Marketing

Front 1

A(n) _____ is an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.

Back 1

marketing decision support system

Front 2

A _____ is a specially designed phone room used to conduct telephone interviewing

Back 2

central-location telephone (CLT) facility

Front 3

A _____ is a group of people or organizations that has wants and needs that can be satisfied by particular product categories, has the ability to purchase these products, and is willing to exchange resources for the products.

Back 3

Market

Front 4

What does the 80/20 principle propose?

Back 4

The Pareto principle (also known as the 80–20 rule, the law of the vital few, and the principle of factor sparsity) states that, for many events, roughly 80% of the effects come from 20% of the causes.

Front 5

A(n) _____ refers to brands where at least one third of the product is sold outside the home country.

Back 5

Global Brand

Front 6

The process of market segmentation involves breaking down a heterogeneous market into homogeneous and identifiable segments. If this process is carried to its extreme, then one could say that:

Back 6

every individual in the world is a market segment

Front 7

Which of the following describes cooperative branding?

Back 7

when two brands receive equal treatment, borrowing from each other's brand equity

Front 8

Which of the following is the best example of a shopping product for most consumers?

Back 8

A digital camera

Front 9

_____ are characteristics of individuals, groups, or organizations that marketers use to divide a total market into segments.

Back 9

Segmentation bases; This is the definition of segmentation bases.

Front 10

Changing one or more of a product's characteristics is called:

Back 10

product modification

Front 11

_____ is the process of grouping customers into market segments according to what is sought from the product.

Back 11

benefit segmentation

Front 12

All of the following are criteria for successful market segmentation EXCEPT:

Back 12

accountability

Front 13

Product positioning is the process of:

Back 13

is an important part of a product marketing strategy. It helps buyers and users understand where a product ‘fits’ in terms what it offers, and how it compares with competing products.

Front 14

Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services?

Back 14

executive interviews

Front 15

When a greenhouse plant grower sells plants to nursery retailers, is selling _____ products.

Back 15

business

Front 16

The _____ is the starting point in creating a marketing mix.

Back 16

Determination of the price, promotional campaign, and distribution network cannot begin until the product has been specified.

Front 17

_____ products are products that are not known about or not actively searched for by consumers. These products require aggressive personal selling and highly persuasive advertising.

Back 17

Unsought

Front 18

_____ studies collect data on two different projects using one questionnaire

Back 18

piggyback

Front 19

Marketers use _____ to segment markets because this information is widely available, and factors such as age or gender are often related to consumer purchasing and consumption behavior.

Back 19

demographics; Common bases of demographic segmentation are age, gender, income, ethnic background, and family life cycle.

Front 20

Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called _____ data.

Back 20

secondary

Front 21

A(n) _____ is a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms.

Back 21

marketing research aggregator

Front 22

What is the first step in the marketing research process?

Back 22

defining the problem and research objectives

Front 23

A major limitation of the mall intercept interview is:

Back 23

the difficulty of obtaining a representative sample of the population of interest

Front 24

_____ permit the analyst to relate the responses to one question to the responses to one or more other questions when assessing marketing research data.

Back 24

cross-tabulations

Front 25

_____ is a scanner-based, sales-tracking service for the consumer packaged-goods industry. It tracks retail sales, consumer purchasing information, and promotional activity for all bar-coded products.

Back 25

InfoScan