The business marketing planning process is typically not linked to planning in other functional areas.
Indicate whether the statement is true or false
Question 2The Houston Aeros wanted to find out more about their fans and decided to gather information about their
demographics, so as to generate summary statistics of it fans. Which of the following primary data collection
techniques would they most likely to use to conduct the descriptive research study?
a. Experiments
b. Sample surveys
c. Depth interviews
d. Focus groups
e. Case analysis
Question 3A consideration set usually contains
a. only one brand.
b. between 15 and 20 brands.
c. one or two brands, depending on the product category.
d. at least 20 brands.
e. between two to eight brands.
Question 4________ determines how the firm chooses to compete.
a. The core strategy
b. The marketing plan
c. The competition plan
d. The competition mission
e. None of the above
Question 5Dell Corporation sent five different versions of their email to customers to determine which message was most
effective at getting customers to make online purchases. While online sales rose by nearly 20, two of the versions
demonstrated higher than normal click-through rates. Such experimentation done in a realistic environment would be
called a
a. field experiment.
b. laboratory experiment.
c. survey experiment.
d. cross-sectional experiment.
e. longitudinal experiment.
Question 6The subset of brands evaluated when making a choice is known as
a. the evaluated group.
b. an online judgment group.
c. the inert set.
d. a consideration set.
e. the favored subgroup.
Question 7The three elements of core strategy are:
a. business scope, product scope, and basis for differentiation.
b. business mission, product scope, and basis for differentiation.
c. market differentiation, product scope, and market scope.
d. basis for differentiation, product scope, and market scope.
e. none of the above.
Question 8S.C. Johnson has developed an ingenious twist on their widely available wood cleaner Pledge called Pledge
wipes. The marketing manager wishes to test market the new product, but they are hesitant to do so because other
manufacturers of home cleaning products could easily duplicate S.C. Johnson's modification. Which type of test
marketing would you recommend where consumers are shown the new wipes and asked to rate its features
a. controlled test market.
b. standard test market.
c. simulated test market.
d. electronic test market.
e. None of the above.
Question 9A greater degree of product category expertise and knowledge will ____ an information search.
a. restrict
b. decrease
c. increase
d. lower the evaluation of
e. increase the evaluation of
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