Marketing Test #1 HW Quizzes

A well-designed Internet-based marketing research project can cost less yet yield faster results than face-to-face (offline) research. a) True b)False

a) True

To better understand why consumers buy, how they shop and their attitudes and motivations, marketers study the field of _____________, fill in the blank,, where concepts from the field of psychology are applied to the marketing industry. a)Consumer behavior b)Marketing research c)Retailing d)Behavioral sciences e)Cognitive therapy

a)Consumer behavior

Short term profitable decisions always lead to maximization of long term profits because long term profits are the sum of all short term profits. a)True b)False

False

The Samsung Corporation made many contributions to education, including building libraries and donating books, while at the same time delaying the recall of the Samsung Galaxy smartphone that was exploding on planes (due to a faulty battery) and injuring customers. Although Samsung's executives behaved unethically, the company's philanthropic efforts towards improving education are an example of: a)Corporate social responsibility b)Charitable corruption c)Disguised Ethics d)Sustainability e)Grassroots marketing

a)Corporate social responsibility

Global firms encounter additional challenges when attempting to make ethical decisions, since _____________, fill in the blank, may vary by country or region. a)Cultural norms b)Marketing strategies c)The importance of social responsibility d)Language e)Management structure

a)Cultural norms

Outside individuals or groups serve as _____________, fill in the blank, influences that affect the way a consumer moves through the decision-making process. a)External b)Internal c)Perceptual d)Evaluative e)Low involvement

a)External

Home Depot begins running magazine advertisements for patio furniture during the winter months in states such as Florida, Texas and Arizona, while they wait until late spring to begin advertising these same items in northern climates. Home Depot likely practiced _____________, fill in the blank, segmentation to help them identify when to utilize media at the times when their customers are most apt to be considering outdoor living purchases. a)Geographic b)Demographic c)Psychographic d)Behavioral e)All of the above

a)Geographic

By placing candy and soda in vending machines at local schools, parks and other public places, marketers hope to increase purchases for these _____________, fill in the blank, purchases. a)Impulse b)Limited c)Extensive d)High involvement e)Competitive

a)Impulse

After practicing baseball for the last 3 hours, Steven's stomach was grumbling with hunger. He decided to look for a fast food restaurant on his way home where he could stop for a meal. Steven had just completed the step of the consumer decision-making process known as: a)Need recognition b)Information search c)Evaluation of alternatives d)Purchase e)Post purchase evaluation

a)Need recognition

Sephora is interested in improving its store layouts to allow for better flow during busy shopping periods. The researcher in charge of the study would like to examine shopper patterns to determine how frequently customers turn left when they walk into the store and which aisles are most popular. The best method to collect this data would be a)Observation b)Survey c)Test marketing d)Experiments e)Focus groups

a)Observation

The morals and values that an organization holds to be most important is referred to as: a)Organizational values b)Sustainability c)Fair trade d)Ethical marketing e)The Golden Rule

a)Organizational values

David manages an upscale Italian restaurant. He would like his customers' opinions on a variety of new menu options they are considering offering. He plans on reading the name and description of each dish, as it will appear on the menu, and allowing customers to taste each menu item so that they may provide detailed feedback to the chef and marketing team. David will most likely use _____________, fill in the blank, to gather this type of data. a)Primary research b)Secondary research c)Neither of the above

a)Primary research

Planned obsolescence, poor quality and deceptive packaging raises issues of ethics in a)Product strategy b)Price strategy c)Distribution strategy d)Promotion strategy

a)Product strategy

Identifying markets with unfulfilled needs, segmenting the market, targeting specific segments and positioning one's product or service are the the four basic steps of: a)Target marketing b)IMC planning c)The SWOT analysis d)The research process e)Repositioning

a)Target marketing

The first step in the marketing research process is always: a)To determine the company's research goals b)To collect secondary data c)To determine the group of research participants for the study and the sample size d)To plan the research design e)To interpret primary data

a)To determine the company's research goals

A high involvement decision commonly leads to greater cognitive dissonance. a)True b)False

a)True

An internal search for information always occurs, even briefly, when making a buying decision. a)True b)False

a)True

Illegal actions are also considered unethical. a)True b)False

a)True

One temptation that may draw marketers to unethical business practices is that the practices gain profit in the short term. Frequently, though, such practices sacrifice customers in the long run. a)True b)False

a)True

Social media companies recognize the importance of demographic segmentation by using variables, such as age, to determine who their audience is. a)True b)False

