Question 1

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

Accepted Answer

A) is well established in marketing literature. 
B) has been recommended by successful marketing executives. 
C) always focuses on the consumer. 
D) does not rely on high-pressure selling. 
E) recognizes that profits are a result of sales volume. 
A) is well established in marketing literature. 
B) has been recommended by successful marketing executives. 
C) always focuses on the consumer. 
D) does not rely on high-pressure selling. 
E) recognizes that profits are a result of sales volume.

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) consumer information support system. 
B) marketing research system. 
C) decision support system. 
D) internal reports system. 
E) marketing intelligence system. 
A) consumer information support system. 
B) marketing research system. 
C) decision support system. 
D) internal reports system. 
E) marketing intelligence system.

Question 6

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:

Accepted Answer

A) the company did not understand that the public was transitioning to the use of smart phones to text messages. 
B) demand for privacy was lower than the company estimated. 
C) competitors were more quickly able to meet market needs before Cell Zone could establish adequate exposure to its product. 
D) the company introduced too many product options,which confused the consumer. 
E) privacy needs were met by seclusion features added by cell phone manufacturers. 
A) the company did not understand that the public was transitioning to the use of smart phones to text messages. 
B) demand for privacy was lower than the company estimated. 
C) competitors were more quickly able to meet market needs before Cell Zone could establish adequate exposure to its product. 
D) the company introduced too many product options,which confused the consumer. 
E) privacy needs were met by seclusion features added by cell phone manufacturers.

Question 7

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

Accepted Answer

A) consumer information support system 
B) marketing research system 
C) internal report system 
D) decision support system 
E) marketing intelligence system 
A) consumer information support system 
B) marketing research system 
C) internal report system 
D) decision support system 
E) marketing intelligence system

Question 8

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.

Accepted Answer

A) True 
 B)False

Question 9

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:

Accepted Answer

A) marketing research. 
B) market research. 
C) a restaurant location study. 
D) basic research. 
A) marketing research. 
B) market research. 
C) a restaurant location study. 
D) basic research.

Question 10

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

Accepted Answer

A) to practice marketing well in today's environment requires access to more and better information than in the past. 
B) third world countries specializing in services will have an advantage in the marketplace in upcoming years. 
C) more firms should try to create short-term customer relationships to quickly increase profitability. 
D) less information will be required for decision makers in the future. 
E) because of social media,less collaboration with customers is required for decision making. 
A) to practice marketing well in today's environment requires access to more and better information than in the past. 
B) third world countries specializing in services will have an advantage in the marketplace in upcoming years. 
C) more firms should try to create short-term customer relationships to quickly increase profitability. 
D) less information will be required for decision makers in the future. 
E) because of social media,less collaboration with customers is required for decision making.

Question 11

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?

Accepted Answer

A) marketing intelligence 
B) internal reports 
C) marketing research 
D) consumer information support system 
A) marketing intelligence 
B) internal reports 
C) marketing research 
D) consumer information support system

Question 12

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?

Accepted Answer

A) identifying market opportunities and problems 
B) generating,defining,and evaluating potential marketing actions 
C) monitoring marketing performance 
D) improving marketing as a process 
A) identifying market opportunities and problems 
B) generating,defining,and evaluating potential marketing actions 
C) monitoring marketing performance 
D) improving marketing as a process

Question 13

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

Accepted Answer

A) how marketing research always correctly identifies a product or service that will be popular in the marketplace. 
B) when marketing research predicts a failure,yet there is success. 
C) when marketing research predicts a failure,and there is a failure. 
D) why marketing research may not be applied to all fields,such as entertainment. 
E) how marketing research may be used for television but not for movies. 
A) how marketing research always correctly identifies a product or service that will be popular in the marketplace. 
B) when marketing research predicts a failure,yet there is success. 
C) when marketing research predicts a failure,and there is a failure. 
D) why marketing research may not be applied to all fields,such as entertainment. 
E) how marketing research may be used for television but not for movies.

Question 14

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?

Accepted Answer

A) target market selection 
B) product research 
C) distribution research 
D) promotion research 
A) target market selection 
B) product research 
C) distribution research 
D) promotion research

Question 15

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

Accepted Answer

A) marketing intelligence 
B) internal reports system 
C) consumer information support system 
D) external environment reporting system 
E) decision support system 
A) marketing intelligence 
B) internal reports system 
C) consumer information support system 
D) external environment reporting system 
E) decision support system

Question 16

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.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) Marketing decision makers should know their firms' core competencies. 
B) Marketing decision makers need to know how to precisely measure service satisfaction. 
C) Marketing decision makers must be able to directly impact ROI. 
D) The quality of internal service levels is more important than the quality of external service levels. 
E) Service performance is more important than product quality. 
A) Marketing decision makers should know their firms' core competencies. 
B) Marketing decision makers need to know how to precisely measure service satisfaction. 
C) Marketing decision makers must be able to directly impact ROI. 
D) The quality of internal service levels is more important than the quality of external service levels. 
E) Service performance is more important than product quality.

Question 18

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.

Accepted Answer

A) True 
 B)False

Question 19

Marketing research is infallible.

Accepted Answer

A) True 
 B)False

Question 20

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?

Accepted Answer

A) internal reports 
B) marketing research 
C) marketing intelligence 
D) marketing decision support system 
A) internal reports 
B) marketing research 
C) marketing intelligence 
D) marketing decision support system

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

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

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

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

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

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:

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

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.

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

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?

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?

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

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?

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

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.

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

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.

Marketing research is infallible.

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

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Exam 1: Introduction to Marketing Research

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

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

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

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

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

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:

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

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.

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

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?

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?

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

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?

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

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.

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

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.

Marketing research is infallible.

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters