The biggest disadvantage of observation research is that it

Question 1
1.    The biggest disadvantage of observation research is that it:
 
    tends to be extremely expensive.
 
    yields little or no insight into the motivation behind the observed behavior.
 
    generates secondary data rather than primary data.
 
    focuses on what people say rather than what they actually do.
4 points   
Question 2
1.    A well-chosen target market embodies the following characteristics:
 
    size, profitability, accessibility, and limited competition.
 
    size, limited profitability, accessibility, and competition.
 
    limited size, profitability, accessibility, and intense competition.
 
    size, profitability, limited accessibility, and intense competition.
4 points   
Question 3
1.    All of the following are outcomes associated with changes in digital technology and the rise of the Internet EXCEPT:
 
    mass customization.
 
    cognitive dissonance.
 
    new types of promotional tools and methods.
 
    a shift in power from producers to customers.
4 points   
Question 4
1.    The relevant concept of value in marketing is based on the:
 
    objective measure of quality exclusively.
 
    customer's belief that a product has a better relationship than its competitors between the cost and the benefits.
 
    ability to buy the product at the lowest possible cost irrespective of the decrease in quality.
 
    form utility of the product.
4 points   

Question 5
1.    Jesse is the marketing manager for a large Midwest-based producer of food products. He is in the process of developing the __________, which takes into consideration the marketing strategies for product, price, promotion, and place.
 
    competitive mix
 
    value chain
 
    marketing environment
 
    marketing mix
4 points   
Question 6
1.    When Suzanne was shopping for school supplies in the mall, she was approached by a woman with a clipboard, asking questions about her preference for jeans. Therefore, Suzanne is part of __________ research.
 
    secondary
 
    unobtrusive
 
    survey
 
    observation
4 points   
Question 7
1.    A key to successful customer relationship management is to:
 
    develop marketing strategies that are universal.
 
    collect, manage, and apply the right data at the right time to the right customer.
 
    help customers identify new needs-even if they are met by other firms.
 
    focus most marketing resources on the pricing and distribution functions of the marketing mix.
4 points   
Question 8
1.    Rapid improvements in digital technology and the rise in Internet usage over the past 20 years have:
 
    shifted the balance of power away from customers and toward producers.
 
    decreased the costs of marketing new products and services.
 
    increased the costs of distributing new products and services.
 
    contributed to a movement away from mass customization and toward demographic marketing exclusively.
4 points   

Question 9
1.    Which of the following scenarios exemplifies green marketing?
 
    Janet sells home-made pickles and jams.
 
    Claire sells solar-powered jackets.
 
    Sam volunteers at a local self-help group.
 
    Christine gives money to a nonprofit organization.
4 points   
Question 10
1.    Psychographic segmentation is the:
 
    category that includes the benefits that consumers seek from products and how consumers use the product.
 
    vital starting point for most efforts to segment B2B markets but is seldom used in B2C market.
 
    division of the market based on consumer characteristics such as age, ethnicity, and gender.
 
    category used to complement other types of market segmentation in B2C markets.
4 points   
Question 11
1.    In its broadest sense, __________ refers to an organization's ongoing efforts to create positive relationships with its consumers, employees, suppliers, the community, the general public, and the government.
 
    publicity
 
    advertising
 
    sales promotion
 
    public relations
4 points   
Question 12
1.    In which of the following stages of a product's life cycle would heavy advertising reinforce the brand positioning strategy?
 
    Growth
 
    Maturity
 
    Decline
 
    Introduction
4 points   
Question 13
1.    __________ involves purchasing the right to use another company's brand name or symbol.
 
    Diffusion
 
    Exporting
 
    Branding
 
    Licensing
4 points   
Question 14
1.    __________ refers to marketing activities designed to stimulate wholesalers and retailers to push specific products more aggressively over the short term.
 
    Brand equity
 
    A pull strategy
 
    Publicity
 
    Trade promotion
4 points   
Question 15
1.    __________ are brands that a producer owns and markets.
 
    National brands
 
    Private labels
 
    Store brands
 
    Retailer brands
4 points   
Question 16
1.    Successful product differentiation requires that the:
 
    difference be real rather than merely perceived.
 
    marketers put most of their efforts into developing an appropriate brand name.
 
    product not only be different from those of competitors but also be better.
 
    products have both higher quality and higher cost than those of the competition.
4 points   

Question 17
1.    A product has three product layers. They are the:
 
    implied benefit, explicit benefit, and combined benefit.
 
    physical form, intangible form, and perceived form.
 
    core benefit, actual product, and augmented product.
 
    external layer, internal layer, and environmental layer.
4 points   

Question 18
1.    Companies like McDonald's, who place their stores in as many locations as possible, are using a strategy called __________ distribution.
 
    intensive
 
    selective
 
    exclusive
 
    direct
4 points   
Question 19
1.    What do Mary Kay Cosmetics, The Pampered Chef, and Tupperware have in common?
 
    They are intensive distribution, nonstore retailers.
 
    They are multilevel marketers.
 
    They earn the majority of their revenue from direct response marketing.
 
    They are a part of the wheel of retailing.
4 points   
Question 20
1.    __________ are marketing intermediaries that sell directly to final consumers.
 
    Wholesalers
 
    Brokers
 
    Truck jobbers
 
    Retailers
4 points   

Question 21
1.    A firm's distribution strategy is concerned with two key elements:
 
    shipping and warehousing.
 
    the channel of distribution and physical distribution.
 
    pricing strategy and credit standards.
 
    facility location and value stream mapping for product flow.
4 points   

Question 22
1.    A(n) __________ takes legal possession of the goods being distributed.
 
    broker
 
    agent
 
    merchant wholesaler
 
    store retailer
4 points   
Question 23
1.    The goal of distribution strategy is to:
 
    minimize the number of distributors in the channel of distribution.
 
    allocate goods from producers to consumers in the fairest possible way.
 
    reconcile conflicts between pricing strategies and promotion strategies.
 
    get the right product to the right person at the right place at the right time.
4 points   
Question 24
1.    When comparing the advantages of trucks and rail as modes of transportation, a key advantage of trucks is that they __________, while an advantage of railroads is that they __________.
 
    are less costly; offer the greatest flexibility in handling
 
    offer faster and more frequent shipments; offer lower shipping costs
 
    offer more flexibility in handling; offer greater dependability
 
    are the fastest mode of transportation; are the most readily available mode of transportation
4 points   
Question 25
1.    Many insurance companies utilize __________, while __________ often handle real estate and seasonal products.
 
    merchant wholesalers; retailers
 
    agents; brokers
 
    retailers; distributors
 
    full-service merchants; limited-service merchants
4 points   
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