Which of the following statements by marketing managers is NOT logical and true?
A) "We are planning to appeal more to Hispanic consumers, since this group has surged and will soon be over 15 percent of the population."
B) "We're building supermarkets that will appeal to Hispanic consumers; it's a big investment, but the Hispanic population in the U.S. is now about 48 million and growing fast."
C) "We are adapting our diaper promotion to target African American and Hispanic parents, since the birthrate in those groups is higher than for whites."
D) "We will target Asian Americans in San Francisco since they comprise over 20 percent of its population."
E) "We are going to appeal to the African American group because it is a large, homogeneous target market."
Answer: E
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Marketing Chapter 5
- With respect to standardized information, CGM stands for:
- Experian Simmons can help you identify which of your prospects and customers fall into the key Tipping Point segments?
- Which of the following is NOT mentioned in your text as an application of standardized information?
- Which of the following does NOT refer to a disadvantage of standardized information?
- Which of the following does NOT refer to an advantage of syndicated data?
- According to your text, which of the following is NOT true regarding syndicated data?
- ESRI's Tapestry™ Segmentation is a(n) ________ that uses a process to profile residential neighborhoods.
- _____ is (are) collected in a standard format and made available to all subscribers.
- _____ is (are) a type of secondary data in which the data collected and/or the process of collecting the data are standardized for all users.
- Since its first completion, the American Community Survey has been offering ________ estimates for geographic areas with a population of 65,000 or more, while geographic areas with populations of 20,000 or more can access ________-year estimates, and areas with populations less than 20,000 can access ________-year estimates beginning in 2010.
- What year was the ACS first completed?
- The primary advantage of the American Community Survey is that:
- Which of the following is the survey created by the U.S. Census Bureau in 1996 to collect economic, social, demographic, and housing information as part of the Decennial Census Program?
- Information collected in the census is collected:
- Which of the following secondary information sources provides a baseline of data every ten years?
- Which of the following was NOT listed in your textbook as a secondary information source on marketing?
- When two or more secondary sources provide conflicting information you should:
- Which of the following should you look for in evaluating a study that is secondary data?
- In your text your authors discuss how research was conducted by the disposable diaper industry that demonstrated that disposable diapers were no more harmful on the environment than cloth diapers. The cloth diaper industry found just the opposite. The point of this example is:
- Which of the following was NOT discussed as a method of evaluating secondary data?
- Which of the following was NOT discussed as a disadvantage of using secondary data?
- Which of the following was NOT discussed as an advantage of using secondary data?
- Databases are sometimes packaged together and are referred to as:
- A syndicated services data firm collects data in a standard format and makes it available to:
- Many marketing research firms have white papers on varied topics on their website. The one discussed in your text is ________.