You run a small automotive supply business that sells to a few large retailers. You want
to conduct market research to assess how the companies you sell to feel about the
reorder process and your billing system. Because there are so few companies on the list
of potential respondents, it would be best to collect data from a __________ of current
customers.
A. Probability sample
B. Random sample
C. Convenience sample
D. Nonprobability sample
E. Census
An emerging consumer trend in many industrialized countries is the willingness to trade
_____ for ______.
A. Time, energy
B. Service, money
C. Service, time
D. Time, value
E. Time, money
Many countries restrict marketing to children more severely than in the United States. A
firm considering direct foreign investment would report this finding under the heading
of _____.
A. Timing
B. Legal issues
C. Transaction costs
D. Marketing communication barriers
E. Product differentiation
You are the marketing manager for XYZ Corp., and have hired a market research firm.
Together, you and the researchers decide that you need data from current customers and
noncustomers who fit a specific demographic and lifestyle profile. The selection of
these individuals as targets for data collection represents the ___________ research
design activity.
A. Type of research
B. Nature of data
C. Nature of data collection
D. Information content
E. Sampling plan
The marketing manager is considering a new advertising campaign for Guzzle
Beverages. She purchases six months of scanner data for Cruncheez Snack Foods, a
company that recently ran a similar campaign. She wants to use this information to
determine the campaign’s effectiveness before implementing it for Guzzle. She is using
_________ to research her problem and make an informed decision.
A. Surveys
B. Interviews
C. Government sources
D. Secondary data
E. Primary data
Family life cycle segmentation factors include all but ____________.
A. Income
B. Age
C. Marital status
D. Number of children
E. Cohabitation
Making a change in any of the marketing mix elements will _______________.
A. Leave the other elements unchanged
B. Possibly have an impact on another element
C. Have a domino effect on the other elements
D. Require the firm to introduce new products
E. Require an increase in promotion
Intel makes a product most people never see; however, it spends a great deal of money
building its brand and now people ask for “Intel Inside.” This is an example of linking
the ______ benefit of brand equity to marketing strategy.
A. Perceived quality
B. Brand image
C. Brand connections
D. Perceived bonuses
E. Brand loyalty
A marketing manager wants to build a strong relationship with the customers and to
customize message without high costs. He understands that relationship building and
message customization would require constant updating the database due to the reliance
on CRM. Based on the manager’s consideration, ____________ will be the most
appropriate promotional form.
A. Personal selling
B. Direct marketing and interactive marketing
C. Sales promotion
D. Advertising
E. Public relations
At one time, specialized companies catered to markets segmented by race. Today
______.
A. The segments are indistinguishable
B. The segments have declined in size
C. The segments have become targets of mainstream businesses that offer specialized
products
D. The segments all buy the same products
E. The segments lack differentiation