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Marketing
Q:
Radio One is the largest U. S. radio broadcasting company targeting Black Americans today. Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market. Potential disadvantages of this research approach include:
a. the questionable quality of the data
b. the high cost of collecting secondary data
c. he length of time it takes to collect secondary data
d. interviewer bias during the collection process
e. the potential for sampling error
Q:
When assessing the quality of secondary data, it is:
a. not necessary to know why the data were collected in the first place
b. important to be able to have easy access to the data
c. important to know the purpose for which the data were originally collected
d. not important to know when the data were collected
e. imperative to use the same methods and procedures when primary data are collected
Q:
All of the following are examples of secondary data EXCEPT:
a. a physical count of the number of cars passing through an intersection to determine the need for a traffic signal
b. a census report on the number of people who are native to a community
c. the creation of a customer database
d. a collection of trade journal articles about the future of a particular industry
e. a newspaper story describing the lifestyle of the average Internet user
Q:
While many economic indicators have been negative during the first half of 2009, the Wall Street Journal recently reported that U.S. retail sales were actually up in April. In fact, the performance of 61% of the retailers in the study topped analysts' expectations. If Costco used this report as factor in their expansion plans they would be using _____ data.
a. secondary
b. primary
c. dichotomous
d. convenience
e. observation
Q:
Research indicates that Americans today are concerned enough about sustaining the environment that they are willing to spend more. In fact, 65 percent of the people who responded to the survey said they were willing to spend more money for environmentally-friendly goods and 65 percent also expected to increase spending this year on eco-friendly products, despite the current downward trend in retail. Companies that use the results of this study in their product development efforts are using _____ data.
a. primary
b. convenience
c. dichotomous
d. observation
e. secondary
Q:
Trade groups, commercial publications, and government data can be used as sources of:
a. secondary data
b. consensual information
c. primary data
d. artificial intelligence
e. marketing audits
Q:
Post Properties is a company that manages apartments in various communities. It is concerned with a glut of apartments in Atlanta, Orlando, and Dallas Its market researcher begins by examining the rental markets in the Southeast, the history of apartment buildings, local economies, competitive rents, and ownership--all information that was on hand and did not require any new research to locate. The market researcher looked at:
a. a closed study
b. secondary data
c. primary data
d. a statistical analysis
e. priority databases
Q:
Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called _____ data.
a. single-source
b. secondary
c. primary
d. consensual
e. convenience
Q:
Managers must combine specific pieces of information needed to identify the marketing research problem. Their _____ is to provide insightful decision-making information.
a. company-correlated goal
b. autonomous task
c. dichotomous goal
d. marketing research objective
e. field service objective
Q:
In contrast to marketing research problems, management decision problems are:
a. action oriented
b. pervasive
c. narrower in scope
d. synergistic
e. information oriented
Q:
A recent survey reported 65 percent of the people responding said they were willing to spend more money for environmentally-friendly goods. Marketing research on how to best use this information will begin with the:
a. collection of the data
b. specification of the sampling plan
c. definition of the problem
d. research design
e. recognition of the marketing opportunity
Q:
The marketing research problem:
a. is information oriented
b. involves determining what resources will be used in research efforts
c. is action driven
d. does not rely on managerial experience
e. is accurately described by none of these choices
Q:
A small brewery has noticed a 20 percent decrease in the sale of its dark beer over the last three years. The company's owner wants to determine why the decline has occurred and how to reverse the trend. Once the owner has identified the problem as a consumer perception that dark beer is bitter and calorie-laden, its next step in the marketing research process should be to:
a. collect the data
b. recognize the marketing problem
c. analyze the marketplace
d. plan the research design
e. specify the sampling plan
Q:
When Eurasia restaurant, serving Eurasian cuisine, first opened along Chicago's Michigan Avenue, its novelty brought many diners. However, it turned off the important business lunch crowd, and sales went into decline. Before conducting any marketing research to explain the declining sales management needs to:
a. determine who will be most likely to respond to a survey
b. select a market sample from everyone in the population
c. define the problem to be researched
d. develop a survey to find out exactly what's wrong
e. enumerate the decision factors
Q:
The first step in the marketing research process is to:
a. specify the sampling plan
b. collect the data
c. analyze the marketplace
d. plan the research design
e. identify and formulate the problem/opportunity to be studied
Q:
After listening to a group of middle-aged women discuss there biggest concerns about the jeans they wore, a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to:
a. improve the quality of their decision making
b. find out why a marketing plan failed
c. learn how to more efficiently retain customers
d. understand the ever-changing marketplace
e. do all of these
Q:
Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, BSO employed _____ marketing research.
