mktg ugh

which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand

brand personality

when buying complex products, business buyers get individuals from different ?????

buying centers

which of the following types of marketing involves creating opinion leaders to serve as brand ambassadors to spread the word about a company's products

buzz marketing

competitive marketing intelligence is

systematic collection and analysis of info

________ is defined as a business strategy where business buyers prefer to buy a complete solution to a problem from a single seller rather than buying separate products and services from several suppliers

systems selling

_______ are small groups of consumers groups of consumers who interact directly and informally with product designers without a moderator

immersion groups

in which of the following stages of the buyer decision process does a consumer compare multiple products with similar attributes

alternative evaluation

which of the following generally increases the total demand for business products

an increase in consumer demand

experimental research is best suited for gathering _______ info

casual

vernon inc. would like to set the best price for a new product. the firm conducts an experimental study by selling the new product at two different prices in two different locations keeping other factors constant to see if a lower price results in better sales. this is most likely an example of ________ research.

casual

hammond Corp. operates in the highly aggressive electronics market. the firm aims to obtain early warnings of opportunities and threats caused by the actions of other firms that are doing well in the industry. which of the following sources would best serve hammond's purpose

competitive marketing intelligence

which of the following is true of focus group discussions

consumers are not always honest and open about their opinions

a firm has a huge amount of individual customer data saved in different databases. which of the following can be used to integrate, analyze, and apply the available information effectively

crm systems

________ refers to the practice of including ethnic themes within a company's mainstream marketing

cross cultural marketing

In crm, ________ is the technique that helps researchers sift through mounds of detailed customer information and dig out interesting findings about customers

data mining

the marketing manager of appeal inc. has noticed a sharp decrease in sales over the last two months. the manager decides to conduct marketing research to identify potential causes for the drop in sales. which of the following should the manager do first

define the problem and objectives

many businesses today are abandoning the traditional business attire and allowing their employees to come to work in business casual that typically does not include ties, cufflinks, or business suits. there has been a decrease in the sale of silk ties as a result of this cultural trend. a decrease in consumer demand for silk ties has led to a decrease in demand for silk because the demand for silk is _____.

derived

a market researcher wants to find the cause-and-effect relationship between using organic ingredients in food and the subsequent consumption by customers. he invites ten respondents to his research firm and asks them to taste two identical dishes. The dishes were prepared in a similar manner, but one has natural herbs for flavoring, and the other has artificial flavors. this is an example of ________.

experimental research

after a research instrument is selected, the next step in the marketing research process is ________

implementing the research plan

diane chambers, the marketing manager of farmfresh, collects data from her monthly records, of sales, costs, and cash flow. in this case, diane is making use of __________databases

internal

erica jenson has a limited budget to conduct a market research. which of the following research approaches would provide erica with the most cost-effective way to reach a large number of respondents in a short period

internet based surveys

vincent cosmetics decides to launch a cream with a claim that it made skin "nine times smoother." the claim is based on a study of thirty respondents who used products of other brands as well. however, a second study on a larger sample reveals only a mild correlation between the use of the cream and smoother skin. in these circumstances, which of the following is the most ethical approach that vincent cosmetics can follow

it should report the result as it is, or improve the product to match its claim

which of the following is true of survey research

it's the most widely used method for gathering primary data

________ are tradition-bound, suspicious of changes, and adopt an innovation only when it has become something of a tradition itself

lagging adopters

opinion leaders are also known as ________

leading adopters

according to Maslow's hierarchy of needs, which of the following is true

lower level needs are fulfilled before higher level needs

kathy Jenkins is planning to conduct research on consumers' personal care routines. since the questions are likely to be personal and sensitive, kathy wants to select a contact method that will encourage respondents to answer honestly. which of the following contact methods is most likely to serve kathy's purpose?

mail questionnaires

which of the following methods should a marketing researcher use to obtain information that people are unwilling or unable to provide

observational research

________ refers to the unique psychological characteristics that distinguish a person or group

personality

bill thought he had received the best deal on his new car. shortly after the purchase, bill started to notice certain disadvantages of his new car as he learned more about other cars available in the same price range. bill is in which of the following stages of the buyer decision process

postpurchase behavior

simone bought two bottles of wine from two vineyards in bordeaux. When asked for an opinion on the quality of the wines, she later mentioned that the pontet canet tasted like alcoholic grape juice, but the chateau margaux had a crisp taste that she really enjoyed. Which of the following stages of the buyer decision process do simone's remarks reflect

postpurchase behavior

voorhees' farms raises chickens. for years, it has used wooden coops for hauling its poultry to market. when the owner, jason voorhees, went to reuse some of his coops, he noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced. which stage of the business buying process was voorhees in when he decided to replace his old coops

problem recognition

during which stage of the business buying process is a buyer most likely to conduct value analysis by carefully studying components to determine if they can be redesigned, standardized, or made less expensively

product specification

what are the two main types of research instruments used to collect primary data

questionnaires and mechanical devices

which of the following needs in maslow's hierarchy is generally satisfied last

self actualization needs

which of the following is most likely a true statement about social class

social classes show distinct product preferences in areas such as clothing

a company regularly purchases cleaning supplies from a vendor and orders relatively consistent amounts of the same products on each purchase from the same vendor. this is an example of a(n) ________

straight rebuy

which of the following is an advantage of primary data

they are more relevant than secondary data

designing the sample requires deciding on the following

what sampling unit, what sampling size, what sampling ???