Despite the data glut that marketing managers receive, they frequently complain that they lack ________.
enough information of the right kind
Which of the following statements is NOT true regarding information collected by marketers?
Managers have the right information and they have enough of it.
A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information.
develop the needed information
The real value of a company’s marketing research and information system lies in the ________.
quality of customer insights it provides
The marketing information system can serve ________.
A) the company’s marketing managers
D) marketing services agencies
E) all of the above
E) all of the above
A good MIS balances the information users would ________ against what they really ________ and what is ________.
like to have; need; feasible to offer
Marketers must weigh carefully the costs of additional information against the ________ resulting from it.
Four common sources of internal data supplied to internal databases include the accounting department, operations, the sales force, and the ________.
Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?
________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
Which of the following statements regarding marketing intelligence is true?
Marketing intelligence is publicly available information.
Which of the following is NOT considered a source of marketing intelligence?
Which of the following is NOT a potential source for marketing intelligence?
Through which of these sources of information is a competitor least likely to reveal intelligence information?
internal marketing meetings
Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence?
U.S. Security and Exchange Commission’s database
Faced with determined competitive marketing intelligence efforts by competitors, most companies are now doing which of the following?
training employees on protecting company information
________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
What is the first step in the marketing research process?
defining the problem and research objectives
Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take.
defining the problem and research objectives
Which of the steps in the marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?
developing the research plan
Causal research is used to ________.
test hypotheses about cause-and-effect relationships
Of the following combinations, managers would be most likely to start with ________ research and later follow with ________ research.
The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.
In the second step of the marketing research process, research objectives should be translated into specific ________.
Secondary data consists of information ________.
that already exists somewhere but was collected for another purpose
Information collected from online databases on the Internet is an example of ________ data.
Which form of data below can usually be obtained more quickly and at a lower cost than the others?
It is most accurate to say that secondary data are ________.
not always very usable
Your assistant wants to use secondary data exclusively for the current marketing research project. You advise him that the use of secondary data has some potential problems. Which of the following is NOT one of them?
It is generally more expensive to obtain than primary data.
For secondary data to be useful to marketers, it must be relevant, current, unbiased, and ________.
Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?
Ethnographic research ________.
is gathered where people live and work
Which of the following is true of ethnographic research?
It provides fresher and better insight into customer behavior than traditional approaches do.
Survey research, though used to obtain many kinds of information in a variety of situations, is the approach best suited for gathering ________ information.
Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________.
Survey research is least likely to be conducted through which of the following?
Experimental research is best suited for gathering ________ information.
ABC Company has decided to use mail questionnaires to collect data. Management recognizes this method has all the following advantages EXCEPT which one?
has an average response rate
Which of the following is NOT a disadvantage of telephone interviews?
Interviewers may explain or probe more deeply on some questions.
Which of the following contact methods is generally the least flexible?
Which contact method for marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements?
Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is small, a researcher would be most concerned about which of the following?
generalizing from the results
Which of the following is a disadvantage of online focus groups?
The Internet format can restrict respondents’ expressiveness.
Which of the following is NOT an advantage of Web-based research?
control over who respondents are
Which of the following has the highest rating for speed of data collection and compilation?
Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.
You generally need to ask three questions when developing a sampling plan. Which of the questions below is one of these three?
What is a major drawback of probability sampling?
How should participants be chosen (sampling procedure)?
What are the two main types of research instruments used to collect primary data?
questionnaires and mechanical devices
The most common research instrument used is the ________.
Which of the following is the best advice about creating research questionnaires?
Use simple and direct language.
After a research instrument is selected, the next step in the marketing research process is ________.
implementing the research plan
AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following is NOT a problem that should be anticipated during this phase?
interpreting and reporting the findings
Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try?
customer relationship management
Which of the following is true about customer relationship management (CRM)?
Its aim is to maximize customer loyalty.
Which of the following most accurately identifies the purpose of a data warehouse?
to integrate information a company already has
In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities.
A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________.
understanding competition better
Marketing information is only valuable when it is used to ________.
make better marketing decisions
What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more?
When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using ________.
