Exam 8: The Buying Process and Buyer Behavior

A(n)________ is a carefully conceived plan that will result in maximum customer responsiveness.

List and describe the three types of consumer buying situations.

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 observed that during the selling process the sales team primarily focuses on promoting product features and benefits to customers. Although the sales team has a high closure rate of initial sales,the team has a low rate of repeat business. Which stage of the typical buying process should RealPlan salespeople most likely focus on to improve customer retention rates?

One difference between organizational and consumer buyers is that organizational buyers' purchases are made for some purpose other than personal consumption.

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. -What should the sales director of RealPlan most likely do before sending salespeople out to call on business buyers for the first time?

The three major types of organizational buying situations are:

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 positions certain swimming pool accessories,such as slides and diving boards,to appeal to baby boomers with grandchildren. Which influence on buying decisions is most important in this situation? A)role B)culture C)social class D)reference group E)organizational culture

A purchase based more on feelings than on logic is a(n): A)product buying motive B)patronage buying motive C)rational buying motive D)emotional buying motive E)group buying motive

Terrence needs to rework his customer strategy to focus on:

Very few purchases are guided by emotional buying motives.

A study of buying behavior reveals that most people make buying decisions based on: A)a combination of emotional and rational buying motives B)emotional buying motives only C)rational buying motives only D)social buying motives only E)group theory motives only

The need to belong is really just an urge,not a basic human social need.

Which influence on buying decisions is defined as a set of characteristics and social behaviors based on the expectations of others? A)reference group B)social class C)role D)culture E)process

Which term refers to a cross-functional team of decision makers who often represent several departments in a company?

"When should I buy?"is a consideration in the buyer resolution theory of personal selling.

The three types of consumer buying situations are habitual buying decisions,complex buying decisions,and modified buying decisions.

List the five steps in the typical buying process.

Which of the following is an important limitation of the buyer resolution theory?

In order for a customer to arrive at a buying decision,the salesperson should present the product according to: A)the individual customer's needs B)the salesperson's point of view C)a standardized procedure or presentation D)the buyer profile based on industry research E)the chronological timeline of the product

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. -How would Terrance most likely benefit from aligning the sales process with the customer's buying process? A)lower advertising and marketing costs B)greater efficiency with fewer salespeople C)lower travel expenses due to fewer customer visits D)greater success in making sales due to understanding how buyers buy E)fewer returns from customers who felt pressured into making transactional purchases