Chapter 7 and 4 Marketing test 5 question
69) A company has four choices when it comes to developing brands. Which is NOT one of those choices? A) line extension B) brand extension C) multibrands D) width and depth extension E) new brands
Answer: D Diff: 3 Page Ref: 234 Skill: Concept
29) ________ contributes to a product's usefulness as well as to its looks. A) Style B) Design C) Package D) Brand E) Functionality
Answer: B Diff: 2 Page Ref: 215 Skill: Concept
37) Experimental research is best suited for gathering ________ information. A) exploratory B) causal C) attitudinal D) interactive E) descriptive
Answer: B Diff: 2 Page Ref: 111 Skill: Concept AACSB: Communication
26) A stripped-down model without any extras is the starting point: a company can create a higher-level model by adding ________. A) co-brandings B) features C) product quality D) service variability E) conformance
Answer: B Diff: 2 Page Ref: 214-215 Skill: Concept
37) A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. A) product line B) line extension C) private brand D) convenience product E) product bandwidth
Answer: A Diff: 1 Page Ref: 219 Skill: Concept
42) A ________ consists of all the product lines and items that a particular seller offers for sale. A) product mix B) brand line C) consumer mix D) packaging mix E) line extension
Answer: A Diff: 1 Page Ref: 220 Skill: Concept
64) The availability of which of the following is most problematic in international marketing research? A) primary data B) research specialists C) secondary data D) intelligence limitations E) consumers willing to
Answer surveys ; Answer: C Diff: 3 Page Ref: 125 Skill: Concept AACSB: Multicultural and Diversity
1) Despite the data glut that marketing managers receive, they frequently complain that they lack ________. A) enough information of the right kind B) reliable information C) timely information D) accurate information E) valid information
Answer: A Diff: 1 Page Ref: 101 Skill: Concept AACSB: Communication
21) Causal research is used to ________. A) test hypotheses about cause-and-effect relationships B) gather preliminary information that will help define problems C) find information at the outset of the research process in an unstructured way D) describe marketing problems or situations E) quantify observations that produce insights unobtainable through other forms of research
Answer: A Diff: 1 Page Ref: 107 Skill: Concept
31) Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide? A) observational research B) focus groups C) personal interviews D) Internet surveys E) questionnaires
Answer: A Diff: 1 Page Ref: 110 Skill: Concept AACSB: Communication
41) Which contact method for marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements? A) personal interviewing B) online interviewing C) phone interviewing D) ethnographic research E) observational research
Answer: A Diff: 1 Page Ref: 113 Skill: Concept AACSB: Communication
3) Product is a key element in a company's ________, which may, at one extreme, consist of pure tangible goods or, at the other extreme, pure services. A) market offering B) brand equity C) brand extension D) co-branding E) core customer value
Answer: A Diff: 1 Page Ref: 209 Skill: Concept
10) ________ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons about these products. A) Shopping products B) Convenience products C) Unsought products D) Industrial products E) Line extensions
Answer: A Diff: 1 Page Ref: 211 Skill: Concept
31) ________ involves designing and producing the container or wrapper for a product. A) Packaging B) Product line C) Service D) Branding E) Labeling
Answer: A Diff: 1 Page Ref: 216 Skill: Concept
54) Which of the following is most likely to be seen as the major enduring asset of a company, outlasting the company's specific products and facilities? A) brands B) convenience products C) specialty products D) unsought products E) staples
Answer: A Diff: 1 Page Ref: 228 Skill: Concept AACSB: Communication
16) Faced with determined competitive marketing intelligence efforts by competitors, most companies are now doing which of the following? A) training employees on protecting company information B) promising to not participate in marketing intelligence efforts against competitors C) providing employees with less key company information D) decreasing the number of employees involved in decision-making processes E) introducing codes of ethics
Answer: A Diff: 2 Page Ref: 105 Skill: Concept
35) Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________. A) flexibility B) interactive design C) ease to complete D) understandability E) simplicity
Answer: A Diff: 2 Page Ref: 111 Skill: Concept
48) What is a major drawback of probability sampling? A) It can be time consuming. B) Sampling error cannot be measured. C) The most difficult population from which to obtain information is chosen. D) Everyone has an equal chance of selection. E) Marketers must rely on the judgment of the researcher in respondent selection.
Answer: A Diff: 2 Page Ref: 116 Skill: Concept
51) Which of the following is the best advice about creating research questionnaires? A) Use simple and direct language. B) Questions should not be arranged in a particular order. C) Ask difficult questions in the beginning to "weed out" uninterested respondents. D) Ask personal questions in the middle of the instrument. E) Avoid personal questions that may make some respondents uncomfortable.
Answer: A Diff: 2 Page Ref: 119 Skill: Concept AACSB: Communication
60) What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more? A) an intranet B) an extranet C) the Internet D) marketing research E) marketing intelligence
Answer: A Diff: 2 Page Ref: 122 Skill: Concept AACSB: Use of IT
61) When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using ________. A) informal surveys B) experiments C) observation D) direct marketing E) marketing intelligence
Answer: A Diff: 2 Page Ref: 124 Skill: Concept
65) Because of the scarcity of good secondary data, international researchers often must collect their own primary data. An initial problem with this collection is developing good ________. A) samples B) research firms C) customer relationships with nationals D) relationships with channel members E) analytical models
Answer: A Diff: 2 Page Ref: 125 Skill: Concept
8) Products and services fall into two broad classifications based on the types of consumers that use them. Which of the following is one of these broad classes? A) industrial products B) specialty products C) supplies and services D) materials and parts E) convenience products
Answer: A Diff: 2 Page Ref: 210 Skill: Concept
6) The third level of a product that product planners consider is a(n) ________ around the core benefit and actual product that offers additional consumer services and benefits. A) augmented product B) brand equity C) brand extension D) industrial product E) image
Answer: A Diff: 2 Page Ref: 210 Skill: Concept AACSB: Communication
70) ________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. A) A line extension B) A product mix C) Interactive marketing D) Service variability E) Service intangibility
Answer: A Diff: 2 Page Ref: 234-235 Skill: Concept
73) Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories? A) megabrand B) service inseparability C) social marketing D) unsought product E) undifferentiated
Answer: A Diff: 2 Page Ref: 236 Skill: Concept
22) Of the following combinations, managers would be most likely to start with ________ research and later follow with ________ research. A) exploratory: causal B) descriptive: causal C) descriptive: exploratory D) causal: descriptive E) causal: exploratory
Answer: A Diff: 3 Page Ref: 107 Skill: Concept
7) Marketers must weigh carefully the costs of additional information against the ________ resulting from it. A) organization B) benefits C) creativity D) ethical issues E) cost
Answer: B Diff: 1 Page Ref: 103 Skill: Concept
10) ________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. A) Marketing data B) Marketing intelligence C) Sales management D) Customer intelligence E) Competitive intelligence
Answer: B Diff: 1 Page Ref: 104 Skill: Concept
17) ________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. A) The marketing information system B) Marketing research C) Exploratory research D) Observational research E) Causal research
Answer: B Diff: 1 Page Ref: 106 Skill: Concept
46) Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population. A) group B) sample C) population D) target group E) audience
Answer: B Diff: 1 Page Ref: 116 Skill: Concept
2) ________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. A) Line extensions B) Services C) Brands D) Consumer products E) Supplements
Answer: B Diff: 1 Page Ref: 209 Skill: Concept
9) ________ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products. A) Services B) Consumer products C) Line extensions D) Industrial products E) Straight extensions
Answer: B Diff: 1 Page Ref: 210 Skill: Concept
18) ________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions. A) Idea marketing B) Place marketing C) Social marketing D) Interactive marketing E) Organization marketing
Answer: B Diff: 1 Page Ref: 213 Skill: Concept AACSB: Communication
30) A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies that maker or seller of a product or service. A) service B) brand C) co-branding D) internal marketing E) external marketing
Answer: B Diff: 1 Page Ref: 216 Skill: Concept AACSB: Communication
49) ________ means that services cannot be separated from their providers, whether the providers are people or machines. A) Service intangibility B) Service inseparability C) Service variability D) Service perishability E) Service heterogeneity
Answer: B Diff: 1 Page Ref: 222 Skill: Concept
64) An increasing number of retailers and wholesalers have created their own ________, also called store brands. A) unsought products B) private brands C) specialty products D) service variability E) shopping products
Answer: B Diff: 1 Page Ref: 231 Skill: Concept
18) What is the first step in the marketing research process? A) developing a marketing information system B) defining the problem and research objectives C) developing the research plan for collecting information D) implementing the research plan E) interpreting data and deciding on type of research
Answer: B Diff: 2 Page Ref: 106 Skill: Concept
23) The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses. A) descriptive B) exploratory C) causal D) corrective E) descriptive and exploratory
Answer: B Diff: 2 Page Ref: 106 Skill: Concept AACSB: Communication
24) In the second step of the marketing research process, research objectives should be translated into specific ________. A) marketing goals B) information needs C) dollar amounts D) research methods E) information sources
Answer: B Diff: 2 Page Ref: 107 Skill: Concept
26) Information collected from online databases on the Internet is an example of ________ data. A) primary B) secondary C) observational D) experimental E) ethnographic
Answer: B Diff: 2 Page Ref: 108 Skill: Concept AACSB: Use of IT
30) For secondary data to be useful to marketers, it must be relevant, current, unbiased, and ________. A) complete B) accurate C) inexpensive D) collected before secondary data E) experimental
Answer: B Diff: 2 Page Ref: 110 Skill: Concept
32) Ethnographic research ________. A) comes from traditional focus groups B) is gathered where people live and work C) provides secondary data D) is most popular in the service sector E) provides data to marketers when observation is impossible
Answer: B Diff: 2 Page Ref: 111 Skill: Concept AACSB: Communication
42) Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is small, a researcher would be most concerned about which of the following? A) finding a representative sample B) generalizing from the results C) administering the questions D) orchestrating cooperation among participants E) finding enough secondary data to support the findings
Answer: B Diff: 2 Page Ref: 113 Skill: Concept AACSB: Communication
43) Which of the following is a disadvantage of online focus groups? A) Participants must be in a central location. B) The Internet format can restrict respondents' expressiveness. C) Results take longer to tabulate and analyze. D) The cost of online focus groups is greater than that of most other qualitative research methods. E) The format of focus groups can be varied.
Answer: B Diff: 2 Page Ref: 115 Skill: Concept AACSB: Use of IT
49) What are the two main types of research instruments used to collect primary data? A) surveys and samples B) questionnaires and mechanical devices C) focus groups and online databases D) online panels and experiments E) personal interviews and online focus groups
Answer: B Diff: 2 Page Ref: 118 Skill: Concept
56) Which of the following most accurately identifies the purpose of a data warehouse? A) to prioritize information B) to integrate information a company already has C) to interpret data D) to analyze data E) to identify and discard old data
Answer: B Diff: 2 Page Ref: 121 Skill: Concept AACSB: Use of IT
57) In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities. A) data warehousing B) data mining C) customer strategy D) customer loyalty management E) value network
Answer: B Diff: 2 Page Ref: 121 Skill: Concept AACSB: Use of IT
67) Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________. A) foreign trade B) risks of error C) response rate D) need for a larger sample E) reliance on primary data
Answer: B Diff: 2 Page Ref: 125 AACSB: Multicultural and Diversity
69) According to your text, what are two current major public policy and ethical issues in marketing research? A) child pornography and identifying sampling methods B) intrusions on consumer privacy and misuse of research findings C) misuse of research findings and locating valuable secondary data D) selling of personal information to other firms and online secondary data E) ethnography and the misinterpretation of it
Answer: B Diff: 2 Page Ref: 126 Skill: Concept AACSB: Ethical Reasoning
4) To differentiate themselves, many companies go beyond offering products and services: they are also developing and delivering customer ________. A) feedback B) experiences C) brands D) product lines E) events
Answer: B Diff: 2 Page Ref: 209 Skill: Concept
14) Most manufactured materials and parts are sold directly to ________. Price and service are the major marketing factors: branding and advertising tend to be less important. A) consumers B) industrial users C) government buyers D) co-branders E) wholesalers
Answer: B Diff: 2 Page Ref: 212 Skill: Concept
16) ________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization. A) Person marketing B) Organization marketing C) Internal marketing D) Service variability E) Intelligence marketing
Answer: B Diff: 2 Page Ref: 212 Skill: Concept AACSB: Communication
20) Public health campaigns to reduce smoking, alcoholism, drug abuse, and overeating are all examples of ________. A) specialty products B) social marketing C) shopping products D) consumer products E) responsibility marketing
Answer: B Diff: 2 Page Ref: 213 Skill: Concept AACSB: Ethical Reasoning
24) What are the two dimensions of product quality? A) performance and resistance B) level and consistency C) conformance and style D) design and innovation E) features and design
Answer: B Diff: 2 Page Ref: 214 Skill: Concept
22) ________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance: it is therefore closely linked to customer value and satisfaction. A) Packaging B) Product quality C) Total quality management D) Specialty marketing E) Positioning
Answer: B Diff: 2 Page Ref: 214 Skill: Concept AACSB: Communication
28) A sensational ________ may grab consumers' attention and produce pleasing aesthetics, but it does not necessarily improve a product's performance. A) design B) style C) experience D) service-profit chain E) augmented product
Answer: B Diff: 2 Page Ref: 215 Skill: Concept AACSB: Communication
32) In recent years, product safety and environmental responsibility have become major ________ concerns. A) branding B) packaging C) product mix D) service E) product line
Answer: B Diff: 2 Page Ref: 217 Skill: Concept AACSB: Ethical Reasoning
34) The ________ requires sellers to provide detailed nutritional information on food products. A) Fair Packaging and Labeling Act of 1966 B) Nutritional Labeling and Educational Act of 1990 C) Labeling Act of 1970 D) Packaging Act of 1970 E) Federal Trade Commission Act of 1914
Answer: B Diff: 2 Page Ref: 218 Skill: Concept AACSB: Ethical Reasoning
39) Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is one of those ways? A) internal marketing B) line filling C) product mixing D) social marketing E) line mixing
Answer: B Diff: 2 Page Ref: 219 Skill: Concept
41) When a company lengthens its product line beyond its current range, it is ________. A) product line filling B) product line stretching C) product mixing D) increasing product depth E) building brand equity
Answer: B Diff: 2 Page Ref: 219 Skill: Concept
44) Product mix ________ refers to the number of versions offered of each product in the line. Crest toothpaste comes in 13 varieties, ranging from Crest Multicare to Crest Baking Soda formulations. A) length B) depth C) height D) width E) perimeter
Answer: B Diff: 2 Page Ref: 220 Skill: Concept
57) The total financial value of a brand is estimated through the process of brand ________. A) differentiation B) valuation C) extensions D) positioning E) equity
Answer: B Diff: 2 Page Ref: 229 Skill: Concept AACSB: Communication
62) All of the following are a manufacturer's sponsorship options for a product EXCEPT ________. A) manufacturers' brand B) multibrands C) private brand D) licensed brand E) co-branding
Answer: B Diff: 2 Page Ref: 231 Skill: Concept
