Question 1

The ________________ refers to the spread of an innovation from its creative source across space and time.

Accepted Answer

A)  Flow Process
B)  Diffusion Process
C)  Distribution Process
D)  Channeling Process B

Question 2

What type of research would be appropriate in the following situation? L'Oreal wants to determine whether a new line of deodorants for teenagers will be profitable

Accepted Answer

A)  Quantitative research.
B)  Mixed methodology.
C)  Focus groups.
D)  Primary research. B

Question 3

Being the first firm to market a product successfully in an emerging market often leads to what is called the _____________________.

Accepted Answer

A)  Relative Advantage
B)  Pioneering Advantage
C)  Comparative Advantage
D)  Success Advantage B

Question 4

Dunn and Bradstreet is the world's largest research organization that specializes in information management and marketing intelligence. Which is one of its largest subsidiaries that are focused upon the retail industry?

Accepted Answer

A)  Nielsen.
B)  Info Act Workstation.
C)  Homescan.
D)  Key Account Scantrack.

Question 5

Why is market research an essential tool for the marketing manager?

Accepted Answer

A)  Monitor changing needs and attitudes, etc.
B)  Develop more appropriate marketing mixes.
C)  Monitor progress and diagnose the root causes of marketing problems.
D)  Define and locate market segments.

Question 6

The __________________ of an innovation refers to the extent to which the innovation is consistent with present needs, motives, values, beliefs, and behaviors.

Accepted Answer

A)  Complexity
B)  Adoption Process
C)  Consumption Paradigms
D)  Compatibility

Question 7

Which of the following is not a defined use of marketing research?

Accepted Answer

A)  To identify and define marketing opportunities and problems.
B)  To improve understanding of the marketing process.
C)  To generate, refine and evaluate marketing actions.
D)  To justify previous marketing decisions.

Question 8

Internal records are an important source of information. Which of the following are not deemed as internal records?

Accepted Answer

A)  Marketing and sales records.
B)  Competitor information.
C)  Accounting records.
D)  Customer service records.

Question 9

Web analytics and mining tools and services:

Accepted Answer

A)  Simply report which pages were clicked and how long a visitor stayed there.
B)  Offer advanced functions that help marketers decide which products to promote, and merchandisers achieve a better understanding of the nature of demand.
C)  Are used to redesign web sites quickly and on the fly.
D)  Provide most companies with knowledge about how to use clickstream data effectively.

Question 10

Which of the following is not a sales forecasting method?

Accepted Answer

A)  Leading indicators.
B)  Binomial regression.
C)  Time lag analysis.
D)  Time series analysis.

Question 11

__________________________ require either major change in an area of behavior that is relatively unimportant to the individual or a minor change in an area of behavior that is very important to the user.

Accepted Answer

A)  Technologically continuous innovations
B)  Dynamically continuous innovations
C)  Differentiated continuous innovations
D)  Subordinate influenced continuous innovations

Question 12

_______________________ or consumers' ability to try out an innovation without incurring risk to valued resources (financial, esteem, status, time, information), is another factor critical to successful diffusion of innovations.

Accepted Answer

A)  Trialability
B)  Observability
C)  Complexity
D)  Plausibility

Question 13

Issues related to trust in EC include all of the following EXCEPT:

Accepted Answer

A)  As a result of trust-transference programs through portal affiliation, seal of approval programs, online shopping communities, and customer endorsements, customers are fully confident in online purchasing transactions.
B)  When parties trust each other, they have confidence that transaction partners will keep their promises. However, both parties in the transaction assume some risk.
C)  Trust is particularly important in global EC transactions due to the difficulty of taking legal action in cases of a dispute or fra
D)  .

Question 14

According to Inmon, B2C clickstream data can reveal information each of the following EXCEPT:

Accepted Answer

A)  What goods the customer wanted to but could not find.
B)  What goods the customer examined but did not purchase.
C)  Which ads and promotions were effective and which were not.
D)  Whether there are too many products for the customer to wade through.

Question 15

Probably the most important factor to the success of an innovation is its perceived _____________________, that is, the extent to which it is viewed as providing clear benefits for the target market that are superior to those offered by competitive market offering.

Accepted Answer

A)  Continuous Advantage
B)  Pro-Bias Advantage
C)  Competitive Advantage
D)  Relative Advantage

Question 16

Personalization and user profiling strategies include each of the following EXCEPT:

Accepted Answer

A)  Segmenting the market based on demographics.
B)  Using questionnaires to collect information directly from the user.
C)  Placing cookies on a user's hard drive to collect information with or without the user's knowledge.
D)  Building from previous purchases or purchase patterns.

Question 17

There are various types of research designed to obtain different types of information. What type of research is used to define problems and suggest hypotheses?

Accepted Answer

A)  Secondary research.
B)  Descriptive research.
C)  Primary research.
D)  Causal research.

Question 18

By ___________________, we mean a preference for existing, familiar products, and behaviors over novel ones.

Accepted Answer

A)  Continuous Innovations
B)  Discontinuance
C)  Innovation Resistance
D)  Discontinuous Innovations

Question 19

Social class, lifestyle, personality, and activities are descriptors used in ___________ market segmentation.

Accepted Answer

A)  Geographic
B)  Demographic
C)  Psychographic
D)  Cognitive, affective, behavioral

Question 20

What type of research would be appropriate in the following situation? A college or university bookshop wants to get some insights into how students feel about the shop's merchandise, prices and service.

Accepted Answer

A)  Qualitative research.
B)  Mixed methodology.
C)  Quantitative research.
D)  Focus groups.

Exam 8: Marketing Research and Personalization Strategies