Question 1

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

Accepted Answer

All of the above are correct. Door-to-door selling and business-to-business selling require different skills and strategies. Salespeople who are used to selling door-to-door may not have the experience or skills necessary to succeed in business-to-business sales, where sales are made over several interactions, multiple buying influences need to be considered, and professional purchasing agents are involved. Additionally, forming close relationships with business customers is crucial for long-term success in business-to-business sales.

Question 2

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

Accepted Answer

Business markets often experience higher levels of demand fluctuation due to factors such as bulk ordering, seasonal purchasing, and the derived demand that comes from the demand for consumer goods.

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?

Accepted Answer

Business-to-business sales involve more complex buying processes where there are multiple buying influences, such as purchasing managers, engineers, and executives. As a result, salespeople in this industry must establish closer working relationships and provide more information to their customers. These factors make it more likely that the customers will make a purchase, as they are more dependent on the salesperson for information. Therefore, both option C and D are correct.

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?

Accepted Answer

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

Question 5

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

Accepted Answer

The answer of Which of the following is not one...

Question 6

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

Accepted Answer

Functional needs refer to specific tasks or functions that need to be performed in order to fulfill a goal or objective. This is in contrast to situational, social, psychological, and knowledge needs which may be related to the context in which the need arises, social factors, emotional or cognitive factors, or a lack of understanding or knowledge.

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):

Accepted Answer

Business purchases involve more decision-makers who represent different departments or functional areas within the organization. These individuals may have different needs, priorities, and preferences, which can make the decision-making process more complex and involve more people. As a result, there may be multiple influencers and decision-makers involved in the buying process in business markets, which is less common in consumer markets.

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?

Accepted Answer

The buyer is expressing social needs, as they are influenced by the desire to use a product that is endorsed or used by reputable and successful companies, such as those in the Fortune 500. This reflects a need for social approval or to belong to a certain esteemed group or category.

Question 9

Which of the following best describes derived demand?

Accepted Answer

Derived demand refers to the demand for a product or service that is driven by the demand for another product or service. For example, the demand for steel is derived from the demand for products that use steel, such as cars and buildings.

Question 10

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

Accepted Answer

The gap between a buyer's desired state (what they want or need) and their actual state (what they currently have) is referred to as a needs gap. This is the driving force behind most purchase decisions as consumers seek to fulfill their unmet needs or desires. Options A and C are either incorrect or redundant as they are both equivalent to a needs gap. A complaint can arise from a needs gap not being satisfactorily filled, but it is not the same thing as the gap itself.

Question 11

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

Accepted Answer

Social needs represent the desire for acceptance and association with others. Situational needs refer to specific circumstances or occasions that trigger a need (e.g. thirst in the desert), functional needs relate to the performance of a task or function (e.g. a comfortable backpack for hiking), psychological needs relate to internal motivations and emotions (e.g. the need for belonging), and knowledge needs relate to the desire for information or understanding.

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?

Accepted Answer

The answer of Jeff is working on his computer when...

Question 13

Members of the business markets include:

Accepted Answer

The business market, also known as the B2B market, consists of organizations that purchase goods and services for use in their own operations or to resell to others. Therefore, the members of the business markets are firms, institutions, and governments. Option B includes consumers, who are not part of the business market. Option C includes end-users, who may or may not be part of the business market, and also includes consumers and governments, which are not part of the business market. Option D differentiates between industrial and consumer markets, but the question specifically asks about the members of the business market. Therefore, the best answer is A.

Question 14

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

Accepted Answer

Psychological needs reflect the desire for feelings of assurance and risk reduction. These needs are related to an individual's emotional well-being and include the need for safety, security, and peace of mind. They are often associated with products or services that provide protection, such as insurance, security systems, or warranties.

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?

Accepted Answer

Selling industrial equipment to businesses typically involves dealing with a smaller, more focused customer base compared to the broad and numerous clientele of door-to-door vacuum cleaner sales. This means Sharon will likely call on fewer customers, but with potentially larger and more complex deals.

Question 16

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

Accepted Answer

The most common categorization of buyers is based on the type of market they belong to: consumer market and business market. The consumer market comprises individuals or households who purchase products or services for personal use, whereas the business market refers to organizations or companies that buy goods and services for use in their operations, resale or as inputs for further production. Therefore, option C is the correct answer. Option A is not correct because the end user market is a subset of the consumer market. Option B is incorrect because intermediaries are not a type of buyer, but rather a link in the distribution chain. Option D is incorrect because the government market is a subset of the business market, not a stand-alone category. Option E is incorrect because intermediaries are not a type of buyer.

Question 17

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

Accepted Answer

The characteristic "Buyers make purchase decisions more often" is not a distinguishing factor between business markets and consumer markets, as both types of markets can involve frequent purchase decisions. The other options listed - derived demand, multiple buying influences, and a smaller number of larger buyers - are all characteristics that generally differentiate business markets from consumer markets.

Question 18

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

Accepted Answer

A buyer's motivation to make a purchase typically begins when they identify a need or a problem they want to solve. This could be triggered by external factors like an advertisement or internal factors like a personal desire or a pressing need. Once the buyer identifies the need gap, they will then begin considering options for meeting that need or solving that problem, which would involve searching for information, evaluating proposals, talking to salespeople, and eventually making 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?

Accepted Answer

The recognition of need is the first stage in the buying process where the buyer realizes they have a problem or a need. This is when the buyer is most open to hearing about potential solutions and considering different options. Therefore, a salesperson's best chance for making a sale is to get involved with the buyer at this early stage in the process.

Question 20

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

Accepted Answer

Making a sales presentation is a step in the selling process, not the buying process. The other options are all steps that a buyer goes through in the buying process.

Quiz 3: Understanding Buyers