Chapter 8 Quiz

In the true transactional sale, the salesperson should

avoid needs assessments, problem solving, or relationship building

The greatest challenge to salespeople in the age of information is understanding _________

realized and unrealized customer needs and improving responsiveness to customers

A cross-functional team of decision makers who often represent several departments to make buying decisions is called

a buying center

Step one in the strategic alliance process is _______

a careful study of the proposed partner

Developing _______ is the third step or prescription in developing a customer strategy.

a strong prospect or account base

There are several theories that explain how customers arrive at a buying decision. One of these theories is the ______ theory.

buyer resolution

One of the foundations in sales efforts comes from knowing how buyers buy. This keeps the sales process in alignment with the _____

buyer's buying process

Successful salespeople have adopted a product strategy that involves discovery of the ______ that influence the purchase decision.

buying motives

The new-task buy relies heavily on _____ selling skills.

consultative

A carefully conceived plan that results in understanding the customer's perceptions, maximizes customer satisfactions, and responsiveness is a _________

customer strategy

Each buyer uses buying decisions applied to his or her unique circumstances; however, the typical stages in the buying decision process are needs awareness, ______

evaluation of solutions, resolution of problems, purchase, and implementation

The second prescription in creating a customer strategy is _________

focusing on why customers buy

Three types of consumer buying decisions are _________

habitual buying decisions, variety-seeking buying decisions, and complex buying decisions

Although a buyer might be aware of a need, salespeople can create value at this stage ______

if they can help determine the magnitude of the customer's problem and identify a solution

Consultative salespeople also work to especially add value at the ______ stage of the sales process.

implementation

Customer needs are formed through ______, using their knowledge and experience

perception

Consumer buyer behavior refers to buying behavior of those who buy goods and services for ______

personal consumption

Salespeople add value at the evaluation of solutions stage by ____

providing information that can help them make an informed choice

Systems selling appeals to buyers who prefer ________

purchasing a packaged solution from a single seller

Salespersons also add value in other critical stages of the buying process by ________

resolving problems, making sure the purchase is "hassle free" and seamlessly implementing or delivering

Although buying behavior is influenced in part by individual needs, people around us influence our buying decisions. These group influences are in four major areas: ________

role influences, reference groups, social class, and culture and subculture

Every customer is unique, but salespeople need an understanding of the important _____ that shape customer buying decisions.

social and psychological influences

Three types of business buying situations are _________

straight rebuy, new-task buy, and modified rebuy

Successful consultative salespeople create value by helping customers understand ______

the buyer's problems and create solutions that correct or solve the problems

The first prescription for developing a customer strategy focuses on _________

understanding the buying process