question

The study of consumer __________ helps marketers understand why people choose one brand over another and how they make these choices.

answer

Behavior

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Last autumn, Will was raking leaves. After making several large piles, he went into the garage and discovered that he had no more large garbage bags. He couldn't finish the job without them. Will has just begun the

answer

purchase decision process

question

Devin had just been laid off from her job and was watching TV at about 2:00 P.M. when she saw an advertisement for a local trade college. It sounded like just what she needed to get back on her feet, so she went right to the phone to contact the school. Devin's information search was shortened by a perfectly timed advertisement, which is a __________.

answer

marketer-dominated source

question

For the purchase of a smartphone, Consumer Reports expects that many consumers use price, display, web browsing, and battery life as __________, since it tests products on these dimensions.

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evaluative criteria

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Satisfaction or dissatisfaction affects consumer communications; while the satisfied buyer typically tells about three other people about her experience, the dissatisfied buyer

answer

is likely to complain about 9 people

question

Cognitive dissonance is most likely to occur in which stage of the purchase decision process?

answer

postpurchase behavior

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A consumer will use one of three general problem-solving variations, extended, limited, or routine, based on level of involvement and

answer

product knowledge

question

For which of the following items would extended problem solving mostly likely be used?

answer

a silicon injection

question

The market leader for a(n) __________ product must make special efforts to avoid stock-out situations so that buyers don't substitute a competing brand.

answer

low-involvement

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As a situational influence, antecedent states include

answer

the mood of the shopper

question

Which of the following is a psychological influence on the consumer behavior decision process?

answer

motivation

question

A television ad for Volkswagen features several nervous teens examining the damage immediately following a car accident, and the message, "Your parents can only kill you if you're OK." Marketers at Volkswagen are attempting to appeal to consumers' __________ needs.

answer

safety

question

Selective __________ is defined as paying attention to messages that are consistent with one's attitudes and beliefs and ignoring messages that are inconsistent.

answer

exposure

question

Kia Motor's 10-year, 100,000-mile warranty is most effective at

answer

deceiving perceived risk

question

If a consumer is happy with the firm, but natural, hold she gets from her latest purchase of hair spray, this would be considered which variable of the behavioral learning process?

answer

reinforcement

question

Using the same brand name for different products is an application of which concept from behavioral learning theory?

answer

stimulus generalization

question

To dispel mothers' concerns about ingredients in its mayonnaise, Hellmann's successfully communicated the product's high Omega 3 content, which is known to be essential to human health. This is an example of using which attitude change strategy?

answer

changing beliefs about the extent to which a brand has certain attributes

question

The VALS system is a(n) __________ measure of consumers.

answer

psychographic

question

Which of the following statements about word of mouth is most accurate?

answer

the power of word of mouth has amplified by the internet

question

The prevalence of working parents and single-parent households has resulted in

answer

preteens and teenagers increasingly being the information gatherers, influencers, decision makers and purchasers of family product

question

Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and __________.

answer

recommending actions

question

The first step in the five-step marketing research approach is to

answer

define the problem

question

In marketing research, the research objectives are the __________ goals of the decision maker.

answer

specific and measurable

question

In a marketing decision, __________ are likely to be restrictions on the time and money available to solve the problem.

answer

constraints

question

Two special methods vital to marketing researchers are __________ and __________.

answer

sampling, statistical inference

question

A company is interested in producing self-stick decorative posters. It selects a representative sample of middle school students who currently have one or more standard posters on their walls. After interviewing them and collecting other relevant data, the firm then makes generalizations about what all middle school students want in their posters. The method used is

answer

statistical inference

question

When a marketing researcher uses a collection of reports, customer letters, financial statements, and surveys from different departments within her firm, she is using

answer

internal secondary data

question

A restaurant is collecting comment cards from customers in order to develop ideas about how to improve their business. The restaurant is

answer

collecting primary data

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Which of the following is a form of secondary data?

answer

company sale reports

question

Representatives from Kraft spent several months with consumers in their kitchens, attempting to understand what they wanted in ready-to-serve meals prior to the launch of Kraft Deli Creations. The observational approach Kraft used is called __________ research.

