WGU D077 Concepts in Marketing, Sales,
and Customer Contact ACTUAL
QUESTIONS AND CORRECT ANSWERS
A/B testing - Correct answers✔✔A marketing experiment where two variants of a campaign are
tested to see which one is most effective
Accommodation - Correct answers✔✔Style of handling conflict focused on empathy over self-
interest
Adaptive selling - Correct answers✔✔Using social styles to customize a sales approach to the
specific customer
administered vertical marketing system - Correct answers✔✔Cooperation between levels of a
distribution channel where one member sets the terms due to its size and influence
advertising - Correct answers✔✔Paid form of nonpersonal promotion
amiable - Correct answers✔✔People with this social style want to know "why"
analytical - Correct answers✔✔People with this social style want to know "how"
artificial intelligence - Correct answers✔✔Intelligent machines (computers) capable of learning
and interacting
,attitudes - Correct answers✔✔Positive, negative, or ambivalent evaluation of people, objects,
event, activities, ideas, or anything else in the environment
attributes - Correct answers✔✔Characteristics that define a product and will influence the
customer's purchase decision
Avoidance - Correct answers✔✔Style of handling conflict with little empathy or self-interest
B2B sales - Correct answers✔✔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
Bait and switch - Correct answers✔✔Fraudulent practice where an advertised product is
unavailable so a customer is guided to a more expensive one
Bargaining power of buyers - Correct answers✔✔One of Porter's Five Forces—the power of
customers to drive down prices if supply exceeds demand
Bargaining power of suppliers - Correct answers✔✔One of Porter's Five Forces—the power of
suppliers when there are few alternative sources for the products' components
Bargaining - Correct answers✔✔The fourth phase in the negotiation process, where the parties
seek an agreement
BCG Matrix - Correct answers✔✔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
,behavioral observation - Correct answers✔✔Primary marketing research technique involving
formal or informal observation of customers and noncustomers
boycott - Correct answers✔✔Voluntary and intentional refusal to buy products from a certain
person, company, or country for ethical or political reasons
brand equity - Correct answers✔✔One of the drivers of customer equity, based on how the
customer assesses the value of the brand
brand loyalty - Correct answers✔✔The faithfulness of customer's to a particular company and its
products
brand - Correct answers✔✔The unique identity and associations of a company, often captured in
a design, sign, symbol, or words that identify a product and differentiate it from competitors
Bundling - Correct answers✔✔Grouping related products together and pricing them as a single
product.
business cycle - Correct answers✔✔Expansions and contractions in the level of economic
activities (business fluctuations) around a long-term growth trend
business to business (B2B) - Correct answers✔✔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
business to consumer (B2C) - Correct answers✔✔Sales directly to the individuals who consume
a finished product
, business-to-business (B2B) - Correct answers✔✔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
business-to-consumer (B2C) - Correct answers✔✔Sales directly to the individuals who consume
a finished product for personal use
Buyers - Correct answers✔✔Individuals at an organization who are responsible for the purchase
contract, often a purchasing department
buying center - Correct answers✔✔Group of decision makers for a purchase by an organization
Channel conflict - Correct answers✔✔When a company sells products directly to consumers, in
competition with the company's own channel partners
Closed-ended questions - Correct answers✔✔Questions where a researcher provides a set of
options from which to choose a response, also called structured questions
Closure - Correct answers✔✔The final phase of negotiation, where an agreement is reached or
the negotiation fails
cognitive dissonance - Correct answers✔✔Mental discomfort triggered by holding two or more
contradictory beliefs, ideas, or values
Collaboration - Correct answers✔✔Style of handling conflict with high concern for both
empathy and self-interest
and Customer Contact ACTUAL
QUESTIONS AND CORRECT ANSWERS
A/B testing - Correct answers✔✔A marketing experiment where two variants of a campaign are
tested to see which one is most effective
Accommodation - Correct answers✔✔Style of handling conflict focused on empathy over self-
interest
Adaptive selling - Correct answers✔✔Using social styles to customize a sales approach to the
specific customer
administered vertical marketing system - Correct answers✔✔Cooperation between levels of a
distribution channel where one member sets the terms due to its size and influence
advertising - Correct answers✔✔Paid form of nonpersonal promotion
amiable - Correct answers✔✔People with this social style want to know "why"
analytical - Correct answers✔✔People with this social style want to know "how"
artificial intelligence - Correct answers✔✔Intelligent machines (computers) capable of learning
and interacting
,attitudes - Correct answers✔✔Positive, negative, or ambivalent evaluation of people, objects,
event, activities, ideas, or anything else in the environment
attributes - Correct answers✔✔Characteristics that define a product and will influence the
customer's purchase decision
Avoidance - Correct answers✔✔Style of handling conflict with little empathy or self-interest
B2B sales - Correct answers✔✔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
Bait and switch - Correct answers✔✔Fraudulent practice where an advertised product is
unavailable so a customer is guided to a more expensive one
Bargaining power of buyers - Correct answers✔✔One of Porter's Five Forces—the power of
customers to drive down prices if supply exceeds demand
Bargaining power of suppliers - Correct answers✔✔One of Porter's Five Forces—the power of
suppliers when there are few alternative sources for the products' components
Bargaining - Correct answers✔✔The fourth phase in the negotiation process, where the parties
seek an agreement
BCG Matrix - Correct answers✔✔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
,behavioral observation - Correct answers✔✔Primary marketing research technique involving
formal or informal observation of customers and noncustomers
boycott - Correct answers✔✔Voluntary and intentional refusal to buy products from a certain
person, company, or country for ethical or political reasons
brand equity - Correct answers✔✔One of the drivers of customer equity, based on how the
customer assesses the value of the brand
brand loyalty - Correct answers✔✔The faithfulness of customer's to a particular company and its
products
brand - Correct answers✔✔The unique identity and associations of a company, often captured in
a design, sign, symbol, or words that identify a product and differentiate it from competitors
Bundling - Correct answers✔✔Grouping related products together and pricing them as a single
product.
business cycle - Correct answers✔✔Expansions and contractions in the level of economic
activities (business fluctuations) around a long-term growth trend
business to business (B2B) - Correct answers✔✔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
business to consumer (B2C) - Correct answers✔✔Sales directly to the individuals who consume
a finished product
, business-to-business (B2B) - Correct answers✔✔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
business-to-consumer (B2C) - Correct answers✔✔Sales directly to the individuals who consume
a finished product for personal use
Buyers - Correct answers✔✔Individuals at an organization who are responsible for the purchase
contract, often a purchasing department
buying center - Correct answers✔✔Group of decision makers for a purchase by an organization
Channel conflict - Correct answers✔✔When a company sells products directly to consumers, in
competition with the company's own channel partners
Closed-ended questions - Correct answers✔✔Questions where a researcher provides a set of
options from which to choose a response, also called structured questions
Closure - Correct answers✔✔The final phase of negotiation, where an agreement is reached or
the negotiation fails
cognitive dissonance - Correct answers✔✔Mental discomfort triggered by holding two or more
contradictory beliefs, ideas, or values
Collaboration - Correct answers✔✔Style of handling conflict with high concern for both
empathy and self-interest
