Exam 2
Database Marketing
The creation of a large computerized file of customers' and potential customers' profiles and purchase patterns. *The fastest-growing use of DSSs is for database marketing. *It is usually the key tool for successful one-to-one marketing, which relies on very specific information about a market.
In the context of a marketing research project, which of the following is a difference between the marketing research problem and the management decision problem?
The marketing research problem is information oriented, whereas the management decision problem is action oriented.
What did Jesus tell a certain rich man he would have, if he went and sold everything he had, and gave to the poor? (10:21)
Treasure in heaven
The 80/20 principle holds that 20% of all customers generate 80% of the demand. Although the percentages usually are not exact, the general idea often holds true. Which consumer market segment is described here?
Usage-rate segmentation
Which of the following statements is true of subcultures?
Within subcultures, purchase decisions are more similar than they are within the broader culture.
Which of the following statements is true in the context of the family life cycle?
Young married couples without children have the highest purchase rate.
________ is a pricing strategy in which the company sets up two or more clearly identified geographic regions within which all customers pay the same total price. A) Freight-absorption pricing B) Zone pricing C) Uniform-delivered pricing D) FOB-origin pricing E) Basing-point pricing
Zone pricing
micromarketing
___ is an extreme form of targeting strategy
positioning strategies
____ generally focus either on how the product benefits the consumer or on how it is better than competitor's products
Airbnb has forever changed the travel and recreation industry. No matter where a traveler goes, they trust that they will have the best vacation experience when booking with Airbnb. Its name is recognizable outside of its customers and the company supplies its marketing and financial data. Airbnb is an example of _______.
a global brand
Specialty products
a particular item for which consumers search extensively and are very reluctant to accept substitutes • Rolls-Royce, Bose Speakers, high specialized forms of medical care • Marketers often use selective, status-conscious advertising to maintain a product's exclusive image • Distribution goes to one or very few outlets in a geographical area • Brand names and quality of service are important
brand repositioning
a strategy in which marketers change a brands focus to target new markets or realign the brands core emphasis with changing market preferences
fashion
a currently accepted or popular style in a given field
Sammy's Soups markets just one product: canned soup. However, it markets 27 different varieties of canned soup. Based on this information, it is evident that Sammy's Soups has:
a deep product line but a narrow product mix.
more costly
a differentiated targeting strategy is likely ___ than an undifferentiated strategy
The exclusive right to use a brand or part of a brand is known as _____.
a trademark
Trade-in allowances are most commonly used in the ________ industry. A) real estate B) automobile C) dairy products D) financial services E) health care
automobile
Motorzone offers replacement parts for old Volkswagen Beetles. The company calculates shipping charges based on shipping parts from Boston, even though some parts actually ship from St. Louis. Motorzone most likely practices ________ pricing. A) FOB-origin B) uniform-delivered C) zone D) basing-point E) freight-absorption
basing-point
Which of the following is a geographical pricing strategy? A) basing-point pricing B) segmented pricing C) dynamic pricing D) internet pricing E) location-based pricing
basing-point pricing
Marketing mixes are designed, implemented, and maintained with the prime intention of:
bringing about a mutually satisfying exchange relationship with a market.
The decision to commercialize a product involves _____.
building inventories
In the context of the new-product development process, preliminary figures for demand, cost, sales, and profitability are calculated in the _____ stage.
business analysis
Jonas, a retiree, wants to use his savings to open a day care facility for dogs. After deciding on the services that he would provide to his customers, he calculates costs versus the demand and the profit he could make depending on the volume of sales. After extensive deliberation, Jonas decides to take a bank loan because the needed initial investment is too high for opening the facility. Jonas is currently in the _____ stage of the new-product development process.
business analysis
A quantity discount is a price reduction for buyers who ________. A) buy merchandise out of season B) buy merchandise in bulk C) pay their bills on time D) buy discontinued products E) return old items while buying new ones
buy merchandise in bulk
acquisition
buying a whole company, a patent, or a license to produce someone else's product
Using ________ pricing, companies are able to turn their trash into cash, allowing them to make the price of their main product more competitive. A) product bundle B) optional product C) captive product D) by-product E) product line
by-product
7. Which of the following is the BEST example of an internal stimulus that would create need recognition? a. A friend comments on how shabby your coat looks b. A radio station runs an ad for a new video game rental store c. A headache d. An invitation to a graduation for which you need a gift e. A billboard promoting a new national Internet service provider
c. A headache
Leicestershire Renovations has a history of problems with customers who do not pay their bills on time. Leicestershire Renovations wants to improve its cash situation, reduce bad debts, and reduce credit-collection costs. Which of the following forms of pricing would most likely help the firm achieve its goal? A) by-product pricing B) zone pricing C) cash discounts D) product bundling E) quantity discounts
cash discounts
A market-skimming pricing strategy should NOT be used for a new product when ________. A) the product's quality and image support its higher price B) enough buyers want the products at that price C) competitors are unable to enter the market D) competitors can undercut prices easily E) producing a smaller number of goods is feasible
competitors can undercut prices easily
product mix
complete set of all products and services offered by a firm
A _____ is a relatively inexpensive item that merits little shopping effort.
convenience product
Ali, a manager at Washington Clothing, organizes a survey to study the quality of the company's products. He instructs the survey team to interview readily accessible customers who visit the outlets during weekdays. In the context of nonprobability samples, Washington Clothing is most likely using a _______ for its survey.
convenience sample
Mike, a university student, is conducting a research to compare the use of e-books with that of traditional printed books. For his research, he decides to approach few of his friends who are avid readers. In this scenario, the type of sample that Mike is planning to use is known as a _____.
convenience sample
The New Age Gallery has three admission prices for students, adults, and seniors, even though all three groups are entitled to the same services. This form of pricing is called ________. A) psychological pricing B) product-form pricing C) customer-segmented pricing D) captive product pricing E) by-product pricing
customer-segmented pricing
45. Nellie's boss sells merchandise through Internet auctions. He needs to mail a $1,500 hexagonal antique picture frame. He has instructed Nellie to buy packaging that will make sure the oddly shaped frame arrives at its new owner's home undamaged, but he has not told her how or where she will find such packaging. Given that she frequently has to purchase packaging supplies, what kind of purchase decision process would she most likely employ? a. Highinvolvement response behavior b. Lowinvolvement decision making c. Extensive decision making d. Limited decision making e. Routine response behavior
d. Limited decision making
2. Which step in the consumer decisionmaking process is a result of an imbalance between actual and desired states? a. Evaluation of alternatives b. Want recognition c. Purchase d. Need recognition e. Postpurchase behavior
d. Need recognition
41. Which of the following activities is most likely to be an example of routine response behavior? a. The purchase of a threeweek vacation cruise b. A homeowner's purchase of a new grill for $600 c. The firsttime purchase of a copy machine for a home office d. The purchase of toilet paper e. The purchase of an infant car seat
d. The purchase of toilet paper
33. Andrea just purchased a trip to Jamaica as a present to her husband for their tenth wedding anniversary. Andrea is anxious about the trip, afraid Bill will not like her choice of location and worried she spent too much money. Andrea is experiencing: a. selective dissatisfaction b. temporal distortion c. perceptual disharmony d. cognitive dissonance e. selfactualization involvement
d. cognitive dissonance
57. All of the following are characteristics of culture EXCEPT: a. culture is pervasive b. culture is learned c. culture is functional d. culture is an inherent trait e. culture is dynamic
d. culture is an inherent trait
24. Warren loves to go to the beach on his vacation but hates to have to worry about the possibility of hurricanes. As Warren looked for where he should go on vacation this summer, he consulted a publication called Smart Money and learned the islands of Aruba, Bonaire, and Curacao are not in the hurricane belt. Now he will only consider these island resorts as possible vacation destinations. This group of resort islands is called Warren's: a. involvement set b. evaluative set c. evolved set d. evoked set e. intuitive set
d. evoked set
18. A product information source that originates with marketers promoting the product is referred to as a: a. manipulative information source b. primary information source c. secondary information source d. marketingcontrolled information source e. biased information source
d. marketingcontrolled information source
14. The way a consumer goes about addressing a need is called a: a. need b. tactic c. stimulus d. want e. desire
d. want
Competitive Insight Specifics is a company that utilizes its clients' data alongside external data such as collated web content and social media from credible outlets. Competitive Insight Specifics reaches out to industry experts, customers, and competitors to get its clients the most diverse perspective. Then the Competitive Insight Specifics data warehouse provides robust analytics and insights to its clients. This is an example of the use of competitive intelligence used for _______.
data-driven decision making
DVDs are an example of a product in the _______ stage. The demand for DVDs has now been surpassed by the demand for Blu-ray discs and online streaming of content. This stage is governed by the change in consumer tastes and the rate at which new products enter the market.
decline
Konnekt, a manufacturer of electronic goods, experienced a drop in the sales of its radios after the diffusion of televisions in the market. Lately, its radios have stopped sellling, whereas its televisions are witnessing increased sales. Therefore, Konnekt stopped marketing its radios and invested extensively in the promotion of its televisions. In this scenario, Konnekt's radios are in the _____ of its product life cycle.
decline stage
In the context of the new-product development process, laboratory tests are often conducted on prototype models in the _____ stage
development
In the context of the new-product development process, laboratory tests are often conducted on prototype models in the _____ stage.
development
When considering a product's characteristics and the rate of adoption, complexity refers to the degree to which a new product is _______.
difficult to understand and use
Which of the following price adjustment strategies involves reducing prices to reward customer responses such as volume purchases, paying early, or promoting the product promptly? A) product bundle pricing B) captive product pricing C) product line pricing D) dynamic pricing E) discount and allowance pricing
discount and allowance pricing
The Google Ventures design team uses a brainstorming process called "note-and-vote" for naming companies, choosing product features, setting meeting agendas, or picking a restaurant. Everyone writes down ideas, reviews the ideas, shares the ideas, and votes on the ideas in only 15 minutes. This example shows that brainstorming can be successful if a group _______.
discusses ideas while avoiding criticism of them
undifferentiated
for products like pencils and paper clips, marketers should probably use an _______ targeted strategy
A target market is a group of people:
for which an organization designs, implements, and maintains a marketing mix intended to meet the needs of that group.
What did Jesus say we have to do before God will forgive our trespasses? (11:25-26)
forgive anyone against whom you have a grievance
concentrated
four frequently used targeting strategies are the micromarketing, undifferentiated, differentiated, and ___ targeting strategies
With which pricing strategy does the seller take responsibility for part or all of the actual freight charges in order to get the desired business? A) FOB origin pricing B) freight-absorption pricing C) basing-point pricing D) location-based pricing E) uniform-delivered pricing
freight-absorption pricing
_____ clusters potential customers into neighborhood lifestyle categories.
geodemographic segmentation
retailers
geodemographic segmentation can be particularly useful for ___
Which of the following involves adjusting prices to account for the physical location of customers? A) location-based pricing B) geographic pricing C) domestic pricing D) interior pricing E) captive pricing
geographic pricing
Jenkins Casuals Inc. is a multinational chain of apparel stores. During summer in Penccilla, a country in the northern hemisphere, the company announces a sale on T-shirts, shorts, and bathing suits. At the same time, it announces a sale on scarves and winter jackets in Esnos, a country in the southern hemisphere. Given the information, Jenkins Casuals Inc. most likely uses _____.
geographic segmentation
How did the rich man, who came to Jesus seeking eternal life, respond when Jesus told him to sell everything he had and give to the poor and follow Jesus? (10:22)
his face fell, and he went away sad
Muscular Trends Inc., a fitness equipment manufacturing company, does not meet the targeted sales turnover for the financial year. Roger, the marketing manager of Muscular Trends Inc., decides to conduct marketing research to investigate the reason for the decrease in sales. In this scenario, through market research, Roger will most likely:
identify what has gone wrong in the previous sales strategies.
A company will most likely market its product under a different name in a new market:
if there is difficulty in pronouncing the product name in the new market.
Addiso, an energy drink, was extremely popular in the early 2000s. It suffered a decline in its sales because of rising competition in the market. As a result, the manufacturers modified the product's packaging from its regular cylindrical bottle to an interesting triangular-shaped package. This led to an increase in sales. In this scenario, the modified product belongs to the category of:
improvements or revisions of existing products.
Marketing research helps managers by:
improving the quality of decision making.
All powder laundry detergent is packaged in small 2 oz. packets so it will be more affordable for low-income consumers. All detergent convenience packets are small enough to be sold in vending machines to make them handy for students on a tight budget living on campus. This is an example of _______.
income segmentation
M&N, a popular apparel brand, segments its products on the basis of price. It has a line of high-end clothes targeted at fashionistas; a line of mid-range clothing suitable for middle classes; and a line of cheap, durable clothing that caters to college students. It has segmented its market in this way so that everyone is able to afford its products. In the given scenario, M&N most likely uses _____.
income segmentation
NewPhone Inc. has launched a new smartphone in two different versions. Both variants of the smartphone have a similar design but have different hardware specifications and, therefore, different price points. The company uses this strategy to make this smartphone more universally affordable. In this scenario, NewPhone Inc. is most likely using _______.
income segmentation
Among the vendors of neuromarketing services are NeuroFocus, a company working with Hyundai, Google, and Walt Disney Co.; EmSense, which counts Microsoft among its customers; and Sands Research, which works with Chevron. These research companies measure microscopic changes in skin moisture, heart rate, and brain waves to see how consumers react to package designs and ads. Companies like Hyundai and Microsoft are interested in these research techniques because neuromarketing _______.
is an attempt to understand responses to promotion and purchase motivations
Product
everything, both favorable and unfavorable, that a person receives in an exchange o Product, service, idea ("don't litter") o Features: packaging, style, color, options, and size
A consumer's information search should yield a group of brands, sometimes called the buyer's _____, which are the consumer's most preferred alternatives.
evoked set
A company that uses a psychographic market segmentation strategy will be most interested in the _____ of its potential customers.
lifestyle
psychographic
lifestyle is a ___ variable
In the context of psychographic segmentation, _____ divides people into groups according to the way they spend their time, the importance of the things around them, their beliefs, and socioeconomic characteristics such as income and education.
lifestyle segmentation
Jason owns a semi-automatic washing machine which requires him to manually place clothes from the wash section to the spin section every time he uses it. He sees an advertisement on the Internet for an automatic washing machine that does not require constant monitoring and hence, decides to buy one. In this scenario, Jason is in the _____ stage of the consumer decision-making process.
need recognition
In the context of customer relationship management (CRM), a company should identify its profitable and unprofitable customers because:
not all customers are equally important for a business.
In a bid to attract more customers in a market which has several competitors, Barrymore's Bakery slashed the prices of all its products by 50%. Managers at the firm reasoned that lower prices would draw in even more customers, making up for the reduction in price several times over. Which of the following pricing strategies are they using? A) market-skimming pricing B) market-penetration pricing C) captive-product pricing D) cash discount pricing E) by-product pricing
market-penetration pricing
Whizz Corp. wishes to introduce a new hybrid car into mature markets in developed countries with the goal of gaining mass-market share quickly. Which of the following pricing strategies would help the firm meet its goal? A) market-skimming pricing B) market-penetration pricing C) market-segmentation pricing D) cost-plus pricing E) captive-product pricing
market-penetration pricing
Midnight Magic, a perfume manufacturing company, plans to release a new fragrance during the holiday season at $99 per bottle. The company intends to bring the price down to $49 within six months of its release to attract buyers who couldn't afford the initial price. Which of the following pricing strategies is Midnight Magic using? A) market-penetration pricing B) market-skimming pricing C) competitive pricing D) cost-plus pricing E) product-line pricing
market-skimming pricing
The process of planning, collecting, and analyzing data relevant to a marketing decision is called _____.
marketing research
Normally, the longest stage of the product life cycle is the _____.
maturity stage
Vilante Corp., a television manufacturing firm, observes that its profits are declining because of slow sales. Therefore, it begins to promote the product to its consumers and dealers to maintain its market share. To distinguish its products from its competitors, it redesigns its television models stylistically. It also increases the product warranty from one year to three years. In this scenario, Vilante's products are in the _____ of the product life cycle.
maturity stage
In a research study on the consumption of soft drinks, a few respondents tell their interviewers that they do not drink soda pop, though they actually drink soda pop. This reduces the accuracy of the survey. This error is most likely an example of _____.
measurement error
brand awareness
measures how many consumers in a market are familiar with the brand and what it stands for and have an opinion about it
Which of the following is a trend that will lead to the continuing growth of customer relationship management (CRM)?
loyalty
When a competitor cuts its price, a company should ________ if it believes it will not lose much market share or would lose too much profit by cutting its own prices. A) reduce its production costs B) reduce its marketing costs C) maintain its current prices and profit margin D) increase its marketing budget to raise the perceived value of the product E) increase its production costs to improve the quality of the product
maintain its current prices and profit margin
Which of the following product mix pricing strategies involves pricing additional/accessory products sold along with the main product? A) inclusive product pricing B) exclusive product pricing C) by-product pricing D) product bundle pricing E) optional product pricing
optional product pricing
Stanley likes using fountain pens. When he came across a new series of fountain pens manufactured by Dilloit Pens, he eagerly bought one. The pen's appealing exterior combined with the long-established reputation of Dilloit Pens, made Stanley assume that the fountain pen would be of high quality. To his disappointment, the pen smudged and bled despite using high-quality ink. In this case, Stanley purchased the pen based on _____.
perceived value
A _____ may be defined as everything, both favorable and unfavorable, that a person receives in an exchange.
product
Complementary branding
product advertised or marketed together to suggest usage • Seagram's compatible mixer: 7-UP • Enhances the prestige or perceived value • Increase presences in market where it has little room to differentiate itself
The universal product code (UPC) is a:
series of thick and thin vertical lines read by computerized optical scanners that match codes with brand names, package sizes, and prices.
From Bethsaida where did Jesus and his Disciples go? (8:27)
set out for the villages of Caesarea Philippi
Hearth & Home, a store which sells household products, has announced a one-week sale on its new carpet line. This is an example of ________. A) promotional pricing B) seasonal pricing C) by-product pricing D) product bundle pricing E) time-based pricing
promotional pricing
What type of pricing is being used when a company temporarily prices its product below the list price or even below cost to create buying excitement and urgency? A) segmented pricing B) international pricing C) reference pricing D) promotional pricing E) basing-point pricing
promotional pricing
Nike allows customers to see its shoes in special see-through boxes. In addition to being attractive, the packaging is carefully designed to keep the shoes from being ruined due to heat, cold, and rain. This example shows that the function of packaging is to _______.
protect and promote products
Perception, motivation, and learning are _____ that influence consumer buying decisions.
psychological factors
A supermarket places its store brand of blackberry jam priced at $5 per jar in the fruit preserves aisle, alongside the jam jars of a better known brand—whose products are priced at $8 apiece. Store managers reason that customers are more likely to choose the store brand instead of the better known brand when they realize the price difference. What price adjustment strategy is evident in the supermarket's reasoning? A) by-product pricing B) product bundle pricing C) captive product pricing D) psychological pricing E) seasonal pricing
psychological pricing
La Belle released a a cut glass bottle of perfume at $299 per item, even though its major competitor prices its signature scent at $99 per item. La Belle reasons that customers in search of luxury goods will prefer its product because they are likelier to believe that high price indicates superior quality. What price adjustment strategy is evident in its reasoning? A) seasonal pricing B) time-based pricing C) captive product pricing D) psychological pricing E) location-based pricing
psychological pricing
Which of the following is a price adjustment strategy that considers how a customer's perception of a product is influenced by its price? A) captive product pricing B) psychological pricing C) by-product pricing D) promotional pricing E) international pricing
psychological pricing
In the context of the buying behavior of a family, _____ are those members of a family who actually exchange money for a product.
purchasers
The Weston Candy Company is known for its inexpensive chocolates. To appeal to a more upscale market, it introduces a new line of premium chocolates that are made from the world's finest cocoa. This is an example of _____.
quality modification
Karen usually does not spend much time selecting gifts. However, when choosing a fountain pen for her husband's birthday this year, she visited several stores and spent a lot of time asking the sales staff about different features of the pen before making her purchase. This scenario illustrates _______.
situational involvement
Brandon is planning to buy a new house. He visits Reardon & Matthews, a professional real estate agency, to find a house within his budget. In this case, Brandon is relying on a(n) _____.
secondary membership group
Recently, Dell launched a new laptop in the market. Carrie bought the laptop but was disappointed when several cheaper laptops were successfully launched in the market soon after. To deal with her disappointment, she convinced herself that those laptops were inferior in quality. This scenario illustrates _______.
selective distortion
Jeremy was watching news. The news featured the suspected malicious practices that were occurring in Jeremy's favorite shopping mall. When he wanted to share the news with his friend, he could not remember some of the activities featured on the news. This is an example of _____.
selective retention
Diana and Ronald, a married couple, are in their early 30s. They do not want to do anything that would make others think that they have become old. In this case, Diana and Ronald appear to be very concerned about their _____.
self-concept
Price discrimination is legal when a ________. A) manufacturer and reseller have agreed upon a specified retail price for a product B) manufacturer sells to retailers in different markets C) seller can prove its costs are different when selling to different retailers D) seller advertises prices that are not actually available to consumers E) seller has not communicated with competitors before announcing prices
seller can prove its costs are different when selling to different retailers
speciality product
those for which customers express such a strong preference that they will expend considerable effort to search for the best supplier
What did the spirit do to destroy the boy it possessed? (9:22)
thrown him into fire and into water to kill him
Eve shops at Mrs. G's Grocery because it is located right near her place of work. Although Mrs. G's prices are higher than Walmart's, Eve is willing to pay more because she can easily pick up groceries on her way home from work. The convenience Eve received was well worth the extra money; this is an example of _______.
value
Cellpoint uses two-part pricing for its long-distance call charges. Because this is a service, the price is broken into a fixed fee plus a(n) ________ rate. A) fixed usage B) variable usage C) standard usage D) market usage E) optional usage
variable usage
Shoe Trends, a company that manufactures formal shoes for men and women, offers to give its customers $10 for an old pair of shoes when they buy a new pair. In essence, they're reducing the price of the new shoes by $10. What is this type of price adjustment called? A) functional discount B) captive product pricing C) seasonal discount D) trade-in allowance E) by-product pricing
trade-in allowance
CarWorks, an automobile company, uses a unique tire design on its vehicles. A rival company was found copying the exact design for its automobiles. CarWorks filed a legal claim against the rival company regarding this issue and won the lawsuit. In this scenario, CarWorks's unique tire design is a registered _______.
trademark
When predicting or explaining the rate of acceptance and diffusion of a new product, the degree to which it can be sampled on a limited basis is its _______.
trialability
(T/F) Coca-Cola launched Coke Zero to avoid cannibalizing current sales and to attract new customers in a segment they might not get with Diet Coke.
true
(T/F) Maintaining a unique value proposition can be sustained in the long term only in monopoly situations or monopolistic competition situations.
true
If Detroit DLX charges the same price for the delivery of its product to customers located within the Great Lakes states, but a different price to customers elsewhere, the company is using ________. A) psychological pricing B) promotional pricing C) reference pricing D) zone pricing E) uniform-delivered pricing
zone pricing
_______ is a term that refers to a company's attempt to give the impression of environmental friendliness whether or not it is environmentally friendly.
Greenwashing
In the context of marketing research, which of the following statements is true of primary data?
They are information collected for the first time.
Which of the following statements is true of captive brands?
They are manufactured by a third party and sold exclusively at the chains.
Which of the following statements is true of opinion leaders?
They are the most influential and informed members of society.
Which of the following statements is true of Internet surveys?
They make it easier to connect with people who are difficult to reach.
Motives that are known and freely admitted are called primary motives?
False
Product placement is subliminal
False
The source of a communication represents _____.
who"" delivers the message"
What did Jesus say to the Boy's father possessed with a mute spirit who was frustrated that his disciples could not heal him and he doubted if Jesus could heal him either? (9:23)
'If you can!' Everything is possible to one who has faith."
Advantages of Primary Data
-Answers a specific research question -Data are current -Source of data is known -Secrecy can be maintained *The main advantage of primary data is that they will answer a specific research question that secondary data cannot answer.
How many people did Jesus miraculously feed from the loaves and fish? (8:9)
4,000
How long did Jesus stay in the towns of Caesarea Philippi before He went up to a high mountain to be transfigured? (9:2)
6 days
A(n)_____ involves channel members formally agreeing to closely cooperate with one another. A) vertical marketing system B) resale price maintenance agreement C) horizontal marketing system D) conventional marketing system E) distributor's marketing system
A
94. When consumers change or distort information that conflicts with their feelings or beliefs, it is called: a. selective distortion b. selective dissonance c. intermittent reinforcement d. selective retention e. selective exposure
A a. selective distortion
When Jesus sent two of His disciples to prepare for His entry into Jerusalem, what did He tell them they would find as soon as they entered the village? (11:2)
A colt tethered on which no one has ever sat.
What did Jesus say the moneychangers had made the temple in Jerusalem? (11:17)
A den of thieves
How many fish were used to feed the 4,000? (8:7, 9)
A few
The next day as Jesus was leaving Bethany, what kind of tree did He see? (11:13)
A fig tree
Which of the following most accurately defines the concept of a probability sample?
A sample in which every element in the population has a known statistical likelihood of being selected
109. Manufacturers of consumer goods often give away trial sizes of new products to encourage: a. experiential learning. b. selective perception. c. continuous reinforcement. d. conceptual learning. e. problem recognition.
Aa. experiential learning.
Marketing Research Aggregators
Acquire, catalog, reformat, segment, and resell reports already published by large and small marketing research firms. Databases are getting bigger, more comprehensive, and easier to search. Industry is a $120 million business that is growing about 6 percent a year.
Liking the taste of coke but not liking the high calorie is a type of _____.
Ambivalent attitude
Which of the following statements is true of the consumer decision journey?
An advertisement causes a consumer to research a number of products or services.
About whom did Jesus say,"...it would be better for him if a millstone were hung around his neck, and he were thrown into the sea."? (9:42)
Anyone who causes ones who believe [in Jesus] to sin
Smokers like smoking but don't like the cost. This explifies ______ motivational conflict.
Approach-avoidance
According to the chief priests, scribes, and elders, how had all the people regarded John the Baptist? (11:32)
As a prophet
_____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.
Attention
Acquiring part or all of a foreign company is a common strategy for companies known as _____. A) strategic alliance B) direct foreign investment C) joint venture D) franchising E) exporting
B
Channel conflicts occur because: A) the greater good of the company is predominant B) channel members have their own goals. C) channel members want to have high inventory. D) channel members have contractual obligations. E) channel members promote products.
B
Who did Jesus meet as He was leaving Jericho with His disciples? (10:46)
Bartimaeus, a blind man
A set of human characteristics that become associated with a brand is referred to as ____.
Brand personality
A(n)_____ is formed when two parties agree to share their profits, losses, and control with one another in an economic activity they jointly undertake. A) strategic alliance B) direct foreign investment C) joint venture D) franchising E) exporting
C
Intensive distribution is utilized for products that: A) need image protection. B) can be sold at specific outlets for targeted consumers. C) consumers purchase on the spot without much shopping around. D) consumers spend time comparing in the marketplace. E) consumers find at one retail location.
C
From Galilee into which city did Jesus go? (9:33)
Capernaum
Which of the following is NOT a step in the information-processing model?
Comparison
In the context of the product life cycle, which of the following is true of a product's growth stage?
Competition intensifies as more competitors enter the market.
A business that purchases products in large quantities from producers and then sells it to another entity is known as a _____. A) broker B) retailer C) distributor D) wholesaler E) consumer
D
_____ are characterized as having a wide variety of household and personal types of merchandise such as clothing and jewelry. A) Off-price retailers B) Drugstores C) Supermarkets D) Department stores E) Warehouse clubs
D
_____ involves selling products through one or very few outlets. A) Quality distribution B) Intensive distribution C) Extreme distribution D) Exclusive distribution E) Choice distribution
D
In the Circles for a Successful Value Proposition framework, the portion of the customer needs/wants circle that doesn't overlap with anything else represents A.the firm's value proposition. B.competitors' value propositions. C.low-priority needs and wants that customers are willing to give up. D.unmet customer needs/wants. E.unknown customer needs/wants that the firm does not understand.
D.unmet customer needs/wants.
On which topic were the Pharisees trying to test Jesus on? (10:3)
Divorce
Which of the following is the least risky global entry strategy? A) Strategic alliance B) Direct foreign investment C) Joint venture D) Franchising E) Exporting
E
93. On any given day, a person may be subjected to over 2,500 advertising messages but may only be aware of 11 to 20 of them. This is called: a. selective distortion b. selective learning c. sporadic reinforcement d. intermittent selectivity e. selective exposure
E e. selective exposure
When Mr. How, a Pennsylvania-based discount lumber and hardware chain, sent snow blowers to its Augusta, Georgia, store in April, it was engaged in A.concentrated segmentation. B.geodemographic segmentation. C.benefit segmentation. D.psychographic segmentation. E.misguided geographic segmentation.
E.misguided geographic segmentation.
Bill bought a Black & Decker toaster oven at Best Buy. The toaster oven comes with a one-year written guarantee. Bill wants to be sure that all features of the toaster oven function properly. Black & Decker includes a statement on its products that says "complete satisfaction guaranteed" (a statement of performance) and also documents written in technical language that explain in depth the various functions of the toaster oven and how to care for it. This is an example of a(n) _______.
Express Warranty
Which of the following is NOT considered an emotional dimension?
Feeling
Which of the following is true of an organization's product mix width?
Firms increase the width of their product mix to diversify risk.
Which of the following is a disadvantage of a concentrated targeting strategy?
Firms may suffer negative consequences if the chosen segment is too small.
After Peter's great confession, which was the events that Jesus prophesied to His disciples? (8:31)
He began to teach them that the Son of Man* must suffer greatly and be rejected by the elders, the chief priests, and the scribes, and be killed, and rise after three days.
What did Jesus do when He came upon a fig tree that had no figs? (11:14)
He cursed it saying "May no one ever eat of your fruit again!"
Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this?
Iconic rote learning
What did Jesus explain about the nature of the one who wishes to be greatest among them? (9:35)
If anyone wishes to be first, he shall be the last of all and the servant of all."
All of the different cereals manufactured by NaturalBreakfasts carry the same brand name. NaturalBreakfasts uses family branding instead of individual branding. Which of the following illustrates the difference between individual and family branding?
In individual branding, different brand names are used for different products, whereas in family branding several different products are marketed under the same brand name.
Primary Data
Information collected for the first time. Used for solving the particular problem under investigation.
A manufacturer that introduces a new snack product by giving numerous free samples is probably using
Instrumental/operant conditioning
In a product development process, which of the following is a disadvantage of test marketing?
It exposes the new product and its marketing mix to competitors before its introduction.
Besides its high cost, what is the other possible problem that test marketing is likely to face?
It exposes the new product and its marketing mix to competitors before its introduction. Thus, the element of surprise is lost.
Which of the following statements is true of informational labeling?
It helps consumers make proper product selections from a variety of choices.
Which of the following statements is true of market segmentation?
It helps marketers define customer needs and wants more precisely.
Which of the following is true of the bottom of the pyramid? A) It is a market segment that has been tapped into and depleted. B) It consists of people who have easy access to luxury goods. C) It comprises people who have easy access to the basic amenities of life. D) It is considered a source of fresh growth opportunities. E) It is a market segment which has insignificant purchasing power.
It is considered a source of fresh growth opportunities.
Which of the following is an advantage of multiple-variable market segmentation?
It is more precise than single-variable segmentation.
Which of the following statements is true of the family life cycle?
It is often used by marketers to define target markets.
Which of the following statements is true of a bar code?
It is read by computerized optical scanners that match codes with brand names, package sizes, and prices.
In the context of the strategies for selecting target markets, which of the following is an advantage of undifferentiated marketing?
It offers potential savings on production and marketing costs.
Which of the following statements is true of customer relationship management (CRM)?
It personalizes customers' experience according to their needs.
Which of the following statements is true of a warranty?
It protects a buyer and gives essential information about a product.
What did Jesus warn against jealousy and intolerance toward others, such as exorcists who do not follow us? (9:39-41)
Jesus propagated the broad principle of the divine tolerance. Even the smallest courtesies shown to those who teach in Jesus' name do not go unrewarded.
After Jesus cast out the unclean spirit from the boy, what did Jesus do? (9:27)
Jesus took him by the hand, raised him, and he stood up.
About whom did Jesus say, ". . . for the kingdom of God belongs to such as these. (10:14)
Little children
Motives that are known and freely admitted are called ____.
Manifest
In the context of the product life cycle, which of the following statements is true of the introductory stage?
Marketing costs are normally high in this stage.
Marketing Research
Marketing research is the process of planning, collecting, and analyzing data relevant to a marketing decision. *Marketing research plays a key role in the marketing system. It provides data on the effectiveness of the marketing mix and insights for necessary changes. *Marketing research is a main data source for management information systems and DSS.
The Phillips Company launched a website for women. The website is an online community where women can share inspirational stories, as well as practical tips and information relevant to the various aspects of their lives. The Phillips Company anticipates that this online community will allow them to learn more about the interests and product needs of women.
Members are asked to complete surveys.
The energizing force that activates behavior & provides purpose and direction to that behavior
Motivation
Which of the following is NOT an advantage of mobile research surveys?
Narrow geographic reach
lower overall risk
One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and
Which of the following is NOT a type of cognitive learning?
Operant
Introducing a new snack product by giving numerous free samples exemplifies:
Operant Conditioning
Which of the following companies uses captive product pricing? A) Photo Genie, which sells inexpensive cameras that run only on their own expensive batteries B) Tune Zone, which launched a range of mp3 player models, each priced according to its features C) Penguin's Parlor, which offers customers a 20% discount on their birthdays D) Sportsprint, which prices sports equipment according to customer evaluations E) Burger Den, whose combo meals are priced lower than its individual components sold together
Photo Genie, which sells inexpensive cameras that run only on their own expensive batteries
What did Jesus say to do if your eye makes you sin? (9:47)
Pluck it out
Which of the following is a stimulus factor affecting attention?
Position
The world's best coffee beans come from Costa Rica. Therefore, the more Costa Rican beans in a blend of coffee, the better the blend; and no company purchases more Costa Rican beans than Superior Coffee. Which positioning strategy is the company demonstrating?
Product differentiation
_____ is a positioning strategy that some firms use to distinguish their offerings from those of competitors.
Product differentiation
Which positioning base for a product or service focuses on a personality or type of consumer?
Product user
________ are formed by noting current prices, remembering past prices, or assessing the buying situation. A) Product line prices B) Seasonal prices C) Reference prices D) Time-based prices E) Product bundle prices
Reference prices
Anything that increases the likelihood a given response will be repeated is considered ____.
Reinforcement
Which of the following is NOT a core trait in the Five-Factor Model of personality?
Reliability
The ________ seeks to prevent unfair price discrimination by ensuring that sellers offer the same price terms to customers at a given price level. A) RICO Act B) Robinson-Patman Act C) Sherman Act D) Clayton Act E) Celler-Kefauver Act
Robinson-Patman Act
Which of the following is NOT a specific learning theory?
Schematic
According to Maslow's hierarchy of needs, which of the following needs is a social need?
Sense of belonging
How many baskets of food were taken up following Jesus' feeding of the 4,000? (8:8,9)
Seven
How many loaves were used to feed the 4,000? (8:5, 9)
Seven
Who did John say the disciples had forbidden for not following them? (9:38)
Someone who was casting out demons in Jesus' name
In the context of marketing research, which of the following is a disadvantage of secondary data?
Sources of secondary data may not give detailed information to assess their quality or relevance.
Sam saw a movie and was upset the main character died (he likes happy endings) - why is he upset?
Teleological need
Near what prominent mountain are the small villages of Bethphage and Bethany located? (11:1)
The Mount of Olives
Which of the following statements is true of the product life cycle (PLC)?
The PLC can be used to analyze a brand, a product form, or a product strategy.
In Dalmanutha, who came forward towards Jesus and arguing with him about what? (8:11)
The Pharisees came forward seeking from him a sign from heaven to test him
Who said, "I see people looking like trees and walking."? (8:24)
The blind man who Jesus healed at Bethsaida
Who brought the boy with a mute spirit to Jesus after the transfiguration? (9:17)
The boy's father
In the context of gathering primary data through survey research, which of the following is a disadvantage of telephone interviews?
The cost of telephone interviews increase when respondents refuse to participate.
Which of the following statements is true of online focus groups?
They are cost effective.
After Jesus drove certain people out of the temple, what did He and His disciples see the next morning? (11:20-21)
The fig tree that Jesus cursed
Champion, Inc. is a manufacturer of lunch boxes, school bags, and school stationery. Charles Payton, the CEO of Champion, hopes to sell the products at a low price to penetrate the market quickly. Which of the following best supports a market-penetration strategy for Champion? A) Production costs increase as sales volume increases. B) It is very difficult for competitors to enter the market. C) The cost of producing a smaller volume is negligible. D) The quality of the products supports high initial prices. E) The market for the products is highly price sensitive.
The market for the products is highly price sensitive.
In the new-product development process, which of the following statements is true of the development stage?
The marketing department should decide on the product's packaging, branding, labeling, and so forth.
Survey Research
The most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes.
Which of the following statements is true of the decline stage of the product life cycle?
The rate of decline is governed by how rapidly substitute products are adopted.
Marketing Research Objective
The specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information.
Which of the following statements is true of mobile surveys?
The survey completion rates decrease with the screen size of mobiles.
How did the other ten apostles feel about James and John's request to sit on Jesus' right hand and left hand? (10:41)
They were indignant
What did Jesus explain the reason why his disciples could not drive out the mute spirit? (9:29)
This kind can only come out through prayer
After Jesus healed the deaf man in Sidon in Decapolis District, how long had the multitude been with Jesus while having nothing to eat? (8:1-2)
Three days
Who was Bartimaeus' father? (10:46)
Timaeus
In the context of Internet usage by marketing researchers, which of the following is true of online focus groups?
Time is flexible online allowing respondents to be gathered from all over the world.
The tendency of consumers to doubt salespeople and ads is related to the need ___.
To attribution causation
What did the Son of man come to do? (10:45)
To serve and to give His life as a ransom for many
In the context of marketing research, which of the following is a difference between primary data and secondary data?
Unlike secondary data, primary data can address almost any marketing question.
The source of communication represents ___
Who delivers the message
What had the disciples disputed among themselves on the way to Capernaum? (9:34)
Who was the greatest
In the context of the early stage of new-product development, 3D printing is also known as _____.
additive manufacturing
Product mix
all products that an organization sells o Each product item in a product mix may require a separate marketing strategy
In the context of decision-making roles among family members, unlike purchasers, consumers:
are family members who are the actual users.
Unlike convenience products, shopping products:
are usually expensive
Firms increase the depth of the product lines to:
attract buyers with different preferences.
A way firms are keeping customers in the loyalty loop is by using _____.
automated reordering
16. Which of the following is an information source that is not associated with advertising or promotion? a. External b. Nonmarketingcontrolled c. Marketingcontrolled d. Unbiased e. Primary
b. Nonmarketingcontrolled
10. After a need or want is recognized, a consumer may search for information about the various alternatives available to satisfy it. This occurs during which part of the consumer decision- making process? a. Evaluation of alternatives b. Information search c. Cognitive dissonance d. Consideration stage e. Product identification
b. Information search
15. An external information search is especially important when: a. there is a great deal of past experience b. there are high costs associated with making an incorrect decision c. the cost of gathering information is high d. buying frequently purchased, lowcost items e. there is little risk of making an incorrect decision
b. there are high costs associated with making an incorrect decision
A difference between a consumer product and a business product is that, unlike a business product, a consumer product is:
bought to satisfy an individual's personal wants.
The research and development (R&D) team of DataCom Corp., a software firm, holds a meeting to discuss potential ideas for new products. In the meeting, the moderator encourages everyone to share their ideas, no matter how trivial they may seem. He warns members against criticizing any idea and asks them to focus on offering plenty of ideas. In this scenario, the R&D team of DataCom is engaged in _____.
brainstorming
When faced with a competitor who has cut its product's price, which of the following is the most cost-effective way for a company to maintain its own price but raise the perceived value of its offer? A) by improving the quality of the product B) by introducing a higher-priced premium brand C) by altering the company's marketing communications D) by bundling the offer with add-ons E) by distributing the product through less costly channels
by altering the company's marketing communications
Marketers affect consumers' motivation to learn about, shop for, and buy a certain brand:
by influencing the degree to which consumers perceive a good or service to be self-relevant.
With a(n) _____, a firm selects a market niche for targeting its marketing efforts.
concentrated targeting strategy
Unlike cultural, social, and individual influences on consumer behavior, psychological influences:
can be affected by a person's environment because they are applied on specific occasions.
Sanders Inc. is a multinational company that specializes in manufacturing and selling high-end cameras. It launches a new product Lunar 5.0, and the product becomes highly successful in the market. However, this leads to a significant decline in the sales of Sanders Inc.'s other cameras. This scenario exemplifies _____.
cannibalization
Which are the three things Jesus said a person must do who wishes to come after him? (8:34)
deny himself, take up his cross, and follow me
Fifteen years ago, everyone didn't have a cell phone. Anyone developing an app would not have found many users. Today, the existence of mobile apps is one of the reasons why smartphones are so popular today. These apps make phones and tablets smart, in terms of functionality and features. The app market is seeing hundreds of new applications introduced every day. This example shows that _______.
cell phone use has created a large enough market to make app development profitable
Brand loyalty
consistent preference for one brand over all others
_____ describes how people make purchase decisions and how they use and dispose of the purchased goods and services.
consumer behavior
Judy decides to gift her brother a guitar for his birthday. In this case, the guitar is an example of a _____.
consumer product
In the context of management uses of marketing research, understanding _____ enables grocery chain marketing managers to determine whether departments in their stores should be moved and/or reorganized.
consumer purchase patterns
In the context of marketing strategies, positioning assumes that:
consumers compare products on the basis of important features.
In the context of market data analysis, _____ allow analysts to look at the responses to one question in relation to the responses to one or more other questions.
cross-tabulations
13. Which of the following products would most likely require the purchaser to use only an internal information search? a. A doctor for a recently detected illness b. A new washer and dryer c. A formal dance d. A favorite restaurant you love to patronize regularly e. Choosing a movie to see at the theater
d. A favorite restaurant you love to patronize regularly
26. Another name for evoked set is: a. array b. reminder assortment c. induced memory d. consideration set e. awareness set
d. consideration set
68. Social influences on consumer buying decisions include: a. society, culture, and family b. reference groups, society, opinion leaders, and family c. personality, lifestyle, and reference groups d. reference groups, opinion leaders, and family e. lifestyle, reference groups, and family
d. reference groups, opinion leaders, and family
22. All of the following influence the extent to which an individual conducts an external search for information EXCEPT: a. perceived risk b. knowledge c. prior experience d. social class e. level of interest
d. social class
48. Kim places huge importance on what she wears to sing in front of her church and therefore takes her time to shop for the right clothes and shoes. This is due to the: a. opportunity costs b. fear of cognitive dissonance c. situational factors d. social visibility of the products e. cost of the products
d. social visibility of the products
How does Mark describe Jesus' clothing at the transfiguration? (9:3)
dazzling white
Price discrimination may be used to match competition as long as the strategy is temporary, localized, and ________. A) defensive B) offensive C) publicized D) private E) uniform across channels
defensive
Cleo is given the responsibility of gathering information about the countries where sales of cameras have been high and the reason behind customers' preference of certain cameras to others in the market. In this scenario, Cleo will need to perform the _____ of marketing research.
descriptive role
McDonald's is testing the Crispy Chicken Sandwich in two markets. McDonald's franchisees have asked for a Southern-style chicken sandwich as Chick-fil-A's threat to its business continues to grow. In test marketing, the greatest danger to McDonald's is in choosing a test-site city that _______.
does not reflect market conditions in the new product's projected market area
Big Mike's Health Food Store sells nutritional energy foods. The price of the products sold varies according to individual customer accounts and situations. For example, long-time customers receive discounts. This strategy is an example of ________. A) time-based pricing B) seasonal pricing C) dynamic pricing D) promotional pricing E) penetration pricing
dynamic pricing
______ is a broad concept that can be thought of as a way of organizing and grouping how an individual typically reacts to situations.
personality
56. _____ is the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and is transmitted from one generation to the next. a. Socialization b. Customerization c. Consumerism d. Lifestyle e. Culture
e. Culture
depth
equals the number of products within a product line
Maria is very empathetic toward animals. So, she only buys cosmetic products that explicitly claim that they have not been tested on animals. In this case, Maria's buying decision is based on _____.
ethical fallacies
Grocery stores in West Texas carry a complete selection of canned Asian foods, freshly made sushi, and Asian spices. Because of the large Asian population, grocery stores want to carry products that their customers like. This is an example of _______.
ethnic segmentation
(T/F) A complex product that is best described in writing will be difficult to explain to consumers who are unable to read. For this reason, a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.
false (problem is reachability not responsiveness)
(T/F) The Value and Lifestyle Survey (VALS) conducted by Strategic Business Insights (SBI) is a widely used tool for geographic segmentation.
false (psychographic segmentation)
(T/F) A value proposition compares the price of a product to its benefits.
false (value prop identifies unique benefits or points of difference from competitive offerings that match up with customer needs/wants)
The term _____ refers to a series of stages determined by a combination of age, marital status, and the presence or absence of children.
family life cycle
Who said, "Lord, I believe; help my unbelief."? (9:24)
father of the boy possessed with a mute spirit
Which of the following is the final step in the marketing research process?
following up
undifferentiated
for products like clothespins, which provide the same benefit for all consumers, marketers should probably us a ___ targeting strategy
Aaron and Jane, a married couple, plan to buy a car. Aaron chooses a car that has a sporty look. Jane, on the other hand, chooses a car that is beautiful and elegant. In this scenario, which of the following plays a role in influencing Aaron and Jane's purchase decisions?
gender
Nestor Motors, an automobile manufacturing firm, manufactures muscle cars that are mostly preferred by men. The company wants to widen its customer base and conducts research about the preferences of women in cars. It launches a new line of sleek cars that are reliable for day-to-day commute. This new line of cars is targeted toward women. In this scenario, Nestor Motors is using _____.
gender segmentation
Tesla, one of the highest-priced luxury hybrid and electric cars, is in the _______ stage. In this stage, Tesla is continuing to raise awareness and educate potential customers. Customers must learn about the car and its benefits before they decide to purchase one. In this stage, people are willing to take more risk and pay more to have the latest Tesla model.
growth stage
Consumers are less likely to use price to judge the quality of a product when they ________. A) have never tried the product before B) have little knowledge of the brand C) have experience with the product D) are shopping for luxury items E) cannot physically examine the product
have experience with the product
A group of people or organizations is considered a market only if the people or organizations:
have the willingness to exchange resources for desired products.
What request of Bartimaeus did Jesus grant due to his persistence and deep faith? (10:52)
he received his sight
Phil has an internet business and sells his products to customers worldwide. Phil is interested in customer relationship management (CRM) because he doesn't know who his customers are or where they live. Phil feels that he could increase his sales if he had detailed information about the products and services his customers use. To initiate the customer relationship management (CRM) cycle, Phil should first _______.
identify customer relationships with the organization
concentrated
if a company had a very specific product, it should use a ___ targeting strategy
Fiber One puts the number of grams of fiber and the amount of sugar on the label of its cereal box. Fiber One wants customers to know that its cereal is healthy and not loaded with sugar. Fiber One's label is an example of _______.
informational labeling
Most major furniture manufacturers affix labels to their wares that explain the products' construction features, such as type of frame, number of coils, and fabric characteristics. This form of labeling is an example of _______.
informational labeling
Wammy's Foods, a leading packaged seafood company, provides details such as the date of packaging, the date of expiry, nutritional value, and source on its tuna and sardine cans. This is an example of:
informational labeling.
When considering the roles in decision making that family members play when someone wants to buy a good or service, the member who suggests or plants the seed for the purchase process is called the _______.
initiator
Francisco, an affluent college graduate, buys gadgets on the day of their launch in the market. He reads expert reviews on the internet and is not influenced by the opinions of his family and friends while choosing products. Francisco is most likely to belong to the category of _____ in the context of diffusion of innovation.
innovators
commercialization
introducing the new product into the market
Elegance Inc., a clothing store based in the United States, manufactures, markets, and sells women's apparel. It recently launched a new line of men's apparel to diversify its market. It invests heavily in advertisement and dealership as it wants to reach a wide customer base. Despite these efforts, Elegance experiences slow sales with negative profits because of the huge investment in the new product line. According to the product life cycle concept, Elegance's men's apparel is in the _____.
introductory stage
Individual brands
involves using different brand names for different products • Proctor & Gamble: Bold, Cheer, Tide, Gain
Jennifer bought an AirFryer online and chose an in-store pick-up option. When she went to pick up the AirFryer, she was told that the product was sold out. Jennifer's dilemma is referred to as the _______, the anticipation of receiving a highly desirable option only to have it become inaccessible.
jilting effect
What does Jesus explain about salt in the life of a person? (9:50)
keep salt in yourselves without loosing its flavor and you will have peace with one another.
In response to price cuts from competitors, a cereal company with several more expensive and higher quality cereals introduced a lower-priced option to its product line. This is an example of which of the following responses to a competitor's price cut? A) raising the perceived value of a product B) improving product quality C) accepting a reduced market share D) launching a "fighter brand" E) using high-low pricing
launching a "fighter brand"
Consuming products that have a limited availability:
leads to more consumer enjoyment than if the items were always available.
psychographics
more useful for predicting consumer behavior than demographics, but is more expensive to identify potential customers
A _____ is referred to as the driving force that causes a person to take action to satisfy specific needs.
motive
In the context of the strategies for selecting target markets, a firm that chooses to serve two or more well-defined market segments and develops a distinct marketing mix for each has a(n) _____.
multisegment targeting strategy
individual brand
names for each of its products
Samsung is best known for its smartphones, tablets, and televisions. Years ago, when it decided to expand its business activities and operations into ship building and military hardware, it was gearing to offer _______.
new product lines
Felicia wants to buy a new cell phone. She asks her friends who are technologically savvy to recommend a good, lightweight phone that is easy to use. In this scenario, Felicia is obtaining information using a(n) _______.
non-marketing-controlled information source
To provide insights into the needs and wants of divorced parents, lifelong singles, and childless couples, marketers should be aware of _____.
nontraditional life cycles
The company that owns Tulips Nation, a famous national clothing brand, is planning to market and sell its products worldwide. After some deliberation, the management decided to retain its brand name across international markets as well. The strategy adopted by Tulips Nation is an example of a(n) _____.
one-brand-name strategy
Customer relationship management (CRM) is implemented in firms to:
optimize customer satisfaction.
manufacture brands
owned and managed by the manufacturer
Marketers who want to make sure that consumers are treated as unique individuals with distinct needs and wants will be most successful if they follow the customer relationship management (CRM) trend of _____.
personalization
Co-Branding
placing two or more brand names on a product of its package
Google's Android smartphone has an operating system which only comes with six months of updates. This is an example of _______, because Androids that have already been sold become antiquated.
planned obsolescence
Tone Zone plans to introduce four mp3 player models over the next year. These models range from basic players at $99 per unit, to more sophisticated players at $399 per unit. The more features a model has, the more expensive it is. What pricing strategy is Tone Zone using for its range of mp3 players? A) product line pricing B) product bundle pricing C) captive product pricing D) by-product pricing E) optional product pricing
product line pricing
In a _______, a researcher finds a certain number of people in several categories—e.g., owners of cats versus owners of dogs. Respondents are not picked on probability sampling criteria.
quota sample
In the context of probability samples, a _____ is arranged in such a way that every element of the population has an equal chance of being selected as part of the sample.
random sample
Which term refers to prices that buyers carry in their minds and check with when they look at a given product? A) product line prices B) reference prices C) location-based prices D) product-form prices E) time-based prices
reference prices
brand extension
refers to the use of the same band name in a different product line
brand associations
reflect the mental and emotional links that consumers make between a brand and its key product attributes, such as a logo and its color, slogan, or famous personality
Civicom Thought Light is a mobile app for collecting rich in-the-moment insights, including geolocation without a data connection. Civicom Thought Light can be used by a company for shopper insights through on-the-spot data collection using smartphones. This example shows that _______.
research using mobile surveys is convenient
Mark's Markers, a manufacturer of white board markers, has required its dealers to charge a specified retail price for its markers. Mark's is most likely guilty of ________. A) captive pricing B) retail price maintenance C) price discrimination D) competitive pricing E) unfair price skimming
retail price maintenance
Veronica works in the purchasing department for Medical Center Hospital. She buys gloves, masks, and protective gear from Johnson Hospital Supply. Every month Veronica contacts Johnson Supply and places the order. She has used Johnson Supply for years and sees no reason to consider other companies. Veronica is a(n) _______.
satisficer
In the context of purchasing profiles, _____ contact familiar suppliers and place the order with the first one to satisfy product and delivery requirements.
satisficers
Failure to enter the current price into a retailer's system may result in charges of ________. A) predatory pricing B) scanner fraud C) retail maintenance pricing D) discriminatory pricing E) price fixing
scanner fraud
In the product development process, _____ eliminates ideas that are inconsistent with an organization's new-product strategy or are obviously inappropriate for some other reason.
screening
The discount offered by Glamor Gifts to customers who bought Valentine-themed merchandise the week following Valentines Day is an example of a ________. A) functional discount B) seasonal discount C) trade discount D) cash discount E) time-based discount
seasonal discount
The Shinn Company wants to manufacture a new mouthwash designed to fight cavities and whiten teeth. The Shinn Company looks at the previously collected data over the last three years on consumer preferences in mouthwash and looks to social media to see what customers are saying about its products. This is an example of _______.
secondary data
Unlike internal information search, external information search:
seeks information from nonmarketing- and marketing-controlled sources.
Xie goes to an appliance store to purchase a refrigerator. After comparing the technical features, prices, and durability of the various brands of refrigerators available, he purchases the cheapest and smallest in size. In this case, Xie has purchased a _______.
shopping product
Advertising and other promotional materials for a variety of products, including the test product, are shown to members of the product's target market. These people are then taken to shop at a mock or real store, where their purchases are recorded. This is part of the process involved in _______.
simulated (laboratory) market testing
Diego has just joined a community composting project in Ossining, New York. He received information about the project from his friends and neighbors. Diego has always believed that food scraps are not trash but a valuable resource, so he made the decision to buy special containers and drop off his food scraps at the designated drop off park. This is an example of the _______ factors that influence the consumer decision journey.
social
____consists of trust worthiness, expertise and attractiveness.
source credibility
_____ is the limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation.
test marketing
Brand name
that part of a brand that can be spoken, including letters, words and numbers o GM, 7-Eleven, Chevrolet
segmenting, targeting, positioning
the STP process is made up of
Manufacturer's brand
the brand name of a manufacturer
Trademarks
the exclusive right to use a brand or part of a brand
strategy and objectives
the first step in the STP process is to clearly identify the firm's ___
overall strategy
the first step in the STP process is to establish an ___
family brand
the individual brands benefit from the overall brand awareness associated with the family name
When Amit was in the airport waiting for his flight, he passed the time by taking a quick mobile survey. Amit completed the survey as he was standing in line ready to board his plane. Amit was able to send and respond to direct and immediate questions. Amit's situation shows that _______.
the mobile survey experience can be easy
benefit
the segmentation method most directly related to value creation for consumers
The Jitterbug cell phone is excellent for seniors in particular. It is easy to set up and navigate. It is easy to read the letters and numbers on the screen. Another feature is that the minutes and data costs are reasonable, compared to other phones. While the Jitterbug is successful, other mobile telephones fail because _______.
there is a poor match between product features and customer desires
What emotion did Peter, James, and John feel at the transfiguration? (9:6)
they were so terrified
In the case of services, captive product pricing is called ________ pricing. A) by-product B) optional product C) two-part D) bundle E) segmented
two-part
When amusement parks charge customers for admission and later for food and beverages, they are following a ________ pricing strategy. A) by-product B) product line C) two-part D) skimming E) penetration
two-part
A firm using a(n) _______ essentially adopts a mass-market philosophy, viewing the market as one big market with no individual segments.
undifferentiated targeting strategy
Forever Inc. is a confectionery company that manufactures candies. It does not use specific strategies to target children when marketing its products. Instead it uses the same strategies to promote its candies among all consumers in the market. In this scenario, Forever uses a(n) _______.
undifferentiated targeting strategy
Tim Oddo owns a condo in Manhattan and a vacation home in Roxbury, Connecticut. Tim travels to Europe once a year with his family to ski in the Alps. Tim likes to attend art auctions to add to his art collection and visits art galleries whenever he travels. In terms of the U.S. social classes, Tim probably falls into the _______ class.
upper
In the context of market segmentation, _____ divides a market by the amount of product bought or consumed.
usage-rate segmentation
A _____ confirms the quality or performance of a good or service.
warranty
59. Danny and Ron are coworkers in an office. When they have a conversation about work, they stand about 23 feet from each other as they chat. The amount of personal space people expect to have when interacting with a coworker is an example of which cultural component? a. customs b. laws c. myths d. values e. artifacts
A a. customs
What did the people preceding him and following him cry out?
"Hosanna! Blessed is he who comes in the name of the Lord! Blessed is the kingdom of our father David that is to come! Hosanna in the highest!"
What question did the Pharisees ask Jesus in order to test him?
"Is it lawful for a man to divorce his wife?"
When Jesus asked his disciples who men thought He was, what did they say? (8:28)
"John the Baptist, others Elijah, still others one of the prophets."
What request did James and John ask of Jesus?
"Let one of us sit at your right and the other sit at your left in your glory."
What does Jesus say about the little children AND the kingdom of heaven?
"Let the little children come to me, and do not hinder them, for the kingdom of God belongs to such as these......, anyone who will not receive the kingdom of God like a little child will never enter it."
What response did Jesus give to this? (11:33)
"Neither shall I tell you by what authority I do these things."
Responding to a question of the scribes as to where Jesus got authority, what question did Jesus ask? (11:30)
"The baptism of John, was it from heaven, or from men?"
At the transfiguration, what did the voice say from the cloud? (9:7)
"This is my beloved Son. Listen to him."
Whom did Jesus warn his disciples to watch against? (8:15)
"Watch out, guard against the leaven of the Pharisees and the leaven of Herod."
dust, Sodom
(11) And whoever will not receive you nor hear you, when you depart from there, shake off the _____________ under your feet as a testimony against them. Assuredly, I say to you, it will be more tolerable for _____________ and Gomorrah in the day of judgment than for that city!"
Elijah, Prophet
(15) Others said, "It is _________." And others said, "It is the ______________, or like one of the prophets." (16) But when Herod heard, he said, "This is John, whom I beheaded; he has been raised from the dead!"
Sabbath, wisdom
(2) And when the ______________ had come, He began to teach in the synagogue. And many hearing Him were astonished, saying, "Where did this Man get these things? And what _______________ is this which is given to Him, that such mighty works are performed by His hands!
wind, fourth
(48) Then He saw them straining at rowing, for the ___________ was against them. Now about the ___________ watch of the night He came to them, walking on the sea, and would have passed them by.
ghost
(49) And when they saw Him walking on the sea, they supposed it was a ___________, and cried out;
mighty, sick
(5) Now He could do no _____________ work there, except that He laid His hands on a few ____________ people and healed them.
cheer
(50) for they all saw Him and were troubled. But immediately He talked with them and said to them, "Be of good __________! It is I; do not be afraid."
loaves
(52) For they had not understood about the _____________, because their heart was hardened.
twelve, two
(7) And He called the _____________ to Himself, and began to send them out ____________ by two, and gave them power over unclean spirits.
sandals, tunics
(9) but to wear ____________, and not to put on two ____________ .
VALS is the most widely used __________ segmentation tool. A.geographic B.behavioral C.psychographic D.benefits E.geodemographic
C.psychographic
Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation. A.demographic; psychographic B.geographic; geodemographic C.psychographic; demographic D.demographic; behavioral E.demographic; benefit
C.psychographic; demographic
Geodemographic segmentation can be particularly useful for __________, because customers typically patronize stores close to their neighborhood. A.Internet marketers B.wholesalers C.retailers D.consumer goods manufacturers E.cable TV networks
C.retailers
Amit's favorite soft drink is Diet Dr Pepper. She orders a Diet Dr Pepper in a restaurant and is told that the restaurant serves only Pepsi products, so Amit orders water instead. She also insists that she can taste the difference between Diet Dr Pepper and Diet Pepsi. Which learning concept is Amit demonstrating?
Stimulus discrimination
Ira believes that Damien soap moisturizes effectively. When she sees Damien shampoo at the store, she purchases it as she assumes that it will have the same effect. In this case, which of the following forms of learning influences Ira to buy Damien shampoo?
Stimulus generalization
Which of the following aspects of packaging is NOT important in international marketing?
Suppliers
82. Cultural values and norms are passed down to children through the process of: a. accumulation b. encroachment c. assimilation d. socialization e. manifestation
D d. socialization
A seller offers a ________ to trade-channel members who perform certain functions, such as selling, storing, and record keeping. A) functional discount B) storage allowance C) cash discount D) promotional allowance E) quantity discount
functional discount
In the context of use of primary data in marketing research, when researchers piggyback studies, they are actually:
gathering data on two different projects using one questionnaire.
Product line
group of closely related product items o Soups, Sauces, Biscuits
product lines
groups of associated items that consumers tend to use together or thing of as part of a group of similar products or services
marketing segments
groups of consumers with similar wants and needs
Italiano, an American restaurant, experienced increased sales and high profits in the initial years of its establishment. Recently, it began to face increased competition. To rebuild its brand value, Italiano started expanding its distribution network and aggressively promoting its restaurant. In this scenario, Italiano is in the _____ of the product life cycle.
growth stage
In the 1950s, Kellyn Derma, a skin care company, produced only one type of lotion targeting the entire skin care market. Today, it produces different types of creams and lotions to suit different age groups and different skin types. In this scenario, Kellyn Derma is using the strategy of _____.
market segmentation
The key tool in the marketing strategy of every successful organization for reaching the targeted customer is _______.
market segmentation
The process of dividing a market into meaningful, relatively similar, and identifiable groups is called _____.
market segmentation
Companies which set a low price for a new product in order to attract a large number of buyers and a large market share are using the ________ strategy. A) market-skimming pricing B) market-penetration pricing C) cost-plus pricing D) inclusive pricing E) exclusive pricing
market-penetration pricing
When a company sets a high price for a new product with the intention of reducing the price in the future, it is using the ________ pricing strategy. A) market-skimming B) cost-plus C) market-segmentation D) market-penetration E) competitive
market-skimming
Within a market, a _____ is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs.
market segment
Companies facing the challenge of setting prices for the first time can choose between two broad strategies: market-penetration pricing and ________. A) comparative pricing B) competitive pricing C) market-skimming pricing D) market-segmentation pricing E) cost-plus pricing
market-skimming pricing
27. Rose is shopping for a new camera. She has set a maximum of $250 as the highest price she will pay, so she doesn't even bother considering cameras that cost more than that. Rose is narrowing the number of available choices by using a: a. cost margin b. product attribute c. cutoff d. boundary e. knockoff
c. cutoff
Franklin Electronics Inc. manufactures electronic gadgets. Its marketing team spent a great deal of money on advertising to create awareness about the company's products among potential customers and employs a variety of methods, such as print, broadcast, and online advertising. According to the steps involved in segmenting a market, Franklin Electronics most likely is _______.
designing and implementing its marketing mix
A(n) ________ is a straight reduction in price on purchases during a stated period of time or of larger quantities. A) allowance B) free sample C) discount D) tax credit E) intromit
discount
Solar Tanning Salon prices tanning sessions at $25 per visit. It also offers seasonal passes for $175 which permit the customer to visit the salon multiple times in a year. This is an example of a(n) ________. A) sample B) promotional allowance C) product bundle D) discount E) product line
discount
Which of the following is a price adjustment strategy? A) product bundle pricing B) by-product pricing C) product line pricing D) optional product pricing E) discount and allowance pricing
discount and allowance pricing
In return for participating in Honda advertising and sales support programs, Honda dealerships are rewarded with payments or price reductions, which are known as ________. A) seasonal discounts B) functional allowances C) cash discounts D) promotional allowances E) trade-in allowances
promotional allowances
Low-interest financing and longer warranties are both examples of ________. A) segmented pricing B) promotional pricing C) product bundling pricing D) captive product pricing E) product-form pricing
promotional pricing
The purpose of packaging is to:
protect products from breakage, spoilage, light, and other conditions.
The "bottom of the pyramid" refers to ________. A) the world's poorest consumers B) the middle classes of Brazil, Russia, India, and China C) a market with little or no purchasing power D) people with easy access to luxury goods E) the middle class of high income countries
the world's poorest consumers
What did Jesus say repeatedly about the fire of hell? (9:43-48)
their worm does not die, and the fire is not quenched
Herod, Baptist
(14) Now King _____________ heard of Him, for His name had become well known. And he said, "John the ___________ is risen from the dead, and therefore these powers are at work in him."
nobles, Galilee
(21) Then an opportune day came when Herod on his birthday gave a feast for his ___________, the high officers, and the chief men of ______________.
Disadvantages of Secondary Data
-May not give adequate detailed information -May not be on target with the research problem -Quality and accuracy of data may pose a problem
The 3 Roles of Marketing Research
1. Descriptive: Gathering and presenting factual statements (What is the historic sales trend in the industry? What are consumers' attitudes toward a product?) 2. Diagnostic: Explaining data (What was the impact on sales after a change in the package design?) 3. Predictive: Address "what if" questions (How can descriptive and diagnostic research be used to predict the results of a planned marketing decision?)
81. UGG has a portion of its Web site featuring photographs of celebrities wearing UGG shoes. The celebrities serve as: a. opinion leaders. b. laggards. c. early instigators. d. Gatekeepers. e. aspirational adopters.
A a. opinion leaders.
Which of the following would NOT be used in calculating the profitability of a segment? A.segment perceptions B.segment size C.segment adoption percentage D.profit margin percentage E.fixed costs
A.segment perceptions
116. Rayshawn's favorite soft drink is CocaCola. If he orders a Coke at a restaurant and is told that the restaurant serves only Pepsi products, he will often just order water rather than order a Pepsi. He insists that he can tell the difference between the two brands. Which learning concept is Rayshawn demonstrating? a. Selective retention b. Stimulus discrimination c. Perceptual generalization d. Selective generalization e. Stimulus generalization
Bb. Stimulus discrimination
Which component of attitude represents one's tendency to respond in a certain manner?
Behavioral
Which need in Maslow's hierarchy reflects a desire for love, friendship, affiliation, and group acceptance?
Belongingness
Marketers must promote _____ rather than _____, especially for less knowledgeable consumers and for complex products.
Benefits; features
Marketers should promote ____ rather than ____.
Benefits; features
self concepts
Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club. These images are designed to appeal to consumer's __________, suggesting "be like me"
Which of the following is a similarity between a supermarket and a stock market?
Both are composed of people who have the ability to buy the products they seek.
70. Reference groups can be categorized very broadly as either: a. primary or secondary b. persuasive or nonpersuasive c. direct or indirect d. positive or negative e. personal or nonpersonal
C c. direct or indirect
103. Dennis Haysbert stars in Allstate ads reminding consumers that they could be in a car crash or another event requiring insurance. Hence the slogan "You're in Good Hands with Allstate." These ads focus on which of Maslow's needs? a. Esteem needs b. Economic needs c. Safety needs d. Physiological needs e. Social needs
Cc. Safety needs
110. _____ is a form of learning that occurs when one response is extended to a second stimulus similar to the first. a. Belief generalization b. Belief discrimination c. Stimulus generalization d. Stimulus discrimination e. Attitude formation
Cc. Stimulus generalization
What are the two basic forms of conditioned learning?
Classical and operant
Consumer advocacy groups fear that beer ads that continuously portray its consumption in " festive" party setting may lead to children to equate having fun with drinking. This fear is tied to a belief that children are more susceptible to the power of
Classical conditioning
Maslow's hierarchy of needs includes all EXCEPT which of the following?
Cognition
After assessing the market growth potential for his company's baby products in Mexico, Harmon wanted to evaluate market competitiveness. To do this, Harmon would consider A.mass marketing distribution potential and logistical support. B.the current size of the market and the expected growth rate. C.ease of pricing control and number of promotional outlets. D.the number of competitors, entry barriers, and product substitutes. E.profitability and customer buying behavior.
D.the number of competitors, entry barriers, and product substitutes.
Marco was assigned to help create a positioning strategy for his employer's products based on product attributes. He should consider A.the features the engineers feel are most important. B.the ways the sales representatives have been positioning the firm's products. C.the characteristics that helped his firm win a statewide award for excellence in manufacturing. D.what the target market would consider the most important features. E.the safety record of the firm and its products.
D.what the target market would consider the most important features.
An ethical and effective strategy utilized to gain channel member cooperation is: A) wielding as much authority as possible. B) ignoring the problems completely. C) relaxing the resale price maintenance agreements. D) offering channel partners deep discounts and unlimited returns to buy a lot of product. E) educating channel members' sales representatives about your product.
E
115. _____ is the learned ability to differentiate between similar objects such as packages of different brands of aspirin. a. Incentive discrimination b. Stimulus generalization c. Selective perception d. Selective generalization e. Stimulus discrimination
Ee. Stimulus discrimination
106. The slogan used by the manufacturer of Jaguar automobiles, "Don't dream it. Drive it." was intended to appeal to consumers': a. physiological needs b. social needs c. safety needs d. esteem needs e. selfactualization needs
Ee. selfactualization needs
Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____.
Evoked set
Which of the following statements is true of the business analysis stage of the new-product development process?
For the first time, costs and revenues are estimated and compared
An advertisement theme of "do your own thing" is most likely to be based on a need for ___.
Independency/autonomy
Which of the following statements is true of brainstorming?
Its goal is to get a group to think of unlimited ways to solve a problem.
Motives unknown or that consumers are reluctant to admit are referred to as ___ motives.
Latent
Which of the following companies uses product line pricing? A) Photo Genie, which sells inexpensive cameras that run only on their own expensive batteries B) Mobile Point, which launched a range of cell phone models, each priced according to its features C) Penguin's Parlor, which offers customers a 20% discount on their birthdays and certain holidays D) Green Thumb, which gives away free watering cans with the purchase of certain potted plants E) Panizza, whose combo meals are priced lower than the individual components sold together
Mobile Point, which launched a range of cell phone models, each priced according to its features
A consumer who buys a product because a friend bought one may be fulfilling a ___ motivation.
Modeling
_____ are individuals who influence consumer buying decisions and are often the most informed, plugged-in, and vocal members of society.
Opinion leaders
Calvin becomes frustrated whenever he tries to open a new bottle of his favorite mouthwash. He tries to twist the cap off, but it doesn't work. He tries to press the cap down and it doesn't work. Finally, he presses the cap down and twists it at the same time. Then the cap is released, and the mouthwash is opened. What aspect of the product is unsatisfactory to Calvin?
Packaging
____ is an individual's characteristic response tendencies across similar situations
Personality
Which of the following statements is true of marketing strategies that can be adopted for high-involvement products?
Promotion to the target market should be extensive and informative.
How did Jesus heal the blind man who was brought to Him at Bethsaida? (8:23)
Putting spittle on his eyes he laid his hands on him
For a long time, baking soda was used only as a cooking ingredient. Recently, Nails & Hammer Co., a construction firm, began marketing baking soda as an odor absorbent. The company promoted its use in absorbing odors in homes. In this scenario, which of the following categories of new products does baking soda belong to?
Repositioned products
Mercury Corp., an audio equipment manufacturing company, has launched Merc 360x headphones in the market. The product is of an unconventional, skull-shaped design. According to the product life cycle, in this case, which of the following is likely to happen to Merc 360x headphones?
Sales will increase slowly and profits will be negative.
Product placement is a response to ad avoidance, which relates to ___?
Selective exposure
_______ is a process whereby a consumer notices certain stimuli and ignores others.
Selective exposure
Which of the following is true of product line pricing? A) The price steps take cost differences between products in the line into account. B) The pricing strategy cannot be availed of by companies in developed countries. C) The price steps do not account for the prices of similar products from competitors. D) The pricing strategy involves overpricing products so that they appeal to the elite. E) The customer's perception of the value of different features is considered irrelevant.
The price steps take cost differences between products in the line into account.
micromarketing
___ is an extreme form of a targeting strategy
Which of the following would be considered predatory pricing? A) a company which prices it products below cost to get rid of a surplus B) a company which prices below cost to drive out competitors C) a company which offers a volume discount D) a company which offers the suggested retail price on the manufacturer's package E) a company which offers real-time pricing online
a company which prices below cost to drive out competitors
3. Sam was driving when someone ran a stop sign and totaled his car. His car cannot be repaired, so he realized he's going to have to get another one. What stage of the consumer decision- making process does this represent? a. Need recognition b. Purchase c. Evaluation of alternatives d. Postpurchase behavior e. Information search
a. Need recognition
36. How can marketers reduce consumers' cognitive dissonance? a. Offer guarantees b. Offer sales promotions c. Avoid contradictory information d. Change the product e. Ignore it
a. Offer guarantees
58. The fact that mothers in Japan feed their babies freezedried sardines and rice and most mothers in the United States would not eat a freezedried sardine, much less feed it to their babies, indicates how _____ influences the consumer decisionmaking process. a. culture b. perception c. motivation d. family lifecycle stage e. reference group membership
a. culture
23. A group of brands resulting from an information search, from which a buyer can choose is referred to as the buyer's: a. evoked set b. primary set c. inert set d. complete set e. justifiable set
a. evoked set
46. When a consumer is purchasing an unfamiliar, expensive product or an infrequently bought item, he or she is practicing: a. extensive decision making b. cognitive harmonizing c. limited problem solving d. strategic behavior e. stimulus discrimination
a. extensive decision making
38. The types of products people purchase using routine response behavior are typically: a. frequently purchased, lowcost items b. frequently purchased, highcost items c. infrequently purchased, lowcost items d. infrequently purchased, highcost items e. all types of items, regardless of price or frequency of purchase
a. frequently purchased, lowcost items
15. After listening to a group of middleaged women discuss their biggest concerns about the jeans they wore, a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to: a. improve the quality of their decision making. b. find out why a marketing plan failed. c. learn how to more efficiently retain customers. d. understand the everchanging marketplace. e. do all of these.
a. improve the quality of their decision making.
43. Mario usually purchases Old Spice deodorant. Unfortunately, the drug store is sold out of Old Spice today, so Mario will have to choose a brand that's in stock.In making his decision, Mario will engage in _____ consumer decision making. a. limited b. extended c. habitual d. classical e. routine
a. limited
44. The electricity for lighting outdoor billboards is powered by transformers. The operator of a company that installs and manages billboards has purchased many such transformers. Today, he plans to buy a replacement for one that was destroyed by a recent hurricane. Before making this purchase, he will look at cost and also see if he can find one that is more weatherproof. He wants to make sure he buys the best transformer for the job and that he does not pay more money than he should. In other words, he will engage in _____ decision making. a. limited b. extended c. habitual d. classical e. routine
a. limited
21. David is shopping for tires for his Audi. He looks in the yellow pages of the local phone book and calls Costco, Sam's Club, Sears, and a local car repair shop. In his decisionmaking process, David is using: a. marketingcontrolled information sources b. demographic information sources c. nonmarketingcontrolled information sources d. secondary data sources e. internal search sources
a. marketingcontrolled information sources
39. _____ is characterized by low involvement, a short time frame, an internalonly information search, and low costs. a. Limited decision making b. Routine response behavior c. Emotional buying d. Intensive decision making e. Temporallylimited behavior
b. Routine response behavior
6. As a result of hearing the adventures of returning soldiers, Monroe decided to enlist in the U.S. Army. These stories he heard from the soldiers acted as: a. affective states b. external stimuli c. internal stimuli d. purchase outcomes e. a dissonance creator
b. external stimuli
19. While Robinson was looking at the CDs at Walmart, he was trying to remember the name of the group that sang the song he liked on last night's episode of his favorite television show so he could buy it. Since recording companies pay to have their CDs promoted on television, the source of information Robinson is trying to recall is: a. a fortuitously evoked set b. marketing controlled c. nonmarketing controlled d. unitary data e. a credible consideration set
b. marketing controlled
40. Each week, Jess comes to the supermarket with a list of essential items: milk, bread, peanut butter, and chocolate. This is an example of: a. buyer's harmony b. situational convenience c. routine response behavior d. limited decision making e. consistent decision making
c. routine response behavior
35. All of the following are ways consumers can reduce cognitive dissonance EXCEPT: a. justifying the decision b. seeking new information c. sending a letter to the marketer d. avoiding contradictory information e. returning the product
c. sending a letter to the marketer
Which of the following product mix pricing strategies did Polaroid use when it set the general price range of its cameras low and the markup on its film high? A) product-segmented pricing B) by-product pricing C) customer-segmented pricing D) captive product pricing E) product bundling pricing
captive product pricing
Which of the following product mix pricing strategies involves pricing products that must or can only be used with the main product? A) by-product pricing B) product bundle pricing C) captive product pricing D) product line pricing E) optional product pricin
captive product pricing
Quality modification
change in product dependability or durability. Reducing quality can allow firm to lower price and appeal to target markets unable to afford the original. Increasing quality can increase brand loyalty, greater ability to raise prices or new opportunities for market segmentation
Functional modification
change in the products versatility, effectiveness, convenience, or sages
Repositioning
changing consumers perception's of a brand • Playboy's new CEO changed from pornographic to partnering with Dolce & Gabbana, sales rose 101% in 3 years • Products are repositioned: o When sales are stagnate/declining o To correct initial positioning mistakes o To accommodate changes in demographics or social trends
One of the reasons for new-product failures is that the products:
offer no discernible benefits compared to existing products.
_____ is a psychographic segmentation variable that reflects a person's traits, attitudes, and habits.
personality
_____ is changing consumers' perceptions of a brand in relation to competing brands.
repositioning
marketing strategy
segmentation, targeting, and positioning are part of a firm's ___
Remembering only information that supports personal feelings or beliefs is called _____.
selective retention
In which of the following geographic pricing strategies would customers located close to the company pay the same amount as customers in distant locations? A) uniform-delivered pricing B) zone pricing C) FOB-origin pricing D) location-based pricing E) reference pricing
uniform-delivered pricing
Federal legislation on price fixing requires that sellers set their prices ________. A) based on their fixed and variable costs B) without communication from competitors C) to achieve a specific profit margin D) without the intention of cutting into competitors' profits E) consistently throughout a region
without communication from competitors
How hard is it for a man to enter the kingdom of heaven?
".....It is easier for a camel to go through the eye of a needle than for some who is rich to enter the kingdom of God."
Advantages of Secondary Data
-Saves time and money if on target -Aids in determining direction for primary data collection -Pinpoints the kinds of people to approach -Serves as a basis of comparison for other data
49. The office of lieutenant governor was vacated, and a special election was called to fill the office. When the head of the state's Department of Education decided she might run for the office, she was unsure how running for this office could affect her longterm plans for running for the office of U.S. senator. She has hired a research company to obtain survey data from voters in the state. Given that she must make a decision in less than three weeks, the research company should use: a. a telephone survey. b. focus group interviews. c. personal interview surveys. d. a mail survey. e. a passive people meter.
