Consumer Behavior (for MBA) Solved Mcqs set 8

176. The core of the “new marketing model” consists of:

A. Four P’s—product, place, price, and promotion.

B. Customer profiles.

C. Online marketing channels.

D. Customer relationships.

Answer: D

177. Personalization and user profiling strategies include each of the

following EXCEPT:
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A. Segmenting the market based on demographics.
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B. Using questionnaires to collect information directly from the user.

knowledge.
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C. Placing cookies on a user’s hard drive to collect information with or without the user’s

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D. Building from previous purchases or purchase patterns.

Answer: B

178. The two key factors limiting the use of personalization to more
precisely target marketing efforts to individual customers are:
A. Matching profiles with product offerings and delivering those offerings.

B. Communication costs and filtering costs.

C. Privacy and trust issues.

D. Lack of customer loyalty and service customization costs.

Answer: B

179. Issues related to trust in EC include all of the following EXCEPT:

A. As a result of trust-transference programs through portal affiliation, seal of approval programs,
online shopping communities, and customer endorsements, customers are fully confident in online
purchasing transactions.

B. When parties trust each other, they have confidence that transaction partners will keep their
promises. However, both parties in the transaction assume some risk.

C. Trust is particularly important in global EC transactions due to the difficulty of taking legal action
in cases of a dispute or fra

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 Consumer Behavior (for MBA) Solved Mcqs set 8

D. .

Answer: C

180. Procter & Gamble (P&G) used the Internet in the new product
development of Whitestrips, a teeth-brightening product. Based on this
experience, P&G:
A. Decided to add Internet research to its traditional marketing test model.

B. Could not determine the target market segments for the Whitestrips.

surveys, but online surveys expedited research considerably,

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C. Learned that the cost of online surveys were about the same as similarly sized telephone

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D. Reduced the time-to-market from concept to market launch by approximately two years.

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Answer: A
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181. All of the following are correct about market research methods
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EXCEPT:
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A. It is important first to understand how groups of consumers are classified or segmented.

B. Markets can be segmented to increase the percentage of responses and to formulate effective
marketing strategies that appeal to specific consumer groups.

C. Direct mail marketing methods are usually cost-effective.

D. Market segmentation is done with the aid of tools such as data modeling and data warehousing.

Answer: D

182. Social class, lifestyle, personality, and activities are descriptors used
in ___________ market segmentation.
A. Geographic

B. Demographic

C. Psychographic

D. Cognitive, affective, behavioral

Answer: D

183. According to Inmon, B2C clickstream data can reveal information

each of the following EXCEPT:
A. What goods the customer wanted to but could not find.

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 Consumer Behavior (for MBA) Solved Mcqs set 8

B. What goods the customer examined but did not purchase.

C. Which ads and promotions were effective and which were not.

D. Whether there are too many products for the customer to wade through.

Answer: B

184. Web analytics and mining tools and services:

A. Simply report which pages were clicked and how long a visitor stayed there.

B. Offer advanced functions that help marketers decide which products to promote, and

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merchandisers achieve a better understanding of the nature of demand.

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C. Are used to redesign web sites quickly and on the fly.

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D. Provide most companies with knowledge about how to use clickstream data effectively.
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Answer: A

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185. Once a company knows a consumer’s preferences, the company can

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predict, without asking the consumer directly, what other products or
services that consumer might enjoy through ___________.
A. Active web bugs

B. Spyware

C. Collaborative filtering

D. Personalization

Answer: A

186. Internal records are an important source of information. Which of the

following are not deemed as internal records?
A. Marketing and sales records.

B. Competitor information.

C. Accounting records.

D. Customer service records.

Answer: B

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 Consumer Behavior (for MBA) Solved Mcqs set 8

187. Dunn and Bradstreet is the world's largest research organization that
specializes in information management and marketing intelligence. Which
is one of its largest subsidiaries that are focused upon the retail industry?
A. Nielsen.

B. Info Act Workstation.

C. Homescan.

D. Key Account Scantrack.

Answer: A
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188. There are various types of research designed
. to define problems and
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of information. What type of research is used
suggest hypotheses?
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A. Secondary research.
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B. Descriptive research.
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C. Primary research. M
D. Causal research.

Answer: B

189. Which of the following is not a defined use of marketing research?

A. To identify and define marketing opportunities and problems.

B. To improve understanding of the marketing process.

C. To generate, refine and evaluate marketing actions.

D. To justify previous marketing decisions.

Answer: D

190. Which of the following is not a sales forecasting method?

A. Leading indicators.

B. Binomial regression.

C. Time lag analysis.

D. Time series analysis.

Answer: B

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 Consumer Behavior (for MBA) Solved Mcqs set 8

191. What type of research would be appropriate in the following

situation? Nestlé wants to investigate the impact of children on their
parents' decisions to buy breakfast foods.
A. Focus groups.

B. Qualitative research.

C. Secondary research.

D. Quantitative research.

Answer: B
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192. What type of research would be appropriate
. wants to get some insights
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situation? A college or university bookshop
into how students feel about the shop'st merchandise, prices and service.
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A. Qualitative research.
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B. Mixed methodology.
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C. Quantitative research.

D. Focus groups.

Answer: D

193. What type of research would be appropriate in the following

situation? L'Oreal wants to determine whether a new line of deodorants for
teenagers will be profitable
A. Quantitative research.

B. Mixed methodology.

C. Focus groups.

D. Primary research.

Answer: B

194. Why is market research an essential tool for the marketing manager?
A. Monitor changing needs and attitudes, etc.

B. Develop more appropriate marketing mixes.

C. Monitor progress and diagnose the root causes of marketing problems.

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 Consumer Behavior (for MBA) Solved Mcqs set 8

D. Define and locate market segments.

Answer: D

195. __________________________ require either major change in an area

of behavior that is relatively unimportant to the individual or a minor
change in an area of behavior that is very important to the user.
A. Technologically continuous innovations

B. Dynamically continuous innovations

C. Differentiated continuous innovations

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D. Subordinate influenced continuous innovations
.
Answer: B
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a to the success of an innovation is
196. Probably the most important factor

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its perceived _____________________,
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viewed as providing clear benefits for the target market that are superior
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to those offered by competitive market offering.
A. Continuous Advantage

B. Pro-Bias Advantage

C. Competitive Advantage

D. Relative Advantage

Answer: D

197. Being the first firm to market a product successfully in an emerging

market often leads to what is called the _____________________.
A. Relative Advantage

B. Pioneering Advantage

C. Comparative Advantage

D. Success Advantage

Answer: B

198. The __________________ of an innovation refers to the extent to

which the innovation is consistent with present needs, motives, values,
beliefs, and behaviors.

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 Consumer Behavior (for MBA) Solved Mcqs set 8

A. Complexity

B. Adoption Process

C. Consumption Paradigms

D. Compatibility

Answer: D

199. _______________________ or consumers' ability to try out an

innovation without incurring risk to valued resources (financial, esteem,
status, time, information), is another factor critical to successful diffusion
of innovations.
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A. Trialability
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B. Observability
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C. Complexity
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D. Plausibility c
Answer: A M
200. The ________________ refers to the spread of an innovation from its
creative source across space and time.
A. Flow Process

B. Diffusion Process

C. Distribution Process

D. Channeling Process

Answer: B

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