question

"A furniture company that makes its marketing program elements uniform, targeting an entire region with similar products, is demonstrating which of the following?"

answer

Standardization

question

"According to class lecture, the most important, and oftentimes most difficult, part of the marketing research process is"

answer

Problem Definition

question

"If a certain country considered handshakes in business transactions to be taboo and preferred to use nodding, this would be an example of differences in _____ forces."

answer

Socioculture

question

"Age, income, education, location, and gender are all examples of common"

answer

Demographic variables (characteristics of a population

question

"Keller Baseball Bat Company is known to focus only on one market - the major leagues. Keller only makes bats for that one market. Given what you know, Keller is using which of the following targeting strategies:"

answer

Concentrated (single market)

question

"If Bloomingdale's wants to learn about consumers' attitudes toward on-line purchases and conducts a study to acquire this information, this study would collect ____________ data."

answer

Primary

question

Mountain Dew is known to market its products based on a particular lifestyle and personality. It is therefore using which of the following segmentation strategies:

answer

Psychographics (personality, motives, lifestyle)

question

Kix cereal is aimed at mothers with children under age twelve. These mothers represent Kix s:

answer

Target Market

question

"Marissa goes to Target to purchase school supplies for her two children. As she is approaching the check-out counter, she sees a vase she just has to have and buys it immediately. Marissa's purchase of the vase is an example of"

answer

Impulse buying

question

"The following three scenarios can best be described as: 1) person wants to take their significant other to the best restaurant in town. He/she searches the internet for restaurants, reads reviews of restaurants on Yelp, asks friends and family about their experiences with restaurants, and recalls past restaurant experiences before making a decision. 2) A person wants to take a medieval art history class at one of three colleges in the city. He/she checks the internet for information about the differences between the offerings before ultimately choosing one. 3) A person walks into a convenience store and picks up his/her favorite cola. Match these actions to their respective buyer behaviors."

answer

1) Limited Problem Solving 2) extended problem solving 3) Routinized decision making

question

"Imagine you wanted to use the American Customer Satisfaction Index data for a school project on the hotel industry. In this case, the ACSI data are best described as:

answer

External Search

question

The professor evaluations featured on RateMyProfessors.com are examples of information used in _________ information search.

answer

External

question

Adaptation is most appropriate in countries with which of the following characteristics?

answer

language, culture, regulations, income level, economic conditions, infrastructure

question

"Litzie just bought a new Samsung flat screen television from Best Buy. She was considering buying the Samsung, a Sony model, or a Panasonic. After she got the television home, she got a nagging feeling that she made the wrong choice. What is the formal term for the sinking feeling that Litzie is experiencing?"

answer

Cognitive dissonance

question

"The most basic (i.e., lowest) level of needs in Maslow s hierarchy that need to be addressed first is:"

answer

Physiological needs

question

"When Trevor realizes his liquor cabinet supply was devastated by last weekend's party, he first retrieves information from his memory about what types of liquor he and his friends like most and then asks the attractive clerk at the liquor store what she would recommend. Trevor started with a(n) _____ search and then progressed to a(n) _____ search."

answer

Internal, External

question

A friend of mine bought a Yamaha motor for his boat because he believes that the most reliable motors come from Japan. This scenario is an example of:

answer

Heuristics (mental shortcuts)

question

"John wants to be able to show that an advertisement that elicits happiness causes more people to purchase a product than an advertisement that elicits anger. He has a lot of information about this issue and he now wants to pick the best way to test this issue. Given what you know, the best way to conduct this research is to use ___________.

answer

Casual experimental research

question

"To understand Apple's relative standing compared to other competitors (e.g., Dell, HP, Sony) on different dimensions in the mind of the consumers, _______ needs to be considered."

answer

perceptual mapping

question

People usually spend more time shopping for a car than a candy bar because a car is a _____ involvement purchase and a candy bar is a ______ involvement purchase. One reason people will spend more time shopping for a car than a candy bar is because of the level of ______ associated with each purchase.

answer

High, Low,

question

"Imagine that your boss approaches you and wants to know why sales of Cinnamon flavored toothpaste are down in the last quarter. The problem is that you have no idea why sales are down and you have no information with which to figure it out. Given what you know, your best option at this point is to:"

answer

Do some exploratory research

question

"Jenny is a real estate agent trying to get her client to buy a house. She shows her client one house that is a two story brick house and one that is a one story house with siding. The client cannot decide which house to buy. Following Dan Ariely s video, what should Jenny do if she wants her client to buy the two story brick house?"

answer

Show the client a less attractive two story brick house

question

"Justin knows nothing about wine. Unfortunately for Justin, his boss has invited him over for dinner and, being a good employee, he knows he needs to bring wine to dinner. After looking at the available options, Justin decides on a bottle from France because he has heard that the French make the best wine. Based on what you read, Justin is using __________ as a shortcut to help him make his buying decision."

answer

Heuristic

question

Buying a pack of Wrigley s Extra gum is a purchase that is characterized by low cost and little risk. This purchase is therefore ______ involvement and ________ decision making:

answer

Low, routinized/habit

question

"Differences in standards of living, credit, buying power, and income distribution are all examples of _____ forces that must be considered in international marketing efforts."

answer

economic

question

"The five major stages of the consumer buying decision process, in order, are"

answer

• Problem recognition • Information search • Evaluation of alternatives, • Purchase • Post purchase

question

"Brendan and his girlfriend Lindsy traveled to Egypt and, while they were there, they found a pair of True Religion jeans that cost $39. The jeans normally retail in the U.S. for $109. Being good capitalists, they decided to buy all the store had in stock 30 pairs and ship them back to the states for resale at their University in Florida. The practice described in the passage above is called ______and it is ________:"

answer

Gray Marketing , legal

question

"When consumers buy a product like a candy bar, they have numerous options from which to choose. To help them in their decision, they often narrow the potential choices down to a small group of, say, 4 or 5 candy bars. This smaller group is called:"

answer

Consideration/evoked set

question

"My study on non-complainers showed that the primary reason service customers do not complain to firms is because they think the firm won t do anything about it. The study was not conducted for any one firm and it was published in a marketing journal. Given what you know, this study represents which of the following types of research:"

answer

Basic research

question

"Bank of America employees have a computer system that allows them to know how profitable a customer is when they call on the phone. The most profitable customers are called greens whereas the least profitable customers are called reds. Based on this description, Bank of America is practicing:"

answer

Market segmentation

question

"According to Dan Ariely, consumers often behave in a way that is ___________because most consumers _____________."

answer

irrational; do not know their own preferences

question

Which of the following buying situations is most consistent with routinized response behavior?

answer

Stephanie buying bottled water.

question

Reeses and orange soda are purchased more often than any other candy bar or soda beverage during the Halloween season. It seems consumption of these products rises around Halloween because the colors of the products match the colors of the holiday. This is attributed to:

answer

Consumer Irrationality

question

"Marissa goes to Target to purchase school supplies for her two children. As she is approaching the check-out counter, she sees a gossip newspaper she just has to have and buys it immediately. Marissa's purchase of the newspaper is an example of"

answer

impulse buying

question

"A car can be an expensive purchase, will typically last a long time, and is highly visible to others. Because of this a car is considered what type of product?"

answer

High Involvement

question

"After graduating at the top of your class at FSU, your business degree lands you a great job with one of the best marketing firms in the country. You decide you need to upgrade your car so you head to the local Lexus dealer. Purchasing a new Lexus meets which of Maslow s needs?"

