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WGU D077 Primary marketing research technique exam/ 386 Questions and Answers/Lates.
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WGU D077 Primary marketing researchtechnique exam/ 386 Questions and
Answers/Lates.
Primary marketing research technique that explores the impact of one or more factors,
such as the comparison of two marketing campaigns - -experimental research
-Automatic, low-involvement purchase decision process based on limited information
or information gathered in the past - -routine problem-solving
-Identify the SWOT in this situation: New government policies will help the company in
the future - -external opportunity
-Personal Selling is the personal aspect of the Promotion "P" in the marketing mix,
briefly discuss how you think Personal Selling is part of both Marketing and Sales. - -
The salesperson extends the relationship that was established through marketing efforts
and makes a personal connection with you. If you have a good experience, your
relationship with the company gets even better, and you are more likely to shop there
again and tell your friends. In addition to closing the sale (when the customer purchases
the product or service), the salesperson has a very important role in the marketing
process. Because the salesperson (in the store, online, or on the phone) is a primary
touch point and a personal interaction with the customer, the salesperson is the brand
in the eyes of the customer.
-Define the 4 key trends in Personal Selling - -Technological advances and the internet
are providing additional means for customers and salespeople to interact. Adaptive
selling is a trend in personal selling that focuses on understanding the customer's social
style and adapting your approach to it.I ntegrated marketing communications (IMC)
supports sales by immersing customers in communications with the brand using
different touchpoints. Artificial intelligence is allowing sales to reach a new level of
customized messaging.
-Which attribute represents qualitative research? - -Exploring ideas, perceptions, and
behaviors in depth
-Which growth strategy utilizes new markets with existing products using the strategic
opportunity matrix? - -Market development
, -What are the four social styles in the social style matrix? - -analytical, driver, amiable,
and expressive.
-A marketing experiment where two variants of a campaign are tested to see which one
is most effective - -A/B testing
-Using social styles to customize a sales approach to the specific customer - -Adaptive
selling
-Positive, negative, or ambivalent evaluation of people, objects, event, activities, ideas,
or anything else in the environment - -attitudes
-Characteristics that define a product and will influence the customer's purchase
decision - -attributes
-Style of handling conflict with little empathy or self-interest - -Avoidance
-Planning tool which uses a quadrant to map the strategic position of a business brand
based on the brand's market share and the market's growth potential - -BCG Matrix
-Voluntary and intentional refusal to buy products from a certain person, company, or
country for ethical or political reasons - -boycott
-One of the drivers of customer equity, based on how the customer assesses the value of
the brand - -brand equity
-The unique identity and associations of a company, often captured in a design, sign,
symbol, or words that identify a product and differentiate it from competitors - -brand
-Expansions and contractions in the level of economic activities (business fluctuations)
around a long-term growth trend - -business cycle
-Sales to another company that consumes the product or services as part of operating
the business or uses the product in the assembly of the final product it sells to
consumers - -business to business (B2B)
-Sales directly to the individuals who consume a finished product for personal use - -
business-to-consumer (B2C)
-Group of decision makers for a purchase by an organization - -buying center
, -When a company sells products directly to consumers, in competition with the
company's own channel partners - -Channel conflict
-Style of handling conflict with high concern for both empathy and self-interest - -
Collaboration
-The study of individuals, groups, or organizations and all the activities associated with
the purchase, use, and disposal of goods and services - -consumer behavior
-Statistical measure of consumers' level of optimism about current and future economic
conditions - -consumer confidence
-The user of a purchased product or service - -consumer
-Promotion through the creation and sharing of messages and materials designed to
stimulate interest in a product - -Content marketing
-Cooperation between levels of a distribution channel as described by a formal
agreement - -contractual vertical marketing system
-Way of conducting business with commitment to the values, norms, and expectations
of society for social responsibility - -Corporate Social Responsibility (CSR)
-Ownership by a single company of all levels of production and distribution - -
corporate vertical marketing system
-The combined customer lifetime values of all the company's customers - -customer
equity
-The steps in the customer relationship with a company, from initial contact to loyalty -
-customer life cycle
-Processes implemented by a company to handle its contact with customers with the
goal of creating a unified customer experience to maximize retention - -Customer
relationship management (CRM)
-A measure of how products or services delivered by a company meet or exceed
customer expectations - -customer satisfaction
-The purchaser of a product or service - -customer
, -Companies (also known as customer insights service providers) that collect and
analyze massive data sets on consumers which can be used as secondary data for
marketing research - -Database marketing organizations
-Hiding the truth, especially to get an advantage - -deception
-Individual(s) at an organization making the final purchase decision, often the person
who owns the budget - -Deciders
-Targeting strategy where a company provides separate offerings to each different
market segment that it targets - -differentiated marketing
-All of a company's marketing efforts that use an electronic device or the Internet - -
digital marketing
-Sale of products from the producer to the end user without an intermediary - -Direct
distribution
-Process of acquiring raw materials and moving materials and finished products from
the producer to customers - -Distribution
-Buying and selling of goods and services over the Internet using websites and/or
mobile applications - -E-commerce
-Human requirement to feel respected and valued by others as well as yourself - -
esteem needs
-Type of consumer activism where ethical products are favored and unethical products
or companies are avoided - -Ethical consumerism
-Changes in behavior in response to direct experience; learning as a reflection on doing
- -experiential learning
-People with this social style want to know "who" - -expressive
-Differences in outlook, opinions, values, and cultural norms between people of
different generations - -generation gaps
-Dividing the market into sub-groups based on region or geographic characteristics - -
Geographic segmentation
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