ENT 396 Ch 10
2. The key to marketing analysis is a. secondary data b. psychographic information c. marketing research d. marketing response data
b
8. Which of these is the most expensive to conduct? a. phone surveys c. mail surveys b. interviews d. all are of equal cost
b
12. Which of the following is a complex marketing research technique? a. observation c. statistical analysis b. telemarketing d. opinion
c
10. Which one of these typically has the lowest response rate? a. direct face-to-face contact c. phone survey b. interviews d. mail survey
d
31. The final critical factor in the marketing-planning process is a. analysis c. sales forecasting b. cost projection d. evaluation
d
16. Market segmentation is a. the process of categorizing products into different segments b. the process of identifying a specific set of characteristics that differentiate one group of consumers from the rest c. the process of segmenting the sales force d. heavily psychographic in nature
b
22. Products that consumers will take time to examine carefully and compare for quality and price are a. convenience goods c. specialty goods b. shopping goods d. generic goods
b
25. The purpose of marketing research a. is to gain customers b. is to identify customer's target markets and to fulfill their desires c. to keep costs low d. to develop new products
b
26. A marketing information system compiles and organizes data relating to _______ from the customer base. a. price c. demand b. revenue d. supply
b
7. Which of the following is not a method of collecting primary data? a. review of government publications c. mail survey b. telephone d. observation
a
9. When developing a survey, you should consider a. including questions only pertaining to the study. b. ask leading and biased questions. c. giving concise but incomplete instructions. d. the personality of the respondents.
a
9. There are three distinct types of marketing philosophies that exist among new ventures.
t
15. Which of the following influences the choice of marketing philosophy? a. competitive pressure c. Dow Jones Industrial averages b. economic outlook d. cost of living index
a
38. Sometimes, consumers associate a higher price with a. higher quality c. discounters b. limited supply d. a complex product
a
1. Marketing research involves the gathering of information about a particular market, followed by analysis of the information.
T
4. In defining research objectives, the entrepreneur should include a. local weather c. competitors research objectives b. consumer tastes d. market experts
b
6. Cost is often a major obstacle to marketing research for a new venture.
t
20. Which of the following are the two major variables needed to identify specific market segments? a. demographic and benefit. c. geographic and benefit. b. demographic and geographic. d. economic and financial.
a
27. Which of the following is not a key factor affecting a marketing information system? a. size of the system c. timeliness of the reporting system b. usefulness or understandability of data d. relevancy of data
a
29. What part of the marketing plan emphasizes the factors that contribute to a firm's competitive edge? a. appraisal of marketing strengths and weaknesses b. development of marketing strategies c. determining pricing structures d. conducting market research.
a
30. What part of the marketing plan strategies begins with identifying the end users, wholesalers, and retailers, as well as their needs and specifications? a. product/service c. pricing structure b. marketing d. competitive focus
a
36. Among the numerous advantages of Internet marketing, two major concerns have arisen. a. limited target audience and consumer resistance to change b. unlimited target audience and consumer resistance to change c. limited target audience and demographics d. demographics and unlimited target audience
a
37. Which of the following factors affects pricing strategies? a. degree of competitive pressure c. the management structure b. the government d. how good the product is
a
8. Marketing research is sometimes irrelevant to a problem; however, it sometimes provides useful information.
t
10. A consumer driven marketing philosophy often relies on direct selling.
f
13. A marketing information system compiles and organizes data according to a customer's sex, age, and geographic location.
f
14. Sales forecasting is a process of projecting future sales through educated guesses.
f
16. Two major concerns with marketing on the Internet are unlimited target audiences and customer resistance to change.
f
19. Pricing procedures are the same for all types of ventures.
f
2. The first step in marketing research is to gather primary data.
f
4. It is usually more expensive to gather secondary data than primary data.
f
5. Most firms generally gather primary data and then see if there is secondary data to supplement it.
f
7. Only major strategic decisions need to be supported through marketing research.
f
11. Shopping goods are products that consumers will take time to examine carefully and compare for quality and price.
t
3. All of the following techniques are used in gathering primary data except a. observational methods c. surveys b. analysis of company financial records d. experimentation
b
34. The greatest future benefit from marketing on the internet lies in: a. provide a business/firm description c. registering the domain name b. direct selling d. making the site interactive
b
19. Which of the following would be last to adopt a new product? a. early majority c. innovators b. early adopters d. laggards
d
21. Which of the following is a demographic variable? a. weight c. attitude b. hair color d. income
d
32. Which of the following is not an Internet marketing advantage? a. information transfer c. cultivate new customers b. product demonstration d. limited target audience
d
5. Surveys include contact by a. mail c. personal interviews b. telephone d. all of the above
d
12. Marketing planning is the process of determining a clear, comprehensive approach to the creation of customers.
t
15. The greatest potential for internet marketing is with direct marketing.
t
35. Internet marketing involves sharing information about the company with customers and a. allows companies to sell customer information b. copy catting c. allows companies to slightly mislead customers d. allows companies to gather information from customers
d
17. The web allows companies to gather and disseminate market information cheaper than traditional methods.
t
18. Even after marketing research is done, many entrepreneurs are unsure of how to price their products or services.
t
3. Information that has already been compiled is known as secondary data.
t
1. A market is a. a group of consumers who have purchasing power and unsatisfied needs b. a way of gaining consumer data c. a segment of the economy d. a group of known purchasers
a
11. The primary reason many entrepreneurs fail to use marketing research is a. high cost c. lack of time b. ignorance d. lack of sophistication
a
17. Marketing segmentation focuses on which variable? a. characteristics the differentiate consumers b. market share c. cyclographic d. profitability
a
18. All of the following are examples of consumer types except a. late adopters c. innovators b. early adopters d. laggards
a
13. Which of the following is a marketing philosophy? a. computer-driven philosophy c. consumer-driven philosophy b. wholesale-driven philosophy d. cost-driven philosophy
c
14. The sales-driven philosophy a. is based on the belief "produce efficiently and worry about sales later" b. relies on research to discover consumer preferences before production begins c. focuses on personal selling and advertising to persuade customers to buy the company's output d. is strictly cost-driven
c
23. Products or services that consumers make a special effort to find and purchase are a. convenience goods c. specialty goods b. shopping goods d. generic goods
c
24. Which of the following is part of the marketing planning process? a. market niche c. marketing research b. market segmentation d. marketing myopia
c
28. What element promotes and distributes products according to market research findings? a. marketing research c. sales research b. marketing plans d. cost analysis
c
33. Traditional marketing techniques tend to be _____ oriented, while the Internet is _____ oriented. a. seek, maintain c. push, pull b. seek, pull d. pull, push
c
6. Secondary data consists of a. internal data only c. existing information b. external data only d. newly developed primary research
c
