Exam 3: The Psychology of Selling: Why People Buy

Stage Technologies is a London-based company that supplies engineering solutions for the entertainment industry. It has helped the boy-band Westlife make a flying entrance onto stage and provided stage-rigging packages for the Princess cruise line. The company was established in 1994 after a couple of production designers decided that the automation of theater productions could be done more safely and more efficiently by using modular production rather than the old "build-as-needed" formula. The company installs wenches, stage lifts, and other equipment commonly used in stage productions. The equipment is designed so it can be operated from a single console without heavy lifting. Both opera companies and theaters see the benefit of such a system, but many are reluctant to buy because of perceived costs. Joseph Harris is the company's best salesperson. Harris is making a sales call on the manager of a theater that is planning to perform three plays this season that include complicated lifting, flying, and a working trapdoor. The manager is aware of the time, labor, and monetary costs involved in staging these productions and wishes there was an easier way to produce the three plays. During the sales presentation, which of the following should most likely be emphasized to the theater manager?

A person's needs are wants that are learned by a person, while wants result from a lack of something desirable.

A product advantage is defined as:

What are two personal influences on consumers' buying behavior?

What is another term for buyer's remorse?

Dissonance increases with the importance of the decision and the difficulty of choosing between products.

At the preconscious need level, buyers are most likely to:

Once a customer has selected a product to purchase, which of the following would LEAST likely change the customer's purchasing intentions?

Even after a customer has selected a product, four basic factors can alter these purchase intentions. What are these four factors?

The Z-200 series notebook PCs come in five metallic shades and weigh only 4.5 kg. This describes the product's:

Relate the three classes of buying decisions to the involvement of the customer in making the purchase decision. Provide an example for each type of purchase decision.

The buying decision involves five basic steps beginning with need arousal.

What is the most powerful selling technique that the successful salesperson can use?

Conscious, preconscious, and unconscious are the three levels of:

In extensive decision making:

The process by which prospective buyers "internalize" or consider the information presented by the salesperson is referred to as a black box because:

Jed Gillon is shopping in Target for a gift for his girlfriend. Gillon wants to buy something useful for his girlfriend because she just bought a new home. At what level of need awareness is Gillon?

A salesperson following the Core Principles of Professional Selling is helpful and honest with customers even if that means losing sales.

What is most needed when working with a prospect at the unconscious need level?

What should a salesperson using the FAB selling technique primarily stress during a sales presentation?