Marketing Final (questions from tests)

True or False: A buyer persona is ideally listed as a statistical range of data to keep the information non-personal and objective

False

True or False: Brands may reposition products to take advantage of a competing solution's strengths

False

True or False: Brands that don't have discipline conducting marketing research get insights that provide them with a competitive advantage

False

True or False: During the Ted Talk "Choice, Happiness, and Spaghetti Sauce", Malcolm Gladwell shared that if you want to understand what people want, you should ask them

False

True or False: It is most common for marketers to use one meaningful characteristic to develop their target market.

False

True or False: It's a good idea to ask as many questions as possible on a survey. The person taking the survey will simply stop when they get tired

False

True or False: Over-positioning occurs when a product has no clear advantage or differentiation

False

True or False: Primary data are preexisting data originally gathered for another purpose but that are helpful for other research projects

False

True or False: Product refers only to a specific good; a service or idea falls under a different element in the marketing mix

False

True or False: Purchase intent can not be used to forecast unit sales

False

True or False: Samantha wants to learn insights about the customer group she wishes to sell to. She first finds data on websites such as the Census Bureau and the National Retail Federation. This would be an example of primary data.

False

True or False: Surveys are the only tool in the marketing research's toolbox

False

True or False: The marketing team should develop product positioning and the positioning statement without collaboration with the sales team or product managers

False

True or False: A brand's Net Promoter Score (NPS) is calculated by subtracting the percentage of detractors from the number of promoters

True

True or False: A buyer persona helps to bring the target market segment to life

True

True or False: A positioning matrix visualizes a product's positioning relative to its competitors

True

True or False: A shoe company focused on those purchasing shoes for athletic competitions would be an example of segmenting by usage situation

True

True or False: A travel company focused on those purchasing trips for vacations would be an example of segmenting by usage situation

True

True or False: Age is an example of a demographic characteristic

True

True or False: Brand awareness and brand and brand recall are frequent survey topics to gain customer insight

True

True or False: It's a mistake to position products in a way that appeals to everyone instead of a specific segment

True

True or False: It's critical for a brand's product position to closely align with the brand positioning

True

True or False: Once developed, a position becomes a communication tool

True

True or False: Positioning is something you do to the mind of a prospective customer

True

True or False: Products should be positioned around the value they create for customers, not their features or technical aspects

True

True or False: Secondary data are valuable to researchers because there's usually no cost to use them

True

True or False: Target marketing is the process of selecting one or more segments for focused marketing efforts

True

True or False: The core purpose of the Net Promoter Score (NPS) survey is to simplify find out how likely it is that a person would recommend a brand to a friend or colleague.

True

True or False: The first place a marketer should look for secondary data is their own firm's data warehouse.

True

True or False: Your company wants to launch a new line of surfboards. If they target based on those located near an ocean, this would be a geographic characteristic

True

True or False: the 7 Ps of marketing function interdependently

True

These companies all manufacture and sell similar products, but which one has differentiated itself through unique positioning? a. Harley Davidson b. Honda c. Yamaha d. Kawasaki

a. Harley Davidson

Determining an effective position for a product usually leads to what kinds of changes? a. all of these are correct b. pricing c. naming d. packaging

a. all of these are correct

When the precise question that research should focus on is a bit hazy, what is the best type of research that will help gain clarity? a. exploratory research b. observatory research c. descriptive research d. causal research

a. exploratory research

A burger joint observed that an increase of teenagers visited their restaurant. They wanted to know why there was a sudden increase, so they gathered a group of the teenagers together for an interview. A facilitator guided the teens through a series of questions to gain insight. This is an example of: a. focus groups b. a depth interview c. case analysis d. a projective method

a. focus groups

Which positioning strategy looks to identify and fill an unoccupied niche where other products have already entered the market? a. positioning as a follower b. repositioning c. all of these answers are correct d. being first

a. positioning as a follower

Which is NOT a reason marketers need data? a. to store in a database for later use b. to understand customer buying behaviors c. to identify opportunities d. to know how customers feel about products

a. to store in a database for later use

When evaluating purchase intent, market researchers focus on which survey score? a. top two box b. third box c. second box d. bottom box

a. top two box

Which of these would be an example of the survey design mistake of asking a leading question? a. how likely are you to recommend this restaurant? b. How much did you enjoy our amazing restaurant? c. On a scale od 1 to 10, how much did you enjoy your experience? d. How satisfied were you with our restaurant?

b. How much did you enjoy our amazing restaurant?

