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Different entities involved in the buying process (like initiator, influencer etc.), have:
A) the same needs and seek the same benefits.
B) different needs but seek the same benefits.
C) the same needs but seek different benefits.
D) different needs and seek different benefits.
Which of the following pricing tactics applies to products that are used together when
one of the products is a consumable that must be replenished continually?
A) price bundling
B) congestion pricing
C) complementary pricing
D) second market discounting
Which of the following is a type of sales organization?
A) customer/market system
B) market/market system
C) customer/supplier system
D) product/customer system
Which of the following can be used to resolve conflict?
A) Offering all products to all channels.
B) Reducing the money spent on push and pull activities.
C) Charging higher prices in the direct channel.
D) Working with the channel members to develop joint solutions.
Which of the following indicates physical distribution of goods from one location to
another?
A) procurement
B) logistics
C) segmentation
D) inventory management
Which of the following is not one of the dimensions considered in the RATER model of
service quality?
A) research
B) empathy
C) assurance
D) tangibles
Which of the following is a characteristic of a competitive advantage?
A) It makes the product more accessible for the customers.
B) It generates customer value.
C) It makes the product more user friendly.
D) It increases cost of the product.
Which of the following statements is true regarding scenario planning?
A) This method involves extrapolating historical sales data into the future.
B) It can be used only when a lot of data is available for analysis.
C) This method involves creating alternative scenarios of the future.
D) It is useful when many nonquantifiable factors affect outcomes in the market.
________ is a new process where a company takes a product or service that is widely
marketed and offered in many different configurations and develops a system for
customizing it to each customer's specification.
A) Direct marketing
B) Mass customization
C) Niche marketing
D) Differential marketing
Which of the following types of compensation usually rewards the best performers?
A) straight commission
B) straight salary
C) trade allowance
D) market development fund
The percentage of customers in group that were obtained at the same time who are still
customers is known as the:
A) survival rate.
B) acquisition rate.
C) lifetime duration.
D) win-back rate.
According to the text, channels of distribution must be treated like:
A) partners of the organization.
B) customers.
C) competitors of the firm.
D) marketers of the firms products.
With reference to the chasm model, early majority are referred to as:
A) pragmatists.
B) visionaries.
C) technologists.
D) conservatives.
