1.Carlos wants to know what will happen if he increases the price of his most popular brand. Which of the following options would you recommend to answer his question?

a.

perception mapping

b.

causal method

c.

cluster analysis

d.

conjoint

2 points

QUESTION 2

1.Mary visits her local shopping mall to purchase some much needed additions to her wardrobe. In selecting the items she wants to purchase, Mary is concerned primarily with factors such as color, size, style, and price. Clothing items can best be described as __________ goods.

a.

experience

b.

qualitative

c.

search

d.

credence

2 points

QUESTION 3

1.When we have a situation where we do not have much experience with a brand, we seek people

a.

who are brand ambassadors.

b.

who we are related to.

c.

who are smart.

d.

who we trust.

2 points

QUESTION 4

1.Which of the following is NOT typically in a CRM database?

a.

complaints

b.

market share data

c.

contact information

d.

rate of response to marketing offers

2 points

QUESTION 5

1.For __________ purchases, the comparative evaluation process may be nearly instantaneous and quickly forgotten.

a.

B2B

b.

high-involvement

c.

low-involvement

d.

quick

2 points

QUESTION 6

1.Customer lifetime value assessments involve which three types of components?

a.

acquisition, retention, and add-on selling

b.

segmentation, targeting, and positioning

c.

numbers about money, time, and financing finesse

d.

targeting, retention, and money

2 points

QUESTION 7

1.Which is an approach in creating a perceptual map?

a.

focus group-based

b.

survey-based

c.

attribute-based

d.

demographic-based

2 points

QUESTION 8

1.Scoring models are traditionally comprised of three factors. Which of the following is NOT one of them?

a.

high frequency

b.

high monetary value

c.

high recency

d.

high purchase intention

2 points

QUESTION 9

1.__________ cultures are more likely to be satisfied when the quality of reliability and service provider responsiveness are strong.

a.

Pessimistic

b.

Collectivistic

c.

Individualistic

d.

Optimistic

2 points

QUESTION 10

1.If the core part of the purchase is

a.

bad it increases dissatisfaction.

b.

bad it does not affect satisfaction.

c.

goodit increases satisfaction.

d.

goodit decreases satisfaction.