MKT chap 8
5) 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? A) needs awareness B) building rapport C) presentation skills D) purchase procedures E) self-actualization
A
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. 1) RealPlan marketers have developed advertisements that show images of families spending quality time together enjoying fun activities. The implication of the ads is that the RealPlan product enables families to organize their busy schedules so well that more time is available for bonding. What are the RealPlan marketers most likely trying to do with these advertisements? A) Stimulate emotional buying motives. B) Examine rational buying motives. C) Appeal to working and single mothers. D) Engage common reference groups. E) Develop lifetime customer value.
A
13) Terrance has identified that a customer strongly identifies with social groups and is influenced heavily by her role, reference, social class, and culture. What would be important for Terrance to do to win the sale from this customer? A) Position the product as being a luxury product. B) Position the product as fitting with the groups the customer identifies with. C) Position the product as being the standard across all groups. D) Assume the mannerisms of the culture the customer identifies with. E) Mimic the customer's speech patterns to create rapport.
B
2) The three major types of organizational buying situations are: A) new task buy, rebuy, and limited task buy B) new task buy, straight rebuy, and modified rebuy C) habitual buying decisions, variety-seeking buying decisions, and complex buying decisions D) transactional buy, consultative buy, and strategic alliance buy E) transactional buy, product buy, strategy buy
B
22) When products are indistinguishable or there is a prior relationship between customer and vendor, a purchase is most likely based on a(n): A) product buying motive B) patronage buying motive C) rational buying motive D) emotional buying motive E) group buying motive
B
27) Cross-generational selling is most likely a challenge because different generations: A) have different basic emotional needs B) prefer different forms of contact C) have different physiological needs D) feel mistrust for each other E) have power dynamic issues
B
4) The sales director of RealPlan has developed a sales team training session to address the differences between consumer and business buyers. Which of the following is a true statement that should be included in the training session? A) In business sales, the initial contact is almost never the actual purchaser. B) In business sales, more than one person may be involved in the purchasing decision. C) In consumer sales, emotion plays a more significant role than logic in decision making. D) In consumer sales, a new-task buy is the most common type of purchasing situation. E) In consumer sales, even low-cost items involve significant consumer involvement.
B
6) On a customer satisfaction survey, which answer most likely suggests that RealPlan salespeople should focus on needs awareness? A) "The product was not as sturdy as the salesperson said it would be." B) "The product did not solve my primary problems." C) "The product is not a good value for the money." D) "The product arrived torn in the box." E) "The product had a strange color."
B
7) According to the text, Ashley Pineda of the Pulte Group needs to do which of the following before meeting with customers? A) Rehearse her sales presentation until she has it memorized. B) Conduct research to determine each customer's specific needs. C) Contact the home office to confirm the customer's address. D) Meet with her sales manager about her flagging sales. E) Implement a systems selling strategy director.
B
8) According to the buyer resolution theory, which of the following is an important factor that the consumer is likely to consider before making a purchase? A) Where should I store the product after purchase? B) What is a fair price? C) How many sellers are in the market? D) When should I make the payment? E) From whom should I ask advice about the purchase?
B
15) Terrance should most likely understand a customer's emotional buying motives because such motives are: A) only overcome by nonverbal communication B) foundations for rational buying motives C) influential in most buying decisions D) factors in cost/benefit analyses E) barriers to most high-end sales
C
18) In which value creation selling approach do salespeople focus a great deal of attention on customers' needs awareness? A) transactional selling B) strategic alliance selling C) consultative selling D) new task selling E) system selling
C
20) Which is most likely true regarding the differences between consumer and organizational buyers? A) Consumer buyers focus on complex, technical specifications, while organizational buyers focus on brand reputation. B) Consumers purchase for household consumption, while organizational buyers purchase for personal consumption. C) Consumer decisions are usually made by individuals, while organizational decisions are frequently made by several people. D) Consumer purchases are based primarily on rational criteria, while organizational purchases are based primarily on emotional responses to products or promotions. E) Consumers mostly engage in a lengthy decision process, while organizational buyers make quick decisions.
C
23) A purchase based on the result of an objective review of available information is based on a(n): A) product buying motive B) patronage buying motive C) rational buying motive D) emotional buying motive E) stable buying motive
C
3) 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
C
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. 8) Terrance has noticed that many of his customers become very frustrated with him when he attempts to use needs assessment, problem solving, or relationship building techniques. These customers typically know what product will meet their needs. What should Terrance most likely do when faced with such customers? A) Highlight product benefits more than product features. B) Ask the customer questions to identify unspoken wants. C) Focus on the purchase stage of the buying process. D) Spend more time building rapport with the customer. E) Rework the presentation script to focus more on emotion.
C
14) 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
D
14) When a teenage girl asks her best friends for their opinions on a career opportunity, she is most likely seeking support from which of the following groups? A) culture B) subculture C) social class D) reference E) mastery
D
19) According to Abraham Maslow, self-fulfillment is achieved through satisfaction of which of the following needs? A) esteem B) social C) safety and security D) self-actualization E) fullness
D
24) 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
D
25) Which of the following is a factor that would motivate a rational buyer? A) prestige B) nostalgia C) celebrity endorsement D) durability E) branding
D
28) Which term refers to a cross-functional team of decision makers who often represent several departments in a company? A) value chain B) task force C) reference group D) buying center E) virtual group
D
29) Salespeople should most likely think of needs in terms of: A) the product B) the industry as a whole C) the typical customer D) each specific customer E) the competition
D
4) Which buyer behavior theory focuses the salesperson's attention on five important factors that the customer is likely to consider before making a purchase? A) buyer-action theory B) compulsive-buying theory C) need-satisfaction theory D) buyer-resolution theory E) feature-benefit theory
D
7) Sarah, a RealPlan sales representative, recently sold a software package to Mario, the owner of a small business. How can Sarah most likely create value for Mario now that the sale is complete? A) sending Mario product brochures B) becoming personal friends with Mario C) continuing to contact Mario to ask for referrals D) providing additional software training to Mario E) explaining the many software benefits to Mario
D
9) 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
D
10) Which of the following motives would most likely make a customer buy from the same business they have been buying from? A) systems buying motives B) emotional buying motives C) brand loyalty motives D) product buying motives E) patronage buying motives
E
11) Terrance relies on the buyer resolution theory to pursue sales. Terrance is most likely vulnerable to which of the following factors? A) increasing the time it takes to close the sale B) spending too little time building rapport with the customer C) losing focus on the features and benefits of the product D) shifting all the power in the transaction to the customer E) focusing on a decision in the process that is not an issue for the customer
E
15) Which of the following statements about social class is most likely true? A) People in the lower classes purchase items less impulsively than upper class shoppers. B) Social scientists agree that there are an unlimited number of social classes. C) "New money" people possess inherited wealth, often acquired several generations before. D) It is virtually impossible to move from one social class to another. E) Social class is determined by a combination of factors such as income, education, occupation, and accumulated wealth.
E
3) What should the sales director of RealPlan most likely do before sending salespeople out to call on business buyers for the first time? A) Make sure the salespeople have talked to businesspeople before. B) Ask the salespeople to rehearse the standard customer presentation. C) Adjust the sales forecast using the normal sales cycle for customers. D) Build long-term strategic alliances by creating systems selling appeals. E) Discuss the differences between consumer buyers and business buyers.
E
30) Which step in the buying process most likely adds customer value after the sale? A) need awareness B) evaluation of solutions C) resolution of problems D) purchase evaluation E) implementation
E
5) Which type of selling appeals to buyers who prefer to purchase a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation? A) modified selling B) bundled-option selling C) straight selling D) transactional selling E) systems selling
E
17) Product buying motives include: A) engineering preference B) social preference C) method preference D) purchase preference E) frequency preference
A
1) 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
A
10) Managers at Swim-Tex have informed members of the purchasing department to change straight rebuy situations to modified rebuys. What does this most likely mean for members of the Swim-Tex purchasing department? A) renegotiating prices with vendors B) simplifying the buying process C) building strategic alliances D) forming a new value chain E) focusing on a decision in the process that is not an issue for the customer
A
11) Which stage in the typical buying process occurs after a customer has evaluated solutions but before a purchase is made? A) resolution of problems B) needs awareness C) solution selling D) pre-purchase E) implementation
A
12) When giving a sales presentation to new customers, Terrance strives to convey that he is highly ethical and trustworthy and that Swim-Tex products are safe and will perform as expected. Terrance is most likely addressing which aspect of Maslow's hierarchy of needs? A) security needs B) social needs C) esteem needs D) general needs E) physiological needs
A
16) 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
A
21) What most likely leads a prospect to purchase one product instead of another? A) product buying motives B) patronage affiliations C) buyer resolutions D) group emotional needs E) physiological concerns
A
26) An aroused need, drive, or desire is referred to as a(n): A) buying motive B) undifferentiated motive C) compelling motive D) rational motive E) personal motive
A
6) Which type of consumer buying situation requires very little consumer involvement and brand differences are usually insignificant? A) habitual buying decision B) straight rebuy decision C) complex buying decision D) modified rebuy decision E) partner buying decision
A
12) A customer will tend to screen out or modify stimuli. This process is known as: A) conscious input B) selective attention C) discrimination D) selectivity
B
2) A consumer who purchases the RealPlan product for the first time would most likely be engaging in a(n) ________ buying decision. A) straight rebuy B) variety-seeking C) modified rebuy D) habitual E) complex
B
13) In Maslow's theory, after physiological needs have been satisfied the next need level is likely to be: A) self-actualization B) psychological awareness C) freedom from danger D) worthiness in the eyes of others E) food and shelter
C
9) Which of the following is an important limitation of the buyer resolution theory? A) Salespeople find the theory too complex. B) Customers already know what they should buy. C) Few customers ask the question, "What is a fair price?" D) Knowing which decisions are difficult for buyers is difficult. E) Answers provide little insight into customer buying strategies
D
