Marketing Research
Nike uses online surveys after purchases to collect new customer opinions. This is an example of this type of research.
What is primary research?
Starbucks’ coffee drinks, pastries, and mugs represent this “P.”
What is product?
Netflix recommends shows based on viewing habits. This is an example of this type of segmentation.
What is behavioral segmentation?
Volvo positions itself as a leader in this product attribute.
What is safety?
The Nike swoosh and “Just Do It” are examples of these branding elements.
What are brand symbols and slogans?
Coca-Cola analyzes industry reports and sales data from previous years. This is known as _____.
What is secondary research?
Instagram ads and seasonal promotions fall under this “P.”
What is promotion?
Gender, age, and income are examples of this segmentation type.
What is demographic segmentation?
This term describes how a brand wants to be perceived by consumers.
What is positioning?
This term refers to the feelings consumers associate with a brand like Disney.
What is brand image?
Spotify tracks how often users skip songs to analyze preferences. What type of data is this?
What is quantitative data?
When McDonald’s offers a $5 meal deal, which “P” is being adjusted?
What is price?
Lululemon targets active adults willing to pay more for athleisure. What is this group called?
What is a target market?
Dollar Shave Club markets itself as affordable and convenient. What type of positioning is this?
What is price-based or value-based positioning?
When customers buy Apple products repeatedly despite higher prices, this shows _____.
What is brand loyalty?
Apple invites customers to discuss their experiences with new products in small groups. What research method is this?
What is a focus group?
Nike selling products through its website and retail stores impacts which “P”?
What is place?
Patagonia appeals to environmentally conscious consumers. Which type of segmentation is this?
What is psychographic segmentation?
This type of map might compare Nike, Adidas, and other competitiors using price and quality for axes.
What is a perceptual map?
Target’s red color scheme and bullseye logo help build this.
What is brand identity?
Amazon wants customer opinions and feedback to predict future buying trends and improve inventory decisions. Which research approach should it use?
What is qualitative research?
Apple charges premium prices, limits discounts, and uses sleek advertising. How are the 4 P’s working together?
What is creating a premium brand image and perceived value?
Why would a brand like Rolex avoid targeting the mass market?
What is to maintain exclusivity and a luxury brand image?
When Old Spice shifted its advertising to appeal to younger consumers, what strategy was this?
What is rebranding or repositioning?
How does strong branding allow companies like Nike to charge higher prices than competitors?
What is it increases perceived value and emotional connection?