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Several people often participate in the organizational buying process.  Called       ______________, these people share common goals risks, and knowledge important to a purchase decision.   A. a feasibility study group B. corporate obstructionists C. a buying center D. a cohort

Questions 12-13 are based on the following mini-case: Deanna has invented a new product. It is a combination of hair spray and insect repellent. She describes her target market this way: “I feel this product is best suited for women aged 14 to 44 who enjoy the outdoors and spend a lot of time in outdoor sport and other activities. They are concerned about their appearance and always try to look neat and well-groomed. They don’t want their activities spoiled by worrying about insect bites and may actively dislike drugs. Most of them live in the sunbelt areas of the country.”   Deanna’s targeting of women in a certain age group is ____________ segmentation.   A. demographic B. psychographic C. behavioral D. geographic

As a new purchasing agent for a large corporation, you are coordinating the purchasing of a new, major piece of machinery that will be incorporated into the production process.  This machine is not unique (although new to your company); hence, it is available from many different vendors.  In this regard, you know that the complexity, time frame, and number of suppliers (respectively) for this purchase will be   A. complex, short and many. B. moderate, medium, and many. C. complex, long and many D. complex, medium, and one. E. moderate, short, and one.

The value of a brand to an organization is called   A. brand capital B. brand equity C. brand equality D. brand profit E. brand equalization

Questions 12-13 are based on the following mini-case: Deanna has invented a new product. It is a combination of hair spray and insect repellent. She describes her target market this way: “I feel this product is best suited for women aged 14 to 44 who enjoy the outdoors and spend a lot of time in outdoor sport and other activities. They are concerned about their appearance and always try to look neat and well-groomed. They don’t want their activities spoiled by worrying about insect bites and may actively dislike drugs. Most of them live in the sunbelt areas of the country.”   Deanna’s targeting of women in a certain age group is ____________ segmentation.   A. demographic B. psychographic C. behavioral D. geographic

Bic’s application of its name to disposable razors, utility lighters, and even sailboards is an example of   A. line extension B. brand licensing C. brand preference D. brand recognition E. brand extension

Use the answer box below for the FINAL DRAFT of your essay. Uploading of files is not permitted.  Remember to indicate the number of your choice. 

  TOTAL  SECTION A:  [50]

  INSTRUCTIONS: 1. INSTRUCTIONS AND INFORMATION This question paper consists of TWO SECTIONS: SECTION A: Essay: 50 marks SECTION B: Transactional Texts: (2 x 25) 50 marks 2. Answer ONE question from SECTION A and TWO questions from SECTION B. 3. Write in the language in which you are being assessed. 4. You must plan (using a mind map/diagram/flow chart/keywords, etc.), edit, and proofread your work. The plan must appear BEFORE the essay. 5. You are strongly advised to spend your time as follows: SECTION A: approximately 80 minutes SECTION B: approximately 35 x 2 minutes (70 minutes) 6. Number the answers correctly according to the numbering system used in this question paper. 7. Give each response a suitable title/ heading. 8. The title/heading must not be considered when doing a word count.

Use the answer box below for the FINAL DRAFT of your essay. Uploading of files is not permitted.  Remember to indicate the number of your choice.