marketing Exam 2

When Coca-Cola initiated a telephone survey to determine the effectiveness of a recent advertising campaign, one of the questions the interviewer asked was, "Have you ever heard of a cola made with zero-calorie, plant-based stevia?" This is an example of which of the following kinds of questions?

Dichotomous

Volkswagen markets its Atlas SUV to large families, its CC to those wanting a sports coupe, and its Jetta to young singles. What targeting approach is Volkswagen using?

Differentiated

Luke and Hayley are searching for a health club to join. This purchase will likely be affected by ____ involvement.

Enduring

Emily is buying furniture for her apartment for the first time. She is spending considerable time and effort comparing the products that different stores offer. Which type of decision-making process is she using?

Extended

Joann and Rachel are searching for an apartment. They will most likely engage in which one of the following forms of decision making?

Extended decision making

T/F A differentiated targeting strategy is when the organization targets two or more markets by developing a single marketing mix.

False

T/F A market segment profile provides customers with an understanding of how a business can use its capabilities.

False

T/F A social class is a closed aggregate of individuals with similar social ranking.

False

T/F Coca-Cola would be able to use a customer forecasting survey to forecast future sales effectively.

False

T/F Dissatisfaction may occur shortly after a purchase; this is called cognitive dissatisfaction.

False

T/F Failing to conduct research can help companies maintain a competitive advantage.

False

T/F If a person's interest in the product category is ongoing and long term, it is referred to as situational involvement.

False

T/F Survey and observation are considered secondary data collection techniques

False

T/F The first step of the target market selection process is identifying the appropriate targeting strategy; the last step is evaluating relevant market segments.

False

T/F The observation method of research systematically examines and records secondary data information about the physical conditions, events, and overt behavior of respondents.

False

T/F The potential advantages of traditional mail surveys are quick response and lower cost than online surveys, but this advantage has yet to be achieved.

False

Which of the following is the least flexible survey method?

Mail surveys

Marylyn now feels that her teeth are not white enough after seeing advertisements for whitening toothpaste. Marketers promote these brands based on ____ needs, appealing to sex appeal.

physiological

CalAtlantic Group needs information about trends in housing starts and remodeling around the country. Since it will be difficult to collect _______ from the numerous locations, it decides to use _____ data from the U.S. Department of Commerce reports to get this information.

primary; secondary

A marketer that targets customers based on marital status and the presence and age of children is using

family life cycle

Participants in ____ frequently get to see pictures, products, advertising samples, and diagrams.

personal interview surveys

T/F The two general approaches to measuring company sales potential are the breakdown and the buildup approach.

True

T/F. A database is a collection of information arranged for easy access and retrieval.

True

Subscription services from firms such as IRI, which tracks consumer purchases, provide marketing researchers with a good source of ____ data

external secondary

T/F Experimental research is used to make tentative hypotheses more specific

false

T/F Family influences are not directly related to purchasing decisions.

false

Which of the following is NOT one of the major categories of consumer market segmentation variables?

Situational variables

Which of the following products is most likely to be marketed using an undifferentiated approach?

Table salt

Which of the following is the most appropriate for qualitative research projects for a small targeted group?

Telephone depth interview

Why would a company use the undifferentiated strategy?

The needs of individual consumers in the target market for a specific product are similar, so the organization can satisfy most customers with a single marketing mix.

which of the following is the biggest drawback to using psychographic variables?

They are difficult to measure

T/F A person receives information inputs through the senses

True

T/F Buying behavior refers to the decision processes and actions of people involved in buying and using products.

True

T/F Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm's products, promotion, pricing, and other elements of marketing strategy.

True

T/F Demographic characteristics are commonly used to segment a market because they are closely related to consumers' product needs and purchasing behavior.

True

T/F Descriptive research can be used to better understand the characteristics of certain phenomena to solve a particular problem.

True

T/F High involvement products tend to be those that are expensive and visible to others.

True

T/F Involvement level is one factor that affects a consumer's selection of a type of decision-making process.

True

T/F Lena is an award-winning fiction writer. She works out of her apartment. She recently purchased a new desk in which to store her manuscripts and for use when typing up stories for publication. Lena is part of the business market for the desk manufacturer.

True

T/F Lilly is looking for new sneakers but cannot find her favorite brand. She then notices another brand of shoes that she has never purchased and has no experience with. She remembers she heard the name of the brand in a commercial yesterday. Because she remembers the name from the commercial, Lilly is more likely to ascribe value to that pair of sneakers.

