Mktg exam 2 Flashcards

question

When she was looking for a new car, Francesca was considering both American and foreign made vehicles, but her father and boyfriend both encouraged her to buy American-made brands. Which of the following social factors explain this type of influence? Culture Temporal state Lifestyle factors Reference groups Situational factors

answer

reference groups

question

Whenever Meredith buys toothpaste, she always automatically reaches for the same brand and puts it in her shopping cart with no thought or effort. Meredith is engaged in habitual decision making. limited problem solving. impulse buying. high involvement processing. extended problem solving.

answer

habitual decision making

question

Of the five types of risk associated with purchase decisions, which one involves the perceived danger inherent in a poorly performing product or service? financial social physiological performance psychological

answer

performance

question

Nathan was shopping for a new pair of athletic shoes. Although it would have been nice to take the shoes home immediately after purchasing them, he was willing to trade off immediate availability because he found that he could purchase the shoes online for a 50% discount. This is an example of using a determinant attribute. compensatory decision rule. noncompensatory decision rule. decision heuristic. conversion rate.

answer

contemporary decision rule

question

When John was considering buying a new car, he sought out unbiased information and ratings about different makes and models in Consumer Reports magazine as well as from Edmunds.com. Which of the following corresponds most closely to this aspect of the decision process? Needs recognition Internal search for information External search for information Experiential search for information Impulse buying

answer

external search for information

question

Kerry was in her grocery store and saw a display for a new organic yogurt. She had not planned to buy it, but decided on the spot to buy one and try it. Kerry's purchase represents habitual decision making. deep processing. impulse buying. high involvement processing. extended problem solving.

answer

impulse buying.

question

Roberta works out at a health club, goes to yoga classes and reads magazines about women's health in order to satisfy her inner desires. Which of Maslow's needs is Roberta fulfilling? financial Physiological Safety Love Esteem

answer

esteem

question

According to the consumer decision process, after consumers recognize the need for a product, they then engage in psychological need recognition. an information search. an evaluation of alternatives. the purchase of the product. post purchase behavior.

answer

an information search

question

Which of the following needs pertains to the performance of a product or service? Need recognition Functional needs Demographic needs Psychological needs Cultural needs

answer

functional needs

question

The discrepancy between a consumer's actual state and desired state is associated with which of the following steps in the consumer decision process? Need recognition Information search Alternative evaluation Purchase Post purchase

answer

need recognition

question

When consumers are engaged in the consumer decision process, the specific brands or stores they can readily recall in a product category are referred to as their _____ set. universal retrieval memory evoked brand

answer

retrieval

question

Because not all purchase intentions result in an actual purchase, marketers calculate the _____ to measure how effectively a decision to purchase a specific product results in a completed purchase. performance risk compensatory decision rate noncompensatory decision rate decision heuristic conversion rate

answer

conversion rate

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_____ pertain to the personal gratification consumers associate with the product or service. Needs recognition Functional needs Demographic needs Psychological needs Personal needs

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psychological needs

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__ involves the buyer considering their own personal knowledge about a product based on past experience. Impulse buying An internal search for information An external search for information Experiential search for information Needs recognition

answer

an internal search for information

question

Alternative evaluation often occurs while the consumer is engaged which step of the consumer purchase process need recognition. information search. Purchase outcome behaviors. product purchase. post purchase evaluation.

answer

information search

question

Sandy thinks the east side of her city is a great area to own a home and raise a family. John thinks the east side has a lot of crime, poor schools, and would be a poor choice of location to own a home and raise a family. Sandy and John have different _____ regarding the east side of the city. temporal states reference groups needs perceptions motives

answer

perceptions

question

The vast majority of products and services are likely to satisfy functional needs. psychological needs. personal needs. both personal and functional needs. both functional and psychological needs

answer

both functional and psychological needs

question

The fact that a family would spend a lot more time researching the market before making a home purchase than it would in the decision to purchase an inexpensive dollhouse for the youngest member of household can best be explained which of the following concepts? locus of control performance risk psychological risk social risk aversion perceived benefits versus perceived costs of search

answer

perceived benefits versus perceived costs of search

question

When Catherine was considering different brands of jeans to buy, she limited the choices to threeshe would actually consider purchasing. These three brands make up her _____ set. universal retrieval purchase evoked brand

answer

evoked

question

According to the Elaboration Likelihood Model, which of the following variables determines whether limited or extended problem solving will operate in a particular purchase decision? Purchase readiness Attentional capacity Likelihood of purchase The level of involvement The level of elaborate thinking

answer

the level of involvement

question

External agencies and government bodies publish safety ratings for cars to help consumers alleviate _____ risk. performance financial physiological social psychological

answer

physiological

question

Ethan considered three important attributes when deciding where he would do his banking: the convenience of the location, hours of operation, and interest rates for CDs. In this situation, these three attributes are called attribute sets. evaluative sets. evaluative criteria. formative criteria. alternative evaluation

answer

evaluative criteria

question

Marketers that set unrealistically high consumer expectations of a product through advertising or other types of promotion, may generate higher initial sales, but it will eventually lead to _____ if the product fails to achieve these expectations. high conversion rates social risk post purchase dissatisfaction unfulfilling decision heuristics habitual decision making

answer

post purchase dissatisfaction

question

A purchase decision which typically involves (at most) a moderate amount of effort and time is called extended problem solving. limited problem solving. deep processing. high involvement processing. habitual decision making.

