MAR 3
When conducting a research study attempting to understand what features were most important to automobile consumers, Gary's Research Company used a(n) questionnaire containing __________ questions, with a predetermined set of response options.
A. structured
Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power. Greta is concerned with whether the segment is
A. substantial.
78. Malcolm is the campaign manager for a congressional candidate. He wants to know how voters in his district feel about recent sexual harassment scandals involving politicians. Malcolm will most likely use __________ to gather this type of data.
A. surveys
59. Quantitative research offers a means to confirm ideas through
A. surveys or experiments.
83. In questionnaire design, a question such as, "When was the first time you went to a dentist?" suffers from the problem of a question
A. that respondents cannot easily or accurately answer.
The Marketing Research Process follows five steps, and researchers
A.may not always go through them in the exact sequence if the situation changes or new information is discovered.
97. If a marketing researcher has to collect data under severe time constraints, which of the following types of data sources would probably be available soonest?
A. Syndicated data
108.Which of the following defines a value proposition?
A. The unique value that a product or service provides to its customers
101.When a company launches a new product with an existing brand name this is known as
A. a brand extension.
102.Which of the following brand strategies is being used when the local ice cream shop decides to add a new flavor to its menu?
A. a line extension
76. Before Segway manufactured their two-wheeled people movers, they built a prototype and had staff engineers test it for performance and stability. At this stage, Segway was involved in
A. alpha testing.
106.Some credit cards provide free liability insurance, funded by the bank issuing the card, when a customer pays for a rental car using the card. This extra insurance is an example of
A. an associated service.
105.What aspect of the product is being described when a used car salesperson explains that each car comes with a one-year extended warranty and a two-year maintenance plan?
A. associated services
Marketers need to think about the product offer on three levels. Which of the following levels includes associated services such as warranties, financing, support and after-sale service?
A. augmented product
If many consumers in the marketplace are familiar with a brand and what it stands for and have an opinion about the brand, the brand has considerable
A. awareness.
39. In the diffusion of innovation process, innovators enjoy taking risks and are regarded as highly knowledgeable. Marketers want to identify innovators because
B. other consumers defer to their judgment, creating the opportunity for word-of-mouth referrals.
101.Jim wants to position his firm against his competitors. In doing so he should
C. avoid looking too much like the competitor so that he'd confuse the target segment.
100.Almost all U.S. political candidates use some combination of red, white, and blue in their campaign posters. They are trying to position themselves in voters' minds using
C. symbols.
100.During the ________________ stage of the product life cycle, firms either position themselves for a niche market of loyal consumers or they exit the market.
E. decline
When Olivia learned that just twenty of her yoga studio customers accounted for 80 percent of her annual revenue, she probably
E. did all of these tasks.
The potential benefits of brand extension do NOT include
E. diluting brand equity.
Leonard just bought his first bagel franchise. As part of the franchising agreement, Leonard receives a monthly report detailing the actions and results of other franchisees. Leonard can use this market research report to
E. do all of these tasks.
After a year in business, Tyrone hired a market research company to analyze his sales data and tell him which groups of customers were the most profitable to his firm. Tyrone will probably use the results of this research to
E. do all of these.
98. Which of the following statements is NOT an example of the guidelines provided by the American Marketing Association for conducting marketing research?
A . Personal information about research participants should not be shared, EXCEPT with a designated member of senior management.
49. Omar is responsible for marketing and marketing research for a mid-sized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research: "Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try to get his boss to change his mind?
B . "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk."
43. Marketers like Benetton want their ads to appeal to one's self-concept, suggesting to consumers
B. "I'm like them, so I should buy their products."
108.How might a book publisher use blogs in its marketing research efforts?
B. As a source of reviews of its latest releases.
Why would a firm spend over $2 million for a 30-second ad on television during the Super Bowl?
B. Because the Super Bowl offers an opportunity to create significant brand awareness.
117.Social networking sites that compete directly with Facebook have a difficult time surviving; however, LinkedIn has survived by focusing on the needs of business professionals, who seek to network with colleagues, share their expertise, post online resumés, and look for new jobs. What segmentation method is LinkedIn using?
B. Benefit segmentation.
Brands can be owned by
B. any firm in the supply chain.
Marketing research includes all of the following EXCEPT
B. creating data.
We often see advertisements touting a product as being made with natural ingredients, or being long- lasting. Marketers using these types of promotions are positioning their products based on
B. product attributes.
110.Which of the following is NOT a stage in the product life cycle?
C. Evaluation
is the process by which ideas are transformed into new products and services that will help firms grow.
C. Innovation
Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project, the other major question that needs to be addressed before starting the study is
C. Is top management committed to the study?
69. ___________________ are customers who modify existing products according to their own ideas to suit their specific needs.
C. Lead users
93. __________ involves defining the firm's marketing mix variables so that target customers have a clear, distinctive, and desirable understanding of the firm's offerings relative to competitors' offerings.
C. Positioning
27. __________ is the number of items within a product line.
C. Product line depth
106.What is neuromarketing?
C. The use of EEG scanners to study consumers' brain waves.
57. The Lite beer commercial with the slogan, "less filling, tastes great," was based on __________ segmentation.
D. benefit
Another name for brand repositioning is
C. rebranding.
45. Jalel is the marketing manager for moderately well-known rock band. He wants to know more about industry trends including sales by different musical styles, online downloads, and concert attendance. Jalel will most likely use __________ to gather this type of data.
C. syndicated data
81. A marketing professor in Ithaca, New York maintains a museum of failed consumer products. Most new products in this museum failed during the _______________ stage of new product development, when they are introduced to a limited geographical area.
C. test marketing
Brand extension is a popular marketing strategy because
C. the firm can spend less on creating brand awareness and associations.
The first step in the STP process is to
Clearly articulate the firms vision or maketing strategy objectives
104."Why create a perceptual map?" asked David. Andreas, the senior marketing manager, gave him four reasons. Which of the following is NOT a valid reason?
D. "It's a way to show the position of the company in ten years."
86. Now that the consumer demand is building for Miranda's new organic shampoo, she and her team face a new set of decisions. Which of the following is NOT one of the decision items on the agenda for the team discussion of Place in the marketing mix for a new product launch?
D. Are the packaging colors working well with the target markets?
55. __________ segmentation is the segmentation method most directly related to value creation for consumers.
