MKG 321 - CH 2
Which of the following is not a requirement or characteristic of a market?
A large number of people or organizations
Which American subculture spends the highest proportion of its income on utilities, footwear, children's apparel, groceries, and housing?
African Americans
The director of marketing for 3M tapes tells the rest of the management team, "When it comes to our transparent packaging tape unit, our strategy will be to use funds generated here to support our venture in the industrial bonding market." This strategy indicates that the packaging tape unit falls into which one of the following classifications?
Cash cow
TimeWarner Cable uses a segmentation strategy for its cable TV packages based on market characteristics such as age, gender, or income. Which of the following segmentation variables is TimeWarner using?
Demographic
Identifying and analyzing a target market and developing a marketing mix to satisfy individuals in that market are essential elements of which of the following parts of strategic planning?
Developing a marketing strategy
Jose and Teresa are searching for an apartment. They will most likely engage in which one of the following forms of problem solving?
Extended problem solving
For which of the following products would a consumer most likely use limited problem solving?
Hair dryer
Jamal has just finished collecting data about the texting habits of students during their lunch hour. He used both online surveys to ask the students about their texting behavior, as well as observational techniques in the cafeteria. What is the next step in the marketing research process for Jamal to begin?
Interpreting research findings
Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?
Interpreting research findings
Which one of the following is most likely to be a product for which both the purchasing decision and the brand decision are strongly influenced by reference groups?
Jeans
Which of the following is the least flexible survey method?
Mail surveys
Which of the following statements about the marketing mix is incorrect?
Once a marketing mix has been created for a particular target market, it cannot be changed until a new strategic window opens.
Grant Turner makes an appointment to visit with a new dermatologist in town because of a recent bad sunburn. When he arrives at the dermatologist's office, Grant notices a foul odor in the air, worn floor coverings, cluttered rooms that have paint peeling from the walls, and poor lighting. However, the other patients in the waiting room were talking about how much they liked the doctor. While Grant viewed the dermatologist as competent, Grant decided not to visit him again even though the dermatologist recommended a follow-up. Which situational influences are most likely to have affected Grant's decision?
Physical surroundings
In which type of sampling design is the final choice of respondents left up to the interviewer?
Quota
In which of the following sampling designs do all members of a population have an equal chance of being selected?
Random
Which of the following consumer problem-solving processes will probably be used in purchasing toothpaste?
Routinized response behavior
Which of the following is not a purpose of the marketing plan?
Serve as a contract with the customer
Which of the following statements about conducting marketing research internationally is false?
Specific differences among countries have no affect on data gathering or the marketing research process.
The manager of MegaMarket is interested in asking consumers what they think about the store's new layout and expanded produce selection. If the manager would like to obtain a high response rate and have the study conducted as quickly as possible, which data collection method would you recommend?
Telephone survey
Which of the following is an example of a behavioristic segmentation variable?
Usage rate
In marketing research, a sample is best described as
a limited number of units chosen to represent the characteristics of a total population.
After determining that consumers had concerns about fat and carbohydrates, Sardino's Pizza began offering a low-fat, low-carb pizza product. The creation of this new product was the result of
a market opportunity.
A framework for gathering and managing information from sources both inside and outside an organization is referred to as
a marketing information system.
When Disney World wants to have at least 90 percent of its customers indicating they had a memorable and satisfying experience at the park hotels, this is an example of
a marketing objective
High Gliding Air Academy is developing its marketing mix for the coming year. Its managers know that they must first select ____ which may be the most important decision they make in the planning process.
a target market
The marketing plan is
a written document detailing activities to be performed to implement and control marketing actions.
Business decisions made in creating a marketing mix
are only as good as the organization's understanding of the needs of the target market.
Correct Variables such as geographic location, type of organization, customer size, and type of product usage are used to segment ____ markets.
business
Routinized response behavior is what a consumer does when
buying frequently purchased, low-cost items that need little effort.
The ability to purchase a product is a function of
buying power.
According to the Boston Consulting Group, marketers may classify their products as all of the following except
cash contributors.
The director of marketing for 3M tapes tells the rest of the management team, "When it comes to our transparent packaging tape unit, our strategy will be to use funds generated here to support our venture in the industrial bonding market." This strategy indicates that the packaging tape unit falls into which one of the following classifications?
cash cow
In a traditional organization, marketing decisions are likely to be
centralized at the top levels of the organization
When organizing perceptual inputs, people tend to mentally fill in missing elements in a pattern or statement. This principle is called
closure.
Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for improving patient care. The next step the organization must take in the marketing research process is
collecting data.
A ____ is created when a company matches its core competency to opportunities it has discovered in the marketplace.
competitive advantage
Amazon's pricing, service, and continuing investment in improving its website with additional product offerings give it a(n) ____ over many other retailers.
competitive advantage
Kinko's partnership with FedEx has given it a _______ in the printing, faxing, and delivery market. Since this partnership can't be easily copied by the competition, it also represents a(an) ____ advantage.
competitive advantage; sustainable
When shopping for detergent, Josh looks at Tide, Fresh Start, Surf, and All and chooses the one that is on sale. These four brands make up his ____ set
consideration
Gucci Group, a marketer of high-fashion products, achieved a company turnaround by ensuring that its brand had the same image and proper display around the world. It also lowered prices on some items, like handbags, to be more competitive. This illustrates a company working to develop a marketing mix that is both ____ and ____.
consistent; flexible
When managers at Logistics Pro are developing their strategic plan, they use a market orientation as a guide to ensure that ____ is an integral part of the process.
consumer satisfaction
Shaun is going shopping with his dad to buy his first baseball glove for Little League. He listens to his dad talk to the salesperson at the sporting goods store, watches him examine the stitching in the glove and then rub his finger over the leather palm. Shaun's observations are part of his
consumer socialization.
Marketing managers can take each of the following corrective actions for reducing a discrepancy between established performance standards and actual performance except
coordinating a new step in performance analysis.
Resource deployment and coordination of functional areas of business are determined
corporate strategy
The main focus of a marketing information system is on
data storage and retrieval.
Primary data are best described as the
data that are observed, recorded, or collected directly from subjects.
The Kingtel Corporation is expanding operations into countries outside the United States. To improve local managers' responsiveness to local conditions, Kingel's senior management has decided to delegate decision-making authority further down the chain of command. Acme is
decentralizing.
Research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called ____ research.
descriptive
Jack knows his business has a problem because of an increasing number of consumer complaints received recently. He has decided how to make this problem a precise, researchable statement and should next move on to
designing the research project.
One way that Honda evaluates its product and service level is by how well it ranks on the J. D. Power & Associates Sales Satisfaction Survey. In doing so, Honda is
evaluating actual performance.
A group of brands that a consumer views as alternatives for possible purchase is called a(n)
evoked set.
When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct ____ research.
exploratory
Quota sampling is most commonly used in
exploratory studies.
A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n)
focus-group interview.
Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson. Researchers observed the interaction of the group. During the discussion, Emily was annoyed that Jack, another participant, seemed to "hog" the discussion and didn't give others a chance to speak. This is an example of a problem when using ________.
focus-group interviews.
All of the following are marketer-dominated sources of information except
friends.
Most markets for products are made up of individuals or groups with diverse needs for products and are called ____ markets.
heterogeneous
Costco believes that most of its sales are to small businesses rather than consumers -- and that women are more likely to be making the purchasing decisions. This is an example of a(n) ____ that Costco could test through marketing research
hypothesis
Costco believes that most of its sales are to small businesses rather than consumers -- and that women are more likely to be making the purchasing decisions. This is an example of a(n) ____ that Costco could test through marketing research.
hypothesis
To formulate a marketing strategy, one must
identify and analyze a target market and develop a marketing mix to satisfy individuals in that market.
The real value of marketing research to the organization can best be measured by
improvements in the ability to make decisions.
Starbucks provides training and support to its employees, including health care benefits. Through these ____ efforts Starbucks is better able to deliver quality products and service to its customers.
internal marketing
The primary advantage of a concentrated targeting strategy is
it allows a firm to specialize to meet specific customer needs.
When a new variety of Kashi whole-grain breakfast cereals is first introduced, consumers will most likely engage in ____ when deciding whether or not to purchase this new product.
limited problem solving
The three most widely recognized types of consumer problem solving are:
limited problem solving, extended problem solving, and routinized response behavior.
A group that has the willingness, ability, and authority to buy a product is a
market
Realizing an increase in both the number of consumers who are environmentally-conscious and the number of consumers who are seeking vehicles that use less gasoline, several car manufacturers have developed hybrid automobiles. This is an example of identifying and capitalizing on a ____ while the strategic window is open.
market opportunity
The total volume of a product, for all firms in an industry, that would be purchased by specific customer groups within a specified time period at a given level of industry-wide marketing activity, is the
market potential.
Max is the product manager for a new type of lumbar supports used in the production of office chairs. His company sells the lumbar supports to approximately 70 different chair manufacturers. The price for this new product still needs to be finalized. Max has decided to take the data recently collected in a marketing research study and apply it to different pricing scenarios in order to set the best price for his company. He will be utilizing computer software to obtain results from the various scenarios. Max is most likely using a
marketing decision support system.
The process of putting marketing strategies into action is called
marketing implementation
Bart's Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Bart needs to develop a
marketing information system.
Hallaway's Corp.'s new shampoo, VS2, is faltering badly in the market. Hallaway's marketing personnel are unsure who is responsible for various marketing tasks, when these tasks are to be completed, or what resources have been allocated. Hallaway Marketing Director Carolyn Willis said that the problem is that VS2 has the most poorly written ____ she has ever seen.
marketing plan
Marketing research is a process designed to gather information
not currently available to decision makers.
Having recording biases and collecting only descriptive information are two of the primary drawbacks to
observation.
If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through
observation.
Cameras, counting machines, and scanners are used most often in
obsevation
Designing research procedures that produce reliable marketing data means that
others using the same procedure will get almost identical data.
The undifferentiated targeting strategy for finding a target market will likely not be successful if
people within the market have heterogeneous needs.
As Brianna walks to classes, she selects, organizes, and interprets the sensations she is receiving through her sense organs. Brianna is experiencing the process of
perception.
An expected level of performance against which actual performance can be compared is a
performance standard.
Carmen has been hired by a market research company to collect data about the drinking habits of 25 to 35-year old urban professionals. Carmen is to go to "happy hour" with a group of individuals and observe what type of alcoholic beverages they order, how often, and what brands. The data that Carmen will obtain is ______ and she will use ______ in its collection.
primary; ethnographic
The final step in the marketing research process is
reporting the research findings
The objective of sampling in marketing research is to
representative units from a total population.
Saks Fifth Avenue wants to learn about its consumers' attitudes toward on-line purchases. There are numerous studies that are available about consumers and on-line buying, but Saks believes its customers might be different from the usual on-line consumer profile, so they decide to conduct their own study. If Saks were to use the available data about consumer attitudes, it would be using ___ data; however, if Saks does its own study it would collect ______ data.
secondary; primary
The objective of sampling in marketing research is to
select representative units from a total population.
Perception is a three-step process that involves
selecting, organizing, and interpreting information inputs
Antonio is in the market for a new car. He believes that lately there have been more car ads than usual on TV. The need Antonio has is most likely driving which of the following phenomena?
selective exposure.
Based on the work by the Boston Consulting Group, products with a dominant share of the market and good prospects for growth are
stars.
Kraft purchased the Duracell Battery Company and now operates this division as a separate profit center within the firm. In this example, Duracell is a(n) ____ unit of Kraft.
strategic business
Assume that Verizon Wireless is interested in studying the pricing expectations of its customers. If the study calls for selecting at random 100 people from each of three age groupings, ____ sampling is being used.
stratified
If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist, the best type of sampling would be
stratified.
An analysis of ____ examines internal factors that give the organization certain advantages and disadvantages in meeting the needs of its target markets.
strengths and weaknesses
Harley-Davidson's Harley Owner's Group (HOG) helps to foster strong relationships between riders and their motorcycles, giving it a(n) ____ over other motorcycle manufacturers.
sustainable competitive advantage
The major disadvantage of a mail survey versus a telephone or personal survey is
the failure of respondents to return the questionnaire
A market opportunity results from
the right combination of circumstances and timing that permit an organization to take action to reach a particular target market
All of the following are steps in the marketing research process except
understanding your customer.
Through marketing newsprint to newspaper publishers and glass manufacturers that use it in packing, International Paper segments its market based on
use of product.
The use of marketing research is
widespread throughout business and nonprofit organizations.
In the consumer buying decision process, the information search stage
yields a group of brands that a buyer views as possible alternatives.
