Sample Questions-Exam II

1) Information provided by one firm on household demographics and lifestyle, purchases, TV viewing behavior, and responses to promotions is called:

a. multi-source data b. marketing research data c. single-source data d. on-line data e. in-home data

2) Ford Motor Company uses the slogan “No boundaries” for its ad campaigns for Ford SUVs. It invites people who want ultimate people-carrying and gear-storing capabilities “to be outfitted with the most far-reaching sports utility vehicle on earth”. If the SUV campaign is trying to appeal to young adults who don’t like the restrictions of a sedan, who want to be able to pack up and leave at a moment’s notice, and who enjoy freedom and independence, it is relying on _________ and _________segmentation.

a. socioeconomic; demographic b. psychographic; lifestyle c. geographic; usage rate d. demographic, usage rate e. demographic, psychographic

3) Which of the following statements demonstrates the formation of a segment based on household size?

a. Campbell’s makes spicier nacho cheese sauce for its distributors in Texas than it does in Maine. b. GE built a downsized microwave oven to hang under kitchen cabinets. c. Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners. d. a fast food hamburger restaurant is open for breakfast on Sunday mornings but not on weekdays. e. a gourmet grocer advertises its services on a small-audience classical music station even though there is a much larger-audience rock station in the area.

4) During the introductory stage of the product life cycle

a. the introducer of the product reaps very high profits. b. followers enter the producing market. c. losses to the introducing firm are common. d. the product receives great notoriety. e. market intermediaries receive their orders.

5) Tiffany wants to administer a survey on “student driving habits” to a sample of students at the University of Alabama. She secured a list of students from the student directory. She assigned each student a unique number and then used a random number table to select her sample. Tiffany is most likely using:

a. a quota sample technique b. a probability sampling technique c. a cluster sample d. a statistical inference e. a benchmark

6) The step in the new product development process which involves determining whether the product idea will help achieve the objectives of the organization is

a. commercialization b. idea screening c. development of prototypes d. idea generation e. concurrent engineering

7) Positive brand equity enables a marketer to

a. charge a premium for the brand b. prevent brand infringement c. redesign the brand marks d. receive cut rate advertising e. a and b only