29) The marketing manager at Massimino & McCarthy, a chain of retail stores that
ID: 2667240 • Letter: 2
Question
29) 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?A. Looking through the company's marketing information system to see past sales trends.
B. Spending time in stores observing customers' behavior.
C. Making phone calls to some of the best customers to learn their interest in a new line of clothing.
D. Reviewing videotapes of a recent focus group.
30) A small manufacturing firm has just experienced a rapid drop in sales. The marketing manager thinks that he knows what the problem is and has been carefully analyzing secondary data to check his thinking. His next step should be to:
A. Conduct an experiment.
B. Develop a hypothesis and predict the future behavior of sales.
C. Conduct informal discussion with outsiders, including intermediaries, to see if he has correctly defined the problem.
D. Develop a formal research project to gather primary data.
31) ______________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.
A. Market segmentation
B. Market positioning
C. Mass marketing
D. Strategic planning
32) The first step in market segmentation should be:
A. Deciding what new product you could develop.
B. Defining some broad product-markets where you may be able to operate profitably.
C. Finding a demographic group likely to use your products.
D. Evaluating what segment(s) you currently serve.
33) Which is the first step in market segmentation?
A. Finding one or two demographic characteristics to divide up the whole mass market.
B. Evaluating market segments to determine if they are large enough.
C. Naming a broad product-market of interest to the firm.
D. Clustering people with similar needs into a market segment.
34) The product life cycle has four stages. Which of the following is NOT one of these?
A. Market introduction
B. Economic competition
C. Market maturity
D. Market growth
35) The product life cycle:
A. Describes the stages a new product idea goes through from beginning to end.
B. Shows that sales and profits tend to move together over time.
C. Applies more to individual brands than to categories or types of products.
D. Has five major stages.
Explanation / Answer
29) 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?
A. Looking through the company's marketing information system to see past sales trends.
B. Spending time in stores observing customers' behavior.
C. Making phone calls to some of the best customers to learn their interest in a new line of clothing.
D. Reviewing videotapes of a recent focus group.
30) A small manufacturing firm has just experienced a rapid drop in sales. The marketing manager thinks that he knows what the problem is and has been carefully analyzing secondary data to check his thinking. His next step should be to:
A. Conduct an experiment.
B. Develop a hypothesis and predict the future behavior of sales.
C. Conduct informal discussion with outsiders, including intermediaries, to see if he has correctly defined the problem.
D. Develop a formal research project to gather primary data.
31) ______________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.
A. Market segmentation
B. Market positioning
C. Mass marketing
D. Strategic planning
32) The first step in market segmentation should be:
A. Deciding what new product you could develop.
B. Defining some broad product-markets where you may be able to operate profitably.
C. Finding a demographic group likely to use your products.
D. Evaluating what segment(s) you currently serve.
33) Which is the first step in market segmentation?
A. Finding one or two demographic characteristics to divide up the whole mass market.
B. Evaluating market segments to determine if they are large enough.
C. Naming a broad product-market of interest to the firm.
D. Clustering people with similar needs into a market segment.
34) The product life cycle has four stages. Which of the following is NOT one of these?
A. Market introduction
B. Economic competition
C. Market maturity
D. Market growth
35) The product life cycle:
A. Describes the stages a new product idea goes through from beginning to end.
B. Shows that sales and profits tend to move together over time.
C. Applies more to individual brands than to categories or types of products.
D. Has five major stages.
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