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.
aggregating approach.
B.
CRM database.
C.
disaggregating approach.
D.
generic market.
E.
clustering approach.
Question #3
In a generic market,
A.
sellers may compete in different product-markets.
B.
diverse types of products may compete for customers.
C.
customers have broadly similar needs.
D.
there may be many ways to satisfy customers' needs.
E.
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.
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.
education
B.
needs
C.
region of the world or country
D.
income
E.
ethnicity
Question #6
A marketing manager has just learned about generic markets. This may lead the manager
A.
to think about new ways of satisfying the needs of his or her current customers.
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 put less emphasis on market penetration or market development opportunities and more emphasis on product development opportunities.
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.
multiple target market approach.
B.
mass marketing approach.
C.
single 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.
disaggregate; use one segment
B.
disaggregate; use different segments
C.
aggregate; use different segments
D.
disaggregate; combine segments
E.
aggregate; combine segments
Question #9
A pencil, a dictating machine, and a computer might compete in the same
A.
generic market.
B.
Any of the answers could be correct.
C.
target market.
D.
product-market.
Question #10
How customers think about the various brands in a market can be graphically represented and tracked through
A.
segmenting.
B.
targeting.
C.
researching.
D.
clustering.
E.
positioning.
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.
talk with competitors facing similar problems.
C.
collect primary data.
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.
a set of focus group interviews.
C.
the experimental method.
D.
None of the answers are correct.
E.
a consumer panel research project.
Question #15
The General Data Protection Regulation (GDPR)
A.
only applies to companies that do business within the European Union nations.
B.
only applies to companies that house their servers in the United States.
C.
is comprised of the laws in the United States that protect personal data and require informational privacy.
D.
is a uniform set of consumer privacy laws that govern privacy in all countries.
E.
is a set of laws on data protection and privacy for all individuals within the European Union.
Question #16
Syndicated research is an economical approach for collecting specific research needed by one firm for a specific problem.
A.
TRUE
B.
FALSE
Question #17
The scientific method
A.
rejects the idea that marketing managers can make "educated guesses" about marketing relationships.
B.
is an orderly way of presenting your point of view.
C.
None of the answers are correct.
D.
assumes that statistical analysis provides the only basis for rejecting a hypothesis.
E.
is a hit-or-miss approach.
Question #18
The most difficult and important step in the scientific approach to marketing research is
A.
solving the problem.
B.
defining the problem.
C.
analyzing the situation.
D.
interpreting the data.
E.
getting problem-specific data.
Question #19
The response rate is the percentage of people contacted who complete a given questionnaire.
A.
FALSE
B.
TRUE
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 information system
B.
marketing model
C.
marketing research project
D.
marketing research department
E.
marketing logistics system
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