Devry Busn319 Week 4 Quiz Latest July 2015 (A+++++) 50 QUESTIONS
Question 1. Question
(TCO 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 Some members claimed the problem was that Canadian retailers had been replaced by Walmarts. 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
Question 2. Question :
(TCO 1) A conscious choice made from among two or more alternatives is called a
dilemma.
quandary.
decision.
paradox.
predicament.
Question 3. Question :
(TCO 1) During the marketing research process, _____ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.
measures of success
research objectives
marketing research plans
decisions
definitions
Question 4. Question :
(TCO 1) Obtaining data on the number of households that buy a particular product is an example of which type of marketing research?
Descriptive
Explanatory
Exploratory
Causal
Concrete
Question 5. Question :
(TCO 1) When Home Depot entered the Quebec market, 2% 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% of the population was aware of the Home Depot brand, it would continue its present advertising program. This is an example of a(n)
objective.
constraint.
assumption.
measure of success.
barrier to entry.
Question 6. Question :
(TCOs 3 and 4) 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.
Question 7. Question :
(TCO 1) 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.
Question 8. Question :
(TCO 3) Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as
consumer differentiation.
psychographics.
market segmentation.
market delineation.
aggregation marketing.
Question 9. Question :
(TCOs 3 and 4) Lands’ End will custom fit the Marinac jacket and make it with additional features, such as thumb loops, underarm ventilation slits, and a key clip, when you order from LandsEnd.com. This is an example of
mass customization.
synergy.
target marketing.
how the 80/20 rule is implemented.
repositioning.
Question 10. Question :
(TCO 6) There are five steps involved in segmenting and targeting a market. Which should a marketer do once he or she has selected a target market?
Create product groupings.
Develop a market-product grid.
Estimate the size of the market.
Take marketing actions to reach that target market.
Form prospective buyers into market segments.
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