QUESTION When a consumer takes practical action by protesting a product by e-mail, by blogging about a product, or by providing feedback about a product on an independent website, the consumer is at what stage of the process of consumer buying behavior? A) problem recognition B) information search C) evaluating alternatives D) purchase decision E) […]
QUESTION Which of the following steps in marketing research is correctly paired with its description? A) Define the problem: Use published data or interviews, observation, experimentation, and focus groups to get information. B) Analyze the data: Implement the best solution. C) Collect facts: Use statistical tools to determine the facts. D) Take action: Clarify the […]
QUESTION What happened during the selling era? What will be an ideal response? ANSWER Answer: Mass-production techniques led to the production of more and more goods. Suddenly it was a buyer’s market, in which there were more products available than there were buyers. This, in turn, led to the selling concept, which emphasized high-powered […]
QUESTION Advertising, public relations, publicity, personal selling, and other kinds of sales come into play at which stage in the marketing process? A) conducting research and determining the target market B) product strategy C) pricing strategy D) place strategy E) promotion strategy ANSWER Answer: E Explanation: E) The promotion strategy: How do we communicate […]
QUESTION Which of the following is NOT one of the ways to collect facts when conducting market research? A) use competitors’ advertising B) use published data or interviews C) use observation D) use experimentation E) use focus groups ANSWER Answer: A Explanation: A) Competitors’ advertising may report facts in a misleading way.
QUESTION Which of the following is an example of a source of primary data? A) newspapers B) surveys C) government publications D) magazines E) blogs ANSWER Answer: B Explanation: B) Surveys are an example of a source of primary data. The other sources are sources of secondary data.
QUESTION Row Your Boat sold row boats and oars, and canoes and paddles. Safety laws indicate that people in these boats need life jackets. But Row Your Boat’s customers had to go elsewhere to buy them. Why should Row Your Boat get in the life jacket business? A) to stay ahead of or match the […]
QUESTION Which of the following is NOT a reason why companies develop new products? A) to stay ahead of or match the competition B) to continue to expand revenues and profits C) to fill out a product line D) to create a new market E) to take advantage of an opportunity ANSWER Answer: D […]
QUESTION Go Red for Women is a campaign put on by the American Heart Association to raise awareness of heart disease in women. This campaign is an example of what type of marketing? A) not-for-profit marketing B) product-use-based segmentation C) customer-based segmentation D) demographic segmentation E) niche marketing ANSWER Answer: A Explanation: A) The […]
QUESTION Five companies are in business selling denim products. Which company is making a change to take advantage of an opportunity? A) Just Jeans has sold straight-leg jeans and wide-leg jeans for many years. Now ankle boots are coming back in style so Just Jeans is going to make boot-cut jeans as well. B) Dungarees, […]
