Understanding the Customer and the Market
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This question pack looks market segmentation, consumer behaviour and methods of its analysis, quantitative vs. qualitative data and more.
This content is licensed under the Creative Commons Attribution 3.0 Unported License.
All of the following are methods of segmenting the business market EXCEPT ______________.
Businesses use which of the following methods to communicate with their customers?
all of the above
Cognitive dissonance ______________.
is defined as pre‑purchase anxiety and doubt
is more likely to occur as the cost and complexity of the purchase increases
is more likely to occur when there is a balance between attitudes, beliefs, and knowledge
decreases if the product does not have the desired features
Compared to the purchasing process for consumer products, ______________.
distribution channels for business products are significantly longer
customer relationships for business products tend to be short‑term and transactions-based
personal selling plays a much larger role in business products markets
customer service plays a smaller role in the distribution of business products
Consumer behavior refers to ______________.
organizational and consumer purchase decision‑making behavior
customer spending patterns
post‑purchase decision‑making behavior
the consumer decision‑making process
Nabisco’s ______________ website provides detailed information regarding brands and promotions, but online visitors are not able to purchase products such as Ritz crackers or Oreo cookies.
Purchases that have a potentially high level of social or economic consequences are ______________.
usually undertaken with relatively little investment of time and effort
known as low‑involvement decisions
generally made alone without the involvement of others
known as high‑involvement purchase decisions
San Diego Hospital is offering classes free of charge to the public in the areas of weight control, stress management, and nutrition. The classes indicate that the hospital has adopted a concept of ______________.
The current marketing period is referred to as the ______________ era.
The personal determinants of consumer behavior include the ______________.
culture in which a person is raised
individual’s needs and motives
family to which one belongs
society from which one comes
A marketer that needs qualitative data, should gather which of the following types of information?
After Kraft researched a series of its advertisements, it was determined that consumers preferred brighter and lighter colors to depict something that was “more heavenly” in Philadelphia Light Cream Cheese ads. Kraft made improvements in their promotions and enjoyed strong sales results. In scenarios like this one, advertisers solicit feedback on an advertisement or specific new product idea by conducting which of the following?
Assuming that you are a marketing researcher, what form of data would you be acquiring if it had the advantages of being inexpensive, quickly accessible, reliable, and often including large sample sizes?
Face‑to‑face interview data
Collecting new information about the market directly from consumers through interviews or surveys is known as which of the following?
Gallup provides in‑depth industry reports based on its proprietary probability‑based techniques. Researchers will study a Gallup panel via telephone research, completing 10,000 interviews daily using many different survey forms. Gallup, and others like it, represents what type of information sources?
Pure demographic sources
Government is a huge supplier of information to the public. Through such organizations as the Census Bureau, the Bureau of Labor Statistics, and the National Center for Health Statistics, the U.S. Government supplies interested parties with which type of data?
Movie studios often conduct test screenings of their films to do which of the following?
Generate ideas for marketing campaigns
Measure concession sales
Determine the award categories that might be appropriate for the film
Assist members of the entertainment press
What is the most common method for conducting quantitative research?
Which of the following highly flexible survey methods suffers from high cost, low participation by respondents, and the perception that it is a pseudo sales solicitation?
Your company paid a marketing research firm to do an in‑depth study of target customers. The information your company learned from this project resulted in a competitive advantage. Which of the following best describes a chief advantage of using the primary data that your firm is enjoying?
It is time‑consuming.
It is proprietary.
It is less costly.
It does subconscious analysis.
A marketing researcher who wants to segment the market by the population’s involvement in an activity should choose which of the following?
All of the following are qualities of a good target EXCEPT:
All of the following are widely used measures of demographics EXCEPT:
Identifying the qualities of consumers who are likely to buy your product and then customizing your activity to meet their unique needs is called ______________.
If a researcher were looking for such facts as the total number of firms and the total dollar amount of sales in Canada, the United States, and Mexico, she should begin with which of the following?
North American Industry Classification System (NACIS) reports
International Census Data Index (ICDI)
United Nations databank
U.S. Chamber of Commerce databank
Mattel introduced a new brand it called Barbie Girls to attract the increasing number of girls who spend a lot of time online in virtual worlds instead of playing with real dolls in the physical world. Which of the following forms of segmentation is Mattel basing its strategy on to reach this target market?
Sources that can identify frequent users of a product category include all of the following EXCEPT:
Industry group reports.
Surveys of consumer behavior.
To get a solid vision of the firm’s potential customers, you would do which of the following?
Brand the product
Target a niche market
Position the product
Segment the population
Which of the following psychographic segment acronyms would be the best target for products like expensive roadsters and exotic vacations?
You are considering the properties of good targets for marketing efforts. You have a target group that is characterized as having sufficient size, a willingness to buy, and an ability to pay. Which of the following properties of a good target does this group display?
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