Fill in the Blank Questions

1.The overall objective of ______is to reduce risk in decision-making by helping management understand its uncertain and changing marketplace and the consumers and competitors that make up its markets. Answer: marketing research Page: 123-124

2.Marketing research can ______, but not ______the risks inherent in decision making. Answer: reduce; eliminate Page: 124-125

3.Jay Harper thinks her small firm could benefit from marketing research, but she knows that research is expensive. Jay should not conduct any research without first considering the ______analysis. Answer: cost/benefit Page: 125

4.Marketing research aimed at identifying emerging market threats and opportunities is an integral part of implementing a ______process. Answer: planning Page: 126

5.Since the thrust and direction of the marketing research project is determined in the ______stage, this stage is critical to the success of the project. Answer: problem definition Page: 126

6.In order to track consumer purchase patterns over the year, James Austin recruited a group of customers to form a consumer panel. James is involved in a ______research project. Answer: longitudinal Page: 127

7.Causal designs require the researcher to design and conduct ______. Answer: experiments Page: 127

8.______data are collected specifically for a particular research problem. Answer: Primary Page: 128

9.Since it is generally less costly to collect and use, it is wise to exhaust ______data before starting to gather ______data. Answer: secondary; primary Page: 128-129

10. ______secondary data is provided by commercial marketing research firms from diaries, panels of representative households, and scanner recordings of actual purchases. Answer: Syndicated Page: 130

11. Peter Toms is a skilled marketer who excels in leading small groups of respondents in-depth discussions of carefully selected topics of interest to his clients. Peter has apparently mastered the use of ______. Answer: focus groups Page: 130

12. Lawrence Peters desires to conduct a national survey of consumer attitudes but has a very limited research budget. He is most likely to employ a ______. Answer: mail survey Page: 133

13. All forms of ______provide the advantages of one-on-one interaction, but may also interject interviewer bias. Answer: Personal interviews Page: 133

14. ______research may be conducted through the use of online and/or e-mail surveys. Answer: Internet Page: 133-134

15. ______techniques can provide data relevant to the "who, what, when, where and how often", but not the "why" of consumer behavior. Answer: Observation Page: 134

16. ______questions occur when the researcher asks two questions at one time. Answer: Double-barreled Page: 135

17. "Given the number of times you became ill eating cafeteria food last semester, how would you rate food quality," is an example of a ______question. Answer: loaded Page: 135

18. In order to assure that sampling units will be drawn for the sample in exactly the same proportions in which they exist in the population of interest, the researcher may use a ______sample. Answer: stratified Page: 137

19. The sampling ______is the outline or working description of the population used in sample selection. Answer: frame Page: 137

20. The selection of the ______is determined by the identification of the firm's target market. Answer: sample frame Page: 137

21. In spite of the claims of research objectivity, the ______of results will always involve subjectivity. Answer: analysis and interpretation Page: 138

Ch7 Fill in the Blank Questions (CH.5) 1. Which of the following is best defined as an attempt to explain and/or exploit differences between groups of consumers? A) product development B) target practice C) product differentiation D) market segmentation E) market homogenization

Answer: D Page: 149 Difficulty: Easy LG: 1 Question Type: Recall Rationale: Market segmentation divides the total population of heterogeneous individuals into groups which have specified characteristics in common. 4. Charitable organizations have begun to use demographic, lifestyle, and psychographic data to better shape and promote their offerings. This practice is an application of: A) market segmentation for nonprofit organizations. B) intermarket segmentation. C) target marketing for tangibles. D) tangible product positioning. E) intangible product countersegmentation.

Answer: A Page: 150 Difficulty: Medium LG: 1 Question Type: Comprehension Rationale: The philosophy of market segmentation is not limited to tangible products.

5. Intermarket segmentation is MOST consistent with which of the following views of marketing? A) nationalization B) globalization C) forecasting D) exploitation E) homogenization

Answer: B Page: 151 Difficulty: Medium LG: 1 Question Type: Comprehension Rationale: Intermarket segmentation seeks to identify similar market segments contained within different nations.

12. The Carnation Company described its new Instant Breakfast product as a "convenient, nutritious alternative to a traditional breakfast." The firm was attempting to position its new product through use of the strategy of: A) market amalgamation. B) market segmentation. C) product description. D) product generalization. E) product differentiation.

Answer: E Page: 152 Difficulty: Hard LG: 1 Question Type: Critical Thinking Rationale: Product differentiation was used to position Instant Breakfast as a time- saving way for busy people to obtain the nutritional benefits of a traditional morning meal. 15. Ben's Tailor Shop creates high-quality men's suits produced to the exact measurements and preferences of each client. Ben's profession is an early example of what is now called: A) market segmentation. B) mass marketing. C) customized marketing. D) focused marketing. E) specialized manufacturing.

Answer: C Page: 153 Difficulty: Hard LG: 1 Question Type: Critical Thinking Rationale: Customization provides totally individualized satisfactions for each individual customer. 20. Which of the following segmentation criteria relates to the degree to which the size and purchasing power of potential segments can be accurately assessed? A) measurability B) durability C) accessibility D) substantialness E) differential responsiveness

Answer: A Page: 154 Difficulty: Medium LG: 2 Question Type: Comprehension Rationale: The ability to accurately estimate the size and potential of market segments is critical to the effective selection of target markets.

54. In the later stages of the life of a product, large firms tend to follow a(n): A) undifferentiated strategy. B) differentiated strategy. C) concentrates strategy. D) countersegmentation strategy. E) concentric strategy.

Answer: B Page: 165 Difficulty: Easy LG: 4 Question Type: Recall Rationale: Larger firms are often willing to shoulder the costs required to differentiate its offerings in the hopes of increasing or maintaining volume and market share. 58. The amount of marketing effort put forth by the companies competing in the market(s) of interest to the firm determines the: A) marketing mix. B) market potential. C) market forecast. D) market segment. E) market intention.

Answer: C Page: 166 Difficulty: Easy LG: 5 Question Type: Recall Rationale: Marketing expenditures serve to stimulate market demand and move it toward market potential.