Marketing 2 Exam

A product might be a place such as a mini golf course. A. True B. False

A. True

As Kendra and her family drove from Chicago to Orlando, they played a game that involved counting the number of McDonald's golden arches they saw along the way. The arches are McDonald's A. name. B. symbol. C. design. D. term. E. theme.

B. symbol.

Segmenting markets means that a company is ________. A. identifying the customers who have frequently purchased competitor's products or services B. identifying and calculating the churn rate in different markets C. selecting a corporate position to communicate to potential customers D. dividing the market into meaningful smaller markets based upon common characteristics E. treating all markets as a whole market

D. dividing the market into meaningful smaller markets based upon common characteristics

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics, psychographic segmentation A. is available only in limited geographic areas. B. is rarely used and unproven. C. offers only one-to-one marketing potential. D. is a more expensive method for identifying potential customers. E. is still an unproven area.

D. is a more expensive method for identifying potential customers.

Where on a product's packaging would one most likely find information such as nutrient content and country of origin? A. inside the secondary package B. inside the primary package C. on the company website D. on the product label E. on the store shelf display

D. on the product label

Relatively few consumers like to go to the dentist. Dental insurance plans that pay for regular checkups increase the ________ of dental care by reducing the cost to the consumer. A. brand awareness B. brand loyalty C. generic positioning D. perceived value E. brand extension

D. perceived value

A ________ is often used to illustrate the position of a firm's products or brands in consumers' minds. A. mass marketing analysis B. psychographic profile C. perceptual map D. loyalty timeline E. Tapestry analysis

C. perceptual map

Dennis wants to sell personal care products at minimal cost to American soldiers in Afghanistan. Because of the difficulty of communicating with people in a war zone, Dennis may have trouble with this segment not being A. substantial. B. perceptive. C. identifiable. D. reachable. E. quantifiable.

D. reachable.

After defining objectives and research needs, the next step in the marketing research process involves A. research evaluation. B. data collection. C. data analysis. D. research design. E. report writing.

D. research design.

To develop psychographic segments, the marketer must understand consumers' A. age, income, and education. B. gender, race, and religion. C. disposable personal income, benefit perceptions, and alternative egos. D. self-values, self-concept, and lifestyles. E. buying patterns and behaviors

D. self-values, self-concept, and lifestyles.

The Doritos advertising effort of "Live Mas," which is Spanish for "Live More," is meant to suggest a lifestyle aspiration. If consumers make a connection between the Doritos brand and this promotional effort, then Doritos has created A. brand ownership. B. a brand extension. C. brand loyalty. D. brand dilution. E. a brand association.

E. a brand association.

A product is ________ that can be offered through a voluntary marketing exchange. A. the combination of a firm's marketing mix B. the brand associations C. the category depth D. a tangible item E. anything of value to consumers

E. anything of value to consumers

Sierra Hats Inc. previously sold just ten types of hats and cornered the market in hat sales for years. Eight months ago the company decided to add 20 new hats and since many of the hats are similar to the original ten hats, sales have been lost on the existing brands. In other words, sales of the new hats have ________ the existing brands. A. re-positioned B. co-branded C. broadened D. consumed E. cannibalized

E. cannibalized

What is an example of an unstructured question? A. "What are the most important characteristics for choosing a brand of shampoo?" "How satisfied were you with your last shampoo purchase: very unsatisfied, unsatisfied, neutral, satisfied, or very satisfied?" "Were you happy with the quality of the shampoo you purchased (Yes/No)?" "On a scale from 1 to 5 (with 1 being very unimportant and 5 being very important), how important is fragrance when choosing a shampoo?" "How many brands of shampoo have you purchased in the past year: 0, 1, 2, 3, 4, 5, or more than 5?"

A. "What are the most important characteristics for choosing a brand of shampoo?"

Which statement best describes secondary data? A. Secondary data may not be precisely relevant to the research needs. B. Secondary data are those data collected to address specific research needs. C. Secondary data collection is always extremely time-consuming and expensive. D. Secondary data will always meet the researchers' needs. E. Secondary data include only qualitative research.

