Chapter 3

Question 1

Concept testing

Answer 1

Testing the acceptance of a new idea by target consumers

Question 2

Everything in marketing begins and ends with ____.

Answer 2

The consumer

Question 3

The systematic gathering, recording, and analysis of data about issues relating to marketing products and services is called ____.

Answer 3

Market research

Question 4

Market research will fall into one of two categories. What are the two categories?

Answer 4

Qualitative and quantitative

Question 5

What are the two main types of research that marketers use

Answer 5

Primary research and secondary research

Question 6

What is the definition of a “gotta-do” when doing an in store learning exercise?

Answer 6

Things that all products in a category must do to remain competitive

Question 7

Define “smart to do’s”

Answer 7

The benefits that market leaders provide that set a product apart and give it a competitive advantage

Question 8

What is the assumption trap?

Answer 8

Marketers assuming they know enough to sell their product