MARK 3000 GRANTHAM UGA UPDATED
COMPREHENSIVE QUESTIONS AND ANSWERS SURE
A+
✔✔survey - ✔✔a systematic means of collecting information from people that generally
uses a questionnaire
✔✔questionnaire - ✔✔A form that features a set of questions designed to gather
information from respondents and thereby accomplish the researchers' objectives;
questions can be either unstructured or structured.
✔✔unstructured questions - ✔✔open-ended questions that allow respondents to
answer in their own words
✔✔structured questions - ✔✔close-ended questions for which a discrete set of
response alternatives, or specific answers, is provided for respondents to evaluate
✔✔experimental research - ✔✔A type of conclusive and quantitative research that
systematically manipulates one or more variables to determine which variables have a
causal effect on another variable.
✔✔biometric data - ✔✔digital scanning of the physiological or behavioral characteristics
of individuals as a means of identification
✔✔product - ✔✔anything that is of value to a consumer and can be offered through a
voluntary marketing exchange
✔✔core customer value - ✔✔the basic problem solving benefits that consumers are
seeking
✔✔actual product - ✔✔the physical attributes of a product including the brand name,
features/design, quality level, and packaging
, ✔✔associated services (augmented product) - ✔✔the non-physical attributes of the
product including product warranties, financing, product support, and after-sale service
✔✔consumer product - ✔✔products and services used by people for their personal use
✔✔specialty products/services - ✔✔products or services toward which the customer
shows a strong preference and for which he or she will expend considerable effort to
search for the best suppliers
✔✔shopping products.services - ✔✔those for which consumers will spend time
comparing alternatives such as apparel, fragrances, and appliances
✔✔convenience products/services - ✔✔those for which the consumer is not willing to
spend any effort to evaluate prior to purchase
✔✔unsought production/ services - ✔✔products or services consumers either do not
normally think of buying or do not know about
✔✔product mix - ✔✔the complete set of all products offered by a firm
✔✔product lines - ✔✔groups of associated items, such as those that consumers use
together or think of as part of a group of similar products
✔✔breadth - ✔✔number of product lines offered by a firm, also known as variety
✔✔depth - ✔✔number of categories within a product line
✔✔brand equity - ✔✔the set of assets and liabilities linked to a brand that add to or
subtract from the value provided by the product or service
✔✔brand awareness - ✔✔Measures how many consumers in a market are familiar with
the brand and what it stands for; created through repeated exposures of the various
brand elements (brand name, logo, symbol, character, packaging, or slogan) in the
firm's communications to consumers.
✔✔perceived value - ✔✔the relationship between a product's or service's benefits and
its cost
✔✔brand association - ✔✔the mental links that consumer make between a brand and
its key product attributes; can involve a logo, slogan, or famous personality
COMPREHENSIVE QUESTIONS AND ANSWERS SURE
A+
✔✔survey - ✔✔a systematic means of collecting information from people that generally
uses a questionnaire
✔✔questionnaire - ✔✔A form that features a set of questions designed to gather
information from respondents and thereby accomplish the researchers' objectives;
questions can be either unstructured or structured.
✔✔unstructured questions - ✔✔open-ended questions that allow respondents to
answer in their own words
✔✔structured questions - ✔✔close-ended questions for which a discrete set of
response alternatives, or specific answers, is provided for respondents to evaluate
✔✔experimental research - ✔✔A type of conclusive and quantitative research that
systematically manipulates one or more variables to determine which variables have a
causal effect on another variable.
✔✔biometric data - ✔✔digital scanning of the physiological or behavioral characteristics
of individuals as a means of identification
✔✔product - ✔✔anything that is of value to a consumer and can be offered through a
voluntary marketing exchange
✔✔core customer value - ✔✔the basic problem solving benefits that consumers are
seeking
✔✔actual product - ✔✔the physical attributes of a product including the brand name,
features/design, quality level, and packaging
, ✔✔associated services (augmented product) - ✔✔the non-physical attributes of the
product including product warranties, financing, product support, and after-sale service
✔✔consumer product - ✔✔products and services used by people for their personal use
✔✔specialty products/services - ✔✔products or services toward which the customer
shows a strong preference and for which he or she will expend considerable effort to
search for the best suppliers
✔✔shopping products.services - ✔✔those for which consumers will spend time
comparing alternatives such as apparel, fragrances, and appliances
✔✔convenience products/services - ✔✔those for which the consumer is not willing to
spend any effort to evaluate prior to purchase
✔✔unsought production/ services - ✔✔products or services consumers either do not
normally think of buying or do not know about
✔✔product mix - ✔✔the complete set of all products offered by a firm
✔✔product lines - ✔✔groups of associated items, such as those that consumers use
together or think of as part of a group of similar products
✔✔breadth - ✔✔number of product lines offered by a firm, also known as variety
✔✔depth - ✔✔number of categories within a product line
✔✔brand equity - ✔✔the set of assets and liabilities linked to a brand that add to or
subtract from the value provided by the product or service
✔✔brand awareness - ✔✔Measures how many consumers in a market are familiar with
the brand and what it stands for; created through repeated exposures of the various
brand elements (brand name, logo, symbol, character, packaging, or slogan) in the
firm's communications to consumers.
✔✔perceived value - ✔✔the relationship between a product's or service's benefits and
its cost
✔✔brand association - ✔✔the mental links that consumer make between a brand and
its key product attributes; can involve a logo, slogan, or famous personality
