Marketing Exam 1 - Ch 3/4 Quiz (BUS2 130(

Demographic, economic, natural, technological, political, and cultural forces form the ________ of an organization.

macroenvironment

Haley Computers Inc. has appointed a few employees to sift through customer conversations on online forums and social networking sites regarding products purchased from Haley. These employees are likely to be working as ________. A. information technology officers B. online Web designers C. quality control specialists D. corporate bloggers E. listening officers

E. listening officers

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

Marketing research

_______ is defined as actors close to the company that affect its ability to serve its customers.

Microenvironment

Technology is a way of life for ________, the largest generational group.

Millennials

Which of the following is most likely true about companies that take a proactive stance toward the marketing environment?

They develop strategies to change the marketing environment.

In a marketer's macroenvironment, the ________ environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society.

political

Information collected from commercial online databases or through Internet search engines are examples of ________ data.

secondary

Which of the following represents a change in the technological environment of a marketing firm?

increased use of RFID systems to track products

Which of the following is an example of a media public?

television station

Causal research is used to ________.

test hypotheses about cause-and-effect relationships

Which of the following is an advantage of primary data?

They are more relevant than secondary data.

________ are distribution channel firms that help a company find customers or make sales to them. A.Resellers B.Suppliers C.Producers D.Logistics firms E.Credit companies

A. Resellers

_____ the systematic design, collection, analysis, and reporting of data relevant to specific marketing situations facing an organization. A. Test marketing B. Marketing research C. Commercialization D. Integrated marketing E. Exclusive distribution

B. Marketing research

Which of the following is most likely a characteristic of firms that adopt a reactive approach toward the marketing environment? A. They develop strategies to change the marketing environment. B. They take advantage of the opportunities provided by the environment. C. They take aggressive actions to affect the marketing environment. D. They view the marketing environment as a controllable element. E. They do not accept the marketing environment as it is.

B. They take advantage of the opportunities provided by the environment.

5) What is the first step in the marketing research process? A. developing a marketing information system B. defining the problem and research objectives C. developing a research plan for collecting information D. implementing the research plan E. interpreting data and providing a report

B. defining the problem and research objectives

3) ________ provide the resources needed by a company to produce its goods and services. A.Wholesalers B.Suppliers C. Physical distribution firms D. Media firms E. Retailers

B.Suppliers

Which of the following sources constitutes the internal database of a company? A. commercial online databases B. conversations on social media C. the company's sales records D. reports sold by market research firms E. the Web

C. the company's sales records

A firm has a huge amount of individual customer data saved in different databases. Which of the following can be used to integrate, analyze, and apply the available information effectively?

CRM systems

Ch 3 Quiz

Ch 3 Quiz

Ch 4 Quiz

Ch 4 Quiz

________ markets consist of individuals and households that buy goods and services for personal use.

Consumer

Which of the following demonstrates the real value of a company's marketing research and information system? A. The amount of data it generates B. the variety of contact methods it uses C. the tools it uses to gather information D. the quality of customer insights it provides E. the type of sampling plan it follows

D. the quality of customer insights it provides

________ is often the most difficult but most critical step in the research process.

Defining the problem and research objectives

________ is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.

Demography

Which of the following factors would fall under the demographic environment for marketers? A. the growth rate of a company's competitors B. the prices quoted by a company's suppliers C. the profitability of a company's shareholders D. the level of technological advancement in a company's production processes E. the educational level of a company's customers

E. the educational level of a company's customers

________ is the final step in the marketing research process.

Interpreting and reporting the findings

________ data consist of information collected for the specific purpose at hand.

Primary

________ outlines sources of existing data as well as specific research approaches, sampling plans, and measurement instruments.

The research plan

Which of the following is most likely a characteristic of firms that adopt a reactive approach toward the marketing environment?

They take advantage of the opportunities provided by the environment.

P&G "Tide Loads of Hope" program provides mobile laundromats and loads of clean laundry to families in disaster-stricken areas. This is an example of ________ marketing.

cause-related

According to the text, ________ are the most important actors in a company's microenvironment.

customers

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.

exploratory

Marketers apply ________ to the large and complex sets of data they collect to gain customer insights and gauge performance.

marketing analytics

A marketing intermediary would most likely help a firm by ________.

moving the firm's goods from production points to distribution centers

Fargo Inc. is a carbonated beverage manufacturer that has many manufacturing plants around the world. It is planning to shift from using thermal power to wind power for its manufacturing plants in the Netherlands to decrease dependency on nonrenewable sources of energy. This scenario depicts Fargo's concern for its ________ environment.

natural

Data collection, processing, and analysis are undertaken during which stage of the marketing research process?

implementing the research plan

The initial function of a marketing information system is ________.

assessing the information needs of a company

The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first?

define the problem and objectives

A company that sells personal care products sends a trained observer to watch potential buyers in their natural environments. This is an example of ________ research.

ethnographic

Which of the following is part of the microenvironment of a firm's marketing environment?

the suppliers who work with the company