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  21) Which of the following is the second step of the marketing research process? A) reporting the research findings B) developing the research plan C) implementing the research plan D) defining the research problem E) defining the research objectives 22) ________ data consist of information collected for the specific purpose at hand. A) Primary B) Secondary C) Derived D) Archival E).
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  11) ________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. A) Test marketing B) Marketing research C) Commercialization D) Integrated marketing E) Exclusive distribution 12) What is the first step in the marketing research process? A) developing a marketing information system B) defining the problem and research.
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  31) By offering product and marketing variations to segments and developing a stronger position within several segments, companies hope to create more total sales through segmented marketing than ________ marketing across all segments. A) undifferentiated B) differentiated C) niche D) local E) individual 32) BritWay Ventures, a leading producer of soft drinks, is considering a differentiated.
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  99) Hekkens-Dichi, a joint venture between two American and Japanese home products firms, plans to expand its operations in Japan. Since secondary data in Japan is scarce, a range of marketing surveys and interviews was required. Micky Lowe, the marketing researcher of the U.S. branch, conducted extensive studies using the.
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  31) The most effective sources of information about a product tend to be ________ sources. A) commercial B) public C) experimental D) personal E) paid 32) In which of the following stages of the buyer decision process does a consumer compare multiple products with similar attributes? A) alternative evaluation B) need recognition C) information search D) purchase decision E) postpurchase behavior 33).
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  71) Marketing researchers can conduct their own searches of secondary data sources by using commercial online databases. 72) Primary data can usually be obtained more quickly and at a lower cost than secondary data. 73) Experimental research is a form of ethnographic research. 74) Observational research is the most widely used method of.
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  1) ________ refers to the practice of including ethnic themes within a company's mainstream marketing. A) Cross-cultural marketing B) Buzz marketing C) Viral marketing D) Guerilla marketing E) Cause marketing 2) Which of the following is most likely a true statement about social class? A) Members of a social class vary drastically in their values, interests, and.
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  21) Producers of popular beverages often partner with global music channels to target consumers through a variety of promotional events and advertisements. This approach to marketing is referred to as ________ segmentation. A) intermarket B) income C) age and life-cycle D) occasions E) gender 22) Market segments that can be effectively reached and served are said.
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  61) Companies today are moving away from target marketing and toward mass marketing. 62) While designing a customer-driven marketing strategy, marketers are likely to divide the market into smaller segments. 63) Josie's, a gift store with a presence in multiple nations, divides its markets into units of nations, regions, and cities. This.
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  51) A business buyer is considering a change in product specifications, terms, and possibly suppliers. This buying situation is referred to as a(n) ________. A) modified rebuy B) new-task situation C) straight rebuy D) dual distribution channel E) exclusive distribution channel 52) ________ is defined as a business strategy where business buyers prefer to buy a.
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  51) Which of the following is true of question formats in questionnaires? A) Closed-end questions allow respondents to answer in their own words. B) A scale question is an example of an open-end question. C) Open-end questions allow respondents to choose among the best answer options available. D) Closed-end questions are difficult to evaluate.
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  61) Social class is not determined by a single factor, such as income, but is measured as a combination of occupation, income, education, wealth, and other variables. 62) Consumers within a social class tend to exhibit similar buying behaviors. 63) A consumer's buying behavior is often influenced by reference groups to which.
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  81) Niche marketing offers smaller companies an opportunity to compete by focusing their limited resources on serving niches that may be unimportant to or overlooked by larger companies. 82) When a company chooses a target marketing strategy for a product, its choices are most likely influenced by the product's life-cycle stage. 83).
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  92) Marketing research can be collected by mail, telephone, personal interview, or online. Discuss the advantages of each contact method. 93)  Marketing research can be collected by mail, telephone, personal interview, or online. Discuss the disadvantages of each contact method.     .
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  1) Which of the following demonstrates the real value of a company's marketing research and information system? A) the amount of data it generates B) the variety of contact methods it uses C) the tools it uses to gather information D) the quality of customer insights it provides E) the type of sampling plan it.
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  41) Which of the following is true of focus group discussions? A) They usually employ large samples. B) Consumers' facial expressions are hidden. C) Results can be easily generalized to an entire population. D) The quantitative data can be evaluated quickly and economically. E) Consumers are not always honest and open about their opinions. 42) ________.
