BNAD 303: Quizzes 9-11

_____ relates to how easily consumers can test and use the product. Trialability Availability Observability Compatibility Relative advantage

Trialability

In the grocery store, you can see the Kellogg's name on its Special K and Rice Krispies cereals, Eggo waffles, and Pop-Tarts. Having the Kellogg's name on all these various products is an example of the use of a family brand. individual brands. co-branding. rebranding. brand association.

a family brand

The introduction of the Apple iPod is an example of _____ because its introduction to the market radically changed consumer preferences and the entire competitive landscape. a fad a pioneer an early adopter an imitator a laggard

a pioneer

Which segmentation method is most closely related to providing value by satisfying customers' needs and wants? Geographic Demographic Psychographic Benefit Geodemographic

benefit

Physical traits such as facial characteristics, iris scans, or fingerprints are referred to as _____ data and this information is routinely collected by websites such as Facebook. demographic social networking psychographic biometric panel

biometric

Brand equity is determined by four aspects of a brand. Which of the following is NOT one of the four aspects? Brand awareness Perceived value Brand associations Brand quality Brand loyalty

brand quality

When an organization selects a single, primary target market and focuses all its energies on providing a product to fit that market's needs, it is using a(n) _____ targeting strategy. undifferentiated mass marketing concentrated differentiated micromarketing

concentrated

When the bicycle manufacturer, Trek determined that some consumers use bikes for green transportation whereas others use them for a thrilling hobby, it was most likely assessing the _____ of its bicycles to consumers. brand equity associated services brand awareness core customer value physical characteristics

core customer value

Firms with products in the _____ stage of the product life cycle either position themselves for a niche segment of diehard consumers or those with special needs, or they completely exit the market. product development introduction growth maturity decline

decline

_____ segmentation, the most common means to define segments, involves defining groups based on characteristics such as age, gender, income, and education. Geographic Demographic Psychographic Geodemographic Lifestyle

demographic

Which of the following steps in the marketing research process involves identifying the type of data needed and determining the method necessary to collect it? Action plan and implementation Analyzing the data Collecting the data Defining the objectives and research needs Designing the research

designing the research

The primary federal agency that reviews food and package labels to ensure that the claims made by the manufacturer are true is the Package Labeling Bureau. Food and Drug Administration. Federal Trade Commission. American Marketing Association. Consumer Protection Agency.

food and drug administration

At which stage in the product life cycle do sales experience their most rapid increase? Product development Introduction Growth Maturity Decline

growth

Poland Springs produces a variety of bottled water beverages, and as the market continues to show growth potential for new flavors and varieties of bottled water, the company should _____ its product lines. increase the depth of decrease the depth of increase the breadth of decrease the breadth of consolidate

increase the depth of

Which of the following is NOT a disadvantage of using secondary research data? The information may not be timely. It is costly and time consuming. The data sources may be biased. The methodologies for collecting the data may not be appropriate. The sources may not be original, and therefore usefulness is an issue.

it is costly and time consuming

A manufacturer of t-shirts concentrates all its efforts on cost containment by offering the product in only one size but in a variety of colors, using a one-size-fits-all approach. This involves a _____ targeting strategy. one-to-one mass marketing concentrated differentiated micromarketing

mass marketing

Mr. Dennison knows each and every child who comes in to his Kumon reading center, and prides himself on knowing how he can personally address each of his or her reading challenges. What type of market coverage strategy is Mr. Dennison employing in his business? Mass marketing Segment marketing Niche marketing Micromarketing Concentrated marketing

micromarketing

What new technique claims the ability to read consumers' minds, using wireless electroencephalogram scanners that measure the involuntary brainwaves that occur when they view a product, advertisement, or brand images? Biometric marketing Neuromarketing Physiomarketing Brainwave mapping Medical marketing

neuromarketing

People who get Botox treatments consider it to be a private matter; therefore, they do not discuss it with others. This lowers the level of _____, slowing down the diffusion process. trialability complexity observability compatibility relative advantage

observability

Information that has been collected prior to the start of the research project is called _____ data.

secondary