MRKT 239 Exam 2

A marketing information system provides an irregular and unstructured flow of information from internal sources within the organization.

False

Alex is getting ready for her wedding. She is obsessed with buying the perfect wedding dress. Her involvement with the dress is an example of enduring involvement.

False

Changes in culture do not affect product development.

False

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

False

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

False

Experimental research is used to make tentative hypotheses more specific.

False

Shortly after moving into their new home, Elizabeth and Philip Jennings purchase and install smoke detectors and an alarm system. The Jennings are concerned about fulfilling their need for

Safety

Characteristics of individuals, groups, or organizations that are used for dividing a total market into smaller homogeneous groups are called ____ variables.

Segmentation

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

Segmentation Variables

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

The four fundamental survey methods used to obtain data in marketing research are telephone surveys, mail surveys, online surveys, and personal interviews.

True

The four requirements of a market are that the individuals in the market must have a need for the product and the ability, willingness, and authority to buy it.

True

A market is a group of people who, as individuals, have needs for products in a product class and have the ability, willingness, and authority to purchase such products.

True

A marketer's use of framing can make a product characteristic seem more important to a consumer and can facilitate its recall from memory.

True

An on-site computer interview is a variation of the shopping mall intercept interview.

True

Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call.

True

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

Demographic characteristics are commonly used to segment a market because they are closely related to consumers' product needs and purchasing behavior.

True

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

True

If an information input is useful in satisfying a person's current needs, it is more likely to reach perceptual awareness.

True

In general, corporate executives prefer research reports that are short, clear, and simply expressed.

True

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

risk

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.

Variables such as geographic location, type of organization, customer size, and type of product usage are used to segment ____ markets.

Business

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

Company Sales Potential

Graff's markets its exclusive jewelry and gifts to high-income individuals interested in high-quality products and a well-known brand name. It uses the same marketing mix to reach this market. Graff's uses a(n) ____ strategy.

Concentrated Targeting

With its Venus razor, Gillette was the first marketer to offer a five-blade razor specifically designed for women. This is an example of market segmentation using ____ variables.

Demographic

Nancy knows her business has a problem because of an increasing number of consumer complaints received recently. She has decided how to make this problem a precise, researchable statement and should next move on to

Designing the research project

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

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

Dichotomous Question

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

Which of the following products would probably require extended decision making before a purchase?

Expensive products

Research that allows marketers to make causal inferences about relationships is called

Experimental Research

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

External Secondary

The final step in the marketing research process is

Reporting the research findings

Lifestyle is a product-related variable.

False

Limited decision making is used when purchasing frequently bought, low-cost items needing very little decision effort.

False

Marketers can control the perception of potential buyers.

False

Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

False

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

False

The terms of sale (price, delivery, credit arrangements) are negotiated during the evaluation of alternatives stage of the consumer decision-making process.

False

____ that are either accepted or rejected become the primary conclusions of a marketing research study.

Hypotheses

Many marketers are concerned about the number of potential customers within a certain area of land because of the different requirements to serve dissimilar areas. What is this segmentation variable called?

Market Density

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

Personal interview 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

_____ data yields information that can be communicated through numbers or metrics

Quantitative

Students from a marketing research class are involved in a project about the level of sleep, exercise, and stress that individuals experience. They have decided to collect data from three student-center areas on campus. When they analyze their data, they find the responses are very similar across the three areas. The students feel comfortable they have achieved which of the following with regard to their data?

Reliability

A consumer's buying decisions are affected in part by the people around him or her. Such people and the forces they exert on an individual buyer are called

Social Influences

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

They are difficult to measure

Jay was flying to Greece for vacation when he realized he forgot his sunglasses. He purchased some at an airport shop even though they were more expensive than she would normally have paid. Jay was influenced by situational influences.

True

Motives can be used to segment markets.

True

One condition for effective segmentation is that at least one segment must have substantial profit potential.

True

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

True

Segmentation variables are characteristics of individuals, groups, or organizations in a total market.

True

The purpose of marketing research is to inform an organization about customers' needs and desires, marketing opportunities for particular goods and services, and changing attitudes and purchase patterns of customers.

True

The size of the market potential places limits on the size of the company sales potential.

True

The time that a buyer has to make a purchase decision is a situational influence.

True

When evaluating the alternatives, the buyer rates and eventually ranks the brands in the consideration set.

True

All of the following are steps in the marketing research process except

Understanding your customer

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

Undifferentiated strategy, the concentrated strategy, and the differentiated strategy

Selective exposure refers to

admitting only certain inputs into consciousness.

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

After purchasing a new Infiniti, Phil sees a Lexus pass by on the street and wonders if he made the right choice. Phil is experiencing

cognitive dissonance.

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

continual evaluation of the data during the entire collection period.

Micromarketing is

focusing precise marketing efforts on very small geographic markets.

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

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

The first step in the target market selection process is

identifying an appropriate targeting strategy.

An attitude scale measures the

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

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem

is typically a departure from some normal function, such as a failure to attain objectives.

The primary advantage of a concentrated targeting strategy is

it allows a firm to specialize to meet specific customer needs.

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

The major disadvantage of a mail survey versus a telephone or personal survey is

the failure of respondents to return the questionnaire.