MARKETING 300 CSULB MIDTERM

Harrison wanted a gas water heater. He watched newspaper ads until he found one on sale. For Harrison the water heater is a(n) _____ product.

shopping

Every three months or so, Stanley cleans the lint out of the long vent to his clothes dryer. It is a messy job that Stanley hates. It is too bad that Stanley has never heard of the Casabella Bendable Dryer Vent Brush, a specially designed brush that would make his life a little easier. For Stanley, the dryer vent brush is a(n) _____ product because he doesn't know the product exists.

unsought

Freda was proud of her shiny new iPhone. But she was disappointed when she began to notice scratches on its display surface. If Freda had of known about the clear static cling protective films that were available to protect the iPhone display from scratches, she could have avoided this annoying problem. For Freda, the protective films are a(n) _____ product.

unsought

A university hospital is interested in getting a cross section of patients' opinions on proposed changes that will make the hospital stay more like a motel stay in terms of amenities. The cost of the new amenities will be reflected in higher rates. The university hospital used a random number table to select participants from the list of patients who are currently in the hospital. This is an example of a _____ sample.

simple random

A(n) _____ typically entails showing members of the product's target market advertising and other promotional materials for several products, including the test product. These people are then taken to a mock or real store where their purchases are recorded.

simulated (laboratory) market test

The maker of Purell hand sanitizer tested consumers' reactions to its Purell Sanitizing Wipes by getting consumers to look through a newspaper with grocery store ads, make out a grocery list, and then "shop" in a mock store filled with real products, including the new product. This is an example of a(n):

simulated (laboratory) market test

A team-oriented approach to new-product development is referred to as:

simultaneous product development

A dominant characteristic of the late majority is:

skepticism

Compared to the other classifications of consumer products, shopping products are:

usually more expensive than convenience products and are found in fewer stores

In a(n) _____ sample, additional respondents are selected on the basis of referrals from the initial respondents.

snowball

Bang & Olufsen make some of the best sound systems in the world. After years of development, Bang & Olufsen recently released its new BeoLab 5 speakers. For audiophiles who demand the best in audio equipment, the $19,950 Bang & Olufsen BeoLab 5 speakers represent an example of a(n) _____ product.

specialty

Evan Zimmermann loves watches. He collects vintage Rolex sport models made between 1950 and 1960. He paid $1,500 for his first watch in 2000. Now, the watch is worth $15,000. For Evan, the vintage watches are an example of a(n) _____ product.

specialty

Janet will only purchase Crate and Barrel products for her home. The products are expensive but Janet feels they have the highest quality and will last a very long time. These products represent _____ products.

specialty

Refer to Choice Homes, Inc. Kurt McKinney has just received a large inheritance and wants to have his "dream" home built. He knows exactly the architectural design he wants. He wants a particular Reflections home. The type of consumer product he wishes to buy is best classified as a(n):

specialty product

Telephone interviews offer:

speed in gathering data

A routine purchasing situation in which the purchaser is not looking for new information or at other suppliers is called a:

straight rebuy

Refer to Rock-Tenn. A sales representative from a paper producing company calls on Rock-Tenn routinely every month to review their ordering needs. The monthly sale of paper to Rock-Tenn would constitute a:

straight rebuy

One of the leading manufacturers of choir robes has added different types of trim and fabric it uses in making the robes. The company has not changed its prices. This is a(n) _____ modification.

style

According to the criterion of _____ a selected segment must be large enough to warrant developing and maintaining a special marketing mix. Serving the specific needs of this segment must be commercially viable, even if the number of potential customers is small.

substantiality

To be useful, a segmentation scheme must produce segments that meet four basic criteria. The criteria are:

substantiality, identifiability and measurability, accessibility, and responsiveness

At an accounting firm, the secretary orders printer cartridges, cases of paper, paper clips, and other small items. These items would be classified as:

supplies

Refer to Rock-Tenn. Lubricants used to maintain the machinery that produces cartons would be an example of:

supplies

The most popular method for gathering primary data is _____, in which a researcher interacts with people to obtain facts, opinions, and attitudes.

survey research

A true marketing decision support systems (DSS) possesses all of the following characteristics EXCEPT:

synergistic

All of the following are types of nonprobabilty samples EXCEPT:

systematic sample

Sure Fit, Inc. has begun a rebranding strategy to let customers know it no longer only produces slipcovers, but now also carries a line of rugs, window treatments, and bedding. Its _____ is described as women with average annual household income of $60,000 or more.

target market

The debate over gay marriages is causing a great deal of furor, but it has done little to deplete the importance of the affluent gay market to businesses. Georgia Pacific and Mitchell Gold, a furniture manufacturer, are two companies that have implemented and maintained marketing mixes designed to meet the needs of lesbians and gays. To these companies and others, lesbians and gays are a desirable:

target market

The consumer product classification system is based on:

the amount of effort consumers spend to acquire the product

A major limitation of the mall intercept interview is:

the difficulty of obtaining a representative sample of the population of interest

All of the following are benefits from organizing related items into product lines EXCEPT:

varying quality

When selecting a test market city, a researcher should look for a city:

where the demographics and purchasing habits mirror the overall market for the product

The convenience product marketing strategy includes:

wide distribution of the product

Refer to Campbell's. The soups, juices, broths, sauces, and baked goods sold by Campbell's compose the company's product mix:

width

Among the late majority group, adoption of a product primarily results from:

word-of-mouth communications

When a university began thinking about offering more online degrees it used primary data to get potential students' attitudes and intentions. What is the most likely reason for using primary data?

the information will fit the university's needs exactly since it will be collected specifically for this study

Product mix width may be defined as:

the number of different product lines an organization offers for sale

Marketing research should NOT be undertaken when:

the perceived costs are greater than the projected benefits

When a product name becomes generic:

the product name is no longer recognized as the exclusive property of one firm

Radio One is the largest U. S. radio broadcasting company targeting Black Americans today. Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market. Potential disadvantages of this research approach include:

the questionable quality of the data

The research design specifies:

the research questions to be answered

Because some companies have been conducting market research for many years on particular markets they are interested in, they understand the characteristics of target customers. For this reason, marketing research should not be undertaken when:

the research would be redundant and a waste of money

Firms increase the depth of their product lines for all of the following reasons EXCEPT:

to diversify risk

A _____ is a legal term indicating the owner's exclusive right to use a brand name or part of a brand.

trademark

Refer to Campbell's. Of the following what is probably Campbell's biggest labeling concern in its international markets?

translating ingredient, promotional, and instructional information

This Saturday at the grocery store, Dorothy noticed a woman had a portable grill set up in the meat department cooking Johnsonville sausages. The woman offered Dorothy a sample of the sausage and directed her to the display of Johnsonville sausages in the meat case. In this case, Johnsonville is relying on _____ to encourage adoption and diffusion of its sausages.

trialability

When gas prices approached $4.00 per gallon, auto manufacturers began thinking about the hybrid car market. Before committing to it, though, they asked consumers whether they would even consider a hybrid version of their new vehicle had it been available and, if so, what type of alternative fuel they found most appealing. In this case, marketing research was being conducted to:

understand the ever-changing marketplace

All of the following are benefits and insights provided by mystery shopping EXCEPT:

understanding the most profitable means of a marketing a product or service

When Henry Ford first made the Model T, he said consumers "can have any color they want as long as it is black." This was a case of _____.

undifferentiated targeting

The population from which a sample in a marketing research study will be drawn is referred to as the:

universe

Refer to Callaway Golf. When Callaway researchers asked questions like "Now that you have played with the new club, how likely would you say you would be to buy it?" they asked golfers to respond on the following scale: 1 = would definitely not buy it 2 = would probably not buy it 3 = might or might not buy it 4 = would probably buy it 5 = would definitely buy it What type of question is this?

scaled-response

When marketing researchers for a local fitness club wanted to know consumers' intention to start a fitness program for a New Year's resolution, they used a(n) _____ with five possible answers ranging from "Most Likely" to "Least Likely" and asked that the respondent choose one. This is an example of a(n):

scaled-response question

A(n) _____ gathers its information from one group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and what is subsequently purchased. This creates a huge database of marketing efforts and resultant consumer behavior.

scanner-based research system

Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called _____ data.

secondary

Refer to University Research Study. If the students analyze census data to determine demographic trends in the primary market area for the university, they are using _____ data.

secondary

While many economic indicators have been negative during the first half of 2009, the Wall Street Journal recently reported that U.S. retail sales were actually up in April. In fact, the performance of 61 percent of the retailers in the study topped analysts' expectations. If Costco used this report as factor in their expansion plans they would be using _____ data.

secondary

Post Properties is a company that manages apartments in various communities. It is concerned with a glut of apartments in Atlanta, Orlando, and Dallas Its market researcher begins by examining the rental markets in the Southeast, the history of apartment buildings, local economies, competitive rents, and ownership--all information that was on hand and did not require any new research to locate. The market researcher looked at:

secondary data

Trade groups, commercial publications, and government departments can be used as sources of:

secondary data

Refer to Choice Homes, Inc. In a recent survey, Choice Homes' customers indicated that they thought their homes were high quality, made lots of referrals to friends, and planned to buy a Choice Classic or Reflections home in the future. The customers' reactions indicate that Choice Homes has achieved:

brand equity

The value of company and brand names is referred to as:

brand equity

A consumer who consistently and repeatedly purchases the same brand is said to have:

brand loyalty

The _____ is the element of a brand that cannot be spoken.

brand mark

The well-known Nike "swoosh" is an example of a:

brand mark

A _____ is the part of the brand that can be spoken.

brand name

A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewelers' aggressive price discounting. This move is meant to:

build product identity and customer loyalty

Refer to Hardie Siding Products. Hardieplank siding is best described as a(n) _____ product.

business

Rock-Tenn produces cardboard cartons to be used by companies in the food industry. Rock-Tenn is selling _____ products.

business

When a greenhouse plant grower sells plants to nursery retailers, is selling _____ products.

business

In the _____ stage of new-product development, preliminary demand, cost, sales, and profitability estimates are made.

business analysis

Refer to Going to the Dogs. Before opening the It's a Dog's Life doggy resort the potential company owners projected the costs involved in providing the services the target market (dog owners) appears to desire. Unfortunately, a decision was made to not proceed with the doggy resort as the owners felt the cost to provide the services was too high considering the rates the target market would be willing to pay. The would be an example of:

business analysis

Refer to Boise Cascade. Boise Cascade sells:

business products

The _____ is the set of all persons in an organization who become involved in the purchasing process.

buying center

A word-of-mouth communication strategy, particularly conducted via the Internet, is often referred to as:

buzz marketing

Which of the following statements best describes the reason marketers find geodemographic segmentation so effective?

"Birds of a feather flock together."

A new-product strategy:

- links the new-product development process with the objectives of the marketing department, the business unit, and the corporation - is part of an organization's overall marketing strategy - specifies the roles new products play in the organization's overall plans - describes the characteristics of products the organization wants to offer and the markets it wants to serve

The accuracy of revenue projections for products are affected by:

- the newness of the product - the size of the market - the nature of the competition

Which of the following would be considered a new product?

-A new product line -A new-to-the-world product -An addition to an existing product line -An improvement or revision of an existing product

Which of the following is the BEST example of an installation?

A baseball stadium

Which type of private label brand carries no evidence of a retailer's affiliation, is manufactured by a third party, and is sold exclusively at the retailer?

A captive brand

Texas Instruments (TI) has developed a detailed Values and Ethics Statement and Code of Business Conduct. Why did they choose to create this?

A code of ethics helps guide buyers and sellers and overall helps the company to follow ethical practices

Which of the following is the best example of a sale that could only take place in the business market?

A librarian is purchasing new books for the school's library

In which of the following situations would a marketing researcher be most likely to use executive interviews?

A manufacturer of extruded plastic wants to determine where there are other markets for its products

While discussing an upcoming marketing research study of how the home decorating industry is affected by the teenage consumer, you emphasize the necessity of having a sample that is representative of the population. What type of sample must be used?

A probability sample

All of the following statements are reasons why consumer goods companies take a regional approach to marketing rather than a national approach EXCEPT:

A regional approach gives marketing managers control over the competitive environment.

Which type of survey question is a closed-ended question designed to measure the intensity of a respondent's answer?

A scaled-response question

Which type of consumer product requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores?

A shopping product

A company wanted to collected data on consumers' perceptions of its new brand. The marketing research director has recommended using a mail panel operated by Synovate. What can the company expect from a mail panel?

A very high response rate

What degree of failure occurs when a company cannot recoup its development, marketing, and production costs?

Absolute

When P&G began marketing Tide Free & Gentle, which is dye- and perfurme-free, this represented which new product category?

Addition to an existing product line

Heinz is expected to introduce more than 400 new products in the next two years. One of the products is a spicier ketchup aimed at the baby boomer market. The spicier ketchup would be considered what type of new product?

Addition to existing product line

Which of the following may qualify for trademark protection?

All of the above. -Shapes, such as the Coca-Cola bottle -Catchy phrases, such as "Every kiss begins with Kay" -Abbreviations, such as Bud -Sounds, such as Intel's famous five-note jingle

Which of the following products is most likely to be considered an example of a heterogeneous shopping product?

An apartment

Which type of interview question encourages an answer phrased in the respondent's own words?

An open-ended question

What is the chief advantage of primary data?

Answers specific research questions that secondary data cannot answer

Which of the following statements about bar codes is true?

Bar codes can be read by optical scanners.

SymphonyIRI panel members shop with an ID card, which is presented at checkout in scanner-equipped grocery and drugstores, allowing SymphonyIRI to electronically track each household's purchasing over time. This information on the household members is a product called:

BehaviorScan

Which of the following is a form of observation marketing research that uses data mining coupled with identifying Web surfers by their IP addresses?

Behavioral targeting

_____ is the process of grouping customers into market segments according to what is sought from the product.

Benefit segmentation

The Solar Group, a Mississippi-based mailbox manufacturer, sells mailboxes to contractors who are building mega-subdivisions, to hardware stores, and directly to new homeowners. What kind of products is the Solar Group selling?

Both business and consumer goods

Refer to Fitbit. The idea for the Fitbit was generated from an employee retreat in which everyone was encouraged to think of unlimited product ideas for the fitness-minded consumer. Participants did not critique any of the ideas as the goal at that point was just to generate ideas. What idea-generating technique does this illustrate?

Brainstorming

___________ is a process where a group thinks of as many ways to vary a product or solve a problem as possible without considering the practicality of the ideas.

Brainstorming

Which of the following is NOT an example of a product's tangible feature?

Brand equity

_____ is the marketing of goods and services to individuals and organizations for purposes other than personal consumption.

Business marketing

_____ is one of the potential disadvantages associated with a multisegment strategy.

Cannibalization

What can the marketers of consumer products expect to find when they study and apply the product life cycle theory to their products?

Changes in a product can change its life cycle.

Which of the following is an example of a product modification?

Changing the color of a laundry detergent

_______ provides market researchers with user-friendly virtual interview rooms, recruiting, and technical support for conducting virtual qualitative research.

Channel M2

Which of the following is the best example of a convenience product?

Chewing gum

Which of the following entails placing two or more brand names on a product or its package?

Cobranding

Refer to Rapala. After the trade show, the newest lure made by Rapala will enter which stage of the new-product development process?

Commercialization

Ed Rodney works for the state of Minnesota as a advocate of state growth and development. He devises ways to encourage businesses to relocate to the state. In other words, Rodney is involved in business marketing. He is compiling a list of potential businesses that might be willing to move their operations to Minnesota. Which of the following possible clients should he include in his list?

Companies that have growing sales

Jeni's Splendid Ice Creams is famous for its unusual flavors, such as Wildberry Lavender, Goat Cheese with Red Cherries, and Sweet Corn and Black Raspberries . Which of the following product characteristics would most likely influence the market success of these flavors?

Compatibility

Which product characteristic affecting the rate of adoption represents the degree to which the new product is consistent with existing values and product knowledge, past experiences, and current needs?

Compatibility

Which product factor influencing the rate of adoption represents the degree of difficulty involved in understanding and using a new product?

Complexity

Which of the following is an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer?

Computer-assisted personal interviewing

Which of the following is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where the respondent reads questions off a computer screen and directly keys his or her answers into a computer?

Computer-assisted self-interviewing

_____ evaluate new product ideas usually before any prototype has been created.

Concept tests

________ evaluate new-product ideas usually before any prototype has been created.

Concept tests

You have started raising your first litter of AKC registered Chihuahuas. You want to sell your puppies to the locally owned and operated pet store, Pets and People. How do you find the buyer?

Contact the store and probe to see who is in charge of buying

__________ products are purchased with little shopping effort. These products typically are purchased regularly, usually with little planning, and require wide distribution.

Convenience

_____ permit the analyst to relate the responses to one question to the responses to one or more other questions when assessing marketing research data.

Cross-tabulations

_____ is the creation of a large computerized file of customers' and potential customers' names, profiles, and purchase patterns.

Database marketing

A long-run drop in sales signals the beginning of which stage in the product life cycle?

Decline stage

Why is creation of a product the starting point for the marketing mix?

Determination of the price, promotional campaign, and distribution network cannot begin until the product has been specified.

Which of the following is the best example of a shopping product for most consumers?

Digital camera

Which of the following adopters is MOST likely to become an opinion leader?

Early adopter

_____ embrace products relatively early in the product life cycle, are likely to be community oriented, and often are opinion leaders themselves.

Early adopters

_____ research is the study of human behavior in its natural condition. It often proves that consumers do not do what they say they do, such as how they use a computer or what they watch on television.

Ethnographic

Health providers have voiced concerns about the use of pesticides and the negative effects they possibly have on our health. A large insurance company is willing to sponsor a meeting of the nation's largest organic growers, pesticide producers, and retailers of organic foods if there is an interest in a cooperative effort to improve customers' perception of eating healthy. What type of survey technique would be most appropriate for determining if there is any real interest in such a meeting?

Executive interviews

Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services?

Executive interviews

Which type of warranty is a written guarantee?

Express

What is the last step of the marketing research process?

Follow-up

Which type of product modification changes a product's versatility, effectiveness, convenience, or safety?

Functional

Refer to Baseball Dirt. Roger Bossard, the White Sox head groundskeeper, most likely did NOT assume which of the following buying center roles since he has the authority to buy whatever is needed to make the baseball field the best playing surface possible?

Gatekeeper

_____ is a method that clusters potential customers into neighborhood lifestyle categories and is a combination of geographic, demographic, and lifestyle segmentation.

Geodemographic segmentation

_____ involves the interaction of focus group participants.

Group dynamics

Which of the following is the BEST example of an effective question on a mail survey?

Have you ever put food out for wild birds?

_________ products are seen by consumers to differ in quality, style, suitability, and lifestyle compatibility. Comparisons between these products are often quite difficult because they may have unique features and different levels of quality and price.

Heterogeneous shopping products

Which of the following statements describes an advantage to retailers associated with developing their own brands?

Higher profits are available on private brands.

