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Chapter 3_ Buying Behavior and the Buying Process
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Chapter 3_ Buying Behavior and the Buying Process
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Chapter 3: Buying Behavior and theBuying Process
A manufacturer of aquariums for consumers' homes is most likely to go through all eight
steps of the buying process when she is: - ANS-purchasing a new computerized
inventory system.
Adding a new dimension to the product - ANS-Encourages a customer to consider a
new attribute, one in which the product has superior performance
After the relative importance is identified as part of the strategy of supplier relationship
management (SRM), organizational buyers regularly utilize _____________, a formal
method to summarize the benefits and needs to be satisfied by a vendor. - ANS-Vendor
Analysis
Approach 2 - ANS-Decreasing the performance rate
Approach 3 - ANS-Try to change the sales manager's importance weights
Approach 4 - ANS-Encourage the sales manager to consider a new characteristic, one
to which he your product has superior performance
Approach 5 - ANS-Simplest to implement: drop pricing
Capital equipment salespeople should understand that _________ - ANS-Capital
equipment buying usually concentrates on lifetime operating cost rather than the initial
purchase
Customers who purchase products and services for use by themselves or by their
families known as _________ - ANS-Consumers
Decreasing the rating for a competitive product - ANS-Can be a dangerous strategy as
customers encourage salespeople who say good things about their products, not bad
things about competitive products
Emotional Needs - ANS-Related to the personal rewards and gratification of a person
purchasing a product
, Foster has decided to buy all his maintenance, repair, and overhaul (MRO) supplies
from Alexia's Supply House. For competitors, Foster's account is: - ANS-Lost For Good
I'm the context of the types of buying decisions, a(n) _____________ _____________
situation occurs when a customer has bought the product or a similar product in the
past but is interested in gaining new information - ANS-Modified Rebuy
Identify an example of a buyer for original equipment manufacturers (OEMs) -
ANS-Globes Inc. buys microprocessors from another firm to make laptop computers
Identify the buying situations that engage buyers working for producers - ANS-- buying
products that will be included in the products the company is manufacturing
- buying products and services to support the manufacturing operation
Identify the components of quality criteria of businesses - ANS-- The amount of time a
machine works before needing service
- the amount of defects found per thousand products
Identify the responsibilities of salespeople who work with resellers - ANS-- Assist the
resellers in selecting which products to sell
- Educate the resellers on how to sell and service products
- Help set up point- of-purchase displays and promotions
Identify the typical straight rebuy situations - ANS-- Reorders of original equipment
manufacturers (OEMs) product components
- Purchase of overhaul (MRO) supplies and services
In the context of the people involved in a purchase decision, people inside or outside a
firm who directly or indirectly provide information during a purchasing process are called
_______ - ANS-Influencers
In the context of the people involved in a purchase decision, people who monitor the
flow of information and may limit the alternatives considered in a buying process are
known as __________ - ANS-Gatekeepers
In the context of the types of customers, people who purchase products and services
manufacture and sell their products and services to customers are known as
__________ - ANS-Producers
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