Evaluating a portion of the product on the assumption that its characteristics represent
the entire lot is known as:
a. heterogeneous selection.
b. description.
c. trust.
d. negotiated inspection.
e. sampling.
When researchers divide the population of interest in a study into groups and then
arbitrarily choose participants from each group, they are using .
a. quota sampling
b. selective surveying
c. random sampling
d. stratified sampling
e. researcher samples
The two basic types of sampling which marketing researchers use are .
a. random and nonrandom
b. probability and nonprobability
c. stratified and quota
d. even and odd
e. planned and spontaneous
A shopping center containing a Macy’s, Sears, and J.C. Penney as well as dozens of
specialty shops, restaurants, and entertainment is most likely a:
a. superregional shopping center.
b. neighborhood shopping center.
c. community shopping center.
d. complete business district.
e. lifestyle shopping center.
Scenario 4.2
Use the following to answer the questions.
Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental
business near the Chatsworth River in Arizona. Blue Waters Adventures had been in
operation for five years and was located in an ideal area. Even though the winters in the
area can be cold, kayaking and canoeing activities are generally popular year-round.
After two months of operation, it became clear why the previous owners had sold the
business. While the business appeared to be ideally located, sales were extremely
disappointing.
Colin developed a research design to aid his investigation. This design included a
questionnaire that attempted to measure “outdoor activity preferences;” however,
Colin’s professor said that the questionnaire measured something other than the
“outdoor activity preferences.” The professor was questioning the research design’s .
a. reliability
b. significance
c. truthfulness
d. corroboration
e. validity
Estimating the cost of entering a market and focusing on a specific target segment is
important because:
a. cost estimates are crucial to assess sales potential accurately.
b. higher costs will keep other potential competitors from entering that particular
segment.
c. customers are more likely to be attracted to marketers that invest heavily in the target
segment.
d. the organization’s marketers need to know if they can reach the segment at costs
equal to or below competitors’ costs.
e. higher cost generally ensures long-term success.
Natalie is a sales representative with Nike. In a few days, she will join with people from
the firm’s financial, engineering, and other functional areas to engage in the personal
selling process. Natalie is engaged in:
a. trade selling.
b. missionary selling.
c. relationship selling.
d. team selling.
e. technical selling.
The effectiveness of an advertising campaign can be measured:
a. only after the campaign has been carried out completely and results have been
tabulated.
b. only before the campaign begins, to prevent unnecessary expenditures.
c. during the campaign to determine whether more or less funds should be allocated, but
not after the campaign.
d. several weeks after the beginning of the campaign to determine whether the
campaign is headed in the right direction.
e. before, during, and after the campaign through the use of pretests, inquiries, and
posttests.
A spokesperson for Mott’s apple juice encourages television audiences to use its juice in
the winter by serving it hot with a cinnamon stick. In this instance, Mott’s is using
promotion to:
a. stimulate primary demand.
b. offset competitors’ promotional efforts.
c. facilitate reseller support.
d. retain loyal customers.
e. reduce sales fluctuations.
Brand insistence is the degree of brand loyalty in which a customer strongly prefers a
specific brand, will accept no substitute, and is willing to spend a great deal of time and
effort to acquire that brand.
a. True
b. False
Actions that promote human health and welfare address the ____ dimension of the
pyramid of social responsibility.a. philanthropic
b. legal
c. ethical
d.
economic
e. social dimension of the pyramid of social
The marketing concept directly affects marketing activities but should have negligible
impact on other organizational activities.
a. True
b. False
Pricing the basic product in a product line low, while pricing related items at a higher
level is called:
a. premium pricing.
b. bait pricing.
c. captive pricing.
d. price skimming.
e. price lining.
A product need not be a physical product.
a. True
b. False