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Quantitative data

Data associated with mathematical models and statistical techniques used to analyze spatial location and association.

THE MARKETING RESEARCH PROCESS

(1) locating and defining problems or issues, (2) designing the research project, (3) collecting data, (4) interpreting research findings, and (5) reporting research findings

focus group

A small group of 8 to 12 people who are brought together to participate in an interview that is often conducted informally, without a structured questionnaire, to observe interaction when members are exposed to an idea or a concept

U.S. businesses are increasingly recognizing that international markets provide enormous opportunities for growth and profit. ___________companies are entering international markets and quickly realizing as much as 70% of their sales outside the domestic market within two years. Select one: 1.Joint venture 2.Born global 3.Internationally integrated 4.Export 5.Trading

Born global

_____________ are companies that were started with the knowledge and resources to compete in a global marketplace. They are usually small technology companies that quickly establish themselves in international markets. They reach a point where as much as ________% of their sales come from locations outside the United States. Select one: 1.Multinationals; 80 2.International enterprises; 60 3.Global techs; 50 4.Global tigers; 75 5.Born globals; 70

Born globals; 70

____ refers to the idea that morality varies from one culture to another and that business practices are therefore differentially defined as right or wrong by particular cultures. Select one: 1.The self-reference criterion 2.Global ethics 3.Economic relativism 4.Cultural relativism 5.Moral relativism

Cultural relativism

An information search, once completed, should identify for the buyer the one brand that he or she views as the best alternative. Select one: True False

False

Once initiated, the consumer buying decision process always leads to a purchase.

False

qualitative data

Information describing color, odor, shape, or some other physical characteristic

Which of the following is true about marketing research? Select one: 1.Marketing research is unrelated to a company's SWOT analysis. 2.Marketing research can help develop marketing mixes that match customer needs. 3.Marketing research no longer uses personal interviews as a survey method. 4.Marketing research is being surpassed by marketing analytics. 5.Marketing research facilities the process of assessing a company's regulatory compliance.

Marketing research can help develop marketing mixes that match customer needs.

The agreement between the United States, Canada, and Mexico that merges these three countries into one marketplace is called Select one: 1.EU. 2.MERCOSUR. 3.APEC. 4.NAFTA. 5.GATT.

NAFTA

During which stage of the consumer buying decision process does a consumer decide from which seller he or she will buy the product? Select one: 1.Evaluation of alternatives 2.Information search 3.Source selection 4.Purchase 5.Problem recognition

Purchase

Exploratory Research

Research conducted to gather more information about a problem or to make a tentative hypothesis more specific

customer advisory boards

Small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm's products and other elements of its marketing strategy

Your company is seeking to hire a consultant to assist with completing a specialized marketing research project that is focused on tech-savvy, young consumers. One of the firms describes its state-of-the-art marketing research system as follows: "It's a social intelligence system that provides insightful, actionable information about what people are saying about your brand. It integrates information from millions of sources and empowers you to, among other things, help your organization understand and even shape relevant conversations in the social media sphere." Based on the description, which of the following is the best reason for hiring this company? 1.This company is strong in the area of ethical marketing. 2.This company is likely run by recent college graduates who will understand our target market better than other firms. 3.This company's expertise and information systems are a good fit for the project. 4.This company is a socially responsible company. 5.The CEO of this company has a close personal relationship with our marketing director.

This company's expertise and information systems are a good fit for the project.

You are being quizzed on your knowledge of marketing. A question on the quiz asks, "What is the ultimate goal of marketing research for a firm?" Which of the following is the best answer to this question? Select one: 1.To improve organizational performance 2.To develop new product ideas 3.To improve customer relationships 4.To heighten a firm's visibility 5.To decrease the costs of marketing activities

To improve organizational performance

The choice of a seller may actually affect the final product selection during the purchase stage of the consumer buying decision process. Select one: True False

True

The Foreign Corrupt Practices Act of 1977 makes it illegal for U.S. firms to Select one: 1.attempt to make large payments or bribes to influence policy decisions of foreign governments. 2.offer foreign businesses any type of incentive for purchasing their company's products and services. 3.change their ethical standards when dealing with foreign firms. 4.give even small tips or gifts in countries where such gifts are customary business practices. 5.introduce any type of corruption into foreign businesses that have higher ethical standards than those of the U.S. firm.

attempt to make large payments or bribes to influence policy decisions of foreign governments.

Max recently purchased a Ford F150 truck and has owned it for about a week. Earlier in the day, he received a call from Dane, the sales representative who sold him the truck. Dane called to check to see whether Max had any questions or problems with the truck and if he had learned how to navigate all the bells and whistles. Dane also reminded Max about how Ford is highly regarded as one of the best automobile brands and that the Ford truck is the #1 truck brand in the United States. What phenomenon is Dane trying to prevent by contacting her customer? Select one: 1.cognitive dissonance 2.postpurchase negative word-of-mouth 3.consumer disengagement 4.purchasing effect

cognitive dissonance

In shopping for a new laptop computer for her masterâs degree program, Jocelyn has narrowed the alternatives to four brands. She is considering Dell, Toshiba, Sony, and Hewlett-Packard. These four brands make up Jocelyn's Select one: 1.awareness set. 2.consideration set. 3.framing set. 4.external search. 5.inert set.

consideration set.

Conclusive Research

designed to verify insights through objective procedures and to help marketers in making decisions

A customer shopping for a fax machine tells a salesperson that it is important for the fax machine to have several attributes. It must use plain paper, be able to make copies, be compatible with all other fax machines, and not require a separate phone line. The buyer has expressed his or her Select one: 1.framing characteristics. 2.service characteristics. 3.consideration set. 4.evaluative criteria. 5.information search criteria

evaluative criteria.

XYZ Logistics was engaging in limited transportation of agricultural products overseas. However, it recently made the decision that it wanted to increase the exporting of products to Canada, Mexico, Argentina, Brazil, and other countries. To do this it created a new subunit of its marketing division that would specifically focus on these activities. XYZ Logistics has adopted a(n) __________ structure. Select one: 1.export department 2.trading company 3.international division 4.internationally integrated division 5.geographic

export department

Dissatisfaction may occur shortly after a purchase; this is called cognitive dissatisfaction. Select one: True False

f

Information should be treated as the most important resource in marketing and always worthwhile to the firm. t or f

f

Customer relationship management (CRM)

fre-quently based on analysis of existing customers.

Which one of the following is likely to concentrate human resources into one unit and serve as the central point for all information flow related to international operations? Select one: 1.internationally integrated structures 2.international division structures 3.export departments 4.product division structures 5.global matrix structures

international division structures

Marketing research

is the systematic design, collection, interpretation, and reporting of infor-mation to help marketers solve specific marketing problems or take advantage of marketing opportunities.

Apple is known for product innovation and the creation of products that meet needs consumers didn't realize they had, such as using an iPad to easily access the Internet, read books, and play games. In order to develop and deliver products to consumers that are high in value and successful, the firm implements a variety of ________ activities in order to stay abreast of consumer trends, preferences, and determine the potential for success of new products. 1.marketing research 2.competitive intelligence 3.econometric analysis 4.employee engagement

marketing research

Strategic planning requires ________________ to facilitate the process of assessing opportunities or threats from competitors.

marketing research

Marketing research is a process designed to gather information

not currently available to decision makers.

Claire is beginning to wonder if she has made the right decision about purchasing a new HP laptop after she sees a friend with a new Dell. Claire's doubt whether she made the right decision occurs during the ___________ of the buying decision process. Select one: a. postpurchase evaluation phase b. information search phase c. cognitive dissonance phase d. purchase phase e. evaluation of alternatives phase

postpurchase evaluation phase

Maquiladoras are Select one: 1.exchange controls from central banks in Latin American countries. 2.production facilities in north-central Mexican states. 3.import-export agents of the Mexican government. 4.global marketing programs established in Latin American countries. 5.freight forwarders from Mexico.

production facilities in north-central Mexican states.

Jackie is often surprised when she goes to other countries to learn that people do business so differently. For instance, in meetings Jackie is used to getting straight to the point and addressing any relevant issues. However, she has learned that in many countries businesspeople take the time to first make small talk and ask about the family before finally getting down to business. To Jackie this seems to make the meetings unnecessarily long and wastes valuable time. These cultural differences seem strange to Jackie because she is relying on her _____________. Select one: 1.ethical perspectives 2.international bias 3.cultural relativism 4.self-reference principle 5.self-reference criterion

self-reference criterion

Which of the following countries has the highest GDP? Select one: 1.Japan. 2.the United Kingdom. 3.Brazil. 4.the United States. 5.Canada.

the United States

Marketing research is best defined as

the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of market opportunities.

The purpose of marketing research

to inform an organization about customers' needs and desires, marketing opportunities for particular goods and services, and changing attitudes and purchase patterns of customers.

The use of marketing research is? 1.limited strictly to large corporations. 2.limited to for-profit businesses of all sizes. 3.controlled by the federal government. 4.widespread throughout business and nonprofit organizations. 5.carefully monitored by each state's trade agencies.

widespread throughout business and nonprofit organizations.