question

Marketing research:

answer

is needed to keep marketing managers in touch with their markets.

question

A complete marketing information system:

answer

is organized to continually gather data from internal and external sources, including market research studies.

question

An outside sales force can provide customers with up-to-date inventory levels, product prices, delivery dates, and so forth by accessing information on the firm's own:

answer

intranet.

question

Which of the following is most consistent with the scientific method approach to marketing research discussed in the text?

answer

"Sometimes the answers from the early stages of the research process are good enough so we stop the research and make our decisions."

question

The first thing a marketing manager should do if one of his firm's products drops in sales volume is:

answer

define the problem.

question

Marketing research:

answer

is likely to be more effective when guided by the strategy planning framework.

question

Data which have already been collected in a previous study are called __________ data, while data that are generated by a phone survey this month of key customers are called _______ data.

answer

secondary; primary

question

Which of the following is NOT a good example of the observation method of marketing research?

answer

The manager of a supermarket occasionally walks through the store to see what customers are doing.

question

The response rate to a survey affects:

answer

how representative the sample is.

question

Product" means:

answer

the need-satisfying offering of a firm.

question

If a brand consistently delivers on a promise that purchasers consider important, those purchasers are likely to develop a _______ for the brand.

answer

) trust

question

Nonrecognition of the brand name of a firm's product is likely to be LEAST important for:

answer

Coal

question

If members of the target market for an Apple iPad do not initially recognize the brand name, but compelling advertising results in more members remembering the brand, we say the Apple iPad has achieved:

answer

brand recognition.

question

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

answer

It spells out what kinds of brand names can be protected.

question

Dealer brands, compared to manufacturer brands, usually offer wholesalers and retailers:

answer

higher gross margins.

question

If a consumer product is used regularly and usually bought frequently and routinely with little thought (although branding may be important), this product is:

answer

a staple product.

question

Having a competitive price is likely to:

answer

be more important for a homogeneous shopping product than for a specialty product.

question

Regarding the demand for business products,

answer

Demand for business products is derived from the demand for final consumer products.

question

In which of the following situations is the new product entering the MARKET INTRODUCTION stage of the product life cycle?

answer

Apple just introduced a computer operating system that is so "user-friendly" it responds to spoken commands.

question

Regarding product life cycles, good marketing managers know that:

answer

industry profits reach their maximum during the market growth stage.

question

Marketing managers should recognize that:

answer

firms that enter mature markets have to compete with established firms for declining industry profits.

question

Regarding product life cycles, good marketing managers know that:

answer

a firm's product can be withdrawn before its related product life cycle is over.

question

According to the FTC, for a producer to call a product "new," the product:

answer

must be entirely new or changed in a functionally significant or substantial respect.

question

The new-product development process discussed in the text:

answer

is based on the idea that a firm should eliminate potentially unprofitable product ideas as early as possible.

question

Regarding the idea generation stage of the new-product development process, which of the following is TRUE?

answer

Business firms often get new product ideas from competitors.

question

PepsiCo is evaluating an idea for a new "clear cola" by using focus groups made up of young adults to suggest brand names for the proposed product. This is an example of:

answer

concept testing.

question

Strategy "Place" decisions would NOT include:

answer

how to train wholesalers' salespeople

question

A disadvantage of direct-to-customer channels is that they:

answer

None of these is a disadvantage of direct-to-customer channels.

question

Which of the following best illustrates adjusting "discrepancies of assortment?"

answer

A hardware store sells all the hardware items wanted by most people.

question

When an online intermediary like Hulu scans thousands of hours of programming each week and groups these programs into categories of digital programs (e.g. sports, crime, etc.), this is an example of:

answer

Sorting

question

Marketing research:

answer

is needed to keep marketing managers in touch with their markets

question

A complete marketing information system:

answer

is organized to continually gather data from internal and external sources, including market research studies.

question

An outside sales force can provide customers with up-to-date inventory levels, product prices, delivery dates, and so forth by accessing information on the firm's own:

answer

intranet.

question

Which of the following is most consistent with the scientific method approach to marketing research discussed in the text?

answer

"Sometimes the answers from the early stages of the research process are good enough so we stop the research and make our decisions."

question

The first thing a marketing manager should do if one of his firm's products drops in sales volume is:

answer

define the problem.

question

Data which have already been collected in a previous study are called __________ data, while data that are generated by a phone survey this month of key customers are called _______ data.

answer

secondary; primary

question

Which of the following is NOT a good example of the observation method of marketing research?

answer

The manager of a supermarket occasionally walks through the store to see what customers are doing.

question

The response rate to a survey affects:

answer

how representative the sample is.

question

Product" means:

answer

the need-satisfying offering of a firm.

question

If a brand consistently delivers on a promise that purchasers consider important, those purchasers are likely to develop a _______ for the brand.

answer

trust

question

Nonrecognition of the brand name of a firm's product is likely to be LEAST important for:

answer

Coal

question

If members of the target market for an Apple iPad do not initially recognize the brand name, but compelling advertising results in more members remembering the brand, we say the Apple iPad has achieved:

answer

brand recognition.

question

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

answer

It spells out what kinds of brand names can be protected.

question

Dealer brands, compared to manufacturer brands, usually offer wholesalers and retailers:

answer

higher gross margins.

question

If a consumer product is used regularly and usually bought frequently and routinely with little thought (although branding may be important), this product is:

answer

a staple product.

question

Having a competitive price is likely to:

answer

be more important for a homogeneous shopping product than for a specialty product.

question

Regarding the demand for business products,

answer

Demand for business products is derived from the demand for final consumer products.

question

In which of the following situations is the new product entering the MARKET INTRODUCTION stage of the product life cycle?

answer

Apple just introduced a computer operating system that is so "user-friendly" it responds to spoken commands.

question

Regarding product life cycles, good marketing managers know that:

answer

industry profits reach their maximum during the market growth stage.

question

Marketing managers should recognize that

answer

firms that enter mature markets have to compete with established firms for declining industry profits.

question

Regarding product life cycles, good marketing managers know that:

answer

a firm's product can be withdrawn before its related product life cycle is over.

question

According to the FTC, for a producer to call a product "new," the product:

answer

must be entirely new or changed in a functionally significant or substantial respect.

question

The new-product development process discussed in the text:

answer

is based on the idea that a firm should eliminate potentially unprofitable product ideas as early as possible.

question

Regarding the idea generation stage of the new-product development process, which of the following is TRUE?

answer

Business firms often get new product ideas from competitors.

question

PepsiCo is evaluating an idea for a new "clear cola" by using focus groups made up of young adults to suggest brand names for the proposed product. This is an example of:

answer

concept testing.

question

Strategy "Place" decisions would NOT include:

answer

how to train wholesalers' salespeople

question

Which of the following best illustrates adjusting "discrepancies of assortment?

answer

A hardware store sells all the hardware items wanted by most people.

question

When an online intermediary like Hulu scans thousands of hours of programming each week and groups these programs into categories of digital programs (e.g. sports, crime, etc.), this is an example of:

answer

Sorting

question

Every morning, Sycamore Dairy picks up milk which farmers have "milked" that morning. The dairy processes the milk and separates the cream from the milk. Some of the cream is made into butter and packaged in various sizes. The milk and remaining cream are blended into various products, sealed in pint, quart and half-gallon containers, and delivered to supermarkets in the quantities and assortments they want. The dairy is providing what regrouping activity?

answer

All of these regrouping activities are being provided by Sycamore Dairy ( Assorting, Accumulating, Sorting, Bulk-breaking)

question

From a producer's viewpoint, which of the following is an advantage of INTENSIVE DISTRIBUTION over selective distribution?

answer

Intermediaries' facilities will be more convenient for customers.

question

Distribution agreements which limit sales by customer or territory:

answer

are definitely illegal if they are horizontal agreements among competing producers or intermediaries, but may be legal if they are vertical agreements.

question

In Europe, auto manufacturers are required by law to allow owners of their brands to give the cars back to the manufacturers at the end of their useful life. The manufacturers must then recycle and reuse at least 85 percent of any vehicle made after 2004. This is an example of a(n):

answer

Take back law

question

Which of the following is typically the lowest risk approach for moving into international markets?

answer

exporting

question

To minimize its own risks, the Boomtown Petroleum Corp. of Houston, Texas, operates a South American oil refinery that is owned by residents of that country. Boomtown is engaged in an activity known as:

answer

management contracting.

question

About what percentage of the cost of health care supplies in the U.S. are a result of logistics?

answer

33 percent

question

When planning physical distribution, the marketing manager should:

answer

minimize the cost of distribution for a given customer service level.

question

The "total cost approach" to physical distribution management:

answer

might suggest a high-cost transporting mode if storing costs could be reduced enough to lower total distribution costs.

question

A supply chain:

answer

requires skill in coordinating activities among different firms, and this has prompted many firms to seek help from outside experts.

question

The transporting function adds value by:

answer

making products available when AND where they're needed.

question

Regarding railroads,

answer

full carload rates are lower than less-than-carload rates.

question

Which of the following transportation modes is "best" at handling a variety of goods?

answer

Water

question

When Sony manufactures and packages DVD players in Japan, stores them in large 8'x8'x20' "boxes," and then ships these boxes to Los Angeles by boat, this is an example of:

answer

Containerization

question

A cheese processor having regular need for regional storage of a large quantity of cheese probably should use ______________ warehouses.

answer

private

question

Compared to a warehouse, a DISTRIBUTION CENTER is:

answer

set up to speed the flow of products toward the consumer.

question

A "good" retail strategy planner knows that:

answer

the failure rate among beginning retailers is quite high.

question

When the manager of a RadioShack electronics store decides to offer a store credit card (RadioShack VISA), this is a decision about:

answer

Price

question

A typical problem for limited-line retailers is that:

answer

many of the items they carry are slow moving.

question

Regarding supermarkets, which of the following is NOT true?

answer

After-tax profits are very good--averaging 10 to 15 percent of sales.

question

The retailer L.L. Bean uses a multichannel approach by adding ___________ to its catalog

answer

a website

question

Regarding wholesaling, which of the following is(are) true?

answer

Merchant wholesalers have higher sales than agent wholesalers, but their costs (as a percent of sales) are over three times as high.

question

8. Which of the following wholesalers own (take title to) the products they sell?

answer

None of these wholesalers owns the products they sell.

question

Debbie Wood sells food products to grocery wholesalers and large supermarket chains in Tallahassee. She sells for several manufacturers with noncompeting lines of food products--earning a 5 percent sales commission. She neither handles nor owns the products she sells. Debbie is a:

answer

manufacturers' agent.

question

A producer is most likely to use a "selling agent" if:

answer

he lacks marketing know-how and working capital.

question

Procedures that develop and analyze new information to help marketing managers make decisions are called:

answer

marketing research.

question

_____ refers to the procedures that develop and analyze new information about a market.

answer

Marketing research

question

________________ ________________ utilizes qualitative and quantitative analysis procedures to help marketing managers make more informed decisions.

answer

Marketing research

question

Marketing research:

answer

is needed to keep marketing managers in touch with their markets.

question

Identify the INCORRECT statement about marketing research.

answer

Most small companies have a separate marketing research department.

question

Marketing research:

answer

can get changing information that is not available in the MIS.

question

A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

answer

marketing information system

question

Regarding a marketing information system (MIS):

answer

Although not every firm has one, MIS use is growing rapidly.

question

A complete marketing information system:

answer

is organized to continually gather data from internal and external sources, including market research studies.

question

Regarding "marketing research" and "marketing information systems":

answer

marketing information systems make information more available and more accessible.

question

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

answer

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

question

Which of the following observations about the use of a marketing information system (MIS) is FALSE?

answer

An MIS identifies problems that need solving

question

A marketing information system (MIS) includes all of the following except:

answer

Internet support systems.

question

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

answer

marketing information system.

question

Which of the following statements about intranets is NOT TRUE?

answer

Access to websites on an intranet is unrestricted.

question

An outside sales force can provide customers with up-to-date inventory levels, product prices, delivery dates, and so forth by accessing information on the firm's own:

answer

intranet

question

Reshma Ananda, a marketing manager for the Grocery SuperStore retail chain, fired up a computer program that gave her ready access to information about product availability and customer buying. The program helped her immediately set prices for bananas and cherries. This type of computer program is called ______.

answer

a decision support system

question

A decision support system

answer

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

question

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

answer

marketing dashboard

question

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

answer

marketing dashboard.

question

A marketing model is a

answer

statement of relationships among marketing variables.

question

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:

answer

scientific method.

question

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

answer

scientific method

question

The scientific method

answer

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

question

The scientific method in marketing research

answer

forces an orderly research process.

question

Educated guesses about the relationships between things or about what will happen in the future are:

answer

hypotheses.

question

Identify the correct sequence in the marketing research process.

answer

Defining the problem, analyzing the situation, getting problem-specific data, interpreting the data, solving the problem.

question

Which of the following is NOT part of the five-step marketing research process discussed in the text?

answer

Writing the proposal

question

Which of the following is NOT part of the five-step marketing research process discussed in the text?

answer

Developing the marketing information system (MIS)

question

Which of the following is most consistent with the scientific method approach to marketing research discussed in the text?

answer

"Sometimes the answers from the early stages of the research process are good enough so we stop the research and make our decisions."

question

Regarding marketing research,

answer

a good researcher will understand the marketing problem as well as the technical details of marketing research.

question

Which of the following statements BEST reflects the point of view of the text with respect to marketing research?

answer

"When we work with outside marketing research specialists, we expect them to take the time to really understand the problem we are trying to solve."

question

What is the first step in the marketing research process?

answer

Defining the problem

question

Often the most difficult step in the marketing research process is:

answer

defining the problem.

question

Which of the following statements about the marketing research process is NOT TRUE?

answer

Defining the problem is important because this decision will remain unchanged throughout the process.

question

Marketing research:

answer

is likely to be more effective when guided by the strategy planning framework.

question

Regarding the marketing research process, defining the problem

answer

may have to wait until after a situation analysis has been completed.

question

_____ is an informal study of what information is already available in the problem area.

answer

Situation analysis

question

A situation analysis

answer

can help define the problem.

question

During a "situation analysis," a marketing researcher should:

answer

study what information is already available.

question

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

answer

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

question

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

answer

situation analysis.

question

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

answer

situation analysis.

question

When a marketing manager has phone conversations with key wholesalers of the firm's products to try to obtain information about why the firm's product sales are down, this is an example of a(n):

answer

situation analysis.

question

Which of the following statements about a situation analysis is False?

answer

A situation analysis is mainly a study of new information that is not already available.

question

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be

answer

part of a situation analysis.

question

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

answer

the situation analysis.

question

Data that has already been collected or published is:

answer

secondary data.

question

Which of the following statements concerning secondary data is correct?

answer

Secondary data was originally collected for some other purpose.

question

Data which have already been collected in a previous study are called __________ data, while data that are generated by a phone survey this month of key customers are called _______ data.

answer

secondary; primary

question

All of the following are examples of secondary data sources EXCEPT:

answer

a phone survey this month of past customers.

question

The marketing manager at Massimino and McCarthy, a chain of retail stores that sells men's clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following sources of data would be a secondary data source?

answer

Looking through the company's marketing information system to see past sales trends.

question

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

answer

Information on the Internet is readily available and very reliable.

question

Secondary data from federal government sources

answer

is often very helpful for estimating the size of a market.

question

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

answer

Statistical Abstract of the United States.

question

The Statistical Abstract of the United States is a useful summary reference of the U.S. market prepared by the:

answer

U.S. Census Bureau.

question

A situation analysis

answer

can be very informative, but takes little time.

question

Which of the following statements about secondary data is correct?

answer

Secondary data may be available much faster than primary data.

question

Which of the following is most consistent with the marketing research process discussed in the text?

answer

"Secondary data is often all we need to solve our problems."

question

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

answer

Doing a good situation analysis is usually much less expensive than collecting primary data.

question

A fast-food chain is redesigning its restaurants. One of the main questions facing the chain's management is, "Should the new restaurant design include a salad bar?" A researcher in the company finds an article in a restaurant trade magazine containing the results of a study about salad bars. The results indicate that salad bars are costly to maintain and are not a major attraction to consumers. Based on this information, management decides that it will not have a salad bar as part of the new restaurant design. This example illustrates the point that:

answer

Situation analysis sometimes eliminates the need for conducting further research in a problem area.

question

Which of the following is probably NOT a part of a situation analysis?

answer

A computer company asks ten lawyers to participate in a focus group on how they use computers.

question

A research proposal

answer

specifies what information will be obtained and how.

question

The research proposal may include information about all of the following except

answer

what the possible solutions are.

question

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

answer

Preliminary recommendations on how to solve the problem.

question

____ is an example of a primary data source.

answer

Observation

question

Which of the following would be a source of primary data?

answer

Market tests.

question

Which of the following would NOT be a source of primary data?

answer

The Wall Street Journal

question

The two basic methods for obtaining primary information about customers are

answer

questioning and observing.

question

Qualitative research, compared to quantitative research:

answer

Relies on open-ended questioning

question

"Qualitative research" involves:

answer

questioning to obtain in-depth open-ended responses.

question

The big advantage of qualitative research in marketing is:

answer

the in-depth responses it provides.

question

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

answer

Focus group interviews

question

Focus groups

answer

stimulate discussion among participants.

question

With focus group interviews,

answer

the objective is to get the group to interact, so that many ideas are generated.

question

A consumer products manufacturer wants consumer reaction to its existing products. Interaction is considered important to stimulate thinking. The firm should use:

answer

focus group interviews.

question

Focus groups:

answer

Yield results that are largely dependent on the viewpoint of the researcher.

