Effective positioning is based on:

Effective positioning is based on:
 a. meaningful commitment of organizational resources
  b. focus on providing substantive value for the intended target
  c. simple and internally consistent over time
  d. all of these statements are part of a sound basis for positioning

Question 2

The primary reasons for studying marketing research include:
 a. Some may pursue a career in marketing research.
  b. Knowledge of the marketing research makes for a smarter consumer.
  c. Managers should know the benefits and limitations of marketing research.
  d. Managers should gain an appreciation for the marketing research process.
  e. All of these are correct.

Question 3

When Mobil positioned itself as the Friendly Serve station, it had a number of good reasons for the selection of its target market. Which one of the following is not one of them?
 a. The segment spent the largest amount of money at service stations.
  b. Mobil had the resources to provide the service that it promised.
  c. The segment was growing.
  d. The segment had the greatest number of people in it.

Question 4

Which of the following is NOT a common activity of a marketing research department?
 a. Determining the most efficient production sequences for a plant
  b. Identifying the most effective type of ad from several alternatives
  c. Assessing the impact(s) of changes in the marketing mix for a good marketing promotion
  d. Establishing sales territory quotas
  e. Both c and d are uncommon activities of the marketing research department.

Question 5

A package delivery company decides it wants to get into the flower delivery business. However, it knows that FTD has a huge share of the market and can offer service worldwide. It decides to look for a market niche. Which of the following is not an advantage of this strategy?
 a. The company may be able to charge more for its product.
  b. It may not be profitable for FTD to compete in the niche.
  c. The company's market may be larger than FTD's market.
  d. The company can still attempt to serve other segments.

Question 6

A marketing research director that identifies and leads the direction in which the individual studies and overall programs go is said to be
 a. responsible.
  b. reactive.
  c. proactive.
  d. influential.
  e. incompetent.

Question 7

____ are those whose brand preferences are still under development and are likely to offer future potential success for the brand.
 a. emergent consumers c. heavy users
  b. brand loyal users d. variety seekers