Question 1

Television audience size is estimated by a panel of homes that agrees to be monitored by a GSR measure.

Accepted Answer

A) True 
 B)False

Question 2

A forecast by geographic area might prove useful in warehouse stocking decisions or in evaluating regional forecasts.

Accepted Answer

A) True 
 B)False

Question 3

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 4

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 5

The process of managing complex changes in the organization with the aim of improving quality is called

Accepted Answer

A) Total Quality management 
B) Benchmarking 
C) Brand extension 
D) Brand control 
E) None of the above 
A) Total Quality management 
B) Benchmarking 
C) Brand extension 
D) Brand control 
E) None of the above

Question 6

A major tennis manufacturer, after analysis of life style and demographic data, believes that by 1996, 60 percent of the women in America will be actively involved in sports.It has, therefore, started to develop a whole new line of sports equipment for women.The tennis manufacturer has identified a new need by

Accepted Answer

A) using perceptual maps. 
B) studying social and environmental trends. 
C) benefit structure analysis. 
D) analysis of relevant portions of consumer diaries. 
E) conducting focus group interviews. 
A) using perceptual maps. 
B) studying social and environmental trends. 
C) benefit structure analysis. 
D) analysis of relevant portions of consumer diaries. 
E) conducting focus group interviews.

Question 7

In the Behavior Scan Split-Cable testing, for each member of a panel of 3,000 people in each test town, each supermarket purchase is known, in addition to what channel their TV sets were turned to at all times.

Accepted Answer

A) True 
 B)False

Question 8

Eye movement machines are used to measure ad recall.

Accepted Answer

A) True 
 B)False

Question 9

Continuous measures of liking of commercials are provided by the ASI theater test.

Accepted Answer

A) True 
 B)False

Question 10

Advertisers are more likely to run reduced level budget split-cable tests than increased levels because of the potential to save money.

Accepted Answer

A) True 
 B)False

Question 11

The Starch noted score is the percentage of respondents who claim to have seen the ad.

Accepted Answer

A) True 
 B)False

Question 12

When a computer manufacturer sells its products with all the available options, it is said to follow an)

Accepted Answer

A) complementary pricing strategy. 
B) price bundling strategy. 
C) options pricing strategy. 
D) substitution pricing strategy. 
E) none of the above. 
A) complementary pricing strategy. 
B) price bundling strategy. 
C) options pricing strategy. 
D) substitution pricing strategy. 
E) none of the above.

Question 13

In the Gaber and Grainer method of pricing research, a buy response curve of different prices with the corresponding number of affirmative customer purchase intentions is produced.

Accepted Answer

A) True 
 B)False

Question 14

The forced-exposure, brand-preference change test measures the change in brand preference after watching an advertisement in a theater.

Accepted Answer

A) True 
 B)False

Question 15

A pre-emptive roll-out would be an appropriate alternative if there is considerable uncertainty about a product's chances of success.

Accepted Answer

A) True 
 B)False

Question 16

It is generally expected that a concept test will prove that a concept is sound or faulty or will demonstrate definitively how it should be altered.

Accepted Answer

A) True 
 B)False

Question 17

In the McCollum/Speilman test, the A/C Awareness/Communication) measure is a better predictor of campaign success than the AS Attitude Shift) measure.

Accepted Answer

A) True 
 B)False

Question 18

If a company decides to price its products at a point at which the profits are the greatest until the changes in the market conditions or supply costs dictate a price change, then the company follows a

Accepted Answer

A) share oriented strategy. 
B) profit oriented strategy. 
C) product oriented strategy. 
D) market oriented strategy. 
E) none of the above. 
A) share oriented strategy. 
B) profit oriented strategy. 
C) product oriented strategy. 
D) market oriented strategy. 
E) none of the above.

Question 19

ABC Incorporated is test marketing a product in some midwest cities. Salespeople in that area have stepped up their sales effort to ensure the maximum possible sales.The results of the test market can reliably be projected to the entire midwest region.

Accepted Answer

A) True 
 B)False

Question 20

If a firm discounts its price in the other markets below its average cost, then it is said to follow a second market discounting strategy.

Accepted Answer

A) True 
 B)False

Exam 23: Marketing-Mix Measures

Television audience size is estimated by a panel of homes that agrees to be monitored by a GSR measure.

A forecast by geographic area might prove useful in warehouse stocking decisions or in evaluating regional forecasts.

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?

The process of managing complex changes in the organization with the aim of improving quality is called

In the Behavior Scan Split-Cable testing, for each member of a panel of 3,000 people in each test town, each supermarket purchase is known, in addition to what channel their TV sets were turned to at all times.

Eye movement machines are used to measure ad recall.

Continuous measures of liking of commercials are provided by the ASI theater test.

Advertisers are more likely to run reduced level budget split-cable tests than increased levels because of the potential to save money.

The Starch noted score is the percentage of respondents who claim to have seen the ad.

When a computer manufacturer sells its products with all the available options, it is said to follow an)

In the Gaber and Grainer method of pricing research, a buy response curve of different prices with the corresponding number of affirmative customer purchase intentions is produced.

The forced-exposure, brand-preference change test measures the change in brand preference after watching an advertisement in a theater.

A pre-emptive roll-out would be an appropriate alternative if there is considerable uncertainty about a product's chances of success.

It is generally expected that a concept test will prove that a concept is sound or faulty or will demonstrate definitively how it should be altered.

In the McCollum/Speilman test, the A/C Awareness/Communication) measure is a better predictor of campaign success than the AS Attitude Shift) measure.

If a company decides to price its products at a point at which the profits are the greatest until the changes in the market conditions or supply costs dictate a price change, then the company follows a

ABC Incorporated is test marketing a product in some midwest cities. Salespeople in that area have stepped up their sales effort to ensure the maximum possible sales.The results of the test market can reliably be projected to the entire midwest region.

If a firm discounts its price in the other markets below its average cost, then it is said to follow a second market discounting strategy.

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