Marketing test 2 review 2

Market research firms, commercial publications, and government data can be used as sources of:

Marketing research has three functional roles. These roles are:

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:

Managers must combine specific pieces of information needed to identify the marketing research problem. Their _____ is to provide insightful decision-making information.

Is essential to the success of focus-group research?

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.

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:

_____ products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited.

Realizing that their product needed a warranty to gain rapid market acceptance, the manufacturer of a high-tech system for investigating accidents produced:

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:

Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans

The process of planning, collecting, and analyzing data relevant to a marketing decision.

Determining what information is needed and how that information can be obtained efficiently and effectively.

The specific information needed to solve a marketing research problem; the objective should be to provide insightful decision making information.

A broad-based problem that uses marketing research in order for managers to take proper actions

A company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms.

The most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes

A type of survey that involves interviewing business people at their offices concerning industrial products or services.

A closed-ended question designed to measure the intensity of a respondent’s answer.

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.

The study of human behavior in its natural context; involves observation of behavior and physical setting.

An error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process.

Error that occurs when a sample somehow does not represent the target population

When a sample drawn from a population differs from the target population.

The selected sample is an imperfect representation of the overall population.

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.

An Internet sample with quotas based on desired sample characteristics

A product used to manufacture other goods or services, to facilitate an organization’s operations, or to resell to other customers.

A product bought to satisfy an individual’s personal wants.

A relatively inexpensive item that merits little shopping effort.

A specific version of a product that can be designated as a distinct offering among an organization’s products.

A group of closely related product items.

All products that an organization sells.

The number of product items in a product line.

The number of product lines an organization offers.

The practice of modifying products so those that have already been sold become obsolete before they actually need replacement.

Adding additional products to an existing product line in order to compete more broadly in the industry.

A no-frills, no-brand-name, low-cost product that is simply identified by its product category.

Marketing several different products under the same brand name.

A type of package labeling that focuses on a promotional theme or logo with consumer information being secondary.

A type of package labeling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.

A brand name owned by a wholesaler or a retailer.