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Exam 8: The Buying Process and Buyer Behavior

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Question 31

Multiple Choice

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Product buying motives include:

A) engineering preference
B) social preference
C) method preference
D) purchase preference
E) frequency preference

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Question 32

Multiple Choice

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Terrance Simpson is a sales representative for Swim-Tex,a swimming pool service and supply company.Swim-Tex sells the chemicals needed for pool maintenance as well as pool accessories like slides,ladders,and diving boards.Swim-Tex sells to both consumers and businesses. -Terrance has noticed that many of his customers become very frustrated with him when he attempts to use needs assessment,problem solving,or relationship building techniques.These customers typically know what product will meet their needs.What should Terrance most likely do when faced with such customers?

A) Highlight product benefits more than product features.
B) Ask the customer questions to identify unspoken wants.
C) Focus on the purchase stage of the buying process.
D) Spend more time building rapport with the customer.
E) Rework the presentation script to focus more on emotion.

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Question 33

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The need to belong is really just an urge,not a basic human social need.

Which step in the buying process most likely adds customer value after the sale?

Very few purchases are guided by emotional buying motives.

The three major types of organizational buying situations are:

The three prescriptions for developing a customer strategy focus on (1)the customer's buying process,(2)why customers buy,and (3)negotiating the transaction.

Terrance Simpson is a sales representative for Swim-Tex,a swimming pool service and supply company.Swim-Tex sells the chemicals needed for pool maintenance as well as pool accessories like slides,ladders,and diving boards.Swim-Tex sells to both consumers and businesses. -Terrance positions certain swimming pool accessories,such as slides and diving boards,to appeal to baby boomers with grandchildren.Which influence on buying decisions is most important in this situation?

Within most cultures are groups whose members share value systems based on common life experiences and situations.We call such a group a(n)________.

Which influence on buying decisions is defined as a set of characteristics and social behaviors based on the expectations of others?

RealPlan sells a calendar/messaging/paperwork center that helps working parents organize their families' schedules and paperwork.The product has received positive feedback from buyers,and it is priced comparably to normal planners even though it offers more features and benefits.RealPlan has been selling various planning products to consumers for 10 years,and managers at the firm see an opportunity to move into the business market with a software version of the popular planner. -What should the sales director of RealPlan most likely do before sending salespeople out to call on business buyers for the first time?

A purchase based more on feelings than on logic is a(n) :

There are three types of organizational buying situations: new-task buy,straight rebuy,and modified rebuy.

RealPlan sells a calendar/messaging/paperwork center that helps working parents organize their families' schedules and paperwork.The product has received positive feedback from buyers,and it is priced comparably to normal planners even though it offers more features and benefits.RealPlan has been selling various planning products to consumers for 10 years,and managers at the firm see an opportunity to move into the business market with a software version of the popular planner. -On a customer satisfaction survey,which answer most likely suggests that RealPlan salespeople should focus on needs awareness?

The person who withdraws money from a savings account and uses this money to buy government bonds at a higher return on investment is very likely guided by rational buying motives.

RealPlan sells a calendar/messaging/paperwork center that helps working parents organize their families' schedules and paperwork.The product has received positive feedback from buyers,and it is priced comparably to normal planners even though it offers more features and benefits.RealPlan has been selling various planning products to consumers for 10 years,and managers at the firm see an opportunity to move into the business market with a software version of the popular planner. -The sales director of RealPlan has developed a sales team training session to address the differences between consumer and business buyers.Which of the following is a true statement that should be included in the training session?

List and describe the three types of consumer buying situations.

Which term refers to a cross-functional team of decision makers who often represent several departments in a company?

RealPlan sells a calendar/messaging/paperwork center that helps working parents organize their families' schedules and paperwork.The product has received positive feedback from buyers,and it is priced comparably to normal planners even though it offers more features and benefits.RealPlan has been selling various planning products to consumers for 10 years,and managers at the firm see an opportunity to move into the business market with a software version of the popular planner. -Sarah,a RealPlan sales representative,recently sold a software package to Mario,the owner of a small business.How can Sarah most likely create value for Mario now that the sale is complete?

A study of buying behavior reveals that most people make buying decisions based on: