MKT 352 CH 1 Question and answers
already passed 2025/2026
Melanie browses the online shopping website bellclothing.com for formal shirts. Later, when she logs
into her account on a social media website, she sees display ads for a specific brand of formal shirts that
are available on bellclothing.com. This scenario best illustrates the concept of _____. - correct answer
✔behavioral targeting
Identify a use of concept and product testing or test marketing. - correct answer ✔They give
information for decisions on new-product introductions and product improvements.
Marketing researchers have learned from an important theory, which comes from services marketing
research, that some characteristics are important to consumers across a wide variety of services
contexts. What are those characteristics? - correct answer ✔Responsiveness
Tangibles
Reliability and empathy
Assurance
A technique that is often used to picture the relative position of products on two or more dimensions
important to consumers in making their choice to purchase is known as _____. - correct answer
✔Perceptual mapping
Research investigations that focus on topics such as trade area analysis, store image or perception, in-
store traffic patterns, and location analysis are known as - correct answer ✔retailing research
already passed 2025/2026
Melanie browses the online shopping website bellclothing.com for formal shirts. Later, when she logs
into her account on a social media website, she sees display ads for a specific brand of formal shirts that
are available on bellclothing.com. This scenario best illustrates the concept of _____. - correct answer
✔behavioral targeting
Identify a use of concept and product testing or test marketing. - correct answer ✔They give
information for decisions on new-product introductions and product improvements.
Marketing researchers have learned from an important theory, which comes from services marketing
research, that some characteristics are important to consumers across a wide variety of services
contexts. What are those characteristics? - correct answer ✔Responsiveness
Tangibles
Reliability and empathy
Assurance
A technique that is often used to picture the relative position of products on two or more dimensions
important to consumers in making their choice to purchase is known as _____. - correct answer
✔Perceptual mapping
Research investigations that focus on topics such as trade area analysis, store image or perception, in-
store traffic patterns, and location analysis are known as - correct answer ✔retailing research
