Gemeni study guide

1. Information that has already been collected from other sources and usually is readily available is called: A) Primary data B) Secondary data C) Mined data D) Syndicated data

2. A marketing team uses a focus group to discover why customers are unhappy. This is an example of: A) Quantitative research B) Data warehousing C) Qualitative research D) Tactical research

3. What is a major disadvantage of primary data compared to secondary data? A) It is usually out of date B) It is often irrelevant to the researcher's needs C) It is typically more costly and time-consuming to collect D) It is available to all competitors

4. When a researcher defines the objectives and identifies the data needed for a study, they are in which stage? A) Data collection B) Research design C) Data analysis D) Implementation

5. Which research method is best for observing how people actually use a product in their natural environment? A) Surveys B) Experiments C) Observation D) Scanner data

6. Companies like Nielsen collect data and sell it to many different firms. This is known as: A) Primary research B) Private data C) Syndicated data D) Internal data

7. "Data mining" is a technique used to: A) Create new primary data B) Identify patterns or relationships in large sets of data C) Train sales staff D) Write a mission statement

8. If a consumer cannot explain why they prefer one brand of soda over another, a researcher might use _____ to understand them. A) A survey B) Observation C) Data warehousing D) Demographic segmentation

9. The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation is: A) Market segmentation B) Marketing research C) Consumer behavior D) Branding strategy

10. A company's internal database of customer purchase history is an example of: A) Secondary data B) Primary data C) Experimental data D) Qualitative data

Part 2: Market Segmentation, Targeting, & Positioning

11. Dividing a market based on age, gender, income, or education is called: A) Psychographic segmentation B) Geographic segmentation C) Demographic segmentation D) Benefit segmentation

12. Which segmentation method is based on how consumers describe themselves using characteristics like "lifestyle"? A) Geodemographic B) Psychographic C) Loyalty D) Occasion

13. A car company markets its SUV to families who prioritize "safety" and "durability." This is: A) Geographic segmentation B) Benefit segmentation C) Demographic segmentation D) Loyalty segmentation

14. After segmenting a market, a firm must evaluate each segment's attractiveness and decide which to pursue. This is: A) Positioning B) Targeting C) Differentiating D) Profiling

15. What is the final step in the STP process? A) Selecting a target market B) Identifying segmentation methods C) Positioning D) Developing a mission statement

16. A "Perceptual Map" is used by marketers to: A) Determine the price of a product B) Visualize the position of products or brands in the consumer's mind C) Map out the physical location of stores D) Track the supply chain

17. Which strategy involves targeting several market segments with a different offering for each? A) Undifferentiated targeting B) Differentiated targeting C) Concentrated targeting D) Micromarketing

18. If a company creates a "value proposition," they are essentially defining their: A) Positioning strategy B) Data warehouse C) Distribution channel D) Research design

19. Segmenting a market by "heavy users" vs. "light users" is a form of: A) Psychographic segmentation B) Geographic segmentation C) Behavioral segmentation D) Demographic segmentation

20. A firm that targets a very specific, narrow market niche is using: A) Mass marketing B) Concentrated targeting C) Differentiated targeting D) Global marketing

Part 3: Consumer Behavior

21. The buying process begins with: A) Information search B) Evaluation of alternatives C) Need recognition D) Purchase decision

22. Buying a gallon of milk is usually an example of _____ problem solving. A) Extended B) Limited C) Psychological D) Functional

23. A consumer buys a Porsche to feel a sense of status and achievement. This satisfies a: A) Functional need B) Safety need C) Psychological need D) Physiological need

24. Internal search for information involves: A) Looking up reviews on Google B) Asking a friend for a recommendation C) Examining one's own memory and knowledge D) Reading a consumer reports magazine

25. Brands that a consumer can readily bring to mind are called the: A) Universal set B) Retrieval set C) Evoked set D) Focus set

26. The specific brands a consumer would actually consider buying make up the: A) Universal set B) Retrieval set C) Evoked set D) Decision set

27. "Determinant attributes" are product features that: A) Are the same across all brands |B) Are important to the buyer and on which competing brands are perceived to differ C) Are only related to the price D) Are hidden from the consumer

