MKT 295 Exam Two

Which of the following statements is true of online focus groups?

• They are cost effective.

• They have narrow geographic scope

• They are difficult to access.

• They have low participation rates.

The ____ role of marketing research entails gathering and presenting factual statements.

An open-ended question is a type of interview question in which the respondent is asked to make a selection from a limited list of responses.

• True

• False

The CRM system sends customer information to all areas of a business because the customer interacts with all aspects of the business.

• True

• False

Compared to convenience products, shopping products are _______.

• less expensive

• found in fewer stores

• purchased without significant planning

• new products unknown to a potential buyer

_______ labeling helps consumers make proper product selections.

The key distinction between consumer products and business products is their intended use.

• True

• False

Which of the following is a characteristic shared by both the early majority and the late majority?

• Both tend to have opinion leaders within their groups.

• Both rely on science and experts for information.

• Both depend on word-of-mouth communication.

• Both depend on word-of-mouth communication.

Impersonal, one-way mass communication about a product or organization paid for by a marketer is called _______.

• public relations

• sales promotion

• product promotion

• advertising

If an advertiser wants to enhance the sales of a specific good or service, institutional advertising should be used.

• True

• Fase