Question 1

How can marketers avoid "green marketing myopia"?

Accepted Answer

Marketers should focus on consumer value

Question 2

When gathering marketing intelligence,companies often use the population census,which provides an in-depth look at the population swings,demographic groups,regional migrations,and changing family structure.Which of the following steps to improve the quality of a company marketing intelligence system would be most closely associated with this illustration?

Accepted Answer

A) A company can purchase information from outside suppliers. 
B) A company can take advantage of government data sources. 
C) A company can use online customer feedback systems to collect data. 
D) A company can network externally. 
E) A company can use its sales force to collect and report data. 
A) A company can purchase information from outside suppliers. 
B) A company can take advantage of government data sources. 
C) A company can use online customer feedback systems to collect data. 
D) A company can network externally. 
E) A company can use its sales force to collect and report data.

Question 3

Timeseries analysis method of forecasting sales breaks past time series into four components- trend,cycle,seasonal,and ________.

Accepted Answer

A) regular 
B) annual 
C) erratic 
D) recurring 
E) periodic 
A) regular 
B) annual 
C) erratic 
D) recurring 
E) periodic

Question 4

List and briefly describe the five main ways in which marketers can find relevant online information on competitors' strengths and weaknesses.

Accepted Answer

The five ways are: (1)independent custom

Question 5

When a company is said to have engaged in "greenwashing," it means that ________.

Accepted Answer

A) the company has significantly changed its business processes to incorporate a greener,more environmentally friendly philosophy 
B) the company has moved its production facilities to countries where environmental laws and regulations are less rigorous 
C) the company has changed its "green" image in order to appeal to a different,usually older,demographic 
D) the company's products are not nearly as green and environmentally beneficial as its marketing might suggest 
E) the company has undertaken a campaign to lobby for tougher environmental regulations for the industry 
A) the company has significantly changed its business processes to incorporate a greener,more environmentally friendly philosophy 
B) the company has moved its production facilities to countries where environmental laws and regulations are less rigorous 
C) the company has changed its "green" image in order to appeal to a different,usually older,demographic 
D) the company's products are not nearly as green and environmentally beneficial as its marketing might suggest 
E) the company has undertaken a campaign to lobby for tougher environmental regulations for the industry

Question 6

Suppose 100 million people consume black tea every year,and an average consumer consumes 8 kgs of tea at an average price of $3 per kg.Compute the total market potential for tea.

Accepted Answer

The answer of Suppose 100 million people consume black tea...

Question 7

The ______________________ consists of laws,government agencies,and pressure groups that influence and limit various organizations and individuals.

Accepted Answer

A) legal environment 
B) political environment 
C) social environment 
D) political and legal environment 
E) economic environment 
A) legal environment 
B) political environment 
C) social environment 
D) political and legal environment 
E) economic environment

Question 8

The consumer environmental segment termed ________ claims to be knowledgeable about environmental issues,but does not express pro-green attitudes or behaviors.Indeed,it is practically hostile toward pro-environmental ideas.This segment has chosen to reject prevailing notions about environmental protection and may even be viewed as a potential threat to green initiatives.

Accepted Answer

A) not me greens 
B) business first greens 
C) mean greens 
D) go-with-the-flow greens 
E) dream greens 
A) not me greens 
B) business first greens 
C) mean greens 
D) go-with-the-flow greens 
E) dream greens

Question 9

Industrial economies provide limited marketing opportunities for luxurious goods.

Accepted Answer

A) True 
 B)False

Question 10

A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.

Accepted Answer

A) data warehousing system 
B) viral marketing campaign 
C) product management system 
D) marketing intelligence system 
E) sales information system 
A) data warehousing system 
B) viral marketing campaign 
C) product management system 
D) marketing intelligence system 
E) sales information system

Question 11

Demand estimates prepared by companies are based on four different time periods.

Accepted Answer

A) True 
 B)False

Question 12

Mailing of a new offer to a handful of selected customers instead of all customers reduces the response rate to the offer.

Accepted Answer

A) True 
 B)False

Question 13

The base sales of an organization that takes place even without any demand-stimulating expenditures is called ________.

Accepted Answer

A) primary demand 
B) market potential 
C) market minimum 
D) optimum demand 
E) market demand 
A) primary demand 
B) market potential 
C) market minimum 
D) optimum demand 
E) market demand

Question 14

The sites which offer positive or negative product or service reviews and are built by the retailers of a particular product or service are called ________.

Accepted Answer

A) combo sites 
B) distributor or sales agent feedback sites 
C) public blogs 
D) independent service review forums 
E) customer complaint sites 
A) combo sites 
B) distributor or sales agent feedback sites 
C) public blogs 
D) independent service review forums 
E) customer complaint sites

Question 15

________ refer to groups of individuals who are born during the same time period and travel through life together.

Accepted Answer

A) Cohorts 
B) Populations 
C) Clans 
D) Societies 
E) Ethnic groups 
A) Cohorts 
B) Populations 
C) Clans 
D) Societies 
E) Ethnic groups

Question 16

A low market-penetration index indicates ________.

Accepted Answer

A) it will be expensive for the firms to attract the few remaining prospects 
B) substantial growth potential for all firms 
C) the rival firms try to capture greater market share by lowering their product price 
D) the profit margins of the firms decline 
E) the firms cannot raise demand substantially by raising its market expenditure 
A) it will be expensive for the firms to attract the few remaining prospects 
B) substantial growth potential for all firms 
C) the rival firms try to capture greater market share by lowering their product price 
D) the profit margins of the firms decline 
E) the firms cannot raise demand substantially by raising its market expenditure

Question 17

Sales reps might have better insight into developing trends than any other group,and forecasting might give them greater confidence in their sales quotas and more incentive to achieve them.

Accepted Answer

A) True 
 B)False

Question 18

There is a global trend toward an aging population.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following elements of sociocultural environment can be associated with the growing demand for "social surrogates" like social networking sites,television etc.?

Accepted Answer

A) views of ourselves 
B) views of organizations 
C) views of others 
D) views of nature 
E) views of the universe 
A) views of ourselves 
B) views of organizations 
C) views of others 
D) views of nature 
E) views of the universe

Question 20

Sim Soon,a manufacturer of air conditioners,finds that its sales potential is less than its market potential even when it spends a sufficient amount on advertisements and after sale services.What is the basic reason behind such an observation by the marketers of Sim Soon?

Accepted Answer

Company sales potential is less than the

Exam 3: Gathering Information and Forecasting Demand

How can marketers avoid "green marketing myopia"?

Timeseries analysis method of forecasting sales breaks past time series into four components- trend,cycle,seasonal,and ________.

List and briefly describe the five main ways in which marketers can find relevant online information on competitors' strengths and weaknesses.

When a company is said to have engaged in "greenwashing," it means that ________.

Suppose 100 million people consume black tea every year,and an average consumer consumes 8 kgs of tea at an average price of $3 per kg.Compute the total market potential for tea.

The ______________________ consists of laws,government agencies,and pressure groups that influence and limit various organizations and individuals.

Industrial economies provide limited marketing opportunities for luxurious goods.

A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.

Demand estimates prepared by companies are based on four different time periods.

Mailing of a new offer to a handful of selected customers instead of all customers reduces the response rate to the offer.

The base sales of an organization that takes place even without any demand-stimulating expenditures is called ________.

The sites which offer positive or negative product or service reviews and are built by the retailers of a particular product or service are called ________.

________ refer to groups of individuals who are born during the same time period and travel through life together.

A low market-penetration index indicates ________.

Sales reps might have better insight into developing trends than any other group,and forecasting might give them greater confidence in their sales quotas and more incentive to achieve them.

There is a global trend toward an aging population.

Which of the following elements of sociocultural environment can be associated with the growing demand for "social surrogates" like social networking sites,television etc.?

Sim Soon,a manufacturer of air conditioners,finds that its sales potential is less than its market potential even when it spends a sufficient amount on advertisements and after sale services.What is the basic reason behind such an observation by the marketers of Sim Soon?

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Conducting Marketing Research

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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