Marketing Chap. 5-6

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Lerne jetzt mit Karteikarten und Zusammenfassungen für den Kurs Marketing Chap. 5-6 an der TU München.

Beispielhafte Karteikarten für Marketing Chap. 5-6 an der TU München auf StudySmarter:

Name 4 characteristics of B2B markets

Beispielhafte Karteikarten für Marketing Chap. 5-6 an der TU München auf StudySmarter:

which are the steps of the consumer decision making process ?

Beispielhafte Karteikarten für Marketing Chap. 5-6 an der TU München auf StudySmarter:

Which are the 3 cognitive shortcuts that a consumer could use during the decision making process ?

Beispielhafte Karteikarten für Marketing Chap. 5-6 an der TU München auf StudySmarter:

Which of the following factors does not lead to a sustained competitive advantage ? A - Active consideration of quality leadership B - Active consideration of cost leadership C - Outpacing D - Extensive advertising E - Differentiation via time (speed)

Beispielhafte Karteikarten für Marketing Chap. 5-6 an der TU München auf StudySmarter:

According to Porter's five forces concept... 1. Potential entrants bear the threat of high mobility 2. Suppliers bear the threat of high bargaining power 3. Buyers bear the threat of high bargaining power 4. Substitutes bear the threat of replacing a company's product 5. The forces determine the long run attractiveness of a market or a market segment A - 1, 2 & 4 are correct only B - 1, 2 & 3 are correct only C - 1, 2, 3 & 4 are correct only D - 1, 3 & 4 are correct only E - All are correct

Beispielhafte Karteikarten für Marketing Chap. 5-6 an der TU München auf StudySmarter:

Which of the following statements about a firm's competitors is not correct ? A - Industry competition consists of firms that offer close substitutes B - Market competitors offer products and services that fullfill the same needs C - Low segment rivalry is unattractive, according to Porter's five forces D - Potential entrants pose a threat, according to Porter's five forces E - Firms with the same strategy in a target market form a strategic group

Beispielhafte Karteikarten für Marketing Chap. 5-6 an der TU München auf StudySmarter:

When consumers evaluate products and services, they form attitude towards those offerings. Which of the following statements about the attitude formation process is not true ? A - The standard learning hierarchy assumes, that a person approaches a decision as a problem solving process B - The low involvement hierarchy assumes, that consumers act on the basis of limited knowledge and form an evaluation only after they have have bought the product C - According to the experiential hierarchy of effects, consumers act on the basis of emotional reactions D - According to the low-involvement hierarchy, attitudes are likely to come about through behavioural learning E - The experiential hierarchy postulates that consumer's beliefs and thoughts have an early and strong impact on an attitude formation

Beispielhafte Karteikarten für Marketing Chap. 5-6 an der TU München auf StudySmarter:

Which of the following perceived risks is not a burden that consumers have to overcome as part of the decision making process ? A - Functional risk B - Physical risk C - Financial risk D - Visibility risk E - Psychological risk

Beispielhafte Karteikarten für Marketing Chap. 5-6 an der TU München auf StudySmarter:

Which of the following statements about consumer decision making process are correct ? 1. For extensive problem solving, consumers carefully evaluate each product alternative 2. For limited problem solving, consumers use simple decision rules as they choose among alternatives 3. For routine response behaviour, consumers make choices without conscious control 4. Involvement describes the perceived relevance of an object 5. Emotions do not influence any of the decision making styles A - 1, 2 & 3 are correct only B - 1, 2, 3 & 4 are correct only C - 1, 2 & 4 are correct only D - 1, 2, 3 & 5 are correct only E - All are correct

Beispielhafte Karteikarten für Marketing Chap. 5-6 an der TU München auf StudySmarter:

Which of the following statements about Maslow's hierarchy of needs is not correct ? A - Getting enough food and water is an example for physiological needs B - Protection and shelter are examples of safety needs C - Friendship and peer group acceptance are examples of belongingness needs D - Prestige and status are example of ego needs E - Accomplishments is an example of self-actualisation needs

Beispielhafte Karteikarten für Marketing Chap. 5-6 an der TU München auf StudySmarter:

According to Porter's five forces concept ... 1. Potential entrants bear the threat of mobility 2. Suppliers bear the threat of low bargaining power 3. Buyers bear the threat of low bargaining power 4. Substitutes bear the threat of replacing a current product or service of the company 5. Competitors bear the threat of low within-segment rivalry A - 1, 3 & 4 are correct only B - All are correct C - 1 & 4 are correct only D - 1, 2 & 3 are correct only E - 1, 2, 4 & 5 are correct only

Beispielhafte Karteikarten für Marketing Chap. 5-6 an der TU München auf StudySmarter:

What is the role of a key account manager ?