answer

limited problem solving

question

Angela considered all sporting goods stores to be roughly equivalent in most ways, however, she considered LL Bean to have an exceptional level of customer service. Customer service therefore, would be considered a _____ for her in evaluating sporting good stores. determinant attribute compensatory decision rule noncompensatory decision rule locus of control retrieval set

answer

determinant attribute

question

The _____ indicates where a particular market segment's ideal product lies on the perceptual map. ideal point optimal point value proposition equilibrium point target market

answer

ideal point

question

Jack describes himself as having a strong need to belong to a group, which motivates him to seek out activities that involve others. Marketers would use this type of information when developing _____ segments. niche geographic demographic psychographic geodemographic

answer

psychographic

question

Which step in the STP process develops descriptions of the different segments, which helps firms better understand the customer profiles in each segment? Establish overall strategy or objectives Select segmentation method Develop positioning strategy Evaluate segment attractiveness Select target market

answer

select segmentation method

question

What is the first step marketers use to derive a perceptual map? Identify competitors' positions Determine consumers' perceptions and evaluations of the product or service in relation to competitors Monitor the positioning strategy Identify the market's ideal points and size Determine consumer preferences

answer

determine consumers' perceptions and evaluations of the product or service in relation to competitors

question

Lawn care products manufacturer Scotts, has developed easy-to-follow, annual lawn care programs to help homeowners develop thick, green lawns that will combat weeds, insects, and diseases. The specific steps that must be used and their timing vary based on climate. What type of segmentation should Scotts use as the basis to design these programs? Behavioral Demographic Psychographic Geographic Geothermal

answer

geographic

question

When an organization selects a single, primary target market and focuses all its energies on providing a product to fit that markets needs it is using a(n) _____ targeting strategy. undifferentiated mass marketing concentrated differentiated micromarketing

answer

concentrated

question

Volvo is known for its superior safety and performance features. They focus their communication efforts to reinforce this perception. This is an example of positioning based on product attributes. positioning based on symbolism. positioning against a specific competitor. positioning using perceptual mapping. positioning based on profit potential

answer

positioning based on product attributes

question

Mr. Dennison knows each and every child who comes in to his Kumon reading center, and prides himself on knowing how he can personally address each of their reading challenges. What type of market coverage strategy is Mr. Dennison employing in his business? Mass marketing Segment marketing Niche marketing Micromarketing Concentrated marketing

answer

micromarketing

question

Large firms with multiple offerings in a particular product category engage in _____ targeting strategies to obtain a bigger share of the market, increase the overall market for the product categories they sell, and to diversify their businesses. mass marketing micromarketing concentrated differentiated undifferentiated

answer

differentiated

question

_____ is a tool used to visually display how consumers perceive the position of products or brands in the market on different dimensions relative to competitors. An ideal point An optimal point A competitive map A perceptual map Competitive positioning

answer

a perceptual map

question

A manufacturer of t-shirts concentrates all its efforts on cost containment by offering the product in only one size but in a variety of colors, using a one-size-fits-all approach. This involves a _____ targeting strategy. one-to-one mass marketing concentrated differentiated micromarketing

answer

mass marketing

question

Land's End allows customers buying shirts to choose from a variety of fabrics, types of collar and sleeve, based on the customer's specific measurements, capitalizing on new technologies to mass customize its products and services. This is an example of concentrated marketing. segment marketing. niche marketing. micromarketing. mass marketing

answer

micromarketing

question

In order for segmentation strategy be successful, the customers in the segment must react similarly and positively to firm's offering, corresponding to which of the following criteria for evaluating segment attractiveness? Substantial Reachable Responsive Profitable Identifiable

answer

responsive

question

When a firm evaluates its overall mission, including its strengths, weaknesses, opportunities, and threats, it is engaged in which step of the segmentation targeting and positioning process? Establishing overall strategy or objectives Determining segmentation methods Evaluating segment attractiveness Selecting the target market Developing the positioning strategy

answer

establishing overall strategy or objectives

question

Which of the following best describes the notion of "market positioning?" The position that a company holds in the market in terms of size relative to competitors. The process of increasing a firm's overall sales and as a result, increasing its market share. The place the product occupies in consumer's minds relative to competing products. The geographic location of the headquarters of a corporation. A group of organizations that have similar wants and needs.

answer

The place the product occupies in consumer's minds relative to competing products.

question

The Nike swoosh is an example of which of the following positioning tools to create a position for the brand that distinguishes it from its competitors? Positioning based on product attributes Positioning based on symbolism Positioning against a specific competitor Positioning using perceptual mapping Positioning based on profit potential

answer

Positioning based on symbolism

question

The positioning strategy can help communicate a brand's _____, representing the unique value provided to customers. benefits segmentation value proposition segmentation method targeting strategy market share

answer

value proposition

question

Behavioral segmentation based on when a product or service is purchased or consumed is called _____ segmentation. occasion lifestyle demographic psychographic location

answer

occasion

question

In order for the ______ criteria to be met when evaluating segment attractiveness, the consumer must know the product or service exists, understand what it can do for him or her, and recognize how to buy it. substantial identifiable reachable responsive profitable

answer

reachable

question

The publishing conglomerate, Conde Nast is able to purchase mailing lists of people who have bridal interests, knowing that its Modern Bride magazine customers are somewhat distinct from those who subscribe to GQ. In terms of evaluating segment attractiveness, this is a way of assuring the segment is substantial. responsive. reliable. profitable. identifiable

answer

identifiable

question

____ segmentation, the most common means to define segments, involves defining groups based on characteristics such as age, gender, income, and education. Geographic Demographic Psychographic Geodemographic Lifestyle

answer

demographic

question

Market growth, market competitiveness, and market access are all important factors in analyzing which criteria of segment attractiveness? Substantial Identifiable Reachable Responsive Profitable

answer

profitable

question

When everyone might be considered a potential user of its product, a firm likely uses a(n) _____ targeting strategy. one-to-one differentiated concentrated undifferentiated micromarketing

answer

undifferentiated

question

During which step of the STP process do marketers ask whether the segment is identifiable, substantial, reachable, responsive, and profitable? Evaluate segment attractiveness Select segmentation method Develop positioning strategy Select target market Establish overall strategy or objectives

answer

evaluate segment attractiveness

question

General Motors targets several different market segments and designs separate automobile makes and models for each. This is an example of undifferentiated marketing. mass marketing. concentrated marketing. differentiated marketing. micromarketing

answer

differentiated marketing

question

_____involves a contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, and/or characters in exchange for a negotiated fee. Brand equity Brand licensing Brand awareness Co-branding Brand associations

answer

brand licensing

question

For most products, the UPC code would be located on the _____ package. primary secondary extended inside principal

answer

secondary

question

Insurance companies expend a lot of effort marketing their offerings, mainly due to the fact that insurance is _____ that consumers don't normally think about much. a specialty product a shopping product a convenience product an unsought product an augmented product

answer

an unsought product

question

In a failed attempt at extending its brand to a new product line, Bic introduced a line of disposable underwear. The brand extension adversely affected consumers' perceptions about its current product lines, this could lead to rebranding. co-branding. product labeling. brand licensing. brand dilution.

answer

brand dilution

question

Brian never spends a lot of time or thought picking up lunch when he is at work. For him, lunch items would be considered to be _____ products. service unsought specialty shopping convenience

answer

convenience

question

Companies like Tiffany's go to great lengths to protect themselves through the use of trademarks and copyrights. This best represents which of the following advantages of branding? Brands facilitate purchases. Brands establish loyalty. Brands protect from competition. Brands can reduce marketing costs. Brands are assets

answer

brands are assets

question

When marketers carefully develop a set of product attributes such as the brand name, features/design, and quality level of an offering, they are developing the actual product. associated product. associated services. augmented product. core customer value

answer

actual product

question

The earning potential of a brand over a 12 month period is known as its price potential. asset base. market value. market share. market equity

answer

market value

question

The majority of the brands marketed in the United States are _____ brands. store generic copycat premium manufacturer

answer

manufacturer

question

As the size of retail firms has increased through growth and consolidation, more retailers have developed_____ merchandise,which they use to establish a distinctive identity. generic copycat private-label manufacturer co-branded

answer

private-label

question

When marketers develop nonphysical aspects of an offering by adding warranties, financing and after-sales service, they are focusing on the core customer value. actual product. augmented product. segmented product. secondary product.

answer

augmented product

question

The Victorinox Swiss Army Company is well known for its Swiss Army knives. The company also makes and markets its Swiss Army brand of watches, travel gear, cutlery and even fragrances. This represents a _____ strategy. brand repositioning co-branding brand extension line extension brand dilution

answer

brand extension

question

Nike, KitchenAid and Sony are all examples of the use of _____ brands. manufacturer private-label premium generic copycat

answer

manufacturer

question

The primary federal agency that review food and package labels to ensure that the claims made by the manufacturer are true is the Package Labeling Bureau. Food and Drug Administration. Federal Trade Commission. American Marketing Association. Consumer Protection Agency

answer

food and drug administration

question

The complete set of Kellogg's offerings, representing its _____ includes ready-to-eat cereal, toaster pastries, wholesome portable breakfast snacks, cookies, crackers, and natural and organic brands. product line product mix marketing mix product variability brand extension

answer

product mix

question

Kellogg's has a variety of brands in its cookies and crackers _____, including Cheez-Its, Keebler Townhouse Club crackers, Famous Amos cookies, and Keebler Fudge Shoppe. product line product mix marketing mix augmented products brand extension

answer

product line

question

Francesca spent a lot of time shopping for her wedding dress, spending considerable time and effort visiting some of the finest bridal shops in the area. For Francesca, her wedding dress is a(n) _____ product. convenience unsought specialty shopping augmented

answer

specialty

question

If a firm deletes an entire product line, it has increased its depth. decreased its depth. increased its breadth. decreased its breadth. diversified

answer

decreased its breadth

question

When the bicycle manufacturer, Trek determined that some consumers use bikes for green transportation, whereas others use them for a thrilling hobby, they were most likely assessing the _____ of its bicycles to consumers. brand equity associated services brand awareness core customer value physical characteristics

answer

core customer value

question

In response to increased consumer demand for healthful beverages, companies like Coca-Cola and Pepsi introduced new product lines like fruit juice to _____ their product mix. increase the depth of decrease the depth of increase the breadth of decrease the breadth of consolidate

answer

increase the breadth of

question

Poland Springs produces a variety of bottled water beverages, and as the market continues to show growth potential for new flavors and varieties of bottled water, the company should _____ its product lines. increase the depth of decrease the depth of increase the breadth of decrease the breadth of consolidate

answer

increase the depth of

question

Brand equity is determined by four aspects of a brand. Which of the following is NOT one of the four aspects? Brand awareness Perceived value Brand associations Brand quality Brand loyalty

answer

brand quality

question

When Megan purchased several bottles of Pepsi beverages and snacks to bring to her family's holiday celebration, it represented the purchase of consumer products. specialty services. shopping products. sought products. unsought goods.

answer

consumer products

question

The set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service is referred to as brand equity. market value. brand awareness. perceived value. brand associations.

answer

brand equity

question

ntroduced in 1920, Band-Aid now has more than 40 products for first aid, including adhesive bandages and the Liquid Bandage. Band-Aid has, over the years, increased its product line depth. brand dilution. product line breadth. brand extension. co-branding.

answer

product line depth

question

In order to examine the potential success of its 1/3-pound Angus hamburger, McDonald's started offering and promoting the product in three southern cities. This move is an example of test marketing. beta testing. prototype marketing. alpha testing. trade promotion

answer

test marketing

question

_____ refers to the process by which the use of a product, service or process spreads throughout a market group, over time and across various categories. Innovation Fashion cycles Market segmentation The product life cycle Diffusion of innovation

answer

diffusion of innovation

question

_____ involves taking apart a product, analyzing it, and creating an improved product that does not infringe on the competitor's patents, if any exist. Outsourcing Brainstorming Reverse engineering Market testing Licensing

answer

reverse engineering

question

The _____ stage of the new product development process can involve the development of a prototype for alpha or beta testing. market testing concept testing product launch idea generation product development

answer

product development

question

_____ relates to how easily consumers can test and use the product. Trialability Availability Observability Compatibility Relative advantage

answer

trialability

question

_____ represent(s)a substantial portion of the population, and few new products and services can be profitable until this large group buys them. Laggards Innovators Early adopters The late majority The early majority

answer

the early majority

question

In managing its product portfolio, 3M demands that a specific percentage of its yearly sales come from new products introduced within the previous few years in order to better with stand external shocks and respond to fashion cycles. change customer preferences. improve business relationships. hedge against market saturation. manage risk through diversification

answer

manage risk through diversification

question

In the new product development process, when companies provide brief written descriptions of the product and what customer needs it would satisfy, sometimes including visual images of what the product would look like it involves idea generation. concept testing. product development. market testing. product launch.

answer

concept testing

question

Firms with products in the _____ stage of the product life cycle either position themselves for a niche segment of diehard consumers or those with special needs, or they completely exit the market. product development introduction growth maturity decline

answer

decline

question

The introduction of the Apple iPod is an example of _____ because its introduction to the market radically changed consumer preferences and the entire competitive landscape. a fad a pioneer an early adopter an imitator a laggard

answer

a pioneer

question

A product that is perceived to be better than most substitutes is said to have _____, which should serve to speed up the diffusion process. a relative advantage compatibility observability complexity trialability

answer

a relative advantage

question

In the United States, most consumer packaged goods found in grocery and discount stores are already in the _____ stage, which is characterized by the adoption of the product by the late majority and intense competition for market share among firms. introduction growth maturity first decline

answer

maturity

question

Tyler is highly knowledgeable about new developments in bicycling technology, since he reads everything he can find about the subject. Typically being the first to try out new bicycle models, he would be classified _____ in terms of the diffusion of innovation curve. as a laggard as an innovator as an early adopter in the late majority in the early majority

answer

as an innovator

question

____ refers to the process by which ideas get transformed into new offerings, including products, services, processes, and branding concepts that will help firms grow. Marketing Innovation Strategic Planning Concept testing Product development

answer

innovation

question

The most common type of consumers in the introduction stage of the product life cycle are the laggards. innovators. early adopters. late majority. early majority.

answer

innovators

question

At which stage in the product life cycle do sales experience their most rapid increase? Product development Introduction Growth Maturity Decline

answer

growth

question

People who get Botox treatments consider it to be a private matter, therefore, they do not discuss it with others. This lowers the level of _____, slowing down the diffusion process. trialability complexity observability compatibility relative advantage

answer

observability

question

The last group of buyers to enter a new product market are _____, and when they do, the product has achieved its full market potential. laggards innovators early adopters the late majority the early majority

answer

the late majority

question

Although they enjoy novelty and are considered to be opinion leaders, _____ are not the first to purchase new product innovations. laggards innovators early adopters the late majority the early majority

answer

early adopters

question

When a superior product is offered in a foreign market where cultural differences slow down the diffusion process, it would be attributed to low levels of innovation. compatibility. observability. complexity. trialability

answer

compatibility

question

As _____, one of the advantages that pioneers have is they create a new market or product category, establishing a commanding initial market share lead. laggards imitators first movers fashion cycles early adopters

answer

first movers

question

In some cases, _____ may never adopt a certain product or service, since they rely on traditional products until they are no longer available. laggards innovators early adopters the late majority the early majority

answer

laggards

question

The _____ stage of the new product development process requires tremendous financial resources and extensive coordination of the marketing mix to roll out the product. market testing concept testing product launch idea generation product development

answer

product launch

question

According to your text, some estimates indicate that only about _____ percent of new products actually succeed. 3 10 25 45 52

answer

3

question

In the new product development process, companies have a variety of ways for _____ including outsourcing, brainstorming, licensing and customer research. idea generation concept testing product development market testing product launch

answer

idea generation

question

Qualitative research includes all of the following EXCEPT observation. in-depth interviews. scanner data. focus groups. projective techniques

answer

scanner data

question

Information that has been collected prior to the start of the research project for another purpose is called _____ data. primary secondary tertiary internal syndicated

answer

secondary

question

Marketing researchers should only collect information on consumers for the sole purpose of protecting national security. controlling access to confidential information. producing unbiased, factual information. selling under the guise of conducting marketing research. collecting research by convincing respondents it is part of a fundraising effort.

answer

producing unbiased, factual information

question

Which of the following is the most popular type of quantitative primary collection method? Survey research In-depth interviews Social media research Focus group interviews Scanner-based research

answer

survey research

question

____ is the use of a variety of statistical analysis tools in marketing research to uncover previously unknown patterns in data or relationships among variables. Experimental research Data mining Marketing research Data collection Data warehousing

answer

data mining

question

One of the most valuable sources firms have at their disposal is a rich cache of customer information and purchase history from their day-to-day operations, which is a type of external primary data. external secondary data. internal secondary data. syndicated external data. tertiary data.

answer

internal secondary data

question

A set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas is known as a SWOT analysis. the STP process. the marketing mix. market segmentation. marketing research

answer

marketing research

question

When General Motors purchases information about quality and customer satisfaction research from J.D. Power and Associates, it is acquiring a form of tertiary data. internal primary data. internal secondary data. external primary data. syndicated external data.

answer

syndicated external data

question

If Fisher Price wanted to conduct research to determine the colors that best attract babies to its toys and engage them in interactive play, it would most likely use _____ research. social media focus group cross sectional quantitative observation

answer

observation

question

Which of the following steps in the marketing research process involves identifying the type of data needed and determining the method necessary to collect it? Action plan and implementation Analyzing the data Collecting the data Defining the objectives and research needs Designing the research

answer

designing the research

question

Data gathered from trade journals, the Census Bureau and specialized research firms is considered to be _____ data. irrelevant primary secondary costly timely

answer

secondary

question

_____ is the third step in the marketing research process, and it begins only after the research to design has been established. Collecting the data Analyzing the data Designing the research Action plan and implementation Defining the objectives and research needs

answer

collecting the data

question

Using an unstructured method of inquiry, _____ involve a trained moderator guiding the conversation of a small group of individuals in an intensive discussion about a particular topic. in-depth interviews focus group interviews social media research survey research scanner-based research

answer

focus group interviews

question

ACNielsen purchases scanner data from retail transactions to compile, analyze and resell to consumer packaged goods firms so they can assess what is happening in the marketplace. Scanner data is an example of external primary data. internal secondary data. eXternal secondary data. syndicated external data. tertiary data

answer

syndicated external data

question

Physical traits such as facial characteristics, iris scans, or fingerprints are referred to as _____ data and this information is routinely collected by websites such as Facebook. demographic social networking psychographic biometric panel

answer

biometric

question

Although it is often an inexpensive source, _____ are sometimes not adequate to meet the needs of the researcher since they were acquired for some purpose other than the research question at hand. external primary data external secondary data internal secondary data syndicated external data tertiary data

answer

external secondary data

question

Which of the following agencies serves as a watchdog over the data mining of consumer information? Electronic Privacy Information Center American Marketing Association Federal Trade Commission The U.S. Congress Federal Communications Commission

answer

Electronic Privacy Information Center

question

What new technique claims the ability to read consumers' minds, using wireless electroencephalogram scanners that measure the involuntary brainwaves that occur when they view a product, advertisement, or brand images? Biometric marketing Neuromarketing Physiomarketing Brainwave mapping Medical marketing

answer

neuromarketing

question

A survey asks respondents to answer the question "What are the most important features you would look for in choosing a new automobile, and why?" What type of question is this? structured question closed-ended question unstructured question multiple-choice question biased question

answer

unstructured question

question

Which of the following is NOT a disadvantage of using secondary research data? The information may not be timely. It is costly and time consuming. The data sources may be biased. The methodologies for collecting the data may not be appropriate. The sources may not be original, and therefore usefulness is an issue.

answer

It is costly and time consuming

question

One of the primary purposes of the fourth step in the marketing research process, analyzing data and developing insights, is to turn data into metrics. objectives. advertisements. information. action plans.

answer

information

question

Lowe's, a large home improvement retailer, used research to learn that twenty-five percent of the time when customers bought a garden hose, they also bought a sprinkler. Patterns and relationships like this are discovered through a technique called observation. data scanning. panel questioning. data mining. data warehousing.

answer

data mining

question

_____ involves a type of quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on another variable. Experimental research In-depth interviews Social media research Focus group interviews Survey research

answer

experimental research

question

The key difference between scanner and panel research is that scanner research typically focuses on a particular _____, while panel research typically focuses on a particular _____. product; person or household product; service person; household person; product service; product

answer

product; person or household

question

If a firm uses social media sites like Facebook, Twitter, and online blogs to collect consumer comments about companies and their products, it is engaged in a process known as secondary data mining. churning. biometric research. sentiment mining. exploratory research

answer

sentiment mining

question

The real value of marketing research and marketing information lies in how it is used—in the ______ that it provides. Customer insights Profits Sales Data

answer

customer insights

question

A pet store offers shoppers a membership card. Members receive monthly mailings featuring coupons for the specific brand of pet food they purchased previously. This is made possible by: Survey data The internal database Competitive intelligence Observational research

answer

internal database

question

Part of your job entails monitoring several blogs to learn what consumers are saying about your products as well as your competitors'. You are gathering: Experimental data Causal data Focus group intelligence Marketing intelligence

answer

focus group intelligence

question

A bank surveys mortgage and loan holders to learn their household size, income, age, and marital status. The bank has engaged in: Descriptive research Casual research Exploratory research Focus group research

answer

descriptive research

question

If your firm was interested in learning which of two television advertising campaigns would be most effective, the company should conduct: Ethnographic research Secondary research Observational research Experimental research

answer

experimental research

question

When survey data must be collected quickly, the best data collection technique would be: Group interviewing Telephone surveying Online surveying Mail surveying

answer

online surveying

question

Maria is selecting a research sample by finding and interviewing 25 males and 25 females in each of four geographic regions. Which type of sample is Maria using? Cluster sample Convenience sample Simple random sample Quota sample

answer

quota sample

question

Pupillometer tests in advertising measure a consumer's pupil dilation as he or she views an advertisement. A pupillometer is an example of a(n): Mechanical device Questionnaire Secondary device Survey device

answer

mechanical device

question

______ allows an organization's suppliers, customers, and resellers to update account information, check purchases, and more. CRM An intranet An extranet A marketing intelligence system

answer

extranet

question

Two major public policy and ethics issues in marketing research are intrusions on consumer privacy and: Cost of primary data Lack of information availability Misuse of research findings Government interference

answer

misuse of research findings

question

What is the core customer value for travelers who stay overnight at hotels? Free continental breakfast and newspaper Relaxation and a good night's sleep In-room iron, hairdryer, and Internet access Location near the airport

answer

relaxation and a good nights sleep

question

Soft drinks, soap, and magazines are examples of ______ products. Convenience Specialty Unsought Shopping

answer

convenience

question

A hospital purchases a new MRI machine costing millions of dollars. This is an example of a: Service or supply Part or material Capital item—installation Capital item—accessory

answer

capital item- installation

question

Mercedes introduced C-Class cars for $30,000 without hurting its ability to sell other models priced at $100,000 or more. The new car was an example of successful: Downward line stretching Sideward line stretching Upward line stretching Product line filling

answer

downward line stretching

question

Kraft markets several brands in multiple product categories, such as cheese and dairy products, cereals, and sauces. These items are examples of the: Product line Line filling Product mix Line extension

answer

product mixer

question

The number of different product lines a company carries constitutes a product mix's: Depth Width Consistency Match

answer

width

question

Harold is willing to pay more for name brand products because he believes that he attains greater value. This describes which concept? Intangibility Brand superiority Brand extension Brand equity

answer

brand equity

question

Kenmore appliances and Craftsman tools are brands that can only be purchased in Sears department stores. These brands are examples of: Private brands Generic brands Licensed brands Manufacturer brands

answer

private brands

question

Honda, a popular brand of automobile, also markets several other products with the Honda name, such as motorcycles, generators, and lawn equipment. This is an example of which brand development strategy? Line extension Brand extension New market Multibrand

answer

brand extension

question

Hotels and resorts charge lower prices in the off-season to offset the ______ of service characteristic. Inseparability Variability Intangibility Perishability

answer

variability

question

Laurie purchases items for her family's personal use, such as food and clothing. Laurie and her family are part of which market? Business Consumption Current Consumer

answer

consumer

question

After certain types of sales, marketers often send consumers communications to help them feel good about their purchases. Marketers do so in order to: Increase variety-seeking behavior Encourage complex buying behavior Encourage habitual buying behavior Reduce cognitive dissonance

answer

encourage habitual buying behavior

question

Consumers do not always assign the same meaning to a marketer's message that was intended by the marketer. This is because of consumers': Expectations Selective distortion Selective perception Cognitive dissonance

answer

selective perception

question

While watching the Super Bowl, you become intrigued by an ad for a radical new product, which you buy the following week. In this circumstance you are behaving like a(n): Laggard Early adopter Innovator Late adopter

answer

early adopter

question

The speed of adoption for new products that are technologically advanced is particularly dependent upon which of the following new product characteristics? Relative advantage Communicability Divisibility Complexity

answer

relative advantage

question

Business buyer demand is derived from: Consumer demand Technological factors Psychological factors Cultural factors

answer

consumer demand

question

Dell manufacturers computers but purchases many of the components from other manufacturers. If Dell desires to renegotiate a more favorable purchase agreement or seeks a new supplier for a part, which type of buying situation fits this scenario? Straight rebuy Modified rebuy Variety-seeking New task

answer

modified rebuy

question

Economic developments, technological changes, and culture and customs are among the ______ influences that impact business buyer behavior. Environmental Interpersonal Organizational Individual

answer

environmental

question

All EXCEPT which of the following are examples of the first stage of the buying process? A company decides to launch a new product. A machine breaks down and needs new parts. A buyer invites qualified suppliers to submit proposals. A purchasing manager is unhappy with a current supplier's service.

