Deck 3: The Psychology of Selling: Why People Buy

Question 1

The stimulus-response model of buyer behavior assumes a prospect will respond in some unpredictable manner to a sales presentation.

Answer 1

False

Question 2

Four levels of need awareness have been identified-conscious, preconscious, post-conscious, and unconscious.

Answer 2

False

Question 3

The salesperson asks the prospect to buy during the trial close.

Answer 3

False

Question 4

In organizational buying process, formal guidelines are not necessarily followed.

Question 5

One way to remember to incorporate a trial close into your presentation is the FAB Sequence.

Question 6

Economic needs refer to the buyer's need to behave in an economically rational manner and buy the lowest priced item available.

Question 7

In the stimulus-response model of consumer behavior, information about why consumers do or do not buy is hidden in the black box.

Question 8

The salesperson should answer the prospect's question of "What's in it for me?" with a product advantage.

Question 9

The organizational buying process is impacted by a variety of factors, including social and organizational factors but not individual factors.

Question 10

When a salesperson says, "This glue will form a stronger bond than any other glue on the market," he is stating a product benefit.

Question 11

The size, color, and price of a product are all examples of product benefits.

Question 12

The buying center comprises all of the people performing different roles in the buying process based on their expertise and responsibilities within their organization.

Question 13

A feature is the performance characteristic of a product that describes how it will help the buyer.

Question 14

You should stress a product's benefits more than its features and advantages because the product's benefits are what the customer will buy.

Question 15

People with strong economic needs will consider only price in a purchase situation.

Question 16

Consumer buying process is often impacted by individual's emotions.

Question 17

At the unconscious need level, people do not know why they buy a product-only that they do buy.

Question 18

Benefits that would satisfy buyers' unimportant needs should be deemphasized in the sales presentation.

Question 19

A salesperson following the Core Principles of Professional Selling is helpful and honest with customers even if that means losing sales.

Question 20

A person's needs are wants that are learned by a person, while wants result from a lack of something desirable.

Question 21

According to the consumer buying decision process, need arousal is immediately followed by information evaluation.

Question 22

You can help the buyer be satisfied with the product through continually reinforcing buyers' decisions by reminding them how well the product actually fulfills their needs.

Question 23

According to the SELL sequence, the first thing you should do in your sales presentation is to show the advantages of your product.

Question 24

A beneficial promotional device for a company is having its sales force help prospects and customers to evaluate products on the market.

Question 25

Before developing a sales presentation, a salesperson should consider what psychological factors may influence the buyer's decision.

Question 26

A sales presentation that focuses primarily on product features is highly persuasive.

Question 27

The trial close should be used after the salesperson finishes listing all of the selling points in the sales presentation.

Question 28

For most people, purchasing a house or a car demands extensive decision making.

Question 29

During a trial close, an effective salesperson asks a prospect to purchase a product.

Question 30

A high-involvement type of purchase typically requires routine decision making.

Question 31

The easiest type of person to sell a product to is a buyer who is at the unconscious need level.

Question 32

The "S" in the SELL Sequence reminds the salesperson to show the benefits first.

Question 33

Martin recently purchased a Nissan Maxima and is concerned that he may have overpaid for the car. Martin is experiencing emotional dissonance.

Question 34

Dissonance increases with the importance of the decision and the difficulty of choosing between products.

Question 35

In the SELL Sequence, the final step involves asking for feedback from the prospect and conducting a trial close.

Question 36

Security, comfort, self-preservation, and personal pleasure are common psychological needs of buyers.

Question 37

The decision process ends for the buyer once a product is purchased.

Question 38

The buying decision involves five basic steps beginning with need arousal.

Question 39

In a limited decision making situation, buyers are already in the habit of buying a specific product or brand.

Question 40

Social, psychological, and personal factors influence the buying decisions of most consumers.

Question 41

A product advantage is defined as:

A) a way in which the product will help the buyer.
B) a performance characteristic of a product.
C) the satisfaction a buyer feels about a purchase.
D) a favorable result the buyer receives from use of the product.
E) any physical characteristic of a product.

Question 42

Selena is hungry. She has learned to meet that need by seeking out the CiCi's Pizza all-you-can-eat buffet. By preferring this type of eating opportunity, Selena is satisfying a(n):

A) belief.
B) perception.
C) want.
D) attitude.
E) opportunity.

Question 43

Which of the following statement regarding organizational buying is most likely to be incorrect?

A) Organizational buyers tend to focus on very rational goals such as reducing expenses or increasing sales
B) The buying process involves many individuals, multiple goals, and potentially conflicting decision criteria
C) Organizational buyers almost always make very quick decisions
D) An organizational buying situation begins when the firm perceives a business problem
E) Establishing the decision criteria is an important step in organizational buying process

Question 44

When the salesperson discusses a product's ________, he is answering the question, "What is it?"

