Free test bank for marketing research 2nd asia

Free Test Bank for Marketing Research 2nd Asia Pacific Edition by Zikmund Mutiple Choice Questions The systematic and objective process of generating information to improve marketing dec

Free Test Bank for Marketing Research 2nd Asia

Pacific Edition by Zikmund Mutiple Choice Questions

The systematic and objective process of generating information to improve marketing decisions is the essence of:

38 years old, what type of study is this?

1 A.market segmentation study

2 B.product research study

3 C.performance-monitoring study

4 D.distribution research study

A company manager is facing declining sales but doesn’t know why Which type of research design would you recommend to

address this problem?

1 A.exploratory research

2 B.descriptive research

3 C.causal research

4 D.secondary research

Asking consumers what they think about a possible brand name for

a new product is an example of which type of research?

1 A.pricing research

1 A.distribution research

2 B.pricing research

3 C.promotion research

4 D.product research

Research that tries to verify a theory or to learn more about a

certain concept is the essence of:

A librarian assesses the amount of wear to book bindings to

determine which books are most borrowed This is an example of:

Which type of research is this an example of?

1 A.relationship marketing research

2 B.total quality management research

3 C.opportunity assessment research

4 D.performance-monitoring research

When Chee-tos snack food conducted research in China to

determine which flavours consumers would find appealing, this was

an example of which type of research?

1 A.pricing research

2 B.promotion research

3 C.product research

4 D.distribution research

The research question ‘What features do buyers prefer in our

product?’ is best addressed by conducting:

Which type of product research is conducted to determine whether

a finished product out-performs its competitors or meets

expectations?

1 A.analysing market segments and selecting target markets

2 B.identifying and evaluating opportunities

3 C.analysing marketing performance

4 D.planning and implementing a marketing mix strategy

When a toy company shows different versions of a proposed TV commercial to groups of children and observes which one grabs their attention most, what is this an example of?

1 A.secondary data study

2 B.survey research study

3 C.experimental study

4 D.performance-monitoring research

Information obtained from marketing research can be used for all the following except:

1 A.evaluate marketing activities

2 B.monitor marketing performance

3 C.identify marketing opportunities

4 D.ensure correct marketing execution

The initial stage of the research process involves:

1 A.planning the research design

2 B.defining the problem

3 C.defining the sample size

4 D.planning the data analysis procedure

25 Free Test Bank for Marketing Essentials 2nd Edition

by Dibb Mutiple Choice Questions

_ of marketing plans hinges on coordination of marketing

activities, motivation of marketing personnel, and effective

communication within the marketing unit

1 a Deciding whether or not a certain product should continue to be sold

2 b Determining whether an advertising message would be more effective on television or in magazines

3 c Choosing between a company jet or the airlines for executive travel

4 d Deciding whether or not to have retail outlets in addition to a website

5 e Developing a new warranty policy for an existing product

The marketing mix is built around _

1 a the product, brand or position

1 a involves a large number of customers.

2 b is a specific group of customers on whom a company focuses its marketing efforts.

3 c already has several competitors vying for customers' business.

4 d is the same as a salesperson's prospective client list.

5 e is a customer group classified as people with similar demographic

characteristics.

The definition of marketing implies that should receive

benefits from exchange relationships

1 a only customers

2 b only businesses

3 c company management

4 d both customers and businesses

5 e only the most important customers

Which of the following statements about marketing environment forces is correct?

1 a They influence customers by affecting their lifestyles, standards of living, and preferences and needs for products.

2 b They do not influence customers' reactions to a firm's marketing mix.

3 c They fluctuate slowly and thereby create threats to a firm's marketing mix.

4 d They never fluctuate quickly.

5 e They do not influence the way a marketing manager performs certain marketing activities.

A market orientation is an organization-wide effort that includes all

of the following activities except:

1 a researching customers' needs.

2 b focusing on the marketing department only.

3 c generating marketing intelligence for use in the organization.

4 d being responsive to customers' ever-changing wants and needs.

5 e disseminating marketing intelligence across departments within the

organization.

The forces of the marketing environment primarily affect marketers

in three ways: They influence customers by affecting their lifestyles and preferences for products; they determine whether or how a marketing manager can perform certain marketing activities; and they

1 a affect a marketing manager's decisions and actions by influencing buyers' reactions to: the firm's marketing mix.

2 b dictate that changes be made to the existing marketing mix despite any negative reactions from customers.

3 c make most new products obsolete very quickly so that research and

development must continually develop new products.

4 d cause most advertising to be ineffective at communicating product benefits due to rapidly changing environmental forces.

5 e change a customer's decisions about the appropriate marketing mix for the company and its various products.

The marketing concept is:

1 a a management philosophy.

2 b synonymous with exchange.

3 c a component of the marketing mix.

4 d a function of the marketing environment.

5 e focused solely on satisfying customer objectives.

Marketing management is defined as a process of:

1 a maintaining an appropriate and efficient marketing mix for a target market.

2 b establishing performance standards and evaluating actual performances against these standards.

3 c providing products that satisfy customers' needs through a coordinated set

1 a markets, products, and images.

2 b goods, ideas, and intangibles.

3 c brands, services, and tangibles.

4 d services, ideas, and goods.

5 e ideas, services, and things.

Marketing activities:

1 a are aimed at persuading customers through advertising.

2 b involve mainly distribution and promotion decisions.

3 c and selling activities are basically the same.

4 d are important only when a firm is developing new products or entering new markets.

5 e help sell an organization's products and generate financial resources for the firm.

The marketing concept is best defined as:

1 a a second definition of marketing.

2 b a philosophy stating that an organization should try to satisfy customers' needs through a coordinated set of activities that allows the organization to achieve its goals.

3 c the performance of business activities that direct the flow of goods and services from producer to customer or user.

4 d a philosophy stating that an organization should attempt to accomplish its goals with no regard for the needs of customers.

5 e the inclusion of marketing activities in the activities of an organization.

Today, establishing long-term, mutually beneficial arrangements in which both the buyer and seller focus on value enhancement

through the creation of more satisfying exchanges is known

5 e a business strategy.

The marketing concept is a management philosophy that affects:

1 a only marketing activities.

2 b all efforts of the organization.

3 c mainly the efforts of sales personnel.

4 d mainly customer relations.

5 e only business organizations.

The focal point of all marketing activities is

5 e stock market cycles

Marketing is the management process:

1 a of promoting products through personal selling and advertising to develop and maintain favorable relationships with customers and stakeholders.

2 b responsible for identifying, anticipating and satisfying customer

requirements profitably.

3 c for delivering a standard of living to a society.

4 d of creating, distributing, promoting, and pricing goods, services, and ideas

to facilitate the achievement of the firm's objectives.

5 e focusing on customers' needs.

is provision or transfer of goods, services and ideas

The forces of the marketing environment include:

1 a political, legal and regulatory, sociocultural, technological, economic, and competitive.

2 b sociocultural, legal, regulatory, economic, and competitive.

3 c legal, regulatory, political, and sociocultural.

4 d competitive and noncompetitive forces that affect most lifestyles.

5 e fairly static components.

_ refers to minimizing the resources an organization must spend to achieve a specific level of desired exchanges

Marketers often speak of the "controllable" variables in the practice

of marketing Which of the following is not considered one of the controlled variables?

25 Free Test Bank for Marketing Essentials 2nd Edition

by Dibb True - False Questions

To implement the marketing concept, an organization must first establish an information system to discover customers' real needs

and then use the information to create products to satisfy those needs

1 True

2 False

The Marketing era was the period in which product and aggressive selling were no longer seen to suffice if customers either did not desire a product or preferred a rival brand, and in which customer needs were identified and satisfied

During the market orientation, businesspeople realized that

products, which by this time could be made relatively efficiently, would have to be promoted through much personal selling and advertising

objectives, and developing a marketing strategy and plans for implementation and control

The market concept developed out of a sequence of three eras: the production orientation, the marketing orientation, and the industrial orientation

1 True

2 False

Marketing management is the process of planning, organizing, implementing, and controlling marketing activities to facilitate and expedite exchanges effectively and efficiently

1 True

2 False

The marketing concept is a philanthropic philosophy aimed at

helping customers at the expense of the business organization

1 True

2 False

At the most basic level, profits can be obtained through

relationships by acquiring new customers, enhancing the

profitability of existing customers, and extending the duration of customer relationships

1 True

2 False

44 Free Test Bank for MKTG2 2nd Asia Pacific Edition

by Lamb Mutiple Chocie Questions

When a company uses its resources to resolve questions like,

‘What can we do best?’, ‘What can our engineers design?’ and

‘What is easy to produce with our equipment?’, it is said to have a _ orientation

or service, its pricing policy and the distribution strategy These activities are all a part of:

objectives, but also to preserve or enhance individuals’ and

society’s long-term best interests

1 A implementable strategy

2 B marketing orientation

3 C ethical business mission

4 D societal orientation

The philosophy that assumes people are resistant to buying

products that are not absolutely necessary is called the _

Fujifilm Computer Products has improved the efficiency and

productivity of its plant, which manufactures printing technology Forthe new financial year, the company projects a production increase

of 25 per cent and has instructed its sales force to aggressively

distribute and promote the product The CEO is sure that the

market will absorb more product if the sales force is determined andassertive Fujifilm appears to have a _ orientation

2 B organisational profit is required

3 C third-party involvement is required

4 D each party must have something that is of value to the other party

5 E the buyer cannot reject the offer once the offer is accepted

_ is an (are) effective tool(s) in generating relationships with customers

At the core of every business are the activities that determine

survival, profits and growth Marketing contributes to these activitiesthrough five principal means The first one is assessing the wants ofcustomers, and the other four include all of the following EXCEPT:

1 A aggressive human resource practices

2 B pricing policies

3 C communication with customers

4 D distribution strategies

When a customer’s expectations are exceeded, _ occurs

Consumer complaints are an important aspect of business A

company receiving customer complaints and focusing on a sales orientation is likely to:

1 A modify the sales presentation

2 B change the product

3 C analyse the target market and revise distribution

4 D coordinate feedback into future product offerings

5 E change the pricing structure

A firm that lacks an understanding of the needs and wants of the marketplace is called:

an appointment to drive the truck He has read in the auto trade papers that similar trucks to the one that he owns are selling for about $15 000 Before accepting this opportunity, what else should Miller find out about?

2 B sales

3 C customer

4 D production

5 E relationship

Which of the following is NOT a viable method a company can use

to become more marketing-oriented?

1 A training employees in the latest aggressive selling techniques

2 B making sure all employees are customer-oriented

3 C training employees to understand the company, its philosophy and

procedures

4 D implementing empowerment techniques to help staff make independent decisions

5 E training employees to focus on customer satisfaction

When Target was losing sales to newer specialty stores,

superstores and discounters, the giant retailer refocused its efforts

on doing a better job of satisfying customer needs and wants and adopted a(n) _ orientation

1 A production orientation

2 B sales orientation

1 A teaches businesses how to sell products that people do not need

2 B plays an important role in society, coordinating the huge numbers of

transactions needed to provide goods and services

3 C is a key function in business

4 D offers outstanding career opportunities

5 E affects your day-to-day life as a consumer

_-oriented companies have long-term goals of improving

products and services by focusing more on the welfare of the

When using a credit card for purchases, customers are often asked

if they have a ‘Fly-buys’ card After purchasing a certain monetary amount on this card, the frequent-flyer program participant earns a free flight or some other reward, such as free lodging Airlines that use frequent-flyer programs are practising:

1 A sales-closing marketing

2 B customer-needs marketing

3 C marketing contribution