Question 1

_____ refers to the procedures that develop and analyze new information about a market.

Accepted Answer

Marketing research

Question 2

marketing information system

Accepted Answer

A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

Question 3

is organized to continually gather data from internal and external sources, including market research studies.

Accepted Answer

A complete marketing information system:

Question 4

most companies have much useful information, but it often isn\'t available or accessible when the manager needs it.

Accepted Answer

Setting up a marketing information system can be valuable to marketing managers because

Question 5

Defining the problem

Accepted Answer

What is the first step in the marketing research process?

Question 6

Defining the problem is important because this decision will remain unchanged throughout the process.

Accepted Answer

Which of the following statements about the marketing research process is NOT TRUE?

Question 7

secondary data.

Accepted Answer

Data that has already been collected or published is:

Question 8

Secondary data was originally collected for some other purpose.

Accepted Answer

Which of the following statements concerning secondary data is correct?

Question 9

Looking through the company\'s marketing information system to see past sales trends.

Accepted Answer

The marketing manager at Massimino & McCarthy, a chain of retail stores that sells men\'s clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following sources of data would be a secondary data source?

Question 10

____ is an example of a primary data source.

Accepted Answer

Observation

Question 11

questioning and observing.

Accepted Answer

The two basic methods for obtaining primary information about customers are

Question 12

Relies on open-ended questioning.

Accepted Answer

Qualitative research, compared to quantitative research:

Question 13

the in-depth responses it provides.

Accepted Answer

The big advantage of qualitative research in marketing is:

Question 14

the research conclusions will vary depending on who watches the interview whether online or off-line.

Accepted Answer

When focus group interviews are used in marketing,

Question 15

quantitative research.

Accepted Answer

Marketing research which seeks structured responses that can be summarized is called:

Question 16

quantitative research.

Accepted Answer

Wizard Toy Company\'s marketing researcher conducted a survey to find out the percentage of customers who, after receiving a promotional mailing about a new toy, actually went out and purchased the product. This is an example of

Question 17

with a mail, e-mail, or online survey.

Accepted Answer

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey. He is most likely to get the needed information

Question 18

response rate.

Accepted Answer

The percent of people contacted in a survey who complete a questionnaire is the:  qualitative rate.  sample rate.  population rate.  response rate.  none of the above.

Question 19

a mail survey.

Accepted Answer

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company\'s products. He is LEAST likely to get what he wants if he uses:

Question 20

Personal interviews

Accepted Answer

Which of the following is usually the most expensive way to collect data from consumers?

Question 21

insistence.

Accepted Answer

Darrell Everwine read a review about a new computer program that appealed to him very much. He decided to try to find the program. However, the new program was in short supply--although other brands with similar features were available. Darrell had to try seven shops before he finally found the program in stock. For Darrell, this program achieved brand:

Question 22

A need satisfying offering of a firm.

Accepted Answer

A \"product\" is best described as:

Question 23

the customer\'s specific requirements and needs.

Accepted Answer

From a marketing perspective, product quality primarily depends on,

Question 24

the set of all product lines and individual products that a firm sells.

Accepted Answer

A product assortment is:

Question 25

Are usually sold first, and then produced.

Accepted Answer

Services, as opposed to physical products:

Question 26

Specialty products

Accepted Answer

Which of the following is NOT one of the text\'s business product classes?

Question 27

Product quality fluctuates due to variations in raw materials

Accepted Answer

Which of the following would NOT be favorable to successful branding?

Question 28

final customer

Accepted Answer

Product class is based on the type of __________________ __________________.

Question 29

Brand insistence

Accepted Answer

______________ means potential customers insist on a firm\'s branded product and are willing to search for it.

Question 30

Price is less important in the purchase of heterogeneous shopping products than homogeneous shopping products.  Compared to heterogeneous shopping products, homogeneous shopping products are usually more standardized.  Buyers usually expect more sales help or service with heterogeneous shopping products.  All of the above are true.

Accepted Answer

Which of the following is true regarding shopping products?

Question 31

be more important for a homogeneous shopping product than for a specialty product.

Accepted Answer

Having a competitive price is likely to

Question 32

Convenience products, homogeneous shopping products, specialty products

Accepted Answer

Which of the following orderings suggests the amount of effort (from little to much) that consumers are willing to spend in searching for the \"right\" product?

Question 33

an emergency product.

Accepted Answer

During a heavy rainstorm, Louie Hirasawa stepped into a drugstore and bought an umbrella--just like the one he had at home--for $15.00 plus tax. In this case, the umbrella is:

Question 34

can serve as a useful enhancement tool.  can increase costs to the consumer.  can serve as a useful promotional tool.  is concerned with protecting the product in shipping and on the shelf.  All of the above are true.

Accepted Answer

Packaging

Question 35

The demand for business products is derived from the demand for consumer products.

Accepted Answer

Regarding business products:

Question 36

brick because of increasing demand for new homes.