Small organizations can obtain, with minimal effort and cost, most of which type of data available to large businesses?
You have been asked to locate secondary data for your small organization’s research needs. Which of the following is NOT a common source for this type of research?
The availability of which of the following is most problematic in international marketing research?
Because of the scarcity of good secondary data, international researchers often must collect their own primary data. An initial problem with this collection is developing good ________.
What do many researchers encounter when conducting market research in foreign countries?
A) Some countries have few telephones, limiting access to respondents.
B) Some countries have poor mail services.
C) Some countries have poor roads that limit personal contacts.
D) Some cultures may not value marketing research.
E) all of the above
E) all of the above
Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________.
A) foreign trade
B) risks of error
C) response rate
D) need for a larger sample
E) reliance on primary data
risks of error
Anna Gregory just completed reading a marketing research report about the top 25 countries that purchase American products. What would the report most likely say about international research within these countries?
Despite the costs of international research, the costs of not doing it are higher.
According to your text, what are two current major public policy and ethical issues in marketing research?
intrusions on consumer privacy and misuse of research findings
Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy.
Marketers make too many products and services available, creating unnecessary consumer wants.
Behavioral targeting, the practice of ________, is being used by more and more companies.
tracking consumers’ online movements and using this information to target ads to them
Consumers are most likely to willingly provide research information when researchers provide which of the following?
value for the exchange
The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one?
Sell the information only when it is financially worthwhile.
Many major companies have created the position of ________ to address concerns about the privacy of customers.
chief privacy officer
To address concerns about the misuse of research study findings, several highly regarded marketing associations have developed ________.
codes of research ethics
Diana Dion is currently researching data sources from within her company to make marketing decisions. Diana is making use of ________ databases.
Your marketing department is attempting to improve strategic decision making, track competitors’ actions, and provide early warning of opportunities and threats. To achieve this goal, which of the following would be the best for your department to use?
Patti Lovelace is making a presentation to the owners of her company. She is trying to convince them to conduct some current marketing research. Which of the following would she be LEAST likely to emphasize as a benefit or selling point of marketing research?
measuring the effectiveness of pricing and accounting
You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of research?
Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference?
You want to observe how often consumers listen to music throughout their day and what different audio devices they use. You are also interested in how consumers store and access their own music collections. You should conduct ________ research.
Nathan Zabalas owns a regional chain of drug stores. Before expanding nationwide, Nathan is conducting marketing research to determine the best options for opening new stores. He plans to start by collecting secondary data. Which of the following is NOT a source of secondary data that Nathan might use?
Wal-Mart sends a trained observer to watch and interact with customers as they shop in a Wal-Mart store. This is an example of ________.
Carls Jr. came out with a new hamburger and released it in two different cities with two different price points. Marketers at Carls Jr. then analyzed the different levels of purchase made at the two different price points, planning on using the information to set a nationwide price for the new offering. This is an example of ________.
Maryann Rose is conducting research to determine consumers’ personal grooming habits. Because of the personal nature of the survey questions about this topic, Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly. Which contact method should Maryann select?
Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however, the sample size for her research is quite large. Which of the following methods of contact would provide Tasoula with the most cost-effective way to reach a large sample of potential customers?
You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican. You will most likely use a ________ to collect your data.
stratified random sample
You have decided to use only closed-end questions on your survey. Which of the following questions would NOT be found on your survey?
What do you like about your teacher?
Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service. Which of the following research instruments would be best for this firm?
Michael Quinones is a customer service agent for a national car rental business. He has access to the company’s intranet, which provides performance reports, shared work documents, contact information, and detailed information about customers. Which of the following is this access most likely to enable Michael to do during interactions with customers?
reward customer loyalty with an upgrade or discount
As a small business consultant, you recommend to your clients that they use no-cost methods of observation to gather market research. Which of the following are you NOT likely to recommend your clients do?
hire additional staff to observe extensively
Juanita Petino operates a dress shop in a suburban mall. Her research budget is very small, so she uses low-cost or no-cost methods to gather research data. One method that works very well for her is changing the themes in her local newspaper and radio advertising and watching the result. Juanita is using ________ to gather data for marketing decisions.
For a small business manager deciding where to relocate within the city, relevant research will LEAST likely include ________.
options for repackaging the company’s products
Marialba Hooper is conducting marketing research for a company that is investigating the possibility of entering multiple international markets. As Marialba plans her research in 30 different countries, upon which of the following is she LEAST likely to rely?
free secondary data
Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market. The survey Malaya is using was written in English and then translated into Spanish for use by Spanish-speaking respondents. Which of the following is it most important for Malaya to do before administering this questionnaire to a sample of the market?
have the questionnaire translated back into English to check for accuracy
A ________ is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
Product is a key element in a company’s ________, which may, at one extreme, consist of pure tangible goods or, at the other extreme, pure services.
To differentiate themselves, many companies go beyond offering products and services; they are also developing and delivering customer ________.
Product planners consider products and services on three levels. The most basic level is the ________, which addresses the question, “What is the buyer really buying?”
core customer value
The third level of a product that product planners consider is a(n) ________ around the core benefit and actual product that offers additional consumer services and benefits.
Product planners must design the actual product and also find ways to ________ it in order to create the bundle of benefits that will create the most customer value.
Products and services fall into two broad classifications based on the types of consumers that use them. Which of the following is one of these broad classes?
________ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products.
________ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons about these products.
________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.
________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts.
________ are those products purchased for further processing or for use in conducting a business.
Most manufactured materials and parts are sold directly to ________. Price and service are the major marketing factors; branding and advertising tend to be less important.
________ are industrial products that aid in the buyer’s production or operations, including installations and accessory equipment.
________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization.
________ consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people.
________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions.
________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals’ behavior to improve their well-being and that of society.
Public health campaigns to reduce smoking, alcoholism, drug abuse, and overeating are all examples of ________.
Developing a product involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such as quality, features, and style and design.
________ is one of the marketer’s major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction.
________ is an approach in which all the company’s people are involved in constantly improving the products, services, and business processes.
Total quality management
What are the two dimensions of product quality?
level and consistency
Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?
A stripped-down model without any extras is the starting point; a company can create a higher-level model by adding ________.
In assessing which new features to add to a product, a company must weigh each feature’s ________ to customers versus its ________ to the company.
A sensational ________ may grab consumers’ attention and produce pleasing aesthetics, but it does not necessarily improve a product’s performance.
________ contributes to a product’s usefulness as well as to its looks.
A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies that maker or seller of a product or service.
________ involves designing and producing the container or wrapper for a product.
In recent years, product safety and environmental responsibility have become major ________ concerns.
At the very least, the ________ identifies the product or brand. It might also describe several things about the product and promote the brand.
The ________ requires sellers to provide detailed nutritional information on food products.
Nutritional Labeling and Educational Act of 1990
________ has been affected by the need to include unit pricing, open dating, and nutritional information.
Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide ________.
A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges.
The major product line decision involves ________.
product line length
Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is one of those ways?
An alternative to product line stretching is ________, adding more items within the present range of the line.
product line filling
When a company lengthens its product line beyond its current range, it is ________.
product line stretching
A ________ consists of all the product lines and items that a particular seller offers for sale.
Product mix ________ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines.
Product mix ________ refers to the number of versions offered of each product in the line. Crest toothpaste comes in 13 varieties, ranging from Crest Multicare to Crest Baking Soda formulations.
The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.
A company can increase its business in four ways. Which is NOT one of these ways?
It can discontinue some of its lines.
Service providers must consider four special service characteristics when designing marketing programs. Which is NOT one of these characteristics?
________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
________ means that services cannot be separated from their providers, whether the providers are people or machines.
Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction?
Through ________, the service firm trains and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.
Because service quality depends on the quality of buyer-seller interaction during the service encounter, service marketers use ________ to train employees in the art of interacting with customers to satisfy their needs.
All of the following are methods for developing a differentiated service delivery EXCEPT which one?
developing symbols and branding
Which of the following is most likely to be seen as the major enduring asset of a company, outlasting the company’s specific products and facilities?
A key element in a company’s relationship with consumers, a ________ represents consumers’ perceptions and feelings about a product and its performance.
Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?
The total financial value of a brand is estimated through the process of brand ________.
The fundamental asset underlying brand equity is ________-the value of the customer relationships that the brand creates. A powerful brand is important, but what it really represents is a set of loyal consumers.
Which of the following is the lowest level on which marketers can position their brands in target customers’ minds?
The strongest brands go beyond attributes or benefit positioning; they are positioned on ________.
strong beliefs and values
Which of the following is NOT a desirable quality for a brand name?
The name should be a long word to get attention.
All of the following are a manufacturer’s sponsorship options for a product EXCEPT ________.
In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in print promotions.
An increasing number of retailers and wholesalers have created their own ________, also called store brands.
For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name.
________ occurs when two established brand names of different companies are used on the same product.
In most ________ situations, one company licenses another company’s well-known brand to use in combination with its own.
Which of the following is an advantage offered by co-branding?
A company can expand its existing brand into a category it otherwise might have difficulty entering alone.
A company has four choices when it comes to developing brands. Which is NOT one of those choices?
width and depth extension
________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes.
A line extension
A ________ involves the use of a successful brand name to launch new or modified products in a new category.
Which of the following is a potential drawback of multibranding?
The company’s resources may be spread over too many brands.
Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories?
Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty.
While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ________.
When the Twin Six Cafe provides gourmet menu options to its customers, as well as impeccable servicewhich even allows customers to hand-select their own cuts of meat________ is/are are evident.
a core benefit, an actual product, and an augmented product
A hickory rocking chair, handmade by an Amish woodcarver in northern Indiana from locally grown wood, is an example of a(n) ________.
You have an upset stomach. Your spouse rushes to the corner convenience store for a bottle of Pepto-Bismol. This product is a(n) ________ product.
Mabel Lu is planning to buy a new washing machine. She notices that they come in numerous price ranges. She wants to make sure she gets the most for her money. This product is a(n) ________ product.
Which of the following does NOT belong to the materials and parts group of industrial products?
repair and maintenance items
Which of the following capital items is NOT considered accessory equipment?
Paper, pencils, lubricants, paint, nails, and brooms are examples of ________.
General Electric’s campaign stating, “We bring good things to life” is an example of ________.
corporate image marketing
The Ad Council of America has developed dozens of ________ marketing campaigns, including classics such as “Smokey the Bear,” “Keep America Beautiful,” and “Only You Can Prevent Forest Fires.”
To achieve their social change objectives, social marketing programs ________.
A) utilize only the promotional P of the marketing mix
B) utilize only the promotional and product Ps of the marketing mix
C) work to influence individuals’ behavior to improve their well-being
D) utilize all of the Ps in the marketing mix
E) C and D
Which of the following is the MOST important for product designers to consider as they develop a product?
how customers will use and benefit from the product
Helene Curtis began to market shampoo for normal hair. In an attempt to increase profits and use excess market capacity, Helene Curtis then marketed shampoo for oily hair and color-treated hair. This is an example of ________.
Which of the following is/are examples of product mix depth?
A) hamburger and cheeseburger
B) hamburger and ice cream
C) Coke and Diet Coke
D) A and C
E) all of the above
The impossibility of a barber storing haircuts for later sale is an example of which of the following?
Gina’s Nail Salon is serious about pleasing its customers. Employees are trained to immediately and pleasantly respond to any customer complaints, and they are empowered to offer discounts and free add-ons to customers who believe they have received anything less than the best service. Gina’s Nail Salon focuses on ________.
good service recovery
Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has high brand ________.
A manager of a Holiday Inn said, “We have power and value in the market and people are willing to pay for it.” This manager is referring to ________.
Each new iPod product introduction advances the causes of democratizing technology and approachable innovation. iPod, an expert at fostering customer community, has been ranked one of the Breakaway Brands by the brand consultancy Landor Associates. iPod is positioned on ________.
beliefs and values
Costco’s Kirkland products are an example of a(n) ________.
An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?
Casual research is used to ______.
test hypotheses about cause-and-effect relatinships
One of the following combinations, manager would most be most likely to start with _____ research and later follow with _____ research.