Business Questions

17) Marketing research can also be used to generate, refine, and evaluate a potential marketing action. In this context, actions may be thought of as:A) Social media, campaigns, programs, or tactics.B) Controls, campaigns, programs, or tactics.C) Market analytics, controls, tactics, or advertising.D) Strategies, campaigns, programs, or tactics.

31) A winery wants to know more about sales channels, product outlets, and even whether these channels are motivated. What type of research would the winery use to answer these questions?A) Product researchB) Pricing researchC) Promotion researchD) Distribution research

40) Collected data that may be accessed and analyzed using tools and techniques that assist managers in decision-making is the: A) Marketing research system.B) Decision support system.C) Marketing intelligence system.D) Consumer information support system.

32) General Motors did research on what became the minivan-a small van suitable for families. The research did not convince them to produce it. Later, Chrysler introduced the Dodge Caravan and Plymouth Voyager minivans, which turned out to be among the most successful models in automotive history. This example most closely demonstrates that:A) Marketing research does not always provide management with the right answer.B) Marketing research does not provide correct answers most of the time.C) Management should question the methods used to conduct product market research.D) Marketing research is not as reliable as management's intuition.

18) The purpose of market research is best described by which of the following statements?A) To provide consumers with information they need to evaluate products and services at a profitB) To link external environments to the firmC) To link target markets to specific decision makers at all levels within firmsD) To link the consumer to the marketer by providing information that can be used in making marketing decisions

25) The difference between basic research and applied research is that applied research is conducted to:A) Understand the basic desires and motives of consumers.B) Expand our knowledge to solve a specific problem.C) Expand our knowledge, rather than solve a specific problem.D) Determine the most basic desired features in new products.

37) The ________ is defined as a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment.A) external environment reporting systemB) internal reports systemC) consumer information support systemD) marketing intelligence system

6) The marketing concept is an important philosophy for marketing managers because:A) It sets the amount of quarterly profits a firm will earn.B) It dictates the market share a firm will earn.C) It guides day-to-day decisions managers will make.D) It sets an adequate rate of internal ROI.

9) In order to create the right strategies for decision-making, managers must have objective, accurate, and timely:A) Reports about the competition's products.B) Reports about customers' wants and needs.C) Evidence of the number and sizes of market segments.D) Information

13) What is the definition of marketing research?A) The process of analyzing secondary information and providing executives with timely reports to solve a marketing problem.B) The process of designing experiments that provides decision makers with causal information.C) The process of analyzing existing information so decision makers can make better decisions.D) The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

22) In 2014, General Mills acquired Annie's Homegrown, an organic food company, to meet a growing demand by consumers to have access to organic and natural foods. The company used marketing research to identify ways to grow the brand, promote it, and evaluated plans to market it. This is an example of what use of marketing research?A) Generating and identifying potential marketing actionsB) Generating, refining, and evaluating potential marketing actionsC) Identifying marketing opportunities and problemsD) Identifying market problems and generating marketing actions

20) Marketing research can also be used to do which of the following?A) Generate, refine, and evaluate a potential marketing actionB) Generate, modify, and evaluate a potential marketing actionC) Hypothesize, refine, and evaluate a potential marketing actionD) Generate, refine, and execute a potential marketing action

5) To successfully minimize product and service failures companies should:A) Develop better project management systems.B) Motivate employees to reduce high failure rates.C) Focus on defining the best set of product dimensions to match core competencies.D) Determine how to create, communicate, and deliver value by "hearing the voice" of the consumer.

26) An example of basic research is:A) A winery needs to solve a specific pricing issue relative to its competitors.B) A winery needs to respond to issues related to its distribution network.C) A winery needs to understand more about exporting wine.D) A winery needs to solve a problem it is having exporting wine.

12) As environments change, what should be revised on an ongoing basis to produce the right strategy for the new environment?A) Market plan decisionsB) Product development decisionsC) Business decisionsD) Financial decisions

30) Chobani launched a campaign, called "The Break You Make," in 2015 to increase awareness of the Chobani Flip, an afternoon snack yogurt. Research determined that the campaign was very successful, with sales of Chobani Flip up 300% over the previous year. The main use of this type of research would be related to:A) Product research.B) Pricing research.C) Promotion research.D) Distribution research

2) Over the years, marketing thought has evolved to a service-centered view. Which of the following statements best illustrates this view?A) Marketers must identify their companies' core competencies.B) Marketers must know how to precisely measure service satisfaction.C) Internal service levels are more important than external service levels.D) Service delivery and product quality are now two different concepts.

15) According to the American Marketing Association (AMA), what is the function of marketing research?A) To link the consumer to the marketerB) To link the marketer to global marketsC) To link consumers and customersD) To link consumers, customers, and markets

1) Which of the following is a short definition of marketing?A) Meeting needs profitablyB) Meeting wants profitablyC) Meeting consumer demands profitablyD) Meeting business-to-business wants profitably

3) The service-oriented logic as a marketing philosophy implies:A) That to successfully practice marketing in today's environment, marketers require more and better access to information.B) The advantage in the marketplace will default to third world countries specializing in services.C) To quickly increase profitability, more companies should try to create short-term customer relationships.D) That because of social media, less collaboration with customers is required for decision-making.