MK 0273 : Market and Customers

Which of these is a feature of Relational Marketing, rather than transactional marketing?
a) Short timescale
b) Limited customer contact
c) Focus on customer retention
d) Little emphasis on customer service.
The defining characteristics of a brand and its uniqueness from competitors is called______?
a) Distinction
b) Diversification
c) Differentiation
d) Dissocation
Which promotional strategy requires sales people to move product down through channel
intermediaries to the consumer?
a) Standardisation strategy
b) Pull strategy
c) Diversification strategy
d) Push strategy
At which stage of the consumer decision making process is Cognitive Dissonance (Festinger,
1957) most likely to be a problem?
a) Need recognition
b) Problem recognition
c) Information search
d) Evaluation of alternatives
e) Post-purchase evaluation
Which of these is a feature of Relational Marketing, rather than transactional marketing?
a) Short timescale
b) Limited customer contact
c) Focus on customer retention
d) Little emphasis on customer service
When undertaking market research, which one of these approaches is a type of probability
sampling?
a) Convenience sampling
b) Judgment (or purposive) sampling
c) Simple random sampling
d) Snowball sampling
Television advertising is generally considered better than personal selling against which of
these criteria?
a) Total cost
b) Credibility
c) Personalisation
d) Reach