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Q: Explain each of the personal determinants of consumer behavior: needs, perceptions, attitudes, and self-concept theory. (Note: Motives and Learning intentionally left out)

-a need is an imbalance between a consumer\'s actual and desired states. -perception is the meaning that a person attributed to incoming stimuli gathered through the five senses. -Attitudes are a person\'s enduring favorable or unfavorable evaluations, emotions, or action tendencies toward something. -In self-concept theory, a person\'s view of himself or herself plays a roll in purchasing behavior. In purchasing goods and services, people will likely choose products that more them closer to their ideal self-images.

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consumer behavior

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process through which buyers make purchase decisions

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TF? Consumer behavior refers to the process of ultimate buyers making purchasing decisions.

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t

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Kurt Lewin's model of human behavior defines behavior as a function of the interactions of personal influences and pressures exerted on them by outside environmental forces. TF?

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t

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Generally speaking, human behavior is primarily a function of pressures exerted by outside environmental forces on the individual. TF?

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F

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Kurt Lewin's theory of human behavior has been modified by marketers to create a model for understanding consumer behavior. In the adaptation, consumer behavior (B) is a function of the interactions of interpersonal influences (I) and personal factors (P), or essentially B = f (I, P). TF?

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T

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TF? According to Kurt Lewin's theory of human behavior, among the personal factors that come into play affecting consumer behavior are one's attitudes, learning and perception.

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t

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tf? The only inputs that affect a consumer's purchasing decisions are those provided by his or her psychological makeup.

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f

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tf? Culture can be defined as values, beliefs, preferences, and tastes that are handed down from one generation to the next.

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t

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tf? Culture is the narrowest interpersonal determinant of consumer behavior.

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f

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tf? The core values of American culture include work ethic and the desire to accumulate wealth.

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t

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tf? While some cultural values change over time, basic core values do not.

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t

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tf? The United States and Europe are finding that cultural influences are growing less important in determining the purchasing behavior of consumers.

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f

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Describe the interpersonal determinants of consumer behavior: cultural, social, and family influences.

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cultural influences, such as the general work ethic or the desire to accumulate wealth, come from society. Core values may vary from culture to culture. Group or social influences include social class, opinion leaders, and reference groups with which consumers may want to be affiliated. Family influences may come from spouses, parents, grandparents, or children.

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TF? Dale and Lisa, ranchers from Wyoming, found that the meat of their large, slow-growing hogs were not selling in American grocery stores. However, the animals command premium prices in Japan where the meat is enjoyed for its flavor and fat content. The purchasing influence they are experiencing is a cultural influence.

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t

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tf? When using an e-tail Web site, the UK audience will become frustrated if there is no clear information on which geography the Web site covers. Often, they will assume the site will not ship to them and move on. American audiences are more accepting of Web sites that do not designate geography, and assume the site will ship to their location. This example illustrates the cultural differences between U.S. and UK consumers.

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t

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tf? It was not until the introduction of the Chevrolet Nova in Mexico that marketers realized "no va" in Spanish means "won't go." This linguistic error demonstrates how Chevrolet overlooked cultural differences in its product introduction.

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t

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tf? Understanding culture alone will not lead a marketer to success; understanding subculture is just as essential.

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t

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Explain each of the personal determinants of consumer behavior: needs, perceptions, attitudes, and self-concept theory. (Note: Motives and Learning intentionally left out)

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-a need is an imbalance between a consumer's actual and desired states. -perception is the meaning that a person attributed to incoming stimuli gathered through the five senses. -Attitudes are a person's enduring favorable or unfavorable evaluations, emotions, or action tendencies toward something. -In self-concept theory, a person's view of himself or herself plays a roll in purchasing behavior. In purchasing goods and services, people will likely choose products that more them closer to their ideal self-images.

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tf? Motives are external states that direct a person toward the goal of satisfying a need.

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f

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tf? Consumers are often motivated to purchase a product in the hopes of filling a need.

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t

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tf? A need is an imbalance between the consumer's actual and desired states.

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t

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tf? According to Maslow's Hierarchy of Needs, some people fixate on a need and fail to move beyond it.

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f

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tf? Subliminal advertising has proven to be very successful in inducing the purchasing behavior desired by the marketer.

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f

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tf? Marketers realize that attitudes are highly erratic and cannot be used to determine the purchasing behaviors of consumers.

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f

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tf? Of all the variables that marketers study, attitudes are the most important because they change frequently and can be easily influenced in favor of buying a particular product.