a. historical
b. descriptive
c. predictive
d. normative
e. objective
Q:
Phillip Morris USA, the manufacturer of Marlboro Ultra Smooth cigarette targeted to people who want to smoke a potentially safer cigarette has asked for marketing research to explain the reasons for the recent failure of the new cigarette. This type of research is described as:
a. descriptive
b. predictive
c. diagnostic
d. normative
e. historical
Q:
To help understand why sales of Keebler Sweet Spot shortbread cookies had dropped off the company used marketing research to gather factual information to help understand the problem. The gathering of factual statements is an example of marketing research in its _____ role.
a. historical
b. descriptive
c. predictive
d. normative
e. objective
Q:
Volkswagen developed an 18-month-long project to gain a better understanding of the American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Moonraker was intended to play a(n) _____ role in Volkswagen's marketing research.
a. diagnostic
b. descriptive
c. predictive
d. heuristical
e. demonstrative
Q:
Marketing research has three functional roles. These roles are:
a. normative, descriptive, and explanatory
b. predictive, normative, and persuasive
c. descriptive, diagnostic, and predictive
d. flexible, interactive, and discovery-oriented
e. descriptive, explanatory, and predictive
Q:
The publisher of a Canadian business magazine wanted to make several major changes in the magazine's content and format. To determine what changes would be supported by its subscribers and what changes would not be welcomed, the publisher should engage in:
a. advertising
b. database marketing
c. marketing research
d. a data retrieval system
e. secondary data
Q:
Soon after the Chenault Military Museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer, attendance decreased. To determine why this decrease in attendance occurred, the museum staff could rely on:
a. a production audit
b. database marketing
c. marketing research
d. an internal marketing audit
e. secondary data
Q:
A bowling alley operator could use _____ to determine why customers do not seem to like his bowling alley's new location.
a. transactional marketing
b. public relations
c. an EDI system
d. market synergy
e. marketing research
Q:
_____ is the process of planning, collecting, and analyzing data relevant to marketing decision making. The results of this analysis are then communicated to management.
a. Data collection
b. Artificial intelligence
c. Decision support
d. Marketing research
e. Single-source research
Q:
_____ is the creation of a large computerized file of customers' and potential customers' names, profiles, and purchase patterns.
a. Electronic targeting
b. Sampling procedure specification
c. Database marketing
d. Competitive data mining
e. Consumer behavior marketing
Q:
A true marketing decision support systems (DSS) possesses all of the following characteristics EXCEPT:
a. flexible
b. discovery-oriented
c. interactive
d. accessible
e. synergistic
Q:
According to the text, a true marketing decision support system should be interactive, which means:
a. managers can probe for trends, isolate problems, and ask "what if" questions
b. managers that aren"t skilled with computers can easily learn to use the system
c. managers are able to sort, regroup, total, average, and manipulate data in various ways
d. managers can give simple instructions and see immediate results
e. managers can find optimum solutions to marketing problems
Q:
A(n) _____ is an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.
a. expert system
b. marketing information system
c. artificial intelligence system
d. marketing decision support system
e. database marketing system
Q:
Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans is referred to as:a. competitive intelligenceb. marketing informationc. decision support informationd. marketing researche. observation
Q:
Government agencies, periodicals, and trade shows are good sources of competitive intelligence.
Q:
Competitive intelligence allows managers to predict changes in business relationships, identify marketplace opportunities, and discover new or potential competitors.
Q:
Los Hermanos Cafe has successfully operated seven restaurants in the same community for 20 years. Management plans to introduce an egg and cheese breakfast burrito to three restaurants after having success with this product in its other four diners. Since management knows this market so well, Los Hermanos Cafe doesn't need to conduct research before introducing the new product in its remaining restaurants.
Q:
Scanner-based research is a system of gathering information from a group of respondents by continuously monitoring the promotions panel members are exposed to and their subsequent purchase behavior.
Q:
Blogs are a source of consumer-generated media.
Q:
An online focus group is a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.
Q:
One advantage of an online focus group is that respondents tend to talk more freely about issues that might create inhibitions in a face-to-face group.
Q:
The difference between a traditional focus group and an online focus group is that there is no moderator in the online group like there is in a traditional group.
Q:
Because online surveys are still in their infancy, there are limited methods of conducting online surveys.
Q:
One advantage of Internet surveys is dramatically reduced costs.
Q:
Once adequate amounts of data have been collected, the researcher should present the report.
Q:
Measurement error occurs when a sample somehow does not represent the target population.
Q:
Martina was interested in how students perceive the health service provided by her university. To collect data on this issue, she interviewed the students in her evening class. Martina has used a random sampling procedure.
Q:
A snowball sample is a type of probability sample.
Q:
A simple random sample is a carefully developed probability sample set up to ensure that every member of the population has an equal chance of being selected as part of the sample.
Q:
The best experiments are those in which one factor is held constant and the other factors of interest are deliberately manipulated.
