QUESTION 31

1. Which of these is a common variable used to segment both business-to-business and business-to-consumer markets?

   	a.	demographic
   	b.	behavioristic
   	c.	buyer psychographics
   	d.	geographic

2 points

QUESTION 32

1. This retailer has developed an interesting approach to the Price & Quality positioning base, presenting the company as an 'upscale discounter.'

   	a.	Macys
   	b.	Walmart
   	c.	Costco
   	d.	Target

2 points

QUESTION 33

1. Of the four major approaches to gathering primary research data, ethnographic research is a subset of this one.

   	a.	surveys
   	b.	experimentation
   	c.	observation
   	d.	focus groups

2 points

QUESTION 34

1. Which of the following is NOT a function of a firm's supply chain?

   	a.	inventory
   	b.	make
   	c.	deliver
   	d.	source

2 points

QUESTION 35

1. Retail ownership takes one of three forms. Which of the following is NOT one of those forms?

   	a.	franchise
   	b.	independent retailer
   	c.	joint-venture
   	d.	chain store

2 points

QUESTION 36

1. You've developed a concept for a new television commercial for your product and prepared a 'storyboard' that shows the characters and the narrative. You want the reaction of a small pen of members of your target market. The most appropriate methodology for gathering this primary data would be what?

   	a.	observation
   	b.	focus group
   	c.	experimentation
   	d.	survey

2 points

QUESTION 37

1. You want to test different versions of a landing page on your website. Every-other-viewer sees a different version of a landing page and you monitor which version results in the higher level of sales. This is an example of which primary research approach?

   	a.	focus group
   	b.	survey
   	c.	experimentation
   	d.	observation

2 points

QUESTION 38

1. Which stage of the product life cycle is the only one when you would ordinarily expect a company to be operating at a loss?

   	a.	growth
   	b.	decline
   	c.	introduction
   	d.	maturity

2 points

QUESTION 39

1. Nike, Apple and Coca-Cola are all examples of which type of brand?

   	a.	manufacturer brand
   	b.	private label brand
   	c.	distributor brand
   	d.	store brand

2 points

QUESTION 40

1. This targeting strategy is appropriate for niche marketers.

   	a.	multi-segment
   	b.	behavioral
   	c.	concentrated
   	d.	undifferentiated