question

The market research process begins by

answer

Defining the problem, the decision alternatives and research objectives

question

The goal of ethnocentric research is to

answer

Immerse the researcher into consumers lives to uncover unarticulated desires that might not surface in any other form of research

question

With ________ as a target market strategy, the firm concentrates on serving many needs of a single market segment, typically by offering a variety of products

answer

Market Specialization

question

Which of the following is a consumer demographic variable which can be use to segment people?

answer

Education

question

If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible new ideas, the research is said to be

answer

Exploratory

question

Selecting which segments of a population of customers to serve is called

answer

Targeting

question

Mass Marketers, such as target and Venture stores, often ignore market segment differences and target the whole market with one offer. WHat is their approach to segmenting?

answer

Undifferentiated Marketing

question

__________ typically occur within the competitive, economic, customer, political/legal, technological and sociocultural environments of the firm

answer

Opportunities and Threats

question

Your colleague is confused about using the marketing research process, as she knows that something is wrong but is not sure of the specific causes to investigate. She seems to be having problems with ________ which is often the hardest step to take

answer

Defining the problem and research objectives

question

Whether at the corporate, business unit or functional level, the planning process always begin with an in-depth

answer

Situation Analysis

question

The goal of positioning is

answer

To locate the brand in a distinct way in the minds of consumers to maximize the potential benefit of the firm

question

When creating a corporate vision statement, organizations are attempting to answer which of the following questions

answer

What do we want to become?

question

One of the major difficulties of conducting business in todays economy concerns the unclear legal jurisdiction surrounding many different transactions. This issue is especially keen for marketers who do business in?

answer

International Markets

question

A______ consists of analyzing marketing opportunities, selecting target markets, designing marketing strategies, developing marketing programs, and evaluating and controlling the marketing effort

answer

Marketing Plan

question

A small retailer wanted to know whether people preferred additional morning or evening hours of operation. To collect the data the owner stood outside the shop and stopped the first 25 people who walked by. This is an example of

answer

Nonprobability Sampling

question

Why would the manufacturer of a new all natural ingredient shampoo and conditioner put free samples of the product in the Sunday Newspaper?

answer

To encourage product trail

question

A ______ is a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors

answer

Brand

question

Which of the following is advantage of strong brands?

answer

Strong brands allow for a price premium or revenue premium versus weaker brands

question

All products sold by the Tabasco company. This is an example of

answer

Multiproduct branding (Corporate branding)

question

Which type of research would best be suited for identifying lifestyles, needs, aspirations and motivations of margarine users versus butter users?

answer

Exploratory

question

Which of the following is NOT a criterion used for selecting a market segment?

answer

Similarities of needs of potential buyers

question

Executives, manufacturing employees and salespeople are all examples of

answer

Internal sources for new product ideas

question

______ occurs when a company introduces additional items in a given product category under the same brand name such as flavors, forms, colors, or package sizes

answer

A line Extension

question

A one product and multiple market segment strategy:

answer

Creates greater economies of scale in manufacturing costs

question

When ZIBA designers looking for ideas on how to craft a shower cleaning tool spend 10 days in peoples homes watching consumers wash shower stalls, they were conducting________ research

answer

Ethnographic

question

Best foods company-- this is an examples of which criterion used to pick new target market segments

answer

Compatibility with best foods objectives and resources

question

When a company enters a new product category or which its current brand names are not appropriate , it will likely follow which of the following brand strategies?

answer

House of brands strategy (Multi branding)

question

________ is a strategy of using a successful brand name to launch a new or modified product in a new category

answer

Brand Extension

question

When actual performance results are better than what the plan called for, managers should

answer

Adjust the performance objectives in the next planning cycle

question

There are many perfumes on the market, but only one that breaks down fragrances into elements so people can wear the particular scents with which they have emotional ties------

answer

Place Strategy

question

Two of your friends differ with regards to their understanding of market segmentation---

answer

Agree with friend A---- differentiated marketing allows a company to tailor make products to different segments unique needs

question

This type of research technique is almost invariable conducted face to face. 8 or 9 people

answer

Focus group

question

Which of the following would provide a good balance keeping interviewer bias low while at the same time ensuring question flexibility

answer

Telephone survey

question

The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives is called

answer

Marketing Implementation

question

Which of the following is NOT a challenge faced by marketers today?

answer

There is a rise of tariffs and quotas, making it more difficult for companies to compete globally

question

Amazing company is a small company with limited resources

answer

Market Concentrated

Marketing Policy and Strategy 2 – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards