question

Which of the following statements best illustrates the service-dominant logic for marketing philosophy?

answer

Marketing decision makers should know their firms' core competencies

question

One of the implications of the service-dominant logic for marketing philosophy is that:

answer

to practice marketing well in today's environment requires access to more and better information than in the past.

question

Companies which successfully minimize product and service failures:

answer

have determined how to create, communicate, and deliver value by "hearing the voice" of the consumer.

question

The marketing concept is an important philosophy for marketing managers because it dictates

answer

day-to-day decisions that managers will make

question

The key reason that the marketing concept has been recognized as the "right philosophy" is that it

answer

always focuses on the consumer.

question

Several examples of product failures were presented in your textbook. The key reason given for the failure of the firm, Cell Zones, to establish cell phone privacy in public settings with soundproof booths was that:

answer

the company did not understand that the public was transitioning to the use of smart phones to text messages.

question

A marketing strategy consists of selecting a segment of the market as the company's target market and designing the proper:

answer

"mix" of product/service, price, promotion, and distribution for that market.

question

In order to develop the "right strategy" to succeed in business, managers must make the right decisions; and in order to make the right decisions, they must have objective, accurate, and timely

answer

information

question

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

answer

the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

question

Based on the AMA's definition of marketing research, which of the following is NOT one of the uses of marketing research?

answer

to solve general, not specific, marketing problems

question

Which of the following refers to applying marketing research to a specific geographical marketing area?

answer

market research

question

Which of the following statements best reflects the purpose of marketing research

answer

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

question

Marketing research conducted on the popular TV program, Seinfeld, starring Jerry Seinfeld, was used to illustrate:

answer

when marketing research predicts a failure, yet there is success.

question

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

answer

tracking variables that monitor how well products are performing in the marketplace

question

The difference between basic research and applied research is that basic research is conducted to

answer

expand our knowledge, rather than solve a specific problem.

question

Barnes & Noble managers were prompted to ________ when presented with marketing research which indicated that its competitor, Amazon, had developed the Kindle to begin selling books online

answer

generate, refine, and evaluate potential marketing actions

question

Which of the following is NOT one of the components of the marketing information system? A) internal reports B) marketing intelligence C) marketing decision support D) consumer information support system E) marketing research system

answer

consumer information support system

question

The information system that gathers information generated by internal reports such as orders, billing, receivables, inventory levels, and so on is called the:

answer

internal reports system.

question

Which of the following marketing information system components gathers information about events and happenings "outside" of the firm?

answer

marketing intelligence

question

Which of the following marketing information system components provides studies conducted for specific situations facing the company?

answer

market research system

question

Which of the following marketing information system components is NOT continuous?

answer

marketing research system

question

Determining the value consumers perceive in new products is a primary objective of:

answer

pricing research

question

Akron's Children's Hospital hired research firm, Marcus Thomas, LLC, to determine the most effective communication messages to use in a new ad campaign being developed by the hospital. This was an effort in

answer

promotion research

question

________ satisfies the need for companies to identify and test new products to replace products which are at the end of their product life cycles

answer

product research

question

Understanding the forces which motivate dealers to move greater quantities of product is inherent in the process of:

answer

distribution rsearch

question

A kitchen appliance company has seen domestic markets become saturated over the past decade. Seeking new avenues of growth, in what way can the firm's decision makers use market research to find a sizable international market segment to pursue?

answer

target market selection

question

It has yet to be proven if social media can effectively serve as a venue for firms to collaborate with consumers

answer

false

question

Marketing is a part of, or a subcategory of, marketing research.

answer

false

question

The service-dominant logic for marketing philosophy suggests that marketing decision makers will need less information in the future.

answer

false

question

Frito-Lay Lemonade is an example of a product extension which likely failed because of poor marketing research information

answer

True

question

When a firm is "consumer -oriented" or "market-driven," it follows the marketing concept business philosophy

answer

True

question

Marketing strategy is defined as a planned design to reach the largest portion of the market by leveraging the benefits of both low marketing costs and promotion using the mass media to reach the largest audience.

answer

false

question

Once objective, accurate, and timely information is provided to managers to allow them to implement the correct strategy, there is no future need for information

answer

false

question

Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem

answer

true

question

The American Marketing Association's definition of marketing stresses that the function of marketing should be to create sales which generate high profits for the firm.

answer

false

question

The definition of marketing research provided by the American Marketing Association stresses the 11-step process of marketing research.

answer

false

question

Marketing research is synonymous with market research

answer

false

question

The purpose of marketing research is to link the consumer to the marketers by providing information that can be used in making marketing decisions.

answer

true

question

Marketing research provides information collected only on consumers. Information collected on other entities such as employees, members of distribution channels, or competitors would NOT be considered marketing research.

