Marketing Ch 3-4
__________ refers to a prescribed number of people in each of several categories who are identified and interviewed by the researcher.
A quota sample
Which of the following identifies a change in the technological environment that could affect the success of a business? A. A company develops a new battery that lasts twice as long as its predecessor. B. A company develops a new warranty that lasts as long as its predecessor. C. A company develops a customer support program that customers rate twice as responsive as the previous program. D. A company develops a new battery that costs twice as much as its predecessor. E. A company packages its product to be twice the size of its predecessor.
A. A company develops a new battery that lasts twice as long as its predecessor.
What is the first step of the marketing research process? A. Defining the research problem B. Developing the research plan C. Interpreting and reporting the findings D. Comparing research findings to other studies E. Implementing the research plan
A. Defining the research problem
The marketing environment is __________.
the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers
Customer insights are __________.
the fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships
The natural environment is __________.
the physical environment and the natural resources that are needed as inputs by marketers
In a stratified random sample, __________.
the population is divided into mutually exclusive groups and random samples are drawn from each group
__________ are collections of consumer and market information obtained from data sources within the company's network
Internal databases
What does the Robinson-Patman Act entail?
It empowers the FTC to establish limits on quantity discounts, forbid some brokerage allowances, and prohibit promotional allowances except when made available on proportionately equal terms.
What does the Federal Food and Drug Act do?
It forbids the manufacture or sale of adulterated or fraudulently labeled foods and drugs.
What does the Federal Trade Commission Act do?
It monitors and remedies unfair trade methods.
What does the Sherman Antitrust Act do?
It prohibits monopolies and activities that restrain trade or competition in interstate commerce.
The political environment includes which of the following?
Laws, government agencies, and pressure groups
__________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Marketing research
__________ is gathering primary data by observing relevant people, actions, and situations.
Observational research
__________ consist of information collected for the specific purpose at hand.
Primary data
__________ are information that already exists somewhere, having been collected for another purpose.
Secondary data
Which of the following is the most widely used method for primary data collection?
Survey research
What is a microenvironment?
The actors close to a company that affect its ability to serve its customers
Which of the following describes Generation Alpha?
The latest generational group
The technological environment is
perhaps the most dramatic force now shaping our world
Core beliefs and values __________.
are passed on from parents to children and are reinforced by schools, businesses, religious institutions, and government
_______ are the 71 million people born during the years following World War II and lasting until 1964.
baby boomers
Generation Z are young people born
between 1997 and 2012
Ethnographic research involves __________.
sending observers to watch and interact with consumers in their "natural environments"
In a __________ sample, every member of the population has a known and equal chance of selection.
simple random
A firm that does not assume that strategic options are bounded by the current environment and, instead, develops strategies to change the environment is considered to have a __________.
proactive stance
The Lanham Trademark Act __________.
protects and regulates distinctive brand names and trademarks
A __________ is any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives.
public
Which of the following is correct regarding international research? A. International researchers may have a tough time finding good secondary data. B. Obtaining primary data is relatively easy in international markets. C. There is little diversity across international markets. D. Language is not a barrier in international research as researchers can use English. E. International research is less costly than domestic.
A. International researchers may have a tough time finding good secondary data.
Which of the following statements about big data is correct? A. One result of big data is that marketing managers are often overloaded and overwhelmed with information. B. Big data is only used by big companies. C. Analyzing big data always leads to useful customer insights. D. Analyzing big data is a very easy task. E. Big data actually refers to very small data sets.
A. One result of big data is that marketing managers are often overloaded and overwhelmed with information.
Chicago's Best Pizzeria has been operating on the north side of Chicago for more than 30 years. Its target market includes young urban professionals who want new-style organic pizzas with exotic ingredients. However, in recent years, the population in the pizzeria's neighborhood has been shifting, and now fewer young urban professionals live there. The population has grown older and wants traditional pizza, not pizza with exotic ingredients. Which of the following identifies the pizzeria's BEST response to this situation? A. Target a new market with a different product. B. Cut the prices on its pizza. C. Sell a different food product, such as hamburgers or sushi. D. Run an ad campaign on the health benefits of pizza. E. Be proactive and convince customers that "exotic is better.
A. Target a new market with a different product.
According to the text, which is currently the most dramatic force shaping our world? A. Technological environment B. Demographic environment C. Natural environment D. Political environment E. Economic environment
A. Technological environment
How does the microenvironment of a company differ from its macroenvironment? A. The microenvironment deals with the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. B. The microenvironment deals with the big problems, whereas the macroenvironment deals with trivial problems. C. The microenvironment is company-based, whereas the macroenvironment is customer-based. D. The microenvironment uses more financial resources than the macroenvironment. E. The microenvironment affects a larger portion of the company than the macroenvironment.
A. The microenvironment deals with the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
What advice would you give a firm about how to respond to the changing marketing environment? A. Whenever possible, take a proactive approach to the environment. B. If the current strategy is working, there is no need to respond to environmental changes. C. Do not do anything until competitors respond. D. Watch environmental changes but react only when absolutely necessary. E. Accept the fact that things change and not much can be done about it.
A. Whenever possible, take a proactive approach to the environment.
Changes in the ___________ have focused greater emphasis on ethics and socially responsible actions. A. political and social environment B. technological environment C. cultural environment D. economic environment E. demographic environment
A. political and social environment
Software and analytical techniques that integrate, analyze, and apply the mountains of individual customer data to gain a 360-degree view of customers enable companies to ______________. A. practice customer relationship management B. perform market research C. develop large customer datasets D. get to know their customers personally E. find new customers
A. practice customer relationship management
Companies need meaningful customer insights so they can ____________. A. produce superior value for their customers B. realize better bottom lines C. build databases that prove useful to marketers D. reduce the need for big data E. build larger market share
A. produce superior value for their customers
Samples (in regard to research) are __________.
segments of the population selected for marketing research to represent the population as a whole
One recent trend in the ________ is that rather than reverting to their old free-spending ways, Americans are retaining an enthusiasm for frugality. A. economic environment B. technological environment C. political environment D. demographic environment E. sociocultural environment
A. economic environment
Proactive businesses often take aggressive actions to affect consumers and the forces in their marketing environments. Which of the following does NOT depict a proactive company? A. A utility company hiring lobbyists to influence legislation regarding climate change B. A local restaurant refusing to counter false allegations of salmonella C. A small family winery offering a broader selection of red wines in response to a growing preference for red wines D. A jewelry company taking advantage of the new trend of charm bracelets E. A dairy creating new flavors of organic yogurt in response to a trend toward healthy eating
B. A local restaurant refusing to counter false allegations of salmonella
Which is a current trend in the cultural environment? A. A turn away from spiritualism and meaningful values B. A rise in technology-enabled communication C. A decreasing patriotism D. A lessening appreciation for nature E. An increasing trust in institutions
B. A rise in technology-enabled communication
________ markets consist of individuals and households that buy goods and services for personal consumption. A. Reseller B. Consumer C. Government D. International E. Business
B. Consumer
What are the three major public policy and ethical research considerations identified in the text? A. Deceptive advertising, consumer privacy, and misuse of research findings B. Consumer privacy, consumer data security and protection, and misuse of research findings C. Misuse of research findings, consumer safety, and consumer privacy D. Consumer privacy, data security, and data protection E. Deceptive pricing, deceptive advertising, and fraudulent accounting practices
B. Consumer privacy, consumer data security and protection, and misuse of research findings
Juanita owns a small hot-air balloon company in Albuquerque, New Mexico. She recently started a Facebook page for her company, and many of her customers are asking for store-sponsored hot-air balloon trips. They believe Juanita's expertise would make her the perfect guide. Juanita decides to host quarterly hot-air balloon trips and experiences a huge increase in sales and customer satisfaction. Which of the following is the BEST conclusion that can be drawn from Juanita's situation? A. Most small businesses have no way of easily accessing customer insights. B. Customer insights can provide valuable information to a small businesses. C. Customer insights are emotional and often irrelevant to a small business. D. Customer insights are not dependable. E. Customer insights can be gained only through costly market research.
