Marketing Management TEST MT

Marketing segmentation represents: Targeting prospective customers. Finding customers who can respond to advertisments. An effort to identify and categorize customers based on common characteristics. Dividing the market by winners and loser.

Psycografic segmentation involves grouping people in terms of their: Age and income attitudes. Values and lifestyles. Psycological well beign. Behaviors.

Demographic segmentation differs from behavioral segmentation. In demographic segmentation a 32 year old college educated male would occupy the same segment as another 32 year old college educated male. However in behavioral segmentation the two _______________. Might occupy very different segments depending upon past purchases. Might occupy very different segments depending upon marital status. Will definitely occupy very different behavioral segments. Will definitely not occupy different segments.

In understanding the behaviors of a consumer marketers would like to determine all of the following except: How frequently buy the product. How use the product. Who makes the purchase. Parents TV watching behavior.

A poor 25 year old man and a rich 75 year old woman buy the same sports car. In this instance, _______________ segmentation would best aid in segmenting the market. Demographic. Psychographic. Ethnographic. Graphic.

Demographic segmentation involves grouping people in terms of their: Age, income, ethnicity. Values, lifestyle, attitudes. Similar use of the product or service. Country’s average birthrate.

Target means promoting a message directed at a specific segment. For example a 30 year old woman and a 60 year old man may both buy the same car, so the message to each would be the same. True. False.

In the Saatchi ad agency movie on Sagatiba liquor company attempted to link their liquor most with: Grooms cheating on their wives to be on their wedding day. Safe driving. Brazil. Religion.

When identifying global market segments, a fundamental guiding principle should be the need to determine: Shared demographic characteristics. Similar languages. Similar needs and buying behavior. Similar ethnic backgrounds.

If the boss says “Write the report” while lounging at the pool, the work will get done in a high context culture. True. False.

The cultural environment of a country is best defined by which characteristics: Wealth creation. Production process and standards of measurement. Attitudes, beliefs, values, relationships. Length of meetings.

A vice-president of an American software company is introduced to a group of Korean partners. Immediately after he uses their first names. They look askance, in disbelief. Although this verbal cue shows a friendliness and informality, John should realize that American culture is informal and that in Korea: John is not a very popular name so difficult for the Koreans to pronounce. They think “John” means toilette so they don’t want to say it. Customs, hierarchies, and class structure of Korean culture may differ. Definitely C, possibly also B.

As a marketing manager, Michael needed information on the effects of comedy television shows on potato chip consumption. To start, he found a study done by a marketing researcher on the effects of television viewing on junk food consumption. To Michael, the results of this study provide what is best known as: Secondary data. Tertiary data. Targeted data. Specific data.

Tools that can be used for collecting primary data include: Survey research and interviews. Consumer panels and observation. Focus groups and survey research. All of the above.

You will start a Moslem cola company as in Cola Wars movie shown in class to serve the large Arab markets in England and France. You study secondary research (census data, demographics, income, consumer behavior, etc.), some of which is presented below. Clip shown in class. Secondary findings for cola 20% of purchases made at supermarket by women 90% of drinkers are women Drink cola at meals only Age of high cola drinkers: 60-80 Most are retired professionals with bachelors degrees The data is: Mildly positive since most customers are retired. Midly negative since customers are older and predominantly of one gender. Highly positive since 90% of the customers are women. Highly negative since the retired customers hold bachelors digress.

________________ research addresses who, what, when, where, why, and how questions. Exploratory. Descriptive. Causal. Expensive.

“An Environmental Protection Agency study indicates that 35,000,000 people will suffer pollution related illnesses this year, approximately $1.2 billion will be spent annually combating air pollution in 15 major cities with air index>50bp and population > 10,000,000.” The above exert would likely be the result of ________________ research. Exploratory. Descriptive. Causal. Expensive.

You research a city in which there are no Ethiopian restaurants, intending to open one. Research indicates that 40% of international vacationers in this city travel to North Africa. Thus you conclude that this city represents a potentially profitable location for an Ethiopian restaurant. Your conclusion is the result of ________________ research. Exploratory. Descriptive. Causal. All of the above.

A company produces a new video game console called the Wee Station. They manipulate price by offering it for $100 among some consumers and $300 among others. Likewise, they manipulate retail distribution by selling the Wee Station at discount stores in some consumer markets and at specialty electronic stores in others. The retailer can examine whether price and distribution cause sales by comparing the sales results in each of the four conditions created. The problem with this research design is: There is no accounting for income bias. There is no accounting for age bias. There is no accounting for the effect of price. There is no accounting for the effect of channel. A & B.

The book counsels four basic categories of research to obtain insights and gain a clearer idea of the problem: previous research and literature review, pilot studies, case studies, and experience surveys. If a limited budget were a concern, which order – least to most expensive – makes the most sense. Previous research and literature review, pilot studies, case studies, and experience surveys. Pilot studies, previous research and literature review, case studies, and experience surveys. Pilot studies, previous research and literature review, case studies, and experience surveys. Previous research and literature review, case studies, experience surveys, and pilot studies.

You wish to know consumer appetite for a new breadth mint. You set up a booth outside a busy supermarket, offering a $2.00 off product coupon for participants. (Retail cost of the product is $5.00). You measure the breadth of each volunteer and provide the mint only to those scoring below 5 (those with “bad” breadth), then examine whether or not they purchase the product. What are flaws/valid criticisms of this research design?. Bad breadth is generally a temporary phenomenon, those scoring above 5 may also represent potential future customers. A $2.00 coupon is too low relative to the retail price to compel trial. Not all consumers are equally interested in “good” breadth. A supermarket does not accurately represent a venue in which people would generally care about their breadth. A & C.

Exhibit 6.2 p132 lists objective of secondary data research. Which might represent the best 4th application?. Supporting large investment decision. Understanding individual tastes. Understanding individual attitudes. Giving workers something to do.

What might represent a plausible interpretation of the following data? Secondary findings for competitor beers: 80% of purchases made at supermarket by men 20% of drinkers are women Drink beer with lunch and dinner Drink weekdays and weekends Age: 20-30 Leisure time spent: 50% outdoors, 50% computer Drive sports cars 50% not married. Target market male dominated, heavy drinkers, brand loyal. Target market bookish types, predominantly male, price conscious. Target market risk averse, budget conscious, leisurely lifestyle. Nobody drinks wine.

Examples of data studied in an quantitative marketing environment study include: Number of supermarkets that carry competitor products. Number of regulatory agencies overseeing target market behaviors (FCC, FTC, SEC, etc.). Number of new customers weekly for a store chain. Number of new customers weekly for a store chain. All of the above.

You develop a model to forecast online purchase behave (amount spent on visit) for your retail website. Three types of customers are to be modeled. Customer type 1: $$ spent by NEW VISITORS (for purchase on first visit) Customer type 2: $$ spent by RETURNING VISITORS (those who visited once but did not buy anything on first visit). Customer type 3: ? What represents the more viable 3rd type of customer?. Second time purchasers (those who already bought something, now returning). Returning purchasers (those who bought something at least once). Returning purchasers who spent at least $20 on a prior visit. Mothers with young children.

For a questionnaire, it is advisable to make short, declarative statements to which the respondent can indicate numerically his/her strength of or weakness in agreement. True. False.

Fixed-alternative questions require less interviewer skill, take less time, and are easier for the respondent to answer. This is because answers to closed questions are classified into standardized groupings prior to data collection. Standardizing alternative responses to a question provides comparability of answers, which facilitates coding, tabulating, and ultimately interpreting the data. However with fixed alternative questionnaire it is difficult to: Obtain actual sentiment. Analyze mathematically. Compare answers among respondents. Administer to a large group of people.

Cherry flavored toothpaste tastes better (rate 1-5). The foregoing is an example of a: Loaded question. Bandwagon question. Leading question. Counterbalancing question.

Tourists from the east coast cost the city a lot of money. More hotels should be built to accommodate eastern visitors. This is an example of a: Leading question. Loaded question. Bandwagon question. Counterbalancing question.

Order bias results when a particular sequencing of questions affects the way a person responds or when the choices provided as answers favors one response over another. The following is an example of order bias. 1. Rate your appetite for fried frog legs 2. Rate your interest in fried foods 3. Rate your level of hunger. True. False.

When using questionnaires in global markets, one must consider language issues, social norms, status and: Word choice. Form (electronic or paper). Literacy rate. All of the above.

