Exam 8: The Buying Process and Buyer Behavior

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 noticed that many of his customers become very frustrated with him when he attempts to use needs assessment,problem solving,or relationship building techniques. These customers typically know what product will meet their needs. What should Terrance most likely do when faced with this type of customer? A)Highlight product benefits more than product features. B)Ask the customer questions to identify unspoken wants. C)Focus on the purchase stage of the buying process. D)Spend more time building rapport with the customer. E)Rework the presentation script to focus more on emotion.

Patronage buying motives are particularly important when product offerings from several companies are very similar.

Cross-generational selling is most likely a challenge because different generations: A)have different basic emotional needs B)prefer different forms of contact C)have different physiological needs D)feel mistrust for each other E)have power dynamic issues

Which of the following motives would most likely make a customer buy from the same business they have been buying from? A)systems buying motives B)emotional buying motives C)brand loyalty motives D)product buying motives E)patronage buying motives

According to the buyer resolution theory,which of the following is an important factor that the consumer is likely to consider before making a purchase? A)Where should I store the product after purchase? B)What is a fair price? C)How many sellers are in the market? D)When should I make the payment? E)From whom should I ask advice about the purchase?

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. -On a customer satisfaction survey,which answer most likely suggests that RealPlan salespeople should focus on needs awareness?

Which of the following is a factor that would motivate a rational buyer? A)prestige B)nostalgia C)celebrity endorsement D)durability E)branding

Which is most likely true regarding the differences between consumer and organizational buyers?

Buyer resolution theory says that the buyer can only decide to buy after having answered a series of five questions about the purchase.

An aroused need,drive,or desire is referred to as a(n): A)buying motive B)undifferentiated motive C)compelling motive D)rational motive E)personal motive

There are three types of organizational buying situations: new-task buy,straight rebuy,and modified rebuy.

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 relies on the buyer resolution theory to pursue sales. Terrance is most likely vulnerable to which of the following factors? A)increasing the time it takes to close the sale B)spending too little time building rapport with the customer C)losing focus on the features and benefits of the product D)shifting all the power in the transaction to the customer E)focusing on a decision in the process that is not an issue for the customer

According to the text,Ashley Pineda of the PulteGroup needs to do which of the following before meeting with customers?

What most likely leads a prospect to purchase one product instead of another? A)product buying motives B)patronage affiliations C)buyer resolutions D)group emotional needs E)physiological concerns

Transactional buyers are well aware of their needs and usually know a great deal about the products or services they intend to purchase.

Which type of consumer buying situation requires very little consumer involvement and brand differences are usually insignificant?

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. -When giving a sales presentation to new customers,Terrance strives to convey that he is highly ethical and trustworthy and that Swim-Tex products are safe and will perform as expected. Terrance is most likely addressing which aspect of Maslow's hierarchy of needs? A)security needs B)social needs C)esteem needs D)general needs E)physiological needs

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. -Managers at Swim-Tex have informed members of the purchasing department to change straight rebuy situations to modified rebuys. What does this most likely mean for members of the Swim-Tex purchasing department?

In Maslow's theory,after physiological needs have been satisfied,the next need level is likely to be: A)self-actualization B)psychological awareness C)freedom from danger D)worthiness in the eyes of others E)food and shelter

A habitual rebuy is characterized by perceived brand differences and high customer involvement.