CH 5 -10

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Douglas College *

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Feb 20, 2024

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Ch5 Question 1 of 20 > 1/71 = i View Policies Show Attempt History Your Answer Correct Answer Caitlin has been managing a research project for her firm, and the outside agency completed the collecting and analyzing the data, and the firm's principals asked her how she would like the findings presented. How should Caitlin respond? To save money, Caitlin should ask for the raw data and analyses tables, and prepare the reports and recommendations herself. Caitlin knows the firm has done an excellent job, and she wants them to highlight the technical details and data so senior management can appreciate the ground-breaking work that was done. Caitlin will direct the outside agency to the problem definition and research plan and ask the firm to draft recommendations based on them. Caitlin should ask the outside firm to present best-practices recommendations to her firm’s management as the next and final step. Question20f 20 <« > 1/1 = View Policies Show Attempt History Your Answer Correct Answer Which of the following is 2 major problem in causal research? It can be difficult to identify and test all the reasons customers use to make decisions and act. Its nature makes it difficult to obtain accurate and reliable information. It is more appropriate for scientific or academic purposes that for practical marketing matters. It is by far the most expensive type of research marketers use. Question30f20 <« > 0/1 = i View Policies Show Attempt History Your Answer Correct Answer Sergio was the marketing researcher who seemed to have the best rapport with senior executives, and they found his research reports especially useful. The way Sergio built credibility and the secret to Sergio’s success was describing the whole research problem and the total data collected. translating key concepts into simple charts and graphs. demonstrating the software he used to analyze the data. using the appropriate technical language.

Question40f20 ¢ > 11 ViewP Show Attempt History Your Answer | Correct Answer Eddie has been assigned a marketing research project to find out how customers feel about both his company and the company's competitors. He knows he needs to define the question and plan the research before doing anything before deciding on the specific research tools. At that point, which of the following tools would NOT be considered by Eddie? Ethnography Observation Focus groups Experiment Question50f20 ¢ > 0/1 View Policies Show Attempt History YourAnswer | Correct Answer When a new baby product company wants to collectinformation quickly on the baby shampoo that was just launched what s the best data collection method? Focus group Personal interview Observation Ethnography Question60f20 < > 11 View Policies Show Attempt History YourAnswer | Correct Answer Which of the following statements most accurately describes the link between research goal and research type? Research with exploratory goals can be conducted with either qualitative or quantitative methods. Research with causal goals s undertaken with quantitative methods. Research with descriptive goals is most typically undertaken with qualitative methods. Research with causal goals can be conducted with either qualitative or quantitative methods Question70f20 ¢ > 0/1 = Vi Show Attempt History YourAnswer | Correct Answer Which of the following is considered a problem? Targetis selling less of product A Consumers are buying product B, which is very similar to A. The price of product Als too high. Allof the above.

Question80f20 ¢ > 11 View Policies Show Attempt History YourAnswer | Correct Answer Ideslly, at the end of the process, the managers willsee their original opinions confirmed by the research findings. willsee how the research findings can lead immediately to other research before decisions are made. will take the recommendations and findings into consideration i additional action is needed. villbe able to make actions plans framed by the research findings. Question90f20 ¢ > 11 View Policies Show Attempt History YourAnswer | Correct Answer What kind of information do marketers need to make decisions? Relevant Timely Manageable Allare correct Question100f20 < > 171 View Policies Show Attempt History Your Answer | Correct Answer Budweiser engages in what type of research when developing 3 new seltzer they want to introduce to the market? Descriptive Exploratory Innovative Experimental Question110f20 ¢ > 11 View Policies Show Attempt History Your Answer | Correct Answer Causal research s best suited for which of the following scenarios? Breyers wants to know the effect of outdoor temperatures on ice cream purchases. Jenny's Coiffures wants to know how satisfied customers are with her services. Daniels Financial Services wants to know what additional services its customers would like. Cap'n Crunch wanits to know whether parents or children drive cereal choices more.

