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