When a Buyer Has Two or More Conflicting Buying-Criteria in Her

question 41

Multiple Choice

When a buyer has two or more conflicting buying-criteria in her buying decision making,for example,wanting the lowest price,and also wanting the best quality,the saleperson's strategy should be to:

• A)influence the buyer to use evaluation criteria in which the salesperson has a competitive advantage.
• B)use either one of the criteria to make her product choice.
• C)recommend a competitors product.
• D)understand the buyer's dominant buying motives and go with the corresponding criteria.
• E)select a totally different criteria to simplify the choice.

---

Definitions:

Status Quo

The existing state of affairs; in prospect theory, the current situation from which gains and losses are calculated.

Prospect Theory

A behavioral economic theory that describes how people choose between probabilistic alternatives that involve risk, where the probabilities of outcomes are uncertain.

Retirement Fund

A financial arrangement designed to replace employment income upon retirement, often made up of savings or investments accumulated during an individual's working life.

Base Salary

The initial rate of compensation that an employee receives in exchange for services, excluding extra payments like bonuses or commissions.