Professional Selling Exam 2 questions
with complete solutions graded A+
List and describe what occurs at the various phases of the buying process. - correct answer ✔✔1)
Problem recognition: The purchase process begins with conscious recognition that a problem or need
exists and must be satisfied; A need may be something regarded as necessary or something that the
individual wants or desires and therefore perceives as a need.
2) Search for alternatives: after recognizing an unsatisfied need, the buyer begins to search for
information on available alternatives. The search may involve both internal and external sources.
The internal search: makes use of the buyer's previous experiences, learning, and attitudes, and often
occurs without conscious effort. Purchasing is often routine or habitual.
The external search: increases the complexity of the process. It may require an extensive information
search or a more limited search for alternatives.
3) Evaluation of alternatives: The search process typically results in numerous alternative products or
services.
4) Purchase decision: After evaluating all the alternatives discovered during the search process, the
buyer is ready to make a purchase decision—actually, a whole set of decisions.
5) Post-purchase evaluation: The purchase decision process continues after the customer decides to buy.
Describe and identify/provide examples of the different types of purchase influences: sociocultural,
psychological. What specific influences are included in each category, and how do they impact the
buyer's decision making process? - correct answer ✔✔1) Psychological factors: such as the mood of the
moment, attitudes, and perception of oneself, combine with sociocultural factors to influence purchase
decisions.
, Perception: we perceive situations according to our own needs, values, expectations, experience, and
training; response to the world as that particular person sees it.
Current mood: A person's psychological state or the mood of the moment can also influence decisions.
On some days, you can easily shrug off a mishap, on some days the situation may boil your blood.
Attitude: Attitudes are habits of thought and habitual patterns of response to stimuli and experiences.
Because we use them so often, they become automatic to save time that would otherwise be required
to think about a situation and make a decision.
Self-image: Self-image is an individual's unique self-appraisal at a given moment in time. It affects what
you perceive as reality and, as a result, how communication takes place. Therefore, in choosing how to
communicate, you must consider not only what is true, but also what a person believes is true.
In what ways does consumer buying behavior resemble and differ from organizational buying behavior? -
correct answer ✔✔
Describe the varying roles members of buying centers may play and how they impact the buying process.
- correct answer ✔✔
Selling has traditionally been conceived as an "art" - identify ways that selling is going beyond "art" to
becoming a "science". Specifically, this refers to what ways is selling incorporating collection and analysis
of sales data and design of consistent, tested methods? - correct answer ✔✔
Salespeople have always had the advantage of being closest to customers - their previous disadvantage,
in terms of how that was valuable to their own practice and that of the company's sales force - was
what? - correct answer ✔✔
What are some better methods mentioned for prospecting over straight cold calling? - correct answer
✔✔
At a basic description level - what is SAVO in terms of how it is useful to salespeople? - correct answer
✔✔
What are "digital footprints" and how are they useful to salespeople? - correct answer ✔✔
with complete solutions graded A+
List and describe what occurs at the various phases of the buying process. - correct answer ✔✔1)
Problem recognition: The purchase process begins with conscious recognition that a problem or need
exists and must be satisfied; A need may be something regarded as necessary or something that the
individual wants or desires and therefore perceives as a need.
2) Search for alternatives: after recognizing an unsatisfied need, the buyer begins to search for
information on available alternatives. The search may involve both internal and external sources.
The internal search: makes use of the buyer's previous experiences, learning, and attitudes, and often
occurs without conscious effort. Purchasing is often routine or habitual.
The external search: increases the complexity of the process. It may require an extensive information
search or a more limited search for alternatives.
3) Evaluation of alternatives: The search process typically results in numerous alternative products or
services.
4) Purchase decision: After evaluating all the alternatives discovered during the search process, the
buyer is ready to make a purchase decision—actually, a whole set of decisions.
5) Post-purchase evaluation: The purchase decision process continues after the customer decides to buy.
Describe and identify/provide examples of the different types of purchase influences: sociocultural,
psychological. What specific influences are included in each category, and how do they impact the
buyer's decision making process? - correct answer ✔✔1) Psychological factors: such as the mood of the
moment, attitudes, and perception of oneself, combine with sociocultural factors to influence purchase
decisions.
, Perception: we perceive situations according to our own needs, values, expectations, experience, and
training; response to the world as that particular person sees it.
Current mood: A person's psychological state or the mood of the moment can also influence decisions.
On some days, you can easily shrug off a mishap, on some days the situation may boil your blood.
Attitude: Attitudes are habits of thought and habitual patterns of response to stimuli and experiences.
Because we use them so often, they become automatic to save time that would otherwise be required
to think about a situation and make a decision.
Self-image: Self-image is an individual's unique self-appraisal at a given moment in time. It affects what
you perceive as reality and, as a result, how communication takes place. Therefore, in choosing how to
communicate, you must consider not only what is true, but also what a person believes is true.
In what ways does consumer buying behavior resemble and differ from organizational buying behavior? -
correct answer ✔✔
Describe the varying roles members of buying centers may play and how they impact the buying process.
- correct answer ✔✔
Selling has traditionally been conceived as an "art" - identify ways that selling is going beyond "art" to
becoming a "science". Specifically, this refers to what ways is selling incorporating collection and analysis
of sales data and design of consistent, tested methods? - correct answer ✔✔
Salespeople have always had the advantage of being closest to customers - their previous disadvantage,
in terms of how that was valuable to their own practice and that of the company's sales force - was
what? - correct answer ✔✔
What are some better methods mentioned for prospecting over straight cold calling? - correct answer
✔✔
At a basic description level - what is SAVO in terms of how it is useful to salespeople? - correct answer
✔✔
What are "digital footprints" and how are they useful to salespeople? - correct answer ✔✔
