Chapter 1

Question 1

9) A marketing strategy consists of selecting a segment of the market as the company's target market and designing the proper:

A) products for that target market

B) "mix" of product/service, price, promotion, and distribution for that market

C) promotion for that target market

D) incentives to allow a large percentage of the target market to purchase goods and services from the company

E) properly defining the marketing "mission statement"

Question 2

10) In 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:

A) reports about the competition

B) reports about customers wants and needs

C) the number and sizes of market segments

D) information

E) marketing mix elasticity coefficients

Question 3

11) Which of the following is the best definition of marketing research? Marketing research is:

A) the activity of analyzing secondary information and providing executives with timely reports

B) the process of designing experiments that provide decision makers with causal information

C) the linking of consumers with information managers

D) the process of analyzing existing information so that decision makers can make better decisions

E) the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem

Question 4

12) The AMA has defined marketing research. Which of the following is NOT one of the uses of marketing research?

A) to identify and define marketing opportunities and problems

B) to solve general, not specific, marketing problems

C) to generate, refine, and evaluate marketing actions

D) to monitor marketing performance

E) to improve marketing as a process

Question 5

13) Which of the following refers to applying marketing research to a specific geographical marketing area?

A) marketing research

B) market research

C) area marketing research

D) geographical research

E) MSA research

Question 6

14) Which of the following is the best statement reflecting the purpose of marketing research?

A) to provide consumers with information they need to evaluate products and services at a profit

B) to provide information that improves profitability

C) to link the environments to the firm

D) to link target markets to specific decision makers at all levels within firms

E) to link the consumer to the marketer by providing information that can be used in making marketing decisions

Question 7

17) Which of the following best illustrates one of the uses of marketing research, monitoring marketing performance?

A) marketing research managers closely overseeing the work of subordinates in the marketing research industry

B) describing the return on investment of firms using/not using marketing research

C) tracking research that monitors how well products are performing in the marketplace

D) providing closed-circuit TV to monitor the actions of marketing researchers practicing in the field

E) setting up a consumer complaints system

Question 8

18) The difference between basic research and applied research is that basic research is conducted to:

A) determine the most appropriate basic price for new products

B) determine the most efficient basic distribution channels for products

C) to expand our knowledge, rather than solve a specific problem

D) to determine the most basic desired features in new products

E) to understand the basic desires and motives of consumers

Question 9

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

A) consumer information support system

B) marketing research system

C) decision support system

D) internal reports system

E) marketing intelligence system

Question 10

24) Which of the following marketing information subsystems is NOT continuous?

A) consumer information support system

B) marketing research system

C) internal report system

D) decision support system

E) marketing intelligence system

Question 11

53) Marketing has been defined as a function and 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. Marketing managers must h

A) why marketing research is a part of marketing; that is, marketing research provides information to allow marketing managers to understand values desired by customers

B) why marketing is a part of marketing research; that is, marketing processes are used to generate marketing research information that is needed to determine customers' desired values

C) why the uses of marketing research do not include creating, communicating, and delivering value, but include identifying opportunities and problems

D) why marketing and marketing research are not interrelated

Question 12

54) Tim, a marketing manager disagreed with other company managers. Tim believed that the company should not just try to make a better product or try to sell more of the product. Tim believed that the company should try to identify and satisfy consumer wa

A) the production-oriented philosophy

B) the selling philosophy

C) the marketing concept philosophy

D) the management philosophy

Question 13

56) Rachel would like to create a new department within her firm. She wishes that her firm could provide information that will help link consumers outside the firm to individuals in the firm. The individuals inside the firm would make decisions used to id

A) the department of consumer public information

B) the marketing research department

C) the marketing performance and evaluation department

D) the marketing opportunities department

Question 14

57) 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 impo

A) marketing research

B) market research

C) a restaurant location study

D) basic research