Mkt 300 Exam 2 CSU |40 Questions and Answers
Perceptioned defined - -The process by which a customer selects, organizes, and interprets
information/stimuli inputs to create a meaningful picture of the brand or the product
-Observation - -This is the weakest form of research. It answers the what, not the why
-Test Market - -offering a product in a limited market for a limited time
-Reasons NOT to test market - --If the product is going to be a fad
-"The product is wonderful and unique"
-Product can be too easily copied
-Test marketing can be expensive
-If the company has been burned by sabotage
-Projective technique - -a type of qualitative research in which subjects are provided a
scenario and asked to express their thoughts and feelings about it
-Steps in the marketing research process - --Problem Discovery
-Research method
-Research Design
-Data Analysis
-Data gathering
-Sampling
-Conclusion/Report
-Population/universe - -total group that researchers want to study
-Sample - -a subset of the population
-Product ladder - --Prospect
-Customer
-Client
-Supporter
-Advocate
-Personality: Id - -Instincts
-Personality: Ego - -Reality
-Personality: Superego - -Morality
-Routine Problem Solving - -consumers recognize a problem, make a decision, and spend
little effort seeking external information and evaluating alternatives
Perceptioned defined - -The process by which a customer selects, organizes, and interprets
information/stimuli inputs to create a meaningful picture of the brand or the product
-Observation - -This is the weakest form of research. It answers the what, not the why
-Test Market - -offering a product in a limited market for a limited time
-Reasons NOT to test market - --If the product is going to be a fad
-"The product is wonderful and unique"
-Product can be too easily copied
-Test marketing can be expensive
-If the company has been burned by sabotage
-Projective technique - -a type of qualitative research in which subjects are provided a
scenario and asked to express their thoughts and feelings about it
-Steps in the marketing research process - --Problem Discovery
-Research method
-Research Design
-Data Analysis
-Data gathering
-Sampling
-Conclusion/Report
-Population/universe - -total group that researchers want to study
-Sample - -a subset of the population
-Product ladder - --Prospect
-Customer
-Client
-Supporter
-Advocate
-Personality: Id - -Instincts
-Personality: Ego - -Reality
-Personality: Superego - -Morality
-Routine Problem Solving - -consumers recognize a problem, make a decision, and spend
little effort seeking external information and evaluating alternatives
