marketing unit 2 quiz questions

The set of distinctive characteristics that lead an individual to respond in a consistent way to certain situations is referred to as that individual's - personality. - values. - lifestyle. - parentage. - attitude.

Personality

Which studies measure how well an advertising campaign meets marketing objectives like increasing market share, generating consumer awareness of a product, or creating a favorable impression of the products? -sales forecasting -sales tracking -advertising effectiveness -promotion evaluation -demand analysis

advertising effectiveness

The first step marketers should take when deciding how best to position their product is to -evaluate consumer feedback. -clearly define its competitive advantage. -determine what market segments will be interested in the product. -define the product attributes that make it unique. -analyze competitors' positions.

analyze competitors position

Which of the following accurately represents the steps in the consumer adoption process? -interest, evaluation, comparison, trial, and adoption -awareness, evaluation, trial, adoption, and feedback -awareness, research, comparison, evaluation, and adoption -interest, comparison, evaluation, trial, and adoption -awareness, interest, evaluation, trial, and adoption

awareness, interest, evaluation, trial, and adoption

The largest change in online research over the last decade has come from -user-generated content associated with social media. -company-sponsored websites. -traditional sources of secondary data found online. -use of paper-based records. -Internet-related neuromarketing techniques.

user-generated content associated with social media

A person's belief that a specific behavior is socially or personally preferable to another behavior reflects that person's motivation. - personality. -values. -lifestyle. -attitude.

values

According to your text, which of the following is one of the greatest influences on consumer behavior? - knowledgeable salespeople - opinion leaders - reference groups - family members - advertising messages

Family Members

Which term describes both the growth in information that inundates businesses each day and the complex tools used to analyze the data and derive meaningful insights? -information overload -marketing information system -predictive modeling -data support system -big data

big data

The new product characteristic that refers to how well a new product fits into potential customers' needs, values, product knowledge, and past behaviors is -observability. -compatibiity. -trialability. -complexity. -competitive advantage.

compatibility

The procedure in which marketing professionals ask consumers for their reactions to verbal descriptions and rough visual models of a potential product is called -prototype evaluation. -test marketing. -idea screening. -concept marketing. -concept testing.

concept testing

The five stages most consumers go through when engaged in extended problem solving is called -want vs. need appraisal. -consumer decision-making process. -purchase decision process. -alternative evaluation process. -product evaluation timeline.

consumer decision-making process

Which of the following is a behavioral segmentation variable? -customer convenience -population shifts -usage rate -family size -lifestyle

usage rate

The attributes a consumer considers important about a certain product are referred to as -the information set. -consumer criteria. -product standards. -evaluative criteria. -the evoked set.

evaluation criteria

The stage of the new-product development (NPD) process in which a set of product concepts is generated from which to identify potentially viable new products is called idea -generation. -development. -marketing. -screening. -analysis.

generation

The organizational activity that links the consumer, customer, and public to the marketer through information is known as -integrative marketing. -marketing evaluation. -market analysis. -the scientific method. -marketing research.

marketing research

Which stage of the new-product development process is usually the most expensive for new products? -business analysis -product launch -idea screening -product development -test marketing

product launch

Market segments are -relatively heterogeneous groups of consumers that result from the segmentation process. -the different geographical areas in which a product must be marketed differently. -the various types of advertising and promotional campaigns used to sway consumer interest in a product. -the two buying groups: those that have never purchased a firm's product, and those that are potential repeat customers. -relatively homogenous groups of consumers that result from the segmentation process.

relatively homogenous groups of consumers that result from the segmentation process.

Which market segment criteria refers to the fact that segments must be large enough for the firm to make a profit by serving them? -actionable -accessible -substantial -differentiable -measurable

substantial

The fifth and final step of the marketing research process is evaluation. - peer review. - taking action. - implementation. - analyzing outcomes.

taking action

When a company evaluates each market segment to determine which segment or segments present the most attractive opportunity to maximize sales, it is engaged in -repositioning -segmenting -situation analysis -positioning -targeting

targeting