4.04_SE883 H. Marketing Applications Review

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

• prestige

• services

• benefits

• features

Determine whether the following statement is true or false: Two prospects may buy the same product to obtain different benefits.

• False; prospects buy products based on the products’ features.

• False; products offer the same benefits to all prospects.

• True; all prospects have the same product wants and needs.

• True; products offer different benefits to different prospects.

The reasons that cause people to purchase products are called

• needs.

• features.

• wants.

• buying motives.

When people make purchases on the basis of reason or logic, they are using __________buying motives.

• rational

• emotional

• patronage

• inappropriate

When customers buy on the basis of their feelings or impulses, they are using __________ buying motives.

• rational

• emotional

• detached

• patronage

Customers purchase from one business rather than another because of __________ buying motives.

• rational

• emotional

• patronage

• impulsive

The concern for a product’s durability can best be described as a(n) __________ buying motive.

• rational

• emotional

• patronage

• traditional

Which of the following buying motives could best be described as emotional:

• Accuracy

• Group approval

• Increased production

• Quality of materials

Which of the following is a patronage buying motive:

• Desire for variety

• The product’s safety

• State of health

• Product assortment

A prospect who wants to buy tickets for a white-water rafting trip to experience the adventure of the rapids has __________ buying motives.

• rational

• emotional

• patronage

• traditional