MRKT 239 Chapters 5-7

retention

Cecelia reads through her e-mails containing advertisements for sweaters from Zara, purses from Michael Kors, and athletic shoes from Foot Locker. Later while at the mall, she remembers only the shoe ad, thanks to the recent tear in her own Pumas. Cecelia has engaged in selective

False

Changes in culture do not affect product development.

segmentation

Characteristics of individuals, groups, or organizations that are used for dividing a total market into smaller homogenous groups are called ______ variables.

attitudes

Cognitive, affective, and behavioral are three major components of

False

Consideration of the firm's overall objectives usually does not influence the final selection of a target market segment.

are examples of symptoms that point to larger problems

Decreasing sales, increasing expenses, or decreasing profits

True

Descriptive research can be used to better understand the characteristics of certain phenomena to solve a particular problem.

Extended

Emily is buying furniture for her apartment for the first time. She is spending considerable time and effort comparing the products that different stores offer. Which type of decision-making process is she using?

False

Experimental research is used to make tentative hypotheses more specific.

observation

Having recording biases and collecting only descriptive information are two of the primary drawbacks to

True

High involvement products tend to be those that are expensive and visible to others.

nonprobability

In ______ sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

True

In general, corporate executives prefer research reports that are short, clear, and simply expressed.

a limited number of units chosen to represent the characteristics of a total population

In marketing research, a sample is best described as

False

In the breakdown approach, the marketing manager measures company sales potential by estimating how much of a product a potential buyer in a specific geographic area will purchase in a given period, multiplying the estimate by the number of potential buyers, and adding the totals of all the geographic areas considered.

Extended decision making

Joann and Rachel are searching for an apartment. They will most likely engage in which one of the following forms of decision making?

True

Just as attitudes are learned, they can be changed.

True

Stratified sampling may reduce some of the error that could occur in a simple random sample.

external secondary

Subscription services from firms such as IRI, which tracks consumer purchases, provide marketing researchers with a good source of _______ data.

True

Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.

social influences

A consumer's buying decisions are affected in part by the people around him or her. Such people and the forces they exert on an individual buyer are called

True

A marketer's use of framing can make a product characteristic seem more important to a consumer and can facilitate its recall from memory.

False

A marketing information system provides an irregular and unstructured flow of information from internal sources within the organization.

focus-group interview

A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n)

True

A research technique is said to be reliable if it produces almost identical results in successive repeated trials.

dichotomous question

A survey question that requires a yes or no answer is called a

Purchase

After doing considerable shopping, Pax has just decided what brand and type of athletic shoes to buy and where he's going to buy them. In what stage of the consumer buying decision process is Pax?

segmentation variables

Age, rate of product use, location, and gender are all examples of common

False

Alex is getting ready for her wedding. She is obsessed with buying the perfect wedding dress. her involvement with the dress is an example of enduring involvement.

False

An information search, once completed, should identify for the buyer that one brand that he or she views as the best alternative.

False

Lifestyle is a product-related variable.

True

Lilly is looking for new sneakers but cannot find her favorite brand. She then notices another brand of shoes that she has never purchased and has no experience with. She remembers she heard the name of the brand in a commercial yesterday. Because she remembers the name from the commercial, Lilly is more likely to ascribe value to that pair of sneakers.

Market density

Many marketers are concerned about the number of potential customers within a certain area of land because of the different requirements to serve dissimilar areas. What is this segmentation variable called?

framing

Marketers can influence consumers' evaluations by describing alternatives to products and their attributes in a certain manner, a practice known as

True

Marketing research can be used to test a hypothesis.

physiological

Marylyn now feels that her teeth are not white enough after seeing advertisements for whitening toothpaste. Marketers promote these brands based on ______ needs, appealing to sex appeal.

physiological, safety, social, esteem, self-actualization

Maslow's hierarchy of needs refers to the five levels of needs that humans seek to satisfy, from most to least basic to survival. These needs, in order from most to least basic survival are

True

Motivation is intensely interconnected with emotion.

