Exam 8: The Buying Process and Buyer Behavior

A customer will tend to screen out or modify stimuli. This process is known as: A)conscious input B)selective attention C)discrimination D)selectivity E)sensation

Part of the customer strategy is understanding how a given customer plans to make a purchase,because:

Subcultures typically share value systems based on similar life experiences and situations.

In which value creation selling approach do salespeople focus a great deal of attention on customers' needs awareness? A)transactional selling B)strategic alliance selling C)consultative selling D)new task selling E)system selling

The idea that a customer needs to answer a set of five questions about the buying process before he or she can make a purchase is called the ________.

RealPlan sells a calendar/messaging/paperwork center that helps working parents organize their families' schedules and paperwork. The product has received positive feedback from buyers, and it is priced comparably to normal planners even though it offers more features and benefits. RealPlan has been selling various planning products to consumers for 10 years, and managers at the firm see an opportunity to move into the business market with a software version of the popular planner. -A consumer who purchases the RealPlan product for the first time would most likely be engaging in a ________ buying decision.

RealPlan sells a calendar/messaging/paperwork center that helps working parents organize their families' schedules and paperwork. The product has received positive feedback from buyers, and it is priced comparably to normal planners even though it offers more features and benefits. RealPlan has been selling various planning products to consumers for 10 years, and managers at the firm see an opportunity to move into the business market with a software version of the popular planner. -RealPlan marketers have developed advertisements that show images of families spending quality time together enjoying fun activities. The implication of the ads is that the RealPlan product enables families to organize their busy schedules so well that more time is available for bonding. What are the RealPlan marketers most likely trying to do with these advertisements? A)Stimulate emotional buying motives. B)Examine rational buying motives. C)Appeal to working and single mothers. D)Engage common reference groups. E)Develop lifetime customer value.

Terrance Simpson is a sales representative for Swim-Tex, a swimming pool service and supply company. Swim-Tex sells the chemicals needed for pool maintenance as well as pool accessories like slides, ladders, and diving boards. Swim-Tex sells to both consumers and businesses. -Terrance should most likely understand a customer's emotional buying motives because such motives are: A)only overcome by nonverbal communication B)foundations for rational buying motives C)influential in most buying decisions D)factors in cost/benefit analyses E)barriers to most high-end sales

Which step in the buying process most likely adds customer value after the sale? A)need awareness B)evaluation of solutions C)resolution of problems D)purchase evaluation E)implementation

The biggest limitation of using the buyer resolution theory to guide the sales process is:

When a teenage girl asks her best friends for their opinions on a career opportunity,she is most likely seeking support from which of the following groups? A)culture B)subculture C)social class D)reference E)mastery

RealPlan sells a calendar/messaging/paperwork center that helps working parents organize their families' schedules and paperwork. The product has received positive feedback from buyers, and it is priced comparably to normal planners even though it offers more features and benefits. RealPlan has been selling various planning products to consumers for 10 years, and managers at the firm see an opportunity to move into the business market with a software version of the popular planner. -The sales director of RealPlan has developed a sales team training session to address the differences between consumer and business buyers. Which of the following is a true statement that should be included in the training session?

A purchase based on the result of an objective review of available information is based on a(n): A)product buying motive B)patronage buying motive C)rational buying motive D)emotional buying motive E)stable buying motive

________ is the first stage in the buying process.

Product buying motives include: A)engineering preference B)social preference C)method preference D)purchase preference E)frequency preference

Terrance Simpson is a sales representative for Swim-Tex, a swimming pool service and supply company. Swim-Tex sells the chemicals needed for pool maintenance as well as pool accessories like slides, ladders, and diving boards. Swim-Tex sells to both consumers and businesses. -Terrance has identified that a customer strongly identifies with social groups and is influenced heavily by her role,reference,social class,and culture. What would be important for Terrance to do to win the sale from this customer? A)Position the product as being a luxury product. B)Position the product as fitting with the groups the customer identifies with. C)Position the product as being the standard across all groups. D)Assume the mannerisms of the culture the customer identifies with. E)Mimic the customer's speech patterns to create rapport.

Which type of selling appeals to buyers who prefer to purchase a packaged solution to a problem from a single seller,thus avoiding all the separate decisions involved in a complex buying situation?

The concept"Treat different customers differently"is based on the idea that:

A first-time purchase of a product or service by a business-to-business customer is a(n)________ buy.

The three prescriptions for developing a customer strategy focus on(1)the customer's buying process,(2)why customers buy,and(3)negotiating the transaction.