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| 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 Some members claimed the problem was Canadian retailers had been replaced by Wal-Marts.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. |
| 2.Question :(TCO 1) The act of consciously choosing from alternatives is called | |
| Student Answer: a dilemma. a quandary. decision making. a paradox. a predicament. Instructor Explanation: | |
| Comments: |
| 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. | ||||||||||||||||||||
| 4.Question :(TCO 1) A test market is an example of which type of marketing research? |
| 5.Question :(TCO 1) 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) |
| 6.Question :(TCO 3) Fisher-Price managers developed a(n) __________ for the Chatter Telephone that involved adding a noisemaker, wheels, and eyes to the basic telephone. |
| S |
| 7.Question :(TCO 1) Secondary data are the |
| 8.Question :(TCO 3) The process of segmenting a market and selecting specific segments as targets is the link between the various buyer’s needs and |
| 9.Question :(TCO 3) 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 |
| 10.Question :(TCO 6) The first step in segmenting and targeting markets is to |
| 11.Question :(TCO 6) Which of the following is NOT a criterion used in forming segments? |
| 12.Question :(TCO 3, 5 & 6) A market-product grid is a framework to relate the market segments of potential buyers to |
| 13.Question :(TCO 6) Which of the following is a criterion used for selecting a target segment? |
| 14.Question :(TCO 3, 5 & 6) Changing the place an offering occupies in consumers’ minds relative to competitive products is called |
| 15.Question :(TCO 3, 5 & 6) Which of the following data are collected from consumers to develop a perceptual map for a particular product? |
| 16.Question :(TCO 1, 3, 5 & 6) A __________ is a group of products that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, are distributed through the same types of outlets, or fall within a given price range. |
| 17.Question :(TCO 1, 3, 5 & 6) The terms continuous innovation, dynamically continuous innovation, and discontinuous innovation, are classifications based on |
| 18.Question :(TCO 1, 3, 5 & 6) When General Foods introduced Post Cereals with freeze-dried fruits, people found that by the time the fruit had absorbed enough milk, the flakes were soggy. Why did this product fail? |
| 19.Question :(TCO 1, 3, 5 & 6) A company defines the role for new products in terms of the firm’s overall corporate objectives in the __________ stage of the new-product process. |
| 20.Question :(TCO 3 & 6) Breyer’s introduced a new line of ice cream flavors for sale in elegant black containers. This was done on a limited scale to determine consumer reactions before national distribution of the product. Breyer’s new product was in the __________ stage of the new-product process. |
| 21.Question :(TCO 1, 3, 5 & 6) A product in the introduction stage of the product life cycle should have which of the following marketing objectives? |
| 22.Question :(TCO 1, 3, 5 & 6) When the National Cattlemen’s Beef Association advertises Beef, It’s What’s for Dinner it is trying to stimulate __________ demand. |
| 23.Question : (TCO 1, 3, 5 & 6) The stage in the product life cycle labeled A in above Figure is called |
| 24.Question :(TCO 1, 3, 5 & 6) Which of the following is a characteristic of the growth stage of the product life cycle? |
| 25.Question :(TCO 1, 3, 5 & 6) The apple that appears on every Apple computer product is an example of a |
