marketing final

Which of the following questions is an example of a closed-end question?

(yes or no question) Would you like to try our new ice cream flavor?

Sample

A relatively small proportion of people who are chosen in a survey so as to be representative of the whole.

________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday in the NBA or WNBA.

Aspirational groups

________ involves first identifying and assessing competitors and then selecting which competitors to attack or avoid.

Competitor analysis

________, a form of observational research, involves sending observers to watch and interact with consumers in their natural environments.

Ethnographic research

Which of the following is an advantage of using an internal database?

Internal databases can be accessed more quickly and cheaply than other information sources.

Which of the following is true of market-penetration pricing?

It results in drawing in large numbers of buyers quickly, winning a large market share.

Casual Research

Marketing research to test hypotheses about cause-and-effect relationships

Which of the following statements is true of social classes?

People within a social class tend to exhibit similar buying behavior.

Which of the following is true with regard to price?

Price is the sum of all the values that customers give up to gain the benefits of having a product.

ethnographic research

a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments"

Which of the following is the first step in the marketing research process?

a. defining the problem and objectives of the study

Companies that adopt value-added pricing ________.

attach value-added features and services to differentiate their offers and support their higher prices

Price is important to managers ________.

because a small percentage improvement in price can generate a large percentage increase in profitability

congitive dissonance

buyer discomfort caused by post purchase conflict

Subculture

cultural patterns that set apart some segment of a society's population

Robert has taken up cycling as a hobby and as a way to maintain his physical fitness. He wants to buy a hydration system since he will need a lot of water as he cycles. Having gathered a great deal of information, he has finally narrowed down his choices to three systems: Waterbags for Roadies, Supertanker Hydropacks, and Fast Water. Robert is in the ________ stage of the buyer decision process.

evaluation of alternatives

The business marketer normally deals with ________ than the consumer marketer does.

far fewer but far larger buyers

Paul, a purchasing agent for Kiel Inc., has the authority to prevent salespersons from seeing the decision makers in his organization. Which of the following best describes Paul's position in the B2B process?

gatekeeper

observational research

gathering primary data by observing relevant people, actions, and situations

experimental research

gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses

Secondary data consist of ________.

information that already exists somewhere, having been collected for another purpose

Which of the following is the final step of the marketing research process?

interpreting and reporting the findings

For which product would a company use an exclusive distribution strategy?

luxury cars

Dr. Vaughn, a plastic surgeon, has developed a new facelift procedure which is a significant improvement over traditional methods in terms of appearance and recovery time. He is currently charging twice the price of a "normal" facelift, but will lower it once other surgeons begin to offer this new procedure. Which of the following pricing strategies is Dr. Vaughn using?

market-skimming pricing

descriptive research

marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers

Exploratory research

marketing research to gather preliminary information that will help define problems and suggest hypotheses

Sears and Holiday Inn encountered difficult times because they did not stand out as the lowest in cost, highest in perceived value, or best in service of their primary target market segment. Both companies are ________.

middle-of the roaders

"the buyer decision process consists of five stages: need recognition, information search, evaluation of alternatives, the purchase decision, and postpurchase behavior"

need recognition-The first stage of the buyer decision process, in which the consumer recognizes a problem or need Information Search-the process whereby a consumer searches for appropriate information to make a reasonable decision Evaluation of Alternatives-choosing among brands, sizes, styles, and colors purchase decision-the buyer's decision about which brand to purchase post purchase behavior-The stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction

According to Michael Porter, what are three effective competitive positioning strategies?

overall cost leadership, differentiation, and focus

Pat thought he had received the best deal on his new car. Shortly after buying the car, Pat started to notice certain disadvantages of his new car as he learned more about other cars available in the market. Pat is experiencing ________.

postpurchase dissonance

business buyer process

problem recognition, general need description, product specification, supplier search, proposal solicitation, supplier selection, order-routine specification, performance review

John has decided to buy a particular smartphone that he saw reviewed online. Which of the following sources of information has most likely influenced John's purchase decision?

public sources

When major chain retailers avoid placing stores in disadvantaged neighborhoods, they are likely to be accused of the discriminatory practice of ________.

redlining

q4 You usually buy novels on Amazon and are used to paying about $10-15 for a new release. When you go into a corner bookshop and see their prices between $18-25, you compare this to Amazon's price and think it's high. This is an example of:

reference prices

Jay wants a new rug for the living room in his first apartment, but isn't sure of what styles and size would look best. He goes to a home decor store and has their employee show him around their rug section, where he decides he like the idea of a modern rug in tan shades in a 8'x10' size. He then goes and orders a rug with all of these attributes for a discount on Overstock.com. This is an example of:

showrooming

Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.

subcultures

business buyer behavior

the buying behavior of organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others

Culture

the enduring behaviors, ideas, attitudes, values, and traditions shared by a group of people and transmitted from one generation to the next

The research plan should be presented in a written proposal. The proposal should include all of the following

the information to be obtained how the results will help management's decision making estimated research costs research objectives

The research plan should be presented in a written proposal. The proposal should include all of the following EXCEPT ________.

the predicted results

In business markets with inelastic demand ________.

the total demand for products is not much affected by short-term price changes

The sets of firms that supply companies with the raw materials, components, parts, information, finances, and expertise needed to create products or services are known as ________.

upstream partners

behavioral targeting

using online consumer tracking data to target advertisements and marketing offers to specific consumers

In the Marvel vs. DC 'case study,' I talked about how Marvel and DC required all comic book retailers to order duplicate copies of every issue that had variant cover styles. This ultimately cause inventory build-up for the retailers and reduced profits, ultimately putting many comics retailers out of business during the 1990s. This is an example of _____________ distribution conflict.

vertical