marketing quiz

Question 1: Market research firms, commercial publications, and government data can be used as sources of:

Marketing audits

Secondary data

Primary data

Question 2: Marketing research has three functional roles. These roles are:

Descriptive, explanatory, and predictive

Flexible, interactive, and discovery-oriented

Descriptive, Diagnostic, and Predictive

Question 3: A private academy for children with learning disabilities has noticed a steadily declining enrollment in spite of the addition of several scholarships. Before conducting any marketing research to explain the decline in enrollment, the school's

staff will need to:

Determine who will be most likely to respond to their survey

Define the problem to be researched

Select a market sample from everyone in the population

Question 4: Managers must combine specific pieces of information needed to identify the marketing research problem. Their _____ is to provide insightful

decision-making information.

Field service objective

Marketing research objective

Autonomous task

Question 5: Is essential to the success of focus-group research?

Group Dynamics

Empowerment

Individualism

Question 6: Beasley wanted an umbrella table for his patio. He watched newspaper ads until he found one on sale. For Beasley, the umbrella table is a(n) _____

product.

Shopping

Convenience

Specialty

Question 7: Rexona, marketed by Unilever (a Dutch company) is the world's number one deodorant brand. The brand is a leader in Europe, South America,

Asia, Africa and the Middle East. Rexona is an example of a:

Global Brand

Cannibalized Brand

Family Brand

Question 8: _____ products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited.

Specialty

Shopping

Convenience

Question 9: Realizing that their product needed a warranty to gain rapid market acceptance, the manufacturer of a high-tech system for investigating accidents

produced:

A written guarantee that the product would work as promised and that it is fit for the purpose it was sold an advertisement stating buyers would not perceive the purchase of this product as risky A label stating that the product is of the highest quality and backed by years of manufacturing experience

Question 10: Observers of the supermarket industry see no letup in the use of checkout-counter-based target marketing. Sav-More supermarkets have installed an

electronic marketing system in its stores. The system allows the stores to do more direct mail promotions by combining the current Sav-More's check cashing cards

with the new Sav-More's Bonus Club frequent-shopper cards. The new system uses barcode scanners and magnetic cards issued to shoppers to track all purchases. As

with most customer databases, demographic information is gathered for subsequent offers to frequent-shopper club members, and psychographic information is tracked

whenever customers use the magnetic strip cards to make purchases. Generally, marketing to these consumers achieves better results than free standing insert (FSI)

coupons.

Refer to Sav-More Supermarkets. The Sav-More management is continually provided with information to make better marketing decisions. This data is easily

accessed and manipulated. This type of system is called a:

Marketing research system

Marketing decision support system

Competitive intelligence system

Question 11: Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans

Marketing Information

Decision Support System

Database Marketing

Question 12: The process of planning, collecting, and analyzing data relevant to a marketing decision.

Scientific Method

Marketing Information

Marketing Research

Question 13: Determining what information is needed and how that information can be obtained efficiently and effectively.


Marketing decision problem

Marketing research problem

Question 14: The specific information needed to solve a marketing research problem; the objective should be to provide insightful decision making information.


Marketing research decision


Question 15: A broad-based problem that uses marketing research in order for managers to take proper actions


Management decision problem


Question 16: A company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms.

Marketing research head

Marketing research aggregator

Marketing research leader

Question 17: The most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes

Survey Research

Computer assisted research

Mall-intercept research

Question 18: A type of survey that involves interviewing business people at their offices concerning industrial products or services.

Mail Survey

Computer-assisted self interviewing

Executive Interview

Question 19: A closed-ended question designed to measure the intensity of a respondent’s answer.

Closed ended question

Scaled-response question

Open ended Question

Question 20: A research method that relies on four types of observation: People watching people, people watching an activity, machines watching people, and

machines watching an activity.

Observation research

Ethnographic research

Mystery research

Question 21: The study of human behavior in its natural context; involves observation of behavior and physical setting.

Ethnographic research

Universe research

Observation research

Question 22: An error that occurs when there is a difference between the information desired by the researcher and the information provided by the

measurement process.

Measurement error

Sampling error

Frame error

Question 23: Error that occurs when a sample somehow does not represent the target population

Measurement error

Frame Error

Sampling Error

Question 24: When a sample drawn from a population differs from the target population.

Frame error

Sampling error

Measurement error

Question 25: The selected sample is an imperfect representation of the overall population.

Random error

Frame error

Sampling error

Question 26: A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are

exposed to and the things they buy.

BehaviorScan

Competitive Intelligence

Scanner based research

Question 27: An Internet sample with quotas based on desired sample characteristics

Screened Internet Sample

Recruited Internet Sample

Random sample

Question 28: A product used to manufacture other goods or services, to facilitate an

organization’s operations, or to resell to other customers.

Business product

Convenience Product

Consumer product

Question 29: A product bought to satisfy an individual’s personal wants.

Convenience product

Consumer product

Business product

Question 30: A relatively inexpensive item that merits little shopping effort.

Business product

Convenience product

Consumer product

Question 31: A specific version of a product that can be designated as a distinct offering among an organization’s products.

Product mix

Product line

Product Item

Question 32: A group of closely related product items.

Product line

Product mix

Product item

Question 33: All products that an organization sells.

Product Mix

Product item

Product line

Question 34: The number of product items in a product line.

Product line depth

Product Mix Width

Product Line Width

Question 35: The number of product lines an organization offers.

Product Mix Width

Product Line Depth

Product Line Width

Question 36: The practice of modifying products so those that have already been sold become obsolete before they actually need replacement.

Product Obsolescence

Product Modification

Aesthetic Modification

Question 37: Adding additional products to an existing product line in order to compete more broadly in the industry.

Product Line Obsolescence

Product brand mark

Product Line Extension

Question 38: A no-frills, no-brand-name, low-cost product that is simply identified by its product category.

Family Brand

Private Product

Generic Product

Question 39: Marketing several different products under the same brand name.

Cobranding

Family Brand

Private Brand

Question 40: A type of package labeling that focuses on a promotional theme or logo with consumer information being secondary.

Aesthetic labeling

Persuasive labeling

Information labeling

Question 41: A type of package labeling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.

Warranty Labeling

Persuasive Labeling

Information Labeling

Question 42: A brand name owned by a wholesaler or a retailer.

Private Brand

Manufacturer brand

Individual Brand

1. Who is generally acknowledged as THE marketing guru?

a. Philip Allen b. Philip Kotler c. Michael Portera d.

Michael Owen

2.Which is the missing “P” to go with Product, Promotion, Price?

a. People b. Positioning c. Place d. Persuasion

3.What does CRM stand for?

a. Custom Rated Manufacturing b. Classic Relationship

Marketing c. Creative Random Manipulation d. Customer

Relationship Management

4.Who wrote about “Marketing Myopia”?

a. Theodore Roosevelt b. Theodore Levitt c. Jerome

McCarthy d. Arthur Andersen

5.What is market segmentation?

a. The arbitrary segregation of customers in a market b.

Slicing and dicing product demand c. Grouping of customers

according to similar need or behaviour d. Breaking down

demand by country

6.How much is the Coca Cola brand worth in 2001 according to Interbrand?

a. US$ 150.5 billion b. US$ 68.9 billion c. US$ 56.4

billion d. US$ 25.3 billion

7. ….and what about Interbrand’s valuation of the McDonald’s brand in 2001?

a. US$ 150.5 billion b. US$ 68.9 billion c. US$ 56.4

billion d. US$ 25.3 billion

8.Which low cost airline has adopted the South West Airlines business model in an attempt to emulate the US airline’s success in Europe?

a. Easyjet b. Aer Lingus c. Crossair d. Ryanair

9.The price of an Intel Pentium 4 1.4 gigahertz processor on 1 Jan. 2001 was $574, what was the price on 11 July 2001?

a. $ 507 b. $ 352 c. $ 209 d. $ 193

10.Which chemicals company has had outstanding success with the brands Lycra and Tencel?

a. BASF b. Du Pont c. Dow Chemical d. Mitsubishi

1

The sales and profits of an individual product may not follow the life cycle pattern.

A) True B) False2

During the sales decline stage of the product life cycle, no firm can earn a profit.

A) True B) False3

A new product is one that is new in any way for the company concerned. A)

True B) False4

If an individual is injured by a defective or unsafely designed product, the seller's legal

obligation to pay damages is called product liability. A) True B)False5

Category managers have exactly the same role as brand managers. A) True

B) False6

During the introduction stage of the product life cycle: A) promotion is likely

to be needed to increase primary demand. B) "me too" products quickly take

market share away from the innovator. C) most products achieve intensive

distribution. D) industry profits are at their highest. E) none of the above.7

During the introduction stage, what would hinder acceptance of a new product?

A) consumers may not see the new product as offering a superior alternative to

whatever they are currently using. B) the new product may not be compatible

with the buyer's values. C) problems communicating or demonstrating the new

product's benefits. D) risk in buying something for the first time. E)all of the above.8

During the market growth stage of the product life cycle: A) the industry

experiences the smallest profits. B) the market begins to fragment into sub-

markets or segments. C) industry sales grow slowly. D) industry

profits fall, then rise. E) all of the above.9

What is the most important reason why industry sales level off in the market maturity

stage of the product life cycle? A) aggressive competitors entering the

markets. B) price cutting. C) less efficient firms leaving the market.

D) pool of potential users is exhausted. E) persuasive promotion.10

Rallo Company has seen most of its competitors drop out of its product market due to declining sales and profits. However Rallo still has much demand for its products from a small group of loyal customers. In which stage of the product life cycle is this product

market? A) market introduction. B) market growth. C)

market development. D) market maturity. E) sales decline.11

The length of a product's life cycle: A) may be as short as 90 days.

B) may be as long as 100 years. C) varies widely across products.

D) depends on the ease of entry to the market for competitors. E) all of the above.12

Regarding product life cycles, a good marketing manager knows that: A) once

a market goes into sales decline, oligopoly conditions set in. B) entirely different target markets may be involved at different stages of the product life cycle.

C) industry profits are increasing well after sales start to decline. D)a company's marketing mix usually should be kept constant over the product life cycle.

E) all of the above.13

A pioneer in a product market may have the opportunity to establish industry norms,

which may include: A) selection of distribution channels. B)

earning monopoly profits. C) losing money. D) research and

development. E) removing barriers to entry.14

Which of the following gives the correct order of the steps in the new product

development process? A) development, idea generation, screening, idea

evaluation, commercialization. B) idea generation, idea evaluation,

development, screening, commercialization. C) commercialization, idea

generation, idea evaluation, screening, development. D) idea generation,

screening, idea evaluation, development, commercialization. E) screening, idea generation, idea evaluation, development, commercialization.15

Which of the following is an effective source of ideas at the idea generation stage of the

new product development process? A) its R & D department. B)

customer complaints. C) competitors' products. D) lead users of the

product. E) all of the above.16

Generating "socially responsible" new product ideas: A) is easy for new

product planners. B) is promoted by consumer groups. C) reduces

the long-term welfare of consumers. D) is unprofitable and should not be done.

E) is done by all companies.17

Concept testing: A) involves usage tests by potential customers. B)seeks potential customers' reactions and attitudes toward new product ideas—before

actual models are developed. C) takes place during the screening step of the

new product development process. D) is the last step before the

commercialization of a new product idea. E) both c and d.18

Regarding the new product development process: A) all product ideas should

go through market testing before being accepted or rejected. B) a gradual "roll

out" should be used to cut promotion costs. C) screening criteria should be

both qualitative and quantitative. D) screening based on consumer welfare is

never used. E) all of the above.19

According to Industry Canada a "new" product: A) can only be called "new"

for 12 months. B) can only be called "new" for 6 months. C) must

be changed from the previous product in a functionally insignificant respect. D)

is harmful to competition. E) is a fast-changing product.20

Product managers: A) no longer work with advertising because of the rush of

everyday business. B) are increasingly taking responsibility for their products'

profitability. C) are designed to replace sales managers. D) do not

work in services. E) none of the above.

marketing quiz

Documents