Mixed 68.doc

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  1. The Book Promoters Association of Canada members recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some members claimed the problem was Canadian retailers had been replaced by Wal-Marts. Others said the problem was with stodgy promotions. Still others said the problem was caused by too little money being budgeted to fund marketing programs. It was time that Canadian book publishers used __________ to save the industry.
    advertising
    sales promotion
    publicity
    marketing research
    tactical support
    2. A conscious choice made from among two or more alternatives is called a
    dilemma
    quandary
    decision
    paradox
    predicament

    3. Research objectives are the
    restrictions placed on potential solutions by the nature of the research.
    criteria or standards used in evaluating proposed solutions to the research.
    goals the decision maker seeks to achieve in conducting the marketing research.
    conjecture about factors or situations that simplify the problem enough to allow it to be solved using the proposed research.
    specific goals an organization seeks to achieve and by which it can measure its performance.
    4. An interview is an example of which type of marketing research?
    descriptive
    explanatory
    exploratory
    causal
    concrete
    5. When Home Depot entered the Quebec market, two percent of the population was aware of the retail chain. To determine how effective its advertising was in the first 18 months of its presence in the Canadian province, it conducted awareness research for a second time. Prior to conducting the research, it was decided that if at least 50 percent of the population were aware of the Home Depot brand that it would continue its present advertising program. This is an example of a(n)
    objective
    constraint
    assumption
    measure of success.
    barrier to entry
    6. A picture or verbal description of a product or service a firm might offer for sale is known as a(n)
    hypothesis
    proposition
    new-product concept.
    alternative
    opportunity
    7. Secondary data are the
    facts and figures that are newly collected for the project at hand.
    facts and figures obtained by watching people mechanically rather than in person.
    facts and figures obtained by asking people questions.
    facts and figures that have already been recorded before the project.
    conclusions developed from information obtained from a representative sample of a population.
    8.The process of segmenting a market and selecting specific segments as targets is the link between the various buyer’s needs and
    self-regulatory industry standards.
    government regulations.
    top-level management.
    controllable environmental factors.
    the organization’s marketing program.
    9. MyTwinn makes dolls that look like young girls. For $119 they will make a doll that looks just like a photograph. So, if you send in the money and a photo of your young niece, she could have a doll that is her twin! This is an example of
    mass customization.
    synergy
    target marketing.
    how the 80/20 rule is implemented.
    repositioning
    10. There are five steps involved in segmenting and targeting a market. What should a marketer do once he or she has selected a target market? (Points : 3)
    create product groupings
    develop a market-product grid
    estimate size of market
    take marketing actions to reach that target market
    form prospective buyers into market segments
    11. Which of the following is NOT a criterion used in forming segments?
    potential for increased profit
    similarity of needs of potential buyers within a segment
    competitive position
    potential of marketing action to reach a segment
    simplicity and cost of assigning potential buyers to segments
    12. A market-product grid is a framework to relate the market segments of potential buyers to
    estimated expenses for products sold.
    total anticipated revenue.
    total anticipated profit.
    market share compared to closest competitor.
    products offered or potential marketing actions by an organization.
    13.Which of the following is a criterion used for selecting a target segment?
    potential for increased profit
    similarity of needs of potential buyers within a segment
    difference of needs of buyers among segments
    potential of a marketing action to reach a segment
    cost of reaching the segment
    14. The place an offering occupies in consumers’ minds on important attributes relative to competitive products is called
    product perception.
    relative positioning.
    competitive positioning.
    product positioning.
    selective perception.

    15. Which of the following data are collected from consumers to develop a perceptual map for a particular product?
    a listing of all prospective brands and products
    managerial judgments about how consumers perceive products
    identification of the important attributes for a product class
    rank order of the ratings of an existing brand’s preference relative to its competitors
    All of the above types of data