Exam 1: Introducing Marketing Research

The Canadian Marketing Association's definition of marketing stresses that the function of marketing should be to create a sale that generates high profits for the firm.

Standardized service firms collect information that is made available to multiple subscribers in a standardized form.

______________________ is a set of business practices designed to plan for and present an organization's products or services in ways that build effective customer relationships.

The Marketing Research and Intelligence Association (MRIA) recognizes that respect and cooperation of Canadians as potential research subjects form the core of the marketing research industry.

Who is recognized today as the "Father of Marketing Research?"

The marketing concept is an important business philosophy for marketing managers because it:

The fact that a manager uses marketing research means that the decisions based on the research are error-proof.

A university professor wants to look at what affects product placement in online gaming systems has on consumer brand preferences. This would be an example of what application of marketing research?

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' Marketing Information System (MIS) would Doss use in order to provide him with this information?

An external supplier firm may organize themselves by customer type.

Successful companies know and understand the customer so well that the product conceived, priced, promoted, and distributed by the company is ready to be bought as soon as it is possible.

Which of the following professional organizations currently represents the marketing research industry in Canada?

Which of the following best illustrates one of the applications of marketing research; monitoring marketing performance?

The need for marketing research emerged when the Industrial Revolution led to manufacturers producing goods for distant markets.

One of the key issues facing the latest MRIA code centre is the rights of the respondent, especially with regard to privacy and interviewing children.

Abe would like to locate 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 classification of marketing research activity will the company will be performing:

Pricing tests are an example of a type of research that monitors marketing performance.

One criticism of the marketing research industry is that the industry is far too creative.

A marketing strategy consists of selecting a target market and designing the "mix":

In order to make the right decisions, managers must: