Vraag 1:
Which concept reflects the perceived tangible and intangible benefits and costs to customers?
a.
b.
c.
d.
Customer Expectations
Customer Loyalty
Customer Satisfaction
Customer Value
Vraag 2:
In applying a customer’s perceived value to a decision, a seller who is at a customer perceived
value disadvantage has two alternatives: to increase total customer value or ________.
a.
b.
c.
d.
Advertise more frequently
Decrease costs
Increase a cash-back bonus
Offer an extended warranty
Vraag 3:
Of which threat found in Porter’s model is Wal-Mart (large American supermarket offering
products at the cheapest possible price) perhaps one of the best illustrations?
a.
b.
c.
d.
Buyers’ growing bargaining power
Intense segment rivalry
New entrants
Suppliers’ growing bargaining power
Vraag 4:
Which concept refers to the tendency to interpret information in such a way that it fits
consumers’ preconceptions?
a.
b.
c.
d.
Selective attention
Selective distortion
Selective retention
Selective transfer
Vraag 5:
Which needs in the Maslow’s Hierarchy of Needs are the least pressing and have the lowest
importance?
a.
b.
c.
d.
Esteem needs
Self-actualization needs
Social needs
Physiological needs
Vraag 6:
Shell Oil manages the oil inventory of many of its business customers and knows when it
requires replenishment. In such a system a single supplier provides the buyer with his or her
entire requirement of maintenance, repair, and operating supplies. How can we call this
process?
a.
b.
c.
d.
Buying centre
System contracting
System supplying
Turnkey solution
Vraag 7:
In the adoption process of new products, we can distinguish people in terms of why they
adopt the product. Which concept do we use to categorize consumers as opinion leaders that
buy early on and can give the product a competitive advantage? They are willing to adopt the
product beyond the stage of early weaknesses, given good product support.
a.
b.
c.
d.
Early adopters
Early majority
Innovators
Late majority
Vraag 8:
Many marketing communication models assume that buyers go through a cognitive stage (in
which they learn about the product), an affective stage (in which they create feelings and
preferences concerning the product), and a behavioral stage (in which they purchase the
product). Which sequence of stages is most likely to occur when consumers are low involved
and perceive little differentiation within the product category?
a.
b.
c.
d.
Behavior stage – Affective stage – Cognitive Stage
Behavior stage – Cognitive stage – Affective Stage
Cognitive stage – Affective stage – Behavior stage
Cognitive stage – Behavior stage – Affective stage
Vraag 9:
What type of creative strategies are used in advertisements that employ emotions such as fear,
guilt, and shame to get people to do things (e.g., eat healthier) or stop doing things (e.g.,
smoking)?
a.
b.
c.
d.
Informational appeals
One-sided appeals
Sensory appeals
Transformational appeals
Vraag 10:
Which type of marketing communication tool can be customized, is up to date, and is
interactive?
a.
b.
c.
d.
Direct marketing
Personal selling
Public relations
Sales promotion