M09-10 Quiz: Chapter
9 and 10 Quiz
Question 1
McBurgers plans to introduce a new line of fish sandwiches
to fifteen stores in eastern United States for a six-month period. If the
product and promotional efforts behind it are successful, the company may
launch them nationwide. What type of research is being conducted to determine
potential success?
Exploratory research
Trend analysis
Stratified sampling
Test marketing
Question 2
Marketers applying a positioning strategy want to:
emphasize a
product’s unique advantages and differentiate it from competitors’ options.
identify the
different product attributes desired by different market segments.
make their product
look as much like the market leader as possible.
target only the
loyal users of the product.
Question 3
Which of the following segmentation approaches is most
likely to help marketers quantify aspects of consumers’ personalities and
lifestyles to create goods and services for a target market?
Product-based
segmentation
Geographic
segmentation
Demographic
segmentation
Psychographic
segmentation
Question 4
A(n) _____ is a probability sample in which every individual
in the relevant universe has an equal opportunity of being selected.
accidental sample
convenience sample
quota sample
simple random sample
Question 5
Psychographic segmentation divides a population into groups
based on:
their use of the
product.
their income and
expenditure patterns.
their attitudes,
values and lifestyles.
their geographic
location.
Question 6
The division of the total market into smaller, homogenous
groups is called _____.
brand segmentation
market
capitalization
customer aggregation
market segmentation
Question 7
While researching on the idea of opening his own health
club, Tom learned that there are 11 million health club members in the United
States, and 90 percent of them are between the ages of 18 and 49. They prefer
to exercise with people of their own sex and majority of them are urban
dwellers. During the process of market segmentation, this information is most
likely to be used by Tom for:
marketing research.
forecasting total
market potential.
developing a market
segment profile.
observational analysis.
Question 8
Which of the following is a psychographic category created
by the VALS system that categorizes consumers by characteristics that correlate
with purchase behavior?
Devouts
Altruists
Achievers
Intimates
Question 9
An estimate of a firm’s revenue for a specified future
period is known as a _____.
sales boundary
sales forecast
revenue cluster
market cap
Question 10
Which of the following statements is true regarding online
surveys?
It allows
participants to respond at their leisure.
It allows
researchers to establish rapport with the respondents and explain confusing or
vague questions.
It is a highly time
consuming method.
It is more intrusive
than telephone surveys.