65) For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name. A) service B) license C) market D) package E) brand
Answer: B Diff: 2 Page Ref: 232 Skill: Concept AACSB: Communication
74) Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty. A) extension B) awareness C) packaging D) internal marketing E) franchising
Answer: B Diff: 2 Page Ref: 236 Skill: Concept AACSB: Communication
33) Which of the following is true of ethnographic research? A) It is conducted within traditional focus groups. B) It provides fresher and better insight into customer behavior than traditional approaches do. C) It provides researchers with secondary data. D) It is most popular in the service sector. E) It is a research option when observation is not possible.
Answer: B Diff: 3 Page Ref: 111 Skill: Concept
21) Developing a product involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such as quality, features, and style and design. A) private brands B) product attributes C) consumer products D) product mixes E) marketing tools
Answer: B Diff: 3 Page Ref: 214 Skill: Concept AACSB: Communication
50) Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction? A) internal service quality B) evidence management C) satisfied and productive service employees D) satisfied and loyal customers E) healthy service profits and growth
Answer: B Diff: 3 Page Ref: 223 Skill: Concept
58) The fundamental asset underlying brand equity is ________-the value of the customer relationships that the brand creates. A powerful brand is important, but what it really represents is a set of loyal consumers. A) the customer mix B) customer equity C) line equity D) service variability E) the service encounter
Answer: B Diff: 3 Page Ref: 229 Skill: Concept AACSB: Communication
3) A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information. A) experiment to develop information B) test market the information C) develop the needed information D) critique the needed information E) compare the needed information
Answer: C Diff: 1 Page Ref: 102 Skill: Concept AACSB: Communication
25) Secondary data consists of information ________. A) that already exists somewhere but is outdated B) that does not currently exist in an organized form C) that already exists somewhere but was collected for another purpose D) that is used by competitors E) that the researcher can only obtain through surveys and observation
Answer: C Diff: 1 Page Ref: 108 Skill: Concept AACSB: Communication
50) The most common research instrument used is the ________. A) mechanical device B) live interviewer C) questionnaire D) telephone interviewer E) moderator
Answer: C Diff: 1 Page Ref: 118 Skill: Concept
11) ________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. A) Shopping products B) Unsought products C) Specialty products D) Industrial products E) Line extensions
Answer: C Diff: 1 Page Ref: 211 Skill: Concept
12) ________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts. A) Specialty products B) Line extensions C) Unsought products D) Shopping products E) Convenience products
Answer: C Diff: 1 Page Ref: 211 Skill: Concept
17) ________ consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people. A) Corporate image advertising B) Organization marketing C) Person marketing D) Social marketing E) Intermarket marketing
Answer: C Diff: 1 Page Ref: 213 Skill: Concept AACSB: Communication
19) ________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society. A) Unsought product marketing B) Internal marketing C) Social marketing D) Person marketing E) Interactive marketing
Answer: C Diff: 1 Page Ref: 213 Skill: Concept AACSB: Communication
33) At the very least, the ________ identifies the product or brand. It might also describe several things about the product and promote the brand. A) line extension B) social marketing C) label D) specialty product E) package
Answer: C Diff: 1 Page Ref: 217 Skill: Concept AACSB: Communication
48) ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. A) Service inseparability B) Service variability C) Service intangibility D) Service perishability E) Service heterogeneity
Answer: C Diff: 1 Page Ref: 221 Skill: Concept
66) ________ occurs when two established brand names of different companies are used on the same product. A) A brand extension B) Brand equity C) Co-branding D) Internal marketing E) Cannibalization
Answer: C Diff: 1 Page Ref: 234 Skill: Concept AACSB: Communication
71) A ________ involves the use of a successful brand name to launch new or modified products in a new category. A) line extension B) product line C) brand extension D) private brand E) brand symbol
Answer: C Diff: 1 Page Ref: 235 Skill: Concept
6) A good MIS balances the information users would ________ against what they really ________ and what is ________. A) need: like: feasible B) like: can afford: needed C) like to have: need: feasible to offer D) need: can afford: useful E) use: have to use: available
Answer: C Diff: 2 Page Ref: 103 Skill: Concept AACSB: Communication
8) Four common sources of internal data supplied to internal databases include the accounting department, operations, the sales force, and the ________. A) owners B) stockholders C) marketing department D) competition E) Web
Answer: C Diff: 2 Page Ref: 103 Skill: Concept AACSB: Communication
19) Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take. A) developing the research plan B) determining a research approach C) defining the problem and research objectives D) selecting a research agency to help E) C and D
