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    Question 1.1.(TCO 1) The broad goal of _____ is to identify and define both marketing problems and opportunities and to generate and improve marketing actions. (Points : 3)
    advertising
    sales promotion
    publicity
    marketing research
    tactical support
    Question 2.2.(TCO 1) The act of consciously choosing from alternatives is called (Points : 3)
    a dilemma
    a quandary
    decision making
    a paradox
    a predicament
    Question 3.3.(TCO 1) During the marketing research process _____ are the specific measurable goals the decision maker seeks to achieve in conducting the marketing research.(Points : 3)
    measures of success
    research objectives
    marketing research plans
    decisions
    definitions
    Question 4.4.(TCO 1) A test market is an example of which type of marketing research? (Points : 3)
    Descriptive
    Explanatory
    Exploratory
    Causal
    Concrete
    Question 5.5.(TCO 1) When Home Depot entered the Quebec market 2% of the population was aware of the retail chain. To determine how effective its advertising was in the first 18 months of its presence in the Canadian province it conducted awareness research for a second time. Prior to conducting the research it was decided that if at least 50% of the population was aware of the Home Depot brand it would continue its present advertising program. This is an example of a(n) (Points : 3)
    objective.
    constraint.
    assumption.
    measure of success.
    barrier to entry.
    Question 6.6.(TCO 3) A picture or verbal description of a product or service a firm might offer for sale is known as a(n) (Points : 3)
    hypothesis.
    proposition.
    new-product concept.
    alternative
    opportunity.
    Question 7.7.(TCO 1) Facts and figures that are newly collected for a project at hand are called (Points : 3)
    internal secondary data
    external secondary data
    primary data
    observational data
    tertiary data
    Question 8.8.(TCO 3) Market segmentation stresses _____ and relating needs and benefits to specific marketing actions. (Points : 3)
    grouping people randomly in a market
    market sectioning
    grouping people according to similar needs
    splitting people randomly between markets
    product-based market development
    Question 9.9.(TCO 3) To create a _____ strategy nikeid.com allows customers to visit its website and design a sneaker to their personal specifications. (Points : 3)
    product sampling
    product extrapolation
    mass customization
    usage segmentation
    psychographic segmentation
    Question 10.10.(TCO 6) The first step in segmenting and targeting markets is to (Points : 3)
    recognize a need.
    group potential buyers into segments.
    create product groupings.
    estimate size of the overall market.
    develop a market-product grid.
    Question 11.11.(TCO 6) Which of the following is not a criterion used in forming segments? (Points : 3)
    Potential for increased profit
    Similarity of needs of potential buyers within a segment
    Competitive position
    Potential of marketing action to reach a segment
    Simplicity and cost of assigning potential buyers to segments
    Question 12.12.(TCOs 3 5 and 6) A market-product grid is a framework to relate (Points : 3)
    estimated expenses for products sold to various market segments
    total anticipated revenue for each product to market segments
    total anticipated profit for each product to segments
    the market segments of potential buyers to products offered or potential marketing actions by an organization
    market segments of potential buyers to relative market share compared to the closest competitor
    Question 13.13.(TCO 6) Which of the following is a criterion used for selecting a target segment? (Points 🙂
    Potential for increased profit
    Similarity of needs of potential buyers within a segment
    Difference of needs of buyers among segments
    Potential of a marketing action to reach a segment
    Competitive position
    Question 14.14.(TCOs 3 5 and 6) Changing the place an offering occupies in consumers’ minds relative to competitive products is called (Points : 3)
    perceptual mapping.
    product positioning.
    product differentiation.
    repositioning.
    psychographics.
    Question 15.15.(TCOs 3 5 and 6) Which of the following data are collected from consumers to develop a perceptual map for a particular product? (Points : 3)
    A listing of all prospective brands and products
    Managerial judgments about how consumers perceive products
    Identification of the important attributes for a product class
    Rank order of the ratings of an existing brand’s preference relative to its competitors
    All of the above
    Question 16.16.(TCOs 1 3 5 and 6) A _____ is the marketing term for a good service or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and is received in exchange for money or some other unit of value. (Points : 3)
    Product
    market decision.
    market factor
    utility bundle
    process
    Question 17.17.(TCOs 1 3 5 and 6) The Federal Trade Commission considers a product new only (Points: 3)
    for a period of 6 months after it enters regular distribution
    for a period of 1 year after it enters regular distribution
    until a similar product is introduced by a competitor
    until a newer version of the same product is produced
    for a period of 17 years at which time patent rights are returned to the public domain
    Question 18.18.(TCOs 1 3 5 and 6) When General Foods introduced Post Cereals with freeze-dried fruits people found that by the time the fruit had absorbed enough milk the flakes were soggy. Why did this product fail? (Points : 3)
    Poor product quality
    Insignificant point of difference compared to competitive offerings
    Too little market attractiveness
    Poor execution of the marketing mix
    No economical access to buyers
    Question 19.19.(TCOs 1 3 5 and 6) A company defines the role for new products in terms of the firm’s overall corporate objectives in the _____ stage of the new-product process.(Points : 3)
    idea generation
    distinctive competency
    new-product strategy development
    business mission
    strategic management process
    Question 20.20.(TCOs 3 and 6) Breyers introduced a new line of ice cream flavors for sale in elegant black containers. This was done on a limited scale to determine consumer reactions before national distribution of the product. Breyers new product was in the _____ stage of the new-product process. (Points : 3)
    commercialization
    screening and evaluation
    business analysis
    development
    market testing
    Question 21.21.(TCOs 1 3 5 and 6) A product in the introduction stage of the product life cycle should have which of the following marketing objectives? (Points : 3)
    Gain awareness and stimulate trial.
    Stress differentiation.
    Maintain brand loyalty.
    Gain as much distribution as possible.
    Reveal a marketing niche
    Question 22.22.(TCOs 1 3 5 and 6) When the National Cattlemens Beef Association advertises Beef Its Whats for Dinner it is trying to stimulate _____ demand. (Points : 3)
    selective
    primary
    derived
    generic
    secondary
    Question 23.23.(TCOs 1 3 5 and 6) The stage in the product life cycle labeled C in the below figure is called
    (Points : 3)
    introduction.
    maturity.
    growth.
    diversification.
    decline.
    Question 24.24.(TCOs 1 3 5 and 6) At which stage in the product life cycle do industry profits usually peak? (Points : 3)
    Introduction
    Growth
    Maturity
    Decline
    Commercialization
    Question 25.25.(TCOs 1 3 5 and 6) The swoosh that appears on every Nike product is an example of a (Points : 3)
    copyright.
    trade name.
    service mark.
    brand name.
    generic brand.

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