Question 1. A company that does not want to add to the product lines in its portfolio would be most likely to select which of the following options?

A. Multibranding

B. Bundling

C. Brand extension

D. Brand stretching

Question 2. __________ is information collected on a regular basis using standardized procedures and sold to multiple customers from a related industry.

A. Pure research

B. Syndicated research

C. Primary data

D. Experimental data

Question 3. Which of the following is true of ethnographic research?

A. It is conducted within traditional focus groups.

B. It is less structured than focus group research.

C. It provides researchers with secondary data.

D. It is best suited for collecting quantitative information.

Question 4. Which of the following statements about brand equity is NOT true?

A. Strong brand equity means a brand has customer loyalty.

B. Brand equity refers to the brand's value to an organization.

C. The highest level of brand equity involves establishing product benefits.

D. Brand equity gives a firm the power to capture and hold onto a larger share of the market and to sell at prices with higher profit margins.

Question 5. Qualitative research is best suited for gathering __________ information.

A. exploratory

B. causal

C. quantitative

D. explanatory

Question 6. Which of the following is good advice about creating research questionnaires for Mark Hammel, research specialist at New Wave Data, to follow?

A. Be concise and clear in the wording of questions.

B. The general context of the survey does not need to be explained.

C. Ask difficult questions in the beginning to "weed out" uninterested respondents.

D. Ask leading questions to encourage specific responses.

Question 7. Which of the following elements of a questionnaire is designed to apply any restrictions that exist on the desired respondents for the survey?

A. Introduction

B. Screening

C. Warm-up

D. Body

Question 8. The brand manager of Wee Won, a brand of stylish infant and toddler clothes sold at upscale shops in urban and suburban settings, has experimented with increasing the price of several items in the Wee Won line. Sales of these items did not decrease with the new, higher prices. It is most accurate to say that Wee Won customers have exhibited:

A. purchase loyalty.

B. brand alliances.

C. brand stretching.

D. attitudinal loyalty.

Question 9. Which of the following is true about a simple random sampling?

A. The researcher uses his or her judgment to select people who appear to best fit the requirements of the sample.

B. Convenience is the key determinant of who participates.

C. Each member of the population has an equal chance of being included in the sample.

D. Every member of the population is included in the sample.

Question 10. The middle level of brand positioning is:

A. beliefs.

B. values.

C. product attributes.

D. benefits.

Question 11. For a fee, some companies __________ names or symbols previously created by other manufacturers, characters from popular movies and books, or works of art--any of which can provide brand equity.

A. service

B. license

C. extend

D. brand

Question 12. Managers often start with __________ research and later follow with __________ research.

A. exploratory; explanatory

B. explanatory; exploratory

C. descriptive; exploratory

D. explanatory; descriptive

Question 13. Of the types of brand loyalty, which one leads to a higher relative price?

A. Attitudinal

B. Behavioral

C. Purchase

D. Category

Question 14. Businesses selling to other businesses tend to discuss more __________ when presenting their product and services than business-to-consumer brands do.

A. emotional benefits

B. status benefits

C. rational elements

D. brand personality

Question 15. Which of the following identifies a major concern regarding Internet marketing research?

A. The speed at which surveys can be administered

B. Cost-effectiveness

C. The ability to translate results to the general population

D. The difficulty of tabulating responses

Question 16. The total financial benefit that results from owning a brand is quantified through the process of brand:

A. differentiation.

B. valuation.

C. extension.

D. positioning.

Question 17. Which of the following should a company LEAST expect as a benefit resulting from co-branding?

A. Product development and research costs are avoided.

B. Loyalty from each brand is extended to the co-branded product.

C. Shortcomings of one brand are compensated for by strengths of the other brand.

D. Promotion costs are split between partners.

Question 18. Which of the following is NOT an aspect of Internet research panel management?

A. Developing and administering an incentive program

B. Creating representative data for the general population

C. Periodic reprofiling of members

D. Cleaning and refreshing the panel

Question 19. Brand __________ is the set of associations that consumers hold in memory regarding a brand's features, benefits, users, and perceived quality as a result of prior brand marketing activities.

A. equity

B. attitude

C. valuation

D. knowledge

Question 20. AMF Research Group must guard against problems during the phase of conducting marketing research for its clients. Which of the following is NOT a problem that should be anticipated for data collected through interviews during this phase?

A. Interviewers who incorrectly record responses

B. Respondents who give deceitful answers

C. Interviewers who do not consistently execute the survey

D. Analysts who interpret and report the findings

Question 21. While preparing the marketing plan for a new product line called Nature& Nurture, Jonas wrote the following: "Nature & Nurture toys provide learning experiences that stimulate young children's senses and open up a world of discovery for the youngest of learners." This statement belongs in the __________ section of the marketing plan.

A. company description, purpose, and goals

B. marketing situation

C. competitive overview

D. measurement and controls

Question 22. Information about which of the following would MOST likely be included in the marketing mix component of the marketing strategy?

A. Worst case risks

B. Market research

C. Pricing

D. Financial forecasts

Question 23. In addition to the elements that are usually included in a business plan, a start-up business would also need to include information on:

A. competition.

B. operations.

C. capitalization.

D. customer benefits.

Question 24. Based on the sample in your textbook, which of the following is LEAST likely to be included in an implementation schedule?

A. Start date

B. Budget

C. Target market strategy

D. Manager

Question 25. Which of the following is a relatively recent development that optimizes the online advertising potential for products and services?

A. Behavioral targeting

B. Cohort marketing

C. Concentrated marketing

D. Usage-rate targeting

Question 26. In considering whether to select more than one customer segment as a target market, a company would be LEAST likely to consider which of the following?

A. Its ability to meet the requirements of the customers

B. Whether each segment has critical mass

C. The overall cost of meeting customer requirements

D. Whether the segments share core similarities of attitude, behavior, and economics

Question 27. __________ is communicating a product or service message to as broad a group of people as possible with the purpose of positively influencing sales.

A. Market targeting

B. Target marketing

C. Mass marketing

D. Positioning

Question 28. Which of the following is the BEST advice about business plans for Paul, who has a great idea for a start-up business but will need substantial external financing to get started?

A. Have a business plan in place by the first day your business is open.

B. Have a business plan in place before seeking out investors.

C. Focus on the product overview and fill in details about the competitive environment after the business has launched.

D. Focus on the operations overview and fill in financial details after the business has launched.

Question 29. The business segmentation variable of __________ refers to where power resides in an organization.

A. demographics

B. purchasing approaches

C. customer operating characteristics

D. personal characteristics

Question 30. In a marketing plan, the __________ section includes the anticipated outcomes based on achieving predefined market goals.

A. measurement and controls

B. company description, purpose, and goals

C. forecasting

D. marketing situation

Question 31. Which of the following criteria is it MOST important that a group satisfy in order to be considered a true segment?

A. Be replicable over time

B. Be diverse demographically

C. Have similar loyalty rates

D. Be a heterogeneous set

Question 32. Average cost per transaction is needed to determine:

A. future sales growth rates.

B. current sales rates.

C. the break-even point.

D. the monthly fixed costs.

Question 33. It is most accurate to say that a business plan is used to communicate the performance and direction of a business to:

A. targeted markets.

B. consumers.

C. government regulators.

D. potential investors and stakeholders.

Question 34. Which of the following would be listed under a company's threats in a SWOT analysis?

A. Revenues have declined for three consecutive quarters.

B. A new entry in the market is priced very competitively.

C. Staff reductions have created anxiety about job security among employees.

D. The new management team is still unfamiliar with some aspects of the business.

Question 35. Which of the following is an example of a strategic question?

A. What type of marketing offer will most appeal to this segment?

B. Who are the consumers who are most interested in what my brand stands for?

C. How can I best reach identified consumer segments?

D. What is the potential profitability of this consumer segment?

Question 36. Which of the following is the placement of a product or service offering in the minds of consumer targets?

A. Positioning

B. Placement

C. Segmentation

D. Targeting

Question 37. Marketers use demographics and psychographics to:

A. better understand their competitors.

B. better understand their customers.

C. better predict company strengths.

D. conduct a break-even analysis

Question 38. Television ads, public relations, and promotional events are all examples of:

A. marketing controls.

B. marketing expenses.

C. marketing forecasts.

D. distribution strategies.

Question 39. Which type of market coverage strategy requires a company to have the MOST detailed understanding of its target market?

A. Mass marketing

B. Behavioral targeting

C. Niche marketing

D. Undifferentiated marketing

Question 40. Many firms make an effort to identify smaller, better-defined target groups by using:

A. user rates.

B. loyalty segmentation.

C. multiple segmentation bases.

D. positioning.