MARK questions 10-12&15

A _______________ is a facility for the receipt, storage, and redistribution of goods to company stores or customers. A. circulation center B. distribution center C. supply chain hub D. collaborative replenishment office E. floor-ready franchising center

B

A marketing research project often begins with a review of the relevant __________ data. A. primary B. secondary C. quantitative D. unfocused E. structured

B

A university that has separate graduate and undergraduate admission offices recognizes that these are distinct A. brand associations. B. product lines. C. product mixes. D. brands. E. augmented services.

B

Universal product codes (UPC) are used to describe products for inventory taxation purposes.

FALSE

A marketing channel and a supply chain are virtually the same.

TRUE

In the four Ps of marketing, place refers to all the activities required to get the right products to the right customer when that customer wants it.

TRUE

Marketing channel management creates value by getting products to customers efficiently.

TRUE

Marketing channel relationships evolve when the parties have common goals.

TRUE

Radio frequency identification tags (RFIDs) automatically transmit information about a container's contents or individual products.

TRUE

A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products. A. product line B. product mix C. product mix breadth D. line extension E. brand extension

A

A toothpaste tube is an example of a ________ package. A. primary B. secondary C. brand positioning D. private-label E. convenience

A

A(n) __________ is a 13-digit code retailers can use to track inventory. A. UPC B. CFPR C. pick ticket D. ASN E. EDI

A

A(n) __________ is a document used by a forklift driver, indicating how much of each item to get from specific storage areas. A. pick ticket B. warehouse receipt C. bill of lading D. certificate of origin E. RFID tag

A

A(n) __________ is a supply chain whose members act like a unified system. A. vertical marketing system B. independent marketing system C. concentrated marketing system D. conventional marketing system E. strategic marketing system

A

A(n) __________ is the set of institutions that transfer the ownership of and move goods from the point of production to the point of consumption. A. marketing channel B. distribution center C. logistics chain D. strategic relationship E. electronic data interchange

A

After reviewing the existing data on seasonal spending by his company's customers, Marvin decided he needed new information collected to address his research questions. Marvin will need __________ data to address the questions in his market research study. A. primary B. secondary C. mined D. syndicated E. warehoused

A

Before Segway manufactured its two-wheeled people movers, it built a prototype and had staff engineers test it for performance and stability. At this stage, Segway was involved in A. alpha testing. B. product launch. C. test marketing. D. beta testing. E. concept testing.

A

Benefit-cost analysis in market research weighs A. the benefits of answering questions against the cost of the research. B. the benefit of qualitative research against the cost of quantitative research. C. the benefit of primary data research against the cost of secondary data research. D. the benefit of a data warehouse against the cost of syndicated data. E. the benefit of internal secondary data against the cost of external secondary data.

A

Beverly is assessing the results of a new product launch of a series of e-books for her bookstore. When evaluating the results, Beverly will likely consider all of the following EXCEPT A. why it took her so long to consider the new product line. B. whether the e-books are generating the expected level of profit. C. whether the e-books are generating the expected level of sales. D. whether her customers are interested in the new books. E. whether the e-books function as expected.

A

Blogs represent valuable sources of marketing research insights, but they are also a challenge for firms because A. they include both positive and negative commentary. B. they are expensive for firms to use. C. they are affiliated with companies, which biases their comments. D. they tend to be shy about putting their opinions out in cyberspace. E. they are unreliable.

A

Brands are assets that can be legally protected through A. copyrights and trademarks. B. financial reporting. C. brand extensions. D. generic branding. E. corporate branding strategies.

A

Brian is trying to sell a new line of ultrasound imaging equipment. Unlike existing technology, these machines are compact, creating the potential for general practice physicians to have and use them in their offices. Brian is trying to identify innovators in his market, knowing these customers will A. spread positive word of mouth to other physicians. B. buy one for each office in their practices. C. reposition his products. D. create demand among the late majority. E. not need any service or support when using the product.

A

Computer game companies constantly monitor computer game-related blogs keeping track of the latest hot products, because they know that their customers crave the latest and greatest games. They use this information to create new products that primarily provide the benefit of A. keeping up in a market where sales come mostly from new products. B. satisfying the changing needs of former customers. C. avoiding market penetration from products that have been on the market for a long time. D. creating diversification and reducing risk.

A

Consumers might not realize that Old Spice health and wellness products and Iams pet nutrition products are made by the same company—Procter & Gamble. Old Spice and Iams are known as A. individual brands. B. family brands. C. corporate brands. D. traditional brands. E. registered brands.

A

When a research team has gathered data for specific research needs, this is known as A. primary data. B. data mining. C. secondary data. D. data recovery. E. data modeling.

A

Data collection begins A. only after completing the research design process. B. after determining whether there are any objections. C. whenever the researcher wants to. D. after creating the presentation format. E. after analyzing the data.

A

During the __________ stage of the product life cycle, sales are low and profits are small or negative. A. introduction B. leveling C. maturity D. growth E. decline

A

During the __________ stage of the product life cycle, there are few but an increasing number of competitors. A. growth B. introduction C. maturity D. decline E. innovation

A

Early personal computer users remember the cumbersome, user-unfriendly DOS system. When Apple introduced System 1 and Microsoft introduced Windows, both of which were much easier to use, these new products diffused rapidly because of their A. relative advantage. B. compatibility. C. observability. D. complexity. E. trialability.

A

Ella had been using an imported brand of shampoo for several years, but she could no longer find it anywhere. As she was considering what kind of shampoo to try, she was surprised to see ads for Procter & Gamble's Head & Shoulders being promoted as a glamorous health-oriented product. She had always thought of Head & Shoulders as an anti-dandruff shampoo. The new ads suggest that Head & Shoulders has been A. rebranded. B. reformulated. C. licensed to a premium shampoo manufacturer. D. extended as a brand. E. co-branded.

A

Felicia had just taken over her family's business after spending ten years in the marketing department of a large corporation. She met with a representative from one of her firm's biggest customers, who told her, "We should think about how we can make the pie bigger rather than fighting over the size of the slices." She had expected a more cutthroat approach rather than this call for a A. partnering relationship. B. shared mission statement. C. common marketing system. D. corporate vertical marketing system. E. linked supply chain.

A

If a few of Nintendo's customers are asked to try out a new video game that has not yet been released on the market, this is an example of A. beta testing. B. market testing. C. premarket tests. D. test marketing. E. concept testing.

A

If a marketing researcher has to collect data under severe time constraints, which of the following types of data sources would probably be available soonest? A. syndicated data B. focus group data C. experimental data D. panel data E. survey data

A

In many cases, pioneers lose their market lead and initial market share to imitators who A. capitalize on the pioneers' weaknesses. B. create similar products with reduced value to consumers. C. utilize alpha-beta testing. D. ignore patents and copyrights. E. target late maturity consumers.

A

In one test before product launch, customers try a sample product and are then surveyed to understand whether they would buy/use the product again. This is known as A. premarket testing. B. market testing. C. alpha testing. D. concept testing. E. pre-launch testing.

A

Inkjet printers were a big improvement over the dot matrix printers they replaced. Inkjet printers gained rapid acceptance in the marketplace primarily because of their A. relative advantage. B. compatibility. C. observability. D. complexity. E. trialability.

A

When a restaurant chain, Big Burgers, launches its own brand of frozen meals, this is an example of a A. brand extension. B. line extension. C. licensed brand. D. copycat brand. E. premium brand.

A

Lorraine belongs to a national consumer panel created by a market research company. She regularly receives samples of new products from a variety of firms and fills out questionnaires about the products. The national consumer panel Lorraine is part of is engaged in A. premarket testing. B. product launch. C. test marketing. D. product development. E. concept testing.

A

Malcolm is the campaign manager for a congressional candidate. He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians. Malcolm will most likely use __________ to gather this type of data. A. surveys B. observation C. experiments D. voter registration data E. census data

A

Marco tried a new fruit-flavored beverage and thought it was awful. He was especially disappointed because he had liked the dried fruit snacks marketed under the same brand name. Now he wasn't sure he even wanted to buy the snacks he had liked before. This highlights a problem in branding known as A. brand dilution. B. commingled brands. C. undifferentiated brands. D. approximated brands. E. unlicensed brands.

A

Marketers need to think about the product offer on three levels. Which of the following levels includes associated services such as warranties, financing, support, and after-sale service? A. augmented product B. core customer value C. actual product D. modified product E. core product

A

Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct A. quantitative research. B. data warehousing. C. syndicated marketing surveys. D. qualitative research. E. research design.

A

One key feature of the value of a strong brand is that A. it can protect the firm from competition. B. it no longer needs to be supported by advertising and promotion. C. if it becomes a generic name, the brand is worth even more. D. it cannot be successfully imitated by a retailer's own brand. E. competitors will typically abandon a sector altogether rather than compete.

A

One of the key characteristics of brainstorming sessions is A. no idea is immediately accepted or rejected. B. everyone must come up with ideas. C. the first idea is almost always the best idea. D. only the marketing team is included in these sessions. E. the manager should always make the final decision.

A

Relatively few consumers like to go to the dentist. Dental insurance plans that pay for regular checkups increase the __________ of dental care by reducing the cost to the consumer. A. perceived value B. brand awareness C. brand loyalty D. generic positioning E. brand extension

A

Shell MasterCard, created cooperatively by Shell Oil Company and Master Card, is an example of A. co-branding. B. brand extraction. C. brand collusion. D. a generic brand. E. brand dilution.

A

Some retailers require their suppliers to ship merchandise ___________, thus eliminating the time and expense associated with ticketing and marking. A. floor-ready B. flattened C. lead time synchronized D. aggregated E. synthesized

A

Sophie made pies and sold them from her food trailer at businesses. This is an example of a(n) A. direct marketing channel. B. distribution center. C. simplified transaction. D. wholesale operation. E. indirect marketing channel.

A

Students of marketing often overlook or underestimate the importance of place in the marketing mix simply because A. it happens behind the scenes. B. it conflicts with promotion. C. it occurs after making pricing decisions. D. no one is directly in charge of place decisions. E. the product itself is so much more important.

A

Supermarkets collect information about individual customers through their use of loyalty cards and then analyze the data to look for patterns in purchases. This is an example of A. data mining. B. data recovery. C. data entry. D. data analysis. E. data modeling.

A

Suppose that Walgreens (a major drug store chain) wants to introduce its own brand of cough medicine that is similar in contents and packaging to a national brand, but at a lower cost. What kind of brand would Walgreens be introducing? A. private-label brand B. counterfeit brand C. premium brand D. national brand E. manufacturer brand

A

TT Toys manufactures toys. The company recently started buying paint for its toys from a Chinese firm. This Chinese company is part of TT Toys' A. supply chain. B. corporate vertical marketing system. C. distribution center. D. CFPR. E. voluntary chain.

A

When Cynthia's Boutique receives dresses, they already have price tags and are on hangers. Cynthia's Boutique receives __________ merchandise. A. floor-ready B. repurposed C. just-in-time D. quick response E. horizontal channel

A

When a company launches a new product line with an existing brand name, this is known as A. a brand extension. B. a line extension. C. a multi-brand. D. a new brand. E. co-branding.

A

When a manufacturer launches a new product, it may offer __________ to wholesalers and retailers, including introductory price promotions, special events, and personal selling. A. trade promotions B. trade shows C. trade-in allowances D. trade discounts E. trade budgets

A

When manufacturers try to understand what customers are looking for, they are thinking about the _______ component of the product offer. A. core customer value B. associated services C. augmented products D. product support E. quality level

A

When the company's dry goods deliveries were late for the third time, Melissa withheld payment from her supplier until it was back on schedule. This is an example of ________ power. A. coercive B. reward C. referent D. expertise E. legitimate

A

Whenever Donald considers upgrading his personal computer system, he consults with Jeremy, a knowledgeable friend who always has the newest technology. For Donald, Jeremy is a(n) __________ in the diffusion of innovation curve. A. innovator B. laggard C. late majority D. early majority E. early adopters

A

Which of the following adopter categories refers to the last large group of buyers to enter a new product market? A. Late majority B. Early majority C. Laggards D. Early adopters E. Innovators

A

Which of the following best describes when Johnson & Johnson introduces a travel-sized package for its existing baby oil product? A. line extension B. brand extension C. brand dilution D. rebranding E. co-branding

A

Which of the following is NOT a characteristic of products in the maturity stage of the product life cycle? A. Laggards are a major focus of marketing efforts. B. Price competition is intense. C. Marketing costs increase as firms defend their market share. D. The market may become saturated because nearly all potential customers have adopted the product. E. To increase the customer base, firms consider entry into new markets and new market segments.

A

Which of the following is NOT one of the benefits to a firm of new product development? A. reduced costs of production. B. satisfying the changing needs of current and new customers. C. avoiding market saturation from products that have been on the market for a long time. D. creating diversification and reducing risk. E. keeping up in a market where sales come mostly from new products.

A

Which of the following is NOT one of the important functions of labels on products and packages? A. protecting against damage to the product B. providing consumer information to assist in purchasing C. identifying the brand and building brand image D. promoting the brand or complementary brands E. listing ingredients

A

Which of the following is NOT part of the "actual product" level of the product offer? A. product warranty B. features C. design D. quality E. brand name

A

Which of the following is the correct sequence of new product adopters in the diffusion of innovation curve? A. innovators, early adopters, early majority, late majority, laggards B. early adopters, early majority, innovators, late majority, laggards C. innovators, early majority, early adopters, innovators, late majority, laggards D. early majority, late majority, early adopters, innovators, laggards E. innovators, late majority, early adopters, early majority, laggards

A

With a pull marketing strategy, A. orders for merchandise are generated at the store level based on sales data captured at POS terminals. B. there is a greater likelihood of being overstocked or out of stock than in a push supply system. C. merchandise is allocated to stores on the basis of demand forecasts. D. inventory management is less responsive to customer demand. E. it is more difficult to manage conditions of high uncertainty than in a push supply chain.

A

Because manufacturers with JIT systems produce merchandise closer to the time of sale, they can A. organize cooperative agreements among competing manufacturers to reduce oversupply. B. reduce inventories needed to satisfy retailers' demand. C. use exclusive geographic territories to centralize production. D. effectively eliminate the need for a dispatcher. E. replace independent supply chains with corporate supply chains.

B

Bob and George live in the United States. Bob recently asked for George's cell phone number, but George said he didn't have one. George would probably be considered a(n) __________ in the diffusion of innovation process. A. innovator B. laggard C. late majority D. early majority E. early adopter

B

Both major political parties have developed proprietary databases that contain vast information about voters, broken down by demographic and geographic information. This kind of information is A. primary data. B. secondary data. C. syndicated data. D. neuromarketing. E. qualitative research.

B

Brands can be owned by A. manufacturers only. B. any firm in the supply chain. C. retailers only. D. wholesalers and retailers only. E. only private label generic retailers.

B

During the introduction stage of a product's life cycle, typical consumers are A. early adopters. B. innovators. C. pioneers. D. early majority. E. laggards.

B

Even if they succeed, new-to-the-world products are A. not always profitable. B. not adopted by everyone at the same time. C. sometimes copycat brands. D. not subject to the law of first movers. E. typically very short-lived.

B

Every month, Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to A. provide a link between herself and her profession. B. help her to understand the needs of her customers. C. monitor her competitors. D. decrease the uncertainty associated with decision making. E. improve profitability.

B

Firms can measure the success of a new product by all of the following factors EXCEPT A. satisfaction of its technical requirements. B. fewer competitors in the market. C. satisfactory sales and profits. D. customer acceptance. E. satisfactory performance.

B

Flora is frustrated with her company's supply chain management information system. She wants to be able to receive sales data, initiate purchase orders, send and receive invoices, and receive returned merchandise documentation. Flora needs a(n) A. cross-docking exchange. B. electronic data interchange system. C. floor-ready bundling system. D. vertical conflict reduction system. E. radio frequency identification system.

B

For marketers, one of the benefits of having achieved brand loyalty is A. recognition through industry awards. B. lower marketing costs associated with reaching loyal customers. C. increased price sensitivity among loyal customers. D. greater concern about competitors' actions. E. few worries about copyright infringement.

B

Frederica manages an upscale women's clothing store. She wants more information about her customers' general feelings about upcoming fall fashions. Frederica will most likely use __________ to gather this type of data. A. door-to-door surveys B. focus group interviews C. syndicated data D. sales invoices E. census data

B

Getting merchandise floor-ready entails A. distributing and dispatching. B. ticketing and marking. C. vertical supply chain wholesaling. D. intensive cross-docking. E. selective checking.

B

How is consumer panel data collected during the test marketing phase of a new product introduction? A. Panelists complete a questionnaire about the product. B. Panelists scan their receipts on a home scanning device. C. Stores provide sales data to companies. D. Consumers voluntarily go to a website to record their preferences. E. Focus groups are held in key markets.

B

How might a book publisher use blogs in its marketing research efforts? A. as a place to report marketing research results to top management B. as a source of reviews of its latest releases C. as a location for holding online focus groups about its books D. as a location for conducting online experiments about book purchasing patterns E. as a substitute for large-scale surveys about future book topics

B

If a cable television company had 100 million subscribers at the end of the year, and 2 million of its subscribers left its service, it would have a churn rate of A. 1%. B. 2%. C. 5%. D. 10%. E. 20%.

B

If a fast food restaurant collected photographs of its regular customers so that it could use facial detection software to identify visitors captured by security cameras, this would be an example of using A. external secondary data. B. biometric data. C. social media monitoring. D. illegal surveillance methods. E. sentiment mining.

B

If a new product concept gets positive evaluations from potential customers during concept testing, the next step for a firm is A. market testing. B. product development. C. brainstorming. D. reverse engineering. E. launching the product.

B

In a competitive market, perceived value is determined by consumers mostly A. by quantitative analysis of brand personalities. B. in relationship to the value of competitors' offerings. C. by weighing primary versus secondary benefits. D. by trying out different products. E. through brand association and brand licensing.

B

In a focus group, researchers usually videotape the session to A. evaluate the potential for in-depth interviews. B. assess both verbal and nonverbal responses. C. post the videos on the corporate website. D. avoid asking repetitive questions. E. create survey instruments to send to the participants.

B

In marketing's four Ps, place refers to all activities required to get A. the design of the terminal location for products accomplished. B. the right products to the right customer when that customer wants it. C. access to the physical space within a retail establishment. D. consumers to the destination. E. demand chain management functionally operable.

B

In retailing, a just-in-time delivery system is called a _____________ system. A. cross-docking B. quick response C. UPC D. CPFR E. lead time

B

In the diffusion of innovation process, innovators enjoy taking risks and are regarded as highly knowledgeable. Marketers want to identify innovators because A. they prefer products from established market leaders. B. other consumers defer to their judgment, creating the opportunity for word-of-mouth referrals. C. they are especially price conscious. D. they are easily influenced by reminder advertising. E. they encourage competitors to enter the market.

B

It is almost impossible to watch a sporting event on television without seeing Nike's swoosh check mark, which is Nike's A. name. B. symbol. C. design. D. term. E. theme.

B

Jake developed a toothpaste using only natural ingredients, and he has been quite successful selling the product in health food stores and some grocery stores. He has recently developed a toothbrush using bamboo and natural components. Jake is considering a __________, giving the toothbrush the same brand name as the toothpaste to have greater brand awareness. A. co-brand B. brand extension C. premium brand D. joint brand E. natural brand

B

Laptop computers, personal digital assistants, and cellular phones were all readily accepted and diffused in U.S. markets where business and personal lifestyles tend to be faster-paced, compared to many other areas in the world. These products offered __________ with consumers' needs and priorities. A. relative positioning B. compatibility C. observability D. complexity E. trialability

B

Many restaurants offer daily specials, appetizers, entrees, and desserts not listed on their standard menu. These daily specials primarily provide the new product benefit of A. keeping up in a market where sales come mostly from new products. B. satisfying the changing needs of current and new customers. C. avoiding market saturation from products that have been on the market for a long time. D. creating diversification and reducing risk. E. reduction in cost of ingredients.

B

Marketers spend billions of dollars annually attempting to build effective brands. One basic benefit of a brand is that it A. creates a basis for effective packaging. B. provides a way for a firm to differentiate its product offerings from competitors. C. offers consumers promotional parity. D. allows manufacturers to capitalize on promotional expenditures. E. reduces the need for product line depth.

B

Marketing research includes all of the following EXCEPT A. collecting data. B. creating data. C. recording data. D. interpreting data. E. analyzing data.

B

Matt was passionate about Abercrombie & Fitch. It was the only place he'd buy his clothes. If anyone asked him about clothes, he would talk for what seemed like hours about why he only shopped there. From a strictly marketing perspective, this word of mouth is an element of A. social marketing. B. brand loyalty. C. self-actualization. D. motivation. E. brand extension.

B

Nadia stood outside the mall and asked people which stores they visited and if they bought anything. If they said yes, she asked them what they bought and how they came to the decision to buy that item. What form of research was Nadia most likely conducting? A. questionnaire B. in-depth interviews C. experiment D. focus group E. biometrics

B

Omar is responsible for marketing and marketing research for a mid-sized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research: "Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try to get his boss to change his mind? A. "We can try, but if it's wrong it's not my fault." B. "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk." C. "I'd rather not use any data at all than use secondary data." D. "This is a matter of principle. I quit." E. "You should never use any information from the Internet in marketing research."

B

One reason auto companies spend millions on racing cars is that they offer the opportunity to test new designs and technology under extreme conditions. Car racing provides an opportunity for A. pretesting. B. beta testing. C. test marketing. D. alpha testing. E. concept testing.

B

Pioneer or breakthrough products A. will likely result in late maturity buying. B. can change consumer preferences. C. incorporate reverse engineering outputs. D. require the use of concept testing services. E. must be geographically centered.

B

Some products may stay comfortably in the maturity phase of the product life cycle until a new product emerges to replace them. An example of such a mature product is A. e-books. B. refrigerators. C. the VCR. D. smartphones. E. None of these. No product can stay in the maturity phase and survive for very long.

B

Sometimes brand names become synonymous with a product itself. If that happens, the brand A. has achieved brand stabilization. B. could lose its trademark status. C. should try co-branding to avoid brand dilution. D. should consider a new packaging strategy. E. easily eliminates all competition.

B

The __________ step in the product development process is critical, requiring tremendous resources and extensive coordination of all aspects of the marketing mix. A. pretesting B. product launch C. post-testing D. product development E. evaluation of results

B

The basic reason manufacturers spend time and money building their own brands is to A. create brand awareness. B. build brand equity. C. offset the power of private label manufacturers. D. create positioning possibilities for their generic product lines. E. maximize product line depth.

B

The decision to delete a product is never taken lightly because, generally, manufacturers have A. offered the product line to other firms for purchase. B. made substantial investments in product development and manufacturing. C. promised consumers they will maintain the product. D. used brand repositioning to improve results. E. federal standards that must be met when taking products off the market.

B

The first question a marketing researcher should ask when considering a research study is A. Who will pay for it? B. Will the research be useful? C. When is the due date? D. What sample size will be needed? E. Should we use structured or unstructured questions?

B

The pharmaceutical industry often justifies the high prices for new drugs by arguing that it researches as many as one hundred new compounds before it comes up with one __________, an extremely successful product that pays for the costs associated with the other attempts to develop new products. A. standout B. blockbuster C. first mover D. pioneer E. premium product

B

Toyota, a well-established, reputable brand, recently introduced a new line of vehicles under the Scion brand, targeted at young car buyers. Toyota probably used the new brand to A. lower advertising costs. B. appeal to a different market segment. C. reinforce the Toyota brand image. D. exploit brand loyalty to Toyota. E. lower product development costs.

B

Typically, manufacturers and retailers exchange business documents through a(n) __________ system, the computer-to-computer exchange of business documents from a retailer to a vendor and back. A. cross-docking exchange B. electronic data interchange C. floor-ready bundling D. vertical conflict reduction E. radio frequency identification

B

What aspect of the product is being described when a used-car salesperson explains that each car comes with a one-year extended warranty and a two-year maintenance plan? A. actual product B. associated services C. product style D. product position E. product concept

B

When John began helping his favorite uncle Burton with his finances, he discovered his uncle was still renting a rotary-dial telephone from the phone company. Uncle Burton had paid thousands of dollars in rental fees over the previous forty years. Uncle Burton is a(n) __________ in the diffusion of innovation process for telephones. A. innovator B. laggard C. late majority D. early majority E. early adopter

B

When Procter & Gamble added teeth whitening products under the Crest brand, the firm was engaged in A. corporate branding. B. brand extension. C. brand licensing. D. brand association. E. perceived value branding.

B

When automobile manufacturers introduced SUVs, they distributed and promoted them in the United States, but not in Europe where gasoline is heavily taxed and roads are much smaller. Car manufacturers recognized that this new line of cars A. provided equivalent relative advantage for both European and U.S. customers. B. were not compatible with European market conditions. C. did not provide benefits that were observable. D. involved technology that was too complex. E. could not be easily tried by consumers.

B

When conducting exploratory concept testing for her firm's new Internet anti-piracy software, Dee knows the most important question is A. how long it will take to bring the software to market. B. whether respondents would purchase the software if it becomes available. C. who will determine the price to be charged. D. where the product should be sold. E. which computer trade show will be used to introduce the product.

B

Whether they like them or not, most U.S. automobile customers are familiar with and have an opinion about American-made cars. This familiarity makes it easier for consumers to A. meet their self-actualization needs. B. make purchase decisions. C. consider repositioning their opinions. D. pursue generic alternatives. E. negotiate discounts.

B

Which of the following is NOT one of the five groups in the diffusion of innovation curve? A. Innovators. B. Non-adopters. C. Late majority. D. Early majority. E. Early adopters.

B

Which of the following is NOT one of the four product life cycle stages? A. introduction B. location C. maturity D. growth E. decline

B

Which of the following is the best example of a family brand? A. Cadillac, GMC, and Chevrolet B. Tostitos Multigrain Scoops and Tostitos Chunky Salsa C. Kellogg's Special K and Famous Amos Chocolate Chip Cookies D. Lifesavers Soda, Coca Cola, and Diet Coke E. KFC/Taco Bell Fast Foods

B

Which of the following was NOT a new-to-the-world product or service when it was introduced? A. Wi-Fi B. the Mercedes mini sport utility vehicle, a smaller version of its larger SUVs C. Microsoft's Windows operating system D. the MP3 player E. flat screen TVs

B

Why would a firm spend over $2 million for a 30-second ad on television during the Super Bowl? A. because of the annual competition for the most creative Super Bowl ad B. because the Super Bowl offers an opportunity to create significant brand awareness C. because the Super Bowl is a significant opportunity to be associated with global marketing D. because Super Bowl ads generate brand loyalty E. There is no good reason to spend over $2 million for a Super Bowl ad

B

Yesterday, Lorinda overheard a surprisingly unpleasant encounter between the manager of the hardware store where she works and a sales rep who sells a well-known line of tools. The rep insisted that his tools should be more prominently displayed and that a better assortment would mean more sales. The manager had other plans and told him so, and the conversation turned into a loud argument. What Lorinda observed was an example of A. sales tactics. B. channel conflict. C. retail strategy tension. D. passive aggressive behavior. E. a failure of CPFR processes.

B

Zappos, an online shoe company, knows shoes are typically a(n) __________ good, with consumers often spending time comparing alternatives. They overcome that aspect of consumers' search process by offering a free, no questions asked return policy. A. specialty B. shopping C. convenience D. ritual E. impulse

B

__________ involves taking apart a product, analyzing it, and creating an improved product that does not infringe on the competitor's patents. A. Reverse innovation B. Reverse engineering C. Selective dissection D. Redistribution E. Creative destruction

B

A __________ package is the one a consumer uses. A __________ package is used by retailers to display and sell the product. A. secondary; primary B. generic; private label C. primary; secondary D. corporate; manufacturer's E. co-branded; licensed

C

A distribution center is typically operated by A. the marketing department. B. vertically integrated consumer networks. C. retailers, manufacturers, or distribution specialists. D. corporate-government joint ventures. E. electronic data interchange services.

C

A major disadvantage of primary data collection is A. it can only be accessed through syndicated databases or unstructured data mines. B. it cannot be tailored to meet specific research needs. C. it takes more time to collect than secondary data and is more costly. D. it is too general to meet researchers' and managers' needs. E. it does not offer behavioral insights that can be obtained from secondary data.

C

A marketing professor in Ithaca, New York, maintains a museum of failed consumer products. Most new products in this museum failed during the __________ stage of new product development, when they are introduced to a limited geographical area. A. pretesting B. product launch C. test marketing D. product development E. concept testing

C

A(n) __________ is a fee paid by manufacturers to get new products into stores or to gain more or better shelf space for products. A. facilitating payment B. introductory price promotion C. slotting allowance D. stocking premium E. place holder

C

Another name for brand repositioning is A. strategic brand alteration. B. change management. C. rebranding. D. perception tracking. E. brand scaling.

C

Barbara is using a test model of her firm's new inline skates to see whether they work according to the design specifications. Barbara is involved in A. test marketing. B. product launch. C. alpha testing. D. product development. E. concept testing.

C

Before deciding on a new promotional campaign, Jeffrey's Muffins looked at its customers' buying patterns over a 15-year period as determined by their use of a loyalty card. What method did Jeffrey's use to make sense of the data that was available? A. biometrics B. neuromarketing C. data mining D. data warehousing E. panel data

C

Before the development of computer-assisted design software, many firms handcrafted __________, wooden or clay models that served as rough physical representations of a new product. A. premarket tests B. blockbusters C. prototypes D. storyboards E. designer models

C

Brand extension is a popular marketing strategy because A. it separates out the cost of brand extension from brand intention. B. it allows the firm to discontinue complementary products. C. the firm can spend less on creating brand awareness and associations. D. it avoids the problem of brand dilution. E. it guarantees success for a new product.

