MKTG 320 EXAM 1 REVIEW QUESTIONS WITH
ANSWERS
New Task o o o o ANS: ✔- a business buying situation in which the buyer
purchases a product or service for the first time
modified rebuy o o o o ANS: ✔- a business buying situation in which the
buyer has purchased a similar product in the past but is interested in
obtaining new information
straight rebuy o o o o ANS: ✔- the customer buys the same product from
the same source it used when the need arose previously
How does a new task buying situation affect your sales process? o o o o
ANS: ✔- For in-supplier: Monitor changes in customer needs; respond
quickly when problems and new needs arise; provide technical
information.
For out-supplier: Suggest new approach for solving problems; provide
technical advice.
, How does a modified rebuy buying situation affect your sales process? o o
o o ANS: ✔- For in-supplier: Act immediately when problems arise with
customers; make sure all of customer's needs are satisfied.
For out-supplier: Respond more quickly than present supplier when
problem arises; encourage customer to consider an alternative; present
information about how new alternative will increase efficiency.
How does a straight rebuy buying situation affect your sales process? o o o
o ANS: ✔- For in-supplier: Reinforce relationship.
For out-supplier: Convince customer of potential benefits from
reexamining choice of supplier; secure recognition and approval as an
alternative supplier.
Users o o o o ANS: ✔- Do not make the ultimate purchase decision but have
influence on late and early steps of buying process (need recognition,
product definition, and post-purchase evaluation)
Important in new task and modified rebuy situation b/c salesperson
converts straight rebuy to modified rebuy by demonstrating superior
product performance and benefits.
Initiators o o o o ANS: ✔- Person who starts the buying process
(Users can play this role)
ANSWERS
New Task o o o o ANS: ✔- a business buying situation in which the buyer
purchases a product or service for the first time
modified rebuy o o o o ANS: ✔- a business buying situation in which the
buyer has purchased a similar product in the past but is interested in
obtaining new information
straight rebuy o o o o ANS: ✔- the customer buys the same product from
the same source it used when the need arose previously
How does a new task buying situation affect your sales process? o o o o
ANS: ✔- For in-supplier: Monitor changes in customer needs; respond
quickly when problems and new needs arise; provide technical
information.
For out-supplier: Suggest new approach for solving problems; provide
technical advice.
, How does a modified rebuy buying situation affect your sales process? o o
o o ANS: ✔- For in-supplier: Act immediately when problems arise with
customers; make sure all of customer's needs are satisfied.
For out-supplier: Respond more quickly than present supplier when
problem arises; encourage customer to consider an alternative; present
information about how new alternative will increase efficiency.
How does a straight rebuy buying situation affect your sales process? o o o
o ANS: ✔- For in-supplier: Reinforce relationship.
For out-supplier: Convince customer of potential benefits from
reexamining choice of supplier; secure recognition and approval as an
alternative supplier.
Users o o o o ANS: ✔- Do not make the ultimate purchase decision but have
influence on late and early steps of buying process (need recognition,
product definition, and post-purchase evaluation)
Important in new task and modified rebuy situation b/c salesperson
converts straight rebuy to modified rebuy by demonstrating superior
product performance and benefits.
Initiators o o o o ANS: ✔- Person who starts the buying process
(Users can play this role)
