Marketing Test Bank

“A furniture company that makes its marketing program elements uniform, targeting an entire region with similar products, is demonstrating which of the following?”
Standardization
“According to class lecture, the most important, and oftentimes most difficult, part of the marketing research process is”
Problem Definition
“If a certain country considered handshakes in business transactions to be taboo and preferred to use nodding, this would be an example of differences in _____ forces.”
Socioculture
“Age, income, education, location, and gender are all examples of common”
Demographic variables (characteristics of a population
“Keller Baseball Bat Company is known to focus only on one market – the major leagues. Keller only makes bats for that one market. Given what you know, Keller is using which of the following targeting strategies:”
Concentrated (single market)
“If Bloomingdale’s wants to learn about consumers’ attitudes toward on-line purchases and conducts a study to acquire this information, this study would collect ____________ data.”
Primary
“According to the Figure, which product is the primary competitor of Product C?”
Mountain Dew is known to market its products based on a particular lifestyle and personality. It is therefore using which of the following segmentation strategies:
Psychographics (personality, motives, lifestyle)
Kix cereal is aimed at mothers with children under age twelve. These mothers represent Kix s:
Target Market
“Marissa goes to Target to purchase school supplies for her two children. As she is approaching the check-out counter, she sees a vase she just has to have and buys it immediately. Marissa’s purchase of the vase is an example of”
Impulse buying
“The following three scenarios can best be described as: 1) person wants to take their significant other to the best restaurant in town. He/she searches the internet for restaurants, reads reviews of restaurants on Yelp, asks friends and family about their experiences with restaurants, and recalls past restaurant experiences before making a decision. 2) A person wants to take a medieval art history class at one of three colleges in the city. He/she checks the internet for information about the differences between the offerings before ultimately choosing one. 3) A person walks into a convenience store and picks up his/her favorite cola. Match these actions to their respective buyer behaviors.”
1) Limited Problem Solving
2) extended problem solving
3) Routinized decision making
“Imagine you wanted to use the American Customer Satisfaction Index data for a school project on the hotel industry. In this case, the ACSI data are best described as:
External Search
The professor evaluations featured on RateMyProfessors.com are examples of information used in _________ information search.
External
Adaptation is most appropriate in countries with which of the following characteristics?
language, culture, regulations, income level, economic conditions, infrastructure
“Litzie just bought a new Samsung flat screen television from Best Buy. She was considering buying the Samsung, a Sony model, or a Panasonic. After she got the television home, she got a nagging feeling that she made the wrong choice. What is the formal term for the sinking feeling that Litzie is experiencing?”
Cognitive dissonance
“The most basic (i.e., lowest) level of needs in Maslow s hierarchy that need to be addressed first is:”
Physiological needs
“Based on our discussion on irrational decision making, for which of the following products would consumers most likely use an irrational decision process:”
“When Trevor realizes his liquor cabinet supply was devastated by last weekend’s party, he first retrieves information from his memory about what types of liquor he and his friends like most and then asks the attractive clerk at the liquor store what she would recommend. Trevor started with a(n) _____ search and then progressed to a(n) _____ search.”
Internal, External
A friend of mine bought a Yamaha motor for his boat because he believes that the most reliable motors come from Japan. This scenario is an example of:
Heuristics (mental shortcuts)
“John wants to be able to show that an advertisement that elicits happiness causes more people to purchase a product than an advertisement that elicits anger. He has a lot of information about this issue and he now wants to pick the best way to test this issue. Given what you know, the best way to conduct this research is to use ___________.
Casual experimental research
“To understand Apple’s relative standing compared to other competitors (e.g., Dell, HP, Sony) on different dimensions in the mind of the consumers, _______ needs to be considered.”
perceptual mapping
People usually spend more time shopping for a car than a candy bar because a car is a _____ involvement purchase and a candy bar is a ______ involvement purchase. One reason people will spend more time shopping for a car than a candy bar is because of the level of ______ associated with each purchase.
High, Low,
“Imagine that your boss approaches you and wants to know why sales of Cinnamon flavored toothpaste are down in the last quarter. The problem is that you have no idea why sales are down and you have no information with which to figure it out. Given what you know, your best option at this point is to:”
Do some exploratory research
“Jenny is a real estate agent trying to get her client to buy a house. She shows her client one house that is a two story brick house and one that is a one story house with siding. The client cannot decide which house to buy. Following Dan Ariely s video, what should Jenny do if she wants her client to buy the two story brick house?”
Show the client a less attractive two story brick house
“Justin knows nothing about wine. Unfortunately for Justin, his boss has invited him over for dinner and, being a good employee, he knows he needs to bring wine to dinner. After looking at the available options, Justin decides on a bottle from France because he has heard that the French make the best wine. Based on what you read, Justin is using __________ as a shortcut to help him make his buying decision.”
Heuristic
Buying a pack of Wrigley s Extra gum is a purchase that is characterized by low cost and little risk. This purchase is therefore ______ involvement and ________ decision making:
Low, routinized/habit
“Differences in standards of living, credit, buying power, and income distribution are all examples of _____ forces that must be considered in international marketing efforts.”
economic
“The five major stages of the consumer buying decision process, in order, are”
• Problem recognition
• Information search
• Evaluation of alternatives,
• Purchase
• Post purchase
The environmental forces that affect foreign markets may differ dramatically from those affecting domestic markets. This makes a careful _______ a critical part of a successful international marketing strategy.
“Brendan and his girlfriend Lindsy traveled to Egypt and, while they were there, they found a pair of True Religion jeans that cost $39. The jeans normally retail in the U.S. for $109. Being good capitalists, they decided to buy all the store had in stock 30 pairs and ship them back to the states for resale at their University in Florida. The practice described in the passage above is called ______and it is ________:”
Gray Marketing , legal
“Given what you know from the information in the VALS table (below), which two segments would BMW market their new 5-series (mid-level) 4-door sedan?”
“When consumers buy a product like a candy bar, they have numerous options from which to choose. To help them in their decision, they often narrow the potential choices down to a small group of, say, 4 or 5 candy bars. This smaller group is called:”
Consideration/evoked set
Which of the following is the correct ordering for the following strategic initiatives:
“VALS Map (below) – As the brand manager for Titleist golf clubs, you would want to focus your marketing efforts on which city:”
“My study on non-complainers showed that the primary reason service customers do not complain to firms is because they think the firm won t do anything about it. The study was not conducted for any one firm and it was published in a marketing journal. Given what you know, this study represents which of the following types of research:”
Basic research
“Bank of America employees have a computer system that allows them to know how profitable a customer is when they call on the phone. The most profitable customers are called greens whereas the least profitable customers are called reds. Based on this description, Bank of America is practicing:”
Market segmentation
“According to Dan Ariely, consumers often behave in a way that is ___________because most consumers _____________.”
irrational; do not know their own preferences
Which of the following buying situations is most consistent with routinized response behavior?
Stephanie buying bottled water.
Reeses and orange soda are purchased more often than any other candy bar or soda beverage during the Halloween season. It seems consumption of these products rises around Halloween because the colors of the products match the colors of the holiday. This is attributed to:
Consumer Irrationality
“Marissa goes to Target to purchase school supplies for her two children. As she is approaching the check-out counter, she sees a gossip newspaper she just has to have and buys it immediately. Marissa’s purchase of the newspaper is an example of”
impulse buying
“A car can be an expensive purchase, will typically last a long time, and is highly visible to others. Because of this a car is considered what type of product?”
High Involvement
“After graduating at the top of your class at FSU, your business degree lands you a great job with one of the best marketing firms in the country. You decide you need to upgrade your car so you head to the local Lexus dealer. Purchasing a new Lexus meets which of Maslow s needs?”
Social needs
Bud Light is known to market its products based on a particular lifestyle and personality. It is therefore using which of the following segmentation strategies:
psychographic segmentation
“At one point in its history, employees of a large retailer were trained to recognize customers as belonging to one of their predetermined groups. For example, high income males were called Mark s and suburban moms were called Janet s. Based on prior purchase history, the company knows what each type of customer is likely to buy. Based on what you know, the store was practicing:”
Segmentation and targeting
” As the brand manager for Titleist golf clubs, you would want to focus your marketing efforts on which city – Use the VALS Information (below):”
“Sante Fe, NM”
“According to class discussion, which of the following is the correct ordering for the following strategic initiatives:”
“Segmentation, Targeting, Positioning, Repositioning “
“When Mercedes dropped from the #1 German luxury car to #3, they responded by creating the cheaper, smaller B-Class. This product is not typical of the luxury cars they usually offer. Their hope was to attract a new, younger market segment who could now afford the brand, and would become immersed in the buying cycle. This is an example of:”
Repositioning
“Coke offers many different products to appeal to the needs of a variety of customers. For instance, they have products that are specifically meant to appeal to men (Coke Zero), women (Diet coke), and the health conscious (Coke with Splenda and Coke Plus). These different segments are well defined and are strategically marketed in unique ways. This is an example of a:”
Differentiated Targeting Strategy
“Infinity breaks up its potential customers by their relative price sensitivity. Customers who are the most price sensitive are known as penny pinchers and they are offered the low end Infinity models. Based on what you ve read, Infinity is using which of the following segmentation strategies:”
Behavioristic segmentation
Which of the following is an example of a Psychographic Segmentation Base?
Mountain Dew targets consumers who have outgoing personalities and enjoy extreme lifestyles.
McDonald’s sells McLobster Rolls only in the New England market whereas it sells the McRib sandwich here in Tallahassee. This scenario is a good example of:
Geographic segmentation
“The Osceola Company pulls 10 years of sales data on a particular product to see if any overarching, general changes in profit emerge. The Osceola Company is engaging in:”
Trend Analysis
“In Hungary, McDonalds offers the TzaTzidi McWrap. It is available in chicken, beef or vegetable and is served with tzatziki sauce. Changing a menu item to be more liked by a particular region is most specifically an example of”
Adaptation
“In America, Pepsi’s slogan, Come Alive with Pepsi, seems rather normal, and not likely to be offensive to anyone. However, if this slogan were to be literally translated into Taiwanese, it would now say, Pepsi brings your ancestors back from the dead. This represents a clear misunderstanding of:”
Culture and Meaning
“Nike launched a limited edition St. Patrick’s day themed sneaker called the Black-and-Tan, Quick-Strike. Consumers with Irish heritage were outraged as the name originally stems from a violent and brutal 1920s British paramilitary unit who was sent into Ireland to suppress a revolution. In this scenario, it is clear Nike failed to take into account:”
History and Meaning
“Justin knows nothing about wine. Unfortunately for Justin, his boss has invited him over for dinner and, being a good employee, he knows he needs to bring wine to dinner. After looking at the avaialble options, Justin decides on a bottle from France because he has heard that the French make the best wine. Based on what you read, Justin is using _____ as a shortcut to help him make his buying decision.”
country of origin (heuristics)
Many of your professors spend most of their time engaged in research that is designed to extend knowledge of phenomena in his or her chosen field of expertise. This type of research is referred to as
Basic Research
Which of these is not an example of marketing research?
Estimate Analysis
“According to class discussion, Jacksonville is commonly used as a test market because:”
The demographic composition of its population is similar to the U.S. population
“Hardees is considering introducing Kobe Beef burgers to their menu. However, there is concern over whether Hardees customers will like Kobe Beef burgers enough to justify their high cost. The marketing manager thinks it would be wise to test the burgers in small groups of customers first and then, if that goes well, introduce them to select markets around the country. The Hardees marketing manager described which of the following two research methods: “
focus groups and then test markets
Which of these is not considered part of the marketing research process?
Data Restriction
“The Coca-Cola Freestyle drink fountain allows you to mix different Coca-Cola products and add a variety of flavors. Information about what combinations are being made is transferred to the company so they can see what blends are made. By collecting this data, Coca-Cola is engaging in”
Market Research