1. Which step in the purchase decision is represented by the following statement? Based on how their expectations have been met, a consumer might make positive or negative comments in social media. * a. Information search * b. Alternative evaluation * c. Post-purchase behavior * d. Needs recognition
2. Fulfillment of what type of need is more likely to have a positive influence on brand loyalty? * a. Hedonic * b. Cognitive * c. Physiological * d. Utilitarian
3. Which statement BEST defines Customer Relationship Management? * a. A marketing approach designed to increase marketing campaign performance through more efficient use of resources. * b. An effective means of dealing with the reams of data that result from serving large customer markets. * c. A tool for aggregating customers' demographic, geographic, and behavioral traits into unified profiles for enhanced relationship management. * d. A management philosophy centered on customers, supported by a data warehouse and analytic processes.
4. Which of the following is NOT a stage in the buyer-seller relationship? * a. Making a relationship difficult to replace * b. Rewarding loyalty with incentives * c. Stimulating interpersonal social bonds * d. Encouraging new relationships to form
5. Which term defines the segmentation technique that is based on information collected by the U.S. Census Bureau? * a. Demographic * b. Behavioral * c. Geospatial * d. Psychographic
1. Which statement illustrates how the business buying decision process DIFFERS from the consumer purchase decision process? * a. Reference groups influence the business buying process more than the consumer buying process. * b. The business buyer goes through fewer steps than the consumer. * c. Business buyers' needs and desires