Test bank for marketing research 7th edition by burns mutiple choice questions

D marketing research Based on the AMA sʹs definition of marketing research, which of the f ollowing is NOT one of the uses of marketing research1. Seeking new avenues of growth, in what

Test Bank for Marketing Research 7th Edition by Burns Mutiple Choice Questions

Bob is a salesperson with the Acme Corporation Bob has just mad

e a large sale, and he accesses

Acme sʹs marketing information system in order to determine if the co mpany has enough existing

inventory to fill the large order Bob is accessing which component

of Acme sʹs MIS?

1 A) consumer information support system

2 B) marketing intelligence

3 C) internal reports

4 D) marketing research

Based on the AMA sʹs definition of marketing research, which of the f ollowing is NOT one of the uses of marketing research?

1 A) to generate, refine, and evaluate marketing actions

2 B) to identify and define marketing opportunities and problems

3 C) to solve general, not specific, marketing problems

4 D) to monitor marketing performance

5 E) to improve marketing as a process

A kitchen appliance company has seen domestic markets become s aturated over the past decade

Seeking new avenues of growth, in what way can the firm sʹs decision makers use market research to

find a sizable international market segment to pursue?

1 A) promotion research

2 B) target market selection

3 C) product research

4 D) distribution research

In order to develop the rightʺright strategyʺright to succeed in business, man agers must make the right

decisions; and in order to make the right decisions, they must have objective, accurate, and timely:

1 A) reports about customersʹs wants and needs.

2 B) evidence of the number and sizes of market segments.

3 C) reports about the competition.

4 D) marketing mix elasticity coefficients.

5 E) information.

Rachel would like to create a new department within her firm She w ishes that her firm could

provide information that will help link consumers outside the firm to i ndividuals in the firm The

individuals inside the firm would make decisions used to identify ma rketing opportunities and

problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and

perhaps improve the understanding of marketing as a process Rac hel should name this department:

1 A) the marketing research department.

2 B) the marketing opportunities department.

3 C) the marketing performance and evaluation department.

4 D) the department of consumer public information.

Abe would like to identify a location for a new unit of his franchised f ast-food restaurant chain He

orders an evaluation of several city blocks from a marketing researc

h firm The research firm will

determine the population, population growth, income, and other imp ortant demographic

information for the defined geographical area The research compa

ny will be performing:

1 A) basic research.

2 B) marketing research.

3 C) a restaurant location study.

4 D) market research.

The marketing concept is an important philosophy for marketing ma nagers because it dictates:

1 A) the market share a firm will earn.

2 B) the amount of quarterly profits a firm will earn.

3 C) day-to-day decisions that managers will make.

4 D) whether or not the firm will reach its sales quota.

5 E) an adequate rate of internal ROI.

Which of the following marketing information system components pr ovides studies conducted for

specific situations facing the company?

1 A) internal reports system

2 B) marketing research system

3 C) consumer information support system

4 D) marketing intelligence system

5 E) decision support system

Which of the following marketing information system components is NOT continuous?

1 A) marketing research system

2 B) consumer information support system

3 C) marketing intelligence system

4 D) decision support system

5 E) internal report system

Wrangler® developed several different proposed advertisements T hey then used marketing

research to test consumersʹs preferences for the different promotiona

l messages expressed in the

various ads This is an example of which use of marketing research

?

1 A) generating, defining, and evaluating potential marketing actions

2 B) monitoring marketing performance

3 C) improving marketing as a process

4 D) identifying market opportunities and problems

Marketing research conducted on the popular TV program, Seinfeld , starring Jerry Seinfeld, was used to illustrate:

1 A) how marketing research may be used for television but not for movies.

2 B) when marketing research predicts a failure, yet there is success.

3 C)

why marketing research may not be applied to all fields, such as entertainment.

4 D)

how marketing research always correctly identifies a product or service that will

be popular in the marketplace.

5 E) when marketing research predicts a failure, and there is a failure.

Which of the following best illustrates the use of marketing research

to monitor marketing performance?

1 A)

comparing the return on investment of firms using marketing research to those which are not using marketing research

2 B) setting up a consumer complaints system

3 C)

tracking variables that monitor how well products are performing in the marketp lace

4 D)

marketing research managers closely overseeing the work of subordinates in t

he marketing research department

5 E)

providing mobile online tools for marketing researchers practicing in the field The key reason that the marketing concept has been recognized as the rightʺright philosophyʺright is that it:

1 A) has been recommended by successful marketing executives.

2 B) is well established in marketing literature.

3 C) does not rely on high-pressure selling.

4 D) recognizes that profits are a result of sales volume.

5 E) always focuses on the consumer.

Akron sʹs Children sʹs Hospital hired research firm, Marcus Thomas, LL

C, to determine the most

effective communication messages to use in a new ad campaign be ing developed by the hospital This was an effort in:

1 A) target market selection.

2 B) product research.

3 C) promotion research.

4 D) pricing research.

satisfies the need for companies to identify and test new products to replace products

which are at the end of their product life cycles

1 A) Distribution research

2 B) Product research

3 C) Target market selection

4 D) Promotion research

A marketing strategy consists of selecting a segment of the market

as the company sʹs target market and designing the proper:

1 A) mix ʺright ʺright of product/service, price, promotion, and distribution for that market.

2 B) products for that target market.

3 C) promotion for that target market.

4 D) definition of the marketing mission ʺright statement ʺright

5 E)

incentives to allow a large percentage of the target market to purchase goods a

nd services from the company.

Marketing research studies predicted that hair styling mousse, answ ering machines, the Jerry

Seinfeld TV program, Seinfeld, and other products and services wo uld fail Yet, these products and

services were all successful This illustrates that marketing research :

1 A) does not always make accurate predictions.

2 B) should only be conducted on improving existing products.

3 C) always makes accurate predictions.

4 D) should not be used for consumer products or services.

Andrea Livingston arrives at her desk at Western Utility Corporation , a provider of electrical power She accesses her

Lexis-Nexis computer program, which provides her with articles

containing information related to the utilities industry She discovers that a new breakthrough has

occurred in solar panel technology, and this report was published d uring the evening in a

newspaper in Europe She immediately takes this information to her research and development

department Andrea is accessing which componen

1 A) marketing intelligence

2 B) marketing research

3 C) marketing decision support system

4 D) internal reports

Determining the value consumers perceive in new products is a pri mary objective of:

1 A) target market selection.

2 B) product research.

3 C) promotion research.

4 D) pricing research.

One of the implications of the service-dominant logic for marketing philosophy is that:

1 A) more firms should try to create

short-term customer relationships to quickly increase profitability.

2 B)

because of social media, less collaboration with customers is required for decis ion making.

3 C)

third world countries specializing in services will have an advantage in the mark etplace in upcoming years.

4 D) less information will be required for decision makers in the future.

5 E)

to practice marketing well in today s ʹs environment requires access to more and better information than in the past.

Which of the following is NOT one of the components of the marketi

ng information system?

1 A) consumer information support system

2 B) marketing research system

3 C) marketing decision support

4 D) internal reports

5 E) marketing intelligence

Which of the following refers to applying marketing research to a sp ecific geographical marketing area?

1 A) demographic research

2 B) market research

3 C) area marketing research

4 D) geographical zone research

5 E) marketing research

Barnes & Noble managers were prompted to when pres ented with marketing research

which indicated that its competitor, Amazon, had developed the Kin dle to begin selling books online

1 A) generate, refine, and evaluate potential marketing actions

2 B) select new target markets

3 C) improve marketing as a process

4 D) monitor marketing performance

5 E) identify market opportunities

Allison is the CEO of a large consumer products company She ask

s the marketing research

department to gather information to help her determine target mark ets having the most potential

from among several market segments She also asks the research department to give her an

assessment as to the best product, price, distribution, and promotio

n to appeal to the various

market segments Allison is collecting information to help her imple ment a:

1 A) marketing mix.

2 B) marketing strategy.

3 C) marketing concept.

4 D) marketing audit.

The information system that gathers information generated by intern

al reports such as orders,

billing, receivables, inventory levels, and so on is called the:

1 A) marketing intelligence system.

2 B) decision support system.

3 C) marketing research system.

4 D) consumer information support system.

5 E) internal reports system.

Which of the following marketing information system components g athers information about

events and happenings outsideʺright ʺright of the firm?

1 A) marketing intelligence

2 B) consumer information support system

3 C) internal reports system

4 D) decision support system

5 E) external environment reporting system

Understanding the forces which motivate dealers to move greater q uantities of product is inherent in the process of:

1 A) product research.

2 B) promotion research.

3 C) target market selection.

4 D) distribution research.

The difference between basic research and applied research is that basic research is conducted to:

1 A) determine the most efficient basic distribution channels for products.

2 B) expand our knowledge, rather than solve a specific problem.

3 C) determine the most appropriate basic price for new products.

4 D) determine the most basic desired features in new products.

5 E) to understand the basic desires and motives of consumers.

Doss is vice president of marketing research for General Mills The chefs at General Mills bring

three new cookie recipes to Doss Doss wants to know which of the

se three cookie recipes would be

most preferred by consumers Which component of General Millsʹs M

IS would Doss use in order to provide him with this information?

1 A) marketing intelligence

2 B) marketing research

3 C) internal reports

4 D) marketing decision support system

Which of the following statements best illustrates the

service-dominant logic for marketing philosophy?

1 A) Marketing decision makers must be able to directly impact ROI.

2 B) Marketing decision makers should know their firmsʹs core competencies.

3 C)

The quality of internal service levels is more important than the quality of extern

al service levels.

4 D)

Marketing decision makers need to know how to precisely measure service sati sfaction.

5 E) Service performance is more important than product quality.

Which of the following is the best definition of marketing research? Marketing research is:

1 A)

the process of designing experiments that provide decision makers with causal information.

2 B)

the process of designing, gathering, analyzing, and reporting information that m

ay be used to solve a specific marketing problem.

3 C) the linking of consumers with information managers.

4 D)

the process of analyzing existing information so that decision makers can make better decisions.

5 E)

the activity of analyzing secondary information and providing executives with ti mely reports.

Tim, a marketing manager, disagreed with other company manager

s Tim believed that the

company should not just try to make a better product or try to sell m ore of the product Tim

believed that the company should try to identify and satisfy consum

er wants and needs Tim s philosophyʹs may best be described as:

1 A) the production-oriented philosophy.

2 B) the marketing concept philosophy.

3 C) the management philosophy.

4 D) the selling philosophy.

Several examples of product failures were presented in your textbo

ok The key reason given for the

failure of the firm, Cell Zones, to establish cell phone privacy in publ

ic settings with soundproof booths was that:

1 A)

the company introduced too many product options, which confused the consum er.

2 B) demand for privacy was lower than the company estimated.

3 C)

the company did not understand that the public was transitioning to the use of s mart phones to text messages.

4 D)

privacy needs were met by seclusion features added by cell phone manufactur ers.

5 E)

competitors were more quickly able to meet market needs before Cell Zone co uld establish adequate exposure to its product.

Marketing has been defined as a function and set of processes for c reating, communicating, and

delivering value to customers, and for managing customer relations hips in ways that benefit the

organization and its stakeholders Marketing managers must have i nformation in order to

determine values desired by customers and how to build customer r elationships This explanation shows:

1 A)

why marketing is a part of marketing research; that is, marketing processes are used to

generate marketing research information that is needed to determine customer sʹs desired values.

2 B) why marketing and marketing research are not indirectly correlated.

3 C)

why marketing research is a part of marketing; that is, marketing research provi des

information to allow marketing managers to understand values desired by cust omers.

4 D)

why the uses of marketing research do not include creating, communicating, an

d delivering value, but include identifying opportunities and problems.

Companies which successfully minimize product and service failure s: