Exam 2 Quizzes

All of the following are considered qualitative research except focus groups. a. experiments. b. social media. c. observation. d. in-depth interviews.

a

All of the following are potential benefits of brand extension except a. Answer eliminating competition. b. allowing the perception of a brand with a quality image to be carried over to the new product. c. boosting sales of the core brand. d. lowering marketing costs. e. pending less on creating brand awareness and associations.

a

Empowerment of employees helps address the delivery gap because a. employees directly involved with the customer can respond effectively at the moment the problem occurs. b. it ultimately contributes to employee knowledge and retention. employees spend less time resolving problems than managers would. c. customers appreciate feeling empowered. d. management then doesn't need to devote time and energy to e.resolving service delivery problems.

a

For each target market, General Imaging Corporation, a manufacturer of imaging equipment, will engage in positioning, adjusting its marketing mix variables in order to give customers a. a clear, distinctive, and desirable understanding of their products relative to competing products. b. a more flexible supply chain strategy. c. more product features than the competition offers. d. a perceptual map of the imaging landscape. e. lower prices than the competition offers.

a

Sometimes brand names become synonymous with a product itself. If that happens, the brand: a. could lose its trademark status. b. should consider a new packaging strategy. c. should try co-branding to avoid brand dilution. d. easily eliminates all competition. e. has achieved brand stabilization.

a

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. misguided geographic segmentation. b. concentrated segmentation. c. benefit segmentation. d. geodemographic segmentation. e. psychographic segmentation.

a

When marketers state that services are ________, they are referring to the fact that services are not always of the same quality from one time period to another or from one service provider to another. a. heterogeneous b. perishable c. inseparable d. intangible e. viable

a

________ is another term for private-label brands. a. Store brands b. National brands c. Experiential brands d. Manufacturer's brands e. Off brands

a

One afternoon, the clerk at the customer service desk of a large retail store got bored and started stating different return policies to each customer. Customers waiting in line and overhearing the different policies would probably feel that the store's handling of returns lacked a. organizational fairness. b. procedural fairness. c. variability. d. intangibility. e. explanatory fairness.

b

The process by which the use of a new product or service spreads throughout a market group is referred to as a. lead user dispersion. b. diffusion of innovation. c. the product life cycle. d. new product introduction. e. product development diffusion.

b

When marketers say that services are ________, they are referring to the fact that services cannot be touched, tasted, or seen, like a pure product can. a. inseparable b. intangible c. perishable d. replenishable e. heterogeneous

b

Both major political parties have developed proprietary databases that contain vast information about voters, broken down by demographic and geographic information. This kind of information is a. neuromarketing. b. syndicated data. c. secondary data. d. primary data. e. qualitative research.

c

Firms that are engaged in sentiment mining are most often analyzing data collected from a. focus groups. b. observations. c. social media sites. d. in-depth interviews. e. experiments.

c

Innovators are a critical group of new product adopters because they a. extend the product life cycle. b. help with test marketing. c. help the product gain market acceptance. d. are the major source of innovation. e. act as reverse engineering consultants.

c

The shape of the diffusion of innovation curve is described as a. positive. b. negative. c. bell-shaped. d. variant. e. convex.

c

When marketers state that services are ________, they are referring to the fact that services cannot be stored for use in the future. a. intangible b. durable c. perishable d. heterogeneous e. inseparable

c

When selecting a target market, firms will be most successful if they a. seek out opportunities to customize products. b. develop a strong communication plan. c. match the firm's competencies with a market segment's attractiveness. d. reposition the brand. e. decide between demographic and geographic segmentation methods.

c

When travelers are bumped from overbooked flights, they are frequently offered vouchers good for future travel. The dollar value of the voucher is the airline's estimate of a. procedural justice. b. empowerment. perishable value. c. distributive fairness. d. the size of the knowledge gap.

c

Customers have a defined ________ when it comes to waiting in line at a retail checkout counter. The amount of time consumers are willing to wait varies with the type of store. a. tangibles gap b. empowerment standard c. voice-of-customer quotient d. zone of tolerance e. quality gap

d

Frederica manages an upscale women's clothing store. She wants more information about the upcoming fall fashion line she has been advertising on her website. To gather initial reactions and opinions from about a dozen of her most frequent shoppers, Frederica will most likely use a. census data. b. syndicated data. c. sales invoices. d. focus group interviews. e. door-to-door surveys.

d

Supermarkets collect information about individual customers through their use of loyalty cards and then analyze the data to look for patterns in purchases. This is an example of a. data modeling. b. data analysis. c. data recovery. d. data mining. e. data entry.

d

To develop psychographic segments, the marketer must understand consumers' a. gender, race, and religion. b. disposable personal income, benefit perceptions, and alternative egos. c. age, income, and education. d. self-values, self-concept, and lifestyles. e. buying patterns and behaviors.

d

All of the following are considered an important function of labels on products and packages except a. listing the ingredients. b. providing consumer information to assist in purchasing. c. identifying the brand and building brand image. d. promoting the brand or complementary brands. e. protecting against damage to the product.

e

As a promotion technique, samples are often used for new products when ________ will influence the diffusion of the product. a. complexity b. compatibility c. observability d. relative advantage e. trialability

e

Which of the following statements best explains the product life cycle? a. the process in which a product is analyzed and improved so that it does not infringe on the competitor's patents b. the length of time a product exists in the marketplace before the market becomes saturated c. the process by which the use of an innovation spreads throughout a market group over time and over various categories of adopters d. the time in which firms hire an outside firm to help generate ideas and develop new products and services e. the stages that products move through as they enter, get established in, and ultimately leave the marketplace

e

Why is brand extension a popular marketing strategy? a. It avoids the problem of brand dilution. b. It guarantees success for a new product. c. it separates out the cost of brand extension from brand intention. d. It allows the firm to discontinue complementary products. e. It allows the firm to spend less on creating brand awareness and associations.

e

________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach. a. Behavioral b. Psychographic c. Benefits d. Geographic e. Demographic

e