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8-7
END-OF-CHAPTER ACTIVITES
Included in this section are answers to selected end-of-chapter exercises. Answers are
provided for all review questions, application exercises, and case problems. Also, a brief
description of each role-play is provided.
Not included in this section are answers to the Regional Accounts Management Case
Study. The answers are found in the Instructor’s Manual for Appendix 2: Answers to the
Regional Accounts Management Case Study.
Also not included in this section are answers to exercises related to Appendix 3:
“Partnership Selling: A Role-Play/Simulation.” Answers, forms, and instructions related to
Appendix 3 will be found in Instructor’s Manual for Appendix 3 and the Instructor’s Manual
titled Traditional Role Play Exercises and Forms.
Key Terms
Customer strategy, p. 155: A customer strategy is a carefully conceived plan that results in
understanding the customer’s perceptions and maximizing customer satisfactions and
responsiveness.
Consumer buyer behavior, p. 156: Consumer buyer behavior refers to the buying behavior of
individuals and households who buy goods and services for personal consumption.
Business buyer behavior, p. 156: Business buyer behavior refers to the organizations that buy
goods and services for use in the production of other products and services that are sold,
rented, or supplied to others.
Buying center, p. 156: The buying center is a cross-functional team of decision makers who
often represent several departments.
New-task buy, p. 157: A first-time purchase of a product or service is a new-task buy.
Straight rebuy, p. 157: A straight rebuy is a routine purchase of items needed by a business-to-
business customer.
Modified rebuy, p. 158: From time to time, customers may wish to modify product
specifications, change delivery schedules, or renegotiate prices, and then re-purchase. This is
called a modified rebuy.
Systems selling, p. 158: Some strategic alliances take the form of systems selling. Systems
selling appeals to buyers who prefer to purchase a packaged solution to a problem from a
single seller, thus avoiding all the separate decisions involved in a complex buying situation.
Habitual buying decisions, p. 158: Habitual buying decisions usually require very little
consumer involvement and brand differences are usually insignificant.
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Variety-seeking buying decisions, p. 158: Variety-seeking buying decisions are characterized
by low customer involvement, but important perceived brand differences.
Complex buying decisions, p. 158: Complex buying decisions are characterized by a high
degree of involvement by the consumer. Consumers are likely to be highly involved when the
product is expensive, purchased infrequently, and highly self-expressive.
Buying process, p. 159: The buying process is a systematic series of actions, or a series of
defined, repeatable steps intended to achieve a result.
Buyer resolution theory, p. 162: One traditional point of view is based on the assumption that a
final buying decision is possible only after the prospect has answered five logical questions
(see Figure 8.4). This is called the buyer resolution theory
Physiological needs, p. 163: Sometimes called “primary” needs, physiological needs include
food, water, sleep, and shelter.
Security needs, p. 163: Security needs represent our desire to be free from danger and
uncertainty.
Social needs, p. 164: The need to belong, or social needs, reflects our desire for identification
with a group and approval from others.
Esteem needs, p. 164: Esteem needs reflect our desire to feel worthy in the eyes of others.
Self-actualization, p. 165: Maslow defined the term self-actualization as a need for self-
fulfillment, a full tapping of one’s potential. It is the need to “be all that you can be,” to have
mastery over what you are doing.
Group influences, p. 165: The people around us also influence our buying decisions. These
group influences can be grouped into four major areas: (1) role influences, (2) reference
groups, (3) social class, and (4) culture and subculture.
Role, p. 165: We occupy positions within groups, organizations, and institutions. Closely
whose members share similar values, interests, and behavior.
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Culture, p. 166: Culture can be defined as the accumulation of values, rules of behavior, forms
of expression, religious beliefs, transmitted behavior patterns, and the like for a group of
people who share a common language and environment.
Subculture, p. 166: Within most cultures are groups whose members share value systems based
on common life experiences and situations. We call such a group a subculture.
Buying motive, p. 167: A buying motive can be thought of as an aroused need, drive, or desire.
Emotional buying motive, p. 167: An emotional buying motive is one that prompts the prospect
to act because of an appeal to some sentiment or passion.
Rational buying motive, p. 167: A rational buying motive usually appeals to the prospect’s
reason or judgment based on objective thought processes.
Patronage buying motive, p. 169: A patronage buying motive is one that causes the prospect to
buy products from one particular business.
Product buying motive, p. 169: A product buying motive is one that leads a prospect to
purchase one product in preference to another.
MyMarketingLab
To complete the problems with the * in your MyLab, go to the EOC Discussion Questions.
ANSWERS TO REVIEW QUESTIONS
8-1 According to the Strategic/Consultative Selling Model, what are the three prescriptions for
8-2 List and describe the three most common types of organizational buying situations.
A first-time purchase of a product or service is a new-task buy. Salespeople who are involved
8-3 Describe the five major stages in the typical buying process
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8-4 List and describe three value creation selling approaches that appeal to various types of
customers.
8-5 According to the buyer resolution theory, a purchase is made only after the prospect has
8-6 Explain how Maslow’s hierarchy of needs affects buyer behavior.
8-7 Describe the four group influences that affect buyer behavior.
8-8 What is meant by the term “perception?”
8-9 J. D. Power, founder of J.D. Power and Associates, says, “We define quality as what the
SUGGESTED ANSWERS FOR APPLICATION EXERCISES
8-10. This exercise is designed to develop the student’s awareness of the frequency of rational
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Copyright © 2018 Pearson Education, Inc.
8-11. Personal perceptions will certainly play a role in the acceptance of any automobile in the
luxury-car market. These buyers are often quite image conscious. Lexus is the luxury car
division of Toyota Company. The Genesis has a poor sales record in America.
8-12. Students will find a variety of information services offered by this company.
ROLE-PLAY EXERCISE
The goal of this role-play exercise is to give students practice in relationship building and
need discovery. Encourage students to prepare for the role-play by studying the information
presented on the consultative process buyer.
8-13. Ashley Pineda follows the Develop a Customer Strategy prescription of the
8-14. Throughout the process Ashley pays close attention to what the customer is saying and
8-15. A typical buying process that a middle-class couple would go through is – identifying a
need for a home (do we need a bigger space than the one that we are currently staying at?),
8-16. The key influencing factors include the safety of the neighborhood, whether the house
falls in a good school district and price/mortgage on the house. Both rational and emotional
8-17. During the needs identification stage, Ashley can emphasize on the features (e.g., size) of
the house and how it will prove beneficial to the couple. She can provide them with information
8-18. Direct competitors would include other real-estate firms. Indirect competitors would
include apartment complexes and house rentals.
