WGU D077 UPDATED Actual Exam
Questions and CORRECT Answers
Primary marketing research technique that explores the impact of one or more factors, such
as the comparison of two marketing campaigns - CORRECT ANSWER- ✔✔experimental
research
Automatic, low-involvement purchase decision process based on limited information or
information gathered in the past - CORRECT ANSWER- ✔✔routine problem-solving
Identify the SWOT in this situation: New government policies will help the company in the
future - CORRECT ANSWER- ✔✔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. - CORRECT
ANSWER- ✔✔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 - CORRECT ANSWER- ✔✔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? - CORRECT ANSWER- ✔✔Exploring
ideas, perceptions, and behaviors in depth
Which growth strategy utilizes new markets with existing products using the strategic
opportunity matrix? - CORRECT ANSWER- ✔✔Market development
,What are the four social styles in the social style matrix? - CORRECT ANSWER-
✔✔analytical, driver, amiable, and expressive.
A marketing experiment where two variants of a campaign are tested to see which one is most
effective - CORRECT ANSWER- ✔✔A/B testing
Using social styles to customize a sales approach to the specific customer - CORRECT
ANSWER- ✔✔Adaptive selling
Positive, negative, or ambivalent evaluation of people, objects, event, activities, ideas, or
anything else in the environment - CORRECT ANSWER- ✔✔attitudes
Characteristics that define a product and will influence the customer's purchase decision -
CORRECT ANSWER- ✔✔attributes
Style of handling conflict with little empathy or self-interest - CORRECT ANSWER-
✔✔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 - CORRECT ANSWER-
✔✔BCG Matrix
Voluntary and intentional refusal to buy products from a certain person, company, or country
for ethical or political reasons - CORRECT ANSWER- ✔✔boycott
One of the drivers of customer equity, based on how the customer assesses the value of the
brand - CORRECT ANSWER- ✔✔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 - CORRECT ANSWER-
✔✔brand
,Expansions and contractions in the level of economic activities (business fluctuations) around
a long-term growth trend - CORRECT ANSWER- ✔✔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 -
CORRECT ANSWER- ✔✔business to business (B2B)
Sales directly to the individuals who consume a finished product for personal use -
CORRECT ANSWER- ✔✔business-to-consumer (B2C)
Group of decision makers for a purchase by an organization - CORRECT ANSWER-
✔✔buying center
When a company sells products directly to consumers, in competition with the company's
own channel partners - CORRECT ANSWER- ✔✔Channel conflict
Style of handling conflict with high concern for both empathy and self-interest - CORRECT
ANSWER- ✔✔Collaboration
The study of individuals, groups, or organizations and all the activities associated with the
purchase, use, and disposal of goods and services - CORRECT ANSWER- ✔✔consumer
behavior
Statistical measure of consumers' level of optimism about current and future economic
conditions - CORRECT ANSWER- ✔✔consumer confidence
The user of a purchased product or service - CORRECT ANSWER- ✔✔consumer
Promotion through the creation and sharing of messages and materials designed to stimulate
interest in a product - CORRECT ANSWER- ✔✔Content marketing
Cooperation between levels of a distribution channel as described by a formal agreement -
CORRECT ANSWER- ✔✔contractual vertical marketing system
, Way of conducting business with commitment to the values, norms, and expectations of
society for social responsibility - CORRECT ANSWER- ✔✔Corporate Social Responsibility
(CSR)
Ownership by a single company of all levels of production and distribution - CORRECT
ANSWER- ✔✔corporate vertical marketing system
The combined customer lifetime values of all the company's customers - CORRECT
ANSWER- ✔✔customer equity
The steps in the customer relationship with a company, from initial contact to loyalty -
CORRECT ANSWER- ✔✔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 - CORRECT ANSWER-
✔✔Customer relationship management (CRM)
A measure of how products or services delivered by a company meet or exceed customer
expectations - CORRECT ANSWER- ✔✔customer satisfaction
The purchaser of a product or service - CORRECT ANSWER- ✔✔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 -
CORRECT ANSWER- ✔✔Database marketing organizations
Hiding the truth, especially to get an advantage - CORRECT ANSWER- ✔✔deception
Individual(s) at an organization making the final purchase decision, often the person who
owns the budget - CORRECT ANSWER- ✔✔Deciders
Questions and CORRECT Answers
Primary marketing research technique that explores the impact of one or more factors, such
as the comparison of two marketing campaigns - CORRECT ANSWER- ✔✔experimental
research
Automatic, low-involvement purchase decision process based on limited information or
information gathered in the past - CORRECT ANSWER- ✔✔routine problem-solving
Identify the SWOT in this situation: New government policies will help the company in the
future - CORRECT ANSWER- ✔✔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. - CORRECT
ANSWER- ✔✔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 - CORRECT ANSWER- ✔✔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? - CORRECT ANSWER- ✔✔Exploring
ideas, perceptions, and behaviors in depth
Which growth strategy utilizes new markets with existing products using the strategic
opportunity matrix? - CORRECT ANSWER- ✔✔Market development
,What are the four social styles in the social style matrix? - CORRECT ANSWER-
✔✔analytical, driver, amiable, and expressive.