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f

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tf? An attitude has three components - behavioral, affective, and cognitive

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t

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tf? Jacqueline plans to purchase a 40-inch flat-screen television. After reading ^ Consumer Reports, comparing technologies and prices on the Internet, and talking with friends and family who have made a similar purchase, Jacqueline makes her selection. The attitude component most apparent in this situation is cognitive behavior.

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t

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tf? Aston avoids buying certain products because of an unsatisfactory past experience with the manufacturer. Aston is exhibiting the behavioral component of attitude.

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f

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tf? Marketing success depends on a positive attitude, defined by a stable and balanced relationship between the behavioral, affective, and cognitive components.

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t

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tf? The decision on which retail store to shop is more often influenced by advertising and coupons than a consumer's previous history with the store.

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f

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tf? Shaquille purchases a refrigerator for his newly remodeled kitchen. His positive attitude about the product is a balance in the relationship between the behavioral, cognitive, and affective components of his buying decision.

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t

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tf? Over the past decade, the market for fresh spinach has increased dramatically. However, an outbreak of E. coli bacteria from certain spinach fields reduced spinach sales and changed consumer attitude about the product during that time. The behavioral component of attitude was most likely affected by this event.

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f

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tf? Marketers can turn consumer attitudes toward their products favorable by either attempting to produce consumer attitudes that would lead to purchase of an existing product or modifying the product to appeal to existing attitudes.

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t

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tf? Marketers are more concerned with the current status of consumer decisions than they are with the process of how these decisions change over time.

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f

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tf? A restaurant that places signs along the interstate to advertise its location knows the signs will act as cues, and hunger will create a drive causing consumers to stop at the restaurant.

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t

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tf? People tend to buy products they believe will bring them closer to their looking-glass self images.

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f

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tf? Self-image and the looking-glass self are usually very similar, and marketers understand these are the images that drive purchasing decisions.

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f

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tf? Mark, a junior partner at a law firm, is looking for a new car. Although his financial statements suggest he consider getting a car under $30,000, Mark is determined to purchase a new Mercedes because that is the car all the senior partners in his law firm drive. Mark's purchasing behavior is being influenced by his ideal self-image.

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t

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Differentiate among routinized response behavior, limited problem solving, and extended problem solving by consumers.

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routinized response behavior refers to repeat purchases made of the same brand or limited group of items. Limited problem solving occurs when a consumer previously set criteria for a purchase but then encounters a new brand or model. Extended problem solving results when brands are difficult to categorize or evaluate. High-involvement purchase decisions usually require extended problem solving.

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tf? When extended problem solving by a consumer occurs in a buying situation, the chance of experiencing cognitive dissonance is greater than when routine response behavior is involved

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t

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tf? High-involvement purchases and a careful analysis of information and choices would be classified as extended problem-solving situations.

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t

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tf? Considerable external searching for alternatives is typical when consumers are involved in extended problem solving.

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t

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tf? The degree of external search increases as purchasing behavior moves from routine to limited to extended problem solving.

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t

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tf? When consumers are minimally involved and experience little risk in a buying decision, it is likely to be a routinized response behavior.

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t

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tf? The introduction of a new brand into an array of familiar products often triggers limited problem-solving behavior on the part of consumers.

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t

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tf? Cynthia and William enter Franklin's Electronics to buy a television set. They had previously planned to replace their 20-year-old color set with a new model of the same brand, but are surprised by the array of brands the store offers, each having a special feature. They decide to take their time and look at every type of TV Franklin's has to offer. The situation they are most likely experiencing is limited problem solving.

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f

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tf? Repurchasing the same brand of detergent during each trip to the grocery store is an example of limited problem-solving behavior by a consumer.

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f

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tf? Purchasing decisions involve three types of decision making: routine response, impulse buying, and complex problem solving.

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f

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tf? A purchase made on the basis of a preferred brand or a limited group of acceptable brands is called limited response behavior on the part of a consumer.

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f

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If 'B' represents consumer behavior, 'I' represents interpersonal influences, 'P' represents personal influences, and 'E' represents pressures exerted by outside environmental forces, Kurt Lewin's statement, rewritten to apply to consumer behavior, states: a.B = f (I, P). b.B = f (E, P). c.B = (I, E). d.P = (I, E).

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a

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Kurt Lewin's theory of consumer behavior asserts that consumer behavior is a function of personal factors and their interaction with: a.perception. b.learning. c.attitudes. d.interpersonal influences.

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d

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According to psychologist Kurt Lewin, understanding consumer behavior is facilitated by an understanding of: a.individual's learning levels and group power. b.individual's psychological makeup and the influences of others. c.attitudes and perception. d.reference groups and personal inferences.

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b

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Jorge plans to buy a car and discusses the purchase with his parents. Their influence on this buying decision is considered: a.impersonal. b.interpersonal. c.personal. d.institutional.

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b

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Rachael, an advertising executive, shops for clothing at a trendy store in town. The sales clerk shows her the latest styles in bright prints and bold colors. Although these are the styles worn at her office, she rejects them and purchases a wardrobe in neutrals and black. Rachael's decision is most likely driven by _____ factors. a.impersonal. b.interpersonal. c.personal. d.institutional.

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c

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Which of the following statements reflects Carla's interpersonal determinants concerning her purchase of an Apple computer? a.She believes you get what you pay for when purchasing products. b.She perceives that Apple offers the best customer service. c.Her family always insists on buying Apple products. d.She purchased a condo in a trendy area of town and wants her furnishings to reflect the lifestyle she leads.

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c

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7. The broadest environmental determinant of consumer behavior is: a.income or purchasing power. b.educational background. c.culture. d.social status.

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c

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The interpersonal influences on consumer behavior include a person's _____. a.attitudes b.perceptions c.family d.self-concept

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c

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The personal determinants of consumer behavior include: a. the culture in which a person is raised. b. an individual's needs and motives. c. the family to which one belongs. d.the society from which one comes.

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b

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An imbalance between a consumer's actual and desired states is a(n) _____. a. need b. attitude c. motive d. self-concept

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a

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Motives are an inner state that directs a person to create: a.equilibrium between the actual and desired states. b.excitement in attaining the need satisfaction. c.equity between the cost and benefits of the need satisfaction. d.energy to participate in the limited problem-solving process.

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a

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A person who is satisfying the most basic level of needs is operating at which level of Maslow's Hierarchy of Needs? a.Self-actualization b.Esteem c.Physiological d.Belongingness

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c

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Which of the following consumer problem-solving behaviors requires the least effort? a.Extended problem solving b.Limited problem solving c.Routinized response behavior d.Variety seeking buying behavior

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c

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The introduction of a new brand into an array of familiar brands for which a consumer has previously set evaluative criteria may create the need for: a.limited problem solving. b.extended problem solving. c.comparison shopping. d.brand evaluation.

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a

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Trevor Miguel, a Mexican national, is relocating to America. He is in search of a home, and is highly involved in the purchase decision. Trevor would be involved in which of the consumer problem-solving behavior? a.Routinized response behavior b.Variety seeking buying behavior c.Extended problem solving d.Limited problem solving

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c

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hen a product is unique or difficult to categorize, the thought process involved in a purchase decision is known as: a.research analysis. b.extensive analysis buying. c.limited problem solving. d.extended problem solving.

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d

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Business-to-Business Marketing

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organizational sales and purchases of goods and services to support production of other products, to facilitate daily company operations, or for resale.

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how does the the business to business marketplace compare to the consumer marketplace?

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much larges

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what questions do you ask yourself when trying to distinguish business to business marketing from consumer?

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1. who is buying the good or service 2. why is the purchase being made

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Buying Center

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participants in an organizational buying decision.

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the buying center concept provides a model for understanding B2B buying behavior.

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A buying center may include the architect who designs a new research lab, the scientist who works in the facility, the purchasing manager, the CEO, and the VO. INFORMAL GROUP.

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Explain each of the components of the business-to-business (B2B) market

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the B2B market is divided into four segments: 1. commercial market consists of individuals and firms that acquire products to be used, directly or indirectly, to produce other goods and services. 2. trade industries are organizations such as retailers and wholesalers that purchase for resale to others. 3. The primary purpose of government purchasing at federal, state, and local levels is to provide some form of public benefit. 4. institutions include a diverse array of organizations such a hospitals, schools, and museums, and not-for-profit agencies.

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B2B commercial segment:

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commercial market consists of individuals and firms that acquire products to be used, directly or indirectly, to produce other goods and services.

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B2B Trade segment

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Trade industries are organizations such as retailers and wholesalers that purchase for resale to others.

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B2B government segment

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The primary purpose of government purchasing at federal, state, and local levels is to provide some form of public benefit.

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B2B institutions segment

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institutions include a diverse array of organizations such a hospitals, schools, and museums, and not-for-profit agencies.

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Classify organizational buying situations.

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organization buying situations differ. a straight rebuy is a recurring purchase decision in which a customer stays with an item that has performed satisfactorily. In a modified rebuy, a purchaser is willing to reevaluate available options. New-task buying refers to first-time or unique purchase situations that require considerable effort on the part of the decision makers. Reciprocity involves buying from suppliers who are also customers.

