BUSML 3250 Final Quiz Questions – Flashcards
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two part pricing
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Many amusement parks charge a daily ticket or season pass charge plus additional fees for food and other in-park features. This is called __________. A. two-part pricing B. by-product pricing C. product-bundle pricing D. optional-product pricing E. product line pricing
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win a large market share
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One major objective of a market-penetration pricing strategy is to __________. A. skim off small but profitable segments B. set a high price to gain profits C. win a large market share D. prevent customer dissatisfaction E. attract buyers willing to pay a higher price
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product line
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Whirlpool washers and dryers are offered in many different models. Whirlpool will use __________ pricing to determine the price steps between the different models. A. optional-product B. product-bundle C. captive-product D. two-part pricing E. product line
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Cutting prices in an industry with excess capacity may lead to price wars.
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Which of the following statements is true regarding initiating price cuts? A. Cutting prices in an industry with excess capacity may lead to price wars. B. If faced with excess capacity a firm should not cut its price. C. Firms never cut prices, they only raise them. D. Cutting price has no effect on costs. E. When faced with falling demand, firms should not cut prices.
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companies can under some circumstances price items below cost
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Which of the following statements regarding public policy and pricing is correct? A. Sellers are allowed to punish dealers who do not price a product at the manufacturer's suggested retail price (MSRP). B. Companies are usually free to charge whatever prices they wish. C. It is legal in some industries for sellers to collude with competitors when setting prices. D. Federal statutes apply to both interstate and intrastate commerce. E. Companies can, under some circumstances, price items below cost.
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Segmented pricing practices can cause consumer resentment
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Which of the following statements regarding segmented pricing is correct? A. Perceived value does not have to be considered when using segmented pricing. B. For segmented pricing to be effective, the segments should have the same degree of demand. C. Segmented pricing is not used to price different versions of a product. D. Segmented pricing practices can cause consumer resentment. E. Different locations are not used as a basis for segmented pricing.
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when the number of firms involved is small
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When would a competitor most likely react to a firm's price change? A. When the number of firms involved is large B. When buyers are not well informed about the product C. When the product is differentiated D. When buyers are not well informed about prices E. When the number of firms involved is small
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market penetration pricing
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A company has set a low price on a new product it introduced. They want to maximize their market share and attract a large number of buyers quickly. Which new product pricing strategy should the company use? A. Market-penetration pricing B. Market-skimming pricing C. Optional product pricing D. Captive-product pricing E. Psychological pricing
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promotional allowances
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A soda pop company offers a discount to a grocer. In exchange, the grocer agrees to provide in-store advertising for the soda pop and additional sales-support. This is an example of __________. A. cash discounts B. discounts C. promotional allowances D. trade-in allowances E. segment discounts
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product bundle
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Many personal care companies combine toothpaste with a toothbrush at a reduced price. This is an example of __________ pricing. A. by-product B. captive-product C. two-part D. product line E. product-bundle
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demand and the nature of the market
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Two external factors which must be considered in pricing decisions are __________. A. the marketing mix and demand B. the marketing mix and the economy C. demand and the nature of the market D. the marketing mix and the nature of the market E. company objectives and the marketing mix
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Under oligopolistic competition each seller is alert and responsive to competitors' pricing strategies and marketing moves
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Which of the following statements is correct regarding different types of markets? A. Under monopolistic competition the market is dominated by one seller. B. In a pure monopoly, the market consists of many buyers and sellers trading over a range of prices. C. Under oligopolistic competition, the market consists of many buyers and sellers trading in a uniform commodity and sellers do not spend much time on marketing strategy. D. Under oligopolistic competition each seller is alert and responsive to competitors' pricing strategies and marketing moves. E. Under pure competition sellers spend considerable time on marketing strategy and pricing decisions.
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break even pricing
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Which of the following is a cost-based pricing approach? A. Break-even pricing B. Competition-based pricing C. High-low pricing D. EDLP pricing E. Value-added pricing
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Customers have put increasing pricing pressures on many companies
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Which of the following statements about price is correct? A. Marketers do not a have lot of flexibility in setting and changing price. B. Pricing is not a problem for marketing executives. C. Customers have put increasing pricing pressures on many companies. D. Prices have no impact on a firm's bottom line. E. Price is not an important competitive asset.
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the company's overall marketing strategy, objectives, and marketing mix
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Internal factors that affect pricing include __________. A. the nature of the market, demand, and the economy. B. the company's overall marketing strategy, objectives, and the nature of the market C. the company's overall marketing strategy, objectives, and marketing mix D. the company's overall marketing strategy, objectives, and demand E. the company's overall marketing strategy, the nature of the market, and demand.