True

Motives can be used to segment markets.

True

One condition for effective segmentation is that at least one segment must have substantial profit potential.

accounting records

One overlooked internal source of secondary marketing information discussed in the text is

True

One way marketers can segment business markets is according to their geographic location.

selecting, organizing, and interpreting information inputs

Perception is a three-step process that involves

is typically a departure from some normal function, such as a failure to attain objectives

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem

True

Problem recognition speed can vary from quite rapid to very slow.

conclusive

Research designed to verify insights through an objective procedure to help marketers make decisions is called ______ research.

experimental research

Research that allows marketers to make casual inferences about relationships is called

surveys

Secondary data cannot be obtained from

admitting only certain inputs into consciousness

Selective exposure refers to

the process of selecting, organizing, and interpreting information inputs to produce meaning

Selective exposure refers to

True

The concentrated targeting strategy is one in which an organization directs its marketing efforts toward a single market segment through one marketing mix.

purchase reason, time perspective, social surroundings, physical surroundings, and buyer's momentary mood

The five categories of situational influences are

True

The four fundamental survey methods used to obtain data in marketing research are telephone surveys, mail surveys, online surveys, and personal interviews.

the failure of respondents to return the questionnaire

The major disadvantage of a mail survey versus a telephone or personal survey is

company sales potential

The maximum percentage of market potential that an individual firm can expect to obtain for a specific product is the

risk

The most significant factor influencing a buyer's level of involvement is

select representative units from a total population

The objective of sampling in marketing research is to

it allows a firm to specialize to meet specific customer needs

The primary advantage of a concentrated targeting strategy is

divide a total market to enable a marketer to develop a more precise marketing mix

The purpose of market segmentation is to

True

The technique of sampling in marketing research is the process of selecting representative units from a total population (a sample) and being able to project the characteristics of the total population from the sample considered.

False

The terms of sale (price, delivery, credit arrangements) are negotiated during the evaluation of alternatives stage of the consumer decision-making process.

aspirational, dissociative, and membership

The three major types of reference groups are

limited problem solving, extended problem solving, and routinized response behavior

The three most widely recognized types of consumer decision making are

probability and nonprobability

The two basic types of sampling that marketing researchers use are

business

Variables such as geographic location, type of organization, customer size, and type of product usage are used to segment ______ markets.

Dichotomous

When Coca-Cola initiated a telephone survey to determine the effectiveness of a recent advertising campaign, one of the questions the interviewer asked was, "Have you ever heard of a cola made with zero-calorie, plant-based stevia?" This is an example of which of the following kinds of questions?

True

When a buyer receives information that is inconsistent with his or her beliefs, the buyer may distort the information to bring it more in line with those beliefs.

True

When evaluating the alternatives, the buyer rates and eventually ranks the brands in the consideration set.

Stephanie buying bottled water

Which of the following buying situations is most consistent with routinized response behavior?

Situational variables

Which of the following is NOT one of the major categories of consumer market segmentation variables?

Telephone depth interview

Which of the following is the most appropriate for qualitative research projects for a small targeted group?

Table salt

Which of the following products is most likely to be marketed using an undifferentiated approach?

Expensive products

Which of the following products would probably require extended decision making before a purchase?

The undifferentiated targeting strategy uses multiple distribution systems to best reach individuals in the target market.

Which of the following statements about the undifferentiated targeting strategy is false?

The purchase is always made by more than one individual.

Which os these statements is NOT true about business markets?

routinized response behavior

While shopping at a local grocery store, Cameron sees a display of his favorite brand of energy drink. He buys some to take home for the weekend. This purchase process would be described as

The needs of individual consumers in the target market for a specific product are similar, so the organization can satisfy most customers with a single marketing mix.

Why would a company use the undifferentiated strategy?

demographic

With its Venus razor, Gillette was the first marketer to offer a five-blade razor specifically designed for women. This is an example of market segmentation using ______ variables.