ashworth college C16V Online Exam 4 latest 2015 october

Part 1 of 1 – 100.0
Points

Question 1 of 20
5.0 Points
The first step in the segmentation process is to:
A. create a
perceptual map.
B. produce a
disclosure statement listing the strengths and weaknesses of the firm’s past
marketing strategies.
C. clearly
articulate the firm’s vision or marketing strategy objectives.
D. articulate the
firm’s self-concept.

Question 2 of 20
5.0 Points
Because marketing is all about creating value for customers,
dividing the market based on __________ segmentation can be quite useful.
A. geographic
B.
self-actualization
C. psychographic
D. benefit

Question 3 of 20
5.0 Points
Chain stores often use __________ data to identify other
locations with similar demographics and purchasing behavior.
A. geodemographic
B.
self-actualization
C. psychographic
D. geographic

Question 4 of 20
5.0 Points
For a segmentation strategy to be successful, the customers
in the segment must react similarly and positively to the firm’s marketing mix.
The market segment must be:
A. substantial.
B. perceptive.
C. identifiable.
D. responsive.

Question 5 of 20
5.0 Points
Market growth, market competitiveness, and market access are
all elements the marketer will use when assessing the __________ of each
potential market segment.
A. substance
B. responsiveness
C. identification
D. profitability

Question 6 of 20
5.0 Points
__________ involves defining the firm’s marketing mix
variables so that target customers have a clear, distinctive, and desirable
understanding of the firm’s offerings relative to competitors’ offerings.
A. Processing
B. Perceptualizing
C. Positioning
D. Proportioning

Question 7 of 20
5.0 Points
A(n) __________ is often used to illustrate the position of
a firm’s products or brands in consumers’ minds.
A. mass marketing
analysis
B. VALS summary
C. perceptual map
D. loyalty timeline

Question 8 of 20
5.0 Points
Despite the short-term success of Tiffany & Co.’s effort
to gain new customers for life, the appeal to younger less affluent customers
alienated the older, more affluent customer base. Tiffany & Co. chose to
reconnect with its traditional customer bases and began the difficult task of:
A. segmenting.
B. positioning.
C. strategic course
correction.
D. repositioning.

Question 9 of 20
5.0 Points
Paul subscribes to an Internet service that alerts him
whenever other firms in his industry are quoted in the media. Paul is using
this type of market research primarily to:
A. provide a link
between him and his production center.
B. help him
understand the needs of his customers.
C. monitor his
competitors.
D. increase profits
through the sale of syndicated data.

Question 10 of 20
5.0 Points
The difference between an MkIS and a market research study
is, an MkIS:
A. only uses
unstructured questions.
B. is an ongoing
process of collecting, analyzing and presenting information.
C. uses observation
research while market research uses questionnaires.
D. focuses only on
shopping behavior.

Question 11 of 20
5.0 Points
From charitable giving to medical records to Internet
tracking, consumers are more anxious than ever about:
A. secondary data
retrieval systems.
B. exploitation of
resources by unscrupulous global marketers.
C. the use of data
mining by dating services.
D. preserving their
fundamental right to privacy.

Question 12 of 20
5.0 Points
The Marketing Research Process follows five steps, and
researchers:
A. may not always go
through them in the exact sequence if the situation changes or new information
is discovered.
B. should maintain
the integrity of the process by following each step sequentially and
thoroughly.
C. often collect
data before defining the research objectives.
D. will often be
prepared to present the results before completing the analysis if they are
under a great deal of pressure to meet a deadline or launch.

Question 13 of 20
5.0 Points
The first question a market researcher should ask when
considering a research study is:
A. Who will pay for
it?
B. Will the research
be useful?
C. What is the test
population?
D. What sample size
will be needed?

Question 14 of 20
5.0 Points
Market researchers can skip some steps in the process, but
the research should always begin with:
A. focus groups to
help refine the questions.
B. finding out what
management really intends to avoid doing extra work.
C. defining the
objectives and research needs.
D. looking for the
newest techniques in data analysis to beat the competition.

Question 15 of 20
5.0 Points
The objectives of a research project define the type of data
needed and:
A. the statistical
procedures utilized to redefine the objectives.
B. process of
analysis to be employed.
C. the forum in
which the data will be presented.
D. the type of
research necessary to collect the data.

Question 16 of 20
5.0 Points
Company sales invoices, Census data, and trade association
statistics are examples of:
A. primary data.
B. data mines.
C. secondary data.
D. simplistic data.

Question 17 of 20
5.0 Points
There are many important marketing research uses for
internal data. If detailed customer information is kept over a period of time,
the company may be able to construct an important measure of a customer’s
profitability known as:
A. customer net
worth.
B. customer earning
potential.
C. customer lifetime
value.
D. primary customer
profit.

Question 18 of 20
5.0 Points
Caroline needs to find information about income and age
distribution in Orange County, California. The best source of secondary
research of use to Caroline is likely to be:
A. door-to-door
surveys.
B. focus group
interviews.
C. syndicated data.
D. census data.

Question 19 of 20
5.0 Points
Observation, in-depth interviews, and focus groups are all
__________ research methods.
A. conclusive
B. data warehousing
C. syndicated
marketing
D. exploratory

Question 20 of 20
5.0 Points
__________ research is a type of quantitative research that
manipulates variables to help determine cause and effect.
A. Causal
B. Experimental
C. Manipulative
D. Scientific
marketing