General Motors did research on what became the minivan-a small van suitable for families. The research did not convince them to produce it. Later, Chrysler introduced the Dodge Caravan and Plymouth Voyager minivans, which turned out to be among the most successful models in automotive history. This example most closely demonstrates that:
a. Marketing research does not always provide management with the right answer.
b. Marketing research does not provide correct answers most of the time.
c. Management should question the methods used to conduct product market research.
d. Marketing research is not as reliable as management's intuition.
Answer: a. Marketing research does not always provide management with the right answer.
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Marketing Chapter 1
- ____ should be the guiding force for development of the overall marketing communications strategy and of objectives for each element of the promotional mix.
- _____ are planned marketing communication messages created by the company such as advertisements, websites, news/press releases, packaging, brochures, and sales promotion etc.
- _____ is nonpersonal communication neither directly paid for nor run under identified sponsorship.
- _____ includes those marketing activities that provide extra value or incentives for purchasing a product such as coupons and premiums.
- _____ is a tool of direct marketing that is used to call customers directly and attempt to sell the products and services, or qualify them as sales leads.
- ____ advertising is targeted to marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand.
- DocStock, a company that manufactures stethoscopes, has placed an ad in DocsMag, a magazine targeted at doctors. This is an example of:
- Ads for Wagner Brake Products, Champion spark plugs, MOOG chassis parts, and Keystone wheels in Tire Review, a journal written and published especially for owners/operators of auto shops, are examples of _____ advertising.
- ____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products.
- Which of the following is an example of retail advertising?
- Which of the following best describes selective-demand advertising?
- The National Egg Coordination Committee has for years now been promoting the benefits of eggs and their importance in one's diet through its ads, which are aired in many nations. Which type of advertising is it making use of?
- Amul, a food product marketing organization, has come up with new global ads that promote the benefits of drinking milk as well as demonstrates the various uses of milk. This is an example of:
- ____ advertising focuses on creating demand for a specific company's brand.
- Primary-demand advertising is designed to:
- Retail/Local advertising often takes the form of:
- A used bookstore that runs an ad which announces a "12-hour, everything must go" sale is using:
- Which of the following is true about retail advertising?
- Advertising done by Target, Kohl's, and Macy's for the purpose of building store traffic and encouraging consumers to make a purchase now is known as _____ advertising.
- Big bazaar, a supermarket in India, recently placed an ad in the newspapers circulated in Bangalore city that it would provide 10 vegetables at a flat rate of Rs.10 to consumers from Monday to Wednesday between 1 p.m. and 3 p.m. at select locations in the Bangalore city. Which of the following types of advertising did it make use of?
- _____ advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment.
- Stylo, a perfume manufacturing company, spends about $1,000,000 annually in order to advertise and remind its customers in the United States about its company, brand, its features, benefits, uses, and mainly to reinforce its image and attract customers to purchase its products. Which type of advertising is it making use of?
- Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the country is known as _____ advertising.
- Which of the following is true about advertising?
- Which promotional mix would a firm use if it wanted to reach a large consumer audience while keeping cost per contact low and create a symbolic image or appeal for a new brand?