WGU D077 CONCEPTS IN MARKETING,
SALES, AND CUSTOMER CONTACT ACTUAL
EXAM PAPER 2026 QUESTIONS WITH
ANSWERS GRADED A+
◍ Routine (low-involvement).
Answer: Identify the problem-solving process in this situation: Consumer
always goes to Joe's repair shop to fix his car
◍ Bargaining power of suppliers.
Answer: One of Porter's Five Forces—the power of suppliers when there are
few alternative sources for the products' components
◍ Needs.
Answer: Human requirements that range from basic physiology to safety,
love and belonging, esteem, and self-actualizationNew product
development:Process of creating a new product or service for the market,
involving strategy, organization, concept generation, marketing planning,
and commercialization
◍ cognitive dissonance.
Answer: Mental discomfort triggered by holding two or more contradictory
beliefs, ideas, or values
◍ marketing mix.
Answer: The controllable elements in the marketing environment, made up
of the product, price, promotion, and place
◍ Gatekeepers.
Answer: Individuals at an organization who control the flow of information
to and among others within the buying center
,◍ experiential learning.
Answer: Changes in behavior in response to direct experience
◍ validity.
Answer: The extent to which a research method accurately measures what it
is intended to measure
◍ Adaptive Selling.
Answer: Adjusting style based on customer's needs and behavior.
◍ Psychological Factors.
Answer: Motivation, perception, learning, beliefs, and attitudes.
◍ nondisclosure agreements (NDAs).
Answer: Signed documents when entering into a business relationship
detailing what information cannot be disclosed about another company
◍ BCG Matrix.
Answer: Planning tool which uses a quadrant to map the strategic position of
a business brand based on the brand's market share and the market's growth
potential
◍ positioning statement.
Answer: Single sentence that concisely identifies the target market for a
product and what marketers want customers to think about it
◍ Threat of new entrants (or barriers to entry)Threat of substitute products or
servicesRivalryBargaining power of buyersBargaining power of suppliers.
Answer: What are the five forces identified in Porter's five forces model.
◍ Primary data directly address the problems or challenges of interest.
However, it can be costly, time-consuming, and can require expertise to
collect..
Answer: Identify advantages and disadvantages of primary data
◍ secondary research.
Answer: Using already existing data that may be relevant to what you want
to know
,◍ external threat/opportunity.
Answer: Identify the SWOT in this situation: The company is concerned
about the country's economic condition
◍ cooperation/concern for others vs assertiveness/concern for selfThe avoiding
style seeks to deny conflict.The accommodating style gives in to what the
other side wants, even at the expense of one's personal goals.The
compromising style is a middle ground, where individuals express their own
concerns, but still respect the other person's goals.The competing style
wants to reach a goal regardless of what others say or how they feel.The
collaborating style seeks a win-win solution to the problem in which both
parties get what they want..
Answer: Based on the Dual Concern Model, explain the five common styles
involved in handling conflict Also describe the two competing concerns
explained in the Dual Concerns Model.
◍ It is unethical for salespeople to deceive customers through lying or
omission. Anticompetitive practices—such as bait and switch, planned
obsolescence, and pyramid schemes—are another form of unethical
behavior in sales..
Answer: For a sales organization and each sales rep, there are several areas
of ethical behavior that are vital to uphold. Describe the unethical issues
you'd want to avoid as an ethical sales rep.
◍ New product development.
Answer: Process of creating a new product or service for the market,
involving strategy, organization, concept generation, marketing planning,
and commercialization
◍ Personal Selling.
Answer: Direct interaction between a salesperson and a customer to make a
sale.
◍ Segmentation Variables.
Answer: Demographic, Geographic, Psychographic, Behavioral.
, ◍ marketing objectives.
Answer: Specific, measurable achievements that an organization wants from
its marketing activities within a specified time frame
◍ Customer lifetime value.
Answer: The total profit a company expects to gain from a customer
throughout the relationship
◍ B2B sales.
Answer: Sales to another company that consumes the product or services as
part of operating the business or uses the product in the assembly of the final
product it sells to consumers
◍ Customer Lifetime Value (CLV).
Answer: Predicted net profit from a customer over the entire relationship.
◍ The key components of the marketing planning process include the
following:Identifying the marketing mission statementConducting a
situational analysisDefining objectivesDeveloping strategies and
tacticsMonitoring and controlling.
Answer: Define marketing planning process
◍ Porter's Five Forces model is a tool for analyzing the competitiveness of a
market. Companies use the Five Forces model to identify opportunities or
evaluate decisions in the context of the environment..
Answer: What is the purpose of Porter's Five Forces model?
◍ behavioral observation.
Answer: Primary marketing research technique involving formal or informal
observation of customers and noncustomers
◍ value equity.
Answer: One of the drivers of customer equity, based on how the customer
assesses the value of the product or service a company provides
◍ Consumer Decision Process.
