Question 1

The analogous location method involves generating a relationship between store turnover and population characteristics.

Accepted Answer

A) True 
 B)False

Question 2

The laboratory test market for automobiles includes a simulated deal visit where a respondent interacted with a salesperson.

Accepted Answer

A) True 
 B)False

Question 3

Competitive benchmarking is comparing the company's processes, practices, and products against the world's best companies, including those from other industries.

Accepted Answer

A) True 
 B)False

Question 4

XYZ Incorporated is in the process of developing a new product.They currently have a verbal description and a rough idea of the brand name, packaging, and advertising approach.The next stage in the process would be

Accepted Answer

A) generation of a tangible product concept. 
B) evaluation and development of the new product concept. 
C) evaluation and development of the actual product. 
D) pilot production and test marketing. 
E) test marketing. 
A) generation of a tangible product concept. 
B) evaluation and development of the new product concept. 
C) evaluation and development of the actual product. 
D) pilot production and test marketing. 
E) test marketing.

Question 5

Which of the following is not true of test marketing?

Accepted Answer

A) It improves a manager's knowledge of potential product sales. 
B) It allows companies to pretest alternative marketing plans. 
C) Companies may discover product faults that escaped notice in the product development stage. 
D) The results of test marketing may be distorted by improper methodology. 
E) All of the above 
A) It improves a manager's knowledge of potential product sales. 
B) It allows companies to pretest alternative marketing plans. 
C) Companies may discover product faults that escaped notice in the product development stage. 
D) The results of test marketing may be distorted by improper methodology. 
E) All of the above

Question 6

In most cases, the dominant purpose of the concept test is a go/no-go decision based upon intention-to-buy response.

Accepted Answer

A) True 
 B)False

Question 7

The location allocation model can be used to allocate demand to each potential site/store design combination.

Accepted Answer

A) True 
 B)False

Question 8

The more natural the exposure setting, the more valid the copy test will be.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following lists all the stages of the new product research process?

Accepted Answer

A) Generation of new product concepts, evaluation and development of actual products, testing the marketing program. 
B) Generation of new product concepts, development and evaluation of new product concepts, development and evaluation of actual
Products, testing the marketing program. 
C) Development and evaluation of new product concepts, development and evaluation of actual products, testing the marketing program,
Launching the product nationally. 
D) Generation of new product concepts, evaluation and development of new product concepts, evaluation and development of actual
Products, launching the product nationally after a test market. 
E) None of the above. 
A) Generation of new product concepts, evaluation and development of actual products, testing the marketing program. 
B) Generation of new product concepts, development and evaluation of new product concepts, development and evaluation of actual
Products, testing the marketing program. 
C) Development and evaluation of new product concepts, development and evaluation of actual products, testing the marketing program,
Launching the product nationally. 
D) Generation of new product concepts, evaluation and development of new product concepts, evaluation and development of actual
Products, launching the product nationally after a test market. 
E) None of the above.

Question 10

In the ASI Apex test, the before-exposure brand preference measure is different from the after-exposure brand preference measure.

Accepted Answer

A) True 
 B)False

Question 11

The result of the benefit structure analysis approach is the identification of benefits sought that current product do not deliver

Accepted Answer

A) True 
 B)False

Question 12

Which of the following statements about ASSESSOR is true?

Accepted Answer

A) It provides results faster and less expensively than a test market. 
B) It offers a good deal of flexibility in the selection of the marketing variables to be studied. 
C) It assumes that preference data and purchase and repurchase decisions are valid predictors of what would actually happen in the marketplace. 
D) It is a laboratory test market method. 
E) All of these are true. 
A) It provides results faster and less expensively than a test market. 
B) It offers a good deal of flexibility in the selection of the marketing variables to be studied. 
C) It assumes that preference data and purchase and repurchase decisions are valid predictors of what would actually happen in the marketplace. 
D) It is a laboratory test market method. 
E) All of these are true.

Question 13

In comparison to test markets, laboratory test markets are relatively expensive but they are faster and more variables can be tested.

Accepted Answer

A) True 
 B)False

Question 14

Test markets can be monitored to track competitive reactions and their impact on the market response.

Accepted Answer

A) True 
 B)False

Question 15

In the through-the-book method, a respondent is asked whether he or she looked at a copy within the past week of a weekly publication.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is not always a required stage in the new product research process?

Accepted Answer

A) Generation of new product concepts 
B) Evaluation and development of new product concepts 
C) Evaluation and development of actual products 
D) Test marketing the newly developed product 
E) All of these are required stages 
A) Generation of new product concepts 
B) Evaluation and development of new product concepts 
C) Evaluation and development of actual products 
D) Test marketing the newly developed product 
E) All of these are required stages

Question 17

In a laboratory test, market repeat purchase is estimated by asking people after they try the new brand if they want to repurchase it.

Accepted Answer

A) True 
 B)False

Question 18

The laboratory test market includes a simulated store where respondents who have been exposed to advertising are asked to make purchases.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following techniques can be helpful in making the budget decision?

Accepted Answer

A) Tracking studies 
B) Field experimentation 
C) Split-cable testing 
D) Two of these 
E) All of these 
A) Tracking studies 
B) Field experimentation 
C) Split-cable testing 
D) Two of these 
E) All of these

Question 20

Total Quality Management is restricted to the quality assurance and quality control departments in an organization.

Accepted Answer

A) True 
 B)False

Exam 23: Marketing-Mix Measures

The analogous location method involves generating a relationship between store turnover and population characteristics.

The laboratory test market for automobiles includes a simulated deal visit where a respondent interacted with a salesperson.

Competitive benchmarking is comparing the company's processes, practices, and products against the world's best companies, including those from other industries.

XYZ Incorporated is in the process of developing a new product.They currently have a verbal description and a rough idea of the brand name, packaging, and advertising approach.The next stage in the process would be

Which of the following is not true of test marketing?

In most cases, the dominant purpose of the concept test is a go/no-go decision based upon intention-to-buy response.

The location allocation model can be used to allocate demand to each potential site/store design combination.

The more natural the exposure setting, the more valid the copy test will be.

Which of the following lists all the stages of the new product research process?

In the ASI Apex test, the before-exposure brand preference measure is different from the after-exposure brand preference measure.

The result of the benefit structure analysis approach is the identification of benefits sought that current product do not deliver

Which of the following statements about ASSESSOR is true?

In comparison to test markets, laboratory test markets are relatively expensive but they are faster and more variables can be tested.

Test markets can be monitored to track competitive reactions and their impact on the market response.

In the through-the-book method, a respondent is asked whether he or she looked at a copy within the past week of a weekly publication.

Which of the following is not always a required stage in the new product research process?

In a laboratory test, market repeat purchase is estimated by asking people after they try the new brand if they want to repurchase it.

The laboratory test market includes a simulated store where respondents who have been exposed to advertising are asked to make purchases.

Which of the following techniques can be helpful in making the budget decision?

Total Quality Management is restricted to the quality assurance and quality control departments in an organization.

A Decision Making Perspective on Marketing Intelligence

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Attitude Measurement

Designing the Questionnaire

Experimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Discriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Brand and Customer Metrics

New Age Strategies

Filters