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Marketing Unit 2 Flashcards | StudBud
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Marketing Unit 2
Marketing Unit 2
21 terms
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Bringing Ideas to Life
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Questions
21
Answers
1
Primary Research or Secondary Research? Conducint a study amongst Doctors on which medications they prescribe.
Primary
Secondary
2
A study to help me segment my consumers
Product Development Research
Marketing Effectiveness Research
Exploratory Research
Targeting Research
3
In or Sight? Divers spit into their mask to prevent fogging
In
Sight
4
The number of subjects in a study is called
Sample Size
Bias
Consumer Insight
Research Design
5
A positioning statement tells you...
What positions are most important in your business
What positions are available at your company
Which position you aspire to be - First, Second, Third, etc.
Who you are, where you compete and what makes you special and different
6
Which is an example of observational research?
Accompanying a user at home using the product
Accompanying a shopper as they search for items on the shelf
Allof the above
Accompanying an employee as they conduct day to day use of office software
7
Qualitative or Quantitative? (400 person Consumer Survey)
Qualitative
Quantitative
8
A 3rd party study on trends in the industry
Marketing Effectiveness Research
Exploratory Research
Product Development Research
Targeting Research
9
Which is an example of an Action Standard
None of the above
A concept test in which we will use three different groups of people
The concept that scores the highest on Purchase Interest will be selected
A focus group of heavy users in the category
10
Whats the difference between your volume market share and value market share?
Volume share is based on units sold. Value share is based on dollar sales
Volume share is always smaller than your value share
Volume share is always bigger than value share
Volume share is based on sales and value share is based on profit
11
In or Sight? Divers are deeply concerned about environmental issues concerning the sea
Sight
In
12
A Google Analytics report on activity on my website
Targeting Research
Marketing Effectiveness Research
Exploratory Research
Product Development Research
13
Primary Research or Secondary Research? Spending a day in the library exploring available research materials
Primary
Secondary
14
Which below is a good reason to use a focus group?
To choose between 3 concepts
To choose the best flavor of 3 options
To measure the effectiveness of an advertising campaign
To seek feedback on people's motivations and behaviors
15
Which is an example of bias in research
People tend to do what you ask them to
All of the above
People tend to tell you how they feel
People tend to prefer the first thing they try
16
The athletic footwear market is $80B globally. What is an appropriate serviceable market for pair of aquatic shoes
The long distance running shoe market: $500M
The dress shoe market worth $1B
The beach related footware market worth $200M
The athletic footwear market in the US & Europe - $40B
17
Which of the following are common elements of a marketing plan
Operations, Logistics, Human Resources and Planning
Mission, Market Opportunity, Objectives, 4 P's
Roadmap, Plan, Direction and Path
A, B, C & D
18
Qualitative or Quantitative? (Focus Group Discussion)
Quantitative
Qualitative
19
A concept board for consumer testing should
All of the above
Show many types of photos
Provide a succinct, clear description
Be as detailed as possbile
20
A deeper understanding of the consumer that can be leveraged is called...
Consumer Insight
Sample Size
Bias
Research Design
21
A good mission statement should tell you what a company does, how they do it and...
When they do it
Where they do it
Who does it
What they are passionate about