A a. a telephone survey.
Questionnaire Design: three basic types of questions
1. Open-ended questions 2. Closed-ended questions 3. Scaled-response questions.
20. In contrast to marketing research problems, management decision problems are: a. action oriented. b. pervasive. c. narrower in scope. d. synergistic. e. information oriented.
A a. action oriented.
55. In which of the following situations would a marketing researcher be most likely to use executive interviews? a. A manufacturer of extruded plastic wants to determine where there are other markets for its products b. A manufacturer of frozen dinners wants to research the eating habits of its target market c. The producers of children's programming on public television want to learn more about the viewing habits of an audience composed of 5 to 12yearold males d. A shampoo manufacturer wants to test which smells consumers perceive as relaxing and exhilarating e. An aluminum can manufacturer wants to research how people are disposing of cans
A a. A manufacturer of extruded plastic wants to determine where there are other markets for its products
96. A few years ago, Toro introduced a small, lightweight snow blower called the Snow Pup. Even though the product worked great, sales failed to meet expectations because consumers perceived the name to mean that the Snow Pup was a toy or too light to do any serious snow removal. This is how _____ can influence the consumer decisionmaking process. a. selective distortion b. incorrect problem recognition c. lifestyle dissonance d. Americanization e. selective exposure
A a. selective distortion
13. Harrison wanted a gas water heater. He watched newspaper ads until he found one on sale. For Harrison, the water heater is a(n) _____ product. a. shopping b. convenience c. component d. unsought e. specialty
A a. shopping
24. Evan Zimmermann loves watches. He collects vintage Rolex sport models made between 1950 and 1960. He paid $1,500 for his first watch in 2000. Now the watch is worth $15,000. For Evan, the vintage watches are an example of a(n) _____ product. a. specialty b. consumer c. convenience d. business e. unsought
A a. specialty
55. One of the leading manufacturers of choir robes has added different types of trim and fabric in the making of the robes. The company has not changed its prices. This is a(n) _____ modification. a. style b. obsolescence c. quality d. repositioning e. upward extension
A a. style
101. All of the following are types of nonprobabilty samples EXCEPT: a. systematic samples b. quota samples c. snowball samples d. convenience samples e. judgment samples
A a. systematic samples
83. The population from which a sample in a marketing research study will be drawn is referred to as the: a. universe b. market c. test market d. focus group e. control group
A a. universe
15. Which of the following is the best example of a shopping product for most consumers? a. Washing detergent b. Crackers c. A soft drink d. A digital camera e. A magazine
D d. A digital camera
9. The imbalance between actual and desired states is sometimes referred to as the: a. Wantgot gap. b. selfactualization quandary. c. eitheror principle. d. gotwant gap. e. cognitivedissonance paradox.
A)Wantgot gap.
Retail store chains often use __________ data to identify other locations with similar characteristics and purchasing behavior where it might make sense to open additional stores. A.geodemographic B.benefit C.psychographic D.loyalty E.geographic
A.geodemographic
What did Jesus say a person was guilty of if they divorced their husband or wife, and married someone else? (10:11-12)
Adultery
Marketing Decision Support Systems
An interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.
29. Freda was proud of her shiny new iPhone. But she was disappointed when she began to notice scratches on its display surface. If Freda had known about the clear protective films that were available to protect the iPhone display from scratches, she could have avoided this annoying problem. For Freda, the protective films are a(n) _____ product. a. heterogeneous shopping b. specialty c. unsought d. convenience e. consumer
C c. unsought
Which component of attitudes consists of a consumer's belief about an object?
Cognitive
Gwen lives in Dijon, France. To her, French wine is the only wine worth drinking, and she would never consider drinking wine from California. Gwen is exhibiting _____.
Consumer ethnocentrism
Which trait reflects a bias against the purchase of foreign products?
Consumer ethnocentrism
Which of the following statements is true of unsought products?
Consumers are unaware of such products and do not actively seek them.
Which of the following statements is true of convenience products?
Consumers buy these products regularly, usually without much planning.
36. Product mix width may be defined as: a. the number of different product categories found within an industry b. the average number of products within each product line in the company c. the average number of products offered by the company d. the number of different product lines an organization offers for sale e. the extensiveness of the coverage of the line from high end (expensive) to low end (inexpensive)
D d. the number of different product lines an organization offers for sale
__________ segmentation is the segmentation method most directly related to value creation for consumers. A.Geographic B.Demographic C.Psychographic D.Benefit E.Geodeomographic
D.Benefit
Shiri wants to sell her products in Belgium and Finland. She learned, however, that the laws in Belgium and Finland require packaging to be bilingual. Which global brand name strategy would be useful to Shiri when regulations require localization?
Different brand names in different markets
Distributing a product exclusively to a limited number of organizations under strict terms can help: A) the sales of convenience goods. B) retail outlets decrease sales prices. C) companies sell these products in gray markets. D) achieve a mass marketing effort. E) prevent a company's brand from deteriorating.
E
120. Which of the following is a source of competitive intelligence? a. A company's salespeople b. Government agencies c. the Yellow Pages d. Periodicals e. All of these are sources
E e. All of these are sources
119. _____ are learned tendencies to respond consistently toward a given object. a. Motivational cues b. Cultures c. Lifestyles d. Perceptions e. Attitudes
E e. Attitudes
73. A value or attitude deemed acceptable by a group is called a(n): a. expectation b. reference c. aspiration d. opinion e. norm
E e. norm
How long had the boy been possessed with a mute spirit? (9:21)
From childhood
How long had the rich man, who came to Jesus seeking eternal life, kept all the commandments that Jesus recited? (10:19-20)
From his youth
_____ refers to changes in a product's versatility, effectiveness, convenience, or safety.
Functional modification
After healing the boy with the mute spirit, where did Jesus and his disciple go to? (9:30)
Galilee
_______ refers to segmenting markets by region of a country or the world, market size, market density, or climate.
Geographic segmentation
Who did Jesus say is the only one who is good? (10:18)
God
Which of the following is true of FOB-origin pricing? A) It is a strategy in which the company charges the same price plus freight to all customers. B) It is a costly option for customers who are located near the company. C) It charges all customers the freight cost from a base city to the customer location. D) It is an expensive alternative for customers in distant locations. E) It is a strategy in which the seller absorbs all or part of the freight charges.
It is an expensive alternative for customers in distant locations.
What did Jesus say when James and John asked to sit on His right and left hand in His glory? (10:38)
He said, "You do not know what you ask."
How did Jesus feel about His disciples rebuking those who brought their children to Him? (10:14)
He was indignant
What did Jesus do there? (9:31)
He was teaching his disciples and telling them, "The Son of Man is to be handed over to men and they will kill him, and three days after his death he will rise.
On the way to Jerusalem, what four things did Jesus say would happen to him?
He will be delivered over to the chief priests and teachers of the law. They will condemn him to death and will hand him over to the Gentiles, who will mock him, spit on him, flog him, and kill him.
What did Jesus say would happen to the man who would lose his life for the sake of Christ and the gospel? (8:35)
He will save it
What does Gehenna represent?
Hell or eternal fire
After the Pharisees asked Jesus if it was lawful for a man to put away his wife, who else questioned Jesus about the same matter? (10:10)
His disciples
In the context of family life cycle, which of the following statements is true?
Households with older children spend more on food, entertainment, personal care products, and education, as well as cars and gasoline.
To develop a successful segmentation scheme, marketers gather data about the population within specific geographic boundaries, the number of people in various age categories, and other social and demographic characteristics. This example describes which of the four basic criteria used to develop useful segment schemes?
Identifiability and measurability
Magnira Inc., a cosmetics brand, wants to understand its customers better by interacting with them. It starts off by gathering information about who its customers are and where they are located. In the given scenario, which of the following steps of the customer relationship management (CRM) cycle is Magnira Inc. executing?
Identifying customer associations with the organization
Forms of Survey Research
In-Home Interviews Mall Intercept Interviews Telephone Interviews Mail Surveys Executive Interviews Focus Groups
Which of the following statements is true of individual characteristics of a person?
Individual characteristics are generally stable over the course of people's lives.
Which of the following statements best defines the term diffusion?
It is the process by which the adoption of an innovation spreads.
Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____.
Interpretation
Which of the following statements is true of branding?
It allows marketers to distinguish their products from their competitor's products.
Which of the following is true of price skimming? A) It is effective in situations in which competitors are able to undercut prices easily. B) It can be profitably used when the product's quality and image support its price. C) It involves underpricing products so that companies make larger sales. D) It is ineffective in situations in which competitors are unable to enter the market easily. E) It leads to a situation in which the company makes more, though less profitable, sales.
It can be profitably used when the product's quality and image support its price.
In the context of research and development, which of the following is true of product development?
It converts applications into marketable products.
In the context of a marketing research project, which of the following statements is true of the marketing research objective?
It defines the specific information needed to solve a marketing research problem.
Which is a limitation of the PLC concept?
It does not tell managers the length of a product's life cycle or its duration in any stage.
Which of the following statements is true of culture?
It encompasses all the things that consumers do without conscious choice.
In the context of the ever-changing marketplace, which of the following statements is true of marketing research?
It helps in understanding the marketing environment with the aid of big data analytics.
Which statement is true of market segmentation?
It helps marketers design marketing mixes that match the characteristics of one or more segments.
How does the product life cycle concept help marketing managers?
It helps marketers forecast future events and suggest appropriate strategies.
In which way does the concept of product life cycle (PLC) help marketing managers?
It helps marketers forecast future events and suggest appropriate strategies.
Which of the following statements is true of packaging?
It holds contents together and protects goods as they move through the distribution channel.
Which of the following is true of promotional pricing? A) It leads to 'deal-prone' customers who buy products only during sales. B) It fortifies the brand's image in the eyes of customers if relied upon extensively. C) It simplifies shopping for customers if used simultaneously by multiple stores. D) It makes balancing short-term sales incentives against long-term brand building unnecessary. E) It is extremely beneficial for the brand's profitability if practiced repeatedly.
It leads to 'deal-prone' customers who buy products only during sales.
In the context of the strategies for selecting target markets, which of the following is a disadvantage of undifferentiated targeting?
It makes a company more susceptible to competitive inroads.
Which of the following is an adverse effect of using promotional pricing? A) It makes shopping stressful if used by multiple stores simultaneously. B) It erodes the value of competing brands in the eyes of customers. C) It gives pricing secrets away to competitors. D) It creates "deal-immune" customers if used often. E) It delays the company's focus on short-term strategies.
It makes shopping stressful if used by multiple stores simultaneously.
Which of the following statements is true of a product?
It may be a tangible good, a service, an idea, or any combination of these three.
Any change in the content or organization of long-term memory or behavior is known as _____.
Learning
Which of the following is NOT an advertising tactic used to communicate brand personality?
Length of the ad
Xin's Candy Company uses the tools of customer relationship management. Xin has learned that mothers want to give their children candy that is healthy. Xin has used this customer information to develop a product line of vitamin-enriched candy. Which of the following is the step that Xin's Candy Company must now follow in the CRM cycle?
Leverage customer information
Which of the following is an individual factor unique to consumers that influences their buying decisions?
Lifestyle
Which three disciples did Jesus take with Him, up into a high mountain to witness His transfiguration? (9:2)
Peter, James, and John
Which of the following companies uses product bundle pricing? A) Photo Genie, which sells inexpensive cameras that run only on their own, expensive, batteries B) Tune Zone, which launched a range of mp3 player models, each priced according to its features C) Penguin's Parlor, which offers customers a 20% discount on their birthdays D) Green Thumb, which gives away free watering cans with the purchase of certain potted plants E) Panizza, whose combo meals are priced lower than its individual components sold together
Panizza, whose combo meals are priced lower than its individual components sold together
Patsy has a Mary Kay cosmetic business. She uses word-of-mouth selling techniques to promote her products and encourages her customers to have at-home parties so that she can demonstrate her products and take orders. The only problem is that Patsy doesn't speak Spanish and she lives in a predominantly Spanish speaking community. This example shows that _______.
Patsy must be able to reach and speak to members of targeted segments
When Jesus asked His disciples, "But who do you say that I am?" who answered and said, "You are the Messiah."? (8:29)
Peter
Who began to rebuke Jesus after Jesus foretold His suffering, rejection, death, and resurrection? (8:32)
Peter
Who wanted to build three tents at the place of transfiguration? (9:5)
Peter
Disadvantages of Primary Data
Primary data can be very expensive. *Disadvantages are usually offset by the advantages of primary data. *The cost of primary data may range from a few thousand dollars for a limited survey to several million for a nationwide study. *To save money, firms may cut back on the number of interviews, use Internet studies instead, or use piggyback studies by gathering data on two different projects using one questionnaire.
Which of the following refers to everything, both favorable and unfavorable, that a person receives in an exchange?
Product
________ allowances are payments or price reductions that reward dealers for participating in advertising and sales support programs. A) Promotional B) Trade-in C) Segmented D) Functional E) Dynamic
Promotional
In the context of marketing research, which of the following statements is true of virtual shopping?
Researchers simulate an actual retail store environment on a computer screen.
Research design
Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed.
In the context of adopters who participate in diffusion, which of the following individuals is most likely to be a part of the early majority?
Stephen, who always purchases a product after conducting an in-depth research on its pros and cons
demographics
___ segmentation is the basis of consumer market segmentation because these segments are easy to define and usually easy to reach
Which of the following statements is true of laggards?
Their independence is rooted in their ties to tradition.
Which is true of the influencers found among early adopters?
They are distinguished not by demographics but by behavior.
In the context of adopters who participate in diffusion, which of the following statements is true of innovators?
They are worldly and active outside their community than other categories.
In the context of a marketing research project, which of the following statements is true of secondary data?
They can be obtained from sources within a company and outside the company.
In the context of the customer relationship management cycle, which of the following statements is true of big data analytics?
They compile actionable data about the purchase habits of customers.
In the context of Internet usage by marketing researchers, which of the following statements is true of web survey systems?
They consist of a data delivery program designed for use by nonprogrammers.
________ allowances are price reductions given for turning in an old item when buying a new one. A) Promotional B) Trade-in C) Depreciation D) Segmented E) Functional
Trade-in
The Link Corp. manufactures a special kind of filter that can purify water quickly, but consumers in the market are not aware of the product's existence. In this case, which of the following strategies will increase the sales of the filter?
Using direct response advertising
Consumers who approach situations as opportunities to acquire useful information or new skills?
Utilitarian need
psychographic segmentation
VALS (value and lifestyle survey) is a widely used too for ___
_____ consist of an integrated questionnaire designer, server, database, and data delivery program designed for use by nonprogrammers.
Web survey systems
What did Jesus tell his disciples regarding those who receive children? (9:36-37)
Whoever receives one child, receives me; and whoever receives me, receives not me but the One who sent me
perceptual
a ___ map displays the position of products or brands in the consumer's mind
A(n) ________ refers to promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturer's products in some way. A) allowance B) sample C) discount D) tax credit E) tax exemption
allowance
Which town did Jesus and his disciples go after teaching in Capernaum? (10:1)
district of Judea [and] across the Jordan.
Business analysis
involves a review of the sales, costs, and profit projections for a new product to find out whether they satisfy the company's objectives.
Unlike the one-brand-name strategy, the strategy of using a different brand name in different markets:
is more useful when a marketer wants the brand to appear as a local brand.
Javier is the captain of the Permian High School volleyball team. During practices and games, Javier sits on the sidelines and watches his teammembers play. He can watch their strengths and weaknesses in volleyball. Javier is conducting _______.
observation research
brand loyalty
occurs when a consumer buys the same brands product or service repeatedly over time rather than buy from multiple suppliers within the same category
In the context of selecting target markets, an undifferentiated targeting strategy uses:
one marketing mix for the entire market.
_____ is a term commonly used to describe the practice of modifying products so that those that have already been sold become obsolete before they actually need replacement.
planned obsolescence
As a single parent with two small girls, Karen has a full-time job at Apple in San Francisco. She works all day, picks up the girls from daycare, stops at a curbside grocery, and gets ready to make dinner. She buys salad kits that contain lettuce, bacon bits, sliced almonds, and salad dressing for something quick and easy. Lifestyles like Karen's create a _______ for single parents.
poverty of time
If a large retailer sold numerous items below cost with the intention of punishing small competitors and gaining higher long-run profits by putting those competitors out of business, the retailer would be guilty of ________. A) price collusion B) price fixing C) predatory pricing D) competitive pricing E) penetration pricing
predatory pricing
Savings for You, a discount retail chain, is highly competitive. When entering a new market, Savings for You often cuts prices so deeply that it sells below costs, effectively pushing smaller companies with less purchasing power out of the market. Savings for You is most likely guilty of ________. A) market skimming B) price fixing C) deceptive pricing D) price collusion E) predatory pricing
predatory pricing
Mala, the manager of a jewelry store, conducts statewide market research and collects data on customer preferences for various jewelry items. Based on her findings, she has to create a forecast of the items that customers are most likely to purchase. In this scenario, Mala will most likely be performing the _______ of marketing research.
predictive role
A number of top fashion-modeling agencies would most likely be charged with ________ for jointly determining what commissions they charge for models. A) prestige pricing B) competitive pricing C) price bundling D) dynamic pricing E) price fixing
price fixing
When sellers set prices after talking to competitors and engaging in collusion, they are involved in ________. A) interstate commerce B) comparative pricing C) price fixing D) skimming pricing E) price bundling
price fixing
When a firm plans to enter a foreign market with an existing product, a one-brand-name strategy:
provides for greater identification of the product from market to market.
describe themselves (self concept, values, an d lifestyle)
psychographics is the segmentation method that drives into consumers ____
reason
psychographics offers an advantage because it is based the underlying ___ people make choices
Convenience Product
relatively inexpensive item that merits little shopping effort • Customer is unwilling to shop extensively for such an item • Candy, soft drinks, aspirin, small hardware items, dry cleaning • Bought regularly without much planning • They know the name brands: Coca-Cola, Bayer, Old Spice • Require wide distribution in order to reach profit goals (Extra gum)
A cell phone manufacturing company is said to functionally modify one of its products if it _______.
releases a software update to fix the cell phone's overheating problem
breadth
represents a count of the number of products lines offered by the firm
By definition, ________ is used when a firm sells a product or service at two or more prices, even though the difference in price is not based on differences in cost. A) segmented pricing B) variable pricing C) flexible pricing D) cost-plus pricing E) reference pricing
segmented pricing
A(n) _____ is a group of people who are considered nearly equal in status or community esteem, who regularly socialize among themselves, and who share behavioral norms.
social class
When consumers search extensively for a particular item and are very reluctant to accept substitutes, that item is a(n) _____.
specialty product
Product item
specific version of a product that can be designated as a distinct offering among an organization's products o Campbell's Cream of Chick
Companies set not a single price, but a pricing ________ which covers different items in its line and changes over time as products move through their life cycles. A) by-product B) structure C) loop D) cycle E) bundle
structure
Repo Motors, an automobile company, released a limited edition model of its famous sedan. This model featured posh interior details as well as unique decals that the customers could select and customize. The engine and other mechanical components remained the same as the regular model. In this scenario, Repo Motors is implementing _____ to its existing product.
style modification
line extension
the use of the same brand name within the same product line and represents an increase in a product lines depth
Fads
temporary periods of intense sales driven by short term consumer enthusiasm
What will Jesus do to whoever is ashamed of Jesus and His words? (8:38)
the Son of Man will be ashamed of them when he comes in his Father's glory with the holy angels
value proposition
the ___ identifies unique benefits or points of difference from competitive offerings that match up with the customer needs and wants
The rate of acceptance and diffusion of a new product will be faster when:
the benefits of using the product can be observed by others.
Segmented pricing is only effective when ________. A) the segments show similar degrees of demand B) the cost of segmenting does not exceed the revenue obtained from the price difference C) the segmented prices do not reflect real differences in customers' perceived value D) the customers of different socio-economic classes are treated according to their rank E) companies make their services and products accessible exclusively to wealthy patrons
the cost of segmenting does not exceed the revenue obtained from the price difference
Product line depth
the number of product items in a line o Firms increase depth to attract buyers with different preferences, to increase sales and profits by further segmenting the market and even out seasonal sales patterns
Product mix width (breadth)
the number of product lines an organization offers o Firms increase width to diversify risk and capitalize on established reputations
When a firm varies its price by the season, it is using ________. A) product-form pricing B) customer-segment pricing C) location-based pricing D) time-based pricing E) value-added pricing
time-based pricing
What did Jesus say is hard for those who trust in wealth? (10:24)
to Enter the kingdom of God
Southwest Bank serves many oilfield supply businesses in West Texas. Southwest has customers who are small businesses as well as larger, long-standing customers. For its different commercial customers, Southwest offers different services, lines of credit, and overall attention based on their size. This is an example of _______.
volume segmentation as a basis for business segmentation
Which attribut4e index is best using a multi-attribute model?
0
"I like the taste" and "its overpriced" represent which component of attitude?
Affect
Which term is used to refer to the liking/disliking aspect of a specific feeling?
Affect
An advertising theme such as ""Serve Pepsi to your friends, they'll love you for it"" is most likely based on _____ motivation.
Affiliation
Consumers who complain when a product is not satisfactory are probably fulfilling ___ need.
An Assertion
Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his _____.
Attitude
What learning theory is probably most relevant for Marlboro cigarettes?
Classical Conditioning
Strong, relatively uncontrollable feelings that affect our behavior are known as _____.
Emotions
___ Occurs when a stimulus comes within range of a person's sensory receptor nerves
Exposure
Which of the following is used to understand a consumers' cognitive competent of attitude?
Multi-attribute model
_____ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response.
Operant conditioning
_____ refers to how consumers perceive themselves in terms of attitudes, perceptions, beliefs, and self-evaluations.
Self-concept
____meaning is the conventional meaning assigned to a word such as found in the dictionary
Semantic
A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called a(n) _____ stimulus.
Subliminal
Which of the following is a difference between upper-class consumers and middle-class consumers?
Upper-class consumers most likely have college degrees or graduate degrees, whereas middle-class consumers tend to have some college experience.
Frequently buying lottery tickets exemplifies which schedule of reinforcement?
Variable ratio
Lottery tickets represent which schedule of reinforcement?
Variable ratio
Which of the following statements is true of the factors determining the level of consumer involvement?
When consumers are interested in a specific good or service, consumer involvement increases.
Which of the following is a type of cognitive preservation motive?
need for objectification
Dee has a stressful job, so she makes a point of walking two miles each day to help her unwind
need for tension reduction
Selma wants to buy a budget smartphone with good features. However, she cannot decide which one to buy. She asks her coworkers for their advice. In this scenario, Selma's buying decision is likely to be influenced by a(n) _____.
primary membership group
Franz Tress, a cosmetics manufacturing company, offers an annual subscription plan to its customers where the customers have the option to automatically renew the subscription plan once it completes its term. In this scenario, Franz Tress is trying to influence its consumers' decision journey through _____.
the loyalty loop
two hundred
(37) But He answered and said to them, "You give them something to eat." And they said to Him, "Shall we go and buy ________ ___________ denarii worth of bread and give them something to eat?"
Five, two
(38) But He said to them, "How many loaves do you have? Go and see." And when they found out they said, "________, and ________ fish."
groups
(39) Then He commanded them to make them all sit down in ___________ on the green grass.
honor, relatives
(4) But Jesus said to them, "A prophet is not without ___________ except in his own country, among his own __________________, and in his own house."
ranks
(40) So they sat down in ____________, in hundreds and in fifties.
divided
(41) And when He had taken the five loaves and the two fish, He looked up to heaven, blessed and broke the loaves, and gave them to His disciples to set before them; and the two fish He ___________ among them all.
twelve, fish
(42) So they all ate and were filled. 43 And they took up ____________ baskets full of fragments and of the _________.
five thousand men
(44) Now those who had eaten the loaves were about ___________ _______________ ________________.
Bethsaida
(45) Immediately He made His disciples get into the boat and go before Him to the other side, to _______________, while He sent the multitude away.
mountain
(46) And when He had sent them away, He departed to the _______________ to pray.
sea, land
(47) Now when evening came, the boat was in the middle of the __________; and He was alone on the _________.
amazed, marveled
(51) Then He went up into the boat to them, and the wind ceased. And they were greatly _____________ in themselves beyond measure, and _______________.
Gennesaret
(53) When they had crossed over, they came to the land of ________________ and anchored there.
beds
(54) And when they came out of the boat, immediately the people recognized Him, (55) ran through that whole surrounding region, and began to carry about on ____________ those who were sick to wherever they heard He was.
villages, marketplaces
(56) Wherever He entered into _________, cities, or in the country, they laid the sick in the _____________, and begged Him that they might just touch the hem of His garment. And as many as touched Him were made well.
marveled, circuit
(6) And He ________________ because of their unbelief. Then He went about the villages in a ____________, teaching.
staff, bread
(8) He commanded them to take nothing for the journey except a _________--no bag, no ___________, no copper in their money belts--
The Marketing Research Process
1. Define Problem 2. Plan Design/Primary Data 3. Specify Sampling Procedure 4. Collect Data 5. Analyze Data 6. Prepare/Present Report 7. Follow Up
Organizations that are involved in the process of producing, promoting, and delivering company products to its user but are not active participants in selling of the products are referred to as _____. A) supply chains B) marketing channels C) mail-order wholesalers D) drop shippers E) off-price retailers
A
Products that are typically more likely to have a shorter marketing channel include: A) perishable products. B) products with a longer shelf life. C) products which are fairly unbreakable. D) products which are of little value. E) consumer products.
A
81. Caterpillar has been experimenting with replacing the traditional steering mechanism on its graders with a joystickbased steering mechanism. As a part of its research, it built graders that included both a steering wheel and joystick steering mechanisms, then asked operators to use the machines for a few days. After two days of testing, several of the operators liked the joysticks so much that they suggested the steering wheel be removed to provide better visibility. This would be an example of using an experiment to gather _____ data. a. primary b. secondary c. dichotomous d. ethnographic e. collaborative
A a. primary
60. Adding additional products to an existing product line in order to compete more broadly in the industry is referred to as: a. product line extension. b. product modification. c. planned obsolescence. d. repositioning. e. cannibalization.
A a. product line extension.
44. Changing one or more of a product's characteristics is called: a. product modification. b. product repositioning. c. product adjustment. d. planned obsolescence. e. product extension.
A a. product modification.
