Question 1: Which of the following statements regarding dealer brands is TRUE?
Dealer brands are only distributed locally as opposed to nationally distributed manufactured brands.
Dealer brands are always priced lower than manufacturer brands.
Dealer brands may be distributed as widely or more widely than many manufacturer brands.
Dealer brands are distributed only by chain-store retailers.
Question 2: The big advantage of qualitative research in marketing is:
ease of interpretation.
that it provides a good basis for statistical analysis.
the in-depth responses it provides.
the analysis can be handled on a personal computer.
Question 3: Marketing research seeking structured responses that can be summarized is called:
focus group research.
quantitative research.
qualitative research.
situation analysis research.
Question 4: Fresher Foods Co. manufactures and sells a variety of dairy products under the Fresh Farm brand name. It decides to introduce a new line of organic jams and preserves under the Tru Flavor Preserves brand name. The new line is using:
a family brand.
an individual brand.
a dealer brand.
a private brand.
Question 5: The marketing manager at Massimino& McCarthy, a chain of retail stores that sells men's clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following sources of data would be a secondary data source?
Reviewing videotapes of a recent focus group
Looking through the company's marketing information system to see past sales trends
Looking through the results of an online customer satisfaction survey
Spending time in stores observing customers' behavior
Question 6: The national law which is primarily concerned with regulating product warranties is:
the Lanham Act.
the Magnuson-Moss Act.
the Uniform Product Code Act.
the Federal Fair Packaging and Labeling Act.
Question 7: From a marketing perspective, product quality primarily depends on:
the price of a product.
a product working as it is supposed to work.
quality control procedures used during manufacturing.
the customer's specific requirements and needs.
Question 8: Vision Co. manufactures and sells tea, coffee, desserts, shoes, and sporting goods. All of these products are its:
product line.
complementary goods.
product assortment.
brand family.
Question 9: Whenever John shops for groceries, he gives an ID card to the clerk, who scans the number. Then the scanner records every purchase- including brands, sizes, prices, and any coupons used. John is most probably a:
licensed purchaser.
consumer panel member.
focus group leader.
market researcher.
Question 10: When focus group interviews are used in marketing:
each person in the group answers the same questionnaire, to focus the discussion.
the typical group size is 15 to 20 typical consumers whether online or off-line.
it is primarily as a follow-up to more quantitative research.
the research conclusions will vary depending on who watches the interview whether online or off-line.
Question 11: What kinds of consumer products are the following: (a) watches, (b) automobiles, and (c) toothpaste? Explain in detail why, in each case, you chose the kind of product you did.
Question 12: What are some of the likely problems facing the marketing manager in a small firm who plans to search the Internet for information on competitors' marketing plans? How can the marketing manager minimize those problems?