marketing quiz 2

T/F: It's advisable for a company to fit its products into existing attitude patterns rather than attempt to change them.

TRUE

T/F: Selective distortion describes the tendency of people to interpret information in a way that will support what they already believe.

TRUE

A good marketing information system ________________?

balances the information that a firm would like to have against what they really need.

The marketing manager at Fanny's targets customers who are working to lose weight but who still want to dine out. The restaurant chain offers a wide variety of low-fat, low-calorie meals that appeal to dieters. Frizzles' approach is best referred to as ________ segmentation.

benefit

Although not recommended, some marketers decide to ignore market segmentation and target the whole market with one offer. This is known as ________ marketing

undifferentiated

A market segment is less attractive when ________.

it contains powerful suppliers who can control prices

T/F: The full positioning of a brand is called the unique selling proposition.

FALSE

T/F: Companies today are moving away from target marketing and toward mass marketing.

FALSE

TF: Secondary data consist of information collected for the specific purpose at hand.

FALSE

Which of the following is true of perceptual positioning maps? - They are used by marketers to identify supplier and retailer perceptions of a product. - They are used to analyze consumer perceptions of a brand relative to competing products. - They are used to plot the geographic segments that a company needs to target.

They are used to analyze consumer perceptions of a brand relative to competing products.

One reason demographic variables are the most popular bases for segmenting customer groups is because they ________.

are easier to measure than other variables

A(n) ________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.

attitude

________ is the degree to which the results of using an innovation can be observed or described to others.

communicability

BuyBuyBaby Corp. operates in the highly aggressive children's boutique. The firm seeks to obtain early warnings of opportunities and threats caused by the actions of their competitors in the same industry. What source would best serve BuyBuyBaby 's purpose?

competitive marketing intelligence

If male and female respond similarly to the marketing efforts for a beverage, they are considered not ________ market segments.

differentiable

Joe's faith in Adidas, his favorite brand of running shoes, makes him consider other offerings introduced by Adidas. Joe is not a risk-taker, and he tends to evaluate each new product carefully before purchasing it. Joe is an opinion leader in his social networking community and best described as a(n) ________.

early adopter

A marketing team of a company has been assigned to watch trends in spending, personal income, savings, and interest rates. This team is most likely gathering information about consumers' ________.

economic situations

Kenny's introduced a new beverage and released it in two different cities at two different prices. Marketers of Kenny's then analyzed the sales records of their outlets at the two cities, determined the price that resulted in better profits, and used the information to set a nationwide price for their new offering. This is an example of ________.

experimental research

When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________.

generating person-to-person brand conversations

Compared with undifferentiated marketing, differentiated marketing is more likely to lead to ________.

higher costs of doing business

Anna wants to buy a new jacket. She asks her friends to recommend a store and/or a style of coat. She looks for sale advertisements for coats in newspapers and also visits nearby stores to check if she can find a coat in her budget. In this case, Anna is most likely in the ________ stage of the buyer decision process.

information search

Cathy bought two bottles Wine. When asked for an opinion on the quality of the Wines, she later mentioned that the Chateau Margaux tasted like alcoholic grape juice, but the Chateau Margaux the Pontet Canet had a crisp taste that she really enjoyed. Which of the following stages of the buyer decision process do Cathy's remarks reflect?

information search

A customer decides to purchase a Porsche to impress others with her success. This illustrates the importance of understanding the role of ________ in the marketing process.

motive

what is the first stage of the buyer-decision process?

need recognition

Consumers can obtain information from any of several sources. Which source is the most effective in that they legitimize the product? - the internet - personal sources - commercial sources

personal sources

Bose promises "better sound through research." This is an example of ________.

product differentiation

________ segmentation factors divide buyers into different groups based on social class, lifestyle, or personality characteristics.

psychographic

A apparel company's ads feature the members of a popular rock band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a ________.

reference group