Marketing Test 2

Aidan prefers shirts made with 100 percent cotton, but he will sometimes buy shirts with less cotton if they are less expensive. Aidan uses __________ to decide which shirts to buy. 1) a non-compensatory decision rule 2) temporal factors 3) social factors 4) a compensatory decision rule 5) habitual decision making

a compensatory decision rule

Which of the following statements best describes secondary data?

always meets researchers needs or pieces of data that have been collected prior to research the second one

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. 1) geographic 2) demographics 3) psychographics Correct Response 4) benefit 5) usage rate

benefit

Toothpastes sold in supermarkets that promise whiter teeth are using ____ segmentation =

benefit

__________ segmentation is the segmentation method most directly related to value creation for consumers. 1) Geodeomographic 2) Psychographic 3) Demographic 4) Geographic 5) Benefit

benefit

The first step in the STP process is to 1) clearly articulate the firm's vision or marketing strategy objectives. 2) identify the segmentation methods to be used. 3) develop a marketing mix, so that an appropriate segment can later be identified. 4) select target markets. 5) produce a list of strengths and weaknesses of the firm's past marketing strategies.

clearly articulate the firm's vision or marketing strategy objectives

Though he has never owned a Lexus, Larry thinks they are poorly made and have many mechanical problems. For Lexus to sell Larry a car, the company would need to change the __________ component of Jerry's attitude. 1) functional 2) affective 3) physiological 4) cognitive 5) social

cognitive

Marketing managers can use several tools to decrease___________________ __________________, the inner tension that a consumer experiences when realizing an inconsistency after buying a product.

cognitive dissonance

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. 1) one-to-one 2) undifferentiated 3) multisegment marketing 4) differentiated 5) concentrated

concentrated

Angie is shopping for a new dishwasher. She has set a maximum of $650 as the highest price she will pay, so she doesn't even bother considering dishwashers that cost more than that. Angie is narrowing the number of available choices by using a: 1) cost margin 2) product attribute 3) cutoff 4) boundary 5) knockoff

cutoff

The first step in the STP process is to

define the firm's vision or marketing strategy objectives

To help understand why sales of Keebler Sweet Spot shortbread cookies had dropped off, the company used marketing research to gather factual information to help understand the problem. The gathering of factual statements is an example of marketing research in its _____ role. 1) historical 2) descriptive 3) predictive 4) normative 5) objective

descriptive

Which targeting strategy when a firm targets several segments with different offers for each

differentiated

The purpose of market segmentation is to: 1) reduce the market down to a size the firm can handle 2) divide the market into equal size and profit regions for sales territories 3) group a large number of markets together, enabling a company to serve them simultaneously 4) develop a generalized definition of the market as a whole 5) enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups

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

Which aspect of the 4E is aimed at action/potential relationship/even loyalty and commitment

engage

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 dispenser. 1) ethnographic 2) dichotomous 3) experiment 4) survey 5) open-ended

ethnographic

Marketers particularly want their brands and products to be in consumers' _____ sets

evoked

Chase loves to eat pizza, but there are many options to choose from where Chase is visiting. He narrowed down his favorite brands that meet the criteria that he looks for in pizza. Now he will only consider these brands of pizza when ordering. This group of brands is called Chase's: 1) involvement set 2) evaluative set 3) limited set 4) evoked set 5) extensive set

evoked set

Which element of the 4E framework is being used when the Minnesota Timberwolves encouraged fans to post their favorite dunk shot on its Pinterest page for a chance to win tickets to a game? 1) educate 2) experience 3) engage 4) excite 5) energize

excite

Post purchase cognitive dissonance is especially likely for products that are?

