MRKT 239 Exam 2
A marketing information system provides an irregular and unstructured flow of information from internal sources within the organization.
False
Alex is getting ready for her wedding. She is obsessed with buying the perfect wedding dress. Her involvement with the dress is an example of enduring involvement.
False
Changes in culture do not affect product development.
False
Coca-Cola would be able to use a customer forecasting survey to forecast future sales effectively.
False
Dissatisfaction may occur shortly after a purchase; this is called cognitive dissatisfaction.
False
Experimental research is used to make tentative hypotheses more specific.
False
Shortly after moving into their new home, Elizabeth and Philip Jennings purchase and install smoke detectors and an alarm system. The Jennings are concerned about fulfilling their need for
Safety
Characteristics of individuals, groups, or organizations that are used for dividing a total market into smaller homogeneous groups are called ____ variables.
Segmentation
Age, rate of product use, location, and gender are all examples of common
Segmentation Variables
Which of the following is NOT one of the major categories of consumer market segmentation variables?
Situational variables
Which of the following products is most likely to be marketed using an undifferentiated approach?
Table Salt
The four fundamental survey methods used to obtain data in marketing research are telephone surveys, mail surveys, online surveys, and personal interviews.
True
The four requirements of a market are that the individuals in the market must have a need for the product and the ability, willingness, and authority to buy it.
True
A market is a group of people who, as individuals, have needs for products in a product class and have the ability, willingness, and authority to purchase such products.
True
A marketer's use of framing can make a product characteristic seem more important to a consumer and can facilitate its recall from memory.
True
An on-site computer interview is a variation of the shopping mall intercept interview.
True
Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call.
True
Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm's products, promotion, pricing, and other elements of marketing strategy.
True
Demographic characteristics are commonly used to segment a market because they are closely related to consumers' product needs and purchasing behavior.
True
Descriptive research can be used to better understand the characteristics of certain phenomena to solve a particular problem.
True
If an information input is useful in satisfying a person's current needs, it is more likely to reach perceptual awareness.
True
In general, corporate executives prefer research reports that are short, clear, and simply expressed.
True
The most significant factor influencing a buyer's level of involvement is
risk
While shopping at a local grocery store, Cameron sees a display of his favorite brand of energy drink. He buys some to take home for the weekend. This purchase process would be described as
routinized response behavior.
Variables such as geographic location, type of organization, customer size, and type of product usage are used to segment ____ markets.
Business
The maximum percentage of market potential that an individual firm can expect to obtain for a specific product is the
Company Sales Potential
Graff's markets its exclusive jewelry and gifts to high-income individuals interested in high-quality products and a well-known brand name. It uses the same marketing mix to reach this market. Graff's uses a(n) ____ strategy.
Concentrated Targeting
With its Venus razor, Gillette was the first marketer to offer a five-blade razor specifically designed for women. This is an example of market segmentation using ____ variables.
Demographic
Nancy knows her business has a problem because of an increasing number of consumer complaints received recently. She has decided how to make this problem a precise, researchable statement and should next move on to
Designing the research project
When Coca-Cola initiated a telephone survey to determine the effectiveness of a recent advertising campaign, one of the questions the interviewer asked was, "Have you ever heard of a cola made with zero-calorie, plant-based stevia?" This is an example of which of the following kinds of questions?
Dichotomous
A survey question that requires a yes or no answer is called a
Dichotomous Question
Volkswagen markets its Atlas SUV to large families, its CC to those wanting a sports coupe, and its Jetta to young singles. What targeting approach is Volkswagen using?
Differentiated
Luke and Hayley are searching for a health club to join. This purchase will likely be affected by ____ involvement.
Enduring
Which of the following products would probably require extended decision making before a purchase?
Expensive products
Research that allows marketers to make causal inferences about relationships is called
Experimental Research
Subscription services from firms such as IRI, which tracks consumer purchases, provide marketing researchers with a good source of ____ data.
External Secondary
The final step in the marketing research process is
Reporting the research findings
Lifestyle is a product-related variable.
False
Limited decision making is used when purchasing frequently bought, low-cost items needing very little decision effort.
False
Marketers can control the perception of potential buyers.
False
Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.
False
The first step of the target market selection process is identifying the appropriate targeting strategy; the last step is evaluating relevant market segments.
False
The terms of sale (price, delivery, credit arrangements) are negotiated during the evaluation of alternatives stage of the consumer decision-making process.
False
____ that are either accepted or rejected become the primary conclusions of a marketing research study.
Hypotheses
Many marketers are concerned about the number of potential customers within a certain area of land because of the different requirements to serve dissimilar areas. What is this segmentation variable called?
Market Density
Participants in ____ frequently get to see pictures, products, advertising samples, and diagrams.
Personal interview surveys
Marylyn now feels that her teeth are not white enough after seeing advertisements for whitening toothpaste. Marketers promote these brands based on ____ needs, appealing to sex appeal.
Physiological
CalAtlantic Group needs information about trends in housing starts and remodeling around the country. Since it will be difficult to collect _______ from the numerous locations, it decides to use _____ data from the U.S. Department of Commerce reports to get this information.
Primary; Secondary
_____ data yields information that can be communicated through numbers or metrics
Quantitative
Students from a marketing research class are involved in a project about the level of sleep, exercise, and stress that individuals experience. They have decided to collect data from three student-center areas on campus. When they analyze their data, they find the responses are very similar across the three areas. The students feel comfortable they have achieved which of the following with regard to their data?
Reliability
A consumer's buying decisions are affected in part by the people around him or her. Such people and the forces they exert on an individual buyer are called
Social Influences
Which of the following is the biggest drawback to using psychographic variables?
They are difficult to measure
Jay was flying to Greece for vacation when he realized he forgot his sunglasses. He purchased some at an airport shop even though they were more expensive than she would normally have paid. Jay was influenced by situational influences.
True
Motives can be used to segment markets.
True
One condition for effective segmentation is that at least one segment must have substantial profit potential.
True
One way marketers can segment business markets is according to their geographic location.
True
Segmentation variables are characteristics of individuals, groups, or organizations in a total market.
True
The purpose of marketing research is to inform an organization about customers' needs and desires, marketing opportunities for particular goods and services, and changing attitudes and purchase patterns of customers.
True
The size of the market potential places limits on the size of the company sales potential.
True
The time that a buyer has to make a purchase decision is a situational influence.
True
When evaluating the alternatives, the buyer rates and eventually ranks the brands in the consideration set.
True
All of the following are steps in the marketing research process except
Understanding your customer
To find a target market, a firm can use one of these targeting strategies
Undifferentiated strategy, the concentrated strategy, and the differentiated strategy
Selective exposure refers to
admitting only certain inputs into consciousness.
Decreasing sales, increasing expenses, or decreasing profits
are examples of symptoms that point to larger problems.
The three major types of reference groups are
aspirational, dissociative, and membership
After purchasing a new Infiniti, Phil sees a Lexus pass by on the street and wonders if he made the right choice. Phil is experiencing
cognitive dissonance.
In the process of conducting marketing research, marketers should allow for
continual evaluation of the data during the entire collection period.
Micromarketing is
focusing precise marketing efforts on very small geographic markets.
Henry's little brother Christopher joined the Boy Scouts recently. Henry notices that in addition to wearing the Boy Scout uniform, Christopher has been better about keeping his everyday clothes neat and clean, has been searching online for camping gear, and has become interested in "green" products. Henry believes that the Boy Scouts are now a reference group for Christopher because he
has taken on many of the values, attitudes, or behaviors of group members.
The first step in the target market selection process is
identifying an appropriate targeting strategy.
An attitude scale measures the
intensity of a buyer's feelings toward a certain object.
Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem
is typically a departure from some normal function, such as a failure to attain objectives.
The primary advantage of a concentrated targeting strategy is
it allows a firm to specialize to meet specific customer needs.
When a consumer purchases products occasionally or needs information about an unfamiliar brand in a familiar product category, he or she will most likely engage in
limited decision making.
Mitchell's smartphone is two years old and he would like to have a new one. This time, he wants to make sure that it has a longer battery charge and better geographic coverage since he is traveling three days a week for his new job. Mitchell is most likely to use _____ for this purchase.
limited decision-making behavior
Family life cycle is most typically based on
marital status and age of children.
In ____ sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.
nonprobability
The major disadvantage of a mail survey versus a telephone or personal survey is
the failure of respondents to return the questionnaire.