Question 1

According to the textbook, which step in the selling process typically involves engaging prospects and customers through sales dialogue and presentations, co-creating and validating customer value, and earning customer commitment?

Accepted Answer

Developing customer relationships typically involves engaging prospects and customers through sales dialogue and presentations, co-creating and validating customer value, and earning customer commitment. Initiating customer relationships involves prospecting and qualifying leads, while enhancing the customer relationship involves providing ongoing support and service, and evaluating the customer relationship involves assessing customer satisfaction and loyalty.

Question 2

Which type of buyer needs include a desire for personal development, information, and knowledge to increase thought and understanding as to how and why things happen?

Accepted Answer

The answer of Which type of buyer needs include a...

Question 3

In the context of the business buying process, what is a perceived difference between a buyer's desired state of being and actual state of being called?

Accepted Answer

A needs gap refers to the perceived difference between a buyer's desired state of being and their actual state of being, indicating a need that can be fulfilled by purchasing a product or service.

Question 4

Which type of buyer needs is the need for acceptance from and association with others?

Accepted Answer

The need for acceptance from and association with others is a social need. This refers to a buyer's desire to feel a sense of belonging and to be accepted by others. This can influence their buying decisions, such as purchasing products or services that align with their social identity or that will help them fit in with a particular group.

Question 5

In response to his request for the order, Alan's customer said, "Switching our buying to your company will make my job easier with less worrying about quality and delivery issues." Which type of buyer needs was the customer expressing?

Accepted Answer

The answer of In response to his request for the...

Question 6

According to the textbook, which step in the selling process typically involves assessing value and relationship performance, creating new value opportunities, and increasing customer value through self-leadership and teamwork?

Accepted Answer

Enhancing the customer relationship typically involves assessing value and relationship performance, identifying and creating new value opportunities, and increasing customer value through self-leadership and teamwork.

Question 7

When Mohamad's customer said, "Due to forecasts for a much colder winter this year, we are going to need to order more of your product than in previous years," which type of buyer needs was he expressing?

Accepted Answer

The customer is expressing situational needs as their current situation, namely the forecast for a colder winter, is driving their need to order more of Mohamad's product.

Question 8

Which type of buyer needs is contingent on and often the result of conditions related to the specific environment, time, and place?

Accepted Answer

Situational needs are specific to the environment, time, and place. For example, a person may need an umbrella if it starts raining unexpectedly while they are out. These needs are contingent on the situation and may not be present in other environments or times.

Question 9

Which step in the selling process typically corresponds to the acquisition and analysis of proposals phase of the business buying process?

Accepted Answer

Developing customer relationships typically involves the acquisition and analysis of proposals phase of the business buying process, where the buyer solicits proposals from potential suppliers and evaluates the offers based on their value, quality, and overall fit with the company's needs. This corresponds to the seller's effort to build and present a compelling case for their solution, tailor it to the buyer's specific requirements, and differentiate it from competitors' offerings.

Question 10

Which step in the selling process typically corresponds to the performance feedback and evaluation phase of the business buying process?

Accepted Answer

The performance feedback and evaluation phase of the business buying process typically involves evaluating the supplier's performance and deciding whether to continue the relationship or make changes. This corresponds to the enhancing the customer relationship step in the selling process, where the seller focuses on providing ongoing support, addressing any issues, and demonstrating value to the customer in order to maintain or improve the relationship.

Question 11

Which step in the selling process typically corresponds to the selection of an order routine phase of the business buying process?

Accepted Answer

Developing customer relationships in the selling process corresponds to the selection of an order routine phase in the business buying process, as it involves understanding customer needs and crafting solutions that meet those needs, which is crucial for establishing the specifics of how products or services will be ordered and delivered.

Question 12

Suspecting that his prospective buyer was not fully aware of the deficiencies of his current production equipment, Pierre helped the buyer to analyze production data to determine its true efficiency and level of quality. In doing this, which tactic was Pierre attempting to use in identifying the needs gap?

Accepted Answer

The answer of Suspecting that his prospective buyer was not...

Question 13

Which type of buyer needs is the desire to belong to some reference group such as a specific affinity group or segment associated with a particular service or product?

Accepted Answer

The desire to belong to a specific group or segment is a social need.

Question 14

On a recent sales call, Jennifer's customer responded to a question regarding current needs by saying, "I am perfectly happy with our present situation." With respect to the problem recognition phase of the business buying decision process, what should Jennifer do next?

Accepted Answer

Jennifer should probe further to determine if any gap exists between the buyer's perceived desired state and actual state. This will help her understand if there are any unmet needs that the buyer may not be aware of or not willing to share. It will also help her identify potential areas for improvement or opportunities to present her product as a solution to the buyer's problems or challenges. Changing the subject or challenging the buyer's level of satisfaction may be perceived as aggressive or pushy, and thanking the customer for his time without further exploration may result in a missed opportunity for future sales.

Question 15

At the end of the sales visit, Danica's customer said to her, "We need to raise our profile within the industry with respect to the quality of suppliers we choose to do business with." Which type of buyer needs was the customer expressing?

Accepted Answer

The customer is expressing a social need, as they are concerned with how their choice of suppliers reflects on their company's image and reputation within the industry. This relates to the desire to maintain a certain status or perception among peers and competitors.

Question 16

On a recent sales visit, Carol's buyer said, "We need a new machine that can combine the cutting, sorting, and cleaning of the raw materials into one step rather than three." Which type of buyer needs was he was expressing?

Accepted Answer

The buyer is expressing a functional need, which is a practical requirement for a product or service to perform a specific function or solve a specific problem. In this case, they want a machine that can combine three processes into one, making their operation more efficient.

Question 17

In his sales presentation, Frank spoke at length about the higher production capacity of his company's equipment in comparison to what the prospective buyer was currently using. Which tactic in identifying the needs gap was Frank attempting to use?

Accepted Answer

Frank was attempting to raise the buyer's perception of the desired state by highlighting the superior production capacity of his company's equipment, suggesting that the buyer should aspire to this higher level of performance.

Question 18

Which type of buyer needs is the need for a specific core task or function to be performed?

Accepted Answer

The need for a specific core task or function to be performed relates to functional needs. Functional needs refer to the primary reason or task that a product or service must fulfill to satisfy the buyer's requirements. Other types of needs, such as social or psychological needs, are based on emotional or social factors, whereas functional needs are based on practical considerations.

Question 19

Which step in the selling process typically corresponds to the evaluation of proposals and selection of suppliers phase of the business buying process?

Accepted Answer

Developing customer relationships in the selling process typically corresponds to the evaluation of proposals and selection of suppliers in the business buying process, as it involves understanding customer needs, presenting solutions, and negotiating terms that are crucial for being selected as a supplier.

Question 20

Which type of buyer needs would a buyer requesting a sales presentation on a new product because she wanted to learn more about the new technology embedded in the product be addressing?

Accepted Answer

The buyer requesting a sales presentation to learn more about the new technology embedded in the product has a need for knowledge or information. They want to understand the features and benefits of the product, as well as how the technology works.

Quiz 3: Understanding Buyers