QUESTION 1

1. What did the early marketplace primarily focus on?
2. product
3. promotion
4. price
5. place

1 points

QUESTION 2

1. What is today's marketplace focused more on?
2. business
3. customers
4. product
5. price

1 points

QUESTION 3

1. Advertising's goal is to enhance _____.
2. brand image
3. profit
4. marketing
5. purchases

1 points

QUESTION 4

1. A company's marketing executives should assess the _____ in terms of a general analysis of a business problem or opportunity the company is facing.
2. business situation
3. 5Cs
4. STP
5. ARA

1 points

QUESTION 5

1. During the ____ phase of the purchase process, the customer identifies that something is lacking.
2. purchase
3. pre-purchase
4. post purchase
5. preliminary

1 points

QUESTION 6

1. During the purchase phase for a new computer, Larry creates a _____ that includes Apple's Macbook Pro and Microsoft's Windows 7, but does not include Linux systems.
2. mindset
3. purchase set
4. consideration set
5. list

1 points

QUESTION 7

1. A straight rebuy, like when the office needs more paper, is common for ____ customers.
2. C2C
3. C2B
4. B2C
5. B2B

1 points

QUESTION 8

1. The different types of purchases are different because ______.
2. of the product itself
3. of differences in the mind of the customer
4. of customer attitudes
5. the price varies

1 points

QUESTION 9

1. Customer involvement is ____ on a B2C specialty purchase.
2. very low
3. low
4. medium
5. high

1 points

QUESTION 10

1. A customer loyalty program for high-involvement products would take the form of ____.
2. brand communities
3. price discounts
4. buy one- get one free
5. social networks

1 points

QUESTION 11

1. _____ is subtle phenomenon that uses colors and fonts to affect how the message feels.
2. Sensory perception
3. Perceptual fluency
4. Subliminal messaging
5. Unconscious messaging

1 points

QUESTION 12

1. Sensory and perceptual impressions can become ____.
2. brand names
3. perceptual fluency
4. brand associations
5. catch slogans

1 points