MHR 322 FINAL EXAM QUESTIONS AND
ANSWERS GRADED A+ 2025/2026
In the decision-making unit, the most important role in determining whether your product sells
is:
a. Primary economic buyer
b. Influencer
c. Purchasing department
d. End-user - ANS a. Primary economic buyer
All of the following are primary roles in the decision-making unit EXCEPT:
Champion
Purchasing agent
End-user
Primary economic buyer - ANS Purchasing Agent
All of the following are considered additional or secondary roles in the decision-making unit
EXCEPT:
Influencers
Purchasing department
People (or organizations) with veto power
1 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
,Champion - ANS champion
In the decision-making unit, a champion is:
The person with depth of experience whose opinion can affect the rest of the decision-making
unit
The person who wants the customer to purchase the product
The decision-maker who will sign off on spending money
The person who will actually use the product - ANS The person who wants the customer to
purchase the product
When you are trying to sell a new product or service, you usually only have to convince one key
person to make the sale.
True
False - ANS False
Mapping the process to acquire a paying customer can help you identify hidden obstacles that
inhibit your ability to sell your product.
True
False - ANS True
The cost of customer acquisition (COCA) analysis begins with mapping the process to acquire a
paying customer.
True
2 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
,False - ANS True
When mapping the process to acquire a paying customer, you should note whether payment
will come from the customer's yearly operating budget or from the customer's long-term capital
budget.
True
False - ANS true
A business model is a framework by which you capture value from customers based on the
product or service you sell.
True
False - ANS true
The 17 business models presented in Disciplined entrepreneurship represent the full set of
possible business models you should consider for your venture.
True
False - ANS False
Which business model is the most common for service firms because it rewards short-term
activity rather than scaling up?
Hourly rates
Cost plus
Subscription or leasing model
Licensing - ANS Hourly rates
3 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
, In the Daymond John interview, he talked about the importance of using influencers when
starting FUBU. The influencers that had the most impact in the early days of his business were:
Fashion bloggers
NFL Athletes
People magazine
Rappers - ANS Rappers
In Disciplined Entrepreneurship, a "customer" is not always just a customer. Which of the
following is an example of a more complex customer situation?
When you have a two-sided market where multiple target customer types are needed
When there are network effects that connect your customers via multiple channels
When your business model calls for both a primary customer and an economic customer
When a single market includes multiple customer segments - ANS When you have a two-
sided market where multiple target customer types are needed
Which part of the Business Model Canvas describes the bundle of products and services that
create value for a specific customer segment?
Products and services
Key partnership
Value proposition
Revenue streams - ANS Value proposition
Customers may be resistant to purchasing a new or unfamiliar product. Steps that you can take
to overcome this resistance include:
4 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
ANSWERS GRADED A+ 2025/2026
In the decision-making unit, the most important role in determining whether your product sells
is:
a. Primary economic buyer
b. Influencer
c. Purchasing department
d. End-user - ANS a. Primary economic buyer
All of the following are primary roles in the decision-making unit EXCEPT:
Champion
Purchasing agent
End-user
Primary economic buyer - ANS Purchasing Agent
All of the following are considered additional or secondary roles in the decision-making unit
EXCEPT:
Influencers
Purchasing department
People (or organizations) with veto power
1 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
,Champion - ANS champion
In the decision-making unit, a champion is:
The person with depth of experience whose opinion can affect the rest of the decision-making
unit
The person who wants the customer to purchase the product
The decision-maker who will sign off on spending money
The person who will actually use the product - ANS The person who wants the customer to
purchase the product
When you are trying to sell a new product or service, you usually only have to convince one key
person to make the sale.
True
False - ANS False
Mapping the process to acquire a paying customer can help you identify hidden obstacles that
inhibit your ability to sell your product.
True
False - ANS True
The cost of customer acquisition (COCA) analysis begins with mapping the process to acquire a
paying customer.
True
2 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
,False - ANS True
When mapping the process to acquire a paying customer, you should note whether payment
will come from the customer's yearly operating budget or from the customer's long-term capital
budget.
True
False - ANS true
A business model is a framework by which you capture value from customers based on the
product or service you sell.
True
False - ANS true
The 17 business models presented in Disciplined entrepreneurship represent the full set of
possible business models you should consider for your venture.
True
False - ANS False
Which business model is the most common for service firms because it rewards short-term
activity rather than scaling up?
Hourly rates
Cost plus
Subscription or leasing model
Licensing - ANS Hourly rates
3 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
, In the Daymond John interview, he talked about the importance of using influencers when
starting FUBU. The influencers that had the most impact in the early days of his business were:
Fashion bloggers
NFL Athletes
People magazine
Rappers - ANS Rappers
In Disciplined Entrepreneurship, a "customer" is not always just a customer. Which of the
following is an example of a more complex customer situation?
When you have a two-sided market where multiple target customer types are needed
When there are network effects that connect your customers via multiple channels
When your business model calls for both a primary customer and an economic customer
When a single market includes multiple customer segments - ANS When you have a two-
sided market where multiple target customer types are needed
Which part of the Business Model Canvas describes the bundle of products and services that
create value for a specific customer segment?
Products and services
Key partnership
Value proposition
Revenue streams - ANS Value proposition
Customers may be resistant to purchasing a new or unfamiliar product. Steps that you can take
to overcome this resistance include:
4 @COPYRIGHT 2026 ALLRIGHTS RESERVED.