question

One of the major disadvantages of the focus group interview approach is that

answer

it is difficult to measure the results objectively.

question

Marketing research which seeks structured responses that can be summarized is called:

answer

quantitative research.

question

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

answer

It is harder to get in-depth answers.

question

Wizard Toy Company's marketing researcher conducted a survey to find out the percentage of customers who, after receiving a promotional mailing about a new toy, actually went out and purchased the product. This is an example of

answer

quantitative research.

question

A marketing researcher wants to get sensitive information about family spending patterns as part of a survey. He is most likely to get the needed information

answer

with a mail, e-mail, or online survey.

question

Which of the following is NOT an advantage of mail surveys as a method of quantitative research?

answer

High response rates.

question

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products. He is LEAST likely to get what he wants if he uses:

answer

a mail survey.

question

The percent of people contacted in a survey who complete a questionnaire is the:

answer

response rate.

question

Which of the following is NOT an advantage of telephone surveys?

answer

They are especially good for getting confidential and personal information.

question

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

answer

Telephone interviews.

question

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

answer

Telephone

question

Which of the following is usually the most expensive way to collect data from consumers?

answer

Personal interviews

question

Business market researchers commonly use ______________ because of their flexibility.

answer

personal interviews

question

Why are personal interviews usually preferred for research with business customers?

answer

The interviewer can explain complicated directions and perhaps get better responses

question

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

answer

Mall intercept interviews

question

The observing method in marketing research:

answer

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

question

What would be the best way for the marketing manager of a supermarket to find out how consumers move through the store?

answer

Observe customers with hidden cameras.

question

Which of the following is NOT a good example of the observation method of marketing research?

answer

The manager of a supermarket occasionally walks through the store to see what customers are doing.

question

In a grocery store's "valued customer" program, every shopper gets a card that he/she presents to the clerk in the checkout aisle. The card is scanned along with the customer's groceries. The store's computer system tracks each shopper's purchases and automatically provides special valued customer discounts. Every month, the customers in the program receive a newsletter containing coupons that are based on the customer's purchase history. For example, someone purchasing a lot of baby formula and disposable diapers might get a coupon for a free box of baby wipes. This valued customer program is based to a large extent on which of the following types of research?

answer

Observation.

question

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

answer

Observation

question

Information is obtained on a continuing basis from the same respondents using a:

answer

consumer panel.

question

Joy Rinaldo has agreed to participate in marketing research in which she will provide information about her purchases on an ongoing basis. She is probably part of a:

answer

consumer panel.

question

Whenever John shops for groceries, he gives an ID card to the clerk, who scans the number. Then the scanner records every purchase-- including brands, sizes, prices, and any coupons used. John is most probably a

answer

consumer panel member.

question

The ______________ method is an information gathering method in which the responses of groups which are similar--except on the characteristic being tested--are compared.

answer

experimental

question

When using __________, researchers compare the responses of two or more groups that are similar except on the characteristic being tested.

answer

experimental method

question

Two similar groups of consumers are shown different magazines which include the same ad. Then each consumer is asked questions about the advertised product. This seems to be a description of

answer

the experimental method.

question

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

answer

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

question

Test-marketing is an example of a(n):

answer

Experiment.

question

The Cereal Bar, a fast-food restaurant that sells breakfast cereal, wanted to see if a different price for its Wild O's breakfast special would affect demand. So the marketing manager used ________ when she tested two different prices at two different stores and compared sales.

answer

test-marketing

question

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

answer

Syndicated

question

Which of the following statements about the cost and value of information is False?

answer

The cost of gathering additional information is always justified by its value.

question

Statistical packages are:

answer

easy-to-use computer programs that analyze data.

question

This frequently used approach for analyzing and interpreting marketing research data shows the relationship of answers to two different questions.

answer

Cross-tabulation

question

The total group a survey researcher is interested in is called the:

answer

population.

question

The part of the relevant population that is surveyed by a researcher is called the:

answer

sample

question

The response rate to a survey affects

answer

how representative the sample is.

question

Regarding an estimate from a survey, the range on either side of the survey result that is likely to contain the "true" value of the relevant population is called:

answer

confidence interval.

question

By computing confidence intervals a researcher can:

answer

estimate how precise her research results are likely to be

question

______________ is concerned with whether the research data measures what it is intended to.

answer

Validity

question

_________ concerns the extent to which data measures what it is intended to measure.

answer

validity

question

Regarding international marketing research:

answer

Accurate data (both primary and secondary data) may be hard to find in international markets.

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