Cole’s smartphone is two years old and he would like to have a new one. He is not a
gadget freak. However, this time he wants to make sure that the phone he buys has a
longer battery charge and better geographic coverage, since he is travels three days a
week for his new job. Cole is most likely to use for this purchase.
a. routinized response behavior
b. limited decision making behavior
c. perceptual mapping
d. enduring involvement
e. extended decision making behavior
Alex Wren of Owens Corning Fiberglass Corp talks to Terry Jones, a homebuilder, to
find out how much fiberglass insulation he intends to use in building homes during the
next year. Albert then multiplies that number by the total number of builders in the
territory. He is using a approach to measure sales potential.
a. multivariable
b. use of product
c. breakdown
d. regression
e. buildup
A group of individuals or organizations that have needs for products in a product class
and have the willingness, ability, and authority to purchase those products is called a(n):
a. strategic window. b. industry.
c. strategic business unit. d. exchange.
e. market.
A functional and psychological picture in a consumer’s mind of a retail store is called:
a. retail positioning.
b. store quality.
c. store image.
d. interior location.
e. retail persona.
If a marketing researcher is interested in observing group interaction during an
informal, unstructured, and open- ended data collection process, he or she should use .
a. observation method
b. a focus-group interview
c. an on-site computer interview
d. a shopping mall intercept interview
e. a telephone survey
Quota sampling is most commonly used in .
a. descriptive research
b. population research
c. surveys
d. collecting primary data
e. exploratory studies
Jim Zanders, a trained engineer, is a salesperson for a chemical manufacturer. He
provides current customers with advice about a product’s characteristics and
applications. He is a(n):
a. missionary salesperson.
b. trade salesperson.
c. field order taker.
d. inside order taker.
e. technical salesperson.
Josh is the vice-president for the 20th Century Fox, a movie production company. He
has the responsibility for managing the firm’s marketing channels and its relationships
with its marketing intermediaries. As a manager of its marketing intermediaries, part of
Josh’s role is to:
a. link movie wholesalers to other wholesalers.
b. link film producers to other middlemen.
c. always oversee the sale of movies to retailers.
d. maintain quality of the movie product.
e. engage in short-term commitments to the least expensive channel member.
A product mix is the composite or total group of products that an organization makes
available to customers.
a. True
b. False
Taco Bell is introducing some of its products into supermarkets, vending machines,
college campuses, and other locations to increase its product availability and
convenience. One reason Taco Bell is doing so is to:
a. decrease customer benefits.
b. increase customer costs.
c. increase customer value.
d. increase distribution expenses.
e. decrease promotion expenses.
A firm operating in a one-state market would not regionalize its market.
a. True
b. False