mktg 1230 chapter 3+4 smb

In the context of the people involved in a purchase decision, match the types of influencers (in the left column) with their descriptions (in the right column).

An economic influencer A person concerned about the financial aspects of the buying decision A technical influencer A person who ensures that technical requirements are met A coach A person in a buying firm who directs a salesperson, in maneuvering through the buying process in an effective fashion, leading to a sale

Why is it crucial for salespeople to be involved in the initial steps of an organizational buying process?

As a customer becomes increasingly committed to a unique course of action during the steps in the buying process

Why do people in a customer's firm involve in a buying center?

Because they are significant sources of information

Which of the following is the first step in the organizational buying process?

Identifying a need

Identify the true statements about the multiattribute model of product evaluation and choice.

It is usually used in complex buying decisions that involve several vendors. It helps understand the factors individual members of a buying center consider in assessing and selecting products.

In the context of a salesperson's delivery of words when communicating with customers, identify the voice characteristics.

Loudness Inflection Articulation Rate of speech

In the context of the types of customers, buy products and services to produce and sell their products and services to customers.

Manufacturers

Match the types of organizational buying decisions (in the left column) with the corresponding key decision makers (in the right column).

New tasks Executives and engineers Modified rebuys Production and purchasing managers Straight rebuys Purchasing agents

Match the types of organizational buying decisions (in the left column) with the corresponding selling strategies for out-suppliers (in the right column).

New tasks Suggesting new approach to solve problems and giving technical advice Modified rebuys Responding more quickly than the current supplier when a problem arises, encouraging customers to consider an alternative, and offering information about the ways in which the new alternative will increase efficiency Straight rebuys Convincing customers potential benefits from reassessing the choice of supplier and securing recognition and approval as an alternative supplier

What are the types of buying situations that involve buyers working for manufacturers?

Purchasing products and services to support a firm's manufacturing operation Purchasing products that will be included in the products a firm is making

What are the types of buying situations that involve buyers working for manufacturers?

Purchasing products that will be included in the products a firm is making Purchasing products and services to support a firm's manufacturing operation

Identify the typical straight rebuy situations. (Check all that apply.)

Reorders of original equipment manufacturers (OEMs) product components Purchase of overhaul (MRO) supplies and services

Which component of the two-way communication process conveys to a sender that a receiver has not received the message?

The feedback from the receiver's expression

In the context of a firm's buying center, identify a true statement about users.

They do not make the final buying decision.

What should salespeople do to improve communication with customers?

They should try to minimize noises in the environment.

Identify the typical situations in which a modified rebuy situation occurs.

When customers' buying needs change When a new product becomes accessible

Melissa, a salesperson, plans to change a customer's perception of her product's value. According to the multiattribute model of product evaluation and choice, she should _____.

add a new dimension to the product

In the context of a buying decision, users _____.

are important in modified rebuy and new-task situations

An informal, cross-department group of people involved in a purchase decision is known as the

buying center

Customers who purchase products and services for use by themselves or by their families are called _____.

consumers

When a customer becomes increasingly bound to a particular course of action while going through the steps in the buying process, it is known as

creeping commitment

In the context of the people involved in a purchase decision, people who make the final choice of a buying process are known as _____.

deciders

Jacob, a salesperson, works for an automobile manufacturer. He plans to change a customer's perception of his product's value. According to the multiattribute model of product evaluation and choice, he should _____.

decrease or increase the customer's importance weight

means that purchases made by original equipment manufacturers (OEMs) and resellers ultimately rely on the demand for their products, either other organizations or consumers. (Enter one word in each blank.)

derived demand

In the context of the communication process, the translation of thoughts into words is known as _____. Multiple choice question.

encoding

A straight rebuy is typically triggered by an external event.

false

Customers typically view information provided by salespeople and company advertising and sales literature as more credible than information from independent sources such as trade publications, colleagues, and outside consultants.

false

The typical consumer purchase is much larger and more complex than the typical organizational purchase.

false

True or false: In the context of the types of customers, majority of the public and private institutions lack complex, rigid purchasing rules and procedures as those used by government agencies.

false

Roger works as a purchasing agent for a firm. He takes decisions on potential suppliers who need to be informed about buying situations in his firm. He also decides which suppliers can access relevant information about the buying situations. In this scenario, in the context of the people involved in a purchase decision, Roger plays the typical role of a(n) _____. Multiple choice question.

gatekeeper

In the context of the people involved in a purchase decision, people who monitor the flow of information and may limit the alternatives considered in a buying process are known as _____.

gatekeepers

The biggest customers for goods and services in the United States are _____, which purchase goods and services valued at more than $1 trillion annually

government agencies

In the context of the people involved in a purchase decision, people inside or outside a firm who directly or indirectly provide information during a purchasing process are called

influencers

Unlike a consumer buying process, an organizational buying process typically _____.

involves decisions made after extensive evaluations and negotiations

As part of the economic criteria of businesses, they use a technique for deciding the price of equipment or supplies over their useful lives. This technique is known as _____, also called the total cost of ownership.

life-cycle costing

In the context of the types of buying decisions,____ situation occurs when a customer has bought the product or a similar product in the past but is interested in gaining new information.

modified rebuy

In the context of the types of buying decisions, a(n) - situation occurs when a buyer purchases a product or service for the first time.

new task

The multiattribute model of product evaluation and choice is based on the idea that _____.

people perceive a product as a collection of characteristics or features

The multiattribute model of product evaluation and choice is based on the idea that _____. Multiple choice question.

people perceive a product as a collection of characteristics or features

Match the elements resellers consider when making decisions about which products to sell (in the left column) with their descriptions (in the right column).

profit margin - Relates to how much the resellers make on each sale turnover - Relates to how quickly a product will sell

Customers who purchase finished products or services with the intention to resell them to businesses and consumers are known as

resellers

In a(n) _____ situation, a customer buys the same product from the same source it used when the need arose previously.

straight rebuy

Salespeople who want to effectively sell products or services to government agencies should _____.

study their procurement procedures and rules

A system that began as a set of programs undertaken to increase the efficiency of the distribution channel that transfers products from a producer's facilities to the end user is known as the _____.

supply chain management (SCM)

Majority of the buying decisions involving capital equipment or the initial purchase of original equipment manufacturers' (OEMs) products are new tasks.

true

True or false: Usually, senior executives are more involved in important buying decisions that have a larger effect on the performance of their firm.

true

When communicating with customers, salespeople should _____. Multiple choice question.

utilize short words and phrases to show strength and force