Question 1

Although internal data sources have a number of advantages, one of their biggest problems is:

Accepted Answer

A)  There are rarely enough internal data. 
B)  Internal data are often not relevant to the marketing issue at hand. 
C)  Internal data are expensive to collect. 
D)  Internal data are often in a form that is not readily accessible. 
E)  Internal data are typically biased. 
A)  There are rarely enough internal data. 
B)  Internal data are often not relevant to the marketing issue at hand. 
C)  Internal data are expensive to collect. 
D)  Internal data are often in a form that is not readily accessible. 
E)  Internal data are typically biased. D

Question 2

In the competitive sports drink market, Gatorade pays very close attention to the activities of Powerade, a major _____ competitor that markets drinks that are similar in features and benefits.

Accepted Answer

A)  generic 
B)  direct 
C)  brand 
D)  product 
E)  total budget 
A)  generic 
B)  direct 
C)  brand 
D)  product 
E)  total budget C

Question 3

What is the main purpose of the Sarbanes-Oxley Act of 2002?

Accepted Answer

A)  to increase the accuracy and reliability of corporate disclosures of financial information 
B)  to ensure that CEOs are adequately compensated for the risks they face in terms of corporate governance 
C)  to amend NAFTA to be more favorable to U.S. interests 
D)  to limit the ability of drug companies to engage in direct-to-consumer advertising 
E)  to limit the ability of the media to obtain confidential corporate information 
A)  to increase the accuracy and reliability of corporate disclosures of financial information 
B)  to ensure that CEOs are adequately compensated for the risks they face in terms of corporate governance 
C)  to amend NAFTA to be more favorable to U.S. interests 
D)  to limit the ability of drug companies to engage in direct-to-consumer advertising 
E)  to limit the ability of the media to obtain confidential corporate information A

Question 4

Compared to primary data, secondary data have the main advantage of:

Accepted Answer

A)  being up-to-date. 
B)  having greater relevance to a specific issue. 
C)  being both internally and externally focused. 
D)  being dramatically lower in cost. 
E)  being readily accessible in electronic format. 
A)  being up-to-date. 
B)  having greater relevance to a specific issue. 
C)  being both internally and externally focused. 
D)  being dramatically lower in cost. 
E)  being readily accessible in electronic format.

Question 5

Identify and discuss the challenges involved in collecting environmental data and information. How can a marketing manager or analyst overcome these problems?

Accepted Answer

Despite the best intentions, problems us

Question 6

Which of the following statements does not describe a reason why noncustomers do not purchase a firm's products?

Accepted Answer

A)  Noncustomers have low switching costs. 
B)  Noncustomers perceive that they have lower-priced alternatives. 
C)  Poor distribution makes the firm's product difficult to find. 
D)  Noncustomers do not know that the firm's product exists. 
E)  Noncustomers have a basic need that the firm's product does not fulfill. 
A)  Noncustomers have low switching costs. 
B)  Noncustomers perceive that they have lower-priced alternatives. 
C)  Poor distribution makes the firm's product difficult to find. 
D)  Noncustomers do not know that the firm's product exists. 
E)  Noncustomers have a basic need that the firm's product does not fulfill.

Question 7

In the 5W model of customer analysis, what is the primary emphasis of the "What" question?

Accepted Answer

A)  Assessing how customers consume and dispose of products 
B)  Determining the relevant characteristics that define markets 
C)  Assessing how purchases vary across different distribution outlets 
D)  Identifying the basic need-satisfying benefits provided by the firm's products 
E)  Identifying the situational influences that affect the customer buying process 
A)  Assessing how customers consume and dispose of products 
B)  Determining the relevant characteristics that define markets 
C)  Assessing how purchases vary across different distribution outlets 
D)  Identifying the basic need-satisfying benefits provided by the firm's products 
E)  Identifying the situational influences that affect the customer buying process

Question 8

Identify and discuss at least five reasons why potential customers do not purchase a firm's goods or services. For each reason, discuss ways that the firm can overcome the resistance of noncustomers.

Accepted Answer

There are many potential reasons why cus

Question 9

Issues such as marketing's position and authority in a firm's hierarchy, the overall market orientation of the firm, and the emphasis on short- or long-term planning are examples of which component of the internal environment?

Accepted Answer

A)  resource availability 
B)  organizational structure 
C)  marketing objectives 
D)  marketing infrastructure 
E)  marketing strategy 
A)  resource availability 
B)  organizational structure 
C)  marketing objectives 
D)  marketing infrastructure 
E)  marketing strategy

Question 10

What is perhaps the most important economic reality in the United States over the last 50 years?

Accepted Answer

A)  Real GDP has declined dramatically since the end of World War II. 
B)  The middle class has been shrinking. 
C)  Virtually all U.S. citizens have become wealthier. 
D)  Our economy has shifted to become dominated by intangibles such as services and information. 
E)  Our economy is still suffering from the very high inflation rates of the 1970s. 
A)  Real GDP has declined dramatically since the end of World War II. 
B)  The middle class has been shrinking. 
C)  Virtually all U.S. citizens have become wealthier. 
D)  Our economy has shifted to become dominated by intangibles such as services and information. 
E)  Our economy is still suffering from the very high inflation rates of the 1970s.

Question 11

When a firm analyzes its objectives and performance, availability of resources, structural characteristics, and organizational culture, the firm is most likely examining its:

Accepted Answer

A)  internal environment 
B)  external environment 
C)  mission statement 
D)  competitive strategy 
E)  strategic environment 
A)  internal environment 
B)  external environment 
C)  mission statement 
D)  competitive strategy 
E)  strategic environment

Question 12

The collection of strategic activities aimed at marketing an organization, its issues, and its ideals to potential stakeholders is referred to as _____. It typically involves marketing activities that are not directed to the end users of a firm's products.

Accepted Answer

A)  external affairs 
B)  corporate affairs 
C)  public relations 
D)  stakeholder management 
E)  societal relations 
A)  external affairs 
B)  corporate affairs 
C)  public relations 
D)  stakeholder management 
E)  societal relations

Question 13

Between now and 2050, _____ will account for a full 90 percent of the growth in the total U.S. population.

Accepted Answer

A)  increasing birth rates 
B)  immigration from Canada 
C)  increasing life spans 
D)  declining death rates 
E)  minority population growth 
A)  increasing birth rates 
B)  immigration from Canada 
C)  increasing life spans 
D)  declining death rates 
E)  minority population growth

Question 14

Which of the following examples best describes an advance in backstage technology?

Accepted Answer

A)  technology that allows consumers to carry portable music players in their pockets 
B)  advances in electronics that allow manufacturers to offer 3D television 
C)  the invention of satellite radio 
D)  the use of radio frequency identification (RFI
D)  to control inventory and logistics 
E)  All of the above are examples of advances in backstage technology. 
A)  technology that allows consumers to carry portable music players in their pockets 
B)  advances in electronics that allow manufacturers to offer 3D television 
C)  the invention of satellite radio 
D)  the use of radio frequency identification (RFI
D)  to control inventory and logistics 
E)  All of the above are examples of advances in backstage technology.

Question 15

Which of the following cultural values is not typically associated with American consumers?

Accepted Answer

A)  low tolerance for waiting 
B)  less focus on "me-oriented" values 
C)  greater focus on long-term goals 
D)  concern for the natural environment 
E)  less tolerance of smoking in public 
A)  low tolerance for waiting 
B)  less focus on "me-oriented" values 
C)  greater focus on long-term goals 
D)  concern for the natural environment 
E)  less tolerance of smoking in public

Question 16

Microsoft is interested in customers' perceptions of Windows 7, its new PC operating system. Since the research goal is rather specific, Microsoft should conduct its own _____ research by asking customers to complete an online questionnaire.

Accepted Answer

A)  secondary 
B)  primary 
C)  qualitative 
D)  observation 
E)  experimental 
A)  secondary 
B)  primary 
C)  qualitative 
D)  observation 
E)  experimental

Question 17

The sheer volume of available information on the economy, population, and business activities is the major strength of most _____ data sources.

Accepted Answer

A)  book and periodical 
B)  primary 
C)  commercial 
D)  internal 
E)  government 
A)  book and periodical 
B)  primary 
C)  commercial 
D)  internal 
E)  government

Question 18

Discuss the role of corporate affairs in the analysis of the external environment. What types of activities are conducted by corporate affairs specialists?

Accepted Answer

The external environment encompasses a w

Question 19

In many buying situations, customers will buy one product because it complements another product. In these cases of _____ demand, the demand of one product depends on the demand of another product.

Accepted Answer

A)  linked 
B)  dependent 
C)  quasi- 
D)  conjoined 
E)  derived 
A)  linked 
B)  dependent 
C)  quasi- 
D)  conjoined 
E)  derived

Question 20

Identify and explain each element of the 5W model for customer analysis. What role does this analysis play in an overall situation analysis?

Accepted Answer

During the analysis of the customer envi

Although internal data sources have a number of advantages, one of their biggest problems is:

In the competitive sports drink market, Gatorade pays very close attention to the activities of Powerade, a major _____ competitor that markets drinks that are similar in features and benefits.

What is the main purpose of the Sarbanes-Oxley Act of 2002?

Compared to primary data, secondary data have the main advantage of:

Identify and discuss the challenges involved in collecting environmental data and information. How can a marketing manager or analyst overcome these problems?

