BA 303 Exam 1 – Flashcards
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What is marketing? a) Marketing deals with telling and selling b) Marketing is only selling and advertising c) The aim of marketing is to make selling necessary d) Marketing is a process of creating customer value e) Marketing deals primarily with TV commercials
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d
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In the final step of the five-step marketing model, companies _________________ a) work to understand consumers b) capture customer value c) build strong customer relationships d) reap the rewards of creating customer value e) create customer value
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d
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The basic concept underlying marketing is that of _____________________ a) customer wants b) customer needs c) customer demand d) customer experience e) customer relationship
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b
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______________ is the act of obtaining a desired object from someone by offering something in return. a) satisfaction b) demand c) want d) need e) exchange
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e
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A brand's _____________ involves the set of benefits or values it promises to deliver to consumers. a) target marketing b) value proposition c) market segmentation d) customer management e) marketing management
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b
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The ______________ concept holds that consumers will favor products that are available and affordable. a) production b) selling c) product d) societal marketing e) marketing
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a
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Customer relationship building blocks consist of _____________. a) customer value and satisfaction b) product and place c) the four Ps of marketing d) price and promotion e) social and product marketing
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a
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Although a "customer-centered" firm seeks to deliver high customer satisfaction relative to competitors, it __________________. a) does not attempt to maximize customer satisfaction b) attempts to gain customer satisfaction at all cost to ward off competition c) attempts to maximize customer satisfaction d) can increase satisfaction by lowering prices compared to its competitors e) can increase satisfaction by increasing its services compared to its competitors
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a
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Which is the fastest-growing digital marketing platform? a) social marketing b) not-for-profit marketing c) sustainable marketing d) mobile marketing e) social media marketing
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d
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______________ marketing is perhaps the fastest-growing digital marketing platform. a) real-time b) sustainable c) mobile d) social media e) online social
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c
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The first step in strategic planning involves __________. a) designing a business portfolio b) developing a marketing plan c) defining the company's mission d) setting objectives and goals e) developing functional plans
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c
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A company's mission statement should be focused on _________________. a) investment b) sales c) objectives and goals d) profit e) customers
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e
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The major activity in strategic planning is the analyses of a business _____________. a) portfolio b) experience c) unit d) plan e) goal or objective
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a
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Within the growth-share matrix, "cash cows" are ______________. a) low-growth, low-share business units in high-growth markets b) high-share businesses in slow-growth markets c) high-growth, high-share businesses or products d) low-growth, low-share businesses and products in high-growth markets e) low-growth, high-share businesses or products
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e
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Each department can be thought of as a link in the company's ______________. a) marketing mix b) market segmentation c) delivery network d) value chain e) marketing management
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d
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______________ plays a key role in the company's strategic planning. a) accounting b) human resources c) marketing d) finance e) operations
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c
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______________ involves evaluating each market segments attractiveness and selecting one or more segments to enter. a) market targeting b) market differentiation c) market positioning d) marketing mix e) market segmentation
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a
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_____________ refers to activities that communicate the merits of product and persuade target customers to buy it. a) differentiation b) positioning c) promotion d) segmentation e) targeting
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c
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In SWOT analyses, the favorable factors or trends in the external environment that the company may be able to exploit to its advantage are referred to as _______________. a) weaknesses b) threats c) targets d) opportunities e) strengths
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d
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The most common form of marketing organization is _________________. a) product management organization b) functional organization c) customer management organization d) product organization e) geographic organization
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b
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Under the previous CEO, Konica/Minolta's management determined it was time to invest in _______________ by offering new products to the technology market. a) diversification b) partner relationship management c) market penetration d) product development e) market development
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d
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Prior to changing its product offerings and realigning its business units, managers at Konica/Minolta most likely first performed which of the following to determine those units that were profitable and those that should be phased out or realigned? a) perform a portfolio analysis b) define the company mission c) set company goals d) set company objectives e) create specific marketing strategies
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a
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Kevin Kern described Konica/Minolta's use of commercials, newspapers, social media, and other media to control the marketing message. Which marketing concept was he referring to? a) company objectives and goals b) marketing mix c) product development d) diversification e) marketing strategy
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b
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Konica/Minolta hopes to create customer value through its mission, strategic goals and objectives, marketing mix, and other marketing tools. This collective effort is known as Konica/Minolta's ____________________. a) market targeting b) market differentiation c) marketing strategy d) market segmentation e) marketing mix
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c
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Konica/Minolta focuses one of its business units on medical and healthcare groups. These groups make up on of Konica/Minolta's ___________________. a) market segment b) positioning c) differentiation d) marketing mix e) market analysis
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a
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Several individuals and groups, including the President of The United States, were outraged that Burger King defected to Canada. People such as these are included in which of the following aspects of Burger King's marketing environment? a) marketing intermediaries b) suppliers c) macroenvironment d) competitors e) publics
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e
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By defecting to Canada, Burger King was most likely reacting to which marketing environment variable? a) political b) natural c) economic d) technological e) social
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a
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How did burger king react to the higher tax rate in the United States? a) by taking action to change the higher tax rates b) by passively accepting it c) by taking a proactive stance d) by adapting to it e) by ignoring it
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c
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Who are the most important players in Burger King's microenvironment? a) suppliers b) marketing intermediaries c) competitors d) customers e) publics
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d
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Burger King's decision to defect to Canada indicates that it actively scans the ______________. a) marketing intermediaries b) competitors c) company d) marketing environment e) suppliers
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d
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Which of the following correctly lists actors in a company's microenvironment? a) publics, demographics, suppliers, competitors b) suppliers, marketing intermediaries, technology, publics c) suppliers, marketing intermediaries, competitors, culture d) competitors, marketing intermediaries, suppliers, publics e) the economy, publics, competitors, suppliers
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d
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The _________________ consists of larger societal forces that affect how a company engages and serves its customers. a) business environment b) competitive environment c) macroenvironment d) microenvironment e) customer environment
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c
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Which of the following correctly lists marketing intermediaries? a) resellers, physical distribution firms, marketing services agencies, and customer markets b) suppliers, competitors, resellers, and publics c) resellers, physical distribution firms, marketing services agencies, and financial intermediaries d) The company itself, competitors, suppliers, and customer markets e) resellers, physical distribution firms, customer markets, and competitors
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c
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The most important actors in the company's microenvironment are________________. a) customers b) the company itself c) suppliers d) competitors e) publics
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a
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Demography studies statistics that include ___________________. a) age, gender, government regulation, and race b) the economy, technology, family, and age structure of the population c) population size, density, income distribution, and culture d) age, race, income distribution, and lifestyle e) age, gender, race and occupation
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e
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According to the text, what is the single most important demographic trend in the United States today? a) a better educated population b) the changing age structure of the population c) increasing diversity d) geographic population shifts e) changes in the structure of the american family
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b
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Which generational age group is now forming brand relationships and represent tomorrow's markets? a) gen X b) Millennials c) baby boomers d) gen Z e) seniors
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d
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Which of the following statements regarding generational marketing is correct? a) marketers see baby boomers as one homogeneous group b) the most effective way to segment by age is to use birth date as the basis c) Marketers see see gen Z as one homogeneous group d) each generation is typically at the same socioeconomic level e) marketers need to form more precise age-specific segments within each generational group
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e
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Which of the following statements regarding the current demographic environment is correct? a) there are few differences between different generational groups b) the ethnic diversity of the U.S. population should remain stable in the years to come c) the combined size of the millennials and gen z has resulted in the U.S. population getting younger d) The US population is rapidly getting older e) The LGBT community is not an attractive target for marketers
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d
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Fathers were once ignored or portrayed as dolts in advertising, however today's advertisers are showing more caring and capable dads. This reflects which demographic trend? a) geographic shifts in population b) increased ethnic diversity c) changing dynamics in the American family d) an aging population e) a better educated population
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c
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Ford offers a wide variety of cars that range from around 14,000 dollars to more than 54,000 dollars. This reflects which economic factor? a) interest rates b) income level c) cost of living d) tax rates e) income distribution
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e
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Geographically, many Americans have been moving to small cities located beyond congested metropolitan areas, such as Minot, North Dakota; Boone, North Carolina; Traverse City, Michigan; and Concord, New Hampshire. These small cities are called _____________. a) micropolitan areas b) outlying areas c) urban areas d) rural areas e) suburbs
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a
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Many companies are going beyond government regulation and are developing strategies and practices that create a world economy that the planet can support indefinitely. This represents ______________. a) environmental marketing b) environmental sustainability c) sustained marketing d) green marketing e) pollution control
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b
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Which of the following is an important in the natural environment that marketers should be aware of? a) lack of consumer concern for the environment b) cost decreases for nonrenewable resources c) the increase in availability of raw materials d) decreased pollution e) products that require scarce resources will face large cost increases
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e
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One new technology marketers are adopting is radio frequency identification (RFID). What does this technology do? a) Identifies spam email before it is received b) tracks products and customers at various points in the distribution channel c) weighs products at the point of purchase d) allows SmartPhones to send and receive text e) Scans barcodes at point of purchase
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b
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Which of the following is true of environmental sustainability? a) energy-efficient operations are unrelated to sustainability b) following government regulations is sufficient to support sustainability c) sustainability requires trade-offs between present needs and needs of future generations d) sustainability is important, but more and more companies are focusing their core mission on profits e) companies are learning that engaging in sustainable practices is good for business
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e
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Which of the following is true regarding the technological environment? a) companies must keep up with changes in technology or risk being left behind b) government regulation has no impact on applying new technologies to products c) as products and technology become more complex, safety becomes less of a concern d) the pace of technological change is slowing down e) changes in technology are always beneficial to consumers and society
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a
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One important reason business legislation is enacted is to ____________. a) ensure that competition is unregulated b) ensure that companies make profits c) remove legal regulations from a free market economy d) protect consumers from unfair business practices e) provide legal guidelines for businesses and marketers without actually enforcing them
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d
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Which of the following statements is true regarding public policy and government regulation? a) when public policy is developed, the government does not consider what is good for society; it focuses only on business b) marketers can safely ignore government laws and regulation because they are rarely enforced c) legislation affecting business around the world has increased steadily over the years d) government regulation does not get involved in how companies compete with one another e) government regulation has no impact on international marketing
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c
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P&G launched their "Tide Loads of Hope" program, which provides mobile laundromats to families in disaster-stricken areas. P&G washes, dries, and folds clothes for these families free of charge. This is an example of __________. a) adhering to government regulation b) environmental sustainability c) cause-related marketing d) being socially irresponsible e) putting profits ahead of social responsibility
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c
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In the United States, patriotism has been increasing for the past 20 years. Marketers have responded with increased use of the "Made in America" appeal and patriotic themes. This reflects which aspect of culture? a) people's views of others b) people's views of nature c) people's views of themselves d) people's views of organizations e) people's views toward society
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e
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A sizable and growing market of consumers are seeking products such as natural, organic, and nutritional foods, fuel-efficient cars, and alternative medicines. This trend is attributed to which cultural value? a) people's views of organizations b) people's views toward nature c) people's views of themselves d) people's views of others e) people's views toward society
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b
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Being proactive toward the marketing environment means that a __________. a) company watches the environment and reacts to changes b) company passively accepts the way things are c) company develops strategies to change the environment d) company avoids threats e) company watches the environment and follows what competitors doe
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c
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A firm can be proactive by __________. a) monitoring social media b) waiting for other firms to respond to changes in the environment c) pressing lawsuits to keep competitors in line d) reacting to changes in the environment as they occur e) accepting existing legislation
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c
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Companies who passively accept the marketing environment __________. a) develop strategies to change the environment b) view it as uncontrollable and do not attempt to change it c) assume that their strategic options are not bound by the current environment d) use lobbying to influence legislation e) form contractual agreements to control their distribution channels
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b
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Which of the following statements discussing big data is not true? a) companies that effectively tap the available glut of data can gain rich, customer insights b) data can be collected from blogs, tweets, and social media c) big data provides a lot more information than the managers can digest d) marketers can access and easily sift through the data once it is available e) companies can gain timely customer info
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d
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MIS interacts with information users in several ways which include all of the following except __________. a) helping to develop customer insights b) assessing information needs c) providing marketing intelligence activities d) providing concise information e) helping to conduct marketing research
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d
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MIS begins and ends with information users. Which of the following statements is not an advantage of MIS? a) mis helps users in making management decisions b) mis interacts with the information users to assess information needs c) mis helps users to anlayze and use the information to develop customer insights d) mis may provide information to external partners, such as suppliers, resellers, or marketing services agencies e) mis interacts with the marketing environment to develop information
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d
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__________ is the systematic monitoring, collection, and analysis of publicly available information about consumers, competitors, and developments in the marketplace. a) USAA database b) Competitor database c) internal database d) big data e) competitive marketing intelligence
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e
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What is the first step in marketing research process? a) develop a research plan b) interpret the findings c) report the findings d) define the problem e) implement the research plan
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d
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The objective of __________ research is to gather preliminary information that will help define the problem and suggest hypotheses. a) secondary b) primary c) descriptive d) exploratory e) causal
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d
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Many companies manage detailed information about individual customers by using all of the following methods except __________. a) big data analytics b) customer touch points c) customer relationship management d) marketing analytics e) collecting and storing huge amounts of data
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e
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Companies can allow key customers and value-network members to access account, product, and other data through __________. a) big data b) intranets c) CRM d) extranets e) MIS
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d
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Small businesses and not-for-profit organizations can obtain good marketing insights through __________. a) causal research b) big data c) MIS d) observation research e) exploratory research
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d
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The marketing research industry is considering several options for responding to intrusion and privacy issues, which includes all of the following except __________. a) "your opinion counts" initiatives b) appointing a privacy officer c) providing value in exchange d) sharing information widely e) "respondent bill of rights" initiatives
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d
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Nielsen gathers data on millions of people to help marketers gain __________ to use to create strategic marketing decisions. a) marketing information systems b) internal databases c) customer insights d) competitive marketing intelligences e) big data
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c
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Nielsen is engaged in the collection and analysis of information about consumers, competitors, and developments in the marketplace. This systematic monitoring is known as __________. a) customer insight b) internal databases c) marketing information systems d) big data e) competitive marketing intelligence
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e
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A marketer who wishes to gain insight into the demographics and attitudes of consumers who buy their product would likely ask Nielsen to perform which type of research? a) exploratory research b) secondary data c) descriptive research d) causal research e) primary data
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c
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The specific data that Nielsen provides to its clients for a specific purpose that has not been completed before, is most likely which type of data? a) secondary b) exploratory c) descriptive d) primary e) causal
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d
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Nielsen gathers consumer insights through a variety of ways, including consumer tracking and panels. Which type of research is Nielsen engaged in during these examples? a) mail questionnaires b) telephone surveys c) causal research d) online marketing research e) focus groups
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d
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Using marketing information to gain customer insights is of little value unless __________. a) it is obtained as cheaply as possible b) marketers gather as much information as possible c) it increases company profits d) it comes exclusively from big data e) it is used to make better marketing decisions
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e
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Which of the following statements about big data is correct? a) Big data actually refers to very small data sets b) analyzing big data will always lead to useful customer insights c) one result of big data is that marketing managers are often overloaded with information d) big data is very important because marketers today need more information to make good decisions e) analyzing big data is a very easy task
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c
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Which of the following statements about information and customer insights is correct? a) customer insights have little impact on building customer relationships b) customer insights are relatively easy to obtain c) information to gain customer insights comes from a wide variety of sources d) customer insights are useful but do not give companies a competitive advantage e) to gain useful customer insights, more data is better data
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c
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Much of Pinterest's success is due to how they used marketing information to __________. a) change the name of their website b) understand that their site was not useful to businesses c) identify a unique customer insight d) send targeted email to key customers e) increase their profits
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c
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Which of the following best describes a marketing information system (MIS)? a) data obtained from the internet that is used to gain customer insights b) the company databases which store information c) people and procedures that are used to manage information to generate and validate actionable customer and market insights d) the hardware, software, and networks that are used in collecting and analyzing data e) the marketing team that makes decisions based on customer insights
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c
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Which of the following statements about marketing information systems (MIS) is correct? a) a good mis must balance what users would like to have against what they really need and what is feasible to offer b) marketing information systems provide information only to a company's internal users c) an mis is focused on internal data and ignores the marketing environment d) a good mis gives managers all the information they ask for e) an mis begins and ends with information collectors
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a
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To develop needed information, marketing information systems utilize __________. a) internal databases, marketing intelligence, and marketing research b) marketing managers, information users, and internal databases c) internal databases, big data, and market research d) marketing intelligence, marketing research, and marketing environment e) internal databases, marketing research, and marketing managers
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a
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Which of the following is an advantage to using internal databases for information? a) internal information is accurate and complete b) they can be accessed quickly and cheaply c) internal information sources are easy to manage d) the information stored in internal databases is always current e) internal information in a form that is useful for making marketing decisions
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b
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Competitive marketing intelligence uses __________ data sources. a) internal b) publicly available c) competitor's internal d) private e) expensive
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b
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Which of the following statement regarding competitive marketing intelligence is correct? a) companies should not be concerned about competitor's accessing publicly available information about them b) marketing intermediaries are not a good source of competitive marketing intelligence c) the goal of competitive marketing intelligence is to improve strategic decision making d) marketing intelligence information is not available from the US government e) monitoring a competitor's website is unethical
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c
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Defining the problem and research objectives is the __________ step in the marketing research process. a) fourth b) third c) first d) second e) fifth
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c
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After defining the problem and objectives, what is the next step in the marketing research process? a) develop the research plan b) report the findings c) analyze the data d) collect the data e) implement the plan
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a
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What are the three types of research objectives? a) exploratory, formal, and casual b) exploratory, casual, and experimental c) casual, experimental, and hypothetical d) exploratory, descriptive, and causal e) exploratory, descriptive, and definitive
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d
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Sending observers to watch and interact with consumers in their natural environment is known as __________. a) a focus group b) on-site research c) experimental research d) survey research e) ethnographic research
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e
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Survey research is the approach best suited for gathering __________. a) exploratory research b) causal research c) ethnographic research d) descriptive research e) experimental research
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d
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You and seven other people are talking with a trained moderator about your feelings and thoughts about a potential new product. For doing this you receive a small payment. You are participating in a(n) __________. a) ethnographic study b) experiment c) individual interview d) focus group interview e) immersion group
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d
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Which of the following statements about online research is correct? a) online surveys generally have higher response rates than those conducted by mail or phone b) experiments cannot be conducted online c) it is more expensive to conduct online research than mail, phone, or personal interviews d) online research is only feasible for large companies e) the internet is especially well suited to qualitative research
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a
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What are the two main research instruments used by marketing researchers in primary data collection? a) questionnaires and surveys b) questionnaires and panels c) questionnaires and mechanical devices d) the telephone and the internet e) questionnaires and internet
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c
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A(n) __________ is defined as any contact between a customer and a company. a) service call b) sales call c) satisfaction survey d) touch point e) purchase
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d
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A(n) __________ is defined as any contact between a customer and a company. a) touch points b) marketing analytics c) big insights d) customer relationship management e) big data analytics
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b
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Companies setup __________ which allow key customers and value-network members to access product, account, and other data anytime they need to. a) extranets b) intranets c) data warehouses d) websites e) wireless networks
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a
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Which of the following statements regarding the use of marketing information, customer relationship management (CRM), and analytics is correct? a) marketing analytics is not used in customer relationship management b) there are risks involved in using big data analytics and CRM c) marketing information is of great value even if it is not used for decision making d) social media information cannot be analyzed using marketing analytics e) technology alone can build profitable customer relationships
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b
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Which one of the following statements about marketing research in small businesses and nonprofit organizations is correct? a) the research methods of small businesses and nonprofits are less complex and less costly, but they sill must be conducted carefully b) surveys are the only research approach that can be effectively used by small businesses and nonprofits c) only large companies can afford to conduct marketing research d) small companies and nonprofits do not need marketing information e) good research requires large sample sizes which are not feasible for small businesses and nonprofits
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a
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Which of the following statements regarding conducting marketing research in a foreign country is correct? a) globalization has slowed down, so international research is no longer necessary b) language translation will be easy c) good secondary data is easy to find in most foreign markets d) consumers in foreign markets generally enjoy participating in marketing research e) reaching respondents in other parts of the world is more difficult than it is in the US
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e
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Some retailers use mannequins with cameras hidden in one eye to record customer demographics and shopping behavior in order to serve them better. This raises ethical concerns in terms of __________. a) customer harassment b) improper sampling procedures c) intrusions on consumer privacy d) the misuse of research findings e) deceptive advertising
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c
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Which step of the marketing process lets the company reap the rewards of its strong customer relationship? a) building customer relationships b) understanding the marketplace and customer needs c) capturing value from customers d) designing a customer driven marketing strategy
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c
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________ concept holds that consumers will favor products that are available and highly affordable. a) product b) selling c) marketing d) production
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d
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When backed by buying power, wants become ___________. a) benefits b) offerings c) needs d) demands
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d
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Which of the following is a result of the recent Great Recession? a) reduced regulatory intervention b) move toward frugality c) increased spending on technology d) growth of societal marketing
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b
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Which group of customers are referred to as "barnacles"? a) those who are highly loyal but not very profitable b) those who are both profitable and loyal c) those who are potentially profitable but not loyal d) those who show low potential profitability and little projected loyalty
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a
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What is customer equity? a) the total combined customer lifetime values of all of company's current and potential customers b) the present value of the future cash flows attributed to the customer relationship c) the difference between what a customer gets from a product, and what he or she has to give in order to get it d) customer's perceived opinion of a product's value to him or her
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a
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Which of the following depends on the product's perceived performance relative to a buyer's expectations? a) customer-generated marketing b) customer-managed relationships c) customer-perceived value d) customer satisfaction
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d
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Which is the first step in the marketing process? a) designing a customer-driven marketing strategy b) preparing an integrated marketing plan and program c) understanding the marketplace and customer needs d) building customer relationships
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c
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The ___________ concept questions whether the pure marketing concept overlooks possible conflicts between consumer short-run wants and consumer long-run welfare a) responsibility marketing b) societal marketing c) selling d) product
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b
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With mature consumerism and environmentalism movements, marketers are called to develop _________. a) consumer-generated marketing b) sustainable marketing practices c) customer-managed relationships d) selling oriented practices
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b
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What do we call the collection of businesses and products that make up the company? a) investment diversity b) needs inventory c) business portfolio d) departments
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c
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At the corporate level, a company starts the strategic planning process by defining its overall________________. a) strengths b) mission c) portfolio d) objectives
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b
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An example of a "threat" to a firm discovered by a SWOT analysis might be a) cost advantages present because of advanced technology b) the chance to acquire firms with needed technology c) likely entry of new competitors in the industry d) existing government policies adverse to the industry
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c
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Starbucks drive-through windows and pre-paid cards are strategies that the company has adopted a) market development b) diversification c) product development d) market penetration
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d
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When Disney opened a theme park in Hong Kong, which of the following expansion strategies was being practiced? a) market development b) market penetration c) product expansion d) diversification
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a
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Marketing planning takes place at the: a) business unit level b) product level c) market level d) all of the above
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d
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Which of the following mission statements is market-oriented? a) Revlon: we sell cosmetics b) Disney: we run theme parks c) Wal-Mart: we deliver value through low prices d) Xerox: we make copy, fax and other office machines
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c
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Sarah has divided the cellphone market into five groups based on age. This is an example of: a) market positioning b) market segmentation c) market targeting d) marketing mix
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b
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To identify opportunities and problem areas, companies often hire and independent consultant to conduct systematic examination of their environment, objectives, and strategies. This is an example of a: a) SWOT analysis b) Marketing implementation c) Marketing audit d) Value delivery network
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a
