Question 1 (1 point) Question 1 Saved
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.
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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?
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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:
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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?
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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.
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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.
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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?
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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.
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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.
Question 10 (1 point) Question 10 Saved
Which of the following best describes routine purchases made from the same suppliers used in the past?
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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:
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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
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:
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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.
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Search for and qualify potential suppliers
Determine the characteristics
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.
Question 16 (1 point) Question 16 Saved
The expected length of time a customer will remain active is known as:
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Question 17 (1 point) Question 17 Saved
Lifetime customer value is often described as the:
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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.
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:
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relative position of the organization in the industry.
Question 19 (1 point) Question 19 Saved
Which of the following is a primary customer-based metric?
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Return on investment
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.