Question 1

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

Accepted Answer

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

Question 2

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

Accepted Answer

Needs which represent the desire for personal development and information are called knowledge needs. Situational needs are related to specific situations or circumstances, functional needs are related to the performance of a task or activity, social needs are related to social interaction and acceptance, and psychological needs are related to emotional and mental well-being.

Question 3

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

Accepted Answer

Presenting a list of all of your offer's benefits may overwhelm the buyer and could potentially elicit suspicion. It's better to focus on the benefits that are most relevant to the buyer's needs and priorities. The other strategies (A, C, D, and E) can be effective ways to make your offer more attractive to the buyer.

Question 4

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

Accepted Answer

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

Question 5

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:

Accepted Answer

Once the buyer has completed phase three, they should begin searching for and qualifying potential solution providers. This is the next step in the buying process, as the buyer needs to find a supplier who can provide the characteristics of the item and quantity needed.

Question 6

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?

Accepted Answer

The buyer is expressing Knowledge needs because they are specifically interested in the training and consultation your company provides, indicating a desire to gain knowledge or expertise associated with the product.

Question 7

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?

Accepted Answer

Knowing the importance weights the buyer will assign to the desired characteristics is crucial in the multi-attribute model. It helps the salesperson to tailor their proposal to highlight the benefits that are most important to the buyer. Options A, B, and D are important considerations in any sales situation, but they are not specific to the multi-attribute model.

Question 8

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:

Accepted Answer

All the options listed are valid reasons why a salesperson should want to assist the buyer as they determine the general characteristics of a solution to a particular problem or need. By providing valuable guidance and assistance during this stage, the salesperson can build trust with the buyer, gain greater insight into their true needs, and begin building a relationship that is founded on the principles of trust, honesty, and mutual benefit. Additionally, by understanding the buyer's unique challenges and desires, the salesperson can create a customized solution that addresses those needs in the most effective way possible, thereby enhancing the chances of a successful sale and a happy, satisfied customer.

Question 9

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

Accepted Answer

Functional attributes relate to what the product actually does or its performance characteristics, such as durability, reliability, efficiency, and ease of use. These attributes are often the primary factors that consumers consider when making a purchase decision, particularly for products where performance is critical, such as appliances, electronics, and vehicles.

Question 10

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

Accepted Answer

"Must-have" attributes are features or characteristics that are essential for the buyer and without which they will not consider purchasing the product. In this case, sorting and stapling capabilities are necessary for Carla, making them "must-have" attributes.

Question 11

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:

Accepted Answer

Altering the buyer's beliefs about the competitor's offering is a direct approach to correct misconceptions, ensuring the buyer has accurate information to make an informed decision.

Question 12

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?

Accepted Answer

The buyer is expressing interest due to their current supplier having production problems, indicating a temporary situation. This falls under the category of situational needs, which are needs that arise due to a specific circumstance or event.

Question 13

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

Accepted Answer

The multi-attribute model requires the application of weights to indicate the relative importance of different characteristics that are being evaluated. This allows for a more comprehensive evaluation of potential suppliers and products based on all relevant criteria. Contacting all potential solution providers and interviewing them may be helpful but are not explicitly required by the multi-attribute model. Including all benefits associated with various solution alternatives is also important, but this is typically included as part of the evaluation process that is informed by weighted criteria. The model is designed to evaluate solutions with multiple attributes, but this does not mean that solutions without multiple attributes cannot be evaluated using the model.

Question 14

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?

Accepted Answer

Buyers are likely to use a combination of all the listed sources of information to search for and qualify potential solution providers. The World Wide Web provides a vast amount of information on solution providers, trade associations and publications offer industry-specific information and insights, while trade shows allow buyers to interact face-to-face with solution providers and learn about their offerings in depth.

Question 15

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

Accepted Answer

Understanding the basic types of buyer needs helps salespeople ensure that no significant problems or needs have been overlooked in the process of needs discovery. This enables them to provide a more comprehensive solution to the buyer's problems or needs, which in turn increases the likelihood of buyer satisfaction with the product or service. The other options (A, C, and D) are not necessarily guaranteed outcomes of understanding the basic types of buyer needs.

Question 16

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?

Accepted Answer

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

Question 17

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

Accepted Answer

Both options A and D are necessary for using the multi-attribute model. The model requires an assessment of how well a product or supplier performs in meeting each specified characteristic, as well as an assessment of the relative importance of each characteristic.

Question 18

RFP is an acronym for:

Accepted Answer

RFP stands for Request for Proposals, which is a document used by organizations to invite vendors or suppliers to submit a proposal to provide a product or service.

Question 19

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?

Accepted Answer

The buyer is expressing a functional need, meaning they are looking for a product that will perform a specific task or function. Situational needs refer to temporary or unique circumstances that may affect a buyer's decisions, social needs relate to how the buyer's purchase will affect their image or status, psychological needs relate to how the purchase will make the buyer feel, and knowledge needs refer to the buyer's need for information or education about a product.

Question 20

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?

Accepted Answer

In this scenario, modifying the market offer to one that is more customized to the buyer's needs would be the best strategy. It is important to acknowledge the weaknesses of your product offering in comparison to your competitor's and use that information to tailor your proposal to better suit the needs and priorities of the buyer. By offering a more customized solution, you may still be able to win the sale despite the lower evaluation score. Options A, B, and C involve deception or manipulation and could potentially harm the trust and credibility of the salesperson. Option E is a possibility, but may not be the most effective strategy in this situation.

Quiz 3: Understanding Buyers