D. Benefit
__________ is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service.
D. Brand equity
64. A personal digital assistant programmed with key customers' birthdates, wine preferences, and food allergies is a(n) __________ tool.
D. CRM
58. Recently, the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased. The chair of the marketing department will probably use __________ as a first step to gain a better understanding of why enrollments are changing.
D. qualitative research
College students can be a less __________ market segment because students' media habits are quite diverse.
D. reachable
Ryan wants to sell personal website services to American soldiers in Afghanistan. Because of the difficulty of communicating with people in a war zone, Ryan may have trouble with this segment not being
D. reachable.
With access to the Internet nearly universal in the United States, many potential market segments have become more
D. reachable.
40. After defining objectives and research needs, the next step in the marketing research process involves
D. research design.
Brands that are owned by ___________ are called private-label brands.
D. retailers
100.Which of the following data sources would NOT be considered external secondary data?
E. A survey
__________ occurs when the brand extension adversely affects consumer perceptions about the attributes of the core brand.
E. Brand dilution
39. __________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.
E. Demographic
90. __________ research is a type of quantitative research that manipulates variables to help determine cause and effect.
E. Experimental
69. Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level?
E. In-depth interviews
Which of the following is NOT true regarding secondary packaging?
E. It is of little value to the average consumer.
96. The growth phase of the product life cycle is always dynamic. Which of the following does NOT occur in this phase?
E. Price competition with protracted price wars erodes profits.
82. Which of the following is NOT one of the guidelines for developing a market research questionnaire?
E. Sensitive questions should be asked first.
Which of the following would NOT be part of the launch of a new product?
E. Starting to make preliminary decisions about the target market
Which of the following scenarios is NOT a reason a firm would eliminate an item within a product line?
E. The firm has decided to capture new markets.
In addition to calculating the potential profitability of a market segment, marketers will also consider
E. all of these
Robin recently bought Voice over Internet protocol (VOIP) phone service (phone service delivered over the Internet). A few of Robin's friends bought VOIP before she did, but many other friends were interested in Robin's opinions of the new phone service. Robin is a(n) ________________ in this product category.
E. early adopter
Airlines were among the first retailers to embrace loyalty segmentation when they created
E. frequent flyer programs.q
Four frequently used targeting strategies are the micromarketing, undifferentiated, differentiated, and __________ targeting strategies.
E. concentrated
105.The perceptions of __________ are being measured in a perceptual map.
E. consumers
116.All of the following are ways that manufacturers use promotion to generate demand for new products with consumers EXCEPT
E. coordination of delivery and storage.
43. If the _____________ diffusion of innovation group is relatively small, the number of people who ultimately adopt the innovation likely will also be small.
E. early adopter
Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. The next step is to
E. evaluate the attractiveness of each segment.
59. Golden Years Vitamin Corporation targets consumers living in Florida who are over 65. Golden Years is using __________ segmentation.
E. geodemographic
A __________ is one where there is a contractual arrangement between firms allowing one to use its brand name for a fee.
E. licensed brand
42. Demographic segmentation is segmentation based on all of the following EXCEPT
E. lifestyle.
Frequent buyer/user award programs are used to
E. maintain contact with loyal customers.
106.The ______ is a specific price at which manufacturers encourage retailers to sell a product.
E. manufacturer's suggested retail price
113.In the United States, most consumer packaged goods found in grocery and discount stores are in the ________ stage of the product life cycle.
E. maturity
65. Recently, Google hired a team of economists to study consumers' online search behavior. This type of market research is a form of __________ research.
E. observational
43. Company sales invoices, census data, and trade association statistics are examples of
C. secondary data.
105.If a few of Nintendo's customers are asked to try out a new video game that has not yet been released on the market, this is an example of
A. beta testing.
In a competitive market, perceived value is determined by consumers mostly
B. in relationship to the value of competitors' offerings.
114.During the introduction stage of a product's life cycle, typical consumers are
B. innovators.
56. Data collection begins
A. only after completing the research design process.
109.In one test before product launch, customers try a sample product and are then surveyed to understand whether or not they would buy/use the product again. This is known as
A. premarket testing.
In questionnaire design, a question such as, "Do you like Wendy's hamburgers and fries?" suffers from the problem of a question
D. that asks two questions at once.
Firms use a differentiated targeting strategy because
B. it helps to obtain a bigger share of the market.
The manager of a company selling cellular phones in rural U.S. markets asks you to conduct survey research into the question, "What percentage of people in Kansas live in communities of less than 10,000 people?" The problem with this research objective is that
B. it is already known and available on the U.S. Census website.
29. Marketers with successful brands sometimes hesitate to expand their brands because
B. it is costly to maintain many product lines, and might weaken the firm's reputation.
101.The CEO of David's firm just came back from a business seminar, and he called David into his office. He stated, "I just found out about the product life cycle curve in a strategy seminar. This is a great tool. I want you to drop whatever you're doing and inventory all of our products to determine exactly where they are in the product life cycle." David needs to think fast for a good answer because he knows that
B. it is often impossible to identify with precision where a product is in the product life cycle.
49. Bob and George live in the United States. Bob recently asked for George's cell phone number, but George said he didn't have one. George would probably be considered a(n) _________________ in the diffusion of innovation process.
B. laggard
For marketers, one of the benefits of having achieved brand loyalty is
B. lower marketing costs associated with reaching loyal customers.
71. ________ is another term for private-label brands.
A. Store brands
109.Overriding desires that drive how we live our lives are called
A. self-values.
Another name for a manufacturer's brand is a(n) __________
C. national
62. __________ confirms insights and provides a basis for taking a course of action.
D. Quantitative research
Brand dilution occurs when
D. customer perceptions about the core brand are adversely affected.
65. At the end of a brainstorming session, participants are often asked to:
D. vote on the best ideas.
Firms with well-known brands can spend relatively less on marketing costs than firms with little-known brands because
D. people already know what the brand means.
Private-label brands are developed and managed by
E. retailers.
From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about
D. preserving their right to privacy.
For a major university, undergraduate studies, graduate studies, and professional programs would be __________ within the university's product mix.
D. product lines
52. Early personal computer users remember the cumbersome, user-unfriendly "DOS" system. When Apple introduced System 1 and Microsoft introduced Windows, both of which were much easier to use, these new products diffused rapidly because of their
A. relative advantage.
27. If they create new markets, pioneer or breakthrough products
B. can add tremendous value to firms.
Shell MasterCard, created cooperatively by Shell Oil Company and Master Card, is an example of
A. co-branding.
Retail checkout scanning systems create a tremendous amount of purchasing information usually stored in a company's
C. data warehouse.
106.Which of the following segmentation methods is being used when M&Ms offers special wedding-themed packaging for customized M&Ms (imprinted with the names of the bride and groom)?
A. Occasion segmentation
37. Innovators are a critical group of new product adopters because they
D. help the product gain market acceptance.
104.Which of the following provides the information needed to confirm insights and help managers to pursue appropriate courses of action?
A. Quantitative research
Which of the following is NOT one of the benefits to a firm of new product development?
A. Reduced costs of production.
102.A restaurant chain is working on improving the quality of its food and service. It recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years, in order to track its progress. What kind of data are the restaurant chain collecting?
A. Panel data
Which of the following is NOT one of the important functions of labels on products and packages?
A. Protecting against damage to the product
103.Which of the following is an unstructured question?
A. "What are the most important characteristics for choosing a brand of shampoo?"
95. Which of the following types of research would be considered quantitative research?
A. Experimental research
94. Which of the following statements best describes secondary data?
A. Secondary data are pieces of information that have been collected prior to the start of the focal research project.
Coca-Cola introduced Coke Zero to increase sales without taking away from its existing product sales. Which of the following is NOT true about this effort?
A. Segmentation and targeting were of little use compared to developing special advertising.
96. Which of the following is a systematic means of collecting information from people using a questionnaire?
A. Survey
58. Toothpastes sold in supermarkets and pharmacies promise various results, such as whiter teeth, protection against gum disease, tartar control, or fresh breath. Toothpaste marketers are using __________ segmentation.
A. benefit
Marco tried a new fruit-flavored beverage and thought it was awful. He was especially disappointed because he had liked the dried fruit snacks marketed under the same brand name. Now he wasn't sure he even wanted to buy the snacks he had liked before. This highlights a problem in branding known as
A. brand dilution.
103.When a restaurant chain, Big Burgers, launches its own brand of frozen meals, this is an example of a
A. brand extension.
31. In many cases, pioneers lose their market lead and initial market share to imitators who
A. capitalize on the pioneers' weaknesses.
99. The number of customers who discontinue their use of a service divided by the average number of total participants is called
A. churn.
Brands are assets that can be legally protected through
A. copyrights and trademarks.
73. A(n) __________ is a small group of people brought together for an intensive discussion of a topic.
A. focus group
60. The phrase "birds of a feather flock together" captures the idea of __________ segmentation.
A. geodemographic
61. PRIZM and Tapestry by ESRI divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics. These market research tools are examples of __________ segmentation.
A. geodemographic
Retail store chains often use __________ data to identify other locations with similar demographics and purchasing behavior where it might make sense to open additional stores.
A. geodemographic
Marvin is looking for data to help him with a new market research study assigned to him. When reviewing existing secondary data from a past research study, Marvin should pay careful attention to
A. how the secondary data were collected.
Carlos has identified four potential market segments for his Rent-A-Chef home meal catering service. He will now compare the segments to see if they are different enough from each other. Carlos is evaluating whether or not each segment is
A. identifiable.
42. Victor's custom auctioneering service provides online auction selling assistance. Victor plans to conduct marketing research in order to determine which auction site is best for his customers. His next step is to
A. identify the type of data he needs to have.
71. Randall wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured questionnaire but is not sure what responses to include for each question. Randall could use __________ to help him develop his questionnaire.
A. in-depth interviews
Consumers might not realize that Old Spice health and wellness products and Iams pet nutrition products are made by the same company—Procter & Gamble. Old Spice and Iams are known as
A. individual brands.
38. Whenever Donald considers upgrading his personal computer system, he consults with Jeremy, a knowledgeable friend who always has the newest technology. For Donald, Jeremy is a(n) ___________ in the diffusion of innovation curve.
A. innovator
Many companies use the Internet to allow consumers to design customized products; for example, Nike allows customers to order shoes with custom color combinations. This is a form of
A. micromarketing.
64. One of the key characteristics of brainstorming sessions is
A. no idea is immediately accepted or rejected.
64. When consumers are unable to articulate their experiences, __________ becomes particularly useful in understanding consumers' preferences.
A. observation
107.Godiva Chocolates produces specially decorated boxes of candies for Valentine's Day, Easter, and Christmas. This is an example of
A. occasion segmentation.
Relatively few consumers like to go to the dentist. Dental insurance plans that pay for regular checkups increase the __________ of dental care by reducing the cost to the consumer.
A. perceived value
80. Lorraine belongs to a national consumer panel created by a market research company. She regularly receives samples of new products from a variety of firms and fills out questionnaires about the products. The national consumer panel Lorraine is part of is engaged in
A. premarket testing.
52. After reviewing the existing data on seasonal spending by his company's customers, Marvin decided he needed new information collected to address his research questions. Marvin will need __________ data to address the questions in his market research study.
A. primary
93. When a research team has gathered data for specific research needs, this is known as
A. primary data.
100.Suppose that Walgreens (a major drug store chain) wants to introduce its own brand of cough medicine that is similar in contents and packaging to a national brand, but at a lower cost. What kind of brand would Walgreens be introducing?
A. private-label brand
40. Brian is trying to sell a new line of ultrasound imaging equipment. Unlike existing technology, these machines are compact, creating the potential for general practice physicians to have and use them in their offices. Brian is trying to identify innovators in his market, knowing these customers will
A. spread positive word of mouth to other physicians.
In questionnaire design, a question such as, "Do anti-lock braking systems reduce car accidents?" suffers from the problem of a question
A. that respondents cannot easily or accurately answer.
Benefit-cost analysis in market research weighs
A. the benefits of answering questions against the cost of the research.
68. One of the reasons marketers use loyalty segmentation is
A. the high cost of finding new customers.
Whenever the president of the local public university promotes the institution, he emphasizes the university's price (much lower than neighboring private colleges) and high quality. He is positioning the institution based on
A. the value proposition.
107.When a manufacturer launches a new product, it may offer _________ to wholesalers and retailers, including introductory price promotions, special events, and personal selling.
A. trade promotions
107.When a salesperson approaches you to sell a cemetery plot, this is considered what type of product?
A. unsought product
Political consultants have been using market research for decades to help their candidates understand
A. who makes up the voting public and how to reach them.
Segmentation, targeting, and positioning
B. are part of a firm's marketing strategy.
The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently. He offered a two-for-one "happy hour" special but few members showed up. The manager did not have a grasp of what would make his target market
B. responsive.
Many restaurants offer daily specials, appetizers, entrees, and desserts not listed on their standard menu. These daily specials primarily provide the new product benefit of
B. satisfying the changing needs of current and new customers.
47. A marketing research project often begins with a review of the relevant __________ data.
B. secondary
49. Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club. These images are designed to appeal to consumers' __________, suggesting "be like me."
B. self-concepts
Zappos, an online shoe company, knows shoes are typically a(n) __________ good, with consumers often spending time comparing alternatives. They overcome that aspect of consumers' search process by offering a free, no questions asked return policy.
B. shopping
It is almost impossible to watch a sporting event on television without seeing Nike's "swoosh" check mark, which is Nike's
B. symbol.
48. Joe is reviewing secondary data his company collected about seasonal variation in consumer spending. The advantages of using these data include that
B. they can be quickly accessed at a relatively low cost.
54. When automobile manufacturers introduced SUVs, they distributed and promoted them in the United States, but not in Europe where gasoline is heavily taxed and roads are much smaller. Car manufacturers recognized that this new line of cars
B. were not compatible with European market conditions.
While demographic and geographic segmentation of retail customers is relatively easy, these characteristics do NOT help marketers determine
B. what their customers need.
Barbara is using a test model of her firm's new inline skates to see if they work according to the design specifications. Barbara is involved in:
C. alpha testing.
For many years, General Electric had a corporate strategy of being among the top three firms in any market in which it operated; if it could not achieve a top-three position, it would exit the market. This strategy often resulted in the company __________ when certain product lines failed to meet this expectation.
C. decreasing product mix breadth
Market research begins with
C. defining objectives and research needs.
NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of race fans were female. This is an example of __________ segmentation.
C. demographic
44. Psychographics is the segmentation method that delves into how consumers
C. describe themselves.
34. The process by which the use of a new product or service spreads throughout a market group is referred to as
C. diffusion of innovation.
68. Ron sells commercial-grade tools to building contractors. Whenever he visits his customers, he looks to see if they are using his tools for other tasks or have modified the tools for some other purpose. These customers are ____________, who can provide ideas for new and improved products.
C. lead users
One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and
C. lower overall risk.
By the time BMW and Mercedes Benz entered the mini-SUV market, there were many competitors, sales had peaked, and profits were declining. These firms entered the market during the ______________ stage of the product life cycle.
C. maturity
During the _____________ stage of the product life cycle, sales peak and profits begin to decline as competition becomes intense.
C. maturity
Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media. Paul is using this type of market research primarily to
C. monitor his competitors.
Many home design businesses volunteer to provide their latest products for tours-of-homes fundraisers because they know their new products will benefit from
C. observability.
Bianca's discount home furnishings store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Bianca will most likely use
C. observation.
41. For new product marketers, early adopters are important because they tend to be
C. opinion leaders.
102.A __________ is often used to illustrate the position of a firm's products or brands in consumers' minds.
C. perceptual map
Geodemographic segmentation can be particularly useful for __________, because customers typically patronize stores close to their neighborhood.
C. retailers
One of the advantages of selling specialty goods and services is that when consumers want them, they will
C. search for them.
107.McDonald's recently introduced a "Favorites Under 400 Calorie Menu," as part of an attempt to reverse the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand whether or not consumer perceptions are improving. This would be an example of
C. sentiment mining.
77. When testing new products, most firms consider the question of whether testing products on animals
C. should be done when the new product does not contribute to the health and well being of human users.
87. A(n) __________________ is a fee paid by manufacturers to get new products into stores or to gain more or better shelf space for products.
C. slotting allowance
82. When McDonald's comes up with a new drink or sandwich for its fast food stores, it often markets it in a dozen or so of its outlets. When the company does this, it is engaged in
C. test marketing.
In questionnaire design, a question such as, "Marketing is the best part of the business program, isn't it?" suffers from the problem of a question
C. that steers respondents to a particular response.
113.In the Circles for a Successful Value Proposition framework, the value proposition is represented by
C. the intersection between customer needs/wants and the firm's benefits.
50. If values provide goals, and self-concept is the way we see ourselves, lifestyles are
C. the way we live our lives to achieve our goals.
63. When consumers are __________, observation becomes particularly useful in understanding consumers' preferences.
C. unable to articulate their experiences
Microsoft's Windows operating system continues to dominate the market, even though it has been around for over twenty years. Windows will likely remain in the maturity stage of the product life cycle
C. until a superior product comes along to replace it.
Paula is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following will not specifically help her in this analysis?
D. The average number of school-age children in families sending a child to the day care center.
115.Which of these is NOT one of the main components of a value proposition?
D. The price of the product or service being offered.
109.What is a disadvantage of online focus groups, compared to offline focus groups?
D. They usually do not permit insights based on body language.
111.What type of event exposes retailers to large numbers of new products in a concentrated location?
D. Trade shows
53. Firms might use multiple segmentation methods to
D. all of these
In the case of Band-Aid adhesive bandages, the brand name has
D. become synonymous with the product itself.
Which of the following is NOT one of the four criteria used for determining how "good" a brand is?
D. brand conceptualization
Efforts to change a brand's focus to target new markets or change the image of a brand are called
D. brand repositioning.
The owner of A. C. Flora Ford Dealership wanted to know why consumers chose his company. He was fairly sure that most customers had one of three reasons—service, reputation, or location—but wanted to know which was the most frequent reason. A. C. Flora will probably use a survey with __________ questions to address his research problem.
D. closed-ended
One of the categories of products for which brand extension is especially logical is
D. complementary goods.
By adding new product lines beyond its core business of computer software, like the Zune MP3 player and XBox 360 game system, Microsoft primarily benefits by
D. creating diversification and reducing risk.
Through analysis of sales data, Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas. Price-Cutters was engaged
D. data mining.
Talbots, an upscale women's clothing store, targets college-educated women between 35 and 55 years old with average household income of $75,000 or more. This is a form of __________ segmentation.
