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Marketing
Q:
In both qualitative and quantitative research, the research report includes an executive summary of the findings, a description of the methodology used, and recommendations for marketing actions.
Q:
In marketing-oriented firms, consumer research is almost always composed of a single study.
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Marketers may use qualitative research findings to discover new ideas and develop promotional strategies and quantitative research findings to estimate the extent or amount of consumers who react in a particular way.
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The size of the sample is dependent both on the size of the budget and on the degree of confidence that the marketer wants to place in the findings.
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The larger the sample, the more likely the responses will reflect the total universe under study.
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When designing questionnaires, research has shown that the more ambiguous the questions, the more motivated the respondent will be to complete the questionnaire.
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Judgment samples are used to select population members who, according to the researcher, are a good source for accurate information.
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Interviewing the correct target market or potential target market is fundamental to the reliability of the study.
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Most unsatisfied customers complain to customer service and switch to competitors.
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When conducting focus groups, respondents are recruited on the basis of a randomly drawn sample and are paid a fee for their participation.
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The sequence of questions in a questionnaire is not important.
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Open-ended questions yield more insightful information but are more difficult to code and analyze.
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People are most likely to take the time to respond to surveys if the questionnaires are interesting, objective, unambiguous, and easy to complete.
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A study is said to have validity if the same questions, asked of a similar sample, produce the same findings.
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In order to increase the response rate to telephone surveys, researchers typically send notification letters as well as follow-up letters.
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Respondents are less willing to interact with an electronic voice than with a live interviewer when conducting telephone surveys.
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As consumers use more and more highly convenient technologies, it becomes harder and harder for consumer researchers to gather electronic records of their consumption patterns.
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Secondary data can be obtained more cheaply and quickly than primary data.
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Drawn from internal secondary data, customer lifetime value profiles include customer acquisition costs, the profits generated from individual sales to each customer, the costs of handling customers and their orders, and the expected duration of the relationship.
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When conducting a research study, primary data is collected before secondary data.
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Qualitative research uses open-ended, unstructured questions, while quantitative research uses closed-ended questions with pre-defined possible responses and open-ended questions that have to be coded numerically.
Q:
If the purpose of a study is to come up with ideas for the next Campbell's soup ad campaign, then a qualitative study is usually undertaken.
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Qualitative research findings are usually generalized to the larger population.
Q:
Focus groups and depth interviews are quantitative research methods.
Q:
What is cause-related marketing and what impact does the choice of cause have on the effectiveness of the marketing campaign?
Q:
What is the Interactive Advertising Bureau's argument against the "do not track" mechanism?
Q:
Provide an example of an advertisement that was considered provocative.
Q:
How might a marketer unintentionally convey socially undesirable stereotypes and images in products and advertisements? Give an example.
Q:
What is stealth marketing and how does it impact consumers perceptions of product information?
Q:
What is puffery? Provide an example.
Q:
Identify and briefly describe the three major categories of promotional violations that occur in the marketing of drugs.
Q:
Provide an example of an advertisement that used deceptive or false promotional claims. Identify the issue associated with the ad and describe why it was misleading.
Q:
According to stimulus-response theory, children can easily form associations between stimuli and outcomes. How does this impact the guidelines that regulate marketing toward children?
Q:
How does the societal marketing concept differ from the marketing concept?
Q:
Disney agreed not to feature any smoking in Disney-branded films in an effort to be a good corporate citizen.
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Cause-related advertising is less effective among more involved consumers.
Q:
A cause-related message elicits more favorable consumer attitudes than a similar ad without a cause-related message.
Q:
A high fit between a sponsored cause and the sponsoring company's positioning strategy can improve the company's image.
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The FTC holds marketers responsible for determining their ads' potential to mislead consumers.
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Truth-in-advertising laws protect consumers from false advertisements.
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A recent study discovered that deceptive claims were found in about three-quarters of humorous ads and, in most cases, the humor was used to mask the deceptive claims.
Q:
Repeated exposure to very thin "ideal" figures in promotional messages leads to negative self-perceptions (particularly in women) and is partially responsible for the increase in eating-related disorders.
Q:
Because marketers continuously sponsor ads portraying values or behaviors that some (or many) consumers find distasteful or wrong, we can conclude that public scrutiny has little impact on marketers.
Q:
By itself, one tasteless ad has little impact on our values. However, cumulatively, such ads may persuade consumers to act unwisely or develop undesirable attitudes.
Q:
Objectionable ads always arise from the negative intentions of marketers.
Q:
It is argued that stealth marketing will result in increased consumer trust of product information.
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Consumers may be able to control consumption by organizing less-structured offerings.
Q:
Large inventory levels in one's home pantry could increase the quantity of food one believes is appropriate for a meal.
Q:
People are often surprised at how much they consume, showing that they may have been influenced at a basic or perceptual level.
Q:
As a result of the increasing criticism directed at product placements as a form of masked advertising, companies are forecast to steadily decrease expenditures on branded entertainment.
Q:
Marketers increasingly use techniques that blur the distinction between figure and ground, which makes it easier for consumers to clearly distinguish advertising from entertainment content.
Q:
Most children report having parental rules regarding media viewing.
Q:
There is a consensus that even if children understand the purpose of promotional messages, marketers must take special care in advertising to them because of the amount of time kids spend viewing TV and online.
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Children are less likely than adults to imitate the behavior they see on TV with little or no evaluative judgment.
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Based on the societal marketing concept, professional athletes should not be used in liquor or tobacco advertisements because celebrities often serve as role models for the young and using them in ads may result in underage consumers' use of the products.
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Perceptions of a company's lack of social responsibility or unethical marketing strategies rarely have a negative effect on consumer purchase decisions.
Q:
Socially responsible activities improve a company's image among consumers, stockholders, the financial community, and other relevant publics.
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The societal marketing concept proposes that all companies would be better off in a stronger, healthier society, and that companies that incorporate ethical behavior and social responsibility in all of their business dealings attract and maintain loyal consumer support over the long term.
Q:
The marketing concept as we know it is always consistent with society's well-being and best interests.
Q:
ECOLITE MINI CASE: Ecolite is a new manufacturer of compact cars that run exclusively on battery power and require no fossil fuels. Its advertising focuses on the amount of carbon emissions that the Ecolite driver will avoid emitting compared to comparable compact cars, and the positive impact that will have on the environment. Ecolite has also put together a SuperGreen add-on package that includes additional interior features, a portion of the proceeds of which are donated to the Arbor Day Foundation. Ecolite has decided to advertise its new vehicle by offering them to car rental agencies at a discounted price to enable people to drive the cars risk free and to get them seen on the street. Ecolite has also provided vehicles to a popular television show about models so the models will be seen driving the vehicles on the television show and hired actors to pose as product users to provide information about the car as they drive it around.
In the ECOLITE MINI CASE, Ecolite's decision to provide the cars to models on a television show so they will be seen driving the cars is an example of ________.
A) advertainment
B) urgent ad-formation
C) posers
D) product placement
E) advertorials
Q:
ECOLITE MINI CASE: Ecolite is a new manufacturer of compact cars that run exclusively on battery power and require no fossil fuels. Its advertising focuses on the amount of carbon emissions that the Ecolite driver will avoid emitting compared to comparable compact cars, and the positive impact that will have on the environment. Ecolite has also put together a SuperGreen add-on package that includes additional interior features, a portion of the proceeds of which are donated to the Arbor Day Foundation. Ecolite has decided to advertise its new vehicle by offering them to car rental agencies at a discounted price to enable people to drive the cars risk free and to get them seen on the street. Ecolite has also provided vehicles to a popular television show about models so the models will be seen driving the vehicles on the television show and hired actors to pose as product users to provide information about the car as they drive it around.
In the ECOLITE MINI CASE, when EcoLite hires actors to pose as customers telling people about the car's benefits, it is engaged in ________.
A) viral marketing
B) social marketing
C) covert marketing
D) deceptive advertising
E) an FTC violation
Q:
ECOLITE MINI CASE: Ecolite is a new manufacturer of compact cars that run exclusively on battery power and require no fossil fuels. Its advertising focuses on the amount of carbon emissions that the Ecolite driver will avoid emitting compared to comparable compact cars, and the positive impact that will have on the environment. Ecolite has also put together a SuperGreen add-on package that includes additional interior features, a portion of the proceeds of which are donated to the Arbor Day Foundation. Ecolite has decided to advertise its new vehicle by offering them to car rental agencies at a discounted price to enable people to drive the cars risk free and to get them seen on the street. Ecolite has also provided vehicles to a popular television show about models so the models will be seen driving the vehicles on the television show and hired actors to pose as product users to provide information about the car as they drive it around.
In the ECOLITE MINI CASE, the donation from the SuperGreen package is an example of ________.
A) covert advertising
B) green marketing
C) advertainment
D) cause-related marketing
E) buzz marketing
Q:
ECOLITE MINI CASE: Ecolite is a new manufacturer of compact cars that run exclusively on battery power and require no fossil fuels. Its advertising focuses on the amount of carbon emissions that the Ecolite driver will avoid emitting compared to comparable compact cars, and the positive impact that will have on the environment. Ecolite has also put together a SuperGreen add-on package that includes additional interior features, a portion of the proceeds of which are donated to the Arbor Day Foundation. Ecolite has decided to advertise its new vehicle by offering them to car rental agencies at a discounted price to enable people to drive the cars risk free and to get them seen on the street. Ecolite has also provided vehicles to a popular television show about models so the models will be seen driving the vehicles on the television show and hired actors to pose as product users to provide information about the car as they drive it around.
In the ECOLITE MINI CASE, Ecolite's support of the Arbor Day Foundation is an example of ________.
A) covert advertising
B) green marketing
C) advertainment
D) buzz marketing
E) cause-related marketing
Q:
CLEANER MINI CASE: Oopsy All Gone is a new super cleaning powder that, when mixed with water, will remove the toughest stains from carpets and upholstery. The manufacturer, Clean Brite, has placed an advertisement in a magazine that is designed to look like an editorial and presents information about the harmful chemicals present in most household cleaners, while highlighting the mild ingredients in Oopsy All Gone that are tough on stains but soft on skin. Oopsy All Gone also uses advertisements that say it is the "best cleaner available." Clean Brite has also arranged for Oopsy All Gone to appear in a popular sitcom, where the main character spills a drink on his neat-freak friend's white couch while housesitting for the weekend.
In the CLEANER MINI CASE, the product placement will be more memorable if it is ________, but will have a greater impact on consumption if it is ________.
A) in a show aimed at adults; in a children's show
B) in a children's show; in a show aimed at adults
C) subtle; prominent
D) prominent; subtle
E) overt; covert
Q:
CLEANER MINI CASE: Oopsy All Gone is a new super cleaning powder that, when mixed with water, will remove the toughest stains from carpets and upholstery. The manufacturer, Clean Brite, has placed an advertisement in a magazine that is designed to look like an editorial and presents information about the harmful chemicals present in most household cleaners, while highlighting the mild ingredients in Oopsy All Gone that are tough on stains but soft on skin. Oopsy All Gone also uses advertisements that say it is the "best cleaner available." Clean Brite has also arranged for Oopsy All Gone to appear in a popular sitcom, where the main character spills a drink on his neat-freak friend's white couch while housesitting for the weekend.
In the CLEANER MINI CASE, when Oopsy All Gone appears in a popular sitcom, this is an example of ________.
