marketing 300 test 3

Identify the INCORRECT statement about marketing research
Most small companies have a separate marketing research department.
Marketing research:
“the process or set of processes that links the consumers, customers, and end users to the marketer through information
Marketing information systems rely heavily on
-Data about current customers
-Overall product sales reports
-Inventory levels
A __________ is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions
Marketing Information Systems
A complete marketing information system should:
A. provide a good overall view on many types of problems.
B. allows marketing managers to get needed information while they are actually making decisions.
C. provide answers to specific questions.
D. continually gather data from internal and external sources, and from market research studies.
E. All of the above are true.
E. All of the above are true.
When getting information for marketing decisions, the marketing manager:
A) can benefit from new developments in computer networks and software.
B) should have access to ongoing information about business performance.
C) may need to make some decisions based on incomplete information.
D) All of the above are true
D) All of the above are true
Regarding “marketing research” and “marketing information systems”:
A. marketing information systems gather, access, and analyze data from intracompany sources, while marketing research handles all external sources.
B. both tend to focus on nonrecurring information needs.
C. marketing information systems tend to increase the quantity of information available for decision making, but with some decrease in quality
D. most firms have gone “too far” trying to apply modern decision-making techniques.
E. None of the above is true.
E. None of the above is true.
Setting up a marketing information system can be valuable to marketing managers because
most companies have much useful information, but it often isn’t available or accessible when the manager needs it.
Managers at Wayzata Communications, an Internet service provider, want access to a continual flow of information about their market—available whenever they need it. Wayzata managers need a(n)
marketing information system.
marketing information system.
Which of the following statements about intranets is NOT TRUE?
Intranets are Web-based.
A decision support system
makes it easy for a marketing manager to get and use information as s/he is making decisions.
Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the-minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.
marketing dashboard
At Verizon Communications, a marketing manager can view up-to-date marketing data that has been customized to fit his area of responsibility by using a: marketing dashboard.
marketing dashboard.
The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.
Scientific Method
Scientific Method
The scientific method- is an orderly and objective approach to judging how good an idea really is.
is an orderly and objective approach to judging how good an idea really is.
Which of the following statements accurately describes the collaboration between marketing managers and market researchers?
Marketers explain real marketing problems and request information from researchers; Researchers conduct tests that provide information to marketers.
Marketers explain real marketing problems and request information from researchers; Researchers conduct tests that provide information to marketers.
Regarding the marketing research process
1: defining the problem,
2: development of an approach to the problem,
3: research design formulation,
4: data collection,
5: data preparation and analysis, and
6: report preparation and presentation.
During a “situation analysis,” a marketing researcher should
Study what information is already available
Which of the following statements about doing a situation analysis is correct?
It doesn’t make sense to start a situation analysis until the problem has begun to surface
When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n):
Situation analysis
When a marketing manager scans a firm’s MIS to try to obtain information about why the firm’s product sales are down, this is an example of a(n):
Situation analysis
Data that has already been collected or published is:
Secondary Data
Which of the following statements concerning secondary data is correct?
Secondary data was originally collected for some other purpose.
Secondary data:
is data collected by someone other than the user. Common sources of secondary data for social science include censuses, organisational records and data collected through qualitative methodologies or qualitative research.
Which of the following is NOT a secondary data source?
Group Discussions
Which of the following statements about using the Internet to gather secondary information is FALSE?
Information on the Internet is readily available and very reliable.
A good place for a marketing analyst to START looking for published statistical data is the:
Statistical Abstract of the United States.
A situation analysis:
can help define the problem, can be very informative, but takes little time.
Which of the following statements about secondary data is correct?
Secondary data may be available much faster than primary data.
Which of the following is NOT likely to be included in a research proposal?
preliminary recommendations on how to solve the problem.
____ is an example of a primary data source.
Observation
The two basic methods for obtaining primary information about customers are:
questioning and observing.
For marketers, the purpose of gathering primary data is usually:
to learn what customers think or how they behave in certain situations
When seeking problem-specific data through qualitative research, the researcher:
seeks for subjects to share their honest thoughts on a topic without interference.
