Question 1

Buyers include all of the following EXCEPT ______.

Accepted Answer

A)  individuals 
B)  platforms 
C)  families 
D)  organizations 
A)  individuals 
B)  platforms 
C)  families 
D)  organizations B

Question 2

Marketers can interrupt the stages of the consumer decision-making process with ______.

Accepted Answer

A)  push communications 
B)  push-pull communications 
C)  pull communications 
D)  pull-push communications 
A)  push communications 
B)  push-pull communications 
C)  pull communications 
D)  pull-push communications A

Question 3

What is the number one pain point affecting the B2B buyer journey experience?

Accepted Answer

A)  lack of customer base knowledge 
B)  lack of speed in interactions with their supplier 
C)  lack of internal framework to facilitate transactions 
D)  lack of effective communication among in-house marketing teams 
A)  lack of customer base knowledge 
B)  lack of speed in interactions with their supplier 
C)  lack of internal framework to facilitate transactions 
D)  lack of effective communication among in-house marketing teams B

Question 4

What stage of the consumer decision-making process do post-purchase satisfied customers bypass?

Accepted Answer

A)  need recognition 
B)  post-purchase outcomes 
C)  evaluation of alternatives 
D)  information search 
A)  need recognition 
B)  post-purchase outcomes 
C)  evaluation of alternatives 
D)  information search

Question 5

The Second Moment of Truth occurs at the point of ______.

Accepted Answer

A)  sale 
B)  experience evaluation 
C)  product return 
D)  product research 
A)  sale 
B)  experience evaluation 
C)  product return 
D)  product research

Question 6

Buyer behaviour is influenced by ______.

Accepted Answer

A)  individual characteristics, sociocultural factors, and environmental factors 
B)  group characteristics, cultural factors, and environmental factors 
C)  individual characteristic, social factors, and cultural factors 
D)  group characteristics, sociocultural factors, and macro-environmental factors 
A)  individual characteristics, sociocultural factors, and environmental factors 
B)  group characteristics, cultural factors, and environmental factors 
C)  individual characteristic, social factors, and cultural factors 
D)  group characteristics, sociocultural factors, and macro-environmental factors

Question 7

How prospective customers evaluate, buy, use, and dispose of products is known as ______.

Accepted Answer

A)  buyer cognition 
B)  buyer remorse 
C)  buyer behaviour 
D)  buyer characteristics 
A)  buyer cognition 
B)  buyer remorse 
C)  buyer behaviour 
D)  buyer characteristics

Question 8

Commercial transactions occurring online are known as ______.

Accepted Answer

A)  a-commerce 
B)  online commerce 
C)  e-commerce 
D)  C2C commerce 
A)  a-commerce 
B)  online commerce 
C)  e-commerce 
D)  C2C commerce

Question 9

Which source of information do B2B buyers use to add and eliminate alternatives?

Accepted Answer

A)  the first moment of truth 
B)  the second moment of truth 
C)  the third moment of truth 
D)  the zero moment of truth 
A)  the first moment of truth 
B)  the second moment of truth 
C)  the third moment of truth 
D)  the zero moment of truth

Question 10

The interactions people have with brands before, during, and after purchase is known as ______.

Accepted Answer

A)  touchpoints 
B)  customer journey mapping 
C)  decision triggers 
D)  formative attitudes 
A)  touchpoints 
B)  customer journey mapping 
C)  decision triggers 
D)  formative attitudes

Question 11

The B2B buyer decision-making model, comprising six stages, includes ______.

Accepted Answer

A)  vendor selection and order 
B)  pre-purchase evaluation 
C)  solution recognition 
D)  evaluation of alternative proposals 
A)  vendor selection and order 
B)  pre-purchase evaluation 
C)  solution recognition 
D)  evaluation of alternative proposals

Question 12

Differences between B2B buyers and B2C buyers include all of the following EXCEPT ______.

Accepted Answer

A)  independence 
B)  the relevance of hard and soft costs 
C)  characteristics of the decision unit 
D)  partner buying relationships 
A)  independence 
B)  the relevance of hard and soft costs 
C)  characteristics of the decision unit 
D)  partner buying relationships

Question 13

Changes in buyer behaviour due to the digital age include ______.

Accepted Answer

A)  search is limited to search engines 
B)  connected customers are not influenced by many resources 
C)  consumers discover products and research purchases offering same day shipping 
D)  consumers may see a benefit in researching all kinds of products 
A)  search is limited to search engines 
B)  connected customers are not influenced by many resources 
C)  consumers discover products and research purchases offering same day shipping 
D)  consumers may see a benefit in researching all kinds of products

Question 14

Why do companies engage in the research activity of customer journey mapping?

Accepted Answer

A)  to increase their market share by targeting specific customers 
B)  to influence buyer behaviour 
C)  to capture details of the consumer decision-making process 
D)  to identify the brands most purchased by consumers 
A)  to increase their market share by targeting specific customers 
B)  to influence buyer behaviour 
C)  to capture details of the consumer decision-making process 
D)  to identify the brands most purchased by consumers

Buyers include all of the following EXCEPT ______.

Marketers can interrupt the stages of the consumer decision-making process with ______.

What is the number one pain point affecting the B2B buyer journey experience?

What stage of the consumer decision-making process do post-purchase satisfied customers bypass?

The Second Moment of Truth occurs at the point of ______.

Buyer behaviour is influenced by ______.

How prospective customers evaluate, buy, use, and dispose of products is known as ______.

Commercial transactions occurring online are known as ______.

Which source of information do B2B buyers use to add and eliminate alternatives?

The interactions people have with brands before, during, and after purchase is known as ______.

The B2B buyer decision-making model, comprising six stages, includes ______.

Differences between B2B buyers and B2C buyers include all of the following EXCEPT ______.

Changes in buyer behaviour due to the digital age include ______.

Why do companies engage in the research activity of customer journey mapping?

Understanding Marketing

Segmentation, Targeting, and Positioning

Marketing Research and Analysis

Marketing Strategy

Creating Value: Products and Services

Offering Value: Price

Distributing Value: Place

Communicating Value: Promotion

Extending Value: People, Process, and Presence in the Customer Experience

Maintaining Value Through Branding and Brand Management

Managing Value: Analytics and Marketing Value Management Systems

Filters

Exam 2: Understanding Buyers

Buyers include all of the following EXCEPT ______.

Marketers can interrupt the stages of the consumer decision-making process with ______.

What is the number one pain point affecting the B2B buyer journey experience?

What stage of the consumer decision-making process do post-purchase satisfied customers bypass?

The Second Moment of Truth occurs at the point of ______.

Buyer behaviour is influenced by ______.

How prospective customers evaluate, buy, use, and dispose of products is known as ______.

Commercial transactions occurring online are known as ______.

Which source of information do B2B buyers use to add and eliminate alternatives?

The interactions people have with brands before, during, and after purchase is known as ______.

The B2B buyer decision-making model, comprising six stages, includes ______.

Differences between B2B buyers and B2C buyers include all of the following EXCEPT ______.

Changes in buyer behaviour due to the digital age include ______.

Why do companies engage in the research activity of customer journey mapping?

Understanding Marketing

Segmentation, Targeting, and Positioning

Marketing Research and Analysis

Marketing Strategy

Creating Value: Products and Services

Offering Value: Price

Distributing Value: Place

Communicating Value: Promotion

Extending Value: People, Process, and Presence in the Customer Experience

Maintaining Value Through Branding and Brand Management

Managing Value: Analytics and Marketing Value Management Systems

Filters