Deck 8: The Buying Process and Buyer Behaviour

Question 1

Basic human needs have changed a lot in the information age as compared to the past centuries.

Answer 1

False

Question 2

Limitations of the buyer resolution theory remind us that a sales presentation must be flexible enough to accommodate a variety of selling situations.

Answer 2

True

Question 3

A professional buyer or purchasing agent is most likely motivated by rational buying motives.

Answer 3

True

Question 4

The product should be the focus of every sales call.

Question 5

The Canadian Professional Sales Association may be a reference group for its members. Its members can use this organization as a point of comparison and source of information.

Question 6

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

Question 7

A habitual buying decision usually requires very little consumer involvement and brand differences are usually insignificant.

Question 8

In a rational purchase situation customers objectively review all available information before making a purchase decision.

Question 9

The person who withdraws money from a savings account and uses it to buy government bonds at a higher return on investment is very likely guided by rational buying motives.

Question 10

Perception influences buying behavior.

Question 11

Generally women make purchases based on emotional buying motives.

Question 12

Mary is very interested in ensuring that the food quality is excellent in her restaurant.Therefore she makes every effort to buy good quality ingredients.One could say quality is her dominant buying motive.

Question 13

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

Question 14

"When should I make the purchase?" is a step of the buyer resolution theory of personal selling.

Question 15

Generally in a straight rebuy situation,as long as you meet the buyer's criteria for price,quality,service etc.future purchases will be routine.

Question 16

Selective attention happens because we cannot be conscious of all sensation we're receiving at one time.

Question 17

Very few purchases are guided by emotional buying motives.

Question 18

Mary buys a perfume called "Paris" because it evokes memories of her trip to the city of Paris.This would be called a rational buying motive.

Question 19

In Maslow's hierarchy of needs model,you can't satisfy a higher order need until a lower order need is satisfied.

Question 20

The objective of customer strategy is to understand consumer's buying behaviour.

Question 21

A customer will tend to screen out or modify stimuli.This process is known as:

A)discrimination.
B)conscious input.
C)selective attention.
D)selectivity.
E)listening.

Question 22

Brand switching amongst low-involvement consumers may arise from a desire to seek variety rather than product dissatisfaction.

Question 23

The professional buyers at Wal-Mart would most likely be motivated by:

A)rational needs.
B)self-actualization needs.
C)emotional needs.
D)social needs.
E)psychological needs.

Question 24

A buying centre is a centralized facility where inventory is stored to be distributed to other locations.

Question 25

According to Abraham Maslow,self-fulfillment (a full tapping of one's potential)is achieved through satisfaction of the ________ needs.

A)physiological
B)safety and security
C)esteem
D)self-actualization
E)social

Question 26

The three prescriptions of the customer strategy are:

A)understanding the buying process,understanding buyer behaviour and developing a prospect base.
B)understand perceptions,dominant buying motives and develop a customer profile.
C)the Buyer Action theory,the Buyer Resolution theory and the Need Satisfaction theory.
D)value personal selling,develop a customer profile and do a competitor analysis.
E)develop a customer profile,do a competitor analysis and understand customer's dominant buying motives.

Question 27

When price is more important to a buyer than the quality of the product,price can be considered as her dominant buying motive.

Question 28

In order for a customer to arrive at a buying decision,the salesperson should present the product according to:

A)the customer's unique personal tastes.
B)his/her own point of view.
C)a standardized procedure or presentation.
D)the most important features of the product.
E)the buyer profile based on industry research.

Question 29

When a teenage girl asks her best friends for their opinions on a career opportunity,she is most likely seeking support from her ________ group.

A)culture
B)reference
C)subculture
D)social reference
E)deferring

Question 30

When Kinko's offers buyers networks of computers equipped with popular software,fast colour printers,high-speed internet connections and a variety of document preparation services,it is offering:

A)customized product solutions.
B)systems selling.
C)total product solutions.
D)value-added products.
E)integrated selling.

Question 31

A careful study of buying behavior reveals that people make buying decisions based on:

A)emotional buying motives.
B)social buying motives.
C)profit making motives.
D)ethical buying motives.
E)risk-taking motives.

Question 32

Which of the following motives would most likely make a customer buy from the same business?

A)patronage buying motives
B)brand loyalty buying motives
C)emotional buying motives
D)product buying motives
E)risk aversion

Question 33

The buyer resolution theory recognizes that questions raised by the prospect are:

A)does this product fit with my self-image?
B)when should I make the purchase?
C)how do I perceive this product?
D)who is my reference group?
E)what are my buying motives?

Question 34

The proliferation of market research studies,public opinion polls and surveys makes it easy to:

A)identify persons who would not buy your product.
B)preplan sales presentations that meet the needs of individual customers.
C)find persons who are solid prospects.
D)fall into the trap of thinking of the customer as a statistic,not a person.
E)find information on competitors.