________ are products consumers see as being basically the same, so consumers shop for the lowest price.

Homogeneous shopping products

A European dairy, which is famous for its rich ice creams, has introduced basil, tomato, fennel, and oregano flavored ice creams. In the process of developing these new flavors, the dairy surveyed world-famous chefs to determine which nontraditional flavors had the greatest level of marketability. This survey would have happened during which stage of the product development process?

Idea screening

At what stage of the new-product development process are most new-product ideas rejected?

Idea screening

Top managers at a commercial real estate firm that specializes in site location and installation of cellphone towers considered providing the same service for windmill location and installation but decided this was not within the company's corporate mission. Which stage of the new-product development process did its new-product development process reach?

Idea screening

Which of the following stages of the new-product development process is the first filter in the new-product development process and serves to eliminate new-product ideas that are inconsistent with the organization's new-product strategy or are obviously inappropriate for some other reason?

Idea screening

Apple recently introduced a newly designed iPod nano with Multi-Touch capability, a built-in FM radio, and mix-making Genius. Since it was not trying to reach a new target market, Apple was using which new product strategy?

Improvement or revision of existing product

_____ is a scanner-based sales-tracking service for the consumer packaged-goods industry. It tracks retail sales, consumer purchasing information, and promotional activity for all bar-coded products.

InfoScan

Jennifer purchased Cascade 2in1 ActionPacs for her dishwasher. The packaging said the product combines the scrubbing power of Cascade with the grease fighting power of Dawn dishwashing detergent. What type of cobranding does this product represent?

Ingredient

_____ are eager to try new ideas and products. They typically have higher incomes, are better educated, and are more cosmopolitan than other categories of adopters.

Innovators

For what kind of research would a marketer use Channel M2?

Internet focus group

Refer to University Research Study. Because the students must finish the research project within a semester and do not have much money to conduct the research, which of the following would be the best quickest and least expensive method of collecting survey data?

Internet surveys

All of the following statements explain the success of Internet marketing research EXCEPT:

It relieves the researcher of having to determine the research design.

Which of the following is the LEAST likely source for new-product ideas?

Its financial lenders

Which of the following is a type of nonprobability sample?

Judgment sample

Which is the last adopter category to adopt an innovation?

Laggards

Which category of adopters adopt a new product because most of their friends have already adopted it?

Late majority

_____ divides individuals into groups according to the way they spend their time, the importance of items in their surroundings, their beliefs, and socioeconomic characteristics.

Lifestyle segmentation

Dial Corporation has introduced Dial Basics, a premium soap product with an emphasis on value. Dial Basics would be an example of which strategy to create a new product?

Lower-priced products

TruColor Printers has purchased a Heidelberg printing press with auto-blanket wash and chilled rollers for $2.2 million. The company will depreciate the value of the printing press over several years. The printing press would be considered:

Major equipment

A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric. Which form of survey would allow it to do this?

Mall intercept

A small chain of supermarkets in the western United States sells only manufacturers' brands. Which of the following is one of the arguments you could have used to dissuade the supermarket chain owner from selling only manufacturers' brands?

Manufacturers can decide to drop a brand or reseller at any time.

The brand names of producers, such as Kellogg's, Sherwin Williams, Harley-Davidson, and Ocean Spray are called _____ brands because of who owns them.

Manufacturers'

Which of the following is a symptom of product line overextension?

Manufacturing or marketing resources are disproportionately allocated to slow-moving products

_____ is the process of dividing a market into meaningful groups that are relatively similar and identifiable.

Market segmentation

_____ is the process of planning, collecting, and analyzing data relevant to marketing decision making. The results of this analysis are then communicated to management.

Marketing research

In which stage of the product life cycle do marginal competitors start dropping out of the market?

Maturity

Many people surveyed say they are environmentally-conscious and favor green products even if they are more expensive than traditional products. Some marketers are worried that many people may not actually purchase green products. This concern is about the potential for what kind of sampling error?

Measurement

Which type of error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process?

Measurement error

Which of the following is an example of Level 1 mystery shopping?

Melody calls Land's End and orders a new shirt. As she speaks to the customer service representative, Melody follows a specific script given to her by her employer.

Which of the following is a major marketing research aggregator?

Mindbranch.com

A survey by RoperASW asked consumers to check where they were most likely to look for information about a new book. Possible answers were book club catalogs, book reviews in newspapers, book reviews in magazines, television programs, friends, radio programs, local reading groups, or the Internet. What type of question was used in this survey?

Multiple choice

_____ is studying microscopic changes in skin moisture, heart rate, brain waves, and other biometrics to see how consumers react to things such as package designs and ads.

Neuromarketing

Refer to Fitbit. The company marketing the Fitbit does not currently market a product like this. Which of the following best represents the category of new product the Fitbit is for this company?

New product line

A group of middle school students stop by a bicycle store. The store has just received a new shipment of high-end racing bicycles. The bicycles range in price from $1,200 to $3,000. All of the students want one of these new bikes, but none has the means to buy one. Is this group of consumers a potential market for the expensive bikes?

No, they do not have the ability to purchase at this time.

Razor scooters gained instant popularity because walkers and runners frequently saw people on the scooters zipping by them and having fun. This information suggests the adoption rate of the Razor scooter was most affected by which product characteristic?

Observability

Which product characteristic affecting the rate of adoption of a new product represents the degree to which the benefits or other results of using the product can be communicated to target customers?

Observability

Stan's job is to walk the streets of Japan and locate fads. According to Stan, "Japan is advanced. What will happen 10 years from now is already happening in Japan." What kind of research is Stan conducting?

Observation

Several types of analysis are common to marketing research. Which one is the simplest?

One-way frequency counts

Which of the following has been found to be an efficient substitute for traditional methods of conducting test markets?

Online test marketing

You have been given the task of creating a questionnaire that requires each respondent to provide a rich array of information based on his/her own frame of reference. Which of the following types of questions would best deliver such information?

Open-ended questions

_____ is the primary promotional method for the sale of all business products.

Personal selling

Which of the following products is most likely to be in the decline stage of its product life cycle?

Prerecorded audiocassette tapes

When Wilson, a manufacturer of tennis racquets, sent a team of researchers, designers, and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet, what kind of research were they conducting?

Primary

Refer to Rapala. The testing of new lures by tournament professionals and fishing guides would take place in which stage of new-product development?

Product development

Which type of product modification changes a product's dependability or durability?

Quality

When Honda automobiles first entered the U.S. market, they were small and not very durable. However, over the years, Honda has modified its automobiles to be one of the most dependable cars on the market. This change in dependability and durability is representative of which type of product modification?

Quality modification

Which of the following means that a firm believes that an ongoing relationship with some other firm is so important that it warrants maximum efforts at maintaining it indefinitely?

Relationship commitment

What degree of product failure results when the product returns a profit but fails to achieve sales, profit, or market share goals?

Relative

Biopure Corp. is developing a human blood substitute called Hemopure. Unlike like donated human blood that needs to be refrigerated and expires after a short period of time, Hemopure is shelf-stable and can be stored for two years or more. Also, it does not need to be matched to a person's blood type like donated blood does. These factors make it well-suited for trauma cases where blood must be transfused at an accident site or on the battlefield. Which product characteristic influencing the rate of adoption does this represent?

Relative advantage

A regional utility company needs to change consumers' perceptions of its current service as being harmful to the environment. Which of the following strategies would best allow the company to accomplish this goal?

Repositioning

Refer to Going to the Dogs. The doggy daycare center is more like a dog resort than a dog kennel. A dog daycare represents what type of new product?

Revision to an existing product

_____ occurs when a sample, in some ways, is not representative of the target population.

Sampling error

What is the best generator of repeat sales?

Satisfied customers

Which of the following is a type of probability sample?

Simple random sample

________ products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited.

Specialty

Which type of product modification is an aesthetic product change?

Style

Which of the following statements about planned obsolescence is true?

Style modification creates planned obsolescence.

Which of the following products has the lowest level of trialability?

Surgically implanted hearing aids

Which of the following is an example of a product item?

Tarter Protection Crest toothpaste

________ is a limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation.

Test marketing

Which of the following statements about simultaneous product development is FALSE?

The Internet has not proven to be a useful tool for implementing simultaneous product development.

Which of the following statements about the product life cycle (PLC) is true?

The PLC is especially useful as a predicting tool.

The Ritz Carlton hotel chain is renowned for its service and individual treatment of its customers. All service staff and employees have note pads and are taught to record every little piece of information they learn about a customer. If a business traveler ordered soft pillows, only wanted martinis in his mini bar, and needed access to a fax machine, he would find all of these amenities in his room when he arrived. The Ritz Carlton is basing its one-to-one marketing on which of the following trends?

The fact consumers do not want to be treated like the masses

_____ specifies the research questions to be answered, how and when the data will be gathered, and how the data will be analyzed.

The research design

All of the following statements about how adopters participate in the diffusion process are true EXCEPT:

There are three categories of consumers who will adopt an innovation.

Sherwin-Williams' Dutch Boy paint has packaging that is getting rave reviews. The new Twist & Pour paint is packaged in an all-plastic gallon container with an easy twist-off lid, comfortable side handle, and even a pouring spout. There's no other paint product like it on the market. This innovative packaging was most likely designed for which of the following functions?

To facilitate product use and convenience

What is the moderator's role in online focus groups?

To provide freestyle screen dialogue including text, instructions, and probes

The degree to which a product can be used on a limited basis represents which product characteristic influencing the rate of adoption?

Trialability

Which target marketing strategy views the market as one big market with no individual segments and thus uses a single marketing mix?

Undifferentiated

Under the _____, all sales have an implied warranty.

