BA 317 Midterm 2

Why would a firm spend over $2 million for a 30 second add on television during the Super Bowl?

B/c the super bowl offers an opportunity to create significant brand awareness

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 designed for the project. Their next logical step will be to

Being to collect data

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

Benefit

Sometimes consumers have second thoughts after buying goods that are expensive, infrequently purchased, or associated with a high level of risk. This is an especially critical time for marketers, as their customers are dealing with

Buyer's Remorse

Paul listens to music on his iPod and iPhone, but he still buys records at his local music store on occasion, although they are getting harder to find. Records are in the ____ stage of the product life cycle.

Decline

Beer Marketers know that high school educated, working class males from the ages 25 to 40 make an attractive market for their products. This is a _____ segment of the beer market

Demographic

When firms target several market segments with a different offering for each segment it is using which targeting strategy?

Differentiated

Robin recently bought Voice over internet Protocol phone service. A few Robin's friends bought VoIP before she did, but many other friends were interested in Robin's opinions of the new phone service. Robin is a(n) _______ in this product category

Early Adopter

When designing in-store signage, retailers often develop yellow signs and shelf tags with bold lettering to catch consumers attention. The use of visuals in this manner represents the ___ component of the communication process

Encoding

____ involves a type of quantitative research that systematically manipulates one or more variables to determine which variables have a causal effect on other variables.

Experimental Research

For a company like Pepsi Co. brand dilution occurs when it sells more product than the competition

False

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its fans were female. This is an example of psychographic segmentation

False

Natalie and her Fiancé Dow are planning their wedding. She knows her mother wants to have the wedding with a Roman Catholic priest. Natalie would like to have an informal ceremony on the beach, since that type of wedding is 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?

Family, reference groups and culture

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.

Focus Group Interviews

When Toyota introduced hybrid cars, there were waiting lost to buy them. Then Honda and a few other manufacturers entered the market, shifting the product life cycle for hybrid cars into the _______ stage of the product life cycle

Growth

Using _____ researchers ask questions, listen to and record responses, and ask additional questions based on initial responses.

In-depth Interviews

Marketers are particularly interested in post purchase behavior because it

Involves actual rather than potential customers

Low response rate is a problem commonly associated with

Mail Surveys

Lexi has found that both commercial and residential real estate buyers respond positively to her marketing communication message. Lexi has identified ______ that responds similarly to her marketing efforts.

Market Segments

By the time BMW and Mercedes-Benz entered the min SUV market, there were many competitors, sales had peaked, and profits were declining. These firms entered the market during the ____ stage of the product life cycle.

Maturity

Where on a product's packaging would one most likely find nutrient content and country of origin?

On the label

Each time you go to the grocery store and have purchases scanned while using a loyalty or bonus reward card you are contributing to a database that can help marketers determine all of the following except

Other stores where you buy similar products

Firms that use the same brand name for new products can spend relatively less on marketing costs for the new product because

People already know what the brand means

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?

Physiological

One of the disadvantages of secondary research is ____ while one of the disadvantages of primary research is often _____.

Potential Bias; Cost

After reviewing the existing data on seasonal spending by his company's customers, Marvin decided he needed to collect new information to address his research questions. Marvin will need _____ data to address the questions in his marketing research study.

Primary

Suppose that Walgreens wants to introduce its own brand of cough medicine that is similar in content and packaging to a national brand, but at a lower cost. What kind of brand would Walgreens be introducing?

Private label brand

We often see advertisements touting a product as being made with natural ingredients or being long lasting. Marketers using these types of promotions are positioning their products based primarily on?

Product Attributes

Caroline is assessing market growth, market competitiveness and market access for each segment she has identified. Caroline is assessing the ________ of each potential market segment

Profitability

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

Beverage firms sometimes hire attractive young people to sit at fashionable bars, sipping the company's latest product offering. The firms hope these "models" will serve as an _____ and influence consumers

Reference Group

Geodemographic segmentation can be particularly useful for ____ because customers typically patronize stores close to their neighborhood.

Retailers

Joanna lives according to her own rules, unconcerned about designer labels, brand names, and luxury items. Joanna is at which level in Maslow's Hierarchy of Needs?

Self Actualization

When Meg planned her trip to Australia, she spent months evaluating packages, airfares and hotel accommodations. Meg's trip is an example of an ______ product.

Shopping

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

Store Atmosphere

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

Substantial, Responsive, Profitable, Reachable

Frazier is out of milk and bread and needs to decide what is for dinner. He will be stopping at the grocery store on the way home. Frazier will likely engage in limited problem solving.

True

One benefit of having satisfied customers is that they may spread positive word of mouth.

True

Perceptual Maps include positions of current brands as well as ideal points where a consumer segment would want a product to be

True