Deck 3: Understanding Buyers

Question 1

Needs which represent the need for acceptance from and association with others are called?

A) Situational needs
B) Functional needs
C) Social needs
D) Psychological needs
E) Knowledge needs

Answer 1

C

Question 2

Anthony worked in retail sales while completing his college degree. After graduating, he took a job as a business-to-business salesperson. Which of the following is one of the changes he can expect?

A) His new customers will be more likely to make a purchase.
B) His new customers will be more dependent upon him for information.
C) His new customers or more likely to have multiple buying influences.
D) He is more likely to establish closer working relationships with this new customers.
E) Both c and d are correct

Answer 2

E

Question 3

Suppose you're working as a salesperson and one of your prospects tells you they are interested in your product because Fortune 500 companies use it. Which of the following needs is the buyer expressing?

A) Situational needs
B) Functional needs
C) Social needs
D) Psychological needs
E) Knowledge needs

Answer 3

C

Question 4

Which of the following is not a characteristic that distinguishes business markets from consumer markets?

A) Derived demand
B) Multiple buying influences
C) Buyers are larger but fewer number
D) Buyers make purchase decisions more often
E) All of the above

Question 5

Suppose you're working as a salesperson and one of your prospects tells you they are interested in your product because you offer a long warranty and a liberal return policy. Which of the following needs is the buyer expressing?

A) Situational needs
B) Functional needs
C) Social needs
D) Psychological needs
E) Knowledge needs

Question 6

Which of the following is not one of the types of buyer needs?

A) Functional
B) Social
C) Physiological
D) Situation
E) None of the above are types of buyer needs

Question 7

Suppose you're working as a salesperson and one of your prospects tells you they are interested in your product because their other supplier is experiencing temporary production problems. Which of the following needs is the buyer expressing?

A) Situational needs
B) Functional needs
C) Social needs
D) Psychological needs
E) Knowledge needs

Question 8

Members of the business markets include:

A) Firms, institutions, and governments
B) Firms, consumers, and governments
C) End-users, consumers, and governments
D) Industrial and consumer
E) None of the above

Question 9

Sharon has quit her job selling vacuum cleaners door-to-door. Now, she is selling industrial equipment to businesses. Which of the following is one of the changes she can expect?

A) She will call on fewer customers.
B) She will have to deal with fewer problems.
C) Her job will be much easier.
D) She will have much less control of her time.
E) All of the above are changes she can expect.

Question 10

Which the following is not a step in the buying process?

A) Analysis of proposals
B) Performance feedback and evaluation
C) Making a sales presentation
D) Recognizing a problem or need
E) All of the above are steps in the buying process

Question 11

A salesperson's best chance for making a sale is to get involved with the buyer when they are in the ____ stage of the buying process?

A) Recognition of need
B) Acquisition of proposals
C) Search for solution providers
D) Final
E) All the above

Question 12

Which of the following best describes derived demand?

A) Demand derived from consumer markets
B) Demand derived from business markets
C) Demand derived from intermediaries
D) Demand derived from the demand for another product
E) Demand derived from the buying center

Question 13

Salespeople who are used to selling door-to-door may have difficulty working as a business-to-business salesperson because:

A) In business-to-business selling, sales are rarely made on the first call.
B) They're probably not used to forming close relationships with their customers.
C) They usually have little experience dealing with multiple (more than two) buying influences.
D) They may not be used to dealing with professional purchasing agents.
E) All of the above are correct.

Question 14

Needs which represent the need for a specific core task to be performed are called?

A) Situational needs
B) Functional needs
C) Social needs
D) Psychological needs
E) Knowledge needs

Question 15

Relative to consumer markets, business markets are more likely to exhibit:

A) Customers with greater intelligence
B) Customers with more problems
C) Higher levels of demand fluctuation
D) Customers with lower intelligence
E) Customers with fewer problems

Question 16

Purchase decisions tend to be more complex in business markets than consumer markets. Accordingly, in business markets you are more likely to find (relative to consumer markets):

A) A larger number of customers
B) More people influencing the buying decision
C) Fewer people influencing the buying decision
D) Buyers who are more intelligent
E) More products

Question 17

Needs that reflect the desire for feelings of assurance and risk reduction are called?

A) Situational needs
B) Functional needs
C) Social needs
D) Psychological needs
E) Knowledge needs

Question 18

Which of the following is the most common categorization of buyers:

A) Consumers and end users
B) Business and intermediaries
C) Consumer and business
D) Government and business
E) Government and intermediaries

Question 19

The gap between a buyer's desired state and his/her actual state is referred to as a

A) Problem
B) Complaint
C) Negative discrepancy
D) Need
E) Both a and d are correct

Question 20

A buyer's motivation to make a purchase begins when he/she:

A) Identifies a needs gap
B) Talks with a salesperson
C) Evaluates proposals
D) Searches for information
E) Makes a purchase

Question 21

The evaluative attributes which the salesperson can affect through value-added service (beyond what the core product offers) are called?

