MARK3700 Ch1 Practice

As internationalization of marketing __________, the demand of marketing research ____________. a. increases; increases. b. increase; stays the same. c. increases; decreases. d. decreases; increases

a. increases; increases.

As a marketing manager, Megan carefully reviews all marketing tactics and tools to make sure that a consistent message is being communicated. Consistency across all marketing efforts is an essential goal of her company. What strategic orientation does Megan's company implement? a. Product orientation b. Marketing orientation c. Consumer orientation d. Production orientation

c. Consumer orientation

What strategic management orientation is the quick service restaurant implementing? a. Value oriented b. Production oriented c. Customer oriented d. Product oriented

c. Customer oriented

A company is trying to determine if a new retail location should be opened or an online platform should be designed to increase overall sales. To answer this type of research question the company needs to engage in _____________. a. Promotion research b. Pricing research c. Product research d. Distribution research

d. Distribution research

All of the following questions are relevant to marketing managers in determining if marketing research is needed EXCEPT: a. Is the potential payoff worth the investment? b. Does the potential value exceed the research expenditures? c. Can the required data can be obtained? d. Is there sufficient time to start the research before decisions will have to be made?

d. Is there sufficient time to start the research before decisions will have to be made?

A company selling healthy snacks is interested in finding out if their current name is appropriate for their new line of high-protein cookies. The CEO of the company has hired a marketing research firm to conduct a study to answer this specific research question. What type of research will the marketing research firm implement? a. Promotion research b. Distribution research c. Pricing research d. Product research

d. Product research

Systems Inc. is scheduled to launch its new software application in the next two weeks. Tim would like to hire a marketing research company to study the market situation prior to the launch. The market research company needs four weeks to complete the research project and deliver comprehensive results. Therefore, Tim decides against hiring the research company and goes ahead with the scheduled launch without further research. What factor is the determinant of the need for marketing research in Tim' situation? a. Nature of the decision b. Availability of data c. Benefits vs costs d. Time constraints

d. Time constraints

In relationship marketing, a sale is viewed as ________. a. the end of a final transaction b. a successful business completion c. the start of customer trouble d. the beginning of a customer relationship

d. the beginning of a customer relationship

The second step of developing and implementing a successful marketing strategy involves: a. Evaluate market segments and determine target markets. b. Identify and evaluate market opportunities. c. Assess company performance. d. Plan and implement a marketing mix that provides value to customers and meets firm objectives.

a. Evaluate market segments and determine target markets

What factor is NOT a determinant of the need for marketing research? a. Inferiority of data b. Time constraints c. Nature of the decision d. Benefits vs. costs

a. Inferiority of data

Larry is working in the customer relationship department of a major furniture retailer. His job primarily involves responding to negative Twitter posts from dissatisfied customers and addressing these customer complaints. Sometimes Larry also comes across satisfied customer comments, which he likes or shares to keep track of. What type of strategic behavior is Larry engaging in? a. Online sentiment analysis b. Geo-demographics c. Marketing concept d. Relationship marketing

a. Online sentiment analysis

Companies often engage in performance-monitoring research to gain feedback for the evaluation and control of marketing activities. What are the two most common forms of performance-monitoring research? a. Sales and marketshare analysis b. Profit and loss analysis c. Customer value and sales benchmarking d. Universal Product Codes and ROI assessment

a. Sales and marketshare analysis

Within the field of digital marketing, consumers are often creators of important data researchers use in marketing research projects. Examples of this consumer created data include: a. Online product reviews. b. Likes on Instagram. c. Twitter posts. d. All of these are correct.

d. All of these are correct.

Carla is interested in studying how different types of music in a retail environment influence consumer purchase behavior. Carla is conducting what type of research? a. Broad b. Applied c. Alternative d. Basic

d. Basic

To verify that empirical findings from one culture also exist and behave similarly in another culture is referred to as ____________. a. International focus b. Culture analysis c. Global marketing d. Culturally cross-validate

d. Culturally cross-validate

Which strategic management orientation relies heavily on marketing research involving consumer attitudes, beliefs, and desires? a. Product oriented b. Production oriented c. Value oriented d. Customer oriented

d. Customer oriented

____________ marketing research is relatively specific and focuses on solving a particular issue of one single company. a. Basic b. Applied c. Scientific d. Alternative

b. Applied

Considering that the scientific method is applicable to basic and applied marketing research, the results of these research studies should always: a. Broaden firm information and narrow a marketing phenomenon. b. Expand knowledge base for the marketing discipline and facilitate decision making. c. Support existing knowledge for marketing and companies. d. Apply knowledge and information.

b. Expand knowledge base for the marketing discipline and facilitate decision making.

A marketing manager asking the question "Is the decision of considerable strategic or tactical importance?" prior to conducting research is checking which of the determinants of the need for marketing research? a. Availability of data b. Nature of the decision c. Benefits vs. costs d. Time constraints

b. Nature of the decision

Loyalty programs, coupons, and premiums all belong to what type of research area? a. Pricing research b. Promotion research c. Channel research d. Product research

b. Promotion research

Marketing research involves the application of the scientific method while studying a marketing phenomenon. The inclusion of the scientific method in the marketing research process emphasizes: a. The potential bias should be maximized to enhance the value of the research. b. The generated results should be objective. c. The main purpose of the research is to support a preconceived idea. d. The personal attachment of the researcher to the project.

b. The generated results should be objective.

Read the news article here [http://bi.galegroup.com/essentials/article/GALE%7CA530231335/01229d3ad6a8072edf15a5f2feb07850?u=tlearn_trl] and answer the following questions. Given the concept of relationship marketing, the quick service restaurant views one customer food order as _____________? a. A successful and completed business. b. The start of a customer relationship. c. The start of service failure. d. The end of a final transaction.

b. The start of a customer relationship.

Organizations develop strategic management orientations that guide decision making efforts and strategic positioning. These strategic management orientations can include all of the following EXCEPT: a. Marketing oriented b. Value oriented c. Product oriented d. Customer oriented

b. Value oriented

Which of the following is true regarding global marketing research: a. An increase in geographic boundaries has limited global marketing research. b. Research has identified a typical European consumer. c. Global business first requires an understanding of the nature of the particular markets. d. Global marketing never requires customized marketing strategies.

c. Global business first requires an understanding of the nature of the particular markets.

Successful companies gather information for effective decision making and consumer perception management. All of the following key questions can provide meaningful information to the company EXCEPT? a. How do consumers view our company? b. What do consumers desire? c. How do consumers touch our brand? d. What do we sell?

c. How do consumers touch our brand?

What type of research often uses test markets to address the question how consumers will respond to new product offered to different price points? a. Distribution research b. Promotion research c. Pricing research d. Product research

c. Pricing research

One way that the development of communication technologies has influenced how marketing researchers are conducting research is: a. Record data with paper surveys. b. Hack customer personal smartphones to monitor their every move. c. Using new devices like iPads to display images to respondents. d. All of these are correct.

c. Using new devices like iPads to display images to respondents.