Answer: C Diff: 2 Page Ref: 106 Skill: Concept
27) Which form of data below can usually be obtained more quickly and at a lower cost than the others? A) primary B) survey research C) secondary D) experimental research E) observational research
Answer: C Diff: 2 Page Ref: 108 Skill: Concept AACSB: Analytic Skills
28) It is most accurate to say that secondary data are ________. A) collected mostly via surveys B) expensive to obtain C) not always very usable D) never purchased from outside suppliers E) always necessary to support primary data
Answer: C Diff: 2 Page Ref: 108-110 Skill: Concept
40) Which of the following contact methods is generally the least flexible? A) telephone interviewing B) personal interviewing C) mail questionnaires D) online surveys E) online panels
Answer: C Diff: 2 Page Ref: 112 Skill: Concept AACSB: Communication
52) After a research instrument is selected, the next step in the marketing research process is ________. A) selecting a sampling method B) interpreting the findings C) implementing the research plan D) collecting secondary data E) selecting a research approach
Answer: C Diff: 2 Page Ref: 120 Skill: Concept
54) Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try? A) customer satisfaction measurement B) more sophisticated software C) customer relationship management D) a marketing information system E) decreased marketing intelligence
Answer: C Diff: 2 Page Ref: 121 Skill: Concept AACSB: Use of IT
62) Small organizations can obtain, with minimal effort and cost, most of which type of data available to large businesses? A) experimental B) observational C) secondary D) primary E) ethnographic
Answer: C Diff: 2 Page Ref: 124 Skill: Concept
72) Consumers are most likely to willingly provide research information when researchers provide which of the following? A) coupons B) social network membership C) value for the exchange D) prizes E) rebates
Answer: C Diff: 2 Page Ref: 129
74) Many major companies have created the position of ________ to address concerns about the privacy of customers. A) chief customer loyalty manager B) chief behavioral analyst C) chief privacy officer D) ethics manager E) data warehouse manager
Answer: C Diff: 2 Page Ref: 129 Skill: Concept AACSB: Ethical Reasoning
5) Product planners consider products and services on three levels. The most basic level is the ________, which addresses the question, "What is the buyer really buying?" A) actual product B) augmented product C) core customer value D) co-branding E) exchange
Answer: C Diff: 2 Page Ref: 209 Skill: Concept AACSB: Communication
15) ________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. A) Materials B) Parts C) Capital items D) Specialty items E) Supplies
Answer: C Diff: 2 Page Ref: 212 Skill: Concept
23) ________ is an approach in which all the company's people are involved in constantly improving the products, services, and business processes. A) Product quality B) Brand equity C) Total quality management D) Specialty product marketing E) Positioning
Answer: C Diff: 2 Page Ref: 214 Skill: Concept
35) ________ has been affected by the need to include unit pricing, open dating, and nutritional information. A) Branding B) Packaging C) Labeling D) Product line filling E) Product mixing
Answer: C Diff: 2 Page Ref: 218 Skill: Concept AACSB: Communication
36) Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide ________. A) labeling information B) brand equity C) support services D) packaging advantages E) product mixes
Answer: C Diff: 2 Page Ref: 218 Skill: Concept AACSB: Use of IT
40) An alternative to product line stretching is ________, adding more items within the present range of the line. A) product mixing B) interactive marketing C) product line filling D) co-branding E) service marketing
Answer: C Diff: 2 Page Ref: 219 Skill: Concept
43) Product mix ________ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines. A) length B) height C) width D) perimeter E) depth
Answer: C Diff: 2 Page Ref: 220 Skill: Concept
52) Because service quality depends on the quality of buyer-seller interaction during the service encounter, service marketers use ________ to train employees in the art of interacting with customers to satisfy their needs. A) internal marketing B) external marketing C) interactive marketing D) service differentiation E) service productivity
Answer: C Diff: 2 Page Ref: 225 Skill: Concept AACSB: Communication
55) A key element in a company's relationship with consumers, a ________ represents consumers' perceptions and feelings about a product and its performance. A) product line B) product experience C) brand D) service E) product attribute
Answer: C Diff: 2 Page Ref: 228 Skill: Concept AACSB: Communication
59) Which of the following is the lowest level on which marketers can position their brands in target customers' minds? A) interactive marketing B) internal marketing C) product attributes D) strong beliefs and values E) added service
Answer: C Diff: 2 Page Ref: 229 Skill: Concept AACSB: Communication
61) Which of the following is NOT a desirable quality for a brand name? A) It should suggest something about the product's benefits and qualities. B) It should be easy to pronounce, recognize, and remember. C) The name should be a long word to get attention. D) The name should translate easily into foreign languages. E) It should be distinctive.
