MKT exam 2 prep

¡Supera tus tareas y exámenes ahora con Quizwiz!

Which of the following is an unstructured question?

"What are the most important characteristics for choosing a brand of shampoo?"

If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to

build separate marketing programs for different demographic segments

__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

demographic

Dawn flies regularly between Atlanta and Los Angeles. She almost always uses Delta Airlines and has lots of Delta Sky Miles credit (Delta's frequent-flyer program). Still, she uses an online fare comparison website each time to see if a competitor has a better price or a more convenient schedule. Dawn uses __________ to decide which airline to fly.

A compensatory decision rule

When Brandon decided he needed a new car, he immediately called his old college roommate, who owns a BMW dealership, to ask questions about options and financing. Brandon was searching for information from

An external source

When Karen realized her dog had fleas, Karen was faced with

An unsatisfied need

Wanda and Jim are working on a research project to anticipate customer attitudes toward a proposed new-product line for their company. They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project. Their next logical step will be to

Begin to collect data

The light beer commercial with the slogan "less filling, tastes great" was based on __________ segmentation.

Benefiit

Though he has never owned a Jaguar, Jerry thinks they are poorly made and have many mechanical problems. For Jaguar to sell Jerry a car, the company would need to change the __________ component of Jerry's attitude.

Cognitive

Four frequently used targeting strategies are the micromarketing, undifferentiated, differentiated, and __________ targeting strategies.

Concentrated

Marketers often employ a combination of segmentation methods, using __________ to identify and target their customers, and __________ to design products and messages to appeal to them.

Demographics and geography; lifestyle or benefit segmentation

Marketers often use principles and theories from sociology and psychology to better understand consumers' actions and to

Develop basic strategies for dealing with their behavior

The Wall Street Journal provides a set of guidelines each year for purchasing a laptop computer. The guidelines include recommendations for hard disk capacity, memory size, battery life, and several other attributes. The Wall Street Journal is providing consumers with

Evaluative Criteria

Which of the following types of research would be considered quantitative research?

Experimental research

Digital billboards embedded with ________ software can identify passersby and then display ads targeted to them, based on their age, gender, and attention level.

Facial recognition

A(n) __________ is a small group of people brought together for an intensive discussion of a topic.

Focus group

Which type of interview contains a small group of participants and a trained moderator that guides the conversation?

Focus group

Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products. Tyree might consider using __________ to gather qualitative information from consumers about the competitor's offerings.

Focus groups

When mountain climbers purchase clothing for scaling Mount Everest, their purchases are primarily addressing __________ needs.

Functional

Marketers often create a special marketing mix for loyalty segments because these segments are

Generally profitable

Golden Years Vitamin Corporation targets consumers living in Florida who are over age 65. Golden Years is using __________ segmentation.

Geodemographic

PRIZM and Tapestry divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics. These market research tools are examples of __________ segmentation.

Geodemographic

If values provide an end goal, and self-concept is the way one sees oneself in the context of that goal, lifestyles are

How we live our lives to achieve our goals

Within a perceptual map, a(n) __________ represents where a particular market segment's desired product would lie.

Ideal point

Sally is in the new marketing department of a midsized lawn and garden company. She is working on the first marketing plan the firm has ever used. She has defined the mission and objectives, and she just finished a situation analysis for the firm. The next step is to

Identify and evaluate opportunities by conducting segmentation, targeting, and positioning analysis

Most big box retailers regularly move products from one aisle to another. They also put personal care products in the pharmacy area, many aisles away from the grocery products. They do this because consumers who spend more time walking through the store are likely to buy things they hadn't planned to buy, or make

Impulse purchases

Brenda was planning a small dinner party and had gone to a new specialty food store with coupons she'd found in the food section of the paper. At the store she also found a "buy one, get one free" deal and a gift offered with the purchase of a particular dessert. She altered the menu as a result of the __________ and ended up spending less than she'd planned.

In-store promotion

In questionnaire design, a question such as "When was the first time you went to a dentist?"

Is a question that respondents cannot easily or accurately answer

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy

Is likely more costly than an undifferentiated strategy

Tomas, a bank employee, doesn't feel that his coworkers accept him. He decides to dress more casually, as they do, hoping to be accepted. Which level of Maslow's Hierarchy of Needs is Tomas trying to work on?

Love

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message. Alex has identified __________ that respond similarly to his marketing efforts.

Market segments

Most firms maintain customer complaint services online, in the store, or over the telephone. Firms attempt to respond quickly to complaints, hoping to

Minimize negative word of mouth and rumors

Mattel wanted to determine if a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this?

Observation

When consumers are unable to articulate their experiences, __________ becomes particularly useful in understanding consumers' preferences.

Observation

Adidas Group owns Reebok and Rockport-both of which offer different types of shoes. Having a variety of brands allows Adidas to use a differentiated targeting strategy to

Obtain a bigger share of the shoe market

Godiva Chocolates produces specially decorated boxes of candies for Valentine's Day, Easter, and Christmas. This is an example of ________ segmentation.

Occasion

Kathy has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut. She chose to spend considerable effort finding a new hair stylist based on the __________ associated with her purchase decision.

Performance risk

There are approximately 1 billion people living in India. Only about 200 million of these people earn more than the equivalent of $1,000 per year. According to Maslow's hierarchy, most of the other 800 million Indian consumers are primarily addressing their __________ needs.

Physiological

Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over 20 years. Donald is __________ his business relative to his competition.

Positioning

Paula is about to open a new hardware store. She is making decisions regarding lighting, colors, and layout of merchandise. Paula knows these __________ factors will influence consumers' purchase decisions.

Post- purchase dissonance

Social media monitoring, in-depth interviews, and focus groups are all __________ research methods.

Qualitative

Recently, the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased. The chair of the marketing department will probably use __________ as a first step to gain a better understanding of why enrollments are changing.

Qualitative research

The purpose of __________ is that it confirms insights and provides a basis for taking a course of action.

Quantitative research

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. She will now evaluate whether or not each segment is attractive relative to all of the following except

Realistic

When evaluating the attractiveness of the segment, if a segment is expected to react positively to the firm's offering, we say that the segment is

Responsive

Marketers frequently design customer relationship management programs to

Retain loyal customers

When Magda decided to buy a new computer, she considered all the brands she could recall seeing advertised. This represents Magda's __________ set.

Retrieval

Company sales invoices, census data, and trade association statistics are examples of

Secondary data

The traditional marketing strategy of selling umbrellas when it is raining is an example of how __________ factors influence consumers' decisions.

Situational

Reginald greets his regular customers by name every morning when they come in for coffee. He offers them a taste of anything special he is cooking that day. He has a database with their birthdays, and offers them free meals on their birthdays. Reginald hopes that this attention to his "regulars" will encourage them to

Spread positive word of mouth

Just as marketers create value by meeting the needs and wants of consumers, marketing researchers create value if

The results will be used in making management decisions

__________ are the three types of attribute sets.

Universal, retrieval, and evoked

While demographic and geographic segmentation of retail customers are relatively easy, these characteristics do not help marketers determine

What their customers need

The first question a marketing researcher should ask before embarking on a research study is

Will the research be useful?


Conjuntos de estudio relacionados

Variation, Deviation & COMPASS ERROR

View Set

Foundations and Practice of Mental Health Nursing

View Set

API Testing. Postman. Interview.

View Set

Linux + Chapter 3: Managing Files, Directories, and Text

View Set

File Extensions and File Naming Conventions

View Set

Science ESG- Loss of Biodiversity

View Set

B2 LS Grammar: Simple Past Tense - Irregular Verbs (Group 2)

View Set

amy 47 cardiac questions REVIEW again-most were on last exam

View Set

International Business Law EXAM FOUR

View Set

Bronfenbrenner's Ecological Systems Theory

View Set