A. Secondary data may not be precisely relevant to the research needs.

Adidas sells shoes, clothing, and athletic gear. These represent the breadth of Adidas's product mix. A. True B. False

A. True

Giant Food Stores in suburban Washington, DC, adjusts its ethnic food aisle offerings based on the ethnic groups living near each store. Giant Foods is using geodemographic segmentation. A. True B. False

A. True

When a company launches a new product line with an existing brand name, this is known as A. a brand extension. B. a line extension. C. a multi-brand. D. a new brand. E. co-branding.

A. a brand extension.

Beer marketers know that high-school educated, working-class males from the ages of 25 to 40 make an attractive market for their products. This represents a ________ segment of the beer market. A. demographic B. psychographic C. behavioral D. benefits E. geographic

A. demographic

One key feature of the value of a strong brand is that A. it can protect the firm from competition. B. it no longer needs to be supported by advertising and promotion. C. if it becomes a generic name, the brand is worth even more. D. it cannot be successfully imitated by a retailer's own brand. E. competitors will typically abandon a sector altogether rather than compete.

A. it can protect the firm from competition.

Kraft, Nike, KitchenAid, and Sony are considered famous ________ brands because they are owned and managed by the manufacturer. A. national B. retailer C. international D. premium E. family

A. national

After reviewing the existing data on seasonal spending by his company's customers, Michael decides he needs new information collected to address his research questions. Michael needs ________ data to address the questions in his marketing research study. A. primary B. secondary C. mined D. syndicated E. warehoused

A. primary

A ________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products. A. product line B. product mix C. product mix breadth D. line extension E. brand extension

A. product line

When Starbucks first opened, many critics suggested, "No one will pay $4 for a cup of coffee." Starbucks's critics suggested consumers would not be ________ to the company's offerings. A. responsive B. perceptive C. identifiable D. reachable E. quantifiable

A. responsive

HerboCare, a company that sells herbal soaps, has failed to increase its sales, as consumers could not understand how soaps made by HerboCare were different or better than other herbal soaps available in the market. In this scenario, HerboCare is suffering from the positioning error of ________. A. underpositioning B. doubtful positioning C. overpositioning D. confused positioning E. repositioning

A. underpositioning

When a salesperson calls you at random to sell a cemetery plot, this is most likely what type of product? A. unsought product B. shopping product C. convenience product D. line extension E. secondary product

A. unsought product

10. The different methods of segmenting a market include targeting, positioning, psychographic, and behavioral. A. True B. False

B. False

Marketing research should be used only to produce favorable recommendations for senior management to consider. A. True B. False

B. False

The Value and Lifestyle Survey (VALS) conducted by Strategic Business Insights (SBI) is a widely used tool for geographic segmentation. A. True B. False

B. False

The complete set of all products and services a company offers is known as its marketing mix. A. True B. False

B. False

When conducting a survey about choosing vacation destinations, Heidi will need to ________ in order to get reluctant respondents to provide honest information. A. choose only highly verbal consumers B. assure consumers that responses are confidential C. use only focus group interviews D. ask unstructured questions E. create an efficient data warehouse

B. assure consumers that responses are confidential

It is Jason's job to determine how many consumers in the market are familiar with his company's Straight Shot brand of jeans. What information is Jason looking for? A. brand loyalty B. brand awareness C. brand associations D. brand conceptualization E. perceived value

B. brand awareness

Henri is passionate about American Eagle. It is the only place he'll buy his clothes. He hasn't shopped anywhere else in the last few years and will often write positive reviews on his blog about American Eagle's merchandise. From a strictly marketing perspective, Henri's case reflects A. social marketing. B. brand loyalty. C. self-actualization. D. motivation. E. brand extension.

B. brand loyalty.

Differences in weather and climate create opportunities for marketers to engage in A. concentrated targeting. B. geographic segmentation. C. benefit segmentation. D. psychographic segmentation. E. demographic segmentation.

B. geographic segmentation.

Marta is reviewing secondary data her company collected about seasonal variations in consumer spending because she is thinking about developing a new product line. The advantages of using these data include A. they are new and can be used to project overall demand. B. they can be quickly accessed at a relatively low cost. C. they are historical data that can be used to accurately predict future trends. D. they have been collected specifically for the purpose Marta is using it for. E. their high cost can be justified by the results.

