Marketing Chapters 3-8 Practice Questions

which of the following research approaches should a marketing research use to obtain information that people are unwilling or unable to provide? -observational -focus groups -questionnaires -experimental -survey

observational

Adam wants to buy a washing machine and is looking for something that is not too expensive. When he goes to make the purchase, he finds there are two options that meet his requirements. One is an IFB Maytag product, while the other is a newly imported South Korean brand. Adam is not very familiar with the latter and does not hesitate in choosing Maytag. This example implies that ________. A) the imported brand will not survive the competition from Maytag B) Maytag has a positive customer brand equity C) the South Korean company has a low advertising budget D) the imported brand is unreliable E) the Maytag washing machine has better features than the imported brand

Maytag has a positive customer brand equity

Which of the following methods might have the most problems verifying the identity of their sample? -personal interviews -"man on the street" interviewing -on-line surveys -online focus groups -in-person focus groups

on-line surveys

_______________ data consist of information collected for the specific purpose at hand -primary -secondary -derived -archival -historical

primary

When a marketer expresses his or her vision of what a brand must be and do for consumers, he or she is expressing what is called a brand ________. A) promise B) personality C) identity D) position E) revitalization

promise

What are the two main types of research instruments used to collect primary data? -observation scales and personal interviews -questionnaires and mechanical devices -focus groups and mechanical devices -focus groups and questionnaires -personal interviews and online focus groups

questionnaires and mechanical devices

in a straight rebuy, a buyer _______________ -wants to obtain the same product from a lower-priced supplier -reorders something without any modifications -considers a product or service for the first time -needs a modified product to suit new requirements -finds new ways to add value to the same product

reorders something without any modifications

Information collected from online data bases on the internet is an example of ___________________ data -primary -secondary -first-hand -experimental -ethnographic

secondary

Buying a new car that includes, among other things, a steering wheel, 4 wheels, and an engine represent the characteristics of a(n): -core benefit -basic product -expected product -augmented product -potential product

basic product

Buying a new lawn mower and expecting it to "start on first try", bag the grass, and make a clean cut of your yard is an example of a(n) ___________ level of customer value -core benefit -basic product -expected product -augmented product -potential product

basic product

The American Marketing Association defines a ______________________ as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sleeps and to differentiate them from those of competitors -copyright -trademark -slogan -brand -logo

brand

When a consumer expresses thoughts, feelings, images, experiences, beliefs associated with the brand, the consumer is expressing ________. A) brand knowledge B) ethnocentric bias C) self-serving bias D) cognitive dissonance E) brand identity

brand knowledge

Which of the following is true of business markets? -the business marketer normally deals with farm more but far smaller buyers than the consumer marketer does -business markets generally involve far less money and items than do consumer markets -business demand is derived demand as it ultimately derives from the demand for consumer goods -a small percentage decreases in consumer demand can cause a large increase in business demand -the total demand for business products is much affected by price changes in the short run

business demand is derived demand as it ultimately derives from the demand for consumer goods

Which of the following is most likely true about business legislation? -business laws are enforced only in international markets and not in local markets -business laws fail to prevent unfair competition among the different companies in a market and tend to encourage monopolies -business laws usually remain constant over time -local, national, and state business laws rarely overlap with one another -business laws that are enforced by government agencies have a major impact on a company marketing performance

business laws that are enforced by government agencies have a major impact on a company marketing performance

____________________ is the act of promoting, for sale, a product to an organization rather than an individual - organizational selling - sales promotion - business marketing - focused selling - product marketing

business marketing

Which of the following contact methods is flexible, allows for explanation fo difficult questions, and lends itself to demonstrating products? -mail questionnaires -telephone interviews -individual interviews -online questionnaires -e-mail interviews

individual interviews

Diane Chambers, the marketing manager of FarmFresh, collects data from her monthly records of sales, costs, and cash flow. In this case, Diane is making use of ________ databases. A) external B) secondary C) historical D) internal E) dialog

internal

what is the last step in the marketing research process? -developing a research plan -determining a research approach -interpreting the findings -gathering internal data -using behavioral targeting

interpreting the findings

The B to B decision process is different from the consumer buying decision process in that it: -is always performed by the end user of the products involved -has fewer steps in the decision making process -is more formal -means salespeople have a less complex job -doesn't take into account individual behaviors and personalities

is more formal

which of the following is most likely the final stage of business buying process? -problem recognition -product specification -proposal solicitation -order-routine specification -supplier performance review

supplier performance review

__________________ is a research approach involving the gathering of primary data that involves asking people questions about their knowledge, attitudes, preferences, and buying behavior? -observational research -archival research -survey research -experimental research -confirmatory research

survey research

Which of the following demonstrates the real value of a company's marketing research and information system? -the amount of data it generates -the variety of contact methods it uses -the tools it uses to gather information -the quality of customer insights it provides -the type of sampling plan it follows

the quality of customer insights it provides

Underground storm shelters would be classified as: -connivence good -shopping goods -specifying goods -unsought goods -industrial goods

unsought goods

Which of the following is most likely the cheapest and quickest means to collect data for market research? -utilizing external agencies for research -seeking marketing intelligence inputs from partnering firms -seeking data regarding strategies adopted by competitors -utilizing internal data bases to gather sales data -hiring a reputed firm to conduct a market analysis

utilizing internal data bases to gather sales data

The performance of actions that increase the worth of products, services or even business defines: -business planning -value creation -marketing strategy -the marketing truth -market planning

value creation

When should I NOT use a focus group contact method for marketing research? -when you want to collect a set of observations over a lengthy period of time -when you want to reach people who often are marginalized by companies and/or marketers -when you want to explore new research -when you want to explore a sensitive topic

when you want to collect a set of observations over a lengthy period of time

Demographic, economic, natural, technological, political, and cultural forces from the ________________ of an organization

macroenviornment

Which is the best research contact method when we want to completely avoid the research bias? -personal interview -mail questionnaire -on-line interviewing -telephone interviewing -focus group

mail questionnaire

Which of the following is most likely a characteristic of firms that adopt a reactive approach toward the marketing environment? -they develop strategies to change the marketing environment -they take advantage of the opportunities provided by the environment -they take aggressive actions to affect the marketing environment -they view the marketing environment as a controllable element -they do not accept the marketing environment as it is