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Average cost tends to decrease with accumulated production experience
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Which of the following statements is true regarding costs? A. Experience curve pricing is a low risk strategy. B. Variable costs vary directly with the level of sales. C. Costs do not vary with different levels of production. D. Totals costs are the sum of long-run average costs and short-run average costs. E. Average cost tends to decrease with accumulated production experience.
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value added pricing
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Luxury automobile manufacturers typically add quality, services, and other features to differentiate their offers and thus support their higher price. This is an example of __________. A. everyday low pricing B. customer-based pricing C. good-value pricing D. value-added pricing E. cost-based pricing
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product costs
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Which factor sets the floor on setting a product's price? A. Competitors B. Product costs C. Revenue D. Demand E. Customer's value perceptions
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The price is set by adding a standard mark-up to the cost of the product
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How is price determined using cost-plus pricing? A. The price is set so that total revenue covers total costs. B. The price is set based on demand. C. The price is set by determining the customer's value perceptions. D. The price is set by adding a standard mark-up to the cost of the product. E. The price is set based on competitor's prices.
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good value pricing
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The strategy of __________ means that the firm attempts to offer the right combination of quality and good service at a fair price. A. good-value pricing B. everyday low pricing C. customer-based pricing D. value-added pricing E. cost-based pricing
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All the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use
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Which of the following best reflects the role of retailing in the distribution channel? A. All the activities involved in breaking down large volumes of goods for resale to retailers B. All the activities involved in selling goods over the Internet C. All the activities involved in selling raw materials to manufacturers D. All the activities involved when consumers sell to other consumers on auction websites E. All the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use
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experiential retailing
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L.L.Bean has turned its flagship store and campus in Freeport, Maine into a full-fledged outdoor adventure center. There, customers can hike, kayak, or go seal watching at nearby Cisco Bay. This is an example of __________. A. a community shopping center B. experiential retailing C. full-service retailing D. omni-channel retailing E. one-stop shopping
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Green retailing initiatives extend to helping consumers be more environmentally responsible
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Which of the following statements regarding green retailing is correct? A. Green retailing initiatives hurt the bottom line by increasing costs. B. The only current green retailing initiative is to offer environmentally friendly products. C. Retailers today are hesitant to adopt environmentally sustainable practices. D. Green retailing takes place at the store and does not extend to other channel members. E. Green retailing initiatives extend to helping consumers be more environmentally responsible.
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tighter consumer spending
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One recent retailing trend resulting from economic conditions is __________. A. pop-up stores B. the rise of megastores C. green retailing D. tighter consumer spending E. retail convergence
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to increase their customer pulling power
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In terms of location, most stores today cluster together. What is the primary reason for this? A. To ensure they all maintain the same profit margin B. To increase their customer pulling power C. To avoid paying taxes D. To ensure customers will not "one-stop" shop E. To achieve common ownership
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warehousing
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Which wholesaler channel function helps reduce inventory holding costs? A. Financing B. Transportation C. Risk bearing D. Warehousing E. Buying and assortment building
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shopper marketing
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__________ involves focusing the entire marketing process toward turning customers into buyers as they approach the point of sale. A. Full-service retailing B. Shopper marketing C. Retail convergence D. Wholesaling E. Retailing
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Many retailers identify three critical factors for retail success: location, location, and location
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Which of the following statements about retailer marketing decisions is correct? A. Retailers do not have to segment and target their markets. B. Stores do not need to differentiate and position themselves. C. Retailers do not differentiate themselves on their service mix. D. Many retailers identify three critical factors for retail success: location, location, and location. E. Most retailers seek either high markups on higher volume or low markups on lower volume.
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Independents, factory outlets, and warehouse clubs
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What are the three main types of off-price retailers? A. Independents, factory outlets, and warehouse clubs B. Discount stores, convenience stores, and supermarkets C. Discount stores, factory outlets, and warehouse clubs D. Franchises, factory outlets, and warehouse clubs E. Discount stores, factory outlets, and convenience stores
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category killers
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Recently, superstores that are actually giant specialty stores, such as Petco and Home Depot, have seen tremendous growth. These types of superstores are called __________. A. discount stores B. category killers C. warehouse clubs D. off-price retailers E. department stores
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selectively
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Firms producing consumer electronics, furniture, and home appliance brands typically distribute their products __________. A. selectively B. intensively C. through value added resellers D. exclusively E. through franchises
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A Ford dealer complaining that another Ford dealer is advertising in their territory
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Which of the following is an example of horizontal channel conflict? A. A Ford dealer complaining that another Ford dealer is advertising in their territory B. A retailer complaining about a producer's pricing. C. A consumer complaining to a producer about the quality of a product. D. A consumer complaining to a retailer about the service they received. E. A retailer complaining about receiving damaged goods from a wholesaler.