D. demographic
Sally is in the new marketing department of a midsized lawn and garden company. She is working on the first marketing plan the firm has ever used. She has defined the mission and objectives, and she just finished a situation analysis for the firm. The next step is to
D. identify and evaluate opportunities by conducting segmentation, targeting and positioning analysis.
70. When the detailed opinions of a few industry experts or experienced consumers are needed, __________ are often the best qualitative research method.
D. in-depth interviews
54. Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics, psychographic segmentation
D. is a more expensive method for identifying potential customers.
Although a differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market, this strategy
D. is often expensive.
When Ron complained to his bank about the unprofessional behavior of one teller, the branch manager added a code into his accounts alerting all tellers that Ron was a valued customer and to provide whatever service he requests. The branch management included Ron in its __________ segmentation.
D. loyalty
Eric is a sales rep for an established building materials manufacturer. Business is good, but he is concerned that the company has spent little on new product development and has not created a new product in over five years. Without new products, Eric can only market to his current customers or
D. market the same products to similar customers.
When selecting a target market, firms should attempt to
D. match the firm's competencies with a market segment's attractiveness.
26. A firm's product mix breadth is its
D. number of product lines.
67. Social media monitoring, in-depth interviews, and focus groups are all __________ research methods.
D. qualitative
Private-label brands like Gap and Victoria's Secret have increased in importance along with the increased power of ___________ in the supply chain.
D. retailers
92. When Dr. Putt invented his Eye-Over-the-Ball (EOB) golf putting device, he knew during the introductory stage
D. sales would be low and profits nonexistent, but he would attract golf equipment innovators.
Ronaldo wants to develop an Internet auction-based business and is working through the STP process. After establishing his objectives, describing potential market segments, and evaluating the attractiveness of each segment, Ronaldo now has to
D. select a target market.
45. In order to develop psychographic segments, the marketer must understand consumers'
D. self-values, self-concept, and lifestyles.
Jenna always buys Stacy's brand pita bread chips. She does not even consider alternatives. Jenna is a __________ customer.
E. brand loyal
Andy likes gourmet popcorn, and will spend time trying to find his favorite brand. His girlfriend, Joanne, loves popcorn but doesn't care about brands. For Andy, popcorn is a __________ good while for Joanne it is a __________ good.
D. specialty; convenience
44. Commercial research firms like ACNielsen and SymphonyIRI Group are sources of
D. syndicated data.
After assessing the market growth potential for his company's baby products in Mexico, Harmon wanted to evaluate market competitiveness. To do this, Harmon would consider
D. the number of competitors, entry barriers, and product substitutes.
35. The diffusion of innovation theory focuses on
D. the rate at which consumers are likely to adopt a new product or service.
Just as marketers create value by meeting the needs and wants of consumers, market researchers create value if
D. the results will be used in making management decisions.
For products like pencils and paper clips, which provide the same benefit for all consumers, marketers should probably use a(n)
D. undifferentiated targeting strategy.
114.In the Circles for a Successful Value Proposition framework, the portion of the customer needs/wants circle that doesn't overlap with anything else represents
D. unmet customer needs/wants.
Marketers often create a special marketing mix for loyalty segments because these segments are A. too large to service with ordinary targeting.
D. usually quite profitable
Marco was assigned to help create a positioning strategy for his employer's products based on product attributes. He should consider
D. what the target market would consider the most important features.
55. Caroline needs to find information about income and age distribution in Orange County, California. The best source of secondary research of use to Caroline is likely to be
E. U.S. Census data.
For each target market, General Imaging Corporation, a manufacturer of imaging equipment, will engage in positioning, adjusting their marketing mix variables in order to give customers
E. a clear, distinctive, and desirable understanding of their products relative to competing products.
A product is __________ that can be offered through a voluntary marketing exchange.
E. anything of value to consumers
Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. She will now evaluate whether or not each segment is all of the following EXCEPT
E. realistic.
For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's marketing mix. The market segment must be
E. responsive.
In questionnaire design, a question such as, "When will the technology exist to allow humans to live on Mars?" suffers from the problem of a question
E. that is complex and something respondents may be unfamiliar with.
A major limitation in the use of internal R&D departments for new idea generation is
E. the costs tend to be quite high.
74. In a focus group, researchers usually videotape the session in order to
B. assess both verbal and nonverbal responses.
When conducting a survey about choosing vacation destinations, Hillary will need to __________ in order to get reluctant respondents to provide honest information.
B. assure consumers that their individual responses will be kept confidential
Wanda and Jim are working on a research project to anticipate customer attitudes toward a proposed new product line for their company. They have worked with the marketing manager to determine the answers that are needed, and have created a detailed design of the project. Their next logical step will be to
B. begin to collect data.
79. One reason auto companies spend millions on racing cars is that they offer the opportunity to test new designs and technology under extreme conditions. Car racing provides an opportunity for
B. beta testing.
105.If a fast food restaurant collected photographs of its regular customers so that it could use facial detection software in order to identify visitors captured by security cameras, this would be an example of using
B. biometric data.
62. The pharmaceutical industry often justifies the high prices for new drugs by arguing that they research as many as one hundred new compounds before they come up with one ______________, an extremely successful product that pays for the costs associated with the other attempts to develop new products.
B. blockbuster
72. Kristina created a virtual prototype of her new line of swimwear on a website to show to consumers. Kristina will ask consumers what they think of the clothing, but the most important question is
B. whether or not they would purchase the swimwear if it becomes available.
54. The major disadvantages of primary data collection are that
C. it takes more time to collect than secondary data and is more costly.
32. Early personal computers cost several thousand dollars, allowing competitors
E. to introduce lower-priced alternatives.
Samples are often used for new products when _________________ will influence the diffusion of the product.
E. trialability
Zappos.com, an online shoe store, worked to overcome the problem of new product ______________ with its easy, no hassle return procedure.
E. trialability
In retailing, effective packaging sends this message:
B. Buy me!
21. The complete set of all products offered by a firm is called its
C. product mix.
Fiona wants to sell a local advertising calendar. There are 1,000 households in her community, and she estimates that 30 percent will buy a calendar. The printing company will charge a $100 setup fee, and calendars will cost $4.00 each to print. What price will she need to charge to cover all costs and make a $500 profit?
A. $6.00
104.During the _______ stage of the product life cycle, there are few but an increasing number of competitors.
A. Growth
102.Which of the following is the correct sequence of new product adopters in the Diffusion of Innovation Curve?
