Deck 3: Understanding Buyers

Question 1

Salespeople who are used to selling door-to-door may have difficulty working as business-to-business salespeople 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.

Answer 1

E

Question 2

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

Answer 2

C

Question 3

Jennifer worked in retail sales while completing her college degree. After graduating, she took a job as a business-to-business salesperson. Which of the following is one of the changes she 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 3

E

Question 4

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 5

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 6

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 7

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 8

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

Question 9

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 10

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

A) Status Quo Deficiency (SQD)
B) Complaint
C) Negative discrepancy
D) Needs gap
E) Both a and c are correct

Question 11

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

Question 12

Jeff is working on his computer when a sudden power surge causes the computer to quit working. Jeff is unable to turn the computer back on and is concerned because he relies heavily on his computer to do his job. Jeff is most likely in which stage of the buying decision process?

A) Evaluating proposals
B) Recognizing a need
C) Describing the desired solution
D) Searching for information
E) Making a purchase

Question 13

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 14

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 15

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 16

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

A) Consumer market and end user market
B) Business market and intermediaries
C) Consumer market and business market
D) Government market and business market
E) Government market and intermediaries

Question 17

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 18

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 19

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 20

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 21

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 22

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 23

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 24

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 25

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 26

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 27

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 28

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 29

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 30

Carla is in the market for a new copier that, at a minimum, includes sorting and stapling capabilities. For Carla, sorting and stapling are ______________?

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

Question 31

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 32

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 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

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 35

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 36

After determining that his computer is no longer working, and that he needs a working computer, Jeff is most likely in which stage of the buying decision process?

A) Evaluating three different opportunities to buy a new computer
B) Recognizing the need for new computer
C) Determining the characteristics of the solution (getting a working computer)
D) Searching for information about various new computers, including pricing
E) Making a purchase

Question 37

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 38

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 39

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 40

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) Attempt 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 41

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 42

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

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

Question 43

Tammy, an IT engineer, is considered a computer technology expert and, because of her expertise, is often asked to serve as a member of the buying team when her company is making bulk computer purchases. Which of the following buying team roles is Tammy most likely to be filling?

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

Question 44

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

Question 45

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

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

Question 46

Most consumer markets are characterized as having derived demand.

Question 47

Natalie is a very assertive person who is also emotional, animated, and relationship-oriented. With respect to the Communication Styles Matrix, Natalie is a(n) __________________

A) Assertive
B) Amiable
C) Expressive
D) Analytical
E) Drivers

Question 48

Kim is meticulous and inflexible regarding time. She is also confrontational and likes to take risks. With respect to the Communication Styles Matrix, Kim is a(n) __________________

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

Question 49

In business markets, buyers are larger and greater in number.

Question 50

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

Question 51

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

Question 52

Mark is a salesperson who understands the importance of ensuring customers value their interactions with him. Accordingly, Mark focuses on possessing _________________, one of the components of the Two-Factor Model of Buyer Evaluation.

A) Evaluative attributes
B) "Must-have" attributes
C) Delighters
D) Good products
E) Physiological attributes

Question 53

Although not a computer aficionado, Wayne, is directly responsible for, and has sole authority over, the technology budget. As a member of the buying team when his company is making bulk computer purchases, Wayne must ensure proposals from computer suppliers are appropriate and financially attractive. Which of the following buying team roles is Wayne most likely to be filling?

A) Decider
B) Influencer
C) Purchaser
D) Agent
E) Gatekeeper

Question 54

Which is not considered to be a specific communication style?

A) Assertives
B) Amiables
C) Expressives
D) Analyticals
E) Drivers

Question 55

Ethan is a "team player" and likes to avoid taking risks. He is also considered warm, flexible, and rather spontaneous. With respect to the Communication Styles Matrix, Ethan is a(n) __________________

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

Question 56

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 57

Scott is a very supportive person who likes to keep his opinions to himself. He is also very task oriented and makes decisions based more on rational reasoning than emotion. With respect to the Communication Styles Matrix, Scott is a(n) __________________

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

Question 58

Linda is an administrative coordinator who relies on computers to complete her work. Linda is often asked to serve as a member of the buying team when her company is making bulk computer purchases. Which of the following buying team roles is Linda most likely to be filling?

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

Question 59

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 60

A business organization wanting to increase its 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 61

Business markets are subject to the acceleration principle.

Question 62

The desire to become more intelligent leads to intelligence needs.

Question 63

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

Question 64

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

Question 65

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

Question 66

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

Question 67

Business markets are characterized as having multiple buying influences.

Question 68

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

Question 69

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

Question 70

RFP stands for "request for proposal."

Question 71

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

Question 72

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 73

After buyers determine their needs they usually issue an RFP.

Question 74

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

Question 75

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

Question 76

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

Question 77

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

Question 78

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

Question 79

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

Question 80

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