A) features
B) service records
C) advantages
D) achievements
E) benefits

Question 45

The ________ model of buyer behavior assumes a prospect will respond to the sales presentation in some predictable manner.

A) perceptual
B) stimulus-response
C) buying process
D) FAB
E) needs hierarchy

Question 46

Which of the following is NOT a step in organizational buying process?

A) Establish the decision criteria
B) Define the problem
C) Identify decision makers
D) Evaluate alternatives
E) Select appropriate solution

Question 47

Rachel has just walked into her local Serta mattress outlet and told the salesperson, "I'd like to buy a pillow-top mattress with individually wrapped coils and a five-year warranty. What can you show me?" At what level of need awareness is Rachel?

A) Conscious
B) Preconscious
C) Postconscious
D) Unconscious
E) Subconscious

Question 48

At the ________ level of need awareness, the consumer may not be sure why he/she wants to buy a product, but will go ahead with the purchase anyway.

A) Conscious
B) Preconscious
C) unconscious
D) subconscious
E) postconscious

Question 49

Benefit selling is often referred to as:

A) stimulus-response selling.
B) FAB selling.
C) perception-based selling.
D) need/want identification.
E) cognitive learning.

Question 50

A prospect internalizes the information presented by a salesperson and then makes a buying decision. Because we cannot see into the buyer's mind, this internalization process is referred to as a(n):

A) black hole.
B) suppressed representation.
C) mirage.
D) black box.
E) echo chamber.

Question 51

Which of the following statements about economic needs is true?

A) Economic needs refer to the buyer's need to purchase the most satisfying product for the money.
B) Economic needs are rarely considered during times of economic recession.
C) Economic needs refer to the buyer's need to behave in an economically rational manner and buy the lowest priced item available.
D) Economic needs are unimportant to most consumers.
E) A product priced higher than the competition's is doomed to failure because it satisfies no economic need.

Question 52

A product benefit is defined as a:

A) favorable result the buyer receives from use of the product.
B) performance characteristic of a product.
C) physical characteristic of a product.
D) way the product will work when used.
E) way in which the product will help the buyer.

Question 53

The process by which prospective buyers "internalize" or consider the information presented by the salesperson is referred to as a black box because:

A) sales actions lead to buyer reactions.
B) salespeople cannot read a buyer's mind.
C) psychological needs outweigh social wants.
D) for every stimulus, there must be a response.
E) salespeople seem untrustworthy to most buyers.

Question 54

A product feature is defined as:

A) a performance characteristic of a product.
B) a characteristic of the product that is not special enough to be called a benefit.
C) a favorable result the buyer receives from use of the product.
D) a way in which the product will help the buyer.
E) any physical characteristic of a product.

Question 55

Which of the following is most likely a want rather than a need?

A) shelter
B) water
C) transportation
D) steak
E) clothing

Question 56

The statement "This chicken is quick-frozen at 30 degrees below zero," is an example of a(n):

A) benefit.
B) market need.
C) advantage.
D) segmentation variable.
E) feature.

Question 57

Which of the following is an example of a product feature?

A) "This bureau comes in cherry, walnut, and mahogany finishes."
B) "If you stock our line of bakery products, more customers will be drawn into your store."
C) "Consumers prefer our line of toothbrushes 2 to l over competing brands."
D) "This automatic lawn sprinkling system will save you three hours a week."
E) "This car model will save you $25 a week for gas."

Question 58

LeAnn, a salesperson for a home building company, has spent the last 20 minutes with a customer who came to the office. LeAnn listened carefully to the customer and asked questions about the customer's needs and interests. LeAnn has determined that the customer most likely is interested in buying a new townhome. What should LeAnn do next?

A) Share the information with the customer on both a single family home and a townhome
B) Discuss the number of newly built townhomes in the area
C) Share the drawbacks of renting a place
D) Discuss the benefits of owning a newly built townhome
E) Determine monthly costs for buying a townhome

Question 59

Jed Gillon is shopping in Target for a gift for his girlfriend. Gillon wants to buy something useful for his girlfriend because she just bought a new home. At what level of need awareness is Gillon?

A) Conscious
B) Preconscious
C) Postconscious
D) Unconscious
E) Intermediate

Question 60

The easiest people to sell to are people at the ________ level of need awareness.

A) conscious
B) preconscious
C) unconscious
D) subconscious
E) postconscious

Question 61

The Z-200 series notebook PCs come in five metallic shades and weigh only 4.5 kg. This describes the product's:

A) benefits.
B) components.
C) advantages.
D) variables.
E) features.

Question 62

Christine has just answered a prospect's question about some negative publicity her product received. To find out if her prospect has any more objections with which she should deal, Christine should:

A) use a trial close.
B) hand her catalog to the prospect.
C) begin her demonstration.
D) use the questions approach.
E) lead into a benefit.