A. Innovators, Early adopters, Early majority, Late majority, Laggards
101.Which of the following types of data would be the best choice for Wendy's fast food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years?
A. Internal secondary data
97. Which of the following is NOT a characteristic of products in the maturity stage of the product life cycle?
A. Laggards are a major focus of marketing efforts.
103.Which of the following adopter categories refers to the last large group of buyers to enter a new product market?
A. Late majority
When Penguin Catering Services first opened, the owner decided to target only events at resorts in its geographic region. Penguin Catering was using a(n) __________ targeting strategy.
A. concentrated
When manufacturers try to understand what customers are looking for, they are thinking about the _______ component of the product offer.
A. core customer value
92. Supermarkets collect information about individual customers through their use of loyalty cards, and then analyze the data to look for patterns in purchases. This is an example of
A. data mining.
40. Beer marketers know that high school educated, working-class males from the ages of 25 to 40 make up an attractive market for their products. This is a __________ segment of the beer market.
A. demographic
__________ is an extreme form of a targeting strategy.
B. Micromarketing
66. Using __________, researchers ask questions, listen to and record responses, and ask additional questions based on initial responses.
C. in-depth interviews
41. Television advertising has recently expanded to include "mini-ads," which are short ads lasting five to ten seconds. These ads are most useful in advertising to men, since men are more likely than women to channel surf during commercial breaks. This type of advertising will be more useful to marketers engaged in __________ segmentation.
A. demographic
In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys. In the process, the company
A. differentiated its product.
After assessing the market growth potential and market competitiveness for his company's baby products in Mexico, Harmon wanted to evaluate market access. To do this, Harmon would consider
A. ease of accessing or developing distribution channels and brand familiarity.
For a brand name to be effective, it needs to be
A. easy for consumers to recognize and remember.
47. Education marketers have learned that the primary motivations of most nontraditional college students are self-respect and self-fulfillment. Understanding the values of this market segment allows marketers to
A. emphasize the benefits these consumers are looking for in a college education.
91. During the _____________ stage of the product life cycle, sales are low and profits are small or negative.
A. introduction
46. Paul is considering psychographics as a way to segment the market for his small travel agency. This approach to segmentation offers him an advantage because
A. it is based on underlying reasons why people make choices.
The manager of a company selling baby products asks you to conduct research into the question, "Is life expectancy getting longer in Kuwait?" The problem with this research objective is that
A. it is irrelevant to the baby products company.
One key feature of the value of a brand is that
A. it often protects the firm from competition and price competition.
Computer game companies constantly monitor computer game-related blogs keeping track of the latest hot products, because they know that their customers crave the "latest and greatest" games. They use this information to create new products that primarily provide the benefit of
A. keeping up in a market where sales come mostly from new products.
When Talbots, an upscale women's clothing store, tries to portray an image of "traditional, conservative, and with good taste," they are appealing to their target market's
A. lifestyle.
104.Which of the following best describes when Johnson & Johnson introduces a travel-sized package for its existing baby oil product?
A. line extension
A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products.
A. product line
Which of the following is NOT part of the "actual product" level of the product offer?
A. product warranty
56. A university using benefit segmentation and targeting students who want to get a degree quickly while still working full time would focus on
A. providing classes at convenient times and offering online courses.
46. Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct
A. quantitative research.
Ella had been using an imported brand of shampoo for several years, but she could no longer find it anywhere. As she was considering what kind of shampoo to try, she was surprised to see ads for Procter & Gamble's Head and Shoulders, which was being promoted as a glamorous health-oriented product. She had always thought of Head and Shoulders as an anti-dandruff shampoo. The new ads suggest that Head & Shoulders has been
A. rebranded.
53. Inkjet personal computer printers were a big improvement over the dot matrix printers they replaced. Inkjet printers gained rapid acceptance in the marketplace primarily because of their
A. relative advantage.
Laura prefers Sony products and will only purchase alternatives when there are no Sony products available. Laura's brand loyalty means she is
A. relatively insensitive to price.
When Starbucks first opened, many critics suggested, "No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be __________ to the company's offerings.
A. responsive
111.When evaluating the attractiveness of the segment, if a segment is expected to react positively to the firm's offering, we say that the segment is
A. responsive.
Which of the following would NOT be used in calculating the profitability of a segment?
A. segment perceptions
110.When Victoria's Secret offers different product lines, such as its Pink line, it is trying to capture the market by
A. segmenting, targeting, and positioning.
88. Beverly is assessing the results of a new product launch of a series of e-books for her bookstore. When evaluating the results, Beverly will likely consider all of the following EXCEPT
A. why it took her so long to consider the new product line.
89. Which of the following is NOT one of the four product life cycle stages?
B. Leveling
36. Which of the following is NOT one of the five groups in the diffusion of innovation curve?
B. Non-adopters.
115.How is consumer panel data collected during the test marketing phase of a new product introduction?
B. Panelists scan their receipts on a home scanning device.
66. ___________________ involves taking apart a product, analyzing it, and creating an improved product that does not infringe on the competitor's patents.
B. Reverse engineering
28. Which of the following was NOT a new-to the-world product or service when it was introduced?
B. The Mercedes mini sport utility vehicle, a smaller version of its larger SUVs
112.What is the best situation in the Circles for a Successful Value Proposition framework?
B. The firm's benefits overlap with customer needs/wants but not with competitors' benefits.
Which of the following is the best example of a family brand?
B. Tostitos Multigrain Scoops and Tostitos Chunky Salsa
The first question a market researcher should ask when considering a research study is
B. Will the research be useful?
Toyota, a well-established, reputable brand, recently introduced a new line of vehicles under the Scion brand, targeted at young car buyers. Toyota probably used the new brand to
B. appeal to a different market segment.
Jake developed a toothpaste using only natural ingredients, and he has been quite successful selling the product in health food stores and some grocery stores. He has recently developed a toothbrush using bamboo and natural components. Jake is considering a __________, giving the toothbrush the same brand name as the toothpaste in order to have greater brand awareness.