Answer: Need recognition → Information search → Evaluation of
SALES, AND CUSTOMER CONTACT ACTUAL
EXAM PAPER 2026 QUESTIONS WITH
ANSWERS GRADED A+
◍ Routine (low-involvement).
Answer: Identify the problem-solving process in this situation: Consumer
always goes to Joe's repair shop to fix his car
◍ Bargaining power of suppliers.
Answer: One of Porter's Five Forces—the power of suppliers when there are
few alternative sources for the products' components
◍ Needs.
Answer: Human requirements that range from basic physiology to safety,
love and belonging, esteem, and self-actualizationNew product
development:Process of creating a new product or service for the market,
involving strategy, organization, concept generation, marketing planning,
and commercialization
◍ cognitive dissonance.
Answer: Mental discomfort triggered by holding two or more contradictory
beliefs, ideas, or values
◍ marketing mix.
Answer: The controllable elements in the marketing environment, made up
of the product, price, promotion, and place
◍ Gatekeepers.
Answer: Individuals at an organization who control the flow of information
to and among others within the buying center
,◍ experiential learning.
Answer: Changes in behavior in response to direct experience
◍ validity.
Answer: The extent to which a research method accurately measures what it
is intended to measure
◍ Adaptive Selling.
Answer: Adjusting style based on customer's needs and behavior.
◍ Psychological Factors.
Answer: Motivation, perception, learning, beliefs, and attitudes.
◍ nondisclosure agreements (NDAs).
Answer: Signed documents when entering into a business relationship
detailing what information cannot be disclosed about another company
◍ BCG Matrix.
Answer: Planning tool which uses a quadrant to map the strategic position of
a business brand based on the brand's market share and the market's growth
potential
◍ positioning statement.
Answer: Single sentence that concisely identifies the target market for a
product and what marketers want customers to think about it
◍ Threat of new entrants (or barriers to entry)Threat of substitute products or
servicesRivalryBargaining power of buyersBargaining power of suppliers.
Answer: What are the five forces identified in Porter's five forces model.
◍ Primary data directly address the problems or challenges of interest.
However, it can be costly, time-consuming, and can require expertise to
collect..
Answer: Identify advantages and disadvantages of primary data
◍ secondary research.
Answer: Using already existing data that may be relevant to what you want
to know
,◍ external threat/opportunity.
Answer: Identify the SWOT in this situation: The company is concerned
about the country's economic condition
◍ cooperation/concern for others vs assertiveness/concern for selfThe avoiding
style seeks to deny conflict.The accommodating style gives in to what the
other side wants, even at the expense of one's personal goals.The
compromising style is a middle ground, where individuals express their own
concerns, but still respect the other person's goals.The competing style
wants to reach a goal regardless of what others say or how they feel.The
collaborating style seeks a win-win solution to the problem in which both
parties get what they want..
Answer: Based on the Dual Concern Model, explain the five common styles
involved in handling conflict Also describe the two competing concerns
explained in the Dual Concerns Model.
◍ It is unethical for salespeople to deceive customers through lying or
omission. Anticompetitive practices—such as bait and switch, planned
obsolescence, and pyramid schemes—are another form of unethical
behavior in sales..
Answer: For a sales organization and each sales rep, there are several areas
of ethical behavior that are vital to uphold. Describe the unethical issues
you'd want to avoid as an ethical sales rep.
◍ New product development.
Answer: Process of creating a new product or service for the market,
involving strategy, organization, concept generation, marketing planning,
and commercialization
◍ Personal Selling.
Answer: Direct interaction between a salesperson and a customer to make a
sale.
◍ Segmentation Variables.
Answer: Demographic, Geographic, Psychographic, Behavioral.
, ◍ marketing objectives.
Answer: Specific, measurable achievements that an organization wants from
its marketing activities within a specified time frame
◍ Customer lifetime value.
Answer: The total profit a company expects to gain from a customer
throughout the relationship
◍ B2B sales.
Answer: Sales to another company that consumes the product or services as
part of operating the business or uses the product in the assembly of the final
product it sells to consumers
◍ Customer Lifetime Value (CLV).
Answer: Predicted net profit from a customer over the entire relationship.
◍ The key components of the marketing planning process include the
following:Identifying the marketing mission statementConducting a
situational analysisDefining objectivesDeveloping strategies and
tacticsMonitoring and controlling.
Answer: Define marketing planning process
◍ Porter's Five Forces model is a tool for analyzing the competitiveness of a
market. Companies use the Five Forces model to identify opportunities or
evaluate decisions in the context of the environment..
Answer: What is the purpose of Porter's Five Forces model?
◍ behavioral observation.
Answer: Primary marketing research technique involving formal or informal
observation of customers and noncustomers
◍ value equity.
Answer: One of the drivers of customer equity, based on how the customer
assesses the value of the product or service a company provides
◍ Consumer Decision Process.
Answer: Need recognition → Information search → Evaluation of
