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SALES PRINCIPLES
Chapter 3: The Psychology of Selling: Why People Buy
| Question | Answer |
|---|---|
| Prospective buyers are generally exposed to various sales presentations. In some way, a person internalizes or considers this information and then makes a buying decision. This process of internalization is referred to as a(n) ______ ______ | Blank 1: black Blank 2: box |
| Which of the following are true of B2C, or business-to-consumer selling? | 1: Its examples include a salesperson selling a washing machine to a person for his or her personal use. 2: It involves salespeople, who represent a business, selling to the end user. |
| True or false: The motivation to buy a product, service, or solution is based on the "lack" of something, otherwise called a gap. | True |
| Identify the economic buying needs that are commonly associated with business-to-business purchasing agents. | 1: Increase the levels of customer satisfaction 2: Reduce the expenses, raw materials, and other costs |
| Match the levels of need awareness (in the left column) with the features of buyers at those levels 1: The conscious need level 2: The preconscious need level 3: The unconscious need level | 1: Buyers are completely aware of their needs. 2: Buyers know what general type of product they want but may not wish to discuss it completely. 3: Buyers do not know the reason they buy a product—only that they do buy.Buyers do not know there |
| An individual internalizes or considers the information presented in sales presentations and then makes a buying decision. This process of internalization is referred to as a black box primarily because _____. | salespeople are unable to see into a purchaser's mind |
| _____ _____ refers to the purchasing activities of individuals and households for their personal use, consumption, or to meet the collective needs of the household unit such as a family or individual. | Blank 1: Consumer Blank 2: buying |
| In the context of the motivation to buy a product, the needs learned by a person are known as _____. | wants |
| ____ _____are a buyer's need to purchase the most satisfying product for the money. | Blank 1: Economic Blank 2: needs |
| In the context of buying, match the levels of need awareness (in the left column) with their descriptions (in the right column). 1: The conscious need level 2: The preconscious need level 3: The unconscious need level | 1: Buyers at this level are the easiest people to sell to because they know what products they want and are willing to talk about their needs. 2: When selling to a buyer at this level, salespeople must avoid brush-off by determining the buyer's real need |
| In the context of the motivation to buy a product, people's _______ result from a lack of something desirable. | Needs |
| The first task of salespeople when first meeting a customer is to _____. | distinguish between important buying needs and needs of lesser or no significance |
| An individual internalizes or considers the information presented in sales presentations and then makes a buying decision. This process of internalization is referred to as a black box primarily because _____. | salespeople are unable to see into a purchaser's mind |
| In the context of buying situations, which of the following products are often bought through routine decision making? (Check all that apply.) | 1: Breakfast foods 2: Bread |
| A salesperson should identify his or her buyer's needs when first meeting the buyer. In this context, match the types of needs (in the left column) with the corresponding guidelines that should be followed by the salesperson when making a sales presentati | 1: The salesperson should emphasize product benefits that will satisfy these needs.The salesperson should emphasize product benefits that will satisfy these needs. 2: The salesperson should deemphasize product benefits that would satisfy these ne |
| The conscious need level | - Buyers are completely aware of their needs. - Buyers at this level are the easiest people to sell to because they know what products they want and are willing to talk about their needs. |
| The preconscious need level | - Buyers know what general type of product they want but may not wish to discuss it completely. -When selling to a buyer at this level, salespeople must avoid brush-off by determining the buyer's real needs first and then relating the product's benefit |
| The unconscious need level | - Buyers do not know the reason they buy a product—only that they do buy.Buyers do not know there - |
| When making a purchase decision, buyers seek more information when they are not familiar with a specific product brand than when they are familiar with the brand. Which of the following is true about this situation? | This situation mainly involves limited decision making. |
| In the context of buying situations, which of the following is true of routine decision making? | It is primarily involved in the purchase of low-involvement goods |
| Identify a true statement about people in a buying situation that involves extensive decision making. | They believe that much more is at stake in making these decisions relative to other buying decisions. |
| Match the steps involved in the consumer buying decision process (in the left column) with their characteristics 1 <-->Collection of information 2 <--> Information evaluation | 1 <-----> A buyer may visit many retail stores and contact several potential suppliers to know about a product that he or she wants. 2 <-----> A buyer matches what he or she knows about products with needs, at |
| Match the forces that influence consumers' buying behavior (in the left column) with their examples 1<--> Personal influences 2<--> Psychological influences 3<--> Social influences | 1<--> Incomie, gender, age, and situation 2<--> Perception and past experiences 3<--> Friends, culture, and family |
