Budget constraints on marketing research are most likely to lead to:

		a wrong interpretation of the research results.
		an incorrectly formulated sample size and design.
		incorrect reasons regarding why the research is needed.
		pretest measurements of competitive brand sales.

2 points

QUESTION 2

Stacy, a marketing manager at a beverage manufacturing firm, conducts a customer survey to determine the reason for a dip in the sales of Zeal, a cola, in the last quarter. The survey reveals that there is an immediate customer demand requiring the use of organic ingredients to Zeal. The firm decides to enhance Zeal with the introduction of organic ingredients. This new product would fall into the category of ________.

		new-to-the-world products
		new-to-the-firm products
		improvements and revisions of existing products
		additions to existing product lines

2 points

QUESTION 3

Lauren is a brand manager at a company that manufactures toothpaste. She wants to increase the sales of an existing brand of toothpaste. To do so, she calls for a meeting with a team comprising of members from the administrative department, the human resource department, and the finance department. All of these members work together to come up with ways to improve the company's toothpaste brand positioning. Such a team is an example of a ________.

		category-management system
		cross-functional team
		departmental team
		marketing-management system

2 points

QUESTION 4

________ are methods used to determine how resources should be allocated among the various strategic business units (SBUs) in an organization.

		Vector models
		Matrix models
		Variable models
		Portfolio models

2 points

QUESTION 5

For high-involvement products that require extensive decision making, marketers should provide consumers with:

		ready availability of the products in a variety of outlets and at competitive prices.
		factual information that highlights the competitive advantage of the products.
		minimum information to encourage a quick purchasing process.
		eye-catching advertisements and in-store displays to encourage them to make a purchase.

2 points

QUESTION 6

The number of times, on average, that audience members are exposed to an advertisement within a given time period is known as:

		frame rate.
		time to target market.
		reach intensity.
		average frequency.

2 points

QUESTION 7

Ariston Inc. manufactures a wide range of personal care products. Its method of sales forecasting involves conducting detailed surveys of retailers who stock the company's products toward the end of a fiscal year. The aim of this survey is to estimate the quantity of Ariston's products the retailers are likely to order in the next fiscal year. Which of the following approaches of sales forecasting is Ariston using?

		Customer expectations method
		Time-series analysis
		Sales forecast composite method
		Jury of executive opinion method

2 points

QUESTION 8

________ carry broad product assortments and compete on the basis of offering a good selection in different product categories and offering lower prices on products in their large assortments.

		Specialty stores
		Mass merchandisers
		Category killers
		Convenience stores

2 points

QUESTION 9

Which of the following best describes personal selling?

		Personal selling is a paid form of communications about an organization, its products, or its activities that is transmitted through a mass medium.
		Personal selling is an activity that offers customers or resellers a direct inducement for purchasing a product.
		Personal selling is a nonpaid form of communication that seeks to influence the attitudes, feelings, and opinions of stockholders, suppliers, employees, and political bodies about an organization.
		Personal selling is face-to-face communication with potential buyers to inform them about and persuade them to buy an organization's product.

2 points

QUESTION 10

Which of the following best explains why Delicia Co., a manufacturer of potato chips, prices each bag of potato chips at 99 cents rather than $1.00?

		To encourage consumers to think the chips are less expensive
		To increase sales by offering the chips at a discounted price
		To create a signal that these chips are exceptionally fine
		To attract those consumers who are not too sure about the quality of the chips

2 points

QUESTION 11

Which of the following is NOT a step in the marketing research process?

		Performance of the research
		Plan of the research
		Preview of the research
		Preparation of the research report

2 points

QUESTION 12

In the context of product purchasing, the diffusion of innovation is:

		used to describe the ability of an organization to create entirely new products.
		applied to products at the introductory stage of the product life cycle.
		used to describe an audit task.
		the spread of a product through the population.

2 points

QUESTION 13

Distribution allowances are typical examples of ________.

		push strategies
		profile strategies
		pull strategies
		mixed promotional strategies

2 points

QUESTION 14

Which of the following is a benefit of mathematical modeling as a marketing research method?

		It is ideal for investigating customer beliefs, attitudes, satisfaction, and other issues.
		It generates a substantial number of ideas when compared with other methods.
		It is involved in the analysis and interpretation of primary data exclusively.
		It provides an efficient way to study problems with extremely large secondary data sets.

2 points

QUESTION 15

Identify the persuasion objective of the sales force in personal selling.

		To reassure consumers of product or service superiority through demonstrable actions
		To enable prompt delivery of the product or service that exceeds customer expectations
		To ensure immediate follow-up calls and visits to address unresolved or new concerns
		To clearly distinguish attributes of a firm's products or services from those of competitors

2 points

QUESTION 16

Which of the following statements is true of the influences of price, product, and promotions on consumer behavior?

		Consistent bombarding of messages about a product will put off potential consumers.
		Salespeople do not have a direct impact on consumer behavior and its patterns.
		Value-conscious consumers buy products on the basis of place rather than other attributes.
		Marketing communications play a critical role in informing consumers about products and services.

2 points

QUESTION 17

According to the VALS model, Experiencers are:

		driven to demonstrate success.
		driven by a desire for social or physical activity.
		driven by knowledge and principles.
		driven by the level of resources and innovation.

2 points

QUESTION 18

In which of the following stages of the new product development process is the new product proposal evaluated and responsibility for a project assigned to a project team?

		Product development
		Idea screening
		Test marketing
		Project planning

2 points

QUESTION 19

Which of the following is an advantage of secondary data over primary data?

		Secondary data sources are limited, making the information more valuable.
		Secondary data are cheaper to obtain and utilize.
		Secondary data are collected specifically for the research problem under investigation.
		Secondary data are always available for strategy-specific research questions.

2 points

QUESTION 20

An automobile manufacturing firm decides to meet all its suppliers while planning to manufacture a new automobile that is a minor variant of an existing model in terms of design and performance. The firm wants to provide its loyal customers with automobiles at a low price without compromising on performance. According to authors Crawford and DiBenedetto, this new product falls into the category of ________.

		price redemptions
		repositionings
		price exemptions
		cost reductions