1) One of the major disadvantages of the focus group interview approach is that
A. ideas generated by the group cannot be tested later with other research
B. it is difficult to measure the results objectively
C. it is difficult to get in-depth information about the research topic
D. there is no interviewer, so the research questions may not be answered
2) When focus group interviews are used in marketing,
A. each person in the group answers the same questionnaire, to focus the discussion
B. the typical group size is 15 to 20 typical consumers whether online or off-line
C. it is primarily as a follow-up to more quantitative research
D. the research conclusions will vary depending on who watches the interview whether online or off-line
3) The marketing manager at Massimino & McCarthy, a chain of retail stores that sells men's clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following sources of data would be a secondary data source?
A. Looking through the company's marketing information system to see past sales trends
B. Reviewing videotapes of a recent focus group
C. Making phone calls to some of the best customers to learn their interest in a new line of clothing
D. Spending time in stores observing customers' behavior
4) Which of the following statements about consumer products is true?
A. Convenience products are those that customers want to buy at the lowest possible price.
B. Shopping products are those products for which customers usually want to use routinized buying behavior.
C. Specialty products are those that customers usually are least willing to search for.
D. Unsought products are not shopped for at all.
5) Which of the following is one of the product life cycle stages?
A. Market analysis
B. Market growth
C. Market feedback
D. Market research
6) Which of the following functions are performed by wholesalers in the channel of distribution?
A. Providing information to retailers
B. Placing radio advertisements for retailers
C. Placing newspaper advertisements for retailers
D. Providing goals for retailers
7) Typically the ______________ and the marketing manager are responsible for building good distribution channels and implementing place policies.
A. public relations manager
B. sales manager
C. advertising manager
D. human resources manager
8) SGCA is having a sales contest to encourage retailers to quickly reduce the inventory of SuperGamer computers. Retailers with the highest sales during the next month win an expense paid trip to a special dealer meeting at a resort in Hawaii. This is
A. probably illegal because it might encourage price competition among retailers
B. an example of cooperative advertising
C. the type of promotion that continues to impact sales even after the promotion is over
D. an example of a manufacturer using trade sales promotion in the channel
9) Advertising allowances
A. are incentive monies given to firms further along in the channel to encourage them to advertise or otherwise promote the firm's products
B. involve intermediaries and producers sharing in the cost of ads
C. allow for coordination and integration of ad messages in the channel
D. set the allowance amount as a percent of the retailer's actual purchases
10) ______________ focuses on introducing new products to existing markets.
A. Market development
B. Product development
C. Diversification
D. Market penetration
11) Hewlett-Packard sells personal computers through specialty computer stores, electronics superstores, and its own Internet site. What is the marketing mix variable that is being considered here?
A. Price
B. Promotion
C. Product
D. Place