MKTG 320 EXAM 1 REVIEW QUESTIONS
New Task - Answers - a business buying situation in which the buyer purchases a
product or service for the first time
modified rebuy - Answers - 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 - Answers - 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? - Answers - 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? - Answers - 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? - Answers - 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 - Answers - 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 - Answers - Person who starts the buying process
(Users can play this role)
Influencers - Answers - People in an organization's buying center who affect the
buying decision by directly or indirectly providing information
Influence product specifications, criteria for evaluating proposals, or information on
potential supplier
Gatekeepers - Answers - control the flow of information and may limit the alternatives
considered
, role often played by purchasing agents by determining which potential suppliers are to
be notified by purchase situation
Deciders - Answers - Make final choice
What do salespeople need to consider to develop an adaptive sales strategy? -
Answers - The suppliers or brands the customer is considering.
The product characteristics being used in the evaluation.
The customer's rating of each product's performance on each dimension.
The weights the customer attaches to each dimension.
What are some approaches salespeople can use to try to change the customer's
perception of their product's value? - Answers - Increase the performance rating for
your product.
Decrease the rating for a competitive product.
Increase or decrease an importance weight.
Add a new dimension.
Decrease the price of your product.
Is the principle caveat emptor (let the buyer beware) still appropriate in modern
business transactions? Why or why not? How has the evolution of selling influenced
ethics in professional selling? - Answers - No,. Objectives changed from making sales,
to satisfying customer needs, to present day methods; which are building relationships.
The marketing orientation has created a customer-focused perspective that increases
awareness of the buyer's needs. This customer awareness naturally leads to a less
selfish seller and increases the importance of ethics.
Further, the partnering orientation of the current period means long-term relationships
are the norm. Salespeople who are less than ethical get caught in long-term
relationships.
Amiables - Answers - low on assertiveness, high on responsiveness
value cooperation and close relationships
work well with people and develop mutual respect rather than power or authority
make decisions slowly and avoid risks and reluctantly change opinions
do not like unreliability, must build relationships and interested in guarantees about
products
How do salespeople appeal to amiables? - Answers - Stress the products' benefits in
terms of satisfaction of employees
Develop relationships to build loyalty
Give product guarantees
Analyticals - Answers - low on assertiveness, low on responsiveness
Value facts, logic and principles
New Task - Answers - a business buying situation in which the buyer purchases a
product or service for the first time
modified rebuy - Answers - 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 - Answers - 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? - Answers - 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? - Answers - 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? - Answers - 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 - Answers - 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 - Answers - Person who starts the buying process
(Users can play this role)
Influencers - Answers - People in an organization's buying center who affect the
buying decision by directly or indirectly providing information
Influence product specifications, criteria for evaluating proposals, or information on
potential supplier
Gatekeepers - Answers - control the flow of information and may limit the alternatives
considered
, role often played by purchasing agents by determining which potential suppliers are to
be notified by purchase situation
Deciders - Answers - Make final choice
What do salespeople need to consider to develop an adaptive sales strategy? -
Answers - The suppliers or brands the customer is considering.
The product characteristics being used in the evaluation.
The customer's rating of each product's performance on each dimension.
The weights the customer attaches to each dimension.
What are some approaches salespeople can use to try to change the customer's
perception of their product's value? - Answers - Increase the performance rating for
your product.
Decrease the rating for a competitive product.
Increase or decrease an importance weight.
Add a new dimension.
Decrease the price of your product.
Is the principle caveat emptor (let the buyer beware) still appropriate in modern
business transactions? Why or why not? How has the evolution of selling influenced
ethics in professional selling? - Answers - No,. Objectives changed from making sales,
to satisfying customer needs, to present day methods; which are building relationships.
The marketing orientation has created a customer-focused perspective that increases
awareness of the buyer's needs. This customer awareness naturally leads to a less
selfish seller and increases the importance of ethics.
Further, the partnering orientation of the current period means long-term relationships
are the norm. Salespeople who are less than ethical get caught in long-term
relationships.
Amiables - Answers - low on assertiveness, high on responsiveness
value cooperation and close relationships
work well with people and develop mutual respect rather than power or authority
make decisions slowly and avoid risks and reluctantly change opinions
do not like unreliability, must build relationships and interested in guarantees about
products
How do salespeople appeal to amiables? - Answers - Stress the products' benefits in
terms of satisfaction of employees
Develop relationships to build loyalty
Give product guarantees
Analyticals - Answers - low on assertiveness, low on responsiveness
Value facts, logic and principles