answer

Social needs

question

Bud Light is known to market its products based on a particular lifestyle and personality. It is therefore using which of the following segmentation strategies:

answer

psychographic segmentation

question

"At one point in its history, employees of a large retailer were trained to recognize customers as belonging to one of their predetermined groups. For example, high income males were called Mark s and suburban moms were called Janet s. Based on prior purchase history, the company knows what each type of customer is likely to buy. Based on what you know, the store was practicing:"

answer

Segmentation and targeting

question

" As the brand manager for Titleist golf clubs, you would want to focus your marketing efforts on which city - Use the VALS Information (below):"

answer

"Sante Fe, NM"

question

"According to class discussion, which of the following is the correct ordering for the following strategic initiatives:"

answer

"Segmentation, Targeting, Positioning, Repositioning "

question

"When Mercedes dropped from the #1 German luxury car to #3, they responded by creating the cheaper, smaller B-Class. This product is not typical of the luxury cars they usually offer. Their hope was to attract a new, younger market segment who could now afford the brand, and would become immersed in the buying cycle. This is an example of:"

answer

Repositioning

question

"Coke offers many different products to appeal to the needs of a variety of customers. For instance, they have products that are specifically meant to appeal to men (Coke Zero), women (Diet coke), and the health conscious (Coke with Splenda and Coke Plus). These different segments are well defined and are strategically marketed in unique ways. This is an example of a:"

answer

Differentiated Targeting Strategy

question

"Infinity breaks up its potential customers by their relative price sensitivity. Customers who are the most price sensitive are known as penny pinchers and they are offered the low end Infinity models. Based on what you ve read, Infinity is using which of the following segmentation strategies:"

answer

Behavioristic segmentation

question

Which of the following is an example of a Psychographic Segmentation Base?

answer

Mountain Dew targets consumers who have outgoing personalities and enjoy extreme lifestyles.

question

McDonald's sells McLobster Rolls only in the New England market whereas it sells the McRib sandwich here in Tallahassee. This scenario is a good example of:

answer

Geographic segmentation

question

"The Osceola Company pulls 10 years of sales data on a particular product to see if any overarching, general changes in profit emerge. The Osceola Company is engaging in:"

answer

Trend Analysis

question

"In Hungary, McDonalds offers the TzaTzidi McWrap. It is available in chicken, beef or vegetable and is served with tzatziki sauce. Changing a menu item to be more liked by a particular region is most specifically an example of"

answer

Adaptation

question

"In America, Pepsi's slogan, Come Alive with Pepsi, seems rather normal, and not likely to be offensive to anyone. However, if this slogan were to be literally translated into Taiwanese, it would now say, Pepsi brings your ancestors back from the dead. This represents a clear misunderstanding of:"

answer

Culture and Meaning

question

"Nike launched a limited edition St. Patrick's day themed sneaker called the Black-and-Tan, Quick-Strike. Consumers with Irish heritage were outraged as the name originally stems from a violent and brutal 1920s British paramilitary unit who was sent into Ireland to suppress a revolution. In this scenario, it is clear Nike failed to take into account:"

answer

History and Meaning

question

"Justin knows nothing about wine. Unfortunately for Justin, his boss has invited him over for dinner and, being a good employee, he knows he needs to bring wine to dinner. After looking at the avaialble options, Justin decides on a bottle from France because he has heard that the French make the best wine. Based on what you read, Justin is using _____ as a shortcut to help him make his buying decision."

answer

country of origin (heuristics)

question

Many of your professors spend most of their time engaged in research that is designed to extend knowledge of phenomena in his or her chosen field of expertise. This type of research is referred to as

answer

Basic Research

question

Which of these is not an example of marketing research?

answer

Estimate Analysis

question

"According to class discussion, Jacksonville is commonly used as a test market because:"

answer

The demographic composition of its population is similar to the U.S. population

question

"Hardees is considering introducing Kobe Beef burgers to their menu. However, there is concern over whether Hardees customers will like Kobe Beef burgers enough to justify their high cost. The marketing manager thinks it would be wise to test the burgers in small groups of customers first and then, if that goes well, introduce them to select markets around the country. The Hardees marketing manager described which of the following two research methods: "

answer

focus groups and then test markets

question

Which of these is not considered part of the marketing research process?

answer

Data Restriction

question

"The Coca-Cola Freestyle drink fountain allows you to mix different Coca-Cola products and add a variety of flavors. Information about what combinations are being made is transferred to the company so they can see what blends are made. By collecting this data, Coca-Cola is engaging in"

answer

Market Research

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