Quizes

In advertising, the term "effective audience" means the total number of people who are likely to be exposed to a particular ad in a particular medium at a particular time.

False

The primary purpose of advertising is always to persuade.

False

What are the steps in the consumer buying process?

1. Problem recognition 2. information search 3. evaluation of alternatives 4. purchase decision 5. post purchase behavior

How many different prices are on a plane.

10-20

How many stages are in the buy decision process?

5

Name 3 of the 6 types of marketing communications programs one can use.

Advertising, events and experiences, direct marketing, personal selling

Which of the following is NOT typical of a focus group? A skilled moderator guides the discussion, he discussion centers on a products, approximately 14-18 participants spend a few hours together.

Approximately 14-18 participants spend a few hours together.

Thoughts, feelings, perceptions, images, experiences, beliefs and attitudes that become linked to the brand are called what?

Brand associations

Name 3 of the wholesaling functions

Bulk breaking, warehousing, transportation

Concern with the population age distribution and ethnic mix, educational levels, and household patterns falls within which of the following environments of business?

Consumer Characteristics

There are 6 pricing objectives name 2.

Current profit maximization and market skimming

What are the 4 Cs of Marketing?

Customer solution, customer cost, convenience, and communication

Name 3 of the 5 modes of entry into foreign markets.

Direct export, joint venture, direct involvement

Which modes of entry into foreign markets give the best potential for profit but the most risk?

Direct involvement

Which is likely to have higher margins? Durable goods or disposable goods?

Durable

What is typically the most expensive step in the marketing research process.

Information collection

In the typical business buying center there are seven roles that are played by different members. Name 2.

Initiators and buyers

Under what foreign market entry mode would franchising be?

Licensing

__________ allow respondents to answer in their own words.

Open-ended questions

What is the highest level of need in Abraham Maslow hierarchy of needs pyramid.

Physiological

What does P.O.D. stand for?

Point of difference

What does P.O.P stand for?

Point of purchase

What is the stage of the consumer buying process where the consumer might experience dissonance stemming from noticing certain disquieting features or hearing favorable things about other brands?

Post purchase

The last step in the marketing research process, before making the decision, is to ________

Present the findings

What are the 4 p's of marketing?

Price, place, promotion, product.

When GM provides 0 percent loans to help dealers sell more vehicles, this is an example of what type of promotion.

Sales promotion

______________ is the maximum amount of sales that might be available to all of the firms in an industry.

Total market potential

A case study in a trade publication is one of the most effective ways to communicate your ability to solve customer problems.

True

All customers do not have the same service expectations and do not necessarily want or deserve the same overall level of service.

True

Cross-elasticity is the percentage change in the demand for a product for a percentage change in the price of a competing product.

True

Customer perceived value is defined as the difference between the prospective customer's evaluation of all the benefits and costs of an offering and the perceived alternatives.

True

Direct marketing can include voice mail messages.

True

Family members constitute the most influential primary reference group.

True

Most companies and most products will benefit from careful market segmentation.

True

Most human behavior is learned

True

the consumer desirability criteria for a product are: Distinctive, relevant, believable.

True

__________ pre-specify all of the possible answers, so they are easy to interpret and tabulate.

closed-ended questions

All of the following are steps in the marketing research process EXCEPT: Define the problem and research objectives, develop the research plan, collect the information, compare data to government sources, present the findings.

compare data to government sources

If reducing the cost of data gathering what method of contact should be avoided.

face to face

Generally, sales promotions work best to attract and encourage competitor's customers to switch to try a superior product.

false