Segmenting consumers on the basis of product usage means describing consumers as a. nonusers vs. ...

Segmenting consumers on the basis of product usage means describing consumers as
 a. nonusers vs. users
  b. loyalists vs. switchers
  c. light, medium and heavy users
  d. all of these are ways to categorize segments by usage

Question 2

The largest producer of marketing facts is
 a. non-profit organizations.
  b. polling organizations like Gallup.
  c. consumer product companies.
  d. the Federal Government.
  e. the media.

Question 3

Folgers launched a new brand initiative called Happy Mornings: the Revenge of the Yellow People.. Using STP, they changed their brand positioning as part of a strategy that
 a. brings color to the brand reputation
  b. addresses a new target group in terms that are relevant to their lifestyles
  c. uses nostalgia for 1950's monster movies to remind Boomers to drink their brand
  d. none of these statements explain what Folgers is doing with their new campaign

Question 4

Marketing research firms that collect certain information on a regular basis, which they then sell to interested clients, are involved in what kind of research?
 a. Syndicated
  b. Subscription
  c. Institutional
  d. Licensed
  e. Copyrighted

Question 5

Aligning the marketing mix to yield distinctive approval for the target segment is
 a. differentiation. c. segmenting.
  b. positioning. d. targeting.

Question 6

In the United States alone, what revenue does the marketing research industry produce?
 a. 892 million
  b. 11.2 billion
  c. 51.2 billion
  d. 91 billion
  e. 2.2 trillion

Question 7

Choosing specific segments as the focal point for marketing efforts is
 a. differentiation. c. segmenting.
  b. positioning. d. targeting.

Question 8

The Townsquare Tattler, a gossip tabloid, has decided to do some market research to help it sell more advertising. What should it seek to learn through its research?
 a. Which of its stories are most popular
  b. The demographic profile of its audience
  c. How much readers are willing to pay for an issue
  d. The size of its total readership
  e. Both b and d

Question 9

The acronym STP stands for
 a. sales, targeting, and product. c. selling to parents.
  b. segmenting, targeting, and positioning. d. selling the product.

Question 10

Which of the following contributed most to the growth of marketing research?
 a. Firms were producing too many unpopular products that no one wanted to buy.
  b. Firms were experiencing stiff competition from foreign manufacturers.
  c. Firms had to gauge market needs because they could no longer sell all they could produce.
  d. Advertising agencies learned they could earn more client fees by doing marketing research.
  e. Increased government regulation made marketing research a necessity.