WGU D077 Concepts in Marketing,
Sales, and Customer Contact
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
People with this social style want to know "who" - CORRECT ANSWER-expressive
Complex, high-involvement purchase decision process with significant investment in
information searching and product comparison - CORRECT ANSWER-extended
problem solving
Factors an organization may be able to influence, but not control (such as technology
innovations, competition, economic trends, and government policies) a company, which
can represent opportunities or threats - CORRECT ANSWER-External factors
Organized social movement that seeks to help producers in developing countries
achieve better trading conditions while promoting sustainability - CORRECT ANSWER-
fair trade
Primary marketing research technique using small groups to delve deeply into a topic of
interest - CORRECT ANSWER-focus groups
Individuals at an organization who control the flow of information to and among others
within the buying center; often administrative professionals - CORRECT ANSWER-
Gatekeepers
Differences in outlook, opinions, values, and cultural norms between people of different
generations - CORRECT ANSWER-generation gaps
Dividing the market into sub-groups based on region or geographic characteristics -
CORRECT ANSWER-Geographic segmentation
Physical product offering manufactured by a business - CORRECT ANSWER-good
Psychological phenomenon in which individual members of a group accept a viewpoint
or conclusion that represents a perceived group position (even when it conflicts with
their own beliefs or judgment) - CORRECT ANSWER-Groupthink
,Innovative, unconventional promotional tactics that engage customers through unique
experiences - CORRECT ANSWER-Guerilla marketing
Sales approach using psychological pressure and insistent language to push a
customer to a quick purchase decision - CORRECT ANSWER-hard selling
Complex purchase decisions that are important to the consumer and involve some risk -
CORRECT ANSWER-high-involvement decisions
Process of implementing the marketing strategy through specific actions or tactics -
CORRECT ANSWER-Implementation
Primary marketing research technique using structured one-on-one conversations to
delve deeply into a topic of interest - CORRECT ANSWER-in-depth interviews
Sale of products where intermediaries assist in moving goods and services from
producers to end users - CORRECT ANSWER-Indirect distribution
Targeted micromarketing focused on the needs of individuals, sometimes call mass
customization or one-to-one marketing - CORRECT ANSWER-individual marketing
Negotiating by beginning with details and working up to a larger agreement - CORRECT
ANSWER-inductive
General increase in prices of goods and services over time and decrease in the
purchasing power of money - CORRECT ANSWER-inflation
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
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-B2B sales
Fraudulent practice where an advertised product is unavailable so a customer is guided
to a more expensive one - CORRECT ANSWER-Bait and switch
One of Porter's Five Forces—the power of customers to drive down prices if supply
exceeds demand - CORRECT ANSWER-Bargaining power of buyers
,One of Porter's Five Forces—the power of suppliers when there are few alternative
sources for the products' components - CORRECT ANSWER-Bargaining power of
suppliers
The fourth phase in the negotiation process, where the parties seek an agreement -
CORRECT ANSWER-Bargaining
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
Primary marketing research technique involving formal or informal observation of
customers and noncustomers - CORRECT ANSWER-behavioral observation
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 faithfulness of customer's to a particular company and its products - CORRECT
ANSWER-brand loyalty
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
Grouping related products together and pricing them as a single product. - CORRECT
ANSWER-Bundling
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 - CORRECT
ANSWER-business to consumer (B2C)
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)
, Individuals at an organization who are responsible for the purchase contract, often a
purchasing department - CORRECT ANSWER-Buyers
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
Questions where a researcher provides a set of options from which to choose a
response, also called structured questions - CORRECT ANSWER-Closed-ended
questions
The final phase of negotiation, where an agreement is reached or the negotiation fails -
CORRECT ANSWER-Closure
Mental discomfort triggered by holding two or more contradictory beliefs, ideas, or
values - CORRECT ANSWER-cognitive dissonance
Style of handling conflict with high concern for both empathy and self-interest -
CORRECT ANSWER-Collaboration
A marketing experiment where two variants of a campaign are tested to see which one
is most effective - CORRECT ANSWER-A/B testing
Style of handling conflict focused on empathy over self-interest - CORRECT ANSWER-
Accommodation
Using social styles to customize a sales approach to the specific customer - CORRECT
ANSWER-Adaptive selling
Cooperation between levels of a distribution channel where one member sets the terms
due to its size and influence - CORRECT ANSWER-administered vertical marketing
system
Paid form of nonpersonal promotion - CORRECT ANSWER-advertising
People with this social style want to know "why" - CORRECT ANSWER-amiable
People with this social style want to know "how" - CORRECT ANSWER-analytical
Intelligent machines (computers) capable of learning and interacting - CORRECT
