Marketing Unit 2

Which of the following is most likely a low-involvement purchase?

A bottle of shampoo

Which of the following would be considered an internal source of idea generation?

A company's employees

GM wanted to know what features were used the most in their new cars, so they invited 10 people who owned GM cars to sit in a room with a moderator and answer questions. This is an example of

A focus group

Compare the following to determine the best example of a high-involvement product purchase.

A new car

The Ford Motor Company produces the Fiesta, Focus, Fusion, and Escape. As a group, these cars represent a

A product line

In marketing terms, the care you receive when you visit your family doctor is an example of

A service

Read the following and select which one best represents a growing ethical concern in targeting certain market segments.

Abercrombie and Fitch targeting tweens with sexualized clothing

Select the scenario that is using snowball sampling.

After Sasha completed the survey, she recommended her friend to the surveyor because they both liked the same cereal.

Which of the following is the best example of how one's personal value system influences his or her buying behavior?

Christy decided to buy an electric vehicle because she is concerned about the harmful effects of carbon dioxide emissions produced by gasoline fuels.

The owner of Tools by Joe has hired a company to help him find out whether customers and potential customers would prefer to shop in his store or online. What type of research would this company be conducting?

Descriptive

Read the following statements to select the choice that is not true of market segmentation.

Market segmentation identifies which products will be profitable and which ones are not worth pursuing.

Quota sampling is a type of ________ sampling.

Nonprobability

Which of the following is not a stage in the product life cycle?

Obsolescence

Statistical techniques&algorithms based on past behavior patterns to predict future behavior is

Predictive modeling

In order to develop a plan for marketing his new vitamin water, Rashid decides to conduct focus groups with members of fitness centers. This type of research is considered to be

Primary data

Which marketing research process step includes setting specific measurable research objectives?

Problem definition

Udi's Gluten Free sells bread, bagels, cookies, pizza crust, and other products that are gluten free. The combination of all the products that Udi's Gluten Free sells is referred to as its

Product Mix

When Fisher-Price comes up with an idea for a new toy, it needs to ensure that the children who play with the toy will not choke on any of its parts and that the toy in general will not be a hazard to the children who will be using it. In what stage of the new-product development process will these safety checks occur?

Product development

Which stage of the NPD process is usually the most expensive for new products?

Product launch

A group of related products marketed by the same firm is its

Product line

A mock-up of a good with the materials the firm expects to use in the final product is called a

Prototype

A generic term used to describe a measurement device such as survey, test, or questionnaire is:

Research instrument

According to Maslow's hierarchy of needs, companies that offer home security systems or products focused on accident or disability insurance, are seeking to meet which level of need?

Safety

Jane wants to know what percentage of freshmen at her college purchase clothing with college logos. She decides to randomly interview 10 people from each of the dorms and ask them. These people are her

Sample

The U.S. Army slogan Be All You Can Be appeals to which level of Maslow's hierarchy of needs?

Self- actualization

Bart wanted to know how often freshman boys at his school drank alcohol, but he couldn't survey every one of them. Bart decided that in order to give all freshman boys an equal chance of being selected to participate in his mini-study, he would visit the dorms at dinnertime and ask them to choose numbers out of a hat. The ones with the number 5 were given a quick three-question survey. Bart is demonstrating

Simple random sampling

Which of the following is a form of quantitative research that can be used to measure consumer attitudes, intended behavior, and the motivations behind behavior?

Surveys

The group of customers that an organization decided to direct its marketing efforts is

Target market

Which NPD process stage would a firm try the marketing strategy related to the new product?

Test marketing

Which of the following is the focal point of all marketing efforts?

The buying decision

Read the following statements and select the one that is not an advantage of a product-line extension.

The new product is certain to be accepted by the market.

Marketers particularly target older Americans because

They tend to have more time and money than younger consumers

TisSian wants to join a new health club. Her roommate belongs to a club that she heard about on the radio. She decides to use her roommate's free guest passes to try out the club to see if it meets her needs. What stage of the consumer adoption process does this represent?

Trial

One of the most important sources of demographic information for marketers, which of the following provides free information on data such as how households are segmented by race, education, age, and occupation?

U.S. Census Bureau

Which of the following is a behavioral segmentation variable?

Usage rate

The largest change in online research over the last decade has come from

User- generated content associated with social media

Jason just completed an advertising campaign for a new dog shampoo, and he wants to know if it generated consumer awareness. What method should he use to evaluate it?

advertising effectiveness study

Sal has heard a lot about his town's country club. He heard it has a great golf course, tennis courts, and dining room. In addition, many of his business partners belong to the club. Although he doesn't have the money to join the club now, Sal hopes to be able to in the future. What type of reference group would the country club be for Sal?

an aspirational reference group

The potential savings in developing and marketing the product is the major advantage of

an undifferentiated targeting strategy

Demographic segmentation divides markets by

characteristics such as age, gender, and income

You finally decided to purchase an e-reader and selected the Amazon Kindle. After returning home, you see an advertisement for the Barnes and Noble Nook and now are wondering if you made the right decision. This is an example of

cognitive dissonance

Which of the following would be considered secondary data for research on how to improve the sales of an existing product?

data from the Census Bureau website

An auto insurance company segmented its market by both gender and age, and designed different marketing campaigns to appeal to both. In the end, both segments responded the same to the different marketing strategies, in part, because both segments are required to have auto insurance. This firm failed to understand the criteria of market segments needing to be

differentiable

Rico's firm manufactures homemade salsa. His product is sold around the country, but he adds extra jalapenos to his product sold in Texas, New Mexico, and Arizona because those customers prefer the extra heat and spice. Rico also markets the product differently based on the region of the country where it is sold. This represents what type of targeting strategy?

differentiated

Dr. Paul Ekman's seven basic emotions: joy, surprise, sadness, anger, fear, contempt, and

disgust

During which stage does a company promote its brand difference & show competitive advantage?

growth

Dell doesn't currently offer an e-reader in its product line. However, if the company decided to enter the market by producing an e-reader of its own, it would be classified as what type of product?

new category entry

College Prep Tutors is a business that tutors high-school students who are preparing to take the ACT test as part of their college entrance requirements. Because it possesses a unique offering that is desirable to a specific market, College Prep Tutors would most likely use what type of target market strategy?

niche marketing

The competitive analysis tool that creates a visual picture of where products are located in consumers' minds is called a

perceptual map

Cognitive dissonance occurs during which stage of the consumer decision-making process?

post purchase processes

Both Sam's Club and Costco have positioned themselves as providing a variety of items to shoppers at prices lower than retail stores. These stores have positioned themselves based on

price/quality relationship

The first stage in the consumer decision-making process is

problem recognition

Which of the following scenarios would most likely require an extensive external search for information?

Dustin and Janelle are looking to buy their first home.

Consider the following statements to determine which is not true regarding electroencephalography (EEG) scans.

EEG scans measure the amount of oxygenated blood flowing through the brain.

Nora is in the market for a new HD television. She has spent quite a bit of time gathering information and thinking about the purchase. She has asked her friends for opinions about the models they own and is happy that there are a lot of models to choose from. Nora is most likely what type of adopter?

Early majority

Which data collection type uses techniques from anthropology field to study consumer behavior?

Ethnographic research

According to your text, which is one of the greatest influences on consumer behavior?

Family members

What NPD process stage would organizations use social media to evaluate potential new products?

Idea screening

As noted in your text, what tool is very useful for marketing low-involvement products?

In- store promotion

Franco is considered to be tech savvy by his friends. He is unafraid to take risks when it comes to trying new products and is always the first in his group to get the latest gizmo. What type of product adopter is Franco?

Innovators

At what stage of the product life cycle is price usually the highest?

Introduction

Stores like Cabela's, REI, and Bass Pro Shops that cater to outdoor enthusiasts' most likely use what type of segmentation strategy?

psychographic segmentation

Psychographic segmentation refers to the science of segmenting markets based on

psychology, demographics, and personality

Warren opened a new computer store in town. When customers purchase a computer from his store, they automatically receive an extended warranty, free in-home installation, access to Warren's 24-hour technical support team, and in-store software training classes. By offering all these things, Warren is most likely trying to

reduce a new customer's cognitive dissonance.

Today's health conscious society has caused cereal manufacturers to rethink their products. Now many cereals such as Frosted Flakes are being marketed as being healthier because they are made with whole grains and have less sugar. This is an example of

repositioning

Which adopters should marketers spend the least amount of time and effort convincing to buy?