In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except:
It limits the broad range of possible answers to ones envisioned by the researchers
The big advantage of qualitative research in marketing is:
the in-depth responses it provides.
_____ are one widely used form of qualitative questioning in marketing research.
Focus group interviews
When focus group interviews are used in marketing,
The research conclusions will vary depending on who watches the interview whether online or off-line.
Which of the following is a disadvantage of quantitative research (compared to qualitative research)?
It is harder to get in-depth answers.
Which method of quantitative research would probably produce the best results when the questions are simple and require only quick “yes” or “no” answers?
Telephone interviews
Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?
Telephone
Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?
Mall Intercept Interviews
The observing method in marketing research:
is used to gather data without consumers being influenced by the process.
When a Walmart clerk checks out a customer by scanning the bar codes of items in the customer’s shopping basket, this is an example of what type of research?
Observation
A marketing manager wants to know if a “2 for 1” coupon will attract new customers. He will get the most persuasive results if he uses an
experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons) are compared
______ research accounts for about 40 percent of marketing research spending.
Syndicated
Business market researchers commonly use ______________ because of their flexibility.
Personal Interviews
From a marketing perspective, product quality primarily depends on,
the customer’s specific requirements and needs.
Vision Co. manufactures and sells tea, coffee, desserts, shoes, and sporting goods. All of these products are its
Product Assortment
The set of laptop computers sold by Dell is called a(n):
Product Line
A trademark:
includes only those words, symbols, or marks that are legally registered for use by a single company.
Which of the following is NOT favorable to successful branding?
Product that is hard to identify by brand or trademark
Which of the following would NOT be favorable for successful branding?
Product quality fluctuates due to variations in raw materials
_____ can help create brand recognition, but only _____ can create brand insistence.
Advertising, satisfying experiences
Darrell Everwine read a review about a new computer program that appealed to him very much. He decided to try to find the program. However, the new program was in short supply—although other brands with similar features were available. Darrell had to try seven shops before he finally found the program in stock. For Darrell, this program achieved brand:
insistence
Which of the characteristics of a good brand name is missing in the following proposed name: “Gnucheo” candy?
Easy to Pronounce
The law which focuses on the protection of trademarks and brand names is
The Lanham Act
. Which of the following statements about the Lanham Act is TRUE?
It spells out what kinds of brand names can be protected
A trademark or brand name can become public property if:
it becomes a common descriptive word for the product.
When a company decides to use the same brand name for several products, it is a(n)
family brand
Vision Co. manufactures and sells tea, coffee, desserts, shoes, and sporting goods—all under the Vision brand name. These products are
sold with a family brand
. Fresher Foods Co. manufactures and sells a variety of dairy products under the Fresh Farm brand name. It decides to introduce a new line of organic jams and preserves under the Tru Flavor Preserves brand name. For its new line, Fresher Foods is using ______.
Individual Brand Name
Dealer brands (private brands) have the following advantages over manufacturer brands except:
dealer brands are often viewed as cheap
Which of the following qualities of packaging would not be likely to turn a casual customer into a loyal buyer?
Promotes the brand at the point of purchase
.Which of the following is NOT a consumer product class?
Limitation Products
__ are products a consumer needs but isn’t willing to spend much time and effort shopping for.
Convenience Products
While shopping in a local supermarket, Jolene Partin came upon an aisle display of cookies and had to have some—immediately. By the time she got to the checkout counter with the rest of her selections, all the cookies were gone. In this case, the cookies were:
an Impulse Product
Customers see _____ products as different and want to inspect them for quality and suitability.
A. heterogeneous
B. specialty
C. new unsought
D. impulse
E. convenience
A. heterogeneous
Which of the following is an “unsought product”?
A. Gravestones aimed at “senior citizens.”
B. A new type of “health food” produced by a new, small company.
C. Life insurance aimed at college students.
D. Encyclopedias aimed at new parents.
E. All of the above.
E. All of the above.
Customers view regularly unsought products as
undesirable but not unsold forever
A $50 consumer product which is purchased infrequently is:
A.an unsought product.
B.a convenience product.
