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1. A bowling alley operatorcould use _____ to determine why customers do not seem to like his bowlingalley's new location.
After listening to a groupof middle-aged women discuss their biggest concerns about the jeans they wore,a company designed a new line of comfortable women’s jeans and touted them as“not your daughter’s jeans.” This is an example of research conducted to:
Managers must combinespecific pieces of information needed to identify the marketing researchproblem. Their _____ is to provide insightful decision-making information.
_____ specialize inarranging interviews for data collection on a subcontract basis. They alsoconduct focus groups, mall intercepts, retail audits, and other data-collectionservices.
The creation of a largecomputerized file of customers' demographic and psychographic characteristicsthrough the new Sav-More system is called:
Al Edisto wanted to set up amarketing research project to determine possible reasons for the decline. Hefirst studied the data from the database system discussed above. These data arecalled _____ data.
The first step in themarketing research process is to:
Which type of surveyresearch method involves interviewing people in the common areas of shoppingmalls?
Which of the following isthe BEST example of an effective question on a mail survey?
When the students presentedthe results of their study to the university administration, they discussed thedifferences inresponses between male and female respondents. Which data analysistechnique allowed them to get these results?
_____ occurs when a sample,in some ways, is not representative of the target population.
The most popular method forgathering primary data is _____, in which a researcher interacts with people toobtain facts, opinions, and attitudes.
Callaway used its contactsat golf courses around the country to find the 40 women for its study. The 40women would most likely be called a _____ sample.
Because the students mustfinish the research project within a semester and do not have much money toconduct the research, which of the following would be the best quickest andleast expensive method of collecting survey data?
The Sav-More management iscontinually provided with information to make better marketing decisions. Thesedata are easily accessed and manipulated. This type of system is called a:
A regional airport managerconducted research to get a better understanding for the types ofconcessionaires to include in the planned terminal remodeling. Sheconducted two sets of group interviews, one with 10 leisure flyers and anotherwith 10 business flyers. In each group, participants discussed what typesof food, retail, and other services they wanted in the new terminal. These discussions are examples of:
When the Boston SymphonyOrchestra wanted to determine how to make classical music appeal to youngerconcertgoers, it hired AMN to conduct a survey. AMN is most likely an exampleof a:
According to the text, atrue marketing decision support system should be interactive, which means:
A(n) _____ sample ischaracterized by every element in the population having a known statisticallikelihood of being selected.
1. 1 = would definitely not buyit
2 = would probably not buy it
3 = might or might not buy it
4 = would probably buy it
5 = would definitely buy it
What type of Question is this?
The _____ is the startingpoint in creating a marketing mix.
Which type of productmodification is an aesthetic product change?
Which of the followingstatements describes an advantage to retailers associated with developing theirown brands?
For Alice, the dog friendlysynthetic lawns are a(n) _____ product because she doesn't know the productexists.
Rosa's husband Phil has acold. Rosa went to the store to buy something that would help Phil sleep. Rosapurchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub.The package showed both the Breathe Right and the Vicks brand names. This is anexample of _____ branding.
Kleenex is a brand name fora well-known brand of facial tissue. People often refer to Kleenex as if itwere the product name. The company that makes Kleenex may someday find itsbrand name becoming a(n):
_____ products are productsthat are not known about or not actively searched for by consumers. Theseproducts require aggressive personal selling and highly persuasive advertising.
The moisturizing version ofAlberto mousse could be called a:
Which of the following is anexample of a product modification?
Which of the following isNOT an example of a product's tangible feature?
All of the following arefunctions of universal product codes (UPCs) EXCEPT:
_____ products are searchedfor extensively, and substitutes are not acceptable. These products may bequite expensive, and often distribution is limited.
The label on Darwin's new blazerthat reads "Will Not Shrink" is an example of a(n) _____ warranty.
Based on their intended use,Alberto Culver's toiletries division products could best be classified as _____products.
After developing these new,functional products, Nestle will have to change consumers’ perceptions of itsbrands because it is known for indulgence, not wellness. Nestle will haveto _____ itself.
Jennifer purchased Cascade2in1 ActionPacs for her dishwasher. The packaging said the product combines thescrubbing power of Cascade with the grease fighting power of Dawn dishwashingdetergent. What type of cobranding does this product represent?
Campbell’s, Nature Valley,Honda, and Lipton products are examples of _____ brands because of who ownsthem.
Compared to the otherclassifications of consumer products, shopping products are:
What is the best generatorof repeat sales?
Freda was proud of her shinynew iPhone. She was disappointed when she began to notice scratches on itsdisplay surface. If Freda had of known about the clear static cling protectivefilms that were available to protect the iPhone display from scratches, shecould have avoided this annoying problem. For Freda, the protective films are a(n)_____ product.
Before leaving a dog at theRitzy Canine, its owner would more than likely inspect the facilities and use_____ qualities to evaluate the establishment.
Gifts in Kind Internationalare a nonprofit organization that gathers new and used merchandise anddistributes it to charities nationwide. Traditional promotional tools may beinadequate to motivate its target markets because of:
All of the following areexamples nonprofit organizations EXCEPT:
Boutique hotels not onlycall their employees cast members, but they compete for their talent, providethem with all the training needed, stress teamwork, and give employees freedomto make decisions. In order to provide the level of service guests require,boutique hotels need to engage in _____ marketing.
Which of the followingservices is an example of information processing?
The ability of customers togo online to design their own dining room table or sofa at Norwalkfurniture.comis an example of:
_____ is an announcement inmass media for which no charge is made and which promotes programs, activities,or services of federal, state, or local governments or the programs,activities, or services of nonprofit organizations.
A group of services thatsupport or enhance the core service is called:
Buying a car through eBaymay result in a low price, but how do you know you will be getting a good car?One nice feature provided by eBay is the “feedback rating” that providesratings and comments from people that have made purchases from that sellerbefore. Which service quality does this represent?
Which component of a serviceis the ability to perform the service dependably, accurately, and consistently?
Which country is the world'slargest exporter of services?
Manhattan Milk has a high_____ quality because its quality can only be assessed after its use.
There is also a masseuse onstaff. The Ritzy Canine is a high-end doggy “hotel” and “spa” where dogs arethe only guests, and are lavishly cared for. The $175-a-night Windsor Suiteeven has a DVD player. Without such extras, a one-day visit will cost $40 to$50, depending on the size of the dog.
Refer to The Ritzy Canine. Which category of service processing is used at thisdoggy care center?
Which level of relationshipmarketing uses pricing incentives but also seeks to build social bonds withcustomers?
All of the following aretypes of service processing that can occur EXCEPT:
The Monroe Job Training forthe Disabled program wants to notify the community about its upcoming rummagesale. As an experienced marketer and director of the program, you plan to visitseveral local radio and televisions stations to request:
Which of the followingservices is an example of possession processing?
Community Trust Bank hasalways prided itself on the friendliness of its employees. However, the resultsof a recent mystery shopper study indicated that the bank tellers rarelygreeted customers or thanked them after the transaction. As a result, all bankemployees that have customer contact are going through a training program toenhance customer service. What unique aspect of services is Community Trustattempting to address?
All of the following areunique characteristics that distinguish services from goods EXCEPT:
The exhibit had hands-onactivities, including a model kitchen where children learned about good and badmicrobes. A virtual reality game with holograms and 3-D animations letparticipants combat deadly viruses.
Refer to Smithsonian Children's Exhibit. The product decisions associated withthe Smithsonian exhibit:
Toys 'R' Us enlistedbasketball superstar, Shaquille O’Neal, in a “Join Shaq Give Back” promotion inwhich $1 was donated to a charity for every new Facebook fan. Shaqtweeted about his “Shaq-a-Claus” challenge to his 2.6 million followers. The Facebook site also focused on parents with the song “I don’t want to growup.”
Refer to Toys ‘R’ Us. Which type of product advertising is this campaignbuilt around?
Procter & Gamble has runads that promote its Children’s Safe Drinking Water program in which it showsits employees teaching people around the world how to purify their water. Theprogram was instituted because 5,000 children die every day from diseasescaused by unsafe water. These ads are examples of _____ advertising.
All of the following areadvantages offered by radio to its advertisers EXCEPT:
Cranium, the Seattle-basedtoy company, has recently introduced Giggle Gear, a toy designed to let kids’imagination run wild. With the face and headpieces that make up Giggle Gear,kids can change themselves into aliens, fairies, bugs, and robots. What typeof advertising will this company be using to promote this new toy?
_____ is a measure of thenumber of times an individual is exposed to a brand message. It is used tomeasure the intensity of a specific medium's coverage.
Media vehicles like People and Newsweek magazines appeal to a wide cross section of thepopulation. In contrast, Golf and Cosmopolitan magazines have high levelsof:
Companies that show supportfor recycling efforts and other examples of green marketing through advertisingare engaged in:
Which of the followingstatements about the selection of media for advertising is true?
Which of the followingstatements about comparative advertising is true?
Ads for the Nutrisystemweight-loss system feature celebrities, like football great Dan Morino, showinghow they lost weight on the program. This is an example of a _____executional style for advertising.
An Advil magazine print adshows the same woman painting, at work, in the gym, and with her child. The adstates that Advil works on “all my pains wherever I hurt so I am ready foranything” Which executional style is being used in this ad?
An ad for the GeneralElectric Advantium microwave shows people rushing from one place to another andhas the headline, "If your life moves this fast, maybe your oven shouldtoo." According to the ad, even though there never seems to be enough timeto cook, this microwave will help you prepare home-cooked meals. This is anexample of the use of a _____ executional style.
In the 1960s there were onlythree television networks and most consumers only received these three channelsplus a local channel. Now, consumers have more than 500 channels tochoose from. This is an example of which problem facing media planners?
The _____ is the channelused to convey a message to a target market.
An advertising _____identifies a reason for a person to buy a product.
All of the followingstatements about post campaign evaluation are true EXCEPT:
In advertising, the goal isto sell the product's _____, not its _____.
_____ is a sales practicethat involves building, maintaining, and enhancing interactions with customersin order to develop long-term satisfaction through mutually beneficialpartnerships.
The student members mightagree to pay lodging and travel expenses in return for the entertainer reducinghis or her fees by $100. This is an example of:
Dell’s fall back-to-schoolprogram allows students who buy a new laptop computer for college to get a freeprinter. The printer giveaway is a:
For which of the followingproducts would its producer be more likely to choose personal selling ratherthan advertising or sales promotion to market it?
Consumers submitting arecipe online in hopes of winning the $1,000 prize are participating in whichtype of sales promotion?
All of the followingstatements characterize the traditional personal selling approach EXCEPT:
As a manufacturer ofready-to-drink iced tea, Nestea sells a highly standardized product toconsumers all over the United States. You would expect Nestea to rely on _____to promote its product.
The Pillsbury Bake-Offrequires people to submit a recipe using Pillsbury baking products. Finalistsare brought to Pillsbury kitchens to bake their recipes so the winner of a cashprize can be chosen. This is an example of a:
Jel Sert Company makesconvenient, durable, and eye-catching packaging. Its salesperson isdemonstrating to a manufacturer of sports drinks how Jel Sert’s packaging wouldserve as a silent salesperson for its products. This is the _____ stage of thesale.
Trade sales promotions arepopular among manufacturers because they can do all of the following at tradeshows EXCEPT:
The entertainers' showcasesare examples of:
The goal of sales promotion(regardless of what form it takes) is usually:
Kinko’s has built along-term business relationship with PeopleSoft in which PeopleSoft awards muchof its training and education materials printing to Kinko’s. Which promotionalactivity was most likely used to make this $5 million deal?
_____, or prospecting, isthe identification of those firms and people most likely to buy the seller'sofferings.
AT&T offered customerswho purchased a Blackberry a $100 rebate if they signed up for a 2-year servicecontract. This is an example of:
Salespeople ensure thatdelivery schedules are met, that the good or service performs as promised, andthat buyers are trained in the use of the product. All of these functions arepart of _____, the final step in the selling process.
During the preapproach, thesalesperson would:
In traditional selling, moretime is spent _____ than in relationship selling.
When Darrell purchased afive-pound bag of 9 Lives cat food, he received a free can of themanufacturer's new gourmet cat food. The can of cat food is an example of a:
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