Quiz
Chapter 1: Test 1 - MKT 305
Questions in this quiz (54)
1Which of the following is the best definition for marketing?
- AMarketing is an organizational function and a set of business activities designed to make profits.
- BMarketing is an organizational function and a 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.
- CMarketing is a business function and a process for determining the value customers desire in order to gain profit for business organizations and to seek societal benefits through nonprofit marketing.
- DMarketing is finding a hole and filling it while earning profitable dollars.
- EMarketing is the result of the equilibrium of supply, demand, marginal cost, and marginal revenue.
2Which of the following is most accurate?
- AMarketing is an attempt to create an exchange.
- BMarketing is an attempt to create long-term customer relationships
- CMarketing is an attempt to create long-term customer relationships which will then likely satisfy the organization's objectives.
- DMarketing is an attempt to earn profitable dollars.
- EMarketing is an attempt to gain customers from competitors while at least breaking even profitwise.
3According to the AMA definition of marketing, which of the following is true of marketing?
- A"Making the sale" should be considered the end of marketing.
- BMarketing is carried out for the benefit of the customer.
- CMarketing is carried out for the benefit of the stakeholders.
- DMarketing should not be considered an organizational function.
- Eall of the above
4What does the phrase "hearing the voice of the consumer" mean?
- A Companies have the information they need to effectively satisfy wants and needs in the marketplace.
- BCompanies specifically use telemarketing to hear their customers' opinions.
- CMarketing is carried out for the benefit of the customers.
- DMarket trials are necessary for certain products.
5The key reason that the marketing concept has been recognized as the "right philosophy" is that it:
- Ais well established in the marketing literature
- Bhas been recommended by successful marketing executives
- Cdoes not rely on high-pressure selling
- D stresses understanding the competition
- Ealways puts the customer first
6What would a strategy "that allows a firm to truly meet the wants and needs of the consumers within the market segment that is chosen" be called?
- Athe "niche" strategy
- Bthe "incentivized" strategy
- Cthe information strategy
- Dthe "right" strategy
- Ethe recommended strategy
7In 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:
- Areports about the competition
- Breports about customers wants and needs
- Cinformation about market trends and changes
- Dthe number and sizes of market segments
- Einformation
8Which of the following is the best definition of marketing research? Marketing research is:
- Athe activity of analyzing secondary information and providing executives with timely reports
- Bthe process of designing experiments that provide decision makers with causal information
- Cthe linking of consumers with information managers
- Dthe process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
- Ethe process of designing, gathering, analyzing, and reporting information that may be used to solve general marketing problems
9Which of the following products was actually a failure after marketing research predicted it would be successful?
- AIce Breakers Pacs
- BCoca-Cola C2
- CWolfgang Puck's Self-Heating Latte
- DCoca-Cola Blak
- Eall of the above
10Market research refers to________.
- Aapplying marketing research to a specific geographical marketing area
- Ba process used by businesses to collect information used to make sound business decisions and successfully manage the business
- Ca process used by businesses to analyze and interpret information used to make sound business decisions and successfully manage the business
- Dthe function that links the consumer, customer, and public to the marketer through information
- Einformation used to identify and define marketing opportunities and problems
11Which of the following is the best statement reflecting the purpose of marketing research?
- Ato provide information that improves profitability
- Bto link the environments to the firm
- Cto link the consumer to the marketer by providing information that can be used in making marketing decisions
- Dto link target markets to specific decision makers at all levels within firms
- Eto be perceived as providing value to higher level executives within the firm
12When everyone saw the music industry facing a terrible decline due to pirating of songs on the Internet, Apple saw an opportunity for iTunes. This example illustrates which use of marketing research?
- Aidentify market opportunities and problems
- Bgenerate, refine, and evaluate potential marketing actions
- Cmonitor marketing performance
- Dimprove marketing as a process
- Eimprove marketing research as a process
13Which of the following is an example of a study whose goal is to find opportunities or to identify problems with an existing strategy?
- Apricing test
- Bimage analysis
- Cweb site evaluation
- Denvironmental analysis studies
- Etracking studies
14Which of the following best illustrates one of the uses of marketing research, monitoring marketing performance?
- Amarketing research managers closely overseeing the work of subordinates in the marketing research industry
- Btracking research that monitors how well products are performing in the marketplace
- Cdescribing the return on investment of firms using/not using marketing research
- Dproviding closed circuit TV to monitor the actions of marketing researchers practicing in the field
- Eidentifying opportunities and problems in the marketplace
15The difference between basic research and applied research is that basic research is conducted to:
- Adetermine the most effective advertising copy
- Bdetermine the most appropriate price for new products
- Cdetermine the most efficient distribution channels for products
- Dexpand our knowledge rather than solve a specific problem
- Edetermine the most desired features in new products
16Which of the following deals with the role of MIS?
- Adetermine decision makers' information needs
- Bacquire the needed information
- Cdistribute information to the decision makers in a form in which they can use it for decision making
- Ddistribute information to the decision makers at a time when they can use it for decision making
- Eall of the above
17Which of the following is NOT one of the subsystems of the marketing information system?
- Ainternal reports
- Bmarketing intelligence
- Cmarketing decision support
- Dmarketing research
- Econsumer information support system
18What is the purpose of the "internal reports system" subsystem of the marketing information system?
- Ato obtain everyday information about pertinent developments in the environment
- Bto supply collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making
- Cto gather information generated by internal reports, which includes orders, billing, receivables, inventory levels, stock-outs, among others
- Dto generate the particular information needed for the specific situation
- Eto gather information not gathered by the other MIS component subsystems
19Which of the following marketing information subsystems gathers information about events and happenings "outside" the firm?
- Amarketing research
- Bmarketing intelligence
- Cinternal reports system
- Dconsumer information support system
- Eexternal environment reporting system
20What is the purpose of the "marketing intelligence system" subsystem of the marketing information system?
- Ato obtain everyday information about pertinent developments in the environment
- Bto supply collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making
- Cto gather information generated by internal reports, which includes orders, billing, receivables, inventory levels, stock-outs, among others
- Dto generate the particular information needed for the specific situation
- Eto gather information not gathered by the other MIS component subsystems
21Which of the following marketing information subsystems is NOT continuous?
- Aconsumer information support system
- Bmarketing research system
- Cinternal report system
- Ddecision support system
- Emarketing intelligence system
22Ad hoc is a Latin word, meaning ________.
- Aout of chaos
- Bfrom one, many
- Cby that very act
- Dwith respect to a specific purpose
- Eand the rest
23Which MIS subsystem is also called a DSS?
- Aa marketing decision support system
- Ba delivery system for standardized data
- Ca data support system
- Ddetailed systems for standardization
- Ea distant system for data
- Aa marketing decision support system
24Marketing research conducted on the popular TV program Seinfeld, starring Jerry Seinfeld, was used to illustrate:
- Ahow marketing research always correctly identifies a product or service that will be popular in the marketplace
- Bwhen marketing research should not be used
- Cwhen marketing research predicts a failure yet there is success
- Dwhen marketing research predicts a failure and there is a failure
- Ewhy marketing research may not be applied to all fields, such as entertainment
25According to the AMA definition of marketing research, solving general, not specific, marketing problems is one of the uses of marketing research.
- ATrue
- BFalse
26When a product fails, you can tell marketing research was not conducted.
- ATrue
- BFalse
27Marketing research is a part of marketing.
- ATrue
- BFalse
28"Making the sale" is not the end of marketing if marketers want repeat buying and positive word-of-mouth promotion of their products and services.
- ATrue
- BFalse
29Managers use philosophies that guide them in their decision making.
- ATrue
- BFalse
30The AMA's definition of marketing research is longer than your authors' because it elaborates on the function as well as the uses of marketing research.
- ATrue
- BFalse
31Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.
- ATrue
- BFalse
32The American 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.
- ATrue
- BFalse
33The purpose of marketing research is to link the consumer to the marketer by providing information that can be used in making marketing decisions.
- ATrue
- BFalse
34Marketing research is synonymous with market research.
- ATrue
- BFalse
35Sometimes marketing research studies lead to the wrong decisions.
- ATrue
- BFalse
36Marketing 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.
- ATrue
- BFalse
37One 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.
- ATrue
- BFalse
38"Consumer packaged goods" firms, like Wal-Mart, want to monitor the sales of their brands and are not concerned about the sales of their competitor's brands.
- ATrue
- BFalse
39Another use of marketing research is to monitor marketing performance, which takes place prior to implementing marketing strategies.
- ATrue
- BFalse
40The goal of environmental analysis studies is to find opportunities or to identify problems with an existing strategy.
- ATrue
- BFalse
41One use of marketing research is to improve marketing as a process; such research information is often published in journals such as The Journal of Marketing Research and Marketing Research.
- ATrue
- BFalse
42Applied research addresses specific problems, and this type of research represents the vast majority of marketing research studies.
- ATrue
- BFalse
43Applied research is conducted to expand our knowledge rather than to solve a specific problem.
- ATrue
- BFalse
44Studies that deal with monitoring marketing performance are control studies.
- ATrue
- BFalse
45A 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.
- ATrue
- BFalse
46The marketing intelligence system gathers information generated by internal reports, which includes order billing, receivables, inventory levels, stockouts, and so on.
- ATrue
- BFalse
47Everyday information about pertinent developments in the environment to an organization is gathered through the internal report system.
- ATrue
- BFalse
48A 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.
- ATrue
- BFalse
49The 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.
- ATrue
- BFalse
50Marketing research projects, like the other MIS components, are continuous, running 24/7.
- ATrue
- BFalse
51By providing information for a specific problem at hand, marketing research provides information not provided by other components of the MIS.
- ATrue
- BFalse
52Because marketing research studies are continuous they cannot be referred to as "projects."
- ATrue
- BFalse
53A DSS is defined as a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment.
- ATrue
- BFalse
54e internal reports system gathers information generated by internal reports, which includes orders, billing, receivables, inventory levels, stock-outs, among others.
- ATrue
- BFalse
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- Description
- An Introduction to Marketing Research Questions 1-54 Mixed Multiple Choice & T/F
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- smjackson7
- Language
- English
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