B. brand extension
When Procter & Gamble added teeth whitening products under the Crest brand, the firm was engaged in
B. brand extension.
Matt was passionate about Abercrombie & Fitch. It was the only place he'd buy his clothes. If anyone asked him about clothes, he would talk for what seemed like hours about why he only shopped there. From a strictly marketing perspective, this word of mouth is part of
B. brand loyalty.
The basic reason manufacturers spend time and money building their own brands is to
B. build brand equity.
55. Laptop computers, personal digital assistants, and cellular phones were all readily accepted and diffused in U.S. markets where business and personal lifestyles tend to be faster-paced, compared to many other areas in the world. These products offered ________ with consumers' needs and priorities.
B. compatibility
Sometimes brand names become synonymous with a product itself. If that happens, the firm
B. could lose its trademark.
Academic researchers often jump at the opportunity to conduct a research study, curious to learn more and address unanswered questions for the sake of general knowledge. Business people tend to be more cautious before embarking on a marketing research study, recognizing that research is often
B. expensive and time consuming.
Frederica manages an upscale women's clothing store. She wants more information about her customers' general feelings about upcoming fall fashions. Frederica will most likely use __________ to gather this type of data.
B. focus group interviews
Differences in weather and climate create opportunities for
B. geographic segmentation.
Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message. Alex has identified __________ that respond similarly to his marketing efforts.
B. geographic segments C. market segments
Every month Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee is using the lunches as an informal marketing research effort intended primarily to
B. help her to understand the needs of her customers.
One important purpose of a brand is to
C. increase consumer recognition and awareness of product offerings.
53. The major advantage of primary data collection is that
B. it can be tailored to meet the specific research needs.
50. When John began helping his favorite uncle Burton with his finances, he discovered his uncle was still renting a rotary-dial telephone from the phone company. Uncle Burton had paid thousands of dollars in rental fees over the previous forty years. Uncle Burton is a(n) ______________ in the diffusion of innovation process for telephones.
B. laggard
The decision to delete a product is never taken lightly because, generally, manufacturers have
B. made substantial investments in brand development and manufacturing.
Whether they like them or not, most U.S. automobile customers are familiar with and have an opinion about American-made cars. This familiarity makes it easier for consumers to
B. make purchase decisions.
"Corporate pilot fish" are former employees who start a new business based primarily on contacts and contracts with their old company. A corporate pilot fish would probably pursue a __________ targeting strategy.
B. micromarketing
33. Even if they succeed, new-to-the-world products are
B. not adopted by everyone at the same time.
Adidas Group owns Reebok, Rockport, and Greg Norman brands. Having a variety of brands allows Adidas to
B. obtain a bigger share of the shoe market.
Walmart is known for its efficient logistical systems. Every time consumers buy something, that purchase is recorded and sent to company headquarters, where it is used to generate reorders to vendors. In addition, customers' billions of purchases are analyzed using data mining techniques to uncover
B. patterns of consumers' purchasing behavior.
73. If a new product concept gets positive evaluations from potential customers during concept testing, the next step for a firm is
B. product development.
83. The __________________ step in the product development process is critical, requiring tremendous resources and extensive coordination of all aspects of the marketing mix.
B. product launch
A university that has separate graduate and undergraduate admission offices recognizes that these are distinct
B. product/service lines.
Marketers spend billions of dollars annually attempting to build effective brands. The basic benefit of a brand is that it
B. provides a way for a firm to differentiate its product offerings from competitors.
57. When the market research problem is not clearly defined, a researcher will likely engage in __________ research.
B. qualitative
77. In the infamous Coke-New Coke taste test, 54 percent of consumers, using a blind taste test, preferred the New Coke formula to the existing formulation. This is an example of a(n) __________ market research method.
B. quantitative
95. Some products may stay comfortably in the maturity phase of the product life cycle often until a new product emerges to replace them. An example of such a mature product is
B. refrigerators.
71. When conducting exploratory research for her firm's new Internet anti-piracy software, Dee knows the most important question is
B. whether or not respondents would purchase the software if it becomes available
Ron is opening a new Internet-based marketing business. He finds a wealth of data on a web design company's site. This site describes the tremendous sales potential for Internet-based marketing companies. Ron should
C. be cautious, because the data may be more promotional than trustworthy.
112.The product life cycle is theoretically ________ shaped with regard to sales and profits.
C. bell
If a firm has geodemographic and purchasing information about its customers, the firm can use data mining techniques to
C. build separate marketing programs for different geodemographic segments.
61. Quantitative research
C. confirms insights and provides a basis for taking a course of action.
Marketers selling milk, bread, and other consumer staples, know most customers do not spend much time searching or comparing alternatives. For most consumers, these are _____________ goods.
C. convenience
67. Companies that develop customized-business software often work closely with their customers when installing their products. This close contact often creates new product ideas through
C. customer input.
Marketers with luxury brands use brand extension cautiously in order to avoid
C. diluting the core brand.
The value of a brand is often calculated by assessing the
C. earning potential of the brand over the next 12 months.
29. One of the potential benefits to a firm of introducing new-to-the-world products or services is:
C. establishing a completely new market.
76. Martin has hired a market research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering. The market research firm might conduct a(n) __________ to provide the information Martin has requested.
C. focus group
75. Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products. Tyree might consider using __________ to gather qualitative information from consumers about the competitor's offerings.
C. focus groups
Kim's Kayak Tours initially identified active retirees living in the retirement community nearby as one of its target markets. Kim then tailored her service and marketing message to the interests and schedules of that audience. Kim initially used __________ segmentation and then used __________ segmentation.
C. geodemographic; lifestyle
Nora is deciding whether to purchase brand name sneakers or a store brand. She has purchased other shoes with the same brand name in the past but was only marginally satisfied. In this situation, Nora is likely to purchase the store brand sneakers because they offer
C. greater perceived value.
Procter & Gamble is a huge national brand manufacturer. By having leading brands like Tide and Crest, P&G
C. has greater control over marketing strategy.
Lionel Smith Ltd. is a traditional men's clothing store. Every fall the owner sends an embossed invitation (much like a wedding invitation) to his regular customers, inviting them to a private reception showing the new fall line of clothes. For Lionel Smith Ltd., one of the benefits of having established a loyal customer base is
C. he can be less concerned about competitors' actions.
70. Concept testing is important because it can
C. help a firm avoid the costs of unnecessary product development.
68. Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will probably use the __________ research method.
C. in-depth interview
Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop. For McDonalds, the Golden Arches reduce marketing costs because people (including young children)
C. know what the Golden Arches brand symbol means.
47. The _________________ diffusion of innovation group is the last large group of consumers to adopt a new product or service.
C. late majority
48. By the time BMW got into the mini-SUV market, sales had leveled off and were even starting to decline. BMW had to target its marketing efforts toward the _________________ diffusion of innovation group.
C. late majority
When microwaves were new, they often cost over $300, were huge, and were had numerous settings and options. Brenda and Bart waited, concerned about potential health hazards and wishing for more choices in the market. By the time they purchased a microwave, sales of microwaves had leveled off and prices had declined significantly. Brenda and Bart were part of the ______________ diffusion of innovation group. A. innovator
C. late majority
108.The Eiger Labs MPMan was the first mass-produced MP3 player sold in the United States. Eiger Labs was a(n) _______ in the MP3 player market.
C. pioneer
Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is __________ his business relative to his competition.
C. positioning
51. The diffusion of innovation theory is useful to marketers in helping them
C. predict which types of customers will buy their product immediately and later.
A __________ package is the one a consumer uses. A __________ package is used by retailers to display and sell the product.
C. primary; secondary
28. Zappos is a successful online shoe company. One of the difficulties in running a shoe company is the need to have significant __________, a large number of items in each product line.
C. product line depth
Firms spend millions of dollars annually to build brand equity, recognizing brand equity contributes to A.
C. profitability.
74. Before the development of computer-assisted design software, many firms handcrafted ______, wooden or clay models that served as rough physical representations of the new product.
C. prototypes
48. Baby Boomers represent a huge demographic segment for travel marketers. Baby Boomers are also heavily motivated by self-fulfillment, which creates the possibility of __________ segmentation.
C. psychographic
VALS is the most widely used __________ segmentation tool.
C. psychographic
52. Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation.
C. psychographic; demographic
Gloria is opening an upscale women's clothing store in a growing suburban residential area. Gloria knows her target market is upper-income women living within twenty miles. She can't afford to purchase a PRIZM or Tapestry analysis so she will most likely use __________ as a basis for targeting her market.
C. real estate values by subdivision
One of the major tools used by marketers to meet the needs of loyal customers
D. CRM.
What U.S. government agency has primary responsibility in reviewing food and package labels to ensure claims made by the manufacturer about the product are true?
D. Food and Drug Administration
Which of the following is LEAST likely to be a source of ideas for new products?
D. Geodemographic segmentation
116.Let's Dish is a meal-preparation service operating in three states. Customers visit a Let's Dish store to select and partially prepare their meals, which are then packaged for the freezer. At home, the customer can pull a meal out of the freezer and warm it in the oven or microwave. If Let's Dish wanted to expand into new areas of the U.S., what segmentation method would probably be most useful in choosing new locations?
D. Geodemographic segmentation.
84. ___________________ are special incentives offering reduced prices for a limited time, offered to retailers to get them to try a new product.
D. Introductory price promotions
Adidas Group owns Reebok, Rockport, and Greg Norman brands. Adidas uses the different brands to pursue a(n) __________ strategy.
D. differentiated targeting
44. The ________________ diffusion of innovation group is crucial because few new products can be profitable until this large group buys them.
D. early majority
As soon as she saw one, Hillary wanted a flat-screen television, but she was worried about making the wrong choice. She waited until there were many alternatives in the market with lower prices and improved quality. Hillary is part of the __________ diffusion of innovation group.
D. early majority
30. Successful first movers create a market or a product category. They often benefit from being readily recognizable to consumers and
D. establishing an early market share lead.
When consumers associate a brand with a certain level of quality and familiar attributes allowing consumers to make quick decisions, the brand
D. facilitates purchasing.
89. Charles wants to survey recent customers about the quality of service they received at his small auto service dealership. He has customers' mailing and e-mail addresses. Charles will likely use an online survey primarily because it offers
D. fast responses at a lower cost.
Marketers often employ a combination of segmentation methods, using __________ to identify and target their customers, and __________ to design products and messages to appeal to them.
D. geodemographic segmentation; lifestyle or benefit segmentation
93. During the _____________ stage of the product life cycle, sales rise, profits rise rapidly, and there are a small but increasing number of competitors.
D. growth
94. When Toyota introduced hybrid cars, there were waiting lists to buy them. Then Honda and a few other manufacturers entered the market, shifting the product life cycle for hybrid cars into the _____________ stage of the product life cycle.
D. growth
103.Within a perceptual map, a(n) __________ represents where a particular market segment's desired product would lie.
D. ideal point
80. Quitman had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens. He could use __________ to allow respondents to answer in their own words.
E. a survey with open-ended questions
Alexis has selected target markets for her fashion accessories store in a suburban strip mall. She is now deciding how to position the accessories. She could consider positioning based on
E. all of these
88. Compared to offline surveys, online surveys benefit market researchers through all of the following EXCEPT
E. all of these are benefits of online surveys.
78. Golf ball manufacturers use "Iron Mike," a machine that swings a golf club at a constant velocity, to test the distance for new golf ball designs. When using Iron Mike, the manufacturers are engaged in
E. alpha testing.
63. Suppose that you work for an advertising agency and are brought into a meeting where everyone is asked to generate ideas for names for a new beach resort. You are engaged in ________________, a form of new idea generation.
E. brainstorming
A __________ is a name, symbol, design, or term that identifies a seller's good or service as distinct from those of other sellers.
E. brand
When Mr. How, a Pennsylvania-based discount lumber and hardware chain, sent snow blowers to its Augusta, Georgia, store in April, it was engaged in
E. misguided geographic segmentation.
Many former Enron professionals who had nothing to do with the corporate scandal have found that listing employment with Enron hurt their chances of being hired elsewhere. For these people, the Enron name has
E. negative brand equity.
91. Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card, you are contributing to a database that can help marketers determine all of the following EXCEPT
E. other stores where you buy similar products.
Between concept testing and market testing, a firm should engage in which stage of the product development process?
E. product development
Caroline is assessing market growth, market competitiveness, and market access for each segment she has identified. Caroline is assessing __________ of each potential market segment.
E. profitability
95. Regina wants to position her financial services company. Regina can position her services according to all of the following EXCEPT
E. profitability.
Salina is working to create greater brand awareness for her company's new line of personal digital assistants. To increase brand awareness, the LEAST important information that should be included in promotions is
E. the product history.
41. During the research design step of the marketing research process, researchers identify the type of data needed and
E. the type of research necessary to collect the data.