Question 1

Goldwyn, a market researcher at Horpine Analytics, is creating a survey to measure the value of his company's brand as perceived by customers. Which of the following questions will help Goldwyn measure the top-of-mind awareness of Horpine Analytics?

Options :

A : Have you used the services of Horpine Analytics?

B : What are companies that you depend on for your business needs?

C : What companies do you think of first when you hear the phrase market analysis?

D : When was the last time you used an analytics tool?

Answer: C

Question 2

In Travnia, an industrial country, the government controls most of the utilities, including power and water supply. The bottled-water market, however, has four major players: Balk, Pentl, Valr, and Tidum. Each of the companies markets its product using a distinct branding strategy. In an attempt to gain a larger market share, Pentl reduces the price of its products by 10%. It expects to make up for the lost revenue from an increase in sales. Which of the following is true of this scenario?

Options :

A :

The government-s control of most of the utilities including power and water supply represents monopolistic competition.

B : The power supply industry in Travnia is oligopolistic in nature.

C : The competition in the bottled-water industry represents pure competition.

D : Pentl-s current pricing strategy can be termed as predatory pricing.

E : A price war would erupt if the other firms reduced prices, too, and forced Pentl to reduce prices further.

Answer: E

Question 3

A grocery store checkout counter collects content relating to individual consumer purchases. When this content is organized, analyzed and interpreted, it becomes _____.

Options :

A : data

B : information

C : metadata

D : metacontent

E : samples

Answer: B

Question 4

Which of the following best describes a lagged effect?

Options :

A : It is a delayed response to a marketing communication campaign exhibited by customers.

B :

It occurs when consumers mention a specific brand name first when they are asked about a product or service.

C : It occurs when consumers indicate they know the brand when the name is presented to them.

D :

It refers to a potential customer’s inability to recognize or recall that a brand name belongs to a certain product category

E :

It is any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium.

Answer: A

Question 5

A group of firms that make and deliver a given set of goods and services is known as a _____.

Options :

A : market segment

B : line extension

C : focus group

D : supply chain

E : marketing mix

Answer: D

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