Question 1
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.
Question 2
AMF Research Group must guard against problems during the phase of conducting marketing research for its clients. Which of the following is NOT a problem that should be anticipated for data collected through interviews during this phase?
A. Interviewers who incorrectly record responses
B. Respondents who give deceitful answers
C. Interviewers who do not consistently execute the survey
D. Analysts who interpret and report the findings
Question 3
Brand __________ is the extent to which a consumer repeatedly purchases a given brand.
A. equity
B. knowledge
C. valuation
D. loyalty
Question 4
Which of the following research methods is generally the LEAST flexible?
A. Mail
B. Telephone
C. Online surveys
D. Online panels
Question 5
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.
Question 6
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.
Question 7
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' answers
Question 8
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 system
Question 9
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 personality
Question 10
Another name for a reseller's brand is a __________ brand.
A. national
B. private label
C. generic
D. manufacturer
Question 11
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 stretching
Question 12
The middle level of brand positioning is:
A. beliefs.
B. values.
C. product attributes.
D. benefits.
Question 13
Which form of marketing research is a series of discussions held between a trained interviewer and individuals on a one-to-one basis?
A. Structured interviews
B. Online questionnaires
C. Telephone surveys
D. Ethnographic research
Question 14
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. interval
Question 15
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 panel
Question 16
Which of the following was NOT among the top 10 in Business Week's Annual Rating of the Best Global Brands for 2009?
A. Gap
B. Coca-Cola
C. Microsoft
D. IBM
Question 17
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.
Question 18
According to your textbook, the initial layer of a brand represents:
A. values.
B. benefits.
C. attitudes.
D. tangible features.
Question 19
Qualitative research is best suited for gathering __________ information.
A. exploratory
B. causal
C. quantitative
D. explanatory
Question 20
Which of the following should a company LEAST expect as a benefit resulting from co-branding?
A. Product development and research costs are avoided.
B. Loyalty from each brand is extended to the co-branded product.
C. Shortcomings of one brand are compensated for by strengths of the other brand.
D. Promotion costs are split between partners.
Question 21
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.
Question 22
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 targeting
Question 23
While preparing the marketing plan for a new product line called Nature & Nurture, Jonas wrote the following: "Nature & Nurture toys provide learning experiences that stimulate young children's senses and open up a world of discovery for the youngest of learners." This statement belongs in the __________ section of the marketing plan.
A. company description, purpose, and goals
B. marketing situation
C. competitive overview
D. measurement and controls
Question 24
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.
Question 25
Television ads, public relations, and promotional events are all examples of:
A. marketing controls.
B. marketing expenses.
C. marketing forecasts.
D. distribution strategies.
Question 26
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.
Question 27
When marketers at Procter & Gamble selected the Millennials, a demographic that includes college students, as an untapped group of potential customers for the company's Febreze line of products, they were executing which of the following?
A. Market segmenting
B. Mass marketing
C. Differentiation
D. Targeting
Question 28
The business segmentation variable of __________ refers to where power resides in an organization.
A. demographics
B. purchasing approaches
C. customer operating characteristics
D. personal characteristics
Question 29
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 situation
Question 30
__________ 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. Positioning
Question 31
You would MOST likely find an implementation schedule in which section of a marketing plan?
A. Marketing strategy
B. Forecasting
C. Executive summary
D. Marketing situation
Question 32
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.
Question 33
A sales forecast is MOST likely to be based on which of the following?
A. The company's variable costs
B. The company's growth rate
C. The company's break-even point
D. The company's marketing expenses
Question 34
Using concentrated marketing, the marketer goes after a __________ but __________ consumer segment.
A. small; undefined
B. small; well-defined
C. large; well-defined
D. large; undefined
Question 35
Information about which of the following would MOST likely be included in the marketing mix component of the marketing strategy?
A. Worst case risks
B. Market research
C. Pricing
D. Financial forecasts
Question 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 strategy
Question 37
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.
Question 38
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.
Question 39
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.
Question 40
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 economics
