Question;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);advertisingsales promotionpublicitymarketing researchtactical 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 successresearch objectivesmarketing research plansdecisionsdefinitions;Question 4.4.(TCO 1) A test market is an;example of which type of marketing research? (Points: 3);DescriptiveExplanatoryExploratoryCausalConcrete;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;marketmarket sectioninggrouping people according to;similar needssplitting people randomly;between marketsproduct-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 samplingproduct extrapolationmass customizationusage segmentationpsychographic 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;profitSimilarity of needs of;potential buyers within a segmentCompetitive positionPotential of marketing action;to reach a segmentSimplicity 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.the 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: 3);Potential for increased;profitSimilarity of needs of;potential buyers within a segmentDifference of needs of buyers;among segmentsPotential of a marketing;action to reach a segmentCompetitive 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 productsManagerial judgments about;how consumers perceive productsIdentification of the;important attributes for a product classRank order of the ratings of;an existing brand's preference relative to its competitorsAll 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);productmarket decisionmarket factorutility bundleprocess;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 qualityInsignificant point of;difference compared to competitive offeringsToo little market;attractivenessPoor execution of the;marketing mixNo 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 generationdistinctive competencynew-product strategy;developmentbusiness missionstrategic 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);commercializationscreening and evaluationbusiness analysisdevelopmentmarket 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 Cattlemen?s Beef Association advertises;?Beef, It?s What?s for Dinner,? it is trying to stimulate _____ demand. (Points: 3);selectiveprimaryderivedgenericsecondary;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);IntroductionGrowthMaturityDeclineCommercialization;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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