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Customers who see the benefits of interdependency between the buyer and the seller are
known as transaction buyers.
Good selling skills can be taught.
High awareness among the target audience is only a necessary but not a sufficient
condition for high equity.
Straight rebuys are routine purchases from the same suppliers used in the past.
Brands provide expectations of quality, risk reduction, and prestige.
It is common for companies to establish a separate organization to deal with major
accounts.
Strategy decisions do not lead to a specific price-setting rule; rather, they give general
guidelines for whether a price should be low or high.
E-coupons delivered through the Web have a much lower redemption rate than those
delivered the old-fashioned way.
For industrial purchases, the seller is part of the buyers supply chain and must provide
timely inventory replenishment, service and maintenance, spare parts, and efficient
order handling.
There are many types of analyses that can be performed on a CIF once it has been
assembled. The general name given to such analysis is data mining.
Channel power is the ability of one channel member to get another channel member to
do what it otherwise would not do.
For products and services where there is relatively little information processing,
consumers may move from the cognitive stage directly to the behavioral stage and then
form attitudes after product usage.
The bottom rows of a house of quality indicate the interrelationships between the
characteristics.
A major portion of many research budgets is devoted to ________ research, performed
by administering questionnaires to people.
A) focus group
B) survey
C) interview
D) simulation
Which of the following statements is true about channel-originated promotion?
A) It is directed at intermediate channels of distribution.
B) It is run by the channel, either to the next channel in the distribution chain or to final
customers.
C) It is an attempt to get the channels of distribution to stock more of a product.
D) It comes directly to the customer from the manufacturer.
Which of the following variables used for industrial marketing segmentation includes
the customers delivery speed needs, order size needs, and particular uses of the
product?
A) demographics
B) operating variables
C) purchasing approaches
D) situational factors
Which of the following approaches has the least amount risk associated with it when
developing a new product?
A) marketing driven
B) sales driven
C) technology driven
D) customer driven
Which of the following is a type of qualitative research?
A) phenomenological research
B) descriptive research
C) scientific research
D) behavioral research
The ________ is the criterion by which the success or failure of the strategy is
measured.
A) customer targets
B) competitor targets
C) objective
D) marketing mix
________ goods are products that you have to try before assessing its quality.
A) Convenience
B) Shopping
C) Experience
D) Durable
Which of the following is the basic form of compensation?
A) salary plus commission
B) spiff
C) bonus
D) benefits
The core of a CRM program is a ________ database.
A) competitor
B) supplier
C) channel members
D) customer
Often, two independent companies will cooperate to have both brands highlighted in a
product. These are known as:
A) corporate parent brands.
B) distinct product brands.
C) brand extensions.
D) co-brands.
Identify the process where retailers, wholesalers, and marketing managers work
together to attempt to accurately forecast demand?
A) direct marketing
B) hybrid system
C) continuous replenishment program
D) value chain management
