©EXAM STUDY MATERIAL 8/9/2024 11:50 AM
WGU D077 Exam. Verified Questions
and Answers
Primary marketing research technique that explores the impact of one or more factors, such as
the comparison of two marketing campaigns - answer✔✔experimental research
Automatic, low-involvement purchase decision process based on limited information or
information gathered in the past - answer✔✔routine problem-solving
Identify the SWOT in this situation: New government policies will help the company in the
future - 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. - 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 - 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? - answer✔✔Exploring ideas, perceptions, and
behaviors in depth
Which growth strategy utilizes new markets with existing products using the strategic
opportunity matrix? - answer✔✔Market development
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What are the four social styles in the social style matrix? - answer✔✔analytical, driver, amiable,
and expressive.
A marketing experiment where two variants of a campaign are tested to see which one is most
effective - answer✔✔A/B testing
Using social styles to customize a sales approach to the specific customer - answer✔✔Adaptive
selling
Positive, negative, or ambivalent evaluation of people, objects, event, activities, ideas, or
anything else in the environment - answer✔✔attitudes
Characteristics that define a product and will influence the customer's purchase decision -
answer✔✔attributes
Style of handling conflict with little empathy or self-interest - 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 - answer✔✔BCG Matrix
Voluntary and intentional refusal to buy products from a certain person, company, or country for
ethical or political reasons - answer✔✔boycott
One of the drivers of customer equity, based on how the customer assesses the value of the brand
- 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 - answer✔✔brand
Expansions and contractions in the level of economic activities (business fluctuations) around a
long-term growth trend - 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 -
answer✔✔business to business (B2B)
Sales directly to the individuals who consume a finished product for personal use -
answer✔✔business-to-consumer (B2C)
Group of decision makers for a purchase by an organization - answer✔✔buying center
When a company sells products directly to consumers, in competition with the company's own
channel partners - answer✔✔Channel conflict
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Style of handling conflict with high concern for both empathy and self-interest -
answer✔✔Collaboration
The study of individuals, groups, or organizations and all the activities associated with the
purchase, use, and disposal of goods and services - answer✔✔consumer behavior
Statistical measure of consumers' level of optimism about current and future economic
conditions - answer✔✔consumer confidence
The user of a purchased product or service - answer✔✔consumer
Promotion through the creation and sharing of messages and materials designed to stimulate
interest in a product - answer✔✔Content marketing
Cooperation between levels of a distribution channel as described by a formal agreement -
answer✔✔contractual vertical marketing system
Way of conducting business with commitment to the values, norms, and expectations of society
for social responsibility - answer✔✔Corporate Social Responsibility (CSR)
Ownership by a single company of all levels of production and distribution -
answer✔✔corporate vertical marketing system
The combined customer lifetime values of all the company's customers - answer✔✔customer
equity
The steps in the customer relationship with a company, from initial contact to loyalty -
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 - answer✔✔Customer relationship
management (CRM)
A measure of how products or services delivered by a company meet or exceed customer
expectations - answer✔✔customer satisfaction
The purchaser of a product or service - 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 -
answer✔✔Database marketing organizations
Hiding the truth, especially to get an advantage - answer✔✔deception
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Individual(s) at an organization making the final purchase decision, often the person who owns
the budget - answer✔✔Deciders
Targeting strategy where a company provides separate offerings to each different market
segment that it targets - answer✔✔differentiated marketing
All of a company's marketing efforts that use an electronic device or the Internet -
answer✔✔digital marketing
Sale of products from the producer to the end user without an intermediary - answer✔✔Direct
distribution
Process of acquiring raw materials and moving materials and finished products from the
producer to customers - answer✔✔Distribution
Buying and selling of goods and services over the Internet using websites and/or mobile
applications - answer✔✔E-commerce
Human requirement to feel respected and valued by others as well as yourself -
answer✔✔esteem needs
Type of consumer activism where ethical products are favored and unethical products or
companies are avoided - answer✔✔Ethical consumerism
Changes in behavior in response to direct experience; learning as a reflection on doing -
answer✔✔experiential learning
People with this social style want to know "who" - answer✔✔expressive
Differences in outlook, opinions, values, and cultural norms between people of different
generations - answer✔✔generation gaps
Dividing the market into sub-groups based on region or geographic characteristics -
answer✔✔Geographic segmentation
Physical product offering manufactured by a business - answer✔✔good
Sales approach using psychological pressure and insistent language to push a customer to a quick
purchase decision - answer✔✔hard selling
Complex purchase decisions that are important to the consumer and involve some risk -
answer✔✔high-involvement decisions
Process of implementing the marketing strategy through specific actions or tactics -
answer✔✔Implementation
