WGU D077 CONCEPTS IN MARKETING,
SALES, AND CUSTOMER CONTACT.
EXAM 2025 QUESTIONS AND ANSWERS
A/B testing - ANS A marketing experiment where two variants of a campaign are tested to
see which one is most effective
Accommodation - ANS Style of handling conflict focused on empathy over self-interest
Adaptive selling - ANS Using social styles to customize a sales approach to the specific
customer
administered vertical marketing system - ANS Cooperation between levels of a distribution
channel where one member sets the terms due to its size and influence
advertising - ANS Paid form of nonpersonal promotion
amiable - ANS People with this social style want to know "why"
analytical - ANS People with this social style want to know "how"
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artificial intelligence - ANS Intelligent machines (computers) capable of learning and
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interacting
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, attitudes - ANS Positive, negative, or ambivalent evaluation of people, objects, event,
activities, ideas, or anything else in the environment
attributes - ANS Characteristics that define a product and will influence the customer's
purchase decision
Avoidance - ANS Style of handling conflict with little empathy or self-interest
B2B sales - ANS 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 - ANS Fraudulent practice where an advertised product is unavailable so a
customer is guided to a more expensive one
Bargaining power of buyers - ANS One of Porter's Five Forces—the power of customers to
drive down prices if supply exceeds demand
Bargaining power of suppliers - ANS One of Porter's Five Forces—the power of suppliers
when there are few alternative sources for the products' components
Bargaining - ANS The fourth phase in the negotiation process, where the parties seek an
agreement
BCG Matrix - ANS 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
2
behavioral observation - ANS Primary marketing research technique involving formal or
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informal observation of customers and noncustomers
@COPYRIGHT @THEBRIGHT 2025/2026
, boycott - ANS Voluntary and intentional refusal to buy products from a certain person,
company, or country for ethical or political reasons
brand equity - ANS One of the drivers of customer equity, based on how the customer
assesses the value of the brand
brand loyalty - ANS The faithfulness of customer's to a particular company and its products
brand - ANS 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 - ANS Grouping related products together and pricing them as a single product.
business cycle - ANS Expansions and contractions in the level of economic activities (business
fluctuations) around a long-term growth trend
business to business (B2B) - ANS 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) - ANS Sales directly to the individuals who consume a finished
product
business-to-business (B2B) - ANS 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
3
business-to-consumer (B2C) - ANS Sales directly to the individuals who consume a finished
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product for personal use
@COPYRIGHT @THEBRIGHT 2025/2026
, Buyers - ANS Individuals at an organization who are responsible for the purchase contract,
often a purchasing department
buying center - ANS Group of decision makers for a purchase by an organization
Channel conflict - ANS When a company sells products directly to consumers, in competition
with the company's own channel partners
Closed-ended questions - ANS Questions where a researcher provides a set of options from
which to choose a response, also called structured questions
Closure - ANS The final phase of negotiation, where an agreement is reached or the
negotiation fails
cognitive dissonance - ANS Mental discomfort triggered by holding two or more
contradictory beliefs, ideas, or values
Collaboration - ANS Style of handling conflict with high concern for both empathy and self-
interest
Competition - ANS Style of handling conflict focused on self-interest over empathy
Competitive pricing strategy - ANS Setting the price for a product or service relative to
competitors
Compromise - ANS Middle-ground style of handling conflict
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@COPYRIGHT @THEBRIGHT 2025/2026
SALES, AND CUSTOMER CONTACT.
EXAM 2025 QUESTIONS AND ANSWERS
A/B testing - ANS A marketing experiment where two variants of a campaign are tested to
see which one is most effective
Accommodation - ANS Style of handling conflict focused on empathy over self-interest
Adaptive selling - ANS Using social styles to customize a sales approach to the specific
customer
administered vertical marketing system - ANS Cooperation between levels of a distribution
channel where one member sets the terms due to its size and influence
advertising - ANS Paid form of nonpersonal promotion
amiable - ANS People with this social style want to know "why"
analytical - ANS People with this social style want to know "how"
1
artificial intelligence - ANS Intelligent machines (computers) capable of learning and
Page
interacting
@COPYRIGHT @THEBRIGHT 2025/2026
, attitudes - ANS Positive, negative, or ambivalent evaluation of people, objects, event,
activities, ideas, or anything else in the environment
attributes - ANS Characteristics that define a product and will influence the customer's
purchase decision
Avoidance - ANS Style of handling conflict with little empathy or self-interest
B2B sales - ANS 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 - ANS Fraudulent practice where an advertised product is unavailable so a
customer is guided to a more expensive one
Bargaining power of buyers - ANS One of Porter's Five Forces—the power of customers to
drive down prices if supply exceeds demand
Bargaining power of suppliers - ANS One of Porter's Five Forces—the power of suppliers
when there are few alternative sources for the products' components
Bargaining - ANS The fourth phase in the negotiation process, where the parties seek an
agreement
BCG Matrix - ANS 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
2
behavioral observation - ANS Primary marketing research technique involving formal or
Page
informal observation of customers and noncustomers
@COPYRIGHT @THEBRIGHT 2025/2026
, boycott - ANS Voluntary and intentional refusal to buy products from a certain person,
company, or country for ethical or political reasons
brand equity - ANS One of the drivers of customer equity, based on how the customer
assesses the value of the brand
brand loyalty - ANS The faithfulness of customer's to a particular company and its products
brand - ANS 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 - ANS Grouping related products together and pricing them as a single product.
business cycle - ANS Expansions and contractions in the level of economic activities (business
fluctuations) around a long-term growth trend
business to business (B2B) - ANS 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) - ANS Sales directly to the individuals who consume a finished
product
business-to-business (B2B) - ANS 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
3
business-to-consumer (B2C) - ANS Sales directly to the individuals who consume a finished
Page
product for personal use
@COPYRIGHT @THEBRIGHT 2025/2026
, Buyers - ANS Individuals at an organization who are responsible for the purchase contract,
often a purchasing department
buying center - ANS Group of decision makers for a purchase by an organization
Channel conflict - ANS When a company sells products directly to consumers, in competition
with the company's own channel partners
Closed-ended questions - ANS Questions where a researcher provides a set of options from
which to choose a response, also called structured questions
Closure - ANS The final phase of negotiation, where an agreement is reached or the
negotiation fails
cognitive dissonance - ANS Mental discomfort triggered by holding two or more
contradictory beliefs, ideas, or values
Collaboration - ANS Style of handling conflict with high concern for both empathy and self-
interest
Competition - ANS Style of handling conflict focused on self-interest over empathy
Competitive pricing strategy - ANS Setting the price for a product or service relative to
competitors
Compromise - ANS Middle-ground style of handling conflict
4
Page
@COPYRIGHT @THEBRIGHT 2025/2026