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Question 150f20 ¢ > 11 View Policies Show Attempt History Your Answer | Correct Answer Sales of a once-popular detergent have been steadily decreasing. The marketing director is convinced itis 2 packaging issue, so she gathers 3 team and hires an outside firm to research the issue. Using the outside firm's final recommendations, product packagingis revamped, but sales continue to decline. What s the most likely reason the research process failed? ‘The team did not define the problem, but focused on symptoms, which biased the research. ‘The marketing director did not do an adequate job of assessing the recommendations for implementation. ‘The outside researchers were not adequately trained in data analysis, thereby not providing the full benefit of the research. ‘The data collection and analysis were outsourced, but should have been handied by the inside research team, who knew the product better. Question 160f20 ¢ > 11 View Policies Show Attempt History YourAnswer | Correct Answer When Levi's uses information gathered from RFID tags to determine how denim colours affect product sales it is using which type of research? quantitative qualitative descriptive exploratory Question170f20 ¢ > 0/1 View Policies Show Attempt History Your Ans, Correct Answer Brenda was amarketing intern and was asked to collect information on customers and potential customers from social media sites blogs and other online resources. She thought she was just doing busy-work.but her attitude changed when she figured out that she was really doing qualitative research collection research market scanning. datamining

Question 18 of 20 < > 171 = View Policies Show Attempt History Your Answer Correct Answer If data does exist on the research topic, which type of data source should be used? First Primary Second Secondary Question 190f 20 <« > 171 = View Policies Show Attempt History Your Answer Correct Answer Rebecca was meeting with 2 number of colleagues from other firms at 2 marketing research conference, and she noticed they all had similar complaints about surveys. They all used them, but they all recognized their many shortfalls. If surveys are such a problem, why do firms use them? Surveys can be machine coded, which yields better results. Surveys help to build goodwill with potential customers. which leads to increased sales. Surveys are well understood by respondents. which leads to more reliable results. Surveys are fast, quick and easy, which provides limited results. Question 200f20 < J1 = 3 View Policies Your Answer Correct Answer Which of the following statements most accurately describes the link between research plan and research design? Once the research plan is completed, managers determine the research goals, which then dictate the type of information needed. Before a research plan can be completed. managers determine the type of information needed, which then dictates the research goals. Once the research plan is completed, managers determine the type of information needed. which then dictates the research goals. Before a research plan can be completed. managers must determine research goals, which then dictate the type of information needed. Ché There are five criteria for effective marketing segmentation: 1) identifiable, 2) measurable, 3) substantial. 4) accessible, and 5) responsive. Which of the following segmentation variables best meets the "accessible” criterion? All members of the segment are active on popular social media and the Company primarily advertises on social media. Members of the segment typically vote Liberal. The segment represents approximately 200 million people. The segment represents $100 million in potential revenue and requires a roughly $10 million investment into the marketing mix.

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Inwhich step of the segmentation process would a SWOT analysis be most useful? Narrow the market Select general variable categoryfies) for segmentation Choose specific segmentation variables within 2 selected category Define the broad market Gnarly Company makes shoes designed for skateboarding What s the most ikely demographic variable Gnarly will segment the Climate Physical location Lifestyle Age When 2 company s deciding on 3 target market, their first step s to rank the segments n order of based on attributes such as_____and attractiveness;size: growth growth; size: competition size; growth; attractiveness. competition: size; ethics Question 110f20 ¢ > 0/1 View Policies Show Attempt History YourAnswer | Correct Answer Chuck Financial Services helps retirement-ready individuals take control of their finances without the exorbitant fees associated with traditional brokerage firms. This is an example. 2 perceptual map. 3 positioning statement. demarketing 3 repositioning statement. Question120f20 ¢ > 11 View Policies Show Attempt History YourAnswer | Correct Answer When firms are producing affordable goods that people buy because the goods increase their sense of self-esteem, they will most likely use what segmentation approach? Income segmentation Social segmentation Psychographic segmentation Identity segmentation

Question 130f20 ¢ > 0/1 View Policies Show Attempt History Your An: Correct Answer Stephanie could not find 2 significant pattern inlooking at the demographic characteristic of her current customers She had tried age, gender, income, national origin, and more but was not satisfied. She knew she needed to segment her market and was considering whether it might be possible to use another characteristic such as personality. What kind of segmentation approach would you recommend to her? Psychographics Insight segmentation Geodemographics Complex demographics Question 140f20 ¢ > 0/ = View Policies Show Attempt History four Answer | Correct Answer Mike's firm s 3 manufacturer of sealing tapes. The firm recognizes that there are several large groups of businesses that could use these products, and the firm has a reasonable but not unlimited budget for segmentation. What marketing segmentation strategy would most likely be appropriate? Muiti-segment marketing High-impact marketing Cost-effective marketing Niche marketing Question150f20 < > 0/1 View Policies Show Attempt History Your Answer | Correct Answer Which of the following is an example of repositioning? Netflix increased its monthly fees to remain inline with other streaming services. Hallmark is seeking younger audiences with its movie streaming services: Cellular phone companies created simple phones with large buttons for the senior market, Nordstrom created Nordstrom Rack to 3ppeal to discount-savwy shoppers Question 160f20 < > 0/1 View Polic Show Attempt History Your Ans Correct Answer How many positioning statements does a company typically have? None, since 3"positioning statement” isn't a el thing. Companies typically have positioning statement for each target market Companies usually have a positioning statement for their 3 primary sustainable markets Companies only have one positioning statement since its essentially 3 mission statement

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Question 170f20 ¢ > 171 = View Policies Show Attempt History YourAnswer | Correct Answer Apple segmented the market based on whether customers were millennials; what type of segmentation are they performing? Behavioural Demographic Psychographic Lifestyle Question 180f20 ¢ > 11 View Policies Show Attempt History YourAnswer | Correct Answer Abeautifulisland has become such 3 popular travel destination that t has become overcrowded. The local travel bureau decides to position the island as a uxury destination by offering only high-priced hotels and restaurants. This makes the island less attractive to middle-income tourists. This is an example of demarketing micromareting perceptualizing repositioning Question 190f20 ¢ > 11 View Policies Show Attempt History Your Answer | Correct Answer Characteristics such as gender,race. religion and national origin may be effective in segmentation if the characteristics can be used to identify purchasing behaviours. alternatives would be too expensive to pursue. the marketer does not explicitly mention or show the characts local laws and regulations permit profiling. Question 200f20 < 0/1 = i View Policies Show At pt History YourAnswer | Correct Answer Bragg Company is going through the market segmentation process. They divide customers into two groups: 1) those over 50, 3nd 2) those under 50. This is an example of ‘geographic segmentation psychographic segmentation. demographic segmentation. behavioural segmentation

Ch8 Question 1 of 20 > 0/1 = : View Policies Show Attempt History Your Answer Correct Answer Which action are you most likely to see in the development stage of the PLC? Competing brands begin to emerge Growth in product sales Trial of 3 new product Investments being made Question 2 of 20 < > 0/1 = View Policies Show Attempt History Your Answer Correct Answer Erica loves chocolate. Though she is a cash-strapped college student. she typically purchases a brand of expensive chocolate bars due to her strongly held belief in fair trade practices. Which term refers to the driving force behind Erica’s behaviour? Core product Resource benefit Sensory benefit Corevalue

Question30f20 ¢ > 0/1 View Policies Show Attempt History YourAnswer | Correct Answer Which of the following statements accurately describes brand equity? Foll Itis unrelated to brand loyalty. Brands have financial returns only when customers have experience with the product ving trial, the benefits a brand delivers are more important than the company's marketing claims. It llows customers to distinguish between competing products. Question40f20 ¢ > 11 View Policies Show Attempt History YourAnswer Correct Answer Which of the following describes an innovator? Sense of tradition Willing to take risk: Cautious Young Question50f20 ¢ > 11 View Policies Show Attempt History YourAnswer | Correct Answer You need transportation to travel to and from work. 5o you purchase 2 new SUV from 3 local dealership that offers an attractive. finance rate and warranty. What s the core product i this example? Transportation suv. Warranty Finance rate Question60f20 ¢ > 0/1 Vi Show Attempt History YourAnswer | Correct Answer A*fast pass” at an amusement park s an example of what type of product? Actual product Coreproduct Benefit Augmented product

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Question70f20 < > 11 View Policies Show Attempt History Your Answer | Correct Answer Of the following. which is an example of a resource beneft? Ameal subscription service Atheme park full of roller coasters An aromatic candle Agated home community Question80f20 ¢ > 0/1 View Policies Show Attempt History YourAnswer | Correct Answer Aconsumer purchases new windows for his/her home to replace the original windows putin when they house was bult, this could be an example of what type of benefit? Sensory benefit Product Resource benefit “The actual window Question90f20 < > 0/1 Show Attempt History Your Answer | Correct Answer Whatis the primary similarity between a core product and an augmented product? ‘The type of benefits provided The level of satisfaction promised The level of motivation stimulated Theintangibiliy of the product Question 100f20 < > 11 View Policies Show Attempt History YourAnswer | Correct Answer Which would be more useful to evaluate inregards to PLC? Google Pixel iPhoneX ellular devices Samsung Galaxy

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Question150f20 ¢ > 0/1 View Policies Show Attempt History YourAnswer | Correct Answer Afashion s avariationin product e cycle. What makes it different than a normal PLC? Sales could rise and fall more than once ina fashion. Afashion PLC takes into consideration sales, profts and competition. Occurs quickly. It shows the pattern of growing and declining sales. Question160f20 ¢ > 0/1 View Policies Show Attempt History YourAnswer Correct Answer Whatis the best similarity between the growth and maturity stages of the product ife cycle? Sales areincreasing. Profits are increasing Adoption evels are increasing Competition levels are increasing. Question 170f20 ¢ > 0/1 View Policies Show Attempt History YourAnswer | Correct Answer Paul was beginning to think about selling his new smartphone 3pp, and he said, | wish there was some way to know how this app will be accepted. Otherwise. I'mnot sure if I'm succeeding or not” Paul needs to earn about which concept in marketing? Diffusion of innovation Marketing research Product ife cycle New product Development process Question 180f20 < > 0/1 View Policies Show Attempt History Your Answer | Correct Answer Which of the following statements accurately describes the product lfe cycle? It focuses on the changing nature of people adopting 2 product over time. It follows a neat and symmetrical bell-shaped curve. Its affected by competition from multiple product brands. Fads are frequently cyclical ith short-Jived subsequent terations

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Question 19 of 20 < > 0/1 &= View Policies Show Attempt History Your Answer Correct Answer Olivia has taken tap dancing lessons for several years. Recently, 2 new instructor has taken over the tap classes. After 2 few months. Olivia finds herself dreading the classes since they are no longer fun or challenging. What is the most likely reason for Olivia's reaction? Services are perishable. Services are invarizble. Services are intangible. Services are inseparable from their providers. Question 20 of 20 < 0/1 = View Policies Show Attempt History Your Answer Correct Answer In 2012, Taco Bell introduced Doritos Locos Tacos and sold over 100 million in the first 10 weeks. This is 2 successful example of which type of branding? Qut-of-category brand extension Co-branding Brand loyalty In-category brand extension Ch9

Question 1 of 20 > 0/1 View Policies Show Attempt History YourAnswer | Correct Answer Suppose that Tech Yeah! is 2 arge and hugely successful retailer in Canada. It carries alarge and deep assortment of consumer electronics and appliances. Consumers report that Tech Yesh! prices are extremely competitive. Tech Yeah! is an example of which typeof retailer? Category killer Specialty store Mass merchandiser Department store Question20f20 < > 11 YourAnswer | Correct Answer Which of the following is a way inwhich companies such as Heinz and Kellogg's might use power to gain entry into store? Shelf displays. Pointof purchase displays Reward power Product placement Question3o0f20 ¢ > 0/1 View Policies Show Attempt History four Answer | Correct Answer Manufacturers can stimulate demand for their products by creating promotions with the understanding that these promotions may indicate to others in the supply chain a change in the frm's objectives. retailers willpass on some of the price savings to customers. strategies aren't working, and tactics are required competitors cannot match the promotion. Question40f20 < > 11 Vi Polici Show Attempt History YourAnswer | Correct Answer Which strategy would 3 company use ifthey wanted to make their product easy to acquire? Direct distribution Intensive distribution Selective distribution Exclusive distribution