Q:
Ethnographic research is a form of experiment research because it is conducted without any preconceptions.
Q:
Fisher-Price employees were engaged in experimental research when they observed, from behind a mirror, children playing with soap bubbles and decided to build a toy lawn mover that spewed soap bubbles.
Q:
Questionnaires include three basic types of questions: open-ended, closed-ended, and scaled-response.
Q:
The most popular technique for gathering primary data is by observation.
Q:
Stuart Marketing Research is gathering information on the way people wrap gifts specifically for a large manufacturer of gift wrap paper that is considering introducing reusable wrapping paper with Velcro fasteners. The information gathered would be an example of primary data.
Q:
The quality of secondary data should never be questioned.
Q:
The last step in the marketing research process is to prepare and present the report.
Q:
The first step in the marketing research process is to plan the research design and gather primary data.
Q:
To save money on marketing research, a marketing manager suggests the company use the results of a survey conducted last year because similar questions were asked then. The manager is suggesting use of primary data.
Q:
Marketing research provides decision makers with data on the effectiveness of the current marketing mix and also with insights for necessary changes.
Q:
A decision support system (DSS) involves the planning, collection, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management.
Q:
The three roles of marketing research are persuasive, reminder, and informative.
Q:
A marketing decision support system is an interactive, flexible computerized information system that bypasses information-processing specialists and gives managers access to useful information from their own desks.
Q:
NARRBEGIN: Turkey Hunting Equip.Turkey Hunting EquipmentAround the beginning of fall each year, about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey, the most elusive game bird on the North American continent. The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks, turkey license plate holders, vests with huge pockets for toting dead birds, and hunting videos to turkey decoys, turkey earrings, and turkey callers. Neil Cost is considered the best manufacturer of turkey callers in the world. It is his only product, and each is highly prized by turkey hunters. It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.NARRENDRefer to Turkey Hunting Equipment. Primos Hunting Calls is another company that manufactures wild turkey callers. It claims each of its callers is able to cluck, shriek, and kee-kee (three sounds that have been known to attract the wild turkey). If you buy one of Cost's callers, you are limited to one sound. In this way, Primos has implemented a(n) _____ strategy.a. multisegmentb. product differentiationc. undifferentiated marketingd. target markete. repositioning
Q:
NARRBEGIN: Turkey Hunting Equip.Turkey Hunting EquipmentAround the beginning of fall each year, about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey, the most elusive game bird on the North American continent. The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks, turkey license plate holders, vests with huge pockets for toting dead birds, and hunting videos to turkey decoys, turkey earrings, and turkey callers. Neil Cost is considered the best manufacturer of turkey callers in the world. It is his only product, and each is highly prized by turkey hunters. It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.NARRENDRefer to Turkey Hunting Equipment. What kind of strategy does Neil Cost use to select his target market?a. concentrated targetingb. multisegmentc. mass marketingd. undifferentiatede. repositioned
Q:
NARRBEGIN: Turkey Hunting Equip.Turkey Hunting EquipmentAround the beginning of fall each year, about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey, the most elusive game bird on the North American continent. The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks, turkey license plate holders, vests with huge pockets for toting dead birds, and hunting videos to turkey decoys, turkey earrings, and turkey callers. Neil Cost is considered the best manufacturer of turkey callers in the world. It is his only product, and each is highly prized by turkey hunters. It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.NARRENDRefer to Turkey Hunting Equipment. Segmenting a market based on the fact that people who enjoy hunting typically exhibit a particular lifestyle is an example of _____ segmentation.a. benefitb. psychographicc. geographicd. geodemographice. demographic
Q:
NARRBEGIN: Turkey Hunting Equip.Turkey Hunting EquipmentAround the beginning of fall each year, about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey, the most elusive game bird on the North American continent. The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks, turkey license plate holders, vests with huge pockets for toting dead birds, and hunting videos to turkey decoys, turkey earrings, and turkey callers. Neil Cost is considered the best manufacturer of turkey callers in the world. It is his only product, and each is highly prized by turkey hunters. It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.NARRENDRefer to Turkey Hunting Equipment. Given that the wild turkey hunters number approximately 2.7 million, it meets the segmentation criterion of:a. substantialityb. accessibilityc. reliabilityd. responsivenesse. functionality
Q:
NARRBEGIN: Turkey Hunting Equip.Turkey Hunting EquipmentAround the beginning of fall each year, about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey, the most elusive game bird on the North American continent. The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks, turkey license plate holders, vests with huge pockets for toting dead birds, and hunting videos to turkey decoys, turkey earrings, and turkey callers. Neil Cost is considered the best manufacturer of turkey callers in the world. It is his only product, and each is highly prized by turkey hunters. It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.NARRENDRefer to Turkey Hunting Equipment. Wild turkey hunters would be defined as a:a. market segmentb. market positionc. segmentation based. retail positione. consumer position
Q:
To be successful, most businesses focus on customer service. However, the cable industry has a history of poor customer service. Cable companies are facing competition for TV customers who once had no choice but cable if they wanted to see more than local programs. In the face of this competition from direct broadcast satellites, cable companies are trying to use a _____ strategy to show that they have become customer-oriented.a. segmentationb. product differentiationc. targetingd. repositioninge. demarketing
Q:
H&R Block launched a $100 million marketing campaign to parlay the company's intimate knowledge of 20 million customers' finances into other services like mortgages and investment advice. Block has great brand recognition, but consumers only care about it four months out of the year. H&R Block is attempting to _____ itself to make people think of it as a company offering services year-round.