A) Evaluative attributes
B) "Must-have" attributes
C) Functional attributes
D) Psychological attributes
E) Physiological attributes

Question 22

The evaluative attributes related to how things are carried out and done between the buyer and the seller are called?

A) Evaluative attributes
B) "Must-have" attributes
C) Functional attributes
D) Psychological attributes
E) Physiological attributes

Question 23

Suppose that, as a salesperson, you know that one of your potential buyers uses the multi-attribute model when making purchase decisions. Before making your proposal, you should probably try to accomplish which of the following?

A) The development of a presentation that includes all of the benefits your product has to offer
B) An understanding of your general strengths and weaknesses relative to your competitors
C) An understanding of the importance weights the buyer will assign to the desired characteristics
D) The determination of the most efficient way to deliver your proposal
E) None of the above

Question 24

The evaluative attributes related to what the product actually does or is expected to do are called?

A) Evaluative attributes
B) "Delighter" attributes
C) Functional attributes
D) Psychological attributes
E) Physiological attributes

Question 25

Which of the following is not a strategy for improving the chances that the buyer will evaluate your offer as most favorable?

A) Alter the buyer's beliefs about the proposed offering
B) Present to the buyer a list of all of your offer's benefits
C) Alter the buyer's beliefs about the competitor's offering
D) Alter the importance weights
E) Call attention to neglected attributes

Question 26

When buyers begin the process of searching for and qualifying potential solution providers, they're likely to use which of the following sources of information?

A) World Wide Web
B) Trade associations
C) Trade publications
D) Trade shows
E) All the above

Question 27

The evaluative attributes which the salesperson's core product's performance can affect are called?

A) Evaluative attributes
B) "Must-have" attributes
C) Performance attributes
D) Psychological attributes
E) Physiological attributes

Question 28

The two general categories of attributes making up the two-factor model of evaluation are?

A) Functional and "must-have" attributes
B) "must-have" and evaluative attributes
C) Functional and evaluative attributes
D) Function and psychological attributes
E) Evaluative and "delighter" attributes

Question 29

Which of the following is not one of the general types of purchasing decisions?

A) Straight rebuys
B) Modified rebuys
C) Repetitive rebuys
D) New tasks
E) All of the above are general types of purchasing decisions

Question 30

Suppose you're working as a salesperson and one of your prospects tells you they are interested in your product because it is the one best suited for performing a particular task. Which of the following needs is the buyer expressing?

A) Situational needs
B) Functional needs
C) Social needs
D) Psychological needs
E) Knowledge needs

Question 31

RFP is an acronym for:

A) Request for partners
B) Request for proposals
C) Request for problems
D) Ready for a proposal
E) Running for President

Question 32

The second stage of the buying process is to determine the general characteristics of a solution to a particular problem or need. As a salesperson, you should want to assist the buyer as they move through this stage because:

A) It is an opportunity to build trust.
B) It will provide you with greater insight into the true needs of the buyer.
C) It will provide you with greater insight into how to create a truly customized solution.
D) It helps you to build a relationship with the customer.
E) All the above.

Question 33

When using the multi-attribute model for evaluating suppliers and products, buyers must remember to:

A) Contact all potential solution providers.
B) Include all the benefits associated with the various solution alternatives.
C) Apply weights, indicating relative importance, to the desired characteristics.
D) Interview all solution providers.
E) Include only those solutions with multiple attributes (i.e., multi-attribute).

Question 34

Suppose you're a salesperson making a sales proposal to a potential customer. During the presentation you learn your product offering will not maximize the buyer's evaluation score in comparison with a competitor's offering. Which the following is probably the best strategy for you follow?

A) End your presentation without disclosing your product's weaknesses
B) Exaggerate a little to improve your score
C) Attempts to explain to the buyer that the characteristics on which your product scores low are not really important
D) Modify your market offer to one that is more customized to your buyer's needs
E) Call attention to neglected attributes

Question 35

If a buyer mistakenly believes that a competitor's offering has higher level attributes or qualities than it actually does, the salesperson should attempt to:

A) Alter the buyer's beliefs about the competitor's offering
B) Reassure the buyer that your product is superior
C) Alter the importance weights the buyer's using
D) Describe the difficulties the buyer will have if they choose the competitor's offer
E) Both b and d

Question 36

Suppose you're working as a salesperson and one of your prospects tells you they are interested in your product because your company provides the best training and consultation. Which of the following needs is the buyer expressing?

A) Situational needs
B) Functional needs
C) Social needs
D) Psychological needs
E) Knowledge needs

Question 37

It is important for salespeople to be familiar with the basic types of buyer needs to help ensure that:

A) The buyer is happy with your product.
B) No significant problems or needs have been overlooked in the process of needs discovery.
C) The buyer will learn to trust the salesperson.
D) The salesperson will always be able to match benefits to the needs of the buyer.
E) None of the above.

Question 38

Which of the following is necessary for using the multi-attribute model?

A) An assessment of how well the product or supplier performs in meeting each of the specified characteristics
B) A proposal from all possible solution providers
C) An assessment of which potential supplier offers the best solution
D) The relative importance of each specified characteristic
E) Both a and d

Question 39

Needs which represent the desire for personal development and information are called?

A) Situational needs
B) Functional needs
C) Social needs
D) Psychological needs
E) Knowledge needs

Question 40

Once the buyer has completed phase three of the buying process (a description of the characteristics of the item and quantity needed), the buyer should:

A) Begin searching for and qualifying potential solution providers.
B) Start analyzing proposals.
C) Attempt to determine the needs.
D) Evaluate the solution.
E) Make sure the salesperson is able to deliver a customized solution.

Question 41

A business organization wanting to increase it's interdependence with its suppliers in an effort to reduce risk and increase profitability, may wish to explore the concept of?

A) Supply chain management
B) Strategic intermediary integration
C) Strategic marketing
D) Strategic channel management
E) None of the above

Question 42

Most consumer markets are characterized as having derived demand.

Question 43

The desire to become more intelligent leads to intelligence needs.

Question 44

The last stage of the buying process is usually accomplished only after the purchase decision has been made.

Question 45

The difference between a buyer's desired state and his/her actual state is referred to as a needs gap.

Question 46

The most common categorization of buyers place them into either consumer markets or business markets.

Question 47

The desire to belong to a particular reference group leads to social needs.

Question 48

The buying process for consumers is usually more complex than the buying process for businesses.

Question 49

Which of the following is not a member of the buying center?

A) Initiator
B) User
C) Purchaser
D) Agent
E) Gatekeeper

Question 50

Business markets are subject to the acceleration pinciple.

Question 51

Business markets are characterized as having multiple buying influences.

Question 52

The desire to belong to a particular reference group leads to psychological needs.

Question 53

Generally speaking, business markets experience higher levels of demand fluctuation than to consumer markets.

Question 54

Which is not considered to be a specific communication style ?

A) assertives
B) amiables
C) expressives
D) analyticals
E) drivers

Question 55

In business markets, buyers are larger and greater number.

Question 56

An individual buying office supplies for an organization is operating in the consumer market.

Question 57

The first step in the buying process is to search for qualified suppliers.

Question 58

The member of the buying circle who controls the flow of information is called the ____?

A) Initiator
B) User
C) Purchaser
D) Agent
E) Gatekeeper

Question 59

A potential buyer will spend more time gathering information in which type of purchasing decision?

A) Straight rebuys
B) Modified rebuys
C) Repetitive rebuys
D) New tasks
E) All of the above are general types of purchasing decisions

Question 60

The only type of needs business buyers have are functional needs.

Question 61

The most important member of the buying team is the Gatekeeper.

Question 62

In professional selling, salespeople play an important role in the buyer's post purchase evaluation.

Question 63

When making post-purchase evaluations most buyers take into consideration functional attributes and "delighter" attributes.

Question 64

RFP stands for ready for problems, and is a term used by salespeople when uncovering needs.

Question 65

The most common type of buying decision for most purchasing agents is new task.

Question 66

RFP stands for request for proposal.

Question 67

The multi-attribute model for evaluating solution alternatives utilizes weighted averages.

Question 68

After buyers determine their needs they usually issue an RFP.

Question 69

In order to use the multi-attribute model, buyers need to determine the relative importance of each specified characteristic.

Question 70

The least important member of the buying team is the Gatekeeper.

Question 71

The needs of the business buyer tend to be more complex than the consumers' needs.

Question 72

The category of attributes referring to what the product actually does or is expected to do is called functional attributes.

Question 73

The individual within an organization who first identifies a need or problem is called the Instigator.

Question 74

Typically, buyers involved in new task purchasing decisions rely more heavily on outside information than do buyers involved in modified rebuys.

Question 75

Buying teams will always include someone characterized as the User.

Question 76

Straight rebuy and modified rebuy both refer to types of purchasing decisions.

Question 77

Buying teams are involved in new task buying decisions more often than straight rebuys.

Question 78

The category of attributes referring to how things are carried out and done between the buyer and seller is called physiological attributes.

Question 79

One way for a salesperson to influence the evaluation of a buyer using the multi-attribute model is to attempt to alter the importance weights.

Question 80

The multi-attribute model for weighting solution alternatives is rarely used by business organizations because it involves complex math.