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Channel alternatives should be evaluated against economic, control, and adaptability criteria
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Which of the following statements regarding marketing channel design is correct? A. Marketers should always maximize the number of intermediaries used in a channel. B. Channel alternatives should be evaluated against economic, control, and adaptability criteria. C. In global markets, channel systems are the same in different countries. D. Channel objectives should be set in terms of profitability. E. It is important to let the responsibilities of channel members evolve as their relationship develops.
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Warehousing, inventory management, transportation, and logistics information management
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What are the four major functions of logistics? A. Inventory management, transportation, shipping, and warehousing B. Warehousing, inventory management, transportation, and retailing C. Warehousing, inventory management, transportation, and logistics information management D. Warehousing, inventory management, retailing, and logistics information management E. Retailing, inventory management, transportation, and logistics information management
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The success of individual channel members depends on the overall channel's success
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Which of the following statements regarding marketing channel behavior and design is correct? A. Vertical marketing systems lack leadership and power, often resulting in damaging conflict and poor channel performance. B. Conflicts rarely occur in marketing distribution channels. C. The success of individual channel members depends on the overall channel's success. D. Distribution channels are nothing more than simple collections of firms tied together by various flows. E. A conventional distribution channel consists of one or more independent producers, wholesalers, and retailers acting as a unified system.
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matching
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One key function of channel members is __________, which involves shaping offers to meet the buyer's needs, including activities such as manufacturing, grading, assembling, and packaging. A. contact B. risk taking C. matching D. negotiating E. promotion
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partner relationship management
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Companies now use __________ and supply chain management software to help recruit, train, organize, manage, motivate, and evaluate channel partners. A. distribution centers B. channel management C. partner relationship management D. customer relationship management E. logistics
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Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers
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Which of the following is a reason that producers use marketing channels and channel intermediaries? A. Using channel intermediaries increases the number of contacts with customers. B. Marketing channel decisions require only a short-term commitment. C. The reduced costs of using channel intermediaries offsets the inefficiencies of marketing channels. D. Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers. E. Using marketing channels allows producers to retain full control over how and to whom they sell their products.
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corporate
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In 2001, Apple opened its first Apple stores in the United States. These stores were owned and operated by Apple. This is an example of which type of vertical marketing system (VMS)? A. Contractual B. Franchise C. Administered D. Conventional E. Corporate
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The goal of marketing logistics should be to provide a targeted level of customer service at the least cost
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Which of the following statements regarding marketing logistics is correct? A. The goal of marketing logistics should be to provide a targeted level of customer service at the least cost. B. Sustainability is not relevant to marketing channel logistics and the supply chain. C. The goal of marketing logistics is to maximize sales. D. Marketing logistics handle only outbound logistics. E. It is important for companies to improve logistics even though logistics are not a source of competitive advantage.
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email
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According to the text, what can be the ultimate direct marketing medium, assuming it is used correctly? A. Blogs B. Email C. Online advertising D. Social media E. Websites
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easy, convenient, and private
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Buyers have increased their use of direct and digital marketing because they are __________. A. convenient, private, and hard to use B. easy, private, and expensive C. easy, convenient, and public D. easy, convenient, and private E. easy, convenient, and impersonal
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Online marketing, social media marketing, and mobile marketing
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Which of the following correctly identifies forms of digital direct marketing? A. Telemarketing, face-to-face selling, and kiosk marketing B. Direct-response TV marketing, telemarketing, and direct-mail marketing C. Kiosk marketing, telemarketing, and direct-response TV marketing D. Telemarketing, direct-mail marketing, and catalog marketing E. Online marketing, social media marketing, and mobile marketing
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direct and digital marketing
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Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships? A. Personal selling B. Sales promotion C. Direct and digital marketing D. Public relations E. Advertising
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birdpost
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Which of the following would represent a niche online social networking site? A. YouTube B. Facebook C. Birdpost D. Google+ E. LinkedIn
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brand community
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Many company websites are now designed to do more than just sell product. These websites, known as __________ websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers. A. brand engagement B. brand community C. brand equity D. brand-sponsored E. branded
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permission based email marketing
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To avoid being intrusive and annoying, most legitimate email marketers practice __________, which means sending email pitches only to customers who "opt in." A. permission based email marketing B. unsolicited email marketing C. spamming D. personalized email E. viral marketing
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kiosk
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Many consumers today rent DVDs from a vending machine called Redbox that can be found in retail stores and other locations. Redbox is which type of direct marketing tool? A. DRTV B. Infomercial C. Kiosk D. ZoomSystem E. iTV
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blogs are a user controlled medium
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Which of the following is a potential disadvantage to using blogs for marketing? A. Blogs are a one-way communication channel. B. Blogs are a user-controlled medium. C. Blogs are only available from third parties. D. Blogs are impersonal. E. Blogs have limited reach.