expensive, rarely purchased, and tied to high levels of risk

Amazon allows customers to download the first chapter of many of their books before purchasing. This would be an example of which element in the 4E framework? 1) engage 2) excite 3) experience 4) energize 5) educate

experience

Loreal allows the user to try on hairstyles at their website with a hair styler app. Which of the following best describes the 4E framework being used: 1) experience 2) engage 3) excite 4) educate 5) energize

experience

A(n) _____ is characterized by the researcher altering one or more variables—such as price or package design--while observing the effects of those alterations on another variable (usually sales). 1) observation research project 2) research problem 3) experiment 4) sampling frame 5) correlation of facts study

experiment

Betsy recently decided to purchase a motorcycle. Since she is not familiar with the different brands and features and this is a major purchase, Betsy will probably use which of the types of consumer involvement: 1) low-involvement problem solving 2) impulse buying 3) extended problem solving 4) limited problem solving 5) dedicated cognitive behavior

extended problem solving

The consumer's level of involvement can lead to two types of buying decisions: ____ and _____=

extended problem solving and limited problem solving

A product's position refers to where it is located on store shelves. 1) True 2) False

false

John asked his coworkers for entertainment options in downtown Omaha, where he plans to visit. He is using an internal information search. 1) True 2) False

false

Keyword analysis is a technique that allows marketers to understand the attitudes and preferences of their customers. T/F 1) True 2) False

false

Marketers have the lowest level of control over professional blogs. T/F 1) True 2) False

false

Marketing research has three roles: persuasive, reminder, and informative. True or False 1) True 2) False

false

Organizations should first identify their target audience when designing social media marketing campaign. T/F 1) True 2) False

false

Reminding customers of the value proposition is not included in the educate element of the 4E framework. T/F 1) True 2) False

false

Sentiment analysis is part of the analyzing stage of the social media engagement process. T/F 1) True 2) False

false

T/F: Companies strive to meet customer satisfaction because customers are more likely to talk about service that exceeded their expectation than about service that did not meet their expectation. 1) True 2) False

false

The term social media refers exclusively to social networking sites like Facebook. T/F 1) True 2) False

false

Tom wants to buy a new car that will be dependable and stylish. Tom wants to satisfy both functional and psychological needs. T/F 1) True 2) False

false

True or False: Procter & Gamble markets different brands of laundry detergent, such as Tide, Era, Gain, and Dreft, each targeting a different market segment. This is an example of concentrated targeting. 1) True 2) False

false

True or False: When a marketer adjusts the marketing mix to give customers a clear, distinctive understanding of what the product does, the marketer is engaging in psychographic segmentation. 1) True 2) False

false

Natalie and her fiancé Dow are planning their wedding. She knows her mother wants her to have a traditional church wedding with a Roman Catholic priest officiating. Natalie would like to have an informal ceremony on the beach, since that type of wedding has become popular with her friends. Furthermore, Dow is from Thailand and would like to have a monk officiate. Natalie and Dow's wedding decisions are most influenced by 1) cognitive, affective, and behavioral environments. 2) functional and psychological profit. 3) universal, retrieval, and evoked sets. 4) family, reference groups, and culture. 5) impulse, habitual, and limited problem-solving processes.

family, reference groups, and culture

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 ten leisure flyers and another with ten 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: 1) extended interviews 2) focus groups 3) observation 4) ethnographic research 5) secondary research

focus groups

Key to marketing that appeals to the firm's target market is to meet the correct balance of ____

functional and psychological

Which of the following is not an element of the factors affecting consumers' search processes? 1. Perceived risk 2. Actual risk 3. Locus of control 4. Function vs. psychological need

functional versus psychological need

David conducts extensive searches before making a purchase because he believes he is responsible for his actions. Nate has a "whatever happen, will happen" attitude when confronted by the need to make a decision. In marketing terms, David is said to have a(n) __________ and Nate, a(n) __________. 1) formal search; informal search 2) focused sense of information; unfocused sense of information 3) internal locus of control; external locus of control 4) component lifestyle; anxious lifestyle 5) increased search anxiety; decreased search anxiety

internal locus of control; external locus of control

Anthony is considering psychographics as a way to segment the market for his small travel agency. He most likely favors this approach because 1) it is easier to use than demographics. 2) psychographic segmentation is the least expensive method. 3) it is based on underlying reasons why people make choices. 4) the travel business doesn't respond well to other approaches to segmentation. 5) psychographics is the preferred method for service businesses.

it is based on underlying reasons why people make choices

A major disadvantage of primary data collection is 1) it cannot be tailored to meet specific research needs. 2) it is too general to meet researcher's and manager's needs. 3) it takes more time to collect than secondary data and is more costly. 4) it does not offer behavioral insights that can be obtained from secondary data. 5) it can be accessed only through syndicated databases or unstructured data mines.

it takes more time to collect than secondary data and is more costly.

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by 1) reaction 2) exciting 3) engaging 4) listening 5) educating

listening

Companies can find out about customers using sentiment analysis on sites like FB/Twitter by?

listening

The elements of the social media engagement process are?

listening analyzing and doing

Tom likes to post pictures of motorcycles on Instagram and Pinterest. He also posts pictures of man-cave ideas. What type of social media is Tom using? 1) media sharing 2) microblogging 3) social targeting 4) social networking 5) thought sharing

media sharing

Companies use the internet to allow customized products. This is a form of

micromarketing

Nike allows customers to order shoes online with custom color combinations. This would be an example of which type of target strategy? 1) psychographic segmentation. 2) undifferentiated targeting. 3) micromarketing/one-to-one marketing. 4) differentiated targeting. 5) concentrated targeting.

micromarketing/one-to-one marketing.

Research indicates that positively engaged consumers tend to be?

more profitable consumers

A(n) ____________________ is a need or want strong enough to cause a persona to seek satisfaction.

motive

Tom was in an accident and totaled his car. What stage of the consumer decision-making process is Tom in when he realizes his car cannot be repaired? 1) Evaluation of alternatives 2) Purchase 3) Need recognition 4) Postpurchase behavior 5) Information search

need recognition

The greater the discrepancy between consumer's ___, the greater the consumer's need recognition

needy state and desired state

What form of research might mantel use to determine which toys 4-year-old played with 1. observation 2. experiment 3. focus 4. group panel

observation

Another name for micromarketing is _____? =

one-to-one marketing

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. 1) scaled-response 2) Likert scale 3) open-ended 4) dichotomous 5) multiple choice

open-ended

Which of the following types of research would be considered quantitative research? 1.Focus group research 2. social media monitoring 3. observational research 4. operational research

operational research

Elaine perceives Cadillac automobiles to be for older men, not for young professional women such as herself. Elaine's perception represents Cadillac's _____ in her mind. 1) status 2) frame 3) position 4) role 5) equity

position

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. 1) historical 2)descriptive 3) predictive 4) normative 5) objective

predictive

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 that showed off their figures. Levi's used this _____ data as the basis for designing this new line of jeans. 1) primary 2) secondary 3) dichotomous 4) convenience 5) ethnographic

primary

Marketers found ___ segmentation more useful for predicting consumer behavior than____ segmentation

psychographic and demographic

Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct 1) qualitative research. 2) quantitative research. 3) data warehousing. 4) research design. 5) syndicated marketing surveys.

quantitative research.

Question 3 College students can be a less __________ market segment because students' media habits are quite diverse and firms might have to use a wide variety of media to attract this segment. 1) identifiable 2) perceptive 3) quantifiable 4) substantial 5) reachable

reachable

Which is not an element of attractiveness? 1.Realistic 2. substantial 3. reachable 4. responsive

realistic

Hollywood stars were among the first to buy electric and hybrid vehicles, these stars became

reference groups

If a firm wants to excite (of the 4E Framework) its targeted customers, the offer must be: 1) easy to understand 2) relevant 3) differentiated 4) significant 5) tangible

relevant

If a market segment is especially motivated by coupons in newspapers, which segmentation success criterion is most influential in the success of this program? 1) Responsiveness 2) Profitability 3) Substantiality 4) Accessibility 5) Reachability

responsiveness

Geodemographic segmentation can be particularly useful for? =

retailers (looking at the geography and what they need in this market)

From a marketing perspective, what role is played by professional bloggers? 1) engaging customers on behalf of companies 2) introducing new products to the marketplace 3) sharing videos and photos of products 4) recruiting employees 5) reviewing and giving product recommendations.

reviewing and giving product recommendations

Dennis Haysbert stars in Allstate ads reminding consumers that they could be in a car crash or another event requiring insurance. Hence the slogan "You're in Good Hands with Allstate." These ads focus on which of Maslow's needs?: 1) Esteem needs 2) Economic needs 3) Safety needs 4) Physiological needs 5) Social needs

safety needs

Maslow's Hierarchy: physiological (lowest) to self-actualization (highest) what is in between?

safety, love and esteem.

When marketing researchers for a local fitness club wanted to know consumers' intentions 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. 1) open-ended question 2) action-based question 3) sampling frame question 4) scaled-response question 5) dichotomous response

scaled-response question

The floor rusted through on Kelly's old car. The next step in consumer decision process is

search for information about cars.

Marketing research project often begins with a review of the relevant ________ data. 1) structured 2) secondary 3) quantitative 4) unfocused 5) primary

secondary

Company sales invoices, census data, and trade association statistics are examples of 1) primary data. 2) qualitative data. 3) data mines. 4) secondary data. 5) tertiary data.

secondary data.

Name the three elements involved in STP (stands for):

segmentation, targeting, positioning

To develop psychographic segments, the marketer must understand consumers'

self-values self-concept and lifestyles

Ryan was afraid his new home would look shabby to his future in-laws, so he had it painted just before their visit. Ryan was addressing his __________ risk. 1) psychological 2) financial 3) performance 4) social 5) physiological

social

The creators of Chicago Fire, Chicago MED, Chicago P.D, and Chicago Justice television programs, are using ____________ ______________ to assume that if you like one of the programs, you might enjoy the others. 1) stimulus discrimination 2) selective retention 3) stimulus generalization 4) social learning 5) product reinforcement

stimulus generalization

Kathy is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power. Greta is concerned with whether the segment is 1) reachable. 2) responsive. 3) identifiable. 4) substantial. 5) profitable.

substantial

Commercial research firms like Nielsen and J. D. Power and Associates are sources of 1) primary data. 2) public data. 3) internal secondary data. 4) data mining. 5) syndicated data.

syndicated data.

In which of the following situations is it especially important to use external information? 1) there are high costs associated with making an incorrect decision 2) there is a great deal of past experience 3) the cost of gathering information is high 4) low cost items that are frequently purchased 5) there is little risk of making an incorrect decision

there are high costs associated with making an incorrect decision

Advantages of using secondary data include

they can be quickly accessed at a relatively low cost

Positive engagement though social media often makes customers more profitable for the firm t or f

true

The focus of social media efforts targeted at customer interaction is building connections t or f

true

True or False: Coca-Cola launched Coke Zero to attract new customers in a segment it might not get with Diet Coke. 1) True 2) False

true

When making an important purchase, consumers often consult friends and family. This is an example of an external information search? T/F 1) True 2) False

true

Marketers rely on three types of social media to achieve their objective: media-sharing, thought-sharing, and social networking sites. T/F 1) True 2) False

ture

Positively engaged consumers can be 20 to 40% more profitable than less engaged consumers. T/F 1) True 2) False

ture

True or False: A major advantage of primary data collection is that it can be tailored to fit the pertinent research needs. 1) True 2) False

ture

When consumers are __________, observation becomes particularly useful in understanding consumers' preferences. 1) unable to articulate their experiences 2) highly educated 3)unwilling to participate in research 4) interviewed too frequently 5) confused by questionnaires

unable to articulate their experiences

For products like sugar, which provide the same benefit for all consumers, marketers should probably use a(n) ________ strategy. 1) differentiated segmentation 2) concentrated targeting 3) undifferentiated targeting 4) benefit segmentation 5) lifestyle segmentation

undifferentiated targeting

When Henry Ford made the Model T, he said that consumers "can have their car in any color they want, as long as it's black." This was a case of: 1) repositioning 2) reengineering 3) one-to-one marketing 4) undifferentiated targeting 5) niche marketing

undifferentiated targeting

Tom is responsible for marketing and marketing research for a midsized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research: "Why can't you just use information off the Internet? There's plenty out there." What is Tom's best response to try to get his boss to change his mind? 1) "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk." 2) "We can try, but if it's wrong it's not my fault. 3) "This is a matter of principle. I quit." 4) "I'd rather not use any data at all than use secondary data." 5) "You should never use any information from the Internet in marketing research."

"Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk."

________________ _________________is the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns.

Database Marketing

Phillip Morris USA, the manufacturer of the Marlboro Ultra Smooth cigarette 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: 1) descriptive 2) predictive 3) diagnostic 4) normative 5) historical

Diagnostic

Timberwolves encouraged FB fanes to post dunk shots to win tickets to game. Which 4E framework?

Excite

Suppose you are a social media coordinator for Apple, explain how you would build consumer engagement around the new iPhone product line. Use the 4E framework with examples. (4pts)

Excite the Customer: I would slowly release different new features. That are relevant to the target market though all forms of social media to get excitement high. Educate the Customer: I would then educated them on the value of the product though informing them of different advantages that this iPhone brings to the table. Though different social media videos. Experience the Product or Service: I would then make posts on social media about the services and overall brand qualities to gain attention to why it is a good product and a good brand experience all around. Engage the Customer: I would then offer bloggers to review how their experience was with the product and receive the product for free.

Customers are more likely to comment about exceptional service than poor service? T or F

False

Orgs should 1st identify their target audience when designing social media marketing campaign. T or F

False

The term social media refers exclusively to social networking sites like Facebook. T or F

False

Warren doesn't know what to ask/who to talk to. He should begin with quantitative research. T or F

False (qualitative)

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? 1) Yes, they are a potential market since they are all about the same age. 2) No, they do not have the ability to purchase at this time. 3) No, to qualify as a market, they must need the product. 4) Yes, they are a market because this product could satisfy their consumer wants and desires. 5) Yes, they are a market because this group shares relatively similar product needs and purchasing characteristics.

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

Question 8 Jessica spent hours picking out a birthday card for her new boyfriend. Even though the card is a relatively inexpensive product, she wanted to be sure the birthday card was appropriate. Jessica evaluated several options and spent a lot of time considering. This scenario is designated as a high-involvement product because of: 1) brand loyalty 2) purchase situation 3) financial risk 4) cognitive dissonance 5) performance risk

Purchase situation

Social media monitoring, in-depth interviews, and focus groups are all __________ research methods. 1) qualitative 2) syndicated marketing 3) data warehousing 4) structured 5) quantitative

Qualitative

____ confirms insights and provides a basis for taking a course of action

Quantitative research

Kevin decided to buy new shoes, he considered all the brands he could recall being advertised. This is an example of which type of attribute set?

Retrieval Set

_______________ ________________refers to any content distributed through online and mobile technologies to facilitate interpersonal interactions.

Social media

What is the best situation in the Circles for a Successful Value Proposition framework? ______ 1) The firm's offering overlaps with customer needs/wants but not with competitors' offerings. 2) The firm's offering overlaps with competitors' benefits but not with customer needs/wants. 3) Customer needs/wants overlap with both the firm's benefits and competitors' benefits. 4) The firm's benefits overlap with both customer needs/wants and competitors' benefits. 5) None of the three circles overlaps.

The firm's offering overlaps with customer needs/wants but not with competitors' offerings.

Donald is analyzing and interpreting data. In the process, he converts data into information = t or f

True

1 advantage of primary data collection is that is can collected to fit the research needs t or f

Ture

1 benefit of marketing research is reducing the uncertainty under which managers make decisions. T or F

Ture

Automobile manufactures design for very tall likely segment is not substantial t or f

Ture

When making important purchases consumers consult friends/family. This is external info search. t or f

Ture

The first question a marketing researcher should ask before embarking on a research study is?

Will the research be useful?