Which Q&A interchange below would best be described as probing? Q&A 1 Q: Why do you like Disney World? A: It’s fun Q: What’s fun about it? A: The rides Q: Which rides are most fun? A: Space Mountain Q: Is there a particular part of Space Mountain that you like best? A: Steep drops Q&A 2 Q: Why do you like Disney World? A: It’s fun Q: Have you been to Rome? A: Yes Q: Do you like horseback riding? A: I prefer riding a donkey Q: Do you prefer regular broccoli or broccoli rabe? A: Neither. Q&A 1 only. Q&A 2 only. Both. Neither.

Susan picks and runs her focus groups carefully. She wants to make sure that each focus group member provides meaningful information for her research purpose. As she is examining potential focus group candidates, she notices that three men and two women seem to provide "yes" answers regardless of what she asks them. They seem to want to be on the focus group very badly and appear eager to be "good subjects." If Susan follows prudent testing methodology, she should reject these test subjects in order to avoid the possibility of which of the following biases?. Neophyte bias. Order bias. Response bias. Affinity bonding bias.

Which is an advantage of focus groups. Able to obtain highly reliable data. People are not able to engage as depthfully as they might in a 1:1 interview. Produces results which are easy to understand and representative of segments of the population. Responses of each participants are not independent.

All of the following are limitations of focus groups EXCEPT: Convenience sampling and small sample size limit ability to generalize. A few dominant focus group members can dominate the results. The data which result, though rich, can sometimes be difficult to analyze because they are so unstructured. Anyone can easily lead one well.

____________ represents the cumulative added value of a company’s investment in the marketing of a brand over time. Brand extensions. Co-branding. Brand image. Brand equity.

Chinese market, Nike had a problem using the “Just Do It” attitude which was not found to be appropriate. Finally Nike decided to use Chinese athletes in their promotion. This type of adaptation was needed due to: Chinese do not wear running shoes. Chinese like long slogans. Ingrained Chinese values which respect authority. Chinese don’t watch a lot of TV.

See the following 4 yogurt ads. Each presents a different brand promise that could best be summed up as: Vitsnella: http://www.youtube.com/watch?v=kX8DOQsuhYM Muller: http://www.youtube.com/watch?v=nkrYPRlyqHU Yomo: http://www.youtube.com/watch?v=D11T5YO69NE Granarolo: http://www.youtube.com/watch?v=R76BtZGqegM. We (the company) understand you and are here to improve your life. We (the company) believe you should behave in a more homogenous fashion with other yogurt eaters. Yes, we know it’s the same stuff in the package but we are trying to convince you that it’s really not just spoiled milk but a whole lifestyle decision equivalent to great achievement and success. A and (if you are cynical) C.

The brand promise in each of the 4 yogurt ads attempted to effectively address (and appreciate) _______________ norms in that country. Culturally unique. Workplace specific. Age specific. Educational.

With very similar products the brand promise must be emphasized _______________. Less forcefully and more frequently. More forcefully and more frequently. More forcefully and less frequently. Less forcefully and less frequently.

Based on reading and discussion about publicity and marketing, _______________ appears to be a highly prized brand value. Authenticity. Sincerity. Cunning. Intelligence. A or B.

See eBay ad at Dropbox link below. This ad address which consumer concern related to eBay. https://www.dropbox.com/scl/fi/w0wsd3rqpc7wlmeh2slg2/ebay-ad.mp4?rlkey=pbce69n3ym927k2dx8r2tl9t4&dl=0. Trust. Fun. Technology fears. Soial activity.

The primary goal of advertising is to: Inform. Entertain. Effect behavior. Compare.

Engagement ring advertisements shown in class (see in class notes on Branding and advertising) attempt to link the ring with: Commitment. Durability (of relationship). Social class. Meaning.

The marketing channel includes all of the following except: Supply chain. Retailers. Online vendors. Computer data support personnel.

Using computerized integration to link suppliers to end users represents an element of channel management. True. False.

The direct to home channel via live representative for companies such as Avon and Tupperware required modification as ___________. Likewise, in Japan, more, smaller intermediaries require modification in ____________. More women left the workforce to raise families; advertising and product size. New ingredients were available for the products; product color and shape. More women began working outside the home; delivery method, frequency and vehicle size. No changes are required even when market forces necessitate modification in delivery means.