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