Question 1

Total Quality Management is a business philosophy that tends to use quality improvement as a competitive advantage.

Accepted Answer

A) True 
 B)False

Question 2

Parker Foods has just developed a new product.What factors should Parker Foods consider in deciding whether to use a test market for the product?

Accepted Answer

A) How disruptive actions by competitors might be to the completion of a valid and reliable test. 
B) How easily the new product could be copied by competitors. 
C) How expensive a test market would be compared to immediate commercialization. 
D) All of these. 
E) None of the above. 
A) How disruptive actions by competitors might be to the completion of a valid and reliable test. 
B) How easily the new product could be copied by competitors. 
C) How expensive a test market would be compared to immediate commercialization. 
D) All of these. 
E) None of the above.

Question 3

Which of the following are possible measurements for evaluating consumer product test markets?

Accepted Answer

A) Warehouse withdrawals 
B) Store audits 
C) Shipments 
D) Trial purchase 
E) All of these 
A) Warehouse withdrawals 
B) Store audits 
C) Shipments 
D) Trial purchase 
E) All of these

Question 4

A CDSM controlled-distribution scanner market) costs about the same as a full test market but provides much more control and the flexibility to do more experimenting.

Accepted Answer

A) True 
 B)False

Question 5

In a profit oriented pricing strategy, the objective is to generate as much profit as possible in the current period.

Accepted Answer

A) True 
 B)False

Question 6

A CDSM controlled-distribution scanner market) provides no test of a new product's ability to gain distribution.

Accepted Answer

A) True 
 B)False

Question 7

Consumer generated media refers to anything created by a citizen marketer, that is posted on the internet and spread by social media

Accepted Answer

A) True 
 B)False

Question 8

If a distributor offers a steep temporary price cut to retailers in order to sell excess inventory, this type of promotion is called

Accepted Answer

A) Cooperative promotion 
B) Trade promotion 
C) Promotion partnership 
D) Retailer promotion 
E) None of the above 
A) Cooperative promotion 
B) Trade promotion 
C) Promotion partnership 
D) Retailer promotion 
E) None of the above

Question 9

Which of the following is a problem with the use test method of evaluating a new product?

Accepted Answer

A) Respondents may not use the product correctly, resulting in negative opinions. 
B) Respondents may give distorted impressions since they were given free samples and are part of a test. 
C) The decision environment of an actual purchase usually cannot be replicated, resulting in misleading results. 
D) Repeat buying over a period of time usually cannot be assessed. 
E) All of these are potential problems. 
A) Respondents may not use the product correctly, resulting in negative opinions. 
B) Respondents may give distorted impressions since they were given free samples and are part of a test. 
C) The decision environment of an actual purchase usually cannot be replicated, resulting in misleading results. 
D) Repeat buying over a period of time usually cannot be assessed. 
E) All of these are potential problems.

Question 10

When consumers in the market are willing to pay more for a product despite lack of knowledge regarding the product quality, then price signaling cannot be used.

Accepted Answer

A) True 
 B)False

Question 11

The diary panel, used to provide information about television viewing about individuals in a household, suffers from the following problem:

Accepted Answer

A) People may fill it out inaccurately. 
B) The cooperation rates among younger people is relatively low. 
C) It is more inaccurate for prime time shows. 
D) Two of these. 
E) All of these. 
A) People may fill it out inaccurately. 
B) The cooperation rates among younger people is relatively low. 
C) It is more inaccurate for prime time shows. 
D) Two of these. 
E) All of these.

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

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

Question 14

In selecting test cities, a researcher should consider the degree to which a city is isolated from outside media.

Accepted Answer

A) True 
 B)False

Question 15

The disadvantage of store audit data in providing accurate sales figures is that it is sensitive to inventory fluctuations.

Accepted Answer

A) True 
 B)False

Question 16

Sell-in test markets are cities in which the product is sold just as it would be in a national launch.

Accepted Answer

A) True 
 B)False

Question 17

The critical assumption of ASSESSOR is that preference data and purchase and repurchase decisions are valid predictors of what would actually happen in the marketplace

Accepted Answer

A) True 
 B)False

Question 18

Try-Harder Incorporated is in the process of developing a new product.The research questions which they are trying to answer are: a) are there any major flaws in our concept, and b) is there enough interest to warrant further development? Try-Harder is in

Accepted Answer

A) the concept generation stage. 
B) the concept evaluation and development stage. 
C) the evaluation and development of the actual product. 
D) the production "debugging" stage. 
E) none of the above. 
A) the concept generation stage. 
B) the concept evaluation and development stage. 
C) the evaluation and development of the actual product. 
D) the production "debugging" stage. 
E) none of the above.

Question 19

Which of the following research methods provides a test of purchase behavior?

Accepted Answer

A) Burke DAR 
B) Starch 
C) McCollum/Speilman 
D) Behavior Scan 
E) Mapes & Ross 
A) Burke DAR 
B) Starch 
C) McCollum/Speilman 
D) Behavior Scan 
E) Mapes & Ross

Question 20

Physiological measures such as GSR are used to measure emotional response.

Accepted Answer

A) True 
 B)False

Exam 23: Marketing-Mix Measures

Total Quality Management is a business philosophy that tends to use quality improvement as a competitive advantage.

Parker Foods has just developed a new product.What factors should Parker Foods consider in deciding whether to use a test market for the product?

Which of the following are possible measurements for evaluating consumer product test markets?

A CDSM controlled-distribution scanner market) costs about the same as a full test market but provides much more control and the flexibility to do more experimenting.

In a profit oriented pricing strategy, the objective is to generate as much profit as possible in the current period.

A CDSM controlled-distribution scanner market) provides no test of a new product's ability to gain distribution.

Consumer generated media refers to anything created by a citizen marketer, that is posted on the internet and spread by social media

If a distributor offers a steep temporary price cut to retailers in order to sell excess inventory, this type of promotion is called

Which of the following is a problem with the use test method of evaluating a new product?

When consumers in the market are willing to pay more for a product despite lack of knowledge regarding the product quality, then price signaling cannot be used.

The diary panel, used to provide information about television viewing about individuals in a household, suffers from the following problem:

Which of the following statements about ASSESSOR is true?

Which of the following is not true of test marketing?

In selecting test cities, a researcher should consider the degree to which a city is isolated from outside media.

The disadvantage of store audit data in providing accurate sales figures is that it is sensitive to inventory fluctuations.

Sell-in test markets are cities in which the product is sold just as it would be in a national launch.

The critical assumption of ASSESSOR is that preference data and purchase and repurchase decisions are valid predictors of what would actually happen in the marketplace

Try-Harder Incorporated is in the process of developing a new product.The research questions which they are trying to answer are: a) are there any major flaws in our concept, and b) is there enough interest to warrant further development? Try-Harder is in

Which of the following research methods provides a test of purchase behavior?

Physiological measures such as GSR are used to measure emotional response.

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