Deck 4: Creating Customer Value, Satisfaction, Loyalty, Conducting Marketing Research and Forecasting Demand

Question 1

A customer touch point in the hotel industry would include an item such as ________.

A) cable television
B) reservations
C) the hotel's rates for rooms
D) competency of hotel staff
E) free soap in the bathroom

Answer 1

reservations

Question 2

In 2010, Marketing research was valued as a ________ billion industry globally.

A) US$10
B) US$7.5
C) US$50
D) US$16.5
E) US$31.2

Answer 2

US$31.2

Question 3

Which of these indicators will a marketer not look at when looking at launching a new campaign in the Arab world?

A) Literacy
B) Average enrollment in higher education
C) Proliferation of mobile phones
D) Freedom of the press
E) How the advertising campaign worked in a Western country

Answer 3

How the advertising campaign worked in a Western country

Question 4

Markets in the Arab world will have to look at each country's internet and mobile internet usage before launching a campaign in one of those mediums.

Question 5

If Oman had 7 percent of all of the GCC countries' population, the company might assume that Oman would be a market for 7 percent of total drugs sold in the GCC

Question 6

Ask subjects what kind of person they think of when the brand is mentioned: "If the brand were to come alive as a person, what would it be like, what would it do, where would it live, what would it wear, who would it talk to if it went to a party (and what would it talk about)?" Which of the following qualitative research approaches matches to the approach described above?

A) Brand personification
B) Projective techniques
C) Pyramiding
D) Laddering
E) Visualization

Question 7

A marketing research firm intends to ask consumers a question that reads "Do you intend to buy a automobile within the next six months?" Consumers could respond in several ways including no chance, slight possibility, fair possibility, good possibility, high possibility, and certain. Which of the following terms most accurately categorizes the type of scale that the marketing researcher will want to use in the research effort?

A) Purchase probability scale
B) Behavioral scale
C) Buying ratio scale
D) Attitude scale
E) Market-test scale