MKTG 409 EXAM 2 REVIEW QUESTIONS AND
ANSWERS
The manager of Wal-Mart wants to ask consumers what they think about the store's
new layout and selection of produce. If the manager would like to obtain a high
response rate and conduct the survey as quickly as possible, which data collection
method would you recommend? - Answers - A telephone survey
A characteristic of telephone surveys is that they - Answers - permit the interviewer to
gain rapport with respondents and to ask them probing questions.
Marketing information systems input comes from all of the following except - Answers -
marketing research conducted by competitors.
Greg Branch of Quality Market Research tells student intern Lee Betsey to go out and
interview ten men and ten women. Greg is using sampling for this phase of the
research. - Answers - Quota
A non-probability sample chosen on the basis of an interviewer's own judgment is called
a(n) - Answers - quota sample.
If Sears wants to learn about consumers' attitudes toward catalog purchases and
conducts a survey to acquire this information, this study would collect data - Answers -
primary
If Pizza Inn asks survey participants if they have purchased a pizza for delivery in the
last two weeks, this would be a(n) question. - Answers - dichotomous
The difference between a reliable and a valid test technique is that - Answers - a
reliable technique produces the same results repeatedly and a valid one measures what
you intend to measure
The definition of a product includes all of the following except - Answers - production
techniques
Consumer product classifications are based primarily on - Answers - the characteristics
of buyers' purchasing behavior
The classification of industrial products is useful in - Answers - developing a marketing
mix
A product line refers to - Answers - a group of closely related products that are
considered a unit
, Which stage in the product life cycle is characterized by negative profits. zero sales, and
an emphasis on communicating product benefits to buyers? - Answers - Introduction
stage
When competition intensified among brands of bleach, Clorox introduced an improved,
color-safe version to secure its market position. Which stage of the product life cycle
does this describe? - Answers - Maturity
Coca-Cola's biggest reason for licensing its trademark for use on glassware, radios,
trucks, and clothing was to - Answers - protect its trademark
Which of the following is not an advantage of brand licensing? - Answers -
Manufacturing control
Packaging design directly involves all of the following except - Answers - Production
When McDonald's takes legal action against other companies with the "Mc"names, it is
attempting to protect a(n) - Answers - trademark
Borden Vitamin D milk would be classified as a ____________brand, while Albertson's
Vitamin D milk would be classified as a ___________brand. - Answers - manufacturer;
private distributor
Archer is responsible for choosing the name for a new trucking company that is about to
be launched. The company initially will serve customers on the West Coast, primarily in
California. Which of the following should Archer choose, based on the criteria for
naming service organizations? - Answers - Reliance Company
In product modification, the first issue to consider is whether the - Answers - product is
modifiable
A major problem with using aesthetic modification is that - Answers - customers may
perceive such modifications as less attractive
Sony's development of its next year's model television sets with smoked-glass control
panel covers and other visual changes would be classified as what type of modification?
- Answers - Aesthetic
A genuinely new product, such as a digital video disk player, provides - Answers -
innovative benefits to customers.
Assume that Kraft wants to expand its line of food products. If Kraft marketers were to
send surveys to customers to determine the food items they desire, Kraft would be in
which phase of new product development? - Answers - Idea generation
Competitive interference with test marketing is called - Answers - Jamming
ANSWERS
The manager of Wal-Mart wants to ask consumers what they think about the store's
new layout and selection of produce. If the manager would like to obtain a high
response rate and conduct the survey as quickly as possible, which data collection
method would you recommend? - Answers - A telephone survey
A characteristic of telephone surveys is that they - Answers - permit the interviewer to
gain rapport with respondents and to ask them probing questions.
Marketing information systems input comes from all of the following except - Answers -
marketing research conducted by competitors.
Greg Branch of Quality Market Research tells student intern Lee Betsey to go out and
interview ten men and ten women. Greg is using sampling for this phase of the
research. - Answers - Quota
A non-probability sample chosen on the basis of an interviewer's own judgment is called
a(n) - Answers - quota sample.
If Sears wants to learn about consumers' attitudes toward catalog purchases and
conducts a survey to acquire this information, this study would collect data - Answers -
primary
If Pizza Inn asks survey participants if they have purchased a pizza for delivery in the
last two weeks, this would be a(n) question. - Answers - dichotomous
The difference between a reliable and a valid test technique is that - Answers - a
reliable technique produces the same results repeatedly and a valid one measures what
you intend to measure
The definition of a product includes all of the following except - Answers - production
techniques
Consumer product classifications are based primarily on - Answers - the characteristics
of buyers' purchasing behavior
The classification of industrial products is useful in - Answers - developing a marketing
mix
A product line refers to - Answers - a group of closely related products that are
considered a unit
, Which stage in the product life cycle is characterized by negative profits. zero sales, and
an emphasis on communicating product benefits to buyers? - Answers - Introduction
stage
When competition intensified among brands of bleach, Clorox introduced an improved,
color-safe version to secure its market position. Which stage of the product life cycle
does this describe? - Answers - Maturity
Coca-Cola's biggest reason for licensing its trademark for use on glassware, radios,
trucks, and clothing was to - Answers - protect its trademark
Which of the following is not an advantage of brand licensing? - Answers -
Manufacturing control
Packaging design directly involves all of the following except - Answers - Production
When McDonald's takes legal action against other companies with the "Mc"names, it is
attempting to protect a(n) - Answers - trademark
Borden Vitamin D milk would be classified as a ____________brand, while Albertson's
Vitamin D milk would be classified as a ___________brand. - Answers - manufacturer;
private distributor
Archer is responsible for choosing the name for a new trucking company that is about to
be launched. The company initially will serve customers on the West Coast, primarily in
California. Which of the following should Archer choose, based on the criteria for
naming service organizations? - Answers - Reliance Company
In product modification, the first issue to consider is whether the - Answers - product is
modifiable
A major problem with using aesthetic modification is that - Answers - customers may
perceive such modifications as less attractive
Sony's development of its next year's model television sets with smoked-glass control
panel covers and other visual changes would be classified as what type of modification?
- Answers - Aesthetic
A genuinely new product, such as a digital video disk player, provides - Answers -
innovative benefits to customers.
Assume that Kraft wants to expand its line of food products. If Kraft marketers were to
send surveys to customers to determine the food items they desire, Kraft would be in
which phase of new product development? - Answers - Idea generation
Competitive interference with test marketing is called - Answers - Jamming
