Marketing Exam 2

True or False: One advantage of primary data collection is that it can be collected to fit the research needs.

True

When making important purchases consumers consult friends/family. This is an external information search

True

Ch. 10 Tom is responsible for marketing and marketing research for a midsized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research: "Why can't you just use information off the Internet? There's plenty out there." What is Tom's best response to try to get his boss to change his mind? 1) "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk." 2) "We can try, but if it's wrong it's not my fault." 3) "This is a matter of principle. I quit." 4) "I'd rather not use any data at all than use secondary data." 5) "You should never use any information from the Internet in marketing research."

1. "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk."

Ch. 9 What is the best situation in the Circles for a Successful Value Proposition framework? ______ 1) The firm's offering overlaps with customer needs/wants but not with competitors' offerings. 2) The firm's offering overlaps with competitors' benefits but not with customer needs/wants. 3) Customer needs/wants overlap with both the firm's benefits and competitors' benefits. 4) The firm's benefits overlap with both customer needs/wants and competitors' benefits. 5) None of the three circles overlaps.

1. The firm's offering overlaps with customer needs/ wants but not with competitor's offerings.

Ch. 11 Brands can be owned by 1) any firm in the supply chain. 2) wholesalers and retailers only. 3) manufacturers only. 4) retailers only. 5) private-label generic retailers only.

1. any firm in the supply chain

Hollywood stars were among the first to buy electric and hybrid vehicles, these stars became 1. reference groups 2. internal loci of control 3. evoked images 4. cultural icons

1. reference groups

Which is not an element of attractiveness? 1. substantial 2. realistic 3. reachable 4. responsible

2. realistic

Toothpaste sold in supermarkets that promise whiter teeth are using ________ segmentation 1. demographic 2. psychographic 3. loyalty 4. benefit

4. benefit

Ch. 9 When Henry Ford made the Model T, he said that consumers "can have their car in any color they want, as long as it's black." This was a case of: 1) repositioning 2) reengineering 3) one-to-one marketing 4) undifferentiated targeting 5) niche marketing

4. undifferentiated targeting

Ch. 9 Which of the following statements best describes the reason marketers find geodemographic segmentation so effective? 1) "A bird in the hand is worth two in the bush." 2) "Every action has an opposite and equal reaction." 3) "A rifle is more exact than a shotgun." 4) "Don't put all of your eggs in one basket." 5) "Birds of a feather flock together."

5. "Birds of a feather flock together"

Ch. 11 The Taco Bell advertising effort of "Live Mas," which is Spanish for "Live More," is meant to suggest a lifestyle aspiration. If consumers make a connection between the Taco Bell brand and this promotional effort, then Taco Bell has created 1) brand ownership. 2) brand dilution. 3) brand loyalty. 4) a brand extension. 5) a brand association.

5. a brand association

Ch. 9 Tall Paul's designs and sells household furniture and furnishings to people who are over 6'6" tall--a rather small target market. Tall Paul's uses a(n) _____ targeting strategy. 1) one-to-one 2) undifferentiated 3) multisegment marketing 4) differentiated 5) concentrated

5. concentrated

Ch. 11 The distribution for a specialty product would generally include: 1) distribution as private brands 2) distribution to a large geographic area 3) distribution through mail 4) distributed to a several outlets in a single geographic area 5) distributed to only a few stores in the geographic area

5. distributed to only a few stores in the geographic area

Ch. 9 The purpose of market segmentation is to: 1) reduce the market down to a size the firm can handle 2) divide the market into equal size and profit regions for sales territories 3) group a large number of markets together, enabling a company to serve them simultaneously 4) develop a generalized definition of the market as a whole 5) enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups

5. enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups

Ch. 9 College students can be a less __________ market segment because students' media habits are quite diverse and firms might have to use a wide variety of media to attract this segment. 1) identifiable 2) perceptive 3) quantifiable 4) substantial 5) reachable

5. reachable

Ch. 11 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 called ________________ ___________________

Brand equity

Ch. 9 Clorox saw sales of its bleach products suffer when it introduced laundry detergents with bleach as an added ingredient. This is an example of: 1) demarketing 2) cannibalization 3) undifferentiation 4) repositioning 5) perceptual confusion

Cannibalization

Ch. 10 ________________ _________________is the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns.