Uniform Commercial Code

________ products are products that are not known about or not actively searched for by consumers. These products require aggressive personal selling and highly persuasive advertising.

Unsought

Scott owns Buffalo Mountain Coffee in Deer Park, Ohio. He understands the need to segment his market, and available marketing research indicates there is much demand in the community for unique coffee drinks. However, he has few resources and cannot engage in intensive consumer research to precisely identify a segment. Which of the following strategies would you suggest he employ?

Use a single-variable strategy because it offers an inexpensive alternative that would not require much experience to employ.

Which of the following is a foarm of observation research?

Virtual shopping

A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n):

Web community

A(n) _____ is a software system specifically designed for Web questionnaire construction and deliver; it consists of an integrated questionnaire designer, Web server, database, and data delivery program designed for use by nonprogrammers.

Web survey system

In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum, what is the first question to be answered before a sampling plan is selected?

What is the population or universe of interest?

Ethnographers can record all of the following EXCEPT:

What participants are thinking

Which of the following describes cooperative branding?

When two brands receive equal treatment, borrowing from each other's brand equity

Which of the following questions is NOT likely to be asked during the business analysis stage?

Which celebrity spokesperson can we hire to promote the product?

Marketers consider all of the following examples of new products EXCEPT:

a 2010 model year automobile with the same style, parts, and color as the 2009 model

Refer to Going to the Dogs. Suppose before opening the It's a Dog's Life doggy resort the owners gathered together a group of ten dog owners to discuss what they would want to see in the ideal dog daycare center. This would be an example of:

a focus group

The MOST important factor in successful new-product introduction is:

a good match between the product and market needs

127. One negative associated with the growth of one-to-one marketing is:

a growing concern about consumer privacy because of data mining

All of the following are examples of secondary data EXCEPT:

a physical count of the number of cars passing through an intersection to determine the need for a traffic signal

Research done by ShopLocal.com found that Americans today are concerned enough about sustaining the environment that they are willing to spend more. Suppose that to cut the cost of the research, ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections. This research would be an example of:

a piggyback study

A regional supermarket chain gathers monthly information from the same consumers. It continuously monitors the in-store promotions the consumers are exposed to and records their purchases. It uses the mail to send different promotions to different areas, and consumers complete diaries recording grocery purchases in return for a small fee. This is an example of:

a scanner-based research system

The office of lieutenant governor was vacated, and a special election was called to fill the office. When the head of the state's Department of Education decided she might run for the office, she was unsure how running for this office could affect her long-term plans for running for the office of U.S. senator. She has hired a research company to obtain survey data from voters in the state. Given that she must make a decision in less than three weeks, the research company should use:

a telephone survey

For Renovation Remodeling Company, wrenches, drills, and circular saws are all examples of _____ because they are shown as expenses on the yearly accounting statements.

accessory equipment

All of the following are criteria for successful market segmentation EXCEPT:

accountability

In contrast to marketing research problems, management decision problems are:

action oriented

The marketing manager for a company that manufactures pet foods wants to base the marketing strategy she implements for the company's products on the product life cycle stages. In order to do this, she should:

add new ingredients to products that enter the maturity stage of the product life cycle

Oakley, a manufacturer of protective eyewear for various kinds of sports, has introduced sunglasses that play music. The glasses weigh just a few ounces and can hold up to 120 songs. These sunglasses would be an example of a(n):

addition to an existing product line

Refer to Rapala. The "dream lure for the 21st century will more than likely be an example of a(n):

addition to existing product line

A(n) _____ is a consumer who was sufficiently satisfied with his or her trial experience with a product to proceed with some further usage.

adopter

One hot August day, Tom saw a can of AriZona Beverage Company's Arnold Palmer Half-and-Half iced tea and lemonade drink at the local convenience store. He decided to try the product and found that he really liked it. Now, Tom regularly purchases this product to quench his thirst on hot days. Tom is an example of a(n):

adopter

Campbell's can talk about its soups being "Mm! Mm! Good!" and promote its entire line. This is an example of:

advertising economies

A style modification is a(n):

aesthetic product change

Green is a sign of danger in some countries, so a U.S. firm that sells its goods in those countries would probably want to avoid using green on its packaging. Which aspect of packaging is addressed by this issue?

aesthetics

Unsought products are often sold through:

all of the above. (aggressive personal selling, highly persuasive advertising, direct mail, direct-response advertising)

The best experiments are those in which:

all variables are held constant except the ones manipulated

Business services:

are expense items

Business marketing does NOT include goods and services that:

are used for personal consumption

Scientific research aimed at discovering new technologies is called:

basic research

ThermaCare air-activated heat wraps are meant to be wrapped around sore muscles and joints. The product is advertised as a powerful pain reliever and a source of deep muscle relaxation. Its soothing warmth can work at night while you sleep to restore your body. The manufacturer of ThermaCare heat wraps is using _____ segmentation.

benefit

Miller Lite's long-running "Great Taste...Less Filling!" advertising campaign was ranked by Advertising Age magazine as the 8th-best advertising campaign in history. Miller Lite was using _____ segmentation in this ad campaign.

benefits

Mosaic Labs has developed a chemical compound that prevents mildew in even the most humid climates. The week after the compound was invented, a group of the firm's employees got together and listed ways the product might be used. This is an example of:

brainstorming

A _____ is a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products.

brand

According to recent market research, Google is one of the most valuable brands in the world. According to this research, the company and its well-known name are worth over $100 billion. This research indicates that Google has high:

brand equity

When Coca-Cola introduced Diet Coke, a similar product, this took sales away from original Coke. This is an example of:

cannibalization

When Procter & Gamble (P&G) introduced Liquid Tide to a new segment, consumers in the traditional powdered detergent segment switched to the liquid product. Rather than real sales growth, P&G simply experienced the shifting of existing customers to a new product. This exemplifies a drawback of multisegment targeting strategy called:

cannibalization

All of the following are examples of products EXCEPT:

carton of milk contact lenses haircut pair of shoes all of the above

A _____ is a specially designed phone room used to conduct telephone interviewing.

central-location telephone (CLT) facility

Three aspects of packaging that are especially important in international marketing are labeling, aesthetics, and:

climate considerations

Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent. Since both brands were prominently listed on the package, this would be an example of:

cobranding

During the _____ stage of the new-product development process, production starts, inventories are built up, the product is shipped to distribution points, the sales force is trained, and advertising and promotion begin.

commercialization

Jeni's Splendid Ice Creams has decided to put its new Beet Cake with Black Walnut ice cream on the market. This product has entered the _____ stage of new-product development.

commercialization

Refer to Fitbit. In terms of the new-product development process, Fitbit's availability in retail stores and online is the _____ stage.

commercialization

The final stage in the new-product development process is:

commercialization

126. Refer to Going to the Dogs. One challenge to adoption of the dog daycare is the fact that dog owners are used to paying a somewhat minimal fee for boarding their dog in a kennel, while a daycare center may demand many times as much for the same time span. This suggests the _____ of the new product may affect the rate of diffusion.

compatibility

Many product failures such as Cucumber antiperspirant spray, Toaster Eggs, and Health-Sea sea-sausages most likely did not succeed because they did not conform to the product characteristic of:

compatibility

When the Segway Human Transporter was introduced in 2002, many people expected the product to be a phenomenal success. While the Segway is still on the market it has never been the success so many expected. A recent Wall Street Journal article suggested that the Segway, while brilliant technologically, seemed impractical to most people as it could not be used to replace their current method of transportation. In other words, the Segway had problems with:

compatibility

An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors is called:

competitive intelligence

Butterball, a well-known brand of turkey, advertised Ocean Spray cranberry sauce in its magazine ads and depicted suggested usage with its turkey. This is an example of which type of cobranding?

complementary

A manufacturer of lenses used in microscopes, binoculars, and telescopes has segmented its market into scientific equipment manufacturers, sporting equipment manufacturers, and retailers who sell replacement lenses. In order for this segmentation scheme to be successful, all of the following criteria must be met EXCEPT:

complexity

Oakley, the manufacturer of protective eyewear for sports enthusiasts, has recently introduced Oakley's Thump, UV sunglasses that allow the wearer to store and listen to 120 different songs. Which of the following product characteristics would likely exert the greatest influence on the market success of these new glasses?

complexity

Tall Paul's designs and sells household furniture and furnishings to people who are over 6'6" tall--a rather small target market. Tall Paul's uses a(n) _____ targeting strategy.

concentrated

After Mattel evaluated many new products to add to its Barbie product line and before any prototype was created, the toy manufacturer instructed a committee to select three of the ideas to present to a group of consumers. The consumer group was asked to evaluate the three product ideas in terms of their marketability. This stage of new-product development is called:

concept testing

Refer to Campbell's. Marco likes to pack a V8 juice in his lunch bag every day. Based on its intended use, Marco's V8 juice could best be classified as _____ products.

consumer

Media that consumers generate themselves and share among themselves is called:

consumer generated media (CGM)

Unsought products typically are products that:

consumers don't know about or don't actively look for

Amy stopped by the grocery store to pick up a gallon of milk. As she was waiting to check out she noticed that People Magazine had an interesting cover story about Scarlett Johansson. As Amy is a huge fan Scarlett, she had to buy a copy. In this example, the People Magazine is an example of a(n) _____ product.

convenience

Dr. Neuman is a marketing professor and uses her students in research studies because they are convenient and readily accessible. She is using a _____ sample.

convenience

Kathy is driving Chaz, her young son, home from soccer practice when Chaz say, "Mom, I'm thirsty." Kathy immediately pulls the SUV into the nearest gas station and buys Chaz a Coke. For Kathy, the Coke is best described as an example of buying a _____ product.

convenience

Refer to Callaway Golf. Callaway used its contacts at golf courses around the country to find the 40 women for its study. The 40 women would most likely be called a _____ sample.

convenience

Refer to Sav-More Supermarkets. Edisto decided to survey each customer who stops in front of the frozen orange juice section on Saturday. The type of sample Edisto used for his research project is called a _____ sample.

convenience

All of the following are considered types of business products EXCEPT:

convenience goods

Refer to Nestlé. Some of Nestlé's products include bottled water, candy, and coffee, which would be classified as what type of consumer products?

convenience products

Betty Crocker brand sells a Hershey's Ultimate Fudge cake mix that prominently features both the Betty Crocker and Hershey's names and logos on the box. This is an example of _____ cobranding.

cooperative

If a researcher wanted to look at responses to vacation home ownership questions as they relate to age and occupation of the respondent, the analysis approach he or she would use is:

cross-tabulations

Refer to University Research Study. When the students presented the results of their study to the university administration, they discussed the differences in responses between male and female respondents. Which data analysis technique allowed them to get these results?

cross-tabulations

Refer to Sav-More Supermarkets. The creation of a large computerized file of customers' demographic and psychographic characteristics through the new Sav-More system is called:

database marketing

When Eurasia restaurant, serving Eurasian cuisine, first opened along Chicago's Michigan Avenue, its novelty brought many diners. However, it turned off the important business lunch crowd, and sales went into decline. Before conducting any marketing research to explain the declining sales management needs to:

define the problem to be researched

Income, ethnic background, gender, and age are all examples of _____ segmentation bases.

demographic

Marketers use _____ to segment markets because this information is widely available, and factors such as age or gender are often related to consumer purchasing and consumption behavior.

demographics

Procter & Gamble manufactures Tide laundry detergent, the best-selling brand in the United States. But is also offers Tide to Go, which is a stick product consumers can use to clean a spot on their clothing between washings, and small travel packets of Tide detergent. These other products are part of Tide's product line:

depth

Refer to Campbell's. If a marketer looks only at the canned soups produced by Campbell's and notes the brands and items only within that category, he or she is analyzing the _____ of the product line.

depth

Refer to Baseball Dirt. Some of the dirt sold by Partac Peat is used to make clay tennis court surfaces. As the number of people playing tennis increases so does the demand for new clay courts and, therefore, the demand for Partac Peat. This occurs because the demand for Partac Peat is:

derived

Refer to Callaway Golf. The type of research gathered by the Callaway Golf research team would be called:

descriptive

The Johnsonville Sausage Company wants to know which areas of the country consume the most sausage. The company is not especially interested in an explanation for the popularity of sausage in different regions; it simply wants factual information about it. Johnsonville is interested in using marketing research in its _____ role.

descriptive

Volkswagen developed an 18-month-long project to gain a better understanding of the American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Moonraker was intended to play a(n) _____ role in Volkswagen's marketing research.

descriptive

Marketing research has three functional roles. These roles are:

descriptive, diagnostic, and predictive

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed. You have also been instructed to use primary data. You will:

develop a mail survey to study your primary market

The main goal of the global product development process is to:

develop every product for potential worldwide distribution and adaptation to other countries

In the _____ stage of new-product development, the technical feasibility of manufacturing the new product is examined as a prototype is produced.

development

Phillip Morris USA, the manufacturer of Marlboro Ultra Smooth cigarettes targeted to people who want to smoke a potentially safer cigarette, has asked for marketing research to explain the reasons for the recent failure of the new cigarette. This type of research is described as:

diagnostic

In the survey used by an organization of mothers who swap toys, respondents were asked, "Would you be willing to pay a small fee in order to take advantage of this service? Circle YES or NO." This is a(n) _____ question.

dichotomous

The process by which the adoption of 3D HD televisions spreads is an example of:

diffusion

The process by which the adoption of an innovation spreads is referred to as:

diffusion

Refer to Fitbit. The process by which the adoption of this innovative product spreads is called the:

diffusion process

All of the following are reasons products fail EXCEPT:

direct distribution

Sony has developed a wireless speaker that sits unobtrusively on a desktop. The tiny, yet strong twin speakers use Bluetooth to stream music directly from your PC or MP3 player. This small Sony wireless speaker, which is radically different from anything currently on the market, would be classified as a(n):

discontinuous innovation

New-to-the-world products, where the product category itself is new, are also called:

discontinuous innovations

When deciding on distribution plans for specialty products, companies generally ensure that the items are:

distributed to only a few stores in the geographic area

All of the following are product characteristics influencing the rate of adoption EXCEPT:

distribution

All of the following are categories of adopters in the diffusion process of innovations EXCEPT:

doubters

Joaquin didn't buy a netbook computer when they first came out, but he did purchase one a year after they were introduced into the market. He is very active in his church and local arts council, and many of his friends asked him which brand to buy when they were considering purchasing a netbook. Joaquin is best described as a(n):

early adopter

Researchers have found that 39 percent of _____ reported spending five or more hours online each day, compared to just 23 percent of other categories of adopters.

early adopters

A company has learned that members of its target market are likely to collect more information and evaluate more brands than early adopters. They are cautious and thoughtful and do not try the product without asking someone else. The customers' dominant characteristic is deliberateness. In terms of the diffusion process, these customers are most likely:

early majority

Liz tends to adopt new products sooner than a lot of other people, but she weighs the pros and cons before buying. She does considerable product research, but her friends don't really look to her for information. She really deliberates before she makes a purchase. Liz is best described as a(n):

early majority

Critics of behavioral targeting say that it is akin to:

eavesdropping

Competitive intelligence allows managers to do all of the following EXCEPT:

eliminate the need for marketing research

The screening and concept testing stage of the new-product development process is used to:

eliminate undesirable ideas and predict consumer acceptance

The purpose of market segmentation is to:

enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups

Refer to Callaway Golf. The Internet would be an excellent means for Callaway Golf to conduct follow-up research because of all the following reasons, EXCEPT:

error-free results

The first stage of the new-product development process is:

establishing the new-product strategy

Kimberly-Clark has outfitted consumers with mini video cameras mounted to visors to watch consumers doing chores and shopping. Using this research approach, known as _____ research, Kimberly-Clark learned that mothers had trouble using Huggies Baby Wash to bathe their infants. The problem was that the women liked to keep one hand on their infant at all times while the Baby Wash bottle required two hands to open dispense.

ethnographic

The process of market segmentation involves breaking down a heterogeneous market into homogeneous and identifiable segments. If this process is carried to its extreme, then one could say that:

every individual in the world is a market segment

The Belly Cast kit by Proud Body helps an expectant mom to make a cast of her pregnant body, decorate it and keep it for a lifetime. The primary market segment for the Belly Cast kit is:

expectant moms

A(n) _____ is characterized by the researcher's altering one or more variables—such as price or package design--while observing the effects of those alterations on another variable (usually sales).

experiment

CGM originates from all of the following EXCEPT:

experiments

Refer to Hardie Siding Products. What type of warranty is Hardie offering in its promotions?

express

The label on Darwin's new blazer that reads "Will Not Shrink" is an example of a(n) _____ warranty.

express

Well-known retailer Lands' End offers a written satisfaction guarantee on all merchandise it sells. In other words, Lands' End gives its customers a(n) _____ warranty.

express

The statement on the toothpaste box that brushing twice a day with this paste will remove 90 percent of all tartar from the user's teeth is an example of a(n):

express warranty

When a company markets several different products under the same brand name, it is referred to as a(n) _____ brand.

family

Most people recognize Butterball as a brand of turkey, but Butterball brand is also found on fresh turkey breast cuts, turkey sausages, ground turkey, lunchmeat cold cuts, fresh marinated bone-in, boneless, and whole chicken, frozen chicken products, and Butterball stuffing and gravy mixes. Butterball uses:

family branding

Refer to Hardie Siding Products. Since all of the siding products sold by Hardie are sold under the Hardie brand name, it is clear that the company uses a _____ strategy.

family branding

A _____ specializes in arranging interviews for data collection on a subcontract basis. It may also provide focus group facilities, mall intercept locations, and kitchen facilities to prepare test food products.

field service firm

When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers, it hired AMN to conduct a survey. AMN is most likely an example of a:

field service firm

Soon after Keebler introduced its Sweet Spots cookie, the company increased the box size and the price of the product. Demand fell. Keebler conducted marketing research to determine what happened. This is an example of research conducted to:

find out why a marketing plan failed

A _____ is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics.

focus group

The same manufacturer produces Hanes, Playtex, and Bali clothing for women. This manufacturer assembled a group of nine regular customers and asked them to discuss what they like and do not like about its current product line for full-figured women and to suggest new-product ideas, such as jewelry, wide shoes, and belts. The manufacturer used a research technique called a:

focus group

A regional airport manager conducted research to get a better understanding for the types of concessionaires to include in the planned terminal remodeling. She conducted two sets of group interviews, one with 10 leisure flyers and another with 10 business flyers. In each group, participants discussed what types of food, retail, and other services they wanted in the new terminal. These discussions are examples of:

focus groups

Which of the following forms of survey research costs the LEAST?

focus groups

A _____ error arises if the sample drawn from a population differs from the target population.

frame

Katelyn is a homeopathic practitioner who wants to determine Internet users' attitudes toward homeopathy. She decides to conduct an online survey to find out. For one week, she invites every fifth person who visits her practice's web site to participate in the survey. Unfortunately, Katelyn has made a _____ error.

frame

Refer to Nestlé. Nestlé's quest is to make some of its existing products more nutritious and provide a health benefit. This is an example of which type of product modification?

functional modification

When Procter & Gamble removed potentially dangerous dyes and chemicals from its Tide detergent product and introduced Tide Free they were making a(n):

functional modification

The _____ is the member of the buying center who regulates the flow of information.

gatekeeper

Kleenex is a brand name for a well-known brand of facial tissue. People often refer to Kleenex as if it were the product name. The company that makes Kleenex may someday find its brand name becoming a(n):

generic product name

In Baton Rouge, Louisiana everyone who is anybody in society can't wait to get a copy of 225 magazine. The magazine is targeted to the upper middle and upper classes in Baton Rouge and features articles on how they work and play. The editor of 225 magazine is relying on _____ segmentation.

geodemographic

Kraft Foods plans to tailor different ads for different neighborhoods in the same region. For example, viewers watching a cable show in a Hispanic neighborhood in Chicago would see different ads during the same commercial breaks as non-Hispanics living in a different neighborhood. Kraft's strategy best exemplifies _____ segmentation.

geodemographics

A(n) _____ refers to brands where at least one-third of the product is sold outside the home country.

global brand

Rexona, marketed by Unilever (a Dutch company), is the world's number-one deodorant brand. The brand is a leader in Europe, South America, Asia, Africa, and the Middle East. Rexona is an example of a:

global brand

Refer to Going to the Dogs. Central Bark Doggie Day Care currently has 31 locations, with a new Gainesville, FL location coming soon. With the opening of competition in the form of Camp Bow Wow and others, it appears that the dog daycare product is moving into the _____ stage of the product life cycle.

growth

The phase of the product life cycle in which healthy profits usually begin to appear is the _____ stage.

growth

All of the following are functions of packaging EXCEPT:

guarantee product quality

Brand loyalty can:

help ensure repeat sales

The two types of shopping products are:

heterogeneous and homogeneous

There are so many cell phones on the market, and they vary so much on price, quality, service, and features that consumers often have trouble comparing them. A cell phone would probably be considered a _____ product.

heterogeneous shopping

When Kyla wanted patio furniture, she visited stores that had outdoor furniture, including Home Depot, Lowe's, Target, and Howard Lumber Company to find the set that would look just right on her patio. If Kyla represents a typical patio furniture shopper, you know this product is a(n):

heterogeneous shopping product

All of the following are advantages of using a concentrated targeting strategy EXCEPT:

high cannibalization

Refer to Callaway Golf. An experimental approach to evaluating the quality of the new Callaway golf clubs would be to have the women golfers to play two rounds of golf, one with their own clubs and one with the new Callaway clubs. The golfers results for the two rounds could then be compared to help determine which clubs were the best. What is normally the most difficult aspect of conducting experimental research?

holding variables constant

Andrea needs to find a kennel for boarding her son's dogs. There are several different kennels in her community, and Andrea believes all of them to be basically alike. The only feature she is genuinely concerned about is low price. For Andrea, the kennel for boarding dogs would be classified as a(n) _____ product.

homogeneous shopping

The rate of sales decline during the decline stage of the product life cycle is largely governed by:

how rapidly consumer tastes change or substitute products are adopted

After the research team at Nabisco had generated more than two dozen new-product ideas for a substitute for partially hydrogenated oils that tastes the same but has zero trans fat, the company formed a committee to analyze whether the product ideas were consistent with the organization's new-product strategy. This is called:

idea screening

The first step in the marketing research process is to:

identify and formulate the problem/opportunity to be studied

Managers can use the NAICS data to:

identify potential new customers

Market segmentation can assist marketers to do all of the following EXCEPT:

identify which variable base should be used for segmenting

New products are important to a company for all the following reasons EXCEPT:

immediate profits

Shane had every reason to believe the antacid he purchased would relieve his stomach problems if he followed the directions on the box. This is an example of a(n):

implied warranty

When assessing the quality of secondary data, it is:

important to know the purpose for which the data were originally collected

After listening to a group of middle-aged women discuss their biggest concerns about the jeans they wore, a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to:

improve the quality of their decision making

Executive interview have essentially the same advantages and disadvantages as _____.

in-home interviews

Nonprobability samples:

include any sample in which little is done to obtain a representative cross section of the population

At the beginning of the maturity stage of the product life cycle, sales typically:

increase at a decreasing rate

Heinz is a leading global food manufacturer. It manufactures and markets Farleys (baby food), Jack Daniel's Sauces, and Weight Watcher's Foods (diet/slimming meals and supplements). The use of these brand names instead of the Heinz name is an example of a(n) _____ branding strategy.

individual

When a company uses different brand names for different products, it is using _____ branding.

individual

Procter & Gamble makes Gain laundry detergent for people who like a strong scent and Dreft for those who want a gentle detergent for their baby's clothes. It is using a(n) _____ strategy.

individual branding

An acute shortage of heavy-duty tires is threatening to disrupt operations in mining and construction sites around the world. According to one mine operator, "I've got the coal and market, and I have the trucks to haul the coal, but I don't have the tires. I'd be willing to pay double the price if I could get the tires I need." The demand for heavy-duty tires is:

inelastic

Salt is an important ingredient in many soups produced by Campbell's. If the price of salt rises, Campbell's will not likely reduce the amount of salt it purchases from salt suppliers, because salt is such a crucial ingredient. Therefore, you know the demand for the alt is:

inelastic

Mia's new raincoat contains a label that reads "Professional dry clean only." This is an example of a(n)_____label.

informational

Refer to Nestlé. One new product Nestlé intends to introduce includes fiber added to chocolate. The packages will include the fact that each chocolate bar contains 5 grams of fiber and the various health benefits of including more fiber in one's diet. Which form of labeling will this perform?

informational

Statements on Kashi cereals and breakfast bars stating that the they have no artificial colors, flavors, or preservatives would most likely be an example of _____ labeling.

informational

The two types of package labeling in common usage today are:

informational and persuasive

Labeling that is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase is referred to as:

informational labeling

Rosa's husband Phil has a cold. Rosa went to the store to buy something that would help Phil sleep. Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub. The package showed both the Breathe Right and the Vicks brand names. This is an example of _____ branding.

ingredient

A product that is perceived as new by a potential adopter, whether the product is "new to the world" or simply new to the individual, is a(n):

innovation

Refer to Going to the Dogs. Laura felt a little bad about leaving her dog, Toby, at home all day while she was at work. She remarked to a coworker one day about her concerns and was surprised when the coworker told her about the local "doggy daycare" business, which she had never heard of before. Because Laura did not know such a service existed, "doggy daycare" represented a(n) _____ to her.

innovation

Roger has lots of nice photos of his family on his digital camera and wishes he could display them on his desk at work without having to print them out. A coworker told him that he could purchase a digital photo frame to download and display his digital photos. Because Roger did not know such a product existed, digital photo frames represented a(n) _____ to him.

innovation

Kathy purchased an Amazon Kendle e-book reader as soon as they came onto the market. She paid $399 for the product, which she bought the first day it was released. Kathy works in Information Technology and is always looking for new electronic products to buy. She would best be described as a(n):

innovator

Refer to Rapala. Because buyers of fishing lures want to have the newest, most technologically improved lure, most of Rapala's customers would more than likely fall into the _____ category of adopters.

innovators

Major equipment goods, such as machines, mainframe computers, and buildings are also referred to as:

installations

Refer to Etruscan Railing Company. When Etruscan sells railings to refurbish a private university's football stadium, it is selling to a(n):

institution

A product is defined as a business product rather than a consumer good on the basis of its:

intended use

Companies that are most likely to succeed in the development and introduction of new products typically are characterized by all of the following EXCEPT:

introduce ten new products every year

The stages of the product life cycle, in order, are:

introduction, growth, maturity, decline

A brand of iced tea, called Gold Peak, has high marketing costs as well as high production costs. Promotions for the product are aimed at gaining distribution and informing consumers that this premium product tastes like it's home-brewed. In which stage of the product life cycle is Gold Peak iced tea?

introductory

The distribution structure in business marketing typically:

is direct

The marketing research problem:

is information oriented

The marketing researcher for Bubastis Cat Treats has noticed an growing number of cat owners purchasing organic treats for their pets. The researcher thinks there is a market for organic cat treats, but she's not sure if the segment is substantial. In this case, substantiality means the segment:

is large enough to permit a profitable market effort toward its members

Home Cookin' Catering would like to improve customer satisfaction and increase repeat business. When you ask the owners to describe a typical customer, they say it is impossible and explain that with corporate functions, family affairs, and fund-raisers, they do not have a typical customer. You suggest it is time for market segmentation because:

it will enable them to build an accurate description of customer needs by group and to design a marketing mix to fit each segment

Refer to Hardie Siding Products. Hardieplank siding is an example of a product:

item

A decline in the availability of bicycle handle bars will decrease Huffy Bicycle Company's production of bicycles. Decreased production in turn reduces Huffy's demand for bicycle seats. This is because the products in this situation have _____ demand.

joint

Refer to Rock-Tenn. Rock-Tenn makes paper products for companies to use in their product and service offerings. As long as there is a demand for Dunkin' Donuts, there will be demand for their dozen-donut cartons, which will ensure demand for paper to manufacture into cartons. This is an example of _____ demand.

joint

When two or more items are used in combination to produce a final product, they are said to have _____ demand.

joint

In the adopter categories, the final 16 percent to adopt are similar to innovators in that they do not rely on the norms of the group but are independent because they are tradition-bound. They tend to have the lowest socioeconomic status, are suspicious of new products, and are alienated from a rapidly advancing society. They are called:

laggards

Leon is not very quick to purchase innovative products when they come out, but after a while he breaks down and buys if after most of his friends have bought it. He gets most of his information from them when he decides to buy something. He is very skeptical of marketing, so he trusts his friends more than anything. Leon is best described as a(n):

late majority

The _____ adopt a product because most of their friends have already done so, and their adoption is usually the result of pressure to conform because they rely on group norms.

late majority

Refer to Hardie Siding Products. Hardie now makes multiple types of fiber-cement siding products. There are different widths, textures, and profiles. The different types of siding the company makes are called its product:

line

ForeverLawn has recently added two new synthetic lawn products. One of the products includes fake brown grass that makes the synthetic lawn look more realistic as it appears to have some patches of brown thatch. The other product is K9Grass for consumers that have pet dogs. The addition of these two new synthetic grass products is a way for ForeverLawn to increase its:

line depth

Low response rate is a problem commonly associated with:

mail surveys

You must conduct research to find out a great deal of information about the motives and desires of potential customers for a home delivery grocery service. You need a sample of at least 300 people who spend at least $100 weekly at the supermarket, and you don't have a lot of money to conduct the research. You should use:

mail surveys

Refer to Federal Aviation Administration. The company that wins the contract to develop the satellite-based system for the FAA will have to purchase satellites and mainframe computers for this system. These types of products are best described as which type of business product?

major equipment

The advertising strategy during the growth stage of the product life cycle should be to:

make the mass market aware of brand benefits

Which type of survey research method involves interviewing people in the common areas of shopping malls?

mall intercept

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:

mall intercept interviews

According to the text, a true marketing decision support system should be flexible, which means:

managers are able to sort, regroup, total, average, and manipulate data in various ways

The brand name of a manufacturer is known as a(n) _____ brand.

manufacturer's

Vick's, Nestlé, Pepsi, and Toyota products are examples of _____ brands because of who owns them.

manufacturers'

A _____ is a group of people or organizations that has wants and needs that can be satisfied by particular product categories, has the ability to purchase these products, and is willing to exchange resources for the products.

market

A(n) _____ is a subgroup of individuals or organizations sharing one or more characteristics that cause them to have relatively similar product needs.

market segment

Ford Motor Company produces passenger cars, commercial trucks and specialty vehicles, performance vehicles, and race cars. Ford uses a procedure called _____ to divide its large market.

market segmentation

A(n) _____ is an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.

marketing decision support system

Refer to Sav-More Supermarkets. The Sav-More management is continually provided with information to make better marketing decisions. These data are easily accessed and manipulated. This type of system is called a:

marketing decision support system

Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans is referred to as:

marketing information

Soon after the Chenault Military Museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer, attendance decreased. To determine why this decrease in attendance occurred, the museum staff could rely on:

marketing research

The owner of a small chain of local coffeehouses could use _____ to determine why customers do not seem to like her coffeehouse's new location.

marketing research

The publisher of a Canadian business magazine wanted to make several major changes in the magazine's content and format. To determine what changes would be supported by its subscribers and what changes would not be welcomed, the publisher should engage in:

marketing research

A _____ is a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms.

marketing research aggregator

Managers must combine specific pieces of information needed to identify the marketing research problem. Their _____ is to provide insightful decision-making information.

marketing research objective

All of the following have been identified as trends that will lead to the continuing growth of one-to-one marketing EXCEPT:

mass marketing is no longer appropriate, especially for consumer packaged-goods products

Normally, the longest stage of the product life cycle is the _____ stage.

maturity

Refer to Rapala. Fishing lures are most likely in the _____ stage of their product life cycle.

maturity

Washing machines and refrigerators are in the _____ stage of the product life cycle.

maturity

The most popular way to assess emotional reaction to a stimulus is _____.

measuring galvanic skin response

Refer to Campbell's. All the products that Campbell's sells—both domestically and worldwide—is the company's product:

mix

Procter & Gamble (P&G) is a well-known producer of home and beauty products. Along with home and beauty products, P&G also markets pet products, prescription drugs, and small appliances. This range of products provides the company with product _____.

mix width

Refer to Claxton Fruitcakes. For a corporation that has been giving its key customers Claxton fruitcakes since 1950, placing the order for cakes to be delivered this year would be an example of a _____ because some negotiation about price and quantity must occur each year.

modified rebuy

The James Hardie Siding Company sells concrete siding. It was having little luck targeting contractors because concrete siding is difficult to install and shows every flaw if a house is incorrectly framed. So Hardie decided to target homeowners who wanted the security of knowing their siding was guaranteed not to rot or crack for 50 years. In terms of psychographic segmentation, the siding company used the _____ variable.

motives

The question you are answering right now is an example of a(n):

multiple-choice question

All of the following are advantages associated with online focus groups EXCEPT:

narrow geographic scope

A market is people or organizations that have:

needs and wants and an ability and willingness to buy

A _____ is a situation requiring the purchase of a product for the first time.

new buy

When Procter & Gamble wanted to enter the hair care market, it purchased Wella, a leading German company specializing in hair care products. What new product category does this acquisition represent for P&G?

new product line

A small police department wants to buy a machine with which it can perform alcohol breath tests. It has never had this capability before but feels it is an essential tool as the community grows. The machine costs about $5,000, which is almost 75 percent of the department's entire supply budget. This purchase would be an example of a(n) _____ situation.

new-buy

A(n) _____ links the new-product development process with the objectives of the marketing department, business unit, and corporation.

new-product strategy

One segment of a market is called a:

niche

A _____ sample is any sample in which little or no attempt is made to obtain a representative cross section of the population.

nonprobability

One type of sampling error is _____, which is created when the sample actually interviewed differs from the sample drawn.

nonresponse error

A new medication to eliminate fungal growths on people's toenails may have a slow rate of adoption because it is not a highly visible item in homes. Also, this item is not often discussed among friends and coworkers. This is an example of how the characteristic of _____ can work to slow the adoption process.

observability

Refer to Going to the Dogs. For many dog owners it may be hard to understand the difference between a traditional kennel and a dog daycare, especially given the price differential. As a result, dog daycares may offer special low rates for first-time users in an effort to reduce which of the following issues concerning the rate of diffusion:

observability

Dryel is a Procter & Gamble product that allows consumers to dry-clean their clothes in a dryer. Before launching the product, P&G researchers visited consumers' homes and watched as people sorted laundry, creating piles of darks, whites, delicates, and items that would go to the dry cleaner because the people were unsure how to clean them. This was an example of _____ research.

observation

When people are hired to record traffic patterns in a shopping mall, they are engaging in _____ research.

observation

_____ research depends on watching what people do.

observation

Mystery shoppers engage in a form of:

observation research

A retailer of sporting goods equipment is interested in learning what peoples' attitudes, motivations, and feelings are about its product lines. All of the following are potential sources for this information EXCEPT:

observation study

In-home personal interviews:

offer high-quality data at high cost

Advantages of this global branding strategy include greater identification of the product from market to market and ease of coordinating promotion from market to market.

one brand name everywhere

Land's End offers customers the option of having jeans and other types of pants made to fit them according to their waist, hip, and leg length measurements. This is an example of:

one-to-one marketing

Mirage Resorts in Las Vegas has a system that allows hotel clerks instantaneous access to a client's gambling history to determine what sort of room or complimentary services will provide the guests with the highest level of service. The resort is practicing:

one-to-one marketing

Kent has gathered data concerning people's preferences for traditional breakfast foods. He has learned that 30 percent of the population prefer eggs in the morning, 50 percent of the population prefers something sweet for breakfast like a doughnut, and an overwhelming 86 percent prefer food that they can eat while they drive to work. What method of analyzing the data has Kent used?

one-way frequency count

Refer to Callaway Golf. When Callaway researchers asked questions like "What bothers you the most about your irons?" what type of questions were they asking?

open-ended

Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state, "What is your reason for coming to Arkansas?" This would be an example of a(n) _____ question.

open-ended

A pediatrician's office noticed that fewer parents are bringing their children in for their vaccinations and routine checkups. The office sent out a questionnaire to parents whose children are behind in their shots. The questionnaire included the question "Why are you reluctant to have your child vaccinated?" This would be an example of a(n):

open-ended question

Caterpillar, Inc., a manufacturer of earthmoving equipment, uses completed drivetrains (engines/transmissions/axles), drivetrain components, electronic controls, hydraulic and electrohydraulic components and systems, cooling systems, and undercarriage track systems produced by other organizations in its manufacturing process. Caterpillar is an example of a(n):

original equipment manufacturer

British Columbia's Sun-Rype Products wanted to find out if Canadians were having trouble getting their required servings of fruits and vegetables each day. Marketers conducted focus groups, a type of _____, which revealed that participants were having particular trouble getting their required servings of vegetables.

personal interviewing

Labels that contain standard promotional claims like "new," "improved," and "super" are examples of _____ labels.

persuasive

Refer to University Research Study. In addition to understanding potential students' attitudes and intentions regarding online degree programs, the administration has also asked the students to gather data on another project regarding the public's attitude toward the university overall. Gathering data on two different projects using one questionnaire is called a(n) _____ study.

piggyback

Gathering data on two different projects using one questionnaire is called:

piggybacking

A small brewery has noticed a 20 percent decrease in the sale of its dark beer over the last three years. The company's owner wants to determine why the decline has occurred and how to reverse the trend. Once the owner has identified the problem as a consumer perception that dark beer is bitter and calorie-laden, its next step in the marketing research process should be to:

plan the research design

Chandler Kumar owns two antique stores. One is in an upscale neighborhood, and its merchandise is artfully arranged and priced to indicate product rarity. The other is in a run-down strip mall and contains some of the same type of merchandise, but the items are left in open boxes and placed haphazardly on shelves. Customers of either store have entirely different perceptions of the stores and would be surprised to know Kumar operates each of them because he uses such differing _____ strategies.

