question

Identify the INCORRECT statement about marketing research

answer

Most small companies have a separate marketing research department.

question

Marketing research:

answer

"the process or set of processes that links the consumers, customers, and end users to the marketer through information

question

Marketing information systems rely heavily on

answer

-Data about current customers -Overall product sales reports -Inventory levels

question

A __________ is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions

answer

Marketing Information Systems

question

A complete marketing information system should: A. provide a good overall view on many types of problems. B. allows marketing managers to get needed information while they are actually making decisions. C. provide answers to specific questions. D. continually gather data from internal and external sources, and from market research studies. E. All of the above are true.

answer

E. All of the above are true.

question

When getting information for marketing decisions, the marketing manager: A) can benefit from new developments in computer networks and software. B) should have access to ongoing information about business performance. C) may need to make some decisions based on incomplete information. D) All of the above are true

answer

D) All of the above are true

question

Regarding "marketing research" and "marketing information systems": A. marketing information systems gather, access, and analyze data from intracompany sources, while marketing research handles all external sources. B. both tend to focus on nonrecurring information needs. C. marketing information systems tend to increase the quantity of information available for decision making, but with some decrease in quality D. most firms have gone "too far" trying to apply modern decision-making techniques. E. None of the above is true.

answer

E. None of the above is true.

question

Setting up a marketing information system can be valuable to marketing managers because

answer

most companies have much useful information, but it often isn't available or accessible when the manager needs it.

question

Managers at Wayzata Communications, an Internet service provider, want access to a continual flow of information about their market—available whenever they need it. Wayzata managers need a(n) marketing information system.

answer

marketing information system.

question

Which of the following statements about intranets is NOT TRUE?

answer

Intranets are Web-based.

question

A decision support system

answer

makes it easy for a marketing manager to get and use information as s/he is making decisions.

question

Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the-minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.

answer

marketing dashboard

question

At Verizon Communications, a marketing manager can view up-to-date marketing data that has been customized to fit his area of responsibility by using a: marketing dashboard.

answer

marketing dashboard.

question

The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them. Scientific Method

answer

Scientific Method

question

The scientific method- is an orderly and objective approach to judging how good an idea really is.

answer

is an orderly and objective approach to judging how good an idea really is.

question

Which of the following statements accurately describes the collaboration between marketing managers and market researchers? Marketers explain real marketing problems and request information from researchers; Researchers conduct tests that provide information to marketers.

answer

Marketers explain real marketing problems and request information from researchers; Researchers conduct tests that provide information to marketers.

question

Regarding the marketing research process

answer

1: defining the problem, 2: development of an approach to the problem, 3: research design formulation, 4: data collection, 5: data preparation and analysis, and 6: report preparation and presentation.

question

During a "situation analysis," a marketing researcher should

answer

Study what information is already available

question

Which of the following statements about doing a situation analysis is correct?

answer

It doesn't make sense to start a situation analysis until the problem has begun to surface

question

When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n):

answer

Situation analysis

question

When a marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down, this is an example of a(n):

answer

Situation analysis

question

Data that has already been collected or published is:

answer

Secondary Data

question

Which of the following statements concerning secondary data is correct?

answer

Secondary data was originally collected for some other purpose.

question

Secondary data:

answer

is data collected by someone other than the user. Common sources of secondary data for social science include censuses, organisational records and data collected through qualitative methodologies or qualitative research.

question

Which of the following is NOT a secondary data source?

answer

Group Discussions

question

Which of the following statements about using the Internet to gather secondary information is FALSE?

answer

Information on the Internet is readily available and very reliable.

question

A good place for a marketing analyst to START looking for published statistical data is the:

answer

Statistical Abstract of the United States.

question

A situation analysis:

answer

can help define the problem, can be very informative, but takes little time.

question

Which of the following statements about secondary data is correct?

answer

Secondary data may be available much faster than primary data.

question

Which of the following is NOT likely to be included in a research proposal?

answer

preliminary recommendations on how to solve the problem.

question

____ is an example of a primary data source.

answer

Observation

question

The two basic methods for obtaining primary information about customers are:

answer

questioning and observing.

question

For marketers, the purpose of gathering primary data is usually:

answer

to learn what customers think or how they behave in certain situations

question

When seeking problem-specific data through qualitative research, the researcher:

answer

seeks for subjects to share their honest thoughts on a topic without interference.

