MAY 2015 Marketing

1. In a buying centre, the person who would be the most likely to say, "We need to limit our choices to local vendors", is _________ (1, 2, 10)
5. In the case of services, captive product pricing is called ________ pricing (1, 3, 4)
6. Avon believes that sales of one of its lipstick lines have fallen due to the introduction of a new lipstick line, but it wants to make this tentative hypothesis more specific before proceeding. Avon should conduct _______________. (1, 11, 8)
7. The percentage of a market which actually buys a specific product from a specific company is referred to as that product's __________. (1, 6, 5)

2. Suppose that marketers at P&G are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for a sales increase in a particular store. The type of research conducted to answer this question is: (1, 12)
3. A university enrolled 200 graduate students in the Autumn semester 2013. The enrolment rate was only slightly affected following a 12% hike in tuition fee. This illustrates a(n)________ demand (1, 9)
4. If 50% of the population are males and 50% females and an interviewer is asked to undertake a survey outside the university on a Friday at 3.00pm selecting males and females based on this split, this is an example of: (1, 5, 8)

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