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MKTG Unit 2
| Question | Answer |
|---|---|
| Which of the following is NOT an example of a product? a. shoes b. notepads c. financial consulting d. auto repair warranty e. All are examples of products. | e. all are examples of products |
| The key distinction between a business product and consumer product is: a. quality b. point of origin c. intended use d. manufacturing process | c. intended use |
| Candy bars, safety pins, and apples are all examples of ____ products. a. convenience b. specialty c. shopping | a. convenience |
| Automobiles, home theater systems, and mobile phones are all examples of ____ products. a. convenience b. specialty c. shopping | c. shopping |
| Marketers often use selective, status-conscious advertising when they are selling ___ products. a. convenience b. specialty c. shopping | b. specialty |
| GE's ___ includes aircraft engines, kitchen appliances, and light bulbs. a. unsought product b. product item c. product line d. product mix | d. product mix |
| A ___ is a name, term, or symbol that distinguishes one company's products from another's. a. brand mark b. brand name c. trade mark d. brand | d. brand |
| Which of the following is NOT an example of a brand mark? a. Chevrolet's bow tie design b. AT&T's blue and white globe c. 7-Eleven d. Ferrari's prancing stallion | c. 7-Eleven |
| A brand that has a high level of ___ has high awareness, perceived quality, and brand loyalty among consumers. a. brand mark b. brand equity c. brand recognition d. brand value | b. brand equity |
| A global brand is one that earns at least ___ of its earnings outside of its home contry. a. 1/3 b. 1/2 c. 1/4 d. 1/5 | a. 1/3 |
| ___ refers to the exclusive right to use a brand or part of a brand. a. Registry b. Trademark c. Copyright d. Rights management | b. Trademark |
| A product label that provides information on features, care instructions, or ingredients is an example of: a. labeling. b. persuasive labeling. c. greenwashing. d. informational labeling. | d. informational labeling. |
| Proper translation of labels and product information is an important consideration for global ___ decisions. a. branding b. packaging c. marketing d. licensing | b. packaging |
| A(n) ___ warranty is a written statement that protects the buyer and gives information about the product. a. implied b. basic c. extended d. express | d. express |
| The Uniform Commercial Code insures that all sales have a(n): a. express warranty. b. implied warranty. c. satisfaction gurantee. d. unlimited return policy. | b. implied gurantee |
| New products do all of the following EXCEPT: a. replace obsolete items b. sustain growth c. increase quality d. increase profits | c. increase quality |
| Within the "new product" category, ___ are those that create an entirely new market. a. new-to-the-world products b. repositioned products c. new product lines d. lower priced products | a. new-to-the-world products |
| Within the "new product" category, ___ are existing products that target new market segments. a. new-to-the-world products b. repositioned products c. new product lines d. lower priced products | b. repositioned products |
| Within the "new product" category, ___ are significantly or slightly changed versions of older products. a. lower-priced products b. new product lines c. improvements or revisions of existing product lines d. additions to existing product lines | c. improvements or revisions of existing product lines |
| A company's ___ specifies the roles that new products must play in the organization's overall plan. a. new-product strategy b. product strategy c. idea generation d. product development | a. new-product strategy |
| During ___, a group comes up with as many innovative ideas as possible without rejecting any of them. a. research and development b. a focus group c. consulting d. brainstorming | d. brainstorming |
| During the ___ stage, ideas that are incompatible or inappropriate for an organization are rejected. a. development b. concept test c. idea screening d. analysis | c. idea screening |
| Test marketing is the ___ introduction of a product and marketing program to determine reactions of potential consumers. a. widespread b. global c. limited d. secret | c. limited |
| ___ are consumers who are the first to adopt a new product. a. Early adopters b. Early majority c. Laggards c. Innovators | d. Innovators |
| ___ are consumers who are likely to weight pros and cons before adopting an innovative product. a. Early adopters b. Early majority c. Laggards d. Innovators | b. Early majority |
| Which of the following characteristics helps predict the acceptance and diffusion of a new product? a. relative advantage b. complexity c. observability d. All of these choices | d. All of these choices |
| The ___ stage of the product life cycle is marked by increased sales, profits and competition. a. growth b. maturity c. decline d. introductory | a. growth |
| The ___ stage of the product life cycle is marked by a loss of sales and profits. a. growth b. maturity c. decline d. introductory | c. decline |
| The ___ stage of the product life cycle is marked by a focus on developing product awareness and informating consumers about its potential benefits. a. growth b. maturity c. decline d. introductory | d. introductory |
| Studying ___ helps managers understand why consumers decide to buy certain products. a. consumer behavior b. consumer safety c. consumer advocacy d. consumer projection | a. consumer behavior |
| Which of the following is not an example of an external stimulus? a. Tv advertisement b. highway billboard c. personal experience d. promotional web sit | c. personal experience |
| ___ refers to the way in which an individual addresses the need for a ne TV. a. Desire b. Want c. Need recognition d. Stimulus | b. Want |
| What is the role of family in consumer decision making? a. family is a subculutre b. family is the cause of cognitive dissonance c. family is an evoked set d. family is an important social influence | d. family is an important social influence |
| On a recent vacation, Doug enjoyed the shampoo that the hotel provided so much that he wants to buy it for his home. This is an example of: a. external information search. b. internal information search. c. product recall. d. viral marketing. | b. internal information search |
| Mary's mother reads many review after purchasing a new top-of-the-line blender to make sure she made a good decison. This is an example of: a. reducing cognitive dissonanc b. conducting an internal information search. c. product recall. d. viral marke | a. reducing cognitive dissonance. |
| The extent to which an individual conducts an external search depends on perceived risk, knowledge, level of interest in the good or service, and: a. education b. ethnicity c. prior experience d. disposable income | c. prior experience |
| After thorough research, Jack narrows his choice of a new car to a Honda, Toyota, and Acura. These three brands represent Jack's: a. dcision set b. evoked set c. preferred set d. limited set | b. evoked set |
| In searching for a new mobile phone plan, Harry decides that he cannot spend more than $50 per month. This is an example of a(n): a. information search b. brand extension c. involvement d. cutoff | d. cutoff |
| Italian automaker Ferrari exercises ___ by lending its famous name 2 a wide range of nonautomotive products including eyewear, clothing, perfume, bicycles, & laptop computers. a.brand extension b.brand protection c.viral mkting d.extensive decision ma | a. brand extension |
| Before he bought his car Harry spent 4 days doing research online & visiting various local dealerships. This is an example of which type of consumer buying decision? a. routine response behavior b. limited decison making c. extensive "" d. none | c. extensive decison making |
| Joe, a 22-year old recent college graduate, is unlikely to buy a minivan as his first car. This is an example of which type of influence on consumer buying decisions? a. individual b. social c. cultural d. psychological | a. individual |
| According to Maslow's hierarchy of needs, the most basic human needs include: a. no anxiety. b. food c. love d. self-esteem | b. food. |
| Cecilia, a recent émigré from Argentina, decides to open a savings account at a certain bank because they have bilingual tellers. This is an example of which influence on consumer buying decisions? a. individual b. social c. cultural d. psychological | c. cultural |
| ________ occurs when a consumer spends relatively little time on making a buying decision. a. Routine response behavior b. Limited decision making c. Extensive decison making d. None of these choices | a. Routine response behavior |
| Which of the following is not an example of business marketing? a. selling paper to the local schl district b. selling chemical suplies to a photo developing chain c. selling residential cable TV packages | c. selling residential cable TV packages |
| The main difference between a business product and a consumer product is: a. intended use. b. price. c. quantity purchased. d. quality. | a. intended use |
| According to the ________ concept, customers who have not bought a certain product in quite some time are unlikely to do so in the future. a. site reach b. frequency c. recency d. stickiness | c. recency |
| Which of the following is NOT an example of a type of strategic alliance? a. corporate takeover b. licensing c. joint venture d. R & D venture | a. corporate takeover |
| Two web-design firms recently merged, in spite of the fact that managers in both firms had doubts about the importance and benefits of the merger. This relationship lacks: a. values b. norms c. relationship commitment d. cultural connections | c. relationship commitment |
| Which of the following is an example of a producer? a. customer service center b. Internet service provider c. home builder d. newspaper | c. home builder |
| Which of the following is NOT an example of a reseller? a. supermarket b. gas station c. magazine stand d. community college | d. community college |
| The demand that IKEA has for lumber depends on consumer demand for its furniture products. This is an example of: a. derived demand b. inelastic demand c. joint demand d. fluctuating demand | a. derived demand |
| In many cases, an increase in the price of a business product will cause consumer demand to: a. rise sharply b. be unaffected c. decline moderately d. rise moderately | b. be unaffected |
| The consumer demand for HDMI cables is directly related to consumer demand for HD TVs. This is an example of: a. derived demand b. inelastic demand c. joint demand d. fluctuating demand | c. joint demand |
| A law firm buys its paper and office supplies from a Company X, which in turn hires the law firm to provide legal counsel. This is an example of: a. synergy b. business-to-business exchange c. negotiation d. reciprocity | d. reciprocity |
| Sugar, leater and iron ore are all examples of: a. raw materials b. component parts c. accesory equipment d. major equipment | a. raw materials |
| Hard drives, processors, and USB ports are all examples of: a. raw materials b. component parts c. accessory equipment d. major equipment | b. component parts |
| An accounting firm purchases an entirely new telephone system to replace its current outdated system. This is an example of which buying situation? a. modified rebuy b. straight rebuy c. new buy | c. new buy |
| A middle manager in the human resources division is assigned to make recommendations on which software package the firm should buy. This role is known as: a. initiator b. influencer/evaluator c. gatekeeper d. decider | b. influencer/evaluator |
| A group of people who share traits and have similar product needs is known as a: a. market b. market segment c. demographic d. population | b. market segment |
| ________ is the process where distinct market segments are identified. a. Market segmentation b. Market analysis c. Market study d. Market division | a. Market segmentation |
| A food products company groups its customers according to where they live. This is an example of ________ segmentation. a. age b. family life-cycle c. income d. geographic | d. geographic |