They take advantage of the opportunities provided by the environment

what is NOT a characteristics of Internal Data Bases? -ages rapidly and may be incomplete -competitive benchmark capability -maintenance and storage of data is expensive -can be accessed more quickly and cheaply than other sources -all are characteristics of internal data bases

all are characteristics of internal data bases

A diverse array of organizations make-up the business market. These organizations can be broadly classified as: -commercial enterprises, government organizations, and institutions -commercial enterprises, users, and government units -commercial enterprises, users, and original equipment manufacturers -producers and resellers of industrial products and services -upstream suppliers, users, and government units

commercial enterprises, government organizations, and institutions

When purchasing a salt gun for the purpose of ridding a picnic of flies, one is basing their purchase on the characteristics of the: -core benefit -basic product -expected product -augmented product -potential product

core benefit

buying a shovel for holes in the ground or a table lamp to see in the dark are both examples of a(n): -core benefit -basic product -expected product -average product -potential product

core benefit

_________________ brand equity is the differential effect that brand knowledge has on consumer response to the marketing of that brand -mission-driven -customer-based -product-driven -service-driven -function-based

customer-based

The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The managers decides to conduct marketing research to identify potential causes for the drop in sales, Which of the following should the manager do first? -develop a research plan -determine a research approach -define the problem and objectives -select a research agency to collect data -conduct exploratory and descriptive research

define the problem and objectives

Cooler Inc. has decided to launch a new energy drink that will have the fewest calories among its competitors. To understand the market potential for the new drink and the demographics and attitudes of consumers wha are likely to buy the product, Coolers should most likely use ____________________. -exploratory research -archival research -causal research -experimental research -descriptive research

descriptive research

A major advantage of mail survey is that it ___________ -provides significant flexibility -offers strong sample control -generates high response rate -eliminates interview bias -can be completed quickly

eliminates interview bias

Branding is ________. A) all about creating unanimity between products B) the process of performing market research and selling products or services to customers C) endowing products and services with the power of a brand D) the process of comparing competing brands available in the market E) use of online interactive media to promote products and brands

endowing products and services with the power of a brand

The challenge for marketers in building a strong brand is: -ensuring customers have the right type of experiences with their products and marketing programs to create the desired brand knowledge -pricing the product to a point that maximizes sales volume -minimizing the number of people to whom the product is targeted in order to provide consumers with a personalized experience -avoiding the usage of an established brand to introduce a new product in the market

ensuring customers have the right type of experiences with their products and marketing programs to create the desired brand knowledge

Brand _________ is the added value endowed to products and services -loyalty -equity -preference -identity -licensing

equity

A company that sells personal care products sends a trained observer to watch potential buyers in their natural environments. This is an example of ______________ research -quantitative -online -ethnographic -experimental -archival

ethnographic

Monfax Corporation insures manufacturers, distributors, and consumers against the loss or damage of goods during transportation after a purchase or sale. In this case, Monfax is an example of a ________. A) wholesaler B) retailer C) financial intermediary D) physical distribution firm E) marketing service agency

financial intermediary

Marty Robbins is planning to conduct research on consumers' reactions to a new prepared meal product. Since the questions are about something they are likely to share with friends and family, Marty wants to select a contact method that will encourage respondents to answer honesty as they would if they were around their friends. Which of the following methods is most likely to serve Marty's purpose? -mail questionnaires -telephone interviews -individual interviews -focus group interviews -online discussions

focus group interviews

Kathy Jenkins is planning to conduct research on consumers' personal care routines. Since the questions are likely to be personal and sensitive, Kathy wants to select a contact method that will encourage respondents to answer honestly. Which of the following contact methods is most likely to serve Kathy's purpose? A) mail questionnaires B) telephone interviews C) individual interviews D) focus group interviews E) online discussions

mail questionnaires

what is NOT a component of the Marketing Information System? -managing marketing channels -development of needed information -dedicated people and procedures -assessing information and needs -helping decision makers

managing marketing channels

which of the following statements regarding marketing intelligence is true? -Marketing intelligence typically involves sensitive and confidential information kept out of the public domain -the advantage of using competitive intelligence is negligible as it is based only on internal sources of data -all marketing intelligence inputs are available at not cost to any potential users -marketing intelligence is the systematic collection, monitoring and analysis of publicly available markets -marketing intelligence efforts are more focused on gaining insights into a firms consumers rather than its competitors

marketing intelligence is the systematic collection, monitoring and analysis of publicly available markets

Harmon, a nationwide department store, uses checkout scanners to record shoppers' purchases. Which term best describes Harmon's checkout scanners? A) nonprobability sampling tool B) mechanical instrument C) neuromarketing tool D) touch point device E) CRM system

mechanical instrument

Fargo Inc. is a carbonated beverage manufacturer that has many manufacturing plants around the world. It is planning to shift from using thermal power to wind power for its manufacturing plants in the Netherlands to decrease dependency on nonrenewable sources of energy. This scenario depicts Fargo's concern for its ________ environment. -economic -natural -demographic -political -cultural

natural