Laggards

Wilbur does not like change. He thinks the cell phone he currently owns is just fine even though it doesn't have all the features of new phones on the market. Wilbur hopes that he doesn't lose this phone because the company doesn't make this style anymore and he doesn't want to get anything different. What type of adopter is Wilbur?

Laggards

Which product adopters relies on others for info &buys a product because their friends did?

Late majority

A person's typical way of life as shown by activities, interests, & opinions is referred to as

Lifestyle

divides people into groups based on opinion, the interests & activities they pursue is called

Lifestyle segmentation

It has been Shelly's dream to open a bakery, and while she has experience in making all types of baked goods, she always gets rave reviews for her hand-decorated cupcakes. So, rather than open a bakery that offers a wide variety of baked goods, Shelly has decided to open a specialty cupcake shop to cater to that market only. This is an example of

Market segment

Carson has opened up a new sports bar/restaurant in town. He has determined that his market segments are (1) students from the nearby college campus, (2) families with small children, and (3) young adult males. Carson now has to determine which of these segments will provide him with the best opportunity to maximize sales. The process of doing this is referred to as

targeting

Compare the following definitions and select the one that accurately describes consumer behavior.

the study of how individuals make decisions about how to select, secure, use, and dispose of products to satisfy needs

Clif Bar & Company, makers of energy and nutrition bars, expanded their product line to include Clif Kid Z Bars. These bars are specifically designed to provide the right kind of nutrition for growing children. For this product, Clif Bar & Company is segmenting the market based on

Age

Which of the following accurately represents the steps in the consumer adoption process?

Awareness, interest, evaluation, trial, and adoption

The selling of goods and services to end-user customers is referred to as

B2C marketing

Which of the following is not a way to categorize new products?

Brand development

Read the following statements to select which one is accurate regarding the use of social media in market segmentation.

By segmenting the market by those who are active on social media, companies can connect with a larger and more diverse consumer base.

To find out what scent consumers prefer for a new floor cleaner, the researcher conducts a focus group and exposes the participants to several scents, asking them which one they would buy. Select the type of research being conducted.

Causal

The second step in deciding how best to position a product is to

Clearly define the product's competitive advantages

Breen wanted to know if her main rival in the personalized dog clothing business was increasing its prices. She talked to her rival's distributors, her suppliers, and some of her customers to get this information. Breen was engaging in

Competitive intelligence

Gathering data about what competitors are doing in the marketplace is

Competitive intelligence

Which of the following is not one of the stages in the new-product development process?

Concept testing

The fact that you see a Starbucks on practically every corner would indicate that Starbucks is most likely geographically segmenting based on

Consumer convenience

One concern about using social media, like Twitter, to compile marketing research data is

Consumer privacy

The extent to which a country is connected to other cultures is referred to as

Cosmopolitanism

What technique is used when data& research results are presented in pictorial/graphical format?

Data visualization

What is DSS?

Decision support system

Quentin is a realtor selling high-end homes priced over $750,000. Before showing a property to prospective clients, Quentin makes sure they are pre-qualified for a home loan commensurate with the price of the house. This pre-qualification is based mainly on the client's income, which is what type of segmentation variable?

Demographic

Which of the following statements regarding the concept of learning is not true?

Marketers have no effect on consumer learning.

John works for a consumer products company. His job is to use information to identify and define marketing opportunities, evaluate marketing actions, and monitor marketing performance. John's work involves

Marketing research

During which stage of the product life cycle do customer service and repairs begin to take on significance as a way to differentiate a firm's products?

Maturity

Jayla and Stuart are trained researchers. They visit restaurants posing as customers in order to assess the level of service, quality of food, and competence of the wait staff. Jayla and Stuart are called

Mystery shopper

In consumer decision-making process, searches for info fall into which two main categories?

internal and external

Which stage of the product life cycle is characterized by low or negative profits and the possible need of companies to offer incentives to stores to get them to carry the product?

introduction

Read the following list of tasks and select the one that does not take place during the product launch stage.

make sure the product can be manufactured at a cost low enough to generate profits

The marketers at Pantene included a trial size of their new shampoo in the September issue of InStyle Magazine. National sales increased dramatically within a few weeks, an example of this product's

trialability