| Toyota promotes its Sienna minivan as a safe and practical vehicle for families. This is an example of ________ segmentation. a. age b. family life cycle c. income d. geographic | b. family life cycle |
| Gerber produces a line of organic baby foods to appeal to consumers who are concerned about food safety and environmental issues. This is an example of ________ segmentation. a. geodemographic b. psychographic c. income d. usage-rate | b. psychographic |
| McDonald's new marketing campaign is aimed at attracting customers who visit the restaurant less than six times per year. This is an example of ________ segmentation. a. geodemographic b. psychographic c. income d. usage-rate | d. usage-rate |
| ________ are customers who do extensive research before purchasing. a. Optimizers b. Satisficers c. Innovators d. Collaborators | a. Optimizers |
| Which of the following is NOT a step in market segmentation? a. choosing a basis for segmenting the market b. profiling and analyzing segments c. developing a perceptual map d. selecting target markets | c. developing a perceptual map |
| A computer manufacturer promotes its products with a single campaign aimed at various groups. This is an example of ________ strategy. a. target market b. undifferentiated targeting c. concentrated targeting d. multisegment targeting | b. undifferentiated targeting |
| The Smart car is aimed at young, urbanites who want efficient and convenient transportation. This is an example of ________ strategy. a. target market b. undifferentiated targeting c. concentrated targeting d. multisegment targeting | c. concentrated targeting |
| Which of the following is a key benefit of the undifferentiated target strategy? a. concentration of resources b. strong positioning in the market c. cost savings d. eonomies of scale in producing and marketing | c. cost savings |
| In Starbucks, ________ will occur if its new VIA line of instant coffee leads to reduced sales of its coffee beans. a. cannibalization b. targeting c. focusing d. optimization | a. cannibalization |
| In its advertisements, Verizon emphasizes how its mobile network is faster and offers more nationwide coverage than its competitors. This is an example of: a. attribution b. repositioning c. one-to-one marketing d. product differentiation | d. product differentiation |
| A company implements ________ in order to change the opinions that consumers have about their products. a. positioning b. repositioning c. segmenting d. evaluation | b. repositioning |
| A company that uses the attribute base for positioning will emphasize: a. the product's feature or benefits b. the product's high price c. competitor products d. how the product makes one feel | a. the product's feature or benefits |
| A marketing decision support system allows managers to: a. establish lower price points. b. offer creative advertisement campaigns c. gather and use marketing information d. promote environmental issues | c. gather and use marketing information |
| Database marketing creates a(n) ________ that contains information on customer profiles and purchase patterns. a. computerized file b. web-based profile c. automated process d. model | a. computerized file |
| Which of the following is NOT an important role of marketing research? a. diagnostic b. descriptive c. predictive d. specification | d. specification |
| All of the following are examples of secondary data EXCEPT: a. reports to stockholders b. analysis of competitors' products c. annual reports d. house periodicals | b. analysis of competitors' products |
| If a company calls potential consumers to get their opinions, it is performing: a. experiments b. ethnographic research c. virtual shopping d. survey research | d. survey research |
| Which of the following is NOT an example of an open-ended question? a. What is your favorite brand of soap? b. Where is your favorite place to buy electronics? c. Are you male? d. Who is your biggest influence on what products you buy? | c. Are you male? |
| Which of the following is NOT an example of a close-ended question? a. Do you like pancakes b. Which spokesperson seems more trustworthy, Mr. X or Ms. Y? c. Haveyou ever traveled to a foreign country? d. Why do you prefer to shop at a certain store? | d. Why do you prefer to shop at a certain store? |
| A company that sends out researchers posing as actual customers is engaging in: a. mystery shopping b. focus groups c. ethnographic research d. virtual shopping | a. mystery shopping. |
| In market research, a ________ is necessary because it is difficult to impossible to take a census of, or interview, all possible users of a certain product. a. segment b. sample c. universe d. cluster | b. sample |
| The term ________ refers to the group from which the research sample will be drawn. a. cluster b. meta-group c. actual market d. universe | d. universe |
| In its market research, a jewelry company selects a sample with no regard to factors such as income, cultural background, or age. It thus produces a ________ sample. a. random b. nonprobability c. convenience d. blind | a. random |
| An apparel chain conducts market research by interviewing friends and relatives of its employees. This produces a ________ sample. a. random b. nonprobability c. convenience d. blind | b. convenience |
| The ________ method of research allows firms to monitor consumer responses to marketing campaigns in a continuous fashion. a. online focus groups b. web survey systems c. scanner-based research d. online panels | c. scanner-based research |
| ________ is an important source of information on how to overcome a competitor's advantage. a. Competitive intelligence b. Emotional intelligence c. Security and privacy d. Competitive advantage | a. Competitive intelligence |
| Which of the following is NOT an advantage of doing market research through online focus groups? a. reduced cost b. reduced cultural barriers c. honesty d. higher participation rates | b. reduces cultural barriers |
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