Deck 3: Collecting and Analyzing Marketing Information

Question 1

If an organization does not understand its customers, what should it consider doing?

A) ​Determine a competitive advantage.
B) ​Choose another target market.
C) ​Analyze the external environment.
D) ​Conduct primary research.
E) ​Conduct secondary research.

Answer 1

D

Question 2

Focus groups can be used to determine cause-and-effect relationships.​

Answer 2

False

Question 3

The sheer volume of available information on the economy, population, and business activities is the major strength of most __________ data sources.

A) book and periodical
B) primary
C) commercial
D) internal
E) government

Answer 3

E

Question 4

The competitive analysis should start by identifying current and potential competitors.​

Question 5

Another word for data is information.​

Question 6

A change in international, federal, state, or local laws and regulations is an example of a political trend.

Question 7

What is the main purpose of the Sarbanes-Oxley Act of 2002?

A) To increase the accuracy and reliability of corporate disclosures of financial information.
B) To ensure that CEOs are adequately compensated for the risks they face in terms of corporate governance.
C) To amend NAFTA to be more favorable to U.S. interests.
D) To limit the ability of drug companies to engage in direct-to-consumer advertising.
E) To limit the ability of the media to obtain confidential corporate information.

Question 8

Compared to primary data, secondary data have the main advantage of:

A) being up-to-date.
B) having greater relevance to a specific issue.
C) being both internally and externally focused.
D) being dramatically lower in cost.
E) being readily accessible in electronic format.

Question 9

The use of a vending machine is an example of nonstore retailing.​

Question 10

Information is often easier to collect than data.​

Question 11

A consumer wanted to purchase a new computer. However, she used the money to pay her rent instead. In this case, housing is what type of competitor?

A) ​Product competitor
B) ​Total budget competitor
C) ​Market competitor
D) ​Generic competitor
E) ​Brand competitor

Question 12

A major drawback to primary data gathering is its relevance to the specific problem at hand.

Question 13

Situational analysis is only valuable to the extent that it improves the quality of the resulting marketing plan.

Question 14

Microsoft is interested in customers' perceptions of Windows 8, its new PC operating system. Since the research goal is rather specific, Microsoft should conduct its own __________ research by asking customers to complete an online questionnaire.

A) secondary
B) primary
C) qualitative
D) observation
E) experimental

Question 15

Although internal data sources have a number of advantages, one of their biggest problems is:

A) there are rarely enough internal data.
B) internal data are often not relevant to the marketing issue at hand.
C) internal data are expensive to collect.
D) internal data are often in a form that is not readily accessible.
E) internal data are typically biased.

Question 16

Which of the following cultural values is not typically associated with American consumers?

A) low tolerance for waiting
B) growing disconnect with government
C) greater focus on long-term goals
D) concern for the natural environment
E) less tolerance of smoking in public

Question 17

A SWOT analysis is one of the most effective tools to analyze and organize environmental data and information.

Question 18

When a firm analyzes its objectives and performance, availability of resources, structural characteristics, and organizational culture, the firm is most likely examining its:

A) internal environment.
B) external environment.
C) mission statement.
D) competitive strategy.
E) strategic environment.

Question 19

In many buying situations, customers will buy one product because it complements another product. In these cases of __________ demand, the demand of one product depends on the demand of another product.

A) linked
B) dependent
C) quasi-
D) conjoined
E) derived

Question 20

Most of the time, it is unrealistic to convert noncustomers into customers because they are already biased against the company or product.​

Question 21

In the competitive sports drink market, Gatorade pays very close attention to the activities of Powerade, a major __________ competitor that markets drinks that are similar in features and benefits.

A) generic
B) direct
C) brand
D) product
E) total budget

Question 22

Identify and discuss at least five reasons why potential customers do not purchase a firm's goods or services. For each reason, discuss ways that the firm can overcome the resistance of noncustomers.

Question 23

Identify and explain each element of the 5W model for customer analysis. What role does this analysis play in an overall situation analysis?

Question 24

In the 5W model of customer analysis, what is the primary emphasis of the "Why" question?

A) Identifying the situational influences that affect the customer buying process.
B) Assessing how purchases vary across different distribution outlets.
C) Determining how the purchase and consumption of one product is related to other products.
D) Identifying the basic need-satisfying benefits provided by the firm's products.
E) Assessing how customers consume and dispose of products.

Question 25

In the 5W model of customer analysis, what is the primary emphasis of the "What" question?

A) Assessing how customers consume and dispose of products.
B) Determining the relevant characteristics that define markets.
C) Assessing how purchases vary across different distribution outlets.
D) Identifying the basic need-satisfying benefits provided by the firm's products.
E) Identifying the situational influences that affect the customer buying process.

Question 26

The growth of the Internet has changed the way that situation analysis is conducted in today's business environment. In terms of situation analysis, which of the following is the most drastic change caused by the Internet?

A) Specific data and information take longer to find.
B) The analyst is more likely to suffer from severe information overload.
C) Data and information are now more relevant to the question at hand.
D) All competitors now have access to the same data and information.
E) There is now no such thing as secrecy in strategic planning.

Question 27

Identify and discuss the challenges involved in collecting environmental data and information. How can a marketing manager or analyst overcome these problems?

Question 28

The collection of strategic activities aimed at marketing an organization, its issues, and its ideals to potential stakeholders is referred to as __________. It typically involves marketing activities that are not directed to the end users of a firm's products.

A) external affairs
B) corporate affairs
C) public relations
D) stakeholder management
E) societal relations

Question 29

Which of the following is an example of collecting secondary information?​

A) ​Examining an annual report.
B) ​Surveying the organization's customers.
C) ​Conducting focus groups.
D) ​Directly observing consumers in the store.
E) ​Conducting experiments to measure cause-and-effect.

Question 30

Between now and 2050, __________ will account for a full 90 percent of the growth in the total U.S. population.

A) increasing birth rates
B) immigration from Canada
C) increasing life spans
D) declining death rates
E) minority population growth

Question 31

Which of the following statements describes a reason why noncustomers do not purchase a firm's products?

A) Noncustomers have low switching costs.
B) Noncustomers have too many options to choose from.
C) Excessive distribution makes the product undesirable for noncustomers.
D) Noncustomers do not know that the firm's product exists.
E) There is so much demand for the product that it is often out-of-stock.

Question 32

"Analysis alone is not a solution" is an important piece of advice to keep in mind during a situation analysis. What does this phrase mean? If analysis alone is not a solution, what other considerations are relevant during a situation analysis?

Question 33

Which of the following examples best describes an advance in backstage technology?

A) technology that allows consumers to carry portable music players in their pockets
B) advances in electronics that allow manufacturers to offer 3D television
C) the invention of satellite radio
D) the use of radio frequency identification (RFID) to control inventory and logistics
E) All of the above are examples of advances in backstage technology.

Question 34

What is perhaps the most important economic reality in the United States over the last 50 years?

A) Real GDP has declined dramatically since the end of World War II.
B) The middle class has been shrinking.
C) Those with higher income are greater than those in the middle or lower-income classes.
D) Our economy has shifted to become dominated by intangibles such as services and information.
E) Our economy is still suffering from the very high inflation rates of the 1970s.

Question 35

With respect to conducting a situation analysis, which of the following IS NOT one of the four important issues to keep in mind?

A) Analysis alone is not a solution.
B) Data are not the same as information.
C) All bits of data are relevant no matter how minor they may seem.
D) The benefits of analysis must outweigh the costs.
E) Conducting a situation analysis is a challenging exercise.

Question 36

As a form of __________ competition, bicycles can solve the same basic need as automobiles, albeit with a very different product.

A) regular
B) generic
C) brand
D) total budget
E) product

Question 37

Discuss the role of corporate affairs in the analysis of the external environment. What types of activities are conducted by corporate affairs specialists?

Question 38

Which of the following best describes the definition of data?​

A) ​A collection of numbers or facts that have the potential to provide information.
B) ​Information that is useful to decison makers.
C) ​An analysis of information that is used to improve decision making.
D) ​A synthesis of information that yields insights about the organization.
E) A variety of sources that are used for organizational planning purposes.

Question 39

Issues such as marketing's position and authority in a firm's hierarchy, the customer orientation of the firm, and the emphasis on short- or long-term planning are examples of which component of the internal environment?

A) resource availability
B) organizational structure
C) marketing objectives
D) marketing infrastructure
E) marketing strategy

Question 40

Which of the following is NOT a part of evaluating the internal environment?

A) ​A review of current objectives, strategy, and performance.
B) ​A review of the current availability of organizational resources.
C) ​A review of the organizational culture.
D) ​A review of the organizational structure.
E) ​A review of the competition.