9. In comparing the B2B and B2C buying processes: A. the B2B process is more complex, but usually the buying is done by a purchasing agent which makes it easier for marketers. B. the B2B process has more discrete steps, though once relationship is established and the buyer is satisfied with the current goods, many steps can be eliminated. C. B2C begins with need recognition, while B2B begins with product or service specification. D. B2B buying is often as impulsive as B2C, frequently due to the persuasive power of good sales representatives E. There is no way to compare them, for they are completely different processes. 10. Innovators are critical to new product marketers because they: A. are the major source of innovation. B. act as reverse engineering consultants. C. help with test marketing D. extend the product life cycle. E. help the product gain market acceptance. 11. When Accent Catering Services first opened, the owner decided to target only events in Lawrence, Kansas, Accent Catering was using a segmentation strategy. A. differentiated B. micromarketing C. benefit D. concentrated E. undifferentiated 12. The University of Kansas has separate graduate and undergraduate admission offices. This organizational structure recognizes that these are distinct for the University A. brand depth determinations. B. cobranding services extension. C. SKUs D. brand awareness markets. ines. 13. NASCAR re-directed their marketing efforts when a survey indicated that almost fifty percent of their race fans were female. This is an example of A. geographic B. psychographic C. loyalty D. benefits E. demographic 14. A is often used to illustrate the position of a firm's products or brands in consumers' minds. A. mass marketing analysis B. VALS summary C. loyalty timeline D. perceptual map E. globe