28. An uncomfortable state of inconsistency between beliefs and behaviors after a purchase is: A) Psychological risk B) Postpurchase cognitive dissonance C) Functional dissatisfaction D) Need recognition

29. Which factor increases the likelihood of postpurchase cognitive dissonance? A) Low price B) Frequent purchase C) High risk or high expense D) Simple product design

30. If a consumer fears that a new lawnmower might be dangerous to use, they are experiencing: A) Financial risk B) Performance risk C) Physiological (or Safety) risk D) Social risk

31. Maslow’s Hierarchy includes which of the following? A) Functional needs B) Safety and physiological needs C) Retrieval sets D) Co-branding needs

32. A "Reference Group" is: A) A group of products that are similar B) A group of people used as a basis for comparison in forming attitudes C) A set of data in a warehouse D) A list of sources in a research paper

33. Buying a winter coat solely to stay warm is satisfying a _____ need. A) Psychological B) Social C) Functional D) Self-actualization

34. Attitude consists of three components: cognitive, affective, and: A) Psychological B) Behavioral C) Financial D) Informational

35. "Situational factors" that influence the buying process include: A) The consumer's personality B) The shopping environment or time of day C) The consumer's long-term culture D) The brand's equity

Part 4: Product & Branding

36. The "Marketing Mix" is comprised of: A) Segmentation, Targeting, Positioning B) Product, Price, Place, Promotion C) Strengths, Weaknesses, Opportunities, Threats D) Mission, Vision, Values

37. A brand name, logo, and slogan are all elements used to increase: A) Financial risk B) Brand awareness C) Postpurchase dissonance D) Cognitive bias

38. When two brands like Shell and MasterCard join to create one product, it is: A) Brand extension B) Co-branding C) Brand dilution |D) Line extension

39. Using an existing brand name to enter a completely different product category is a: A) Line extension B) Brand extension C) Co-brand D) Private label

40. If Johnson & Johnson adds a new flavor to its existing line of lip balms, this is a: A) Brand extension B) Line extension C) Brand dilution D) Rebrand

41. Brand equity is: A) The cost of designing a logo B) The set of assets and liabilities linked to a brand that add to or subtract from its value C) The total number of products a brand sells D) The legal trademark of a name

42. The primary goal of changing a product's packaging is often to: A) Confuse the consumer B) Differentiate the product from competitors C) Minimize the need for advertising D) Reduce the quality of the product

43. "Private-label" brands are also known as: A) Manufacturer brands B) Store brands C) Generic brands D) Global brands

44. Which is NOT a physical brand element? A) Slogans B) Logos C) Product history D) Packaging

45. "Brand dilution" occurs when: A) A brand name is used on too many products, weakening consumer perceptions B) A company lowers its prices C) A logo is printed in a lighter color D) A competitor steals a trademark

Part 5: General Strategy

46. A firm's "Mission Statement" defines: A) Its daily sales goals B) Its purpose and the scope of its operations C) Its advertising budget for the year D) The specific target market for one product

47. The "Four Ps" are the _____ tools a firm uses to respond to the target market. A) Uncontrollable B) Controllable C) External D) Theoretical

48. Which strategy focuses on retaining customers through excellent service? A) Product excellence B) Customer excellence C) Operational excellence D) Locational excellence

49. Value is established when: A) Price is the lowest in the market B) Benefits outweigh the costs (Price) in the mind of the consumer C) The company makes a high profit D) An advertisement goes viral

50. Marketers use "Loyalty Programs" primarily to: A) Increase the price of products B) Collect data and encourage repeat purchases C) Minimize the marketing mix D) Avoid psychographic segmentation

Answer Key

1. B | 2. C | 3. C | 4. B | 5. C | 6. C | 7. B | 8. B | 9. B | 10. A

2. C | 12. B | 13. B | 14. B | 15. C | 16. B | 17. B | 18. A | 19. C | 20. B

3. C | 22. B | 23. C | 24. C | 25. B | 26. C | 27. B | 28. B | 29. C | 30. C

4. B | 32. B | 33. C | 34. B | 35. B | 36. B | 37. B | 38. B | 39. B | 40. B

5. B | 42. B | 43. B | 44. C | 45. A | 46. B | 47. B | 48. B | 49. B | 50. B