answer

a buyer invites qualified suppliers to submit proposals

question

When purchasing goods and services, University Medical Center solicits bids on the Internet and awards their business to the low bidder. This is an example of a(n): Modified bid Reverse auction E-purchase situation Electronic auction

answer

reverse auction

question

Caroline is married with two children. She is a college graduate with a household income of $75,000 per year. What type of segmentation variables are being used to describe Caroline? Geographic Demographic Psychographic Behavioral

answer

demographic

question

Diamond manufacturers encourage women to purchase a diamond ring for their right hand to express their achievement and individuality. Whereas the left hand diamond ring says "we," the right hand diamond ring says "me." Which behavioral segmenting basis is this? Gender segmentation Loyalty status segmentation Occasion segmentation Economic segmentation

answer

occasion segmentation

question

Business buyers can be segmented by all of the following factors EXCEPT: Geography Demographics Benefits sought Psychographics

answer

psychographics

question

If a company doing business in Europe and Asia groups together customers from each country that share similar needs and buying behavior, it is using: Psychographic segmentation Intermarket segmentation Concentrated marketing Mass customization

answer

intermarketing segmentation

question

To be useful, market segments must be all of the following EXCEPT: Actionable Measurable Undifferentiable Substantial

answer

undifferentiated

question

Some Wal-Mart stores in the Southeastern United States offer several Mexican brands to cater to the large Mexican population in that area. This is an example of: Undifferentiated marketing Loyalty marketing Local marketing Economic marketing

answer

local marketing

question

Which of the following target market strategies is LEAST likely to succeed when marketing a good or service in the United States? Micromarketing Concentrated marketing Differentiated marketing Undifferentiated marketing

answer

undifferentiated marketing

question

The way the product is defined byconsumers on important attributes—theplace the product occupies in consumers'minds relative to competing products—is known as the product's: Position Perception Benefit Differentiation

answer

position

question

A moving company's ads stress the loving care taken when packing, loading, and unloading the client's possessions. The competitive advantage being promoted is based on: Image differentiation Product differentiation Services differentiation Channel differentiation

answer

services differentiation

question

Which of the following value propositions reflects status and a lofty lifestyle? More for more Less for more More for same Same for less

answer

more for more

question

As a manager within the Market Research department of TriState Dairies, you have been given the job of researching the viability of producing flavored milks for adults. You need to conduct market research to determine whether or not there is a strong, untapped market for flavored milks that are designed for adults. Which of the following identifies the first step that you should take in your research? a. Obtain a list of adults who can be interviewed about their attitudes toward flavored milk. b. Define the problem that your research is going address. c. Set up a data bank for collection of your data. d. See how children feel about non-flavored milk before you begin research with adults. e. See how both children and adults feel about flavored milk.

answer

b. Define the problem that your research is going address.

question

You are considering questions to ask potential adult customers in a market survey. Which question best defines the problem you would like to solve? a. How much flavored milk do you drink each day? b. What is your favorite kind of flavored milk? c. Is flavored milk just for kids? d. How healthy do you think flavored milk is compared to other drinks? e. Would you consider buying flavored milk that was designed for adults if it were available?

answer

Would you consider buying flavored milk that was designed for adults if it were available?

question

One option you are considering is focusing your research exclusively on health-conscious adults. You want to know how interested this group would be in purchasing flavored milks. Which statement best describes the flaw in this approach? a. It leaves out non-health-conscious adults who could be potential customers. b. It does not say whether the health-conscious adults are looking for specific nutrients or general health benefits. c. It leaves out teenagers and children, who could be potential customers. d. It does not say whether the health-conscious adults are looking to flavored milks as a weight-loss food. e. It does not break down the category of adults into gender or age groups.

answer

a. It leaves out non-health-conscious adults who could be potential customers.

question

A complete market research program will include both primary and secondary sources. Which of the following is a secondary source? a. interviews with adults who normally drink soft drinks b. questionnaires for milk-drinkers of all ages c. observations of customers sampling TriState products at a mall d. published accounts of demographics for all types of beverages e. response to a Twitter query about flavored milk drinking

answer

published accounts of demographics for all types of beverages

question

You are trying to decide between two research options — observing customers making drink purchases live or conducting a survey. Which of the following is a major disadvantage of observing consumers making purchases live? a. There is no way to conceal the observers from the consumers. b. Consumers tend not to be truthful or spontaneous in this kind of situation. c. The data collected in observational studies is hard to quantify. d. Observational studies are usually not focused enough to answer research questions. e. Most people refuse to participate in observational studies.

answer

Consumers tend not to be truthful or spontaneous in this kind of situation.

question

You are conducting a test to quantify the point at which adults will purchase flavored milk. So far, almost no adults are purchasing flavored milk. Which step would you take to define the limit at which interest in flavored milks becomes strong? a. Cut the price of the flavored milk in half. b. Offer a rebate for flavored milk that can be redeemed at a later date. c. Lower the price in small increments and monitor sales at each price. d. Offer a buy one, get one free sale. e. Give away free samples of the flavored milk and raise its price.

answer

Lower the price in small increments and monitor sales at each price.

question

You have decided to conduct a survey. One of the options you are considering is a survey that is features mail questionnaires. Which of the following correctly identifies a reason for why you would choose not to conduct a mail questionnaire? a. Mail questionnaires are expensive to conduct. b. It is difficult to find survey subjects to participate in mail questionnaires. c. The data collected in mail questionnaires is hard to analyze. d. The data for mail questionnaires is unreliable. e. Only a small percentage of people respond to mail questionnaires.

answer

only a small percentage of people respond to mail questionnaires

question

You are trying to decide whether to conduct telephone interviews or live, face-to-face interviews with potential flavored milk buyers. Which statement best clinches the case for telephone interviews? a. Telephone interviews are more personal than face-to-face interviews. b. Telephone interviews are less expensive to conduct than face-to-face interviews. c. A single telephone interviews produces more data than a face-to-face interview. d. People are likely to be more truthful in a telephone interview. e. Data for telephone interviews is more reliable than data for face-to-face interviews.

answer

Telephone interviews are less expensive to conduct than face-to-face interviews.

question

You are passing out questionnaires for providing background information about subjects in a focus group. Which of the following questions would be least appropriate in your background information questionnaire? a. Are you a milk drinker right now? b. Do you prefer flavored milk with or without coloring? c. How much did you enjoy drinking flavored milk when you were young? d. Are flavored milk products for children only? e. What is the typical image that you see for a person who drinks flavored milk?

answer

. Do you prefer flavored milk with or without coloring?

question

You are testing different slogans to go along with a poster that shows a photo of two healthy young adults taking a break on the tennis court, drinking flavored milk. Which slogan best communicates your primary goal of making milk seem attractive to active, health-conscious adults? a. TriState Chocolate Milk: Refreshingly Sweet. b. TriState Chocolate Milk: Not Just for Healthy Kids Anymore c. TriState Chocolate Milk: Lower in Calories than Any Soft Drink d. TriState Chocolate Milk: Any Fresher and It Would Say Moo e. TriState Chocolate Milk: Your Reward for a Job Well Done

answer

b. TriState Chocolate Milk: Not Just for Healthy Kids Anymore

question

As the marketing manager of Holden-Evan, a health, home, and beauty consumer products company, your task is to determine how best to target and position several new beauty products. Smoothsayer, an expensive new skin cream, is one of the products you are analyzing. In choosing segmentation variables for Smoothsayer, which of the following identifies the strongest reason for choosing social class as one of your segmentation variables? a. Studies show that only the wealthy use beauty creams regularly. b. Studies show that middle class women use beauty creams, but wealthy women rely almost exclusively on spa treatments for beauty. c. Studies show that the use of expensive beauty creams cuts across all socioeconomic groups. d. Smoothsayer costs $300 a jar so it is not for everyone. e. Smoothsayer is expensive but it is seen as a status symbol among middle class women.

answer

Smoothsayer costs $300 a jar so it is not for everyone

question

In promoting Smoothsayer, your first inclination is to target the 35 and up market because the product is primarily an anti-aging cream. However, an associate points out that Smoothsayer is an effective acne fighter and protects against the sun's harmful UV rays. How do these facts change your thinking about Smoothsayer's target market? a. The strategy shouldn't change. Smoothsayer should still be targeted at the 35 and up market exclusively. b. Smoothsayer should be targeted at the 35 and up market that spends a lot of time outdoors. c. Smoothsayer should be targeted at the 35 and up market that still has problems with acne. d. Smoothsayer should be targeted at the 35 and up market that spends a lot of time outdoors and still has acne problems. e. Smoothsayer should be primarily targeted at the 35 and up market, but the younger market should not be ignored.

answer

Smoothsayer should be primarily targeted at the 35 and up market, but the younger market should not be ignored.

question

It seems clear that Smoothsayer has appeal to both the 35 and up market and the younger market. To reach both segments, an advisor suggests that you launch two separate market campaigns, one aimed at the older market, the other aimed at the younger market. Which conclusion is the best response to this suggestion? a. It is a bad idea because two separate market campaigns will create confusion among consumers. b. It is a bad idea. Marketers never launch separate market campaigns because they are too expensive and too hard to implement. c. It is a good idea. The more market campaigns you launch, the more likely you are to succeed. d. It is a good idea as long as the two market campaigns are designed to complement one another. e. It is neither a good or a bad idea. It is impossible to predict how market campaigns will do before they are launched.

answer

It is a good idea as long as the two market campaigns are designed to complement one another.

question

An advisor points out that Smoothsayer has qualities that would benefit men as much as they would women. He strongly suggests that you include men in your target audience. Which of the following identifies the best response to this suggestion? a. Until men are shown to actually buy beauty creams they should not be targeted. b. Men are not the primary decision-makers for beauty products, so they should not be targeted. c. To avoid charges of discrimination, men should be targeted. d. Young men who are more open-minded should be targeted. e. Older men who are more prone to wrinkles should be targeted.

answer

Until men are shown to actually buy beauty creams they should not be targeted

question

You are considering making teens 13-19 as your primary target market. An advisor tells you that you are making a mistake. Which of the following statements best supports your advisor's position? a. Teens do not use beauty creams. b. No one under 20 uses beauty creams on a daily basis unless the creams are prescribed by a doctor. c. Most teens do not have enough disposable income to purchase Smoothsayer. d. Teens do not worry about their skin. e. Few upper class families have teen-aged children.

answer

Most teens do not have enough disposable income to purchase Smoothsayer.

question

You have dismissed using political orientation as a segmentation variable. However, new information about Smoothsayer may change your mind. Which of the following makes the best case for including political orientation as a key segmentation variable? a. Smoothsayer is made from ingredients that are imported from France, Morocco, and Malaysia. b. Smoothsayer is union-made, organic, its factory is carbon neutral, and no animals were harmed during the making or testing of the product. c. Smoothsayer is not the most expensive beauty cream on the market. d. Smoothsayer is made from all-natural ingredients. e. Smoothsayer is used by a number of famous people, including movie stars, politicians, first ladies, artists, musicians, and business executives.

answer

Smoothsayer is union-made, organic, its factory is carbon neutral, and no animals were harmed during the making or testing of the product.

