Principles of Marketing Unit 2
D
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 a) snowball sampling b) equal opportunity sampling c) nonprobability sampling d) simple random sampling e) biased sampling
C
Breen wanted to know if her main rival in the personalized dog clothing business was increasing its prices. She talked to her rival's distributors, her suppliers, and some of her customers to get this information. Breen was engaging in a) usage studies b) user research c) competitive intelligence d) data mining e) trending
Disruptive Technology
A technology that displaces an established technology and shakes up the industry, or a groundbreaking product that creates a completely new industry.
Sales Forecasting
A tool that would allow a manger to estimate how much of a product will sell in a three-month period.
Marketing Information System
Collectively, the people, technologies, and procedures aimed at supplying an organization's marketing information needs.
E
Compare the following definitions and select the one that accurately describes consumer behavior. a) factors that serves as an interface between the consumer and his or her decision-making process. b) the five stages a consumer goes through to decide which product or service to buy. c) the attributes a consumer considers important about a certain product d) the process a consumer engages in when evaluating a marketing message e) the study of how individuals make decisions about how to select, secure, use, and dispose of products to satisfy needs.
A
Compare the following to determine the best example of a high-involvement product purchase. a) a new car b) a bestselling novel c) a cellular phone d) a pair of running shoes e) a new party dress
B
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? a) product-line improvement b) new category entry c) revamped product d) product-line extension e) new-to-the-market
A
Factors like time and involvement that serve as an interface between consumers and their decision-making process are __________ influences. a) situational b) social c) cultural d) individual e) psychological
C
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 a) secondary research b) snowballing c) a focus group d) an experiment e) an interview
E
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 a) focus groups b) mobile researchers c) behavioral targets d) casual observers e) mystery shoppers
C
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 a) sales tracking b) consumer behavior c) marketing research d) product analysis e) demand analysis
B
Market segmentation produces relatively homogenous groups of consumers called a) consumer segments b) market segments c) consumer clusters d) market sectors e) consumer targets
E
Read the following list of tasks and select the one that does not take place during the product launch stage. a) purchase the materials to make and package the good b) manufacture enough of the good to fill distribution pipelines c) prepare internal systems for taking service orders d) hire and train employees d) make sure the product can be manufactured at a cost low enough to generate profits
D
Read the following statements and select the one that is not an advantage of a product-line extension. a) Manufacturing of goods may be more efficient. b) Customers may feel loyalty to the product line. c) The new product can be advertised alongside existing products. d) The new product is certain to be accepted by the market. e) The company and brand may be easily recognized.
C
Sal has heard a lot about his town's country club. He heard it has a great golf course, tennis courts, and dining room. In addition, many of his business partners belong to the club. Although he doesn't have the money to join the club now, Sal hopes to be able to in the future. What type of reference group would the country club be for Sal? a) an unattainable reference group b) a dissociative reference group c) an aspirational reference group d) an exclusive reference group
C
Select the scenario that is using snowball sampling. a) Jason ran an ad in the local newspaper asking for people to participate in marketing research. b) 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. c) After Sasha completed the survey, she recommended er friend to the surveyor because they both liked the same cereal. d) Maria stopped every other person coming out of the store and asked them to complete a questionnaire.
A
The Ford Motor Company produces the Fiesta, Focus, and Fusion. As a group, these cars represent a a) product line. b) marketing line. c) product mix. d) marketing class. e) marketing mix.
B
The distinct family-related phases that an individual progresses through over the course of his or her life are called the a) Progression timeline b) Family life cycle c) Life stage continuum d) Family growth chart e) Life stage sequence
B
The first stage in the consumer decision-making process is a) post-purchase processes b) problem recognition c) outlet selection d) information search e) alternative evaluation
Target Market
The group of customers toward which an organization has decided to direct its marketing efforts.
Marketing research
The organizational activity that links the consumer, customer, and public to the marketer through information.
B
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? a) predictive b) descriptive c) analytic d) causal e) exploratory
Product
The specific combination of goods, services, or ideas that a firm offers to its target market.
Idea Generation
The stage of the new-product development (NPD) process in which a set of product concepts is generated from which to identify potentially viable new products.
D
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? a) comparison b) interest c) adoption d) trial e) awareness
C
To be effective, segmentation should create market segments that rate favorably on various criteria. Which of the following is not one of the criteria outlined in your text? a) substantial b) actionable c) variable d) measurable e) accessible
D
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. a) analytic b) exploratory c) predictive d) causal e) descriptive
Early Adopter
Typically well respected by their peers and sought by marketers because they tend to be opinion leaders who are willing to talk to other people about their experiences with their purchases.
D
Warren opened a new computer store in town. When customers purchase a computer from his store, they automatically receive an extended warranty, free in-home installation, access to Warren's 24-hour technical support team, and in-store software training classes. By offering all these things, Warren is most likely trying to a) encourage an internal information search b) increase a new customer's cognitive dissonance c) stimulate problem recognition d) reduce a new customer's cognitive dissonance
B
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? a) test marketing b) product development c)product launch d) idea generation e) idea screening
D
Which level of Maslow's hierarchy of needs deals with friendship, family, and sexual intimacy? a) Safety b) Esteem c) Self-actualization d) love/belonging e) Physiological
B
Which of the following is a behavioral segmentation variable? a) family size b) usage rate c) population shifts d) customer convenience e) life style
B
Which of the following is most likely a low-involvement purchase? a) a home b) a bottle of shampoo c) a computer d) a vacation e) a new car
B
Which of the following is not a stage in the product life cycle? a) introduction b) obsolescence c) decline d) growth e) maturity
Positioning Statement
A succinct description of the core target market to which a product is directed and a compelling picture of how the firm wants that core market to view the product.
Ethnographic research
A data collection method that uses techniques from the field of anthropology in order to study consumer behavior.
Surveys
A form of quantitative research that can be used to measure consumer attitudes, intended behavior, and the motivations behind behavior.
B
According to Maslow's hierarchy of needs, companies that off home security systems or products focused on accident or disability insurance, are seeking to meet which level of need? a) love/belonging b) safety c) self-actualization d) physiological e) esteem
D
As part of his work, Dr. Paul Ekman developed a program that would allow trained psychologists and law-enforcement, military, and national security personnel to detect deception by focusing on a) language variations b) verbal response c) large body movements d) microexpressions e) action codes
E
In marketing terms, the care you receive when visit your family doctor is an example of a) an idea b) an action c) a good d) a concept e) a service
B
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 a) user data b) primary data c) target data d) demographic data e) secondary data
B
Which of the following is the best example of how on'es 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) Sue heard that cars made in Germany have a reputation for being well built, so she decided to buy a BMW. e) Kayla loves the outdoors, so she decided to buy a Jeep because it would portray her spirited personality to others.
D
Which of the following is the focal point of all marketing efforts? a) stakeholder interests b) customer satisfaction c) company profits d) the buying decision e) company recognition
C
Which of the following scenarios would most likely require an extensive external search for information? a) Isabel wants to replace her coffee maker with the same brand she currently owns. b) Janet went to the mall to find a new dress for this weekend's party. c) Dustin and Janelle are looking to buy their first home. d) Jake is going to the pet store to buy dog food for his puppy. e) Brandi went to the Apple store to upgrade her existing iPod.
D
Which of the following statements regarding the concept of learning is not true? a) Reinforcement of the learning process occurs when the response reduces the need. b) Almost all consumer behavior is learned. c) Learning typically begins with a stimulus that encourages consumers to act to reduce a need or want. d) Marketers have no effect on consumer learning. e) Learning refers to the modification of behavior that occurs over time due to experiences and other external stimuli.
D
Which of the following would be considered secondary data for research on how to improve the sales of an existing product? a) interviews with prospective users about the product b) feedback from sales reps on the product c) recent survey results about how consumers use the product d) data from the Census Bureau website e) product sales figures
A
You finally decided to purchase an e-reader and selected the Amazon Kindle. After returning home, you see an advertisement for the Barnes and Noble Nook and now are wondering if you made the right decision. This is an example of a) cognitive dissonance b) post-purchase stress c) Problem recognition d) an internal information search e) product indecisiveness