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direct, one to one communications
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Direct mail is well suited for which of the following? A. Real-time marketing B. Engaging customers anytime and anywhere during the buying process C. Offering interactive content D. Direct, one-to-one communications E. Building brand community
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damage customer relationships
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Some companies still treat sales and marketing as separate functions. One effect this can have is to __________. A. improve coordination between the two departments B. improve the relationships between the two departments C. improve the company's performance D. allow marketing to be more in touch with customers E. damage customer relationships
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A fixed amount, a variable amount, expenses, and fringe benefits
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What are the four elements of a compensation plan for salespeople? A. A fixed amount, a variable amount, expenses, and salary B. A fixed amount, a variable amount, expenses, and fringe benefits C. A fixed amount, a variable amount, salary, and commission D. A fixed amount, a variable amount, expenses, and commission E. A fixed amount, a variable amount, stock ownership, and fringe benefits
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social selling
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According to the text, what is the fastest-growing sales trend today? A. Commission-based compensation plans B. Using a field based sales force C. Social selling D. e-learning E. The use of sales quotas
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The best salespeople are the ones who work closely with customers for mutual gain.
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Which of the following statements is true regarding salespeople? A. Salespeople must be fast talkers. B. Salespeople do not play a role in solving customer problems. C. Most salespeople lack common sense and social skills. D. Salespeople are not well educated. E. The best salespeople are the ones who work closely with customers for mutual gain.
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evaluating
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Sales reports, call reports, and expense reports are all used in the process of __________ salespeople. A. supervising B. motivating C. evaluating D. training E. selecting
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premiums
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One consumer promotion tool is __________, which are goods offered free or at a low cost as an incentive to buy a product. A. premiums B. coupons C. advertising specialties D. point-of-purchase promotions E. rebates
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handle objections
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After the presentation and demonstration step in the sales process, a salesperson should next be prepared to __________. A. approach qualified customers B. follow-up with the customer C. immediately close the sale D. prospect the customer E. handle objections
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customer
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Procter & Gamble organizes its sales reps into teams, and each team is assigned to a major account (such as Safeway or Walmart). Which type of sales force structure is P&G using in this example? A. Territorial B. Product C. Simple D. Customer E. Complex
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event marketing
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Delta Faucet partnered with Warrior Dash, which sponsored several 5k mud run races around the country over the summer. At each event, Delta built a huge custom shower station, complete with 184 Delta showerheads, where mud-soaked competitors could meet and wash off after the race. This is an example of which type of promotion? A. Samples B. Point-of-purchase promotions C. Trade show D. Contests, sweepstakes, and games E. Event marketing
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designing sales forced strategy and structure
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What is the first decision made in sales force management? A. Training salespeople B. Recruiting and selecting salespeople C. Evaluating salespeople D. Compensating salespeople E. Designing sales force strategy and structure
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communicate well
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Regardless of the size of the budget, to succeed, advertising must engage consumers and __________. A. use humor B. communicate well C. reduce the clutter D. attack competitors E. entertain them
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written materials
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Annual reports, brochures, articles, and company newsletters all represent which type of PR tool? A. Written materials B. Special events C. Corporate identity materials D. News E. Audiovisual materials
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Determining reach, frequency, impact, and engagement
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What is the first step in the media selection process? A. Determining the tone of the ad B. Choosing the media timing C. Choosing the media vehicle D. Determining reach, frequency, impact, and engagement E. Choosing the media type
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the qualitative value of exposure to a message
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What is media impact? A. The return on investment from the ad campaign B. The number of times a person is exposed to a message C. How much the chosen media engages the target audience D. The percentage of the target audience that is exposed to a message E. The qualitative value of exposure to a message
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To make ads and brand content into something that people actually want to watch
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What is the intent of advertainment? A. To place brands in popular television shows B. To clearly separate the advertisement from the entertainment aspect C. To use humorous appeals that everyone agrees are funny D. To make ad messages credible E. To make ads and brand content into something that people actually want to watch
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New products typically need relatively large advertising budgets to build awareness and to gain consumer trial
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Which of the following statements about setting an advertising budget is correct? A. Mature brands usually require higher advertising budgets as a ratio to sales. B. Undifferentiated brands do not require advertising to set them apart. C. When a product is clearly differentiated, advertising is not used in the promotion mix. D. New products typically need relatively large advertising budgets to build awareness and to gain consumer trial. E. Brands in a market with many competitors and high advertising clutter usually require less advertising.
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development
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Which public relations function is used to work with donors or members of nonprofit organizations to gain financial or volunteer support? A. Development B. Product publicity C. Press relations D. Public affairs E. Lobbying
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comparative advertising
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When a company directly or indirectly compares its brand with one or more other brands in an advertisement, they are using __________. A. competitive advertising B. informative advertising C. reminder advertising D. comparative advertising E. an unethical practice
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In addition to businesses, advertising is used by many types of organizations
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Which of the following statements about advertising is correct? A. In addition to businesses, advertising is used by many types of organizations. B. Advertising is synonymous with public relations. C. Over time, advertising has changed very little. D. Advertising is not useful for persuading an audience. E. Advertising began in the early 1800's.
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reminder
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Which type of advertising is important for mature, established brands? A. Informative B. Persuasive C. Comparative D. Reminder E. Attack
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major media, atmospheres, and events
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Nonpersonal communication channels include __________. A. major media, events, and buzz marketing B. major media, email, and events C. major media, atmospheres, and Internet chat D. major media, atmospheres, and events E. major media, Internet chat, and events
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consumers don't distinguish between content sources the way marketers do
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One reason there is a need for integrated marketing communications is that __________. A. messages from companies come from a single source. B. communication channels today are less fragmented than in the past. C. consumers don't distinguish between content sources the way marketers do. D. companies often integrate their various communication channels. E. consumers today distinguish brand-related content from different sources
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sales promotion
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__________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service. A. Direct and digital marketing B. Advertising C. Sales promotion D. Personal selling E. Public relations
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buzz marketing
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__________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities. A. Email marketing B. Celebrity marketing C. Event marketing D. Opinion leader marketing E. Buzz marketing
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direct and digital marketing
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__________ involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. A. Public relations B. Advertising C. Sales promotion D. Personal selling E. Direct and digital marketing
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advertising
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A company wishes to reach a large number of geographically dispersed buyers at a low cost per exposure. Which element of the promotional mix should the company use? A. Advertising B. Direct and digital marketing C. Sales promotion D. Personal selling E. Public relations
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personal selling
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Which promotional tool includes presentations, trade shows, and incentive programs? A. Advertising B. Sales promotion C. Direct and digital marketing D. Public relations E. Personal selling
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identifying the target audience
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Developing effective marketing communications starts with __________. A. determining the communication objectives B. identifying the consumer's buyer readiness stage C. designing a message D. collecting feedback E. identifying the target audience
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video convergence
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A recent study showed that more than two-thirds of advertisers are planning video ad campaigns that stretch across multiple viewing platforms. This is called __________. A. video reach B. video integration C. video coordination D. video convergence E. platform coordination
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The dominance of television, magazines, newspapers, and other traditional mass media is declining
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Which of the following statements regarding the changing communications landscape is correct? A. The dominance of television, magazines, newspapers, and other traditional mass media is declining. B. The digital age has had little impact on marketing communications. C. Marketers today are shifting their efforts to mass marketing. D. In terms of communication, today's consumers are less empowered. E. More than ever, consumers are relying on marketers for information.