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  1) ________ refer to a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible. A) Co-brands B) Line extensions C) Services D) Pure products E) Horizontal extensions 2) Which of the following is a pure tangible good? A) shampoo B) a spa treatment C) financial advice D) a meal at a restaurant E).
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  93) Briefly describe the characteristics of effective market segments. 94) Describe the process by which companies identify attractive market segments and choose a target marketing strategy. 95) Compare and contrast the four major strategies that are generally used to target market segments.     .
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  11) ProFem Inc. caters its line of sports apparel exclusively to women. What type of segmentation does the company use? A) age and life-cycle B) gender C) behavior D) psychographic E) geographic 12) Which type of market segmentation is generally used by marketers who sell products for the affluent segments of a population? A) usage rate B) occasion C).
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  41) Which of the following is true of product positioning? A) A product's position is defined by the number of competitors in a market. B) Product positioning has little influence on the design of marketing mixes. C) Consumers generally reevaluate products every time they make a buying decision. D) To simplify the buying process,.
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  21) People tend to interpret new information in a way that will support what they already believe. This is called ________. A) selective retention B) selective distortion C) selective attitude D) selective attention E) selective learning 22) ________ means that consumers are likely to remember good points made about a brand they favor and forget the.
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  81) The questionnaire is the most common research instrument. 82) In a convenience sample, a researcher selects the easiest population members from whom to obtain information. 83) An Internet-based survey is an example of a mechanical instrument used in marketing research. 84) Neuromarketing techniques provide easy-to-interpret data that allow researchers to analyze consumer.
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  81) The buying center consists of key decision makers from both the buying organization and the supplier. 82) Of the different types of buying situations, a buyer makes the fewest decisions in a new-task situation and the most in a straight rebuy. 83) In vendor-managed inventory, buyers share sales information directly with.
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  31) Which of the following is an example of ethnographic research? A) The marketing team at Amex Inc. conducts surveys through mail. B) The marketing team at ProValue Corp. analyzes information from its internal database. C) A researcher at Evans Inc. manipulates the variable of price and studies sales records. D) A researcher at.
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  11) Which of the following is a personal factor that influences a consumer's buying behavior? A) life-cycle stage B) motivation C) status D) family E) social networks 12) A marketing firm has been assigned the task of watching trends in personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers'.
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  1) ________ is the process of evaluating the attractiveness of different market segments and selecting one or more segments to enter. A) Differentiation B) Mass marketing C) Market targeting D) Market segmentation E) Positioning 2) Zista, a boutique that caters to the clothing needs of women, manufactures two different lines of fashion wear based on the.
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  71) Business and consumer marketers use many of the same variables to segment their markets. 72) Light users are often a small percentage of a company's market but account for a high percentage of total consumption. 73) New communications technologies are likely to eliminate the need for markets to be geographically segmented.
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  88) Explain the concepts of word-of-mouth influence, opinion leaders, and buzz marketing. 89) A consumer's behavior is influenced by social factors, such as the consumer's small groups, family, and social roles and status. Explain the differences among these social factors.     .
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  93) Identify and describe the stages in the adoption process of a new product. 94) Identify the product characteristics that influence the rate of adoption of a product. Explain how each characteristic affects the rate of adoption. 95) Explain why business demand is considered a derived demand.     .
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  51) Rad, a manufacturer of luxury watches, charges a higher price for its products than its competitors. Despite the high prices, the brand is popular among customers for its quality and service in comparison to cheaper alternatives available in the market. In this case, Rad offers a(n) ________ value proposition. A).
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  71) The larger the gap between expectations and performance of a product, the greater a consumer's dissatisfaction. 72) Early adopters are opinion leaders in their communities and adopt new ideas early but carefully. 73) Innovators are tradition-bound and adopt an innovation only when it has become something of a tradition itself. 74) Ben.
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  61) Customer needs and buying motives are usually overtly evident to marketers. 62) An effective MIS assesses information needs, develops needed information, and distributes the information to help managers with decision making. 63) When managers glean information from their company's accounting and sales records stored in the computer, they are using an.
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