Module 3 quiz
Question 1. __________
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.
Observability
Planned obsolescence
Relative advantage
Need recognition
Question 2. Which
of the following terms best describes the set of products that the customer has
no intention of buying?
Evoked set
Inert set
Purchase set
Latent set
Question 3. Economic
theory suggests that rational customers will collect information only to the
point at which:
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 4. 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?
Competitors’ customers
Former customers
Potential customers
Current customers
Question 5. The
__________ model is any model in which a low score on one attribute can be
offset by a higher score on another.
cluster
segmentation
compensatory
attribution
Question 6. In
regard to the adoption of new technologies, the extent to which customers are
uncertain about the consequences of an action is termed as:
systemic risk.
pure risk.
perceived risk.
speculative risk.
Question 7. Which
external source of information provided by the marketing manager is considered
to be the most credible?
Sales presentations
Advertisements
Sales orientation
Word-of-mouth
Question 8. The
seller of industrial products is part of the buyer’s __________ and must
provide timely inventory replenishment, service and maintenance, spare parts,
and efficient order handling.
supply chain
communication channel
service chain
promotional program
Question 9. __________
are the set of descriptor variables based on the newness of the purchasing
situation.
Demographics
Operating variables
Situational factors
Buy classes
Question 10. When
a firm markets a product or service to another organization, it is called:
consumer marketing.
industrial marketing.
market segmentation.
consumer behavior.
Question 11. Usually in this stage of the buying process,
benefits rather than specific product or service characteristics are stated.
Determine the characteristics
Establish specifications
Search for and qualify potential suppliers
Request proposals
Question 12. Which
of the following stages in a buying sequence will result in a specific option
or set of options from which price, delivery, system compatibility, and other
characteristics can be determined?
Determine the characteristics
Establish specifications
Search for and qualify potential suppliers
Request proposals
Question 13. A company recognizes the need for a new system
to handle customer enquiries. During the buying process, who is most likely to
be concerned with the return on investment (ROI)?
The initiator
The user
The decider
The purchaser
Question 14. 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:
power distance.
uncertainty avoidance.
ambiguity tolerance.
long-term orientation.
Question 15. Which of the following information is contained
in a customer information file (CIF)?
Description of competitors
Contact history of the customers
Rates charged by key suppliers
Rules and regulations affecting the business
of the organization
Question 16. A
large amount of evidence indicates that merely satisfying customers:
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.
Question 17. Which
of the following is a primary customer-based metric?
Market share
Sales volume
Return on investment
Lifetime duration
Question 18. Lands’
End offers tailored clothing on its Web site, allowing one to choose a collar,
sleeve style, pocket, etc. This is an example of:
mass customization.
niche marketing.
differential marketing.
demographic marketing.
Question 19. Retained
customers __________ than switchers.
are more expensive to serve
are more profitable
have lower lifetime customer value
are more price sensitive
Question 20.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:
retention rate for the product.
failure rate for the firm’s products.
rate of return of the product by the
customers.
the reliability of the product.
