Chapter 11

CDz 4U wants to build a new store in your community but needs to research the opportunity. Which of the following is likely to represent the most cost-effective way to gather the needed data? Begin by collecting secondary data to narrow the list of possible locations, then use the results to focus primary research efforts on a limited number of possible locations. Begin by collecting primary data. Then, once the primary data is collected, use secondary sources to refine and verify the results. Rely exclusively on primary data collection because it can be customized to ensure relevance. Rely solely on secondary data, even if it is insufficient. This allows the firm to free up both time and financial resources for the design and development of the actual store.

Begin by collecting secondary data to narrow the list of possible locations, then use the results to focus primary research efforts on a limited number of possible locations.

Which of the following are B2C marketing segmentations? Customer-based Supplier-based Behavior-based Product-use based

Behavior-based

_____ is the process of continually collecting information from the external marketing environment. Globalized marketing Business market segmentation Environmental governance Environmental scanning

Environmental scanning

Jason builds and sells cars at a reasonable price. He invented a four-wheel automobile that meets all federal regulations for safety and while he has installed several advanced features in the automobile, it is also reasonable. These particular features allow customers to walk in, sign a one-page agreement to pay $2,000, and drive home in their new automobile. Which of the following kinds of utility is he providing? Form utility and ownership utility Place utility and ownership utility Time utility and place utility Form utility and time utility

Form utility and ownership utility

Which of the following statements is most consistent with the marketing view of the relationship era? In this era of surging demand, the main focus should be on producing as much as possible. The key to success is to constantly expand the customer base by recruiting new buyers. The customer could purchase the product only in the color or size that the manufacturer made available. Correct It is much less expensive to keep existing customers, than it is to develop new customers.

It is much less expensive to keep existing customers, than it is to develop new customers.

Sigma Nutcrackersz Inc. enjoys a monopoly in a large region of a European country for their electric nutcracker gizmo that the company manufactures. Market share for this machine is near 90 percent, and the firm is seldom worried about competition. The firm has considered branching out internationally to sell the "Powercracker" in other countries. Which of the following should the firm specifically consider as it formulates its marketing plan? It needs to consider the political/legal interests of the consumers. It should look at product-use-based segmentations for his B2B sales. It should investigate behavioral segmentation. It needs to know about the global marketing mix, including social/cultural segments.

It needs to know about the global marketing mix, including social/cultural segments.

Jenny collects secondary data for use at Alpha Megatronics Inc. Her sister, Joni, collects primary data at Beta Software-Techno Inc. From this scenario, which of the following statements is true? Jenny's data is more expensive than Joni's data. Joni's data is customized to her needs. Unlike Joni's data, Jenny's data is fresh and new. Unlike Jenny's data, Joni's data is frequently outdated.

Joni's data is customized to her needs.

_____ demands that marketers actively contribute to the needs of the broader community. Ambush marketing Green marketing Social responsibility Observation research

Social responsibility

The relevant concept of value in marketing is based on the: customer's belief that a product has a better relationship than its competitors between the cost and the benefits. ability to buy the product at the lowest possible cost irrespective of the decrease in quality. form utility of the product. objective measure of quality exclusively

customer's belief that a product has a better relationship than its competitors between the cost and the benefits.

When B2B marketers divide the market based on the concentration of customers, they are using _____ segmentation. customer-based demographic product-use based geographic

geographic

When data is gathered using _____, the researcher does not directly interact with the research subject. door-to-door interviews survey research telephonic interviews observation research

observation research

MyWays sells GPS navigation units. The company accepts all major credit cards and offers a variety of attractive financing arrangements and free shipping. All of these efforts show that MyWays is making a strong effort to provide _____ utility. ownership tracking place form

ownership

The key elements of the external marketing environment include all of the following EXCEPT: social and cultural segments. pricing and product segments. political and legal segments. competitive and economic segments.

pricing and product segments.

In an effort to broaden its business, music retailer CDz 4U now offers DVD rentals online. In order to spot trends in consumer interest, CDz 4U has decided to evaluate data that registers the links customers click when they visit their website. This is an example of how a company can obtain _____ data. primary secondary tertiary survey

primary

When firms in B2C markets divide up the potential market according to values, attitudes, and lifestyles, they are making use of _____ segmentation. demographic user-defined interest-based psychographic

psychographic

Travel agencies that advertise in magazines and on the Internet are utilizing a form of segmentation referred to as: product-use. behavioral. psychographic. demographic

psychographic.

A well-chosen target market embodies the following characteristics size, limited profitability, accessibility, and competition. size, profitability, limited accessibility, and intense competition. size, profitability, accessibility, and limited competition. limited size, profitability, accessibility, and intense competition.

size, profitability, accessibility, and limited competition.

When Suzanne was shopping for school supplies in the mall, she was approached by a woman with a clipboard asking questions about her preference for jeans. Therefore, Suzanne is part of _____ research. unobtrusive observation survey secondary

survey

Focus groups and mail-in questionnaires are examples of: organizational research used to obtain institutional data. observation research used to obtain secondary data. unobtrusive research used to obtain secondary data. survey research used to obtain primary data.

survey research used to obtain primary data.

EZ Eats is a local fast food restaurant that is open 24/7. The management guarantees that customers will be served within five minutes of placing an order for any item on its menu. EZ Eats is focusing on satisfying customers by providing _____ utility. comparative form selection time

time