Q&A Hero

Q: Scenario 6-5Madison State University has a reputation for having a powerful intercollegiate coed bowling team. Seating in the campus bowling alley only allows for 400 fans to attend their matches. Long lines for seats have formed in the past, with many fans leaving disappointed because they could not get a ticket. As a result, the school's administrators decided to institute a "priority seating" plan in which fans would be given access to advance tickets based on the following schedule:- "Lanemaster Club" $10,000 annual donation to the bowling program guaranteed free box seats to any match (100 seats total)- "Strike Club" $1,000 annual donation to the bowling program guaranteed free bleacher seats to any match (100 seats total)- "Kingpin Club" participants in local recreation bowling leagues guaranteed bleacher seats for $10.00 to any match (100 seats total)- "Alleycat Club" students who have maintained a 3.9 GPA or better guaranteed bleacher seats for $1.00 to any match (100 seats total)A group of about 30 students who are roommates and friends of the team members -- many are casual bowlers themselves -- have attended every match for nearly three years. These students would best be described asa. competitive users.b. emergent consumers. c. heavy users.d. variety seekers.

Q: The KPLKY Advertising Agency has produced and aired a series of commercials aimed at encouraging healthy eating choices in elementary schools. It has been decided that observation (specifically food choice in the lunch room) would be used to collect data to evaluate the campaign's impact. Think about the four dimensions of observation research. Use these dimensions to describe your recommended approach. Provide a brief rationale for each recommendation.

Q: Scenario 6-5Madison State University has a reputation for having a powerful intercollegiate coed bowling team. Seating in the campus bowling alley only allows for 400 fans to attend their matches. Long lines for seats have formed in the past, with many fans leaving disappointed because they could not get a ticket. As a result, the school's administrators decided to institute a "priority seating" plan in which fans would be given access to advance tickets based on the following schedule:- "Lanemaster Club" $10,000 annual donation to the bowling program guaranteed free box seats to any match (100 seats total)- "Strike Club" $1,000 annual donation to the bowling program guaranteed free bleacher seats to any match (100 seats total)- "Kingpin Club" participants in local recreation bowling leagues guaranteed bleacher seats for $10.00 to any match (100 seats total)- "Alleycat Club" students who have maintained a 3.9 GPA or better guaranteed bleacher seats for $1.00 to any match (100 seats total)Based on the planned schedule described here, students who have maintained a 3.9 GPA would be described as one of the bowling team'sa. nonuser groups.b. positioning strategies. c. target segments.d. diverse markets.

Q: The KLOP Advertising Agency has produced and aired a series of commercials aimed at reducing bullying in elementary schools. Betty, the agency CEO, suggests that the agency should use a survey to determine the success of the campaign. Jack, the agency researcher, recommends observation as the means for data collection. Who do you think has the better recommendation? Why?

Q: The Amnesty UK social media campaign used multiple criteria to evaluate the impact and effectiveness of the campaign.

Q: Scenario 6-4Jay and Carrie Garrett operate a small retail store in a college town that sells only house plants and accessories, which they named The Plantatarium. Their initial feeling when they went into business was that virtually everyone was a potential customer for house plants. Subsequent market research conducted for them painted a different picture. This research identified three particularly strong market segments. The first was college students ages 18-24. The next segment was retired seniors ages 65-80. The third segment was professional offices for doctors, accountants, and lawyers. The college students liked houseplants because they dressed up their living spaces. The seniors liked them because they became the focus of a hobby. The professionals did not buy them for any reason other than décor.The Plantatarium promotes itself in different media using the phrase "An out-of-this-world selection of unique plants." This phrase is a reflection of the firm'sa. positioning strategy. b. VALS profile.c. target market. d. demographics.

Q: Scenario 6-4Jay and Carrie Garrett operate a small retail store in a college town that sells only house plants and accessories, which they named The Plantatarium. Their initial feeling when they went into business was that virtually everyone was a potential customer for house plants. Subsequent market research conducted for them painted a different picture. This research identified three particularly strong market segments. The first was college students ages 18-24. The next segment was retired seniors ages 65-80. The third segment was professional offices for doctors, accountants, and lawyers. The college students liked houseplants because they dressed up their living spaces. The seniors liked them because they became the focus of a hobby. The professionals did not buy them for any reason other than décor.A small group of customers have mentioned that they would like to browse through several varieties of cactus, so the Garretts have decided to devote a small corner exclusively to rare cacti. These customers constitute an example ofa. market niche.b. psychographic segmentation. c. geographic segmentation.d. demographic segmentation.

Q: The Video Consumer Mapping Study had affective, cognitive and behavioral observer training goals.

Q: Scenario 6-4Jay and Carrie Garrett operate a small retail store in a college town that sells only house plants and accessories, which they named The Plantatarium. Their initial feeling when they went into business was that virtually everyone was a potential customer for house plants. Subsequent market research conducted for them painted a different picture. This research identified three particularly strong market segments. The first was college students ages 18-24. The next segment was retired seniors ages 65-80. The third segment was professional offices for doctors, accountants, and lawyers. The college students liked houseplants because they dressed up their living spaces. The seniors liked them because they became the focus of a hobby. The professionals did not buy them for any reason other than décor.The owners of this business have decided to carry a great deal of plants that flower throughout the year because most consumers have said they like them for the cheerful feeling they give. This suggests that The Plantatarium is focusing on what different consumers want from its offerings, that is, ____segmentation.a. business-to-business b. psychographicc. benefitd. repositioning

Q: The Video Consumer Mapping Study is an example of ________ observation. A) automated B) human

Q: Scenario 6-4Jay and Carrie Garrett operate a small retail store in a college town that sells only house plants and accessories, which they named The Plantatarium. Their initial feeling when they went into business was that virtually everyone was a potential customer for house plants. Subsequent market research conducted for them painted a different picture. This research identified three particularly strong market segments. The first was college students ages 18-24. The next segment was retired seniors ages 65-80. The third segment was professional offices for doctors, accountants, and lawyers. The college students liked houseplants because they dressed up their living spaces. The seniors liked them because they became the focus of a hobby. The professionals did not buy them for any reason other than décor.The Plantatarium sends out direct mail offers to consumers in a nearby zip code area who have household incomes of greater than $40,000 a year. This is an illustration of a ____ strategy.a. geographic segmentationb. demographic segmentationc. psychographic segmentationd. geodemographic segmentation

Q: The case of Whole Foods discussed in the text is an example of using the monitoring of consumer generated media for ________. A) product pricing B) crisis management C) identifying competitive stores D) product selection

Q: Scenario 6-4Jay and Carrie Garrett operate a small retail store in a college town that sells only house plants and accessories, which they named The Plantatarium. Their initial feeling when they went into business was that virtually everyone was a potential customer for house plants. Subsequent market research conducted for them painted a different picture. This research identified three particularly strong market segments. The first was college students ages 18-24. The next segment was retired seniors ages 65-80. The third segment was professional offices for doctors, accountants, and lawyers. The college students liked houseplants because they dressed up their living spaces. The seniors liked them because they became the focus of a hobby. The professionals did not buy them for any reason other than décor.To attract the ____ in the market, the Plantatarium offers a punch card that rewards buyers with a $10 discount each time they purchase $150 worth of plants and other goods from the store. a. emergent consumersb. demographic segment c. variety seekersd. heavy users

Q: CGM monitoring can provide insights into consumers' mindsets, attitudes and beliefs.

