Question 1

Which aspect of the marketing mix is represented by the value that a consumer places on a good when this consumer purchases that good?

Accepted Answer

The value that a consumer places on a good when purchasing it is directly related to its price, which represents the pricing aspect of the marketing mix.

Question 2

When Target stores monitors the sales activities of its retail stores in order to detect any indication of dollar sales changes,this is an example of which type of research?

Accepted Answer

The description given in the question suggests that Target is monitoring its retail stores' sales activities for the specific purpose of detecting any dollar sales changes. This type of research is typically referred to as performance-monitoring research, which is designed to track and measure specific performance metrics over time. Options A, B, and C are not relevant to the context given in the question.

Question 3

Organizations conducting research in order to make a decision about a real situation faced in the marketplace are conducting ______ research.

Accepted Answer

The answer of Organizations conducting research in order to make...

Question 4

When Wal-Mart is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its stores,this is an example of which type of research?

Accepted Answer

This is an example of distribution research, as it involves making decisions about the location of warehouses in order to optimize the distribution of products to stores. Product research involves studying the features and characteristics of a product, pricing research involves determining the appropriate prices for products, and promotion research involves evaluating the effectiveness of different promotional strategies.

Question 5

Ensuring that all promotional efforts,such as advertising,public relations,personal selling,and so forth,are coordinated to communicate a consistent image is the basic tenet underlying _____.

Accepted Answer

The basic tenet underlying coordination of all promotional efforts to communicate a consistent image is referred to as integrated marketing communications. This involves the integration of various elements of the marketing mix to communicate effectively with the target audience. Therefore, option C is the correct answer.

Question 6

Research that attempts to verify a theory but which is not intended to solve any specific business problem is known as ______ research.

Accepted Answer

The answer of Research that attempts to verify a theory...

Question 7

Research that attempts to determine which critical attributes of the product consumers use to perceive the value of the product is an example of which type of research?

Accepted Answer

The answer of Research that attempts to determine which critical...

Question 8

_____ is the communication function of the firm responsible for informing and persuading buyers.

Accepted Answer

Promotion is the communication function of the firm responsible for informing and persuading buyers. This includes advertising, sales promotion, personal selling, and public relations. Marketing is a broader term that includes various functions, including promotion, research, and distribution. Research involves gathering and analyzing data to understand consumer behavior and market trends. Distribution deals with getting the product or service to the buyer.

Question 9

When a marketing manager decides not to do research because a decision needs to be made before the results of the study can be analyzed,this is an example of which aspect in the determination of the need for marketing research?

Accepted Answer

Time constraints refer to the limited amount of time available to make a decision, which may make it difficult to conduct research and analyze the results in a timely manner. Therefore, when a marketing manager decides not to conduct research due to time constraints, it is an example of the time constraint aspect in the determination of the need for marketing research.

Question 10

A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a _____.

Accepted Answer

A marketing channel is a network of interdependent institutions (such as wholesalers, retailers, and logistics providers) that work together to perform the logistics necessary for consumption to occur. A distribution network and supply channel are similar concepts, but they do not necessarily imply the same level of interdependence and coordination as a marketing channel. A distribution linkage is not a commonly used term in marketing and does not accurately describe the concept.

Question 11

When Procter & Gamble attempts to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes on unit sales performance,it is engaged in which type of research?

Accepted Answer

The research is focused on the effectiveness of the promotion (mailing free samples) on unit sales performance, making it promotion research.

Question 12

When a marketing manager is trying to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted,which of the following questions should this manager ask himself or herself?

Accepted Answer

All of these choices are important considerations when deciding whether to postpone a product launch decision for additional marketing research. The marketing manager should evaluate the cost of the research, the potential benefit of the information gained, and whether the payoff justifies the expenditure.

Question 13

When McDonald's studies traffic patterns and population density patterns in order to select sites for future restaurants,this is an example of which type of research?

Accepted Answer

McDonald's studying traffic patterns and population density patterns to select sites for future restaurants is an example of distribution research, which focuses on understanding the best ways to get a product or service to customers.

Question 14

The two types of marketing research based on the specificity of its purpose are called basic and _____ research.

Accepted Answer

The answer of The two types of marketing research based...

Question 15

When Pottery Barn conducted research to determine which products it should offer to customers over the Internet,this was an example of which type of research?

Accepted Answer

The answer of When Pottery Barn conducted research to determine...

Question 16

When Nike discovered an 80 percent recognition of its logo with consumers who typically spend at least $100 on athletic shoes,this was an example of which type of research?

Accepted Answer

Promotion research involves understanding how well a brand or its symbols, like a logo, are recognized and perceived by consumers.

Question 17

The way researchers go about using knowledge and evidence to reach objective conclusions about the real world is known as the ______ method.

Accepted Answer

The answer of The way researchers go about using knowledge...

Question 18

The application of the scientific method in searching for truth about marketing phenomena is known as ______.

Accepted Answer

The answer of The application of the scientific method in...

Question 19

Consumer research conducted in the United States indicates that many consumers consider the country of origin when purchasing products,and consumers tend to prefer products that are made in the U.S.A.To determine if consumers in other countries are partial to their own country's products,what must be done before the empirical findings from the research conducted among U.S.consumers also exist and behave similarly in another culture?

Accepted Answer

Cultural cross-validation is necessary to ensure that the empirical findings from the research conducted among U.S. consumers also exist and behave similarly in another culture. This involves testing the research methodology and questions in the target culture to ensure that the results are reliable and valid in that cultural context. Without this step, it cannot be assumed that consumers in other countries share the same preferences for products made in their own country. A reliability assessment, benefit/cost analysis, and cultural-monitoring research may also be useful in developing and implementing the research, but they do not specifically address the need for cross-cultural validation.

Question 20

When an organization is attempting to decide whether to use a company such as UPS or FedEx to deliver its products or to establish its own means to deliver the product to its customers,this is an example of which type of research?

Accepted Answer

This is an example of distribution research, as it pertains to how the organization will distribute its products to its customers. The decision revolves around using an external delivery service or building an internal delivery system, which falls under the realm of distribution research.

Quiz 1: The Role of Marketing Research