Accepted Answer

\"Derived demand\" is best illustrated by the demand for:

Question 37

brand rejection

Accepted Answer

Ross Wrigley refuses to buy Billy Goat brand of beer, his attitude toward this brand is called _____.

Question 38

brand equity.

Accepted Answer

The value of a brand to its current owner or to a firm that wants to buy it is called

Question 39

Licensed brand.

Accepted Answer

Boatwright College gives manufacturers of clothing and gift items permission to place the college\'s name and emblem on a wide variety of merchandise. In return, Boatwright is paid a fee for granting this permission. In this case, the Boatwright name and logo is a:  Boatwright College gives manufacturers of clothing and gift items permission to place the college\'s name and emblem on a wide variety of merchandise. In return, Boatwright is paid a fee for granting this permission. In this case, the Boatwright name and logo is a:

Question 40

the way people think about and shop for products.

Accepted Answer

The text\'s consumer product classes are based upon:

Question 41

multichannel

Accepted Answer

A producer using several competing channels to distribute its products to its target market is using ______________ distribution.

Question 42

Direct

Accepted Answer

In which of the following distribution channels is the firm most likely to maintain control of the marketing mix?

Question 43

accumulating.

Accepted Answer

Yakima Valley Produce, Inc. buys artichokes from many small farmers, assembles them into larger quantities, and ships in carload quantities to a central market where they are sold to large food processors. This \"regrouping activity\" is called:

Question 44

the difference between the quantity of products it is economical for an individual producer to make and the quantity normally wanted by individual consumers or users.

Accepted Answer

\"Discrepancies of quantity\" means:

Question 45

It is selling through only those intermediaries who will give the product special attention.

Accepted Answer

Which of the following is true of selective distribution?

Question 46

bulk-breaking.

Accepted Answer

The \"regrouping activity\" which involves breaking carload or truckload shipments into smaller quantities as products get closer to final customers is called:

Question 47

Sorting

Accepted Answer

When an online intermediary like Hulu scans thousands of hours of programming each week and groups these programs into categories of digital programs (e.g. sports, crime, etc.), this is an example of:

Question 48

Exclusive distribution.

Accepted Answer

Raymond Weil, a European manufacturer of premium watches, is trying to compete in the U. S. market with other fine watch brands. Its corporate website contains the following notice: \"RAYMOND WEIL products are sold by official dealers only. The RAYMOND WEIL International Guarantee is offered exclusively to consumers in possession of a watch purchased from an official dealer....\" In the United States, Raymond Weil watches are not available in every jewelry or department store. For example, in large cities such as Boston, Washington, D.C., and San Francisco, there are only three retailers in each city that are official Raymond Weil dealers. Raymond Weil seems to be using:

Question 49

exclusive

Accepted Answer

Quiet Drive Mufflers are sold only through Car Parts Now retailers. This retailer has only one store in any given geographic area to minimize competition between stores. Quiet Drive Mufflers uses _____ distribution.

Question 50

Licensing

Accepted Answer

______________ (as a way to enter foreign markets) means selling the right to use some process, trademark, patent, or other right for a fee.

Question 51

convenience products and business supplies.

Accepted Answer

Intensive distribution is often very appropriate for:

Question 52

exporting.

Accepted Answer

Selling products manufactured in the United States to foreign customers--often without any product changes--is called:

Question 53

Michelin made millions of tires last year--but most customers bought only one set.

Accepted Answer

Which of the following best illustrates \"discrepancies of quantity\"?

Question 54

is any series of firms or individuals who participate in the flow of goods and services from producer to final user or consumer.

Accepted Answer

A channel of distribution:

Question 55

Place decisions are usually harder to change than other marketing mix decisions.

Accepted Answer

Which of the following statements about Place is true?

Question 56

Often perform functions that producers cannot perform efficiently by themselves.

Accepted Answer

Intermediaries in indirect channels of distribution:

Question 57

should be designed to increase discrepancies of quantity between producers and consumers.

Accepted Answer

Channels of distribution:

Question 58

selling a product through all responsible and suitable wholesalers or retailers who will stock or sell the product.

Accepted Answer

Intensive distribution is

Question 59

Batteries

Accepted Answer

Intensive distribution at the retail level would probably be most appropriate for:

Question 60

Exclusive distribution

Accepted Answer

Selling through only one wholesaler or retailer in a particular geographic area is called:

Question 61

Convenience.  Shopping atmosphere.  Assortment carried.  Service.  All of the above can be relevant.

Accepted Answer

Which of the following is NOT relevant regarding why some consumers prefer one retailer over another?

Question 62

specialty shop

Accepted Answer

A _________ aims at a carefully defined target market by offering a unique product assortment, knowledgeable salesclerks, and better service.

Question 63

several manufacturers of noncompeting lines.

Accepted Answer

Manufacturers\' agents usually work for:

Question 64

a service (merchant) wholesaler.

Accepted Answer

Sierra Plumbing, Inc. buys plumbing supplies, pipes, and tools from different manufacturers and resells them to construction companies. Sierra is MOST LIKELY:

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