Mktg 201 Test 2 Practice

15 Questions | By Kfer020 | Updated: Mar 20, 2022 | Attempts: 864

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A set of multiple choice questions to help you review for Test 2!

Questions and Answers

1.

Automobiles sold in California have to be adapted to meet strict emission regulations while automobiles sold in the mountain state of Colorado have to be adapted to account for the reduced oxygen levels at high altitudes. Hence automakers often consider these as separate markets from the rest of the USA. Automakers divide the automotive market into: California, Mountain, and Regular segments. These three segments are an example of segmentation by?
- A.
  
  Demographic variables
- B.
  
  Psychographic variables
- C.
  
  Geographic variables
- D.
  
  Usage rates
- E.
  
  Benefits sought
2.

Many hotels offer frequent‑user programs e.g. stay six nights, get the seventh free. This is an probably an outcome of segmentation by?
- A.
  
  Demographic variables
- B.
  
  Psychographic variables
- C.
  
  Geographic variables
- D.
  
  Benefits sought
- E.
  
  Usage rate
3.

Market segmentation groups consumers are the basis of two major criteria. The members of a segment must both
- A.
  
  Represent a large share of the entire market, and have critical buying power.
- B.
  
  Have common needs, and respond similarly to marketing actions
- C.
  
  Have different needs, and potential for future growth.
- D.
  
  Have different needs, and respond similarly to market actions.
- E.
  
  Have similar responses and profiles
4.

Some magazines e.g. NZ Womens’s Weekly and Cosmopolitan are aimed at women, while others, e.g. Esquire and GQ are aimed at men. This targeting strategy is most likely a result of segmentation by?
- A.
  
  Demographic variables
- B.
  
  Psychographic variables
- C.
  
  Geographic variables
- D.
  
  Usage rate
- E.
  
  Benefits sought
5.

The text lists several criteria to use when forming segments. Which of the following is NOT one of these criteria?
- A.
  
  Potential for increased profit and ROI
- B.
  
  Similarity of needs of potential buyers within a segment
- C.
  
  Difference of needs of buyers between segments
- D.
  
  Cost of reaching the segment
- E.
  
  All of the above are criteria to use when forming segments
6.

Toasters, jackets and shoes are examples of the type of consumer product classified as:
- A.
  
  Convenience products
- B.
  
  Unsought products
- C.
  
  Shopping products
- D.
  
  Specialty products
- E.
  
  Limited products
7.

Famers wants to increase the amount each customer spends per sale. Which of the following is not a form of secondary data for Farmers?
- A.
  
  Census data
- B.
  
  Past sales records
- C.
  
  Customer surveys sent out six months ago
- D.
  
  A.C. Nielson data on retail sales
- E.
  
  Researchers' observations of customer interactions with salespeople that will take place soon
8.

Air Luxury provides its passengers with a frequent flyers club. This club allows customers to earn air points which can be redeemed as flights, seat up-grades, or hotel bookings. This product feature is part of the?
- A.
  
  Final product
- B.
  
  Actual product
- C.
  
  Augmented product
- D.
  
  Selected product
- E.
  
  Core product
9.

After much thought, Melanie has decided to purchase a designer ball gown for an up and coming event. She specifically wants to purchase a ball gown which has been created by Karen Walker, a famous New Zealand fashion designer. A designer ball gown such as the one Melanie wants to buy is an example of a/an:
- A.
  
  Shopping good
- B.
  
  Convenience good
- C.
  
  Unsought good
- D.
  
  Specialty good
- E.
  
  Limited good
10.

University Magazine asks its readers to fill out a form with many questions on it to provide their opinions of the magazine at one point in time. This type of research is referred to as?
- A.
  
  Field experiment
- B.
  
  Survey
- C.
  
  Focus group
- D.
  
  Panel tracking
- E.
  
  Observation
11.

Which type of product has equally rapid introduction and decline stages of the product life cycle?
- A.
  
  Fashion products
- B.
  
  High-learning products
- C.
  
  Low-learning products
- D.
  
  Fad products
- E.
  
  Harvested products
12.

Which of the following is NOT a disadvantage of primary data as compared to secondary data?
- A.
  
  More expensive to collect
- B.
  
  Takes longer to collect
- C.
  
  More specific to the problem
- D.
  
  All of the above are disadvantages of primary data
- E.
  
  None of the above are disadvantages of primary data
13.

__________ provide(s) ideas about a relatively vague problem.
- A.
  
  Research objectives
- B.
  
  Measures of success
- C.
  
  Exploratory research
- D.
  
  Descriptive research
- E.
  
  Causal research
14.

Secondary data are the?
- A.
  
  Facts and figures that are newly collected for the project at hand.
- B.
  
  Facts and figures obtained by watching people mechanically rather than in person
- C.
  
  Facts and figures obtained by asking people questions.
- D.
  
  Facts and figures that have already been recorded before the current project.
- E.
  
  Conclusions developed from information obtained from a representative sample of a population.
15.

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
- A.
  
  Mass-customisation
- B.
  
  Repositioning
- C.
  
  Synergy
- D.
  
  Implementing the 80/20 rule
- E.
  
  Target marketing