Question 1 (5 points) Company sales invoices, census data, and trade associatio

Question 1 (5 points)
Company sales invoices, census data, and trade association statistics are examples of _______ data.
Question 1 options:
A)
primary
B)
outdated
C)
secondary
D)
simplistic
Question 2 (5 points)
Retail checkout scanning systems create a tremendous amount of purchasing information that’s usually stored in a company’s
Question 2 options:
A)
data warehouse.
B)
syndicated data service.
C)
website.
D)
iPod system.
Question 3 (5 points)
Whenever the president of the local public university promotes the institution, he emphasizes the university’s price (much lower than neighboring private colleges) and high quality. He is positioning the institution based primarily on
Question 3 options:
A)
profitability.
B)
product attributes.
C)
the value proposition.
D)
competitive comparisons.
Question 4 (5 points)
Using _______, researchers ask questions, listen to and record responses, and ask additional questions based on initial responses.
Question 4 options:
A)
experiments
B)
questionnaires
C)
primary data mining
D)
in-depth interviews
Question 5 (5 points)
If values provide goals, and self-concept is the way people see themselves, lifestyles are
Question 5 options:
A)
motivations turned into perceptual maps.
B)
marketing manipulation of consumers’ fears.
C)
how people live their lives to achieve goals.
D)
images of how people should live their lives.
Question 6 (5 points)
Marketing researchers (both ethical and not) have found it more and more difficult to get quality information, especially about sensitive topics. Responsible marketers know they must _______ to get reluctant respondents to provide honest information.
Question 6 options:
A)
deconstruct unstructured questions
B)
choose only extroverts and other marketing researchers
C)
assure consumers that their individual responses will be kept confidential
D)
use either focus groups or in-depth interviews
Question 7 (5 points)
Within a perceptual map, an ideal point represents where
Question 7 options:
A)
the marketing mix is established as a baseline.
B)
the lifestyle symbolism matches the consumer’s self-idealization perception.
C)
costs and benefits equal each other.
D)
a particular market segment’s desired product would lie.
Question 8 (5 points)
Alex has found that investment real estate buyers and residential real estate buyers both respond positively to his marketing communication message. Alex has identified _______ that respond to his marketing efforts similarly.
Question 8 options:
A)
mass-customization consumers
B)
self-concept customers
C)
geographic segments
D)
market segments
Question 9 (5 points)
Adidas Group owns Reebok, Rockport, and Greg Norman brands. Adidas uses the different brands to pursue a _______ targeting strategy.
Question 9 options:
A)
concentrated
B)
differentiated
C)
micromarketing
D)
benefit
Question 10 (5 points)
Commercial research firms like Nielsen, J. D. Power, and Simmons Market Research Bureau are sources of
Question 10 options:
A)
data mining.
B)
primary data.
C)
secondary data.
D)
syndicated data.
Question 11 (5 points)
Victor’s custom auctioneering service provides online auction selling assistance. Victor wants to determine which auction site is best for his customers. To address this question, Victor should next
Question 11 options:
A)
identify the type of data he needs to have.
B)
outline the presentation format he will use.
C)
determine which statistical procedures he will use.
D)
collect data.
Question 12 (5 points)
Segmentation, targeting, and positioning
Question 12 options:
A)
should be done simultaneously so synergies can help streamline the effort.
B)
are optional elements of a marketing plan.
C)
are terms that can be used interchangeably in developing marketing plans.
D)
are part of a firm’s marketing strategy.
Question 13 (5 points)
Data collection begins
Question 13 options:
A)
after creating the presentation format.
B)
whenever the researcher is ready.
C)
after determining whether there are any objections.
D)
only after completing the research design process.
Question 14 (5 points)
Benefit-cost analysis in marketing research weighs the benefit of
Question 14 options:
A)
a data warehouse against the cost of syndicated data.
B)
qualitative research against the cost of quantitative research.
C)
primary data research against the cost of secondary data research.
D)
answering questions against the cost of the research.
Question 15 (5 points)
Which of the following is a correct statement about segmentation methods?
Question 15 options:
A)
Firms are likely to use multiple segmentation methods to leverage the capacities of each.
B)
Firms are likely to use different segmentation methods depending on whether they’re production, sales, or marketing oriented.
C)
Firms are likely to use selected segmentation methods to enter into undifferentiated markets.
D)
Firms are likely to use one or rarely two segmentation methods as an economic convenience.
Question 16 (5 points)
Firms use a differentiated targeting strategy because
Question 16 options:
A)
it’s easier than mass marketing.
B)
most market segments are too small to be profitable.
C)
it helps obtain a bigger share of the market.
D)
it’s better than focusing on individual or small groups of potential customers.
Question 17 (5 points)
Caroline needs to find information about income and age distribution in Orange County, California. The best source of secondary research for her to use is likely to be
Question 17 options:
A)
syndicated data.
B)
US Census data.
C)
focus group interviews.
D)
door-to-door surveys.
Question 18 (5 points)
When Ron complained to his bank about the unprofessional behavior of one teller, the branch manager added a code to his accounts alerting all tellers that Ron was a valued customer and to provide whatever service he requests. The branch management included Ron in its _______ segmentation.
Question 18 options:
A)
geodemographic
B)
psychographic
C)
loyalty
D)
benefit
Question 19 (5 points)
A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market. This strategy
Question 19 options:
A)
is the cheapest option.
B)
is likely more costly than an undifferentiated strategy.
C)
requires the use of advanced advertising techniques.
D)
is ineffective without multiple brand names.
Question 20 (5 points)
When Penguin Catering Services first opened, the owner decided to target only events at nearby resorts. Penguin Catering was using a _______ targeting strategy.
Question 20 options:
A)
differentiated
B)
concentrated
C)
benefit
D)
micromarketing