Question-1
Managers often start with __________ research and later follow with __________ research.
A. exploratory; explanatory
B. explanatory; exploratory
C. descriptive; exploratory
D. explanatory; descriptive
Question-2
The middle level of brand positioning is:
A. beliefs.
B. values.
C. product attributes.
D. benefits.
Question-3
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-4
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.
Question-5
For a fee, some companies __________ names or symbols previously created by other manufacturers, characters from popular movies and books, or works of art--any of which can provide brand equity.
A. service
B. license
C. extend
D. brand
Question-6
__________ 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 data
Question-7
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-8
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-9
Which of the following identifies a major concern regarding Internet marketing research?
A. The speed at which surveys can be administered
B. Cost-effectiveness
C. The ability to translate results to the general population
D. The difficulty of tabulating responses
Question-10
Brand __________ is the extent to which a consumer repeatedly purchases a given brand.
A. equity
B. knowledge
C. valuation
D. loyalty
Question-11
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-12
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-13
Another name for a reseller's brand is a __________ brand.
A. national
B. private label
C. generic
D. manufacturer
Question-14
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-15
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-16
According to your textbook, the initial layer of a brand represents:
A. values.
B. benefits.
C. attitudes.
D. tangible features.
Question-17
The total financial benefit that results from owning a brand is quantified through the process of brand:
A. differentiation.
B. valuation.
C. extension.
D. positioning.
Question-18
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-19
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.
Question-20
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-21
Television ads, public relations, and promotional events are all examples of:
A. marketing controls.
B. marketing expenses.
C. marketing forecasts.
D. distribution strategies.
Question-22
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-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
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-25
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-26
Which type of positioning is based on the attributes of products or services and their corresponding benefits?
A. Unique
B. Symbolic
C. Functional
D. Experiential
Question-27
Which of the following is NOT an example of a fixed cost?
A. Materials
B. Utilities
C. Payroll
D. Rent
Question-28
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-29
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-30
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-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 economics
Question-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.
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
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.
Question-35
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-36
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-37
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. Manager
Question-38
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. Targeting
Question-39
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-40
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.
