BUAD 479 Quiz 6 Questions and Answers Already Passed
Swatch surveyed the market and identified an unserved segment of watch buyers. Using these results,
they created a watch at a price consumers were willing to pay. The unorthodox order of this marketing
mix decision is an example of _______.
A. cost-plus pricing
B. penetration pricing
C. competition-based pricing
D. target costing - Answers D
David Zaltman, a senior market research analyst at Fisher & Paykel Appliances, is trying to estimate the
relative importance of the various features offered by their line of compact dishwashers by potential
consumers. He should be using which of the following market research techniques?
A. Observational research
B. Focus groups
C. Conjoint analysis
D. In-depth interviews - Answers C
Dobla Chocolate, Inc. is using the market research process framework for identifying the opportunity
space. Which of the following is a possible reason why the process may fail in Step 3 of the market
research process framework?
A. Consumers' evoked consideration set may be different than that used in the study
B. Failing to pickup on all the benefits/dimensions that are relevant to the potential customer
C. Management may be reluctant to act on market research conclusions
D. Respondents may undervalue a new dimension because of uncertainty about its utility - Answers A
Toyota Corporation has introduced a new version of the Prius Hybrid car that provides the same mileage
as the earlier version but offers new luxury features like leather seats, voice-navigations systems, lane
control, and auto cruise control. Such an innovation would be called a:
A. Region IV Innovation
B. Region III Innovation
C. Region I Innovation
D. Region II Innovation - Answers D
Swatch surveyed the market and identified an unserved segment of watch buyers. Using these results,
they created a watch at a price consumers were willing to pay. The unorthodox order of this marketing
mix decision is an example of _______.
A. cost-plus pricing
B. penetration pricing
C. competition-based pricing
D. target costing - Answers D
David Zaltman, a senior market research analyst at Fisher & Paykel Appliances, is trying to estimate the
relative importance of the various features offered by their line of compact dishwashers by potential
consumers. He should be using which of the following market research techniques?
A. Observational research
B. Focus groups
C. Conjoint analysis
D. In-depth interviews - Answers C
Dobla Chocolate, Inc. is using the market research process framework for identifying the opportunity
space. Which of the following is a possible reason why the process may fail in Step 3 of the market
research process framework?
A. Consumers' evoked consideration set may be different than that used in the study
B. Failing to pickup on all the benefits/dimensions that are relevant to the potential customer
C. Management may be reluctant to act on market research conclusions
D. Respondents may undervalue a new dimension because of uncertainty about its utility - Answers A
Toyota Corporation has introduced a new version of the Prius Hybrid car that provides the same mileage
as the earlier version but offers new luxury features like leather seats, voice-navigations systems, lane
control, and auto cruise control. Such an innovation would be called a:
A. Region IV Innovation
B. Region III Innovation
C. Region I Innovation
D. Region II Innovation - Answers D
