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Question 1

A product's ________ is the way the product is defined by consumers on important attributes.

Accepted Answer

Position

Question 2

Data that consists of information already in existence somewhere, having been collected for another purpose, is called:

Accepted Answer

Secondary data

Question 3

CRM stands for:

Accepted Answer

Customer Relationship Management

Question 4

Primary data are simply the highest priority information used by the company to make decisions.

Accepted Answer

False

Question 5

The process of marketers choosing to position their products based on specific product attributes can actuall*8*33*

Accepted Answer

True

Question 6

The type of research used to gather preliminary information to help generate research hypotheses is called:

Accepted Answer

Exploratory research

Question 7

A sample is a segment of the population selected to represent the population as a whole.

Accepted Answer

True

Question 8

A marketing research project where the objective is to describe the size and composition of the market, is called:

Accepted Answer

Descriptive research

Question 9

Which of the following is a psychographic segmentation variable?

Accepted Answer

Social class

Question 10

Qualitative research is useful to gain insight into definitions and concepts.

Accepted Answer

True

Question 11

Evaluating each market segment's attractiveness and selecting one or more of the market segments to enter is called:

Accepted Answer

Market targeting

Question 12

Dividing a market into groups based on consumers' knowledge, attitude, use, or response to a product is called:

Accepted Answer

Behavioral segmentation

Question 13

A process that identifies and defines marketing opportunities and problems, monitors and evaluat*5*14*

Accepted Answer

A process that identifies and defines marketing opportunities and problems,

Question 14

The first stage of the buyer decision process is:

Accepted Answer

Need recognition

Question 15

Using an undifferentiated marketing strategy, a company ignores market segmentation differences and goes after t*8*32*

Accepted Answer

True

Question 16

"Customers" who are in reality undercover employees of hotel management are called:

Accepted Answer

Mystery shoppers

Question 17

Which of the following is NOT a part of the buyer decision process?

Accepted Answer

Solution

Question 18

If you are in a hurry to collect survey data, the worst method to use is:

Accepted Answer

Mail surveying

Question 19

A marketing research project where the objective is to test hypotheses about cause-and-effect relationships, is called:

Accepted Answer

Casual research

Question 20

According to Maslow, the most important need to be satisfied is:

Accepted Answer

Physiological

Question 21

With ________, the seller identifies market segments, selects one or more, and develops products and services*8*1*

Accepted Answer

Target marketing

Question 22

________ is the most widely used method of primary data collection.

Accepted Answer

Survey research

Question 23

Marketers in hospitality companies need to work to establish images that differentiate their company from competitors.

Accepted Answer

True

Question 24

Offering consumers greater value either through lower prices or by providing more benefits that jus*8*25*

Accepted Answer

Competitive advantage

Question 25

The three stages of target marketing are market segmentation, market targeting and:

Accepted Answer

Market positioning

Question 26

Formulating competitive positioning for a product and a detailed marketing mix is called:

Accepted Answer

Market positioning

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Questions 26

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Questions 26