51. Apple recently updated its iPod Touch product, expanding its storage from 8 GB to 16 GB. Enlarging the iPod Touch's storage capacity is an example of a: a. product modification. b. brand mix extension. c. product diversification. d. brand repositioning. e. demographic modification.
A a. product modification.
69. A group in society, such as family, friends, or a professional organization, that influences an individual's purchasing behavior is called a(n): a. reference group b. conformist group c. opinion group d. social group e. influential group
A a. reference group
Frank needs to buy groceries, get a haircut, and stop for lunch. He could accomplish all these things under the same roof if he were to visit a(n)_____. A) superstore B) supermarket C) grocery store D) convenience store E) category killer
A
66. As a marketing tool in the United States, social class: a. is useful for lifestyle distinctions between groups. b. is just a simple measure of income level. c. offers few insights concerning consumer behavior. d. is not used because the United States is a classless society. e. has demonstrated that all classes of consumers shop in the same stores.
A a. is useful for lifestyle distinctions between groups
74. Dustin is a member of a fraternity that sees no problem of underage drinking. In fact, it is encouraged and expected the members will party and drink alcohol regardless of their age. For this group, drinking is considered a(n): a. norm b. requirement c. expectation d. affect e. primer
A a. norm
73. Dryel is a Procter & Gamble product that allows consumers to dryclean their clothes in a dryer. Before launching the product, P&G researchers visited consumers' homes and watched as people sorted laundry, creating piles of darks, whites, delicates, and items that would go to the dry cleaner because the people were unsure how to clean them. This was an example of _____ research. a. observation b. mall intercept c. visualization d. actionbased e. experiment
A a. observation
75. A retailer of sporting goods equipment is interested in learning peoples' attitudes, motivations, and feelings about its product lines. All of the following are potential sources for this information EXCEPT: a. observation studies. b. mail questionnaires. c. instore interviews. d. telephone surveys. e. focus group interviews.
A a. observation studies.
40. Inhome personal interviews: a. offer high quality data at a high cost b. offer the ability to obtain highquality data at a low cost c. are becoming increasingly more popular d. are less expensive than mall intercepts e. offer information of moderate quality but at a low cost
A a. offer high quality data at a high cost
33. Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data. a. primary b. secondary c. dichotomous d. observation e. convenience
A a. primary
37. Community Trust Bank's management decided to design a new product and promotion to appeal to small to mediumsized businesses. A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services. With the focus groups, Community Trust was collecting _____ data. a. primary b. ethnographic c. consensual d. secondary e. collaborative
A a. primary
60. Levi Strauss recently introduced its new Totally Slimming jeans. The idea for the jeans came from a group session conducted last August in which a group of moms made it clear they were tired of lowrise styles. Instead, they wanted jeans that were comfortable while covering up problem areas and that showed off their figures. Levi's used this _____ data as the basis for designing this new line of jeans. a. primary b. secondary c. dichotomous d. convenience e. ethnographic
A a. primary
26. While many economic indicators have been negative during the first half of 2009, the Wall Street Journal recently reported that U.S. retail sales were actually up in April. In fact, the performance of 61 percent of the retailers in the study topped analysts' expectations. If Costco used this report as factor in their expansion plans, they would be using _____ data. a. secondary b. primary c. dichotomous d. convenience e. observation
A a. secondary
25. Trade groups, commercial publications, and government departments can be used as sources of: a. secondary data b. consensual information c. primary data d. artificial intelligence e. marketing audits
A a. secondary data
118. Marketing research should NOT be undertaken when: a. the perceived costs are greater than the projected benefits. b. there are no secondary data in existence to guide the project definition. c. it will take a long time to complete. d. the actual costs are less than the forecasted benefits. e. the perceived costs are the same as the forecasted benefits.
A a. the perceived costs are greater than the projected benefits.
29. Radio One is the largest U.S. radio broadcasting company targeting black Americans today. Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market. Potential disadvantages of this research approach include: a. the questionable quality of the data b. the high cost of collecting secondary data c. the length of time it takes to collect secondary data d. interviewer bias during the collection process e. the potential for sampling error
A a. the questionable quality of the data
7. The convenience product marketing strategy includes: a. wide distribution of the product. b. higher than ordinary prices. c. few retail outlets other than convenience stores. d. significantly lower promotion budgets. e. products that are not easily substitutable.
A a. wide distribution of the product.
27. All of the following are examples of secondary data EXCEPT: a.a first time physical count of the number of cars passing through an intersection to determine the need for a traffic signal. b. a census report on the number of people who are native to a community. c. any product testing results made available to the media. d. a collection of trade journal articles about the future of a particular industry. e. a newspaper story describing the lifestyle of the average Internet user.
A a.a first time physical count of the number of cars passing through an intersection to determine the need for a traffic signal.
style
A basic and distinctive mode of expression.
Management Decision Problem
A broad-based problem that uses marketing research in order for managers to take proper actions
A _____ occurs between organizations of the same type. A) store conflict B) horizontal conflict C) manufacturer's conflict D) vertical conflict E) supply chain conflict
B
Alex is providing special incentives to the employees at a gourmet food shop in hopes that they recommend his company's cheese to customers. Alex is utilizing a(n)_____. A) sales promotion strategy B) push strategy C) communications strategy D) pull strategy E) influential strategy
B
The firms that a company partners with to actively promote and sell a product as it travels through its marketing channel to users are referred to by the firm as its _____. A) supply members B) channel members C) marketing partners D) corporate members E) B2B partners
B
_____ is a strategy of selling a product in as many outlets as possible. A) Selective distribution B) Intensive distribution C) Extreme distribution D) Exclusive distribution E) Choice distribution
B
_____ is the practice of selling a large quantity of goods at a price too low to be economically justifiable in another country. A) Integration B) Dumping C) Pull strategy D) Regrouping E) Disintermediation
B
66. Which type of survey question is a closedended question designed to measure the intensity of a respondent's answer? a. A semantic differential b. A scaledresponse question c. An intervalbased question d. A sampling frame question e. A boundedframe question
B b. A scaledresponse question
36. What is the chief advantage of primary data? a. Low cost compared to secondary data b. Answers specific research questions that secondary data cannot answer c. Availability to any interested party for use d. Accessibility through computerized databases e. Avoiding interviewer biases
B b. Answers specific research questions that secondary data cannot answer
11. Which of the following is the best example of a convenience product? a. Concert tickets b. Chewing gum c. Jeans d. Chemical for the swimming pool e. A birthday present
B b. Chewing gum
45. Which of the following is an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer? a. Centrallocation interviewing facility b. Computer assisted personal interviewing c. Computerassisted selfinterviewing d. Directentry interviewing e. Computermediated interviewing
B b. Computer assisted personal interviewing
90. Nonprobability samples: a. require more expensive marketing research than probability sampling b. include any sample in which little is done to obtain a representative cross section of the population c. by definition must be representative of the population d. often start out with random numbers to ensure selection of subjects is truly random e. offer an easy method for determining sampling error
B b. include any sample in which little is done to obtain a representative cross section of the population
44. Computerassisted personal interviewing and computerassisted selfinterviewing are computerized techniques for conducting: a. CLT interviews. b. mall intercept interviews. c. email interviews. d. inhome interviews. e. focus groups.
B b. mall intercept interviews.
1. Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans is referred to as: a. competitive intelligence b. marketing information c. decision support information d. marketing research e. observation
B b. marketing information
100. A driving force that causes a person to take action to satisfy specific needs is called a(n): a. instigator b. motive c. enforcer d. stimulus e. belief
B b. motive
72. When people are hired to record traffic patterns in a shopping mall, they are engaging in _____ research. a. focus group b. observation c. experimental d. survey sampling e. sample framing
B b. observation
92. Imagine life without that little spinning wheel icon to remind you that your computer is still searching for a Web site or copying documents. Without this wheel, consumers might think the computer had stopped working. This process in which consumers interpret this stimulus into a meaningful and coherent picture is called: a. exposure b. perception c. retention d. cognition e. selection
B b. perception
85. A(n) _____ sample is characterized by every element in the population having a known statistical likelihood of being selected. a. irregular b. probability c. nonprobability d. convenience e. piggyback
B b. probability
34. A number of yogurts are marketed under the Dannon brand, including Dannon All Natural, Dannon Fruit on the Bottom, Dannon Light & Fit, DanActive, and Danonino. The large variety of yogurts under the Dannon brand is an example of a: a. marketing mix. b. product line. c. product mix. d. product equity. e. product modification.
B b. product line.
100. All of the following are types of probability samples EXCEPT: a. systematic samples b. quota samples c. cluster samples d. stratified samples e. random samples
B b. quota samples
103. In a survey for her marketing class, Alicia interviewed 80 randomly selected men and asked them their opinions of women with tans. Her initial results showed that the men overwhelmingly believed tans were a health risk. When she conducted the same survey again using the same methodology, she discovered that 50 percent of the surveyed population in the second group found women with tans sexy. This is most likely an example of a _____ error. a. representational b. random c. nonprobability d. frame e. reliability
B b. random
59. Over the years Cadillac has become to be thought of as "your grandparent's car." The new Cadillac ads showing a beautiful young woman driving a Cadillac along with the statement, "When you turn your car on, does it turn you on?" This is an example of marketing designed to help _____ Cadillac as a car for today's younger driver. a. diversify b. reposition c. develop d. expand e. display
B b. reposition
22. Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called _____ data. a. singlesource b. secondary c. primary d. consensual e. convenience
B b. secondary
24. Post Properties is a company that manages apartments in various communities. It is concerned with a glut of apartments in Atlanta, Orlando, and Dallas. Its market researcher begins by examining the rental markets in the Southeast, the history of apartment buildings, local economies, competitive rents, and ownership--all information that was on hand and did not require any new research to locate. The market researcher looked at: a. a closed study. b. secondary data. c. primary data. d. a statistical analysis. e. priority databases.
B b. secondary data.
95. Families of police officers often alter information they hear about officers who die in the line of duty. This _____ allows them to live and function without constant anxiety while their loved one is engaged in a potentially dangerous job. a. selective retention b. selective distortion c. selective exposure d. faulty selectivity e. adaptive stimulus
B b. selective distortion
22. Bang & Olufsen make some of the best sound systems in the world. After years of development, Bang & Olufsen recently released its new BeoLab 5 speakers. For audiophiles who demand the best in audio equipment, the $19,950 Bang & Olufsen BeoLab 5 speakers represent an example of a(n) _____ product. a. heterogeneous shopping b. specialty c. homogeneous shopping d. convenience e. exclusive
B b. specialty
23. Janet will only purchase Crate and Barrel products for her home. The products are expensive, but Janet feels they have the highest quality and will last a very long time. These products represent _____ products. a. heterogeneous shopping b. specialty c. homogeneous shopping d. convenience e. business
B b. specialty
39. The most popular method for gathering primary data is _____, in which a researcher interacts with people to obtain facts, opinions, and attitudes. a. heuristic oriented b. survey research c. experiments d. observation research e. singlesource research
B b. survey research
83. Because her mother only went to the supermarket once a month, this is how Monique prefers to do her grocery shopping. One of the reasons Monique is such an efficient shopper is that, like her mother, Monique believes, "Waste not, want not." The passing down of norms and values to Monique is an example of: a. consumerism. b. the socialization process. c. acculturation. d. the roles opinion leaders play in business decision making. e. the role of society in consumer decision making.
B b. the socialization process.
43. Firms increase the depth of their product lines for all of the following reasons EXCEPT: a. to attract buyers with different preferences. b. to diversify risk. c. to further segment the market. d. to capitalize on economies of scale. e. to even out seasonal sales patterns.
B b. to diversify risk.
42. All of the following are benefits from organizing related items into product lines EXCEPT: a. package uniformity. b. varying quality. c. advertising economies. d. efficient sales and distribution. e. standardized components.
B b. varying quality.
What is the best situation in the Circles for a Successful Value Proposition framework? A.The firm's benefits overlap with both customer needs/wants and competitors' benefits. B.The firm's benefits overlap with customer needs/wants but not with competitors' benefits. C.The firm's benefits overlap with competitors' benefits but not with customer needs/wants. D.Customer needs/wants overlap with both the firm's benefits and competitors' benefits. E.None of the three circles overlaps.
B.The firm's benefits overlap with customer needs/wants but not with competitors' benefits.
Segmentation, targeting, and positioning A.are terms that can be used interchangeably in developing marketing plans. B.are part of a firm's marketing strategy. C.should be done simultaneously so synergies can help streamline the effort. D.are part of the marketing plan but bear little direct relationship to the marketing mix. E.are optional elements of a marketing plan.
B.are part of a firm's marketing strategy.
Social networking sites that compete directly with Facebook have a difficult time surviving; however, LinkedIn has survived by focusing on the needs of business professionals, who seek to network with colleagues, share their expertise, post online resumés, and look for new jobs. What segmentation method is LinkedIn using? A.loyalty segmentation. B.benefit segmentation. C.psychographic segmentation. D.geodemographic segmentation. E.demographic segmentation.
B.benefit segmentation.
Corporate pilot fish are former employees who start a new business based primarily on contacts and contracts with their old company. A corporate pilot fish would probably pursue a __________ targeting strategy. A.macromarketing B.micromarketing C.benefit-based D.differentiated E.undifferentiated
B.micromarketing
Adidas Group owns Reebok, Rockport, and TaylorMade brands. Having a variety of brands allows Adidas to A.engage in micromarketing for hard-to-fit shoe customers. B.obtain a bigger share of the shoe market. C.use mass marketing techniques. D.use geographic segmentation. E.generate economies of scale in advertising expenditures.
B.obtain a bigger share of the shoe market.
We often see advertisements touting a product as being made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based primarily on A.the value proposition. B.product attributes. C.symbols. D.competitive comparisons. E.profitability.
B.product attributes.
The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently. He offered a two-for-one happy hour special but few members showed up. The manager did not have a grasp of what would make his target market A.substantial. B.responsive. C.identifiable. D.reachable. E.quantifiable.
B.responsive.
119. An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors is called: a. competitive research. b. competitive intelligence. c. industrial espionage. d. an audit. e. differential competitive advantage.
Bb. competitive intelligence
108. The process that creates changes in behavior is called: a. selective adaptation. b. learning. c. involvement manipulation. d. attitude adjustment. e. behavior normalization.
Bb. learning.
102. According to Maslow's hierarchy of needs model, the first needs most people would try to satisfy are their _____ needs. a. safety b. physiological c. economic d. esteem e. derived
Bb. physiological
33. A product line is a group of products that are closely related because the: a. products share the same product managers. b. products all function in a similar manner and provide similar benefits. c. same company has developed the idea for each product. d. products are all sold under the same brand name. e. products are all priced about the same.
Bb. products all function in a similar manner and provide similar benefits.
Why did Moses permit the Jews to write a bill of divorce and dismiss his wife? (10:5)
Because of the hardness of their hearts he wrote you this commandment.
What was Bartimaeus doing when Jesus met him? (10:46)
Begging by the road
A company may partner with intermediaries because: A) the consumer needs marketing expertise. B) the producer needs the ability to lend the consumer credit. C) the producer needs shipping and handling capabilities. D) the producer needs to contact other producers. E) the consumer needs the right producers.
C
87. While discussing an upcoming marketing research study of how the home decorating industry is affected by the teenage consumer, you emphasize the necessity of having a sample that is representative of the population. What type of sample must be used? a. A nonprobability sample b. A quota sample c. A convenience sample d. A probability sample e. A field service sample
D d. A probability sample
62. Which type of interview question encourages an answer phrased in the respondent's own words? a. A scaledresponse question b. A Likert item c. A closedended question d. An open ended question e. A freeform question
D d. An open ended question
108. _____ lets the analyst look at the responses to one question in relation to the responses to one or more other questions. a. Oneway regression analysis b. Twoway regression analysis c. The oneway frequency count d. Crosstabulation e. Content analysis
D d. Crosstabulation
53. Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services? a. Placebased interviews b. CLT interviews c. Business panel surveys d. Executive interviews e. Professional interviews
D d. Executive interviews
54. _____ require the best interviewers because they are often interviewing on topics about which they know very little. a. Mall intercept interviews b. CLT interviews c. Mail panel surveys d. Executive interviews e. Focus groups
D d. Executive interviews
110. What is the last step of the marketing research process? a. Specify sampling procedures. b. Bill the client. c. Analyze data. d. Follow up. e. Prepare and present the report.
D d. Follow up.
117. _____ is a scannerbased salestracking service for the consumer packagedgoods industry. It tracks retail sales, consumer purchasing information, and promotional activity for all bar- coded products. a. BehaviorScan b. Nielsen Data c. Scanner Plus d. InfoScan e. VideOCart
D d. InfoScan
84. Lauren announced to her family last night that she wanted a pair of Heelys. Her sister Stephanie said she thought it was a stupid idea. Their mother, Susan, said Lauren deserved a special treat for winning the science fair. Because her father Tom said nothing, Lauren knew she was not getting the Heelys. In terms of the roles played by family members in the consumer decisionmaking process: a. Lauren was the initiator, and Tom had no role at all. b. Stephanie was the initiator, and Susan was the decision maker. c. Lauren was an influencer, and Susan was the decision maker. d. Lauren was the initiator, and Tom was the decision maker. e. Lauren was the initiator, and Stephanie had no role at all.
D d. Lauren was the initiator, and Tom was the decision maker.
6. _____ is the process of planning, collecting, and analyzing data relevant to a marketing decision. The results of this analysis are then communicated to management. a. Data collection b. Artificial intelligence c. Decision support d. Marketing research e. Singlesource research
D d. Marketing research
93. Many people surveyed say they are environmentally conscious and favor green products even if they are more expensive than traditional products. Some marketers are worried that many people may not actually purchase green products. This concern is about the potential for what kind of sampling error? a. Nonresponse b. Frame c. Random d. Measurement e. None of the choices apply
D d. Measurement
92. Which type of error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process? a. Sampling error b. Research error c. Nonresponse error d. Measurement error e. Random error
D d. Measurement error
45. Which type of product modification changes a product's dependability or durability? a. Functional b. Style c. Aesthetic d. Quality e. Primary
D d. Quality
71. Which of the following statements about reference groups is true? a. Reference groups stimulate, but do not constrain, consumption behavior. b. Reference groups have strong influence on all brands and product purchases. c. A person can only belong to one reference group. d. Reference groups serve as information sources and influence perceptions. e. Understanding reference groups has not been helpful to marketers.
D d. Reference groups serve as information sources and influence perceptions.
21. _____ products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited. a. Exclusive shopping b. Homogeneous convenience c. Branded shopping d. Specialty e. Heterogeneous convenience
D d. Specialty
52. Which type of product modification is an aesthetic product change? a. Functional b. Quality c. Repositioning d. Style e. Planned
D d. Style
34. When a university began thinking about offering more online degrees, it used primary data to get potential students' attitudes and intentions. What is the most likely reason for using primary data? a. This information was already freely available to all interested parties. b. The value of the research is unrelated to sample size. c. The information can be collected quickly and at low cost. d. The information will fit the university's needs exactly since it will be collected specifically for this study. e. It will benchmark consumers' interest in grading equipment.
D d. The information will fit the university's needs exactly since it will be collected specifically for this study.
31. _____ specifies the research questions to be answered, how and when the data will be gathered, and how the data will be analyzed. a. A secondary data use plan b. The research collaborative plan c. An autonomous director d. The research design e. The sampling plan
D d. The research design
99. Which of the following is the minimum difference in a stimulus that the consumer will notice? a. Minimum level of perception b. Absolute level of perception c. Differential threshold of perception d. Threshold level of perception e. Unique threshold of perception
D d. Threshold level of perception
26. _____ products are products that are not known about or not actively searched for by consumers. These products require aggressive personal selling and highly persuasive advertising. a. Hidden b. Specialty c. Equity d. Unsought e. Shopping
D d. Unsought
2. When a greenhouse plant grower sells plants to nursery retailers, the grower is selling _____ products. a. specialty b. consumer c. convenience d. business e. unsought
D d. business
47. A _____ is a specially designed phone room used to conduct telephone interviewing. a. controlledfeedback facility (CFF) b. collaboratively located communications (CLC) center c. multiinterviewer location site d. central-location telephone (CLT) facility e. telephone outsourcing center
D d. central-location telephone (CLT) facility
95. Five hundred women were surveyed as to their feelings about female physicians. The majority responded that they felt more relaxed with a female physician. The survey was an example of a(n) _____ sample because it used local hospital patients as survey participants. a. random b. representational c. probability d. convenience e. framing
D d. convenience
Mary ran into a store dedicated to the newest cat foods offered by her favorite pet food provider. She has so much fun interacting with the free samples and toys, that she brings her cat Fluffy to the store the next week, but finds that the store is no longer there. Mary had most likely found a(n)_____. A) convenience store B) specialty store C) pop-up store D) category killer E) off-price retailer
C
39. Procter & Gamble manufactures Tide laundry detergent, the bestselling brand in the United States. But is also offers Tide to Go, which is a stick product consumers can use to clean a spot on their clothing between washings, and small travel packets of Tide detergent. These other products are part of Tide's product line: a. width. b. breadth. c. mix. d. depth. e. synergy.
D d. depth.
99. A researcher wants to determine what percentage of the population in the southeastern United States would use a mass transit system if it were well maintained. He gets telephone books from every city with over 200,000 people in those states and selects the fifteenth name in the middle column on every hundredth page as his sample. He has made a _____ error. a. targeting b. random c. nonprobability d. frame e. reliability
D d. frame
14. The two types of shopping products are: a. unsought and convenience. b. generic and family. c. exclusive and intensive. d. heterogeneous and homogeneous. e. consumer and business.
D d. heterogeneous and homogeneous.
38. ForeverLawn has recently added two new synthetic lawn products. One of the products includes fake brown grass that makes the synthetic lawn look more realistic, as it appears to have some patches of brown thatch. The other product is K9Grass for consumers who have pet dogs. The addition of these two new synthetic grass products is a way for ForeverLawn to increase its: a. line width. b. breadth mix. c. mix width. d. line depth. e. mix depth.
D d. line depth.
51. You must conduct research to find out a great deal of information about the motives and desires of potential customers for a home delivery grocery service. You need a sample of at least 300 people who spend at least $100 weekly at the supermarket, and you don't have a lot of money to conduct the research. You should use: a. a marketing experiment. b. inhome personal interviews. c. focus group interviews. d. mail surveys. e. observation research.
D d. mail surveys.
2. A(n) _____ is an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions. a. expert system b. marketing information system c. artificial intelligence system d. marketing decision support system e. database marketing system
D d. marketing decision support system
21. Managers must combine specific pieces of information needed to identify the marketing research problem. Their _____ is to provide insightful decisionmaking information. a. companycorrelated goal b. autonomous task c. dichotomous goal d. marketing research objective e. field service objective
D d. marketing research objective
89. A _____ sample is any sample in which little or no attempt is made to obtain a representative cross section of the population. a. frame b. random c. probability d. nonprobability e. representational
D d. nonprobability
76. Mystery shoppers engage in a form of: a. mall intercept study. b. experiential study. c. marketing audit. d. observation research. e. market audit.
D d. observation research.
80. Opinion leaders are: a. wealthy, welleducated individuals. b. experts on all highinvolvement consumer goods. c. usually the same individuals for all social classes. d. people who influence others. e. easy to locate and target.
D d. people who influence others.
91. The process by which people select, organize, and interpret stimuli into a meaningful and coherent picture is called: a. identification b. retention c. comprehension d. perception e. cognitive adaptation
D d. perception
58. British Columbia's SunRype Products wanted to find out if Canadians were having trouble getting their required servings of fruits and vegetables each day. Marketers conducted focus groups, a type of _____, which revealed that participants were having particular trouble getting their required servings of vegetables. a. mail survey b. mall intercept c. ethnographic research d. personal interviewing e. experiment
D d. personal interviewing
18. A small brewery has noticed a 20 percent decrease in the sale of its dark beer over the last three years. The company's owner wants to determine why the decline has occurred and how to reverse the trend. Once the owner has identified the problem as a consumer perception that dark beer is bitter and calorie laden, its next step in the marketing research process should be to: a. collect the data b. recognize the marketing problem c. analyze the marketplace d. plan the research design e. specify the sampling plan
D d. plan the research design
86. In a(n) _____ sample, additional respondents are selected on the basis of referrals from the initial respondents. a. quota b. judgment c. piggyback d. probability e. snowball
D d. probability
102. A _____ error occurs because the selected sample is an imperfect representation of the overall population. a. frame b. field c. measurement d. random e. representational
D d. random
58. Apple Computer, Inc. recently dropped "Computer" from the company's name to become Apple, Inc. This was a part of its _____ away from simply being perceived as a computer company. a. quality modification b. aesthetic modification c. demarketing d. repositioning e. functional extension
D d. repositioning
70. When marketing researchers for a local fitness club wanted to know consumers' intentions to start a fitness program for a New Year's resolution, they used a(n) _____ with five possible answers ranging from "Most Likely" to "Least Likely" and asked that the respondent choose one. a. openended question b. actionbased question c. sampling frame question d. scaledresponse question e. dichotomous response
D d. scaledresponse question
65. A(n) _____ is a group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms. a. extended family b. subculture c. dissociative group d. social class e. procreational family
D d. social class
9. Compared to the other classifications of consumer products, shopping products are: a. widely available, so they need little or no promotion. b. usually less expensive than convenience products. c. purchased without significant planning. d. usually more expensive than convenience products and are found in fewer stores. e. purchased immediately after the consumer realizes he or she needs them.
D d. usually more expensive than convenience products and are found in fewer stores.
60. An enduring belief that a specific mode of conduct is personally or socially preferable to an alternative mode of conduct is called a(n): a. lifestyle b. selfconcept c. attitude d. value e. perception
D d. value
"Why create a perceptual map?" asked David. Andreas, the senior marketing manager, gave him four reasons. Which of the following is NOT a valid reason? A."It's a quick way for senior managers to see not only our product but each of our competitors, all at once." B."It's a way to demonstrate the dimensions that our customers think are important." C."It shows where we aren't—and where our competitors aren't—in our customers' and prospects' minds." D."It's a way to show the position of the company throughout the product's life cycle." E."We can easily show where we are positioned and how large the market is."
D."It's a way to show the position of the company throughout the product's life cycle." (not future position)
After Jesus fed the 4,000, where did He and His disciples go to in a boat? (8:10)
Dalmanutha
Secondary data
Data previously collected for any purpose other than the one at hand
27. Unsought products typically are products that: a. consumers purchase when they see them in a convenient location. b. consumers definitely don't want. c. only require reminder advertising to be successful. d. require little or no decision making by the buyer. e. consumers don't know about or don't actively look for.
E e. consumers don't know about or don't actively look for.
62. Which of the following statements about culture as an influence on consumer buying behavior is true? a. A firm that understands the culture it is selling to has just as great a probability of selling its product as a firm that has no understanding of the culture. b. Some fear the proliferation of the Internet will increase cultural heterogeneity. c. Language is an important aspect of culture. d. Core values remain the same for all cultures. e. All of the statements about culture as an influence on consumer buying behavior are true.
C c. Language is an important aspect of culture.
41. Which type of survey research method involves interviewing people in the common areas of shopping malls? a. Telephone interviews b. Panel surveys c. Mall intercept interview d. Centralized interviews e. Interactive research
C c. Mall intercept interview
91. Dr. Neuman is a marketing professor who uses her students in research studies because they are convenient and readily accessible. She is using a _____ sample. a. singlesource b. random c. probability d. representational e. convenience
E e. convenience
67. In the survey used by an organization of mothers who swap toys, respondents were asked, "Would you be willing to pay a small fee in order to take advantage of this service? Circle YES or NO." This is a(n) _____ question. a. openended b. sampling frame c. scaledresponse d. doublebarreled e. dichotomous
E e. dichotomous
25. When deciding on distribution plans for specialty products, companies generally ensure that the items are: a. made available only as private brands. b. made available in a large number of stores in a geographic area. c. made available only through the mail. d. distributed to a considerable number of stores in a geographic area. e. distributed to only a few stores in the geographic area.
E e. distributed to only a few stores in the geographic area.
104. A _____ specializes in interviewing respondents on a subcontracted basis. It may also provide focus group facilities, mall intercept locations, test product storage, and kitchen facilities to prepare test food products. a. research diagnostic firm b. singlesource researcher c. marketing research aggregator d. decision support company e. field service firm
E e. field service firm
57. A _____ is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics. a. passive people meter b. primary data group c. crosstab set d. CLT interview e. focus group
E e. focus group
49. When Proctor & Gamble removed potentially dangerous dyes and chemicals from its Tide detergent product and introduced Tide Free, the company was making a(n): a. product line contraction b. quality modification c. aesthetics modification d. obsolescence factor e. functional modification
E e. functional modification
19. When Kyla wanted patio furniture, she visited stores that had outdoor furniture, including Home Depot, Lowe's, Target, and Howard Lumber Company to find the set that would look just right on her patio. If Kyla represents a typical patio furniture shopper, you know this product is a(n): a. homogeneous luxury product. b. shopping specialty good. c. operating supply good. d. convenience item. e. heterogeneous shopping good.
E e. heterogeneous shopping good.
17. Andrea needs to find a kennel for boarding her son's dogs. There are several different kennels in her community, and Andrea believes all of them to be basically alike. The only feature she is genuinely concerned about is low price. For Andrea, the kennel for boarding dogs would be classified as a(n) _____ product. a. specialty b. unsought c. heterogeneous shopping d. basic convenience e. homogeneous shopping
E e. homogeneous shopping
16. The first step in the marketing research process is to: a. specify the sampling plan b. collect the data c. analyze the marketplace d. plan the research design e. identify and formulate the problem/opportunity to be studied
E e. identify and formulate the problem/opportunity to be studied
7. The owner of a small chain of local coffeehouses could use _____ to determine why customers do not seem to like the location of her new coffeehouse. a. transactional marketing b. public relations c. an EDI system d. market synergy e. marketing research
E e. marketing research
64. A pediatrician's office noticed that fewer parents are bringing their children in for their vaccinations and routine checkups. The office sent out a questionnaire to parents whose children are behind in their shots. The questionnaire included the question "Why are you reluctant to have your child vaccinated?" This would be an example of a(n): a. dichotomous response b. sampling frame question c. scaledresponse question d. closedended question e. openended question
E e. openended question
46. A gocart manufacturer recently added shock absorbers to make the ride in its gocarts smoother. It has not changed its prices. This is a(n) _____ modification. a. upsale b. style c. dysfunctional d. repositioning e. quality
E e. quality
88. A university hospital is interested in getting a cross section of patients' opinions on proposed changes that will make the hospital stay more like a motel stay in terms of amenities. The cost of the new amenities will be reflected in higher rates. The university hospital used a random number table to select participants from the list of patients who are currently in the hospital. This is an example of a _____ sample. a. representational b. convenience c. nonprobability d. synergistic e. random
E e. random
98. Cassandra, an accounting major, read an article stating that accounting graduates are receiving the highest starting salary offers for business majors. The article also stated that marketing majors start with lower salaries but surpass all other majors' salaries within ten years. A week later, Cassandra doesn't remember reading this last part of the article, just the first part. This is an example of: a. selective distortion b. selective exposure c. intermittent reinforcement d. selective socialization e. selective retention
E e. selective retention
4. A true marketing decision support system possesses all of the following characteristics EXCEPT: a. flexible b. discovery oriented c. interactive d. accessible e. synergistic
E e. synergistic
4. The consumer product classification system is based on: a. how the market is segmented b. the way the products are manufactured c. the way products are used d. the physical attributes of the product e. the amount of effort consumers spend to acquire the product
E e. the amount of effort consumers spend to acquire the product
42. A major limitation of the mall intercept interview is: a. the difficulty of measuring attitudes and opinions. b. the need to interview people standing up. c. its high cost relative to inhome interviews. d. the difficulty of demonstrating new products. e. the difficulty of obtaining a representative sample of the population of interest.
E e. the difficulty of obtaining a representative sample of the population of interest.
32. The research design specifies: a. followup procedures for the research b. the information that will be found c. how the final report will be written d. how the information gathered will be used to predict external environmental changes e. the research questions to be answered
E e. the research questions to be answered
61. The most defining element of a culture is its: a. customs b. myths c. language d. laws e. values
E e. values
__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach. A.Geographic B.Psychographic C.Behavioral D.Benefits E.Demographic
E.Demographic
77. First Southern Community Bank has long tried to differentiate itself as "your friendly, hometown bank." However, the bank president has been concerned about a number of recent customer service complaints. Which of the following approaches would probably be best to get a feel for how friendly her employees really are to customers? a. Employee focus group interview b. Mail questionnaire of a sample of current customers c. Mystery shopper d. Experiential research e. An Internetbased community study
C c. Mystery shopper
74. Stan's job is to walk the streets of Japan and locate fads. According to Stan, "Japan is advanced. What will happen 10 years from now is already happening in Japan." What kind of research is Stan conducting? a. Experiment b. Dichotomous c. Observation d. Survey e. Openended
C c. Observation
107. Kent has gathered data concerning people's preferences for traditional breakfast foods. He has learned that 30 percent of the population prefer eggs in the morning, 50 percent of the population prefer something sweet for breakfast like a doughnut, and an overwhelming 86 percent prefer food that they can eat while they drive to work. What method of analyzing the data has Kent used? a. Crosstabulation b. Standard deviation c. Oneway frequency count d. Single correlation e. Linear regression
C c. Oneway frequency count
65. You have been given the task of creating a questionnaire that requires each respondent to provide a rich array of information based on his or her own frame of reference. Which of the following types of questions would best deliver such information? a. Truefalse questions b. Mixandmatch questions c. Openended questions d. Scaledresponse questions e. Closedended questions
C c. Openended questions
94. Which of the following is a type of probability sample? a. Judgment sample b. Convenience sample c. Random sample d. Quota sample e. Snowball sample
C c. Random sample
89. Which of the following represents the way an individual actually perceives himself or herself? a. Personal image b. Ideal selfimage c. Real selfimage d. Lifestyle image e. Defined selfimage
C c. Real selfimage
57. A regional utility company needs to change consumers' perceptions of its current service as being harmful to the environment. Which of the following strategies would best allow the company to accomplish this goal? a. Contraction of the number of services offered by the utility company b. Adding new services to its product line c. Repositioning d. Disintermediation e. Use of product cannibalization
C c. Repositioning
97. _____ occurs when consumers remember only information that supports their personal feelings or beliefs. a. Intermittent reinforcement b. Selective exposure c. Selective retention d. Faulty selectivity e. Selective distortion
C c. Selective retention
56. Which of the following statements about planned obsolescence is true? a. Environmentalists support planned obsolescence. b. A company that is interested in producing a quality product would never engage in planned obsolescence. c. Style modification creates planned obsolescence. d. Planned obsolescence is not an ethical issue. e. All of the statements about planned obsolescence are true.
C c. Style modification creates planned obsolescence.
86. _____ is an orderly series of stages in which consumers' attitudes and behavioral tendencies change through maturity, experience, and changing income and status. a. Socialization b. The wheel of consumerism c. The family life cycle d. Lifestyle consumption e. Acculturation
C c. The family life cycle
84. In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum, what is the first question to be answered before a sampling plan is selected? a. Must the sample be representative of the population? b. Who can perform the actual sampling? c. What is the population or universe of interest? d. How often should the sample be redesigned? e. How large should the sample be in terms of its measurement costs?
C c. What is the population or universe of interest?
3. According to the text, a true marketing decision support system should be flexible, which means: a. managers can probe for trends, isolate problems, and ask "what if" questions b. managers who aren't skilled with computers can easily learn to use the system c. managers are able to sort, regroup, total, average, and manipulate data in various ways d. managers can give simple instructions and see immediate results e. managers can find optimum solutions to marketing problems
C c. managers are able to sort, regroup, total, average, and manipulate data in various ways
9. The publisher of a Canadian business magazine wanted to make several major changes in the magazine's content and format. To determine what changes would be supported by its subscribers and what changes would not be welcomed, the publisher should engage in: a. advertising b. database marketing c. marketing research d. a data retrieval system e. secondary data
C c. marketing research
30. A _____ is a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms. a. syndicated vendor b. research directory c. marketing research aggregator d. secondary data provider e. marketing research compiler
C c. marketing research aggregator
41. Proctor & Gamble is a wellknown producer of home and beauty products. Along with these products, P&G also markets pet products, prescription drugs, and small appliances. This range of products provides the company with product: a. line height. b. line consistency. c. mix width. d. line depth. e. mix depth.
C c. mix width.
113. All of the following are advantages associated with online focus groups EXCEPT: a. good participation rates b. costeffectiveness c. narrow geographic scope d. accessibility e. honesty of respondents
C c. narrow geographic scope
97. One type of sampling error is _____, which is created when the sample actually interviewed differs from the sample drawn. a. random error b. diagnostic error c. nonresponse error d. nonprobability error e. measurement error
C c. nonresponse error
63. Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state, "What is your reason for coming to Arkansas?" This would be an example of a(n) _____ question. a. scaledresponse b. Likert scale c. open ended d. dichotomous e. multiple choice
C c. open ended
75. All of the following are types of reference groups EXCEPT: a. primary b. secondary c. personal d. aspirational e. nonaspirational
C c. personal
87. An individual's _____ is a composite of psychological makeup and environmental forces. It includes people's underlying dispositions, especially their most dominant characteristics. a. acculturation b. socialization c. personality d. autonomy e. attitude
C c. personality
14. Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, BSO employed _____ marketing research. a. historical b. descriptive c. predictive d. normative e. objective
C c. predictive
35. Along with its Macintosh computer line, Apple markets its iPod, iPhone, and AppleTV products. This is an abbreviated listing of the company's: a. customer mix. b. product line. c. product mix. d. line depth. e. product modification.
C c. product mix.
37. Most people recognize Crayola as a brand of crayon, but Crayola also markets paints, chalk, pencils, markers, toys, coloring books, clothing, and even software. All these products are part of Crayola's: a. marketing equity. b. product line. c. product mix. d. line depth. e. product modification.
C c. product mix.
111. All of the following are advantages associated with the use of Internet surveys EXCEPT: a. decreased costs b. ability to contact hardtoreach respondents c. reduced measurement error d. ability to get survey results much more rapidly e. ability to personalize the survey
C c. reduced measurement error
63. Homogeneous groups of people who share elements of the overall culture as well as unique elements of their own group are called: a. autonomous personal units b. probability samples c. subcultures d. normative groups e. dissociative groups
C c. subcultures
28. Every three months or so, Stanley cleans the lint out of the long vent to his clothes dryer. It is a messy job that Stanley hates. It is too bad that Stanley has never heard of the Casabella Bendable Dryer Vent Brush, a specially designed brush that would make his life a little easier. For Stanley, the dryer vent brush is a(n) _____ product because he doesn't know the product exists. a. heterogeneous shopping b. specialty c. unsought d. convenience e. exclusive
C c. unsought
The first step in the STP process is to A.identify the segmentation methods to be used. B.produce a list of strengths and weaknesses of the firm's past marketing strategies. C.clearly articulate the firm's vision or marketing strategy objectives. D.select target markets. E.develop a marketing mix, so that an appropriate segment can later be identified.
C.clearly articulate the firm's vision or marketing strategy objectives.
One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and A.decrease advertising spending. B.focus on a single market segment. C.lower overall risk. D.use undifferentiated strategies in micro markets. E.more widely market basic commodities.
C.lower overall risk.
Almost all U.S. political candidates use some combination of red, white, and blue in their campaign posters. They are trying to position themselves in voters' minds using A.the value proposition. B.salient attributes. C.symbols. D.the competition. E.perceptual maps.
C.symbols.
Wells Fargo is a financial services organization with more than 70 million customers. They use their CRM as a way to connect and manage client social media responses along with improving their response time to customer questions. This example shows that _______.
CRM helps Wells Fargo identify its profitable and unprofitable customers
Muneko is looking to purchase a good phone. After evaluating her options, she has decided to buy the newest iPhone model, though other brands that have all her required features are offering good value for less money. Prior to buying the iPhone, Muneko may experience some conflict because she is worried that the phone's top-of-the-line technology, which costs much more than its competitors, will be obsolete in a couple of months. What is the marketing term used to describe this feeling?
Cognitive dissonance
For each target market, General Imaging Corporation, a manufacturer of imaging equipment, will engage in positioning, adjusting its marketing mix variables to give customers A.a more flexible supply chain strategy. B.a perceptual map of the imaging landscape. C.more product features than the competition offers. D.lower prices than the competition offers. E.a clear, distinctive, and desirable understanding of its products relative to competing products.
E.a clear, distinctive, and desirable understanding of its products relative to competing products. (positioning)
Regina wants to position her financial services company. Regina can position her services according to all of the following EXCEPT A.the value proposition. B.product attributes. C.symbols. D.competitive comparisons. E.profitability.
E.profitability.
107. If an advertiser wanted to create ads for a restaurant that stimulate the self- actualization motivation, it would create ads that: a. emphasize hunger. b. emphasize that only those people who want to tell others they have risen to the top of their profession use the restaurant. c. inform consumers about the cleanliness of the food preparation areas and procedures. d. show people enjoying others' company while eating in the restaurant. e. indicate eating in the restaurant is what "you have earned and deserve".
Ee. indicate eating in the restaurant is what "you have earned and deserve".
115. A(n) _____ gathers its information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy. This creates a huge database of marketing efforts and resultant consumer behavior. a. oneway mirror observation study b. television meter investigation c. laser scanner experiment d. CLT interview e. scannerbased research system
Ee. scannerbased research system
113. Omega is a prestigious brand of watch that is sold as a luxury product. It has a reputation based on quality and attention to detail. When the company introduces new timepieces, it can count on a wellestablished market already existing for the new product due to: a. perceptual generalization b. stimulus discrimination c. perceptual discrimination d. selective distortion e. stimulus generalization
Ee. stimulus generalization
undifferentiated targeting
For products like clothespins, which provide the same benefit for all consumers, marketers should probably use a(n) ________ strategy.
Which of the following statements is true of absolute failure?
It occurs when a company fails to recoup its development, marketing, and production costs.
Which of the following is true of product bundle pricing? A) It promotes the sale of products that consumers might not otherwise buy. B) It is used to set prices across an entire product range based on customer evaluations. C) It forces customers to buy product parts that are only compatible with the main product. D) It results in companies making fewer—though more profitable—sales. E) It involves pricing the main product low and setting high markups on the supplies.
It promotes the sale of products that consumers might not otherwise buy.
Which of the following statements is true of marketing research?
It provides data on the effectiveness of the current marketing mix.
In the context of marketing research, which of the following statements is true of a field service firm?
It provides focus group facilities to collect data.
Which of the following statements is true of a new-product strategy?
It provides general guidelines for generating, screening, and evaluating new-product ideas.
Which of the following best defines a product line?
It refers to a group of closely related product items.
Which of the following statements is true of competitive intelligence (CI)?
It refers to a system that helps managers assess their contenders and vendors to become more efficient and effective contenders.
Which of the following statements is true of commercialization?
It refers to the decision to market a product.
Which of the following statements is true of enduring involvement?
It represents an ongoing interest in a product.
Which of the following is a disadvantage of a multisegment targeting strategy?
It results in cannibalization.
Which of the following is true of market-penetration pricing? A) It should be used when the product's quality and image support a high price. B) It involves setting a high price for a new product to appeal to the elite in society. C) It results in drawing in large numbers of buyers quickly, winning a large market share. D) It is best used in conjunction with a market-skimming pricing strategy. E) It results in the company making fewer and less profitable sales.
It results in drawing in large numbers of buyers quickly, winning a large market share.
Which of the following statements is true of heterogeneous shopping products?
Prices, quality, and features vary greatly from product to product.
Electrowhip, a company that manufacturers blenders and electric whisks, has decided to use a market-penetration pricing strategy. Which of the following, if true, proves their decision to be a wise one? A) Electrowhip's competitors utilize social media for marketing their products. B) Electrowhip sells products whose image and quality support high prices. C) Electrowhip operates in a market with many competitors. D) Electrowhip does not operate in a price sensitive market. E) Electrowhip's products are intended to appeal to the elite in society.
Electrowhip operates in a market with many competitors.
Which two men appeared with Jesus at the transfiguration? (9:4)
Elijah and Moses
Which of the following is a characteristic of early adopters?
They rely less on group norms and values.
Reference groups have one of the following implications.
They serve as information sources.
Which statement is true of opinion leaders?
They speed up the diffusion process through word-of-mouth communication.
bread
(36) Send them away, that they may go into the surrounding country and villages and buy themselves _________________; for they have nothing to eat."
What did Jesus tell the disciples about divorce once they
"Anyone who divorces his wife and marries another woman commits adultery against her. And if she divorces her husband and marries another man, she commits adultery."
compassion
(34) And Jesus, when He came out, saw a great multitude and was moved with __________________ for them, because they were like sheep not having a shepherd. So He began to teach them many things.
platter
(25) Immediately she came in with haste to the king and asked, saying, "I want you to give me at once the head of John the Baptist on a ____________."
What did Jesus say to Peter when he rebuked him? (8:33)
"Get behind me, Satan. You are thinking not as God does, but as human beings do."
What was one thing the man lacked in order to go to heaven
"Go, sell everything you have and give to the poor, and you will have treasure in heaven."
Immediately after Jesus cast out the Mute and deaf spirit from the boy, what did many people say about the boy? (9:26)
"He is dead."
sorry
(26) And the king was exceedingly ___________; yet, because of the oaths and because of those who sat with him, he did not want to refuse her.
executioner, mother
(27) Immediately the king sent an _______________ and commanded his head to be brought. And he went and beheaded him in prison, 28 brought his head on a platter, and gave it to the girl; and the girl gave it to her _______________.
disciples
(29) When his _______________ heard of it, they came and took away his corpse and laid it in a tomb.
carpenter, Joses
(3) Is this not the _________________, the Son of Mary, and brother of James, _____________, Judas, and Simon? And are not His sisters here with us?" And they were offended at Him.
apostles
(30) Then the______________ gathered to Jesus and told Him all things, both what they had done and what they had taught.
eat
(31) And He said to them, "Come aside by yourselves to a deserted place and rest a while." For there were many coming and going, and they did not even have time to __________.
cities
(32) So they departed to a deserted place in the boat by themselves. (33) But the multitudes saw them departing, and many knew Him and ran there on foot from all the _____________. They arrived before them and came together to Him.
How did the chief priests, scribes, and elders, answer Jesus' question concerning John's baptism? (11:33)
"We do not know."
How did Jesus reply when the man asked "what must i do to inherit eternal life?"
"Why do you call me good?"......."No one is good-except God alone. You know the commandments......."
What was Jesus' response to them? (8:12)
"Why does this generation seek a sign? Amen, I say to you, no sign will be given to this generation."
country
(1) Then He went out from there and came to His own ___________________, and His disciples followed Him.
house, place
(10) Also He said to them, "In whatever place you enter a _____________, stay there till you depart from that ____________
repent, oil
(12) So they went out and preached that people should ________________. 13 And they cast out many demons, and anointed with ___________ many who were sick, and healed them.
Herodias, Philip's
(17) For Herod himself had sent and laid hold of John, and bound him in prison for the sake of ______________, his brother ____________ wife; for he had married her.
John, Herodias
(18) For ___________ had said to Herod, "It is not lawful for you to have your brother's wife." (19) Therefore ______________held it against him and wanted to kill him, but she could not;
John
(20) for Herod feared _____________, knowing that he was a just and holy man, and he protected him. And when he heard him, he did many things, and heard him gladly.
Herodias
(22) And when ______________' daughter herself came in and danced, and pleased Herod and those who sat with him, the king said to the girl, "Ask me whatever you want, and I will give it to you."
kingdom
(23) He also swore to her, "Whatever you ask me, I will give you, up to half of my ______________."
mother
(24) So she went out and said to her _______________, "What shall I ask?" And she said, "The head of John the Baptist!"
hour
(35) When the day was now far spent, His disciples came to Him and said, "This is a deserted place, and already the ___________ is late.
Questionnaire Design
-Clear and concise -No ambiguous language -Avoid leading questions -Avoid two questions in one
Management Uses of Marketing Research
-Improve the quality of decision making -Trace problems -Focus on keeping existing customers -Understand the marketplace -Alert them to marketplace trends -Gauge the value of goods and services, and the level of customer satisfaction
Characteristics of Marketing Decision Support Systems
-Interactive -Flexible -Discovery Oriented -Accessible
Sources of Secondary Data
-Internal Corporate Information -Government Agencies -Trade and Industry Associations -Business Periodicals -News Media
A research method that relies on four types of observation:
-people watching people -people watching an activity -machines watching people -machines watching an activity
A strategy utilized by the manufacturer of a good that convinces the wholesaler, distributor, or retailer to sell its products is known as a(n): A) push strategy. B) pull strategy. C) distribution strategy. D) alliance strategy. E) marketing strategy.
A
All of the people and organizations that buy, resell, and promote a product "downstream" as it makes it to the end user is referred to as the _____. A) distribution channel B) retail channel C) supply channel D) communication channel E) business channel
A
Cutting middlemen out of the channel is known as: A) disintermediation. B) restructuring. C) strategic distribution. D) dismemberment. E) rearranging.
A
19. The marketing research problem: a. is information oriented. b. involves determining what resources will be used in research efforts. c. is action driven. d. does not rely on managerial experience. e. is accurately described by none of these choices.
A a. is information oriented.
_____ is the ability to influence a channel partner's goals and efforts. A) Channel power B) Channel leading C) Channel dominance D) Channel priming E) Channel killer
A
_____ sell specialty products that they display on their own racks in stores. A) Rack jobbers B) Truck jobbers C) Truck wholesalers D) Mail-order wholesalers E) Dealers
A
52. A company wanted to collect data on consumers' perceptions of its new brand. The marketing research director has recommended using a mail panel operated by Synovate. What can the company expect from a mail panel? a. A very high response rate b. The response rate will be low, as it is for all selfadministered surveys c. The participants are not usually compensated for their assistance, so it will be inexpensive d. Data collection is more rapid than with telephone interviews e. The panel of consumers will meet monthly to discuss products that were sent to them to try
A a. A very high response rate
20. Which of the following products is most likely to be considered an example of a heterogeneous shopping product? a. An apartment b. Laundry detergent c. A blender d. A package of pens e. Dog food
A a. An apartment
64. Which of the following is LEAST likely to be described as a subculture? a. Bank managers b. Hispanics c. College students d. Southeasterners e. Quakers
A a. Bank managers
117. Which of the following is an organized pattern of knowledge that an individual holds as true about his or her world? a. Belief b. Value c. Affect d. Attitude e. Descriptor
A a. Belief
6. _____ products are purchased with little shopping effort. These products typically are purchased regularly, usually with little planning, and require wide distribution. a. Convenience b. Specialty c. Branded shopping d. Unbranded shopping e. Generic
A a. Convenience
78. _____ research is the study of human behavior in its natural context, involving observation of behavior and physical setting. a. Ethnographic b. Actionbased c. Experiment d. Survey e. Visualization
A a. Ethnographic
68. A survey by RoperASW asked consumers to check where they were most likely to look for information about a new book. Possible answers were book club catalogs, book reviews in newspapers, book reviews in magazines, television programs, friends, radio programs, local reading groups, or the Internet. What type of question was used in this survey? a. Multiple choice b. Dichotomous c. Scaled response d. Openended e. Sampling frame
A a. Multiple choice
106. Several types of analysis are common to marketing research. Which one is the simplest? a. One way frequency counts b. Statistical analyses c. Crosstabulations d. Passive people meters e. Scaled responses
A a. One way frequency counts
96. _____ occurs when a sample somehow does not represent the target population. a. Sampling error b. Measurement error c. Crosstabulation d. Diagnostic error e. Singlesource research
A a. Sampling error
30. Which of the following is an example of a product item? a. Tarter Protection Crest toothpaste b. Campbell's soup c. Chevrolet automobiles d. OreIda frozen foods e. All of the above are product items.
A a. Tarter Protection Crest toothpaste
114. A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n): a. Web community b. focus blog c. online focus group d. Webinar e. Webbased ethnographic group
A a. Web community
79. KimberlyClark has outfitted consumers with mini video cameras mounted to visors to watch consumers doing chores and shopping. Using this research approach, known as _____ research, KimberlyClark learned that mothers had trouble using Huggies Baby Wash to bathe their infants. The problem was that the women liked to keep one hand on their infant at all times while the Baby Wash bottle required two hands to open and dispense. a. ethnographic b. dichotomous c. experiment d. survey e. openended
A a. ethnographic
72. A direct reference group is composed of: a. facetoface membership groups that touch people's lives directly b. only friends, neighbors, and relatives c. role models on television and in the movies d. people the individual does not want to be associated with e. people an individual aspires to be like
A a. facetoface membership groups that touch people's lives directly
Scaled- Response Question
A closed-ended question designed to measure the intensity of a respondent's answer
What appeared at the transfiguration and overshadowed those who were present? (9:7)
A cloud
Which of the following is true of price changes? A) Overdemand leads to companies initiating price cuts. B) Changes in price do not affect a brand's image. C) Customer reaction to price changes is not as important as competitor reaction. D) A drop in price can adversely affect how consumers view the brand. E) Excess capacity is a factor which causes increases in price.
A drop in price can adversely affect how consumers view the brand.
8. Lisa has to have a Diet Coke for breakfast. At a breakfast meeting, she was offered coffee and refused. She only wanted a Diet Coke. This illustrates that Lisa needs Diet Coke to: a. satisfy a want b. satisfy a need c. satisfy a belief d. satisfy a physiological drive e. satisfy a momentary stimulus
A) satisfy a want
In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into Butterball turkeys. In the process, the company A.differentiated its product. B.streamlined its delivery process. C.created a new class of micromarketing. D.defined consumers' basic needs. E.redefined mass customization.
A.differentiated its product. (took an undiff product - frozen turkeys - and differentiated it by branding it Butterball)
Education marketers have learned that the primary motivations of most nontraditional college students are self-respect and self-fulfillment. Understanding the values of this market segment allows marketers to A.emphasize the benefits these consumers are looking for in a college education. B.lower the price for this market segment. C.offer alternative courses based on geographic location. D.employ loyalty marketing strategies. E.use micromarketing strategies.
A.emphasize the benefits these consumers are looking for in a college education.
The phrase "birds of a feather flock together" captures the idea of __________ segmentation. A.geodemographic B.benefit C.psychographic D.loyalty E.geographic
A.geodemographic
Many companies use the Internet to allow consumers to design customized products; for example, Nike allows customers to order shoes with custom color combinations. This is a form of A.micromarketing B.concentrated targeting. C.psychographic segmentation. D.differentiated targeting. E.undifferentiated targeting.
A.micromarketing (one to one scale)
When evaluating the attractiveness of the segment, if a segment is expected to react positively to the firm's offering, we say that the segment is A.responsive. B.identifiable. C.reachable. D.substantial. E.reactive.
A.responsive.
Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power. Greta is concerned with whether the segment is A.substantial B.responsive. C.profitable. D.reachable. E.identifiable.
A.substantial (substantial if segment large enough to be worth targeting)
118. Christian understands that a Black Diamond brand tent is suitable for several weather conditions, such as rain, snow, and sweltering heat. This is a description of his _____ about the Black Diamond tent. a. beliefs b. attitudes c. standards d. motives e. valuations
Aa. beliefs
48. Telephone interviews offer: a. speed in gathering data. b. a potential for reaching all households. c. few nonresponses. d. the ability to collect large amounts of complex data. e. the lowestcost method for obtaining data.
Aa. speed in gathering data.
differentiated
Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the different brands to pursue a(n) __________ strategy. (allowing for addidas to obtain a bigger share of the shoe market)
Kimberly-Clark is interested in mothers' emotional reactions to its Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?
Affective
Aleesha refuses to buy any toothpaste other than her preferred brand, Blassey, manufactured by Blassey's Inc. If Blassey's toothpaste is not available in her neighborhood store, she drives to another store rather than buying a different brand. Based on this information, which of the following statements is true?
Aleesha has strong brand loyalty toward Blassey's Inc.
Which of the following is a difference between an express warranty and an implied warranty?
An express warranty is a written guarantee, whereas an implied warranty is an unwritten guarantee that a good or service is fit for the purpose for which it was sold.
Closed-Ended Question
An interview question that asks the respondent to make a selection from a limited list of responses
Open-Ended Question
An interview question that encourages an answer phrased in the respondent's own words
A _____ involves two companies at the same channel level agreeing to cooperate with each other to sell their products. A) vertical marketing system B) resale price maintenance agreement C) horizontal marketing system D) conventional marketing system E) distributor's marketing system
C
A _____ is a market where unauthorized goods are sold without the knowledge of the producers. A) flea market B) wholesale market C) gray market D) retail market E) C2C market
C
The tendency of many consumers to discount claims made by salespeople can be explained in part by _____.
Attribution theory
56. Health providers have voiced concerns about the use of pesticides and the negative effects they possibly have on our health. A large insurance company is willing to sponsor a meeting of the nation's largest organic growers, pesticide producers, and retailers of organic foods if there is an interest in a cooperative effort to improve customers' perception of eating healthy. What type of survey technique would be most appropriate for determining if there is any real interest in such a meeting? a. Cyber focus groups b. Executive interviews c. Mall intercept interviews d. CLT interviews e. Inhome interviews
B b. Executive interviews
76. Which category of reference groups represents groups in which a consumer does not have membership? a. Direct b. Indirect c. Primary d. Secondary e. Incomplete
B b. Indirect
54. Which of the following is a symptom of product line overextension? a. Overuse of standardized components b. Manufacturing or marketing resources are disproportionately allocated to slow moving products c. Strong economy of scale d. Planned obsolescence of certain products e. All of the above.
B b. Manufacturing or marketing resources are disproportionately allocated to slow moving products
71. _____ research depends on watching what people do. a. Anonymous viewership b. Observation c. Interactive d. Personal scanner e. Survey
B b. Observation
67. Which of the following best characterizes the underclass? a. Highly educated underachievers whose incomes are below most comparably educated workers; often referred to as "slackers." b. People who are not regularly employed and who depend primarily on the welfare system for sustenance; they have little schooling and live below the poverty line. c. Individuals who derive most of their income from the "underground economy" and who tend to "fly under the radar" of the Internal Revenue Service. d. Middlelevel bluecollar workers largely working in skilled or semiskilled service jobs; their income is below the national average. e. Lowpaid service workers and operatives; they have some high school education a below- mainstream living standard.
B b. People who are not regularly employed and who depend primarily on the welfare system
35. When Wilson, a manufacturer of tennis racquets, sent a team of researchers, designers, and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet, what kind of research were they conducting? a. Heuristic b. Primary c. Cohesive d. Random e. Secondary
B b. Primary
112. What is the moderator's role in online focus groups? a. To limit the discussion to closedended questions b. To provide freestyle screen dialogue including text, instructions, and probes c. To make sure costs remain relatively low d. To act as a datamining engineer e. To let respondents control the discussion
B b. To provide freestyle screen dialogue including text, instructions, and probes
120. An attitude toward a product is: a. easy to change. b. a person's point of view about the product. c. the same as a belief. d. the same as "intention to buy". e. of short duration.
B b. a person's point of view about the product.
38. Research done by ShopLocal.com found that Americans today are concerned enough about sustaining the environment that they are willing to spend more. Suppose that to cut the cost of the research, ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections. This research would be an example of: a. a dualpurpose analysis. b. a piggyback study. c. a Siamese twin project. d. a twoforone integrative study. e. dual experimentation.
B b. a piggyback study.
82. The best experiments are those in which: a. all variables are allowed to act freely. b. all variables are held constant except the ones being manipulated. c. all factors provide the desired results. d. the subjects are unpaid volunteers. e. two variables are held constant while all of the others are manipulated.
B b. all variables are held constant except the ones being manipulated.
8. Amy stopped by the grocery store to pick up a gallon of milk. As she was waiting to check out, she noticed that People Magazine had an interesting cover story about Scarlett Johansson. As Amy is a huge fan of Scarlett, she had to buy a copy. In this example, the People Magazine is an example of a(n) _____ product. a. specialty b. convenience c. business d. shopping e. unsought
B b. convenience
11. Volkswagen developed an 18monthlong project to gain a better understanding of the American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Moonraker was intended to play a(n) _____ role in Volkswagen's marketing research. a. diagnostic b. descriptive c. predictive d. heuristic e. demonstrative
B b. descriptive
12. The Johnsonville Sausage Company wants to know which areas of the country consume the most sausage. The company is not especially interested in an explanation for the popularity of sausage in different regions; it simply wants factual information about it. Johnsonville is interested in using marketing research in its _____ role. a. historical b. descriptive c. predictive d. normative e. objective
B b. descriptive
59. Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed. You have also been instructed to use primary data. You will: a. gather data from Standard & Poor's General Information File. b. develop a mail survey to study your primary market. c. employ studies done by the Federal Trade Commission. d. make sure you locate Internet information by using a search engine. e. ask the National Industrial Conference Board for its latest study.
B b. develop a mail survey to study your primary market.
61. A regional airport manager conducted research to get a better understanding for the types of concessionaires to include in the planned terminal remodeling. She conducted two sets of group interviews, one with ten leisure flyers and another with ten business flyers. In each group, participants discussed what types of food, retail, and other services they wanted in the new terminal. These discussions are examples of: a. extended interviews. b. focus groups. c. observation. d. ethnographic research. e. secondary research.
B b. focus groups
98. A _____ error arises if the sample drawn from a population differs from the target population. a. field b. frame c. measurement d. random e. nonresponse
B b. frame
What is the similarity between a stock market and a labor market?
Both are composed of people with specific wants that can be satisfied by particular product categories.
In the context of questionnaire design, which of the following is a similarity between a closed-ended question and a scaled-response question?
Both ask respondents to choose from a limited list of responses
A _____ focuses on communicating the product's benefits to the consumer so as to create demand that retailers and distributors must meet. A) communications strategy B) push strategy C) pull strategy D) customer-focused strategy E) value strategy
C
Which of the following statements is true of brand loyalty?
Brand identity is essential to develop brand loyalty.
Which of the following statements is true of specialty products?
Brand names and quality of service are often very important.
Craft Brewery wants to add a brown ale beer to its existing line of alcoholic products. The questions the company currently is asking itself are the following. What is the likely demand for the product? What impact would the new product probably have on total sales, profits, market share, and return on investment? How would the introduction of the product affect existing products? At what stage of new-product development process is this company?
Business analysis stage
What did Jesus say regarding the coming of Elijah? (9:13)
But I tell you that Elijah has come and they did to him whatever they pleased, as it is written of him.
_____ are intermediary firms that sell products that businesses or government departments and agencies use but don't resell. A) Online retailers B) Warehouse clubs C) Industrial distributors D) Category killers E) Specialty stores
C
_____ are products retailers produce themselves. A) Retail products B) Company brands C) Store brands D) Generic goods E) Manufacturer brands
C
43. A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric. Which form of survey would allow it to do this? a. A telephone interview b. A mail questionnaire c. A mall intercept d. An observation study e. A laboratory test
C c. A mall intercept
116. With which scannerbased research system do IRI panel members shop with an ID card, which is presented at checkout in scannerequipped grocery and drugstores, thus allowing IRI to electronically track each household's purchasing over time? a. InfoScan b. VideOCart c. BehaviorScan d. Nielsen Data e. Scanner Plus
C c. BehaviorScan
50. Which of the following is an example of a product modification? a. Lowering the price of textbooks b. Dropping a product from the product line c. Changing the color of a laundry detergent d. Changing the amount of management time spent overseeing production e. Increasing the number of distribution outlets
C c. Changing the color of a laundry detergent
46. Which of the following is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into a computer? a. Centrallocation interviewing b. Computerassisted personal interviewing c. Computer-assisted self-interviewing d. Primary interviewing e. secondary interviewing
C c. Computer-assisted self-interviewing
5. _____ is the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns. a. Electronic targeting b. Sampling procedure specification c. Database marketing d. Competitive data mining e. Consumer behavior marketing
C c. Database marketing
48. Which type of product modification changes a product's versatility, effectiveness, convenience, or safety? a. Quality b. Planned c. Functional d. Style e. Use
C c. Functional
69. Which of the following is the BEST example of an effective question on a mail survey? a. Do you believe the synergy of the indigenous population has created a precursor to ecological disaster? b. Why do you think dogs make good pets and cats make poor pets? c. Have you ever put food out for wild birds? d. What is the economy of scale achieved by the transference of heat through solar cells? e. Will you be buying a new car soon and will it be a foreign car?
C c. Have you ever put food out for wild birds?
121. A few years ago, tea was a product with relatively little growth and was considered to be a product for the old and the middleaged. Then tea manufacturers started promoting the health benefits of tea. Since the introduction of the research on how tea provides the body with useful antioxidants, tea consumption has increased by more than 25 percent, and it appears its market share will continue to grow, especially among young women in their twenties. This is an illustration of how promotion can: a. change the importance of beliefs about product attributes. b. change beliefs about product attributes. c. add new beliefs about product attributes. d. reinforce current beliefs about product attributes. e. discover consumer needs about product attributes.
C c. add new beliefs about product attributes.
31. Campbell's can talk about its soups being "Mm! Mm! Good!" and promote its entire line. This is an example of: a. macroeconomics. b. package uniformity. c. advertising economies. d. guerilla marketing. e. economies of scale.
C c. advertising economies.
53. A style modification is a(n): a. change in the product's durability or dependability b. safety improvement c. aesthetic product change d. way to add convenience e. improvement in product versatility and effectiveness
C c. aesthetic product change
77. David and Steven are best friends. Steven loves to compete in triathlons. David would love to compete with Steven but is a weak swimmer. David decides to take swim lessons to improve his breathing and stroke rhythms. Triathletes are a(n) _____ reference group for David. a. secondary b. primary c. aspirational d. nonaspirational e. direct
C c. aspirational
3. RockTenn produces cardboard cartons to be used by companies in the food industry. RockTenn is selling _____ products. a. specialty b. consumer c. business d. convenience e. unsought
C c. business
10. Kathy is driving Chaz, her young son, home from soccer practice when Chaz says, "Mom, I'm thirsty." Kathy immediately pulls the car into the nearest gas station and buys Chaz a Coke. For Kathy, the Coke is best described as an example of buying a _____ product. a. homogeneous shopping b. heterogeneous shopping c. convenience d. specialty e. component
C c. convenience
109. If a researcher wanted to look at responses to vacation home ownership questions as they relate to age and occupation of the respondent, the analysis approach he or she would use is: a. oneway frequency tables. b. standard deviation measures. c. crosstabulations. d. passive people meters. e. scaled responses.
C c. crosstabulations.
17. When Eurasia restaurant, serving Eurasian cuisine, first opened along Chicago's Michigan Avenue, its novelty brought many diners. However, it turned off the important business lunch crowd, and sales went into decline. Before conducting any marketing research to explain the declining sales, management needs to: a. determine who will be most likely to respond to a survey. b. select a market sample from everyone in the population. c. define the problem to be researched. d. develop a survey to find out exactly what's wrong. e. enumerate the decision factors.
C c. define the problem to be researched.
10. Marketing research has three functional roles. These roles are: a. normative, descriptive, and explanatory b. predictive, normative, and persuasive c. descriptive, diagnostic, and predictive d. flexible, interactive, and discoveryoriented e. descriptive, explanatory, and predictive
C c. descriptive, diagnostic, and predictive
13. Phillip Morris USA, the manufacturer of the Marlboro Ultra Smooth cigarette targeted to people who want to smoke a potentially safer cigarette, has asked for marketing research to explain the reasons for the recent failure of the new cigarette. This type of research is described as: a. descriptive b. predictive c. diagnostic d. normative e. historical
C c. diagnostic
80. A(n) _____ is characterized by the researcher altering one or more variables—such as price or package design--while observing the effects of those alterations on another variable (usually sales). a. observation research project b. research problem c. experiment d. sampling frame e. correlation of facts study
C c. experiment
85. All of the following are individual factors influencing consumer buying decisions EXCEPT: a. gender b. age c. family d. personality e. life cycle stage
C c. family
105. When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers, it hired AMN to conduct a survey. AMN is most likely an example of a: a. decision support company b. datamining company c. field service firm d. knowledge portal e. marketing research diagnostics firm
C c. field service firm
5. There are many cell phones on the market, and they vary so much on price, quality, and features that consumers often have trouble comparing them. A cell phone would probably be considered a _____ product. a. convenience b. specialty c. heterogeneous shopping good d. homogeneous shopping good e. generic
C c. heterogeneous shopping good
90. Chaz wants to be a pirate like Captain Jack Sparrow in Disney's Pirates of the Caribbean movies. He wears a bandanna and carries a toy cutlass. Though Jack Sparrow is fictional, Chaz's role play reveals his _____. a. superego b. compliant orientation c. ideal selfimage d. real selfimage e. socialization process
C c. ideal selfimage
28. When assessing the quality of secondary data, it is: a. not necessary to know why the data were collected in the first place b. important to be able to have easy access to the data c. important to know the purpose for which the data were originally collected d. not important to know when the data were collected e. imperative to use the same methods and procedures when primary data are collected
C c. important to know the purpose for which the data were originally collected
50. Low response rate is a problem commonly associated with: a. exit interviews. b. executive interviews. c. mail surveys. d. mall intercept interviews. e. inhome interviews.
C c. mail surveys.
104. Jan's twin sister Joan is a fantastic cook who makes wonderful homemade meals for her family. Jan cannot cook and wishes she could do the same. An ad for Stove Top stuffing promises "one box, three meal ideas, 30 minutes." Jan makes a point of adding this item to her grocery list. According to Maslow's hierarchy of needs, this ad appeals to Jan's _____ needs. a. physiological b. interactive c. esteem d. safety e. selfactualization
Cc. esteem
8. Soon after the Chenault Military Museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer, attendance decreased. To determine why this decrease in attendance occurred, the museum staff could rely on: a. a production audit b. database marketing c. marketing research d. an internal marketing audit e. secondary data
Cc. marketing research
40. There are a number of toothpastes marketed under the Crest brand, including Cavity Protection Crest, ProHealth Sensitive Shield Crest, Baking Soda Crest, Tartar Protection Crest, and Crest for Kids. This is an example of Crest's: a. product line width. b. product mix. c. product line depth. d. product mix inconsistency. e. marketing mix.
Cc. product line depth.
105. Ralph played mediocre golf for over 20 years. Then he retired and vowed to improve his golf game by buying one of the sets of new golf clubs that promise increased distance and have a $700 price tag. According to Maslow's hierarchy of needs, Ralph is most likely trying to satisfy his _____ needs. a. social b. safety c. selfactualization d. physiological e. psychological
Cc. selfactualization
114. At the beginning of every trailer for Disney's Pixar film WallE, they say "From the makers who brought you Toy Story, A Bug's Life, and Monsters Inc., we are proud to present Wall- E." Here, Pixar is using: a. stimulus discrimination b. selective retention c. stimulus generalization d. social learning e. product reinforcement
Cc. stimulus generalization
Which of the following types of co-branding has advertised or marketed products together to suggest usage?
Complementary branding
Teavana has a shop in the airport and offers samples of the newest flavors of tea. Travelers who are waiting for their flights can taste the new tea at Teavana and answer a short survey on a tablet handed to them by a Teavana employee about the latest flavor. This is an example of which type of primary data?
Computer-assisted self-interviewing
Which of the following is a consequence of product line contractions?
Concentration of resources on the most important products
Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?
Conditioning
Bub Fizz Inc. manufactures chewing gum. In a marketing research, it was learnt that most of its customers use the chewing gums as mouth fresheners. Hence, it modified its formula to manufacture gums that have a long-lasting flavor. In this scenario, which of the following was responsible for the change in the product?
Consumer behavior
Which of the following statements is true of extensive decision making?
Consumers experience the most cognitive dissonance when buying high-involvement products.
_______ is the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next.
Culture
. What did Jesus say to do if your hand or foot makes you sin? (9:43, 44)
Cut it off
Often, two or more channel members will work together to promote a product to: A) retailers; manufacturers; consumers. B) retailers; purchasing agents; manufacturers. C) manufacturers; purchasing agents; consumers. D) retailers; purchasing agents; consumers. E) manufacturers; promoters; consumers.
D
Pat's dairy company has a conflict with Ron's grocery store. This is an example of a _____. A) store conflict B) horizontal conflict C) manufacturer's conflict D) vertical conflict E) supply chain conflict
D
Paula is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following will NOT specifically help her in this analysis? A.The number of children needing day care in the immediate area. B.The fixed costs of operating the center. C.The percentage of parents in the area who can both afford to send their child or children to day care and who are willing to do so. D.The average number of school-age children in families sending a child to the day care center. E.The price she would charge minus the variable cost of providing service to each child.
D.The average number of school-age children in families sending a child to the day care center.
Marketers often create a special marketing mix for loyalty segments because these segments are A.too large to service with ordinary targeting. B.difficult to identify. C.costly to acquire. D.generally profitable. E.constantly changing.
D.generally profitable.
Within a perceptual map, a(n) __________ represents where a particular market segment's desired product would lie. A.point of parity B.strategic target C.PRIZM cluster D.ideal point E.benefit centroid
D.ideal point
A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy A.is the cheapest option. B.requires the use of advanced advertising techniques. C.rarely works. D.is likely more costly than an undifferentiated strategy. E.is ineffective without multiple brand names.
D.is likely more costly than an undifferentiated strategy.
32. Unsought products are often sold through: a. aggressive personal selling. b. highly persuasive advertising. c. direct mail. d. directresponse advertising. e. all of the above.
E e. all of the above.
12. Which type of consumer product requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores? a. An unsought product b. A secondary product c. A unique product d. A shopping product e. A selective product
Dd. A shopping product
111. Kent Longino is the marketing VP for Andersen, one of the largest manufacturers of windows in the world. He is directing the introduction of a glassencased sunroom that can be assembled in a weekend. He wants to capitalize on Andersen's existing reputation. Which learning method should he attempt to stimulate when introducing the new product? a. Conceptual learning b. Experiential learning c. Repetition learning d. Stimulus generalization e. Stimulus discrimination
Dd. Stimulus generalization
101. Ranked from the lowest to the highest level, Maslow's hierarchy of needs model includes: a. safety, esteem, social, physiological, and selfactualization needs b. physiological, social, esteem, economic, and selfactualization needs c. psychological, safety, economic, esteem, and social needs d. physiological, safety, social, esteem, and self actualization needs e. safety, economic, social, esteem, and selfdevelopment needs
Dd. physiological, safety, social, esteem, and self actualization needs
112. Celestial Seasonings is a wellrecognized brand of tea. It has differentiated itself from traditional teas by producing herbal teas and others using the more exotic white tea leaves. It has recently introduced Celestial Seasonings Tea Dreams ice cream, a product it hopes will be successful due to consumers' awareness of the brand. Celestial Seasonings is relying on _____ to make its new product a success. a. conceptual learning b. experiential learning c. repetition learning d. stimulus generalization e. stimulus discrimination
Dd. stimulus generalization
________ occurs when a seller states price savings that are not actually available to consumers. A) Comparative pricing B) Scanner fraud C) Deceptive pricing D) Market skimming E) Price collusion
Deceptive pricing
Marketing Research Problem
Determining what information is needed and how that information can be obtained efficiently and effectively.
Cash-and-carry wholesalers are an example of _____. A) full-service wholesalers B) brokers C) manufacturer's agents D) drop shippers E) limited-service wholesalers
E
One of the functions of _____ and _____ is to break large quantities of products down into smaller units. A) wholesalers; consumers B) retailers; consumers C) wholesalers; retailers D) retailers; distributors E) wholesalers; distributors
E
_____ are characterized by selling products at a discount to people who pay an annual membership fee to join them. A) Off-price retailers B) Drugstores C) Supermarkets D) Department stores E) Warehouse clubs
E
1. All of the following are examples of products EXCEPT: a. carton of milk b. contact lenses c. haircut d. pair of shoes e. All of the above are products.
E e. All of the above are products.
18. _____ products are seen by consumers to differ in quality, style, suitability, and lifestyle compatibility. Comparisons between these products are often quite difficult because they may have unique features and different levels of quality and price. a. Product equivalents b. Comparative convenience products c. Homogeneous shopping products d. Product counterparts e. Heterogeneous shopping products
E e. Heterogeneous shopping products
16. _____ are products consumers see as being basically the same, so consumers shop for the lowest price. a. Lowprestige specialty products b. Product equivalents c. Heterogeneous shopping products d. Generic convenience products e. Homogeneous shopping products
E e. Homogeneous shopping products
23. Which of the following is a type of nonprobability sample? a. Stratified sample b. Systematic sample c. Cluster sample d. Random sample e. Judgment sample
E e. Judgment sample
47. When Honda automobiles first entered the U.S. market, they were small and not very durable. However, over the years, Honda has modified its automobiles to be one of the most dependable cars on the market. This change in dependability and durability is representative of which type of product modification? a. Style b. Planned obsolescence c. Functional d. Quality extension e. Quality
E e. Quality
88. _____ is how consumers perceive themselves in terms of attitudes, perceptions, beliefs, and selfevaluations. a. Socialization b. Personality c. Socialization d. Normalization e. Selfconcept
E e. Selfconcept
79. You are the brand manager for a new line of allergyrelief drugs. Which of the following methods might you employ to use opinion leadership/reference groups to help stimulate demand for your products? a. Create ads that show the typical consumer performing a healthy lifestyle activity. b. Develop a promotional campaign that tells customers they "deserve to use" these products. c. Drop the price of your new products to the point where customers will realize they are getting a bargain. d. Develop a promotional campaign that emphasizes safety and security needs being fulfilled by these healthcare products. e. Use a series of ads showing different healthcare associations and societies endorsing the use of these healthcare products.
E e. Use a series of ads showing different healthcare associations and societies endorsing the
_____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.
Exposure
Under which type of geographic pricing strategy does each customer take responsibility for the freight charges for the product from the factory to its destination? A) zone pricing B) basing-point pricing C) uniform-delivered pricing D) FOB-origin pricing E) dynamic pricing
FOB-origin pricing
Denny's offers you a free meal on your birthday, exemplifying which schedule of reinforcement?
Fixed Interval
A free coffee for every 10th coffee bought exemplifies which schedule of reinforcement?
Fixed Ratio
Why were people bringing babies to Jesus? What did the disciples say to the people?
For Jesus to place his hands on them. / The disciples rebuked them.
What did Jesus say is easier than for a rich man to enter into the kingdom of God? (10:25)
For a camel to go through the eye of a needle
clear, distinctive, and desirable
For each target market, General Imaging Corporation, a manufacturer of imaging equipment, will engage in positioning, adjusting its marketing mix variables to give customers a _____ understanding of its products relative to competing products.
Brian is a blue-collar worker who works in a shipping industry. He receives a daily wage as per his working hours. Given this information, which of the following is likely to be true?
He depends on others for economic and emotional support.
Which of the following is correct about frame error?
It is an error that occurs when a sample drawn from a population differs from the target population.
Which of the following is a benefit of competitive intelligence (CI)?
It is an important tool for helping a firm overcome a contender's advantage.
Which of the following is true of a concept test?
It is considered a fairly good predictor of success for line extensions.
Which of the following statements is true of income?
Income level determines consumers' buying power.
