A.   Marketing process is to study buying behavior, research customer need, create offer and influence purchase decision.

B.   All of these

C.   Marketer is ACTIVE while customer is PASSIVE.

D.   Marketer and Customer operate separately and are at odds with each other.

A.   Evaluate switching costs

B.   Selecting a qualified principal

C.   Selecting a qualified agent

D.   Establishing a clear contract

A.   Basically Coordinated, Control-Oriented, Reward-Oriented

B.   Social-Exchange Theory, Principal Agent Theory, Transaction Cost Theory

C.   Actor Bond-Related, Network-Related, ARA Analysis

D.   Relationship-Oriented, Trust-Oriented, Commitment-Oriented

A.   Clarifying who controls the contract.

B.   Defining operational elements in detail.

C.   Stating performance activities more clearly

D.   All of these

A.   Switching costs

B.   Transaction costs

C.   Relationship costs

D.   Exchange costs

A.   Determine which costs can be assigned to large transactions and which are uneccesary.

B.   Consideration only the minimum costs in making a decision to acquire goods or services.

C.   Find a solution that reduces costs the most.

D.   Find a way to work with a partner that creates the most economically efficient transaction.

A.   One party having more money.

B.   A shift of dependence of one party on the other.

C.   One party not having a need for the other.

D.   One party being a larger organization.

A.   Switching costs

B.   Competitive costs

C.   Transactional costs

D.   Relationship costs

A.   All of these

B.   Technical

C.   Economic

D.   Social

A.   Where need uncertainty is high a buyer is likely to adopt ore protracted buying processes in order to help reduce the uncertainty.

B.   All of these

C.   a managerial approach to marketing based on the ideas that the buyer and seller operate independently.

D.   a function of the number of alternatives and how differentiated the suppliers are from each other.