Buad301 Exam 2

Which of the following data collection methods is considered as the best means for obtaining detailed in-depth information about consumers, one consumer at a time? Personal interviews Onlime Surveys Focus groups Mail surveys

Personal interviews

Marketing managers need the information provided by marketing research for many reasons. Which of the following is NOT a reason to need information provided by marketing research? Competition has become more intense. Firms have become national and international in scope. Consumers have become more affluent and sophisticated.

All of the reasons given here will need information provided by marketing research.

Which of the following could be used as a basis for segmenting business-to-business markets? Size of the firm in terms of employees All the responses given could be used as a basis for B-2-B segmentation. Industry Type Frequency of purchase

All the responses given could be used as a basis for B-2-B segmentation.

The question "Do you eat at fast-food restaurants regularly: Yes or No?" is worded poorly because respondents don't know what "regularly" means. This is an example of a(n) __________ question.

Ambiguous

Kellogg's test-marketed its new cereal in 10 stores in the tri-state area. This is an example of __________.

An experiment

Which of the following is not a reason for product failure? Insignificant point of difference Too little market attractiveness Incomplete product definition Attractive price

Attractive price

Loyalty status is an example of which type of segmentation variable?

Behavioral

Chicken of The Sea brand tuna sells more units than Acme brand tuna, even though the Acme tuna costs 50¢ less per can. This is an example of-

Brand equity

The added value a brand name gives to a product beyond the functional benefits provided is referred to as __________.

Brand equity

Which of the following concepts is behind the practice of badge engineering (different car brands use the same chassis/engine)? Brand associations Brand extension Brand equity Brand categories

Brand equity

olkswagen (a car manufacturer) recently unveiled a new product: a motorized foldable bicycle. Which of the following strategies explain this move? Line pruning Upmarket Brand extension Line extension Multibranding

Brand extension

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes. Colgate pays Mattel a fee for the use of the Barbie name and image. This is an example of __________.

Brand licensing

When Ann Taylor, a well-known retailer of sophisticated women's clothing, started losing sales to its own LOFT outlets that feature moderately priced casual clothes, Ann Taylor was dealing with the marketing phenomenon of _____________.

Cannibalization

Shell MasterCard, created cooperatively by Shell Oil Company and Master Card, is an example of ____________.

Co-branding

When General Mills teams up with Hershey Foods to create a cereal called Reese's Peanut Butter Puffs (the Reese's brand belonging to Hershey's), what is the General Mills' branding strategy called?

Co-branding

Which of the following is not a reason for companies to invest in new products? Change in consumers' preferences and needs Changes in environment: new laws/regulations Companies want to see if they can do it Preempt or react to competitors in the market

Companies want to see if they can do it

Assume that marketing research was being conducted for an expanding supermarket chain. Which of the following would be primary information?

Conducting a survey of supermarket shoppers in a town that is being considered

What type of innovation would a sensor shaver be an example of?

Continuous innovation

Which of the following requires no new learning by consumers? Dynamically continuous innovation Continuous innovation Discontinuous innovation

Continuous innovation

Mott's applesauce, which is usually used to feed babies and toddlers, promotes itself as a low-fat alternative to cooking oil for baked goods. Mott's is __________.

Creating new use situations through a market modification strategy

Keith is searching through computerized information files of customers to detect patterns in product sales. Keith is engaged in the process of:

Data mining

Several years ago, SwissAir went out of business. Its board of directors recently announced that the company would resume flying if it could prove that the airline could regain at least 75 percent of its lost customers. It decided to allocate $50,000 to determine the likelihood that its former customers would fly on the airline again and investigate what could be done to increase this likelihood. This description represents which step in the marketing research approach?

Define the problem

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

Defining the problem and identifying marketing actions

There are five steps involved in segmenting and targeting markets. What should a marketer do after he or she has grouped products to be sold into categories?

Develop a market-product grid and estimate size of markets. * The steps in segmenting and targeting markets that link customer needs to marketing actions are: (1) group potential buyers into segments; (2) group products to be sold into categories; (3) develop a market-product grid and estimate size of markets; (4) select target markets; and (5) take marketing actions to reach target markets.

