What could Jell-O use to determine if consumers perceive a void in snacks that are easy to handle and wholesome, and if customers think Jell-O Pudding Pops would fill that void?

Select one:

a. a trend analysis

b. predictive modelling

c. product positioning

d. a perceptual map

Question 2

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A researcher wants to determine what percentage of the population in southern Ontario would use a mass transit system if it were well maintained. He gets telephone books from every city with over 200,000 people in the province and selects the fifteenth name in the middle column on every hundredth page as his sample. Which type of error has he made?

Select one:

a. frame

b. random

c. nonprobability

d. targeting

Question 3

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Kate is a busy student. She likes to run to stay healthy and fit. She doesn't shop all the brands because she knows what shoe is best for her. What does Kate's behaviour in this scenario illustrate?

Select one:

a. learning

b. conceptual learning

c. experiential learning

d. thinking

Question 4

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An acute shortage of heavy-duty tires is threatening to disrupt operations in mining and construction sites around the world. According to one mine operator, "I've got the coal and market, and I have the trucks to haul the coal, but I don't have the tires. I'd be willing to pay double the price if I could get the tires I need." What type of demand is the demand for heavy-duty tires in this example?

Select one:

a. elastic demand

b. inelastic demand

c. joint demand

d. congruent demand

Question 5

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The Play It Again Sports chain carries all kinds of sports equipment at much lower prices than the typical sporting goods store. Typically, merchandise sold in the store has little, if any, wear. By being both a way for people to get rid of unwanted equipment and a source of new-to-you equipment, what is Play It Again Sports emphasizing?

Select one:

a. the family life cycle

b. geographic lifestyles

c. public relations

d. positioning

Question 6

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Foremost Manufacturing makes lighting reflectors and other fabricated metal products. Foremost Manufacturing recognizes that being "good enough" just isn't good enough. With this in mind, Foremost has embarked on a program to transform itself into a manufacturing enterprise with an unwavering focus on customer service. What has Foremost adopted?

Select one:

a. a customer-centric focus

b. a demand-based focus

c. a supply-based focus

d. a sales focus

Question 7

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Delia Johnson is the buyer for a large Christian bookstore. She is interested in learning more about the needs of people who are believers in Christ but who do not participate in organized religion. Johnson has decided to survey the people at her church for information. Which type of sample is Johnson gathering?

Select one:

a. probability

b. field service

c. random

d. convenience

Question 8

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When Tim was calling on a potential customer, he found the school principal he wanted to see was too busy to meet with him. The principal's secretary offered to look through Tim's product brochures and pass them on to the principal if Tim's product was potentially useful. Which role in the buying centre does the secretary have?

Select one:

a. buyer

b. decider

c. gatekeeper

d. purchaser

Question 9

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Tamery Corp. is engaged in marketing various goods and services. It buys goods from various manufacturers and sells them to businesses and end consumers. Given this information, in which of the following cases would Tamery Corp. be said to be selling consumer products?

Select one:

a. if it sells printers to a partnership firm

b. if it sells laptops to a hotel

c. if it sells spare parts to automobile manufacturers

d. if it sells books to students

Question 10

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Scenario 6-2

Fiona is considering a daycare facility for her five-month-old daughter Kate. She has been visiting daycare centres for the past two weeks and has interviewed caregivers at eight different centres. It is extremely important to Fiona that Kate be stimulated intellectually and fed according to schedule. After considering all eight daycare centres, Fiona chose PerfectCare. While she is quite pleased with her choice, she does continue to wonder if she made the correct decision.

Refer to the scenario. What is the term for Fiona's uncertainty about whether she made the correct decision and the feelings that go along with this uncertainty?

Select one:

a. cognitive dissonance

b. postpurchase action

c. selective retention

d. perceptual distortion

Question 11

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Sam knows that if he had become an actor, he would have been as successful as his favourite actor Tom Hanks. He believes his acting ability and his stage presence are as least as good as Tom Hanks's. Since Sam really admires Hanks, he has recently grown his hair as Hanks did for his role in The Da Vinci Code. What does Sam's new look reflect?

Select one:

a. his real self-image

b. his ideal self-image

c. his superego

d. his compliant orientation

Question 12

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One segment of the business market has primary goals that differ from the ordinary business goals such as profit, market share, or return on investment. This segment includes many schools, churches, and civic clubs. What is the name for this type of business market?

Select one:

a. OEM

b. provider

c. service

d. institution

Question 13

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Scenario 8-2

ProtecTV is a product that selectively mutes words and phrases some people find objectionable. It can be connected to a television, DVD player, or satellite TV system. The manufacturer of ProtecTV targeted parents who did not want their children exposed to what they consider to be offensive language.

Refer to the scenario. What is the primary market segment for ProtecTV?

Select one:

a. parents with preteens in their households

b. educators

c. children under the age of 12

d. all parents

Question 14

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Synavant is a pharmaceutical company in Toronto. Its director of business development told a group of investors, "There is a single database repository in this company from which everybody can access data about a customer or potential customers." What is Synavant most likely using?

Select one:

a. sales-oriented marketing

b. learned research

c. stimulus/response marketing

d. knowledge management

Question 15

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Scenario 9-4

As flextime, consulting, telecommuting, and downsizing make it more difficult for people to donate blood at the workplace, Canadian Blood Services has launched a CRM marketing campaign in Toronto to boost awareness and repeat donations. Early in the campaign, it went to its listings of previous donors and pulled out those with birthdays in February, March, and April. These donors were sent a birthday card with the greeting, "On the anniversary of your life, would you consider saving another's life?"

Refer to the scenario. What is the card sent by the organization an example of?

Select one:

a. a predictive campaign

b. a service message

c. a point-of-sale interaction

d. a touch point

Question 16

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James Banks, a researcher working for electronics retailer Best Buy, wanted to understand how senior citizens interacted with products in the photographic department. For example, did they play with the camera before buying it? James decided to literally watch these individuals using closed circuit television. What is this type of research called?

Select one:

a. survey

b. action-based

c. experiment

d. ethnographic

Question 17

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June LaVista owns a health and fitness gym. After dividing her customers into four segments based on income range, age, level of fitness, and other selected segmentation descriptors, she wrote out a description of each segment's size, expected growth, frequency of exercise, and overall profit potential. What did LaVista engage in?

Select one:

a. differentiating her market segments

b. positioning her products to her market segments

c. targeting promotions to her market segments

d. profiling and analyzing her market segments

Question 18

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It is not always a good idea to undertake primary market research. Which of the following is one of these reasons?

Select one:

a. Secondary research is unavailable.

b. The perceived costs are greater than the projected benefits.

c. You need timely ethnographic research on how customers use your products.

d. You are looking for qualitative information.

Question 19

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One Internet ad shows a Ford truck driving out of a forest with its engine roaring and mud splattering on the screen. The wipers come on to reveal the Ford "Built Tough" logo, which then recedes to the side of the screen. The ad directs people to a website where they can sign up to receive direct mail from Ford. Ford Canada will combine this database with a database of new F-series truck owners to look for significant patterns and trends. Which of the following best describes what Ford Canada will be using?

Select one:

a. an information search system

b. knowledge trending

c. data graphing

d. data mining

Question 20

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Your best friend has asked your advice on what type of clothing she should buy for a job interview. If she gets the job, she will be assistant to the producer of her favourite television program. She really wants this job and considers it a once-in-a-lifetime opportunity. By asking for your help with her wardrobe, what is your friend most likely trying to do?

Select one:

a. to increase the chances of selective exposure

b. to eliminate cognitive dissonance

c. to eliminate the low involvement in the decision

d. to reduce perceived risk of negative consequences