Question 35

The decisions to be made in the buyer resolution theory relate to price,need,product,time,and:

A)source.
B)sales approach.
C)production options.
D)perception.
E)competition.

Question 36

Effective salespeople should think from the perspective of their buyers.

Question 37

The three major types of business buying are:

A)individual,group and organizational buying.
B)habitual buying decision,variety seeking buying decision and complex buying decision.
C)new task buying,straight rebuy and modified rebuy.
D)rational,emotional and financial buying decisions.
E)systems buying,value-added buying and relationship buying.

Question 38

Salespeople play the greatest role during the evaluation stage of the buying process.

Question 39

After physiological needs have been satisfied,the next need level is likely to be:

A)to fulfill one's potential.
B)finding the true purpose for being.
C)a freedom from danger.
D)a romantic desire to attract the opposite sex.
E)worthiness in the eyes of others.

Question 40

The three major types of consumer buying situations are:

A)habitual buying decision,variety-seeking buying decision and complex buying decision.
B)variety-seeking buying decision,complex buying decision and brand loyalty decision.
C)low involvement buying decision,medium involvement buying decision and high involvement buying decision.
D)systems buying decision,value-added buying decision and relationship buying decision.
E)new task buy decision,straight rebuy decision and modified rebuy decision.

Question 41

A complex buying decision is characterized by:

A)variety-seeking buying decisions.
B)systems selling situations.
C)emotional buying situations.
D)high consumer involvement.
E)low consumer involvement.

Question 42

Molly wants to buy a computer.She needs the computer for a variety of college assignments.She is uncertain what to buy so she asks the opinions of other students in her program.Molly is consulting with her:

A)friends.
B)culture.
C)social class.
D)peers.
E)reference group.

Question 43

A patronage-focused buyer,Roxanne,buys her products from:

A)family.
B)one business.
C)friends.
D)many businesses.
E)same brand name.

Question 44

People around us influence our buying decisions.Social influences can be grouped in four major areas: 1)reference groups,2)role influence,3)social class,and 4)

A)friends' values.
B)peer pressure.
C)work environment.
D)culture.
E)family values.

Question 45

Stewart likes to try different brands of beer.This is referred to as:

A)brand involvement.
B)consumer dissatisfaction.
C)cognitive dissonance behavior.
D)variety-seeking buying behavior.
E)emotional buying behavior.

Question 46

Mai Ling wants to conceive a plan that will result in maximum customer responsiveness.Mai Ling wants to develop a:

A)reference group.
B)social influence.
C)customer strategy.
D)buying motive.
E)needs satisfaction theory.

Question 47

In consultative selling,salespeople should pay most attention to the ________ stage of the buying process.

A)implementation
B)need awareness
C)purchase
D)evaluation of solution
E)problem resolution

Question 48

Our need to belong to a group or to identify with a group is:

A)a security need.
B)a group need.
C)an esteem need
D)a personal need.
E)a social need.

Question 49

Typical patronage buying motives are:

A)customer inertia
B)brand preference
C)superior service
D)loyalty
E)brand name

Question 50

Physiological needs include:

A)sleep
B)shelter
C)friendships
D)security
E)recognition

Question 51

Our buying motives are shaped by:

A)advertising.
B)our perceptions.
C)our financial situation.
D)marketing.
E)the salesperson.

Question 52

We maintain and transmit our culture chiefly through:

A)language.
B)beliefs.
C)attitudes.
D)acts.
E)behavior.

Question 53

In transactional selling the salesperson needs to focus on ________ stage of the buying process.

A)problem resolution
B)evaluation of solution
C)need awareness
D)implementation
E)purchase

Question 54

Deirdre has been successful in meeting most of his needs.He joins an exclusive golf club and receives status approval from others.Deirdre's ________ needs have been met:

A)social
B)esteem
C)basic
D)physiological
E)personal

Question 55

Sandy always buys the same brand of toothpaste when shopping at the supermarket.This is referred to as:

A)emotional buying behavior.
B)rational buying.
C)habitual decision making.
D)patronage buying.
E)straight rebuy.

Question 56

Emotional reasons for buying products stem from:

A)price,delivery,or service.
B)incomes.
C)rational reasoning.
D)customer needs.
E)some sentiment or passion.

Question 57

The objective of systems selling is to:

A)encourage repeat purchases.
B)get a quantity discount.
C)make a complex buying decision easier.
D)satisfy product buying motives.
E)satisfy patronage buying motives.

Question 58

Andrew was named salesman of the year and feels self-fulfilled.Andrew has met his:

A)physiological needs.
B)esteem needs.
C)self-actualization needs.
D)social needs.
E)ego needs.

Question 59

The buyer of a catering service wants to buy food of exceptional quality that can be served quickly,and is priced fairly.The caterer needs to determine the customers':

A)product buying motive.
B)dominant buying motive.
C)emotional buying motive.
D)rational buying motive.
E)secondary buying motive.

Question 60

Natasha believes that Zippy Cookies are superior to Zappy Cookies.Her motive to buy Zippy Cookies is a:

A)emotional buying motive.
B)product buying motive.
C)patronage buying motive.
D)rational buying motive.
E)dominant buying motive.

Question 61

Sal always buys the same brand of Cola.His buying behaviour can be described as:

A)habitual buying
B)variety-seeking
C)modified rebuy
D)complex buying
E)new-task buying

Question 62

The process through which sensations received through sight,hearing,touch,taste,and smell are interpreted using our knowledge and experience is called ____________.

Question 63

Explain the role a salesperson plays in the three types of business buying.

Question 64

The role a salesperson can play during the need awareness stage is by:

A)creating a need for his product.
B)identifying the customer's problems.
C)providing information on the available solutions.
D)recommending the optimal product solution.
E)overcoming buyer's remorse

Question 65

Buyers motivated by buying based on brand name,price or product quality are being influenced by:

A)product buying motive.
B)patronage buying motive.
C)brand loyalty buying motive.
D)rational buying motive.
E)emotional buying motive.

Question 66

A company which has the following slogan "so what if it costs a lot,I am worth it!" is trying to appeal to ________ need.

A)esteem
B)social
C)irrational
D)rational
E)self-actualization

Question 67

Generally speaking a new-task buy of an expensive product will involve which type of buying behaviour?

A)variety-seeking
B)modified rebuy
C)straight rebuy
D)habitual
E)complex-buying

Question 68

Deanna normally buys Colgate toothpaste,but happened to notice that Crest toothpaste had a sales promotion on; Crest was offering one free electric toothbrush with the purchase of three Crest toothpastes.Deanna decides to buy Crest on this occasion.Deanna's decision could be described as:

A)new-task buying decision
B)modified rebuy
C)variety-seeking buying decision
D)habitual buying decision
E)complex buying decision

Question 69

A _____________ is a carefully conceived plan that will result in maximum customer responsiveness.

Question 70

A taxi company's decision to switch from buying gas powered vehicles to hybrid vehicles from the same car manufacturer,is a __________ decision.

A)routinized response buying
B)straight re-buying
C)modified re-buying
D)habitual buying
E)new-task buying

Question 71

Patronage buying motives become important when:

A)price is the main buying criteria.
B)the products are very dissimilar.
C)it is a new-task buying situation.
D)the products are very similar.
E)in complex buying situations.

Question 72

Even though a salesperson's role is minimal or unnecessary from the consumer's perspective,a salesperson can add value to a transactional sale by:

A)understanding the buyer's dominant buying motives.
B)making the purchase stage "hassle free".
C)understanding the buyer's problem or need.
D)simplifying the choice by assisting with the evaluation of alternatives.
E)overcoming buyer's remorse.

Question 73

Within many cultures,there are groups whose members share ideals and beliefs that differ from those held by the wider society of which they are a part.We call such a group a ____________

Question 74

When a buyer has two or more conflicting buying-criteria in her buying decision making,for example,wanting the lowest price,and also wanting the best quality,the saleperson's strategy should be to:

A)influence the buyer to use evaluation criteria in which the salesperson has a competitive advantage.
B)use either one of the criteria to make her product choice.
C)recommend a competitors product.
D)understand the buyer's dominant buying motives and go with the corresponding criteria.
E)select a totally different criteria to simplify the choice.

Question 75

Maslow's hierarchy of needs theory rests on the assumption that:

A)if you cannot satisfy one need you move on to the next level of need.
B)the higher level needs have to be satisfied before the lower level needs can be satisfied.
C)physiological needs have to be satisfied after social needs.
D)when a lower-level need is satisfied,the next level of need demands attention.
E)all needs are equally important at all times.

Question 76

In a consultative buying situation,a salesperson's involvement is important:

A)during the evaluation of solutions stage.
B)during the purchase stage.
C)during the need awareness stage.
D)during all stages of the buying process.
E)during the resolution of problem stage.

Question 77

_____________ can be grouped into such areas as role influences and reference groups.

Question 78

Met Life's strategy to target individuals earning between $ 150,000 - $ 200,000 annually can be described as targeting consumers based on their:

A)micro culture.
B)psychological factors.
C)role influence.
D)culture.
E)social class.

Question 79

Salespeople can create "value" at the purchase stage of the buying process by:

A)discovering consumers buying motives.
B)giving information on the available solutions.
C)helping with evaluation of alternatives.
D)making the purchase process convenient and hassle free for the buyer.
E)overcoming buyer's remorse.

Question 80

A university buying tables for furnishing class rooms can be considered a:

A)buying centre
B)non-profit consumer
C)transactional buyer
D)business buyer
E)consumer buyer