Marketing Test 2: Ch. 6 - 10

Which of the following is an unstructured question?

"What are the most important characteristics for choosing a brand of shampoo?"

Alex decides to make a donation to the Autism Research Institute. Which component of Alex's attitude toward autism research does this represent?

behavioral component

When Goodwish Marketing decided to upgrade its computer network, many people were involved in the decision. In B2B buying systems, decisions are often made

by a committee after considerable deliberation.

The three types of buying situations

call for different marketing and selling strategies

In a focus group, researchers usually videotape or audiotape the session in order to

catch any patterns of verbal or nonverbal responses.

When Porsche filmed an advertisement in which its vehicles ran over the Great Wall of China, Chinese consumers were left more confused than intrigued. To address or avoid such issues, one important cultural classification scheme that firms can use is Geert Hofstede's cultural dimensions concept. Hofstede proposes that cultures differ on all of the following dimensions except

collectivism.

China has three main languages, and many more dialects. This presents a particular challenge to developing a global ________ strategy.

communication

Where Caroline grew up, everyone knew everyone else, no one locked their doors, and a person's word could be trusted. When she went to work in another part of the country, she was surprised by how few people had similar values and beliefs. Caroline had to adjust to __________ differences.

cultural

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 were available?

data-mining

Brands can be extremely valuable domestically, but challenging internationally. Companies can help overcome language difficulties in using brands by

developing brand names that have no preexisting meaning in any known language.

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. The next step is to

evaluate the attractiveness of each segment.

Elena is in the process of buying a new car. There are many possible cars to choose from, but she is focused on a few she would actually consider buying. These make up her __________ set.

evoked

Domestic firms developing a global entry strategy might consider franchising; however, the disadvantages need to be considered. All of the following are disadvantages of franchising except

franchising is the riskiest way to enter a foreign market.

By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers' __________ needs.

functional and psychological

Retail store chains often use __________ data to tailor each store's assortment to the preferences of the local community.

geodemographic

At many universities, education faculty members were among the first to ask for personal computers. These faculty members were __________ in the buying center.

initiators

In questionnaire design, a question such as "When was the first time you went to a dentist?"

is a question that respondents cannot easily or accurately answer.

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy

is likely more costly than an undifferentiated strategy.

Paul is considering psychographics as a way to segment the market for his small travel agency. This approach to segmentation offers him an advantage because

it is based on underlying motivations of target customers.

When Ben evaluated the commercial infrastructure in Mauritius, he considered the island's

legal, banking, and regulatory systems.

When Walmart considers reordering items for its stores, its buyers are instructed to negotiate price concessions, quality improvements, and/or added options. In this situation, Walmart buyers are engaged in a(n) __________ situation.

modified rebuy

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 marketing research primarily to

monitor his competitors.

Hinsdale High School has recently decided to sponsor a rugby team. It is in the process of considering where to buy the uniforms. This is a __________ situation.

new buy

While no one in the firm has discussed it, Brad notices everyone else seems to dress more casually on Fridays during the summer. Brad is observing part of his firm's

organizational culture

Generally, people buy one product or service instead of another because they

perceive it to be the better value for them.

Many teenagers, both male and female, have clothes they purchased in the past that they "would not be caught dead in" today. When they occasionally see those clothes hanging in the back of their closet, these teenagers probably feel

post-purchase cognitive dissonance

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full-time would most likely focus on

providing classes at convenient times and offering online courses.

College students can be a less ________ market segment because students' media habits are quite diverse and firms might have to use a wide variety of media to attract this segment.

reachable

What type of B2B organization is a retail store such as T.J.Maxx?

reseller

Cultural nuances, subcultures, and consumers' different views of their roles in different countries can make __________ complicated.

segmentation, targeting, and positioning

Frieda has just received a major order from Northrop Corporation for her firm's hydraulic lift equipment. After reviewing the order information, Frieda will

send an acknowledgment that the order has been received.

Some websites allow consumers to shop while getting opinions from online friends. Which of the influences on the consumer buying process does this represent?

social

Almost all U.S. political candidates use some combination of red, white, and blue in their campaign posters. They are trying to position themselves in voters' minds using

symbols.

Paula is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following will not specifically help her in this analysis?

the average number of school-age children in families sending a child to the day care center

In the consumer decision process, we decide how much time and effort to expend searching for information based partly on

the degree of perceived risk associated with the product or service being considered.

In the Circles for a Successful Value Proposition framework, the value proposition is represented by

the intersection between customer needs/wants and the firm's product's benefits.

GDP is defined as

the market value of goods and services produced in a country in a year.

Joe is reviewing secondary data his company collected about seasonal variations in consumer spending because he is thinking about developing a new product line. The advantages of using these data include

they can be quickly accessed at a relatively low cost.

When consumers are __________, observation becomes particularly useful in understanding consumers' preferences.

unable to articulate their experiences

Global businesses often find it particularly difficult to understand the ________ of a country's culture.

underlying values

Jackie works as a sales rep for a company that produces and sells steel used in building construction. Jackie is in __________ sales.

B2B

A U.S. firm is analyzing its business prospects in China. Marketing executives understand which of the following to be true of this potential market?

China has three main languages.

Which of the following is a potential negative factor for foreign investment in China?

China's population is aging and is likely to continue to do so for many years.

Consumers use and process different aspects of advertising or messages. __________ yields greater attention and deeper processing, and leads to strong attitudes and purchase intentions.

High involvement

Assuming that a marketing 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

Is top management committed to the project and willing to abide by the results of the research?

Which of the following statements best describes secondary data?

Secondary data are pieces of information that have been collected prior to the start of the focal research project.

When Cisco Systems Inc. of San Jose, California, and Tata Consultancy Services of Mumbai, India, entered into a relationship, they both continued to develop market-ready infrastructure and network solutions for customers, but they relied on each other to provide the training and skills that one or the other might have lacked. This relationship is best described as

a strategic alliance.

Apple computer users tend to like the company and love its products. Apple has nurtured this __________ component of its customers' attitudes.

affective

Mary's Bakery is trying to determine what price to charge for its 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?

an experiment

Segmentation, targeting, and positioning

are part of a firm's marketing strategy.

Bob Roberts founded Robertico, an equipment leasing company, three decades ago. Although he is now in his seventies, he still has a "hands on" management style. His employees have learned that there isn't much point in making purchase recommendations for new equipment, because Bob is going to choose whatever he thinks is best regardless of their views. Robertico has a(n) __________ buying center culture.

autocratic

When Leanne gave her presentation to the BigDeal buying center team, she focused on answering Beverly's questions, since she is the decision maker. What type of buying center does BigDeal employ?

autocratic