WESTERN GOVERNORS UNIVERSITY
D077 CONCEPTS IN MARKETING, SALES,
AND CUSTOMER CONTACT |
COMPREHENSIVE OBJECTIVE
ASSESSMENT STUDY GUIDE 2026|
GRADED A+ | GUARANTEED SUCCESS
Updated 2026 Questions and Answers | 100% Verified
Exam Prep and Comprehensive Rationales Included
,artificial intelligence Intelligent machines (computers) capable of learning and interacting
attitudes Positive, negative, or ambivalent evaluation of people, objects, event, activities,
ideas, or anything else in the environment
attributes Characteristics that define a product and will influence the customer's purchase
decision
Avoidance Style of handling conflict with little empathy or self-interest
B2B sales 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
Bait and switch Fraudulent practice where an advertised product is unavailable so a customer is
guided to a more expensive one
Bargaining power of buyers One of Porter's Five Forces—the power of customers to drive down prices if
supply exceeds demand
Bargaining power of suppliers One of Porter's Five Forces—the power of suppliers when there are few
alternative sources for the products' components
Bargaining The fourth phase in the negotiation process, where the parties seek an agreement
BCG Matrix 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
behavioral observation Primary marketing research technique involving formal or informal observation of
customers and noncustomers
boycott Voluntary and intentional refusal to buy products from a certain person, company,
or country for ethical or political reasons
brand equity One of the drivers of customer equity, based on how the customer assesses the
value of the brand
brand loyalty The faithfulness of customer's to a particular company and its products
,brand 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
Bundling Grouping related products together and pricing them as a single product.
business cycle Expansions and contractions in the level of economic activities (business
fluctuations) around a long-term growth trend
business to business (B2B) 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 consumer (B2C) Sales directly to the individuals who consume a finished product
business-to-business (B2B) 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-consumer (B2C) Sales directly to the individuals who consume a finished product for personal use
Buyers Individuals at an organization who are responsible for the purchase contract,
often a purchasing department
buying center Group of decision makers for a purchase by an organization
Channel conflict When a company sells products directly to consumers, in competition with the
company's own channel partners
Closed-ended questions Questions where a researcher provides a set of options from which to choose a
response, also called structured questions
Closure The final phase of negotiation, where an agreement is reached or the negotiation
fails
cognitive dissonance Mental discomfort triggered by holding two or more contradictory beliefs, ideas,
or values
, Collaboration Style of handling conflict with high concern for both empathy and self-interest
Competition Style of handling conflict focused on self-interest over empathy
Competitive pricing strategy Setting the price for a product or service relative to competitors
Compromise Middle-ground style of handling conflict
Concentrated marketing Targeting strategy that focuses on a very limited, specific segment(s) of the
market, also called niche marketing
consultative selling Sales approach where the seller becomes a trusted advisor to the customer and
builds a relationship to truly understand her needs
consumer behavior The study of individuals, groups, or organizations and all the activities associated
with the purchase, use, and disposal of goods and services
consumer confidence Statistical measure of consumers' level of optimism about current and future
economic conditions
Consumer involvement Level of consumer interest, search, or complex decision-making
consumer The user of a purchased product or service
consumers The user of a purchased product or service
Content marketing Promotion through the creation and sharing of messages and materials designed
to stimulate interest in a product
contractual vertical marketing system Cooperation between levels of a distribution channel as described by a formal
agreement
cookies A small packet of information stored on your web browser to help a website keep
track of your visits and activity
Corporate Social Responsibility (CSR) Way of conducting business with commitment to the values, norms, and
expectations of society for social responsibility
corporate vertical marketing system Ownership by a single company of all levels of production and distribution
D077 CONCEPTS IN MARKETING, SALES,
AND CUSTOMER CONTACT |
COMPREHENSIVE OBJECTIVE
ASSESSMENT STUDY GUIDE 2026|
GRADED A+ | GUARANTEED SUCCESS
Updated 2026 Questions and Answers | 100% Verified
Exam Prep and Comprehensive Rationales Included
,artificial intelligence Intelligent machines (computers) capable of learning and interacting
attitudes Positive, negative, or ambivalent evaluation of people, objects, event, activities,
ideas, or anything else in the environment
attributes Characteristics that define a product and will influence the customer's purchase
decision
Avoidance Style of handling conflict with little empathy or self-interest
B2B sales 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
Bait and switch Fraudulent practice where an advertised product is unavailable so a customer is
guided to a more expensive one
Bargaining power of buyers One of Porter's Five Forces—the power of customers to drive down prices if
supply exceeds demand
Bargaining power of suppliers One of Porter's Five Forces—the power of suppliers when there are few
alternative sources for the products' components
Bargaining The fourth phase in the negotiation process, where the parties seek an agreement
BCG Matrix 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
behavioral observation Primary marketing research technique involving formal or informal observation of
customers and noncustomers
boycott Voluntary and intentional refusal to buy products from a certain person, company,
or country for ethical or political reasons
brand equity One of the drivers of customer equity, based on how the customer assesses the
value of the brand
brand loyalty The faithfulness of customer's to a particular company and its products
,brand 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
Bundling Grouping related products together and pricing them as a single product.
business cycle Expansions and contractions in the level of economic activities (business
fluctuations) around a long-term growth trend
business to business (B2B) 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 consumer (B2C) Sales directly to the individuals who consume a finished product
business-to-business (B2B) 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-consumer (B2C) Sales directly to the individuals who consume a finished product for personal use
Buyers Individuals at an organization who are responsible for the purchase contract,
often a purchasing department
buying center Group of decision makers for a purchase by an organization
Channel conflict When a company sells products directly to consumers, in competition with the
company's own channel partners
Closed-ended questions Questions where a researcher provides a set of options from which to choose a
response, also called structured questions
Closure The final phase of negotiation, where an agreement is reached or the negotiation
fails
cognitive dissonance Mental discomfort triggered by holding two or more contradictory beliefs, ideas,
or values
, Collaboration Style of handling conflict with high concern for both empathy and self-interest
Competition Style of handling conflict focused on self-interest over empathy
Competitive pricing strategy Setting the price for a product or service relative to competitors
Compromise Middle-ground style of handling conflict
Concentrated marketing Targeting strategy that focuses on a very limited, specific segment(s) of the
market, also called niche marketing
consultative selling Sales approach where the seller becomes a trusted advisor to the customer and
builds a relationship to truly understand her needs
consumer behavior The study of individuals, groups, or organizations and all the activities associated
with the purchase, use, and disposal of goods and services
consumer confidence Statistical measure of consumers' level of optimism about current and future
economic conditions
Consumer involvement Level of consumer interest, search, or complex decision-making
consumer The user of a purchased product or service
consumers The user of a purchased product or service
Content marketing Promotion through the creation and sharing of messages and materials designed
to stimulate interest in a product
contractual vertical marketing system Cooperation between levels of a distribution channel as described by a formal
agreement
cookies A small packet of information stored on your web browser to help a website keep
track of your visits and activity
Corporate Social Responsibility (CSR) Way of conducting business with commitment to the values, norms, and
expectations of society for social responsibility
corporate vertical marketing system Ownership by a single company of all levels of production and distribution
