Marketing 409 Unit 2

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A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n)
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focus-group interview.
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All of the following are steps in the marketing research process except
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understanding your customer.
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When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct ____ research.
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exploratory
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One overlooked internal source of secondary marketing information discussed in the text is
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accounting records
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n online survey conducted before students could register for their fall semester classes asked, “Do you think online professor evaluation forms would be better than paper and pencil forms administered during class?” This is an example of a(n) ____ question.
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dichotomous
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Decreasing sales, increasing expenses, or decreasing profits
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are examples of symptoms that point to larger problems.
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A valid study
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measures what it is supposed to.
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Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?
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Interpreting research findings
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Marketing research is a process designed to gather information
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not currently available to decision makers.
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In the process of conducting marketing research, marketers should allow for
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continual evaluation of the data during the entire collection period.
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Consumers use information from many sources when making purchasing decisions, including information from friends and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Kate has asked several of her friends and family members where they have their cars repaired, since she has experienced a problem starting her car when the weather is cold. Kate has heard that Skola’s Auto Repair has reasonable prices, but it can be difficult to get an appointment. Steve, one of Kate’s friends, had a very poor experience with Skola’s. However, once he complained to them, they fixed the situation and now he prefers their auto repair shop over others. Refer to Scenario 7.1. Positive feelings generated by satisfaction with Skola’s response will become part of Steve’s
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attitude
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Carla is a prosecuting attorney for the city of Cleveland. She is also vice president for the local parent/teacher organization and a coach for her daughter’s soccer team. The actions and activities associated with each of these positions constitute Carla’s
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role
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An attitude is
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one’s evaluation, feelings, and behavioral tendencies toward an object or idea.
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When organizing perceptual inputs, people tend to mentally fill in missing elements in a pattern or statement. This principle is called
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closure
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Our society uses many factors, including occupation, educational level, income, wealth, religion, race, ethnic group, and possessions, to group people into
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social classes
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The U.S. Army recruits soldiers based on the slogan, “Army Strong,” implying that people can reach their full personal potential in the U.S. Army. This is an appeal to what need according to Maslow’s hierarchy of needs?
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elf-actualization
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Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority of its customers were families with 3 or more children, and so they developed commercials that featured larger families. They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the Toyota Sienna, that also cost about $27,000, but had gas mileage of about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied that it had too low of gas mileage at only 16 mpg. Since Alicia didn’t agree with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn’t believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan. Refer to Scenario 7.2. Since Alicia and Carlos were using gas mileage as one of their evaluative criteria, they are most likely in the ____ phase of the consumer buying process.
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evaluation of alternatives
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While shopping at a local grocery store, Taylor sees a display of his favorite brand of energy drink. He buys some to take home for the weekend. This purchase process would be described as
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routinized response behavior.
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​Credit card companies maintain staffs of professionals whose primary responsibility is to monitor the activity on cardholders’ accounts to spot potential fraudulent purchases or stolen cards. These staffs are employed to prevent which of the following:
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Consumer misbehavior
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There are a number of situational influences that impact the consumer’s buying decision process. Which of the following is one of those influences?
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Consumer’s mood influences
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A specialty product
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requires purchase planning, and the buyer will not accept substitutes.
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Mercedes recognized it needed to revitalize its brand and attract different market segments. These are indications that Mercedes’ products were primarily in the ____ stage of the product life cycle.
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decline
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Melissa needs some spaghetti sauce and always buy Ragu. However, her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego. Melissa has brand ____ for Ragu and brand ____ for Prego.
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preference; recognition
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Private distributor brands are owned by retailers and do not identify the manufacturer of the product. Which of the following is an example of a private distributor brand?
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Sears Kenmore washers
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When Disney characters appear on apparel made by another company, this would be an example of
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brand licensing.
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​You are the assistant manager for consumer product adoption strategies. Your job requires you to manage the third stage of the five-stage product adoption process. Which one of the following statements is true in regards to your job focus?
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​You should focus on making sure buyers clearly understand your product’s benefits
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All Healthy Choice products come in green boxes with the same Healthy Choice logo. This is an example of the use of
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family packaging.
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Haley is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Haley is likely working on the product’s
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packaging
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Megabus is a bus line operating in the Northeast and Midwestern United States, plus in Canada. It offers travelers a cheap alternative to driving and flying between large cities, keeping the fares extremely low yet offering the latest technology. Unlike the traditional Greyhound Lines, Megabus is an express service, and is equipped with Wi-Fi, video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Megabus.com, where some fares begin at just $1. Routes are limited, and are offered out of cities such as Toronto, New York, Baltimore, Philadelphia, and Chicago. Recently, its competitor Greyhound, has launched two new bus lines, BoltBus and NeOn, with similar fares and high-tech amenities. A fare on NeOn bus from Buffalo, NY to New York City is $50.00 roundtrip, while the same fare through Greyhound’s traditional bus line costs $92.00. The benefit of Greyhound’s traditional line is that there are more departure times and more stops in smaller towns along the way. Refer to Scenario 11.2. The closest competitor for Megabus is Greyhound Lines. Greyhound Lines has been n business for many years, offering basic transportation services until the introduction of their new BoldBus and NeOn. Even though both companies are in the bus transportation business, Greyhound Lines is most likely in the ____ stage of the product life cycle, while Megabus is in the _____ stage.
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Maturity; Introduction
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The amount of annual losses companies suffer from counterfeit products is estimated to be
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$360 billion.
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Your company makes personal hygiene products for young men. Your product line includes deodorants and shaving products. You are responsible for managing the company’s relationships with the major retailers in the western U.S. region. In a recent meeting with a store manager you noticed young men selecting the company’s deodorant product then moving down the aisle to select a competitor’s body wash product. As you think about it more, it makes perfect sense that a young man buying deodorant would also be interested in a body wash product. Your company currently does not make a body wash product.​ Based on your in-store observations, which of the following product management actions would you recommend to take advantage of this deodorant and body wash linkage?
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a line extension​
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TerraCycle is a company that takes waste and “upcycles” it into new products. Currently, TerraCycle markets a bicycle rack to schools, parks, and cities, that is made of recycled plastic. This rack does not scratch or damage the bikes as concrete and steel racks can, and is eco-friendly since it is made of waste material. Terracycle is differentiating its product based on
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product features.
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Victor thinks that a Lexus coupe is a quality vehicle, yet compared to a Mercedes Benz, he feels the quality of a Lexus is not as high. This demonstrates that the dimension of ____ is relative or difficult to describe without a basis of comparison.
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level of quality
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Bauman Flooring found a supplier of very inexpensive fibers that could be used to produce low-grade carpeting at a very low cost. Because Bauman had been facing stiff competition in the medium-grade carpet industry, it started using the new material in all of its carpeting and reducing its prices. This is an example of a(n)
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quality modification.
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Marcellis is a product manager for a major electronics company. His current project is the development and introduction of a new smartphone. Since there are a number of smartphones currently out on the market, Marcellis is concerned about product failure. Currently, Marcellis and his team are in the screening phase of the new product development process. Has his team already passed the phase which is best able to measure the product failure concern?
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No, the best phase is the test marketing phase.
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Changes that affect the sensory appeal of a product by altering its taste, texture, sound, smell, or visual characteristics are called ____ modifications.
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aesthetic
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A brand manager in a multiproduct firm would be responsible for
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performance of a specific brand
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Morgan is interested in upgrading to a new sofa for her apartment. Morgan looks online to see what new models her favorite sofa brand has available and can get information on the style and color; however, she can’t actually sit on the sofa to determine its comfort level. Morgan is able to evaluate the ____ modifications to the sofa, but not the ____ modifications
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aesthetic; functional
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If Jason Carter, product manager at SeaRay Boats, became aware that Bass Boats, Inc., was in the process of test marketing a new line of shallow-water fishing boats in the southeast region, he might want to engage in ____ to reduce the validity of the other firm’s results.
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jamming
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A group of managers has been assigned the task of developing a new product. They are now in the process of assessing several ideas to determine whether they are consistent with the firm’s overall objectives and resources. The managers are at what stage of the new-product development process?
