Question 1. Question
:
(TCO 1) The broad goal of _____ is to identify and define
both marketing problems and opportunities and to generate and improve marketing
actions.
advertising
sales promotion
publicity
CORRECT marketing research
tactical support
Question 2. Question
:
(TCO 1) A conscious choice made from among two or more
alternatives is called a
Student Answer: dilemma.
quandary.
CORRECT decision.
paradox.
predicament.
Question 3. Question
:
(TCO 1) Which is the marketing research term for the
specific, measurable goals the decision maker seeks to achieve in conducting
the marketing research?
Research risks
Research
objectives
Research uncertainties
Research decisions
Research definitions
Question 4. Question
:
(TCO 1) A test market is an example of which type of
marketing research?
Descriptive
Explanatory
Exploratory
Causal
Concrete
Question 5. Question
:
(TCO 1) One test of whether marketing research should be
done is
whether different outcomes will lead to
different marketing actions.
whether different outcomes will lead to the
unrelated marketing actions.
using a jury of executive opinion to interpret
the data.
agreeing to take action only if the decision
is unanimous.
if top management has the final say on actions
taken after research is completed.
Question 6. Question
:
(TCOs 3 and 4) In the world of marketing, _____ are ideas about
products or services.
concepts
notions
perceptions
impressions
theories
Question 7. Question
:
(TCO 1) Facts and figures that are newly collected for a
project at hand are called
internal secondary data.
external secondary data.
primary data.
observational data.
tertiary data.
Question 8. Question
:
(TCO 3) Aggregating prospective buyers into groups that have
common needs and will respond similarly to a marketing action is referred to as
consumer differentiation.
psychographics.
market segmentation.
market delineation.
aggregation marketing.
Question 9. Question
:
(TCOs 3 and 4) MyTwinn makes dolls that look like young
girls. For $119, it will make a doll that looks just like a photograph. So, if
you send in the money and a photo of your young niece, she could have a doll
that is her twin! This is an example of
mass customization.
synergy.
target marketing.
how the 80/20 rule is implemented.
repositioning.
Question 10. Question
:
(TCO 6) The first step in segmenting and targeting markets
is to
recognize a need.
group potential buyers into segments.
create product groupings.
estimate size of the overall market.
develop a market-product grid.
Question 11. Question
:
(TCO 6) Which of the following is not a criterion used in
forming segments?
Potential for increased profit
Similarity of needs of potential buyers within
a segment
Competitive position
Potential of marketing action to reach a
segment
Simplicity and cost of assigning potential
buyers to segments
Question 12. Question
:
(TCOs 3, 5, and 6) A market-product grid is a framework to
relate
estimated expenses for products sold to
various market segments.
total anticipated revenue for each product to
market segments.
total anticipated profit for each product to
segments.
the market segments of potential buyers to
products offered or potential marketing actions by an organization.
the market segments of potential buyers to
relative market share compared to the closest competitor.
Question 13. Question
:
(TCOs 2 and 6) Which of the following is a criterion used
for selecting a target segment?
Potential for increased profit
Similarity of needs of potential buyers within
a segment
Difference of needs of buyers among segments
Potential of a marketing action to reach a
segment
Competitive position
Question 14. Question
:
(TCOs 3, 5, and 6) What does the term product positioning
refer to?
A careful analysis of cross tabulations
Shelf locations in major chain, grocery, and
department stores
Geographic segmentation, often within major
metropolitan areas
The place a product offering occupies in
consumers’ minds on important attributes
An old and outdated concept no longer worthy
of consideration in marketing planning
Question 15. Question
:
(TCOs 3, 5, and 6) Which of the following data are collected
from consumers to develop a perceptual map for a particular product?
A listing of all prospective brands and
products
Managerial judgments about how consumers
perceive products
Identification of the important attributes for
a product class
Rank order of the ratings of an existing
brand’s preference relative to its competitors
All of the above
Question 16. Question
:
(TCOs 1, 3, 5, and 6) A product is a good, service, or idea
consisting of a _____ that satisfies consumers and is received in exchange for
money or some other unit of value.
warranty from the seller
bundle of tangible and intangible attributes
bundle of tangible attributes
a tangible received in exchange for a person’s
time
bundle of intangible attributes
Question 17. Question
:
(TCOs 1, 3, 4, 5, and 6) New chewing gum flavors like
lemon-lime, crystal mint, and mint mojito helped Wrigley’s add to its sales.
These new flavors are which type of innovation?
Continuous innovation
Dynamically continuous innovation
Discontinuous innovation
Insignificant innovation
Disruptive innovation
Question 18. Question
:
(TCOs 1, 2, 3, 4, 5, and 6) When General Foods introduced
Post Cereals with freeze-dried fruits, people found that by the time the fruit
had absorbed enough milk, the flakes were soggy. Why did this product fail?
Poor product quality
Insignificant point of difference compared to
competitive offerings
Too little market attractiveness
Poor execution of the marketing mix
No economical access to buyers
Question 19. Question
:
(TCOs 1, 2, 3, 4, 5, and 6) The first stage in the
new-product process is
idea generation.
screening and evaluation.
business analysis.
new-product strategy development.
concept testing.
Question 20. Question
:
(TCOs 3, 4 and 6) Breyers introduced a new line of ice cream
flavors for sale in elegant black containers. This was done on a limited scale
to determine consumer reactions before national distribution of the product.
Breyers new product was in the _____ stage of the new-product process.
commercialization
screening and evaluation
business analysis
development
market testing
Question 21. Question
:
(TCOs 1, 3, 4, 5, and 6) The marketing objective for a
product in the _____ stage of the product life cycle is to create consumer
awareness and gain trial.
introduction
growth
maturity
decline
harvest
Question 22. Question
:
(TCOs 1, 3, 5, and 6) When the Floral Council advertises
giving flowers as a thoughtful and appreciated gift for any occasion, it is
trying to stimulate _____ demand.
selective
primary
derived
generic
secondary
Question 23. Question
:
(TCOs 1, 3, 5, and 6) The stage in the product life cycle
labeled C in the below figure is called
introduction.
maturity.
growth.
diversification.
decline.
Question 24. Question
:
(TCOs 1, 3, 5, and 6) Which of the following is a
characteristic of the growth stage of the product life cycle?
Advertising emphasis switches to primary
demand.
There is a growing proportion of repeat
purchasers to initial purchasers.
Product features remain unchanged.
Profit margins increase as sales increase.
All of the above
Question 25. Question
:
(TCOs 1, 3, 5, and 6) The apple that appears on every Apple
computer product is an example of a
copyright.
trade name.
service mark.
brand name.
generic brand.