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Explain the buying center concept.

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the buying center includes everyone who is involved in some fashion in an organizational buying action. There are five buying center roles: users, gatekeepers, influencers, deciders, and buyers.

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Nancy Zahm works for LeBray Beverage Company. She often helps to define product specifications and also provides information for evaluating alternatives. In this role she is acting as a gatekeeper. t/f

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f

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Which of the following is most likely true about a straight rebuy?

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It often involves products with low risks.

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What are the major characteristics of institutional markets?

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The institutional market is made up of schools, hospitals, prisons, and other institutions that provide goods and services to people in their care. These markets are characterized by low budgets and captive patrons. For many institutions, the buying objective will not strictly be profit maximization or cost minimization; instead, the institution is likely to search for vendors that meet or exceed a certain minimum standard while also offering low prices.

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What are the major characteristics of government markets?

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Government markets offer large opportunities for companies. Although they also buy on a negotiated contract basis, government organizations typically require suppliers to submit bids, and normally they award the contract to the lowest bidder. The process is highly structured and famous for "red tape." In addition to the bid amount, noneconomic criteria also play a role in government buying. Government buyers often favor firms from depressed business areas, small business firms, minority-owned firms, and business firms that avoid race, gender, or age discrimination.

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Don Amspacher, in his role on the buying committee, provides information for evaluating the alternative purchase decisions and helps define and set specifications for evaluating alternatives for purchasing. Don is a(n) ________.

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influencer

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Government organizations tend to favor ________ suppliers over ________ suppliers.

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domestic; foreign

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How is the business buying process more formalized than the consumer buying process?

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Business purchases usually call for product specification, written purchase orders, and supplier searches.

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The buying center and the buying decision process are affected by all of the following factors EXCEPT ________.

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self-concept factors

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Explain the buyer center role of the influencer.

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An influencer often helps define specifications and provide information for evaluating alternatives.

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The purchasing agent at your company is working with engineers and users to define the items to purchase by describing general characteristics and quantities needed. He is also ranking the importance of reliability, durability, and price. The buyer is preparing a(n) ________.

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general need description

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The decision-making unit of a buying organization is called the ________.

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buying center

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Describe the typical roles played by the various members of a buying center.

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The buying center includes all members of the organization who play any of five roles in the purchase process: user, influencer, buyer, decider, and gatekeeper. Users physically use the product or service. Influencers often help define the specifications and also provide information for evaluating alternatives. Buyers have formal authority to select the supplier and arrange terms of purchase. They may help shape product specifications, but their major role is in selecting vendors and negotiation. Deciders have formal or informal power to select or approve the final suppliers and products. Gatekeepers control the flow of information to others. Different employees may undertake these roles depending on the nature of the purchase.

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A buying center is not a fixed, formally identified, unit within an organization, but rather a set of ________ assumed by different people for different purchases.

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buying roles

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marketing research

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process of collecting and using information for marketing decicion making

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tf? Marketing research is the process of collecting data to analyze the outcome of marketing decisions of a firm.

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f

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tf? Today's marketing research follows sophisticated practices which are far removed from practices such as sieving through garbage.

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f

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tf? Prior to the 1930s, marketing research was fairly sophisticated with refined statistical techniques, which produced high levels of accuracy in research findings.

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f

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tf? The size and organizational form of the marketing research function is usually independent of the structure of the company.

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f

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tf? Firms usually decide whether to conduct a marketing research study internally or through an outside organization based on cost, reliability, and accuracy of the data collected by the outside firm.

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t

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tf? . An outside marketing research firm is unlikely to be as thorough and accurate as a firm's in-house staff due to the number of clients they service at one time.

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f

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tf? A marketing research firm can provide technical assistance and expertise not available within the contracting firm.

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t

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tf? In 2006, J.D. Power and Associates rated Chevrolet as "Highest Ranked Pickup in Initial Quality." J.D. Powers collected this information independently from methods that include consumer surveys and interviews. Chevrolet can now pay for the use of this information in its advertising campaigns. J.D. Powers is considered a syndicated service.

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t

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tf? A marketing research organization that regularly provides a standardized set of data to its customers is called a full-service research supplier.

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f

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Exploratory Research

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process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources

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When conducting marketing research, it is important to remember that the symptoms are a manifestation of the problem itself. TF?

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f

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tf? The first step in the marketing research process is to conduct exploratory research, and then use the information to define the problem.