True

T/F Market segment profiles help a marketer determine which segments are most attractive relative to a firm's strengths, weaknesses, objectives, and resources.

True

T/F Motivation can affect the direction and intensity of behavior.

True

T/F Motives can be used to segment markets.

True

T/F One way marketers can segment business markets is according to their geographic location.

True

T/F Problem recognition speed can vary from quite rapid to very slow.

True

T/F Product availability plays a major role in the purchase stage. If the highest-ranked product is unavailable, the consumer will most likely purchase the brand ranked second.

True

T/F Surveys are sometimes used to forecast sales.

True

T/F The phenomenon of selective exposure is associated with perception.

True

T/F The technique of sampling in marketing research is the process of selecting representative units from a total population (a sample) and being able to project the characteristics of the total population from the sample considered

True

To find a target market, a firm can use one of these targeting strategies.

Undifferentiated strategy, the concentrated strategy, and the differentiated strategy

One overlooked internal source of secondary marketing information discussed in the text is

accounting records

Selective exposure refers to

admitting only certain inputs into consciousness.

A business advantage of the concentrated targeting strategy for any company is that it

allows a firm to develop a special marketing mix for a single market segment.

Decreasing sales, increasing expenses, or decreasing profits

are examples of symptoms that point to larger problems.

The three major types of reference groups are

aspirational, dissociative, and membership.

Cognitive, affective, and behavioral are the three major components of

attitudes.

T/F When buying frequently purchased, low-cost items, a consumer uses extensive decision making.

false

The maximum percentage of market potential that an individual firm can expect to obtain for a specific product is the

company sales potential

You are shopping for a laptop or tablet to use for taking notes, research, and studying. In this case, you belong to a(n)

consumer market

In the process of conducting marketing research, marketers should allow for

continual evaluation of the data during the entire collection period.

Primary data are best described as the

data that are observed, recorded, or collected directly from subjects.

A survey question that requires a yes or no answer is called a

dichotomous question

Micromarketing is

focusing precise marketing efforts on very small geographic markets.

For which of the following products would a consumer most likely use limited decision making?

hair dryer

Henry's little brother Christopher joined the Boy Scouts recently. Henry notices that in addition to wearing the Boy Scout uniform, Christopher has been better about keeping his everyday clothes neat and clean, has been searching online for camping gear, and has become interested in "green" products. Henry believes that the Boy Scouts are now a reference group for Christopher because he Correct!

has taken on many of the values, attitudes, or behaviors of group members

Most markets for products are made up of individuals or groups with diverse needs for products and are called ____ markets.

heterogeneous

An attitude scale measures the

intensity of a buyer's feelings toward a certain object.

When a consumer purchases products occasionally or needs information about an unfamiliar brand in a familiar product category, he or she will most likely engage in

limited decision making.

Mitchell's smartphone is two years old and he would like to have a new one. This time, he wants to make sure that it has a longer battery charge and better geographic coverage since he is traveling three days a week for his new job. Mitchell is most likely to use _____ for this purchase.

limited decision-making behavior

Family life cycle is most typically based on

marital status and age of children.

In ____ sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

nonprobability

Having recording biases and collecting only descriptive information are two of the primary drawbacks to

observation

Cecelia reads through her e-mails containing advertisements for sweaters from Zara, purses from Michael Kors, and athletic shoes from Foot Locker. Later while at the mall, she remembers only the shoe ad, thanks to the recent tear in her own Pumas. Cecelia has engaged in selective

retention

Consumers tend to remember information inputs that support their feelings and beliefs and forget inputs that do not. This is known as selective

retention

The most significant factor influencing a buyer's level of involvement is

risk

Sarah is going to the store to buy milk and cereal. She will most likely use ____ in her consumer decision-making process.

routinized response behavior

While shopping at a local grocery store, Cameron sees a display of his favorite brand of energy drink. He buys some to take home for the weekend. This purchase process would be described as

routinized response behavior

Age, rate of product use, location, and gender are all examples of common

segmentation variables

The objective of sampling in marketing research is to

select representative units from a total population

Perception is a three-step process that involves

selecting, organizing, and interpreting information inputs

The three major categories of influences on the consumer buying decision process are

situational influences, social influences, and psychological influences.

Secondary data cannot be obtained from

surveys

T/F Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions

true