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Test Bank for Marketing Research, 9th Edition

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    Marketing Research Ninth Edition Alvin C. Burns Ann Veeck Test Bank (Download only) for Marketing Research , 9 e Revised b y Susie Faries

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    1 Marketing Research, 9e (Burns/Veeck) Chapter 1 Introduction to Marketing Research 1) ________ is a short definition of marketing. A) Meeting needs profitably B) Meeting wants profitably C) Meeting consumer demands profitably D) Meeting business - to - busin e ss wants profitably Answer: A LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Easy Classification: Application AACS B: Application of knowledge 2) Which of the following statemen t s best illustrates the view of marketing as service - centered? A) The service - centered view identifies companies' core competencies. B) The service - centered view means that marketers must know how to precisely measure service satisfaction. C) The service - c e ntered view sees internal service levels as more important than external service levels. D) The service - centered view stresses that service delivery and product quality are now two different concepts. Answer: A LO: 1:1: The relationship of marketing res e arch to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge 3) What does the phrase "service - centered view of marketing" imply? A) Firms must be more than customer o r iented (making and selling what firms think customers want and need). B) The advantage in the marketplace will default to third world countries specializing in services. C) To quickly increas e profitability, more companies should try to create short - term c ustomer relationships. D) That because of social media, less collaboration with customers is required for decision - making. Answer: A LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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    2 4) Modern marketing thought holds that firms should ________. A) separate product - orientation from service - orientation B) focus on service - orientation at the expense of product - orien t ation C) collaborate with a nd learn from consumers D) collaborate with and learn from competitors Answer: C LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Applic ation of knowledge 5) Social media and other advances in technology enable companies to ________. A) develop better customer relationship management tools B) motivate employees to reduce high product and service 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 Answer: D LO: 1:1: The relationship of marketing research to marketing, th e marketing concept, and mar keting strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge 6) Why is the marketing concept an important philosophy for marketers? A) It sets the sales and revenue projects. B) It dictate s the market share a firm will earn and who they will target. C) It determines how marketers view their company's role in terms of what it provides to the market. D) It determines marketing objectives and ROI. Answer: C LO: 1:1: The relationshi p of marke t ing research to marketing, the marketing concept, and marketing strategy Difficulty: Easy Classification: Application AACSB: Application of knowledge

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    3 7) Adopting the marketing concept means that ________. A) we have adopted the "right strate gy" B) ou r focus should be on the "right price" at the "right place" C) marketers cannot use just any strategy, but have to develop the "right" strategy D) we need to develop "right pricing," "right promotion," and "right distribution" Answer: C LO: 1:1: The rela t ionship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Easy Classification: Application AACSB: Application of knowledge 8) Creating the proper mix of product/service, price, promotion, and distri bution fo r a market begins with ________. A) selecting the global market strategies and targets B) selecting the segment of the market as a company's target C) creating promotion for the target market D) incentives to allow a large percentage of the target market t o purchase goods and services from the company Answer: B LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge 9) W h at do marketers need in order to create the right strategies for decision - making? 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) Objective, accurate, and ti m ely information Answer: D LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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    4 10) When firms make the right dec i sions, they produce products and services that their target markets perceive as having value. That value translates into ________. A) sales, profits, and a positive ROI B) product success and profits C) a profitable bottom - lin e D) global as well as domest i c market success Answer: A LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge 11) A ________ consists of select i ng a segment of the market as the company's target market and designing the proper "mix" of product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market. A) m arket strategy B) strategic p l an C) differentiation strategy D) positioning strategy Answer: A LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and marketing strategy Difficulty: Easy Classification: Application AACSB: Application of knowledge 12) Which of the following should be revised on an ongoing basis to produce the right strategy as environments change? A) Market plan decisions B) Product development decisions C) Business decisions D) Financial decisions Answer: C LO: 1:1: The relation s hip of marketing research to marketing, the marketing concept, and marketin g strategy Difficulty: Moderate Classification: Application AACSB: Application of knowledge

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    5 13) Which of the following correctly defines marketing research? A) The process of a nalyzing secondary information and providing executives with timely reports to solve a marketing problem B) The process of designing experiments that provide decision makers with causal information C) The process of analyzing existing information so decis i on 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 Answer: D LO: 1:2: How to define marketing research Difficulty: Moderate Classificat i on: Application AACSB: Application of knowledge 14) ________ is a process used to define the size, location, and/or makeup of the market for a product or service. A) Differentiation B) Market research C) Target marketing D) Geocentric research Answer: B LO: 1:2: How to define marketing research Difficulty : Moderate Classification: Application AACSB: Application of knowledge 15) According to the American Marketing Association (AMA), what is the function of marketing research? A) To link the consume r to marketer with information used in marketing decisio ns B) To link the marketer to global and domestic markets through information C) To link consumers and customers through targeted information D) To link consumers, customers, and markets through speci f ic information channels Answer: A LO: 1:2: How to def ine marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 16) Which of the following most accurately describes the process of marketing research? A) I t is the process of identifying and defining marketing o pportunities and problems. B) It is used to solve general, not specific, marketing problems. C) It is used to generate and refine social media actions and performance. D) It is primarily used to monit o r marketing performance. Answer: A LO: 1:2: How to define marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge

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    6 17) When we think about marketing research as a way to generate, refine, and evaluate a po t ential marketing action, we are describing ac tions such as ________. A) social media analytics, campaigns, programs, or tactics B) controls, campaigns, programs, or tactics C) market analytics, controls, tactics, or advertising D) strategies, campaigns, p r ograms, or tactics Answer: D LO: 1:3: The f unction and uses of marketing research Difficulty: Difficult Classification: Application AACSB: Application of knowledge 18) Of the following, which is NOT one of the uses of marketing research? A) To provi d e consumers with information they need to eva luate products and services at a profit B) To identify market opportunities and problems C) To generate, refine, and evaluate potential market actions D) To monitor marketing performance Answer: A LO: 1:3: Th e function and uses of marketing research Diff iculty: Difficult Classification: Application AACSB: Application of knowledge 19) Tracking variables on how well products are performing in the marketplace is an example of what use of marketing research? A ) Market monitoring B) Marketing metrics C) Marketing analytics D) Marketing performance Answer: A LO: 1:3: The function and uses of marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 20) Why would a marke t ing manager use market ing research for problem identification? A) To discover the symptoms of problems B) To discover ways to solve a sales promotion problem C) To hypothesize, refine, and evaluate a potential marketing action D) To generate, refine, and e xecute a potential mar keting action Answer: A LO: 1:3: The function and uses of marketing research Difficulty: Difficult Classification: Application AACSB: Reflective thinking

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    7 21) Consumers wanted increasingly larger TV screens to hang on their wall s , so Samsung developed an ultra - thin, LED, large - screen TV. This is an example of what use of marketing research? A) Generating potential marketing actions B) Identifying potential marketing segments C) Identifying marketing opportunities and problems D) I dentifying market prob lems and marketing actions Answer: C LO: 1:3: The function and uses of marketing research Difficulty: Difficult Classification: Application AACSB: Reflective thinking 22) In 2014, General Mills acquired Annie's Homegrown and us e d 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 ma rketing actions B) Generating, refining, and evaluating p otential marketing actions C) Identifying marketing opportunities and problems D) Identifying market problems and generating marketing actions Answer: B LO: 1:3: The function and uses of marketing research Difficulty: Difficult Classification: Applica t ion AACSB: Reflective thinking 23) Actions can be thought of as strategies. What actions are required to satisfy the wants and needs of a market? A) Selecting a target market and designing a market ing mix B) Selecting a target market and designing a pro m otion mix C) Selecting global and domestic markets and distribution strategies D) Selecting global markets and designing promotional strategies Answer: A LO: 1:3: The function and uses of marketing research Difficulty: Difficult Classification: Applic a tion AACSB: Reflective thinking

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    8 24) When marketers and researchers want to improve our understanding of the ________ they conduct research to expand our knowledge of marketing. A) marketing concept B) marketing planning process C) market mix process D) marketing process Answer: D LO: 1:3: The function and uses of marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 25) Which of the following correctly describes the difference between basic research and ap p lied research? A) Applied research helps marketers understand the basic desires and motives of consumers. B) Applied research expands our knowledge to solve a specific problem. C) Applied research expands our knowledge, rather than solves a specific probl e m. D) Applied research determines the most basic desired features in new products. Answer: B LO: 1:3: The function and uses of marketing research Difficulty: Easy Cl assification: Application AACSB: Application of knowledge 26) There are distinct dif f erences between basic research and applied research. ________ would be an example of basic research. A) A winery needing to solve a specific pricing issue relative to i ts competitors B) Awinery needing to respond to issues related to its distribution netw o rk C) A winery needing to understand more about exporting wine D) A winery needing to solve a problem it is having exporting wine Answer: C LO: 1:3: The function and uses of marketing research Difficulty: Difficult Classification: Application AACSB: R eflective thinking

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    9 27) A great deal of marketing research is conducted to determine the size of various market segments. Marketing managers are interested in the size of various markets, but they are also interested ________. A) to know if a segment is s hrinking and why competitors are fulfilling the wants and needs of that segment B) to understand if a segment is growing and how well competitors are fulfilling the needs of that segment C) in researching segment growth and how wel l competitors are fulfil l ing the wants and needs of that segment D) in knowing if a segment is growing or shrinking and how well competitors are fulfilling the wants and needs of that segment Answer: D LO: 1:3: The function and uses of marketing research Difficulty: Difficult C lassification: Application AACSB: Reflective thinking 28) Maritz Research's New Vehicle Customer Study includes data collected over several years, and in recent years it has studied hybrids. Its market analysts know why drivers purchase hybrids, what m a kes them satisfied, what their expectations are for gas mileage, and preferences for alternative fuels. In which functional area would this type of research be useful? A) Product research B) Pricing research C) Promotion research D ) Distribution research A nswer: A LO: 1:3: The function and uses of marketing research Difficulty: Moderate Classification: Application AACSB: Application of knowledge 29) In which of the following functional areas would research be used when markete rs want to determine the "value" consumers perceive in a revolutionary new product? A) Product research B) Pricing research C) Promotion research D) Distribution research Answer: B LO: 1:3: The function and uses of marketing research Difficulty: Moderat e Classification: Appli c ation AACSB: Application of knowledge

