Test Bank for Marketing Research 7th Edition by Burns Mutiple Choice Questions Bob is a salesperson with the Acme Corporation Bob has just mad e a large sale, and he accesses Acme ʹs marketing information system in order to determine if the co mpany has enough existing inventory to fill the large order Bob is accessing which component o f Acme ʹs MIS? A) consumer information support system B) marketing intelligence C) internal reports D) marketing research Based on the AMAʹs definition of marketing research, which of the f ollowing is NOT one of the uses of marketing research? A) to generate, refine, and evaluate marketing actions B) to identify and define marketing opportunities and problems C) to solve general, not specific, marketing problems D) to monitor marketing performance E) to improve marketing as a process A kitchen appliance company has seen domestic markets become s aturated over the past decade Seeking new avenues of growth, in what way can the firmʹs decision makers use market research to find a sizable international market segment to pursue? A) promotion research B) target market selection C) product research D) distribution research In order to develop the ʺright strategyʺ to succeed in business, man agers must make the right decisions; and in order to make the right decisions, they must have objective, accurate, and timely: A) reports about customersʹ wants and needs B) evidence of the number and sizes of market segments C) reports about the competition D) marketing mix elasticity coefficients E) information Rachel would like to create a new department within her firm She w ishes that her firm could provide information that will help link consumers outside the firm to i ndividuals in the firm The individuals inside the firm would make decisions used to identify ma rketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and perhaps improve the understanding of marketing as a process Rac hel should name this department: A) the marketing research department B) the marketing opportunities department C) the marketing performance and evaluation department D) the department of consumer public information Abe would like to identify a location for a new unit of his franchised f ast-food restaurant chain He orders an evaluation of several city blocks from a marketing researc h firm The research firm will determine the population, population growth, income, and other imp ortant demographic information for the defined geographical area The research compa ny will be performing: A) basic research B) marketing research C) a restaurant location study D) market research The marketing concept is an important philosophy for marketing ma nagers because it dictates: A) the market share a firm will earn B) the amount of quarterly profits a firm will earn C) day-to-day decisions that managers will make D) whether or not the firm will reach its sales quota E) an adequate rate of internal ROI Which of the following marketing information system components pr ovides studies conducted for specific situations facing the company? A) internal reports system B) marketing research system C) consumer information support system D) marketing intelligence system E) decision support system Which of the following marketing information system components is NOT continuous? A) marketing research system B) consumer information support system C) marketing intelligence system D) decision support system E) internal report system Wrangler® developed several different proposed advertisements T hey then used marketing research to test consumersʹ preferences for the different promotiona l messages expressed in the various ads This is an example of which use of marketing research ? A) generating, defining, and evaluating potential marketing actions B) monitoring marketing performance C) improving marketing as a process D) identifying market opportunities and problems Marketing research conducted on the popular TV program, Seinfeld , starring Jerry Seinfeld, was used to illustrate: A) how marketing research may be used for television but not for movies B) when marketing research predicts a failure, yet there is success C) why marketing research may not be applied to all fields, such as entertainment D) how marketing research always correctly identifies a product or service that will be popular in the marketplace E) when marketing research predicts a failure, and there is a failure Which of the following best illustrates the use of marketing research to monitor marketing performance? A) comparing the return on investment of firms using marketing research to those which are not using marketing research B) setting up a consumer complaints system C) tracking variables that monitor how well products are performing in the marketp lace D) marketing research managers closely overseeing the work of subordinates in t he marketing research department E) providing mobile online tools for marketing researchers practicing in the field The key reason that the marketing concept has been recognized as the ʺright philosophyʺ is that it: A) has been recommended by successful marketing executives B) is well established in marketing literature C) does not rely on high-pressure selling D) recognizes that profits are a result of sales volume E) always focuses on the consumer Akronʹs Childrenʹs Hospital hired research firm, Marcus Thomas, LL C, to determine the most effective communication messages to use in a new ad campaign be ing developed by the hospital This was an effort in: A) target market selection B) product research C) promotion research D) pricing research satisfies the need for companies to identify and test new products to replace products which are at the end of their product life cycles A) Distribution research B) Product research C) Target market selection D) Promotion research A marketing strategy consists of selecting a segment of the market as the companyʹs target market and designing the proper: A) ʺmixʺ of product/service, price, promotion, and distribution for that market B) products for that target market C) promotion for that target market D) definition of the marketing ʺmission statementʺ E) incentives to allow a large percentage of the target market to purchase goods a nd services from the company Marketing research studies predicted that hair styling mousse, answ ering machines, the Jerry Seinfeld TV program, Seinfeld, and other products and services wo uld fail Yet, these products and services were all successful This illustrates that marketing research : A) does not always make accurate predictions B) should only be conducted on improving existing products C) always makes accurate predictions D) should not be used for consumer products or services Andrea Livingston arrives at her desk at Western Utility Corporation , a provider of electrical power She accesses her LexisNexis computer program, which provides her with articles containing information related to the utilities industry She discovers that a new breakthrough has occurred in solar panel technology, and this report was published d uring the evening in a newspaper in Europe She immediately takes this information to her research and development department Andrea is accessing which componen A) marketing intelligence B) marketing research C) marketing decision support system D) internal reports Determining the value consumers perceive in new products is a pri mary objective of: A) target market selection B) product research C) promotion research D) pricing research One of the implications of the service-dominant logic for marketing philosophy is that: A) more firms should try to create shortterm customer relationships to quickly increase profitability B) because of social media, less collaboration with customers is required for decis ion making C) third world countries specializing in services will have an advantage in the mark etplace in upcoming years D) less information will be required for decision makers in the future E) to practice marketing well in todayʹs environment requires access to more and better information than in the past Which of the following is NOT one of the components of the