4.04 Typecasting and Buying Motives

Customers are very important to a business’s success, which means that it is important in

selling to

• prevent customers’ moods from changing.

• determine customers’ good and bad traits.

• satisfy customers’ needs and wants.

• be able to use open-response questions.

Which of the following affects a customer’s overall decisions to buy:

• Desire for bargains

• Salesperson’s commission

• Desire for quality

• Customer personality

Which of the following is a characteristic of decisive customers:

• Want the best

• Shop slowly

• Know what they want

• Like to see variety

Which of the following is characteristic of an impulsive customer:

• Comparison shops

• Asks many questions

• Selects products quickly

• Challenges salesperson

Which of the following is characteristic of the fact-finder customer personality:

• Shops quickly

• Comparison shops

• Trendsetter

• Wants purchases to be noticed

Which of the following is characteristic of the practical or frugal customer:

• Cautious with money

• Likes to experiment

• Trendsetter

• Wants purchases to be noticed

Which of the following is characteristic of the informed customer:

• Is a trendsetter

• Challenges the salesperson

• Shoplifts

• Shops for bargains

Which of the following is characteristic of the difficult customer:

• Experimental

• Practical

• Suspicious

• Impulsive

When customers make purchases, they are actually buying the __________ that products

offer.

• prestige

• services

• benefits

• features

When people make purchases on the basis of reason or logic, they are using __________

buying motives.

• rational

• emotional

• patronage

• inappropriate