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 2. Which of the following was NOT among the top 10 in Business Week's Annual Rating of the Best Global Brands for 2009?A. GapB. Coca-ColaC. MicrosoftD. IBM

Question 3. Which of the following identifies a major concern regarding Internet marketing research?A. The speed at which surveys can be administeredB. Cost-effectivenessC. The ability to translate results to the general populationD. The difficulty of tabulating responses

Question 4. 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 responsesB. Respondents who give deceitful answersC. Interviewers who do not consistently execute the surveyD. Analysts who interpret and report the findings

Question 5. Of the types of brand loyalty, which one leads to a higher relative price?A. AttitudinalB. BehavioralC. PurchaseD. Category

Question 6. __________ is information collected on a regular basis using standardized procedures and sold to multiple customers from a related industry.A. Pure researchB. Syndicated researchC. Primary dataD. Experimental data

Question 7. 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

Question 8. Managers often start with __________ research and later follow with __________ research.A. exploratory; explanatoryB. explanatory; exploratoryC. descriptive; exploratoryD. explanatory; descriptive

Question 9. Qualitative research is best suited for gathering __________ information.A. exploratoryB. causalC. quantitativeD. explanatory

Question 10. 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. serviceB. licenseC. extendD. brand

Question 11. Which of the following is NOT an aspect of Internet research panel management?A. Developing and administering an incentive programB. Creating representative data for the general populationC. Periodic reprofiling of membersD. Cleaning and refreshing the panel

Question 12. 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. MultibrandingB. BundlingC. Brand extensionD. Brand stretching

Question 13. The middle level of brand positioning is:A. beliefs.B. values.C. product attributes.D. benefits.

Question 14. 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. equityB. attitudeC. valuationD. knowledge

Question 15. A(n) __________ often contains modeling capability to create different marketing and financial models.A. marketing research reportB. sampling procedureC. interactive research systemD. marketing decision support system

Question 16. A(n) __________ scale is a measurement in which numbers are assigned to characteristics of objects to reflect the order of the objects.A. nominalB. graduatedC. ordinalD. interval

Question 17. Which of the following is NOT a desirable quality for a brand name?A. It should suggest something about the product or service.B. It should be memorable and distinctive.C. The brand should almost always be a long word to get attention.D. The name should export smoothly to foreign

Question 18. Which of the following research methods is generally the LEAST flexible?A. MailB. TelephoneC. Online surveysD. Online panels

Question 19. Customer: replied 8 days ago.

Question 20. Businesses selling to other businesses tend to discuss more __________ when presenting their product and services than business-to-consumer brands do.A. emotional benefitsB. status benefitsC. rational elementsD. brand personality

Question 21. A sales forecast is MOST likely to be based on which of the following?A. The company's variable costsB. The company's growth rateC. The company's break-even pointD. The company's marketing expenses

Question 22. In a marketing plan, the __________ section includes the anticipated outcomes based on achieving predefined market goals.A. measurement and controlsB. company description, purpose, and goalsC. forecastingD. marketing situation

Question 23. 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 goalsB. marketing situationC. competitive overviewD. measurement and controls

Question 24. 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 25. You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is differentiated and positioned. This full positioning of the brand is called:A. its value proposition.B. target marketing.C. brand optimization.D. its value profile.

Question 26. Which of the following is NOT an example of a fixed cost?A. MaterialsB. UtilitiesC. PayrollD. Rent

Question 27. 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 28. 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 29. 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 30. A perceptual map is used to:A. identify psychographic segments across broad geographic regions.B. translate a SWOT analysis into a visual medium.C. analyze the benefits and disadvantages of different targeting strategies.D. define the market based on consumer perceptions of competing products

Question 31. You would MOST likely find an implementation schedule in which section of a marketing plan?A. Marketing strategyB. ForecastingC. Executive summaryD. Marketing situation

Question 32. Which type of positioning is based on the attributes of products or services and their corresponding benefits?A. UniqueB. SymbolicC. FunctionalD. Experiential

Question 33. Which of the following is a relatively recent development that optimizes the online advertising potential for products and services?A. Behavioral targetingB. Cohort marketingC. Concentrated marketingD. Usage-rate targeting

Question 34. A marketer would detail the company's positioning and value proposition in the __________ section of a marketing plan.A. marketing situationB. forecastingC. company description, purpose, and goalsD. marketing strategy

Question 35. Which of the following is the placement of a product or service offering in the minds of consumer targets?A. PositioningB. PlacementC. SegmentationD. Targeting

Question 36. 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 timeB. Be diverse demographicallyC. Have similar loyalty ratesD. Be a heterogeneous set

Question 37. 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.

Question 38. Communication of a USP can provide a good foundation for successful positioning. What does USP stand for?A. Unique selling productB. Unique services practiceC. Unique sales pitchD. Unique selling proposition

Question 39. Television ads, public relations, and promotional events are all examples of:A. marketing controls.B. marketing expenses.C. marketing forecasts.D. distribution strategies.

Question 40. Using concentrated marketing, the marketer goes after a __________ but __________ consumer segment.A. small; undefinedB. small; well-definedC. large; well-definedD. large; undefined