MKT 120 Test#3

A discipline in marketing combining computer and database technology with marketing communications and customer service

• employee relationship mgt.
• customer relationship mgt.
• customer retention strategy

Source information previously collected from either outside or inside an organization is known as:

• secondary research
• observational research
• primary research

After considering the life stage & personality of a customer, what is another important psychological factor to consider

• motivation
• socialization
• demographic

If a purchase decision is a routine purchase with little customer decision involvement, what type of decision is it?

• High-involvement decision
• Low-involvement decision
• Medium-involvement decision

If the decision-making process involves a customer’s self-image and financial, social, or psychological risks

• Medium-involvement decision
• High-involvement decision
• Low-involvement decision

When a person holds a conviction about something, it is known as a/an:

• belief
• attitude
• karma

A sentence that summarily describes the target market & defines what a company wants customers to think about its brand

• branding statement
• product life cycle
• positioning statement

Seven-Up brands itself as ”The Uncola.” What type of common positioning strategy is it using in the soda market?

• category benefit strategy
• business approach strategy
• anti-competition strategy

If something is an intangible or tangible characteristic of a product, service, or offering, it is considered a:

• price
• feature
• benefit

Which answer best completes the statement, “Effective positioning is always linked to________”?

• a specific target market
• a general market segment
• a specific demographic segment