A) advocating a socially beneficial cause
B) buzz marketing
C) green marketing
D) product placement
E) urgent ad-formation
Q:
CLEANER MINI CASE: Oopsy All Gone is a new super cleaning powder that, when mixed with water, will remove the toughest stains from carpets and upholstery. The manufacturer, Clean Brite, has placed an advertisement in a magazine that is designed to look like an editorial and presents information about the harmful chemicals present in most household cleaners, while highlighting the mild ingredients in Oopsy All Gone that are tough on stains but soft on skin. Oopsy All Gone also uses advertisements that say it is the "best cleaner available." Clean Brite has also arranged for Oopsy All Gone to appear in a popular sitcom, where the main character spills a drink on his neat-freak friend's white couch while housesitting for the weekend.
In the CLEANER MINI CASE, the magazine ad that is made to look like an expos on the cleaning product industry is an example of ________.
A) advocating a socially beneficial cause
B) cause-related marketing
C) green marketing
D) covert marketing
E) urgent ad-formation
Q:
CLEANER MINI CASE: Oopsy All Gone is a new super cleaning powder that, when mixed with water, will remove the toughest stains from carpets and upholstery. The manufacturer, Clean Brite, has placed an advertisement in a magazine that is designed to look like an editorial and presents information about the harmful chemicals present in most household cleaners, while highlighting the mild ingredients in Oopsy All Gone that are tough on stains but soft on skin. Oopsy All Gone also uses advertisements that say it is the "best cleaner available." Clean Brite has also arranged for Oopsy All Gone to appear in a popular sitcom, where the main character spills a drink on his neat-freak friend's white couch while housesitting for the weekend.
In the CLEANER MINI CASE, the magazine ad is an example of ________.
A) buzz marketing
B) viral marketing
C) product placement
D) an advertorial
E) urgent ad-formation
Q:
CLEANER MINI CASE: Oopsy All Gone is a new super cleaning powder that, when mixed with water, will remove the toughest stains from carpets and upholstery. The manufacturer, Clean Brite, has placed an advertisement in a magazine that is designed to look like an editorial and presents information about the harmful chemicals present in most household cleaners, while highlighting the mild ingredients in Oopsy All Gone that are tough on stains but soft on skin. Oopsy All Gone also uses advertisements that say it is the "best cleaner available." Clean Brite has also arranged for Oopsy All Gone to appear in a popular sitcom, where the main character spills a drink on his neat-freak friend's white couch while housesitting for the weekend.
In the CLEANER MINI CASE, Oopsy All Gone's assertion that it is the best cleaner available is an example of ________.
A) puffery
B) deceptive advertising
C) stimulus generalization
D) a scientific claim
E) a verifiable fact
Q:
TOASTER MINI CASE: Ruth's son is five years old. He recently saw a TV commercial for Kool-Stuf toaster pastries that showed Oreo cookies going into a toaster and popping out as Kool-Stuf pastries. He proceeded to put Oreo cookies into the toaster in his kitchen at home and, when they didn't pop out, tried to get them out with a pair of scissors. Ruth feels that the advertisement is dangerous and should be changed.
In the TOASTER MINI CASE, which of the following is most likely true of Ruth's son?
A) He is better-equipped to differentiate between ads and regular programming, even if characters from the show he is currently watching appear in the ad.
B) He is more likely than an adult to imitate the behavior he sees in an advertisement.
C) He is likely to see significantly fewer ads for snack foods aired during his programming than does the average adult.
D) He is likely to be more skeptical of advertising than an adult would be.
E) He will always recognize the difference between factual claims and puffery in advertising.
Q:
TOASTER MINI CASE: Ruth's son is five years old. He recently saw a TV commercial for Kool-Stuf toaster pastries that showed Oreo cookies going into a toaster and popping out as Kool-Stuf pastries. He proceeded to put Oreo cookies into the toaster in his kitchen at home and, when they didn't pop out, tried to get them out with a pair of scissors. Ruth feels that the advertisement is dangerous and should be changed.
