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Flashcards in Exam 3 Deck (60):
1

The marketing department of a reputed firm wants to improve strategic decision making, track the actions of other players in the market, and provide early warning of opportunities and threats. Which of the following would help the firm achieve its objectives?

competitive marketing intelligence

2

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses

exploratory

3

Which of the following types of research would be best suited for understanding the attitudes of consumers who buy a particular brand of soft drink

descriptive research

4

Information collected from Internet search engines is an example of

secondary data

5

Primary data consist of

information collected for the specific purpose at hand

6

Which of the following is a disadvantage of using secondary data?

Relevant secondary data can be difficult to locate

7

A company sent a trained observer to watch and interact with consumers in their natural environments in order to gain deeper insights on consumer needs. This is an example of

ethnographic research

8

Which of the following is true about survey research?

Survey research is the most widely used method for primary data collection

9

Experimental research is best suited for gathering ________ information

causal

10

Which of the following research contact methods is the most cost-effective?

unstructured

11

Open-end questions are especially useful in exploratory research

True

12

Loft Industries sells roof trusses to contractors and builders and is currently looking for honest feedback on its services. However, in the past, most of its efforts to procure feedback from customers did not yield any meaningful data. According to the marketing managers of Loft Industries, feedback was more polite than honest. Which of the following contact methods should Loft Industries most likely use to maximize its chances of receiving honest and impersonal feedback?

mail questionnaires

13

Melissa Thomas leads the marketing research division at Tronics Inc., a manufacturing company based in Alabama. To improve future sales of the company's products, she has decided to collect customer opinions and feedback on the current products offered by her company. For this purpose, Melissa is looking for a highly flexible contact method which can be used to gather large amounts of data within the least possible time. In this instance, which of the following contact methods is most likely to hold the highest appeal for Melissa?

online surveys

14

Which of the following is most likely a disadvantage of focus group interviewing?

Focus group interviewing involves small samples to keep time and costs down, which makes it hard to generalize from the results.

15

Which of the following is true about Internet-based survey research?

Internet-based survey research is characterized by high speed and low costs

16

According to the model of buyer behavior, which of the following is one of the two primary parts of a "buyer's black box"?

buyer's decision process

17

________ is the most basic determinant of a person's wants and behavior.

Culture

18

________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors

Social classes

19

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.

Opinion leaders

20

A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept.

personal characteristics

21

________ refers to the unique psychological characteristics that distinguish an individual

Personality

22

People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information to which he is exposed is called ________.

selective attention

23

________ means that consumers are likely to remember good points made about a brand they favor and forget good points made about competing brands.

b) Selective retention

24

A(n) ________ is a descriptive thought that a person has about something

belief

25

When consumers are 25.highly involved with the purchase of an expensive product and they perceive significant differences among brands, they most likely will exhibit ________.

complex buying behavior

26

When customers have a low involvement in a purchase but perceive significant brand differences, they will most likely engage in ________.

variety-seeking buying behavior

27

John has decided to buy a particular smartphone that his friend recommended. Which of the following sources of information has most likely influenced John's purchase decision?

personal sources

28

When a customer feels uneasy about losing out on the benefits of a brand not purchased, she is likely to experience ________.

cognitive dissonance

29

An invitation to go skiing over the weekend forced Donna to look at her current wardrobe. She realized that she required a warmer coat. Which of the following stages of the buyer decision process does Donna exemplify?

need recognition

30

Members of the early majority adopt new ideas after the average person.

False

31

Habitual buying behavior involves consumers searching extensively for information about brands and evaluating brand characteristics

False

32

Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?

public relations

33

Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________.

personal selling

34

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________

the same message, look, and feel

35

The decision to use a cleaning genie to communicate the strength and power of "Mr. Clean" cleaning liquid represents the ________ process of the communication model

encoding

36

Which of the following terms best represents the communication channel which a company uses to move its advertising messages from sender to receiver?

media

37

In a communication process, a receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________.

decoding

38

To communicate effectively, a marketing communicator should most likely ________.

understand the consumer's field of experience

39

Among the buyer-readiness stages, the first stage is ________.

It leads to a certain annual promotion budget

40

Which of the following statements is true regarding the affordable method for setting a promotion budget?

It completely ignores the effects of promotion on sales

41

Which of the following statements is most likely true regarding the competitive-parity method?

In this method, promotion budgets are set to match competitors' outlays.

42

________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do

Public relations

43

Which promotional tool is the most immediate, customized, and interactive?

direct marketing

44

Under which promotional mix strategy does the producer direct its marketing activities (primarily advertising and consumer promotion) toward channel members to induce them to carry the product and promote it to final consumers?

push strategy

45

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their auto body shops to use Glasis paint is an example of how a company uses ________.

a pull strategy

46

Integrated marketing communications calls for recognizing all touchpoints where the customer may encounter the company and its brands.

True

47

The percentage-of-sales method wrongly views sales as the cause of promotion rather than as the result

True

48

A product in the maturity stage will most likely require ________ advertising

reminder

49

When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.

informative

50

Encouraging customers to switch brands is most likely the objective of ________ advertising.

persuasive

51

The decisions about reach, frequency, and impact of an advertisement fall into the category of ________ decisions

media

52

________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time

Reach

53

Which of the following is a major step in advertising media selection?

determining reach, frequency, and impact

54

The number of times an average person in the target market is exposed to a message is known as the ________ of the message

frequency

55

In the context of media timing, ________ means scheduling ads unevenly over a given time period

pulsing

56

Which of the following product characteristics refers to the degree to which the innovation appears superior to existing products?

relative advantage

57

To measure the ________ effects of an ad after it has aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, and preference

communication

58

Coca-Cola cups prominently featured on episodes of American Idol are an example of ________.

product placement

59

You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media

television

60

Which of the following 60.is a disadvantage of using direct mail as an advertising medium?

relatively high cost per exposure