Below are the learning exercises for Lesson 6. What is required of you is to pick 5 of the following to talk about. Each one will require a 2 to 3 paragraph informational response.

Lesson 6

1. Visit at least two different retailers. Determine whether each has a transition zone at the front of the store. Discuss the differences between the shopping experiences. Which one is more conducive to buying?
2. Identify one B2C seller and one B2B seller. Describe at least three differences between their buyers.
3. Identify one B2B company or organization that fits each of the following descriptions and describe why each belongs in the category:

• Producer
• Reseller
• Government
• Nonprofit organization
• Consider each of the following products and services. Evaluate each one based on utilitarian need and hedonic need:

• Trip to Las Vegas
• Subscription to Rolling Stone magazine
• Internet service
• College education
• iPod Touch
• Jessica wants to celebrate her twenty-first birthday in style. She bought a new outfit, had her nails done, and went to the tanning salon. She is not only having a party for one hundred of her closest friends, but she is going to broadcast it live on Facebook and Twitter while the party is going on. Which need on Maslows hierarchy is Jessica striving to satisfy?
• Assume you are a salesperson for Chevrolet and you are among the first to sell the new electric-powered car called Volt. Which need on Maslows hierarchy is the car designed to meet?
• Imagine you work in the communications department of your school. Homecoming is just a few weeks away, and you are in charge of getting the banner for the parking lot, which will direct alumni where to park. This year, the directions to the parking are different than they were on the banner last year. Identify the type of purchase a new banner for the parking lot is and explain.
• Assume you are selling printers and copiers to a group of clinics. The buying center includes people from purchasing, information technology, administrative assistants, doctors, and nurses. Discuss the role that each might take on as part of the buying center and the impact they may have on the final buying decision. How might you interact with each one?
• Identify a recent major purchase that you made recently. How did you recognize the need for the product or service? Where did you go to gather information about the options that were available to you? Did you use one method or a combination of methods?
• Contact a buyer at the headquarters of a retailer such as Dicks Sporting Goods, GameStop, Costco, Urban Outfitters, or another company. Ask him about the process he uses to determine which products to put in the retail stores. Is his process similar to the process outlined in this chapter? How does it differ? How does his postpurchase evaluation impact his decision to buy the product again?
• Describe a situation in which a salesperson might use crowdsourcing.
• Assume you are a salesperson for a major telecommunications company and you are calling on a major construction company that is considering buying smart phones for the key people in the company. Describe at least one organizational risk and one personal risk that might be involved in the customers decision.
• Identify a feature, advantage, and benefit for each of the following products and services:

• MTV
• Kia Sportage
• Palm Pre
• Virgin Mobile phone