a. reposition
b. reengineer
c. demarket
d. undifferentiate
e. niche
Q:
The Southern Company is the largest provider of utilities in the southeastern United States. It has also been accused of being the biggest source of industrial air pollution in the area. The Southern Company is trying to change consumers' perceptions of the company by sponsoring a series of television programs on how to preserve our environment. The Southern Company is hoping the programming will lead to:
a. repositioning
b. reengineering
c. demarketing
d. undifferentiated targeting
e. one-to-one marketing
Q:
Changing consumers' perceptions of a brand in relation to competing brands is known as:
a. positioning
b. repositioning
c. reintermediation
d. demarketing
e. reengineering
Q:
The advertisements for Kay Jewelers usually show a man presenting a woman with a ring or necklace and receiving a kiss in return. The ad then shows the slogan "Every Kiss Begins with Kay." This is an example of _____ positioning.
a. product class
b. price and quality
c. use or application
d. attribute
e. emotion
Q:
Ad campaigns by Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve, you would need to take six aspirin or Tylenol and four Advil. These promotions are using the positioning base of:
a. product class
b. competitor
c. product user
d. product merits
e. price and quality
Q:
In 2008, Apple, Inc. introduced Mobile Me, which keeps everything on a consumer's Mac, PC, iPod or iPhone on an online server Apple calls the "Cloud" so that it can be accessed at any time. Apple is catering to on-the-go consumers who use multiple platforms. This positioning strategy is based on the _____.
a. product class
b. price and quality
c. use or application
d. product user
e. competitor
Q:
All of the following are typical bases for positioning EXCEPT:
a. attribute
b. price and quality
c. distribution
d. emotion
e. product user
Q:
The closer together two brands are on a perceptual map the:
a. less perceptually alike they are
b. closer their prices are
c. more objectively alike they are
d. more likely an undifferentiated marketing strategy is in effect
e. more similarly perceived by consumers they are
Q:
A (n) _____ could help determine whether or not snacking consumers consider Kashi Tasty Little Crackers healthy and tasty in comparison to other brands..
a. predictive modeling
b. perceptual map
c. product positioning
d. trend analysis
e. internal marketing audit
Q:
Which of the following is a means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers' minds?
a. perceptual mapping
b. product positioning
c. market segmentation
d. product tracing
e. laddering
Q:
When the Sara Lee Bakery Group introduced Iron Kids Crustless bread (to save mothers the time and effort of slicing the crusts off sandwiches), it was using:
a. PRIZM segmentation
b. geodemographic segmentation
c. niche marketing strategy execution
d. product differentiation
e. a target market chart
Q:
For years, fryer chickens sold in grocery stores were perceived to be a rather generic product--one brand of chicken was much like another. Then Frank Perdue began an advertising campaign to tell consumers his brand of chicken was more tender and a better choice. Perdue brought _____ to the marketing of fryer chickens.
a. perceptual mapping
b. product differentiation
c. psychographic targeting
d. market innovation
e. cannibalization
Q:
Products such as bleaches, aspirin, unleaded regular gasoline, and some soaps are distinguished by differences, such as brand names, packaging, color, smell, or "secret" additives. With these products, marketers attempt to convince customers their product is significantly different from the others and should therefore be demanded over competing brands. These marketers are using:
a. cannibalization
b. perceptual mapping
c. psychographic targeting
d. integrated marketing
e. product differentiation
Q:
There are a number of devices that parents can buy to prevent their children from hearing objectionable language while they watch television. ProtecTV is the only product of its kind that has an expandable dictionary. Parents can add words and phrases they find offensive, and the additional words will be deleted from soundtracks and captioning. ProtecTV uses a(n) _____ strategy.
a. repositioning
b. demarketing
c. market integration
d. undifferentiated targeting
e. product differentiation
Q:
Elaine perceives Cadillac automobiles to be for older men, not for young professional women such as herself. Elaine's perception represents Cadillac's _____ in her mind.
a. status
b. frame
c. position
d. role
e. equity