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screening
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One way service businesses communicate a higher level of service quality to their customers is by having their employees be clean, sharp looking, and dressed in appropriate uniforms. This is a way to address the ____ characteristic of services.
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intangibility
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Kate, owner of K’s Tanning Salon, looks at the day’s appointment schedule and notices that it is completely full. She wishes some of the empty tanning beds from earlier in the week were available on this Saturday afternoon. Kate’s problem deals with the ____ characteristic of services.
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perishability
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kaycee Petit needed to find a new company to prepare her tax return this year. Kaycee looked in the yellow pages of the phone book, and went on the Internet to find information about any tax preparers in the area. She found the names and numbers of several accountants, as well as the popular HR Block and Jackson Hewitt. Since Kaycee had a somewhat complicated financial situation, she decided on using an accountant rather than the two popular companies. Kaycee found the websites of three of the accountants, but the other two were not on the Internet. She visited the offices of the three accounts who had websites. The first office was in a somewhat “seedy” part of town, but had a nice interior and a receptionist. The second office was in a nicer part of town, but did not have any employees other than the accountant, and had old furniture and old carpet. The third office was all around in better condition and Kaycee felt better about its accountant, so she decided on him. Refer to Scenario 13.2. When Kaycee looked in the yellow pages and on the Internet for information on the accountants in the area, she was most likely using ____ qualities to evaluate the accountant service
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search
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The YMCA in mid-town Atlanta has recently upgraded its facilities, including building a new Olympic-sized swimming pool and children’s playground. All locations of the Atlanta “Y” are open from 6:00 am until 11:00 pm, 360 days a year. The children’s playground is accessible for members only, and is a fenced and secured area. During the weekdays, children under the age of 12 can engage in supervised activities at the playground, for no extra fee. Additionally, there are swimming classes for children of all ages, which is also covered by the monthly membership fee. The swimming pool has been very popular with the professionals who stop by for a swimming workout before or after work. Many of the YMCA locations are very busy all day, however, the midtown “Y” is busier during the early morning and early evenings. At a recent meeting, Maya Sinclair, its manager, shared her concerns about getting more people into the “Y” at other times of the day. She asked for ideas from her staff about how to do this. She also said that the city of Atlanta had reduced the “Y”‘s funding for the next year by 20%. This would cause a need for the “Y” to either gain additional members or charge more per member for the annual fee. Refer to Scenario 13.1. Martin, one of the staff members at the YMCA, suggested that the “Y” offer discounted memberships to senior citizens over the age of 65; however, they could only use the facility between the hours of 9:00 am and 4:00 pm. Martin’s plan is most likely addressing the issue with ____, and relates to the ____ characteristic of services.
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off-peak demand; perishability
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Which of the following service providers are most likely to use demand-based pricing?
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cruise ships
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Which is the most typical distribution channel used in nonprofit organizations?
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Nonprofit organization, client
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The controversial nature of a nonprofit organization may require the marketing manager to​
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​make more value judgments about participation.
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Because practically all marketers provide some services, ____ typically do not exist in today’s business environment.
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pure goods
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Kaycee Petit needed to find a new company to prepare her tax return this year. Kaycee looked in the yellow pages of the phone book, and went on the Internet to find information about any tax preparers in the area. She found the names and numbers of several accountants, as well as the popular HR Block and Jackson Hewitt. Since Kaycee had a somewhat complicated financial situation, she decided on using an accountant rather than the two popular companies. Kaycee found the websites of three of the accountants, but the other two were not on the Internet. She visited the offices of the three accounts who had websites. The first office was in a somewhat “seedy” part of town, but had a nice interior and a receptionist. The second office was in a nicer part of town, but did not have any employees other than the accountant, and had old furniture and old carpet. The third office was all around in better condition and Kaycee felt better about its accountant, so she decided on him. Refer to Scenario 13.2. When using an accountant to prepare her tax return, Kaycee really can’t determine the level of the accountant’s expertise, or whether the accountant actually determined the absolute highest dollar amount Kaycee could have legally received. This is an example of the ____ of a service.
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credence qualities
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The U.S. economy is now referred to as a(n)____________.​
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service economy

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