Multiple choice questions:
1. Which of the following examples represents primary research designed to produce qualitative data?
In-depth interview
Website traffic
Industry sales data
Industry case study
Question 2.2. Which example BEST describes market research applied to the campaign development stage of the marketing process?
J. Crew Sales associates are asked to either offer assistance to shoppers or wait to be asked;
the shoppers are offered satisfaction surveys upon exiting the store.
An ad agency conducts in-depth interviews with women about their reactions to two variants of an ad campaign for Nook Color e-readers.
The Food Network partners with Chase Card Services to sponsor a reality show featuring cooking competitions, with audience voting by mobile phone to select the winner.
An ad campaign pitches negative health consequences of smoking to teens, but measurement reveals the campaign was not effective.
Question 3.3. What characteristic of an increasingly creative society has the MOST impact on marketers' strategies?
Creative individuals' desire to participate leads to cause-related marketing.
With the rise of this new creative class, consumers have an increasing craving for self- actualization, which reflects their rising affluence.
Creative consumers' anxieties about globalization revolve around access to education and information.
The rising creative class in developing countries does not share the same level of economic freedom as their peers in developed countries do.
Question 4.4. The activities of assessing "potential customers' reactions and cost/sales estimates" take place during which phase of the New Product Development process?
Development
Screening
Roll Out
Evaluation
Question 5.5. Which of the following statements BEST illustrates a service-dominant logic?
The value of a bar of soap lies in its ability to cleanse, not its composition of cleansing agents.
The features of a salt shaker (its enclosed container and perforated top) render it useful for
dispensing salt.
The competition for a seat during the taping of the Oprah show gives it its value (scarcity).
A product's position on the continuum from pure good to pure service depends on its ability to render service.
Question 6.6. Which of the following examples BEST fits the definition of an A/B Split as measure of campaign effectiveness?
A candidate for president who wishes to appeal to young voters shows alternate versions of an advertisement to two different focus groups.
A manufacturer of a healthcare device uses one value proposition with retailers and another value proposition with consumers.
A marketer uses an increase in recall of positive attributes to prove marketing's ROI.
A website for a new mp3 player uses stored data on site visitors' location to suggest locations where the product can be purchased.
Question 7.7. Customer value is identified in the text as possessing specific attributes. These include which four traits?
Interactive, dynamic, relativistic, and conditional
Meaningful, dynamic, conditional, and subjective
Variable, equivalent, conditional, and interactive
Dynamic, relativistic, conditional, and communicable
Question 8.8. Which statement BEST describes how market research supports marketing strategy?
Research is the process by which a company draws insights from its origins, history, present state, and future plans.
Research requires a focus on consumer behavior.
As marketers look for opportunities to meet customer needs, research resolves internal debate.
Research provides information required to understand customer needs, identify target market segments, and select persuasive value propositions.
Question 9.9. Which of the following examples illustrates the fundamental marketing insight that people make purchases not to possess goods or services, but to derive the benefits that possession delivers?
Georgia, facing a job interview, decides to purchase a new outfit so that she feels confident in her appearance at the meeting.
Betsy continues to visit the same hair stylist she has used for 20 years, even though the stylist's prices have increased dramatically while her styling skill has not.
Josh needs to replenish cleaning supplies for his job as a janitor. Rather than comparison- shop, he simply visits the store nearest his workplace.
Roger wants to buy a home theater system but, because his apartment is small and so is his budget, he decides not to make the purchase.
Question 10.10. When Lady Gaga released her album "Born This Way" and consumer response overwhelmed
Amazon's servers, what aspect of the marketing process was involved?
Campaign Monitoring
Campaign Development
Market Research
Channel Adjustment