marketi ng information system? A) consumer information support system B) marketing research system C) marketing decision support D) internal reports E) marketing intelligence Which of the following refers to applying marketing research to a sp ecific geographical marketing area? A) demographic research B) market research C) area marketing research D) geographical zone research E) marketing research Barnes & Noble managers were prompted to when pres ented with marketing research which indicated that its competitor, Amazon, had developed the Kin dle to begin selling books online A) generate, refine, and evaluate potential marketing actions B) select new target markets C) improve marketing as a process D) monitor marketing performance E) identify market opportunities Allison is the CEO of a large consumer products company She ask s the marketing research department to gather information to help her determine target mark ets having the most potential from among several market segments She also asks the research department to give her an assessment as to the best product, price, distribution, and promotio n to appeal to the various market segments Allison is collecting information to help her imple ment a: A) marketing mix B) marketing strategy C) marketing concept D) marketing audit The information system that gathers information generated by intern al reports such as orders, billing, receivables, inventory levels, and so on is called the: A) marketing intelligence system 2 B) decision support system C) marketing research system D) consumer information support system E) internal reports system Which of the following marketing information system components g athers information about events and happenings ʺoutsideʺ of the firm? A) marketing intelligence B) consumer information support system C) internal reports system D) decision support system E) external environment reporting system Understanding the forces which motivate dealers to move greater q uantities of product is inherent in the process of: A) product research B) promotion research C) target market selection D) distribution research The difference between basic research and applied research is that basic research is conducted to: A) determine the most efficient basic distribution channels for products B) expand our knowledge, rather than solve a specific problem C) determine the most appropriate basic price for new products D) determine the most basic desired features in new products E) to understand the basic desires and motives of consumers Doss is vice president of marketing research for General Mills The chefs at General Mills bring three new cookie recipes to Doss Doss wants to know which of the se three cookie recipes would be most preferred by consumers Which component of General Millsʹ M IS would Doss use in order to provide him with this information? A) marketing intelligence B) marketing research C) internal reports D) marketing decision support system Which of the following statements best illustrates the servicedominant logic for marketing philosophy? A) Marketing decision makers must be able to directly impact ROI B) Marketing decision makers should know their firmsʹ core competencies 3 C) The quality of internal service levels is more important than the quality of extern al service levels D) Marketing decision makers need to know how to precisely measure service sati sfaction E) Service performance is more important than product quality Which of the following is the best definition of marketing research? Marketing research is: A) the process of designing experiments that provide decision makers with causal information B) the process of designing, gathering, analyzing, and reporting information that m ay be used to solve a specific marketing problem C) the linking of consumers with information managers D) the process of analyzing existing information so that decision makers can make better decisions E) the activity of analyzing secondary information and providing executives with ti mely reports Tim, a marketing manager, disagreed with other company manager s Tim believed that the company should not just try to make a better product or try to sell m ore of the product Tim believed that the company should try to identify and satisfy consum er wants and needs Timʹs philosophy may best be described as: A) the production-oriented philosophy B) the marketing concept philosophy C) the management philosophy D) the selling philosophy Several examples of product failures were presented in your textbo ok The key reason given for the failure of the firm, Cell Zones, to establish cell phone privacy in publ ic settings with soundproof booths was that: A) the company introduced too many product options, which confused the consum er B) demand for privacy was lower than the company estimated C) the company did not understand that the public was transitioning to the use of s mart phones to text messages 4 D) privacy needs were met by seclusion features added by cell phone manufactur ers E) competitors were more quickly able to meet market needs before Cell Zone co uld establish adequate exposure to its product Marketing has been defined as a function and set of processes for c reating, communicating, and delivering value to customers, and for managing customer relations hips in ways that benefit the organization and its stakeholders Marketing managers must have i nformation in order to determine values desired by customers and how to build customer r elationships This explanation shows: A) why marketing is a part of marketing research; that is, marketing processes are used to generate marketing research information that is needed to determine customer sʹ desired values B) why marketing and marketing research are not indirectly correlated C) why marketing research is a part of marketing; that is, marketing research provi des information to allow marketing managers to understand values desired by cust omers D) why the uses of marketing research not include creating, communicating, an d delivering value, but include identifying opportunities and problems Companies which successfully minimize product and service failure s: A) can credit the development of complex accounting systems for their success B) depend on high levels of employee motivation for their low failure rates C) are often known for their emphasis on selling efforts and providing high reward s for sales teams D) tend to put a greater focus on defining the best set of product dimensions to m atch their core competencies E) have determined how to create, communicate, and deliver value by ʺhearing th e voiceʺ of the consumer Professors at Texas A&M University conducted research to determi ne the best way to measure customer satisfaction with services Their method was published in t he Journal of Marketing and may be used by any firm wishing to measure their own customersʹ s atisfaction levels This would be an example of: A) basic research B) research applied to specific problems C) research aimed at identifying market opportunities D) customer services research Which of the following statements best reflects the purpose of mark eting research? A) to link external environments to the firm B) to link target markets to specific decision makers at all levels within firms C) to link the consumer to the marketer by providing information that can be used i n making marketing decisions D) to provide information that improves profitability E) to provide consumers with information they need to evaluate products and serv ices at a profit ... compa ny will be performing: A) basic research B) marketing research C) a restaurant location study D) market research The marketing concept is an important philosophy for marketing ma nagers... to illustrate: A) how marketing research may be used for television but not for movies B) when marketing research predicts a failure, yet there is success C) why marketing research may not be applied... illustrates the use of marketing research to monitor marketing performance? A) comparing the return on investment of firms using marketing research to those which are not using marketing research B) setting