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| Question | Answer |
| Customers buy because they believe they will gain more than they give up. | The economic exchange model |
| Ways the purchase must benefit the buyer: | economic benefit satisfy emotional or psychological needs |
| The key to sales | Finding each individuals underlying drive or need. |
| State of mind which the buyer wants to do something about it. | Wants |
| The difference between where the buyer is now and where the buyer wants to be. | Wants |
| The SOLUTION to the gap between the current state and the desired state. | Need |
| A person's buying behavior is affected by the types of needs they have at any given time. | Motivation |
| The process by which people selected, organize and interpret information to form a meaningful picture of the world | perception |
| Changes in an individual's behavior arising from experience | Learning |
| Description thought someone has about something based on real opinion or faith and attitude: a person's relatively consistent evaluations and feelings toward something | Beliefs and Attitudes |
| The best theory about psychological needs was developed by who? | Abraham Maslow |
| Maslow's hierarchy of needs | -self actualization -esteem -social -safety -physiological |
| Need for food and water | Physiological |
| need for security and protection | safety |
| need for affection and belonging to a group | social |
| need to feel worthy or important in the eyes of others, how someone feels about themselves | self-esteem |
| need to achieve full potential | self actualization |
| What is the goal of the B2B salesperson? | Understand customer's unique needs. Then meet those needs one at a time. |
| The buying process | need recognition information search evaluation of alternatives purchase decision purchase evaluation |
| Salespeople are seeking what kind of customers? | loyal |
| Stages in the adoption process | awareness interest evaluation trial adoption |
| Consumer is aware of the product, but lacks information about it | awareness |
| consumer is stimulated to seek information about the product | interest |
| consumer considers whether it makes sense to try the product | evaluation |
| consumer tries the product on a small scale to estimate its value | trial |
| consumer decides to purchase the product | adoption |
| Factors affecting human behavior | cultural social personal psychological |
| Cultural factors influencing buying motives | culture subculture social class |
| Human behavior is largely learned from growing up in society where a child learns basic values | Culture |
| Smaller groups of people with shared value systems-- ethnic or religious groups or people from geographic regions with distinct characteristics | subcultures |
| relatively performed and orderly divisions in society whose members share similar values, interests and behaviors-- not just determined by income, but also by education, occupation and wealth | Social Class |
| Social Factors | groups family roles and status |
| Person's behavior is affected by many small groups to which they belong--including both primary groups, such as family, friends, neighbors and co-workes and secondary groups, such religious, professional and civic organizations | Groups |
| The most important consumer buying organization in society | family |
| Activities people are expected to perform according to the people around them and status: the general esteem given to a role by society | roles and status |
| Personal Factors | Age and life cycle stage occupation economic situation life style personality and self concept |
| Amount of disposable income | economic situation |
| person's pattern of living as expressed in their activities and interests | life style |
| Types of Buyers | relationship economic business |
| The salesperson's role | understanding buyers in order to build relationships |
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