question

In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except:

answer

It limits the broad range of possible answers to ones envisioned by the researchers

question

The big advantage of qualitative research in marketing is:

answer

the in-depth responses it provides.

question

_____ are one widely used form of qualitative questioning in marketing research.

answer

Focus group interviews

question

When focus group interviews are used in marketing,

answer

The research conclusions will vary depending on who watches the interview whether online or off-line.

question

Which of the following is a disadvantage of quantitative research (compared to qualitative research)?

answer

It is harder to get in-depth answers.

question

Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?

answer

Telephone interviews

question

Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?

answer

Telephone

question

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

answer

Mall Intercept Interviews

question

The observing method in marketing research:

answer

is used to gather data without consumers being influenced by the process.

question

When a Walmart clerk checks out a customer by scanning the bar codes of items in the customer's shopping basket, this is an example of what type of research?

answer

Observation

question

A marketing manager wants to know if a "2 for 1" coupon will attract new customers. He will get the most persuasive results if he uses an

answer

experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons) are compared

question

______ research accounts for about 40 percent of marketing research spending.

answer

Syndicated

question

Business market researchers commonly use ______________ because of their flexibility.

answer

Personal Interviews

question

From a marketing perspective, product quality primarily depends on,

answer

the customer's specific requirements and needs.

question

Vision Co. manufactures and sells tea, coffee, desserts, shoes, and sporting goods. All of these products are its

answer

Product Assortment

question

The set of laptop computers sold by Dell is called a(n):

answer

Product Line

question

A trademark:

answer

includes only those words, symbols, or marks that are legally registered for use by a single company.

question

Which of the following is NOT favorable to successful branding?

answer

Product that is hard to identify by brand or trademark

question

Which of the following would NOT be favorable for successful branding?

answer

Product quality fluctuates due to variations in raw materials

question

_____ can help create brand recognition, but only _____ can create brand insistence.

answer

Advertising, satisfying experiences

question

Darrell Everwine read a review about a new computer program that appealed to him very much. He decided to try to find the program. However, the new program was in short supply—although other brands with similar features were available. Darrell had to try seven shops before he finally found the program in stock. For Darrell, this program achieved brand:

answer

insistence

question

Which of the characteristics of a good brand name is missing in the following proposed name: "Gnucheo" candy?

answer

Easy to Pronounce

question

The law which focuses on the protection of trademarks and brand names is

answer

The Lanham Act

question

. Which of the following statements about the Lanham Act is TRUE?

answer

It spells out what kinds of brand names can be protected

question

A trademark or brand name can become public property if:

answer

it becomes a common descriptive word for the product.

question

When a company decides to use the same brand name for several products, it is a(n)

answer

family brand

question

Vision Co. manufactures and sells tea, coffee, desserts, shoes, and sporting goods—all under the Vision brand name. These products are

answer

sold with a family brand

question

. Fresher Foods Co. manufactures and sells a variety of dairy products under the Fresh Farm brand name. It decides to introduce a new line of organic jams and preserves under the Tru Flavor Preserves brand name. For its new line, Fresher Foods is using ______.

answer

Individual Brand Name

question

Dealer brands (private brands) have the following advantages over manufacturer brands except:

answer

dealer brands are often viewed as cheap

question

Which of the following qualities of packaging would not be likely to turn a casual customer into a loyal buyer?

answer

Promotes the brand at the point of purchase

question

.Which of the following is NOT a consumer product class?

answer

Limitation Products

question

__ are products a consumer needs but isn't willing to spend much time and effort shopping for.

answer

Convenience Products

question

While shopping in a local supermarket, Jolene Partin came upon an aisle display of cookies and had to have some—immediately. By the time she got to the checkout counter with the rest of her selections, all the cookies were gone. In this case, the cookies were:

answer

an Impulse Product

question

Customers see _____ products as different and want to inspect them for quality and suitability. A. heterogeneous B. specialty C. new unsought D. impulse E. convenience

answer

A. heterogeneous

question

Which of the following is an "unsought product"? A. Gravestones aimed at "senior citizens." B. A new type of "health food" produced by a new, small company. C. Life insurance aimed at college students. D. Encyclopedias aimed at new parents. E. All of the above.

answer

E. All of the above.

question

Customers view regularly unsought products as

answer

undesirable but not unsold forever

question

A $50 consumer product which is purchased infrequently is: A.an unsought product. B.a convenience product. C.a specialty product. D.a shopping product. E.It might be any of the above

answer

E.It might be any of the above

question

"Installation" products:

answer

such as custom-made equipment generally require special negotiations for each sale

question

Regarding installations, which is NOT true?

answer

The number of potential customers at any one time is quite large

question

Trane Corp. manufactures long-lived, custom-made equipment which its customers treat as capital items. Trane's sales force faces much multiple-buying influence. Trane's products, which do not become part of the customer's final product, are:

answer

installations

question

Compared to installations, accessory equipment

answer

is sold to more target markets

question

Regarding accessory equipment, which of the following is NOT true?

answer

Multiple buying influence is less important in the purchase of an installation than with accessory equipment

question

Raw materials are different from other business products in that:

answer

they require more grading

question

A marketing manager developing a marketing mix to sell __ probably needs to be concerned with grading, transportation, and storing because of seasonal production and/or perishable products.

answer

Raw Materials

question

A firm which makes special batteries that boat and motorcycle manufacturers buy and install directly in their new boats and cycles is selling:

answer

Component Parts

question

Michelin manufactures tires which truck producers buy and install on their trucks. This company

answer

Is likely to have good opportunities in the 'after market' and is selling to OEM market. Both B and C are true

question

When business buyers purchase items such as grease, electricity, typing paper, and paper clips, they are buying:

answer

operating supplies

question

Regarding supplies, A. new-task buying is typical with most purchases. B. only one supplier is generally available. C. branding is not important for maintenance and small operating supplies. D. All of the above are true. E. None of the above is true.

answer

E. None of the above is true.

question

The text's consumer product classes are based on:

answer

how consumers shop for the product

question

The text's business product classes are based on:

answer

how the product is to be used

question

__ can help create brand recognition, but only __ can create brand insistence.

answer

Advertising, satisfying experience

question

Which of the following would be treated as an expense item for a children's clothing manufacturer? A. Cloth B. Sewing Needles C. Buttons D. Zippers E. All of these would be treated as expense items

answer

E. All of these would be treated as expense items

question

In the 1990s, DVDs replaced audiocassettes and floppy disks as the storage media of choice for music and computers. At which stage of the product life cycle is the DVD today?

answer

Sales Decline

question

As a product moves through its product life cycle:

answer

customers needs and attitudes may change

question

In the market introduction stage of the product life cycle:

answer

a low initial penetration price

question

During the market introduction stage of the product life cycle:

answer

funds are being invested in marketing with the expectation of future profits.

question

In the __ stage of the product life cycle, organizations focus on building primary demand

answer

Market Introduction

question

Pfizer Corp. is introducing a really new product idea. Pfizer is spending a lot of money to inform potential customers and intermediaries about the availability and advantages of the new product. Although sales are rising slowly, Pfizer doesn't expect the product to become profitable for at least another year. Pfizer's new product is in which stage of the product life cycle?

answer

Market Inroduction

question

Industry profits are largest in which of the following product life cycle stages?

answer

Market Growth

question

Total industry profits reach their maximum during the __ stage of the product life cycle.

answer

Market Growth

question

It is toward the end of the __ stage of the product life cycle when industry profits begin to decline.

answer

Market Growth

question

Cargill, Inc. is finally earning a profit on the unique product it introduced six months ago. Cargill's advertising is both informative and persuasive. Much money is being spent on Place development. There is little price competition, although several competitors have come out with reasonable imitations. Total industry sales and profits are both rising. In which stage of the product life cycle is Cargill operating?

answer

Market Growth

question

Competition is toughest in which of the following product life cycle stages?

answer

Market Maturity

question

Which of the following observations concerning the market maturity stage is not true?

answer

Promotion costs rise and some competitors cut prices to attract business.

question

Persuasive promotion is especially important in which of the following product life cycle stages?

answer

Market Maturity

question

An industry's sales have leveled off and profits are declining in oligopolistic competition. Consumers see competing products as "homogeneous." Several firms have dropped out of the industry, but a new one entered recently. Firms in the industry are trying to avoid price-cutting by spending on persuasive advertising. These firms are competing in which stage of the product life cycle?

