(TRUE/FALSE) A common quantitative research approach is to use survey questionnaires with multiple-choice questions.

(TRUE/FALSE) Brand preference means customers usually choose the brand over other brands, perhaps out of habit or past experience.

(TRUE/FALSE) In general, product life cycles appear to be getting longer in recent years.

Mass selling includes both advertising and publicity.

In total, advertising costs less than sales promotion.

"Qualitative research" involves _______.

A. talks with the firm's own managers
B. questioning to obtain in-depth open-ended responses
C. studying secondary data
D. "yes-no" questionnaires

Consumer product classes __________.

A. are based on how the product will be used.
B. are based primarily on how much effort is actually involved in making a purchase.
C. suggest the type of marketing mix that should be used, but business product classes have little to do with the marketing mix that should be used.
D. are based on how consumers think about and shop for products.

As a product moves through its product life cycle:

A. industry profits may decrease while industry sales increase.
B. the nature of competition moves toward pure competition or oligopoly.
C. entirely different target markets may be aimed at.
D. customers' attitudes and needs may change.
E. All of these alternatives are true.

The slogan from the GEICO ads, "15 minutes could save you 15 percent or more on your car insurance" is an example of which of the following elements of the communication process?

A. Message
B. Source
C. Receiver
D. Encoder

Best Sound, Inc. placed a full-page color ad in Car Talk magazine-stressing the better sound available with its car stereo product as compared to similarly priced products-to try to affect its target market's future buying decisions. This is an example of:

A. reminder advertising.
B. pioneering advertising.
C. direct competitive advertising.
D. institutional advertising.
E. indirect competitive advertising.

Marketing manager Jena Jones reviewed her marketing information system to learn who was buying her company's products and at what stores they were buying. She found this internal and external data in her company's:

A. data warehouse
B. market research network
C. annual report
D. focus group

Specialty products are consumer products which:

A. have elastic demand.
B. very few customers want or can afford to buy.
C. are relatively expensive and purchased only rarely.
D. consumers are willing to search for because they really want them.

New-product specialists at Whirlpool buy washing machines made by other firms and take them apart to look for new ideas. This is called _________.

A. reverse engineering.
B. positioning.
C. S.W.O.T. analysis.
D. concept testing.

The "adoption curve" shows that ______.

A. most new products are introduced too slowly.
B. the marketing plan for a new product should schedule most of the promotion spending right when the product is first introduced.
C. some groups accept a new idea before others.
D. a firm should stick to the same promotion effort as time passes.
E. All of these alternatives are correct.

The National Cheese Association's ad theme "We are making better cheese for you" is an example of:

A. institutional advertising.
B. cooperative advertising.
C. pioneering advertising.
D. competitive advertising.
E. reminder advertising.

Which of the following statements about secondary data is correct?

A. Secondary data is obtained only from sources outside of the firm.
B. Secondary data may be available much faster than primary data.
C. Results of "old" surveys are not secondary data.
D. Secondary data is usually more expensive to obtain than primary data.

Which of the following is NOT a business product?

A. a roll of sheet metal
B. a metal shelf system for storing inventory
C. a custom-built robot for welding metal
D. a pad of paper
E. any of these could be a business product

Because of _____, a court rules that a fast-food restaurant has a legal obligation to pay damages to a family whose child was injured when it swallowed an unsafe toy that came in a kids' meal box.

A. consumer compensation
B. product liability
C. consumer protection
D. product quality assurance

A retailer's target customers are young, well educated, and mobile-with many contacts outside their local social group and community. They are eager to try new ideas and are willing to take risks. These target customers are:

A. innovators
B. laggards
C. early adopters.
D. the late majority
E. the early majority

If the advertising objective is to convince potential customers that "Safeway Cleaners" offers excellent dry-cleaning services, what medium would be best for reaching local prospects?

A. Television
B. Magazines
C. Cinema
D. Internet
E. Newspapers

Wizard Toy Company's marketing researcher conducted a survey to find out the percentage of customers who, after receiving a promotional mailing about a new toy, actually went out and purchased the product. This is an example of

A. a response rate
B. personal interviews
C. qualitative research
D. quantitative research

A trademark or brand name can become public property if:

A. the owner doesn't renew the registration each year.
B. it becomes a common descriptive word for the product.
C. the owner doesn't register it under the Lanham Act.
D. it is sold in international markets.

John Griffin, marketing manager for Find-Ur-Way global positioning systems, is testing the marketing mix for one of his company's new products. The product was introduced in two different markets with different prices and packages. This suggests the new product was in the _____ step of the new-product development process.

A. commercialization
B. idea evaluation
C. screening
D. development
E. idea generation

A retailer's target customers are skeptical and cautious about new ideas. Strong social pressure from their own peer group may be needed before they adopt a new product. These target customers are:

A. the early majority.
B. laggards.
C. innovators.
D. early adopters.
E. the late majority.

Which of the following is a possible outcome of a sales promotion?

A. Sales increase during the period of the promotion and then remain at a higher level than they were at the start of the promotion.
B. Sales increase during the period of the promotion, decrease when the promotion ends, and then return at the original level where they were prior to the promotion.
C. Sales increase during the period of the promotion, but then immediately return to the original level that they were prior to the promotion.
D. All of these are possible outcomes of a sales promotion.