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QUIZ- A(n) __________ scale is a measurement in which numbers are assigned to characteristics of objects to reflect the order of the objects.?A. nominal?B. graduated?C. ordinal?D. intervalReset Selection?Mark for Review?What's This?2- __________ is information collected on a regular basis using standardized procedures and sold to multiple customers from a related industry.?A. Pure research?B. Syndicated research?C. Primary data?D. Experimental dataReset Selection?Mark for Review?What's This?3- Which of the following is good advice about creating research questionnaires for Mark Hammel, research specialist at New Wave Data, to follow??A. Be concise and clear in the wording of questions.?B. The general context of the survey does not need to be explained.?C. Ask difficult questions in the beginning to "weed out" uninterested respondents.?D. Ask leading questions to encourage specific responses.Reset Selection?Mark for Review?What's This?4- Which of the following research methods is generally the LEAST flexible??A. Mail?B. Telephone?C. Online surveys?D. Online panelsReset Selection?Mark for Review?What's This?5- A(n) __________ often contains modeling capability to create different marketing and financial models.?A. marketing research report?B. sampling procedure?C. interactive research system?D. marketing decision support systemReset Selection?Mark for Review?What's This?6- Which of the following is true of ethnographic research??A. It is conducted within traditional focus groups.?B. It is less structured than focus group research.?C. It provides researchers with secondary data.?D. It is best suited for collecting quantitative information.Reset Selection?Mark for Review?What's This?7- Which of the following statements about brand equity is NOT true??A. Strong brand equity means a brand has customer loyalty.?B. Brand equity refers to the brand's value to an organization.?C. The highest level of brand equity involves establishing product benefits.?D. Brand equity gives a firm the power to capture and hold onto a larger share of the market and to sell at prices with higher profit margins.Reset Selection?Mark for Review?What's This?8- Qualitative research is best suited for gathering __________ information.?A. exploratory?B. causal?C. quantitative?D. explanatoryReset Selection?Mark for Review?What's This?9- Brand __________ is the extent to which a consumer repeatedly purchases a given brand.?A. equity?B. knowledge?C. valuation?D. loyaltyReset Selection?Mark for Review?What's This?10- Businesses selling to other businesses tend to discuss more __________ when presenting their product and services than business-to-consumer brands do.?A. emotional benefits?B. status benefits?C. rational elements?D. brand personalityReset Selection?Mark for Review?What's This?11- Managers often start with __________ research and later follow with __________ research.?A. exploratory; explanatory?B. explanatory; exploratory?C. descriptive; exploratory?D. explanatory; descriptiveReset Selection?Mark for Review?What's This?12- Which of the following is NOT an aspect of Internet research panel management??A. Developing and administering an incentive program?B. Creating representative data for the general population?C. Periodic reprofiling of members?D. Cleaning and refreshing the panelReset Selection?Mark for Review?What's This?13- ABC Company has decided to use online questionnaires to collect data. This method has all the following advantages EXCEPT which one??A. Low cost per respondent?B. Provides quantitative data?C. High response rates?D. No interviewer to bias respondents' answersReset Selection?Mark for Review?What's This?14- The brand manager of Wee Won, a brand of stylish infant and toddler clothes sold at upscale shops in urban and suburban settings, has experimented with increasing the price of several items in the Wee Won line. Sales of these items did not decrease with the new, higher prices. It is most accurate to say that Wee Won customers have exhibited:?A. purchase loyalty.?B. brand alliances.?C. brand stretching.?D. attitudinal loyalty.Reset Selection?Mark for Review?What's This?15-Another name for a reseller's brand is a __________ brand.?A. national?B. private label?C. generic?D. manufacturerReset Selection?Mark for Review?What's This?16- Brand __________ is the set of associations that consumers hold in memory regarding a brand's features, benefits, users, and perceived quality as a result of prior brand marketing activities.?A. equity?B. attitude?C. valuation?D. knowledgeReset Selection?Mark for Review?What's This?17- Which of the following is true about a simple random sampling??A. The researcher uses his or her judgment to select people who appear to best fit the requirements of the sample.?B. Convenience is the key determinant of who participates.?C. Each member of the population has an equal chance of being included in the sample.?D. Every member of the population is included in the sample.Reset Selection?Mark for Review?What's This?18- The middle level of brand positioning is:?A. beliefs.?B. values.?C. product attributes.?D. benefits.Reset Selection?Mark for Review?What's This?19- Which of the following is NOT a desirable quality for a brand name??A. It should suggest something about the product or service.?B. It should be memorable and distinctive.?C. The brand should almost always be a long word to get attention.?D. The name should export smoothly to foreign markets.Reset Selection?Mark for Review?What's This?20- A company that does not want to add to the product lines in its portfolio would be most likely to select which of the following options??A. Multibranding?B. Bundling?C. Brand extension?D. Brand stretchingReset Selection?Mark for