Marketing Study ex 2

Which of the following is an example of ethnographic research?

A researcher at Lewis Inc visits customers homes to observe their daily routines.

Port Orleans Shipping markets different services to the tourism, defense, and trade segments. The firm designs separate offers for each segment based on their needs. This approach is called ________ marketing.

Differentiated

A ___________ becomes a motive when its directed toward a particular stimulus object.

Drive

Fred's faith in his favorite brand makes him consider new initiatives and products introduced by the brand. Fred is not a risk taker, and he tends to evaluate each new product carefully before adopting it. Fred is an opinion leader in his social networking community. Fred is best described as a _______________.

Early adopter

A major advantage of a mail survey is that it _____________.

Eliminates interviewer bias.

A market researcher wants to find the cause and effect relationship between using organic ingredients in food and the subsequent consumption by customers. He invited 10 respondents to his research firm and asks them to taste two identical dishes. The dishes were prepared in a similar manner, but one has natural herbs for flavoring, and the other has artificial flavors. This is an example of _______________.

Experimental research.

In most marketing research projects, what type of research is conducted first?

Exploratory

The objective of ________ research is to gather preliminary information that will help define the problem and suggest a hypothesis.

Exploratory

Which of the following do organizational buyers use when they want to connect with important suppliers and create direct procurement accounts?

Extranet links

Pacific fisheries groups its customers by regions in the US, such as Midwest, northeast, and southwest. For each region, pacific fisheries tailors a different set of advertiements and promotions. Based on which of the following segmentation variables does the firm divide its market?

Geographic location

Compared with undifferentiated marketing, differentiated marketing is more likely to lead to ________________.

Higher costs of doing business.

A firm uses a small convenience sample to gather data on customer reactions. It invites a small group of customers for lunch and asks them to share what they think about the products they have purchased from the firm. This is an example of __________.

Informal surveys

In which of the following research methods does a sample size have little impact on costs?

Internet based surveys

Which of the following is true of a good marketing information system?

It balances the information that a firm wishes to have with the information a firm actually needs.

A market segment is less attractive when ____________.

It contains powerful suppliers who can control prices.

Vincent cosmetics decides to launch a cream with a claim that it makes skin "nine times smoother." The claim is based on a study of thirty respondents who use products of other brands as well. However, a second study on a larrge sample reveals only a mild correlation between the use of the cream and smoother skin. In these circumstances, which of the following is the most ethical approach that Vincent Cosmetics can follow?

It should report the result as it is, or improve the product to match its claim.

When a market segment is large or profitable enough to serve, it is termed ___________.

substantial

Which of the following is a disadvantage of online focus groups?

Determining the identity of people who constitute an online sample is difficult.

Which of the following is the second step of the marketing research process?

Developing the research plan

Which of the following is a commercial source of product information?

Dealer Websites

According to sigmond fried's theory, a person's buying decisions are ___________.

Affected by subconscious, hidden motivations.

Zindle, an American smart phone manufacturing firm, targets children below the age of 10 by providing free games and applications. The firms marketing approach is reflective of a _______________ segmentation.

Age and lifecycle

A ____________ describes a persons relatively consistent evaluations, feelings, and tendencies toward an object or idea.

Attitude

Which of the following is true of business markets?

Business demand is derived demand as it ultimately derives from the demand for consumer goods

____________is a discomfort caused by post-purchase conflict.

Cognitive dissonance

_____________ is the degree to which an innovation fits the values and experiences of potential consumers.

Compatibility

Hmmond Corp operates in the highly aggressive electronics market. The firm aims to obtain early warnings of opportunities and threats caused by the actions of other firms that are doing well in the industry. Which of the following sources would best serve Hmmonds purpose?

Competitive marketing intelligence

Ethnographic research is ____________.

Conducted in settings where people live and work.

The marketing manager of Appeal Inc has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drops in sales. Which of the following should the manager do first?

Define the problem and objectives

Company and bran positioning should be summed up in a _____________.

Corporate statement.

__________ refers to the practice of including ethnic themes within a companys mainstream marketing.

Cross-cultural marketing

In CRM, __________ is the technique that helps researchers sift through mounds of detailed customer information and dig out interesting findings about customers.

Data mining

Opinion leaders are also known as _________________.

Leading adopters.

Which of the following is a personal factor that influences a consumers buying behavior?

Life cycle stage

Which of the following is a psychographic characteristic of a consumer?

Lifestyle

Hailey Computers Inc has appointed a few employees to sift through customer conversations online forums and social networking sites regarding products purchased from Hailey. These employees are likely to be working as _______________.

Listening Officers

Marketers tailoring brands and promotions to the needs and wants of specific customer groups practice _________________.

Local marketing

The less for much less positioning involves meeting consumers requirements for ________.

Lower quality for a lower price.

Kathy Jenkins is planning to conduct research on consumers personal care routines. Since the questions are likely to be personal and sensitive, Kathy wants to select a contact method that will encourage respondents to answer honestly. Which of the following contact methods is most likely to serve kathys purpose?

Mail questionnaires.

_______________ is the process of evaluating the attractiveness of different market segments and selecting one or more segments to enter.

Market targeting

The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________________.

Micromarketing

Household storez, a local retail store, claims to offers better products at lower prices than other retail stores. In this case, the firms positioning reflects a ____________ value proposition.

More for less

Rad, a manufacturer of luxury watches, charges a higher price for its products than its competitors. Despite the high prices, the brand is popular among customers for its quality and services in comparison to cheaper alternatives available in the market. In this case, rad offers a ____________ value proposition.

More for more

Which of the following methods should a marketing recearcher use to obtain information that people are unwilling or unable to provide?

Observational research

Firms that manufacter seasonal products target their consumers primarily through ______segmentation.

Occasion

Which of the following is true of question formats and questionnaires?

Open end questions are useful in exploratory research to find out what people think.

___________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.

Opinion leaders

Argonaut food stores, a retail giant, hires better skilled employees than its competitors by employing strategic recruitment practices. It also conducts highly specialized training programs for its employees. In this case, Argonaut has focused on gaining a strong competitive advantage through ____________ differentiation. People

People

The most effective sources of information about a product tend to be __________ sources.

Personal

____________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

Positioning

Bill thought he had received the best deal on his new car. Shortly after the purchase, Bill started to notice certain disadvantages of his new car as he learned more about other cars available in the same price range. Bill is in which of the following stages of the buyer decision process?

Post purchase behavior

Through ______________, brands can be differentiated on features, performance, or style and design.

Product differentiation

During which stage of the business buying process is a buyer most likely to conduct value analysis by carefully studying components to determine if they can be redesigned, standardized, or made less expensively.

Product specification

What are the two main types of research instruments used to collect primary data?

Questionnaires and mechanical devices

In a straight rebuy, a buyer ________________.

Reorders something without any modifications

Which of the following is the means by which company's post purchase requests online and invite suppliers to bid for their business.

Reverse auctions.

According to maszlow's hierarchy of needs, which of the following is most like an esteem need?

Status

Which of the following statements about buying centers is true?

The buying center is a fixed and formally identified unit within a buying organization

Which of the following demonstrates the real value of a companys marketing research and information system?

The quality of customer insights it provides

Which of the following is true of perceptual positioning maps?

They are used to analyze consumer perceptions of a brand versus competing products.

Which type of market segmentation is generally used by marketers who sell products for the affluent segments of a population?

income

Producers of popular beverages often partner with global music channels to target consumers through a variety of promotional events and advertisements. This approach to marketing is referred to as ____________.

intermarket

Shampoo marketers segment buyers as light, medium, or heavy product users. This is an example of ________ segmentation.

usage rate