B. they can be quickly accessed at a relatively low cost.

________ involves defining the firm's marketing mix variables so that target customers have a clear, distinctive, desirable understanding of the firm's offerings relative to competitors' offerings. A. Processing B. Perceptualizing C. Positioning D. Proportioning E. Prospecting

C. Positioning

Why would a firm spend over $2 million for a 30-second ad on television during the Super Bowl? A. because of the annual competition for the most creative Super Bowl ad B. because the Super Bowl is a significant opportunity to be associated with local marketing C. because the Super Bowl offers an opportunity to create significant brand awareness D. because Super Bowl ads generate brand loyalty E. because it is the most cost-effective use of advertising dollars

C. because the Super Bowl offers an opportunity to create significant brand awareness

When Marvel Studios flooded retail stores with products based on its Avenger movie, this illustrated A. strategic brand alteration. B. rebranding. C. brand licensing. D. brand repositioning. E. brand scaling.

C. brand licensing.

In the context of positioning errors, when the claims made for the product or brand are not regarded as credible by consumers, it is called ________. A. underpositioning B. repositioning C. doubtful positioning D. fuzzy positioning E. overpositioning

C. doubtful positioning

In response to increasing consumer preferences, SlipShod Shoe Corp. started selling their best-selling shoe with various colored shoe laces and different colored soles. By doing so, the company added 18 different shoes to its line. In this example, the company is A. increasing breadth. B. mixing depth C. increasing depth. D. decreasing breadth E. decreasing depth.

C. increasing depth.

Pet Food Plus wants to determine if packaging affects customer purchase decisions, so it placed two different packages for the same cat food on a local pet store shelf and then viewed store video to see which package customers reached for first. What form of research is this? A. experiment B. focus group C. observation D. neuromarketing E. panel

C. observation

NovoTech Inc. is a manufacturer of PCs, and most of its revenue is generated by selling PCs to consumers. However, the company is struggling to extend the brand into other lucrative product lines such as tablets and smartphones. In this scenario, NovoTech is suffering from the error of ________. A. underpositioning B. doubtful positioning C. overpositioning D. confused positioning E. repositioning

C. overpositioning

Which of the following criteria for market segmentation is least likely to enable successful segmentation? A. It should be measurable. B. It should be of sufficient size. C. It should be reachable in terms of communication. D. It should be undifferentiated. E. It should be distinguished from other markets.

D. It should be undifferentiated.

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. The next step is to A. categorize each market segment by consumer demographics. B. establish her overall objectives. C. decide on a targeting strategy. D. develop a positioning strategy. E. evaluate the attractiveness of each segment.

E. evaluate the attractiveness of each segment.

Kraft American Cheese, Kraft Macaroni & Cheese, and Kraft Mayo are all examples of a(n) _____ brand. A. retailer B. store C. individual D. private-label E. family

E. family

Meredith is assessing market growth, market competitiveness, and market access for each segment she has identified. Meredith is assessing the ________ of each potential market segment. A. substance B. responsiveness C. identification D. reach E. profitability

E. profitability

During the research design step of the marketing research process, researchers identify the type of data needed and A. the statistical software to be used. B. the dates when data will be collected. C. the forum in which the data will be presented. D. the identities of research participants in the project. E. the type of research necessary to collect the data.

E. the type of research necessary to collect the data.

Age is a commonly used method of segmentation. Age alone, however, may be dangerous because ________. A. chronological age and psychological age are the same B. grouping older customers into one group is an approach that fails to consider the vast differences in other important variables C. older consumers exhibit very little differences from person to person on things such as income, mobility, and work status D. this approach ignores chronological age E. this approach considers demographic factor

B. grouping older customers into one group is an approach that fails to consider the vast differences in other important variables

Maria's favorite online store allows her to have skirts made to her exact measurements. At just 4'8" tall, it's difficult for her to find work appropriate skirts anywhere else. The online store Maria shops at is using A. undifferentiated targeting. B. micromarketing. C. demographic segmentation. D. lifestyle segmentation. E. mass customization.

B. micromarketing.

Brent's manager wants him to find out the churn levels related to activities in the past 12 months and report his findings at the next meeting. What does Brent need to find out? A. how many times the company ships products to customers each week B. the number of new customers the company gets after releasing a new product C. how many new competitors have arrived on the market during this time D. where customers prefer to shop for products: online or instore E. how many customers stopped using the company's services compared to the overall number of customers

E. how many customers stopped using the company's services compared to the overall number of customers