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f

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tf? A marketing research problem can be identified by evaluating the firm's marketing mix elements and target market, particularly if any of these had been changed recently.

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t

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tf? Marketing research helps firms determine what they should do to distinguish themselves from their competitors.

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t

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tf? It would be inappropriate in exploratory research for a manufacturer to talk to its wholesalers, retailers, and ultimate users of its product to obtain data relevant to discovering the cause of a problem because they are likely to show bias.

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f

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tf? . Guitar Center hypothesized that because of changing music trends, acoustic guitars would no longer be a best-selling item. This represents the first stage of the marketing research process.

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f

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tf? A hypothesis is a tentative explanation for some specific event involving the relationship among variables that carries clear implications for testing the relationship.

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t

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tf? A research design is a master plan or model for conducting marketing research.

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t

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tf? Secondary data has the advantage of being more completely relevant to the research than primary data.

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f

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tf? The cost and time involved in collecting primary data makes it a less-than-economical choice for most firms when compared to collection of secondary data.

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t

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tf? Both primary and secondary data can be either internal or external.

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t

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Secondary Data

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previously published data

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primary data

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information collected for a specific investigation

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focus group

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simultaneous personal interview of a small group of individuals that relies on group discussion about a certain topic

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Sales Forecast

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estimate of a firm's revenue for a specified future period

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tf? Among the sources of external secondary data for research are consumer surveys and observations.

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f

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tf? . Marketing researchers must remember to direct their reports toward management and not to other researchers.

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t

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tf? Focus groups involve multiple marketing research experts (usually 8 to 12) interviewing individual subjects and unearthing patterns in the cumulative data.

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f

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tf? A sales forecast is the difference between the actual and planned sales covering a short-run period, usually twelve to eighteen months.

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f

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tf? A sales forecast is an important tool for marketing control because it sets standards against which actual performance can be measured.

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t

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tf? Qualitative sales forecasting techniques are based on numerical data derived from statistical computations.

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f

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tf? Secondary data has the advantage of being more completely relevant to the research than primary data.

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f

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tf? Businesses may need to adjust their data collection methods for primary research in other countries since some methods do not easily transfer across national borders.

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t

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Explain the steps in the marketing research process.

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1. define the problem 2. conducting exploratory research 3. formulating hypothesis 4. creating a research design 5. collecting data 6. interpreting and presenting the research information

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a clearly defined problem focuses on

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the researcher's search for relevant decision-oriented information

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exploratory research refers to

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information gained outside the firm

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hypotheses, tentative explanations of specific events, allow

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researchers to set out specific research designs--that is, the series of decisions that, taken together, comprise master plans or models for conducting the investigations

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the data collection phase of the marketing research process can

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involve either both primary and secondary data.

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Distinguish between primary and secondary data and identify the sources of each type. (Also identify the pro's and con's of each.)

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primary data can be collected by the firm's own researchers or by independent marketing research companies. three principal methods of primary data collection are observation, survey, and experiment. Secondary data can be classified as either internal or external. Sources of internal data include sales records, product evaluation, sales force reports, and records of marketing costs. Sources of external data include the government and private sources such as business magazines. Both external and internal data can also be obtained from computer databases.

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Identify (and describe) the methods by which marketing researchers collect primary data. (Also identify some of the pro's and con's of each method.)

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Observation data are gathered by observing consumers via devices such as people meters or videotape. Survey data can be collected through telephone interviews, mail or fax surveys, personal interviews, focus groups, or a variety of online methods. Telephone interviews provide more than half of all primary marketing research data. they give the researcher a fast and inexpensive way to get small amounts of information but generally not detailed or personal info. Personal interviews are costly but allow researchers to get detailed information from respondents. mail surveys are a means of conducting national studies at a reasonable cost; their main disadvantage is potentially inadequate response rates. focus groups elicit detailed, qualitative information that provides insight not only into behavior but also into consumer attitudes and perceptions. online surveys can yield fast responses but face obstacles such as the adequacy of the probability sample. The experimental method creates verifiable statistical data through the use of test and control groups to reveal actual benefits from perceived benefits.

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Identify the major types of forecasting methods.

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there are two categories of forecasting methods. qualitative methods are more subjective because they are based on opinions rather than exact historical data. they include the jury of executive opinion, the Delphi technique, the sales force composite, and the survey of buyer intentions. Quantitative methods include more factual and numerical measures such as test markets, trend analysis, and exponential smoothing.

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By presenting pertinent information in a useful format, marketing research: a.provides managers with a means to judge sales performance. b.aids decision makers in analyzing data and suggesting possible actions. c.can predict trends in product and service sectors, many years into the future. d.provides information that can be used by consumers to validate

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b

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One of the very first marketing research studies involved of an examination of people's: a.phone bills. b.literacy levels. c.newspaper reading habits. d.garbage.

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d

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Much of the early marketing research consisted of: a.written testimonials received from purchasers of a firm's products. b.door-to-door surveys conducted by research professionals. c.telephone surveys conducted to assess household preferences. d.sampling studies using techniques derived from voting records

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a

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4. In recent years, advances in computer technology have significantly changed the nature of marketing research by: a.narrowing the focus of the data collection process. b.allowing marketers to evaluate alternatives through the use of computer simulations. c.eliminating the need for outside research firms. d.providing an in-house market research group with primary data

answer

b

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Marketing research is most likely to be contracted to an outside provider when the: a.outside provider has access to the latest technology. b.firm wishes to integrate its core competency with its supplementary divisions. c.outside provider can collect more reliable and accurate information. d.firm decides to expand its market base by introducing a new product or service.

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c

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The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as: a.situation analysis. b.informal investigation. c.exploratory research. d.cross-pollinating synthesis.

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c

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Once a firm has defined the problem it seeks to solve, researchers can begin: a.forming preliminary hypotheses based upon speculated information. b.exploratory research which involves discussing the problem with informed people. c.implementing a progressively linear approach aimed at eliminating possible causes. d.extrapolating the information to arrive at a plausible solution.

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b

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_____ refers to a tentative explanation for a specific event. a.Analysis b.Syndication c.Extrapolation d.Hypothesis

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d

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A statement regarding the relationship among variables that carries clear implications for testing the relationship is called a _____. a.survey mission b.census criterion c.scanning protocol d.hypothesis

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d

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Kate believes the reason the sales of one of her company's products has fallen is due to a price increase. She cites sales from the previous year to the same customers as evidence of declining sales. Kate is: a.defining a problem. b.formulating a hypothesis. c.identifying a symptom. d. conducting exploratory research.

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b

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Jake is deciding which customers to include in a sample. What stage of the marketing research process is he currently in? a.Formulating a hypothesis b.Collecting data c.Creating a research design d.Defining a problem

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c

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A _____ is a master plan for conducting market research. a.research design b.hypothesis c.syndicated service d.cluster sample

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a

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Information collected for the first time specifically for a marketing research study is called _____ data. a.secondary b.primary c.tertiary d.screening

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b

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Penelope is using data collected and published by a trade association in her marketing research study. What kind of data is Penelope using? a.Secondary data b.Primary data c.Tertiary d.Proprietary

answer

a

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A department manager recommends using secondary data in a marketing research project. This secondary data would: a.require personal interviews of people not directly related to the project. b.have been previously compiled and published by someone. c.include data aggregated from telephonic interviews of a sample group. d.require personal observation of situations affecting the business.

answer

b

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Secondary data has two important advantages over primary data. These advantages include: a.wide variety of statistics and large sample groups used to create the data. b.high level of detail and endorsement by other users. c.accuracy of the data specifically gathered for the research study. d.cost and speed of locating and using the data.

answer

d

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Which of the following is a limitation of secondary data not found in primary data? a.Secondary data is more expensive to collect and analyze than primary data. b.Secondary data requires that market researchers spend more time to locate and analyze. c.Published information can quickly become obsolete. d.Published data often involves non-standardized analytic patterns.

answer

c

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Which of the following is one of the factors affecting the choice between primary and secondary data? a.Data source b.Interoperability c.Portability d.Applicability

answer

d

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A common problem confronting managerial decision makers presented with the results of a marketing research study is that: a.they are too concerned about the costs associated with market research. b.they feel the data will be of little use owing to complex terminology. c.they believe in outsourcing the marketing research function to outside providers. d.they fear that the research will become obsolete before the recommendations can be implemented.

answer

b

question

Jack is a research specialist who has spent six months conducting a detailed study of customer attitudes and expectations. In writing the final report, Jack should remember to: a.remove any written reports before meeting any executive. b.direct his report toward the management and not other researchers. c.elaborate on the technical details of the research methods in the introduction. d.present the results to all key executives in separate meetings.

answer

b

question

External secondary marketing research data includes: a.sales force activity reports compiled by the sales manager. b.company sales and expense records from accounting. c.information obtained from a syndicated research service. d.product performance reviews made by the engineering department.

