MKT 305 Exam questions and
answers well graded A+
As soon as Cameron was serious about acquiring access to personal transportation, they started
talking to family members who had experience with acquiring vehicles. This is an example of a(an)
_____ influence on the consumer decision process.
- economic
- psychological
- social
- cultural
- purchase situation - ANS✅✅social
Based on research that the consumer had just done, they narrowed the brands they would look at to
just four. They were Maserati, Bentley, Mclaren, and Bugatti. By identifying these specific brands as
the only ones they would consider, this consumer has just engaged in which of the following stages
of the Consumer Problem Solving process?
- problem identification
- information search
- identification of alternatives
- setting criteria
- evaluating alternatives - ANS✅✅identification of alternatives
Given the lack of experience with making such a large purchase, Cameron needed to spend quite a
bit of time and effort to examine each brand carefully. This is an example of what type of consumer
problem-solving behavior?
- time-constrained behavior
- routinized response behavior
- limited problem solving
- situational problem solving
- extensive problem solving - ANS✅✅extensive problem solving
It turns out, Cameron bought a new Maserati MC20. Shortly after that, a close friend of the
consumer bought a Bugatti Chiron. One Saturday afternoon, both consumers met at a local racing
club track to see who could get their car to drive the fastest. After a few brisk laps, the Maserati
,owner came in and proudly announced they had gotten the car up to a speed of 203 mph. The other
consumer got in their Bugatti and also took a few laps and then came in and announced they had
exceeded 290mph! After that humiliation, Cameron went home very frustrated that they had
purchased a car that was so painfully slow and outclassed. They were very disappointed with their
purchase. Cameron is experiencing _______.
- the adoption process
- post-purchase dissonance
- a reality check
- a psychographic activity
- disconfirmation theory - ANS✅✅post-purchase dissonance
Even though Cameron may be somewhat disappointed that the Maserati did not outperform the
Bugatti, they were still proud of owning a nice sports car. Subsequently, every time Cameron saw an
ad about Maserati, very close attention was paid to the message. However, when Cameron was
exposed to ads for domestic brands like Chevrolet, Ford, or Chrysler, they paid little or no attention
to the messaging. This is an example of a consumer behavior phenomenon known as
- a safety need
- selective retention
- selective exposure
- selective perception
- selective learning - ANS✅✅selective exposure
ColoRail solicited two groups of similar Front Range consumers to participate in the first phase of
market research. Group one was all consumers aged 24 to 32 (Group A) and group two was all
consumers aged 55 to 65 (Group B). The idea was to compare the attitudes of each group to each
other to determine if age might be a factor in ridership on such a project. This A/B testing is an
example of which of the following methods of market research?
- gathering secondary data
- observation
- building confidence intervals
- developing a research proposal
- the experimental method - ANS✅✅the experimental method
Both Group A and Group B were asked the following question in a survey that was administered to
all participants. "How many times per month do you think you would be willing to use commuter
,rail, given the average fare will be $47.00?" The choices were categorized: 0, 1-2, 3-5, 5-10, and
more than 10. This question is an example of _______.
- gathering secondary data
- qualitative research
- building a customer journey map
- quantitative research
- none of the above - ANS✅✅qualitative research
ColoRail decided to prepare a 10-question survey to be administered to a group of 2000 consumers
in the 24 to 32-year-old age group. The number 2000 represents which of the following market
research concepts?
- a response rate
- a sample
- a population
- a focus group
- a validity check - ANS✅✅a sample
ColoRail sent out that 10-question survey to the 200 potential respondents through a link in an e-
mail with a deadline for answering. After the deadline passed, only 874 people answered the survey,
or 43.7%. This number (43.7%) represents the survey's _________.
- response rate
- sample size
- population size
- statistics
- parameters - ANS✅✅response rate
ColoRail was interested in learning how many people used public transportation in Fort Collins on an
average day. They positioned four researchers at the Lory Student Center TransFort hub on a
Monday and a Tuesday from 7:30am to 5:30pm and counted the actual number of people that
boarded and exited all buses that came through that hub for those two days. This type of market
research is known as _________.
- a situation analysis
- collecting secondary data
- qualitative research
, - observational research
- focus group research - ANS✅✅observational research
P&G has found that scent is a very important element of consumer preference when choosing a
product for use in a dishwasher. As a result, P&G now offers five different and unique scents in the
line of Cascade dishwasher soap products. This is a _______ approach to a market-
oriented strategy for P&G.
- combiner
- single target market
- multiple target market
- combined target market
- generic target market - ANS✅✅multiple target market
P&G developed Cascade Platinum dishwashing soap to offer a product that was superior in its ability
to clean the dirtiest of dishes. They produced a promotion campaign message that said, "Cascade
Platinum will make your dishes cleaner than that nasty, disgusting kitchen of yours will ever be!" This
is an example of ________ to create a product image in the mind of their potential consumers.
- product differentiation
- product positioning
- behavioral segmentation
- demographic segmentation
- brand loyalty development - ANS✅✅product positioning
P&G started its marketing segmentation process for Cascade by looking carefully at how many
consumers used a dishwasher to clean their dishes. This represents the _________ step in the
process of finding relevant segmenting dimensions for P&G.
- all potential dimensions
- qualifying dimensions
- determining product type dimensions
- determining brand-specific dimensions
- determining buyer personas - ANS✅✅qualifying dimensions
P&G did research to determine what form consumers preferred their dishwasher soap to come in.
