Reference no: EM13738772
1. The big advantage of qualitative research in marketing is:
ease of interpretation.
that it provides a good basis for statistical analysis.
the in-depth responses it provides.
the analysis can be handled on a personal computer.
2. Marketing research seeking structured responses that can be summarized is called:
focus group research.
quantitative research.
qualitative research.
situation analysis research.
3. Which of the following statements is TRUE concerning marketing research?
Producers who use long channels of distribution only need marketing research.
Marketing research should be planned by marketing managers --who understand the problem--not researchers.
Business marketers do not need marketing research because their needs are different.
Marketing research can get updated information that is not available in the MIS.
4. Regarding the marketing research process, defining the problem:
means identifying the symptoms.
usually requires that problem specific data be collected and interpreted.
includes all the possible problem areas before narrowing down to final research objectives.
is not guided by the marketing strategy planning framework.
5. Lisa Campos was interested in buying a coffee pot to use at college and an MP3 player for her sister's birthday present. At the local discount store, she compared prices on coffee pots and chose the cheapest. She read the product information on each MP3 player and finally chose one with stereo headphones and a rechargeable battery. For Lisa, the coffee pot was:
a convenience product, but the MP3 player was a specialty product.
a heterogeneous shopping product, but the MP3 player was a staple.
an impulse product, but the MP3 player was a convenience product.
a homogeneous shopping product, but the MP3 player was a heterogeneous shopping product.
6. Packaging benefits consumers and marketers by adding value in which three ways?
Promoting, protecting, and enhancing
Promoting, protecting and shipping
Protecting, shipping, and enhancing
Protecting, shipping, and handling
7. The Federal Fair Packaging and Labeling Act:
requires that consumer goods be clearly labeled in understandable terms--to give more information.
requires informative labeling of food products regarding nutrients, taste, and texture.
requires informative labeling of food products regarding fat content.
requires the use of universal product codes.
8. Fresher Foods Co. manufactures and sells a variety of dairy products under the Fresh Farm brand name. It decides to introduce a new line of organic jams and preserves under the Tru Flavor Preserves brand name. The new line is using:
a family brand.
an individual brand.
a dealer brand.
a private brand.
9. When focus group interviews are used in marketing:
each person in the group s the same questionnaire, to focus the discussion.
the typical group size is 15 to 20 typical consumers whether online or off-line.
it is primarily as a follow-up to more quantitative research.
the research conclusions will vary depending on who watches the interview whether online or off-line.
10. Whenever John shops for groceries, he gives an ID card to the clerk, who scans the number. Then the scanner records every purchase- including brands, sizes, prices, and any coupons used. John is most probably a:
licensed purchaser.
consumer panel member.
focus group leader.
market researcher.
11. It is difficult to maintain consistent quality in services because:
services are nonperishable.
as opposed to products, services are tangible in nature.
the server is inseparable from the service.
variability is reduced as more humans are involved in delivery.
12. Seeking to stop declining sales for an established mouthwash, a sales manager suggests that new coloring be added to the product and a major promotion effort be started for the new product. The Federal Trade Commission would:
be concerned about the possibility of the firm getting a monopoly.
allow the company to call the product new for only six months.
probably not approve of this at all because the product doesn't meet the FTC's definition of new.
allow the promotion effort if it felt that consumers would think the coloring made it new.
13. Ideas about potential new products should:
be encouraged from any and all sources, since only a few ideas will develop into successful products.
not be eliminated from consideration until they have been tested in the commercialization stage.
come primarily from employees of the firm--so that time won't be wasted evaluating product ideas that are inconsistent with the firm's objectives and resources.
come from outside the firm, since studies show that really new ideas require a fresh perspective.
14. Ravi Singh is working his way through college as an independent distributor of the Rapier Knife Co. The Rapier product line includes kitchen knives, hunting knives, and special-purpose cutlery. Ravi makes sales presentations to potential customers in their homes. If a customer wants to make a purchase, Ravi buys the knives from Rapier and sells them to the customer at a markup. For example, Rapier's most popular knife is a chef's knife that Ravi buys for $25 and resells to the consumer for $50. Ravi:
is part of a direct-to-customer channel.
is engaged in direct marketing.
is engaged in indirect marketing.
is engaged in direct selling, but is part of an indirect channel.
15.A computer manufacturer runs training programs for its cooperating retailers' salespeople, as well as providing newspaper advertising layouts, point-of-purchase materials, and sales manuals. This is an example of:
a contractual channel system.
an administered channel system.
a traditional channel system.
a vertically integrated corporate channel system.
16. A publisher of photography books finds that it is cost-effective to print 10,000 or more at a time. But a bookstore orders only a few copies of each book since its customers want to select from a wide variety. This example shows:
why discrepancies of quantity occur.
why both discrepancies of quantity and assortment occur.
neither discrepancies of assortment or quantity.
multichannel distribution.
17. Josh Adams runs a large cattle farm in Texas. In order to take advantage of higher prices for beef in Europe compared to the United States, he has started selling cattle overseas by using an agent wholesaler who specializes in finding European customers for U.S. firms. He ships the cattle to Europe by water transport. Josh is involved in:
exporting.
management contracting.
licensing.
joint venturing.
18. Which of the following BEST illustrates "discrepancies of quantity"?
Although Michelin makes tires, most consumers also want a large selection of car-care services.
There are over 309 million consumers in the U.S. but only a small portion buy tires in any given year.
Four firms make over 90% of all the tires sold in the United States.
Michelin made millions of tires last year but most customers bought only one set.
19. Traditional channels of distribution:
do not perform bulk-breaking activities.
are usually preferred to other distribution arrangements.
are easier to control than corporate channel systems.
may involve little or no cooperation among channel members.
20. Midwest Tools, Inc. of Indianapolis, Indiana owns a plant in Poland for manufacturing and selling machine tools in Europe. This type of international involvement is called:
management contracting.
licensing.
a joint venture.
a direct investment.
The following 4 questions are short and each should be a minimun of 300 words. No APA is required, bu strong and factual s are.
21. How might you use different types of research (focus groups, observation, survey, and experiment) to forecast market reaction to a new kind of disposable baby diaper? Consider that this product is to receive no promotion other than what the retailer will give it, and the product will be offered at a competitive price. Assume the new diaper's name will not be associated with other known products.
22. Using the broad definition of a product, identify and explain what products are being offered by a shop that specializes in bicycles; by a travel agent; by a supermarket; and, by a new car dealer
23. What are two examples of products that you think are currently in each of the product life-cycle stages? Consider services as well as physical goods. Justify why you chose that product or service for that life-cycle stage.
24.Find an example of vertical integration within your city, or a city you know. Are there any particular advantages to this vertical integration? If so, what are they? If there are no such advantages, how do you explain the integration?