a)True

The growing need for marketers to practice segmentation and target marketing is a direct result of the growing consumer desire for products that are tailored to meet their needs. a)True b)False

a)True

There is often not one right answer to ethical dilemmas. a)True b)False

a)True

Utilizing external sources of information is most common when high involvement decision-making exists. a)True b)False

a)True

When General Electric retrieves customer purchasing profile data from its vast computer systems in order to plan a target marketing program, it is accessing secondary data. a)True b)False

a)True

The most common way to analyze the frequency of responses to any survey question on a questionnaire is by: a)Mean b)A one-way frequency table/graph c)A cross tabulation table/graph d)Standard deviation e)Variance

b)A one-way frequency table/graph

A firm may focus its efforts on profitably satisfying a single smaller target market instead of attempting to sell its products to several segments. This concept is known as: a)Undifferentiated marketing b)Concentrated/Niche marketing c)Strategic marketing d)Tactical marketing e)Differentiated marketing

b)Concentrated/Niche marketing

Pizza Heaven is a small specialty pizza shop that just opened its doors in the downtown area this year. They serve only menu items that are organic, gluten free and vegan. The ideal targeting strategy for this type of business would be: a)Isolated marketing b)Concentrated/Niche marketing c)Differentiated marketing d)Mass marketing

b)Concentrated/Niche marketing

Chico's, an upscale women's clothing store, targets professional women, ages 40 and 60 years old with an average household income of $80,000 or more. This is a form of _____________, fill in the blank, segmentation. a)Geographic b)Demographic c)Psychographic d)Behavioral e)All of the above

b)Demographic

A local car dealership had a reputation for knowingly selling "lemons" (automobiles with recurring mechanical problems), although they also recently donated $5000 to the Boys & Girls Club to buy equipment and uniforms for disadvantaged children who could not otherwise afford them. This dealership could be considered ethical. a)True b)False

b)False

Behavioral segmentation focuses on separating groups of customers based on the ethical or unethical things they do. a)True b)False

b)False

Consultative selling is only used in the purchase step of the decision-making process. a)True b)False

b)False

Mass Marketing is a target marketing technique widely practiced by major manufacturers and retailers today. a)True b)False

b)False

Profit should be the primary goal of a firm, regardless of ethical implications. a)True b)False

b)False

The survey method of marketing research was developed in order to allow researchers to directly observe and measure individual behavior. a)True b)False

b)False

A consumer's own attitude, experiences, knowledge, and self-image serve as _____________, fill in the blank, influences that affect the way a consumer moves through the decision-making process. a)External b)Internal c)Perceptual d)Evaluative e)Low involvement

b)Internal

Marketing research is designed to provide relevant information in a useful format so that: a)Managers can support decisions they have already made b)Managers can interpret the information and make decisions that will positively impact the company c)Managers can keep accurate historical records that can be passed down through the generations d)Managers can communicate the benefits of a product to the end consumer of it

b)Managers can interpret the information and make decisions that will positively impact the company

Products that pollute the environment, companies that use child labor in the production of their products, and marketing products that are unhealthy, are all examples of: a)Cultural issues b)Marketing ethical issues c)Marketing issues, but not ethical issues d)Organizational values

b)Marketing ethical issues

At the Fisher Price playlab, scientists allow children to play with a variety of toys in development while they watch their reactions through a one-way mirror. This helps the Fisher Price team determine the right features for their product, including shape, size, color and more. This type of research uses: a)Interviewing b)Observation c)Purchase panels d)Analysis of scanner data e)Focus groups.

b)Observation

Qualitative research is characterized by: a)Having large sample size b)Open ended questions that allow for deep insights c)Closed ended questions that are simple to tabulate d)Being very expensive e)Requiring an independent and dependent variable to be identified

b)Open ended questions that allow for deep insights

Once Wendy and David purchased their new home, the realtor who represented them stopped by with a basket of housewarming items. She commented on how lovely the house looked with the fresh paint on the walls and the finishing touches of decor and furnishings the couple had added. The realtor knew that the couple was in the _____________, fill in the blank, stage of the consumer decision making process and wanted them to feel good about their big decision. a)Evaluation of alternatives b)Post-purchase evaluation c)Purchase d)Information search e)Need recognition

b)Post-purchase evaluation

Information collected for the first time for a marketing research study to solve a particular issue is called: a)Secondary data b)Primary data c)Real data d)Experimental data e)Database marketing

