Prof Selling Chp 3

From the following list, select all the characteristics of modified-rebuy purchases.

In many cases, they are high-dollar-volume purchases. There is some history for the customer to rely upon when making the purchase. They combine elements of new-task purchases and straight-rebuy purchases.

Which of the following are components of competitive knowledge? There is more than one correct answer.

an understanding of direct and indirect competitors' products and service offerings an ability to calculate differences in the overall value propositions being offered an understanding of price differences between companies

________ selling refers to a sales approach whose primary strategy is building and maintaining customer trust over a long period of time.

Relationship

In which phase of the customer-relationship life cycle does the customer recognize a need and begin seeking out firms that may be able to fill that need or solve a problem?

awareness

Which type of knowledge base refers to a strong understanding of the resources that the salesperson's own company possesses and the means of attaining those resources?

company knowledge

Tammy is trying to decide whether she should accept a sales job with a company. One of her concerns lies with the fact that most of the company's customers remain with the company only because they are contractually obligated to do so. This is an example of ________ loyalty.

constrained

From the following list, select all of the aspects of character-based trust.

customer orientation candor high integrity likeability dependability

From the following list, select the knowledge bases on which a high level of competence is built.

industry knowledge company knowledge customer knowledge competitive knowledge technological knowledge service knowledge product knowledge

Which group of people in the buying team helps determine the priorities to be addressed when making the purchase decision and expresses their opinions regarding potential solutions?

influencers

Regardless of how the _____ need surfaces, the recognizes the need and sets in motion the search for potential solutions. (Be careful with

initiator

Which member of the buying team is the individual or group of individuals who first recognize the customer's need?

initiator

Salespeople who are of high ________ have a strong core set of values they adhere to regardless of the situation.

integrity

The gatekeeper typically _______ a formal member of the buying team.

is not

Which term refers to the personal connection or social bond between a salesperson and a customer?

likeability

Salespeople who fall into the trap of taking a product orientation ______.

lose track of their customers' needs and focus only on the products they are selling and the features of those products

When a salesperson leaves a firm, his or her clients are likely to ______.

follow the salesperson to another company

Product users often focus on the _______ of the offering, as this is important to them in their role.

functionality

The presence of ______ means that salespeople must be adept at developing communications that spark an interest among members of the buying team, motivating them to engage.

gatekeepers

Which members of the buying team control access to the buying-team members and have influence over the communication the salesperson is able to have with these members?

gatekeepers

A trusted advisor displays which two of the following characteristics?

high character high competence

From the following list, select all the characteristics of candor.

honesty openness sincerity

Which of the following statements are true of a customer orientation? There is more than one correct answer.

Customer-oriented salespeople seek to deliver solutions that are problem-based as opposed to product-based. A customer orientation recognizes the customer as the starting point from which all activities originate. Customer orientation describes the extent to which salespeople place the customer's interests ahead of their own or those of their company.

Which of the following statements are true of the problem-recognition step of the five-step decision-making model?

During this step, salespeople may challenge their customers on the problems associated with doing nothing (maintaining the status quo). Problem recognition occurs when a customer recognizes that a need or problem exists. During this step, the salesperson often identifies needs that are undetected or of which the customer is unaware. Once the problem is identified, the customer assembles an appropriate buying team based on the magnitude and scope of the issue.

Which of the following is an example of a straight-rebuy situation?

Each week, a company automatically receives a supply of beverages for its break room.

needs are needs that are undetected or of which the customer is unaware.

Latent

-rebuy purchases combine elements of new-task purchases and straight-rebuy purchases.

Modified

Which of the following statements are true of the exploration phase of the customer-relationship life cycle?

The customer engages in initial prospecting activities to determine the desirability of a long-term relationship with a particular selling firm. During this phase, the salesperson and customer first interact. In this phase, the customer assesses whether the selling firm will be able to deliver the necessary level of benefits needed to justify a long-term relationship.

From the following list, select all the statements that are true of the commitment phase of the customer-relationship life cycle.

The customer has decided to continue the relationship with the salesperson and the selling firm. The customer is receiving a level of benefits and satisfaction that would be difficult for other firms to match. It is very desirable for the salesperson because the customer is paying little or no attention to offers from competing firms. Commitment is the most advanced of the customer-relationship life-cycle phases.

Which type of knowledge base refers to a strong understanding of the resources that the salesperson's own company possesses and the means of attaining those resources?

The people who manage sales reps may be willing to overlook ethical questions, particularly in the face of aggressive sales goals. Salespeople are under intense pressure to perform. Salespeople often work alone, which can reduce normative group influences. Salespeople need to balance the interests of the buying and selling organizations.

From the following list, select all that statements that apply to the supplier-solution decision.

The purchaser works closely with the salesperson to ensure a seamless purchasing process. The customer chooses a vendor from which to buy. This stage takes place after the evaluation of alternatives but before the post-purchase evaluation.

From the following list, select all the statements that are true of new-task purchases.

They require significant time and energy from the customer. The dollar volume associated with the purchase may be high. The customer's information needs are high.

From the following list, select all the statements that are true of salespeople who are high in customer knowledge.

They understand how the solutions they propose will be applied within the customer's organization and will affect it. They have a deep understanding of a customer's business and the functions and processes that support the business. They understand the customer as a person—what motivates the customer and what personal goals the customer is seeking to achieve within the organization.

In order to be viewed as a trusted advisor, salespeople must demonstrate high levels of character and competence.

True

In relationship selling, the actions of the salesperson largely determine the level of value and the satisfaction provided the customer.

True

Initiators frequently are also product users.

True

The initiator often serves as a champion for the salesperson as the sales process unfolds.

True

Which of the following is an example of a modified-rebuy purchase?

a line review to decide which products the company will regularly stock in the coming year

Affective loyalty exists when ______.

customers feel a strong attitudinal connection with the salesperson and/or selling firm

Which of the following is the final phase in the overall customer relationship life cycle?

dissolution

Customer _______ refers to the connection that exists between the salesperson, the selling firm, and the customer.

engagement

In the ________ phase of the relationship, the customer receives increasing benefits and becomes increasingly dependent on the salesperson and the selling firm.

expansion

In which phase of the customer-relationship life cycle does the customer receive increasing benefits and become increasingly dependent on the salesperson and the selling firm?

expansion

In the _______ phase of the customer-relationship life cycle, the customer engages in initial prospecting activities to determine the desirability of a long-term relationship with a particular selling firm.

exploration

When repurchasing from a firm, customers may exhibit three different types of

loyalty, constrained, affective, or spurious.

When a retailer conducts a line review (i.e., a review to decide which products that will regularly stock in the coming year), it is an example of a

modified rebuy.

In which of the following purchase situations is the CEO most likely to be the key decision maker?

new task

Of the key types of customer purchases, which are new to the purchasing organization, meaning that the customer has no history to draw from when making the purchase decision?

new-task purchase

Customer ______ describes the extent to which salespeople place the customer's interests ahead of their own or those of their company.

orientation

The five-step decision-making model for customer purchases begins with ______ and ends with _______.

problem recognition, post-purchase evaluation

Within a(n) ________ selling approach, the salesperson seeks to build and maintain customer trust over a long period of time.

relationship

In straight-rebuy purchases, the customer has ______ to rely on, and the purchases themselves require ______.

significant history, little time or energy

Joi acts as the buyer for an automotive repair facility. In talking with salespeople, Joi has noted that the vast majority of her purchases are made out of habit—so long as there are no major issues she typically continues purchasing from the same supplier. She does this, in part, because of the time demands she faces in her job and the fact that she cannot dedicate an inordinate amount of time to every purchasing decision. Based on this description, Joi is exhibiting ________ loyalty.

spurious

When a customer feels this type of loyalty, he or she tends to purchase out of habit.

spurious loyalty

Rosalyn works as a purchasing manager for her company. In this role, Rosalyn ensures that all "routine" orders are being handled correctly via the company's electronic data interchange (EDI) system. Knowing this, what type of purchases is Rosalyn overseeing in her role?

straight rebuy

During which phase of the decision-making process does the focus shift from which solution will be chosen to how the solution will be implemented?

supplier-solution decision

Which of the following statements are true of a customer orientation? There is more than one correct answer.

understanding the trends that will affect the industry in the future