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Exam 13: Marketing: Helping Buyers Buy

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Question 21

Multiple Choice

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Contacting customers after a sale to reassure them that they made the right decision is intended to offset:

A) reverse satisfaction.
B) cognitive dissonance.
C) doubt resolution.
D) relationship conflict.

E) A) and B)
F) None of the above

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Question 22

True/False

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Top management at Prinze Auto Sales has decided to replace their traditional marketing approach with an approach that emphasizes relationship marketing.Under this new approach,Prinze's salespeople will be expected to devote less time to current customers and a larger share of their time searching for new customers.

A) True
B) False

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Question 23

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Buyers in the B2B market tend to make more rational decisions than buyers in the consumer market.

Which of the following tasks would be included in the marketing mix?

A test market refers to the people in a market that will be least likely to use the product or service the marketer is offering.

In terms of the number and dollar volume of transactions,the B2B market is __________ the consumer market.

___________ is a process used to test consumer reactions about a product among potential users.

Learning involves changes in an individual's behavior resulting from previous experiences and information.

Jose has accepted a sales position at Business Solutions Corporation.Prior to this job,Jose worked in the electronics department of a retail store selling personal computers to consumers.In his new job at Business Solutions,Jose will sell personal computers to businesses.Despite the fact that the products sold to these two customer groups are quite similar,Jose is likely to find that purchasing decisions by buyers in the two markets will be influenced by different factors.

Marketing research is a process that most firms complete once a year,in order to gather information for the firm's budgeting process.

Compared to consumer markets,B2B markets:

Setting a price for the product or service is one element of the marketing mix.

The __________ market consists of individuals and organizations that want goods and services in order to produce goods and services or to sell,rent,or supply those goods to others.

Consumer decisions regarding the products they buy are often influenced by their nationality,religion,or ethnic origin.Marketers realize that the consumer decision-making process is impacted by the consumers':

Exploring _________ data first helps marketers minimize marketing research costs.

Relationship marketing makes heavy use of media such as television,radio and newspapers,to convince large groups of customers to buy a standardized product.

In business-to-business markets,sellers rely on wholesalers and retailers to efficiently distribute their products.

A key element of customer relationship management is to:

One-to-one marketing is seldom used in B2B markets.

Population experts predict "global gridlock" by mid-century.There are about 800 million vehicles on the roads today.By 2050,the prediction is over 2 billion vehicles on our roadways.Entrepreneurs will have the ability to solve this problem by building a global interconnected transportation system.Which of the following statements puts a marketing perspective on this issue?