Marketing 9

What is the chief advantage of primary data? Answers specific research questions that secondary data cannot answer Low cost compared to secondary data Availability to any interested party for use Accessibility through computerized databases

Answers specific research questions that secondary data cannot answer

How are consumers influenced by reference groups?

Consumers use the same criteria as their reference groups to make their own consumer decisions

The product preferences of Hispanics in the United States may be similar to the overall culture, but the community may have its own values and beliefs which may differ. This may result in considerable variation in how and where these people buy goods and services. Which of the following is most likely the reason for such variations?

Cultural differences

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?

Information search

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 decision-making process is this?

Internal information search

A _____ is a group of people or organizations that has wants and needs that can be satisfied by particular product categories, has the ability to purchase these products, and is willing to exchange resources for the products. Firm Market Buyer Consumer

Market

A(n) _____ is a subgroup of individuals or organizations sharing one or more characteristics that cause them to have similar product needs. segmentation base aggregated market market segment market universe

Market segment

_____ is the process of planning, collecting, and analyzing data relevant to a marketing decision. The results of this analysis are then communicated to management. Marketing research artificial intelligence cross-tabulation data collection

Marketing research

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?

Need recognition

Which step in the consumer decision-making process is a result of an imbalance between actual and desired states?

Need recognition

All of the following are examples of secondary data EXCEPT: a first-time physical count of the number of cars passing through an intersection to determine the need for a traffic signal. a collection of trade journal articles about the future of a particular industry a census report on the number of people who are native to a community any product testing results made available to the media

a first-time physical count of the number of cars passing through an intersection to determine the need for a traffic signal.

All of the following are examples of marketing-controlled information sources EXCEPT:

a review of laser printers in Consumer Reports

All of the following are bases for psychographic segmentation EXCEPT: geodemographics lifestyles motives personality benefits

benefits

A(n) _____ strategy entails selecting one segment of a market to target and focuses on understanding the needs, motives, and satisfactions of the members of that segment, as well as on developing a highly specialized marketing mix. market development undifferentiated targeting concentrated targeting universal product

concentrated targeting

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: select a market sample from everyone in the population develop a survey to find out exactly what's wrong ! define the problem to be researched determine who will be most likely to respond to a survey

define the problem to be researched

A group of brands resulting from an information search, from which a buyer can choose is referred to as the buyer's: inert set primary set evoked set complete set

evoked set

The Belly Cast kit by Proud Body helps an expectant mom to make a cast of her pregnant body, decorate it, and keep it for a lifetime. The primary market segment for the Belly Cast kit is: expectant moms all parents recently married couples parents of toddlers

expectant moms

Jane graduated from high school in 1978, is married, and has two teenage children. Most of Jane's friends from high school have children who have already graduated from college and gotten married, and some have grandchildren. Jane and her former classmates are at different stages of the: internalization phase psychographic cycle maturation process family life cycle

family life cycle

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. cross-tab set passive people meter focus group primary data group

focus group

_____ divides individuals into groups according to the way they spend their time, the importance of items in their surroundings, their beliefs, and socioeconomic characteristics. Lifestyle segmentation Microsegmentation Life cycle segmentation temporal segmentation

lifestyle segmentation

The steps of the consumer decision-making process in order are:

need recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior

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? Open-ended questions Scaled-response questions True-false questions Mix-and-match questions

open ended

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? Heuristic Random Cohesive Primary

primary

Social influences on consumer buying decisions are most likely to help in:

reducing a feeling of uncertainty among consumers

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. sampling frame question ! scaled-response question action-based question open-ended questio

scaled response

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:

secondary data

The most popular method for gathering primary data is _____, in which a researcher interacts with people to obtain facts, opinions, and attitudes. experiments survey research observation research heuristic oriented

survey research

According to the criterion of _____, a selected segment must be large enough to warrant developing and maintaining a special marketing mix. Serving the specific needs of this segment must be commercially viable, even if the number of potential customers is small. sustainability responsiveness causality accountability

sustainability

Which target marketing strategy views the market as one big market with no individual segments and thus uses a single marketing mix? undifferentiated niche concentrated multisegemented

undifferentiated

Most airline frequent flyer programs reward the most frequent flyers with business class upgrades and flight lounge privileges. Airlines are using these rewards as a means of implementing _____ segmentation. motive lifestyle demographic user rate

user rate