answer

false

question

Marketing research is infallible

answer

false

question

One of the uses of marketing research is to identify market opportunities; however, the identification of problems is not a use of marketing research, but rather a use of the firm's internal auditing system.

answer

false

question

When marketing research is used to "improve marketing as a process" instead of trying to solve a specific problem, we classify this research as applied research.

answer

false

question

The use of marketing research to monitor marketing performance takes place prior to implementing marketing strategies.

answer

false

question

Hershey's can monitor the sales of its candy bars as well as the sales of its competitors' brands through the use of tracking research studies.

answer

true

question

When marketing research is used to improve marketing as a process, the research information is often published in journals such as The Journal of Marketing Research and Marketing Research.

answer

true

question

Applied research addresses specific problems, and this type of research represents the vast majority of marketing research studies.

answer

true

question

Some marketing research studies are designed to find out what consumers' problems are and to assess the suitability of different proposed methods of resolving those problems.

answer

true

question

Using marketing research to select new target markets not only involves determining the size of various market segments, but also determining if the market segment is growing or shrinking.

answer

true

question

A marketing information system is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

answer

true

question

The marketing intelligence system gathers information generated by internal reports, which includes order billing, receivables, inventory levels, stockouts, and so on.

answer

false

question

A marketing decision support system is defined as collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making.

answer

true

question

Everyday, information about pertinent developments in the environment is gathered through internal report systems.

answer

false

question

The marketing research system gathers information for a specific situation facing the company, and it is unlikely that the other components of an MIS have the information needed for the specific situation.

answer

true

question

Marketing research is not needed if there is an adequate decision support system in place.

answer

false

question

Marketing research projects, like the other MIS components, are continuous, running 24/7.

answer

false

question

Marketing has been defined as a function and set of processes for creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders. Marketing managers must have information in order to determine values desired by customers and how to build customer relationships. This explanation shows:

answer

why marketing research is a part of marketing; that is, marketing research provides information to allow marketing managers to understand values desired by customers.

question

Tim, a marketing manager, disagreed with other company managers. Tim believed that the company should not just try to make a better product or try to sell more of the product. Tim believed that the company should try to identify and satisfy consumer wants and needs. Tim's philosophy may best be described as

answer

the marketing concept philosophy.

question

Allison is the CEO of a large consumer products company. She asks the marketing research department to gather information to help her determine target markets having the most potential from among several market segments. She also asks the research department to give her an assessment as to the best product, price, distribution, and promotion to appeal to the various market segments. Allison is collecting information to help her implement a

answer

marketing strategy

question

Rachel would like to create a new department within her firm. She wishes that her firm could provide information that will help link consumers outside the firm to individuals in the firm. The individuals inside the firm would make decisions used to identify marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and perhaps improve the understanding of marketing as a process. Rachel should name this department:

answer

the marketing research department.

question

Abe would like to identify a location for a new unit of his franchised fast-food restaurant chain. He orders an evaluation of several city blocks from a marketing research firm. The research firm will determine the population, population growth, income, and other important demographic information for the defined geographical area. The research company will be performing:

answer

market research

question

Marketing research studies predicted that hair styling mousse, answering machines, the Jerry Seinfeld TV program, Seinfeld, and other products and services would fail. Yet, these products and services were all successful. This illustrates that marketing research:

answer

does not always make accurate predictions

question

Wrangler® developed several different proposed advertisements. They then used marketing research to test consumers' preferences for the different promotional messages expressed in the various ads. This is an example of which use of marketing research?

answer

generating, defining, and evaluating potential marketing actions

question

Professors at Texas A&M University conducted research to determine the best way to measure customer satisfaction with services. Their method was published in the Journal of Marketing and may be used by any firm wishing to measure their own customers' satisfaction levels. This would be an example of:

answer

basic research

question

Bob is a salesperson with the Acme Corporation. Bob has just made a large sale, and he accesses Acme's marketing information system in order to determine if the company has enough existing inventory to fill the large order. Bob is accessing which component of Acme's MIS?

answer

internal reports

question

Andrea Livingston arrives at her desk at Western Utility Corporation, a provider of electrical power. She accesses her Lexis-Nexis computer program, which provides her with articles containing information related to the utilities industry. She discovers that a new breakthrough has occurred in solar panel technology, and this report was published during the evening in a newspaper in Europe. She immediately takes this information to her research and development department. Andrea is accessing which component of the MIS of Western Utility Corporation?

answer

marketing intelligence

question

Doss is vice president of marketing research for General Mills. The chefs at General Mills bring three new cookie recipes to Doss. Doss wants to know which of these three cookie recipes would be most preferred by consumers. Which component of General Mills' MIS would Doss use in order to provide him with this information?

answer

marketing research

MKTG 3300 CHAPTER 1 – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards