When working as a summer intern for a local retail store, Jane Halverson was sent to
the library to look up data on population forecasts for the city of San Antonio. The
population information she found would be considered .
a. primary data
b. secondary data
c. information data from syndicated research services
d. secondhand data
e. a primary database
Palmetto Regional Hospital has designed an upcoming research project for determining
the best methods for improving patient care. The next step the organization must take in
the marketing research process is .
a. interpreting research findings
b. collecting data
c. developing a testable hypothesis
d. sampling the population
e. reporting research findings
A promotion mix is a blend of four possible ingredients, which are advertising, personal
selling, public relations, and sales promotion.
a. True
b. False
Trend analysis is a sales forecasting technique based on historical sales data.
a. True
b. False
The receiver’s response to the decoded message is called noise.
a. True
b. False
Scenario 8.1
Use the following to answer the questions.
Harley-Davidson Motors manufactures all of its motorcycles in the U.S. at one of the
four sites. With a large number of its bikes sold in markets all around the world, it still
retains the manufacturing close to the headquarters for several reasons, one being that
its management wants to keep close watch on the quality of its products. However, for
all the accessories, apparel, and other riding gear, Harley-Davidson engages other
manufacturers to produce the items with the Harley name and logo. Some of these
items, particularly the apparel, are made in China. Lately, some members of the Harley
Owners’ Group (HOG) have been complaining to the company about this practice,
citing that “everything Harley should be made in America.” If Harley-Davidson were to
suddenly find its inventory building up in Japan, it might reduce inventory by selling
the bikes at below cost prices. This practice is known as .
a. price skimming
b. shoveling
c. dumping
d. differential pricing
e. inventory compensation
The business analysis stage of the new-product development process explores how well
a new product fits in with a firm’s existing product mix.
a. True
b. False
An example of an emerging type of power shopping center might contain:
a. J.C. Penney, Sears, some specialty shops, McDonald’s, and Dairy Queen.
b. Michael’s, Office Depot, T.J. Maxx, and Circuit City.
c. Liz Claiborne, Van Heusen, Corning Ware, and Mikasa outlets.
d. Safeway, CVS, and Subway.
e. a Supercenter Walmart.
If a manager tries to form territories with equal sales potential, the territories will
usually be unequal in geographic size; this will cause the salespeople with larger
territories to:
a. develop larger income potentials.
b. work longer and harder to generate a certain sales volume.
c. work about the same amount, since potential is the same.
d. have much larger sales than those salespeople with smaller territories.
e. be limited to a smaller income potential.
In determining the size of the market for consumer products, the international marketer
will probably be very interested in per capita GDP figures.
a. True
b. False