Q: Scenario6-3Keds has been trying to turn around a long-term slide in its shoe business. For years, it had depended on its image as the women's no-frills summer shoe to keep sales moving. But over time, competition from Sam & Libby and Easy Spirit brands have been nipping at the heels of Keds. As part of its effort to revitalize the brand several years ago, Keds's advertising agency developed a campaign that focuses on the warm, close relationships between mothers and daughters. According to an issue of Brandweek magazine at the time, "The new ads really go for the heart." Copy on the first ad included the mother saying, "She was my first, I could never tell her how to dress," with the daughter saying, "She made me feel pretty even when I had braces."The information provided says that Keds was trying to "turn around a longterm slide" in its shoe business, and that "for years, it had depended on its image as the women's nofrills summer shoe." Obviously, things had changed and what Keds needed was a change in its once-successful strategy and identity to meet new market conditions. This change in strategy is called:a. internal consistency.b. self-expressive marketing. c. repositioning.d. business-to-business marketing

Q: Advertisers often find it very difficult to relate the trends and shifts in consumer-generated media to their communication program.

Q: Scenario6-3Keds has been trying to turn around a long-term slide in its shoe business. For years, it had depended on its image as the women's no-frills summer shoe to keep sales moving. But over time, competition from Sam & Libby and Easy Spirit brands have been nipping at the heels of Keds. As part of its effort to revitalize the brand several years ago, Keds's advertising agency developed a campaign that focuses on the warm, close relationships between mothers and daughters. According to an issue of Brandweek magazine at the time, "The new ads really go for the heart." Copy on the first ad included the mother saying, "She was my first, I could never tell her how to dress," with the daughter saying, "She made me feel pretty even when I had braces."The copy for this campaign features moms and daughters commenting on their close relationships, and Brandweek magazine said that the new Keds ads "really go for the heart." This points to the campaign's focus ona. identifying emotional benefits. b. delivering its promise.c. targeting nonusers. d. using VALS data.

Q: The two statements below refer to CGM monitoring.I. Evaluating consumers' response to an advertising campaign is one way in which advertisers use CGM monitoring.II. CGM monitoring allows advertisers to monitor their own brand's image and track any changes in image versus key competitive brands.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: Scenario6-3Keds has been trying to turn around a long-term slide in its shoe business. For years, it had depended on its image as the women's no-frills summer shoe to keep sales moving. But over time, competition from Sam & Libby and Easy Spirit brands have been nipping at the heels of Keds. As part of its effort to revitalize the brand several years ago, Keds's advertising agency developed a campaign that focuses on the warm, close relationships between mothers and daughters. According to an issue of Brandweek magazine at the time, "The new ads really go for the heart." Copy on the first ad included the mother saying, "She was my first, I could never tell her how to dress," with the daughter saying, "She made me feel pretty even when I had braces."Which of these segmentation techniques would provide the most insight for Keds's advertising agency in the creation of its advertisements?a. Emergent b. Lifestylec. Geographicd. Usage pattern

Q: According to the text, how many types of information shown below are typically provided as part of the observation of consumer generated media? -the number of times a brand is mentioned - the amount of brand detail - the advertising value of the posting - the sentiment associated with the posting A) 1 B) 2 C) 3 D) 4

Q: Scenario6-3Keds has been trying to turn around a long-term slide in its shoe business. For years, it had depended on its image as the women's no-frills summer shoe to keep sales moving. But over time, competition from Sam & Libby and Easy Spirit brands have been nipping at the heels of Keds. As part of its effort to revitalize the brand several years ago, Keds's advertising agency developed a campaign that focuses on the warm, close relationships between mothers and daughters. According to an issue of Brandweek magazine at the time, "The new ads really go for the heart." Copy on the first ad included the mother saying, "She was my first, I could never tell her how to dress," with the daughter saying, "She made me feel pretty even when I had braces."Instead of "mothers and daughters," why didn"t Keds define its target segment simply as "women"?a. This concept already has a number of established companies targeting it. b. This is not based on a realistic approach to segmentation.c. This is based on demographic criteria for which media is difficult to define. d. This is poorly defined and provides no clear orientation or identity.

