MM_21/25 Oct 2024 Q1-10

1. 1)     Company A, a financial planning firm, offers retirement plans and wealth management advice. These products are most likely targeted toward which generational cohort?

• 1. A. Generation Z

• 1. B. baby boomers

• 1. C. Generation Y

• 1. D. the greatest generation

• 1. E. baby busters

2. 2. Person A was standing outside his classroom talking on the phone when a friend heard him say, "Thank you for taking my call so quickly. I'd like to order the 88-gigabyte Product A . I'll pick it up today at Store A. Can I use the easy pay plan?" Person A was in which stage of the consumer purchase decision process?

• 2. A. purchase decision

• 2. B. information search

• 2.   C. post-purchase evaluation

• 2. D. alternative evaluation

• 2. E. problem recognition

3. 3. Company A is a web hosting company. If you want a website, you can buy Internet space as well as technical support and design services from the company. When current users are targeted with an ad explaining that its clients consider Company A "the risk-free host because it offers dedicated and helpful support any time day or night," Company A is most likely trying to:

• 3. A. identify its core values.

• 3. B. simplify new buyers' evaluative criteria.

• 3. C. reduce buyers' cognitive dissonance.

• 3. D. produce a consideration set.

• 3. E. evoke problem recognition.

4. 4. How would consumers who purchased a new and innovative a sport shoe for $888 try to reduce any cognitive dissonance they feel?

• 4. A. Minimize problem-solving involvement.

• 4. B. Read ads for the new sport shoe even after the purchase has been made.

• 4. C. If the shoe is comfortable and gives support, there will be no cognitive dissonance.

• 4. D. Conceal the product purchase from others.

• 4. E. Limit their information search to an internal one.

5. 5. Person A was excited about his newly purchased Product A. It had all the features he wanted and was very fast with a great display for his gaming. In addition, the $888 price tag was reasonable. The same day he took it out of the box, he saw an online special for a similar computer, on sale for only $600. Suddenly he began to doubt his purchase decision and worried that maybe he hadn't gotten such a good deal. Person A was most likely experiencing:

• 5. A. product uncertainty.

• 5. B. limited problem solving.

• 5. C. product conflict.

• 5. D. selective discord.

• 5. E. cognitive dissonance.

6. When Person A said, "My product needs a tune-up before the ride on Sunday," he was in which stage of the consumer purchase decision process?

• A. prepurchase behavior

• B. problem recognition

• C. information search

• D. alternative evaluation

• E. purchase decision

7. 7. Company A is a small studio that designs and builds items such as fountains and tabletops made from copper. To increase sales, the owner developed a research plan to determine what landscape architects and interior designers wanted in copper furnishings and appropriate pricing. He had begun to interview representative designers. He was engaged in________, the third step of the five-step marketing research approach.

• 7. A. collecting relevant information

• 7. B. taking marketing actions

• 7. C. developing findings and recommendations

• 7. D. solving the problem

• 7. E. developing the research plan

8. 8. Company A, which specializes in X-sized fashions for women, wanted to determine if it should add a line of X-sized junior wear. To compare the effectiveness of offering products for the teenage market in current stores versus opening separate teen-only stores, researchers plan to distribute questionnaires to current shoppers to solicit their opinions, set up focus groups with X-sized teens, and locate helpful secondary research. This is which step of marketing research approach?

• A. Define the problem.

• B. Collect relevant information.

• C. Take marketing actions.

• D. Develop findings and recommendations.

• E. Develop the research plan.

9. 9. When an advertising agency A, uses information found in the a Television Index Ranking Report published by a Research firm A to plan television advertising schedules for its clients, it is relying on________ data.

• 9. A. observational

• 9. B. internal secondary

• 9. C. external secondary

• 9. D. neuromarketing

• 9. E. primary

10. 10. If a marketer queries his marketing databases to determine the effect of three different levels of price for a new product, he is using:

• 10. A. situational analysis.

• 10. B. sensitivity analysis.

• 10. C. a problem search.

• 10. D. an environmental scan.

• 10. E. action analysis.