answer

c

question

Which of the following federal agencies is the most important source of secondary data for marketing research studies? a.Federal Reserve b.Treasury Department c.Census Bureau d.Bureau of Labor Statistics

answer

c

question

A major benefit of test markets as a quantitative forecasting method is: a.they provide realistic information on actual purchases rather than intent to buy. b.they are quick, inexpensive, and effective with stable customer demand and environment. c.they are useful in predicting short-term and intermediate sales for firms that serve selected customers. d.they provide salespeople with expert customer, product, and competitor knowledge.

answer

a

question

growth stage

answer

-new customers make initial purchases and early buyers repurchase -substantial profits -low prices -sales volume rises -competitors enter

question

maturity stage

answer

-sales reach a plateau -profits begin to decline -tons of competition -tons of advertising and push for differentiation -differentiation declines -try to extend product lifestyle -try to find new uses for product

question

decline stage

answer

-innovations or shifts in consumer preferences bring about and absolute decline in industry sales -

question

product

answer

Bundle of physical, service, and symbolic attributes designed to satisfy a customer's needs.

question

services

answer

Intangible tasks that satisfy the satisfy the needs of consumer and business users.

question

convenience products

answer

Goods and services consumers want to purchase frequently, immediately, and with minimal effort.

question

shopping products

answer

Products consumers purchase after comparing competing offerings.

question

specialty products

answer

Products with unique characteristics that cause buyers to prize those particular brands.

question

product life cycle

answer

Progression of a product through introduction, growth, maturity, and decline stages.

question

product mix

answer

Assortment of product lines and individual product offering a company sells.

question

product line

answer

Series of related products offered by one company.

question

service quality

answer

Expected and perceived quality of a service offering.

question

service encounter

answer

Point at which the customer and service provider interact.

question

classifications of consumer products:

answer

1. convenience products 2. shopping products 3. specialty products

question

how do good and services relate to the goods-services continuum

answer

good represent one end of the continuum and services represent the other

question

Discuss how quality is used by marketers as a product strategy.

answer

companies use TQM to encourage all employees to participate in producing the best goods and services possible. companies may also participate in ISO9001:2000 certification or benchmarking to evaluate and improve quality. consumers often evaluate service quality on the basis of tangibles, reliability, responsiveness, assurance, and empathy, so marketers of service firms strive to excel in all of these areas

question

during the introduction stage marketer work to

answer

stimulate demand

question

during the growth stage

answer

new customers make purchases and early buyers repurchase

question

during the maturity stage

answer

sales continue to grow but eventually reach a plateau

question

during the decline stage

answer

sales are reduced due to innovations or a shift in consumer preferences

question

Discuss how a firm can extend a product's life cycle.

answer

marketers can extend the product lifecycle by increasing frequency of use or number of users; finding new uses for the product; or changing package size, label, or quality. if non of these is successful, or if the product no longer fits a firm's line, the firm may decide to delete it.

question

Discuss the three levels of a product. [Note: This objective is NOT covered in the text. It will come from class lecture.]

answer

...

question

brand

answer

Name, term, sign, symbol, design, or some combination that identifies the products of one firm while differentiating them from that of the competition.

question

manufacturer's brand

answer

Brand name owned by a manufacturer or other producer.

question

family brand

answer

Single brand name that identifies several related products.

question

private brand

answer

Brand offered by a wholesaler or retailer.

question

brand name

answer

Part of a brand, consisting of letters, numbers, or words, that can be spoken and that identifies and distinguishes a firm's offerings from those of its competitors.

question

brand mark

answer

Symbol of pictorial design that distinguishes a product.

question

trademark

answer

Brand for which the owner claims exclusive legal protection.

question

cannibalization

answer

Loss of sales of an exhausting product due to competition from a new product in the same line.

question

Determine how to define a brand.

answer

marketers recognize the powerful influence products and product lines have on customer behavior, and they work to create strong identities for their products and protect them. branding is the process of creating that identity. a brand is a name, term, sign, symbol, design, or some combination that identifies the products of one firm while differentiating these products from competitors.

question

Identify the different types of brands.

answer

1. a generic product is an item characterized by a plain label, not advertising, and no brand name. 2. a manufacturer's brand is a brand name owned by a manufacturer or other producer. 3. private brands are brand names placed on products marketed by wholesaler or retailer. 4. a family brand is a brand name that identifies several related products. 5. an individual brand is a unique brand name that identifies a specific offering within a firm's product line to avoid grouping it under a family brand.

question

tf? A name, term, sign, symbol, design, or some combination that identifies the products of one firm while differentiating these products from competitors' offerings, is known as the trademark.

