Question 1

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 use all of the above sources of information when searching for and qualifying potential solution providers. The World Wide Web provides a vast amount of information about companies and their products/services, trade associations offer industry-specific information and networking opportunities, trade publications offer in-depth coverage of industry topics and trends, and trade shows allow buyers to see and compare products/services in person.

Question 2

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 completed phase three, they should begin searching for and qualifying potential solution providers. This means looking for suppliers or vendors who can offer the item that meets the specified characteristics and quantity needed.

Question 3

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

Accepted Answer

Psychological attributes are those that can be influenced by the salesperson through value-added services, enhancing the customer's perception and experience beyond the core product.

Question 4

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

Accepted Answer

The answer of The evaluative attributes which the salesperson's core...

Question 5

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

Accepted Answer

Instead of hiding or downplaying the weaknesses, it is better to address them and modify the offer to better match the buyer's needs. This way, you demonstrate a willingness to work with the buyer and provide a solution that meets their specific requirements. Additionally, this approach can help build trust with the buyer, which can lead to a long-term business relationship.

Question 6

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 of your offer's benefits is a common and effective strategy for improving the chances that the buyer will evaluate your offer as most favorable. Therefore, B is not the correct answer. A, C, D, and E are all effective strategies for improving the likelihood that the buyer will see your offer as the best option. A involves altering the buyer's beliefs about your product, while C involves altering their beliefs about the competition's product. D involves adjusting the importance weights given to different attributes of the product, and E involves calling attention to attributes that may have been overlooked in the buyer's evaluation.

Question 7

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

Being familiar with the basic types of buyer needs can help salespeople ensure that they have fully understood the buyer's needs and requirements, and that no significant problems or needs have been overlooked in the process of needs discovery. This can help ensure that the salesperson is able to offer a solution that meets the buyer's needs and expectations, which in turn can lead to increased satisfaction and loyalty. However, knowing the types of buyer needs alone may not lead to the buyer being happy with the product, the buyer learning to trust the salesperson, or the salesperson being able to match benefits to the needs of the buyer.

Question 8

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 9

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 of the choices listed are reasons why a salesperson should want to assist the buyer in determining the general characteristics of a solution to their problem or need. By building trust, gaining insight into the buyer's true needs, and learning how to create a fully customized solution, the salesperson can establish a strong relationship with the customer that will lead to successful sales in the future.

Question 10

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, which is a document or announcement made by a company or organization to solicit proposals from the prospective vendors to provide a solution or a product based on their requirements.

Question 11

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

Question 12

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 are related to the product's actual function or expected performance. This can include things like durability, reliability, speed, efficiency, and other performance-related features.

Question 13

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

The multi-attribute model requires the buyer to apply weights to the desired characteristics, indicating their relative importance. This allows for a more thorough evaluation of suppliers and products based on multiple attributes rather than just one or a few. The other options mentioned are not necessarily required when using the multi-attribute model.

Question 14

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 of the specified characteristics and an assessment of the relative importance of each specified characteristic. Therefore, option E, which includes both of these requirements, is necessary for using the multi-attribute model. Options B and C are not relevant to this model, and option A alone is not sufficient as it does not consider the relative importance of each characteristic.

Question 15

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 16

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. This information helps the salesperson tailor their proposal to the buyer's specific needs and preferences. Options A, B, and D may also be important, but without knowing the weights the buyer assigns to the desired characteristics, it may not be possible to effectively address their needs and preferences. Option E is not a valid choice because it does not provide a response to the question.

Question 17

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, which is not covered by situational, functional, social, or psychological needs. Situational needs arise due to a particular situation, while functional needs are related to specific functions or features of a product or service. Social needs are driven by the desire to connect with others, while psychological needs relate to emotional or psychological well-being.

Question 18

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

Accepted Answer

Repetitive rebuys are not typically classified as a general type of purchasing decision. The common types are straight rebuys, modified rebuys, and new tasks.

Question 19

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 20

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 buyer is expressing a need for knowledge, as they are interested in the training and consultation services provided by the company, which are aimed at enhancing their understanding and skills related to the product.

Quiz 3: Understanding Buyers

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?

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:

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

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

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?

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

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

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

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:

RFP is an acronym for:

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?

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:

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

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:

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?

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

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

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

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?