MRKT 239 Test 2

A social class is a closed aggregate of individuals with similar social ranking. T/F

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 T/F

False

An information search, once completed, should identify for the buyer the one brand that he or she views as the best alternative T/F

False

Changes in culture do not affect product development T/F

False

Coca-Cola would be able to use a customer forecasting survey to forecast future sales effectively. T/F

False

Experimental research is used to make tentative hypotheses more specific. T/F

False

Failing to conduct research can help companies maintain a competitive advantage. T/F

False

For which of the following products would a consumer most likely use limited decision making? - Detergent - Toothpaste - Automobile - Hair dryer - Washing machine

Hair dryer

Which of the following products is most likely to be marketed using an undifferentiated approach? - Bicycle - Computer - Notebook - Table salt - Oscillating fan

Table salt

Which of the following is the most appropriate for qualitative research projects for a small targeted group? - Telephone surveys - Focus-group interviews - Personal interview surveys - Telephone depth interview - Mail survey

Telephone depth interview

The first step in launching a research study is problem or issue definition. The first sign of a problem is usually a departure from some normal function, such as a failure to attain objectives. T/F

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. T/F

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. T/F

True

A person may perform more than one role related to making buying decisions T/F

True

A research technique is said to be reliable if it produces almost identical results in successive repeated trials. T/F

True

Demographic characteristics are commonly used to segment a market because they are closely related to consumers' product needs and purchasing behavior. T/F

True

Descriptive research can be used to better understand the characteristics of certain phenomena to solve a particular problem. T/F

True

Involvement level is one factor that affects a consumer's selection of a type of decision-making process T/F

True

Sarah is going to the store to buy milk and cereal. She will most likely use ____ in her consumer decision-making process - routinized response behavior - limited decision making - extended decision making - high-involvement decision making - situational decision making

routinized response behavior

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 - extended decision making - limited decision making - situational perception - enduring involvement

routinized response behavior

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? - Open-ended - Dichotomous - Multiple-choice - Imperative - Declarative

Dichotomous

In the breakdown approach, the marketing manager measures company sales potential by estimating how much of a product a potential buyer in a specific geographic area will purchase in a given period, multiplying the estimate by the number of potential buyers, and adding the totals of all the geographic areas considered. T/F

False

People determine their own lifestyles, but marketers can shape them T/F

False

Survey and observation are considered secondary data collection techniques. T/F

False

The actual act of purchase is the second stage of the consumer buying decision process T/F

False

The second phase of international marketing research should involve a detailed search for and analysis of secondary data. T/F

False

There are only two basic strategies for selecting target markets: the undifferentiated targeting strategy and the concentrated targeting strategy. T/F

False

When buying frequently purchased, low-cost items, a consumer uses extensive decision making T/F

False

When buying frequently purchased, low-cost items, a consumer uses extensive decision making. T/F

False

____ that are either accepted or rejected become the primary conclusions of a marketing research study. - Descriptions - Issues - Primary data - Samples - Hypotheses

Hypotheses

Which of the following is the least flexible survey method? - Telephone surveys - Focus-group interviews - Personal interview surveys - Mail surveys - Observation

Mail surveys

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? - Micromarketing - Population - Market density - MSA - PMSA

Market density

After doing considerable shopping, Pax has just decided what brand and type of athletic shoes to buy and where he's going to buy them. In what stage of the consumer buying decision process is Pax? - Problem recognition - Information search - Evaluation of alternatives - Purchase - Postpurchase evaluation

Purchase

Schlotzsky's wants to collect data about employee satisfaction within its organization. It decides to survey a sample of 500 employees by having a computer program automatically pick which employees will be in the sample. If it uses the payroll database as the list of names to choose from, which type of sampling method is Schlotzsky's using? - Random sampling - Sampling populations - Stratified sampling - Nonprobability sampling - Quota sampling

Random sampling

Which of the following is NOT one of the major categories of consumer market segmentation variables? - Demographic characteristics - Geographic variables - Psychographic dimensions - Situational variables - Behavioristic characteristics

Situational variables

Why would a company use the undifferentiated strategy? - The needs of individual consumers are dissimilar, and distinctive marketing mixes are required to satisfy them - The undifferentiated strategy is the one strategy that provides maximum satisfaction to the whole market - The needs of individual consumers in the target market for a specific product are similar, so the organization can satisfy most customers with a single marketing mix - The undifferentiated strategy is expensive to implement but tends to produce the most sales - The market is made up of individuals or organizations with diverse need for products in a specific product class

The needs of individual consumers in the target market for a specific product are similar, so the organization can satisfy most customers with a single marketing mix

Which of the following is NOT a characteristic of a consumer market? - It consists of purchasers who intend to consume or benefit from the purchased products - They do not buy products for the main purpose of making a profit - They are sometimes referred to as B2C markets - Their purchasing decisions are always made by only one individual - They may buy the product, but not use it themselves

Their purchasing decisions are always made by only one individual

Which of the following is the biggest drawback to using psychographic variables? - They are very costly to collect - They are difficult to measure - They give poor information about consumer needs - They do not reflect socioeconomic characteristics of consumers - The resulting segments are difficult to be reached

They are difficult to measure

A database is a collection of information arranged for easy access and retrieval. T/F

True

Just as attitudes are learned, they can be changed T/F

True

Marketing research can be used to test a hypothesis. T/F

True

One way marketers can segment business markets is according to their geographic location. T/F

True

Problem recognition speed can vary from quite rapid to very slow T/F

True

Statistical interpretation focuses on what is typical or what deviates from the average. T/F

True

Surveys are sometimes used to forecast sales. T/F

True

The size of the market potential places limits on the size of the company sales potential. T/F

True

The term market density refers to the number of potential customers per unit of land area, such as per square mile. T/F

True

The time that a buyer has to make a purchase decision is a situational influence. T/F

True

When evaluating the alternatives, the buyer rates and eventually ranks the brands in the consideration set T/F

True

The three major types of reference groups are - membership, aspirational, and advocacy - advocacy, avoidance, and approach - aspirational, dissociative, and membership - actual, implied, and desired - family, peer group, and media

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 - problem recognition - cognitive dissonance - internal search - alternative evaluation - framing

cognitive dissonance

The maximum percentage of market potential that an individual firm can expect to obtain for a specific product is the - sales forecast - market potential - company sales potential - company sales objective - market share goal

company sales potential

When markets are comprised of people with differing product needs, the marketing manager should use a(n) ____ strategy - concentrated or differentiated targeting - market-intensive - integrated - product-oriented - undifferentiated

concentrated or differentiated targeting

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. - undifferentiated - differentiated targeting - exclusive targeting - heterogeneous - concentrated targeting

concentrated targeting

Research designed to verify insights through an objective procedure to help marketers make decisions is called ____ research. - primary - secondary - exploratory - conclusive - hypothetical

conclusive

Research designed to verify insights through an objective procedure to help marketers make decisions is called ____ research. - primary - secondary - exploratory - conclusive - hypothetical

conclusive

You are shopping for a laptop or tablet to use for taking notes, research, and studying. In this case, you belong to a(n) - concentrated market - business market - B2B market - industrial market - consumer market

consumer market

Primary data are best described as the - first batch of data collected for a specific study - data that are necessary for a correct decision - data that are observed, recorded, or collected directly from subjects - data that are compiled for some purpose other than the study in question - data that are collected inside and outside the organization for some purpose other than the current investigation

data that are observed, recorded, or collected directly from subjects

The purpose of market segmentation is to - differentiate products - divide a total market to enable a marketer to develop a more precise marketing mix - reduce the overall cost of marketing activities - identify a single marketing mix that will be satisfactory for the general market - meet the needs of homogeneous markets

divide a total market to enable a marketer to develop a more precise marketing mix

Luke and Hayley are searching for a health club to join. This purchase will likely be affected by ____ involvement. - low - internal - enduring - evoked - perceived

enduring

If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales, it needs to conduct - exploratory research - hypothesis development - survey research - stratified sampling - experimental research

experimental research

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) - in-home interview - mail survey - focus-group interview - shopping mall intercept interview - chat room interview

focus-group interview

Micromarketing is - focusing precise marketing efforts on very small geographic markets - developing a very specific marketing mix that will effectively meet the needs of only a small segment of the market - marketing efforts that are tightly controlled by high-level executives in the organization - a way to segment the market to meet the needs of individuals with the same motives and personality attributes - creating advertising that is so specific to a certain type of individual that few people outside that micromarket will respond to the message

focusing precise marketing efforts on very small geographic markets

All of the following are marketer-dominated sources of information except - salespeople - advertising - package labeling - friends - displays

friends

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 - became a formal member of the group - became familiar with the group's activities - looked for information from members of the group regarding buying decisions - cannot control his involvement with the group

has taken on many of the values, attitudes, or behaviors of group members

Compared to a mail survey, telephone surveys have - lower response rates but higher validity - a slower response time, but less cost - a faster response time, but less cost - fewer expenses overall - higher response rates but higher costs

higher response rates but higher costs

An attitude scale measures the - strength of a buyer's need for a product - buyer's level of information about a product - amount of experience the buyer has had with the product - intensity of a buyer's feelings toward a certain object - intensity of a buyer's desire for the product

intensity of a buyer's feelings toward a certain object

Spectrum uses its sales reports broken down by geographic regions as part of its marketing research to determine which markets are most rapidly adopting fiber-optic internet connections. In this example, Spectrum is using - internal sampling - internal primary data - external secondary data - external primary data - internal secondary data

internal secondary data

The primary advantage of a concentrated targeting strategy is - it meets the needs of a wide range of consumers - it allows a firm to specialize to meet specific customer needs - it is more flexible than any other approach - it is the least risky targeting approach - its customers are the most willing to repurchase the same brands

it allows a firm to specialize to meet specific customer needs

The three most widely recognized types of consumer decision making are - limited problem solving, extended problem solving, and routinized response behavior - extended problem solving, enduring problem solving, and situational decision making - planned problem solving, impulse buying, and limited decision making - internal problem solving, external problem solving, situational behavior - responsive behavior, planned behavior, and impulsive decision making

limited problem solving, extended problem solving, and routinized response behavior

Family life cycle is most typically based on - income - geographic location - marital status and age of children - occupation - buying power

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. - population - random - stratified - probability - non probability

non probability

Participants in ____ frequently get to see pictures, products, advertising samples, and diagrams. - quota samples - personal interview surveys - mail surveys - telephone surveys - probability samples

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 - esteem - self-actualization - psychological - social

physiological

Data that are observed or collected directly from respondents are called - direct samples - secondary data - stratified data - primary data - firsthand information

primary data

The two basic types of sampling that marketing researchers use are - random and nonrandom - probability and non probability - stratified and quota - even and odd - planned and spontaneous

probability and non probability

When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group, they are using - quota sampling - selective surveying - random sampling - stratified sampling - researcher samples

quota sampling

Consumers tend to remember information inputs that support their feelings and beliefs and forget inputs that do not. This is known as selective - exposure - distortion - retention - information - interpretation

retention

Characteristics of individuals, groups, or organizations that are used for dividing a total market into smaller homogeneous groups are called ____ variables. - marketing - classification - segmentation - stratification - division

segmentation

Age, rate of product use, location, and gender are all examples of common - demographic variables - geographic characteristics - targeting strategies - psychographic variables - segmentation variables

segmentation variables

The objective of sampling in marketing research is to - obtain responses from as many people as possible - control independent variables that might influence research results - select representative units from a total population - ensure that measures in the study are reliable - provide data that can be used to test the hypotheses being investigated

select representative units from a total population

Perception is a three-step process that involves - motivation, personality, and attitudes - classifying, recording, and eliminating information received through the senses - collecting, eliminating, and organizing information inputs - selecting, organizing, and interpreting information inputs - anticipating, classifying, and discarding information inputs

selecting, organizing, and interpreting information inputs

Marketers help consumers learn through free samples, sometimes coupled with coupons, to reduce purchase risk, through a practice called - framing - advertising - shaping - perceptual mapping - closure

shaping

The three major categories of influences on the consumer buying decision process are - situational influences, demographic influences, and psychological influences - social influences, situational influences, and marketer-dominated influences - demographic influences, situational influences, and marketer-dominated influences - situational influences, social influences, and psychological influences - marketer-dominated influences, psychological influences, and person-specific influences

situational influences, social influences, and psychological influences

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 - situational influences - social influences - roles - personality influences - cultural influences

social influences