Marketing 351 Exam 2 Questions and
Answers
Question 1
a tangible offering or satisfaction of a need (most important of the 4 P's)
Correct Answer
Product
Question 2
literally holding and protecting the product (essential)
Correct Answer
Primary Packaging
Question 3
test marketing (test in smaller settings before nation-wide launch; feedback)
Correct Answer
New Product Development Process: Step 5
Question 4
useful when you do personal interviews... (ex: cluster all Californians to just one city)
Correct Answer
Cluster Sampling
Question 5
they may have limited capital and distribution is not their core strength
Correct Answer
Reasons Why Manufacturers would not want to own channels:
Page 1 of 23
,Question 6
the awareness to make the marketing strategy different for each segment
Correct Answer
Responsive
Question 7
sampling procedures (non-probability, and probability)
Correct Answer
Step 3 in Marketing Research Process
Question 8
relationship with no interaction beyond what is essential
Correct Answer
Arm's Length Relationship
Question 9
is the service prompt?
Correct Answer
Evaluating Service Quality: Responsiveness
Question 10
intangibility, inseparability, heterogeneity, perishability
Correct Answer
Services
Question 11
the service varies but it should be the same... you want it to be the same consistency
Correct Answer
Heterogenity
Page 2 of 23
, Question 12
Demographics
Correct Answer
Most Common Base of Segmentation
Question 13
specialty goods that customers have a clear preference for already (goods that have a
lot of depth)
Correct Answer
Exclusive Distribution
Question 14
expensive! in-depth interviews, focus groups, more personal... more probing (open-
ended)
Correct Answer
Personal Data Collection
Question 15
market must be large enough that people buy enough of the product for the firm to
be profitable
Correct Answer
Substantial
Question 16
products that are basically description only
Correct Answer
Generic
Page 3 of 23
Answers
Question 1
a tangible offering or satisfaction of a need (most important of the 4 P's)
Correct Answer
Product
Question 2
literally holding and protecting the product (essential)
Correct Answer
Primary Packaging
Question 3
test marketing (test in smaller settings before nation-wide launch; feedback)
Correct Answer
New Product Development Process: Step 5
Question 4
useful when you do personal interviews... (ex: cluster all Californians to just one city)
Correct Answer
Cluster Sampling
Question 5
they may have limited capital and distribution is not their core strength
Correct Answer
Reasons Why Manufacturers would not want to own channels:
Page 1 of 23
,Question 6
the awareness to make the marketing strategy different for each segment
Correct Answer
Responsive
Question 7
sampling procedures (non-probability, and probability)
Correct Answer
Step 3 in Marketing Research Process
Question 8
relationship with no interaction beyond what is essential
Correct Answer
Arm's Length Relationship
Question 9
is the service prompt?
Correct Answer
Evaluating Service Quality: Responsiveness
Question 10
intangibility, inseparability, heterogeneity, perishability
Correct Answer
Services
Question 11
the service varies but it should be the same... you want it to be the same consistency
Correct Answer
Heterogenity
Page 2 of 23
, Question 12
Demographics
Correct Answer
Most Common Base of Segmentation
Question 13
specialty goods that customers have a clear preference for already (goods that have a
lot of depth)
Correct Answer
Exclusive Distribution
Question 14
expensive! in-depth interviews, focus groups, more personal... more probing (open-
ended)
Correct Answer
Personal Data Collection
Question 15
market must be large enough that people buy enough of the product for the firm to
be profitable
Correct Answer
Substantial
Question 16
products that are basically description only
Correct Answer
Generic
Page 3 of 23