Answer: C Diff: 2 Page Ref: 230 Skill: Concept AACSB: Communication
63) In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in print promotions. A) national: manufacturer's B) store: private C) national: private D) store: licensed E) private: distributor
Answer: C Diff: 2 Page Ref: 231 Skill: Concept
13) ________ are those products purchased for further processing or for use in conducting a business. A) Unsought products B) Specialty products C) Shopping products D) Industrial products E) Accessories
Answer: D Diff: 1 Page Ref: 212 Skill: Concept
68) Which of the following is an advantage offered by co-branding? A) Manufacturers do not have to invest in creating their own brand names. B) Retailers have exclusive products that cannot be purchased from competitors. C) A company can expand its existing brand into a category it otherwise might have difficulty entering alone. D) Advertising, sales, promotion, and marketing must be carefully coordinated. E) Brand equity is stabilized.
Answer: C Diff: 2 Page Ref: 234 Skill: Concept
67) In most ________ situations, one company licenses another company's well-known brand to use in combination with its own. A) brand extension B) brand equity C) co-branding D) internal marketing E) line extension
Answer: C Diff: 2 Page Ref: 234 Skill: Concept AACSB: Communication
75) While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ________. A) marketing experience B) line extensions C) brand experience D) product mix E) word-of-mouth elements
Answer: C Diff: 2 Page Ref: 236 Skill: Concept AACSB: Communication
38) ABC Company has decided to use mail questionnaires to collect data. Management recognizes this method has all the following advantages EXCEPT which one? A) low cost per respondent B) more honest answers may be given C) has an average response rate D) has no interviewer to bias respondents' answers E) can collect large amounts of information
Answer: C Diff: 3 Page Ref: 112 Skill: Concept AACSB: Communication
27) In assessing which new features to add to a product, a company must weigh each feature's ________ to customers versus its ________ to the company. A) cost: line extension B) cost: service C) value: cost D) service: line extension E) equity: cost
Answer: C Diff: 3 Page Ref: 215 Skill: Concept
56) Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength? A) brand differentiation B) brand knowledge C) brand valuation D) brand esteem E) brand relevance
Answer: C Diff: 3 Page Ref: 228 Skill: Concept AACSB: Communication
9) Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources? A) external B) LexisNexis C) DataStar D) internal E) ProQuest
Answer: D Diff: 1 Page Ref: 104 Skill: Concept AACSB: Use of IT
36) Survey research is least likely to be conducted through which of the following? A) the Web B) the mail C) the telephone D) observation E) person-to-person interactions
Answer: D Diff: 1 Page Ref: 111 Skill: Concept AACSB: Communication
63) You have been asked to locate secondary data for your small organization's research needs. Which of the following is NOT a common source for this type of research? A) competitors' Web sites B) the U.S. Small Business Administration C) the U.S. Census Bureau D) online surveys E) the local Chamber of Commerce
Answer: D Diff: 1 Page Ref: 124 Skill: Concept
70) Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy. A) Sophisticated researchers probe our deepest feelings. B) Marketers use personal information to manipulate our buying. C) Marketers build huge databases full of personal information. D) Marketers make too many products and services available, creating unnecessary consumer wants. E) Protecting personal information is increasingly important.
Answer: D Diff: 1 Page Ref: 126 Skill: Concept AACSB: Ethical Reasoning
73) The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one? A) Ask only for the information needed. B) Use information responsibly to provide value. C) Avoid sharing information without the customer's permission. D) Sell the information only when it is financially worthwhile. E) Fully explain to the respondents how the information will be used.
Answer: D Diff: 1 Page Ref: 129 Skill: Concept AACSB: Ethical Reasoning
1) A ________ is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. A) private brand B) service variability C) service D) product E) service encounter
Answer: D Diff: 1 Page Ref: 208 Skill: Concept
46) A company can increase its business in four ways. Which is NOT one of these ways? A) It can add new product lines, thus widening its product mix. B) It can lengthen its existing product lines. C) It can add more versions of each product and thus deepen its product mix. D) It can discontinue some of its lines. E) It can increase the consistency of its product mix.
Answer: D Diff: 1 Page Ref: 220 Skill: Concept
4) The real value of a company's marketing research and information system lies in the ________. A) amount of data it generates B) variety of contact methods it uses C) efficiency with which it completes studies D) quality of customer insights it provides E) marketing information system it follows
Answer: D Diff: 2 Page Ref: 102 Skill: Concept AACSB: Communication
11) Which of the following statements regarding marketing intelligence is true? A) Marketing intelligence is privately held information. B) The advantage of using competitive intelligence is negligible. C) All marketing intelligence is free. D) Marketing intelligence is publicly available information. E) Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities.
Answer: D Diff: 2 Page Ref: 104 Skill: Concept
12) Which of the following is NOT considered a source of marketing intelligence? A) suppliers B) resellers C) key customers D) causal research E) activities of competitors
Answer: D Diff: 2 Page Ref: 105 Skill: Concept
13) Which of the following is NOT a potential source for marketing intelligence? A) competitors' garbage B) competitors' products C) competitors' sales data published in annual reports D) primary data E) discussions with purchasing agents
Answer: D Diff: 2 Page Ref: 105 Skill: Concept
15) Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence? A) LexisNexis B) Hoover's C) Dialog D) U.S. Security and Exchange Commission's database E) ProQuest
Answer: D Diff: 2 Page Ref: 105 Skill: Concept AACSB: Use of IT
20) Which of the steps in the marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings? A) developing the research budget B) choosing the research agency C) choosing the research method D) developing the research plan E) comparing and contrasting primary and secondary data
Answer: D Diff: 2 Page Ref: 106 Skill: Concept
29) Your assistant wants to use secondary data exclusively for the current marketing research project. You advise him that the use of secondary data has some potential problems. Which of the following is NOT one of them? A) It may not exist. B) It may not be relevant. C) It may not be impartial. D) It is generally more expensive to obtain than primary data. E) It may not be current.
Answer: D Diff: 2 Page Ref: 108-110 Skill: Concept
34) Survey research, though used to obtain many kinds of information in a variety of situations, is the approach best suited for gathering ________ information. A) interpersonal B) causal C) attitudinal D) descriptive E) exploratory
Answer: D Diff: 2 Page Ref: 111 Skill: Concept AACSB: Communication
39) Which of the following is NOT a disadvantage of telephone interviews? A) They are more expensive to conduct than mail questionnaires. B) Interviewer bias is introduced. C) Respondents may be unwilling toAnswer personal questions. D) Interviewers may explain or probe more deeply on some questions. E) Potential respondents may refuse to participate.
Answer: D Diff: 2 Page Ref: 112 Skill: Concept AACSB: Communication
45) Which of the following has the highest rating for speed of data collection and compilation? A) open-ended questionnaires B) personal interviews C) mail surveys D) online surveys E) ethnographic research
Answer: D Diff: 2 Page Ref: 112 Skill: Concept AACSB: Use of IT
44) Which of the following is NOT an advantage of Web-based research? A) speed B) low costs C) almost instantaneous results D) control over who respondents are E) ease of administration
Answer: D Diff: 2 Page Ref: 116 Skill: Concept AACSB: Use of IT
55) Which of the following is true about customer relationship management (CRM)? A) It relies on information produced through primary research. B) Its aim is to maximize profit margins. C) Its aim is to increase the efficiency of each customer touchpoint. D) Its aim is to maximize customer loyalty. E) Most companies who first implemented CRM have greatly benefited from the results.
Answer: D Diff: 2 Page Ref: 121 Skill: Concept AACSB: Use of IT
58) A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________. A) providing higher levels of customer service B) developing deeper customer relationships C) creating offers tailored to specific customer requirements D) understanding competition better E) understanding how to better build the marketing mix
Answer: D Diff: 2 Page Ref: 122 Skill: Concept
68) Anna Gregory just completed reading a marketing research report about the top 25 countries that purchase American products. What would the report most likely say about international research within these countries? A) It is on the decrease due to high costs. B) The costs are higher than the benefits. C) There is a lack of qualified research personnel. D) Despite the costs of international research, the costs of not doing it are higher. E) Interpretations of American quality are consistent among different countries.
Answer: D Diff: 2 Page Ref: 126 Skill: Concept
75) To address concerns about the misuse of research study findings, several highly regarded marketing associations have developed ________. A) customer relationship management guidelines B) behavior targeting "Do Not Track" lists C) chief privacy officer job descriptions D) codes of research ethics E) bans against using "cookies"
Answer: D Diff: 2 Page Ref: 129 Skill: Concept AACSB: Ethical Reasoning
7) Product planners must design the actual product and also find ways to ________ it in order to create the bundle of benefits that will create the most customer value. A) promote B) package C) brand D) augment E) present
Answer: D Diff: 2 Page Ref: 210 Skill: Concept AACSB: Communication
45) The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. A) depth B) length C) width D) consistency E) perimeter
Answer: D Diff: 2 Page Ref: 220 Skill: Concept
51) Through ________, the service firm trains and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction. A) service inseparability B) service intangibility C) service variability D) internal marketing E) external marketing
Answer: D Diff: 2 Page Ref: 225 Skill: Concept
53) All of the following are methods for developing a differentiated service delivery EXCEPT which one? A) having more capable customer-contact people B) developing a superior environment in which the service is offered C) having more reliable customer-contact people D) developing symbols and branding E) designing a superior delivery process
Answer: D Diff: 2 Page Ref: 225-226 Skill: Concept
60) The strongest brands go beyond attributes or benefit positioning: they are positioned on ________. A) desirable benefit B) good packaging C) service inseparability D) strong beliefs and values E) customer image
Answer: D Diff: 2 Page Ref: 229-230 Skill: Concept AACSB: Communication
47) You generally need to ask three questions when developing a sampling plan. Which of the questions below is one of these three? A) Who should be left out of the sample (sampling exclusion)? B) How should we contact the sample (sampling approach)? C) Why should respondents be selected (sampling justification)? D) How should participants be chosen (sampling procedure)? E) none of the above
Answer: D Diff: 3 Page Ref: 116 Skill: Concept
53) AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following is NOT a problem that should be anticipated during this phase? A) ensuring the accuracy of the collected data B) respondents who give biasedAnswers C) interviewers who make mistakes or take shortcuts D) interpreting and reporting the findings E) ensuring the completeness of the collected data
Answer: D Diff: 3 Page Ref: 120 Skill: Concept
71) Behavioral targeting, the practice of ________, is being used by more and more companies. A) tracking customers' activities and rewarding customer loyalty B) managing customer relationships C) mining and analyzing data from data warehouses D) tracking consumers' online movements and using this information to target ads to them E) observing and interacting with consumers in their natural environments
Answer: D Diff: 3 Page Ref: 127 Skill: Concept AACSB: Use of IT
25) Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance? A) positioning B) style C) total quality management D) conformance E) adherence
Answer: D Diff: 3 Page Ref: 214 Skill: Concept
38) The major product line decision involves ________. A) line stretching B) moving the line upward or downward C) product line filling D) product line length E) product packaging
Answer: D Diff: 3 Page Ref: 219 Skill: Concept
47) Service providers must consider four special service characteristics when designing marketing programs. Which is NOT one of these characteristics? A) service intangibility B) service inseparability C) service perishability D) service heterogeneity E) service variability
Answer: D Diff: 3 Page Ref: 221 Skill: Concept
72) Which of the following is a potential drawback of multibranding? A) Consumers may become confused about the image of the main brand. B) An overextended brand name might lose its specific meaning for consumers. C) Different product features can appeal to consumers with different buying motives. D) The company's resources may be spread over too many brands. E) The company can occupy more retail shelf space.
Answer: D Diff: 3 Page Ref: 236 Skill: Concept
2) Which of the following statements is NOT true regarding information collected by marketers? A) Managers lack information of the right kind. B) Most managers do not need more information. C) Most managers need better information. D) Many managers are burdened by data overload. E) Managers have the right information and they have enough of it.
Answer: E Diff: 1 Page Ref: 101 Skill: Concept AACSB: Communication
14) Through which of these sources of information is a competitor least likely to reveal intelligence information? A) annual reports B) trade show exhibits C) Web pages D) press releases E) internal marketing meetings
Answer: E Diff: 1 Page Ref: 105 Skill: Concept AACSB: Communication
66) What do many researchers encounter when conducting market research in foreign countries? A) Some countries have few telephones, limiting access to respondents. B) Some countries have poor mail services. C) Some countries have poor roads that limit personal contacts. D) Some cultures may not value marketing research. E) all of the above
Answer: E Diff: 1 Page Ref: 125 Skill: Concept AACSB: Multicultural and Diversity
5) The marketing information system can serve ________. A) the company's marketing managers B) suppliers C) resellers D) marketing services agencies E) all of the above
Answer: E Diff: 2 Page Ref: 102 Skill: Concept
59) Marketing information is only valuable when it is used to ________. A) simplify management's job B) identify a target market C) please shareholders D) increase efficiencies in the supply chain E) make better marketing decisions
Answer: E Diff: 2 Page Ref: 122 Skill: Concept
