Marketing test 2 review 2

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42 Questions - Developed by: Dan - Developed on: - 38.480 taken - User Rating: 4 of 5.0 - 5 Votes

  • 1
    Market research firms, commercial publications, and government data can be used as sources of:
    Primary data
    Marketing audits
    Secondary data
  • 2
    Marketing research has three functional roles. These roles are:
    Descriptive, explanatory, and predictive
    Flexible, interactive, and discovery-oriented
    Descriptive, Diagnostic, and Predictive
  • 3
    A private academy for children with learning disabilities has noticed a steadily declining enrollment in spite of the addition of several scholarships. Before conducting any marketing research to explain the decline in enrollment, the school's staff will need to:
    Determine who will be most likely to respond to their survey
    Select a market sample from everyone in the population
    Define the problem to be researched
  • 4
    Managers must combine specific pieces of information needed to identify the marketing research problem. Their _____ is to provide insightful decision-making information.
    Field service objective
    Marketing research objective
    Autonomous task
  • 5
    Is essential to the success of focus-group research?
    Group Dynamics
  • 6
    Beasley wanted an umbrella table for his patio. He watched newspaper ads until he found one on sale. For Beasley, the umbrella table is a(n) _____ product.
  • 7
    Rexona, marketed by Unilever (a Dutch company) is the world's number one deodorant brand. The brand is a leader in Europe, South America, Asia, Africa and the Middle East. Rexona is an example of a:
    Global Brand
    Family Brand
    Cannibalized Brand
  • 8
    _____ products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited.
  • 9
    Realizing that their product needed a warranty to gain rapid market acceptance, the manufacturer of a high-tech system for investigating accidents produced:
    A label stating that the product is of the highest quality and backed by years of manufacturing experience
    an advertisement stating buyers would not perceive the purchase of this product as risky
    A written guarantee that the product would work as promised and that it is fit for the purpose it was sold
  • 10
    Observers of the supermarket industry see no letup in the use of checkout-counter-based target marketing. Sav-More supermarkets have installed an electronic marketing system in its stores. The system allows the stores to do more direct mail promotions by combining the current Sav-More's check cashing cards with the new Sav-More's Bonus Club frequent-shopper cards. The new system uses barcode scanners and magnetic cards issued to shoppers to track all purchases. As with most customer databases, demographic information is gathered for subsequent offers to frequent-shopper club members, and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases. Generally, marketing to these consumers achieves better results than free standing insert (FSI) coupons.

    Refer to Sav-More Supermarkets. The Sav-More management is continually provided with information to make better marketing decisions. This data is easily accessed and manipulated. This type of system is called a:
    Marketing decision support system
    Competitive intelligence system
    Marketing research system
  • 11
    Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans
    Database Marketing
    Decision Support System
    Marketing Information
  • 12
    The process of planning, collecting, and analyzing data relevant to a marketing decision.
    Scientific Method
    Marketing Research
    Marketing Information
  • 13
    Determining what information is needed and how that information can be obtained efficiently and effectively.
    Marketing research objective
    Marketing decision problem
    Marketing research problem
  • 14
    The specific information needed to solve a marketing research problem; the objective should be to provide insightful decision making information.
    Marketing research problem
    Marketing research decision
    Marketing research objective
  • 15
    A broad-based problem that uses marketing research in order for managers to take proper actions
    Marketing research problem
    Marketing research objective
    Management decision problem
  • 16
    A company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms.
    Marketing research head
    Marketing research leader
    Marketing research aggregator
  • 17
    The most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes
    Computer assisted research
    Mall-intercept research
    Survey Research
  • 18
    A type of survey that involves interviewing business people at their offices concerning industrial products or services.
    Computer-assisted self interviewing
    Executive Interview
    Mail Survey
  • 19
    A closed-ended question designed to measure the intensity of a respondent’s answer.
    Closed ended question
    Scaled-response question
    Open ended Question
  • 20
    A research method that relies on four types of observation: People watching people, people watching an activity, machines watching people, and machines watching an activity.
    Mystery research
    Observation research
    Ethnographic research
  • 21
    The study of human behavior in its natural context; involves observation of behavior and physical setting.
    Ethnographic research
    Universe research
    Observation research
  • 22
    An error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process.
    Measurement error
    Frame error
    Sampling error
  • 23
    Error that occurs when a sample somehow does not represent the target population
    Measurement error
    Sampling Error
    Frame Error
  • 24
    When a sample drawn from a population differs from the target population.
    Sampling error
    Measurement error
    Frame error
  • 25
    The selected sample is an imperfect representation of the overall population.
    Sampling error
    Frame error
    Random error
  • 26
    A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy.
    Competitive Intelligence
    Scanner based research
  • 27
    An Internet sample with quotas based on desired sample characteristics
    Screened Internet Sample
    Recruited Internet Sample
    Random sample
  • 28
    A product used to manufacture other goods or services, to facilitate an organization’s operations, or to resell to other customers.
    Business product
    Consumer product
    Convenience Product
  • 29
    A product bought to satisfy an individual’s personal wants.
    Consumer product
    Convenience product
    Business product
  • 30
    A relatively inexpensive item that merits little shopping effort.
    Business product
    Convenience product
    Consumer product
  • 31
    A specific version of a product that can be designated as a distinct offering among an organization’s products.
    Product line
    Product mix
    Product Item
  • 32
    A group of closely related product items.
    Product item
    Product line
    Product mix
  • 33
    All products that an organization sells.
    Product line
    Product item
    Product Mix
  • 34
    The number of product items in a product line.
    Product line depth
    Product Line Width
    Product Mix Width
  • 35
    The number of product lines an organization offers.
    Product Line Depth
    Product Mix Width
    Product Line Width
  • 36
    The practice of modifying products so those that have already been sold become obsolete before they actually need replacement.
    Product Obsolescence
    Product Modification
    Aesthetic Modification
  • 37
    Adding additional products to an existing product line in order to compete more broadly in the industry.
    Product Line Extension
    Product brand mark
    Product Line Obsolescence
  • 38
    A no-frills, no-brand-name, low-cost product that is simply identified by its product category.
    Family Brand
    Private Product
    Generic Product
  • 39
    Marketing several different products under the same brand name.
    Private Brand
    Family Brand
  • 40
    A type of package labeling that focuses on a promotional theme or logo with consumer information being secondary.
    Information labeling
    Aesthetic labeling
    Persuasive labeling
  • 41
    A type of package labeling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.
    Persuasive Labeling
    Information Labeling
    Warranty Labeling
  • 42
    A brand name owned by a wholesaler or a retailer.
    Manufacturer brand
    Private Brand
    Individual Brand

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