Question50f20 ¢ > 11 View Policies Show Attempt History four Answer Correct Answer Veronica purchased s Ring doorbell from Home Depot for her new home. Since it never seemed towork correctly,she returned it to the store in exchange for a new one. Home Depot shipped the malfunctioning doorbellto Ring where it was repaired and sold as “certified refurbished” Which of the following terms best describes this type of supply chain? Direct supply chain Industrial supply chain Traditional supply chain Reverse supply chain Question60f20 ¢ > 0/1 View Policies s w Attempt History YourAnswer Correct Ans, Megaris firm s launching a new line of hair-care products which are not expensive, but acertainly higher quality than the less- ‘expensive products dominating the market. What kind of distribution intensity should she select for these new products? Professional Intensive Excl Selective Question70f20 ¢ > 0/1 View Policies Show Attempt History YourAnswer | Correct Answer Jordan had been working diligently to gather as muchinformation as possible about the stores where his firm might put their new line of sports apparel. He was trying to assemble il the criteria he could think of to test each of the stores, but he was feeling more confused than he had been at the beginning. When he was explaining his frustration to Sam over coffee, Sam said,“You're going at the this the wrong way. There's only one question you need to answer” Whatis that one question? Which store's margins are the most attractive? Does the brand belong in a particular retail store? Which store is not already carrying the competitors products? Which store will carry the merchandise without having to pay an allowance? Question80f20 ¢ > 0/1 View Policies Show Attempt History four Answer Correct Answer Which of the following is NOT one of the ways retaflers help get products to the customers? Retailers increase the variety of choices avallable to the consumer. Retailers reduce the number of transactions for manufacturers. Retailers provide moving, sorting and handiing goods as they become specialists i this are. Retailers provide efficiency and effectiveness to keep products at or below the ‘manufacturer's suggested retail price.”

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Question90f20 ¢ > 11 View Policies Show Attempt History YourAnswer | Correct Answer Paul and Marcus were planning the launch of 2 new productline for their firm, and they both got enthusiastic about breaking out of the traditional selling they had been doing using wholesalers to sel directly to the consumers using their website. They had checked with everyone associated with the operations of the website it was relatively easy to do. They nee approval from the CMO because the company would be taking on the new role of supply chain mana; marketing intermediary. direct retafler wholesaler disintermediation Question100f20 < > 0/1 View Policies Show Attempt History Your Answer | Correct Answ ‘Whatis the best similarity between coercive power and reward power when exercised in supply chains? Both: Bothseek to cultivate loyalty. Both motivate with types of punishments k to gain compliance. Bothnegatively affect relationships. Question 110f20 < > 171 = View Policies Show Attempt His YourAnswer | Correct Answer Which of the following statements accurately describes relationship marketing? Relational exchange relationships limit new business opportunities. Relational exchanges involve constant oversight o relationships. Relational ‘anges take 3 long-term view of business interactions. Discrete transactions represent a major shift in thinking among companies operating in supply chains. Question 120f20 < > 11 i Show Attempt History YourAnswer | Correct Answer Afirmis producing huxury desk sets—letter openers, pencl cups,etc They are beautifully made. and they are made of rare and expensive materials. When the firmis developing its Place strategies in the marketing mix, what kind of distribution intensity would the firm select for these products? Premium Selective Exclusive Intensive

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Question 170f20 < > 11 View Po Show Attempt Histos YourAnswer | Correct Answe LaSenza s a lingerie retailer. Stores carry deep inventories, but brands are [imited. Employees are expected to provide quality customer service. La Senza s an example of which type of retailer? Categorykiller Specialty store Department store. Mass merchandiser Question 180f20 < > 11 View Policies Show Attempt Hi YourAnswer | Correct Answer What must producers consider when creating an image for their store? If the store highlights the uniqueness of the brand being sold Ifthere s a fit between the item sold and the target customer If the retailer's image matches the products sold in the store: If the producer has access to the luxury brands necessary to create the image. Question 190f20 ¢ > View Policies Show Attempt History YourAnswer | Correct Answer Lizwas observing how her company dealt with specifc retailers. With some, she noticed threats were common and issues were often determined by the party with the most resources—one or the other firmwas coerced into acting in some way. In others, the nature of the relationships, even in ssues of power, were handled, and it rarely came down to force. The kind of power seen n the latter relationships s known as contained power. referent pover. expert power. reward power. Question200f20 < 0/1 View Policies Show Attempt History Your Answer | Correct Answer Which of the following is away inwhich retal reach can be measured? Determining which advertising will reach the target customer Utilzing analytic data to determine marketing content that needs to be changed Determining how wellthe retailer can attract the target customer Determining which social media platform appeals to the target customer.

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