Question 1

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

Accepted Answer

Understanding the importance weights the buyer will assign to the desired characteristics is crucial when using the multi-attribute model, as it allows the salesperson to tailor their proposal to the specific needs and priorities of the buyer. While developing a presentation that includes benefits and understanding strengths and weaknesses are also important, they do not specifically address the use of the multi-attribute model. The determination of the most efficient way to deliver the proposal may also be important, but it is secondary to understanding the buyer's decision-making process.

Question 2

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

Accepted Answer

RFP stands for Request for proposals. It is a document that is sent by a company or organization to potential vendors or suppliers requesting them to submit a proposal outlining their products or services and how they can meet the specific requirements of the organization.

Question 3

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.

Accepted Answer

By understanding the basic types of buyer needs, salespeople can ensure that they have thoroughly uncovered all of the buyer's problems and needs during the needs discovery stage. This can help ensure that the buyer is satisfied with the product and that no important needs are overlooked. While building trust and matching benefits to the buyer's needs are important factors, they are not the primary reasons why salespeople need to understand buyer needs.

Question 4

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

Accepted Answer

The salesperson should attempt to correct the buyer's misconceptions by altering their beliefs about the competitor's offering. This can be done by providing accurate and factual information about the features and benefits of both products. Misrepresenting the competitor's offering could lead to ethical issues and damage the long-term relationships with the buyer.

Question 5

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

Accepted Answer

The answer of The evaluative attributes related to how things...

Question 6

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

Accepted Answer

Buyers are likely to utilize all of the above sources of information when searching for and qualifying potential solution providers. The World Wide Web allows them to research and compare different providers and their offerings, while trade associations and publications can provide industry-specific information and recommendations. Trade shows provide an opportunity for buyers to meet and speak with potential solution providers in person.

Question 7

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

Accepted Answer

The answer of After determining that his computer is no...

Question 8

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.

Accepted Answer

Once the buyer has provided a clear description of the item and quantity needed, the next step is to start searching for potential solution providers. This involves identifying suppliers or vendors who can provide the required product or service and evaluating their capabilities and suitability. The buyer can use various criteria to qualify potential solution providers, such as pricing, quality, reputation, and delivery times. Therefore, the best choice is A.

Question 9

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

Accepted Answer

Modifying your market offer to one that is more customized to your buyer's needs is the best strategy because it shows that you are willing to work with the buyer to find a solution that meets their specific needs. This approach can build trust and increase the likelihood of closing the sale. Simply ending the presentation without disclosing weaknesses or exaggerating the product's strengths can lead to mistrust and damage the relationship with the potential customer. Attempting to explain away weaknesses or calling attention to neglected attributes may not address the buyer's concerns and may come across as defensive.

Question 10

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

Accepted Answer

The answer of Suppose you're working as a salesperson and...

Question 11

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

Accepted Answer

Functional attributes refer to the actual performance or utility of the product. These attributes are important because they relate directly to meeting the customer's needs and expectations. Evaluative attributes, on the other hand, are judgments made by the customer about the product such as quality, value, and satisfaction. "Delighter" attributes are features that go beyond basic expectations and surprise and delight the customer, while psychological and physiological attributes relate to emotions and bodily sensations experienced by the customer.

Question 12

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).

Accepted Answer

When using the multi-attribute model for evaluating suppliers and products, buyers must remember to apply weights, indicating relative importance, to the desired characteristics. This is the most essential step in the multi-attribute model as it allows the buyer to prioritize the factors that matter most to them and thus make an informed decision. While contacting potential solution providers and interviewing them is important, it is not a crucial step in the multi-attribute model. Similarly, including only those solutions with multiple attributes is not a requirement as the model can still be used to evaluate single attribute solutions. It is important to include all the benefits associated with the various solution alternatives but this is secondary to applying weights.

Question 13

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

Accepted Answer

The answer of The two general categories of attributes making...

Question 14

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.

Accepted Answer

All the given options are reasons why a salesperson should want to assist the buyer in determining the general characteristics of a solution. Building trust and a relationship with the customer is vital in developing a successful business relationship. Understanding the buyer's true needs allows for a customized solution to be created, resulting in a better chance of closing the sale.

Question 15

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

Accepted Answer

The buyer is expressing situational needs, as they are only interested in the product due to temporary production problems with their current supplier. This need is specific to the current situation and is not a permanent or ongoing need for the buyer.

Question 16

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

Accepted Answer

Knowledge needs represent the desire for personal development and information. Situational needs refer to needs that arise from specific situations or circumstances, functional needs refer to needs related to the performance of a task or function, social needs refer to needs for interaction and connection with others, and psychological needs refer to basic human needs such as safety, belonging, and esteem.

Question 17

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

Accepted Answer

"Must-have" attributes are the features or characteristics of a product or service that are essential for a customer to consider it for purchase. In this case, sorting and stapling capabilities are critical features for Carla when purchasing a new copier, making them "must-have" attributes.

Question 18

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

Accepted Answer

The buyer is expressing functional needs, which are based on the task or specific function the buyer wants the product to perform.

Question 19

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

Accepted Answer

The multi-attribute model requires both an assessment of how well the product or supplier performs in meeting each specified characteristic and an understanding of the relative importance of each characteristic. Therefore, options A and D are necessary for using this model. Options B and C do not apply to the multi-attribute model.

Question 20

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

Accepted Answer

Presenting a list of all your offers' benefits is a strategy for improving the chances that the buyer will evaluate your offer as most favorable. Therefore, option B is not the answer. Options A, C, D, and E are all valid strategies for improving the chances that the buyer will evaluate your offer as most favorable.

Quiz 3: Understanding Buyers

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?

RFP is an acronym for:

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

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:

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

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?

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?

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:

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?

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?

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

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

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

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:

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?

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

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

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?

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

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