When researchers study consumer behavior, they study a process that begins with the perception of a ...

When researchers study consumer behavior, they study a process that begins with the perception of a need and ends with the post-purchase product evaluation.
 
 Indicate whether the statement is true or false

Question 2

The Federal Government is the largest producer of marketing facts.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 3

Define and explain the importance of the value proposition in brand promotion.

Question 4

Distribution and the list price of a product can be controlled by marketing management.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 5

For Kraft, the South Beach deal seems an admission that the diet - - linked with celebrity dieters such as Bill Clinton, Bette Midler and Nicole Kidman -- may be a bigger consumer draw currently than the Kraft name. The South Beach Diet book, by cardiologist Arthur Agatston, has sold more than 8 million copies. Among Kraft products that will carry the South Beach diet seal of approval is Jello. (Bruce Horvitz, Kraft gets South Beach diet's seal of approval; New labels part of deal to keep waist watchers buying, USAToday.com, September 27, 2004.)
 
  To maximize Jell-O's chances for success, describe the general characteristics its new position should possess.

Question 6

Marketing research is the use of information to identify and define marketing problems.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 7

Describe the principle known as niche marketing. What are the competitive advantages of marketing to a niche?

Question 8

The basic purpose of marketing research is to help develop new products.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 9

Imus Brothers Coffee, distributed by Fred and his radio disc jockey brother Don Imus' mail order company, makes ground coffee and has targeted heavy users in the past. However, it is considering switching to college students. It is considering switching target segments even though this group is comprised largely of people who have just started to drink coffee and don't consume anywhere near as much as the heavy users. What are the disadvantages of the heavy-user strategy? What is the term used to describe the college students the company is considering targeting? What are the advantages of targeting this college student segment?

Question 10

Camille's Calendar Company, after learning that the main sellers of the company's calendar products were limited to small gift shops, posed this question: Are there promising new markets for our products? This question focuses on which aspect of marketing research?
 a. Planning
  b. Problem solving
  c. Control
  d. Product placement
  e. Distributorship selection