answer

ethnographic

question

In eight small group sessions with customers, 3M heard them complain that standard steel wool pads scratched their expensive cookware. The findings from this research lead to the development of 3M's internationally successful Scotch-Brite Never Scratch soap pads. The research method 3M used was

answer

focus groups

question

If you were asked in a telephone interview if you planned to vote in the fall elections, and were asked to answer either yes or no, this question would be considered

answer

dichotomous

question

A question about an instructor's comportment in the classroom, with a five-point scale ranging from "enthusiastic" on one end to "unengaging" on the other end would be what type of marketing research question?

answer

semantic differential scale

question

An advantage of using a panel for marketing research is

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researchers can take successive measurements of consumers to determine if they change purchase behavior over time

question

All of the following are independent variables a market researcher may use in a marketing experiment EXCEPT:

answer

unit sales

question

Through the use of __________, a catalog retailer might determine from its database that customers who purchased silver frames would also have a high probability of buying vintage hatpins. As a result, its sales representatives were instructed to offer a special price on hatpins when a customer places an order for a silver frame.

answer

data mining

question

The last step in the marketing research approach is to

answer

take marketing actions

question

In 2015, a marketing manager for New Balance's Minimus shoe needs to forecast sales through 2017. She begins with the known totals for 2014 and adjusts for positive factors like acceptance of new high-tech designs and great publicity, and for negative factors like the slow economy and predicted moves by the competition. This type of forecast is referred to as

answer

lost horse forecasting

question

__________ assumes that the underlying relationships in the past will continue into the future; the method is simple but not always correct.

answer

trend extrapolation

question

Asking the firm's salespeople to estimate sales during a coming period is referred to as

answer

a salesforce survey forecast

question

Market segmentation involves aggregating prospective buyers into groups that have common needs and will

answer

respond similarly to marketing action

question

A business firm uses market segmentation to respond more effectively to the wants of groups of potential buyers in order to

answer

increase sales and profits

question

Dollar Shave Club asks men to "Shave Money, Shave Time" in its commercials; it offer high-quality blades available by mail for a few dollars a month. Dollar Shave Club's advertising promotes the time- and money-saving aspects of its product as an example of

answer

product differentiation

question

Which of the following is an example of a single product with multiple market segments?

answer

residence inn only offers suites that are larger than traditional hotel rooms, appealing to both business travelers and families with children

question

Which of the following statements is most accurate about build-to-order (BTO) manufacturing?

answer

manufacturing products only when a customer places an order

question

Walmart is opening 12 stores to test the concept of Walmart Express, stores that are one-tenth the size of its supercenters and sell groceries. One risk to this effort is __________.

answer

cannibalization

question

There are five steps involved in segmenting and targeting a market. What should a marketer do once he or she has grouped both potential buyers and products to be sold?

answer

develop market-product grid and estimate market sizes

question

Potential buyers within a market segment should be

answer

similar in terms of advertising media used

question

Which of the following is a variable that could be used for demographic segmentation of consumer markets?

answer

ethnicity

question

People who live active outdoor lives are part of the target market for REI, a retail outdoor outfitter. This suggests that REI would most likely segment the market based on which consumer segmentation basis?

answer

psychographic

question

Though the percentages are not always the same, a general rule in business says that the large majority of a firm's revenues come from what percent of its customers?

answer

20%

question

Which two of the following demographic segmentation variables would firms use to segment organizational markets?

answer

NAICS code and number of employees

question

Kitchen World has put its offerings in store locations based upon the cooking activity—the way consumers prepare and present various meals. Everything for baking is in one spot, while food preparation utensils are in another, and table settings are in yet another. This strategy uses

answer

product groupings

question

An important part of creating a market-product grid is to

answer

estimate size of the markets

question

Which of the following is a criterion used to select a target market segment?

answer

competitive position

question

Running horizontally across a market-product grid, each row represents an opportunity for efficiency in terms of

answer

a market segment

question

Positioning a product or brand effectively involves taking four steps, one of which includes

answer

discovering where the company's product or brand is on the relevant attributes in the minds of potential customers

question

Two major types of product positioning are

answer

head to head, differentiation

question

When McDonald's introduced its low-fat McLean Deluxe hamburger, it used __________ to avoid direct competition with Wendy's and Burger King.

answer

differentiation positioning

question

A means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands, as well as its own product or brand, is referred to as a __________.

answer

perceptual map

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