question

An advisor argues that if you can get occasional users of beauty creams to purchase Smoothsayer, you will be moving into an untapped market and gaining new customers. He wants to make occasional users your primary audience. Which of the following statements best argues against this suggestion? a. Occasional users are not likely to be able to afford Smoothsayer. b. Occasional users tend to be young women in their 20s and early 30s. c. Occasional users would not be interested in Smoothsayer's anti-acne or UV protection properties. d. You would need to obtain several occasional users to equal the purchases of a single daily user. e. It would be more difficult to convince occasional users of the benefits of Smoothsayer than daily users.

answer

You would need to obtain several occasional users to equal the purchases of a single daily user.

question

A marketing VP is promoting the idea that Smoothsayer makes a great gift. Which of the following would make the best advertising venue for promoting Smoothsayer as a gift? a. NFL football b. general women's magazines c. sophisticated women's magazines d. daytime talk shows that focus on women's issues e. parenting magazines

answer

nfl football

question

You have decided to promote two key differences to distinguish Smoothsayer from its competitors. Which pair of key differences correctly identifies the most broad or the most narrow demographic? a. most broad: higher quality, anti-acne b. most broad: higher quality, UV protection c. most broad: anti-aging, UV protection d. most narrow: higher quality, UV protection e. most narrow: anti-aging, higher quality

answer

most broad: higher quality, UV protection

question

You have decided to promote Smoothsayer on a "more for more" campaign approach. Which of the following slogans matches a "more for more" style of promotion? a. Unearthly quality, at a down-to-Earth cost b. The best of the best for not so much c. The price of priceless has just gone down d. Expensive—and worth every penny e. Perfection on a budget

answer

expensive and worth every penny

question

As the Marketing Manager at TriState Dairies, you have been given the job of developing plans to market a new line of products called Cow Power for kids. Your first task is to determine a target demographic for the product. Which of the following approaches is the worst choice and will be most likely to create problems if you choose it? a. Create two separate lines — one for boys and one for girls. b. Create a neutral product that appeals to both boys and girls. c. Create a single line that is aimed at boys and assume it will appeal to girls as well. d. Create a single line that is aimed at girls and assume it will appeal to boys as well. e. Create a single line that is aimed at dads because they are the ones who typically make food purchases.

answer

Create a single line that is aimed at girls and assume it will appeal to boys as well.

question

One of the options you are considering is marketing Cow Power with a single unified approach that is aimed at both boys and girls. Which of the following is the greatest advantage of this approach? a. It is likely to appeal more to girls than boys. b. It is likely to appeal more to boys than girls. c. It will be easier and less expensive to create and promote than separate campaigns for boys and girls. d. It will be more effective in attracting new customers than separate campaigns for boys and girls. e. It will be more appealing to parents than separate campaigns for boys and girls.

answer

It will be easier and less expensive to create and promote than separate campaigns for boys and girls.

question

In your efforts to brand for all kids — both genders with the same approach — you have come up with a number of ideas. Which of these ideas best suits your product and target demographic? a. a popular teen singer who has a wild, rebellious image b. a popular female character from an enormously successful family TV show c. a male character from an extremely violent adventure movie d. an endangered animal theme that features beautiful photos of jaguars, whales, and other creatures e. a personable scientist who explains the health benefits of Cow Power

answer

an endangered animal theme that features beautiful photos of jaguars, whales, and other creatures

question

You are considering colors and flavors for Cow Power. Which of the following is not an objection that is likely to be brought up for color and flavor additives? a. Adding color or flavor will make the product too expensive to market. b. Coloring is unnatural and typically uses artificial ingredients that could pose health risks. c. Flavoring requires large amounts of sugar that pose a proven health risk. d. Having a colored product with no flavoring will disappoint and confuse customers. e. Having an uncolored product with flavoring will confuse customers.

answer

Adding color or flavor will make the product too expensive to market.

question

One of your options is to market Cow Power as a powder that kids could mix with milk. For which market segment would powdered Cow Power be most problematic? a. Cow Power to be promoted as an after-school drink for the home b. Cow Power to be promoted as a sports drink for kids on the go c. Cow Power to be promoted as a drink for birthday parties and other celebrations d. Cow Power to be promoted as a drink that kids may obtain in ice cream parlors and fast food restaurants e. Cow Power to be promoted as a drink that accompanies specific foods, such as cookies or grilled-cheese sandwiches

answer

Cow Power to be promoted as a sports drink for kids on the go

question

You envision Cow Power as a treat that parents will give to kids as a reward. Which packaging size best suits your conception of Cow Power being an individual treat? a. pint b. half-pint c. quart d. half-gallon e. gallon

answer

half-pint

question

Your team is still arguing about the formulation of Cow Power. One manager wants the product to be colored and flavored. Another manager wants just flavored, uncolored milk, while a third team member wants colored, unflavored milk. What would be the best way to resolve this issue? a. Offer different formulations in focus groups, and see which one performs best. b. As the head of your team, you should simply make the decision by yourself. c. Offer different formulations in a test market, and see which one sells best. d. Have the team take a democratic vote. e. Ask your boss to make the decision.

answer

Offer different formulations in focus groups, and see which one performs best.

question

You have made decisions on product formula, promotion, and packaging. It is now time to test your product. Which of the following test approaches is best for your product? a. Offer Cow Power in all of TriState's outlets so the entire market can try the product. b. Offer Cow Power in a small area in another state that is not a part of TriState's normal distribution area. c. Conduct a focus group that is followed by a test run of Cow Power across all of TriState's distribution area. d. Offer Cow Power across all of TriState's distribution area followed by a focus group test. e. Conduct a focus group that is followed by a test run of Cow Power in a limited part of TriState's distribution area.

answer

Conduct a focus group that is followed by a test run of cow power in a limited part of tristates distribution area

question

Your nonstandard packaging in market tests experienced a problem: people don't recognize Cow Power as real milk. Your first impulse is to change the packaging. Your boss, however, loves the packaging and thinks it can be made to work. Which of the following approaches is most likely to work? a. Offer Cow Power in all-white containers only, emphasizing the idea that it is made of milk. b. Show the image of a traditional milk container on the Cow Power label. c. Show the image of a cow on the Cow Power label, emphasizing the idea that it comes from a cow. d. In big bold letters, prominently feature the words MADE OF 100% MILK on the label. e. There is no way to make the nonstandard packaging work. The packaging must be changed.

answer

d. In big bold letters, prominently feature the words MADE OF 100% MILK on the label.

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