C

By the time BMW and Mercedes Benz entered the mini-SUV market, there were many competitors, sales had peaked, and profits were declining. These firms entered the market during the __________ stage of the product life cycle. A. introduction B. leveling C. maturity D. growth E. decline

C

By the time BMW got into the mini-SUV market, sales had leveled off and were even starting to decline. BMW had to target its marketing efforts toward the __________ diffusion of innovation group. A. innovator B. laggard C. late majority D. early majority E. early adopter

C

Companies that develop customized business software often work closely with their users when installing their products. This close contact often creates new product ideas through A. reverse engineering. B. licensing technology. C. customer input. D. R&D consortia. E. clinical trials.

C

Company sales invoices, census data, and trade association statistics are examples of A. primary data. B. data mines. C. secondary data. D. tertiary data. E. qualitative data.

C

Concept testing is important because it can A. help the firm to refine the promotional plans. B. lead to immediate rollout of the final product. C. help a firm avoid the costs of unnecessary product development. D. reduce the potential loss of sales during the decline stage. E. increase product development costs.

C

During the __________ stage of the product life cycle, sales peak and profits begin to decline as competition becomes intense. A. introduction B. leveling C. maturity D. growth E. decline

C

Firms spend millions of dollars annually to build brand equity, that recognizing brand equity contributes to A. product mix breadth. B. corporate stakeholder relations. C. profitability. D. brand liability. E. perceived brand personality.

C

For many years, General Electric's corporate strategy was to be among the top three firms in any market in which it operated; if it could not achieve a top-three position, it would exit the market. This strategy often resulted in the company __________ when certain product lines failed to meet this expectation. A. increasing product line depth B. decreasing product line depth C. decreasing product mix breadth D. increasing product mix breadth E. introducing brand extensions

C

For new product marketers, early adopters are important because they tend to be A. few in number. B. the first to adopt a new product. C. opinion leaders. D. fond of prototypes. E. alpha testing enthusiasts.

C

Franchising involves a(n) __________ vertical marketing system. A. cooperative B. corporate C. contractual D. administered E. conventional

C

If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to A. understand psychographic motivations. B. create marketing mixes based on consumer self-values. C. build separate marketing programs for different demographic segments. D. determine which syndicated data warehouse services to purchase. E. find out which competitors its customers purchase from.

C

In a __________ distribution center, merchandise moves from vendors' trucks to retailers' delivery trucks in a matter of hours. A. traditional B. combination C. cross-docking D. vertical E. horizontal

C

In an administered vertical marketing system, A. no individual participant has control over the others, since a third party administrator oversees the entire supply chain. B. transaction selling is the norm, with the invisible hand guiding the overall functioning. C. there is no common ownership, and the dominant member has significant power to impose its ideas and objectives. D. independent firms join together formally to decide as a group how the marketing channel will operate. E. participants—such as warehouses, transportation companies, and retail outlets—are typically owned by a parent company to ensure harmonious relations throughout the supply chain.

C

In questionnaire design, a question such as, "Marketing is the best part of the business program, isn't it?" suffers from the problem of a question A. that respondents cannot easily or accurately answer. B. that respondents are reluctant to answer because the information is sensitive. C. that leads respondents to a particular response. D. that asks two questions at once. E. that is complex and something respondents may be unfamiliar with.

C

Lionel Smith Ltd. is a traditional men's clothing store. Every fall the owner sends an embossed invitation (much like a wedding invitation) to his regular customers, inviting them to a private reception showing the new fall line of clothes. For Lionel Smith Ltd., one of the benefits of having established a loyal customer base is A. recognition through industry awards. B. lower marketing costs associated with reaching loyal customers. C. that he can be less concerned about competitors' actions. D. increased price sensitivity among loyal customers. E. less need for concern about product quality.

C

Manufacturers use wholesalers and retailers because A. they have no other choice. B. they do not cost much. C. they create value for customers through convenience and cost savings. D. wholesalers control retailers. E. most manufacturers are not familiar with logistics.

C

Many home design businesses volunteer to provide their latest products for tours-of-homes fundraisers because they know their new products will benefit from A. relative advantage. B. compatibility. C. observability. D. complexity. E. trialability.

C

Market research begins with A. designing the research project. B. analyzing data. C. defining objectives and research needs. D. presenting results. E. creating the data collection process.

C

Marketers selling milk, bread, and other consumer staples know most customers do not spend much time searching or comparing alternatives. For most consumers, these are _____________ goods. A. specialty B. shopping C. convenience D. ritual E. impulse

C

Marketers with luxury brands use brand extension cautiously to avoid A. brand licensing fees. B. exclusive co-branding arrangements. C. diluting the core brand. D. private label branding disputes. E. product line extension limitations.

C

Martin has hired a market research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering. The market research firm might conduct a(n) __________ to provide the information Martin has requested. A. industry survey B. experiment C. focus group D. observational study E. primary data mining analysis

C

Mattel wanted to determine whether a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this? A. experiment B. focus group C. observation D. neuromarketing E. panel

C

McDonald's recently introduced a Favorites Under 400 Calorie Menu as part of an attempt to reverse the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand whether consumer perceptions are improving. This would be an example of A. quantitative research. B. an online focus group. C. sentiment mining. D. neuromarketing. E. an experiment.

C

Nora is deciding whether to purchase brand name sneakers or a store brand. She has purchased other shoes with the same brand name in the past but was only marginally satisfied. In this situation, Nora is likely to purchase the store brand sneakers because they offer A. more brand awareness. B. higher degrees of brand loyalty. C. greater perceived value. D. a better brand image. E. more product line depth.

C

One important purpose of a brand is to A. sell advertising space. B. minimize product line depth needed to be effective. C. increase consumer recognition and awareness of product offerings. D. inform product packaging. E. meet government regulations.

C

One of the disadvantages of secondary research is ______, whereas one of the disadvantages of primary research is often ________. A. cost; outdated information B. time required for collection; sources not original C. potential bias; cost D. outdated information; information not relevant to data needs E. sophisticated training required to obtain it; potential bias

C

One of the potential benefits to a firm of introducing new-to-the-world products or services is A. cost savings. B. late majority marketing. C. establishing a completely new market. D. the ability to avoid paying pioneers for new product development. E. capitalizing on existing consumer preferences.

C

Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop. For McDonalds, the Golden Arches reduce marketing costs because people (including young children) A. have memorized the McDonald's menu. B. prefer yellow to other colors. C. know what the Golden Arches brand symbol means. D. recognize increases in product line depth. E. are sensitive to brand repositioning.

C

Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media. Paul is using this type of market research primarily to A. provide a link between him and his production center. B. help him understand the needs of his customers. C. monitor his competitors. D. increase profits through the sale of syndicated data. E. decide how to price his new products.

C

Procter & Gamble is a huge national brand manufacturer. By having leading brands like Tide and Crest, P&G A. can monopolize store brands. B. has greater opportunity to dictate retail pricing. C. has greater control over marketing strategy. D. can increase brand dilution. E. can eliminate any local competition.

C

Roland has just received notification from a vendor that his clothing merchandise order has been processed and dispatched. Roland has just received a(n) A. horizontal contractual notice. B. vendor-managed inventory alert. C. advanced shipping notice. D. universal product code report. E. CPFR tag.

C

Ron sells commercial-grade tools to building contractors. Whenever he visits his customers, he looks to see whether they are using his tools for other tasks or have modified the tools for some other purpose. These customers are __________, who can provide ideas for new and improved products. A. early adopters B. market testers C. lead users D. reverse engineers E. concept testers

C

Some credit cards provide free liability insurance, funded by the bank issuing the card, when a customer pays for a rental car using the card. This extra insurance is an example of A. product style. B. the actual product. C. an associated service. D. the product position. E. the core value.

C

The Eiger Labs MPMan was the first mass-produced MP3 player sold in the United States. Eiger Labs was a(n) __________ in the MP3 player market. A. blockbuster B. early adopter C. pioneer D. market tester E. concept tester

C

The __________ diffusion of innovation group is the last large group of consumers to adopt a new product or service. A. innovator B. laggard C. late majority D. early majority E. early adopter

C

The basic motivating factor in designing supply chains is that A. collaboration creates transactional relationships. B. the most powerful member of the supply chain always wins. C. each party wants something from the others. D. the participants must create the best possible EDI system. E. retail floor salespeople need emotional support from management.

C

The complete set of all products offered by a firm' is called its A. product line. B. product categories. C. product mix. D. product breadth. E. product line depth

C

The diffusion of innovation theory is useful to marketers in helping them A. adjust to the performance life cycle. B. avoid the cost of concept testing. C. predict which types of customers will buy their product immediately and later. D. predict how long it will take for a new product to gain market acceptance. E. forecast sales for a new product.

C

The local auto supply store gets merchandise delivered to it by its manufacturers as soon as it has a need, reducing stockouts with minimal inventory. This demonstrates the concept of A. data warehousing. B. a push marketing strategy. C. vendor-managed inventory. D. manufacturer-managed distribution. E. cross-docking.

C

The process by which the use of a new product or service spreads throughout a market group is referred to as A. new product introduction. B. lead user dispersion. C. diffusion of innovation. D. the product life cycle. E. product development diffusion.

C

Today, when a customer orders merchandise from an online vendor, the vendor usually sends an immediate order confirmation message by e-mail. Usually within a day or two, a second message arrives stating that the order is in the mail. This second message is a type of A. vertical contractual notice. B. CPFR requirement. C. advanced shipping notice. D. universal product code report. E. RFID tag.

C

Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products. Tyree might consider using __________ to gather qualitative information from consumers about the competitor's offerings. A. industry surveys B. experiments C. focus groups D. observation E. primary data mining

C

Using __________, researchers ask questions, listen to and record responses, and ask additional questions based on initial responses. A. questionnaires B. experiments C. in-depth interviews D. primary data mining E. observation

C

What is neuromarketing? A. The analysis of consumer comments on social media to understand consumers' thoughts and opinions. B. The use of psychological principles to design marketing research studies. C. The use of EEG scanners to measure consumers' brain waves. D. The use of neural networks to perform data mining and develop marketing insights. E. The use of in-depth interviews to map detailed networks of information storage in the brain.