C.a specialty product.
D.a shopping product.
E.It might be any of the above
E.It might be any of the above
“Installation” products:
such as custom-made equipment generally require special negotiations for each sale
Regarding installations, which is NOT true?
The number of potential customers at any one time is quite large
Trane Corp. manufactures long-lived, custom-made equipment which its customers treat as capital items. Trane’s sales force faces much multiple-buying influence. Trane’s products, which do not become part of the customer’s final product, are:
installations
Compared to installations, accessory equipment
is sold to more target markets
Regarding accessory equipment, which of the following is NOT true?
Multiple buying influence is less important in the purchase of an installation than with accessory equipment
Raw materials are different from other business products in that:
they require more grading
A marketing manager developing a marketing mix to sell __ probably needs to be concerned with grading, transportation, and storing because of seasonal production and/or perishable products.
Raw Materials
A firm which makes special batteries that boat and motorcycle manufacturers buy and install directly in their new boats and cycles is selling:
Component Parts
Michelin manufactures tires which truck producers buy and install on their trucks. This company
Is likely to have good opportunities in the ‘after market’ and is selling to OEM market. Both B and C are true
When business buyers purchase items such as grease, electricity, typing paper, and paper clips, they are buying:
operating supplies
Regarding supplies,
A. new-task buying is typical with most purchases.
B. only one supplier is generally available.
C. branding is not important for maintenance and small operating supplies.
D. All of the above are true.
E. None of the above is true.
E. None of the above is true.
The text’s consumer product classes are based on:
how consumers shop for the product
The text’s business product classes are based on:
how the product is to be used
__ can help create brand recognition, but only __ can create brand insistence.
Advertising, satisfying experience
Which of the following would be treated as an expense item for a children’s clothing manufacturer?
A. Cloth
B. Sewing Needles
C. Buttons
D. Zippers
E. All of these would be treated as expense items
E. All of these would be treated as expense items
In the 1990s, DVDs replaced audiocassettes and floppy disks as the storage media of choice for music and computers. At which stage of the product life cycle is the DVD today?
Sales Decline
As a product moves through its product life cycle:
customers needs and attitudes may change
In the market introduction stage of the product life cycle:
a low initial penetration price
During the market introduction stage of the product life cycle:
funds are being invested in marketing with the expectation of future profits.
In the __ stage of the product life cycle, organizations focus on building primary demand
Market Introduction
Pfizer Corp. is introducing a really new product idea. Pfizer is spending a lot of money to inform potential customers and intermediaries about the availability and advantages of the new product. Although sales are rising slowly, Pfizer doesn’t expect the product to become profitable for at least another year. Pfizer’s new product is in which stage of the product life cycle?
Market Inroduction
Industry profits are largest in which of the following product life cycle stages?
Market Growth
Total industry profits reach their maximum during the __ stage of the product life cycle.
Market Growth
It is toward the end of the __ stage of the product life cycle when industry profits begin to decline.
Market Growth
Cargill, Inc. is finally earning a profit on the unique product it introduced six months ago. Cargill’s advertising is both informative and persuasive. Much money is being spent on Place development. There is little price competition, although several competitors have come out with reasonable imitations. Total industry sales and profits are both rising. In which stage of the product life cycle is Cargill operating?
Market Growth
Competition is toughest in which of the following product life cycle stages?
Market Maturity
Which of the following observations concerning the market maturity stage is not true?
Promotion costs rise and some competitors cut prices to attract business.
Persuasive promotion is especially important in which of the following product life cycle stages?
Market Maturity
An industry’s sales have leveled off and profits are declining in oligopolistic competition. Consumers see competing products as “homogeneous.” Several firms have dropped out of the industry, but a new one entered recently. Firms in the industry are trying to avoid price-cutting by spending on persuasive advertising. These firms are competing in which stage of the product life cycle?