In the context of use of secondary data in marketing research, which of the following statements is true of big data?
It is the exponential growth in the volume, variety, and velocity of information.
Walker was gathering information on plasma and LCD TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the Internet, and paid attention to the ads in the newspaper to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he it got to the point that he would not attend to it and became frustrated. This is an example of _____.
Information overload
Which of the following statements is true of the descriptive role of marketing research?
It includes gathering and presenting factual statements.
Which of the following statements is true of a secondary membership group?
It includes groups with which people interact in a less consistent and formal manner.
Which of the following statements is true of a product's positioning?
It influences potential customers' overall perception of a brand.
Which of the following is true of optional product pricing? A) It involves capitalizing on low value by-products. B) It involves pricing accessory products sold with the main product C) It is used to price a company's main product. D) It involves setting geographically-specific prices. E) It is used to price products that must be used with the company's main product.
It involves pricing accessory products sold with the main product
Which of the following statements is true of an express warranty?
It is a written guarantee that the product or service being sold is fit for the purpose for which it is sold.
What was unusual about the fig tree that Jesus had cursed? (11:20)
It was dried up from the roots
Why were there no figs on the tree that Jesus saw while traveling to Jerusalem? (11:13)
It was not the season for figs
Which of Jesus' disciples asked Him for the privilege of sitting on His right hand and on His left hand in the kingdom of Heaven? (10:35-37)
James and John
Which of the following people is most likely to represent an opinion leader?
James, who has a knack for experimenting with new technological products.
Which of the following scenarios represents the role of social media in consumer information search?
Jennifer actively participates in an online forum that discusses about new electronic products.
In what city did Jesus drive the moneychangers out of the temple? (11:15)
Jerusalem
Near which city are the small villages of Bethphage and Bethany located? (11:1)
Jerusalem
To which city was Jesus and His Disciples going up to when Jesus predicted of his Passion, Death and resurrection for the third time? (10:32)
Jerusalem
Who is the modern day Elijah according to Jesus?
John the Baptist
Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as _____ motives.
Latent
Which motives deal with our need to determine who or what causes the things that happen to us?
Need for attribution
Which term is often used interchangeably with the term "motivation"
Need?
Apple's decision to void their warranty when consumers jailbreak their iPhone is an example of:
Negative Punishment
Identify a similarity between laggards and innovators.
Neither relies on group norms.
Which of the following statements is true of the maturity stage of the product life cycle (PLC)?
New users cannot be added indefinitely during this stage.
How much food did Jesus' disciples take with them in the ship when they let Dalmanutha and headed for the other side of the sea? (8:14)
Not more than one loaf of bread
As Jesus came close to the fig tree while going to Jerusalem, what did He find on it? (11:13)
Nothing but leaves
The ____ motive may explain a lot of brand switching when the current brand is satisfactory.
Novelty/stimulation
Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product) and come to understand its power in predicting positive outcomes that serve as reinforcement?
Operant conditioning
Who said, "See, we have left all and followed You."? (10:28)
Peter
Who asked, "Why do the scribes say that Elijah must come first?" (9:11)
Peter, James, and John
When friends ridicule Tia for wearing an ugly shirt, operant learning has occurred though:
Positive punishment
After buying a phone Jo changes the Tv when an ad shows the same phone selling for cheaper
Product Defense
_____ involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and influence consumers in an unobtrusive manner.
Product placement
In the context of gender segmentation, which of the following statements is true of women?
They tend to research investments in-depth more than men do.
Which of the following is NOT a function of packaging?
Promoting family branding
Two prominent sets of motives under regulatory focus theory are termed ____.
Promotion and prevention
"Get the best deals" is an example of a ____ad.
Promotion focused
The Hall Company is a craft store that wants to measure the success of its coupons, displays, and pricing structure. These elements can help the Hall Company prepare its marketing budget for next year. Length of research time is important because the new budget has to be prepared within a month. What research tool would be helpful for Hall Company?
Scanner-based research
Which of the following is a basic criterion for successfully segmenting markets?
Segments must be large enough to warrant developing and maintaining a special marketing mix.
Shawna and her friend Elizabeth, who support two different political parties, only quote statistics that support their favorite political party's strengths, but each girl overlooks her party's weaknesses. Which type of perception do Shawna and Elizabeth demonstrate?
Selective retention
For years, the U.S. Army ran an advertising campaign with the tagline, ""Be all you can be."" To which of Maslow's needs is this appealing?
Self-actualization
Carolina went to Target to check the quality, sizing, and price of some branded clothes. But she found the same items at a cheaper price online and bought them online instead of getting them at Target. What is this practice called?
Showrooming
Opula Inc. is a company that designs jewelry. It needs secondary data to know its customers' preferred jewelry patterns. In this scenario, which of the following secondary data can Opula Inc. obtain from within the firm?
Social media posts entered by Opula's customers on its trending jewelry designs
Whenever a particular fashion house brings out a new product line, it publicly launches the products in a grand social event, invites society's who's who, and lavishly displays its new products. What term best describes this type of consumer involvement?
Social visibility
The Kim family, which strongly values good health and fitness, encourages their children to take up sports; their grocery list, too, is full of nutritious choices that aid good health. The children in the Kim family follow the same lifestyle pattern when they raise their families. Which term best describes this pattern of behavior?
Socialization process
Which of the following is true of public policies and pricing? A) The government imposes no limits on intrastate pricing issues. B) The Robinson-Patman Act governs interstate commerce. C) Companies have free reign when it comes to setting prices. D) The Sherman Act governs intrastate commerce. E) The Clayton Act encourages the formation of monopolies.
The Robinson-Patman Act governs interstate commerce.
As Jesus rode into Jerusalem on a colt, what did people spread in the road before Him? (11:8)
Their garments and leafy branches
In the context of factors that affect consumer decision making, which of the following statements is true of cultural values?
They correspond to consumption patterns.
From a worldwide perspective, which of the following statements is true of global marketers?
They design their products to meet regulations in their major markets.
In the context of new-product development, which of the following is a global strategy adopted by many multinational corporations?
They develop every product for potential worldwide distribution.
Which of the following statements is true of social influences on consumer behavior?
They help consumers obtain product information and decision approval.
Which of the following statements is true of customer relationship management (CRM) companies?
They leverage customer data and information.
. Where did Jesus go when He entered into Jerusalem on a colt? (11:11)
To the temple area
In the context of marketing research, which of the following is a difference between traditional surveys and Internet surveys?
Traditional surveys are labor-intensive, whereas Internet surveys do not involve labor.
How many times did Jesus put His hand on the eyes of the blind man who was brought to Him at Bethsaida? (8:23-25)
Twice
How many disciples did Jesus send to prepare for His entry into Jerusalem? (11:1)
Two
For years, L'Oreal hair color would say in their ad that L'Oreal is ""expensive, but you're worth it."" This is an example of which type of advertisement?
Two-sided message
Which type of advertisement for sales presentation presents both good and bad points?
Two-sided message
When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of others' behaviors and adjust their own accordingly, which type of learning has occurred?
Vicarious learning
concentrated
a ____ targeting strategy is one in which the firm focuses its efforts on a single market segment
Global brand
a brand that obtains at least 1/3 of its earnings from outside its home country, is recognizable outside its home base of customers, and has publicly available marketing and financial data o Pizza Hut, KFC, Taco Bell
brand licensing
a contractual arrangement between firms whereby on firm allows another to use its brand name, logo, symbols, and or characters in exchange for a negotiated fee
Barnes & Noble spun off the NOOK, its unprofitable e-reader. Shoppers couldn't get beyond identifying Barnes & Noble as a destination for books; however, most people are not buying hard copies of books and instead are using e-readers. The NOOK, though an e-reader, has different features from the Amazon's Kindle. The Kindle is inexpensive, easy to use, and syncs up easily with an Amazon digital account. This example shows that product failure results from all of the following EXCEPT _______.
a low price
Consumer products
a product bought to satisfy an individuals personal wants or needs
Unsought Products
a product unknown to the potential buyer or a known product that the buyer does not actively seek • New products fall into this category until advertising and distribution increase awareness for them • Insurance, burial plots • Bc consumers do not normally seek this type of product, a company must go directly to them through a salesperson, direct mail, or direct response advertising
Business product (industrial)
a product used to manufacture other goods/services, to facilitate an organization's operations, or to resell to other consumers
20. All of the following are examples of marketingcontrolled information sources EXCEPT: a. a review of laser printers in Consumer Reports. b. brochures about kitchen products sold by the Home Depot. c. a coupon for $1.00 off of laundry detergent. d. a recipe for oatmeal raisin cookies on a package of oatmeal. e. an advertisement in a magazine.
a. a review of laser printers in Consumer Reports.
32. Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions is referred to as: a. cognitive dissonance. b. psychological discomfort. c. affect referral. d. perceptual imbalance. e. Dissatisfaction.
a. cognitive dissonance.
1. The processes consumers use when making purchase decisions are called: a. consumer behavior. b. marketing. c. consumerism. d. perceptual mapping. e. database mining.
a. consumer behavior.
51. All of the following factors directly influence consumers' level of involvement in the purchase process EXCEPT: a. consumer's age b. previous experience with the product c. financial risk associated with the product d. social visibility of the purchased item e. perceived risk of negative consequences as a result of the purchase
a. consumer's age
Product Line Extensions
adding additional products to an existing product line in order to compete more broadly in the industry • Greek yogurt became popular and now General Mills has 6 Greek yogurt, 7 frozen yogurts, and two frozen smoothies • Product lines can be overextended when: o Some product do not contribute to profit due to low sales or cannibalize sales of other items in the line o Manufacturing or marketing resources are disproportionately allocated to slow-moving products o Some items in the line are obsolete bc of new product entries in the line or new products offered by competitors
Captive brand
brand manufactured by a third party for an exclusive retailer, without evidence of that retailer's affiliation Differentiating these three types of brands • Bounty: manufacturer • Great Value: Private brand (of Wal-Mart) • White Cloud: Captive Brand
Private brand
brand name owned by a wholesaler or retailer • Target's Archer Farms
Brand
brand name, URLs, logos and symbols, characters, slogans, jingles/sounds
branding strategies
brand ownership, naming brands and product lines, brand line extensions, co-branding, brand licensing, brand repositioning
37. _____ is the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior. a. Economic value b. Involvement c. Opportunity cost d. Temporal cost e. Perceived level of personal risk
b. Involvement
49. This type of risk occurs if consumers feel that making the wrong decision might cause some concern or anxiety. a. Financial risk b. Psychological risk c. Physiological risk d. Social risk e. Situational risk
b. Psychological risk
28. Extending a wellknown and respected brand name from one product category to another product category is referred to as: a. brand stretching b. brand extensions c. brand bouncing d. brand transfer e. brand building
b. brand extensions
34. Feeding her family healthy foods is important to Terri. She makes a point of buying organic products as often as possible. As she goes through the grocery store she remembers that she needs milk, so she heads over to the dairy case, intending to purchase the organic variety. She notices that a carton of organic milk is priced at $4.89; however, the storebrand milk is on sale for 99 cents. She hesitates for a moment, then selects the cheaper store brand, telling herself that she just can't pass up such a good bargain.. As Terri wonders if she made the right purchase decision, she is experiencing: a. attribute remorse b. cognitive dissonance c. evaluation distortion d. consumer cognition e. perceptual disharmony
b. cognitive dissonance
5. Rod saw a television commercial for a Honda S2000 and wants to testdrive one. The commercial is an example of a(n) _____ stimulus. a. internal b. external c. primary d. secondary e. nonpersonal
b. external
42. The type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category is referred to as: a. routine response behavior b. limited decision making c. extensive decision making d. uninvolved decision making e. affective decision making
b. limited decision making
53. When Avril went to purchase a birthday card for her new boyfriend, she went to three stores and spent four hours reading over 500 cards before selecting the perfect one. This card (which cost $3.25) is properly designated as a highinvolvement product because of: a. brand loyalty b. situational factors c. financial risk d. cognitive dissonance e. trial investment
b. situational factors
30. Mai Lin is checking out at the grocery store when she notices the candy display right next to the cash register. "I haven't had a Mounds bar in years," she thinks. "That looks good! I think I'll grab one." So she hands the candy to cashier and says, "I'll take this too." Mai Lin has just made a(n): a. partially planned purchase b. unplanned purchase c. unwise purchase d. fully planned purchase e. frivolous purchase
b. unplanned purchase
Mahalia uses Crest toothpaste and has used it for years. Now she's moved to a different town to go to college, but she still buys Crest toothpaste. This is an example of ______ .
brand loyalty
4. Which of the following is any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and hearing? a. Tactic b. Need c. Stimulus d. Want e. Desire
c. Stimulus
31. Which of the following items is MOST likely to be a fully planned purchase? a. a pair of jeans b. a bottle of soda pop c. a motorcycle d. a flashlight e. All of the above.
c. a motorcycle
47. Alanna is looking into purchasing a scooter as gas prices continue to rise. She needs a reasonably priced, comfortable, and safe scooter with room to store her books. She is not familiar with scooters, and this is a major purchase for her. The purchase will probably involve: a. lowinvolvement problem solving b. lowinvolvement decision making c. extensive decision making d. limited decision making e. dedicated cognitive behavior
c. extensive decision making
52. Your best friend has sought your advice on what type of clothing she should buy for a job interview. If she gets the job, she will be the assistant to the producer of her favorite television program. She really wants this job and considers it a once in a lifetime opportunity. By asking your help with her wardrobe, your friend is most likely trying to: a. eliminate cognitive dissonance b. eliminate the low involvement in the decision c. reduce perceived risk of negative consequences d. increase the chances of selective exposure e. increase the motivation involved in the decision
c. reduce perceived risk of negative consequences
55. All of the following are examples of individual factors that affect the decisionmaking process for consumers EXCEPT: a. gender b. age c. reference groups d. lifestyles e. personality
c. reference groups
Multiprint, a printer manufacturing firm, sells ink cartridges for each of its specific models. Only Multiprint cartridges are compatible with Multiprint printers, and no two of the firm's models share the same specifications. What type of pricing does Multiprint use? A) product line pricing B) optional product pricing C) captive product pricing D) by-product pricing E) product bundle pricing
captive product pricing
Which of the following price adjustment strategies offers a price reduction to buyers who pay their bills promptly? A) cash discount B) season discount C) quantity discount D) trade discount E) functional discount
cash discount
_____ is the degree to which a new product is consistent with existing values and product knowledge, past experiences, and current needs.
compatibilty
Magnira, a cosmetics brand, launched a face cleansing cream. The television advertisements for the product promote that it is a medically proven cure for acne. Given the information, Magnira most likely uses a(n) _____ for its new product.
concentrated targeting strategy
The Internet offers ________, where the price can easily be adjusted to meet changes in demand. A) captive pricing B) dynamic pricing C) basing-point pricing D) price bundling E) cost-plus pricing
dynamic pricing
12. While looking at the DVDs at Target, Tee tried to remember the name of the action movie starring Harrison Ford as an archeologist so he could buy the DVD. Which step of the consumer decisionmaking process is this? a. Antecedent search b. Need recognition c. External information search d. Alternative evaluation e. Internal information search
e. Internal information search
29. Arm & Hammer is a wellknown and respected brand of baking soda. The company has put its brand name on several products, such as laundry detergent, toothpaste, kitty litter, and many more. These are examples of: a. brand transfers b. brand modifications c. brand banks d. brand hierarchies e. brand extensions
e. brand extensions
25. Tariq is throwing a party tonight and needs to order a couple of pizzas. There are many pizza joints in town, but Tariq has narrowed down his choices to Tony's Pizzeria, Domino's, and Montoni's. These three restaurants represent Tariq's: a. evaluative criteria b. dissonance suppressors c. discretionary discriminators d. discriminatory set e. evoked set
e. evoked set
54. Marketing managers often use instore promotions to stimulate sales of: a. technical products b. highinvolvement products c. highpriced products d. industrial products e. lowinvolvement products
e. lowinvolvement products
11. The steps of the consumer decisionmaking process in order are: a. need recognition, alternative aggregation, reevaluation, purchase decision, postpurchase behavior b. need positioning, stimulus response reactions, evaluation of alternatives, purchase decision, postpurchase behavior c. need positioning, alternative aggregation and divestment, purchase decision, postpurchase evaluation d. information search, need positioning, evaluation of alternatives, product trial, purchase decision, postpurchase satisfaction e. need recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior
e. need recognition, information search, evaluation of alternatives, purchase, and postpurchase
17. Bethany is in the market for a new cell phone. She tweets to her followers on Twitter: "Hey, looking for some info about good cell phone deals. Any advice?" Bethany is using a(n) _____ information source to help her make her decision. a. experiential b. marketingcontrolled c. internal d. unbiased e. nonmarketingcontrolled
e. nonmarketingcontrolled
50. A marketing manager would expect his or her product to be a highinvolvement product for most consumers if it: a. is a product adaptation of a market leader b. is a necessity c. has not been purchased before d. has low social visibility e. requires substantial financial investment
e. requires substantial financial investment
Unlike utilitarian value, hedonic value:
gives the consumers good feelings, happiness, and satisfaction
Freight-absorption pricing is used for ________. A) penetrating international markets B) generating customer buzz about new products C) holding on to increasingly competitive markets D) generating quick profits to offset input costs E) maintaining quality service records
holding on to increasingly competitive markets
Geraldo, a construction worker, tends to buy a new gadget if most of his friends have them and only after they've teased him about not having the gadget yet. He relies on reviews from his friends rather than on television or newspaper advertisements to make his purchase decisions. It can be inferred that when it comes to the diffusion of innovation Geraldo belongs to the group of _____.
late majority
Sparkling Valley, a luxury resort, prices cottages facing the lake higher than cottages that do not, even though the cottages and services offered are identical in every other aspect. This form of pricing is called ________. A) location-based pricing B) time-based pricing C) by-product pricing D) seasonal pricing E) captive product pricing
location-based pricing
When theaters vary their seat prices because of audience preferences for seats in coveted rows, they use ________. A) customer-segment pricing B) location-based pricing C) time-based pricing D) product line pricing E) captive product pricing
location-based pricing
An implication of the new-product development process for marketing managers is that:
many new product ideas are necessary to produce one successful new product.
The Sherman, Clayton, and Robinson-Patman Acts are all federal laws that were enacted to curb the formation of ________. A) monopolies B) global partnerships C) competitive markets D) internal markets E) intrastate partnerships
monopolies
FitWear Inc., a sporting goods footwear and apparel company, features photographs of celebrities wearing its brand of clothing and sports gear. FitWear Inc. launched a commercial for its new line of football cleats. This commercial featured famous football stars because the company believes that celebrities can influence customers' buying decisions. In this case, the football stars served as _______.
opinion leaders
Mirange Flyer Airlines decides to conduct a research study on the satisfaction levels of its customers. It opts for an Internet survey method. It first locates a group of customers as participants for the study and asks them to log on to a specific website at a particular time. Once the participants log on to the web site at the given time, an online moderator types in questions such as, "When was the last time you flew with us?" and "How would you rate our customer service?" The participants are then allowed to respond to these questions. This scenario exemplifies the use of _____.
online focus group
Which of the following would most likely lead to a company initiating a price increase? A) weakened economy B) possession of outdated merchandise C) excess capacity D) overdemand E) possession of defective merchandise
overdemand
Private label products bring 10 percent higher profit margins, on average, than manufacturers' brands because:
overhead cost is low and there are no marketing costs in private labels.
When all the containers and boxes of a product line have a common look while still being able to keep their individual identities, it is considered to have _____.
package uniformity
Champion, Inc. is a manufacturer of lunch boxes, school bags, and school stationery. Charles Payton, the CEO of Champion, hopes to sell the products at a low price to penetrate the market quickly. Noticing that the themed envelopes aren't selling well, Charles Payton decides to offer customers a special "letter writing" kit, He prices the kit—which comprises letter paper, matching envelopes, and pens—at $5, even though the combined prices of the individual items is $8. Which of the following pricing strategies is he using? A) optional product pricing B) product bundle pricing C) by-product pricing D) dynamic pricing E) captive product pricing
product bundle pricing
Which of the following product mix pricing strategies involves pricing multiple products to be sold together? A) product line pricing B) product bundle pricing C) optional product pricing D) by-product pricing E) captive product pricing
product bundle pricing
Procter & Gamble is a multinational corporation selling consumer goods under various categories such as foods, beverages, cleaning agents, and personal care products. This example shows that a company can position its products in a _______ associated with one category or, as Procter & Gamble has done, disassociate products from one category and use several categories
product class
Cruz Gray Inc. positions its beauty and skin care products as the only products in the market that are 100 percent natural and are not tested on animals. This gives the company a significant advantage over its competitors. In the given scenario, which of the following strategies does Cruz Gray Inc. use?
product differentiation
A specific version of a product that can be designated as a distinct offering among an organization's products is called a _____.
product item
Laelle Corp. is a well-known clothing wholesaler. It sells designer and business suits for men and women. These suits sold by Laelle Corp. are examples of _____.
product items
The _____ is a biological metaphor that traces the stages of a product's acceptance, from its introduction to its decline.
product life cycle
When a new product, in an existing product line, cannibalizes sales of other items in the same line then a marketer must implement _____ as a strategic way to deal with this issue.
product line contraction
Which of the following product mix pricing strategies involves setting prices across an entire product range based on cost differences between the products, customer evaluations of different features, and competitors' prices? A) by-product pricing B) product bundle pricing C) optional product pricing D) captive product pricing E) product line pricing
product line pricing
Shopping Products
product that require comparison shopping bc it is usually ore expensive than a convenience product and is found in fewer stores • They are willing to invest effort into getting desire benefits • Consumers usually buy a shopping product only after comparing several brads or stores on style, practicality, price and lifestyle compatibility • Two types: heterogeneous and homogeneous o Homogeneous: basically familiar • Washers, dryers, refrigerators, TV • Lowest priced that has desired features o Heterogeneous: essentially different • Furniture, clothing, housing, universities • Consumers often have trouble comparing bc prices, quality and features vary so much • The benefit of comparing these is "finding the best product or brand for me;" this decision is highly individual
The marketing mix has been described as:
product, place, promotion, and pricing strategies intended to bring about a mutually satisfying exchange relationship with a market.
Under ________, different versions of the product are priced differently but not according to differences in their costs. A) product-form pricing B) optional product pricing C) captive product pricing D) by-product pricing E) seasonal pricing
product-form pricing
consumer product
products and services used by people for their personal use
shopping product
products or services for which consumers will spend a fair amount of time comparing alternatives such as furniture, apparel, fragrances, appliances, and travel alternatives
convenience product
products or services for which the consumer is not willing to expend any effort to evaluate prior to purchase
unsought products
products or services that consumers either do not normally think of buying or do not know about
When Jesus entered into the temple, whose tables and seats did He overthrow? (11:15)
the money changers and the seats of those who were selling doves.
augmented product
the nonphysichal aspect of the product, such as product warranties, financing, product support, and after sale service
Martin and Marla are working parents. They intend to buy a new car for their family. In this case, their choice of car will be influenced by:
the number of children in their family.
perceived value
the perceived value of a brand is the relationship between a products or services benefits and its costs
co-branding
the practice of marketing two or more brands together on the same package, promotion, or store
What happened when a boy with a mute spirit was brought to Jesus? (9:20)
the spirit immediately threw the boy into convulsions. As he fell to the ground, he began to roll around and foam at the mouth.
Competitors are most likely to react to a price change when ________. A) a large number of competitors are involved B) the product is uniform C) the buyers are not well informed about product features D) buyers are not well informed about price differences E) the products are not uniform
the product is uniform
A market-penetration pricing policy should LEAST likely be used for a new product when ________. A) the market is highly price sensitive B) production and distribution costs fall as sales volume increases C) the product's quality and image support a high price D) a high price helps keep out the competition E) there are few or no competitors in the market
the product's quality and image support a high price
brand equity
the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service
What do the elders, the chief priests, and the scribes represent?
the supreme council called the Sanhedrin was made up of seventy-one members of these three groups and presided over by the high priest. It exercised authority over the Jews in religious matters. -Foot notes
STP process
the third step of the strategic marketing planning process (following defining the mission and objectives and conducting a situation analysis) is ___
Carrie is considering several different universities. She wants a university that has a strong pre-med program because she wants to become a doctor. She also wants a university that is small. Furthermore, Carries doesn't want to go too far from her home in Indiana. A university is an example of a heterogeneous shopping product, and Carrie is having difficulty comparing universities because of all of the following EXCEPT _______.
the universities considered are all the same
Which form of geographic pricing is a company using when it charges the same rate to ship a product anywhere in the United States? A) FOB-origin pricing B) psychological pricing C) zone pricing D) uniform-delivered pricing E) basing-point pricing
uniform-delivered pricing
A product unknown to a potential buyer or a known product that a buyer does not actively seek is referred to as a(n) _____.
unsought product
Liva Corp. launches its new brand of clothing called Live High. In order to spread awareness of this new brand, the marketing head of Liva Corp. decides to employ professional salespeople to directly contact potential customers to advertise and sell the new brand. Live High is an example of a(n) _____.
unsought product
Unlike routine response behavior, in extensive decision making, a consumer:
uses several criteria for evaluating his or her options and spends much time seeking information.
An undifferentiated targeting strategy differs from a multisegment targeting strategy in that an undifferentiated targeting strategy:
views the market as one big market with no individual segments.
Which of the following factors would most likely lead to a company initiating a price cut? A) overdemand B) weakened economy C) poor competition D) cost inflation E) weak price competition
weakened economy
In the context of Internet marketing, a _____ is a carefully selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.
web community
The management of CranCos Inc., a food and beverage manufacturer, decides to change the company's logo. For this purpose, it creates a website where customers can discuss and share their ideas. It chooses a group of loyal customers to send in their opinions on what colors should be used for the logo. In this scenario, CranCos Inc. is using a(n) _____ to conduct its survey.
web community
The marketing managers of Sibel Inc., a food products company, created a dedicated software system to receive customers' feedback on the company's latest products. Customers who log into the company's networking site are directed to a page where they can answer a questionnaire. The managers can query the server at any time and collect the data required. In this scenario, Sibel Inc. is most likely using a(n) _______.
web survey system
positioning
when a marketer adjusts the marketing mix to give customers a clear, distinctive understanding of what the product does, the marketer is engaging in psychographic segmentation
brand dilution
when the brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold
In the context of marketing research, the research design specifies:
which research questions must be answered.
What did Jesus say to James and John regarding their request? (10:43, 44)
whoever wishes to be great among you will be your servant; whoever wishes to be first among you will be the slave of all.