Exam #3
Which factors are important for advertising success?
- a substantial advertising budget - hidden qualities that are important to consumers - a high primary demand trend
What are the first steps in the marketing research process?
- analyzing the situation - defining the problem
A vertical marketing system such as franchising offers which of the following advantages?
- centralized coordination of marketing efforts - ability to introduce new products into global markets - widespread consumer recognition
Which steps are involved in the market segmentation process?
- combining groups into segments according to their interest in the brand's utility - identifying groups with shared needs
What must a company accomplish before it can prepare a formal marketing and advertising plan?
- determining the marketing mix - designating the target market
Which of the following are types of publicity?
- feature stories - news releases
What requirements are needed when conducting quantitative research?
- formal design - rigorous standards for collecting data
The results of primary research can cause legitimate concerns when which of the following factors exist?
- when conducting research in international markets - when conducting formal quantitative research
What types of information are important to advertisers?
- where their customers spend money - what their customers like - who their customers are
To seek information about the product concept, the target audience, the communication media, and the creative message, companies use which type of research?
IMC strategy
What is used to assist in the selection of target markets, messages, or media?
IMC strategy research
What is one challenge related to research conducted in international markets?
It is more expensive than domestic research.
Which one of the following is a characteristic of a focus group session?
It is viewed from behind a one-way mirror.
What does MIS refer to?
a marketing information system
Which communication activity is sometimes called nonpersonal selling and is used to inform, persuade, and remind customers about products and services?
advertising
concept research
assessing audience's acceptance of creative ideas
distinguishing the strong messages from the weak ones
attitude tests
What is used to gain information about the market, the competition, and the business environment and to gain a greater understanding of the problem?
informal research
A brand's method of distribution must be consistent with
its image
In order to identify ______, marketers group consumers' shared characteristics into categories.
market segments
What is the end result of a successful market segmentation process?
market segments that are reachable and large enough to target
What is it called when companies develop systematic procedures for gathering, recording, and analyzing new information that help managers make marketing decisions?
marketing research
What is another name for qualitative research?
motivation research
Unlike quantitative research, qualitative research is used by marketers to perform what function?
obtain a general impression of the market
A product element component that is an exhibitive medium that can affect how well a product competes on the retail shelf is a product's ______.
package
What is it called when message testing occurs before a campaign launches?
pretesting
When a company is measuring the market potential for a product in various market areas, it intends to discover the ______________ trend of the market for that product.
primary demand
A company could find, once it completes the exploratory research phase, that it needs more information that can only be acquired from what type of research?
primary research
Marketers typically begin developing a marketing mix by working with the _____ element.
product
A consumer's view of a product as a group of utilitarian and symbolic values that satisfy a variety of needs is referred to as a
product concept
Which of the following is a major part of the product element?
product design
Asking consumers indirect questions to generate a discussion about a product is an example of what type of technique/method?
projective technique
Advertisers use these techniques to discover people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives through the use of indirect questions such as "What kind of people do you think shop here?".
projective techniques
Marketers group people by their values, attitudes, personality, and their lifestyle in ______ segmentation.
psychographic
Which of the following helps marketers see consumers as individuals with feelings and preferences?
psychographics
Consumers are urged to have open discussions with interviewers in ______.
qualitative research
What must researchers do to get hard numbers about specific marketing situations?
quantitative research
What type of tests show the potency of message components, such as size or color?
recall
What drives marketing decision making?
research
A business firm that operates between the producer and the consumer or industrial purchaser is a(n) ______.
reseller
Many business marketers sell goods to entities such as retail businesses, which are _________.
reseller(s)
Trade deals, displays, sweepstakes, and free samples are all examples of
sales promotion
Which of the following is a category of communication tools designed to supplement the basic elements of the marketing mix and aimed at stimulating some immediate, overt behavior?
sales promotion
A bundle of temporary, intangible benefits that satisfy some need or want and usually derive from completion of a task is called a _____.
service
Medical care is a temporary, intangible benefit that fills a need and is an example of a ______.
service
Information about where consumers live and work, what they purchase, and how they fill their free time help advertisers assess the _____ of consumers.
shared characteristics
What is the first step in the marketing research process?
situation analysis and problem definition
Factory tours and VIP parties are examples of which type of public relations activity?
special events
After completing the exploratory phase, a company needs to establish ______ ______ ______ in order to get the additional information that it needs through primary research.
specific research objectives
To obtain better research results, what should be used in conjunction with focus groups?
surveys
A segment that a company wants to appeal to with its products and marketing activities toward are known as a ______ market.
target
The _____ immediately follows the market segmentation process.
target marketing process
The price of a product ______ if the demand drops below available supply.
tends to decrease
If a product's supply is stable but demand for it increases, the price ______.
tends to increase
Primary research raises one legitimate concern. What is it?
the accuracy of the findings
What does the David Ogilvy Research Award honor?
the most effective campaign guided by research
Which of the following is influenced by a product's position in the life cycle?
the target market selected
A positioning strategy's main goal is to develop a ______.
unique position for the brand in the customer's mind
In order to make a report understandable and useful to managers, a researcher should avoid the following.
using technical jargon
The number of utilities offered by a product are perceived by the consumer as a bundle of
values
Recall tests reveal the effectiveness of message components, such as size, color, or themes. What do they measure?
what respondents notice
What issues must marketers consider carefully when conducting primary research?
whether the research is valid and reliable
A ______ is necessary for a consumer to differentiate between different products.
brand
A combination of name, words, symbols, or design that identifies the product and its source and differentiates it from competing products is referred to as a(n) ________.
brand
IMC is usually necessary to ______.
bring hidden differences to customers' attention
Manufacturers, government agencies, wholesalers, retailers, banks, and institutions that buy goods and services constitute _____ markets.
business
Positive attitude changes about a brand are likely to predispose consumers to take what action?
buy the company's product
Booklets, catalogs, sales kits, annual reports, and films are all examples of ______ used to supplement advertising and PR activities.
collateral materials
The many accessory items produced by companies to integrate and supplement their advertising or PR activities are called ______.
collateral materials
All of the marketing-related discussion between a seller and a buyer are a part of the ______ element.
communication
Companies build a message strategy by combining components of the _____ mix, which includes product concept, target audience, communication media, and the creative message.
creative
Personal selling is very important in business-to-business marketing because it helps marketers learn firsthand about
customer needs and wants
IMC strategy research
defining product concepts
After building an IMC strategy, what do companies begin doing?
developing creative concepts
message pretesting
diagnosing communication problems before a campaign begins
The manufacturer carries all of the promotional burden in
direct distribution
Which of the following do companies use when they want to avoid middlemen and sell to end users?
direct distribution
An example of a company engaged in ______ is a firm that uses mail order and uses ads and catalogs to communicate directly with consumers.
direct marketing
Which of the following is a form of advertising that is like taking the store to the customer?
direct marketing
What type of research method is used to coax a variety of answers from people in order to determine how well advertising messages convey main ideas?
direct questioning
Name one of the advantages of pretesting.
distinguishing the strong messages from the weak ones
Many manufacturers choose to market their products through a ______ that includes a network of resellers, instead of selling directly to consumers.
distribution channel
Which of the following needs to be decided before the first marketing message is created and is also known as place?
distribution element
message posttesting
evaluating a campaign after it runs
When interpreting and reporting findings, tables and graphs should be ______.
explained using everyday language
What is the name of an intensive research technique involving a half dozen or more members of a particular market discussing a product?
focus group
What is the next step for companies after they have designated a target market and determined a marketing mix?
formalizing strategies and tactics in a written marketing and advertising plan
Retail dealers pay a fee to operate under the guidelines and direction of the parent company or manufacturer in ______.
franchising
During pretesting, respondents often rate the messages that make the best first impression as the highest in all the categories. What is this effect called?
halo effect
One of the functions of marketing research is to help managers do what?
identify consumer needs
Thoughtfully planned but freely structured questions help interviewers explore respondents' inner feelings in a(n) ______.
in-depth interview
Name the stage of the marketing research process that includes researchers talking about problems with customers, competitors, suppliers, and employees.
informal research
When doing research for print ads, direct questioning is often used at what stage?
pretest
What is one of the largest costs in a company's marketing budget?
IMC
Arrange the four major stages of the product life cycle with the first at the top and the last at the bottom.
1. Introduction 2. Growth 3. Maturity 4. Decline
Arrange the steps in the marketing research process in the order that they occur.
1. Situation Analysis and Problem Definition 2. Informal Research 3. Construction of Research Objectives 4. Primary Research 5. Interpretation and Reporting of Findings
True or false: It is cheaper to conduct primary research in foreign markets than to do so in domestic markets.
False
True or false: Public relations activities are not considered credible by most consumers and should be used rarely, if at all, by marketers.
False
Franchise advantage
Franchisees often have the ability to set their own operating procedures, such as hours of operation or whether to participate in promotional campaigns offered by the franchisor.
Before developing any messaging campaign or making any IMC decisions companies must use __________________ research to get a feel for how people perceive its products, how they view the competition, and which messages offer the greatest appeal.
IMC
In order to get a feel for potential customers' views on their products, their competitors, and their advertising methods, companies use what type of research before developing a campaign?
IMC
Intensive Techniques
Intensive techniques, such as in-depth interviews or focus groups, use more direct questions about respondents' personal opinions of a product or service.
Secondary Research
Involves incorporating the results of previous studies or experiments into a new research project. It may involve qualitative or quantitative research, or both.
What is a disadvantage of recall tests?
They do not measure if respondents will actually buy a product.
Name one of the positives about in-depth interviews.
They illuminate individual motivations.
True or false: Research is helpful in determining which creative concepts to use in the IMC strategy.
True
True or false: Choosing groups that share an interest in a product's utility is part of the second segmentation step.
True (After market segmentation based on behavior, geography, demographics, and psychographics, marketers need to select groups based on product utility and aggregate them into larger market segments.)
Which type of differences do consumers identify easily and quickly?
perceptible
The tools that comprise the communications mix can be categorized into ______ communication activities.
personal and nonpersonal
Which of the following uses face-to-face communication to help marketers understand customers in business-to-business marketing?
personal selling
The copywriting themes in a product's packaging or advertisement are known as copy ______.
points
The strategic decisions on how to ______ a product can be made once an advertising person understands a product's stage in the life cycle, its classification, and how it's seen in the marketplace.
position
What is the name of the testing activity that takes place after a campaign has begun?
posttesting