978-1260169829 Chapter 3 Part 4

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120) ________ is defined as the tension the mother feels over whether she made the right

decision when she purchased the least expensive bicycle helmet and protective pads for her

young son who is just learning how to ride a bike.

A) Post purchase evaluation

B) Dissatisfaction

C) Purchase dissonance

D) Satisfaction

E) Purchase evaluation

121) After the dentist spent almost $600 to purchase the Apollo Whitening System to use with

patients who want their teeth bleached, he learned that a more efficient system with fewer

potential side effects was available for $400. From this information you know the dentist most

likely experienced:

A) misinformation.

B) information overload.

C) purchase satisfaction.

D) a communication barrier.

E) purchase dissonance.

122) Two ways a salesperson can ________ is to show the buyer how to properly use the product

and to make realistic claims about the product.

A) reduce satisfaction

B) lower the buyer’s level of dissonance

C) increase dissatisfaction

D) reduce routine decision making

E) modify selective retention

123) Since salespeople help their prospects make the choice to buy or not buy a product, it is

important for salespeople to understand:

A) the various factors that can influence a buyer’s decision.

B) how to encourage customers to experience purchase dissonance.

C) the material taught in advanced psychology classes.

D) all that is involved in the psychological processes a buyer goes through in making a purchase

decision.

E) the buyer’s general buying needs.

124) Describe the three stages in the stimulus-response model of buyer behavior.

125) Differentiate between consumer buying and organizational buying and give an example of

each.

126) Differentiate between a need and a want and give an example of each.

127) Briefly describe the FAB selling technique. Show how a salesperson could use the FAB

technique to sell a can of regular cola.

128) Why is it important to emphasize benefits to a prospective buyer?

129) When during the sales presentation should the salesperson use a trial close?

130) One way to remember to incorporate a trial close into the sales presentation is the SELL

Sequence. What does each letter in the word sell stand for?

131) 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.

132) Even after a customer has selected a product, four basic factors can alter these purchase

intentions. What are these four factors?

133) List the three levels of need awareness.

134) List factors that may influence organizational buying process.

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

136) What should a salesperson using the FAB selling technique primarily stress during a sales

presentation?

137) What are two personal influences on consumers’ buying behavior?

138) What is the final stage of the consumer buying decision process?

139) In which step of the consumer buying decision process does a person decide what to buy?

140) What are three common psychological buying needs?

141) What is the first stage in the consumer buying decision process?

142) What is another term for buyer’s remorse?

143) 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.

The theater manager is most likely at the:

A) unconscious level and will be a difficult sell.

B) preconscious level and will require a lengthy sales presentation.

C) routine decision level and anxious about the purchase.

D) conscious level and easy to sell to.

E) routine decision level with few objections.

144) Stage Technologies is a London-based company that supplies engineering solutions for the