Database Marketing

Ch. 10 Bob is conducting a marketing research project. He is not sure what questions to ask or what types of consumers he should talk to. Therefore, Bob should begin by conducting quantitative research. 1) True 2) False

False

Ch. 10 The terms external secondary data and syndicated data mean the same thing. 1) True 2) False

False

Ch. 10 True or False Qualitative research offers a means to confirm ideas formulated through quantitative research.

False

Ch. 11 True or False: A product mix breadth is a group of associated items that consumers tend to use together or think of as part of a group of similar products.

False

Ch. 11 True or False: Nike sells shoes, clothing, and athletic gear. These represent the depth of Nike's products.

False

Ch. 11 True or False: Private-label brands are developed and managed by manufacturers.

False

Advantages of using secondary data include:

They can be quickly assessed at a relatively low cost.

The first question a marketing researcher should ask before embarking on a research study is: ____ ___ ________ __ ______

Will the research be useful

Ch. 6 Marketing managers can use several tools to decrease___________________ __________________, the inner tension that a consumer experiences when realizing an inconsistency after buying a product.

cognitive dissonance

Another name for micro-marketing is: 1. neuromarketing 2. qualitative marketing 3. one-to-one marketing 4. ethnographic marketing

one-to-one marketing

Used to illustrate the position of a firms products or brands in consumers' minds ____________ _____

perceptual map

Brands that are owned by _________ are called private-label brands. 1. retailers 2. wholesalers 3. supply chain specialists 4. manufacturers

retailers

You search a long time considering alternatives. This backpack represents what type of product? 1. shopping 2. routine 3. unsought 4. convenience

shopping

Which targeting strategy is it when a firm targets several segments with different offerings for each? 1. differentiated 2. micromarketing 3. undifferentiated 4. concentrated

1. differentiated

Ch. 10 Kimberly-Clark has outfitted consumers with mini video cameras mounted to visors to watch consumers doing chores and shopping. Using this research approach, known as _____ research, Kimberly-Clark learned that mothers had trouble using Huggies Baby Wash to bathe their infants. The problem was that the women liked to keep one hand on their infant at all times while the Baby Wash bottle required two hands to open dispenser. 1) ethnographic 2) dichotomous 3) experiment 4) survey 5) open-ended

1. ethnographic

Another name for a manufacturer's brand is a(n) __________ brand. 1. national 2. extended 3. private-label 4. systematic

1. national

The greater the discrepancy between consumer's ___________, the greater the consumers need recognition. 1. needy state and desired state 2. search for alternatives and alternatives found 3. external and internal information search

1. needy state and desired state

What form of research might Mattel use to determine which toys 4 year olds played with? 1. observation 2. focus groups 3. experiment 4. panel

1. observation

Ch. 10 Levi Strauss recently introduced its new Totally Slimming jeans. The idea for the jeans came from a group session conducted last August in which a group of moms made it clear they were tired of low-rise styles. Instead, they wanted jeans that were comfortable while covering up problem areas and that showed off their figures. Levi's used this _____ data as the basis for designing this new line of jeans. 1) primary 2) secondary 3) dichotomous 4) convenience 5) ethnographic

1. primary

Ch 10 Social media monitoring, in-depth interviews, and focus groups are all __________ research methods. 1) qualitative 2) syndicated marketing 3) data warehousing 4) structured 5) quantitative

1. qualitative

Ch. 11 Paul wanted a new computer. He searched online until he found one for sale. Paul is considering a computer as a ______________ consumer product. 1) shopping 2) unsought 3) business 4) convenience 5) specialty

1. shopping

Ch. 6 In which of the following situations is it especially important to use external information? Question options: 1) there are high costs associated with making an incorrect decision 2) there is a great deal of past experience 3) the cost of gathering information is high 4) low cost items that are frequently purchased 5) there is little risk of making an incorrect decision

1. there are high costs associated with making an incorrect decision

Ch. 11 A marketing strategy for a product considered to be a "convenience good" would be: 1) to have the product available at many outlets 2) fewer retail outlets than other types of products 3) prices higher than other types of products 4) products with little competition (limited substitutions) 5) a limited budget for promotion

1. to have the product available at many outlets

Ch. 10 When consumers are __________, observation becomes particularly useful in understanding consumers' preferences. 1) unable to articulate their experiences 2) highly educated 3) unwilling to participate in research 4) interviewed too frequently 5) confused by questionnaires

1. unable to articulate their experiences

Milk and Bread are examples of _____ goods because consumers don't evaluate a lot of alternatives. 1. ritual goods 2. convenience goods 3. specialty goods

