Which of the following is a disadvantage of secondary data?
A. Secondary data is not always available for strategy-specific research questions.
B. Secondary data sources are more limited than sources of primary data.
C. Secondary data is more expensive to obtain and utilize than primary data.
D. Secondary data is collected specifically for the research problem under investigation.
Answer:
Which of the following is an ethical and legal concern associated with direct marketing
communications?
A. Paying slotting allowances to gain retail shelf space
B. Using consumer database information without consumers’ authorization
C. Reinforcing unfavorable ethnic or racial stereotypes
D. Using economic power to gain favorable publicity
Answer:
A customer perceives the level of service quality as being the function of the magnitude
and direction of the gap between:
A. product design and product features.
B. traditional service marketing and integrated service marketing.
C. expected service and perceived service.
D. economies of scale and cost of production.
Answer:
Which of the following statements about quantitative marketing research is true?
A. It helps to determine the preliminary effectiveness of marketing strategies on actual
marketplace behaviors.
B. It is commonly used for obtaining detailed descriptions or insights into the
motivational, emotional, attitudinal, and personality factors that influence marketplace
behaviors.
C. It helps to build theories and models to explain marketplace behaviors or
relationships between two or more marketing variables.
D. It is commonly used for developing valid scales for investigating specific market
factors, consumer qualities (e.g., attitudes, emotional feelings, preferences, beliefs,
perceptions), and behavioral outcomes.
Answer:
In which of the following situations would you expect to find the purchase requiring
joint decision making?
A. A German company decides to spend $30 million on a new manufacturing facility in
Georgia
B. A owner of a hair salon purchases a replacement chair for the salon
C. The supplies manager for a large law firm reorders stationery for the firm from the
firm’s fixed supplier
D. A small regional department store upgrades its security system and sends one of its
employees to a seminar on “Safety First”
Answer:
When embarking on a new or modified marketing program, a company should conduct
a(n) _____ first.
A. a priori segmentation analysis
B. mixed contingency analysis
C. complete situational analysis
D. vendor analysis
Answer:
Which of the following is a difference between customers and clients in the context of
relationship marketing?
A. Customers have identities and names, while clients do not.
B. Customers have no strong reason to feel allegiance to a service provider, while
clients often have a strong relationship with the service provider.
C. Customers are individual entities, while clients are reflected in market summaries as
mere numbers and data entries.
D. Customers are served on an individual basis, while clients are mass target groups.
Answer:
ConiferCraft is a furniture firm that specializes in creating customized furniture for the
commercial market. The firm has recently acquired a large amount of funds from
investors and is looking to diversify by introducing customized products for the
industrial market. The firm has completed a complete situation analysis for the purpose
and the results are favorable. According to the market segmentation process model, the
firm must next:
A. divide markets on relevant dimensions.
B. decide segmentation strategies.
C. develop product positioning strategies.
D. determine consumer needs and wants.
Answer:
Which of the following is an example of a strategic risk?
A. A new product fails as it does not meet a specific need or purpose of an organization.
B. A new product is unsuccessful owing to its inability to meet market needs while
customers’ needs have changed.
C. A new product does not take off as it is not in pace with the technological changes
that have evolved.
Answer:
Which of the following is true of the experimental research method?
A. It involves the collection of data by means of a questionnaire.
B. It cannot be used to understand causal relationships between variables.
C. It is difficult to design and administer effectively in natural settings.
D. It is extremely useful in cases where the research involves very large data sets.
Answer:
Which of the following is the greatest advantage of strategic planning with a
cross-functional team?
A. It ensures that strategic planning remains exclusively a top-management
responsibility.
B. It helps the organization arrive at a strategic plan directly from the functional area
plans.
C. It allows the team members to consider a situation from a number of viewpoints.
D. It improves the cross-cultural relations between employees.
Answer:
After an intense workout at the gym, Tim feels famished. On his way home, he stops to
buy a burger and fries from a fast-food shop. Which of the following factors influenced
Tim’s recognition of a need?
A. Internal stimuli
B. External stimuli
C. Task features
D. Social features
Answer:
_____ involves a manufacturer purchasing wholesalers or retailers.
A. Forward integration
B. Contractual marketing
C. A manufacturer-sponsored voluntary chain
D. A franchising program
Answer:
Run for the Cure is an annual marathon that raises money for conducting research on
breast cancer. Marketers advertise through the local media to attract participants and
volunteers for the event. Which of the following types of marketing is depicted in this
scenario?
A. Place marketing
B. Product marketing
C. Organization marketing
D. Service marketing
Answer:
Samantha is a key account manager of an advertising firm. During quarterly appraisals,
she evaluates the performance of individuals comprising the sales force of the firm. She
is usually a person who appreciates the efforts of sales people in gaining prospects,
irrespective of whether the results are favorable or not. As an effort-driven manager, she
is likely to value efforts over results and therefore Samantha is more likely to:
A. calculate the number of new accounts.
B. calculate the number of lost accounts.
C. calculate the number of complaints handled.
D. calculate the number of stockouts.
Answer:
Which of the following is an example of internal marketing conducted by a chain of
dog kennels that boards and grooms pets?
A. A publicity article in the neighborhood newspaper describing the exclusive training
received by the kennel’s employees.
B. An e-mail to one of the employees praising him for finding and returning a
customer’s dog collar.
C. A newspaper advertisement showing a picture of happy dogs staying at the kennel.
D. A tour of the facilities available at the kennel targeted at elementary school children.
Answer:
The purpose of the marketing concept is to rivet the attention of marketing managers
primarily on serving broad classes of _____.
A. supplier needs
B. employee needs
C. management needs
D. customer needs
Answer:
In which of the following stages of the market segmentation process is a firm likely to
be faced with the decision to either mass market or ignore the market?
A. Developing product positioning
B. Deciding the segmentation strategy
C. Dividing the market on relevant dimensions
D. Determining consumer needs and wants
Answer:
Duncan Corp. introduces four modified versions of its popular brand of Maxims
morning cereal. The four new variants of cereal include “Maxims Corn Flakes,”
“Maxims Raisin Bran,” “Maxims Honey Clusters,” and “Maxims Brown Sugar and
Oats.” In doing so, Duncan has used a _____ approach with its Maxim cereal brand.
A. line extension
B. multibranding
C. brand extension
D. franchise extension
Answer: