MKT 300 Exam 1 Review (CH 4-6)

jointly

Ethical choices in marketing are most often made _______.

deals with the total effect of marketing decisions on society

Ethics relates to individual and group decisions whereas social responsibility _______.

field research to refine a firm's understanding of specific customer needs and preferences

Experts recommend a two-pronged approach to international marketing research: (1) a detailed search for and analysis of secondary data; and (2) _______

involves focusing precise marketing efforts on very small geographic markets, such as community and even individual neighborhoods

Geodemographic segmentation allows marketers to engage in micromarketing, which _______

differentiated strategy

If a furniture maker targets the consumer and business markets for office desks with separate marketing mixes for each, it is using the _______

acceptable

If other organizational members approve of the activity and it is legal and customary within the industry, chances are that the activity is _______ from both an ethical and a social responsibility perspective.

undifferentiated approach

If segmentation analysis shows that customer needs are essentially homogenous, what action may be most appropriate?

greater the consequences

Research into marketing ethics suggests that the _______ associated with an issue, the more likely it will be recognized as an ethics issue and the more important it will be in making an ethical decision.

the authority to buy alcohol

Teenagers are not part of the market for alcohol because they do not have _______

concentrated targeting strategy

The chief advantage of the _______ is that it allows the firm to specialize in satisfying the needs and characteristics of a specific customer group.

big data

Which of the following creates the greatest privacy issues?

mail survey

Which of the following is used most often when the individuals in the sample are spread over a wide area and funds for the survey are limited?

the right to be heard

Which of the following promises consumers fair treatment when they complain to marketers about products?

time series analysis

Which of the following sales forecast methods uses historical sales data to discover a pattern in sales over time?

undifferentiated strategy

A large proportion of customers in the total market must be homogeneous in order to effectively use a(n) _______.

geographic location

ACME Corp. divides its markets into segments based on the part of the U.S. in which the business customer operates. This illustrates segmentation based on _______.

marketing citizenship

ACME Corp. is adopting a strategic focus for fulfilling the economic, legal, ethical, and philanthropic social responsibilities that its stakeholders expect of it. This best describes _______

marketing analytics

ACME Corp. is identifying and using tools to measure and interpret the effectiveness of its marketing activities. This is best described as _______.

organizational culture

ACME Corp. is striving to foster a set of ethical values, beliefs, goals, norms, and rituals that members of an organization share. This is best described as _______.

marketing research

ACME Corp. managers are engaged in the process of systematically designing, collecting, interpreting, and reporting of information to help solve specific marketing problems or take advantage of marketing opportunities. This approach is best described as _______

ethics program; corporate culture

According to your text, a well-implemented _______ and a strong _______ result in the greatest decrease in ethical risks for an organization.

a departure from some normal function

According to your text, what is typically the first sign of a problem that could prompt the marketing research process?

greenwashing

An ethical issue in the area of promotion is _______, which occurs when products are promoted as being more environmentally friendly than they really are.

professional standards

Because marketing managers are relying more on marketing research, marketing information systems, and new technologies to make better decisions, it is essential to establish _______ by which to judge the reliability of marketing research.

stratified sampling

Chipotle is conducting a research study that divided the population of interest into groups according to a common attribute, and then a random sample was chosen within each group. This best describes _______.

B2C market

If you purchase an iPad for taking notes in school and to watch videos, you are part of which of the following?

observations of how coworkers and superiors behave

In the absence of ethics and compliance programs, employees will generally make decisions based primarily on their _______.

focus groups

Kraft Foods brings together multiple people to discuss a certain topic in a group setting led by a moderator for initial testing of different marketing strategies for new and existing products. This is best described as _______

descriptive research

Marketers at Coca-Cola are exploring why sales of soft drinks have been declining in recent years, but sales of product competitors like bottled water and tea are rising. To understand the characteristics of this phenomenon in order to identify potential strategies to reverse the trend, they should conduct _______

product needs

Marketers use market segment profiles to assess the degree to which their products fit potential customers' _______.

the Delphi technique

Marketing managers at ACME Corp. have had experts create initial forecasts, averaged their results, and then returned the averages to the experts to refine their individual forecasts. This best describes _______

a marketer's ability to make decisions

The real value in marketing research is measured by improvements in _______.

market potential

The total amount of product that customers will purchase within a specified period at a specific level of industry-wide marketing activity is best described as _______

buildup approach

When a marketing manager estimates how much of a product a potential buyer in a specific geographic area will purchase in a given period, she is employing the _______

the channel member managing the product

When an ethical issue arises in the supply chain, which of the following is most likely to be held accountable for misconduct?

demographic variables

When marketers use age, gender, race, ethnicity, income, education, occupation, family size, family life cycle, religion, and/or social class to segment consumer markets, they are using _______.

regression analysis

When marketing managers look for a relationship between past sales and one or more independent variables, such as population, per capita income, or gross domestic product, they are engaging in _______

designing the research project

Which marketing research process step requires formulating a hypothesis and determining what type of research is most appropriate for testing it?

they take every situation into account

Which of the following do codes of ethics NOT do?

exploratory research

Which of the following has the main purpose of better understanding a problem or situation and/or helping to identify additional data needs or decision alternatives?

gather random data

Which of the following is NOT a purpose of marketing research?

database

Which of the following is a collection of information arranged for easy access and retrieval?

opportunity

Which of the following is often a better predictor of unethical activities than are personal values?

identify the appropriate targeting strategy

Which of the following is the first step in the target market selection process?

sustainability

Which of the following is the potential for the long-term well-being of the natural environment, including all biological, as well as the interaction among nature and individuals, organizations, and business strategies?