Transcript Document

Marketing – Final Review
Chap 4
Chap 4
Chap 5
Chap 5
Chap 6
100
100
100
100
100
100
100
100
100
200
200
200
200
200
300
300
300
300
300
400
400
400
400
400
500
500
500
500
500
Despite the data glut that marketing managers
receive, they frequently complain that they
lack ________.
a.
b.
c.
d.
e.
enough information of the right kind
accurate and reliable information
quality information
valid information
timely information
a. enough information of
the right kind
_____ is the systematic design, collection,
analysis, and reporting of data relevant to a
specific marketing situation facing an
organization.
a.
b.
c.
d.
e.
The marketing information system
Marketing research
Exploratory research
Observational research
Causal research
b. Marketing research
The real value of a company’s marketing
research and information system lies in the
________.
a.
b.
c.
d.
e.
amount of data it generates
quality of customer insights it provides
variety of contact methods it uses
marketing information system it follows
efficiency with which it completes studies
b. Quality of customer insights is
provides
Four common sources of internal data
supplied to internal databases include the
accounting department, operations, the
sales force, and the _____.
a.
b.
c.
d.
e.
owners
stockholders
marketing department
custodians
quality control department
.
c. Marketing department
A good MIS balances the information users would
________ against what they really ________ and
what is ________.
a.
b.
c.
d.
e.
need; like; feasible
like; can afford; needed
like to have; need; feasible to offer
need; can afford; useful
use; have to use; available
c. like to have; need; feasible to offer
Secondary data consists of information ________.
a.
b.
c.
d.
e.
that already exists somewhere and is outdated
that does not currently exist in an organized form
that already exists somewhere and was collected
for another purpose
used by competitors
that the researcher can obtain through surveys
and observation
c. that already exists somewhere and
was collected for another purpose
Information collected from online databases
on the Internet is an example of ________
data.
a.
b.
c.
d.
e.
primary
secondary
observational
experimental
ethnographic
b. secondary
Which form of data below can usually be
obtained more quickly and at a lower cost
than the others?
a.
b.
c.
d.
e.
primary
survey research
secondary
syndicated
online marketing research
c. secondary
Which form of marketing research is
flexible, allows for explanation of difficult
questions, and lends itself to showing
products and advertisements?
a.
b.
c.
d.
e.
personal interviewing
online interviewing
phone interviewing
ethnographic research
observational research
a.
personal interviewing
Survey research is least likely to be
conducted through which of the following?
a.
b.
c.
d.
e.
the Web
the mail
the telephone
observation
person-to-person interactions
d.
observation
Marketing stimuli consist of the four P’s.
Which is NOT one of the four P’s?
a.
b.
c.
d.
e.
Product
Politics
Price
Promotion
Place
b. Politics
_____ is (are) the most basic cause of
a person’s wants and behavior.
a.
b.
c.
d.
e.
Culture
Brand personality
Cognitive dissonance
Social factors
Selective perception
a. Culture
_____ the fastest growing U.S. demographic
segment, now number more than 45 million.
a.
b.
c.
d.
e.
African American
Hispanics
Asian Americans
Mature Americans
Gay and Lesbians
b. Hispanics
Marketers are always trying to spot
_____ in order to discover new
products that might be wanted.
a.
b.
c.
d.
e.
Lifestyles
Cultural shifts
Groups
Dissonance
Attitudes
b. Cultural Shifts
Most large companies research _____
buying decisions to find out what they buy,
where they buy, how and how much they
buy, when they buy and why they buy.
a.
b.
c.
d.
e.
Market
Permanent
Consumer
Social
Group
DAILY DOUBLE
c. Consumer
Each culture contains smaller _____, or
groups of people with shared value
systems based on common life experiences
and situations.
a.
b.
c.
d.
e.
Alternative evaluations
Cognitive dissonances
Subcultures
Social classes
Occupations
c. subcultures
Which of the following is NOT an important
American subculture?
a.
b.
c.
d.
e.
Hispanics
African Americans
Mature consumers
Opinion Leaders
Asian Americans
d. Opinion Leaders
_____ are becoming a very attractive market:
they are the ideal market for exotic travel,
restaurants, high-tech home entertainment
products, leisure goods and services, and
designer furniture and fashions.
a.
b.
c.
d.
e.
Hispanic
Asian Americans
Mature Americans
African Americans
Teenagers
c. Mature Americans
Although more price-conscious than other
segments, _____ consumers tend to be strongly
motivated by quality and selection. Brands are
important. They enjoy shopping and are more
fashion conscious than other ethnic groups.
a.
b.
c.
d.
e.
Hispanic
African American
Mature
Asian
Baby Boomer
b. African Americans
_____, the most affluent U.S. demographic
subculture, now have more than $400 billion in
annual spending power.
a.
b.
c.
d.
e.
African American
Hispanics
Asian Americans
Mature Consumers
Gays and Lesbians
c. Asian Americans
Pendergraff Pet Supplies divides the market
according to owners’ race, occupation,
income and family life cycle. What type of
segmentation does Pendergraff use?
a.
b.
c.
d.
e.
Geographic
Behavioral
Lifestyle
Demographic
Psychographic
d. Demographic
Mass marketers, such as Target and Venture
Stores, often ignore market segment
differences and target the whole market with
one offer. What is their approach to
segmenting?
a.
b.
c.
d.
e.
Undifferentiated marketing
Differentiated marketing
Target marketing
Concentrated marketing
Micromarketing
a. Undifferentiated marketing
The 55 year-old Baby Boomers share
common needs in music and performers.
When a music company decides to serve
this group, the group is called a(n) _____.
a.
b.
c.
d.
e.
Market segment
Target market
Well-defined market
Differentiated market
Undifferentiated market
a. Target market
Marketers of automobiles, financial services and travel
are most likely to use which of the following types of
segmentation?
a.
b.
c.
d.
e.
Gender
Income
Occasion
Usage rate
Benefits sought
DAILY DOUBLE
b. Income
When Newport Shipping uses segmented
marketing, it targets several segments and
designs separate offers for each one. This
approach is called _____ marketing.
a.
b.
c.
d.
e.
Undifferentiated
Differentiated
Multi-segmented
Mass
Concentrated
b. Differentiated