Organizational Buyers Are Especially Partial to Direct Marketing Channels When

question 22

Multiple Choice

Organizational buyers are especially partial to direct marketing channels when

• A) they buy cheap materials in large quantities.
• B) they try a new product for the first time.
• C) they are filling an order for a very important customer.
• D) a modified rebuy type of decision is involved.
• E) expensive and/or complex equipment is involved.

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Definitions:

Behavioral Learning

A process of acquiring new behaviors or modifying existing ones through associations between stimuli and responses.

Comparative Advertising

A marketing strategy where a brand compares its product directly with competitors’ products to highlight its advantages.

Stimulus Discrimination

The ability of individuals to differentiate between similar stimuli and respond accordingly in decision-making processes.

Selective Comprehension

The process by which individuals interpret messages in a way that is consistent with their pre-existing attitudes and beliefs, often leading to skewed understanding of the message.