C

When McDonald's comes up with a new drink or sandwich for its restaurants, it often markets it in a dozen or so of its outlets. When the company does this, it is engaged in A. pretesting. B. product launch. C. test marketing. D. product development. E. concept testing.

C

When a customer purchases a DVD at a Best Buy electronics store, all of the following information flows in the supply chain are started EXCEPT A. the sales associate scans the UPC recording the sale. B. the sale is transmitted to Best Buy's distribution center to adjust inventory data. C. the purchase is added to the customer's purchasing habit records. D. Best Buy's buyer aggregates sales at all stores and uses the information to send a reorder to the manufacturer. E. the point-of-sale terminal records the sale and sends it to Best Buy's buyer.

C

When microwaves were new, they often cost over $300, were huge, and had numerous settings and options. Brenda and Bart waited, concerned about potential health hazards and wishing for more choices in the market. By the time they purchased a microwave, sales of microwaves had leveled off and prices had declined significantly. Brenda and Bart were part of the ___________ diffusion of innovation group. A. innovator B. laggard C. late majority D. early majority E. early adopter

C

When testing new products, most firms consider the question of whether testing products on animals A. should always be done in the animal's natural environment. B. should be done outside of the United States to avoid consumer backlash. C. should be done when the new product does not contribute to the health and well-being of human users. D. should be done only by companies large enough to be ethically responsible. E. should be done with animal activists present.

C

Which of the following is NOT a stage in the product life cycle? A. introduction B. growth C. evaluation D. maturity E. decline

C

Which of the following is NOT one of the activities carried on in a distribution center? A. Coordinating inbound transportation B. Receiving, checking, storing, and cross-docking C. Distributing paychecks and paystubs for retail employees D. Getting merchandise floor ready E. Coordinating outbound transportation

C

Which of the following is NOT required to build a successful strategic relationship? A. mutual trust B. open communications C. creation of a joint venture D. common goals E. credible commitments

C

Which of the following is true about quantitative research? A. It is always conducted using primary data collection. B. It revises the research objective based on data mining. C. It confirms insights and provides a basis for taking a course of action. D. It offers conclusions that are always correct. E. It includes focus group interviews.

C

Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will probably use the __________ research method. A. social media monitoring B. experimental C. in-depth interview D. primary data mining E. observation

C

Zappos is a successful online shoe company. One of the difficulties in running a shoe company is the need to have significant __________, a large number of items in each product line. A. brand equity B. product line breadth C. product line depth D. product mix depth E. product mix breadth

C

__________ are customers who modify existing products according to their own ideas to suit their specific needs. A. Early adopters B. Market testers C. Lead users D. Reverse engineers E. Concept testers

C

__________ is the number of items within a product line. A. Brand equity B. Product line breadth C. Product line depth D. Product mix depth E. Product mix breadth

C

__________ is the process by which ideas are transformed into new products and services that will help firms grow. A. Beta testing B. Concept testing C. Innovation D. Reverse engineering E. Competition

C

______________ systems are designed to deliver smaller shipments of merchandise on a more frequent basis to retailers. A. Cross-docking B. UPC C. JIT D. CPFR E. Lead time

C

During the __________ stage of the product life cycle, sales rise, profits rise rapidly, and there are a small but increasing number of competitors. A. introduction B. leveling C. maturity D. growth E. decline

D

A personal digital assistant programmed with key customers' birthdates, wine preferences, and food allergies is a(n) __________ tool. A. SKU B. PDQ C. IMF D. CRM E. GATT

D

A typical focus group has ________ members. A. 2-4 B. 4-6 C. 6-8 D. 8-12 E. 12-15

D

Radio frequency identification tags are A. selective distribution designs used to maximize geographic efficiency. B. electronic discount information tags used to provide reduced prices to select customers. C. CPFR demand scheduling data tags. D. tiny computer chips that transmit information about a container's contents. E. information tags used for floor-ready merchandising.

D

About 30% of packaged goods have lost content recently. How have consumers reacted? A. A number of lawsuits are pending. B. In a few cases, consumer outrage has caused manufacturers to go back to the original packaging. C. As long as the price is also reduced, they don't seem to mind. D. Most of the changes have gone unnoticed by consumers. E. Consumers have demanded that companies reduce their prices accordingly.

D

After defining objectives and research needs, the next step in the marketing research process involves A. research evaluation. B. data collection. C. data analysis. D. research design. E. report writing.

D

Although conflict is likely to occur in any supply chain, it is generally more pronounced when A. the supply chain members are geographically too close to each other. B. manufacturers pressure retailers. C. retailers pressure manufacturers. D. the supply chain members are independent entities. E. the economy is booming.

D

Andy likes gourmet popcorn and will spend time trying to find his favorite brand. His girlfriend, Joanne, loves popcorn but doesn't care about brands. For Andy, popcorn is a __________ good while for Joanne it is a __________ good. A. shopping; specialty B. convenience; shopping C. convenience; specialty D. specialty; convenience E. unique; universal

D

As soon as she saw one, Hillary wanted a flat-screen television, but she was worried about making the wrong choice. She waited until there were alternatives in the market with lower prices and improved quality. Hillary is part of the __________ diffusion of innovation group. A. innovator B. laggard C. late majority D. early majority E. early adopter

D

Brand __________ is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service. A. positioning B. licensing C. association D. equity E. solvency

D

Brand dilution occurs when A. customers see the fit between products sharing the same brand name. B. there are too few products and product categories. C. new brands compete with existing brands. D. brands are overextended and customer perceptions about the core brand are adversely affected. E. brand names seem too old-fashioned or familiar.

D

Brands that are owned by ___________ are called private-label brands. A. manufacturers B. wholesalers C. supply chain specialists D. retailers E. manufacturer's reps

D

By adding new product lines beyond its core business of computer software, like the Zune MP3 player and Xbox 360 game system, Microsoft primarily benefits by A. keeping up in a market where sales come mostly from new products. B. satisfying the changing needs of the technological research staff. C. avoiding market saturation from products that have just been introduced to the market. D. creating diversification and reducing risk. E. spreading out production costs.

D

Cathy has used Olay beauty products for years, even though there are many competitors on the market. She plans to purchase a recently introduced micro-sculpting cream from Olay's regenerist line. Olay is in the _________ stage of the product life cycle. A. introduction B. growth C. evaluation D. maturity E. decline

D

Charles wants to survey recent customers about the quality of service they received at his small auto service dealership. He has customers' mailing and e-mail addresses. Charles will likely use an online survey primarily because it offers A. relatively low response rates. B. the ability to share video with respondents. C. the ability to ask sensitive questions with anonymity. D. fast responses at a lower cost. E. the opportunity to survey both existing and potential customers.

D

Commercial research firms like ACNielsen and SymphonyIRI Group are sources of A. primary data. B. internal secondary data. C. data mining. D. syndicated data. E. public data.

D

Dawn works for a firm that buys products directly from the manufacturer and sells them to retailers, who then sell the products to consumers. Dawn works for a A. retail distribution center. B. retail jobber. C. store representative. D. wholesaler. E. manufacturer's representative.

D

Eric is a sales rep for an established building materials manufacturer. Business is good, but he is concerned that the company has spent little on new product development and has not created a new product in over five years. Without new products, Eric can only market to his current customers or A. diversify. B. intensify his prototyping. C. expand his early adopter market segment. D. market the same products to similar customers. E. focus on concept testing.

D

Especially in the fashion industry where styles and trends change rapidly, a quick response system can A. allow retailers to better forecast long-term demand. B. reduce logistical overlay. C. increase cross-docking promotional effectiveness. D. align deliveries more closely with actual sales. E. allow manufacturers to introduce unpopular styles and still be successful.

D

Firms that use the same brand name for new products can spend relatively less on marketing costs for the new product because A. brands protect corporate copyrights. B. consumer loyalty can be bought for less now compared to the past. C. brand equity can only be obtained by means of product line depth. D. people already know what the brand means. E. well-known brands are less likely to introduce brand extensions.

D

For a major university, undergraduate studies, graduate studies, and professional programs would be __________ within the university's product mix. A. brand associations B. family brands C. co-brands D. product lines E. private label brands

D

From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about A. secondary data retrieval systems. B. exploitation by foreign marketers. C. their ability to get credit cards. D. preserving their right to privacy. E. the unstructured nature of market research.

D

If a firm declared that it wanted to develop a strategic relationship, but was unwilling to commit funds or any effort to make it succeed, there would be an obvious lack of A. mutual trust. B. common goals. C. a contractual arrangement. D. credible commitments. E. open communication.

D

In addition to merchandise and payments, information flows throughout a supply chain. Which of the following is NOT a good characterization of the flow of information in a supply chain? A. A manufacturer will send and receive information from buyers, stores, and distribution centers. B. Stores will send and receive information from manufacturers, buyers, distribution centers, and customers. C. Distribution centers will send and receive information from stores and manufacturers. D. Customers will send and receive information from stores and manufacturers. E. Buyers will send and receive information from stores and manufacturers.

D

In addition to using sentiment mining to determine customer attitudes about products, some companies also participate in ________ by joining in online conversations with customers. A. data mining B. in-depth interviews C. experiments D. social engagement E. chat room dynamics

D

In questionnaire design, a question such as, "Do you like Wendy's hamburgers and fries?" suffers from the problem of a question A. respondents cannot easily or accurately answer. B. that respondents are reluctant to answer because the information is sensitive. C. that steers respondents to a particular response. D. that asks two questions at once. E. that is complex and something respondents may be unfamiliar with.

D

In the case of Band-Aid adhesive bandages, the brand name has A. successfully employed private label branding. B. distinctive brand substitutability. C. grown through private label branding. D. become synonymous with the product itself. E. avoided brand extensions.

D

Merchandise that arrives in the delivery truck ready to be sold is considered A. quick-response packaged. B. ahead of the curve. C. lead time synchronized. D. floor-ready. E. synthesized.