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    10 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 C h obani Flip up 300% over the previous year. Th e main use of this type of research would be related to ________. A) product research B) pricing research C) promotion research D) distribution research Answer: C LO: 1:3: The function and uses of marketing r e search Difficulty: Moderate Classification: Application AACSB: Application of knowledge 31) What type of research would a winery use that wants to know more about sales channels, product outlets, and even whether these channels are motivated? A) Produ c t research B) Pricing research C) Promotion r esearch D) Distribution research Answer: D LO: 1:3: The function and uses of marketing research Difficulty: Easy Classification: Application AACSB: Application of knowledge 32) General Motors did research on what became the minivan – a small van suitab le 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 automoti v e history. This example most closely demonstr ates 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 metho d s used to conduct product market research D) marketing research is not as reliable as management's intuition Answer: A LO: 1:3: The function and uses of marketing research Difficulty: Difficult Classification: Application AACSB: Reflective thinking

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    11 33) Which of the following accurately descr ibes a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers? A) A customer relationshi p management system B) A sales information m anagement system C) A marketing relationship management system D) A marketing information system Answer: D LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occ u pies a place in an MIS Difficulty: Moderat e Classification: Application AACSB: Application of knowledge 34) Which of the following is NOT a component of the marketing information system? A) A consumer information support system B) A marketing intellig e nce system C) A marketing decision support system D) An internal reports system Answer: A LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS Difficulty: Moderate Classification : Application AACSB: Application of knowle dge 35) The ________ gathers data generated from information such as orders, billing, receivables, and inventory levels, etc. A) consumer information support system B) internal reports system C) marketing resear c h system D) decision support system Answer: B LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS Difficulty: Moderate Classification: Application AACSB: Application of knowle d ge

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    12 36) Deci sion makers need information in a form and at a time when they can use it for decision - making. What is the role of the MIS in that process? A) To determine decision makers' information needs and distribute that information B) To determine dec i sion makers' information needs, analyze the information, and distribute that information C) To determine decision makers' information needs, acquire the needed information, and distribute that information D) To analyze decision makers' information needs, d istribute the needed information, and provide guidance on that information Answer: C LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS Difficulty: Difficult Classification: A p plication AAC SB: Application of knowledge 37) Which of the following 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 system B ) Internal re ports system C) Consumer information support system D) Marketing intelligence system Answer: D LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS Difficulty: Moder a te Classification: Application AACSB: Application of knowledge 38) Which of the MIS systems uses both informal and formal information - gathering procedures? A) Marketing intelligence system B) External environment reports system C) Internal reports syst e m D ) Consumer information support system Answer: A LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS Difficulty: Easy Classification: Application AACSB: Application of knowl e dge

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    13 39) Which of the following is the marketing information system component that provides studies conducted for specific situations facing the company? A) Marketing research system B) Marketing intelligence system C) Consumer information support system D) D ecision support system Answer: A LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS Difficulty: Moderate Classification: Application AACSB: Application of knowledge 40) A ___ _____is collected data that may be accessed and analyzed using tools and techniques that assist managers in decision - making. A) marketing research system B) decision support system C) marketing intelligence system D) consumer information support syste m Answer: B LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS Difficulty: Easy Classification: Application AACSB: Application of knowledge 41) Which of the following goes on continuously and searches a broad range of information sources to bring pertinent information to decision makers? A) Consumer information support system B) Marketing research system C) Marketing intelligence system D) Dec ision support system Answer: C LO : 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS Difficulty: Easy Classification: Application AACSB: Application of knowledge

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    14 42) ________ is a component of the MIS containin g inform ation that is generally insufficient for many marketing decisions, but a source of extreme detail on both revenues and costs that can be invaluable in making decisions. A) An internal reports system B) A marketing research system C) A marketing int e lligenc e system D) A decision support system Answer: A LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS Difficulty: Easy Classification: Application AACSB: Application of k n owledge 43) ________ is an MIS component using tools such as break - even analysis, regression models, and linear programming. A) An internal reporting system B) A marketing research system C) A marketing intelligence system D) A decision support system An s wer: D LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing research occupies a place in an MIS Difficulty: Moderate Classification: Application AACSB: Application of knowledge 44) A( n) ________ is NOT a subsyst e m of a marketing information system. A) manufacturing information system B) accounting information system C) financial information system D) marketing information system Answer: A LO: 1:4: How to describe a marketing informat ion system (MIS) and underst a nd why marketing research occupies a place in an MIS Difficulty: Easy Classification: Application AACSB: Application of knowledge

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