Which survey measures how likely it is that a customer would recommend the brand to a friend or colleague? a. customer satisfaction b. Net Promoter Score (NPS) c. Brand awareness d. Brand image

b. Net Promoter Score (NPS)

An example of the Positioning as a Follower positioning strategy is: a. Tesla b. NyQuil c. Apple iPhone d. Play-Doh

b. NyQuil

Which of these is accurate with regard to concept? a. none of these b. all of these c. consumers reactions determine whether or not it goes forward d. triggers the marketing research process d. it is a brief written description of the product

b. all of these

Bling Boutique implemented an online customer service chat that ends with a survey to see if the chat is effective or not and to determine if it is worth continuing This type of research is: a. exploratory b. causal c. descriptive d. behavioral

b. causal

Your marketing team created two different packaging options for the CarbsAllDay potato chips. They then placed them both in different store locations to see which sold the best. This would be an example of which type of research? a. exploratory b. causal c. descriptive d. behavioral

b. causal

What is an example of secondary quantitative data? a. survey data b. census data c. focus group results d. magazine article

b. census data

Amy has developed a cookbook with easy-to-find and low-cost ingredients. She wants to start developing a target market focusing on those looking for budget-friendly options. What common segmentation strategy would be the most useful to Amy to start developing her target market? a. usage behavior; usage rate b. demographic; income c. demographic; number of children d. geographic; country

b. demographic; income

You notice a new athletic clothing line. This company focuses on each decade of athletes: those athletes in their twenties, those athletes in their thirties, etc. The company has customized marketing for each decade of athletes, including customized advertising and product packaging. The company is likely using which targeted marketing strategy? a. concentrated b. differentiated c. psychographic d. undifferentiated

b. differentiated

You have a new athletic clothing line. Your marketing manager would like to focus on athletes from several sports individually. Each sport would have separate advertising tag line and product labeling. You would likely be using which targeted marketing strategy? a. concentrated b. diffrentiated c. psychographic d. undifferentiated

b. diffrentiated

What is the result of irrelevant positioning of a product? a. it claims benefits that are too good to be true b. it claims benefits that nobody cares about c. it claims too many benefits or the benefit claims contradict

b. it claims benefits that nobody cares about

What is the result of under-positioning a product? a. it's been positioned too narrowly b. it fails to convey an understanding of what makes the product better c. it claims too many benefits or the benefit claims contradict d. it claims benefits that nobody cares about

b. it fails to convey an understanding of what makes the product better

Which of the following is marketing NOT responsible for? a. encouraging customers to make purchase decisions b. overseeing the spending decisions of the company c. finding the best way to reach its customers with product information d. ensuring that a firm understands its customers

b. overseeing the spending decisions of the company

Jess is the owner of a teacher supply store that sells learning materials and other classroom supplies. She would like to increase business by focusing on the promotion elements (of the P s of Marketing) to market her store. Which of the following strategies would help her achieve this? a. Coordinating with a distributor to offer the supplies directly in classrooms b. sending out direct mailers and place social media advertisements c. changing all of the prices to end in .99 d. offering a wider variety of learning material and supplies

b. sending out direct mailers and place social media advertisements

Your company sells cold coffee sports drinks and wants to target those who have five or more caffeinated drinks a day. This would be an example of targeting by which segmentation strategy? a. usage situation b. usage rate c. psychographic d. geographic

b. usage rate

Sample size, is a term used in market research to define the number of subjects included in a survey, study, or experiment. In surveys with large populations, the sample size is incredibly important. The confidence level tells you how confident you are of this result. It is expressed as a percentage of times that different samples (if repeated samples were drawn) would produce this result. What confidence level was discussed in class an used by IBC companies to determine their survey sample size? a. 90% b. 99% c. 95% d. 100%

c. 95%

At his company, David serves as the project and technology manager of the marketing team where he is responsible for ensuring that the technology is properly integrated and can be used effectively by his team. Which of the following marketing roles is David in, given his job descriptions? a. Chief Marketing Officer (CMO) b. Marketing operations c. Marketing operations d. Digital marketing

c. Marketing operations

Tiffany has developed a shampoo line for specifically for curly hair. She would like to focus her marketing solely on people with very curly hair. Which target marketing strategy should Tiffany use to successfully market her new shampoo line? a. differentiated b. psychographic c. concentrated d. undifferentiated

c. concentrated

Your company has had quite a few sales leads that were a terrible fit for the company product. Following up on those leads spent valuable time and resources. Which of the following would be the most strategic and help the company the most? a. create an undifferentiated marketing strategy b. create a concentrated marketing strategy c. create a negative buyer persona to know which leads are a bad fit d. create multiple buyer personas to identify interested parties

c. create a negative buyer persona to know which leads are a bad fit

With regard to purchase intent, which of these would be referred to as the 'top box' score? a. definitely would not buy b. probably would buy c. definitely would buy d. probably would not buy e. might or might not buy

c. definitely would buy

What is an example of primary qualitative data? a. survey data b. magazine article c. focus group results d. census data

c. focus group results

Which of the Ps of Marketing is concerned with the tangible elements in the place where the good and service is sold? a. people b. product c. physical evidence d. price

c. physical evidence

Which positioning strategy is a response to a product's position becoming obsolete or to consumer preferences changing? a. positioning as a follower b. being first c. repositioning d. all of these answers are correct

c. repositioning

According to the text, what is the marketing mix? a. the combination and advertising platforms that a company uses b. the mix of products and services that a company sells to consumers c. the building blocks of marketing that a marketer can adjust to affect the overall marketing strategy of a product d. the combination of different roles that make up a company's marketing team

c. the building blocks of marketing that a marketer can adjust to affect the overall marketing strategy of a product

Handbags International has created a new Everything and More wallet. They think the wallets could be successfully marketed as gifts for the holiday season. Which type of segmentation strategy should Handbags International use for this promotion? a. psychographic b. geographic c. usage behavior d. demographic

c. usage behavior

Mom and Pop's Local Shop is evaluating its target market. This store has one location and a Facebook page. Which market segment is the MOST accessible for Mom and Pop's Local Shop? a. Customers with an Instagram presence b. Customers in the same state c. Customers in the next city d. Customers within 25 miles

d. Customers within 25 miles

Schmidt is the owner of a luxury lube of bathrobes for men and women. He currently sets the cost of his bathrobes using a value-based framework, but he is considering a change to luxury pricing to reflect the quality of his product. Which of the Ps of Marketing is this an example of? a. Product b. Physical Evidence c. Promotion d. Price

d. Price

When products are positioned effectively for the target buyer, what is the benefit to the seller? a. consumers will pay more to buy b. consumers will develop resistance to competing offers c. consumers will become advocates d. all of these are benefits

d. all of these are benefits

Jenny is working on a cruelty-free makeup product. Which of the following psychographic characteristics could jenny focus on when segmenting the market? a. those in rural areas b. women ages 20-35 c. pet owners d. animal activists

d. animal activists

John is conducting research for a coffee shop. He wants to determine what aspects make people come to the coffee shop. He does so by interviewing regular customers. This type of research is: a. descriptive b. causal c. behavioral d. exploratory

d. exploratory

Which of the following is NOT an activity that a marketer could be expected to perform? a. conducting research about customers, competitors, and the market b. creating quality content to appeal to customers and prospects c. developing and implementing a company's marketing strategy d. managing employee relations between managers and coworkers

d. managing employee relations between managers and coworkers

What is positioning? a. space in market for which a product is ideally suited b. when the sales team randomly picks the position of which to market the product c. a succinct expression of a product's market position d. the strategic process of developing a market position for a product involving collaboration between marketing, sales, and product management teams

d. the strategic process of developing a market position for a product involving collaboration between marketing, sales, and product management teams

The "To" or "For" in a traditional Positioning Statement identifies what part of the marketing strategy? a. the business objective b. the survey respondent c. the usage occasion d. the target consumer

d. the target consumer

You notice an advertising campaign for a new line of snack products. They seem to have a similar marketing message across the board for everyone and for all if the snack options. Which of the following marketing strategies are they likely using? a. geographic b. differentiated c. concentrated d. undifferentiated

d. undifferentiated

A company makes a product that can be used as a cleaner, a cooking ingredient, or for personal hygiene. Which segmentation strategy would be the most useful for this company? a. psychographic b. demographic c. usage rate d. usage situation

d. usage situation

The practical question that positioning answers is: a. what product is most popular? b. which product is the cheapest? c. which brand is most reliable? d. why should I buy from you?

d. why should I buy from you?

A survey scale represents a set of answer options, either numeric or verbal, that cover a range of opinions on a topic. The most reliable way to measure opinions, perceptions, and behaviors is to use a _______ scale

likert