answer

f

question

tf? Once consumers have used a product, seen it advertised, or noticed it in a store, it moves from the unknown to the known category, which increases the probability that they will purchase it.

answer

t

question

tf? Brand preference is the stage of brand loyalty at which consumers rely on previous experience with a branded product when choosing it, if available, over competitors' products.

answer

t

question

tf? Deanna purchases only Diet Coke at the local store. In fact, she never considers any other brands. Deanna has reached the level of brand preference.

answer

f

question

tf? Josh usually buys one brand of orange juice but, occasionally, will buy a competitive brand if it's on sale. Josh is exhibiting brand insistence.

answer

f

question

tf? A product has attained a monopoly position with its consumers when the brand loyalty stage of brand insistence has been achieved.

answer

t

question

tf? The highest level of brand loyalty is brand preference.

answer

f

question

tf? Brand insistence is common in luxury products.

answer

t

question

tf? Makers of generic products are dependent on brand loyalty for their marketing success.

answer

f

question

tf? Market shares held by generic products increase during economic upswings but decline when the economy worsens.

answer

f

question

tf? Two common categories of generic products are food items and household staples.

answer

t

question

tf? A retailer owns a trademark for a private brand, which indicates that all products under this brand are sold only through its stores.

answer

t

question

tf? National brands sold exclusively by a retail chain are called captive brands.

answer

t

question

tf? Captive brands are spinoffs of manufacturers' brands that are sold in selected stores.

answer

f

question

tf? A promotional campaign for a family brand does not benefit all products in the line.

answer

f

question

tf? Family brands can be used effectively for any product, regardless of type, price, or quality.

answer

f

question

tf? Family brands cost more than individual brands to market because the firm must budget for all products that come under the family brand umbrella.

answer

f

question

tf? The trade name is the part of a brand that can be vocalized or people can say out loud.

answer

f

question

tf? A brand name differs from a brand mark in that the name can receive legal protection, but the brand mark cannot.

answer

f

question

tf? Some firms register a brand name before they have manufactured the product in order to prevent competitors from using the name.

answer

t

question

tf? When a brand name becomes the name by which a class of products is generally known, the original owner loses exclusive claim to the brand name.

answer

t

question

tf? A trademark is a brand for which the owner claims exclusive legal protection.

answer

t

question

tf? For legal purposes, a brand name should not be the same as the trade name.

answer

f

question

Generic products are: a.characterized by plain labels, little or no advertising, and no brand names. b.identified through a brand name owned by a manufacturer or other producer. c.typically national brands sold exclusively by a single retail chain. d.identified through a brand name owned by a wholesaler or retail

answer

a

question

The Kirkland brand is owned by Costco, and the products can only be purchased at Costco stores. Costco contracts with manufacturers to produce and package products under the Kirkland name. This arrangement is called: a.family branding. b.individual branding. c.generic branding. d.private branding.

answer

d

question

Which of the following is an example of a private brand? a.Sam's Choice b. Dell c.Hewlett-Packard d.Nokia

answer

a

question

Seven-Up is an example of a(n) _____ brand. a. family b. individual c. generic d. private

answer

b

question

Dell manufactures and market computers and several related products, such as laptops, desktops, notebooks, and printers, all under the Dell name. This strategy is called _____ branding. a.family b.extension c.individual product d.private label

answer

a

question

Dawn, Joy, and Ivory are dish liquid brands manufactured by Proctor & Gamble. The branding strategy for these products is called _____ branding. a.private b.family c.generic d.individual

answer

d

question

A company wishing to implement a market segmentation strategy for its products should strongly consider using _____ branding. a. family b. captive c. generic d. individual

answer

d

question

If a firm elects to use family branding, its products should be: a. similar in quality, or the firm risks harming its overall product image. b. sufficiently different so as not to compete directly with each other. c. sold in different geographic markets so customers do not realize the relationship. d. sold only to a single large retail chain to protect the manufacture

answer

a

question

. The added value that a certain brand name gives to a product in the marketplace is called brand: a. knowledge b. esteem c. recognition d. equity

answer

d

question

Product cannibalization is the: a. difference in expected and actual outcome from the implementation of a market penetration strategy. b. shrinking of a firm's market share due to competition from rivals. c. decline in brand loyalty towards a firm due to existing market conditions. d. erosion of market share due to other products from the same manufacturer.

answer

d

question

With the introduction of the Diet Pepsi brand, Pepsi was faced with decreased sales of the pre-existing original Pepsi brand. This situation is known as: a. cannibalization. b. market envelopment. c. product encroachment. d. parasitization.

answer

a

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