Exam 3: Understanding Buyers

In order to use the multiattribute model, buyers need to determine the relative importance of each specified characteristic.

Most multiattribute models used in business buying are based on noncompensatory decision making.

In the introduction to Chapter 3, Calvin Carson, customer value manager for International Paper, recognized that his new approach to selling has been a success. What are the three signs that highlighted the success?

Which type of buyer needs is the need for a specific core task or function to be performed?

In his sales presentation, Frank spoke at length about the higher production capacity of his company's equipment in comparison to what the prospective buyer was currently using. Which tactic in identifying the needs gap was Frank attempting to use?

Which step in the selling process typically corresponds to the performance feedback and evaluation phase of the business buying process?

What should the buyer do once he or she has completed phase three of the buying process, describing the characteristics of the item and quantity needed?

Suppose that you are a salesperson making a sales proposal to a potential customer who you know uses a multiattribute model when making buying decisions. During the presentation, you perceive that the buyer underestimates the true qualities of the product offering being proposed. What is probably the best strategy to follow?

With respect to buying teams, what is the term for individuals within an organization who identify a need?

Libby is a salesperson making a sales proposal to a potential customer who uses a multiattribute model when making buying decisions. During the presentation she learns that your product offering will not maximize the buyer's evaluation score in comparison with a competitor's offering. What is probably her best strategy to follow?

In the context of the business buying process, what is a perceived difference between a buyer's desired state of being and actual state of being called?

On a recent sales visit, Carol's buyer said, "We need a new machine that can combine the cutting, sorting, and cleaning of the raw materials into one step rather than three." Which type of buyer needs was he was expressing?

In a buying team, an individual who identifies a need is known as an influencer.

The most common type of buying decision for most purchasing agents is the modified rebuy.

With respect to communication styles, what is the term for the degree to which a person holds opinions about issues and attempts to dominate or control situations by directing the thoughts and actions of others?

According to the textbook, how is the business buying process different from the consumer buying process?

In the introduction to Chapter 3, Calvin Carson, customer value manager for International Paper, highlights that in order for the salespeople to best understand their customers' business regarding controlling capital expenditures and improving accounts receivable the salespeople should be sent on what kind of training?

Buying teams are involved in new task buying decisions more often than straight rebuys.

Which step in the selling process typically corresponds to the acquisition and analysis of proposals phase of the business buying process?

In the business buying process, what is the term for a procedure for evaluating suppliers and products that incorporates weighted averages across desired characteristics?