answer

Market Maturity

question

. During the sales decline stage of the product life cycle:

answer

No Firm can earn profit

question

During the sales decline stage-

answer

sales growth becomes negative, profits decline, competition remains high, and the product ultimately reaches its 'death'

question

"Product life cycles" are concerned with sales and profits:

answer

In a product market

question

The shape, length, and current stage of a product life cycle may vary depending: A. how the market is defined B. the nature of the competition C. the nature of the products involved D. how the needs of customers in the product-market are defined E. all of the above

answer

E. all of the above

question

A new-product idea moves through the early stages of the life cycle more quickly when it has all the following characteristics EXCEPT: A) A greater comparative advantage of the new product over those already on the market. B) It is difficult to use. C) It is easy to communicate. D) It can be tried on a limited basis.

answer

B) It is difficult to use.

question

According to the text, product life cycles are:

answer

getting shorter

question

Which of the following statements is not true of the product life cycle?

answer

The level of promotion usually decreases in market maturity since there is less revenue to cover the cost

question

Because firms must be developing new products all the time, which of the following statements is true? A. Competitors are likely to rapidly introduce product improvements in the market growth stage. B. The developed economies experience technological advances quicker than the less-developed economies. C. Although the life of different products varies, product life cycles are getting shorter. D. One new invention may make possible many new products to replace old ones. E. All of the above are true.

answer

E. All of the above are true.

question

Which of the following is less likely to happen as a product moves through the later stages of the product life cycle?

answer

Place - move toward selective distribution

question

When moving into the market maturity stage of the product life cycle, a firm might be able to obtain a competitive advantage:

answer

with lower production costs, by being more successful at promotion, by having a slightly better product than competitors (All of the above)

question

Concerning the product life cycle:

answer

individual products may enter and leave the market at any stage.

question

Which of the following observations concerning a phase-out strategy is incorrect? A. If prospects are poor in a product-market, a phase-out strategy may be needed. B. Phasing out a product may involve some difficult implementation problems. C. Phase-out is also a strategy, and it must be market-oriented to cut losses. D. The need for phasing out becomes more obvious as the market maturity stage arrives. E. It is sometimes better to phase out products gradually.

answer

D. The need for phasing out becomes more obvious as the market maturity stage arrives.

question

Regarding what a "new product" is, your text says:

answer

a product should be considered "new" if it is new in any way for the company concerned

question

Seeking to stop declining sales for an established mouthwash, a sales manager suggests that new coloring be added to the product and a major promotion effort be started for the "new" product. The Federal Trade Commission would:

answer

probably not approve of this at all because the product doesn't meet the FTC's definition of "new."

question

Which of the following is a common cause of new product failures?

answer

The product fails to offer the customer a unique benefit.

question

When new product ideas are chosen based on ratings and comments from customers, this process is called __.

answer

Crowdsourcing

question

Ideas about potential new products should

answer

be encouraged from any and all sources, since only a few ideas will develop into successful products

question

In the idea generation stage of the new-product development process

answer

many new ideas in business markets come from competitors.

question

New-product specialists at Whirlpool buy washing machines made by other firms and take them apart to look for new ideas. This is called

answer

reverse engineering

question

Wujin Chu, marketing manager for Innovative Electronics Products, reviews a S.W.O.T. analysis to help him evaluate four new product ideas his company is currently considering. Chu is operating in the __ step of the new-product development process.

answer

Screening

question

In the idea evaluation stage

answer

concept testing is used for getting reactions from customers.

question

Which of the following statements about the idea evaluation step is false?

answer

Product tests with customers are used to revise the early versions of the product

question

The __ step in the new-product development process could involve research and development as well as engineering to design and build the physical part of the product.

answer

Development

question

Which of the following activities is NOT typical of the commercialization stage?

answer

Full Scale market testing conducted

question

Because of __, a court rules that a fast-food restaurant has a legal obligation to pay damages to a family whose child was injured when it swallowed an unsafe toy that came in a kids' meal box.

answer

Product Liability

question

The big cost of poor quality is the cost of-

answer

lost customers

question

Total quality management: (TQM) is a comprehensive and structured approach to organizational management that seeks to improve the quality of products and services through ongoing refinements in response to continuous feedback.

answer

is a comprehensive and structured approach to organizational management that seeks to improve the quality of products and services through ongoing refinements in response to continuous feedback.

question

Building quality into services:

answer

The Evolution of the concepts of Quality

question

Which of the following is an effective source of ideas at the idea generation stage of the new-product development process? A. Customer complaints. B. Lead-users of the product. C. Competitors' products. D. Products found in overseas markets. E. All of the above.

answer

E. All of the above.

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