Company sales invoices census data and trade association statistics

Marketing Exam: - Targeting the Marketplace 1. If a marketer feels the need to abandon the current configuration of the marketing mix to revitalize the product or service, one preferred option is A. lifestyle symbolization utilization. B. ideal-point perception planning. C. repositioning. D. target concentration. 2. If the results of marketing research provide information that's used in making management decisions, marketing research will A. become an important profit center in its own right. B. create value. C. become an executive staff function. D. replace the need for detailed planning exercises. 3. The first step in the segmentation process is to A. produce a perceptual map. B. clearly articulate the competition's modes and methods in advertising. C. clearly articulate the firm's vision or marketing strategy objectives. D. produce a disclosure statement listing the strengths and weaknesses of the firm's past marketing strategies. 4. Because marketing is all about creating value for customers, dividing the market based on _______ segmentation can be quite useful. A. geographic B. benefit C. self-actualization D. psychographic 5. One of the most important factors in creating solid, actionable recommendations is that market researchers must collect, record, analyze, and interpret data in a(n) _______ fashion. A. entrepreneurial B. systematic C. opportunistic D. synchronous rather than asynchronous 6. As access to the Internet becomes nearly universal, it makes many potential market segments become more A. reachable. B. substantial. C. identifiable. D. perceptive. 7. When the market research problem isn't clearly defined, a researcher should engage in _______ research. A. syndicated marketing surveys B. exploratory C. conclusive D. data mining 8. Travel marketers know Baby Boomers represent a huge demographic segment. They also know Baby Boomers are heavily motivated by self-fulfillment, which

creates the possibility of _______ segmentation. A. geographic B. self-concept C. benefit D. psychographic 9. If a firm has geodemographic and purchasing information about its customers, the firm can effectively use data mining techniques to A. create new customer surveys. B. tailor separate marketing programs for different geodemographic segments. C. quantify unstructured survey question responses using geographic statistical simulations. D. understand psychographic motivations. 10. In the classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys. In the process, the company A. avoided the SARS virus. B. created a new class of micromarketing. C. raised consumers' self-concepts. D. differentiated its product. 11. Commercial research firms like ACNielsen, J. D. Power, and Simmons Market Research Bureau are sources of A. primary data. B. secondary data. C. data mining. D. syndicated data. 12. If a marketing researcher is ready to move beyond preliminary insights, he or she is ready to engage in A. exploratory research. B. conclusive research. C. data warehousing. D. syndicated marketing surveys. 13. Assuming a market research study will reduce uncertainty associated with a proposed project, which of the following is the next major question that needs to be addressed before starting the study? A. How will the questions be defined? B. Is top management committed to the study? C. Will observation research be considered intrusive? D. How will the results be presented? 14. Adidas Group owns Reebok, Rockport, and Greg Norman brands. Adidas uses the different brands to pursue a _______ segmentation strategy. A. micromarketing B. benefit C. concentrated D. differentiated 15. From charitable giving, to medical records, to Internet tracking, consumers are