positioning

Refer to University Research Study. Which role of marketing research is represented if the student researchers address "what if" questions, such as examining the outcomes if all the degree programs were available online?

predictive

Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, BSO employed _____ marketing research.

predictive

Community Trust Bank management decided to design a new product and promotion to appeal to small to medium-sized businesses. A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services. With the focus groups Community Trust was collecting _____ data.

primary

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

primary

Levi Strauss recently introduced its new Totally Slimming jeans. The idea for the jeans came from a group session conducted last August in which a group of moms made it clear they were tired of low-rise styles. Instead they wanted jeans that were comfortable while covering-up problem areas, and showing off their figures. Levi's used this _____ data as the basis for designing this new line of jeans.

primary

Refer to Sav-More Supermarkets. Al Edisto, Sav-More's frozen food manager, noticed sales of orange juice have fallen, and he wanted to set up a marketing research project to determine possible reasons for the decline. He first studied the data from the database system discussed above. These data are called _____ data.

primary

A(n) _____ brand is one owned by the wholesaler or retailer.

private

Target stores sell many premium foods under the name Archer Farms. This brand can only be purchased in Target stores and is an example of a(n) _____ brand.

private

A(n) _____ sample is characterized by every element in the population having a known statistical likelihood of being selected.

probability

No-Glut is a small company that manufactures several gluten-free products for consumers who cannot digest this substance. For this manufacturer, rice flour, which will be used in its manufacturing process, is a(n)

processed material

Refer to Claxton Fruitcakes. In terms of business-to-business products, the flour used in fruitcakes is an example of:

processed materials

A particular segment of the business market includes those individuals and organizations that purchase goods and services for the purpose of making a profit. They achieve this goal by using purchased goods and services to make other goods, to become part of other goods, or to facilitate the daily operations of the organization. This group is called the _____ segment of the business market.

producer

A _____ is everything, both favorable and unfavorable, that a person receives in an exchange. It can be tangible, intangible, a service, an idea, or a combination of these things.

product

The _____ is the starting point in creating a marketing mix.

product

Microwave ovens, staplers, frozen yogurt, and purses are examples of:

product categories

All the brands that satisfy a particular type of need such as shaving products, laundry detergent, soft drinks, and furniture make up a(n):

product category

The length of the introductory stage of the product life cycle for a new product is largely determined by:

product characteristics, such as advantages over substitute products

The process of converting applications for new technologies into marketable products is called:

product development

Refer to Campbell's. Campbell's Creamy Chicken Soup could be called a:

product item

A biological metaphor that traces the stages of a product's acceptance, from its introduction (birth) to its decline (death) is called the:

product life cycle

A number of yogurts are marketed under the Dannon brand, including Dannon All Natural, Dannon Fruit on the Bottom, Dannon Light & Fit, DanActive, and Dan-o-nino. The large variety of yogurts under the Dannon brand in an example of a:

product line

Refer to Choice Homes, Inc. The three different brands of homes (Choice, Choice Classic, and Reflections) represent the firm's:

product line

At one point Heinz made ketchup in multiple colors including red, green, purple, pink, orange, and teal. While they were popular for a few years, consumers stopped buying the unusual colors and Heinz has dropped back to just making red ketchup. This is an example of the implementation of a _____ strategy.

product line contraction

Refer to Nestlé. What adjustment to its product mix is Nestlé doing when it removes underperforming items from the market?

product line contraction

There are a number of toothpastes marketed under the Crest brand including Cavity-Protection Crest, Sensitive-Teeth Protection Crest, Baking Soda Crest, Tartar Protection Crest, and Crest for Kids. This is an example of Crest's:

product line depth

Adding additional products to an existing product line in order to compete more broadly in the industry is referred to as:

product line extension

Cover Girl and Revlon are both recognized as leading manufacturers of cosmetics. Both companies have recently introduced cosmetics for the over-50 woman who does not have the same concerns as a 20-year-old. The introductions of these cosmetics are examples of the implementation of a _____ strategy.

product line extension

Refer to Choice Homes, Inc. Choice Homes is considering the development of a new category of small homes designed to replace low-income housing in the inner city. This strategy represents a:

product line extension

When Coca-Cola introduced Coke Zero, this was an example of a _____ strategy.

product line extension

Over the years, Crest has added a variety of different toothpastes to its brand, such as Cavity-Protection Crest, Sensitive-Teeth Protection Crest, Baking Soda Crest, Tartar Protection Crest, and Crest for Kids. These additions are examples of:

product line extensions

Along with its Macintosh computer line, Apple markets its iPod, iPhone, and AppleTV products. This is an abbreviated listing of the company's:

product mix

Most people recognize Crayola as a brand of crayon, but Crayola also markets paints, chalk, pencils, markers, toys, coloring books, clothing, and even software. All these products are part of Crayola's:

product mix

Refer to Choice Homes, Inc. Choice Homes is considering acquiring a mortgage and title company to add to its marketing power in selling homes. This acquisition would expand the firm's:

product mix width

Changing one or more of a product's characteristics is called:

product modification

Recently Apple updated its iPod Touch product, expanding its storage from 8 GB to 32 GB. Enlarging the iPod Touch's storage capacity is an example of a:

product modification

A product line is a group of products that are closely related because the:

products all function in a similar manner and provide similar benefits

During the growth stage of the product life cycle:

profits peak

You are a product manager for a manufacturer of trampolines. You have determined that the trampoline is in the maturity stage of the product life cycle. To keep your product from entering the decline stage, you should:

promote trampolines heavily to dealers and customers

Universal product codes (UPC) can perform all of the following functions EXCEPT:

provide the detailed nutritional information required by the FDA

A Small World is a nonprofit retail store that sells gift items made by artisans from over 30 different countries. This store provides employment to craftspeople in developing nations and markets their handiwork at a fair price. The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible. The store uses _____ segmentation.

psychographic

Magazines like Martha Stewart Living, Better Homes & Gardens, and other magazines targeted to people who are interested in improving their personal spaces rely on _____ segmentation.

psychographic

NASCAR racing fans are some of the most diverse and loyal fans in the world. They will stand in the pouring rain, the freezing cold, or the blistering heat for hours to shake the hand and get the autograph of a NASCAR super driver. These fans are not concentrated in any one area, but are dispersed throughout the United States. A Web site designed to market NASCAR memorabilia would be most likely to be successful if it used _____ segmentation to determine its target market.

psychographic

Wine Spectator is a magazine that targets people who appreciate good wine and food. However, the discriminating reader of this magazine is also interested in travel and health, so the magazine features travel and health-related stories. This publication relies on _____ variables to identify its target market.

psychographic

A go-cart manufacturer recently added shock absorbers to make the ride in its go-carts smoother. It has not changed its prices. This is a(n) _____ modification.

quality

Business buyers use a variety of criteria to evaluate alternative products and suppliers. The three most important criteria, in order of importance, are usually:

quality, service, and price

All of the following are types of probability samples EXCEPT:

quota sample

A _____ error occurs because the selected sample is an imperfect representation of the overall population.

random

In a survey for her marketing class, Allicia interviewed 80 randomly selected men and asked them their opinions of women with tans. Her initial results showed that the men overwhelmingly believed tans were a health risk. When she conducted the same survey again using the same methodology, she discovered that 50 percent of the surveyed population in the second group found women with tans sexy. This is most likely an example of a _____ error.

random

Hazelfield Farms provides local restaurants with organic fruits and vegetables that have been grown without the use of pesticides or chemical fertilizers. Hazelfield Farms is a supplier of:

raw materials

General Motors buys engines for use in its vehicles from BorgWarner, which in turn buys many of the vehicles it needs from GM. This is an example of:

reciprocity

All of the following are advantages associated with the use of Internet surveys EXCEPT:

reduced measurement error

119. Refer to Rapala. The degree to which the newest lures are perceived as superior to earlier models refers to their _____, a characteristic used to predict the rate of adoption.

relative advantage

Refer to Fitbit. The fact that Fitbit can monitor motion while awake and asleep makes it different from competing products that might increase its rate of adoption. Which product characteristic affecting the rate of adoption does this illustrate?

relative advantage

The product characteristic affecting the rate of adoption characterized by the degree to which a product is perceived as superior to existing substitutes is:

relative advantage

There are two important markets for many component parts: the original equipment market and the _____ market.

replacement

Over the years Cadillac has become to be thought of as "your grandparent's car." The new Cadillac ads showing a beautiful young woman driving a Cadillac along with the statement, "When you turn your car on, does it turn you on?" is an example of marketing designed to help _____ Cadillac as a car for today's younger driver.

reposition

Refer to Nestlé. After developing these new, functional products, Nestlé will have to change consumers' perceptions of its brands because it is known for indulgence, not wellness. Nestlé will have to _____ itself.

reposition

Apple Computer Inc. recently dropped the "Computer" from their name to become Apple Inc. This was a part of the company's _____ away from simply being perceived a computer company.

repositioning

For years, Diet Dr. Pepper has been considered a diet drink. After declining sales, the company is attempting to present Diet Dr. Pepper as an alternative to having a dessert. This is an example of a _____ strategy.

repositioning

Refer to Hardie Siding Products. By changing the focus of its promotion from the building industry to homeowners who saw their homes as sources of security, warmth, and stability, Hardie Siding used a _____ strategy.

repositioning

_____ occurs when an existing product is targeted toward new market segments. It is another type of new-product development because the product is new to that segment.

repositioning