| Which of the following buying situations typically demand extensive decision making and problem-solving activities? | Buying a life insurance policy Buying a home |
| Arrange the steps involved in the consumer buying decision process in the correct order of occurrence. | Need Arousal Collection of Information Information Evaluation Purchase Decision Post purchase Behavior |
| Salespeople need to follow some guidelines associated with the "purchase decision" stage of the consumer buying decision process. Identify these guidelines. | They should finalize a sale as quickly as possible after the buyer makes a decision. They should not consider a sale final until the agreement is signed or until they have the buyer's money. |
| In which of the following steps of the consumer buying decision process does a buyer determine what will be purchased? | Information evaluation |
| Alex buys a laptop he experiences stress over whether the right decision was made in buying the laptop computer. the consumer buying decision process, which of the following concepts are primarily exemplified in this scenario? | Purchase dissonance Buyer's remorse |
| In the context of consumers' buying behavior, needs experienced by consumers can be triggered by a salesperson. This is called _________ __________ | need arousal |
| The attitude of significant others | The intensity of another person's perspective and the level of motivation the buyer has to comply with or to resist this can change purchase intentions. |
| The perceived risk of buying the product | The question "Will the product give a return on the money?" can change purchase intentions. |
| Uncontrollable circumstances | Situations such as not being able to finance the purchase of a house can change purchase intentions. |
| The salesperson's actions after the decision has been reached | Talking continuously about a product after the buyer has made a purchase decision can change purchase intentions. |
| In the context of the consumer buying decision process, which of the following is primarily involved in a person's product information evaluation? | Rating preferences on factors such as product quality, price, and brand reputation |
| Sheila wants to buy a phone with a facial recog. system. When she goes to the store and buys a phone with this feature, she receives an ext. warranty. In the consumer buying decision process, which concepts is mainly exemplified in this scenario? | Purchase satisfaction |
| Personal influences | Income, gender, age, and situation |
| Psychological influences | Perception and past experiences |
| Social influences | Friends, culture, and family |
| The ____ _____ process describes the problem-solving procedure a firm uses to meet its goals and objectives, as it relates to making purchases. | Blank 1: organizational Blank 2: buying or purchasing |
| Individual factors | A salesperson needs to consider these factors because he or she will be interacting with different members of the buying center and will need to adapt to each individual. |
| Social factors | To be successful, a salesperson needs to study the way the group functions and understand the relational dynamics. |
| Organizational factors | A salesperson should understand elements such as the firm's culture and its expectations of its employees as well as the firm's financial objectives to understand the firm's buying process. |
| Before developing sales presentations, the question a salesperson should ask himself or herself is, "How can I convince a person to choose my product?" Which of the following are answers to this question? | People will buy if they possess the authority and resources to buy. People will buy if they recognize a need or problem. |
| Generally, organizations use a five-step process when making a buying decision. Arrange these steps in the correct order of occurrence. (Place the first step at the top.) | 1. Define the problem 2. Establish the decision criteria 3. Determine alternatives 4. Access alternatives 5. Choose appropriate solution |
| In the context of the consumer buying decision process - Factors that can change purchase intentions even after a buyer has selected a product. - The attitude of significant others | The intensity of another person's perspective and the level of motivation the buyer has to comply with or to resist this can change purchase intentions. |
| In the context of the consumer buying decision process - Factors that can change purchase intentions even after a buyer has selected a product. - The perceived risk of buying the product | The question "Will the product give a return on the money?" can change purchase intentions. |
| In the context of the consumer buying decision process - Factors that can change purchase intentions even after a buyer has selected a product. - Uncontrollable circumstances | Situations such as not being able to finance the purchase of a house can change purchase intentions. |
| In the context of the consumer buying decision process - Factors that can change purchase intentions even after a buyer has selected a product. - The salesperson's actions after the decision has been reached | Talking continuously about a product after the buyer has made a purchase decision can change purchase intentions. |
| factors that influence a firm's buying process - Individual factors | The members of the buying center and their personality characteristics, their roles and responsibilities, and their beliefs and attitudes |
| factors that influence a firm's buying process - Social factors | The interpersonal associations and communication among and between the members of the buying center |
| factors that influence a firm's buying process - Organizational factors |
Created by:
SBright
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