Mktg 303 Exam 2 Review Part 1

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  • 1/20 Questions

    Jenna always buys Stacy's brand pita chips. She does not even consider alternatives. Jenna is a __________ customer.

    • Price-sensitive
    • Brand-persuasion-oriented
    • Brand-association-oriented
    • Brand-extension-oriented
    • Brand-loyal
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About This Quiz

This quiz covers key concepts in marketing research and consumer behavior, focusing on data collection methods and customer loyalty.

Mktg 303 Exam 2 Review Part 1 - Quiz

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  • 2. 

    It is almost impossible to watch a sporting event on television without seeing Nike's "swoosh" check mark, which is Nike's

    • Name.

    • Symbol.

    • Design.

    • Term.

    • Theme.

    Correct Answer
    A. Symbol.
    Explanation
    The Nike "swoosh" check mark is a recognizable visual representation that is widely associated with the Nike brand. It serves as a symbol for Nike, representing their identity and brand image.

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  • 3. 

    When Dr. Putt invented his Eye-Over-the-Ball (EOB) golf putting device, he knew during the introductory stage

    • Sales would rise quickly, profits would jump, and even laggards would buy his product.

    • Sales would level off, profits would decline, and mature golfers would be attracted to his product.

    • Sales would slow down, profits would peak, and early adopters of golf equipment would be his major customers.

    • Sales would be low and profits nonexistent, but he would attract golf equipment innovators.

    • Sales would be low, profits would be high, and all potential golfers would jump at the opportunity to buy his product.

    Correct Answer
    A. Sales would be low and profits nonexistent, but he would attract golf equipment innovators.
    Explanation
    During the introductory stage, Dr. Putt's sales would be low and profits nonexistent because his Eye-Over-the-Ball (EOB) golf putting device is a new product that may take time for customers to become aware of and trust. However, he would attract golf equipment innovators who are always looking for new and innovative products in the market. These innovators are likely to be early adopters and influencers who can help spread the word about the EOB device, leading to potential future sales and profits.

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  • 4. 

    When marketers say that services are __________, they are referring to the fact that services cannot be touched, tasted, or seen, like a pure product can.

    • Intangible

    • Inseparable

    • Heterogeneous

    • Perishable

    • Replenishable

    Correct Answer
    A. Intangible
    Explanation
    The correct answer is "intangible" because services cannot be touched, tasted, or seen, unlike physical products. This means that services are not something that can be physically experienced or observed, but rather they are experiences or actions provided by people or businesses.

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  • 5. 

    Caroline needs to find information about income and age distribution in Orange County, California. The best source of secondary research of use to Caroline is likely to be

    • Door-to-door surveys.

    • Focus group interviews.

    • Syndicated data.

    • Sales invoices at public libraries.

    • U.S. Census data.

    Correct Answer
    A. U.S. Census data.
    Explanation
    The U.S. Census data is the best source of secondary research for Caroline because it provides comprehensive and reliable information about income and age distribution in Orange County, California. The Census data is collected from a large sample size and covers a wide range of demographic variables, making it a highly credible and accurate source for Caroline's research needs. Door-to-door surveys and focus group interviews may not provide a representative sample, while syndicated data and sales invoices at public libraries may not specifically focus on income and age distribution in Orange County.

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  • 6. 

    Nadia stood outside the mall and asked people which stores they visited and if they bought anything. If they said yes, she asked them what they bought and how they came to the decision to buy that item. What form of research was Nadia most likely conducting?

    • Questionnaire

    • In-depth interviews

    • Experiment

    • Focus group

    • Biometrics

    Correct Answer
    A. In-depth interviews
    Explanation
    Nadia was conducting in-depth interviews. She was asking people open-ended questions about their shopping experiences, including what stores they visited, what they bought, and how they made their purchasing decisions. This method allows for detailed responses and insights into individuals' thoughts and motivations, making it a suitable form of research for understanding consumer behavior.

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  • 7. 

    A(n) __________ is a small group of people brought together for an intensive discussion of a topic.

    • Focus group

    • Social media site

    • Experiment

    • Data mining session

    • In-depth interview

    Correct Answer
    A. Focus group
    Explanation
    A focus group is a small group of people brought together for an intensive discussion of a topic. This type of group allows for in-depth exploration of opinions, attitudes, and experiences related to the topic at hand. It is a common research method used to gather qualitative data and gain insights into the thoughts and perspectives of participants.

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  • 8. 

    Using __________, trained researchers ask questions, listen to and record the answers, and then pose additional questions to clarify or expand on a particular issue.