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Licensing, contract manufacturing, management contracting, and joint ownership
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What are the four types of joint venture entry strategies? A. Licensing, contract manufacturing, management contracting, and joint ownership B. Licensing, contract manufacturing, management contracting, and direct investment C. Exporting, contract manufacturing, management contracting, and joint ownership D. Contract manufacturing, management contracting, joint ownership, and direct investment E. Exporting, direct investment, licensing, and joint ownership
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barter
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Nations that have too little hard currency to pay for their purchases from other countries will often use which method of international trade? A. Cash transactions B. Free trade zones C. Credit D. Tariffs E. Barter
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nontariff trade barriers
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One barrier to international trade is when a country imposes biases against bids, restrictive product standards, or excessive host-country regulations or enforcement. These actions represent __________. A. exchange controls B. quotas C. duties D. nontariff trade barriers E. tariffs
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through exporting
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What is the simplest way to enter a foreign market? A. Through joint venturing B. Through direct investment C. Through exporting D. Through licensing E. Through joint ownership
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subsistence economies
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Which type of industrial structure offers the fewest marketing opportunities? A. Raw material exporting economies B. Industrial economies C. Subsistence economies D. Free trade zones E. Emerging economies
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geographical organizations
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In which form of international organization are country managers responsible for salespeople, sales branches, distributors, and licensees in their respective countries? A. Export department B. Geographical organizations C. International subsidiaries D. World product groups E. Global organization
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the world trade organization
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Which organization was designed to reassess trade barriers, establish new rules for international trade, impose international trade sanctions, and mediate global trade disputes? A. The General Agreement on Tariffs and Trade (GATT) B. The World Trade Organization (WTO) C. The European Union (EU) D. The Transatlantic Trade and Investment Partnership (TTIP) E. The North American Free Trade Agreement (NAFTA)
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the risks the firm faces
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What is the main disadvantage of direct investment? A. Lack of control over the investment B. The risks the firm faces C. Host nation resentment D. Higher costs E. The need to staff the facility with home nation employees
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a straight product extension
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Apple iPads, Gillette razors, and Black & Decker tools are all sold successfully in about the same form around the world. This is an example of which global strategy? A. Communication adaptation B. A straight product extension C. Product invention D. Product adaptation E. Dual adaptation
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For most companies, their foreign prices probably will be higher than their domestic prices for comparable products
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Which of the following statements is true regarding pricing in global markets? A. Technological forces have had little impact on global pricing. B. Companies generally use a standard mark-up to set a global price. C. Companies typically set a uniform global price. D. When selling to less affluent consumers in developing countries many companies sell the existing product at a higher price. E. For most companies, their foreign prices probably will be higher than their domestic prices for comparable products.
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identify a unique customer insight
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Much of Pinterest's success is due to how they used marketing information to __________. A. understand that their site was not useful to businesses B. change the name of their website C. identify a unique customer insight D. send targeted email to key customers E. increase their profits
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Reaching respondents in other parts of the world is more difficult than it is in the United States
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Which of the following statements regarding conducting marketing research in a foreign country is correct? A. Good secondary data is easy to find in most foreign markets. B. Reaching respondents in other parts of the world is more difficult than it is in the United States. C. Consumers in foreign markets generally enjoy participating in marketing research. D. Language translation will be easy. E. Globalization has slowed down, so international research is no longer necessary.
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extranets
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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. data warehouses B. extranets C. websites D. intranets E. wireless networks
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it is used to make better marketing decisions
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Using marketing information to gain customer insights is of little value unless __________. A. marketers gather as much information as possible B. it is obtained as cheaply as possible C. it increases company profits D. it is used to make better marketing decisions E. it comes exclusively from big data
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ethnographic research
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Sending observers to watch and interact with consumers in their natural environment is known as __________. A. a focus group B. survey research C. on-site research D. ethnographic research E. experimental research
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A good MIS must balance what users would like to have against what they really need and what is feasible to offer
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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. An MIS is focused on internal data and ignores the marketing environment. C. An MIS begins and ends with information collectors. D. Marketing information systems provide information only to a company's internal users. E. A good MIS gives managers all the information they ask for.
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The goal of competitive marketing intelligence is to improve strategic decision making.
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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. The goal of competitive marketing intelligence is to improve strategic decision making. C. Monitoring a competitor's website is unethical. D. Marketing intermediaries are not a good source of competitive marketing intelligenc E. Marketing intelligence information is not available from the U.S. government.
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questionnaires and mechanical devices
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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 mechanical devices C. Questionnaires and panels D. The telephone and the Internet E. Questionnaires and the Internet
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they can be accessed quickly and cheaply
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Which of the following is an advantage to using internal databases for information? A. Internal information sources are easy to manage. B. Internal information is in a form that is useful for making marketing decisions. C. Internal information is accurate and complete. D. The information stored in internal databases is always current. E. They can be accessed quickly and cheaply
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develop the research plan
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After defining the problem and objectives, what is the next step in the marketing research process? A. Analyze the dat B. Implement the plan. C. Report the findings. D. Collect the dat E. Develop the research plan.