BASIC MARKETING TEST 2

Which of the following is most consistent with the marketing research process?

"Often all we need to solve our problems is secondary data."

Which of the following is the best example of an individual product?

12-oz. size of Pert Plus Correct

Which of the following is true of branding in different countries?

Branding is more successful in developed countries. Correct

Why is defining the problem considered the most difficult step of the marketing research process?

Failure to correctly define the problem will make all subsequent steps wasted effort.

When Crepes à la Nana conducts its qualitative research, which of the following is a feature of that effort?

It relies on open-ended questioning.

Which of the following statements about opinion leaders is true?

Opinion leaders on one subject aren't necessarily opinion leaders on another.

________ data, or the facts and figures that have already been collected about the Coffee Collective prior to the research at hand, would include information relating to budgets, previous marketing activities, sales and customer communications.

Secondary

Which of the following is true of consumer behavior?

Specific behaviors vary a great deal for different people, products, and purchase situations.

Which of the following statements is true about the break-even point (BEP) for Assist You 2?

The company's total cost will equal its total revenue.

Which of the following is a common mistake marketing managers tend to make during the first step of the marketing research process?

They confuse problems with symptoms.

The purchase of which of the following items involves routinized response behavior?

a fast-food restaurant meal

Managers at Wayzata Communications, an Internet service provider, want access to a continual flow of information about their market that is available whenever they need it. Wayzata managers need

a marketing information system.

According to the text, product quality means that

a product satisfies a customer's requirements or needs.

Food Lion (a large supermarket chain that emphasizes low prices) sells a dealer brand of frozen green beans. Here,

a similar manufacturer brand is likely to be given less shelf space.

An informal study of what information is already available in the problem area is called

a situation analysis.

Regarding the family life cycle, singles and younger couples without children

are more willing to try new products and brands.

When she seeks to discover the value of her brand's overall strength in the market, Martha is trying to determine the Coffee Collective's

brand equity.

The economic-buyer theory assumes that

buyers logically compare choices in order to maximize their satisfaction.

When Hope Springs reviews the data from its market test and prepareds to finalize a product and marketing plan, it is in which step of the new-product development process?

commercialization

National Family Opinion (NFO) contacts several hundred members of its consumer panel and provides them with a printed description of a new chewing gum and its package. Consumers are then given a survey containing several multiple-choice questions about their attitudes toward the new product, based on what they read in the description. The final survey question asks consumers to indicate the likelihood that they would purchase the product. NFO seems to be conducting a(n)

concept test. Correct

The whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous group of people is a(n)

culture.

If Martha is trying to determine whether or not she should offer open mic night at the Coffee Collective as part of the coffee experience, this would be an example of

defining the problem.

Kelly Drake, marketing manager for Find-Ur-Way global positioning systems, is testing the marketing mix for one of her company's new products. The product was introduced in two different markets with different prices and packages. This suggests the new product is in the ________ step of the new-product development process.

development

After buying an expensive new mobile phone, Kevin experiences ________ when he has second thoughts and wonders if he made the right choice.

dissonance Correct

Although Gabby and Justin enjoy their flight, Justin's lost luggage negatively affects how Gabby feels about flying Jet Green, yet there is still a possibility she may fly them again in the future. Gabby's uncertainty about whether she made the right choice in airlines is known as

dissonance.

When selling ________ products, a marketing manager should recognize that consumers have low price sensitivity and the product should have widespread distribution near the probable point of need.

emergency

According to the Federal Trade Commission (FTC), a new product is

entirely new or changed in a functionally different or substantial respect.

Buying a plane ticket involved ______ for Gabby.

extensive problem solving

A producer that is selling all its products under one brand name is using a(n) ________ brand.

family

If Martha decides to use a __________ branding strategy to grow the Coffee Collective, she would distribute a series of Coffee Collective branded teas and coffees through the local supermarket.

family

Sears uses a(n) ________ brand when it uses the same brand name for several products. In contrast, General Motors, by using different brands for each car line, uses ________ brands.

family; individual

Luke Flaherty wants to buy an electric drill for some jobs around his home. Deciding that all such drills are similar, he reads all the advertisements in his Sunday paper in search of the best price. For Luke, these drills are a(n)

homogeneous shopping product.

If Julie organized focus groups to discuss the idea of flavored additives with Hope Springs customers. Such concept tests are conducted in which step of the new-product development process?

idea evaluation

Analyzing customer comments and other companies to find new product concepts is carried out during which step of the new-product development process?

idea generation

Industry profits decline during the market maturity stage, due to

increased competitive pressure to cut prices. Correct

Fresher Foods Co. manufactures and sells a variety of dairy products under the Fresh Farm brand name. It then decides to introduce a new line of organic jams and preserves under the Tru Flavor Preserves brand name. For its new line, Fresher Foods is using a(n)

individual brand.

Sellers pay a fee to use the Sunkist brand on more than 400 products in 30 countries. Sunkist is a(n) ________ brand.

licensed

The owners of Crepes à la Nana are reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following describes a secondary data source?

looking through the company's food sales receipts to see past sales trends

Which of the following is typical of products such as the earliest iPod when it is in the market introduction phase of the product life cycle?

low sales volume

Which stage of the product life cycle is the largest profit stage for companies?

market growth

When Microsoft's Zune player entered the market in direct competition with Apple's iPod, this appears to have taken place during which stage of the product life cycle?

market growth stage

In the ________ stage of the product life cycle, organizations focus on building primary demand.

market introduction

At which stage of the product life cycle should firms like Apple strongly consider price cuts to attract business?

market maturity stage

When Hope Springs develops its flavored water additive and uses the college town where Gabbie and Justin are students to gauge if there is ample product interest, the company is engaged in

market testing.

When Assist You 2 adds a dollar amount to the cost of products to get the selling price, this dollar amount is called a

markup.

Most companies have chosen to create products that are very similar to those of their competitors which is a sign that the product is in the _____________ stage of the product life cycle.

maturity

Wants are

needs that are learned during a person's life.

According to the text, a new product is one that is

new in any way for the company concerned.

Product line length indicates the

number of individual offerings in a product line.

One example of a primary data source is

observation.

When Annika and Karen use prices that end in 9. They seem to assume that their customers see prices with these endings as substantially lower. This is

odd-even pricing.

Which of the following would allow Gabby the most flexibility in asking probing questions about why customers would want an open mic night?

personal interviews

L'Oreal advertises its hair color with the popular tagline, "So it costs a bit more. But I'm worth it!" Here, L'Oreal's marketing effort focuses on satisfying which level in the hierarchy of needs?

personal needs

Annika and Karen believe that people will pay extra for "quality" and status. The idea behind this way of thinking is

prestige pricing.

Crepes à la Nana sent out promotional coupons to customers based on data gathered from a loyalty card program. Information from Crepes à la Nana's loyalty card program is considered

primary data.

If Martha leveraged a(n) __________ branding strategy to grow her overall business, she might develop a line of imported flavored teas and sell them at the local College Town Food Cooperative using the College Town name for the new product line.

private label

When Assist You 2 advertises one price for the monthly cost of a personal and a workplace assistant, it is using

product-bundle pricing.

Which of the following is an example of a fixed cost of Assist You 2?

property taxes

Jet Green offered a differentiated experience by providing free WiFi and movies. That differentiation appealed to Gabby and influenced her purchase decision. Which specific influence did this aspect of the experience appeal to?

psychological needs

Shonda is using open-ended questions to interview people from her company's target market in order to find out, in-depth, about their feelings about a new product. Shonda is conducting ______ research.

qualitative

Crepes à la Nana conducted a survey to find out the percentage of customers who, after receiving a promotional mailing about a new breakfast menu item, went out and purchased the food. This is an example of

quantitative research.

Wizard Toy Company's marketing researcher conducted a survey to find out the percentage of customers who, after receiving a promotional mailing about a new toy, actually went out and purchased the product. This is an example of

quantitative research.

Which type of problem solving is typical for a low-involvement purchase?

routinized response behavior

Which of the following is least related to the product life-cycle pattern?

sales and profits of a particular individual brand or product in the market

Which of the following is an example of a variable cost of Assist You 2?

sales representative commissions

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is called the ________ method.

scientific

Wujin Chu, marketing manager for Innovative Electronics Products, reviews a S.W.O.T. analysis to help him evaluate four new-product ideas his company is currently considering. Chu is operating in the ________ step of the new-product development process.

screening

Data that have already been collected in a previous study are called ________ data, while data that are generated by a phone survey this month of key customers are called ________ data.

secondary; primary

Nike, Inc. markets several types of athletic shoes, along with clothing and fitness equipment. In other words, Nike has

several product lines.

Hallmark advertises its gift items with the popular tagline, "When you care enough to send the very best." Here, the marketing effort focuses on satisfying which level in the hierarchy of needs?

social

Which of the following would have the least influence on a consumer purchase of a 5-gallon waterproof sealant for wood decks and fences?

social influences

Denise Hunter had Thomasville brand living room furniture and wanted to buy a particular chair of the same brand. She made a few calls to find a store that had the chair in stock. When she found one, she went there and purchased the chair. For Denise, the chair was a(n)

specialty product.

"Product" means

the need-satisfying offering of a firm.

A person who purchases flowers will select different floral arrangements for a retirement party, a funeral, and a Valentine's Day date. This illustrates the impact of ________ on purchase decisions.

the purchase situation

A product assortment is

the set of all product lines and individual products that a firm sells.

What is the purpose of the five-step marketing research process?

to define and solve a problem

Assist You 2 can find its' break-even point (BEP), in units, by dividing

total fixed costs by the fixed-cost contribution per unit.

Gabby used a structured process and gathered data from a larger and more random sample than the group Marco used. As a result, Gabby's data should have more _______ than Marco's data.

validity

The research proposal may include information about all of the following except

what the possible solutions are.