D

Now that the consumer demand is building for Miranda's new organic shampoo, she and her team face a new set of decisions. Which of the following is NOT one of the decision items on the agenda for the team discussion of place in the marketing mix for a new product launch? A. How much should be shipped initially to the stores? B. Where should the merchandise be stored: at distribution centers or shipped directly to the stores? C. Which retailers are chosen to sell the product? D. Are the packaging colors working well with the target markets? E. Should the manufacturer be involved in reordering decisions?

D

One of the categories of products for which brand extension is especially logical is A. generic goods. B. generic services. C. commodities. D. complementary goods. E. licensed brands.

D

One of the major tools used by marketers to meet the needs of loyal customers is A. SKU. B. PDQ. C. IMF. D. CRM. E. GATT.

D

Recently, the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased. The chair of the marketing department will probably use __________ as a first step to gain a better understanding of why enrollments are changing. A. experimental research B. data warehousing C. syndicated data D. qualitative research E. structured questionnaires

D

Social media monitoring, in-depth interviews, and focus groups are all __________ research methods. A. quantitative B. data warehousing C. syndicated marketing D. qualitative E. structured

D

Steven managed an auto parts store in the 1990s. At that time, stock-outs—failure to have the parts auto mechanics needed to do their work that day—increased the likelihood of the mechanics becoming customers of competing auto supply stores. To avoid this problem and keep his business customers, Steven most likely A. canceled orders and shifted the business to competitors. B. increased promotional outlays to overcome customer dissatisfaction. C. used exclusive geographic territories to reduce supply chain inefficiencies. D. stockpiled inventory, adding to the cost of providing auto parts. E. returned to traditional distribution center logistics.

D

Stores like Home Depot and Costco act as wholesalers when they A. take delivery in whole-lot quantities. B. sell directly to consumers. C. sell products for distributors. D. sell to contractors or restaurant owners. E. compete with each other.

D

The __________ diffusion of innovation group is crucial because few new products can be profitable until this large group buys them. A. innovator B. laggard C. late majority D. early majority E. early adopter

D

The diffusion of innovation theory focuses on A. the geographic boundaries of innovation. B. the relationship between pioneer brands and imitators. C. the psychological traits of innovators. D. the rate at which consumers are likely to adopt a new product or service. E. the way a product moves through the product life cycle.

D

Through analysis of sales data, Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas. Price-Cutters was engaged in A. syndicated surveying. B. focus group analysis. C. behavioral analysis. D. data mining. E. structured sampling.

D

What U.S. government agency has primary responsibility in reviewing food and package labels to ensure claims made by the manufacturer about the product are true? A. Federal Trade Commission B. Federal Communications Commission C. Consumer Product Safety Administration D. Food and Drug Administration E. Interstate Commerce Commission

D

What is a disadvantage of online focus groups, compared to offline focus groups? A. They are more expensive. B. They attract a limited group of participants. C. They generally take longer to conduct. D. They usually do not permit insights based on body language. E. They produce insights that are rarely taken seriously.

D

What type of event exposes retailers to large numbers of new products in a concentrated location? A. hosted shows B. browser shows C. premarket demonstrations D. trade shows E. trade promotions

D

When Dr. Putt invented his Eye-Over-the-Ball (EOB) golf putting device, he knew during the introductory stage A. sales would rise quickly, profits would jump, and even laggards would buy his product. B. sales would level off, profits would decline, and mature golfers would be attracted to his product. C. sales would slow down, profits would peak, and early adopters of golf equipment would be his major customers. D. sales would be low and profits nonexistent, but he would attract golf equipment innovators. E. sales would be low, profits would be high, and all potential golfers would jump at the opportunity to buy his product.

D

When Meg planned her trip to Australia, she spent months evaluating packages, airfares, and hotel accommodations. Meg's trip is an example of a(n) ________ product. A. specialty B. convenience C. unsought D. shopping E. sought

D

When Toyota introduced hybrid cars, there were waiting lists to buy them. Then Honda and a few other manufacturers entered the market, shifting the product life cycle for hybrid cars into the __________ stage of the product life cycle. A. introduction B. leveling C. maturity D. growth E. decline

D

When a product is successful in the introductory stage of the product life cycle, A. it moves directly into the maturity stage. B. it is most likely to begin to launch spinoffs. C. competition becomes less important. D. it may start to see profits toward the end of this stage. E. marketing costs increase significantly.

D

When consumers associate a brand with a certain level of quality and familiar attributes, allowing consumers to make quick decisions, the brand A. establishes novelty. B. is the only one the consumer will consider. C. reduces delivery costs. D. facilitates purchasing. E. creates brand dilution.

D

Where on a product's packaging would one most likely find nutrient content and country of origin? A. inside the secondary package B. inside the primary package C. on the company website D. on the label E. on the store shelf display

D

Which of the following is LEAST likely to be a source of ideas for new products? A. R&D efforts B. licensing technology C. consumer research D. geodemographic segmentation E. brainstorming

D

Which of the following is NOT one of the four criteria used for determining how good a brand is or how much equity it has? A. brand awareness B. brand loyalty C. brand associations D. brand conceptualization E. perceived value

D

__________ are special incentives offering reduced prices for a limited time, offered to retailers to get them to try a new product. A. Loss leaders B. Push prices C. Market skimming incentives D. Introductory price promotions E. Distribution rebates

D

__________ confirms insights and provides a basis for taking a course of action. A. Primary data collection B. Data mining C. Qualitative research D. Quantitative research E. Statistical sourcing

D

__________ is when vendors ship merchandise prepackaged in the quantity required for each store to the distribution center. A. Traditional shipping B. Vertical merchandising C. Combination warehousing D. Cross-docking E. Horizontal merchandising

D

A __________ brand is one where there is a contractual arrangement between firms allowing one to use its brand name for a fee. A. franchise B. joint venture C. shared D. common use E. licensed

E

A major limitation in the use of internal R&D departments for new idea generation is that A. few scientists have ideas. B. they tend to be dissolved once sufficient ideas have been generated. C. they tend to create too many blockbusters. D. few scientists have practical ideas. E. the costs tend to be quite high.

E

A product is __________ that can be offered through a voluntary marketing exchange. A. the combination of a firm's marketing mix B. the brand associations C. the category depth D. a tangible item E. anything of value to consumers

E

All of the following are ways that manufacturers use promotion to generate demand for new products with consumers EXCEPT A. short-term price reductions. B. coupons. C. rebates. D. advertising. E. coordination of delivery and storage.

E

Between concept testing and market testing, a firm should engage in which stage of the product development process? A. securing financial backing B. marketing research C. brainstorming D. determining potential ROI E. product development

E

During the ___________ stage of the product life cycle, firms either position themselves for a niche market of loyal consumers or they exit the market. A. introduction B. leveling C. maturity D. growth E. decline

E

During the research design step of the marketing research process, researchers identify the type of data needed and A. the statistical software to be used. B. the dates when data will be collected. C. the forum in which the data will be presented. D. the identities of research participants in the project. E. the type of research necessary to collect the data.

E

Each time a politician or celebrity writes a book, bookstores can expect at least some customers to want the book, but whether it will become a bestseller is less certain. The bookstore's primary inventory management challenge is A. how to get the author to sign copies of the book. B. whether to price the books in the distribution center or at the retail store. C. which other books to promote along with this book. D. whether to display the book at the checkout counter. E. having enough books to satisfy customer demands versus the cost of having the inventory.

E

Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card, you are contributing to a database that can help marketers determine all of the following EXCEPT A. what a typical shopping list looks like. B. whether changes in prices affect buying. C. marketplace trends. D. what kinds of promotions might be attractive to you. E. other stores where you buy similar products.

E

Early personal computers cost several thousand dollars, allowing competitors A. to focus on creating demand for their brand. B. to promote alternative brands in that product category. C. to spend less on introductory advertising. D. to focus on making improved versions. E. to introduce lower-priced alternatives.

E

Frequent buyer/user award programs are used to A. increase price sensitivity. B. decrease co-branding costs. C. lower licensing fees. D. expand product line depth. E. maintain contact with loyal customers.

E

Golf ball manufacturers use Iron Mike, a machine that swings a golf club at a constant velocity, to test the distance for new golf ball designs. When using Iron Mike, the manufacturers are engaged in A. concept testing. B. market testing. C. premarket tests. D. product development. E. alpha testing.

E

If the __________ diffusion of innovation group is relatively small, the number of people who ultimately adopt the innovation likely will also be small. A. innovator B. laggard C. late majority D. early majority E. early adopter

E

In a corporate vertical marketing system, A. conflict tends to be a major problem. B. transaction selling is the norm, with the invisible hand guiding the overall functioning. C. there is no common ownership, and the dominant member has significant power to impose its ideas and objectives. D. independent firms join together formally to decide how the marketing channel will operate. E. participants—such as warehouses, transportation companies, and retail outlets—are typically owned by a parent company to ensure harmonious relations throughout the supply chain.

E

In a(n) __________ marketing channel, none of the participants has any control over the others. A. cooperative B. corporate C. contractual D. administered E. conventional

E

In the United States, most consumer packaged goods found in grocery and discount stores are in the __________ stage of the product life cycle. A. growth B. pioneer C. introduction D. decline E. maturity

E

In vendor-managed inventory systems, A. corporations send information to retail customers, bypassing wholesalers and retailers. B. companies send information to cooperatives. C. customers send information to retailers. D. manufacturers send sales information to the retailer. E. retailers send sales information to the manufacturer.

E

Jenna always buys Stacy's brand pita chips. She does not even consider alternatives. Jenna is a __________ customer. A. price sensitive B. brand persuasion oriented C. brand association oriented D. brand extension oriented E. brand loyal

E

Many former Enron professionals who had nothing to do with the corporate scandal found that listing employment with Enron hurt their chances of being hired elsewhere. For these people, the Enron name has A. no brand associations. B. unspent brand loyalty. C. private label impact. D. brand dilution. E. negative brand equity.

E

Private-label brands are developed and managed by A. manufacturers. B. wholesalers. C. supply chain specialists. D. manufacturer's reps. E. retailers.

E

Quincy had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens. He could use __________ to allow respondents to answer in their own words. A. secondary data B. an observational study C. an experiment D. a structured questionnaire E. a survey with open-ended questions

E

Retailers often perform ticketing and marking functions in their distribution centers rather than in their retail stores because ticketing and marking is often A. the responsibility of the dispatcher. B. too complex for sales personnel to manage. C. done in conjunction with supply chain promotional allowances. D. the responsibility of the logistics department and not the marketing department. E. inefficient and expensive.

E

Robin recently bought Voice over Internet Protocol (VoIP) phone service. A few of Robin's friends bought VoIP before she did, but many other friends were interested in Robin's opinions of the new phone service. Robin is a(n) __________ in this product category. A. innovator B. laggard C. late majority D. early majority E. early adopter

E

Salina is working to create greater brand awareness for her company's new line of personal digital assistants. To increase brand awareness, the LEAST important information that should be included in promotions is A. the brand name. B. the logo. C. the packaging. D. the slogan. E. the product history.

E

Samples are often used for new products when __________ will influence the diffusion of the product. A. relative advantage B. compatibility C. observability D. complexity E. trialability

E

Suppose that you work for an advertising agency and are brought into a meeting where everyone is asked to generate ideas for names for a new beach resort. You are engaged in __________, a form of new idea generation. A. R&D B. licensing technology C. consumer research D. geodemographic analysis E. brainstorming

E

SymphonyIRI Group, the National Purchase Diary Panel, and ACNielsen are examples of companies that provide A. internal secondary data. B. primary data. C. online survey software. D. website analytics. E. syndicated data.

E

The __________ is a specific price at which manufacturers encourage retailers to sell a product. A. key price point B. slotting fee C. perceived value D. retail margin E. manufacturer's suggested retail price

E

The growth phase of the product life cycle is always dynamic. Which of the following does NOT occur in this phase? A. Profits increase as sales increase. B. Profits increase as economies of scale are attained. C. Some new competitors may enter the market with similar products. D. Some competitors will exit in an industry shakeout. E. Price competition with protracted price wars erodes profits.

E

The most common type of contractual vertical marketing system is a A. wholesaler. B. joint venture. C. licensing arrangement. D. partnership. E. franchise.

E

What is wrap rage? A. customer anger when the outside wrapping does not accurately portray what is inside the package B. the reaction of a salesperson when the secondary packaging does not bear a bar code C. frustration of a customer when a package is oddly shaped and cannot be easily gift wrapped D. a reaction by environmentalists when nonrecyclable materials are used for the secondary packaging E. frustration by a customer when the packaging makes it difficult to get at the product

E

When supply chain members view their goals and ultimate success as intricately linked, or ________, they develop deeper long-term relationships. A. conventional B. vertical C. horizontal D. administered E. interdependent

E

Which of the following data sources would NOT be considered external secondary data? A. U.S. census data B. syndicated data C. newspaper articles D. scanner data E. a survey

E

Which of the following is NOT an advantage of using a distribution center? A. More accurate sales forecasts are possible. B. Retailers need to keep less merchandise in the store as inventory if the stores get frequent deliveries. C. It is easier to avoid running out of stock or having too much stock. D. Use of a distribution center saves money since the storage space at a distribution center is generally less expensive than that of a store. E. Customers know they are dealing with a more sophisticated and financially well-off operation if the firm uses a distribution center.

E

Which of the following is NOT one of the guidelines for developing a market research questionnaire? A. The layout should be professional and easy to follow. B. Questions should only address one issue at a time. C. Questions should be sequenced appropriately. D. Questions should use vocabulary respondents are familiar with. E. Sensitive questions should be asked first.

E

Which of the following is NOT true regarding secondary packaging? A. It can provide information to consumers not found on the primary packaging. B. It is important to the retailer in terms of convenience in handling. C. It can be an important positioning tool to convey the brand image. D. It can allow for cost efficiencies due to larger order and shipment sizes. E. It is of little value to the average consumer.

E

Which of the following is an example of an unstructured question? A. Would you buy this product? (yes, no) B. Would you buy this product? A. definitely, B. maybe, C. definitely not C. What would convince you to buy this product? A. lower price, B. larger packaging, C. better taste D. Please rate the attributes of this product that are important to you. (Rate 1-5, with 1 being most important and 5 being least important.) E. Why did you buy this product?

E

Which of the following scenarios is NOT a reason a firm would eliminate an item within a product line? A. The firm decided to refocus marketing efforts elsewhere. B. The firm must respond to evolving markets. C. The product undermined its own brand. D. The product being eliminated is unprofitable. E. The firm has decided to capture new markets.

E

Why did PepsiCo reduce the weight of its water bottles by 20 percent? A. to save money on shipping B. to save money on materials C. to satisfy environmental groups D. to sell more bottles of water E. because PepsiCo was concerned about waste from its bottles

E

With a _______ marketing strategy, there is less likelihood of being overstocked or out of stock because the store orders merchandise as needed on the basis of consumer demand. A. consignment B. push C. vendor-managed D. manufacturer-managed E. pull

E

________ can be defined as raw numbers or other factual information that, on its own, has limited value. A. Statistics B. Charts and graphs C. Marketing research D. Formulas E. Data

E

________ power is based on getting a channel member to behave in a certain way because of a contractual agreement. A. Coercive B. Reward C. Referent D. Expertise E. Legitimate

E

__________ occurs when the brand extension adversely affects consumer perceptions about the attributes of the core brand. A. Corporate branding B. Brand extraction C. Brand collusion D. Brand personality destruction E. Brand dilution

E

A familiar brand name always helps the sales of a product.

FALSE

A product label is just a required sticker on a package.

FALSE

Conflicts within a supply chain tend to be more pronounced when the members are part of a corporate vertical marketing system.

FALSE

Distribution centers are always operated by distribution specialists.

FALSE

Quick response systems allow retailers to maximize their inventory holdings.

FALSE

Retailers generally have no prior knowledge of the merchandise they will be receiving from suppliers in any particular shipment.

FALSE

A company's product line consists of its various product mixes

False

A customized carved cedar wood sign for your house is an example of a convenience product.

False

A decrease in a company's product depth will always hurt its marketing efforts.

False

Although innovation strategies may not work in the long run, overriding short-term reasons compel firms to introduce new products and services.

False

As personal computers became popular, the sale of typewriters decreased significantly and now typewriters are only used by a very small segment of consumers. Typewriters are in the maturity stage of the product life cycle.

False

Brand equity is calculated by subtracting sales of generic brands from the sales of branded items in a category.

False

For a company like Pepsi-Cola, brand dilution occurs when sells more product than the competition.

False

For the average college student, a retirement account would be a shopping product.

False

If Microsoft decided to sell mobile phones under the Xbox brand (which it uses for its gaming systems), this would be an example of a line extension.

False

In entertainment licensing, the major risk to licensees is that the brand will become overexposed.

False

Kellogg's sells many breakfast cereals, including Corn Flakes, Rice Krispies, Frosted Flakes, Raisin Bran, and Special K. This is an example of the breadth of the Kellogg's product mix.

False

On the diffusion of innovation curve, the first group of buyers who want to be the first on the block to have the new product are known as early adopters.

False

On the diffusion of innovation curve, the late majority is the final group of buyers that like to avoid change and rely on traditional products until they are no longer available.

False

One of the key characteristics of brainstorming sessions is that bad ideas should be immediately rejected so the group can focus its attention on good ideas.

False

Private-label brands are imitations often sold by street vendors.

False

Sales of private-label brands continue to decline in the U.S., particularly in big-box stores such as Costco.

False

The diffusion of innovation curve follows the following sequence: innovators, early majority, early adopters, late majority, and laggards.

False

The maturity phase of the product life cycle is characterized by greatly reduced competition.

False

The more familiar customers are with a brand, the harder their decision-making process will be.

False

When Glenn asked a few of his regular customers to test his prototype surfboard, he was engaging in alpha testing.

False

The vertical marketing system that exhibits the most formalization and control is the corporate vertical marketing system.

TRUE

When manufacturers such as Pampered Chef sell directly to consumers, they perform both production and retailing activities.

TRUE

When two competing retailers have a disagreement, it is an example of a horizontal channel conflict.

TRUE

Wholesalers are often used in an indirect marketing channel.

TRUE

A disadvantage to using secondary data is that it might not be precisely relevant to the information needed.

True

A major advantage of primary data collection is that it can be tailored to fit the pertinent research questions.

True

A product is anything that is of value to a consumer and can be offered through a voluntary exchange.

True

Brands are assets that can be legally protected through trademarks.

True

Brands enable customers to quickly differentiate one firm or product from another.

True

Claire always liked Lands' End raincoats, so when she was shopping for a winter coat, she just ordered one from Lands' End without thinking too much about it. This demonstrates how brands facilitate purchases.

True

Companies are legally required to disclose their privacy practices to customers on an annual basis.

True

Donald is analyzing and interpreting data. In the process, he is converting data into information.

True

Effective packaging and labels send the signal: "Buy me."

True

Even if products succeed, not all consumers adopt new-to-the-world products at the same time.

True

Fashion trends tend to experience short product life cycles.

True

Fingerprints are an example of biometric data.

True

Harold is a loyal Coca-Cola customer. Loyal customers like Harold require lower marketing expenditures, benefiting businesses like Coca-Cola.

True

In the marketing research process, data collection happens after research design.

True

Manufacturers, wholesalers and retailers can all own brands.

True

New product development adds value to a firm's products and services through innovation.

True

New-to-the-world products that create new markets can add tremendous value to firms.

True

Nike sells shoes, clothing, and athletic gear. These represent the breadth of Nike's products.

True

One of the benefits of marketing research is it reduces the uncertainty under which managers make decisions.

True

The fact that the Apple iPad is easy to try—demo units are available at Apple stores as well as other retail stores—is helping it to diffuse more quickly.

True

The majority of new products are failures.

True

The most challenging part of applying the product life cycle concept is that managers do not know exactly what shape each product's life cycle will take.

True

To determine whether a new product is commercially viable, a firm can conduct premarket testing.

True

When Jaclyn selects a case of Sprite at the grocery store for her party, she is attracted by the holiday-themed box featuring green and white bells. What Jaclyn is seeing is referred to as the secondary package.

True

When companies store information on customers' purchase histories in large computer files, this is known as data warehousing.

