Purchase decisions tend to be more complex in business markets than consumer markets. Accordingly, in business markets you are more likely to find (relative to consumer markets):
a. A larger number of customers
b. More people influencing the buying decision
c. Fewer people influencing the buying decision
d. Buyers who are more intelligent
e. More products
Question 2Which bivariate analysis technique is appropriate to examine if the price of gasoline influences the sales of automobiles, with both variables measured in dollars?
a. cross-tabulation
b. Spearman rank correlation
c. simple regression
d. ANOVA
Question 3It was found that of those who are exposed to a skin care ad, only 40 were of the target audience, and had an income of over 75,000 a year. If the GRP was originally 220, what is the Target Rating Point (TRP)?
a. 180
b. 260
c. 88
d. 320
Question 4Salespeople who are used to selling door-to-door may have difficulty working as a business-to-business salesperson because:
a. In business-to-business selling, sales are rarely made on the first call.
b. They're probably not used to forming close relationships with their customers.
c. They usually have little experience dealing with multiple (more than two) buying influences.
d. They may not be used to dealing with professional purchasing agents.
e. All of the above are correct.
Question 5________ is the extent to which two variables are associated systematically with each other.
a. Association
b. Regression
c. Covariance
d. ANOVA
Question 6If nine in ten households are exposed to an ad in the New Yorker magazine for a Cadillac Deville (reach of 90) and they are exposed four times (frequency) to other vehicles that carried the ad in the four-week ad schedule, what is the Gross Rating Points of the Deville ad for this time frame?
a. 360
b. 90
c. 400
d. 180
Question 7Anthony worked in retail sales while completing his college degree. After graduating, he took a job as a business-to-business salesperson. Which of the following is one of the changes he can expect?
a. His new customers will be more likely to make a purchase.
b. His new customers will be more dependent upon him for information.
c. His new customers or more likely to have multiple buying influences.
d. He is more likely to establish closer working relationships with this new customers.
e. Both c and d are correct
Question 8Charlie is examining the relationship between two variables and obtained a correlation coefficient equal to +1.0 . What does this mean?
a. The two variables are perfectly positively correlated.
b. The two variables are perfectly negatively correlated.
c. The two variables are slightly positively correlated.
d. The two variables are not correlated.
Question 9A single rating point from the ACNielsen company represents:
a. 1 percent of all television households.
b. an exposure of one time per rating period.
c. 12 million households.
d. one-tenth of all the households with the television turned on during prime time.
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