Question 63

In what order are the feature, advantage, and benefit presented in the following statement? "This television's solid-state design produces a more vivid picture that will make your television viewing more enjoyable."

A) Feature, benefit, and advantage
B) Advantage, feature, and benefit
C) Feature, advantage, and benefit
D) Advantage, benefit, and feature
E) Benefit, advantage, and feature

Question 64

All of the following are the appropriate times for a salesperson to use a trial close EXCEPT:

A) after making a strong selling point in the presentation.
B) after the presentation.
C) after answering an objection.
D) immediately after closing the sale.
E) immediately before moving to close the sale.

Question 65

In what order are the feature, advantage, and benefit presented in the following statement? "This fishing trawler has a 10 percent greater capacity than boats of a similar size. It will save you at least $100 per fishing trip because it can carry more fish than other boats on the market."

A) Advantage, feature, and benefit
B) Feature, advantage, and benefit
C) Advantage, benefit, and feature
D) Feature, benefit, and advantage
E) Benefit, advantage, and feature

Question 66

"With this tennis racquet, you'll hit harder and with less effort than other brands," is an example of a(n):

A) product feature.
B) economic need.
C) market identifier.
D) product advantage.
E) product benefit.

Question 67

"The Musica player gives you up to 50 hours of audio playback, which is 10 hours more than any other player available in the current market." This statement describes a product:

A) benefit.
B) market need.
C) advantage.
D) segmentation variable.
E) feature.

Question 68

The statement "The new Maytag washer saves you time, work, and money," is an example of a(n):

A) feature.
B) segmentation variable.
C) advantage.
D) benefit.
E) market trait.

Question 69

The trial close allows the salesperson to determine whether the:

A) prospect likes the features and benefits of the product.
B) salesperson will meet his/her sales quota.
C) salesperson should use one-way communication.
D) salesperson should use a memorized sales presentation.
E) salesperson should answer any objections.

Question 70

Which of the following is NOT an example of a psychological need for buying a product?

A) Fear
B) Comfort or luxury
C) Desire for gain
D) Need to save money
E) Self-preservation

Question 71

It is important to emphasize benefits in a sales presentation to a prospective buyer because benefits:

A) focus on the psychological reasons of a purchase.
B) fulfill the buyer's needs and motives.
C) fulfill the buyer's economic wants.
D) focus on rational reasons of a purchase.
E) focus on emotional reasons for a purchase.

Question 72

"The Ultra Black Label series is a premium mobile phone made out of real stainless steel and complemented by multi-angle vision technology. This advanced technology allows you to view the screen contents from different angles. With the Ultra phone, you'll always be able to view the display and will never be out of touch." In what order are the features, benefits, and advantages presented in the statement?

A) Feature, benefit, and advantage
B) Advantage, feature, and benefit
C) Feature, advantage, and benefit
D) Advantage, benefit, and feature
E) Benefit, advantage, and feature

Question 73

The statement "You won't have to stop at the gas station as frequently with our full-size truck," is an example of a(n):

A) product benefit.
B) segmentation variable.
C) product advantage.
D) product feature.
E) market trait.

Question 74

Which of the following statements about the trial close is incorrect?

A) The trial close asks for the prospect's opinion, not a decision to buy.
B) A trial close should be used after making a strong selling point in the sales presentation.
C) The trial close allows the salesperson to determine if the prospect has any objections.
D) The trial close is a powerful technique to induce two-way communication.
E) A trial close should be used during customer follow-up meetings after a sale.

Question 75

The ________ checks the attitude of your prospect toward the sales presentation.

A) FAB demonstration
B) response to the stimulus
C) trial close
D) postapproach
E) black box

Question 76

The statement, "With its 25 percent market share, this is the best-selling laser printer on the market today," is an example of a(n):

A) product advantage.
B) segmentation variable.
C) product feature.
D) market property.
E) product benefit.

Question 77

The statement "Instant rice cooks in half the time of regular rice," is an example of a:

A) product feature.
B) segmentation basis.
C) product benefit.
D) market achievement.
E) product advantage.

Question 78

Salespeople use the SELL Sequence to:

A) adapt a sales presentation to the prospect's personality type.
B) remember what to emphasize during sales presentations.
C) handle consumer objections gracefully and quickly.
D) respond to distractions during sales presentations.
E) measure the success rate of sales personnel.

Question 79

The Wi-series mobile phone with touch display has an ambient light sensor that automatically adjusts brightness to suit the ambient light in your surroundings. This is a battery-saving efficiency of the Wi-series touch phone. Which of the following does this describe?

A) Product benefit
B) Product advantage
C) Segmentation variable
D) Product feature
E) Market need

Question 80

The statement, "The black, rectangular Intech ThinkPad has a red tracking ball and a multicolored Intech logo set at 35 degrees in the lower right corner," is an example of a(n):

A) product benefit.
B) market need.
C) product advantage.
D) segmentation variable.
E) product feature.