True

When consumers see their friends using an innovation, it often persuades them to try it too

True

When purchasing a mobile phone, the product you are buying is more than just the phone.

True

When the iPad Mini came out, Sasha spent the night in front of the store so she could get one before any of her friends. According to the diffusion of innovation, Sasha is an innovator.

True

A restaurant chain is working to improve the quality of its food and service. It recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years, to track its progress. What kind of data is the restaurant chain collecting? A. panel data B. internal secondary data C. focus group data D. external secondary data E. scanner data

A

A(n) __________ is a small group of people brought together for an intensive discussion of a topic. A. focus group B. social media site C. experiment D. data mining session E. in-depth interview

A

In questionnaire design, a question such as, "When was the first time you went to a dentist?" suffers from the problem of a question that A. respondents cannot easily or accurately answer. B. respondents are reluctant to answer because the information is sensitive. C. leads respondents to a particular response. D. asks two questions at once. E. is complex and something respondents may be unfamiliar with.

A

Marvin is looking for data to help him with a new market research study assigned to him. When reviewing existing secondary data from a past research study, Marvin should pay careful attention to A. how the secondary data were collected. B. where the data were warehoused. C. whether the Bureau of the Census has certified the research. D. whether the data were transformed into information. E. how often primary data were substituted for secondary data.

A

Political consultants have been using market research for decades to help their candidates understand A. who makes up the voting public and how to reach them. B. what ethical lapses they can get away with. C. which consumers spend the most money. D. how large their campaign signs should be. E. how to buy the votes they need.

A

Qualtrics, Surveymonkey, and Zoomerang are examples of A. online survey software. B. biometric data companies. C. data warehouses. D. syndicated data companies. E. focus group programs.

A

Quantitative research offers a means to confirm ideas through A. surveys or experiments. B. in-depth interviews. C. data mining. D. qualitative research. E. informal analysis.

A

Randall wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured survey but is not sure what responses to include for each question. Randall could use __________ to help him develop his survey. A. in-depth interviews B. experiments C. surveys D. observation E. primary data mining

A

The manager of a company selling baby products asks you to conduct research into the question, "Is life expectancy getting longer in Kuwait?" The problem with this research objective is that A. it is irrelevant to the baby products company. B. it is already known and available from the U.S. Bureau of the Census. C. it will lead to a set of unstructured questions. D. it is a research question that probably cannot be answered with any level of accuracy. E. it is a question related to another culture.

A

The number of customers who discontinue their use of a service divided by the average number of total participants is called A. churn. B. customer retention. C. customer lifetime value. D. cancellation cost. E. customer loyalty.

A

Victor's custom auctioneering service provides online auction selling assistance. Victor plans to conduct marketing research to determine which auction site is best for his customers. His next step is to A. identify the type of data he needs to have. B. determine the statistical software he will use. C. outline the presentation format he will use. D. collect data. E. define his privacy policy.

A

When conducting a research study attempting to understand what features were most important to automobile consumers, Gary's Research Company used a questionnaire containing __________ questions, with a predetermined set of response options. A. structured B. in-depth interview C. observational D. free-form E. unstructured

A

Which of the following is a systematic means of collecting information from people by using a questionnaire? A. survey B. experiment C. scanner study D. in-depth interview E. focus group

A

Which of the following is an unstructured question? A. "What are the most important characteristics for choosing a brand of shampoo?" B. "How satisfied were you with your last shampoo purchase: very unsatisfied, unsatisfied, neutral, satisfied, or very satisfied?" C. "Were you happy with the quality of the shampoo you purchased (Yes/No)?" D. "On a scale from 1 to 5 (with 1 being very unimportant and 5 being very important), how important is fragrance when choosing a shampoo?" E. "How many brands of shampoo have you purchased in the past year: 0, 1, 2, 3, 4, 5, or more than 5?"

A

Which of the following provides the information needed to confirm insights and help managers to pursue appropriate courses of action? A. quantitative research B. qualitative research C. observation research D. in-depth interviews E. social media monitoring

A

Which of the following statements best describes secondary data? A. Secondary data are pieces of information that have been collected prior to the start of the focal research project. B. Secondary data are those data collected to address specific research needs. C. Secondary data collection is always extremely time consuming and expensive. D. Secondary data will always meet the researchers' needs. E. Secondary data includes only qualitative research.

A

Which of the following statements is NOT one of the guidelines provided by the American Marketing Association for conducting marketing research? A. Personal information about research participants should not be shared, EXCEPT with a designated member of senior management. B. Selling or fundraising should not be conducted under the guise of conducting research. C. Researchers should not misrepresent data. D. Clients and suppliers should be treated fairly. E. Researchers should not omit pertinent data.

A

Which of the following types of data would be the best choice for Wendy's fast food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years? A. internal secondary data B. external secondary data C. survey responses D. focus group data E. primary data

A

Which of the following types of research would be considered quantitative research? A. Experimental research B. Observational research C. Focus group research D. Social media monitoring E. In-depth interviews

A

A major advantage of primary data collection is that A. it can be easily accessed through syndicated databases. B. it can be tailored to meet the specific research needs. C. it takes less time to collect than secondary data. D. it is general enough to meet many researchers' needs. E. all of these are advantages of primary research data.

B

Academic researchers often jump at the opportunity to conduct a research study, curious to learn more and address unanswered questions for the sake of general knowledge. Business people tend to be more cautious before embarking on a marketing research study, recognizing that research is often A. beyond most managers' ability to comprehend. B. expensive and time consuming. C. an academic exercise of little real value. D. an impediment to decisive management. E. of little use in real marketing situations.

B

In the infamous Coke-New Coke taste test, 54 percent of consumers, using a blind taste test, preferred the New Coke formula to the existing formulation. This is an example of a(n) __________ market research method. A. qualitative B. quantitative C. observational D. syndicated E. invalid

B

Joe is reviewing secondary data his company collected about seasonal variation in consumer spending because he is thinking about developing a new product line. The advantages of using these data are that A. they are new and can be used to project overall demand. B. they can be quickly accessed at a relatively low cost. C. they are historical data that can be used to accurately predict future trends. D. they have been collected for just the purpose Joe is using it for. E. their high cost can be justified by the results.

B

The manager of a company selling cellular phones in rural U.S. markets asks you to conduct survey research into the question, "What percentage of people in Kansas live in communities of fewer than 10,000 people?" The problem with this research objective is that A. it is irrelevant to the cellular company. B. it is already known and available from the U.S. Bureau of the Census. C. it will lead to a set of unstructured questions. D. it is a research question that probably cannot be answered with any level of accuracy. E. it is too expensive to determine the answer.

B

Walmart is known for its efficient logistical systems. Every time consumers buy something, that purchase is recorded and sent to company headquarters, where it is used to generate reorders to vendors. In addition, customers' billions of purchases are analyzed using data mining techniques to uncover A. the impact of income tax laws. B. patterns of consumers' purchasing behavior. C. the relationship between primary and secondary data. D. new ideas for human resources management. E. competitors' pricing strategies.

B

Wanda and Jim are working on a research project to anticipate customer attitudes toward a proposed new product line for their company. They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project. Their next logical step will be to A. develop a budget. B. begin to collect data. C. summarize their preliminary conclusions to present to managers. D. begin recommending changes to the new product line based on ideas developed in the design phase. E. analyze the data.

B

When conducting a survey about choosing vacation destinations, Hillary will need to __________ to get reluctant respondents to provide honest information. A. choose only highly verbal consumers B. assure consumers that their individual responses will be kept confidential C. use only focus group interviews D. ask unstructured questions E. create an efficient data warehouse

B

When the market research problem is not clearly defined, a researcher will likely engage in __________ research. A. data mining B. qualitative C. survey D. quantitative E. experimental

B

Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project, a major question that needs to be addressed before starting the study is: A. How will the results be presented? B. Will observational research be considered intrusive? C. Is top management committed to the study? D. How will the questions be defined? E. Who will manage the research?

C

Bianca's discount home furnishings store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Bianca will most likely use A. door-to-door surveys. B. focus group interviews. C. observation. D. sales invoices. E. census data.

C

When consumers are __________, observation becomes particularly useful in understanding consumers' preferences. A. unwilling to participate in research B. confused by questionnaires C. unable to articulate their experiences D. interviewed too frequently E. highly educated

C

In what country have regulators demanded that Facebook stop collecting biometric data on its users? A. the United States B. Russia C. China D. Germany E. Mexico

D

Just as marketers create value by meeting the needs and wants of consumers, market researchers create value if A. the research is expensive. B. all participants like the research design. C. the research does not cost too much. D. the results will be used in making management decisions. E. the research is finished quickly.

D

Mary's Bakery is trying to determine what price to charge for her cookies, so Mary places a low price on them and raises it each week, keeping track of how many she sells. Then she determines what her cost was for the cookies and determines which price was the most profitable. What form of research was Mary conducting? A. observation B. survey C. scanner-based D. an experiment E. a panel

D

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level? A. focus groups B. surveys C. social media monitoring D. primary data mining E. in-depth interviews

E

__________ research is a type of quantitative research that manipulates variables to help determine cause and effect. A. Descriptive B. Syndicated C. Manipulative D. Focus group E. Experimental

E

Briena is looking at the results of a syndicated study conducted two years ago. Briena is looking at primary data.

False

Data that have been collected prior to the start of the current research project are considered primary data.

False

Marketing research should be used only to produce favorable recommendations for senior management to consider.

False

Panel data are always secondary data.

False

Quentin is in a group of eight to twelve people and is being asked questions by a trained moderator. Quentin is part of an in-depth interview group.

False

The marketing research process follows five steps, and to be effective, they must be followed in order without omitting any steps.

False

The terms "external secondary data" and "syndicated data" mean the same thing.

False

Warren is conducting a marketing research project. He is not sure what questions to ask or what types of consumers he should talk to. Warren is ready to conduct quantitative research.

False

When social media are used to gather research on customer attitudes and behaviors, protecting consumers' privacy is up to the company conducting the research.

False

When survey data are analyzed in depth to determine consumer attitudes toward a product, this is an example of sentiment mining.

False