The first door-to-door salespeople were the peddlers of the Middle Ages.
Indicate whether the statement is true or false
Question 2The zero scale value found when measuring marketing variables typically represents
a. the ordinal nature of the variable.
b. an absolute lack of an attribute.
c. the logical existence of a natural zero point.
d. a point of absolute zero magnitude.
e. a point of indifference to which the value zero is arbitrarily attached.
Question 3Kimberly's knowledge of candy was high, and she knew what she liked. Thus, regarding consumer learning, she would be
a. unlikely to be closed to new ideas or experiences.
b. unlikely to generate new hypotheses.
c. more likely to experience products vicariously.
d. unable to process older information.
e. unable to process newer information.
Question 4When engaging in consultative selling, salespeople who serve as experts on their customers' businesses are acting as ________.
a. business consultants
b. strategic orchestrators
c. long-term allies
d. need-satisfiers
e. none of these choices
Question 5Which of the following about ordinal data is TRUE?
a. An ordinal scale implies order but not identity.
b. The attribute being measured must possess the ordinal property to allow ordinal scaling that is meaningful.
c. With an ordinal scale we can say the difference between the first and second is the same as the differencebetween the second and the third.
d. The calculation of means is appropriate with ordinal data.
e. Grade point average is a good example of an ordinal scale.
Question 6In learning from experience, consumers will ____ when motivation is low.
a. generate few or no hypotheses
b. rapidly make connections
c. retrieve information
d. encode information
e. not make purchases
Question 7When engaging in consultative selling, salespeople who coordinate their organization's resources in an effort to help them meet the needs of their customers are acting as ________.
a. business consultants
b. strategic orchestrators
c. long-term allies
d. need-satisfiers
e. none of these choices
Question 8The notion that equal differences among scores represent equal differences in the amount of the attribute possessed
by the object applies to ____ scales.
a. nominal
b. ordinal
c. interval
d. ratio
e. interval and ratio
Question 9All of the following factors significantly affect learning from experience except
a. motivation.
b. familiarity.
c. ambiguity of the information environment.
d. processing biases.
e. information retrieval.
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