    • Questionnaires

    • Experiments

    • In-depth interviews

    • Primary data mining

    • Observation

    Correct Answer
    A. In-depth interviews
    Explanation
    In-depth interviews involve trained researchers asking questions, listening to and recording the answers, and then asking additional questions to clarify or expand on a particular issue. This method allows for a deeper understanding of the participant's thoughts, feelings, and experiences, and allows for more detailed and nuanced data collection compared to other methods such as questionnaires or experiments.

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  • 9. 

    Coca-Cola’s experiments using ____________ record participants’ faces as they watch advertisements or prototypes, then assess how their eyes moved, when they smiled or frowned, and so on.

    • Facial recognition software

    • Data mining

    • Social media monitoring

    • Illegal surveillance methods

    • Sentiment mining

    Correct Answer
    A. Facial recognition software
    Explanation
    Coca-Cola's experiments involve using facial recognition software to record participants' faces as they watch advertisements or prototypes. This software allows them to assess how the participants' eyes moved, when they smiled or frowned, and other facial expressions. This information helps Coca-Cola understand the participants' reactions and sentiments towards their ads or prototypes.

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  • 10. 

    How did consumers respond when Chobani reduced the size of its Greek yogurt containers by 12 percent?

    • They did not notice the change.

    • They were happy the company reduced the product size, rather than increase the price.

    • They stopped buying Chobani altogether.

    • They organized a boycott of the product.

    • They used social media to complain about the change.

    Correct Answer
    A. They used social media to complain about the change.
    Explanation
    Consumers responded to Chobani's reduction in the size of its Greek yogurt containers by using social media to complain about the change. This suggests that they were not happy with the decision and felt the need to express their dissatisfaction publicly.

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  • 11. 

    Even if they succeed, new-to-the-world products are

    • Generally not profitable.

    • Not adopted by everyone at the same time.

    • Not capable of creating new markets.

    • Not subject to the law of first movers.

    • Typically very short-lived.

    Correct Answer
    A. Not adopted by everyone at the same time.
    Explanation
    The correct answer is "not adopted by everyone at the same time." This means that even if new-to-the-world products are successful, they are not adopted by all consumers simultaneously. This is because different individuals have different preferences, needs, and purchasing behaviors. The adoption of new products usually occurs gradually, with some consumers adopting them early on and others adopting them later or not at all. Therefore, the profitability of new-to-the-world products is not dependent on being adopted by everyone at once.

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  • 12. 

    Bank of America uses a complex polling system coupled with a customer response measurement system to assess consumers' responses to new products and services. Bank of America is using a(n) __________ program to improve service quality and service offerings.

    • Quality gap analysis

    • Empowerment

    • Zone of tolerance

    • Standards analysis

    • Voice-of-customer

    Correct Answer
    A. Voice-of-customer
    Explanation
    Bank of America is using a voice-of-customer program to improve service quality and service offerings. This means that they are using a system that collects feedback and opinions directly from customers to understand their needs and preferences. By utilizing this program, Bank of America can gather valuable insights from customers and use them to make informed decisions about their products and services, ultimately improving their overall quality and offerings.

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  • 13. 

    Kendra is taking a backpacking trip across Europe. She wants to make sure that the backpack she chooses is the best one for her adventure, so she is spending a considerable amount of time comparing alternatives to make sure she selects the best one. For Kendra, this backpack represents what type of product?

    • Convenience

    • Unsought

    • Shopping

    • Luxury

    • Routine

    Correct Answer
    A. Shopping
    Explanation
    The backpack represents a shopping product for Kendra because she is actively comparing alternatives and spending considerable time to select the best one for her adventure. Shopping products are those that consumers spend time and effort comparing and selecting, as they are more expensive or have more variations in quality and features compared to convenience products that are purchased frequently with minimal effort.

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  • 14. 

    Cathy has used Olay beauty products for years, even though there are many competitors on the market. She plans to purchase a recently introduced micro-sculpting cream from Olay's Regenerist line. Olay is in the _________ stage of the product life cycle.

    • Introduction

    • Growth

    • Evaluation

    • Maturity

    • Decline

    Correct Answer
    A. Maturity
    Explanation
    Based on the information provided, Cathy has been using Olay beauty products for years and plans to purchase a recently introduced product from Olay's Regenerist line. This suggests that Olay's products have been on the market for a significant amount of time and have established a loyal customer base. The fact that Olay has competitors also indicates that the product is in a mature stage of the product life cycle, where it has reached a stable level of sales and market share. Therefore, the correct answer is maturity.

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  • 15. 

    Barbara is using a test model of her firm's new inline skates to see if they work according to the design specifications. Barbara is involved in

    • Test marketing.

    • Product launch.

    • Alpha testing.

    • Target marketing.

    • Concept testing.

    Correct Answer
    A. Alpha testing.
    Explanation
    Barbara is using a test model of her firm's new inline skates to see if they work according to the design specifications. This indicates that Barbara is involved in alpha testing. Alpha testing is the initial phase of testing where a product is tested by the developers themselves to identify and fix any issues or bugs before it is released to a larger audience. In this case, Barbara is testing the inline skates to ensure they meet the design specifications before they are launched.

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  • 16. 

    Sean relocated to take a new job, and when he got sick he needed to find a doctor. He discovered during the visit that he didn't like the one he had chosen, and he knew he'd never go back to that doctor. From a marketing perspective, his situation highlights one of the key differences between products and services, known as

    • Intangibility.

    • Professional competence.

    • Perishability.

    • Inseparability.

    • Heterogeneity.

    Correct Answer
    A. Inseparability.
    Explanation
    Sean's situation highlights the concept of inseparability in the context of services. Inseparability refers to the idea that services are produced and consumed simultaneously, and the provider of the service is often an integral part of the service experience. In Sean's case, he personally interacted with the doctor during his visit, and his dissatisfaction with the doctor led to his decision not to return. This highlights the inseparable nature of the service, where the provider and the service itself cannot be separated.

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  • 17. 

    Dopson's Hardware was in bad financial shape. It owed so much money that vendors put the store on a cash-only delivery basis. As a result, the store had a dwindling inventory of goods to sell. Whenever a customer asked about an unavailable item, the owner directed the sales staff to say that it was on backorder and would be in stock next week. When the customer returned, the item was still unavailable. The owner's policy created a(n) __________ gap.

    • Knowledge

    • Empowerment

    • Communication

    • Standards

    • Tangibility

    Correct Answer
    A. Communication
    Explanation
    The owner's policy of directing the sales staff to say that the unavailable items were on backorder created a communication gap. This is because the owner was not being honest with the customers about the store's financial situation and the true availability of the items. This lack of transparency and clear communication led to a disconnect between the customers' expectations and the reality of the situation.

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  • 18. 

    The customers at Marielle's coffee shop want to grab a quick cup of coffee before boarding the commuter train into the city. The sign in the window promises "Quick, In-and-Out Service," and usually Marielle's keeps that promise. But one morning, customers were frustrated when the staff behind the counter showed more interest in gossiping about their social lives than in waiting on customers. Marielle's shop is suffering from a ________ gap.

    • Knowledge

    • Standards

    • Social expectations

    • Delivery

    • Communications

    Correct Answer
    A. Delivery
    Explanation
    The customers at Marielle's coffee shop were frustrated because the staff behind the counter did not provide quick and efficient service as promised. This indicates a gap in the delivery of service. The staff's focus on gossiping instead of attending to customers shows that there is a failure in delivering the expected level of service.

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  • 19. 

    All of the following are potential benefits of brand extension except

    • Allowing the perception of a brand with a quality image to be carried over to the new product.

    • Lowering marketing costs.

    • Boosting sales of the core brand.

    • Spending less on creating brand awareness and associations.

    • Eliminating competition.

    Correct Answer
    A. Eliminating competition.
    Explanation
    Brand extension can have several potential benefits, including allowing the perception of a brand with a quality image to be carried over to the new product, lowering marketing costs, boosting sales of the core brand, and spending less on creating brand awareness and associations. However, it does not eliminate competition. Brand extension may face competition from existing brands in the market, and it may also face challenges from new entrants or alternative products. Therefore, eliminating competition is not a potential benefit of brand extension.

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  • 20. 

    Pioneer or breakthrough products

    • Will likely result in late maturity buying.

    • Can change consumer preferences.

    • Incorporate reverse engineering outputs.

    • Require the use of concept testing services.

    • Must be geographically centered.

    Correct Answer
    A. Can change consumer preferences.
    Explanation
    Pioneer or breakthrough products have the potential to change consumer preferences. These products introduce new and innovative features or concepts that are not currently available in the market. As consumers become aware of these unique offerings, their preferences may shift towards these new products. This can lead to a change in the overall demand and buying behavior, resulting in late maturity buying. Therefore, the correct answer is that pioneer or breakthrough products can change consumer preferences.

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Quiz Review Timeline (Updated): Jan 27, 2023 +

Our quizzes are rigorously reviewed, monitored and continuously updated by our expert board to maintain accuracy, relevance, and timeliness.

  • Current Version
  • Jan 27, 2023
    Quiz Edited by
    ProProfs Editorial Team
  • Jun 26, 2020
    Quiz Created by
    Snstucki24
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