Which of the following survey methods has the potential to offer quick response at a
lower cost than traditional mail and telephone surveys?
a. Total population surveys
b. In-home (door-to-door) interviews
c. Focus-group interviews
d. Personal interview surveys
e. Online surveys
As Oscar Meyer puts together its advertising campaign for the summer, it will need to
keep in mind that its desire to use outdoor advertising will have strong effects on its
selection of the advertising .
a. message
b. budget
c. platform
d. audience analysis
e. objectives
Scenario 10.2
Use the following to answer the questions.
Traveler is a bus line operating in the Northeast and Midwestern United States, plus in
Canada. It offers travelers a cheap alternative to driving and flying between large cities,
keeping the fares extremely low yet offering the latest technology. Unlike the traditional
StarTravel Lines, Traveler is an express service, and is equipped with Wi-Fi, video
screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally,
Traveler picks up and drops off people in the centers of cities rather than at
inconveniently-located terminals. Patrons can book tickets at Traveler.com, where some
fares begin at just $1. Routes are limited, and are offered out of cities such as Toronto,
New York, Baltimore, Philadelphia, and Chicago. Recently, its competitor StarTravel,
has launched two new bus lines, Pathfinder and Mestra, with similar fares and high-tech
amenities. A fare on Mestra bus from Buffalo, NY to New York City is $50.00
roundtrip, while the same fare through Greyhound’s traditional bus line costs $92.00.
The benefit of StarTravel’s traditional line is that there are more departure times and
more stops in smaller towns along the way. Casey is searching the website of
Traveler.com for the schedule and fares of a trip between Buffalo, NY and New York
City. Casey is most likely in the process.
a. adoption
b. trial
c. evaluation
d. interest
e. awareness
Teri went to Sam’s Wholesale Club to shop for a party she was hosting on the weekend.
She knew that she could buy larger quantities of food items than she normally did, and
it would also be much less expensive. She checked everything off her list and
proceeded to the checkout lines. Passing a display of fresh flowers, she thought
‘œWouldn’t those be nice for the party?’ She selected one of the bouquets and placed it
in her cart. Which of the following is most likely true in this scenario?
a. Teri is engaged in limited decision making when selecting the food for her party, and
impulse buying when selecting the flowers.
b. Teri is engaged in impulse buying when selecting the food for her party, and
routinized response behavior when selecting the flowers.
c. Teri is engaged in extended decision making when selecting the food for her party,
and compulsive response behavior when selecting the flowers.
d. Teri is engaged in limited decision making when selecting the food for her party, and
cognitive dissonance when selecting the flowers.
e. Teri is engaged in routinized response behavior when selecting the food for her party,
and compulsive response behavior when selecting the flowers.
UPS Inc. is considering its distribution strategy for the next five years. As part of the
strategy development, UPS Inc. is investigating the use of radio frequency
identification, consumer payments through smart phones, Facebook, and Twitter and
how they might use these to interface with their customers. UPS is most likely engaging
in:
a. product differentiation.
b. monopolistic competition.
c. technology assessment.
d. distinctive promotional methods.
e. innovative marketing.
Kelly’s Kids is a home-based business that sells high-quality children’s clothing at
premium prices using in-home parties. These in-home parties typically cater to families
with small children and middle- to upper-middle-class income. Kelly’s Kids is using
variables to segment its market.
a. demographic
b. psychographic
c. sociographic
d. behavioristic
e. geographic
An information search, once completed, should identify for the buyer the one brand that
he or she views as the best alternative.
a. True
b. False
The marketing environment consists of external forces that directly or indirectly
influence an organization’s acquisition of inputs and generation of outputs.
a. True
b. False
Scenario 10.3
Use the following to answer the questions.
The Pillsbury division of General Mills has promoted its baking products through its
trade character, the Pillsbury Doughboy, since 1965. He appears in television
commercials touting the quality, benefits, and features of the products Pillsbury sells.
Each product in the Pillsbury line, such as crescent rolls, pizza dough, biscuits, and
cinnamon rolls, includes the Pillsbury name on the package. In addition to the Pillsbury
name, the Pillsbury Doughboy also appears on each package, although in different
poses. On the Pillsbury website, the Pillsbury Doughboy character is animated and can
be seen “dancing”. He can be downloaded to your personal computer or used to create
your own e-card.The Pillsbury brand name would be characterized as a brand. If Hanes,
a manufacturer of t-shirts, were to begin producing a t-shirt with the trade character
Pillsbury Doughboy on the front, this would be an example of .
a. a brand-extension
b. co-branding
c. brand licensing
d. individual branding
e. fanciful branding
When evaluating market segments, assessment of competitors is important because:
a. it is difficult to segment a market when it has multiple competitors.
b. an absence of competitors usually creates difficulties in accurately measuring
segment sales potential.
c. sales estimates may cause a segment to appear to be lucrative, but there may be
several competitors that together have a large share of that segment.
d. a competitive analysis may lead to confusion as to who are the key competitors.
e. competition is generally not a major problem as long as a marketer is aware of it.
An evaluation performed before an advertising campaign begins is a .
a. consumer exam
b. posttest
c. recognition test
d. pretest
e. recall test
Executives in Japan decided to price Lexus luxury cars in the United States at $55,000
while pricing them at $66,000 in their own country. This is an example of:
a. secondary-market pricing.
b. price skimming.
c. bait pricing.
d. prestige pricing.
e. random discounting.
A marketer who wants to include detailed information in advertisements would most
likely use _____.
a. radio
b. television
c. outdoor displays
d. magazines
e. mass transit
A company markets such diverse products as Rosita Mexican foods, Swizz Max
cosmetics, and Blueberry bags.
These various offerings exhibit this firm’s product mix .
a. width
b. depth
c. length
d. volume
e. dimension
Tactile communication is communication through the movement of head, eyes, arms,
hands, legs, or torso.
a. True
b. False
Mark is shopping for a new suit to wear to an important interview. He really wants to
impress his prospective employer and is shopping at many stores to find the right outfit.
Martin is using which type of consumer decision making process?
a. Routinized response behavior
b. Habitual response
c. Impulse buying
d. Extended decision making
e. Perceptual mapping
Roberts Electronics calculates that if it produces 15 radar detectors, its costs are $1,500,
and if it produces 16 radar detectors, its costs are $1,590. In this instance, $90 is the
firm’s_________cost.
a. average
b. fixed
c. variable
d. marginal
e. average variable
Lindsay was reviewing her bank statement for last month. She had paid her rent, her car
payment, electric and phone bills, and made three trips to the grocery. Lindsay had also
bought tickets to a Katy Perry concert and new clothes to wear to the concert. The
money spent on Lindsay’s rent, car, electric and phone bills was likely from her
, while the money spent on the concert tickets and new clothes was from her .
a. disposable income; savings
b. gross income; disposable income
c. disposable income; net income
d. disposable income; discretionary income
e. gross income; savings income