Which of the following statements does not describe a reason why noncustomers do not purchase a firm's products?

In the 5W model of customer analysis, what is the primary emphasis of the "What" question?

Identify and discuss at least five reasons why potential customers do not purchase a firm's goods or services. For each reason, discuss ways that the firm can overcome the resistance of noncustomers.

Issues such as marketing's position and authority in a firm's hierarchy, the overall market orientation of the firm, and the emphasis on short- or long-term planning are examples of which component of the internal environment?

What is perhaps the most important economic reality in the United States over the last 50 years?

When a firm analyzes its objectives and performance, availability of resources, structural characteristics, and organizational culture, the firm is most likely examining its:

The collection of strategic activities aimed at marketing an organization, its issues, and its ideals to potential stakeholders is referred to as _____. It typically involves marketing activities that are not directed to the end users of a firm's products.

Between now and 2050, _____ will account for a full 90 percent of the growth in the total U.S. population.

Which of the following examples best describes an advance in backstage technology?

Which of the following cultural values is not typically associated with American consumers?

Microsoft is interested in customers' perceptions of Windows 7, its new PC operating system. Since the research goal is rather specific, Microsoft should conduct its own _____ research by asking customers to complete an online questionnaire.

The sheer volume of available information on the economy, population, and business activities is the major strength of most _____ data sources.

Discuss the role of corporate affairs in the analysis of the external environment. What types of activities are conducted by corporate affairs specialists?

In many buying situations, customers will buy one product because it complements another product. In these cases of _____ demand, the demand of one product depends on the demand of another product.

Identify and explain each element of the 5W model for customer analysis. What role does this analysis play in an overall situation analysis?

Marketing in Todays Economy

Strategic Marketing Planning

Marketing Ethics and Social Responsibility in Strategic Planning

Developing Competitive Advantage and Strategic Focus

Customers, Segmentation, and Target Marketing

Product Strategy

Pricing Strategy

Distribution and Supply Chain Management

Integrated Marketing Communications

Marketing Implementation and Control

Developing and Maintaining Long Term Customer Relationships

Filters

Exam 4: Collecting and Analyzing Marketing Information

Although internal data sources have a number of advantages, one of their biggest problems is:

In the competitive sports drink market, Gatorade pays very close attention to the activities of Powerade, a major _____ competitor that markets drinks that are similar in features and benefits.

What is the main purpose of the Sarbanes-Oxley Act of 2002?

Compared to primary data, secondary data have the main advantage of:

Identify and discuss the challenges involved in collecting environmental data and information. How can a marketing manager or analyst overcome these problems?

Which of the following statements does not describe a reason why noncustomers do not purchase a firm's products?

In the 5W model of customer analysis, what is the primary emphasis of the "What" question?

Identify and discuss at least five reasons why potential customers do not purchase a firm's goods or services. For each reason, discuss ways that the firm can overcome the resistance of noncustomers.

Issues such as marketing's position and authority in a firm's hierarchy, the overall market orientation of the firm, and the emphasis on short- or long-term planning are examples of which component of the internal environment?

What is perhaps the most important economic reality in the United States over the last 50 years?

When a firm analyzes its objectives and performance, availability of resources, structural characteristics, and organizational culture, the firm is most likely examining its:

The collection of strategic activities aimed at marketing an organization, its issues, and its ideals to potential stakeholders is referred to as _____. It typically involves marketing activities that are not directed to the end users of a firm's products.

Between now and 2050, _____ will account for a full 90 percent of the growth in the total U.S. population.

Which of the following examples best describes an advance in backstage technology?

Which of the following cultural values is not typically associated with American consumers?

Microsoft is interested in customers' perceptions of Windows 7, its new PC operating system. Since the research goal is rather specific, Microsoft should conduct its own _____ research by asking customers to complete an online questionnaire.

The sheer volume of available information on the economy, population, and business activities is the major strength of most _____ data sources.

Discuss the role of corporate affairs in the analysis of the external environment. What types of activities are conducted by corporate affairs specialists?

In many buying situations, customers will buy one product because it complements another product. In these cases of _____ demand, the demand of one product depends on the demand of another product.

Identify and explain each element of the 5W model for customer analysis. What role does this analysis play in an overall situation analysis?

Marketing in Todays Economy

Strategic Marketing Planning

Marketing Ethics and Social Responsibility in Strategic Planning

Developing Competitive Advantage and Strategic Focus

Customers, Segmentation, and Target Marketing

Product Strategy

Pricing Strategy

Distribution and Supply Chain Management

Integrated Marketing Communications

Marketing Implementation and Control

Developing and Maintaining Long Term Customer Relationships

Filters