Scenario 6.2
Use the following to answer the questions.
Both the Racer and the Strider were very popular choices for family vans. Racer noticed
that the majority of its customers were families with 3 or more children, and so they
developed commercials that featured larger families. They also produced commercials
that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario
and her husband were currently shopping for a van for their family. As Alicia listened to
an advertisement on the television about the Strider, she noticed that the Strider cost
about $27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the
Racer, which also cost about $27,000, but had gas mileage of about 21 mpg. She also
liked the way the family was portrayed in the Racer ad, showing the children in the
back seats having plenty of room, watching the DVD players, and having their own
sound controls. When she spoke to Carlos, her husband, about how much she liked the
Racer van, he replied that it had too low of gas mileage at only 16 mpg. Since Alicia
didn’t agree with that number, he produced a magazine ad that supported his claim of
the 16 mpg for the Racer. Alicia couldn’t believe that she had made such an error in
hearing what the gas mileage was for the Racer and the Strider.
Carlos’ knowledge of the correct gas mileage is an example of the his attitude toward
the Racer.
a. cognitive
b. behavioral
c. affective
d. affective and cognitive
e. behavioral and affective
Functional modifications usually require that a product be redesigned.
a. True
b. False
Patrick is a member of a consumer market research panel and has been introduced to a
company’s new idea for energy drinks. Some of the questions he has been asked are,
‘œHow often would you buy this product?” and “Which
features are of little or no interest to you?” Patrick is most likely participating in
the_______________product development process.
a. concept testing
b. business analysis
c. idea screening
d. idea generation
e. test marketing
If Campbell were to offer single serving “Soup for One” packages to household
markets, it would be using segmentation based on:
a. income.
b. age.
c. preferences.
d. geographic considerations.
e. family life cycle.
A_____ is a type of software that creates an interface that enables users to add or edit
the content of some types of websites.
a. meme
b. digital diary
c. blog
d. podcast
e. wiki
Which of the following types of shopping centers usually consists of several small
convenience and specialty stores?
a. Specialty
b. Regional
c. Neighborhood
d. Convenience
e. Community
When more information is needed about a problem and a tentative hypothesis needs to
be made more specific, marketers usually conduct a(n) _____research.
a. descriptive
b. experimental
c. exploratory
d. analytical statistical
e. conclusive
The first adopters of a product are the innovators.
a. True
b. False
The weakest level of brand loyalty is brand .
a. recognition
b. insistence
c. equity
d. trial
e. preference
If Pacific Power and Light increased its rates by 10 percent and the demand for power
remained the same, the demand would be:
a. elastic.
b. minimal.
c. minor elasticity.
d. variable.
e. inelastic.
Which of the following statements describes the best use of the Internet by John, a
marketer, to establish his business units across the globe ?
a. Reach out to buyers
b. Relay product information
c. Facilitate the marketing process
d. Accumulate as many friends as possible
e. Facilitate the marketing exchange, obtain customer feedback, and provide product
information
MADD (Mothers Against Drunk Driving) is a nonprofit organization that primarily
markets .
a. services
b. ideas
c. goods
d. tangible products
e. features
A consumer may receive a marketer’s information and perceive it differently from the
way the marketer intended.
a. True
b. False
The marketing plan:
a. is a plan of all the aspects of an organization’s business strategy.
b. provides varied marketing visions for the firm and is the basis for external
communications.
c. is a written document that specifies the marketing activities to be performed to
implement and evaluate the
organization’s marketing strategies.
d. is generally inaccessible and is not usually shared with all key employees.
e. is designed to specify not only marketing but all other functional areas of business
activities as well.
Weyerhaeuser is evaluating its complete product mix. It wishes to decrease some of its
marketing expenditures and streamline its product offerings. Weyerhaeuser will most
likely look at products in the_____stage of the product life cycle as possibilities for
elimination.
a. not yet developed
b. growth
c. introduction
d. maturity
e. decline
What is the most important factor in distinguishing disposable income from income?
a. Taxes
b. Housing
c. Employment levels
d. Consumer spending
e. Saving
Alan is the CEO of Greensprings Landscaping Corp. At the recent budget planning
meeting, Alan stated that last year’s sales were down from the previous period. He then
went on to say that Greensprings would have a budget of $100,000 for advertising in
the coming year. In this instance, Alan was using the .
a. arbitrary approach
b. executive decision process
c. objective-and-task approach
d. percentage-of-sales approach
e. competition-matching approach
After Home Depot gathers information related to its marketing environment, it attempts
to define the current environmental changes and predict future changes. This determines
possible opportunities and threats facing the company. Which of the following
processes is being implemented by Home Depot?
a. Environmental marketing
b. Survey of environment
c. Marketing
d. Environmental analysis
e. Marketing information processing
If Stonefield School Furniture Company provides standard primary school chairs in
new colors to match the interiors of schools, this modification is most likely to be
viewed as a(n)___________-modification.
a. aesthetic
b. functional
c. quality
d. operational
e. feature