Question 1.1. Which of the following terms best describes
the set of products that the customer has no intention of buying? (Points : 1)
Evoked set
Inert set
Purchase set
Latent set
Question 2.2. Economic theory suggests that rational
customers will collect information only to the point at which: (Points : 1)
the marginal
benefit of obtaining the information in terms of incremental value to making a
choice equals the marginal cost.
the total
benefit of obtaining the information equals the total cost after purchasing the
product.
they can no
longer pay for syndicated information.
the marginal
benefit of obtaining the information in terms of incremental value to making a
choice is less than the marginal cost.
Question 3.3. Craig is the CMO of Speedoconnect, an Internet
Services Provider that has been consistently losing market share for the past
three quarters. Craig conducts a customer analysis to understand the weaknesses
in the company’s service operations. Which of the following groups is most
critical in this customer analysis? (Points : 1)
Competitors’
customers
Former
customers
Potential
customers
Current
customers
Question 4.4. The __________ model is a popular model of
decision making that requires information about how useful or important each
attribute is to the customer making a brand choice and how customers perceive
the brands in the evoked set in terms of their attributes. (Points : 1)
attribution
compensatory
cluster
multi-attribute
Question 5.5. Which of the following is one of the three
sets of options that result from using internal and external information
sources when seeking purchase alternatives? (Points : 1)
Prioritized
set
Alternative
set
Recognition
set
Consideration
set
Question 6.6. Identify the most popular behavioral variables
that are used to form segments. (Points : 1)
Benefits and
usage rate
Occasions and
loyalty status
User status
and loyalty status
Buyer
readiness stage and attitude toward product
Question 7.7. In regard to the adoption of new technologies,
the extent to which customers are uncertain about the consequences of an action
is termed as: (Points : 1)
systemic risk.
pure risk.
perceived
risk.
speculative
risk.
Question 8.8. When marketing a product to an organization,
it is vital to understand that: (Points : 1)
innovators are
not sure of what they want.
initiators do
not have any impact on the purchase situation.
many
individuals are involved in the purchase decision.
the purchaser
is the only person needed to be focused on.
Question 9.9. This type of segmentation variable includes
company size, industry type, geographic location, and number of employees.
(Points : 1)
Demographics
Operating
variables
Purchasing
approaches
Situational
factors
Question 10.10. Parsimony is important in industrial
marketing because: (Points : 1)
there are very
few targetable segments in the market.
the industrial
customers are well informed about the products.
the industrial
products are expensive.
it is
inefficient to pursue too many segments.
Question 11.11. Which of the following best describes
routine purchases made from the same suppliers used in the past? (Points : 1)
Straight
rebuys
Modified rebuys
New-task
purchase
Repetitive
purchase
Question 12.12. In industrial marketing situations,
__________ are often used as beta test sites, where new products are tested and
debugged. (Points : 1)
innovators
early majority
late majority
laggards
Question 13.13. Organizational marketing refers to: (Points
: 1)
explaining the
importance of marketing to all the departments in the organization.
marketing a
product or service to another organization.
allowing
customers to contact any member of the organization for any assistance.
creating the
corporate strategy based on a marketing plan.
Question 14.14. When a firm markets a product or service to
another organization, it is called: (Points : 1)
consumer
marketing.
industrial
marketing.
market
segmentation.
consumer
behavior.
Question 15.15. The percentage of customers in group that
were obtained at the same time who are still customers is known as the: (Points
: 1)
survival rate.
acquisition
rate.
lifetime
duration.
win-back rate.
Question 16.16. Successful communities on the Internet offer
participants: (Points : 1)
discounts on
the price of the product.
a sense of
place with codes of behavior.
free services
for maintaining and repairing the product.
sample of the
product before actually purchasing the product.
Question 17.17. A good source of information about how to
improve customer loyalty is to examine: (Points : 1)
current
customers.
new customers.
customers who
defect.
potential
customers.
Question 18.18. __________ implies the companies are
interested in managing the customer’s interaction with the company at any
number of different interaction points and using the feedback to improve
products and processes. (Points : 1)
Customer feedback
management
Customer value
management
Customer
experience management
Customer
expectation management
Question 19.19. Lands’ End offers tailored clothing on its
Web site, allowing one to choose a collar, sleeve style, pocket, etc. This is
an example of: (Points : 1)
mass
customization.
niche
marketing.
differential
marketing.
demographic
marketing.
Question 20.20. A large amount of evidence indicates that
merely satisfying customers: (Points : 1)
is not enough
to keep them loyal to your company or product.
leads to
increased purchase by the customers over time.
attracts more
customers through word of mouth.
allows you to
reduce advertising expenditure over time.