A marketing experiment where two variants of a campaign are tested to see which one is most
effective - CORRECT ANSWER- ✔✔A/B testing
Using social styles to customize a sales approach to the specific customer - CORRECT
ANSWER- ✔✔Adaptive selling
Positive, negative, or ambivalent evaluation of people, objects, event, activities, ideas, or
anything else in the environment - CORRECT ANSWER- ✔✔attitudes
Characteristics that define a product and will influence the customer's purchase decision -
CORRECT ANSWER- ✔✔attributes
Style of handling conflict with little empathy or self-interest - CORRECT ANSWER-
✔✔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 - CORRECT ANSWER-
✔✔BCG Matrix
Voluntary and intentional refusal to buy products from a certain person, company, or country
for ethical or political reasons - CORRECT ANSWER- ✔✔boycott
One of the drivers of customer equity, based on how the customer assesses the value of the
brand - CORRECT ANSWER- ✔✔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 - CORRECT ANSWER-
✔✔brand
,Expansions and contractions in the level of economic activities (business fluctuations) around
a long-term growth trend - CORRECT ANSWER- ✔✔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 -
CORRECT ANSWER- ✔✔business to business (B2B)
Sales directly to the individuals who consume a finished product for personal use -
CORRECT ANSWER- ✔✔business-to-consumer (B2C)
Group of decision makers for a purchase by an organization - CORRECT ANSWER-
✔✔buying center
When a company sells products directly to consumers, in competition with the company's
own channel partners - CORRECT ANSWER- ✔✔Channel conflict
Style of handling conflict with high concern for both empathy and self-interest - CORRECT
ANSWER- ✔✔Collaboration
The study of individuals, groups, or organizations and all the activities associated with the
purchase, use, and disposal of goods and services - CORRECT ANSWER- ✔✔consumer
behavior
Statistical measure of consumers' level of optimism about current and future economic
conditions - CORRECT ANSWER- ✔✔consumer confidence
The user of a purchased product or service - CORRECT ANSWER- ✔✔consumer
Promotion through the creation and sharing of messages and materials designed to stimulate
interest in a product - CORRECT ANSWER- ✔✔Content marketing
Cooperation between levels of a distribution channel as described by a formal agreement -
CORRECT ANSWER- ✔✔contractual vertical marketing system
, Way of conducting business with commitment to the values, norms, and expectations of
society for social responsibility - CORRECT ANSWER- ✔✔Corporate Social Responsibility
(CSR)
Ownership by a single company of all levels of production and distribution - CORRECT
ANSWER- ✔✔corporate vertical marketing system
The combined customer lifetime values of all the company's customers - CORRECT
ANSWER- ✔✔customer equity
The steps in the customer relationship with a company, from initial contact to loyalty -
CORRECT ANSWER- ✔✔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 - CORRECT ANSWER-
✔✔Customer relationship management (CRM)
A measure of how products or services delivered by a company meet or exceed customer
expectations - CORRECT ANSWER- ✔✔customer satisfaction
The purchaser of a product or service - CORRECT ANSWER- ✔✔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 -
CORRECT ANSWER- ✔✔Database marketing organizations
Hiding the truth, especially to get an advantage - CORRECT ANSWER- ✔✔deception
Individual(s) at an organization making the final purchase decision, often the person who
owns the budget - CORRECT ANSWER- ✔✔Deciders