ANSWER-artificial intelligence
Sales, and Customer Contact
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
People with this social style want to know "who" - CORRECT ANSWER-expressive
Complex, high-involvement purchase decision process with significant investment in
information searching and product comparison - CORRECT ANSWER-extended
problem solving
Factors an organization may be able to influence, but not control (such as technology
innovations, competition, economic trends, and government policies) a company, which
can represent opportunities or threats - CORRECT ANSWER-External factors
Organized social movement that seeks to help producers in developing countries
achieve better trading conditions while promoting sustainability - CORRECT ANSWER-
fair trade
Primary marketing research technique using small groups to delve deeply into a topic of
interest - CORRECT ANSWER-focus groups
Individuals at an organization who control the flow of information to and among others
within the buying center; often administrative professionals - CORRECT ANSWER-
Gatekeepers
Differences in outlook, opinions, values, and cultural norms between people of different
generations - CORRECT ANSWER-generation gaps
Dividing the market into sub-groups based on region or geographic characteristics -
CORRECT ANSWER-Geographic segmentation
Physical product offering manufactured by a business - CORRECT ANSWER-good
Psychological phenomenon in which individual members of a group accept a viewpoint
or conclusion that represents a perceived group position (even when it conflicts with
their own beliefs or judgment) - CORRECT ANSWER-Groupthink
,Innovative, unconventional promotional tactics that engage customers through unique
experiences - CORRECT ANSWER-Guerilla marketing
Sales approach using psychological pressure and insistent language to push a
customer to a quick purchase decision - CORRECT ANSWER-hard selling
Complex purchase decisions that are important to the consumer and involve some risk -
CORRECT ANSWER-high-involvement decisions
Process of implementing the marketing strategy through specific actions or tactics -
CORRECT ANSWER-Implementation
Primary marketing research technique using structured one-on-one conversations to
delve deeply into a topic of interest - CORRECT ANSWER-in-depth interviews
Sale of products where intermediaries assist in moving goods and services from
producers to end users - CORRECT ANSWER-Indirect distribution
Targeted micromarketing focused on the needs of individuals, sometimes call mass
customization or one-to-one marketing - CORRECT ANSWER-individual marketing
Negotiating by beginning with details and working up to a larger agreement - CORRECT
ANSWER-inductive
General increase in prices of goods and services over time and decrease in the
purchasing power of money - CORRECT ANSWER-inflation
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
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-B2B sales
Fraudulent practice where an advertised product is unavailable so a customer is guided
to a more expensive one - CORRECT ANSWER-Bait and switch
One of Porter's Five Forces—the power of customers to drive down prices if supply
exceeds demand - CORRECT ANSWER-Bargaining power of buyers
,One of Porter's Five Forces—the power of suppliers when there are few alternative
sources for the products' components - CORRECT ANSWER-Bargaining power of
suppliers
The fourth phase in the negotiation process, where the parties seek an agreement -
CORRECT ANSWER-Bargaining
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
Primary marketing research technique involving formal or informal observation of
customers and noncustomers - CORRECT ANSWER-behavioral observation
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 faithfulness of customer's to a particular company and its products - CORRECT
ANSWER-brand loyalty
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
Grouping related products together and pricing them as a single product. - CORRECT
ANSWER-Bundling
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 - CORRECT
ANSWER-business to consumer (B2C)
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)
, Individuals at an organization who are responsible for the purchase contract, often a
purchasing department - CORRECT ANSWER-Buyers
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
Questions where a researcher provides a set of options from which to choose a
response, also called structured questions - CORRECT ANSWER-Closed-ended
questions
The final phase of negotiation, where an agreement is reached or the negotiation fails -
CORRECT ANSWER-Closure
Mental discomfort triggered by holding two or more contradictory beliefs, ideas, or
values - CORRECT ANSWER-cognitive dissonance
Style of handling conflict with high concern for both empathy and self-interest -
CORRECT ANSWER-Collaboration
A marketing experiment where two variants of a campaign are tested to see which one
is most effective - CORRECT ANSWER-A/B testing
Style of handling conflict focused on empathy over self-interest - CORRECT ANSWER-
Accommodation
Using social styles to customize a sales approach to the specific customer - CORRECT
ANSWER-Adaptive selling
Cooperation between levels of a distribution channel where one member sets the terms
due to its size and influence - CORRECT ANSWER-administered vertical marketing
system
Paid form of nonpersonal promotion - CORRECT ANSWER-advertising
People with this social style want to know "why" - CORRECT ANSWER-amiable
People with this social style want to know "how" - CORRECT ANSWER-analytical
Intelligent machines (computers) capable of learning and interacting - CORRECT
ANSWER-artificial intelligence