A survey asked consumers of dental products the following question "Have you used toothpaste in the past week? ___ Yes ___ No". What type of question is this?

Dichotomous close-ended

The Coca Cola Company markets a wide range of different beverage products including soft drinks, bottled water, juices and sports drinks. Each product appeals to a different segment. This is an example of which type of market offering?

Differentiated

Which of the following requires consumers to learn how to use the product through product trial and personal selling? Continuous innovation Dynamically continuous innovation Discontinuous innovation

Discontinuous innovation

Which of the following requires new learning and consumption patterns by consumers? Continuous innovation Discontinuous innovation Dynamically continuous innovation

Discontinuous innovation

Sterile Feral, Inc. is a nonprofit organization that catches wild or stray cats, and then neuters, vaccinates, and releases them back into the wild. The personnel of the nonprofit organization are caring people who love animals and try to do what they can to meet the needs of each cat they care for. The caring nature of the personnel relates to which service quality dimension?

Empathy

You have decided to use only closed-end questions on your survey. Which of the following questions would not be found on your survey? Do you like chocolate? Yes No Explain, in detail,why you don't like your teacher. In which month of the year do you plant your garden? Jan Feb ... Dec What is your gender? M F Other

Explain, in detail,why you don't like your teacher.

Campbell's Soup Company found that its canned nacho cheese sauce, which could be heated and poured directly onto nacho chips, was too hot for Americans in the East and not hot enough for those in the West and Southwest. Today, Campbell's plants in Texas and California produce a hotter nacho cheese sauce than what is produced in the other plants. Campbell's is using __________ segmentation.

Geographic

The Terminator Home Security Company markets its infrared alarm system to urban residents who are more likely to experience a theft than their rural counterparts. This is an example of ____ segmentation.

Geographic

Which of the following should not be a lifestyle segmentation factor? Growth rate of the segment. Buyers strongly believe in a healthy lifestyle. The buyers' interest in antique cars. Buyers' interest in sports.

Growth rate of the segment

ABC Company has decided to use mail questionnaires to collect data. Management recognizes that one of the following responses is a disadvantage of this method? Which one is the disadvantage?

Has a very low response rate

Which of the following is a use of marketing research that is most likely to include basic research-studies conducted to expand our knowledge rather than to solve a specific problem?

Improve marketing as a process

A retail chain hires a company to design and install a computer network that would allow each store in the chain to check the inventory of others in the chain for customer-requested items. The retail chain would have purchased which kind of business products?

Industrial services

Which group of consumers is not part of the profit opportunity?

Late majority

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy). Kemps Dairy had to pay Wrigley, the owner of the Life Savers brand name, a fee to market this concoction. This is an example of __________.

Licensing

What type of scale is the following? "Indicate your degree of agreement with the following statement: Marketing is an interesting subject" by checking one of the responses below. ( ) Strongly Agree ( ) Agree ( ) Disagree ( ) Strongly Disagree

Likert scale

Maryann Rose is conducting research to determine consumers' personal grooming habits. Because of the personal nature of the survey questions about this topic, Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly. Which contact method should Maryann select?

Mail questionnaires

_____ is the appropriate term when marketing research is being conducted on a specific customer group in a specific geographic area.

Market research

What is the specific term for the process of dividing a total market into subgroups so that each group consists of buyers and users who share similar characteristics, but who are different from those in the other groups?

Market segmentation

Charvard University is systematically designing, collecting, analyzing, interpreting & reporting data in order to market its programs to affluent students. What do we call this?

Marketing research

When Home Depot entered the Quebec market in Canada, two percent of people were aware of the retail chain. To determine advertising effectiveness during the first 18 months in Quebec, awareness research was done a second time. For this research, it was decided that if at least 50 percent of a 600-person sample of the population were aware of the Home Depot brand, it would continue its present advertising program. This is an example of a(n) _____________.

Measure of success

Companies employing this maturity strategy find new users, usages, and positioning

Modifying the market

A tobacco company expanding to e-cigarettes is an example of which product strategy?

Modifying the product

Which maturity strategy changes the quality, features, and style of product to inspire new customers and increase usage?

