The problem solving approach followed by an organizational buyer in a straight rebuy situation is:
a. limited.
b. selective.
c. routine.
d. extended.
e. cerebral.
Question 2Which of the following represents the greater challenge when it comes to understanding consumers' online activities?
a. Determining the demographics of visitors to a website.
b. Counting the number of times a website or banner had have been accessed.
c. Counting the revenue from online transactions.
d. All of the above are equally challenging.
e. B and C.
Question 3The mere exposure effect is the result of
a. increasing understanding of the cognitions in an argument.
b. raising attention levels toward the message.
c. mere familiarity increasing liking.
d. increasing the number of associations attached to a schema.
e. attaching more favorable associations to the schema.
Question 4Organizational buying behavior can best be understood by:
a. focusing on the purchasing act or outcome.
b. adopting a decision process perspective.
c. carefully examining the purchasing manager's role in the decision.
d. centering attention on the executive who has buying authority and is also a decider.
e. isolating the role that top management assumes in ongoing purchasing activities.
Question 5GfK Group's Starch Ad Readership program could help an advertiser understand if a reader:
a. Remembered seeing an ad.
b. Saw the advertiser's name in an ad.
c. Read any or all of the ad.
d. Responded to a number of items about the ad, such as taking an action.
e. All of the above
Question 6According to the mere exposure effect, humans tend to
a. expose themselves to others' opinions.
b. prefer the familiar to the unfamiliar.
c. expose themselves to others' emotions.
d. prefer not to expose their emotions.
e. prefer the unfamiliar to the familiar.
Question 7Distribution by size is the only concentration factor important to the business marketer.
Indicate whether the statement is true or false
Question 8The main concern of the Starch Readership Service is to
a. Provide information on the demographic characteristics of a particular publication's readership.
b. Provide advertisers with insights concerning the effectiveness of their ads.
c. Determine which magazines carry the most advertising.
d. Evaluate the fit between a magazine's geographic distribution patterns and the type of advertising it carries.
e. Link magazine readership with certain lifestyle characteristics
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