4. Discuss the different types of buyer needs. Organizing what might appear to
be an endless and confusing mixture of different needs and problems into their
common types helps salespeople better understand the nature of the buyer’s
needs along with their interrelationships. In turn, salespeople are better able to
generate and demonstrate value-added solutions that address the different
needs. The five general types of buyer needs are described as follows:
Situational Needs—Needs that are related to, or possibly the result of, the
buyer’s specific environment, time, and place.
Functional Needs—The need for a specific core task or function to be performed—
the need for a sales offering to do what it is supposed to do.
Social Needs—The need for acceptance from and association with others—a
desire to belong to some reference group.
Psychological Needs—The desire for feelings of assurance and risk reduction,
as well as positive emotions and feelings such as success, joy, excitement, and
stimulation.
Knowledge Needs—The desire for personal development and need for information
and knowledge to increase thought and understanding as to how and why
things happen.
5. Describe how buyers evaluate suppliers and alternative sales offerings by
using the multiattribute model of evaluation. Purchase decisions are based
on the buyer’s comparative evaluation of how well they perceive a supplier or
product compares on the basis of specific characteristics that the buyer judges
as being important. Using the multiattribute model, buyers establish the attributes
they perceive as important and evaluate the degree to which each of the
specified attributes is present (or how well each performs) in a proposed solution.
Each evaluation is then multiplied by the attribute’s relative level of importance
to calculate a weighted average for each attribute. These weighted averages are
then totaled to derive an overall score for each supplier or product being compared.
The product or supplier having the highest score is favored for purchase.
6. Explain the two-factor model that buyers use to evaluate the performance of
sales offerings and develop satisfaction. The two-factor model is a special type
of multiattribute model in which further analysis of the multiple characteristics
results in two primary groupings of factors: functional attributes and psychological
attributes. Functional attributes are the more tangible characteristics of a
market offering whereas the psychological attributes are primarily composed of
the interpersonal behaviors and activities between the buyer and seller. The psychological
attributes have been repeatedly found to have higher levels of influence
than functional attributes on customer satisfaction and repeat purchase.
7. Explain the different types of purchasing decisions. A buyer’s level of experience
relevant to a given purchasing situation is a primary determinant of the
time and resources that the buyer will allocate to a purchasing decision and
can be used to categorize buyer behavior into three types of purchasing decisions:
straight rebuys, modified rebuys, and new tasks.
Straight Rebuy. Comparable with a routine repurchase in which nothing has
changed, the straight rebuy is often the result of past experience and satisfaction
with buyers purchasing the same products from the same sources.
Needs have been predetermined with specifications already established. Buyers
allocate little, if any, time or resources to this form of purchase decision, and
the primary emphasis is on continued satisfactory performance.
Modified Rebuy. Modified rebuys occupy the middle ground between
straight rebuys and new tasks. The buyer has some level of experience with
the product but is interested in acquiring additional information regarding
4. Discuss the different types of buyer needs. Organizing what might appear to
be an endless and confusing mixture of different needs and problems into their
common types helps salespeople better understand the nature of the buyer’s
needs along with their interrelationships. In turn, salespeople are better able to
generate and demonstrate value-added solutions that address the different
needs. The five general types of buyer needs are described as follows:
Situational Needs—Needs that are related to, or possibly the result of, the
buyer’s specific environment, time, and place.
Functional Needs—The need for a specific core task or function to be performed—
the need for a sales offering to do what it is supposed to do.
Social Needs—The need for acceptance from and association with others—a
desire to belong to some reference group.
Psychological Needs—The desire for feelings of assurance and risk reduction,
as well as positive emotions and feelings such as success, joy, excitement, and
stimulation.
Knowledge Needs—The desire for personal development and need for information
and knowledge to increase thought and understanding as to how and why
things happen.
5. Describe how buyers evaluate suppliers and alternative sales offerings by
using the multiattribute model of evaluation. Purchase decisions are based
on the buyer’s comparative evaluation of how well they perceive a supplier or
product compares on the basis of specific characteristics that the buyer judges
as being important. Using the multiattribute model, buyers establish the attributes
they perceive as important and evaluate the degree to which each of the
specified attributes is present (or how well each performs) in a proposed solution.
Each evaluation is then multiplied by the attribute’s relative level of importance
to calculate a weighted average for each attribute. These weighted averages are
then totaled to derive an overall score for each supplier or product being compared.
The product or supplier having the highest score is favored for purchase.
6. Explain the two-factor model that buyers use to evaluate the performance of
sales offerings and develop satisfaction. The two-factor model is a special type
of multiattribute model in which further analysis of the multiple characteristics
results in two primary groupings of factors: functional attributes and psychological
attributes. Functional attributes are the more tangible characteristics of a
market offering whereas the psychological attributes are primarily composed of
the interpersonal behaviors and activities between the buyer and seller. The psychological
attributes have been repeatedly found to have higher levels of influence
than functional attributes on customer satisfaction and repeat purchase.
7. Explain the different types of purchasing decisions. A buyer’s level of experience
relevant to a given purchasing situation is a primary determinant of the
time and resources that the buyer will allocate to a purchasing decision and
can be used to categorize buyer behavior into three types of purchasing decisions:
straight rebuys, modified rebuys, and new tasks.
Straight Rebuy. Comparable with a routine repurchase in which nothing has
changed, the straight rebuy is often the result of past experience and satisfaction
with buyers purchasing the same products from the same sources.
Needs have been predetermined with specifications already established. Buyers
allocate little, if any, time or resources to this form of purchase decision, and
the primary emphasis is on continued satisfactory performance.
Modified Rebuy. Modified rebuys occupy the middle ground between
straight rebuys and new tasks. The buyer has some level of experience with
the product but is interested in acquiring additional information regarding
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