Their results showed that 61% wanted the dissolving Actionpacs, 22% wanted gel detergent, 16%
answers well graded A+
As soon as Cameron was serious about acquiring access to personal transportation, they started
talking to family members who had experience with acquiring vehicles. This is an example of a(an)
_____ influence on the consumer decision process.
- economic
- psychological
- social
- cultural
- purchase situation - ANS✅✅social
Based on research that the consumer had just done, they narrowed the brands they would look at to
just four. They were Maserati, Bentley, Mclaren, and Bugatti. By identifying these specific brands as
the only ones they would consider, this consumer has just engaged in which of the following stages
of the Consumer Problem Solving process?
- problem identification
- information search
- identification of alternatives
- setting criteria
- evaluating alternatives - ANS✅✅identification of alternatives
Given the lack of experience with making such a large purchase, Cameron needed to spend quite a
bit of time and effort to examine each brand carefully. This is an example of what type of consumer
problem-solving behavior?
- time-constrained behavior
- routinized response behavior
- limited problem solving
- situational problem solving
- extensive problem solving - ANS✅✅extensive problem solving
It turns out, Cameron bought a new Maserati MC20. Shortly after that, a close friend of the
consumer bought a Bugatti Chiron. One Saturday afternoon, both consumers met at a local racing
club track to see who could get their car to drive the fastest. After a few brisk laps, the Maserati
,owner came in and proudly announced they had gotten the car up to a speed of 203 mph. The other
consumer got in their Bugatti and also took a few laps and then came in and announced they had
exceeded 290mph! After that humiliation, Cameron went home very frustrated that they had
purchased a car that was so painfully slow and outclassed. They were very disappointed with their
purchase. Cameron is experiencing _______.
- the adoption process
- post-purchase dissonance
- a reality check
- a psychographic activity
- disconfirmation theory - ANS✅✅post-purchase dissonance
Even though Cameron may be somewhat disappointed that the Maserati did not outperform the
Bugatti, they were still proud of owning a nice sports car. Subsequently, every time Cameron saw an
ad about Maserati, very close attention was paid to the message. However, when Cameron was
exposed to ads for domestic brands like Chevrolet, Ford, or Chrysler, they paid little or no attention
to the messaging. This is an example of a consumer behavior phenomenon known as
- a safety need
- selective retention
- selective exposure
- selective perception
- selective learning - ANS✅✅selective exposure
ColoRail solicited two groups of similar Front Range consumers to participate in the first phase of
market research. Group one was all consumers aged 24 to 32 (Group A) and group two was all
consumers aged 55 to 65 (Group B). The idea was to compare the attitudes of each group to each
other to determine if age might be a factor in ridership on such a project. This A/B testing is an
example of which of the following methods of market research?
- gathering secondary data
- observation
- building confidence intervals
- developing a research proposal
- the experimental method - ANS✅✅the experimental method
Both Group A and Group B were asked the following question in a survey that was administered to
all participants. "How many times per month do you think you would be willing to use commuter
,rail, given the average fare will be $47.00?" The choices were categorized: 0, 1-2, 3-5, 5-10, and
more than 10. This question is an example of _______.
- gathering secondary data
- qualitative research
- building a customer journey map
- quantitative research
- none of the above - ANS✅✅qualitative research
ColoRail decided to prepare a 10-question survey to be administered to a group of 2000 consumers
in the 24 to 32-year-old age group. The number 2000 represents which of the following market
research concepts?
- a response rate
- a sample
- a population
- a focus group
- a validity check - ANS✅✅a sample
ColoRail sent out that 10-question survey to the 200 potential respondents through a link in an e-
mail with a deadline for answering. After the deadline passed, only 874 people answered the survey,
or 43.7%. This number (43.7%) represents the survey's _________.
- response rate
- sample size
- population size
- statistics
- parameters - ANS✅✅response rate
ColoRail was interested in learning how many people used public transportation in Fort Collins on an
average day. They positioned four researchers at the Lory Student Center TransFort hub on a
Monday and a Tuesday from 7:30am to 5:30pm and counted the actual number of people that
boarded and exited all buses that came through that hub for those two days. This type of market
research is known as _________.
- a situation analysis
- collecting secondary data
- qualitative research
, - observational research
- focus group research - ANS✅✅observational research
P&G has found that scent is a very important element of consumer preference when choosing a
product for use in a dishwasher. As a result, P&G now offers five different and unique scents in the
line of Cascade dishwasher soap products. This is a _______ approach to a market-
oriented strategy for P&G.
- combiner
- single target market
- multiple target market
- combined target market
- generic target market - ANS✅✅multiple target market
P&G developed Cascade Platinum dishwashing soap to offer a product that was superior in its ability
to clean the dirtiest of dishes. They produced a promotion campaign message that said, "Cascade
Platinum will make your dishes cleaner than that nasty, disgusting kitchen of yours will ever be!" This
is an example of ________ to create a product image in the mind of their potential consumers.
- product differentiation
- product positioning
- behavioral segmentation
- demographic segmentation
- brand loyalty development - ANS✅✅product positioning
P&G started its marketing segmentation process for Cascade by looking carefully at how many
consumers used a dishwasher to clean their dishes. This represents the _________ step in the
process of finding relevant segmenting dimensions for P&G.
- all potential dimensions
- qualifying dimensions
- determining product type dimensions
- determining brand-specific dimensions
- determining buyer personas - ANS✅✅qualifying dimensions
P&G did research to determine what form consumers preferred their dishwasher soap to come in.
Their results showed that 61% wanted the dissolving Actionpacs, 22% wanted gel detergent, 16%