B. Customer insights can provide valuable information to a small businesses.
What are the three general sources from which marketers can obtain information? A. Marketing research, surveys, and scanners B. Internal databases, marketing intelligence, and marketing research C. Sales records, the internet, and internal databases D. Internal databases, big data, and global data E. Competitors, the internet, and the media
B. Internal databases, marketing intelligence, and marketing research
Which type of marketing intermediary help the company stock and move goods from their points of origin to their destinations? A. Suppliers B. Physical distribution firms C. Marketing services agencies D. Resellers E. Financial intermediaries
B. Physical distribution firms
Which environment shows trends including shortages of certain raw materials, higher pollution levels, and more government intervention? A. The sociocultural environment B. The natural environment C. The political environment .D. The technological environment E. The economic environment
B. The natural environment
The IoT is part of which external marketing environment? A. The economic environment B. The technological environment C. The demographic environment D. The sociocultural environment E. The natural environment
B. The technological environment
Nguyen's Sporting Goods is having difficulty obtaining the credit it needs to expand. What should the company do in order to improve its financial situation? A. Find a new physical distribution firm B. Work out a plan with its financial intermediaries C. Reexamine its relationship with its resellers D. Devise a marketing plan with a marketing service agency E. Analyze the finances of one of its competitors
B. Work out a plan with its financial intermediaries
Primary data ________. A. must be evaluated as to accuracy, currency, and impartiality B. consist of information collected for the specific purpose at hand C. already exist somewhere D. have been collected for another purpose E. is usually the first type of data researchers start gathering
B. consist of information collected for the specific purpose at hand
Environmental sustainability means ________. A. using fewer natural resources than one's competitors B. meeting present needs without compromising the ability of future generations to meet their needs C. sacrificing business success to protect natural resources D. doing good deeds to atone for the strain that a business puts on the natural environment E. precisely following federal and state environmental regulations
B. meeting present needs without compromising the ability of future generations to meet their needs
The first generation to come of age in a world filled with computers, mobile phones, and online social media, ________ embrace(s) technology as a way of life. A. Generation X B. millennials C. Generation Z D. Generation Alpha E. baby boomers
B. millennials
Firms that develop strategies to change the environment, instead of assuming that strategic options are bounded by the current environment, are being _______. A. passive B. proactive C. reactive D. cautious E. shortsighted
B. proactive
The third purpose of government regulation is to __________. A. punish companies for unlawful behavior B. protect the interests of society against unrestrained business practices C. regulate and constrain companies D. protect companies from each other E. protect consumers from unfair international trade
B. protect the interests of society against unrestrained business practices
Tina's Tunes is a music store that has been selling CDs for 20 years. Throughout the last six years, sales have continuously declined and profits have almost completely disappeared. The owner of Tina's Tunes believes resurgence is likely to happen soon and wants to continue business as usual. What is likely to happen to Tina's Tunes? A. Tina's Tunes is likely to fail because it is ignoring the natural environment. B. Tina's Tunes is likely to fail because it is ignoring the technological environment. C. Tina's Tunes is likely to prosper as mistrust in the digital age increases. D. Tina's Tunes will experience a rebound as the fear of the Great Recession declines. E. Tina's Tunes is likely to fail because it is ignoring the current political environment.
B. Tina's Tunes is likely to fail because it is ignoring the technological environment.
A wedding services company changes its marketing strategy to reflect the fact that more LGBTQ (lesbian/gay/bisexual/transgender/queer) marriages are taking place. The company is offering a broader range of ceremonies that cater to this market. Which of the following environments must this wedding company analyze? A. Political B. Technological C. Cultural D. Natural E. Economic
C. Cultural
Which is now the largest generation alive in the United States? A. Generation X B. Millennials C. Generation Z D. Generation Alpha E. Baby boomers
C. Generation Z
________ is the analysis tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights. A. Artificial intelligence B. Primary data collection C. Marketing analytics D. Competitive intelligence E. Neuromarketing
C. Marketing analytics
Which of the following correctly describes customer purchases, sales force contacts, service and support calls, web and social media site visits, satisfaction surveys, credit and payment interactions, and market research studies? A. Satisfaction surveys B. Service calls C. Touch points D. Sales calls E. Purchases
C. Touch points
A __________ consists of the people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights. A. marketing research department B. marketing technology system C. marketing information system D. marketing consulting team E. marketing analytic system
C. marketing information system
To exercise social responsibility, many companies are linking themselves to what type of marketing? A. Environmental B. Generational C. Cause-related D. Intermediaries E. Technological
C. Cause-related
The demographic, economic, natural, technological, political, and cultural forces that affect a company's ability to serve its customers make up which of the following? A. Cultural environment B. Marketing environment C. Macroenvironment D. Microenvironment E. Technological environment
C. Macroenvironment
Which of the following is an important trend in the natural environment of which marketers should be aware? A. Decreased pollution B. A decreased emphasis on sustainability C. Shortages of raw materials D. A decrease in consumer concern toward the environment E. Decreased government intervention
C. Shortages of raw materials
Which of the following is the primary reason firms use competitive marketing intelligence? A. To assess and respond to a competitor's social media strategies B. To understand more about a competitor's new product development efforts C. To gain early insights into competitor moves and strategies, and to prepare quick responses D. To make early decisions regarding pricing strategies of competitors E. To gain an understanding of a competitor's channels of distribution
C. To gain early insights into competitor moves and strategies, and to prepare quick responses
__________ is marketing research to test hypotheses about cause-and-effect relationships.
Causal research
The __________ outlines researcher responsibilities to respondents, including confidentiality, privacy, and avoidance of harassment.
Code of Standards and Ethics for Survey Research
Which of the following is NOT one of the forces in a company's macroenvironment that shape opportunities and pose threats to the company? A. Cultural forces B. Technological forces C. Demographic forces D. Competitive forces E. Economic forces
Competitive forces
__________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
Competitive marketing intelligence
Which of the following is NOT one of the components of a company's microenvironment? A. Cultural forces B. Marketing intermediaries C. Customer markets D. Suppliers E. Competitors
Cultural Forces
__________ are the 73 million (or more) children of the baby boomers born between 1981 and 1996.
millennials
Americans are a mobile people, with about 9 percent of all U.S. residents moving each year. Which population trend does this describe? A. Decreases in populations in Oregon and Alabama B. An exodus from the suburbs C. A shift from the Sunbelt states to the Snowbelt states D. A shift from rural to metropolitan areas E. Increases in populations in New York and Connecticut
D. A shift from rural to metropolitan areas
Which of the following is NOT a primary goal of competitive marketing intelligence? A. Assessing and tracking competitors' actions B. Providing early warnings of opportunities C. Providing early warnings of threats D. Creating an understanding of the business-to-business environment E. Improving strategic decision making
D. Creating an understanding of the business-to-business environment
Of the following, which BEST reflects how the American population has changed over time? A. It has become more skeptical about marketing schemes. B. It has become more likely to develop brand loyalty. C. It has become wealthier, more cultured, and more frivolous in its spending habits. D. It has become more diverse, better educated, and more mobile. E. It has become closer knit and more family-oriented.
D. It has become more diverse, better educated, and more mobile.
Beverly's Burgers came under fire recently when allegations were made that its veggie burgers were actually made with beef. To counter the claims, the restaurant called in a company to test not only its veggie burgers, but also the rest of its vegetarian options to prove they lacked meat. The results were displayed publicly on the restaurant's Facebook page. What BEST describes Beverly's Burgers' response to the allegations? A. Reactive B. Steadfast C. Determinative D. Proactive E. Passive
D. Proactive
Which of the following is NOT a recent shift in secondary U.S. cultural values? A. People have recognized that nature is finite and fragile; it can be destroyed or spoiled by human activities. B. American patriotism has been increasing gradually for the past two decades. C. People have been moving away from materialism to seek more permanent values. D. The past two decades have seen a sharp increase in confidence in and loyalty toward America's business and political organizations and institutions. E. People use products, brands, and services as a means of self-expression, and they buy products and services that match their views of themselves.
D. The past two decades have seen a sharp increase in confidence in and loyalty toward America's business and political organizations and institutions.
Which statement is true? A. Big data presents marketers with big opportunities and minimal challenges. B. Big data presents marketers with minimal opportunities and significant challenges. C. A lack of information is impeding marketers' opportunities. D. The real value of marketing information lies in how it is used. E. Today's marketers need more information, not better information.
D. The real value of marketing information lies in how it is used.
Which is an advantage associated with internal databases? A. The information they contain is in the proper form for making marketing decisions. B. No sophisticated equipment is required to manage the information they collect. C. Only rudimentary techniques are needed to mine the information for insights. D. They can be accessed more quickly and cheaply than other information sources. E. Little effort is required to keep such databases current.
D. They can be accessed more quickly and cheaply than other information sources.
Which of the following BEST describes the purpose of customer insights? A. To represent the company to its customers B. To instruct other company departments in customer service C. To develop new markets of customers for the company D. To create more value for customers E. To advertise new products to customer bases
D. To create more value for customers
Using online consumer tracking data and analytics to target advertisements and marketing offers to specific consumers is known as ________. A. segmentation B. neuromarketing C. sampling D. behavioral targeting E. social targeting
D. behavioral targeting
The ________ environment consists of institutions and other forces that affect a society's basic values, perceptions, preferences, and behaviors. A. demographic B. political C. technological D. cultural E. economic
D. cultural
The real value of marketing information rests in the _________. A. support of a company's marketing research B. social media data it uses C. amount of big data it analyzes D. customer insights it provides E. marketing intelligence it uncovers
D. customer insights it provides
You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In exchange, you receive a payment. You are participating in a(n) ________. A. experiment B. individual interview C. ethnographic study D. focus group E. immersion group
D. focus group
Which of the following statements is correct regarding generational marketing? A. The changing age structure of the population is of little importance to marketers. B. Demographically, generational marketing in the U.S. today is characterized by rising birthrates and shorter life expectancies. C. Each generation shares similar socio-economic status (SES). D. Defining people by their birth date may be less effective than segmenting them by lifestyle, life stage, or common values. E. Generation Alpha, Millennials, and Gen Z are so similar that marketers can treat them as one segment.
Defining people by their birth date may be less effective than segmenting them by lifestyle, life stage, or common values.
__________ is marketing research to better describe marketing problems, situations, or markets such as the market potential for a product or the demographics and attitudes of consumers.
Descriptive research
Calvin's Cupcakes is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST path for this company to start to develop an efficient MIS? A. Distribute necessary information to the marketing team B. Analyze the information gathered in market research C. Determine how to use the information gathered by market research D. Conduct surveys or focus groups to gather information E. Assess the information needs of the company
E. Assess the information needs of the company
What is the correct sequence of the four steps of the marketing research process? Question content area bottom Part 1 A. Develop the research plan, define the problem and research objectives, implement the research plan, interpret and report the findings B. Set the research budget, collect the data, analyze the data, determine how to use the findings C. Collect the data, analyze the data, develop the research plan, interpret and report the findings D. Develop the research plan, set the research budget, collect the data, interpret and report the findings E. Define the problem and research objectives, develop the research plan, implement the research plan, interpret and report the findings
E. Define the problem and research objectives, develop the research plan, implement the research plan, interpret and report the findings
The role of a company's marketing intermediaries is to do which of the following? A. Determine which products a company should market B. Manage the company's human resources efforts C. Purchase the company's product D. Provide the resources needed by the company to produce goods and services E. Help the company find, promote, sell, and distribute products
E. Help the company find, promote, sell, and distribute products
How is marketing research different from competitive marketing intelligence? Question content area bottom Part 1 A. Marketing intelligence requires primary data collection, while marketing research only uses secondary data. B. Marketing intelligence requires the use of outside research firms, while marketing research does not. C. The marketing intelligence process involves four steps, while marketing research has six steps. D. Marketing intelligence is systematic, while marketing research is not. E. Marketing intelligence gathers information about general consumer, competitor, and marketplace happenings. Marketing research uses formal studies that provide customer and market insights for specific marketing situations and decisions.
E. Marketing intelligence gathers information about general consumer, competitor, and marketplace happenings. Marketing research uses formal studies that provide customer and market insights for specific marketing situations and decisions.
Which of the following statements about online research is correct? A. Experiments cannot be conducted online. B. Focus groups are rarely conducted online. C. Online research is only feasible for large companies. D. It is more expensive to conduct online research than to do a mail, phone, or personal interview. E. Online surveys generally have higher response rates than those conducted by mail or phone.
E. Online surveys generally have higher response rates than those conducted by mail or phone.
One problem with ________ is that most marketing managers are overloaded with data and often overwhelmed by it. A. customer insights B. an MIS C. marketing research D. large data E. big data
E. big data
A company's marketing information system (MIS) is valuable because it ________. A. allows a company to outperform its competitors in the marketplace B. ensures that the company will have good customer service C. increases the likelihood that a customer will buy a product D. maintains the company's internal database of customers E. enables a company to use customer insights to improve relationships with customers
E. enables a company to use customer insights to improve relationships with customers
__________ involves sending observers to watch and interact with consumers in their "natural environments."
Ethnographic research
Which of the following describes touch points?
Every contact between a customer and a company
__________ is gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
Experimental research
__________ is marketing research to gather preliminary information that will help define problems and suggest hypotheses.
Exploratory research
The __________ supplemented the Sherman Act by prohibiting certain types of price discrimination, exclusive dealing, and tying clauses (which require a dealer to take additional products in a seller's line).
clayton act
In a __________ sample, the population is divided into mutually exclusive groups and the researcher draws a sample of the groups to interview.
cluster
__________ is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.
demography
The economic environment is __________.
economic factors that affect purchasing power and spending patterns