Most human behavior is learned
Concern with the population age distribution and ethnic mix, educational levels, and household patterns falls within which of the following environments of business?
Consumer Characteristics
All of the following are steps in the marketing research process EXCEPT:
Define the problem and research objectives, develop the research plan, collect the information, compare data to government sources, present the findings.
compare data to government sources
How many stages are in the buy decision process?
Which of the following is NOT typical of a focus group? A skilled moderator guides the discussion, he discussion centers on a products, approximately 14-18 participants spend a few hours together.
Approximately 14-18 participants spend a few hours together.
__________ pre-specify all of the possible answers, so they are easy to interpret and tabulate.
closed-ended questions
__________ allow respondents to answer in their own words.
Open-ended questions
If reducing the cost of data gathering what method of contact should be avoided.
face to face
What is the highest level of need in Abraham Maslow hierarchy of needs pyramid.
What is typically the most expensive step in the marketing research process.
Information collection
The last step in the marketing research process, before making the decision, is to ________
Present the findings
______________ is the maximum amount of sales that might be available to all of the firms in an industry.
Total market potential
Customer perceived value is defined as the difference between the prospective customer’s evaluation of all the benefits and costs of an offering and the perceived alternatives.
In the typical business buying center there are seven roles that are played by different members. Name 2.
Initiators and buyers
Thoughts, feelings, perceptions, images, experiences, beliefs and attitudes that become linked to the brand are called what?
Brand associations
What is the stage of the consumer buying process where the consumer might experience dissonance stemming from noticing certain disquieting features or hearing favorable things about other brands?
Post purchase
Family members constitute the most influential primary reference group.
What are the steps in the consumer buying process?
1. Problem recognition
2. information search
3. evaluation of alternatives
4. purchase decision
5. post purchase behavior
What does P.O.D. stand for?
Point of difference
the consumer desirability criteria for a product are: Distinctive, relevant, believable.
Most companies and most products will benefit from careful market segmentation.
What does P.O.P stand for?
Point of purchase
Which is likely to have higher margins? Durable goods or disposable goods?
Cross-elasticity is the percentage change in the demand for a product for a percentage change in the price of a competing product.
How many different prices are on a plane.
There are 6 pricing objectives name 2.
Current profit maximization and market skimming
A case study in a trade publication is one of the most effective ways to communicate your ability to solve customer problems.
All customers do not have the same service expectations and do not necessarily want or deserve the same overall level of service.
Name 3 of the 6 types of marketing communications programs one can use.
Advertising, events and experiences, direct marketing, personal selling
Direct marketing can include voice mail messages.
When GM provides 0 percent loans to help dealers sell more vehicles, this is an example of what type of promotion.
Sales promotion
Name 3 of the wholesaling functions
Bulk breaking, warehousing, transportation
Name 3 of the 5 modes of entry into foreign markets.
Direct export, joint venture, direct involvement
What are the 4 p’s of marketing?
Price, place, promotion, product.
The primary purpose of advertising is always to persuade.
In advertising, the term “effective audience” means the total number of people who are likely to be exposed to a particular ad in a particular medium at a particular time.
Which modes of entry into foreign markets give the best potential for profit but the most risk?
Direct involvement
Generally, sales promotions work best to attract and encourage competitor’s customers to switch to try a superior product.
Under what foreign market entry mode would franchising be?
What are the 4 Cs of Marketing?
Customer solution, customer cost, convenience, and communication