Q: CGM stands for ________. A) consumer grandstanding media B) confidence gained (from) media C) consumer generated media D) creative guidelines (for ) media

Q: Scenario6-2Sunshine Meals Inc. is a company that sells breakfast foods such as cereals, pancake mixes, etc. The company conducts a study to segment its consumers.It finds that segment A consists of a small group of individuals who purchase four boxes of the brand's cereal every week. The average user consumes one box every week. It targets segment A by providing them with samples of other Sunshine products with the purchase of one box.Segment B consists of a large number of college students and individuals who have recently begun living on their own, and require readymade mixes as their breakfast solution. It targets these consumers by providing more variety with pancakes and waffle mixes.Segment C consists of consumers who are not consistent buyers and targeting these consumers could prove a loss for the company.If Sunshine Meals Inc. begins producing a range of sugar free marmalades to target a small segment of health conscious consumers who would be willing to pay a premium price for products appropriate for their diets, this would be an example ofa. niche marketingb. geographic segmentation c. point-of-entry marketingd. geodemographic segmentation

Q: According to Nielsen-Online, ________ is the single-most important gauge of a brand's growth potential. A) consumer advocacy B) brand spending C) the number of Facebook followers D) the number of Twitter followers E) brand pricing

Q: Scenario6-2Sunshine Meals Inc. is a company that sells breakfast foods such as cereals, pancake mixes, etc. The company conducts a study to segment its consumers.It finds that segment A consists of a small group of individuals who purchase four boxes of the brand's cereal every week. The average user consumes one box every week. It targets segment A by providing them with samples of other Sunshine products with the purchase of one box.Segment B consists of a large number of college students and individuals who have recently begun living on their own, and require readymade mixes as their breakfast solution. It targets these consumers by providing more variety with pancakes and waffle mixes.Segment C consists of consumers who are not consistent buyers and targeting these consumers could prove a loss for the company.Segment C consumers are more likely to be ____ . a. emergent consumersb. brand freaks c. lead usersd. variety seekers

Q: How many of the following would be considered an example of CGM? - posting a product review - responding to a blog entry - posting your family pictures to Flickr - a Facebook page maintained by Pepsi A) 1 B) 2 C) 3 D) 4

Q: Scenario6-2Sunshine Meals Inc. is a company that sells breakfast foods such as cereals, pancake mixes, etc. The company conducts a study to segment its consumers.It finds that segment A consists of a small group of individuals who purchase four boxes of the brand's cereal every week. The average user consumes one box every week. It targets segment A by providing them with samples of other Sunshine products with the purchase of one box.Segment B consists of a large number of college students and individuals who have recently begun living on their own, and require readymade mixes as their breakfast solution. It targets these consumers by providing more variety with pancakes and waffle mixes.Segment C consists of consumers who are not consistent buyers and targeting these consumers could prove a loss for the company.Which of the following marketing strategies is more likely to have been used by the company to target segment B users?a. Niche marketingb. Geographic segmentation marketing c. Ambush marketingd. Point-of-entry marketing

Q: It is illegal for stores to use loyalty cards to monitor and track shoppers behaviors.

Q: Scenario6-2Sunshine Meals Inc. is a company that sells breakfast foods such as cereals, pancake mixes, etc. The company conducts a study to segment its consumers.It finds that segment A consists of a small group of individuals who purchase four boxes of the brand's cereal every week. The average user consumes one box every week. It targets segment A by providing them with samples of other Sunshine products with the purchase of one box.Segment B consists of a large number of college students and individuals who have recently begun living on their own, and require readymade mixes as their breakfast solution. It targets these consumers by providing more variety with pancakes and waffle mixes.Segment C consists of consumers who are not consistent buyers and targeting these consumers could prove a loss for the company.The consumers of segment A can be classified as____ . a. fickle usersb. heavy users c. variety usersd. competitive users

Q: According to the Atlas Institute and Coremetrics, the best way to evaluate an online advertising campaign is to ________. A) assign 100% of the influence for conversion to the last ad seen B) assign 100% of the influence for conversion to the first ad seen C) assign 50% of the influence for conversion to the last ad seen and assign 50% of the influence for conversion to the first ad seen D) assign a percentage of influence to all advertising seen prior to conversion

Q: Scenario 6-1Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations. Several years ago, Gillette announced the launch of two new high- performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving. The two new razors were Venus Vibrance the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor. Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments. More recently the company has launched Venus Embrace, the first five­blade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, nearly 40 million women now use Venus products.(http://www.gillettevenus.com/en_US/products/index.jsp)____is a tool more likely employed by Gillette to supplement the use of demographic data by providing information about consumers' activities, interests, and opinions. a. Psychographicsb. PRIZMc. STPd. Bass diffusion

Q: It is not yet possible for advertisers to track and merge the same individual's online and offline behaviors.

Q: Scenario6-1Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations. Several years ago, Gillette announced the launch of two new high- performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving. The two new razors were Venus Vibrance the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor. Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments. More recently the company has launched Venus Embrace, the first fiveblade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, nearly 40 million women now use Venus products.(http://www.gillettevenus.com/en_US/products/index.jsp)It appears that the management at Gillette has performed the fundamental task behind effective segmentation. Gillette has matched what members of different segments want witha. the company's ability to provide it. b. a single appeal.c. a heavy-user-focused campaign. d. a distinct geographic profile.

Q: Advertisers have learned that increasing ad relevance ________ ad response. A) decreases B) increases C) does not affect

Q: Scenario6-1Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations. Several years ago, Gillette announced the launch of two new high- performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving. The two new razors were Venus Vibrance the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor. Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments. More recently the company has launched Venus Embrace, the first fiveblade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, nearly 40 million women now use Venus products.(http://www.gillettevenus.com/en_US/products/index.jsp)According to the information provided here, Gillette has identified market segments along lines.a. benefitb. demographic c. geographicd. usage pattern

Q: DoubleClick's DART is an example of an ad serving service that tries to increase the relevance of the advertising which individuals see as they visit different web sites.

Q: Scenario6-1Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations. Several years ago, Gillette announced the launch of two new high- performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving. The two new razors were Venus Vibrance the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor. Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments. More recently the company has launched Venus Embrace, the first fiveblade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, nearly 40 million women now use Venus products.(http://www.gillettevenus.com/en_US/products/index.jsp)The original plan to sell new products to the female marketa. cannot be considered an STP effort because Gillette is targeting multiple segments.b. may or may not have been an STP effort, depending on whether Gillette has created sub-segments of these large segments.c. may or may not have been an STP effort, depending on whether all possible segments are being targeted by Gillette.d. fit all the criteria of an STP effort by Gillette.

Q: ________ are used in an attempt to match advertising shown to an individual with that individual's interests. A) Memes B) Phantom pixels C) Cookies D) Icons E) Ghosts

Q: Scenario6-1Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations. Several years ago, Gillette announced the launch of two new high- performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving. The two new razors were Venus Vibrance the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor. Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments. More recently the company has launched Venus Embrace, the first fiveblade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, nearly 40 million women now use Venus products.(http://www.gillettevenus.com/en_US/products/index.jsp)The position for any one market segment shoulda. also hold an appeal for those outside the segment.b. be identical to positions selected for other segments.c. change occasionally to break through advertising clutter. d. be easily communicated to consumers.

Q: Two individuals visiting the same web site at exactly the same time (but from different computers) will always see exactly the same advertising. A) True B) False

Q: The use of psychographics to focus on differences in consumers' activities, interests, and opinions usually results in ____ segmentation. a. heavy-user-focused b. benefitc. geographic d. lifestyle

Q: ________ are the most common way that advertisers observe online behaviors. A) Snapshots B) Cookies C) Viral videos D) Facebook postings

Q: Veda Inc., a manufacturer of cosmetics, offers two product lines, each catering to a distinct segment. Its most popular brand, Alo, targets women who want makeup that will last at least ten hours after application. With its brand Amo the company targets a niche market of women who are looking for makeup with anti-ageing properties. What type of segmentation is Veda Inc. using?a. Benefit segmentationb. Heavy-user-focused segmentation c. Lifestyle segmentationd. Geographic segmentation

Q: The following two statements refer to automated observation.I. One form of automated observation is to use technology to directly monitor consumer behaviors.II. One form of automated observation is to use technology to monitor the products of consumer behaviors.Which, if any, of these statements is true.A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: A powerful value proposition in most situations today includes functional, emotional, and self-expressive benefits, a. though only tangible product benefits are truly emphasized.b. though no single ad can reflect all three aspects.c. all of which must be included in a given advertising campaign.d. though children are excluded because their decision making is controlled by parents.

Q: The test discussed the use of observation related to alcohol shopping behaviors. This was an example of using observation research when ________. A) there appears to be a disconnect between attitudes and behaviors B) self-reported data regarding attitudes and behaviors may not be accurate C) behavioral rather than attitudinal change is the focus.

Q: A brand's ____is a statement of the functional, emotional, and/or selfexpressive benefits delivered by the brand.a. universal product codeb. memorandum of understanding c. value propositiond. warranty

Q: The text discussed the use of observation related to safe food preparation. This was an example of using observation research when ________. A) there appears to be a disconnect between attitudes and behaviors B) self-reported data regarding attitudes and behaviors may not be accurate C) behavioral rather than attitudinal change is the focus.

Q: Which of the following is true of segment selection? a. The number of heavy users in a segment is usually very large. b. It is enough to assess the size of a segment to select it as a company's target segment. c. Growth potentials for all segments are generally very low. d. Marketers are inclined to devote resources to segments projected for dramatic growth.

Q: The text discussed the use of observation in the case of Green Globe 21. This was an example of using observation research when ________. A) there appears to be a disconnect between attitudes and behaviors B) self-reported data regarding attitudes and behaviors may not be accurate C) behavioral rather than attitudinal change is the focus.

Q: The American Pork Producers has been running a long-term campaign with the tagline "Pork. The other white meat." This is an example ofa. lifestyle segmentation.b. demographic segmentation. c. benefit positioning.d. competitive positioning.

Q: Unstructured data recording can ________. A) only be analyzed qualitatively B) only be analyzed quantitatively C) can be analyzed both qualitatively and quantitatively

Q: The second important apex in Thorson and Moore's strategic planning triangle entails:a. identification and specification of the target segment.b. identification of the various persuasion tools that may be deployed as part of a campaign. c. specification of the brand's value proposition.d. specification of niche markets within a large segment

Q: ________ data recording provides the greatest opportunity for making discoveries in the field while observation is taking place. A) Unstructured B) Passive C) Structured D) Serendipitous

Q: What are the three fundamental options that advertisers have when choosing a positioning theme?a. demographic, psychographic, or geographic b. benefit, user, or competitivec. STP, VALS, or SICd. functional, emotional, or psychological

Q: ________ data recording encourages the observer to record his or her observations in the form of a narrative. A) Unstructured B) Passive C) Structured D) Serendipitous

Q: A ____ is a core idea that frames an ambition or aspiration for a brand that will be relevant to target audiences over time.a. brand extension b. brand orientation c. brand initiald. brand platform

Q: ________ data recording is best used when the researcher knows the specific types of behaviors to be observed in advance of the observation. A) Unstructured B) Passive C) Structured D) Serendipitous

Q: Thorson and Moore place ____as the paramount apex in their model. a. specification of the brand's value propositionb. identification and specification of the target segmentc. identification of the various persuasion tools that may be deployed as part of the campaigns d. specification of niche segments within larger segments

Q: ________ observation requires the observer to take events as they come. A) Active B) Passive C) Dynamic D) Socratic

Q: A potential downside of a heavy-user-focused segmentation plan is that:a. it can take resources away from those that require persuasion.b. heavy users usually require constant encouragement to keep consuming a product.c. heavy users do not differ significantly from infrequent users in terms of their motivations to consume. d. it shifts focus to emergent consumers who need to be convinced to purchase the product.

Q: A(n) ________ observer has the ability to interact with those being observed. A) active B) passive C) dynamic D) sensitive

Q: Which of the following forms the final apex of the strategic planning triangle proposed by Esther Thorson and Jeri Moore?a. selection of a mix of persuasion tools b. identification of the target segmentc. specification of the brand's value propositiond. division of a market into segments

Q: A passive observer typically takes part in the activities being observed.

Q: Which firm did the text highlight as one with a longterm, successful campaign that epitomizes "simplicity" in defining its distinctiveness, a critical ingredient in a good positioning strategy?a. Exedrinb. Jack Daniels c. Niked. Tylenol

Q: Mystery shopper research utilizes a(n) ________ observer. A) active B) passive

Q: One big plus from a product position that stays consistent over time, like State Farm's "Good Neighbor" campaign, is that ita. is more likely to break through advertising clutter. b. successfully reaches nonusers.c. doesn"t need to target a particular segment.d. is easily repositioned.

Q: Bias in terms of respondent behaviors is generally reduced when the observation is ________. A) disguised B) closed C) transparent D) open

Q: The ____ model shows that a brand's best opportunity for success involves the overlapping of four important factors: current relevance to the consumer, credibility or consumer belief in the brand, differentiation or a recognition of uniqueness, and "stretch" or the potential for consumer relevance over time.a. SWOT analysis b. PEST analysisc. Symantec brand opportunity d. Porter's four corners

Q: ________ observation occurs when the presence of the observer is explicitly known. A) Disguised B) Closed C) Transparent D) Open

Q: A fast-food restaurant is attempting to position itself as the best choice when you're in a hurry because it serves all customers within 90 seconds. To maintain internal consistency, the firm might take all of the following steps below, EXCEPT for which one?a. expanding on its menub. adding extra drive-up windows c. hiring more order-takersd. hanging up digital timers behind the counter

Q: Mystery shopper research is an example of ________ observation. A) artificial B) planned C) natural D) deterministic

Q: In Mobil's positioning as the "Friendly Serve" station, it had many good reasons to select the particular target market that it did. But one issue that was NOT a factor was that the segment a. spent the largest amount of money at service stations.b. had the greatest number of consumers in sheer numbers. c. had potential for growth.d. bought extras besides just gas.

Q: The ________ observation of individuals permits a researcher to speed up the data gathering process by initiating the observational situation rather than waiting for it to occur. A) artificial B) planned C) natural D) deterministic

Q: What is a market niche?a. A small group of consumers with unique needs and who typically are willing to pay a premium to have those needs metb. A large group of heavy users who are loyal to a brand because it provides value at a relatively low pricec. A market segment that is served by many firms and is characterized by high levels of competitiond. A market segment that is characterized by high sales volumes and low prices

Q: The ________ observation of individuals records target behaviors or events in the context of a fabricated situation. A) artificial B) planned C) natural D) deterministic

Q: A major criterion to consider during segment selection is the ____, or the companies that are vying for that segment's business.a. ad clutterb. business market c. competitive field d. target market

Q: The ________ observation of individuals is appropriate when the target behaviors are repetitive, frequent and/or occur within a reasonably short time frame. A) artificial B) planned C) natural D) deterministic

Q: Perhaps the most fundamental criterion in segment selection revolves around what the members of the segment want versus:a. how much they are willing to pay for it.b. whether the segment is currently growing. c. how much they are willing to settle for.d. the organization's ability to provide it.

Q: The observation of individuals as they read the labels of canned goods in a grocery store would be an example of ________ observation. A) artificial B) planned C) natural D) deterministic