Marketing 9-12

60 terms by mahendranauth 

Ready to study?
Start with Flashcards

Create a new folder

Advertisement Upgrade to remove ads

Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct:

Conclusive research

When consumers are unable to articulate their experiences, ____________ becomes particularly useful in understanding consumers' preferences.

Observation

Every month Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee is using the lunches as an informal marketing research effort intended primarily to:

help her to understand the needs of her customers.

Data collection begins:

only after completing the research design process.

For her personal care products line, Natalie wanted to develop some quantitative information on attitudes, perceived quality, value, willingness to buy and loyalty. Her best choice in building a survey is to use:

questions using scales to determine strength of the responses.

Which of the following is an unstructured question?

"What are the most important characteristics for choosing a brand of shampoo?"

Henri started his own business insurance software firm. He has no budget for marketing research but wants to keep track of what his competitors are doing. Henri's best option, using a "shoestring budget," to research this problem would be:

visiting competitor's Web sites.

For marketers, one of the benefits of having achieved brand loyalty is:

lower marketing costs associated with reaching loyal customers.

A product is anything that is of value to a consumer and can be offered through a voluntary exchange.

True

Toyota, a well-established, reputable brand, recently introduced a new line of vehicles under the Scion brand, targeted at young car buyers. Toyota probably used the new brand to:

appeal to a different market segment.

When Procter & Gamble added teeth whitening products under the Crest brand, the firm was engaged in:

brand extension

One of the advantages of selling specialty goods and services is that when consumers want them, they will:

search for them

Copycat brands are imitations often sold by street vendors.

False

Kellogg's sells many different breakfast cereals, including Corn Flakes, Rice Krispies, Frosted Flakes, Raisin Bran, and Special K. This is an indication of the breadth of the Kellogg's product mix.

False

When a salesperson approaches you to sell a cemetery plot, this is considered what type of product?

Unsought products

Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct:

conclusive research.

Every month Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee is using the lunches as an informal marketing research effort intended primarily to:

help her to understand the needs of her customers.

Malcolm is the campaign manager for a Congressional candidate. He wants to know how voters in his district feel about recent sexual harassment scandals involving politicians. Malcolm will most likely use _______________ to gather this type of data.

surveys

Company sales invoices, Census data, and trade association statistics are examples of:

secondary data

Which of the following is a systematic means of collecting information from people using a questionnaire?

Survey

Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products. Tyree might consider using ___________________ to gather exploratory information from consumers about the competitor's offerings.

Focus groups

The first question a market researcher should ask when considering a research study is:

Will the research be useful?

When a company launches a new product with an existing brand name this is known as:

A brand extension

A product is anything that is of value to a consumer and can be offered through a voluntary exchange.

True

A firm's product mix breadth is its:

Number of product lines

Brands enable customers to quickly differentiate one firm or product from another.

True

One of the advantages of selling specialty goods and services is that when consumers want them, they will:

Search for them

Another name for a manufacturer's brand is a _______ brand.

national

Procter & Gamble is a huge national brand manufacturer. By having leading brands like Tide and Crest, P&G:

has greater control over marketing strategy.

Which of the following types of products and services is most likely to be sold without a brand name?

Onions

Bob and George both live in the U.S. Bob recently asked for George's cell phone number, but George said he didn't have one. George would probably be considered a(n) _________________ in the diffusion of innovation process.

laggard

The Eiger Labs MPMan was the first mass-produced MP3 player sold in the United States. Eiger Labs was a _______ in the MP3 player market.

Pioneer

When consumers see their friends using an innovation, it often persuades them to try it too.

True

Which of the following industries tend to use R&D departments as a significant source of new product ideas?

All of these: Chemicals, motion pictures, pharmaceuticals, computer software.

During concept testing for a new product, a marketer will likely ask:

whether or not consumers think it is a good value for the price being suggested.
whether or not consumers will buy it.
whether consumers would buy it as a gift or for themselves.
how frequently consumers would purchase it.

One of the key characteristics of brainstorming sessions is that:

No idea is immediately accepted or rejected

During _______ stage of the product life cycle there are few but an increasing number of competitors.

Growth

With an understanding of which consumers buy a firm's new products at each stage of the diffusion of innovation process, the firm can adjust its _______________ strategy accordingly.

advertising
pricing
distribution
sales promotion

Empowerment becomes more important when the service is:

individualized.

One of the reasons service failures need to be addressed quickly is to:

avoid negative word-of-mouth from upset customers.

The communications gap can be reduced by managing customer expectations.

True

Jackson manages an upscale French restaurant in the Washington, D. C. area. His restaurant offers a few specials each evening in addition to its regular menu. Jackson has trained his waiters and waitresses to report comments and requests for items that have previously only been offered as specials. Jackson uses this information to reduce the _______________ gap in services marketing.

knowledge

A(n) _______________ gap exists when a firm knows what they need to do to meet customers' service expectations but sometimes fails to do it.

Delivery

Monique was looking for a venue for her wedding reception. When she visited one potential location, she noticed that the landscaping was not complete, and she noticed stained carpet in the lobby. Which of the service quality building blocks caused Monique to select an alternative venue?

Tangibles

Which of the key building blocks of service quality must a job applicant at the Ritz-Carlton demonstrate during the interview process?

empathy

Which of the following is LEAST likely to be a source of ideas for new products?

Geodemographic segmentation

One of the key characteristics of brainstorming sessions is that:

No idea is immediately accepted or rejected

With an understanding of which consumers buy a firm's new products at each stage of the diffusion of innovation process, the firm can adjust its _______________ strategy accordingly.

Pricing, sales promotion, distribution, advertising

Early personal computers cost several thousand dollars, allowing competitors:

to introduce lower-prices alternatives

A(n) __________________ is a fee paid by manufacturers to get new products into stores or to gain more or better shelf space for products.

slotting allowance

The __________________ step in the product development process is critical because it requires tremendous resources and extensive coordination of all aspects of the marketing mix.

product launch

Brian is trying to sell a new line of ultrasound imaging equipment. Unlike existing technology, these machines are compact, creating the potential for general practice physicians to have and use them in their offices. Brian is trying to identify innovators in his market, knowing these customers will:

spread positive word of mouth to other physicians.

During concept testing for a new product, a marketer will likely ask:

whether or not consumers think it is a good value for the price being suggested.
whether consumers would buy it as a gift or for themselves.
how frequently consumers would purchase it.
whether or not consumers will buy it.

Customers have a defined ______________ when it comes to waiting in line at a retail checkout counter. The amount of time consumers are willing to wait varies with the type of store.

Zone of tolerance

Marketers can take advantage of the variable nature of services by:

customizing services to meet customers' needs

Listening to the customer is the first step in service recovery.

True

Because services are intangible, it is often difficult for customers to determine how a service meets their expectations, which marketers call ________________________.

Service quality

One use of marketing research is to provide an effective means to understand consumers' service expectations and their perceptions of service quality.

True

One of the reasons service failures need to be addressed quickly is to:

avoid negative word-of-mouth from upset customers

The marketing of services differs from the marketing of products because services are tangible and separable from the service provider.

False

Please allow access to your computer’s microphone to use Voice Recording.

Having trouble? Click here for help.

We can’t access your microphone!

Click the icon above to update your browser permissions above and try again

Example:

Reload the page to try again!

Reload

Press Cmd-0 to reset your zoom

Press Ctrl-0 to reset your zoom

It looks like your browser might be zoomed in or out. Your browser needs to be zoomed to a normal size to record audio.

Please upgrade Flash or install Chrome
to use Voice Recording.

For more help, see our troubleshooting page.

Your microphone is muted

For help fixing this issue, see this FAQ.

Star this term

You can study starred terms together

NEW! Voice Recording

Create Set