinement and taste, and an
exquisite sense of their adaptabilities to the copper. Scarcely less
successful in this field was Schiavonetti’s gifted Flemish pupil,
Anthony Cardon, and it was doubtless through his master’s influence
that he, too, was engaged upon the Cries of London.
But the Bartolozzi influence was not quite supreme. No engraver, for
instance, used the stipple method with more originality or more truly
pictorial effect than John Jones, who was, of course, one of the
glories of the great English school of mezzotint. At his best only to be
compared for beauty with Burke, his was a broader conception of the
delicate medium; and, gauging its artistic capacity to a nicety, he
understood exactly how to balance breadth and depth of tone with
the fine shades, while avoiding that tendency to monotony of
smoothness which characterised even the best of the Bartolozzi
school. His manner was quite his own, strong in its refined simplicity,
artistic in its reticence, and among the most beautiful and individual
colour-prints in stipple, few are comparable with those that Jones did
after Romney, Reynolds and Downman. His exquisite Serena was
one of the prints we had hoped to have included among our
illustrations. Scarcely less distinctive in stipple than Jones, J. R.
Smith and William Ward, was that other great artist in mezzotint,
Thomas Watson, whose stippling had the large pictorial feeling.
Naturally he was happy with Reynolds, as in the lovely Una, while in
the Mrs. Crewe and Mrs. Wilbraham, he made the very best of
Daniel Gardner, who appears to have learnt all he could from Sir
Joshua.
Of the stipple-engravers who made pretty and attractive colour-prints
their name is legion, while these pages are necessarily limited. So I
must regretfully leave but barely named such notable stipplers as
Joseph Collyer, with his vigorous touch; Francis Hayward, whose
Mrs. Siddons as the “Tragic Muse” is so well known; William Bond;
the versatile Robert Pollard; R. M. Meadows; the dainty John S.
Agar; those three fine mezzotinters, Charles Turner, Richard Earlom,
and William Dickinson, whose Duchess of Devonshire and
Viscountess Duncannon has often the high distinction of pairing with
Burke’s Lady Rushout and Daughter; the brothers Facius; Caroline
Watson, with her exquisite finish whether in pure stipple or in “mixed”
methods; Joseph Grozer; Christian Josi, to whom we are indebted
for more than his engraving, in his valuable publication of Ploos Van
Amstel’s interesting second pioneering series of aquatints printed in
colour, Collection d’Imitations des Dessins, twenty-three years after
Van Amstel’s death; John Eginton; Charles White, a favourite
engraver of the lady artists; James Hogg, whose Handmaid after
Walton is as charming as its companion, The Tobacco Box; Robert
Thew; R. M. Paye; and William Blake, whose sure immortality is
quite independent of such artistic stippling as his Mrs. Q. after Huet
Villiers, and his two Morland prints.
The war with France, closing important markets for English
engravings, had a depressing influence on the production of prints,
and the early years of the nineteenth century saw fresh vagaries in
the popular taste. Even the Morlands were neglected. The coarse
political and social caricatures of James Gillray—once Bartolozzi’s
pupil—and of Thomas Rowlandson were intriguing and titillating the
town with their robustious humours and audacious licence. Yet Adam
Buck was strangely in favour; his inadequate drawings of babies and
slender women in Empire gowns, which a contemporary writer
describes as “happily combining the taste of the antique with that of
the modern,” suited the spurious classic fashion of the time. These
were engraved, some partly stippled, partly aquatinted, by Freeman,
J. C. Stadler, Roberts and even Cheesman. Artistically negligible, the
excellence of their colour-printing alone can excuse any demand at
the present day for such pretty-pretty trifles as The Darling Asleep,
The Darling Awake, The Darling Dancing, and so on. In their own
day, notwithstanding their passing vogue, they sounded the knell of
the stippled colour-print.
Coloured aquatints were now becoming the rage. That this charming
and delicate process, producing various gradations of tone by
