Marketing 3023 - Marketing Fundamentals » Winter 2021 » Quiz 3
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Question #1
The main difference between a "product-market" and a "generic market" is whether customer needs are similar or different.
A.
TRUE
B.
FALSE
Question #2
When a customer orders a book at Amazon.com, the online retailer recommends related books that have been purchased by other customers who bought that book. Amazon is using a(n)
A.
CRM database.
B.
aggregating approach.
C.
disaggregating approach.
D.
clustering approach.
E.
generic market.
Question #3
In a generic market,
A.
customers have broadly similar needs.
B.
diverse types of products may compete for customers.
C.
customers have broadly similar needs, sellers may compete in different product-markets, there may be many ways to satisfy customers' needs, and diverse types of products may compete for customers.
D.
there may be many ways to satisfy customers' needs.
E.
sellers may compete in different product-markets.
Question #4
Qualifying dimensions are those that actually affect the customer's purchase of a specific brand in a product-market.
A.
TRUE
B.
FALSE
Question #5
Which of the following is a behavioral segmenting dimension?
A.
income
B.
region of the world or country
C.
education
D.
ethnicity
E.
needs
Question #6
A marketing manager has just learned about generic markets. This may lead the manager
A.
to put less emphasis on market penetration or market development opportunities and more emphasis on product development opportunities.
B.
to see a larger set of potential competitors.
C.
to put less emphasis on market penetration or market development opportunities and more emphasis on product development opportunities, to see a larger set of potential competitors, and to think about new ways of satisfying the needs of his or her current customers.
D.
to think about new ways of satisfying the needs of his or her current customers.
Question #7
Quality Ceramic, Inc. (QCI) defined five submarkets within its broad product-market. To obtain some economies of scale, QCI decided not to offer each of the submarkets a different marketing mix. Instead, it selected two submarkets whose needs are fairly similar, and is counting on promotion and minor product differences to make its one basic marketing mix appeal to both submarkets. QCI is using the
A.
mass marketing approach.
B.
single target market approach.
C.
multiple target market approach.
D.
None of the answers is correct.
E.
combined target market approach.
Question #8
When segmenting markets, cost considerations typically encourage a company to ________ and ________.
A.
aggregate; combine segments
B.
disaggregate; use different segments
C.
disaggregate; combine segments
D.
disaggregate; use one segment
E.
aggregate; use different segments
Question #9
A pencil, a dictating machine, and a computer might compete in the same
A.
generic market.
B.
product-market.
C.
target market.
D.
Any of the answers could be correct.
Question #10
How customers think about the various brands in a market can be graphically represented and tracked through
A.
targeting.
B.
researching.
C.
positioning.
D.
segmenting.
E.
clustering.
Question #11
A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.
A.
TRUE
B.
FALSE
Question #12
A statistical package is likely to be used with quantitative research, but not with qualitative research.
A.
TRUE
B.
FALSE
Question #13
During a situation analysis, a marketing researcher should
A.
study what information is already available.
B.
collect primary data.
C.
talk with competitors facing similar problems.
D.
begin to talk informally to as many customers as possible.
E.
collect primary data,study what information is already available, begin to talk informally to as many customers as possible and talk with competitors facing similar problems.
Question #14
Two similar groups of consumers are shown different magazines that include the same ad; and then each consumer is asked questions about the advertised product. This seems to be a description of
A.
a set of personal interviews.
B.
None of the answers are correct.
C.
a consumer panel research project.
D.
a set of focus group interviews.
E.
the experimental method.
Question #15
The General Data Protection Regulation (GDPR)
A.
only applies to companies that house their servers in the United States.
B.
is a set of laws on data protection and privacy for all individuals within the European Union.
C.
is a uniform set of consumer privacy laws that govern privacy in all countries.
D.
only applies to companies that do business within the European Union nations.
E.
is comprised of the laws in the United States that protect personal data and require informational privacy.
Question #16
Syndicated research is an economical approach for collecting specific research needed by one firm for a specific problem.
A.
FALSE
B.
TRUE
Question #17
The scientific method
A.
assumes that statistical analysis provides the only basis for rejecting a hypothesis.
B.
is a hit-or-miss approach.
C.
is an orderly way of presenting your point of view.
D.
rejects the idea that marketing managers can make "educated guesses" about marketing relationships.
E.
None of the answers are correct.
Question #18
The most difficult and important step in the scientific approach to marketing research is
A.
defining the problem.
B.
analyzing the situation.
C.
getting problem-specific data.
D.
interpreting the data.
E.
solving the problem.
Question #19
The response rate is the percentage of people contacted who complete a given questionnaire.
A.
TRUE
B.
FALSE
Question #20
A ________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.
A.
marketing model
B.
marketing information system
C.
marketing research project
D.
marketing logistics system
E.
marketing research department
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