High-growth companies are successful when:
a. a well-defined group of potentially profitable customers is selected.
b. developing a product or service offering that meets customer needs more than competitors.
c. focusing marketing resources on acquiring, developing, and retaining profitable customers.
d. all of the above.
e. (a) and (c) only.
Question 2Hershey Corporation wants to add additional chocolate kisses to each bag of its popular candy while keeping the
current price constant. Hershey wonders if the additional candies would cause sales to increase enough to offset the
higher costs. What type of primary data research should the company use to answer this question.
a. Conduct focus group interviews in a laboratory setting.
b. Use telephone interviews with current and potential customers.
c. Use observation research.
d. Use experimental research.
e. Use mail surveys with current customers.
Question 3Two types of external searches are prepurchase search and ongoing search.
Indicate whether the statement is true or false
Question 4The business market can be segmented on several bases. Macro bases of segmentation center on:
a. characteristics of the purchasing situation.
b. characteristics of the decision-making unit.
c. the nature of the product application.
d. all of the above.
e. both (a) and (c).
Question 5Which of the following is NOT one of the conditions that must be met to establish causality?
a. There must be consistent variation between the cause and the effect
b. The time order of the cause and the effect must be correct
c. There must be multiple causes for each effect
d. Other explanations must be eliminated
e. All of the above are true
Question 6Priscilla purchased a house and recalls information such as the selling price, number of bathrooms, and paint color. She does not recall how big her backyard is. This is an example of inhibition.
Indicate whether the statement is true or false
Question 7Concerning segmentation criteria, ________ refers to the degree to which segments respond differently to different marketing mix elements, such as pricing and product features.
a. measurability
b. accessibility
c. substantiality
d. responsiveness
e. compatibility
Question 8The outcome variable that is influenced by the manipulation of another variable(s) is called the ____ variable.
a. causal
b. independent
c. descriptive
d. dependent
e. resultant
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