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5 Written questions

5 Matching questions

  1. Profitability
  2. 2 Approaches to Segment Market
  3. Mere Exposure
  4. Marketing Segmentation
  5. B2C and B2B
  1. a Managerial: top down ideation
    Customer-Based: bottom-up customer needs assessment
  2. b One-to-one Marketing (not profitable)
    Marketing Segmentation (just right)
    Mass Marketing (low customer satisfaction)
    Niche between One-to-one and MKT Segmentation
  3. c Need to determine pricing
  4. d repeated exposure to an ad brings familiarity and a positive feeling
  5. e Low Involvement: Convenience, Straight Rebuy
    Medium Involvement: Shopping, Modified Rebuy
    High Involvement: Specialty, New Buy

5 Multiple choice questions

  1. hear, taste, smell, touch
  2. benefits, what to make
  3. communicating benefits of product to intended target
  4. Imperfect competition exists; consumers have heterogeneous needs
  5. how to communicate to targets

5 True/False questions

  1. Straight RebuyMedium involvement; something about the purchase is altered requiring some thought


  2. DemographicsCultural differences can exist between countries or within a country
    Hot climates require different products than cold climates


  3. Companymacro-environmental factors facing firm


  4. ValsBusiness to Consumer;


  5. Collaboratorscompanies/people a firm works with