b)Primary data

A large retailer of exotic teas has just imported a popular tea from Peru made from coca leaves. Although cocaine is produced from the coca plant, the alkaloid content of the leaf is so low that when brewed in tea, it does not produce the same effects as cocaine. Regardless, the marketing manager of the corporation is concerned that omitting this information could eventually hurt the image of the brand if the media begins talking about it and the public becomes aware that they secretly kept the information from them. The marketing manager is using the _____________, fill in the blank, test of ethical decision making. a)Golden Rule b)Public Disclosure c)Moral Compass d)Social responsibility

b)Public Disclosure

Jennifer was a loyal customer of the Weight Watchers program for many years, and she still buys their frozen entrees in the grocery store in order to maintain her weight. She finds the meals to be quick and tasty and provides her with a calorie conscious and inexpensive solution for lunchtime while at work 5 days of the week. The Weight Watchers frozen meals have become a(n) _____________, fill in the blank, purchase for Jennifer. a)Impulse b)Routine c)Limited d)Extensive e)High involvement

b)Routine

Dividing a diverse market into groups of customers who share similar traits or characteristics is the process known as: a)Targeting b)Segmentation c)The product life cycle d)Positioning e)The new product development process

b)Segmentation

For which of the following purchases is decision-making MOST likely to be low involvement? a)A pair of pants b)A motorcycle c)A math tutor to help with homework d)A 2-liter of soda e)A birthday gift for your sibling

d)A 2-liter of soda

TOMS is a shoe company that, since its inception, has given away one pair of shoes to someone in need for every pair purchased by a customer. They have expanded their philanthropy and now support programs designed to provide eye exams and glasses, clean drinking water, and safe birthing services to people in need in various parts of the world. Customers loyal to the TOMS brand believe the company is _____________, fill in the blank, through their participation in these charitable efforts. a)Less profitable b)Socially responsible c)Behaving in a self-serving manner d)Demonstrating a lack of concern for diversity e)Engaged in green marketing

b)Socially responsible

While geographic and demographic segmentation of retail customers is relatively simple and useful, these characteristics do not assist marketers in determining: a)The size of their customer's household b)What their customers need c)The income level of their customers d)Where their customers live e)The gender of their customer base

b)What their customers need

One thing that is usually true of focus groups is that a)Most groups take place over the course of several months b)they usually include 6 to 12 participants c)The group contains only research participants who guide themselves through the conversation d)The questions asked are primarily closed ended questions that are simple to tabulate e)The company's marketing team must be present in the focus group to explain key concepts and hear information first hand

b)they usually include 6 to 12 participants

In the early 1980's, 7 people in the Chicago area were poisoned by Tylenol capsules laced with cyanide. Although the company's investigation showed that the tainted capsules had not been tampered with at the factories where they were produced, Johnson & Johnson took immediate action through a massive recall and offered a $100,000 reward for information leading to the arrest of the person or people responsible. Industry experts believe that this led to the brand's ability to recover from the negative publicity surrounding the "Tylenol Murders". Johnson & Johnson's actions illustrate: a)The power of the Food and Drug Administration b)How managing negative publicity is impossible c)The importance of sacrificing short-term profits for long-term credibility d)The need to combat negative publicity with facts in order to maintain sales levels e)The importance of sustainability on public perception and the bottom line

c) The importance of sacrificing short-term profits for long-term credibility

Which of the following is an example of secondary data? a)A company performs a taste-test in a local supermarket b)A company conducts an online survey to collect data c)A company looks at a previous taste-test conducted in a local supermarket d)A company interviews doctors to find out how they recommend medications e)A company observes shoppers inside a store

c)A company looks at a previous taste-test conducted in a local supermarket

Goya's strategy of appealing to the Hispanic market (both older and younger generations), as well as the mainstream U.S. population with a variety of products/product lines, can best be described as: a)A global strategy b)An undifferentiated strategy c)A differentiated strategy d)A niche strategy e)Ethnocentric

c)A differentiated strategy

Quantitative research techniques have the disadvantage of: a)Small sample sizes b)Statistical summarization of the results c)Being costly and time consuming d)Offering detailed, but subjective, insight by individual participants e)Being easy to replace with secondary data

c)Being costly and time consuming

The consumer buying process begins when: a)A consumer desires an increase in risk taking b)Consumers' self-actualization needs are greater than their physical needs c)A consumer's discretionary spending habits change d)A consumer recognizes an unsatisfied need e)A customer learns from buying experiences

d)A consumer recognizes an unsatisfied need

When making important strategic decisions, managers: a)Believe qualitative research is always representative of the population b)Express strong preference for qualitative research findings since it uses a larger sample size c)Believe both qualitative and quantitative research can be useful to gain detailed insight and then statistically confirm findings d)Feel that qualitative research has greater value due to the cost savings involved e)Prefer quantitative research because it provides deeper insights because of the flexibility of the research design and the use of open ended questions

c)Believe both qualitative and quantitative research can be useful to gain detailed insight and then statistically confirm findings

