Test bank for marketing research 7th edition

Which of the following refers to applying marketing research to a specific geographical marketing area1. D identifying market opportunities and problems Which of the following is the be

Test Bank for Marketing Research 7th Edition

Mutiple Choice Questions

Several examples of product failures were presented in your textbook The key reason given for the

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

in public settings with soundproof booths was that:

1 A)

the company introduced too many product options, which confused the consumer.

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 smart phones to text messages.

4 D)

privacy needs were met by seclusion features added by cell phone manufacturers.

5 E)

competitors were more quickly able to meet market needs before Cell Zone could e stablish adequate exposure to its product.

A marketing strategy consists of selecting a segment of the market as the company s ʹs target market

and designing the proper:

1 A) mix ʺmixʺ ʺmixʺ 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 ʺmixʺ statement ʺmixʺ

5 E)

incentives to allow a large percentage of the target market to purchase goods and s ervices from the company.

Akron s ʹs Children s ʹs Hospital hired research firm, Marcus Tho mas, LLC, to determine the most

effective communication messages to use in a new ad camp aign being 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.

Which of the following marketing information system compo nents gathers information about

events and happenings outside ʺoutsideʺ ʺoutsideʺ 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

Determining the value consumers perceive in new products i

s a primary objective of:

1 A) target market selection.

2 B) product research.

3 C) promotion research.

4 D) pricing research.

Which of the following refers to applying marketing research

to a specific 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

Professors at Texas A&M University conducted research to d etermine the best way to measure

customer satisfaction with services Their method was publi shed in the Journal of Marketing and

may be used by any firm wishing to measure their own custo mersʹs satisfaction levels This would be an example of:

1 A) basic research.

2 B) research applied to specific problems.

3 C) research aimed at identifying market opportunities.

4 D) customer services research.

Wrangler® developed several different proposed advertisem ents They then used marketing

research to test consumersʹs preferences for the different pro motional messages expressed in the

various ads This is an example of which use of marketing re search?

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

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

1 A)

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

2 B)

the process of designing, gathering, analyzing, and reporting information that may b

e 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 bett

er decisions.

5 E)

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

satisfies the need for companies to identify and tes

t 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

Marketing research studies predicted that hair styling mouss

e, answering machines, the Jerry

Seinfeld TV program, Seinfeld, and other products and servi ces would fail Yet, these products and

services were all successful This illustrates that marketing r esearch:

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.

One of the implications of the service-dominant logic for mar keting 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 decision making.

3 C)

third world countries specializing in services will have an advantage in the marketpl ace 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 bette

r information than in the past.

Which of the following statements best reflects the purpose

of marketing research?

1 A) to link external environments to the firm

2 B) to link target markets to specific decision makers at all levels within firms

3 C)

to link the consumer to the marketer by providing information that can be used in m aking marketing decisions

4 D) to provide information that improves profitability

5 E)

to provide consumers with information they need to evaluate products and services

at a profit

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 external s ervice levels.

4 D)

Marketing decision makers need to know how to precisely measure service satisfac tion.

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

The key reason that the marketing concept has been recogni zed as the right ʺoutsideʺ philosophyʺoutsideʺ 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.

Bob is a salesperson with the Acme Corporation Bob has ju

st made a large sale, and he accesses

Acme s ʹs marketing information system in order to determine i

f the company has enough existing

inventory to fill the large order Bob is accessing which com ponent of Acme s ʹs MIS?

1 A) consumer information support system

2 B) marketing intelligence

3 C) internal reports

4 D) marketing research

Tim, a marketing manager, disagreed with other company m anagers Tim believed that the

company should not just try to make a better product or try t

o sell more of the product Tim

believed that the company should try to identify and satisfy c onsumer wants and needs Tim s ʹs

philosophy 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.

Andrea Livingston arrives at her desk at Western Utility Corp oration, a provider of electrical

power She accesses her Lexis-Nexis computer program, wh ich provides her with articles

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

occurred in solar panel technology, and this report was publi shed during the evening in a

newspaper in Europe She immediately takes this informatio

n 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

Barnes & Noble managers were prompted to when presented with marketing research

which indicated that its competitor, Amazon, had developed the Kindle 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

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.

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

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

individuals inside the firm would make decisions used to ide ntify marketing opportunities and

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

perhaps improve the understanding of marketing as a proce

ss Rachel 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.

Companies which successfully minimize product and servic

e failures:

1 A) can credit the development of complex accounting systems for their success.

2 B) depend on high levels of employee motivation for their low failure rates.

3 C)

are often known for their emphasis on selling efforts and providing high rewards for sales teams.

4 D)

tend to put a greater focus on defining the best set of product dimensions to match t heir core competencies.

5 E)

have determined how to create, communicate, and deliver value by hearing ʺmixʺ the voi ceʺmixʺ of the consumer.

The information system that gathers information generated b

y internal 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 compo nents provides 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

Marketing has been defined as a function and set of process

es for creating, communicating, and

delivering value to customers, and for managing customer re lationships in ways that benefit the

organization and its stakeholders Marketing managers must have information in order to

determine values desired by customers and how to build cus tomer relationships This explanation shows:

1 A)

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

d to

generate marketing research information that is needed to determine customersʹs de sired 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 provides information to allow marketing managers to understand values desired by customer s.

4 D)

why the uses of marketing research do not include creating, communicating, and de livering value, but include identifying opportunities and problems.

In order to develop the right ʺoutsideʺ strategyʺoutsideʺ to succeed in busine

ss, managers must make the right

decisions; and in order to make the right decisions, they mu

st 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.

Allison is the CEO of a large consumer products company S

he asks the marketing research

department to gather information to help her determine targe

t markets having the most potential

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

assessment as to the best product, price, distribution, and pr omotion to appeal to the various

market segments Allison is collecting information to help he

r implement a:

1 A) marketing mix.

2 B) marketing strategy.

3 C) marketing concept.

4 D) marketing audit.

The marketing concept is an important philosophy for marke ting managers 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.

Based on the AMA s ʹs definition of marketing research, which

of the following 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

Which of the following best illustrates the use of marketing r esearch to monitor marketing performance?

1 A)

comparing the return on investment of firms using marketing research to those whic

h 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 marketplace

4 D)

marketing research managers closely overseeing the work of subordinates in the m arketing research department

5 E) providing mobile online tools for marketing researchers practicing in the field

Understanding the forces which motivate dealers to move gr eater quantities 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.

A kitchen appliance company has seen domestic markets be come saturated over the past decade

Seeking new avenues of growth, in what way can the firm s ʹs d ecision 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

Abe would like to identify a location for a new unit of his fran chised fast-food restaurant chain He

orders an evaluation of several city blocks from a marketing research firm The research firm will

determine the population, population growth, income, and ot her important demographic

information for the defined geographical area The research company will be performing:

1 A) basic research.

2 B) marketing research.

3 C) a restaurant location study.

4 D) market research.

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

Marketing research conducted on the popular TV program, S einfeld, 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.