Dealing effectively with an aggressive competitor requires that firms use a competitive strategy to determine when to ignore it, accommodate it, or retaliate.
Indicate whether the statement is true or false
Question 2The main advantage of the use of structured-disguised questionnaires in marketing research is
a. measures of knowledge always reflect attitudes.
b. ease of administration.
c. they are easy to construct relative to structured-undisguised questionnaires.
d. they are highly reliable.
e. the data obtained is easy to analyze.
Question 3One study examined how quickly consumers make decisions about their laundry detergent. The study found that on average, it takes ____ for consumers to make a decision.
a. several minutes
b. about a minute
c. a fraction of a second
d. 85 seconds
e. 2 minutes
Question 4When a competitor reduces price, it is important to always fight back and match the lower price.
Indicate whether the statement is true or false
Question 5An environmental research group, using the fixed-alternative format, surveys people about their recycling practices
in order to determine support for a ban on non-returnable bottles. The group does not reveal itself or its stance on the
issue. The format of this questionnaire is best described as
a. structured-disguised.
b. unstructured-disguised.
c. structured-undisguised.
d. unstructured-undisguised.
e. unstructured-open ended.
Question 6Trident gum's ads focus on the base rate information that 4 out of 5 dentists recommend Trident. They humorously show what happened to the 5th dentist, such as falling asleep or being bitten by a squirrel to explain why 100 of the dentist are not endorsing Trident. This is an example of
a. providing consumers with vivid, base rate information.
b. making word-of-mouth information more specific.
c. increasing the number of brands available.
d. focusing consumer attention on attribute processing.
e. encouraging consumers to engage in noncompensatory processing.
Question 7In general, when an industrial product is an important, but low-cost, input into the end product, price is less important than quality and delivery reliability.
Indicate whether the statement is true or false
Quick Reply
