Marketing Exam 2

GM wanted to know what features were used the most in their new cars, so they invited 10 people who owned GM cars to sit in a room with a moderator and answer questions. This is an example of 1.secondary research. 2.snowballing. 3.a focus group. 4.an experiment. 5.an interview.

A focus group

Compare the following to determine the best example of a high-involvement product purchase. 1.a new car 2.a bestselling novel 3.a cellular phone 4.a pair of running shoes 5.a new party dress

A new car

n marketing terms, the care you receive when you visit your family doctor is an example of 1.an idea. 2.an action. 3.a good. 4.a concept. 5.a service.

A service

Read the following and select which one best represents a growing ethical concern in targeting certain market segments. 1.Lane Bryant targeting clothing for plus-sized women 2.Skype.com targeting older Americans as a way to connect with their grandchildren 3.Abercrombie and Fitch targeting tweens with sexualized clothing 4.Sears giving discounts to military, fire, and police personnel 5.Miller Brewing Company targeting its beer product line to sporting fans

Abercrombie and Fitch targeting tweens with sexualized clothing

Which Dimension of attitudes is made up of feelings or emotional reactions to the attitude object? Behavioral Component Core component Attentive Component Cognitive component Affective Component

Affective Component

The owner of Tools by Joe has hired a company to help him find out whether customers and potential customers would prefer to shop in his store or online. What type of research would this company be conducting? 1.predictive 2.descriptive 3.analytic 4.causal 5.exploratory

Descriptive

It has been Kiona's dream to open a bakery, and while she has experience in making all types of baked goods, she always gets rave reviews for her hand-decorated cupcakes. So, rather than open a bakery that offers a wide variety of baked goods, Kiona's has decided to open a specialty cupcake shop to cater to that market only. This is an example of 1.repositioning. 2.market fragmentation. 3.mass marketing. 4.market segmentation. 5.limited marketing.

Market segmentation

The competitive analysis tool that creates a visual picture of where products are located in consumers' minds is called a 1.competitive map. 2.conceptual map. 3.marketing map. 4.perceptual map. 5.positioning map.

Perceptual map

When a company needs to determine how much product to hold in inventory at various points in the distribution network, which of the fours Ps of marketing is being considered? 1.place 2.product 3.price 4.promotion 5.profit

Place

Both Sam's Club and Costco have positioned themselves as providing a variety of items to shoppers at prices lower than retail stores. These stores have positioned themselves based on 1.application. 2.price/quality relationship. 3.product knowledge. 4.personalized sales support. 5.attributes.

Price/quality relationship

In order to develop a plan for marketing his new vitamin water, Rashid decides to conduct focus groups with members of fitness centers. This type of research is considered to be 1.user data. 2.primary data. 3.target data. 4.demographic data. 5.secondary data.

Primary data

Udi's Gluten Free sells bread, bagels, cookies, pizza crust, and other products that are gluten free. The combination of all the products that Udi's Gluten Free sells is referred to as its 1.name brand. 2.product line. 3.marketing mix. 4.product mix. 5.category line.

Product Mix

When Fisher-Price comes up with an idea for a new toy, it needs to ensure that the children who play with the toy will not choke on any of its parts and that the toy in general will not be a hazard to the children who will be using it. In what stage of the new-product development process will these safety checks occur? 1.test marketing 2.product development 3.product launch 4.idea generation 5.idea screening

Product development

The Ford Motor Company produces the Fiesta, Focus, and Fusion. As a group, these cars represent a 1.product line. 2.marketing line. 3.product mix. 4.marketing class. 5.marketing mix.

Product line

Stores like Cabela's, REI, and Bass Pro Shops that cater to outdoor enthusiasts most likely use what type of segmentation strategy?1.socioeconomic segmentation 2.psychographic segmentation 3.demographic segmentation 4.behavioral segmentation 5.geographic segmentation

Psychographic segmentation

Today's health conscious society has caused cereal manufacturers to rethink their products. Now many cereals such as Frosted Flakes are being marketed as being healthier because they are made with whole grains and have less sugar. This is an example of 1.retargeting. 2.repositioning. 3.remarketing. 4.resegmenting. 5.remanufacturing.