Market Maturity
. During the sales decline stage of the product life cycle:
No Firm can earn profit
During the sales decline stage-
sales growth becomes negative, profits decline, competition remains high, and the product ultimately reaches its ‘death’
“Product life cycles” are concerned with sales and profits:
In a product market
The shape, length, and current stage of a product life cycle may vary depending:
A. how the market is defined
B. the nature of the competition
C. the nature of the products involved
D. how the needs of customers in the product-market are defined
E. all of the above
E. all of the above
A new-product idea moves through the early stages of the life cycle more quickly when it has all the following characteristics EXCEPT:
A) A greater comparative advantage of the new product over those already on the market.
B) It is difficult to use.
C) It is easy to communicate.
D) It can be tried on a limited basis.
B) It is difficult to use.
According to the text, product life cycles are:
getting shorter
Which of the following statements is not true of the product life cycle?
The level of promotion usually decreases in market maturity since there is less revenue to cover the cost
Because firms must be developing new products all the time, which of the following statements is true?

A. Competitors are likely to rapidly introduce product improvements in the market growth stage.
B. The developed economies experience technological advances quicker than the less-developed economies.
C. Although the life of different products varies, product life cycles are getting shorter.
D. One new invention may make possible many new products to replace old ones.

E. All of the above are true.

E. All of the above are true.
Which of the following is less likely to happen as a product moves through the later stages of the product life cycle?
Place – move toward selective distribution
When moving into the market maturity stage of the product life cycle, a firm might be able to obtain a competitive advantage:
with lower production costs, by being more successful at promotion, by having a slightly better product than competitors (All of the above)
Concerning the product life cycle:
individual products may enter and leave the market at any stage.
Which of the following observations concerning a phase-out strategy is incorrect?
A. If prospects are poor in a product-market, a phase-out strategy may be needed.
B. Phasing out a product may involve some difficult implementation problems.
C. Phase-out is also a strategy, and it must be market-oriented to cut losses.
D. The need for phasing out becomes more obvious as the market maturity stage arrives.
E. It is sometimes better to phase out products gradually.
D. The need for phasing out becomes more obvious as the market maturity stage arrives.
Regarding what a “new product” is, your text says:
a product should be considered “new” if it is new in any way for the company concerned
Seeking to stop declining sales for an established mouthwash, a sales manager suggests that new coloring be added to the product and a major promotion effort be started for the “new” product. The Federal Trade Commission would:
probably not approve of this at all because the product doesn’t meet the FTC’s definition of “new.”
Which of the following is a common cause of new product failures?
The product fails to offer the customer a unique benefit.
When new product ideas are chosen based on ratings and comments from customers, this process is called __.
Crowdsourcing
Ideas about potential new products should
be encouraged from any and all sources, since only a few ideas will develop into successful products
In the idea generation stage of the new-product development process
many new ideas in business markets come from competitors.
New-product specialists at Whirlpool buy washing machines made by other firms and take them apart to look for new ideas. This is called
reverse engineering
Wujin Chu, marketing manager for Innovative Electronics Products, reviews a S.W.O.T. analysis to help him evaluate four new product ideas his company is currently considering. Chu is operating in the __ step of the new-product development process.
Screening
In the idea evaluation stage
concept testing is used for getting reactions from customers.
Which of the following statements about the idea evaluation step is false?
Product tests with customers are used to revise the early versions of the product
The __ step in the new-product development process could involve research and development as well as engineering to design and build the physical part of the product.
Development
Which of the following activities is NOT typical of the commercialization stage?
Full Scale market testing conducted
Because of __, a court rules that a fast-food restaurant has a legal obligation to pay damages to a family whose child was injured when it swallowed an unsafe toy that came in a kids’ meal box.
Product Liability
The big cost of poor quality is the cost of-
lost customers
Total quality management: (TQM) is a comprehensive and structured approach to organizational management that seeks to improve the quality of products and services through ongoing refinements in response to continuous feedback.
is a comprehensive and structured approach to organizational management that seeks to improve the quality of products and services through ongoing refinements in response to continuous feedback.
Building quality into services:
The Evolution of the concepts of Quality
Which of the following is an effective source of ideas at the idea generation stage of the new-product development process?
A. Customer complaints.
B. Lead-users of the product.
C. Competitors’ products.
D. Products found in overseas markets.
E. All of the above.
E. All of the above.