High involvement decisions include all of the following EXCEPT: a)Vacation home b)Automobile c)Electricity/Utility service for your home d)Holiday vacation for the family e)College education

c)Electricity/Utility service for your home

Roman has been known to say, "If you ever see me with anything other than an Iphone in my hand, check my pulse. I must be dead." When Roman buys a new cell phone, he obviously skips the _____________, fill in the blank, stage of the consumer decision process. a)Need recognition b)Prepurchase evaluation c)Evaluation of alternatives d)Purchase e)All of the above

c)Evaluation of alternatives

Study abroad programs at universities worldwide promote the fact that they offer a unique opportunity for college students who appreciate diversity, are adventurous in spirit and enjoy new experiences. These students have a different outlook on life, compared to most college students. Based on this information, which form of segmentation has proven to be most useful to them in better understanding their audience? a)Geographic b)Demographic c)Psychographic d)Behavioral e)All of the above

c)Psychographic

_____________, fill in the blank, is calculated by dividing net profit by the amount of investment. a)Profit b)Breakeven analysis c)Return on investment d)Markup percentage e)Profit margin

c)Return on investment

Kohl's department stores utilize waste reduction, recycling programs, energy efficiency initiatives and solar and wind powered buildings in an effort to reduce the use of water and traditional energy across the organization. Kohl's is committed to protecting and conserving the environment by seeking innovative solutions that encourage long-term: a)Customer service b)Fair trade c)Sustainability d)Profit margins e)Relationship marketing

c)Sustainability

Ethical tests include all of the following EXCEPT: a)The Golden Rule test b)The Mommy Test c)The Compass Test d)The Gut Feeling Test e)The Wall Street Journal Test

c)The Compass Test

Ashton Woods has begun building new townhome communities in order to appeal to smaller families who would like a beautiful upscale home, without the cost of maintaining a large yard. These households typically earn over $80,000 annually through professional employment, live in suburban areas, and have little extra time due to the demands of their careers. Whether single or married adults occupy the home, there is usually a presence of children in the home, so homeowners are seeking locations convenient to good, local schools. What type of segmentation does Ashton Woods practice? a)Geographic b)Demographic c)Psychographic d)All of the above e)None of the above

d)All of the above

A large bank is promoting its credit card to existing bank customers who have had more than one account with the bank over the past 5 years. Direct mail and web based promotions will be used to entice customers to participate by communicating the perks of this program: no annual fee, a low introductory interest rate, and $500 cash back offer to open the credit card account. The bank used the principles of _____________, fill in the blank, segmentation to identify this audience. a)Geographic b)Demographic c)Psychographic d)Behavioral e)All of the above

d)Behavioral

The product-related segment of the consumer market that is based on what people do is called the: a)Price-shopper segment b)Lifestyle segment c)Expenditure pattern segment d)Behavioral segment e)Achievers segment

d)Behavioral segment

Sarah just bought a new high end luxury car for $90,000. When she drove the car off the lot, she experienced a high level of anxiety about whether she has made the right purchase decision. Sarah experienced: a)Customer satisfaction b)Perceptual screening c)Evaluation of alternatives d)Cognitive dissonance e)Ego need satisfaction

d)Cognitive dissonance

_____________, fill in the blank, are often situated in a retail store near the products with which they are typically sold. a)Impulse items b)High involvement products c)Competitors d)Complementers e)Substitutes

d)Complementers

Costs of production, inventory, and promotion generally increase when a firm practices the concept of: a)Strategic marketing b)Concentrated/Niche marketing c)Psychographic marketing d)Differentiated marketing e)Tactical marketing

d)Differentiated marketing

What is meant by qualitative research? a)Research that requires detailed statistical analysis b)Research methods used to monitor inventory levels c)Research methods used to reconcile a company's bank accounts d)Exploratory research used to gain an understanding of underlying reasons, opinions, and motivations

d)Exploratory research used to gain an understanding of underlying reasons, opinions, and motivations

