$12$:$30$

$..$ll LTE

Today

$12$:$30$ PM

All Photos

EF$$CAMBRIAN

HANSON

SECTION A: MCQs $-15$ marks

$($Responses to be marked on the scantron sheet. Use ONLY pencil on the scantron$)$

In examining motivations, customers must satisfy needs like air, food and water before they can be motivated to consider almost any other kind of need. TRUE OR FALSE

When he first heard about giving a customer a reason to come back, Marco thought he had to give the customer merchandise. He felt better when he learned

A$)$ giving them cash, such as a rebate, would be the best way.

B$)$ discounting prices on an everyday basis would be best.

D$)$ building relationships andia presence was what was needed.

D$)$ building relationships and a friendly image would work best.

A friend of yours wants to buy a specialized piece of photography equipment. None of her friends knew anything about it$,$ and her family didn't either. She said she doesn't want to rely on the company websites as she feels they are not reliable. For her information search she will likely turn to

A$)$ third$-$party information.

B$)$ camera$-$store sales associates.

C$)$ a downloadable owner's manual.

D$)$ television informercials.

Ellen and Beth were at the same restaurant one evening, though they do not know each other. Ellen had a superb experience from service to the quality of the food. Beth, on the other hand, had to wait a long time before being seated, had inattentive service and had problems with the food, sending two items back to the kitchen. From what you know about marketing and the General Model of Customer Experience, what would you predict is likely to happen?

A$)$ Both Ellen and Beth will tell as many people as they can about the experience.

B$)$ Ellen will tell many people, including postings on social media, about her great experience, and Beth will keep to herself.

C$)$ Beth will tell many people, including postings on social media, about her bad experies people.

D$)$ Neither Ellen nor Beth will tell anyone about their adventures outside of a few close friends.

Marketing research should not be considered a single, one$-$time event, so creating a useful decision support system requires an ongoing, systematic approach to research. TRUE OR FALSE

When conducting market research it is good to start with what you know, not what you want to know. TRUE OR FALSE

$2$