successive “bitings” with acid through a porous, resinous ground,
might long before have competed with stipple, may be judged by the
delightful pair of colour-printed aquatints, Courtship and Matrimony,
by Francis Jukes after W. Williams, published in 1787 by J. R. Smith.
But, invented in France about 1750 by Jean Baptiste Prince,
practised a little later with colour by Ploos Van Amstel, and
introduced to England in 1775 by Paul Sandby for the treatment of
landscape, it was a long while before the pictorial capacities of
aquatint were adequately understood and extended. In the artistic
hands of the Daniells, the Havells, J. C. Stadler, J. Bluck, J.
Sutherland and F. C. Lewis, it became, particularly under the ægis of
Ackermann, a most popular medium for colour, especially in the
sporting and coaching prints which the Regency spirit brought so
extensively into demand. Then in turn came lithography, with its ease
of method and its sweet, soft graces, bringing colour too; and R. J.
Lane was the new hero of the printsellers, while for long years
Bartolozzi and his brother stipplers on the copper-plate were
shelved, neglected, forgotten, and Morland prints were scarcely
saleable. To-day they have come into their own again—their own,
and perhaps a little bit over.
NOTES ON THE ILLUSTRATIONS.
Countess of Harrington and her Children (Plate I.). Sir Joshua
painted her twice also as Miss Fleming.—Robinetta (Plate II.). The
Hon. Anna Tollemache was the original of this picture, of which
Reynolds painted three versions: that in the National Gallery, Lord
Lonsdale’s, and Lord Tollemache’s, from which Jones made his
engraving, dedicating it to the picture’s then owner the Hon. William
Tollemache.—Master Henry Hoare (Plate III.). The only son of Sir
Richard Colt Hoare, Bart., F.R.S., the well-known antiquarian and
historian of Wiltshire.—Duchess of Devonshire and Child (Plate
IV.). One of Sir Joshua Reynolds’s thirteen exhibits in the Royal
Academy of 1786, when Walpole depreciated it. Here is the famous
duchess in that tender mother-mood in which Coleridge
apostrophised her so exquisitely. The chubby baby, when she grew
up, very properly married the son and heir of that Earl of Carlisle who
in graceful verse had championed her mother’s introduction of the
fashion of feathers.—The Mask (Plate V.). Part of the “Duke of
Marlborough and family,” which Sir Joshua painted in 1777. The little
Ladies Charlotte and Anne Spencer, being taken into the room at
Blenheim where Sir Joshua sat at his easel, the youngest drew back,
clutching at her nurse’s gown, crying “I won’t be painted!” a natural
action which appealed irresistibly to Reynolds. And little Lady Anne,
as Countess of Shaftesbury, lived until 1865, the last survivor of all
Sir Joshua Reynolds’s countless sitters.
Bacchante (Emma, Lady Hamilton) (Plate VI.). Painted in 1784 for
Sir William Hamilton, when, of course, there was no thought of the
marriage. The price was 50 guineas, just about a fifth of what a
brilliant impression of the print in colours would fetch to-day. The
Hon. Charles Greville, Sir William’s nephew and Emma’s lover at the
time, seems to have negotiated the business, for he wrote, in
October 1784 to his uncle, who was then in Naples: “Let me know
how the Bacchante is to be paid. The dog was ugly, and I made him

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77. The most fundamental criterion in vendor selection is ____________.

78. Intel demonstrated their commitment to China by ____________.

85. EDI (electronic data interchange) allows _________.

87. One of the benefits of electronic data interchange (EDI) is ________

88. The process of business purchasing on-line is called _____________.

Short Answer Questions

95. Why is geographic concentration an important part of some B2B relationships?

96. Define supply chain?

101. Why is a new purchase the most difficult buying situation?

Chapter 08 Understanding Customers: Business to Business Markets Answer

True / False Questions

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: analytic

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication

Multiple Choice Questions

AASCB Standard: communication

AASCB Standard: communication

AASCB Standard: communication