A Computer Company Salesperson Invites the IT Managers of Its

question 21

Multiple Choice

A computer company salesperson invites the IT managers of its top ten customers (in terms of dollar sales) to view a demonstration of the firm's new product line so she can obtain their opinions regarding various options and configurations that could be offered.These IT managers are most likely to be the __________ of their organizations' buying centers.

• A)gatekeepers
• B)reciprocity managers
• C)buyers
• D)influencers
• E)users

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Definitions:

Segmenting

The process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers based on some type of shared characteristics.

Positioning

Repositioning a product or brand means strategizing its place in the market and consumer's mind, often in relation to competitors, through marketing, design, and messaging.

Psychographic

Relating to the study of personality, values, opinions, attitudes, interests, and lifestyles of consumers to segment markets and understand consumer behaviors.

Self-values Map

A graphical representation that showcases the values an individual or a group holds dear, often used in marketing to understand customer motivations.