The AMA's Code of Ethics offers sound advice to marketers on how to maneuver through difficult ethical dilemmas. Which of the following is NOT one of the ethical values or guidelines presented in this code of ethics? a)Adhering to all applicable laws and regulations b)Avoiding deception in product, design, pricing, communication, and delivery of distribution. c)Honesty when dealing with customers and stakeholders. d)Increasing the return on investment for stockholders. e)Fairness in balancing the needs of both buyers and sellers

d)Increasing the return on investment for stockholders

The survey method of data collection for marketing research may include a)Observing people as they shop b)An internal review of sales data by product line c)Obtaining census data to analyze trends over the years d)Members of a sample completing a questionnaire e)Testing how the market responds to specific changes in the marketing mix

d)Members of a sample completing a questionnaire

When Sierra thinks about Chick-Fil-A, she immediately thinks about the high quality chicken sandwich that she last ate there, served hot and fresh by fast and friendly employees. Next, she recalls the clever cows that she is used to seeing on local billboards and in store to promote the brand. The _____________, fill in the blank, of the Chick-Fil-A brand is firmly established in her mind, based on how the brand communicates with her and ultimately provides a positive experience. a)Targeting b)Segmentation c)Equity d)Positioning e)Loyalty

d)Positioning

_____________, fill in the blank, in the mind of the consumer is often difficult to establish and even more difficult to change. a)Targeting b)Segmentation c)Persuasion d)Positioning e)Loyalty

d)Positioning

Although Heather lost 50 pounds last year and dropped 4 sizes from a size 16 to a size 8, she still routinely goes first to the women's plus size section of her favorite department store before realizing that these sizes no longer fit her figure. Heather doesn't feel any different and doesn't see a huge difference when she looks in the mirror, because her _____________, fill in the blank, has not yet changed. a)Attitude b)Experience c)Knowledge d)Self image e)Group interaction

d)Self image

Which of the following types of unethical behavior may be observed in marketing environments? a)Deceptive sales tactics b)Bait and switch advertising/promotions c)Diversion d)Targeting children with products that are not good for them e)All of the above

e)All of the above

Within the marketing mix, which of the following unethical issues may be commonly encountered? a)Misleading advertising messages b)Products that are not healthy for consumers or the environment c)Manipulative sales techniques d)Deceptive claims the brand may make about the product benefits e)All of these

e)All of these

When Grace was analyzing the findings from a recent survey conducted by her firm, she wanted to understand if there was a difference between age cohorts and their level of brand loyalty. She decided to separate the responses to the question on loyalty (low, moderate or high) and by age groups (18-30, 31-45, 46-60, and 61+) to test her theory that younger age groups were more loyal to the company's brand than older consumers. She will prepare a _____________, fill in the blank, to gain this insight and illustrate the findings. a)Measure of dispersion b)Focus group c)Test market d)One way frequency distribution e)Cross tabulation

e)Cross tabulation

When decisions are _____________, fill in the blank,, consumers engage most (i.e spend more time) in the consumer decision making process. a)Impulse b)Low involvement c)Routine d)Limited e)Extensive

e)Extensive

Marketers often race too quickly into research studies to collect _____________, fill in the blank, data because it is designed to address their specific questions, while _____________, fill in the blank, data may exist that can sufficiently address the marketer's questions at a much lower cost. a)Secondary; Primary b)Syndicated; Primary c)Structured; Unstructured d)Primary; Unstructured e)Primary; Secondary

e)Primary; Secondary

The group of consumers most likely to purchase a particular product are called a a)Consumer market b)Pre-purchase market c)Seller's market d)Buyer's market e)Target market

e)Target market

Adidas has decided to introduce a brand new $500 platinum sneaker in a limited market consisting of only four cities. They plan to monitor the reaction of potential customers to the new product, promotions and pricing strategies, in order to ensure a more effective nationwide rollout in the future. Adidas is going to use: a)Business analysis b)Observation c)Focus group testing d)Laboratory testing e)Test marketing

e)Test marketing

As a brand new employee, John received a handbook during orientation to help him understand the corporate culture of the firm. The last line of the company's mission statement said "Do unto our customers as you would have them do unto you." The company is promoting the use of _____________, fill in the blank, to gauge ethical decision making in an employee's daily interaction with customers. a)Consumer behavior b)Sustainability c)Public opinion d)Social responsibility e)The Golden Rule

e)The Golden Rule