Question 1

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

Accepted Answer

The answer of In the competitive sports drink market, Gatorade...

Question 2

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.

Accepted Answer

The answer of Identify and discuss at least five reasons...

Question 3

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

Accepted Answer

The answer of Identify and explain each element of the...

Question 4

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.

Accepted Answer

The "Why" question in the 5W model of customer analysis focuses on understanding the underlying reasons for a customer's purchase, specifically identifying the basic need-satisfying benefits that the firm's products offer to meet those needs.

Question 5

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.

Accepted Answer

The answer of In the 5W model of customer analysis,...

Question 6

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.

Accepted Answer

The Internet has vastly increased the amount of data and information available, leading to potential information overload for analysts trying to sift through vast resources to find relevant data.

Question 7

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

Accepted Answer

The answer of Identify and discuss the challenges involved in...

Question 8

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

Accepted Answer

Corporate affairs involve strategic activities aimed at marketing an organization, its issues, and its ideals to potential stakeholders, rather than directly to end users.

Question 9

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.

Accepted Answer

Examining an annual report is an example of collecting secondary information because it involves analyzing data that has already been gathered and published, rather than collecting new, original data.

Question 10

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

Accepted Answer

The primary driver of population growth in the United States between now and 2050 is expected to be the growth of the minority population. This includes both natural increase (births minus deaths) within minority communities and immigration from countries other than Canada. Increasing birth rates, increasing life spans, and declining death rates may contribute to overall population growth, but the growth of the minority population is projected to be the most significant factor, accounting for 90 percent of the total increase.

Question 11

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.

Accepted Answer

Noncustomers may not purchase a firm's products simply because they are unaware of the product's existence. This lack of awareness prevents them from considering the product as an option.

Question 12

"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?

Accepted Answer

The answer of "Analysis alone is not a solution" is...

Question 13

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.

Accepted Answer

The use of radio frequency identification (RFID) to control inventory and logistics is an example of backstage technology because it operates behind the scenes to improve efficiency and management in businesses, rather than being a consumer-facing technology.

Question 14

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.

Accepted Answer

The US economy has shifted from being dominated by tangible goods to being dominated by intangible services and information.

Question 15

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.

Accepted Answer

C is incorrect because not all bits of data are relevant in a situation analysis. It's important to discern which data are meaningful and contribute to understanding the situation, rather than assuming all data, regardless of its relevance or quality, is necessary for analysis.

Question 16

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

Accepted Answer

Generic competition refers to the competition between products that can fulfill the same need or desire, even if they are different types of products, such as bicycles and automobiles for transportation.

Question 17

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

Accepted Answer

The answer of Discuss the role of corporate affairs in...

Question 18

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.

Accepted Answer

Data refers to a collection of numbers or facts that can be used to generate information, not necessarily the information, analysis, or synthesis itself.

Question 19

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

Accepted Answer

These issues relate to the organizational structure, as they involve the hierarchy, orientation, and planning emphasis within a firm, all of which are aspects of how an organization is structured and operates internally.

Question 20

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.

Accepted Answer

Reviewing the competition is part of evaluating the external environment, not the internal environment. The internal environment focuses on factors within the organization itself, such as objectives, resources, culture, and structure.

Quiz 3: Collecting and Analyzing Marketing Information

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.

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.

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

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

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

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?

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

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.

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

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

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

"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?

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

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

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

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

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

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

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?

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

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

Which of the following best describes the definition of data?