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260You are to conduct a marketing research effort that will determine if your company's business customer demographics have changed, and you
have been told to use primary data. You will:
a.
gather data from Standard & Poor's General Information File
b.
develop a mail survey to study your primary market
c.
employ studies done by the Federal Trade Commission
d.
make sure you locate Internet information by using a search engine
e.
ask the National Industrial Conference Board for its latest study
267A(n) _____ is characterized by the researcher's altering one or more variables-such as price or package design--while observing the effects of
those alterations on another variable (usually sales).
a.
observation research project
b.
research problem
c.
experiment
d.
probability sample
e.
statistical analysis
296The consumer product classification system is based on:
a.
how the market is segmented
b.
the way the products are manufactured
c.
the use the products are put to
d.
the physical attributes of the product
e.
the amount of effort consumers spend to acquire the product
299Heinz markets ketchup, pickles, fish sticks, and other consumer products. This is an abbreviated listing of the company's:
a.
marketing mix
b.
product line
c.
product mix
d.
line depth
e.
mix consistency
320New-to-the-world products, where the product category itself is new, are also called:
a.
discontinuous innovations
b.
moderate innovations
c.
diffusions
d.
venture products
e.
specialty products
329_____ occurs when a company cannot regain its development, marketing, and production costs of a new product.
a.
Match failure
b.
Absolute failure
c.
Relative failure
d.
Limited success
e.
Product concept failure
335The advertising strategy during the growth stage of the product life cycle should be to:
a.
aim at the needs of innovators
b.
make the mass market aware of brand benefits
c.
use advertising as a vehicle for introducing the product category benefits
d.
emphasize the product's low price to help reduce inventories
e.
make the market aware of product category brands
345A(n) _____ is a characteristic that cannot easily be assessed even after purchase and experience, such as an income tax service.
a.
heterogeneity feature
b.
tangible attribute
c.
experience quality
d.
search quality
e.
credence quality
348At the clothing store Up and Out, the manager is frustrated at the level of service employees provide to customers even after the store manager
wrote a guide to customer service and instructed each employee to read the guide. This is an example of a gap between:
a.
the service quality specifications and the service that is actually provided
b.
what the company provides and what the customer is told it provides
c.
the service customers receive and the service they want
d.
what customers want and what management thinks customers want
e.
what management thinks customers want and the quality specifications management develops to provide the service
358A target market for a nonprofit organization:
a.
needs to be defined in terms of competing private sector organizations
b.
needs to be defined as the "community" in general to do effective planning
c.
may include many apathetic or strongly opposed targets
d.
is best defined geographically, to include the area served
e.
is best defined as the potential donors, because their funds will ensure the survival of the organization
385One configuration of a marketing channel entails producers selling to consumers with no intermediaries involved. This is called a(n):
a.
exclusive distribution system
b.
conventional channel
c.
vertical marketing system
d.
forward integration
e.
direct channel
393Piaget Watches has a restrictive policy of only establishing one or two dealers within a given large geographic area. Buyers of this type of
expensive Swiss watch will travel to acquire the product, so this form of distribution, _____, is appropriate for the product.
a.
exclusive
b.
intensive
c.
selective
d.
dual
e.
intermediary
424Erika owns and operates her own fast-food restaurant, but the establishment is licensed by McDonald's Corporation. Erika's fast-food
restaurant is a:
a.
doubly managed outlet
b.
chain store
c.
franchise
d.
independent retailer
e.
licensor
435_____ refers to shopping without visiting a store and is currently growing faster than in-store shopping because of the consumer demand
for convenience.
a.
Nonstore retailing
b.
Franchising
c.
Hypershopping
d.
Off-shore purchasing
e.
Specialty merchandising
449The most predominant aspect of the store's presentation is its _____, or the overall impression conveyed by the store's physical layout,
decor, and surroundings.
a.
merchandise mix
b.
location
c.
price strategy
d.
atmosphere
e.
promotional strategy