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The net return from a marketing investment divided by the costs of the marketing investment is called: a) return on sales b) return on profits c) return on marketing investment d) value return
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c
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In the BCG growth-share matrix, low-growth, high-share businesses or products are called: a) Stars b) Question marks c) Cash Cows d) Dogs
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c
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Schwinn Bicycle Company wants to grow by diversification. To accomplish this, Schwinn will: a) introduce new bicycle models b) introduce modification to its existing bicycle products c) identify new market segments for its current products d) start up or acquire businesses outside of its current products and markets
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d
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Procter & Gamble once had more than ten different brands of laundry detergent but now markets only six. This is an example of: a) downsizing b) diversification c) market contraction d) market penetration
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a
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Wal-Mart "partners" with its vendors to deliver greater value to its customers. This is an example of: a) convenience b) value delivery network c) customer orientation d) diversification
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b
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Companies that sell one product line to many different types of markets should use: a) functional organization b) geographic organization c) product management organization d) market management organization
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d
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Which of the following is NOT an actor within the microenvironment? a) cultural forces b) the company c) suppliers d) marketing intermediaries
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a
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To sell products more efficiently and effectively, most manufacturers seek the assistance of all of the following marketing intermediaries EXCEPT: a) Resellers b) Financial institutions c) Physical distribution firms d) Suppliers
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d
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You and your marketing team must develop a plan to sell computer systems to sell computer systems to telecommunication providers. This plan targets which of the following customer markets? a) business market b) consumer market c) international market d) government market
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a
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A cosmetic manufacturer receives a letter from PETA, People for the Ethical Treatment of Animals, expressing concern over the use of animals in product testing. To which of the following publics does PETA belong? a) Local B) Financial C) Citizen action D) Government
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c
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Alex was born in 1995. To which generation does he belong? a) gen x b) millennials or gen y c) baby boomers d) bommerangers
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b
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Which of the following is NOT a current trend associated with the changing American household? a) the percent of married couples with children is increasing b) more people are divorcing, separating, and choosing not to marry c) the number of working women is increasing d) the number of nontraditional households is growing more rapidly
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a
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Based on recent geographic shifts in population, you most likely open your new branch of a sporting goods store in which of the following areas? a) the south b) the northeast c) the midwest d) canada
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a
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From a demographic point of view, your new Internet-service company stands a good chance of succeeding because the US population is: a) becoming more ethnically diverse b) growing older c) more inclined toward citizen action d) becoming better educated
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d
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Factors that affect consumer buying power and spending patterns fall under which environment? a) natural b) cultural c) economic d) technological
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c
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For every pair of blue jeans purchased by customers, GAP is donating $5.00 to the World Wildlife Fund. This is an example of: a) cause-related marketing b) philanthropy c) social marketing d) cultural marketing
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a
question
The real value of marketing research and marketing information lies in how it is used - in the __________ that it provides a) customer insights b) profits c) sales d) data
answer
a
question
A pet store offers shoppers a membership card. Members receive monthly mailings featuring coupons for the specific brand of pet food they purchased previously. This is made possible by: a) survey data b) the internal database c) competitive intelligence d) observational research
answer
b
question
Part of your job entails monitoring several blogs to learn what consumers are saying about your products as well as your competitors'. You are gathering: a) experimental data b) causal data c) focus group intelligence d) marketing intelligence
answer
d
question
A bank surveys mortgage and loan holders to learn their household size, income, age and marital status. The bank has engaged in: a) descriptive research b) casual research c) exploratory research d) focus group research
answer
a
question
If your firm was interested in learning which of two television advertising campaigns would be most effective, the company should conduct: a) ethnographic research b) secondary research c) observational research d) experimental research
answer
d
question
When survey data must be collected quickly, the best data collection technique would be: a) group interviewing b) telephone surveying c) online surveying d) mail surveying
answer
c
question
Maria is selecting a research sample by finding and interviewing 25 males and 25 females in each of four geographic regions. Which type of sample is Maria using? a) cluster sample b) convenience sample c) simple random sample d) quota sample
answer
d
question
Pupillometer tests in advertising measure a consumer's pupil dilation as he or she views an advertisment. A pupillometer is an example of a(n): a) mechanical device b) questionnaire c) secondary device d) survey device
answer
a
question
______________ allows an organization's suppliers, customers, and resellers to update account information, check purchases and more. a) CRM b) an intranet c) an extranet d) a marketing intelligence system
answer
c
question
Two major public policy and ethics issues in marketing research are intrusion on consumer privacy and: a) cost of primary data b) lack of information availability c) misuse of research findings d) government interference
answer
c
