A popular apparel company wants to introduce a new style of jeans aimed exclusively at bike riders. Since such a product does not exist in the market yet, the designers want to understand what bikers look for in a pair of jeans, what associations they have, and how they qualitatively feel about different brands and lifestyles. Which of the following market research tools would be best suited to help the firm gain insights about these consumers?

Read the passage below and choose the appropriate answer. 백화점 쇼핑 오늘 수빈이는 친구 민지와 같이 옷을 사러 백화점에 갔습니다. 백화점 안은 쇼핑하러 온 사람들 때문에 아주 복잡했습니다. 수빈이는 요즘 유행하는 짧은 치마와 블라우스, 그리고 굽이 높은 샌들을 사고 민지는 운동할 때 입을 편한 바지와 티셔츠를 샀습니다. 한국은 유행이 자주 바뀌어서 옷 사기가 어렵습니다.  민지는 캐나다에 계시는 아버지께 드리려고 얇은 면 자켓도 하나 샀습니다. 세일을 해서 반값으로 싸게 살 수 있었습니다. 그런데 현금이 모자라서 카드로 냈습니다.  Match the given sentence in the left column with the reason in the right column. (Use each one once.)

Groups with negative desirability are referred to as _____.

Pedialyte was originally a rehydration drink for sick children, but Abbott has recently started marketing it to adults for hangover recovery and sports hydration. This is an example of which strategy in Ansoff’s Growth Matrix / Diversification Analysis?

Many people don’t buy paint for their homes because they fear picking the wrong color. However, Sherwin Williams has an app that uses augmented reality to allow you to change the color of your walls digitally before you buy the paint. This is an example of the ________________ force in the marketing environment.

Abbott Labs has a product that has low market share but is in a high market growth category. What approach should they take?

Which is NOT one of the four ways to identify an insight mentioned in the lecture?

Compared to the Business-to-consumer (B2C) market, the Business-to-business (B2B) market:

Choose the appropriate answer of the sentence you hear in Korean.  

Match each question in the left column with an appropriate answer in the right column.