Deck 3: The Psychology of Selling: Why People Buy

Question 1

People's wants result from a lack of a basic requirement for human life.

Answer 1

False

Question 2

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

Answer 2

False

Question 3

The major challenge facing sales people is to remain true to his/her personality style, while facing a buyer with a different personality style.

Answer 3

False

Question 4

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

Question 5

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

Question 6

The speed and ease of buying decisions typically depends on the buying situation.

Question 7

Buyers are NOT always fully aware of their needs.

Question 8

Elizabeth purchased a Toyota Camry because it is good value, offering Elizabeth the most satisfaction for the money.This is an example of Elizabeth meeting an economic need.

Question 9

A low level of need awareness enables the salesperson to focus on the most appropriate product for the buyer's situation.

Question 10

Adam is meeting his clients for the first time.His first task should be to figure out his clients' needs of lesser importance so that he can emphasize the benefits related to those needs during his sales presentation.

Question 11

Wants are usually classified as discretionary.

Question 12

Melissa is currently at Best Buy looking for a gift for her boyfriend who is a tech enthusiast.The salesperson helping out Melissa must focus on the needs and wants of Melissa in order to make a successful sale.

Question 13

Having a strong social media presence is necessary and not being on social media will have an adverse effect on buyer behaviour.

Question 14

The stimulus-response model of buyer behaviour tells us why customers buy or do not buy the product.

Question 15

Organizational buying uses B2C selling activities to fulfill the customer's needs and wants.

Question 16

According to the text, when a person wants something badly enough and they get satisfaction out of it, then that particular want becomes a need.

Question 17

Buyers with limited needs awareness think they know what product they should buy.It is the role of an effective salesperson to uncover true needs.

Question 18

In a developed nation where needs are easily met for a majority of the population, buying a Chevrolet Corvette might be considered a need for an individual.

Question 19

Selling solar panels to homeowners in order to help them save energy is an example of a B2B selling.

Question 20

People purchase products for two reasons: practical and physiological.

Question 21

It is easier to sell to a satisfied customer than to a stranger.

Question 22

Since Sam's prospect has just signed a contract agreeing to buy new safety goggles for all assembly line workers; Sam should stop trying to persuade her to buy.

Question 23

A buyer makes the following statement: "Ok, this sounds good, I think I will buy!" As a salesperson, you may conclude the sales is made.

Question 24

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

A)for every action there is a reaction
B)we cannot see into the buyer's mind
C)it's like a black hole in space-things go in, and are never heard from again
D)for every stimulus, there must be a response
E)there is a tendency on the part of prospects to not trust what they are told by salespeople

Question 25

The first step of the buying decision is arousal.

Question 26

Need arousal is a situation in which a salesperson triggers a psychological, social, or economic need in buyer.

Question 27

Your friend asks you to explain characteristics that make up "personal influences." According to the text, all of the following should be explained: income, situation, and personality.

Question 28

To boast his image, Jon decides to buy an expensive sports car.Jon is most likely characterized as an Amiable.

Question 29

Every morning, Jacquie needs her caffeine.She has learned to meet that need by seeking out a Tim Hortons coffee location that sells an extra-large double/double (an especially large cup of coffee).Which term best describes Jacquie's preferred method of obtaining caffeine?

A)belief
B)perception
C)want
D)distortion
E)opportunity

Question 30

One of the key ways the organizational buying process is different than the consumer buying process is the number of people involved in the process.

Question 31

Purchase satisfaction happens when the purchased product's benefits are as expected or greater than expected.

Question 32

Every consumer decision process ends with a purchase.

Question 33

Jessica is on a company's online store trying to figure out a shoe size that will fit her perfectly.Jessica is currently in the "information evaluation" stage of consumer buying decision process.

Question 34

Which from the following list is NOT a psychological factor that influences the consumer buying behaviour?

A)personality
B)culture
C)attitudes
D)learning
E)motivations

Question 35

Which one of the following is not a component of the stimulus-response model?

A)Sales presentation
B)Decision to buy the product
C)Decision to not buy the product
D)Buyer's hidden mental process
E)Reason why the customer purchases the product

Question 36

Routine decision making is commonplace with high-involvement purchases.

Question 37

According to the text, the buying process involves six logical steps.

