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5 Written Questions

5 Matching Questions

  1. Easier to keep customer or find new?
  2. Company
  3. Position
  4. Profitability
  5. Psychologists Segmentation
  1. a Need to determine pricing
  2. b communicating benefits of product to intended target
  3. c 6 times more expensive to find new
  4. d a firm's capabilities/resources
  5. e Consumers have different motivations that drive their purchases

5 Multiple Choice Questions

  1. Low involvement; purchase what was purchased last time with little or no thought
  2. How fierce is the competition? Is there one firm or 30 firms?
  3. Business to Business;
  4. serve more than one segment
  5. ad that is shown so quickly that is doesn't meet the threshold of liminal recognition

5 True/False Questions

  1. Prepurchasecustomer satisfaction, likelihood to repeat, generate word of mouth


  2. SWOTStrengths, Weaknesses, Opportunities, Threats


  3. Targetingpursuing segment who makes most sense for firm


  4. Estimate GrowthUse census to determine size of next cohort
    Obtain sales data for previous years and extrapolate using a moving average


  5. 5 C'sProduct, Price, Place, Promotion


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