Modifying the product

Which of the following is a use of marketing research that pertains to issues that arise after companies have implemented their marketing strategies, such as customer-satisfaction studies or website evaluations?

Monitor marketing performance

Which of the following is the best strategy to compete in a "more for more" market segment of premium products?

More for the same

Black & Decker uses a __________ strategy to reach the "do-it-yourself" market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Multibranding

Fisher-Price watches young children play with its toys to determine if and how various products should be changed or improved. Fisher Price is collecting __________ data.

Observational

Sunshine Conservatories has launched a series of ads in which it attempts to demonstrate its products superiority on selected attributes relative to competitive brands. It is attempting to _________ its product. Segment Profile Promote Position

Position

"For upscale American families who desire a carefree driving experience, Volvo is a premium-priced automobile that offers the utmost in safety and dependability" is a __________ statement for Volvo in North America.

Positioning

Suppose that Walgreens (a major drug store chain) wants to introduce its own brand of cough medicine that is similar in contents and packaging to a national brand, but at a lower cost. What kind of brand would Walgreens be introducing?

Private label or store label brand

The Vermont Teddy Bear Company sells handmade Teddy bears designed to be given as gifts for almost every occasion imaginable. The Love Bandit Bear is one bear it designed for people to give to each other on Valentine's Day. The Love Bandit Bear is an example of a ______________.

Product item

During a recent shopping trip to a local Target store, Pat noticed several things. First, she noticed that the store offered a tremendous variety of products, including toys; pet food; clothing for men, women, and children; health and beauty aids; small household appliances; automotive products; and more. Each product grouping at Target is an example of a(n) __________.

Product line

Bayer Aspirin is sold in the original strength, in a safety-coated version, in an extra-strength version, and in a version designed especially for women. Bayer is using __________.

Product line extension

Newman's Own is a company that gives all of its profits to charities. The company produces popcorn, salsa, pasta sauce, and salad dressings under the Newman's Own brand name. These product lines comprise the company's _____________.

Product mix

Ikea furniture store promotes its furniture to its target market based on its customers' personality attributes and lifestyles. Therefore, Ikea primary basis for segmenting the furniture market is ________________.

Psychographic

Magazines like Fitness, Field & Stream, Golf Digest, and Health all use which of the following segmentation base as the primary basis for their segmentation strategy?

Psychographic

Which of the following is inappropriate for segmenting industrial markets? Multivariable segmentation Geographical segmentation Psychographic segmentation

Psychographic segmentation

Josh is looking for a new smartphone service provider because he has grown tired on the many dropped calls. In terms of the service quality dimensions, Josh is unhappy with which dimension of this service?

Reliability

Michael is using data collected and published by a trade association in his marketing research study. The data used by Michael can be regarded as _____.

Secondary data

Gaining competitive advantage through speedy or careful delivery is an example of which type of differentiation?

Services

BerryBerry is a fruit juice company that has traditionally sold five varieties of mixed-fruit juices: DazzleBerry, AquaBerry, MangoBerry, FuschiaBerry, and GloBerry. The company wants to add more products to its lineup. Which of the following would be a brand extension for BerryBerry? The company introduces BerryBliss, a dried berry snack mix for kids. BerryBerry adds a new fruit juice flavor: TangyBerry. BerryBerry teams up with sporting goods company SFX to introduce a line of energy bars called BerryBerry SFX. The company creates a new brand, NatureFresh, for a line of cosmetics based on fruit flavors and colors.

The company introduces BerryBliss, a dried berry snack mix for kids.

A national car rental firm targets 50 percent of its advertising to a particular segment of its target market - salespeople who rent a car for more than 40 weeks per year. This segment has been identified using which one of the following variables?

Usage rate

A brand's _____________ is the full positioning of the brand—the full mix of benefits upon which it is positioned.

Value proposition

Product differentiation can be along all of the following lines EXCEPT: durability competitive parity (parity = being of equal status) consistency

competitive parity (parity = being of equal status)

One advantage of a market-product grid is that it can be used to

determine which target market segments to select and which product groupings to offer

To be identified as a market segment, its members must________________

have common needs and respond similarly to a marketing action