ch 8-9
Marco was assigned to help create a positioning strategy for the manufacturing firm where he works by working on the salient attributes. He should consider:
what the target marketing would consider the most important.
Firms might use multiple segmentation methods to:
All of the above
Coca-Cola launched Coke Zero to avoid cannibalizing current sales and to attract new customers in a segment they might not get with Diet Coke.
True
Beer marketers know one very attractive segment is 25-40 year old, high school-educated, working-class, males. This is a _______________ segment of the beer market.
demographic
Positioning strategies generally focus on either how the product affects the consumer or how it is better than competitors’ products.
True
One of the major concerns about MkIS is:
it can be expensive.
In questionnaire design, a question such as “When will the technology exist to allow humans to live on Mars” suffers from the problem of a question:
that is complex and something respondents may be unfamiliar with.
When Olivia learned that just twenty of her yoga studio customers accounted for eighty percent of her annual revenue, she probably:
all of the above.
The manager of a company selling baby products asks you to conduct research into the question, “Is life expectancy getting longer in Kuwait?” The problem with this research objective is:
it is irrelevant to the baby products company.
Market research includes all of the following except:
creating data
Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card you are contributing toward a data-base that can help marketers determine:
All of the above
Data collection begins only after the research design process.
True