2. Convenience goods

A group of middle school students stop by a bicycle store. The store has just received a new shipment of high-end racing bicycles. The bicycles range in price from $1,200 to $3,000. All of the students want one of these new bikes, but none has the means to buy one. Is this group of consumers a potential market for the expensive bikes? 1) Yes, they are a potential market since they are all about the same age. 2) No, they do not have the ability to purchase at this time. 3) No, to qualify as a market, they must need the product. 4) Yes, they are a market because this product could satisfy their consumer wants and desires. 5) Yes, they are a market because this group shares relatively similar product needs and purchasing characteristics

2. No, they do not have the ability to purchase at this time.

Ch. 11 When manufacturers try to understand what customers are looking for, they are thinking about the _______ component of the product offer. 1) augmented products 2) core customer value 3) associated services 4) quality level 5) product support

2. core customer value

Ch. 10 Marketing research includes all of the following except 1) collecting data. 2) creating data. 3) recording data. 4) interpreting data. 5) analyzing data.

2. creating

The first step in the STP process is to 1. study strengths and weaknesses of past marketing strategies 2. define the firm's vision or marketing strategy objectives 3. select target markets 4. identify the segmentation methods to be used.

2. define the firms vision or marketing strategy objectives.

Which of the following types of research would be considered quantitative? 1. social media monitoring 2. experimental research

2. experimental research

Ch. 10 A regional airport manager conducted research to get a better understanding for the types of concessionaires to include in the planned terminal remodeling. She conducted two sets of group interviews, one with ten leisure flyers and another with ten business flyers. In each group, participants discussed what types of food, retail, and other services they wanted in the new terminal. These discussions are examples of: 1) extended interviews 2) focus groups 3) observation 4) ethnographic research 5) secondary research

2. focus groups

Key to marketing that appeals to the firm's target market is to meet the correct balance of ________ 1. post purchase and pre purchase 2. functional and psychological 3. functional and social 4. safety and situational

2. functional and psychological

For marketers, one of the benefits of having achieved brand loyalty is... 1. increased price sensitivity among loyal customers 2. lower market costs associated with reaching loyal customers

2. lower market costs associated with reaching loyal customers

Ch. 9 A(n) _____ could help determine whether or not snacking consumers consider Kashi Tasty Little Crackers healthy and tasty in comparison to other brands. 1) predictive model 2) perceptual map 3) product position 4) trend analysis 5) internal marketing audit

2. perceptual map

Which of the following statements BEST describes secondary data? 1. always meets researchers needs 2. pieces of data that have been collected prior to research

2. pieces of data that have been collected prior to research

Ch. 11 During a recent shopping trip, Laura noticed that the retailer offered a variety of products, including food, clothing, cosmetics, appliances, tires and more. Further, Laura noticed the retailer also offered a variety of different products within each product grouping. Each product grouping at the retailer is an example of a(n) __________; all of the product groups together constitute the retailer's __________. 1) product tangibility; product unit 2) product line; product mix 3) product mix; product line 4) product mix; product unit 5) product unit; product tangibility

2. product line; product mix

Each product grouping at the retailer:____________ all products grouped together constitute retailers: ____________ 1. product tangibility; product unit 2. product line; product mix 3. product mix; product line 4. product mix; product unit

2. product line; product mix

Marketers found _______ segmentation more useful for predicting consumer behavior than _________ segmentation 1. demographic; benefit 2. psychographic; demographic 3. demographic; behavioral

2. psychographic; demographic

Ch. 6 Even though Jessica is familiar with her favorite wine, she was too embarrassed to give a cheap bottle as a host gift. Jessica went to several stores and spent a lot of time considering. This scenario is designated as a high-involvement product because of: Question options: 1) brand loyalty 2) purchase situation 3) financial risk 4) cognitive dissonance 5) trial investment

2. purchase situation

Geodemographic segmentation can be particularly useful for 1. sales oriented firms 2. retailers 3. consumer goods manufacturers

2. retailers

Ch. 10 Firms that are engaged in sentiment mining are analyzing data collected from 1) experiments. 2) social media sites. 3) observations. 4) focus groups. 5) in-depth interviews.

2. social media sites

Ch. 6 Tom was in an accident and totaled his car. What stage of the consumer decision-making process is Tom in when he realizes his car cannot be repaired? Question options: 1) Evaluation of alternatives 2) Purchase 3) Need recognition 4) Postpurchase behavior 5) Information search

3. Need recognition

One of the difficulties in running a shoe company is the need to have significant __________ 1. product mix depth 2. brand equity 3. product line depth 4. product line breadth

3. Product line depth

Ch. 11 Which of the following brand strategies is being used when the Dairy Bar decides to add a new flavor of ice-cream to its menu? 1) a copycat brand 2) a multi-brand 3) a line extension 4) a premium brand 5) a brand extension

3. a line extension

Ch. 11 Brand extension is a popular marketing strategy because it 1) separates out the cost of brand extension from brand intention. 2) guarantees success for a new product. 3) allows the firm to spend less on creating brand awareness and associations. 4) avoids the problem of brand dilution. 5) allows the firm to discontinue complementary products.

3. allows the firm to spend less on creating brand awareness and associations

Ch. 6 Angie is shopping for a new dishwasher. She has set a maximum of $650 as the highest price she will pay, so she doesn't even bother considering dishwashers that cost more than that. Angie is narrowing the number of available choices by using a: Question options: 1) cost margin 2) product attribute 3) cutoff 4) boundary 5) knockoff

3. cutoff

Ch. 10 Phillip Morris USA, the manufacturer of the Marlboro Ultra Smooth cigarette targeted to people who want to smoke a potentially safer cigarette, has asked for marketing research to explain the reasons for the recent failure of the new cigarette. This type of research is described as: 1) descriptive 2) predictive 3) diagnostic 4) normative 5) historical

3. diagnostic

Ch. 6 Betsy recently decided to purchase a motorcycle. Since she is not familiar with the different brands and features and this is a major purchase, Betsy will probably use which of the types of consumer involvement: Question options: 1) low-involvement problem solving 2) impulse buying 3) extended problem solving 4) limited problem solving 5) dedicated cognitive behavior

3. extended problem solving

The consumer's level of involvement can lead to two types of buying decisions ______ and _______ 1. culturally influenced; autonomous 2. habitual; extended 3. extended problem solving; limited problem solving 4. physiological/safety; esteem/self actualization

3. extended problem solving; limited problem solving

Ch. 6 David conducts extensive searches before making a purchase because he believes he is responsible for his actions. Nate has a "whatever happen, will happen" attitude when confronted by the need to make a decision. In marketing terms, David is said to have a(n) __________ and Nate, a(n) __________. Question options: 1) formal search; informal search 2) focused sense of information; unfocused sense of information 3) internal locus of control; external locus of control 4) component lifestyle; anxious lifestyle 5) increased search anxiety; decreased search anxiety

3. internal locus of control; external locus of control

Ch. 9 Anthony is considering psychographics as a way to segment the market for his small travel agency. He most likely favors this approach because 1) it is easier to use than demographics. 2) psychographic segmentation is the least expensive method. 3) it is based on underlying reasons why people make choices. 4) the travel business doesn't respond well to other approaches to segmentation. 5) psychographics is the preferred method for service businesses.

3. it is based on underlying reasons why people make choices

Ch. 11 Two of the many products owned by Proctor and Gamble include Old Spice health and wellness products and Iams pet nutrition products. This would be an example of which branding: 1) family brands. 2) corporate brands. 3) traditional brands. 4) individual brands. 5) umbrella brands.

4. individual brands

Ch. 10 A major disadvantage of primary data collection is 1) it cannot be tailored to meet specific research needs. 2) it is too general to meet researcher's and manager's needs. 3) it takes more time to collect than secondary data and is more costly. 4) it does not offer behavioral insights that can be obtained from secondary data. 5) it can be accessed only through syndicated databases or unstructured data mines.

3. it takes more time to collect than secondary data and is more costly

Ch. 10 Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state, "What is your reason for coming to Arkansas?" This would be an example of a(n) _____ question. 1) scaled-response 2) Likert scale 3) open-ended 4) dichotomous 5) multiple choice

3. open-ended

Ch. 9 Elaine perceives Cadillac automobiles to be for older men, not for young professional women such as herself. Elaine's perception represents Cadillac's _____ in her mind. 1) status 2) frame 3) position 4) role 5) equity

3. position

Ch. 10 Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, BSO employed _____ marketing research. 1) historical 2) descriptive 3) predictive 4) normative 5) objective

3. predictive

Maslow's Hierarchy: physiological (lowest) to self actualization (highest) what is in between? (lowest to highest) 1. health, wealth, and happiness 2. material goods, safety, and love 3. safety, love, and esteem

3. safety love and esteem

Ch. 6 Dennis Haysbert stars in Allstate ads reminding consumers that they could be in a car crash or another event requiring insurance. Hence the slogan "You're in Good Hands with Allstate." These ads focus on which of Maslow's needs?: Question options: 1) Esteem needs 2) Economic needs 3) Safety needs 4) Physiological needs 5) Social needs

3. safety needs

Ch. 6 The creators of Chicago Fire, Chicago MED, Chicago P.D, and Chicago Justice television programs, are using ____________ ______________ to assume that if you like one of the programs, you might enjoy the others. Question options: 1) stimulus discrimination 2) selective retention 3) stimulus generalization 4) social learning 5) product reinforcement

3. stimulus generalization

When a sales person calls you to sell a cemetery plot, this is most likely what type of product? 1. shopping 2. convenience 3. unsought 4. line extension

3. unsought

Ch. 6 Aidan prefers shirts made with 100 percent cotton, but he will sometimes buy shirts with less cotton if they are less expensive. Aidan uses __________ to decide which shirts to buy. Question options: 1) a noncompensatory decision rule 2) temporal factors 3) social factors 4) a compensatory decision rule 5) habitual decision making

4. A compensatory decision rule

Ch. 9 What is one explanation of why firms use a differentiated targeting strategy? 1) It is better than focusing on individual or small groups of potential customers. 2) It is easier than mass marketing. 3) Banks are more willing to extend credit to companies with this strategic approach. 4) It helps obtain a bigger share of the market. 5) Most market segments are too small to be profitable.

4. It helps obtain a bigger share of the market.

Ch. 11 Which of the following is the best example of a family brand? 1) Lifesavers Soda, Coca-Cola, and Diet Coke 2) KFC/Taco Bell fast foods 3) Kellogg's Special K and Famous Amos Chocolate Chip Cookies 4) Tostitos Multigrain Scoops and Tostitos Chunky Salsa 5) Cadillac, GMC, and Chevrolet

4. Tostitos Multigrain scoops and Tostitos chunky salsa

Ch. 9 Miller Lite's long-running "Great Taste...Less Filling!" advertising campaign was ranked by Advertising Age magazine as the 8th-best advertising campaign in history. Miller Lite was using _____ segmentation in this ad campaign. 1) geographic 2) demographics 3) psychographics 4) benefit 5) usage rate

4. benefit

Ch. 6 Though he has never owned a Lexus, Larry thinks they are poorly made and have many mechanical problems. For Lexus to sell Larry a car, the company would need to change the __________ component of Jerry's attitude. Question options: 1) functional 2) affective 3) physiological 4) cognitive 5) social

4. cognitive

Marketers particularly want their brands and products to be in consumers' __________ sets. 1. Behavioral 2. retrieval 3. deterministic 4. evoked

4. evoked

Ch. 6 Chase loves to eat pizza, but there are many options to choose from where Chase is visiting. He narrowed down his favorite brands that meet the criteria that he looks for in pizza. Now he will only consider these brands of pizza when ordering. This group of brands is called Chase's: Question options: 1) involvement set 2) evaluative set 3) limited set 4) evoked set 5) extensive set

4. evoked set

Post purchase cognitive dissonance is especially likely for products that are 1. personally valuable, antique, or foreign-made 2. cheap, poorly made, and made of plastic 3. simple, easily copied, and new 4. expensive, rarely purchased, and tied to high levels of risk

4. expensive, rarely purchased, and tied to high levels of risk.

CH. 6 Natalie and her fiancé Dow are planning their wedding. She knows her mother wants her to have a traditional church wedding with a Roman Catholic priest officiating. Natalie would like to have an informal ceremony on the beach, since that type of wedding has become popular with her friends. Furthermore, Dow is from Thailand and would like to have a monk officiate. Natalie and Dow's wedding decisions are most influenced by 1) cognitive, affective, and behavioral environments. 2) functional and psychological profit. 3) universal, retrieval, and evoked sets. 4) family, reference groups, and culture. 5) impulse, habitual, and limited problem-solving processes.

4. family, reference groups, and culture

Nora is deciding whether to purchase brand-name sneakers or a less expensive store brand. 1. higher degrees of brand loyalty 2. more product like depth 3. a better brand image 4. greater perceived value

4. greater perceived value

Ch. 9 Piper Corporation makes aircrafts. It produces several different planes for three categories of customer: Professional, Personal, and Trainer. What type of targeting strategy is Piper using? 1) Demand positioning 2) Concentrated 3) Undifferentiated 4) Multisegment 5) Market differentiation

4. multisegment

Ch. 10 Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct 1) qualitative research. 2) data warehousing. 3) syndicated marketing surveys. 4) quantitative research. 5) research design.

4. quantitative research

Ch. 10 When marketing researchers for a local fitness club wanted to know consumers' intentions to start a fitness program for a New Year's resolution, they used a(n) _____ with five possible answers ranging from "Most Likely" to "Least Likely" and asked that the respondent choose one. 1) open-ended question 2) action-based question 3) sampling frame question 4) scaled-response question 5) dichotomous response

4. scaled-response question

The floor rusted through on kelly's old car. The next step in consumer decision process is 1. evaluate alternatives 2. identify her need 3. assess her satisfaction with her car purchased 4. search for information about cars

4. search for information about cars

Ch. 10 Company sales invoices, census data, and trade association statistics are examples of 1) primary data. 2) qualitative data. 3) data mines. 4) secondary data. 5) tertiary data.

4. secondary data

to develop psychographic segments, the marketer must understand consumers 1. age, income, education 2. gender, race, religion 3. buying patterns and behaviors 4. self-values, self-concept, and lifestyles

4. self-values, self-concept, and lifestyles

Ch. 6 Ryan was afraid his new home would look shabby to his future in-laws, so he had it painted just before their visit. Ryan was addressing his __________ risk. Question options: 1) psychological 2) financial 3) performance 4) social 5) physiological

4. social

Ch. 9 __________ segmentation is the segmentation method most directly related to value creation for consumers.

Benefit

Ch. 9 True or False: Coca-Cola launched Coke Zero to attract new customers in a segment it might not get with Diet Coke. 1) True 2) False

True

Ch. 10 A(n) _____ research is characterized by the researcher altering one or more variables—such as price or package design--while observing the effects of those alterations on another variable (usually sales).

Experimental

Ch. 6 John asked his coworkers for entertainment options in downtown Omaha, where he plans to visit. He is using an internal information search. Question options: 1) True 2) False

False

Ch. 6 T/F: Companies strive to meet customer satisfaction because customers are more likely to talk about service that exceeded their expectation than about service that did not meet their expectation. Question options: 1) True 2) False

False

Ch. 9 Insurance companies was the example used to demonstrate a perceptual map in Thursday's class. 1) True 2) False

False

Ch. 9 True or False: Procter & Gamble markets different brands of laundry detergent, such as Tide, Era, Gain, and Dreft, each targeting a different market segment. This is an example of concentrated targeting. 1) True 2) False

False

Ch. 9 True or False: When a marketer adjusts the marketing mix to give customers a clear, distinctive understanding of what the product does, the marketer is engaging in psychographic segmentation.

False

True or False: Nike sells shoes, clothing, and athletic gear. These represent the depth of Nike's products.

False

True or False: Warren didn't know what questions to ask or who to talk to. He should begin with quantitative research.

False

Ch. 6 A(n) ____________________ is a need or want strong enough to cause a person to seek satisfaction.

Motive

Confirms insights and provides a basis for taking a course of action: Quantitative or qualitative?

Quantitative

Ch. 6 Kevin decided to buy new shoes, he considered all the brands he could recall being advertised. This is an example of which type of attribute set?

Retrieval set

Ch. 9 Name the three elements involved in STP (stands for):

Segmentation, targeting, positioning

Ch. 11 True or False: A company's product mix consists of its various product lines.

True

Ch. 11 True or False: A firm would decrease its product mix breadth if it eliminated a product line.

True

Ch. 11 True or False: Brand dilution occurs when the brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold.

True

Ch. 11 True or False: Jake is a loyal Busch customer. Loyal customers like Jake require lower marketing expenditures, benefiting the Anheuser-Busch company.

True

Ch. 11 True or False: The more familiar customers are with a brand, the easier their decision-making process will be.

True

Ch. 6 Tom wants to buy a new car that will be dependable and stylish. Tom wants to satisfy both functional and psychological needs. T/F Question options: 1) True 2) False

True

Ch. 6 When making an important purchase, consumers often consult friends and family. This is an example of an external information search? T/F Question options: 1) True 2) False

True