Question 1

List four basic methods for collecting marketing research data.

Accepted Answer

The answer of List four basic methods for collecting marketing...

Question 2

The study of what buyers need and how best to meet those needs is known as

Accepted Answer

A) marketing. 
B) market research. 
C) psychographics. 
D) market segmentation. 
E) market stimulation.

Question 3

Starbucks's Card Rewards attracts return customers with free coffee refills and other extras.This is an example of

Accepted Answer

A) industrial marketing. 
B) relationship marketing. 
C) consumer marketing. 
D) marketing research. 
E) international marketing.

Question 4

Based on a product review in a magazine,Rob decided which product to buy.He is demonstrating the impact of

Accepted Answer

A) psychological influences. 
B) cultural influences. 
C) past experience influences. 
D) social influences. 
E) personal influences.

Question 5

Westminster Office Products buys paper products from Boise Cascade for sale in its retail stores.Westminster Office Products purchases paper products in the ________ market.

Accepted Answer

A) retail 
B) government 
C) industrial 
D) reseller 
E) institutional

Question 6

Marketing plans,decisions,and strategies are not determined unilaterally by any business.Rather,they are strongly influenced by powerful environmental forces.

Accepted Answer

A) True 
 B)False

Question 7

Snazzy Sodas is known for its variety of all-natural sodas as well as its efforts toward social responsibility.The company has decided to produce a new line of energy drinks,and while it does not have the resources to promote its product widely,it can make a sizeable impact with a carefully chosen market segment.The CEO favours marketing the product primarily to young males,but the VP of operations recommends targeting female professionals. Which of the following,if true,would most strongly support the VP of operation's position?

Accepted Answer

A) Industry-leading companies tend to target as wide a market as possible. 
B) Female professionals are more likely to stay with a known brand for expensive items such as cars. 
C) Female professionals tend to have a strongly positive opinion of Snazzy's current products. 
D) Young females consume more energy drinks per person than the general population. 
E) Male professionals often report a lack of energy while at work.

Question 8

Sherrie wants to complete a research project;unfortunately,she has no idea where to begin.You advise her to begin by

Accepted Answer

A) designing a questionnaire. 
B) collecting data. 
C) selecting a research method. 
D) studying the current situation. 
E) analyzing data.

Question 9

Which category of influences on consumer behaviour includes ethnic groups,social class,occupation,and income?

Accepted Answer

A) Past experience 
B) Psychological 
C) Social 
D) Cultural 
E) Personal

Question 10

What is customer relationship management (CRM)?

Accepted Answer

The answer of What is customer relationship management (CRM)?...

Question 11

Describe the elements of the marketing mix.What is their collective role?

Accepted Answer

The answer of Describe the elements of the marketing mix.What...

Question 12

In the concept testing stage of the seven-step development process,companies use market research to solicit consumers' input.

Accepted Answer

A) True 
 B)False

Question 13

Secondary data are generally more useful than primary data because they are more insightful and accurate,more readily available,and cheaper to obtain.

Accepted Answer

A) True 
 B)False

Question 14

What is the difference between consumer goods and industrial goods?

Accepted Answer

The answer of What is the difference between consumer goods...

Question 15

How does an understanding of consumer behaviour help marketing managers? Include the meaning of the major factors influencing consumer behaviour.

Accepted Answer

The answer of How does an understanding of consumer behaviour...

Question 16

The aspect of the marketing mix concerned with the most effective techniques for communicating information about products is

Accepted Answer

A) place. 
B) advertising. 
C) publicity. 
D) promotion. 
E) public relations.

Question 17

ComicalYou is a new social media service in which participants create avatars to represent themselves,describe their lives,and interact with one another.All the postings are graphical,presenting the messages in the form of comic panels and strips.The service's software easily converts ideas into whimsical images.The site's creators,Ginny and RJ,believe that ComicalYou will be especially appealing to young people because it is so effective in conveying emotional content with a lighthearted appeal.They,along with a team of six employees,have completed the software,tested it on two dozen of their closest friends,and are eager to open their site to users.As ComicalYou reaches the introduction stage of the product life cycle,what marketing strategy is most appropriate?

Accepted Answer

A) Lower price slightly to increase sales. 
B) Focus on making customers aware of the product and its benefits. 
C) Cut prices in response to increased competition. 
D) Increase advertising in response to greater competition. 
E) Develop product adaptations to extend the product's life.

Question 18

Product "features" refer to both the tangible and intangible qualities of a product.

Accepted Answer

A) True 
 B)False

Question 19

Why is the role of the marketing manager and the culmination of the marketing plan critical for the company?

Accepted Answer

The answer of Why is the role of the marketing...

Question 20

Discuss the effects that demographics can have on marketing strategies.

Accepted Answer

The answer of Discuss the effects that demographics can have...

Exam 12: Understanding Marketing Principles and Developing Products

List four basic methods for collecting marketing research data.

The study of what buyers need and how best to meet those needs is known as

Starbucks's Card Rewards attracts return customers with free coffee refills and other extras.This is an example of

Based on a product review in a magazine,Rob decided which product to buy.He is demonstrating the impact of

Westminster Office Products buys paper products from Boise Cascade for sale in its retail stores.Westminster Office Products purchases paper products in the ________ market.

Marketing plans,decisions,and strategies are not determined unilaterally by any business.Rather,they are strongly influenced by powerful environmental forces.

Sherrie wants to complete a research project;unfortunately,she has no idea where to begin.You advise her to begin by

Which category of influences on consumer behaviour includes ethnic groups,social class,occupation,and income?

What is customer relationship management (CRM)?

Describe the elements of the marketing mix.What is their collective role?

In the concept testing stage of the seven-step development process,companies use market research to solicit consumers' input.

Secondary data are generally more useful than primary data because they are more insightful and accurate,more readily available,and cheaper to obtain.

What is the difference between consumer goods and industrial goods?

How does an understanding of consumer behaviour help marketing managers? Include the meaning of the major factors influencing consumer behaviour.

The aspect of the marketing mix concerned with the most effective techniques for communicating information about products is

Product "features" refer to both the tangible and intangible qualities of a product.

Why is the role of the marketing manager and the culmination of the marketing plan critical for the company?

Discuss the effects that demographics can have on marketing strategies.