In the TOASTER MINI CASE, which of the following CARU guidelines does the Kool-Stuf manufacturer violate?
A) Product presentations must not encourage children to pressure their parents to buy the products advertised.
B) Ads must not compel children to feel that ownership of a given product will make them more accepted by peers.
C) Product claims must not exaggerate the benefits of the product.
D) Product presentations must not exploit the child's imagination or create unrealistic expectations.
E) Ads must not deliberately attempt to confuse children and make them believe that the advertisement is actually the television show they are watching.
Q:
TOASTER MINI CASE: Ruth's son is five years old. He recently saw a TV commercial for Kool-Stuf toaster pastries that showed Oreo cookies going into a toaster and popping out as Kool-Stuf pastries. He proceeded to put Oreo cookies into the toaster in his kitchen at home and, when they didn't pop out, tried to get them out with a pair of scissors. Ruth feels that the advertisement is dangerous and should be changed.
In the TOASTER MINI CASE, Ruth's son is in the ________ stage of consumer socialization.
A) cognitive
B) analytical
C) reflective
D) perceptual
E) hedonic
Q:
TOASTER MINI CASE: Ruth's son is five years old. He recently saw a TV commercial for Kool-Stuf toaster pastries that showed Oreo cookies going into a toaster and popping out as Kool-Stuf pastries. He proceeded to put Oreo cookies into the toaster in his kitchen at home and, when they didn't pop out, tried to get them out with a pair of scissors. Ruth feels that the advertisement is dangerous and should be changed.
In the TOASTER MINI CASE, Ruth's son believed that he could put an Oreo cookie in the toaster and it would pop out as a Kool-Stuf pastry because, according to ________, children easily form associations between stimuli and outcomes.
A) the theory of reasoned action
B) equity theory
C) Maslow's Hierarchy of Needs
D) economic consumption theory
E) the stimulus-response theory
Q:
TOASTER MINI CASE: Ruth's son is five years old. He recently saw a TV commercial for Kool-Stuf toaster pastries that showed Oreo cookies going into a toaster and popping out as Kool-Stuf pastries. He proceeded to put Oreo cookies into the toaster in his kitchen at home and, when they didn't pop out, tried to get them out with a pair of scissors. Ruth feels that the advertisement is dangerous and should be changed.
In the TOASTER MINI CASE, if Ruth wants to complain to the self-regulatory organization that monitors these types of advertisements, she should address her complaint to ________.
A) the Federal Communication Commission
B) Commercial Alert
C) the Public Broadcasting System
D) the Federal Trade Commission
E) the Children's Advertising Review Unit
Q:
Corporate-sponsored special events include ________.
A) marching bands
B) fireworks displays
C) parades
D) traveling art exhibits
E) all of the above
Q:
Examples of dishonest consumer behavior include ________.
A) software piracy
B) returning items after they are used
C) returning stolen merchandise
D) staying with friends after a cancelled flight and presenting the airline with a bill from an expensive hotel
E) all of the above
Q:
Marketers implement ethical strategies for all of the following reasons EXCEPT ________.
A) to do the right thing
B) to improve their image in the eyes of their constituencies
C) to exploit vulnerable populations
D) to reduce scrutiny
E) to avoid government legislation
Q:
When People's Trust Bank advertises its involvement in free consumer credit training to help low-income families manage their earnings and qualify for mortgages, People's Trust is engaging in ________.
A) shameless self-promotion
B) cause-related marketing
C) viral marketing
D) green marketing
E) buzz marketing
Q:
When Fizzy Cola advertizes that it will donate a portion of all the proceeds of cola packaged in its Olympic can to the Special Olympics, it is engaging in ________.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
Q:
Some firms engage in ________, where they contribute a portion of the revenues they receive from selling certain products as helping people inflicted with incurable diseases or hurt by inclement weather.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
Q:
Socially beneficial forms of doing business include ________.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing