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Commercial research firms like ACNielsen, J. D. Power, and Simmons Market Research Bureau are sources of:

syndicated data

Martin has hired a market research company to bring together a small group of soft drink consumers and get feedback on his company's three new advertising slogans his firm is considering. The market research firm will create a _________________ to provide the information Martin has requested.

Focus Group

Caroline needs to find information about income and age distribution in Orange County, California. The best source of secondary research of use to Caroline is likely to be:

Census Data

Merlin wants to know whether sales of his company's giant earthmovers will likely continue to grow next year. Merlin will use market research to _____________ a particular situation.

Predict

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.

When the market research problem is not clearly defined, a researcher will likely engage in __________________ research.

Exploratory

Felicia is the new Southeastern U.S. sales representative for Cemex, a giant global cement company. Without spending much money, she would like to identify geographic areas with the largest potential growth in demand for her company's product. She will most likely use:

Census data.

The Marketing Research Process follows five steps, and researchers:

may not always go through them in the exact sequence if the situation changes or new information is discovered.

The objectives of a research project define the type of data needed and

The type of research necessary to collect the data.

To get the kind of data needed to address the management needs, plan coding protocols, and work within the time and budget, marketing researchers should:

plan the project in some detail.

Benefit-cost analysis in market research weighs:

the benefits of answering questions against the cost of the research.

Data collection begins:

only after completing the research design process.

In questionnaire design, a question such as "When was the first time you went to a dentist?" suffers from the problem of a question:

respondents cannot easily or accurately answer.

Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will likely use ________________ research method.

in-depth interview `

__________________ research is a type of quantitative research that manipulates variables to help determine cause and effect.

Experimental research

Marketers often race into research studies to collect __________________ data because it is designed to address their specific questions, while _____________ data may exist, be cheaper to access, and sufficiently address the marketer's questions.

primary; secondary

A _________________ is a small group of people brought together for an unstructured, intensive discussion of a topic.

focus group

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

A major disadvantage to using virtual worlds for marketing research is that:

Correct avatars may react differently than real individuals.

__________________ research is a type of quantitative research that manipulates variables to help determine cause and effect.

Experimental research

If a marketing researcher is ready to move beyond preliminary insights, he or she is ready to engage in:

exploratory research.

A. C. Flora Ford Dealership wanted to know why consumers chose his company. He had a pretty good idea it was because of service, reputation, or location. A. C. Flora will probably use a(n) __________________ survey questionnaire to address his research problem.

closed-ended

When consumers are __________________, observation becomes particularly useful in understanding consumers' preferences.

unable to articulate their experiences

Randall is preparing a market research report based on analysis of recreational users of the Inland Waterway. When preparing the report, Randall will do all of the following EXCEPT:

make the report as complete and lengthy as possible

The major advantage of primary research data is:

Correct it can be tailored to meet the specific research needs.

Because market research often takes considerable time:

businesses in fast-changing markets often have to rely on experience and intuition to make decisions.

Cheryl and Jim have worked together on a number of marketing research projects, and they are currently working on a research project to anticipate customer attitudes toward a proposed new product line for their company. They have worked with senior marketing management to determine just what is needed and have created a detailed design of the project. Their next logical step will be to:

begin to collect data.

After defining objectives and research needs, the next step in the marketing research process involves:

design.

When Toyota introduced hybrid cars, there were waiting lists to buy them. Then Honda and a few other manufacturers entered the market, shifting the product life cycle for hybrid cars into the _____________ stage of the product life cycle.

growth

During the _____________ stage of the product life cycle, sales rise, profits rise, rapidly, and there are a few but increasing number of competitors.

growth

Which of the following is NOT a characteristic of products in the maturity stage of the product life cycle?

This is the diffusion of innovation; laggards are a major focus of marketing efforts.

The difference between a new product and existing products, the value of the product to the consumer and the adoption of complementary products can all affect ____________ of the product life cycle curve.

the shape

The growth phase of the product life cycle is always dynamic. Which of the following does NOT occur in this phase?

Price competition with protracted price wars erodes profits

Price competition with protracted price wars erodes profits

opinion leaders

The diffusion of innovation theory focuses on:

the rate at which consumers are likely to adopt a new product or service.

Zappos.com, an online shoe store, worked to overcome the problem of new product ______________ with its easy, no hassle return procedure.

trialability

By 2009, if someone asked for your cell phone number and you said you did not have one, you would probably have been considered a _________________ in the diffusion of innovation process.

laggard

By 2009, if someone asked for your cell phone number and you said you did not have one, you would probably have been considered a _________________ in the diffusion of innovation process.

complexity

Secondary packaging does all the following EXCEPT:

It replaces the need for primary packaging

It replaces the need for primary packaging

CRM

Many former Enron professionals who had nothing to do with the corporate scandal have found that listing employment with Enron hurt their chances of being hired elsewhere. For these people, the Enron name has:

negative brand equity

Brands are assets that can be legally protected through:

copyrights and trademarks.

Ryan told his brother, "I'll never buy any Nike products because of the way they used to treat workers in sweatshops." His brother argued with him about how things have changed, but Ryan wouldn't change his mind. In terms of a marketing issue, Ryan has a very strong ______________.

brand awareness

Matt was passionate about Abercrombie & Fitch. It was the only place he'd buy his clothes. If anyone asked him about clothes, he would talk for what seemed like hours about why he only shopped there. From a strictly marketing perspective, this word-of-mouth is part of ___________.

brand loyalty

For a brand to be effective, it needs to be:

easy for consumers to recognize and remember.

Joanne organized an online meeting of her sales team to gather feedback regarding a proposed new product the company was considering. During the meeting, the sales team saw three-dimensional representations of the new product along with detailed descriptions of product features. The online meeting provided information much like a(n):

virtual focus group.

Data collection begins:

only after completing the research design process

A _________________ is a small group of people brought together for an unstructured, intensive discussion of a topic.

focus group

Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will likely use ________________ research method.

in-depth interview

Bianca's discount home furnishings store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Bianca will most likely use:

observation

Henri started his own platinum importing firm. He cannot afford a market research firm to identify potential business customers. Henri's best option, using a "shoestring budget," to research this problem would be:

checking NAICS codes.

A. C. Flora Ford Dealership wanted to know why consumers chose his company. He had a pretty good idea it was because of service, reputation, or location. A. C. Flora will probably use a(n) __________________ survey questionnaire to address his research problem.

closed-ended

Cheryl and Jim have worked together on a number of marketing research projects, and they are currently working on a research project to anticipate customer attitudes toward a proposed new product line for their company. They have worked with senior marketing management to determine just what is needed and have created a detailed design of the project. Their next logical step will be to:

begin to collect data.

In designing a project, some data will be easier to collect than others. In the Smellswell Cologne example, the company wants to know how it is doing at the present and how it will do in the future. In terms of marketing research:

brand loyalty is more difficult to obtain because it requires knowing consumers' future intentions.

Which of the following is NOT one of the important functions of labels on products and packages?

Protecting against damage to the product

Nora is deciding whether to purchase brand name sneakers or a store brand. She has purchased other shoes with the same brand name in the past but was only marginally satisfied. In this situation, Nora is likely to purchase the store brand sneakers because they offer:

a greater perceived value.

Most soft drink consumers buy the same brand product every time they have a choice. For soft drink marketers, their brands have:

established loyalty.

Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop. For McDonalds, the Golden Arch reduces marketing costs because people (including little kids):

just know what the Golden Arch brand symbol means

Laura prefers Sony products and will only purchase alternatives when there are no Sony products available. Laura's brand loyalty means she is:

relatively insensitive to price

If consumers think that the dealership with the lowest-priced new car is going to have the lowest prices on all cars, the dealership has achieved positive:

brand association.

The consumer seeks convenience in storage, use and consumption in a package, while the retailer has different needs and is concerned about the _____________ package.

secondary

The value of a brand is often calculated by assessing the:

earning potential of the brand over the next 12 months

Marketers spend billions of dollars annually attempting to build effective brands. The basic benefit of a brand is that it:

provides a way for a firm to differentiate its product offerings from those of its competitors.

The classic Marlboro Man advertisements portraying Marlboro smokers as rugged, outdoorsmen effectively created a:

brand personality.

Frequent buyer/user award programs and owners' associations are two marketing efforts used to:

maintain contact with loyal customers

_______________ is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service.

Brand equity

Laura prefers Sony products and will only purchase alternatives when there are no Sony products available. Laura's brand loyalty means she is:

relatively insensitive to price.

Which of the following is NOT one of the important functions of labels on products and packages?

Protecting against damage to the product

A personal digital assistant programmed with key customers' birthdates, wine preferences, and food allergies is a _____________ tool.

CRM

Frequently, beer manufacturers run television ads showing attractive, young people having fun and, of course, drinking their beer. These ads are designed primarily to create:
Question 6 answers

brand association

In a competitive market, perceived value is determined by consumers mostly:

in relationship to the value of competitors' offerings.

Firms spend millions of dollars annually to build brand equity, recognizing brand equity contributes to:

profitability

During the _____________ stage of the product life cycle, sales are low and profits are small or negative.

introduction

The difference between a new product and existing products, the value of the product to the consumer and the adoption of complementary products can all affect ____________ of the product life cycle curve.

the shape

Ginger is a sales rep for PuttPutt Golf Car Company. Golf cars are a mature market. She is surprised to find that an increasing percentage of her company's golf car sales are to non-golfers living in active lifestyle retirement communities. She will use this insight to adjust her firm's:

marketing mix

Robin waited before she bought voice over the Internet protocol (VOIP) phone service. Several friends were the first to use VOIP but many other friends were interested in Robin's opinions of the new phone service. Robin is a(n) ________________ in this product category.

early adopter

The diffusion of innovation theory is useful to marketers in helping them:

predict which types of customers will buy their product immediately and later.

Zappos.com, an online shoe store, worked to overcome the problem of new product ______________ with its easy, no hassle return procedure.

trialability

The _________________ diffusion of innovation group is the last large group of consumers to adopt a new product or service.

late majority

Whenever Donald considers upgrading his personal computer system, he consults with Jeremy, a knowledgeable friend who always has the latest technology. For Donald, Jeremy is a(n) ___________ in the diffusion of innovation curve.

innovator

The growth phase of the product life cycle is always dynamic. Which of the following does NOT occur in this phase?

Price competition with protracted price wars erodes profits.

By the time BMW and Mercedes Benz entered the mini-SUV market, there were many competitors, sales had peaked, and profits were declining. These firms entered the market during the ______________ stage of the product life cycle.

maturity

Personal selling is often used for introducing new products when _______________ will slow the diffusion of the product.

complexity

Which of the following is NOT one of the five groups in the diffusion of innovation curve?

late minority

Innovators are critical to new product marketers because they:

help the product gain market acceptance.

When Dr. Putt invented his Eye-Over-the-Ball (EOB) golf putting device, he knew during the introductory stage:

sales would be low, profits non-existent, and he would attract golf equipment innovators.

Lisa was extremely disappointed when she was assigned to work on a product in the mature phase of the product life cycle. Her work in school has focused on new products, and this seemed like the kiss of death. Once she started working with the product team, she became more enthusiastic as she discovered all the following EXCEPT:

end-of-cycle strategies were the most profitable for companies.

Atari produced one of the most successful early game machines. Now, Atari has a small group of loyal customers. Atari's game system is in the _________________ of the product life cycle.

decline

During the _____________ stage of the product life cycle, sales peak and profits begin to decline as many competitors enter the market.

maturity

During the _____________ stage of the product life cycle, sales are low and profits are small or negative.

introduction

Laptop computers, personal digital assistants, and cellular phones were all readily accepted and diffused in U.S. markets where business and personal lifestyles tend to be faster-paced when compared to many other areas in the world. These products provided _____________ with consumers' needs and priorities.

compatibility

Sales representatives and marketers can apply the diffusion of innovation theory to their advantage. If they can identify innovators in the market, these customers will help the product gain acceptance in the marketplace by ________________.

spreading positive word of mouth to other potential customers

When John began helping his favorite uncle Burton with his finances, he discovered his uncle was still renting a rotary-dial telephone from the phone company. Uncle Burton had paid thousands of dollars in rental fees over the previous forty years, never knowing or maybe interested in upgrading or purchasing a phone. Uncle Burton is a ______________ in the diffusion of innovation process.

laggard

Inkjet personal computer printers rapidly replaced earlier poor quality dot-matrix printers. Inkjet printers gained rapid acceptance in the marketplace primarily because of their:

relative advantage.

While technology can be used to reduce variability of services, additional problems can be created. Which of the following is NOT one of the potential problems marketers must address as they introduce technology?

Technology cannot evolve fast enough to address consumers' concerns.

Along the service-product continuum, which of the following would be the most service dominant?

Doctor's office

A _______________ gap reflects the difference between customers' expectations and the firm's perception of those customer expectations.

knowledge

Gerald's Tire Service provides each employee with a clean, sharp-looking uniform. They also instruct employees to put all tools back where they belong and keep the work area clean and uncluttered. Gerald's Tire Service emphasizes ________________ in the five service quality dimensions.

tangibles

For years, the Mogul Sheraton, a four-star hotel overlooking the Taj Mahal in India, offered free elephant and camel rides to hotel visitors. Few customers took advantage of this service. This is an example of a _______________ gap in services marketing.

knowledge

If _______________________ treat their customers well, and demand the same attitudes from everyone in the organization, it is likely employees will do the same.

managers

When marketers state services are _____________, they are referring to the fact that services are produced and consumed at the same time.

inseparable

Because services like cruises and car rentals are perishable, many marketers use:

pricing strategies to match supply with demand.

____________________________, firms add value to their products or services.

By providing good customer service

Sean had moved to take a new job, and when he was feeling really sick, he needed to find a doctor. He didn't like the one he chose, and he knew he'd never go back to that doctor. From a marketing perspective, his situation highlights one of the key differences between products and services, known as _________________.

inseparability

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

customizing services to meet customers' needs.

One of the important emerging trends in the macroenvironment is the time-poor society. When marketers address this concern in their mix for services, they will focus on which of the five service quality dimensions?

Responsiveness

Firms can close the _____________ gap by matching customer expectations with actual service through research.

knowledge

Training service providers to know exactly what a "good job" entails is setting service:

standards

If there is a difference between the firm's perceptions of customers' expectations and the service standards the firm has set, a ________________ gap exists.

standards

Which of the following is NOT one of the five dimensions used by consumers to determine overall service quality?

Acceptability

The old restaurant saying "You are only as good as the last meal served" reflects on the fact that services are:

variable.

One approach marketers are using to reduce service _____________ is to replace people with machines whenever appropriate.

variability

Because services like airline flights and hotel beds are __________, many marketers attempt to match demand with supply using pricing strategies.

perishable

Because services are _____________, it is often difficult for marketers to convey the benefits to consumers.

intangible

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

service quality

Unless managers who make service quality decisions ______________________, any customer service program they create will not be as good as it could be.

talk directly with customers

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