TRUE AND FALSE MKT
Mail questionnaires give researchers full flexibility in the types of questions they can ask as well as full control over the circumstances under which the respondents answer the questions.
FALSE
Marketers can have little to no effect on the evaluative criteria consumers use.
FALSE
Marketers for Ranch Life, a Connecticut family resort that offers horseback riding and a waterpark, want to make sure that Ranch Life comes up at the top or near the top of every list of online search results for the phrases "Connecticut family vacation," "Connecticut horseback riding," and "Connecticut waterpark." Ranch Life marketers will likely use predictive analytics to achieve this goal.
FALSE
Opinion leaders influence younger consumers but usually have little or no effect on adults seeking to make a major purchase.
FALSE
PPG Industries is a producer of glass for windows. It likely sells its products in the consumer market.
FALSE
Purchase decision making usually begins with information search and then moves to evaluation of alternatives.
FALSE
Rather than focusing on improving cost efficiencies, a CRM program helps marketers focus on the effectiveness of each interaction with a customer.
FALSE
Representativeness is a problem when the researchers cannot be sure the consumer population they are studying even understands the questions.
FALSE
Suppliers are more likely to stay price competitive when the purchasing company uses single sourcing than when it uses multiple sourcing.
FALSE
Suppliers, customers, and employees have ready access to a company's intranet.
FALSE
The VALS™ system is a crucial part of geodemographic segmentation.
FALSE
The cognition component of a person's attitude would typically be more influential than the affect component for purchases such as scented candles, bath salts, and luxurious towels.
FALSE
The direct cause of market fragmentation is the large number of new technological products introduced annually.
FALSE
The final stage in one-to-one marketing is to identify customers in terms of both their needs and their value to the company.
FALSE
The marketing intelligence system uses corporate espionage to gather information about competitors.
FALSE
The members of Generation Y were born between 1965 and 1976.
FALSE
The most basic type of nonprobability sampling is a simple random sample.
FALSE
The number of Americans aged 65 or older has decreased since 2000.
FALSE
The term share of customer is synonymous with share of market.
FALSE
To ensure consistency, churn rate is always determined over the time period of one year.
FALSE
When an insurance company tailors its promotional messages to show how its products protect people from being devastated by a natural disaster or an accident, the company is appealing to a higher level need on Maslow's hierarchy of needs.
FALSE
Sora is a teenager who loves to shop for clothes. She has a points card from Trend Town, her favorite shop. Sora's card is scanned each time she makes a purchase at Trend Town, and the more she uses the card, the more special offers she receives from the shop. Managers at Trend Town are likely to use information from Sora's shopping for the purpose of customer acquisition. Answer: TRUE
TRUE
Perception is an example of an internal influence on the consumer decision-making process.
TRUE
Research design falls into the two broad categories of secondary research and primary research.
TRUE
Researchers carefully design experiments with independent and dependent variables to test predicted relationships among those variables.
TRUE
Technological and cultural advances contribute to market fragmentation.
TRUE
Technology designed specifically for marketing analytics is referred to as mar-tech.
TRUE
The Union Express website tracking a lost package is an example of CRM.
TRUE
The focus group format can be used online.
TRUE
The individual who develops the product specifications for a complex product would likely assume the role of influencer in the buying center.
TRUE
The long tail approach to segmentation indicates that companies can make money selling small amounts of items that only a few people want as long as they sell enough different items.
TRUE
The marketing strategy of gamification is designed to address consumers' motivational needs of prestige, status, and accomplishment.
TRUE
The method of emotion analysis provides more detailed and accurate information than the method of sentiment analysis.
TRUE
The role of a customer insight specialist is typically a support role across a company's strategic business units (SBUs).
TRUE
To better tailor the services it offers to the needs of specific customers, First City Bank should first collect, verify, and update the information it has about its customers.
TRUE
To determine an ad's click-through rate, marketers must know both the number of click-throughs and the number of impressions.
TRUE
Using a CRM approach, customers are prioritized and communication is customized accordingly.
TRUE
When compared to generations older than them, a greater proportion of Millennials have never been married.
TRUE
When research findings have external validity, the findings of the study can be generalized to the target market, not just the specific participants in the research.
TRUE
When researchers suspect that research subjects will alter their behavior if they know someone is watching, the researchers are likely to use unobtrusive observational methods.
TRUE
ABC Interior Designs wants to collect research data about which areas of the store attract the most customer attention through video recording devices placed throughout the store. This is an example of mechanical observation.
TRUECustomer relationship management (CRM) programs are often called interactive marketing programs.
Marketers work to make their conversion rates increase and churn rates decrease.
TRUE
In comparison to trailing-edge Boomers, leading-edge Boomers spend a higher proportion of their income on non-discretionary items.
FALSE
In terms of the buyclass framework, the purchase of paper towels and toilet paper to restock an employee restroom would be an example of a modified rebuy.
FALSE
In the evaluation of alternatives stage, determinant criteria are more specific than evaluative criteria.
FALSE
It is illegal for a website to share information with other companies about what search terms you have used.
FALSE
It is just as expensive for a company to retain good customers as it is to acquire customers.
FALSE
Microcultures are groups of consumers who identify with a specific activity or art form.
TRUE
A causal research design tracks the responses of the same sample of respondents over time.
FALSE
A company that uses data mining is unlikely to need a data warehouse, as the company's data is constantly in use.
FALSE
A market research online community is an organized collection of data that can be searched and queried to provide information about contacts, products, customers, and inventory.
FALSE
A mass marketing approach involves more advertising costs than a target marketing approach does.
FALSE
A participant in a buying center can only assume one role for any single purchase decision.
FALSE
A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families. This method is an example of an unobtrusive survey.
FALSE
After conducting formal marketing research for your department, you summarize the data in an oral presentation to management. You are following normal marketing research steps.
FALSE
An intranet is an external corporate communication network that uses Internet technology to facilitate interaction among company employees, customers, and potential customers.
FALSE
Because children have little influence over family purchases beyond toys and games, marketers tend to not focus on consumers under the age of 12.
FALSE
Because of recent advances in data warehousing and data mining, the amount of data we produce is expected to decrease in the near future.
FALSE
Because there is substantial evidence that subliminal advertising is effective, many media companies reject any advertising that contains subliminal messages.
FALSE
Business marketers have a broader customer base and a larger number of buyers compared to consumer marketers.
FALSE
CRM programs are used by e-commerce firms, but not by brick-and-mortar firms.
FALSE
Cost per impression advertising is typically more expensive than cost per click advertising.
FALSE
Customer insight specialists work to understand how customers interact with each other.
FALSE
Customer relationship management (CRM) programs are often called interactive marketing programs.
FALSE
Decision makers within a company would be more likely to use an MIS than an MDSS to forecast the results of maintaining the company's prices while competitors reduce their prices.
FALSE
Descriptive research is typically expressed in qualitative terms.
FALSE
Even if you opt out of receiving emailed marketing messages from a company, the company is within its legal rights to continue sending you its promotional emails.
FALSE
Exploratory research is typically large scale and more expensive than other research techniques.
FALSE
For marketers today, gathering data is a bigger challenge than deciding how to use the data that are collected.
FALSE
For marketers, racial and ethnic subcultures are less important than more easily defined microcultures such as avid Green Bay Packers fans or devotees of Southern gospel music.
FALSE
Gamification refers to market segmentation using video gaming as a lifestyle.
FALSE
Hispanic Americans are the fastest-growing minority group in the United States.
FALSE
In a company that operates in "silos," employees in customer service would be likely to have regular communication with employees in marketing.
FALSE
In a laboratory experiment, a rat in a maze learns the quickest route to a piece of cheese after several attempts. This is an example of observational learning.
FALSE
Marketers can collect and analyze detailed information about consumer attitudes toward a brand from social media sources such as Facebook and Twitter.
TRUE
Marketers for Ranch Life, a Connecticut family resort that offers horseback riding and a waterpark, want to determine what percentage of people who visit the resort's webpage actually sign up to receive emails about promotions and special programs at the resort. To do this, Ranch Life marketers will need to calculate the conversion rate.
TRUE
A belief that your family is more important than your job is an example of a cultural value.
TRUE
A syndicated research report is an example of a secondary data source. Answer: TRUE
TRUE
According to Maslow's hierarchy of needs, a person is concerned with fulfilling basic physiological needs before he is concerned with fulfilling social or psychological needs.
TRUE
Age and gender are examples of demographic segmentation variables.
TRUE
Business markets tend to be more geographically concentrated than consumer markets.
TRUE
CRM programs facilitate communication from a company to its customers and from customers to the company.
TRUE
Consumers use compensatory decision rules when they allow one weak or unattractive product attribute to be outweighed or offset by a strong or attractive product attribute.
TRUE
Cross-sectional design involves the systematic collection of responses to a consumer survey instrument from one or more samples of respondents at one point in time.
TRUE
Culture is society's personality.
TRUE
Customer relationship management (CRM) programs can systematically track customers' preferences and behaviors over time.
TRUE
Data about how consumers use everyday products is likely to increasingly be communicated through the Internet of Things.
TRUE
Data are raw, unorganized facts.
TRUE
Data mining can be used to identify customers who are not profitable and who should be abandoned.
TRUE
During the interact step of one-to-one marketing, companies should focus on ways to improve the cost efficiency and effectiveness of the interaction.
TRUE
Every action you take online leaves a digital imprint, data that can be used to create valuable insights into consumer behavior.
TRUE
Fluctuating demand in business markets can be partially explained by the infrequency of the purchases.
TRUE
Heuristics can be used to explain why Madelyn always buys a specific brand of deodorant and why Ralph always buys whatever brand he happens to see first.
TRUE
High-involvement purchase decisions likely involve extended problem solving.
TRUE
Hispanic Americans tend to be brand loyal, especially to products made in their country of origin.
TRUE
Historically, marketers have measured success in a product category by their market share.
TRUE
Households making $100,000 or more represent only 20 percent of U.S. households but control more than half of all income earned in the United States.
TRUE
In 2012, women were more likely than men to marry someone with less education.
TRUE
It is more difficult to determine the ROI on traditional media efforts such as TV commercials than the ROI on digital media efforts such as banner ads.
TRUE
Mall intercept studies are a commonly used type of face-to-face interview.
TRUE
