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5 Written questions

5 Matching questions

  1. One-to-one marketing
  2. Company
  3. Bottom Up Targeting
  4. B2B
  5. Straight Rebuy
  1. a Business to Business;
  2. b Low involvement; purchase what was purchased last time with little or no thought
  3. c a firm's capabilities/resources
  4. d Each customer serves as his own segment
    Product is tailored for each person's desires
    Difficult to be profitable
  5. e profitability (data-informed)

5 Multiple choice questions

  1. Product, Price, Place, Promotion
  2. a mix of beliefs and importance weights (beliefs, importance)
  3. Business to Consumer;
  4. strategic fit (corporate vision)
  5. As segment size increases, segments become more heterogeneous
    As segment size decreases, segments become less profitable

5 True/False questions

  1. Subliminal Advertisingad that is shown so quickly that is doesn't meet the threshold of liminal recognition


  2. Modified RebuyMedium involvement; something about the purchase is altered requiring some thought


  3. SWOTStrengths, Weaknesses, Opportunities, Threats


  4. Marketingan exchange relationship between a firm and its customers


  5. Selective Attentionhear, taste, smell, touch


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