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Beispielhafte Karteikarten für Marketing Chap. 5-6 an der TU München auf StudySmarter:

Marketing Chap. 5-6

Name 4 characteristics of B2B markets
– few and large buyers
– close supplier customer relationships
– professional purchasing
– many buying influences (e.g. buying committees)
– multiple sales calls
– demand is often inelastic or fluctuating
– geographically concentrated buyers
– direct purchasing (e.g. no intermediaries)

Marketing Chap. 5-6

which are the steps of the consumer decision making process ?
1. Problem recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behaviour

Marketing Chap. 5-6

Which are the 3 cognitive shortcuts that a consumer could use during the decision making process ?
1. Cognitive heuristic
2. Lexicographic heuristic
3. Elimination by aspects heuristic

Marketing Chap. 5-6

Which of the following factors does not lead to a sustained competitive advantage ? A - Active consideration of quality leadership B - Active consideration of cost leadership C - Outpacing D - Extensive advertising E - Differentiation via time (speed)
D

Marketing Chap. 5-6

According to Porter's five forces concept... 1. Potential entrants bear the threat of high mobility 2. Suppliers bear the threat of high bargaining power 3. Buyers bear the threat of high bargaining power 4. Substitutes bear the threat of replacing a company's product 5. The forces determine the long run attractiveness of a market or a market segment A - 1, 2 & 4 are correct only B - 1, 2 & 3 are correct only C - 1, 2, 3 & 4 are correct only D - 1, 3 & 4 are correct only E - All are correct
E

Marketing Chap. 5-6

Which of the following statements about a firm's competitors is not correct ? A - Industry competition consists of firms that offer close substitutes B - Market competitors offer products and services that fullfill the same needs C - Low segment rivalry is unattractive, according to Porter's five forces D - Potential entrants pose a threat, according to Porter's five forces E - Firms with the same strategy in a target market form a strategic group
C

Marketing Chap. 5-6

When consumers evaluate products and services, they form attitude towards those offerings. Which of the following statements about the attitude formation process is not true ? A - The standard learning hierarchy assumes, that a person approaches a decision as a problem solving process B - The low involvement hierarchy assumes, that consumers act on the basis of limited knowledge and form an evaluation only after they have have bought the product C - According to the experiential hierarchy of effects, consumers act on the basis of emotional reactions D - According to the low-involvement hierarchy, attitudes are likely to come about through behavioural learning E - The experiential hierarchy postulates that consumer's beliefs and thoughts have an early and strong impact on an attitude formation
E

Marketing Chap. 5-6

Which of the following perceived risks is not a burden that consumers have to overcome as part of the decision making process ? A - Functional risk B - Physical risk C - Financial risk D - Visibility risk E - Psychological risk
D

Marketing Chap. 5-6

Which of the following statements about consumer decision making process are correct ? 1. For extensive problem solving, consumers carefully evaluate each product alternative 2. For limited problem solving, consumers use simple decision rules as they choose among alternatives 3. For routine response behaviour, consumers make choices without conscious control 4. Involvement describes the perceived relevance of an object 5. Emotions do not influence any of the decision making styles A - 1, 2 & 3 are correct only B - 1, 2, 3 & 4 are correct only C - 1, 2 & 4 are correct only D - 1, 2, 3 & 5 are correct only E - All are correct
B

Marketing Chap. 5-6

Which of the following statements about Maslow's hierarchy of needs is not correct ? A - Getting enough food and water is an example for physiological needs B - Protection and shelter are examples of safety needs C - Friendship and peer group acceptance are examples of belongingness needs D - Prestige and status are example of ego needs E - Accomplishments is an example of self-actualisation needs
E

Marketing Chap. 5-6

According to Porter's five forces concept ... 1. Potential entrants bear the threat of mobility 2. Suppliers bear the threat of low bargaining power 3. Buyers bear the threat of low bargaining power 4. Substitutes bear the threat of replacing a current product or service of the company 5. Competitors bear the threat of low within-segment rivalry A - 1, 3 & 4 are correct only B - All are correct C - 1 & 4 are correct only D - 1, 2 & 3 are correct only E - 1, 2, 4 & 5 are correct only
C

Marketing Chap. 5-6

What is the role of a key account manager ?
takes an individual or clustered approach to manage customer relationships taking a long term perspective.
The goal is to create long lasting business relationships with customers that have a high customer lifetime value

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