Deck 1: The Role of Marketing Research in Management Decision Making

Question 1

All of the following are components of the marketing mix EXCEPT:

A)distribution.
B)product.
C)promotion.
D)price.
E)profit.

Answer 1

E

Question 2

When Netflix attempted to determine the effect on its profits by raising its price 60 percent in 2011,this was an example of what type of research?

A)Pure
B)Applied
C)Programmatic
D)Non-programmatic
E)Basic

Answer 2

B

Question 3

Linked-In is an example of a social media site that uses user-generated content (UGC).

Answer 3

True

Question 4

A long-term relationship between Southwest Airlines and its frequent business travelers based on repeat sales is an example of:

A)return on quality.
B)customer retention.
C)return on investment.
D)market share.
E)the marketing concept.

Question 5

A social media site such as Twitter or Facebook uses:

A)BEP.
B)CTM.
C)PERT.
D)MBO.
E)UGC.

Question 6

An important link exists between customer satisfaction and customer loyalty to a brand.

Question 7

Marketing research is a good way to discover opportunities for increased sales and profits in the marketplace.

Question 8

When Procter & Gamble attempts to predict the U.S.market share of a new type of toothpaste based on a test market study in St.Louis and Indianapolis,what function does this represent?

A)Descriptive
B)Pure
C)Basic
D)Predictive
E)Diagnostic

Question 9

When a company attempts to offer a product to potential customers that will meet their needs better than the competition,we say that this company has a(n):

A)goal orientation.
B)systems orientation.
C)consumer orientation.
D)profit orientation.
E)programmatic orientation.

Question 10

All of the following are good reasons NOT to conduct research EXCEPT:

A)Resources are lacking.
B)The costs of research are less than the benefits.
C)Research results would not be useful.
D)The opportunity to make a decision has passed.
E)The marketing decision has already been made.

Question 11

When Toyota tries to determine its "image" among U.S.target market customers,this is an example of what type of research?

A)Basic
B)Selective
C)Non-programmatic
D)Evaluative
E)Pure

Question 12

A bar chart that presents the number of units of laptop computers sold at Dell over each of the past ten years represents what type of function in research?

A)Predictive
B)Diagnostic
C)Descriptive
D)Basic
E)Pure

Question 13

The process of creating,communicating,delivering,and exchanging offerings that have
Value for customers,clients,partners,and society at large is called:

A)marketing.
B)promotion.
C)marketing research.
D)marketing strategy.
E)selective research.

Question 14

When PepsiCo attempts to determine the impact on sales when the package design of a 12-ounce can of Pepsi is changed,this represents what type of function?

A)Basic
B)Predictive
C)Diagnostic
D)Pure
E)Descriptive

Question 15

Applied research is conducted in order to validate an existing theory or to learn more about a concept.

Question 16

About what percentage of the U.S.population has access to the Internet?

A)45 percent
B)55 percent
C)65 percent
D)75 percent
E)85 percent

Question 17

About what percentage of Americans go online wirelessly using a smartphone?

A)10 percent
B)20 percent
C)30 percent
D)40 percent
E)60 percent

Question 18

The planning,collection,analysis of data,and the communication of the results of this analysis to management is called the process of:

A)marketing research.
B)benchmarking.
C)diagnosis.
D)prediction.
E)marketing mix.

Question 19

Marketing managers can exercise control of both the marketing mix and the components in the external environment.

Question 20

When a customer gives a credit card to a retailer to purchase an item,and then takes the item out of the store,we say that a(n)__________ has occurred.

A)profit
B)exchange
C)evaluative research
D)selective research
E)applied research