Repositioning

Which tool looks at changes in sales during and after promotional programs to see how the marketing efforts affected company sales? Promotion evaluation Sales forecasting Demand Analysis Advertising Effectiveness Sales Tracking

Sales Tracking

_________ is based on research that estimates how much of a product will sell over a given period of time. Sales Tracking Promotional evaluation Marketing effectiveness Demand Analysis Sales forecasting

Sales forecasting

Bart wanted to know how often freshman males at his school drank alcohol, but he couldn't survey every one of them. Bart decided that in order to give all freshman males an equal chance of being selected to participate in his mini-study, he would visit the dorms at dinnertime and ask them to choose numbers out of a hat. The ones with the number 5 were given a quick three-question survey. Bart is demonstrating 1.snowball sampling. 2.equal opportunity sampling. 3.nonprobability sampling. 4.simple random sampling. 5.biased sampling.

Simple random sampling

Which of the following is a form of quantitative research that can be used to measure consumer attitudes, intended behavior, and the motivations behind behavior? 1.mathematical models 2.experiments 3.focus groups 4.surveys 5.observational studies

Surveys

Carson has opened up a new sports bar/restaurant in town. He has determined that his market segments are (1) students from the nearby college campus, (2) families with small children, and (3) young adult males. Carson now has to determine which of these segments will provide him with the best opportunity to maximize sales. The process of doing this is referred to as 1.marketing. 2.positioning. 3.repositioning. 4.targeting. 5.segmenting.

Targeting

A consumer searching for information will create a list of brands or products that he or she will evaluate as options for the solution of a particular problem. This list is referred to as... The evoked set evaluative Criteria Consumer Criteria The Essential set The Information set

The Evoked set

Read the following statements and select the one that is not an advantage of a product-line extension. 1.Manufacturing of goods may be more efficient. 2.Customers may feel loyalty to the product line. 3.The new product can be advertised alongside existing products. 4.The new product is certain to be accepted by the market. 5.The company and brand may be easily recognized.

The new product is certain to be accepted by the market.

TisSian wants to join a new health club. Her roommate belongs to a club that she heard about on the radio. She decides to use her roommate's free guest passes to try out the club to see if it meets her needs. What stage of the consumer adoption process does this represent? 1.comparison 2.interest 3.adoption 4.trial 5.awareness

Trial

The marketers at Pantene included a trial size of their new shampoo in the September issue of InStyle Magazine. National sales increased dramatically within a few weeks, an example of this product's 1.compatibility. 2.observability. 3.complexity. 4.competitive advantage. 5.trialability.

Trialability

3. Trevor went to the store to get a new pair of running shoes but the store was temporarily out of the brand he normally buys. What is the term for this situation? 1.a stockout 2.derived demand 3.a backorder 4.cognitive dissonance 5.product indecisiveness

a Stockout

Which of the following is most likely a low-involvement purchase? 1.a home 2.a bottle of shampoo 3.a computer 4.a vacation 5.a new car

a bottle of shampoo

An auto insurance company segmented its market by both gender and age, and designed different marketing campaigns to appeal to both. In the end, both segments responded the same to the different marketing strategies, in part, because both segments are required to have auto insurance. This firm failed to understand the criteria of market segments needing to be 1.accessible. 2.actionable. 3.differentiable. 4.measurable. 5.substantial.

Differentiable

Rico's firm manufactures homemade salsa. His product is sold around the country, but he adds extra jalapenos to his product sold in Texas, New Mexico, and Arizona because those customers prefer the extra heat and spice. Rico also markets the product differently based on the region of the country where it is sold. This represents what type of targeting strategy? 1.undifferentiated 2.niche 3.concentrated 4.differentiated 5.geographic

Differentiated

1. Individuals who exert an unequal amount of influence on the decisions of others because they are considered knowledgeable about particular products are called 1.company leaders. 2.reference group leaders. 3.marketing trailblazers. 4.opinion leaders. 5.product pushers.

opinion leaders.

Cognitive dissonance occurs during which stage of the consumer decision-making process? 1.postpurchase processes 2.problem recognition 3.alternative evaluation 4.outlet selection 5.information search

postpurchase processes

2. Which of the following scenarios would most likely require an extensive external search for information? 1.Isabel wants to replace her coffee maker with the same brand she currently owns. 2.Janet went to the mall to find something to wear for this weekend's party. 3.Dustin and Janelle are looking to buy their first home. 4.Jake is going to the pet store to buy dog food for his puppy. 5.Brandi went to the Apple store to upgrade her existing iPhone.

Dustin and Janelle are looking to buy their first home.

Nora is in the market for a new HD television. She has spent quite a bit of time gathering information and thinking about the purchase. She has asked her friends for opinions about the models they own and is happy that there are a lot of models to choose from. Nora is most likely what type of adopter? 1.late majority 2.innovator 3.laggard 4.early adopter 5.early majority

Early majority

Heat maps and bee Swarms are associated with which neuromarketing technique? Sensory Views EEG Scans Facial Coding FMRI scans Eye Tracking

Eye Tracking

Contractors that advertise the ability to turn home attics or the space above a garage into living areas are most likely targeting their market based on the demographic variable of 1.neighborhoods. 2.family size. 3.gender. 4.usage rate. 5.income.

Family size

Franco is considered to be tech savvy by his friends. He is unafraid to take risks when it comes to trying new products and is always the first in his group to get the latest gizmo. What type of product adopter is Franco? 1.early adopter 2.late majority 3.laggard 4.early majority 5.innovator

Innovator

Walter does not like change. He thinks the cell phone he currently owns is just fine even though it doesn't have all the features of new phones on the market. Walter hopes that he doesn't lose this phone because the company doesn't make this style anymore and he doesn't want to get anything different. What type of adopter is Walter? 1.early majority 2.laggard 3.early adopter 4.late majority 5.innovator

Laggard

Select the scenario that is using snowball sampling. 1.Jason ran an ad in the local newspaper asking for people to participate in marketing research. 2.A firm decides to poll people in the mall who are between the ages of 25 and 45 to ask about their cell phone usage. 3.After Sasha completed the survey, she recommended her friend to the surveyor because they both liked the same cereal. 4.Maria stopped every other person coming out of the store and asked them to complete a questionnaire. 5.All of the students taking American Government were asked how they were going to vote.

After Sasha completed the survey, she recommended her friend to the surveyor because they both liked the same cereal.

Clif Bar & Company, makers of energy and nutrition bars, expanded their product line to include Clif Kid Z Bars. These bars are specifically designed to provide the right kind of nutrition for growing children. For this product, Clif Bar & Company is segmenting the market based on 1.lifestyle. 2.customer convenience. 3.gender. 4.age. 5.motivation.

Age

Read the following statements to select which one is accurate regarding the use of social media in market segmentation. 1.By segmenting the market by those who are active on social media, companies can connect with a larger and more diverse consumer base. 2.As compared to traditional segmenting techniques, it is easier to know exactly how to engage consumers on social networking sites. 3.Social media is not very helpful in segmenting markets, but it can be a useful tool for marketers once the market has already been segmented. 4.As of yet, social media has not been proven to be an effective tool for segmenting markets. 5.Social media is most helpful in reaching out to older Americans and senior citizens.

By segmenting the market by those who are active on social media, companies can connect with a larger and more diverse consumer base.

To find out what scent consumers prefer for a new floor cleaner, the researcher conducts a focus group and exposes the participants to several scents, asking them which one they would buy. Select the type of research being conducted. 1.analytic 2.exploratory 3.predictive 4.causal 5.descriptive

Causal

Which of the following is the best example of how one's personal value system influences his or her buying behavior? a.Nick decided to buy a Mustang because it reflects his fast-paced way of living. b. Christy decided to buy an electric vehicle because she is concerned about the harmful effects of carbon dioxide emissions produced by gasoline fuels. c.Rick decided to buy a camper so the family could enjoy the outdoors together. d.Shin heard that cars made in Germany have a reputation for being well built, so she decided to buy a BMW. e.Thuy loves the outdoors, so she decided to buy a Jeep because it would portray her spirited personality to others.

Christy decided to buy an electric vehicle because she is concerned about the harmful effects of carbon dioxide emissions produced by gasoline fuels.

The study of individuals, groups, or organizations and the processes they use to select, use, and dispose of products, services, experiences, or ideas to satisfy needs is known as? Strategic Planning Sensory Marketing Cognitive Dissonance Market Development Consumer Behavior

Consumer Behavior

The fact that you see a Starbucks on practically every corner would indicate that Starbucks is most likely geographically segmenting based on 1.market size. 2.customer convenience. 3.income. 4.population shifts. 5.lifestyle.

Customer convenience

Which of the following would be considered external secondary data for research on how to improve the sales of an existing product? 1.interviews with prospective users about the product 2.feedback from sales reps on the product 3.survey results about how consumers use the product 4.data from the Census Bureau website 5.product sales figures

Data from the census Bureau website

Quentyn is a realtor selling high-end homes priced over $750,000. Before showing a property to prospective clients, Quentyn makes sure they are pre-qualified for a home loan commensurate with the price of the house. This pre-qualification is based mainly on the client's income, which is what type of segmentation variable?1.psychographic 2.financial 3.geographic 4.behavioral 5.demographic

Demographic

Read the following statements to select the choice that is not true of market segmentation. 1.Market segmentation helps firms design specific marketing strategies for the characteristics of specific segments. 2.Market segmentation identifies which products will be profitable and which ones are not worth pursuing. 3.Market segmentation results in identifying the relatively homogenous groups of consumers to which a firm can market its products. 4.Market segmentation helps firms decide how to allocate their marketing resources in a way that maximizes profit. 5.Market segmentation helps firms define the needs and wants of the customers who are most interested in buying the firm's products.

Market segmentation identifies which products will be profitable and which ones are not worth pursuing.

Which of the following statements regarding the concept of learning is nottrue? 1.Reinforcement of the learning process occurs when the response reduces the need. 2.Almost all consumer behavior is learned. 3.Learning typically begins with a stimulus that encourages consumers to act to reduce a need or want. 4.Marketers have no effect on consumer learning. 5.Learning refers to the modification of behavior that occurs over time due to experiences and other external stimuli.

Marketers have no effect on consumer learning.

In marketing Information System (MIS), data flows through the organization from internal company data, competitive intelligence, and _________ Statistical models Mathematical modeling Consumer Insights Analytical review Marketing research

Marketing Research

John works for a consumer products company. His job is to use information to identify and define marketing opportunities, evaluate marketing actions, and monitor marketing performance. John's work involves 1.sales tracking. 2.consumer behavior. 3.marketing research. 4.product analysis. 5.demand analysis.

Marketing research

During which stage of the product life cycle do customer service and repairs begin to take on significance as a way to differentiate a firm's products?1.maturity 2.growth 3.decline 4.introduction 5.obsolescence

Maturity

Jayla and Stuart are trained researchers. They visit restaurants posing as customers in order to assess the level of service, quality of food, and competence of the wait staff. Jayla and Stuart are called 1.focus groups. 2.mobile researchers. 3.behavioral targets. 4.casual observers. 5.mystery shoppers.

Mystery shoppers

Dell doesn't currently offer an e-reader in its product line. However, if the company decided to enter the market by producing an e-reader of its own, it would be classified as what type of product? 1.product-line improvement 2.new category entry 3.revamped product 4.product-line extension 5.new-to-the-market

New category entry

College Prep Tutors is a business that tutors high-school students who are preparing to take the ACT test as part of their college entrance requirements. Because it possesses a unique offering that is desirable to a specific market, College Prep Tutors would most likely use what type of target market strategy? 1.niche marketing 2.differentiated targeting 3.mass marketing 4.lifestyle marketing 5.undifferentiated targeting

Niche Marketing

Read the following list of tasks and select the one that does not take place during the product launch stage. 1.purchase the materials to make and package the good 2.manufacture enough of the good to fill distribution pipelines 3.prepare internal systems for taking service orders 4.hire and train employees 5.make sure the product can be manufactured at a cost low enough to generate profits

make sure the product can be manufactured at a cost low enough to generate profits

needs1. Compare the following definitions and select the one that accurately describes consumer behavior. 1.factors that serve as an interface between the consumer and his or her decision-making process 2.the five stages a consumer goes through to decide which product or service to buy 3.the attributes a consumer considers important about a certain product 4.the process a consumer engages in when evaluating a marketing message 5.the study of how individuals make decisions about how to select, secure, use, and dispose of products to satisfy needs

the study of how individuals make decisions about how to select, secure, use, and dispose of products to satisfy needs