Question 38

One of the best ways to deal with a difficult customer is to show empathy.

Question 39

According to the text, "Gatekeepers" impact corporate purchasing decisions and often make the final purchase decisions.

Question 40

It is easy to make a sales appointment with "Amiable," but be warned they are a hard group to close business with.

Question 41

Stuart McKenzie owns a small fast food restaurant.He has experienced significant sales growth and wants to hire an additional cook to handle the extra volume.John Pinskie, a representative for a company that sells kitchen equipment, stops by for a regular sales call.After a conversation between the two about the opportunities and challenges facing the restaurant, they agree to upgrade the kitchen equipment allowing the current staff to double their output, eliminating the need for extra staff.Which of the following statements best describes what John did?

A)focused on his own need to increase his compensation
B)helped Stuart identify what he really needed
C)connected with Stuart at an emotional level
D)created little value for his customer
E)changed Stuart's emotional state

Question 42

Different individuals have different reasons for wanting to buy.Therefore, the salesperson must:

A)be sure to have her product available to the prospect when the relevant need occurs.
B)be sure to have his product available to the prospect when the relevant want occurs.
C)rely on the prospect to see that the good or service will satisfy her relevant need/want.
D)make sure his sales presentation appeals to all possible needs/wants.
E)determine a prospect's needs; then match the product's benefits to that particular prospect's needs and wants.

Question 43

According to the textbook, which of the following statements about economic needs is true?

A)An economic need refers to the buyer's need to purchase the most satisfying product for the money.
B)Economic needs are often associated with emotional factors.
C)An economic need refers to the buyer's need to behave in an economically rational manner and buy the lowest priced item available.
D)Economic needs are usually the only factor that shapes the buying decision.
E)Many salespeople correctly assume that people base their buying decisions solely on price.

Question 44

A salesperson uses a series of ________ to help buyers make minor decisions which eventually ends up leading to an "I will buy" decision.

A)closes
B)trial closes
C)objections
D)questions
E)approaches

Question 45

All of the following are the buying characteristics of both consumers and organizations except:

A)Expertise
B)Process
C)People
D)Motive
E)Simplicity

Question 46

Tamera is at a car dealership and she wants to buy the car with all the features included.However, the salesperson asks her if she will be using the GPS in the car at all.Tamera tells the salesperson she will not be using the GPS at all.The salesperson then informs her that by opting out of the GPS, she can save $5,000 on the car.By asking the right questions, the salesperson showcased an example of:

A)Making Tamera aware of multiple options
B)Making Tamera aware of her needs
C)Making a recommendation to Tamera
D)Increasing Tamera's confidence in buying the car
E)Increasing the chance of closing the deal

Question 47

Serena is looking to book her flight from Halifax to Vancouver.She is searching online and is looking for a direct flight on certain dates.She prefers convenience over price and would rather pay a little more than stop over at another airport.In this example, Serena is giving importance to her:

A)Psychological needs
B)Rational needs
C)Wants
D)Needs
E)Economic needs

Question 48

Martin is currently doing a sales call at a hotel and the General Manager has just informed him that it takes approximately three minutes for a single guest to check-in using the current system.Martin swiftly replies by asking "Did you know that using our ID scanners integration with your current system you can improve that time to 15 seconds per guest, which will lead to better customer satisfaction." In this example, Martin is:

A)Focusing on he can make money by making a successful sale
B)Connecting to his client at an emotional level
C)Helping his client understand that a better situation exists
D)Changing his clients' emotional level
E)Creating little value for his client

Question 49

Jonathan is a B2B salesperson.He realizes the importance of the "human" touch which helps him in making his sales and maintaining relationships with his clients.Which one of the following would not be important for Jonathan to understand in order to be successful at maintaining relationships?

A)Company's business objectives
B)Company's business processes
C)Company's culture
D)Company's buying centre's role
E)Company's selling centre's responsibilities

Question 50

Which of the following reasons would you classify as NOT being an emotional factor for purchasing a particular product?

A)fear
B)comfort or luxury
C)desire for gain
D)need to save money
E)self-preservation

Question 51

Some buyers place high value on the bottom line and tend to be impatient to close the deal quickly.When closing the sale with such a person, it is important for the salesperson to keep it strictly business-related.What Social Style Theory behaviour is being represented in this example?

A)Amiable
B)Drivers
C)Analytical
D)Expressives
E)Impatient

Question 52

Jo, a purchasing agent, likes to explore all options before deciding on an option.As the salesperson begins his presentation, she asks him for the details of how he arrived at his projected sales figures.Which social style do you believe best describes Jo?

A)Amiable
B)Driver
C)Analytical
D)Expressive
E)Curious

Question 53

Selling globally requires salespeople to do all of the following except:

A)Be aware of any recent news and developments
B)Be familiar with the transportation modes, schedules and costs
C)Gain knowledge of the ethnic and social makeup of the destination
D)Implement your business ethics to the country you are visiting
E)Appreciate the local culture and diversity of the destination

Question 54

According to the text, the steps of the buying decision process, in their correct order, are:

A)need arousal, collection of information, alternative selection, purchase decision, post-purchase evaluation
B)need arousal, alternative determination, information gathering, purchase decision, purchase evaluation
C)need arousal, collection of information, information evaluation, purchase decision, post-purchase behaviour
D)need arousal, information collection, purchase, purchase evaluation, repurchase
E)need arousal, purchase, purchase evaluation, post-purchase behaviour, repurchase

Question 55

Which of the following is not an example of a traditional need?

A)Transportation
B)Water
C)Food
D)Interaction with others
E)Self-fulfillment

Question 56

Jayden is currently looking to purchase a new mattress for his bed.He is planning to purchase it from the same place where he bought his last mattress two years ago.Which of the psychological influences is impacting Jayden's decision?

A)Perception
B)Attitude and beliefs
C)Situation
D)Past experiences
E)Family

Question 57

According to the textbook, which of the following is a need arousal factor involved in the consumer buying decision process?

A)Social class
B)Past experiences
C)Ego fulfillment
D)Perception
E)Personality

Question 58

Which of the following is not one of the social influences in consumer buying behaviour?

A)Culture
B)Social class
C)Family
D)Friends
E)Gender

Question 59

Wants are defined as discretionary items on the "would like to have" level.Which situation below would be considered a want (as opposed to a need)?

A)Jake needs/wants food.
B)Jake needs/wants water.
C)Jake needs/wants transportation.
D)Jake needs/wants a Dodge pickup truck.
E)Jake needs/wants a t-shirt.

Question 60

According to the textbook, all of the following are psychological needs except:

A)Fear
B)Price
C)Self-Preservation
D)Vanity
E)Security

Question 61

What is likely to happen if a salesperson shows a customer how to properly use a product and makes realistic claims about the product?

A)reduction in satisfaction
B)lowering of the buyer's level of dissonance
C)increase in dissatisfaction
D)reduction in routine decision making
E)increasing the buyer's level of dissonance

Question 62

According to the text which of the following is identified as a decision classification?

A)unconscious
B)limited
C)unlimited
D)elaborate
E)ego-based

Question 63

Salespeople help their prospects make the choice to buy or not buy a product.What must salespeople understand in order to help the customer make the correct choice?

A)the various factors that can influence a buyer's decision
B)how to encourage customers to experience purchase dissonance
C)the material taught in advanced psychology classes
D)all that is involved in the psychological processes a buyer goes through in making a purchase decision
E)there is no logical factor which influences the buyer's decision

Question 64

Raj is excited.His prospect has just said "Yes," and signed the paperwork on what has now become the biggest sale Raj has made in his short two-year selling career.He is obviously happy as he sits across the desk from his newest customer.What should Raj do now?

A)Discuss the buyer's expectations concerning a delivery schedule of the product.
B)Stop talking about the product ordered, pack his briefcase, and leave his customer's office.
C)Invite the prospect out for a meal.
D)Discuss his company's payment expectations.
E)Discuss the buyer's expectations for the product.

Question 65

During the information evaluation stage of the consumer buying decision process, which one of these questions would not help the salesperson to effectively close a sale?

A)What product attributes are important in the buying decision-price, quality, service?
B)What are the least important attributes?
C)What are the prospect's attitudes toward your products?
D)What level of satisfaction is expected from buying the product?
E)What are the prospect's attitudes toward your competitor's products?

Question 66

Extensive buying decisions do not have which of the following characteristics?

A)the buying decision is difficult to make
B)the buyer believes there is more at stake relative to other buying decisions
C)the buyer may become frustrated or confused during the decision-making process
D)the buyer is highly involved in the buying decision
E)the buying decision is a straightforward process

Question 67

During a sales presentation, you, as the salesperson, must be prepared to correct a negative impression the prospect may have about a product.Which of the following is not required by the salesperson to do in this case?

A)Alter the importance of the attributes-make quality and service more important than price.
B)Bring out unnoticed attributes of your products.
C)Alter the buyer's beliefs about your competitors' products.
D)Change the person's search for the "realistic" product into a more "ideal" product.
E)Alter the buyer's beliefs about your products.

Question 68

Buyers that are primarily results oriented and focused primarily on the bottom line are likely to be associated with which style?

A)Mean spirited
B)Drivers
C)Amiable
D)Analytical
E)Anti-Social

Question 69

Howard is currently looking for a new pair of headphones and has narrowed the options down to a couple of pairs.He has visited many retailers' websites and companies' social media pages to check the product details.He has also talked to several salespeople to get the information on the warranty, advantages, and their prices.Howard is currently in what stage of the consumer buying decision process?

A)Collection of information
B)Information evaluation
C)Post-purchase behaviour
D)Need arousal
E)Purchase decision

Question 70

Wayne recently bought a new car and he drove it over to his friend John's place to get his opinion on the new vehicle.John tells Wayne he thinks that Wayne's purchase decision was wise.John is trying to help Wayne with his:

A)Buyer's remorse
B)Purchase dissatisfaction
C)Post-satisfaction evaluation
D)Purchase evaluation
E)Purchase satisfaction

Question 71

Charles tends to react by "checking his gut" versus facts when approaching particular sales related situations.What classification would best fit Charles?

A)Irrational
B)Drivers
C)Amiable
D)Analytical
E)Expressives

Question 72

Paula is questioning how wise it was for her to have purchased such a complex software system for her business.She is actually thinking about returning it.Which of the following terms describes Paula's post-purchase feelings?

A)Post-purchase evaluation
B)Dissatisfaction
C)Cognitive dissonance
D)Satisfaction
E)Purchase evaluation

Question 73

Which of the following statements should you never use when dealing with an "Amiable" style buyer?

A)"One of our current customers loves our products."
B)"Don't take it personally."
C)"Let me tell you about the last time I used this product."
D)"I feel you will find this product will meet all your expectations."
E)"As always, it is great to see you again."

Question 74

Negotiating in a manner which builds trust is most effective with which style of customer?

A)Friendlies
B)Analytical
C)Drivers
D)Amiable
E)Expressives

Question 75

Anthony always orders the same kind of pasta at his favoured Italian restaurant.Tonight, he walks into the restaurant and almost by instinct orders the same pasta dish.What kind of buying decision is Anthony likely making, according to the text?

A)routine
B)instinctual
C)automatic
D)preconscious
E)habit formed

Question 76

Self-confidence, assertiveness, and potential aggressiveness are common traits associated with which style?

A)Analytical
B)Complainers
C)Drivers
D)Amiable
E)Expressives

Question 77

When a consumer gives little thought or time to the purchase of a product she is in the habit of buying, she is making what kind of buying decision?

A)routine
B)limited
C)extensive
D)high-involvement
E)preconscious

Question 78

Beth recently bought a new bread-making machine.She had high expectations for the new machine and paid "top dollar" to get the accessories on her machine that she considered important.After owning the machine for two weeks, she feels she has received even more benefits from the purchase of this bread maker than she expected.Which term best describes Beth's feelings toward the purchase of this bread-making machine?

A)pre-purchase behaviour
B)purchase satisfaction
C)dissatisfaction
D)dissonance
E)pre-purchase evaluation

Question 79

Joe is familiar with a particular brand of motorcycle; however, he is not completely aware of all the features associated with this particular brand of motorcycle.What kind of buying decision would best fit this scenario?

A)routine
B)unconscious
C)extensive
D)perceptual
E)limited

Question 80

In which phase of the buying decision process does a buyer rate his or her preferences among products he or she is considering buying?

A)need arousal
B)information collection
C)information evaluation
D)purchase evaluation
E)alternative selection