Suppose That, as a Salesperson, You Know That One of Your

question 129

Multiple Choice

Suppose that, as a salesperson, you know that one of your potential buyers uses the multi-attribute model when making purchase decisions. Before making your proposal, which of the following should you probably try to accomplish?

• A) develop a presentation that includes all of the benefits your product has to offer
• B) understand your general strengths and weaknesses relative to your competitors
• C) understand the weights of relative importance that the buyer will assign to the desired characteristics
• D) determine the most efficient way to deliver your proposal

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Definitions:

Thurstone Scales

A psychometric scale developed by L. L. Thurstone, used to measure attitudes by asking respondents to agree or disagree with a series of statements, each weighted according to their position on an agree-disagree continuum.

Likert Scale

A Likert scale is a psychometric scale commonly involved in research that employs questionnaires. It is the most widely used approach for scaling responses in survey research, such that the term is often used interchangeably with rating scale, even though the two are not synonymous.

Aptitude

A natural ability to do something or to learn something.

Disrespect

The act or feeling of showing a lack of respect or courtesy towards someone or something.