Review?What's This?21- Which type of positioning is based on the attributes of products or services and their corresponding benefits??A. Unique?B. Symbolic?C. Functional?D. ExperientialReset Selection?Mark for Review?What's This?22- The business segmentation variable of __________ refers to where power resides in an organization.?A. demographics?B. purchasing approaches?C. customer operating characteristics?D. personal characteristicsReset Selection?Mark for Review?What's This?23- Marketers use demographics and psychographics to:?A. better understand their competitors.?B. better understand their customers.?C. better predict company strengths.?D. conduct a break-even analysis.Reset Selection?Mark for Review?What's This?24- Based on the sample in your textbook, which of the following is LEAST likely to be included in an implementation schedule??A. Start date?B. Budget?C. Target market strategy?D. ManagerReset Selection?Mark for Review?What's This?25- A perceptual map is used to:?A. identify psychographic segments across broad geographic regions.?B. translate a SWOT analysis into a visual medium.?C. analyze the benefits and disadvantages of different targeting strategies.?D. define the market based on consumer perceptions of competing products.Reset Selection?Mark for Review?What's This?26- __________ is communicating a product or service message to as broad a group of people as possible with the purpose of positively influencing sales.?A. Market targeting?B. Target marketing?C. Mass marketing?D. PositioningReset Selection?Mark for Review?What's This?27- Which of the following is a relatively recent development that optimizes the online advertising potential for products and services??A. Behavioral targeting?B. Cohort marketing?C. Concentrated marketing?D. Usage-rate targetingReset Selection?Mark for Review?What's This?28- Which of the following would be listed under a company's threats in a SWOT analysis??A. Revenues have declined for three consecutive quarters.?B. A new entry in the market is priced very competitively.?C. Staff reductions have created anxiety about job security among employees.?D. The new management team is still unfamiliar with some aspects of the business.Reset Selection?Mark for Review?What's This?29- Television ads, public relations, and promotional events are all examples of:?A. marketing controls.?B. marketing expenses.?C. marketing forecasts.?D. distribution strategies.Reset Selection?Mark for Review?What's This?30- Which of the following is the placement of a product or service offering in the minds of consumer targets??A. Positioning?B. Placement?C. Segmentation?D. TargetingReset Selection?Mark for Review?What's This?31- In considering whether to select more than one customer segment as a target market, a company would be LEAST likely to consider which of the following??A. Its ability to meet the requirements of the customers?B. Whether each segment has critical mass?C. The overall cost of meeting customer requirements?D. Whether the segments share core similarities of attitude, behavior, and economicsReset Selection?Mark for Review?What's This?32- You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is differentiated and positioned. This full positioning of the brand is called:?A. its value proposition.?B. target marketing.?C. brand optimization.?D. its value profile.Reset Selection?Mark for Review?What's This?33- Many firms make an effort to identify smaller, better-defined target groups by using:?A. user rates.?B. loyalty segmentation.?C. multiple segmentation bases.?D. positioning.Reset Selection?Mark for Review?What's This?34- Which type of market coverage strategy requires a company to have the MOST detailed understanding of its target market??A. Mass marketing?B. Behavioral targeting?C. Niche marketing?D. Undifferentiated marketingReset Selection?Mark for Review?What's This?35- Which of the following is the BEST advice about business plans for Paul, who has a great idea for a start-up business but will need substantial external financing to get started??A. Have a business plan in place by the first day your business is open.?B. Have a business plan in place before seeking out investors.?C. Focus on the product overview and fill in details about the competitive environment after the business has launched.?D. Focus on the operations overview and fill in financial details after the business has launched.Reset Selection?Mark for Review?What's This?36- A marketer would detail the company's positioning and value proposition in the __________ section of a marketing plan.?A. marketing situation?B. forecasting?C. company description, purpose, and goals?D. marketing strategyReset Selection?Mark for Review?What's This?37- Average cost per transaction is needed to determine:?A. future sales growth rates.?B. current sales rates.?C. the break-even point.?D. the monthly fixed costs.Reset Selection?Mark for Review?What's This?38- In a marketing plan, the __________ section includes the anticipated outcomes based on achieving predefined market goals.?A. measurement and controls?B. company description, purpose, and goals?C. forecasting?D. marketing situationReset Selection?Mark for Review?What's This?39- It is most accurate to say that a business plan is used to communicate the performance and direction of a business to:?A. targeted markets.?B. consumers.?C. government regulators.?D. potential investors and stakeholders.Reset Selection?Mark for Review?What's This?40- In addition to the elements that are usually included in a business plan, a start-up business would also need to include information on:?A. competition.?B. operations.?C. capitalization.?D. customer benefits.Reset Selection?Mark for Review?What's This? ................
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