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.
Question 1 options:
multi-attribute
cluster
compensatory
attribution
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Question 2 (1 point) Question 2 Saved
Which of the following analyses is more useful for
trend-spotting than for developing segments for individual brands?
Question 2 options:
Cohort analysis
Regression analysis
SWOT analysis
Factor analysis
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Question 3 (1 point) Question 3 Saved
In regard to the adoption of new technologies, the extent to
which customers are uncertain about the consequences of an action is termed as:
Question 3 options:
perceived risk.
systemic risk.
speculative risk.
pure risk.
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Question 4 (1 point) Question 4 Saved
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?
Question 4 options:
Potential customers
Former customers
Competitors’ customers
Current customers
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Question 5 (1 point) Question 5 Saved
According to the VALS system developed by SRI International,
__________ are successful, sophisticated, and active people with high
self-esteem and significant resources.
Question 5 options:
makers
believers
achievers
innovators
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Question 6 (1 point) Question 6 Saved
__________ is the concept that a customer will adopt an
innovation only if he or she considers it to be an improvement over the current
product being used to satisfy the same need.
Question 6 options:
Need recognition
Observability
Relative advantage
Planned obsolescence
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Question 7 (1 point) Question 7 Saved
In technology-based markets, the marketing manager must
understand who the different customers that will purchase the product at the
introductory stage of the product life cycle and who will purchase the product
as it matures. According to Everett Rogers, which of the following types of
customers will be the first to buy the product?
Question 7 options:
Innovators
Laggards
Early adopters
Early majority
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Question 8 (1 point) Question 8 Saved
More effort by both external and internal parties is
necessary for need recognition in a __________ situation.
Question 8 options:
straight rebuy
repetition purchase
modified rebuy
new-task
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Question 9 (1 point) Question 9 Saved
Industrial products are normally more complex than consumer
products. It means that industrial companies are more likely to be:
Question 9 options:
technology focused rather than market focused.
market focused rather than customer focused.
customer focused rather than product focused.
product focused rather than customer focused.
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Question 10 (1 point) Question 10 Saved
Which of the following best describes routine purchases made
from the same suppliers used in the past?
Question 10 options:
New-task purchase
Straight rebuys
Repetitive purchase
Modified rebuys
Question 11 (1 point) Question 11 Saved
A company is not happy with the present document-copying
capabilities so it decides to outsource its copying to a service firm. This is
an example of a:
Question 11 options:
new-task situation.
modified rebuy.
repetition purchase.
straight rebuy.
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Question 12 (1 point) Question 12 Saved
Which one of the examples below best characterizes a
modified rebuy?
Question 12 options:
Purchasing airline tickets under a new fare schedule
Purchasing the first local intranet for a small business
Purchasing paper clips for the office
Purchasing toner for the office
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Question 13 (1 point) Question 13 Saved
According to the classification system for global
organizational culture as developed by Hofstede, the degree to which employees
are threatened by ambiguity is known as:
Question 13 options:
ambiguity tolerance.
uncertainty avoidance.
power distance.
long-term orientation.
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Question 14 (1 point) Question 14 Saved
Usually in this stage of the buying process, benefits rather
than specific product or service characteristics are stated.
Question 14 options:
Search for and qualify potential suppliers
Determine the characteristics
Request proposals
Establish specifications
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Question 15 (1 point) Question 15 Saved
A back-of-the-envelope approach to calculating lifetime
customer value (LCV) is a margin “multiple,” which can be used to
multiply the current margin generated by each customer to estimate the LCV.
This multiple is shown by the formula: r/(1 + i + r) In this formula,
“r” stands for:
Question 15 options:
failure rate for the firm’s products.
retention rate for the product.
rate of return of the product by the customers.
the reliability of the product.
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Question 16 (1 point) Question 16 Saved
The expected length of time a customer will remain active is
known as:
Question 16 options:
retention rate.
survival rate.
win-back rate.
lifetime duration.
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Question 17 (1 point) Question 17 Saved
Lifetime customer value is often described as the:
Question 17 options:
cost of customers switching to another brand.
cost of retaining the customer.
cost of acquiring the customer.
present value of a stream of revenue that can be produced by
a customer.
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Question 18 (1 point) Question 18 Saved
Net Promoter is a metric introduced by Reichheld in his 2003
Harvard Business Review article “The One Number You Need to Grow.”
This metric indicates:
Question 18 options:
product quality.
customer profitability.
relative position of the organization in the industry.
customer loyalty.
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Question 19 (1 point) Question 19 Saved
Which of the following is a primary customer-based metric?
Question 19 options:
Market share
Sales volume
Return on investment
Lifetime duration
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Question 20 (1 point) Question 20 Saved
Successful communities on the Internet offer participants:
Question 20 options:
a sense of place with codes of behavior.
sample of the product before actually purchasing the
product.
discounts on the price of the product.
free services for maintaining and repairing the product.
