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DeVry BUSN319 Week 4 Quiz Latest 2016 (Score 100%)
Question
Question 1. Question :
(TCO 1) The broad goal of _____ is to identify and define both marketing problems and opportunities and to generate and improve marketing actions.
advertising
sales promotion
publicity
marketing research
tactical support
Question 2. Question :
(TCO 1) A conscious choice made from among two or more alternatives is called a
dilemma.
quandary.
decision.
paradox.
predicament.
Question 3. Question :
(TCO 1) Which is the marketing research term for the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research?
Research risks
Research objectives
Research uncertainties
Research decisions
Research definitions
Question 4. Question :
(TCO 1) A test market is an example of which type of marketing research?
Descriptive
Explanatory
Exploratory
Causal
Concrete
Question 5. Question :
(TCO 1) One test of whether marketing research should be done is
whether different outcomes will lead to different marketing actions.
whether different outcomes will lead to the unrelated marketing actions.
using a jury of executive opinion to interpret the data.
agreeing to take action only if the decision is unanimous.
if top management has the final say on actions taken after research is completed.
Question 6. Question :
(TCOs 3 and 4) In the world of marketing, _____ are ideas about products or services.
concepts
notions
perceptions
impressions
theories
Question 7. Question :
(TCO 1) Facts and figures that are newly collected for a project at hand are called
internal secondary data.
external secondary data.
primary data.
observational data.
tertiary data.
Question 8. Question :
(TCO 3) Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as
consumer differentiation.
psychographics.
market segmentation.
market delineation.
aggregation marketing.
Question 9. Question :
(TCOs 3 and 4) MyTwinn makes dolls that look like young girls. For $119, it will make a doll that looks just like a photograph. So, if you send in the money and a photo of your young niece, she could have a doll that is her twin! This is an example of
mass customization.
synergy.
target marketing.
how the 80/20 rule is implemented.
repositioning.
Question 10. Question :
(TCO 6) The first step in segmenting and targeting markets is to
recognize a need.
group potential buyers into segments.
create product groupings.
estimate size of the overall market.
develop a market-product grid.
Question 11. Question :
(TCO 6) Which of the following is not a criterion used in forming segments?
Potential for increased profit
Similarity of needs of potential buyers within a segment
Competitive position
Potential of marketing action to reach a segment
Simplicity and cost of assigning potential buyers to segments
Question 12. Question :
(TCOs 3, 5, and 6) A market-product grid is a framework to relate
estimated expenses for products sold to various market segments.
total anticipated revenue for each product to market segments.
total anticipated profit for each product to segments.
the market segments of potential buyers to products offered or potential marketing actions by an organization.
the market segments of potential buyers to relative market share compared to the closest competitor.
Question 13. Question :
(TCOs 2 and 6) Which of the following is a criterion used for selecting a target segment?
Potential for increased profit
Similarity of needs of potential buyers within a segment
Difference of needs of buyers among segments
Potential of a marketing action to reach a segment
Competitive position
Question 14. Question :
(TCOs 3, 5, and 6) What does the term product positioning refer to?
A careful analysis of cross tabulations
Shelf locations in major chain, grocery, and department stores
Geographic segmentation, often within major metropolitan areas
The place a product offering occupies in consumers' minds on important attributes
An old and outdated concept no longer worthy of consideration in marketing planning
Question 15. Question :
(TCOs 3, 5, and 6) Which of the following data are collected from consumers to develop a perceptual map for a particular product?
A listing of all prospective brands and products
Managerial judgments about how consumers perceive products
Identification of the important attributes for a product class
Rank order of the ratings of an existing brand's preference relative to its competitors
All of the above
Question 16. Question :
(TCOs 1, 3, 5, and 6) A product is a good, service, or idea consisting of a _____ that satisfies consumers and is received in exchange for money or some other unit of value.
warranty from the seller
bundle of tangible and intangible attributes
bundle of tangible attributes
a tangible received in exchange for a person's time
bundle of intangible attributes
Question 17. Question :
(TCOs 1, 3, 4, 5, and 6) New chewing gum flavors like lemon-lime, crystal mint, and mint mojito helped Wrigley’s add to its sales. These new flavors are which type of innovation?
Continuous innovation
Dynamically continuous innovation
Discontinuous innovation
Insignificant innovation
Disruptive innovation
Question 18. Question :
(TCOs 1, 2, 3, 4, 5, and 6) When General Foods introduced Post Cereals with freeze-dried fruits, people found that by the time the fruit had absorbed enough milk, the flakes were soggy. Why did this product fail?
Poor product quality
Insignificant point of difference compared to competitive offerings
Too little market attractiveness
Poor execution of the marketing mix
No economical access to buyers
Question 19. Question :
(TCOs 1, 2, 3, 4, 5, and 6) The first stage in the new-product process is
idea generation.
screening and evaluation.
business analysis.
new-product strategy development.
concept testing.
Question 20. Question :
(TCOs 3, 4 and 6) Breyers introduced a new line of ice cream flavors for sale in elegant black containers. This was done on a limited scale to determine consumer reactions before national distribution of the product. Breyers new product was in the _____ stage of the new-product process.
commercialization
screening and evaluation
business analysis
development
market testing
Question 21. Question :
(TCOs 1, 3, 4, 5, and 6) The marketing objective for a product in the _____ stage of the product life cycle is to create consumer awareness and gain trial.
introduction
growth
maturity
decline
harvest
Question 22. Question :
(TCOs 1, 3, 5, and 6) When the Floral Council advertises giving flowers as a thoughtful and appreciated gift for any occasion, it is trying to stimulate _____ demand.
selective
primary
derived
generic
secondary
Question 23. Question :
(TCOs 1, 3, 5, and 6) The stage in the product life cycle labeled C in the below figure is called
introduction.
maturity.
growth.
diversification.
decline.
Question 24. Question :
(TCOs 1, 3, 5, and 6) Which of the following is a characteristic of the growth stage of the product life cycle?
Advertising emphasis switches to primary demand.
There is a growing proportion of repeat purchasers to initial purchasers.
Product features remain unchanged.
Profit margins increase as sales increase.
All of the above
Question 25. Question :
(TCOs 1, 3, 5, and 6) The apple that appears on every Apple computer product is an example of a
copyright.
trade name.
service mark.
brand name.
generic brand.
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