Sales Chapter 3

Front 1

Demand for goods and services in the business market that is more volatile than that of the consumer market; when demand increases (or decreases) in the consumer market, the business market reacts by accelerating the buildup (or reduction) of inventories and increasing (or decreasing) plant capacity.

Back 1

acceleration principle

Front 2

A buyer’s actual state of being.

Back 2

actual states

Front 3

The process business buyers go through when making purchasing decisions.

Back 3

business buyers’ purchase process

Front 4

A market composed of firms, institutions, and governments; members of a business market acquire goods and services to use as inputs into their own manufacturing process, for use in their day-to-day operations, or for resale to their own customers.

Back 4

business markets

Front 5

The verbal and nonverbal messages used by individuals when communicating with others.

Back 5

communication styles

Front 6

A strategy of the evaluation procedures used by buyers that alters a buyer’s beliefs about a competitor’s offering in which a salesperson provides information to evidence a more accurate picture of the competitor’s attributes.

Back 6

competitive positioning

Front 7

A market in which consumers purchase goods and services for their use or consumption that is highly influenced by peer group behavior, aesthetics, and personal taste.

Back 7

consumer markets

Front 8

Demand in business markets that is closely associated with the demand for consumer goods.

Back 8

derived demand

Front 9

A state of being based on what the buyer desires

Back 9

desired states

Front 10

The features and characteristics that are related to what the product actually does or is expected to do; its functional characteristics

Back 10

functional attributes

Front 11

The need for a specific core task or function to be performed; the functional purpose of a specific product or service.

Back 11

functional needs

Front 12

The desire for personal development, information, and knowledge to increase thought and understanding as to how and why things happen.

Back 12

knowledge needs

Front 13

A purchase decision that occurs when a buyer has experience in purchasing a product in the past but is interested in acquiring additional information regarding alternative products and/or suppliers.

Back 13

modified rebuy decision

Front 14

A procedure for evaluating suppliers and products that incorporates weighted averages across desired characteristics.

Back 14

multi-attribute model

Front 15

The result of a gap between buyers’ desired states and their actual states.

Back 15

needs

Front 16

A perceived difference between a buyer’s desired state of being and his or her actual state of being.

Back 16

needs gap

Front 17

The features and characteristics that are related to how things are carried out and done between the buyer and seller; the augmented features and characteristics included in the total market offering that go beyond buyer expectations and have a significant positive impact on customer satisfaction.

Back 17

psychological attributes

Front 18

The desire for feelings of assurance and risk reduction, as well as positive emotions and feelings such as success, joy, excitement, and stimulation.

Back 18

psychological needs

Front 19

A form developed by firms and distributed to qualified potential suppliers that helps suppliers develop and submit proposals to provide products as specified by the firm.

Back 19

requests for proposals

Front 20

The specific needs that are contingent on, and often a result of, conditions related to the specific environment, time, and place.

Back 20

situational needs

Front 21

The need for acceptance from and association with others; a desire to belong to some reference group.

Back 21

social needs

Front 22

A purchase decision resulting from a long-term purchase agreement in which needs have been predetermined with the corresponding specifications, pricing, and shipping requirements already established by a blanket purchase order or annual purchase agreement.

Back 22

straight re-buy decision

Front 23

A postpurchase evaluation process used by buyers that evaluates a product purchase using two characteristics of the product: functional attributes and psychological attributes.

Back 23

two-factor model of evaluation

Front 24

The most common categorization of buyers consists of ________ and ________ markets.
a. consumer, business
b. consumer, retail
c. business, retail
d. business, not-for-profit
e. not-for-profit, for profit

Back 24

a. consumer, business

Front 25

Intel, manufacturer of computer processors, devotes considerable resources toward the marketing of personal computers even though they don't make or sell computers. They do this because the computer processors they manufacture are characterized as ________.
a. a consumer product
b. a business product
c. having derived demand
d. sold directly to consumers
e. None of these are correct.

Back 25

b. having derived demand

Front 26

Which of the following is not one of the distinguishing characteristics of business markets?
a. derived demand
b. concentrated demand
c. multiple buying influences
d. the need for qualified prospects
e. All of these choices are distinguishing characteristics.

Back 26

d. the need for qualified prospects

Front 27

As a salesperson for Reality Electronics, Susan calls on large businesses that need sophisticated electrical components. Most of the time, Susan sells to a buying team rather than an individual purchasing agent. When selling to a buying team, Susan should remember:
a. to make sure she understands the role each buying team member plays in the purchase decision.
b. to always hold off making a sales presentation until she has had time to visit with each of the buying team members individually.
c. to focus most of her attention on the purchasing agent.
d. that each team member will have a equal say in the purchase decision.
e. All of these choices are correct.

Back 27

a. to make sure she understands the role each buying team member plays in the purchase decision

Front 28

Ed is a purchasing agent for Jennings Hardware store. Ed is in the market for a new copy machine and is most concerned about getting a copier that will do all of the tasks Ed needs a copier to do. Ed has ________ needs.
a. situational
b. functional
c. social
d. psychological
e. knowledge

Back 28

b. functional

Front 29

Anthony is a general manager for Johnson Brothers manufacturing. Upon arriving to work one morning, Anthony found that his office copier was no longer functioning. Because they had a lot of copying work to do, Anthony decided to get a new copier as soon as possible. Anthony has ________ needs.
a. situational
b. independent
c. social
d. psychological
e. knowledge

Back 29

a. situational

Front 30

Salespeople who understand buyer evaluation procedures may use that understanding to develop which of the following sales strategies?
a. Modify the product offering being proposed.
b. Alter the buyer's beliefs about the proposed offering.
c. Alter the buyer's beliefs about the competitor's offering.
d. Alter the importance weights.
e. All of these choices.

Back 30

e. all of these choices

Front 31

A buyer's level of satisfaction is determined by ________ and ________.
a. functional attributes, performance attributes
b. performance attributes, emotional attributes
c. psychological attributes, functional attributes
d. functional attributes, satisfier attributes
e. None of these are correct.

Back 31

c. psychological attributes, functional attributes

Front 32

An office manager looking to replace his or her black and white copier with a color copier is most likely involved in a ________ purchase decision.
a. straight rebuy
b. modified rebuy
c. new task
d. replacement
e. None of these are correct.

Back 32

b. modified re-buy

Front 33

Sally is an animated individual who is highly communicative and competitive. She most likely possesses a(n) ________ personality.
a. analytical
b. expressive
c. amiable
d. driver
e. None of these are correct.

Back 33

b. expressive

Front 34

Products sold for consumption are always sold in the consumer market

True
False

Back 34

False

Front 35

The needs of buyers in consumer markets and business markets are essentially the same.

True
False

Back 35

False

Front 36

When a product is characterized as having derived demand, the demand for it is based on the demand for another product.

True
False

Back 36

True

Front 37

The first phase of the buying decision process is the recognition of a needs gap.

True
False

Back 37

True

Front 38

A buyer who is motivated by a need to gain information is said to have psychological needs.

True
False

Back 38

False

Front 39

Situational needs and functional needs are essentially the same.

True
False

Back 39

False

Front 40

It is possible for a salesperson to modify a buyer's evaluation criteria.

True
False

Back 40

True

Front 41

The last or final phase of the purchase decision process is the purchase decision (i.e., when the sale is made).

True
False

Back 41

False

Front 42

Functional attributes are also known as delighters.

True
False

Back 42

False

Front 43

Modified rebuys and straight rebuys require the same amount of information search.

True
False

Back 43

False