Question 1

A computer-based system for continually gathering internal and external information is called

Accepted Answer

A marketing information system (MIS) is a computer-based system that collects, stores, and analyzes data relevant to marketing decision making. It continually gathers information from internal sources (such as sales reports and customer databases) and external sources (such as market research and competitor analysis). This information is used to help marketers make more informed decisions about product development, pricing, distribution, and promotion.

Question 2

After reviewing a report showing that one of the company's competitors recently increased its market share by 10 percent, the president called a meeting and asked the marketers, "Is there anything we can do about this?" The marketers responded, "We can modify our marketing mix, but we cannot

Accepted Answer

The marketers can modify their own marketing mix, but they cannot control the marketing strategies of their competitors. Therefore, Option D is the correct answer. Options A, B, C, and E are not viable solutions as they are not related to the competition's market share increase.

Question 3

General Foods Corporation uses data such as sales figures, product and marketing costs, inventory levels, and activities of its sales force to make marketing decisions.The firm is using ____ data.

Accepted Answer

General Foods Corporation is using internal data, which is generated from within the organization, to make marketing decisions. This includes data on sales, costs, inventory levels, and sales force activities that are specific to the company. External data, on the other hand, comes from outside sources, such as market research firms or government agencies. Continual, government, and economic data do not accurately describe the type of data being used by General Foods Corporation.

Question 4

Influences on the external marketing environment that stem from actions of elected and appointed officials are called ____ forces.

Accepted Answer

Political forces refer to the influences on the external marketing environment that stem from actions of elected and appointed officials, such as laws, regulations, and policies that affect businesses and consumers.

Question 5

Due to a recession in the United States and abroad, ski resorts have suffered from a lack of guests during the peak season.These ski resorts have felt a direct impact from ____ forces.

Accepted Answer

The recession in the United States and abroad refers to economic forces, which have directly impacted ski resorts' businesses.

Question 6

Joseph Kuhn was trained as an engineer, but recently he has been assigned the marketing responsibility for his company.In his role as a marketer, he wants to know what marketing can and cannot control.You indicate that marketing cannot control

Accepted Answer

Consumers' social values are shaped by a variety of factors such as culture, family, peers, and personal experiences. These values are beyond the control of marketing efforts. While marketing can influence consumer behavior, it cannot control their underlying values and beliefs. The other options listed (price, color, sales promotion, distribution) are all elements that marketing can directly impact and control.

Question 7

The forces that make up the external marketing environment of a firm

Accepted Answer

The external marketing environment, which includes factors such as economic conditions, demographics, technology, and competition, are generally beyond the firm's control. While firms can attempt to anticipate and respond to changes in the external environment, they cannot directly control these forces.

Question 8

Greer, Inc.is developing a marketing information system to try to improve its marketing efforts.Internal sources of marketing data the company could incorporate in the MIS include all except which of the following?

Accepted Answer

Economic conditions are an external source of marketing data and therefore not an internal source of data that Greer, Inc. could incorporate in its MIS. The other options listed (sales forecasts, inventory levels, purchase requests, prices of products) are all internal sources of data that could be incorporated into the MIS.

Question 9

The effects of economic conditions on consumers' ability and willingness to buy would best be called ____ forces.

Accepted Answer

Economic forces refer to the impact of economic conditions, such as inflation, interest rates, and unemployment, on consumers' ability and willingness to buy. Therefore, the best choice would be D, economic forces.

Question 10

The amount of a product an organization expects to sell during a certain period of time, based on a specified level of marketing effort, is called a _____.

Accepted Answer

A sales forecast is a prediction of the amount of a product that an organization expects to sell during a certain time period, based on a specific level of marketing effort. This is a key component of a marketing plan and is used to guide decisions related to production, inventory, and resource allocation. The other options (A) marketing information system, (B) marketing mix, (D) product mix, and (E) market share are not accurate definitions of a sales forecast.

Question 11

A law requiring nutritional information on the outside packaging of food products is what type of force in the external marketing environment?

Accepted Answer

A law requiring nutritional information on the outside packaging of food products is a regulatory and legal force in the external marketing environment, as it is a mandate imposed by government regulations.

Question 12

Levi Strauss is unsure of what sales forecasting method to use in determining future demand for its 501 blue jeans.When choosing the specific forecasting method, Levi Strauss should consider all except which of the following?

Accepted Answer

Capital investment projects are not relevant to the sales forecasting method for determining future demand for 501 blue jeans. The other factors (costs involved, time span of the forecast, market characteristics, and experience of forecasters) are all important considerations when choosing a forecasting method.

Question 13

Chrysler Corporation is designing a new sports car but is unsure of future demand for the product.Since it will take at least four years to bring the car to market, Chrysler requires ____ sales estimates at introduction and ____ sales estimates to determine future marketing requirements.

Accepted Answer

For the introduction phase, medium-range sales estimates are needed to understand the initial market reception and production needs. Long-range sales estimates are necessary for planning future marketing, production, and development strategies as the product matures in the market.

Question 14

Which of the following is least likely to be a factor in developing a sales forecast?

Accepted Answer

The number of salespeople employed by the firm's major competitors is least likely to be a factor in developing a sales forecast as it is an external factor that is out of the control of the firm. Factors such as the geographic area in which the product is sold, last year's sales, entire product line, and expected level of marketing effort are more controllable internal factors that can have an impact on sales forecasts.

Question 15

In creating a marketing information system, management would collect data from internal sources such as

Accepted Answer

Internal sources refer to data that is available within the organization. Sales figures are a crucial source of internal data as they provide information about the products sold, the sales volume, and revenue generated by the organization. This information is essential in tracking the company's performance and making informed decisions about future marketing strategies.

Question 16

Leslie, the marketing manager of RLS Manufacturing, is evaluating factors that could affect sales of its line of golf bags over the next year.She can get all except which of the following from the marketing plan?

Accepted Answer

Production goals are more likely to be found in a manufacturing or operations plan rather than a marketing plan. The other options mentioned in the question (resource allocation plans, marketing objectives, advertising budget, and expected coupon redemption rates) are commonly included in marketing plans.

Question 17

Companies that manufacture typewriters found themselves in trouble quickly when personal computers and word processors became popular.These companies were most impacted by ____ forces.

Accepted Answer

The technological forces, specifically the rise of personal computers and word processors, were the main factor driving the decline of typewriter manufacturing companies.

Question 18

Internal and external data should be collected for a marketing information system _____.

Accepted Answer

Internal and external data should be collected continually for a marketing information system to stay up-to-date and relevant. Collecting data periodically or infrequently can lead to outdated information and ineffective decision-making. Similarly, collecting data only when needed or at the end of each month may not provide a comprehensive view of the market and its trends.

Question 19

The first stage in the development of a marketing plan is to

Accepted Answer

Before developing a marketing plan, it is important to assess the marketing environment, including factors such as competitors, market trends, and consumer behavior. This helps to identify opportunities and challenges that may impact the success of the marketing plan. Formulating a marketing objective or selecting a target market would come later in the planning process. Developing a new product is not necessarily the first step in a marketing plan, as it may require extensive research and development. Monitoring and evaluating the marketing program is important, but it is not the first stage in the development of a marketing plan.

Question 20

Hershey Chocolate Company is making an estimate of the amount of candy it expects to sell during the Christmas season based on a specified level of marketing effort.The method Hershey uses for forecasting sales includes all except which of the following?

Accepted Answer

Financial ratios are not typically used in forecasting sales. The other options (A, B, C, and D) are common methods used in sales forecasting.

Quiz 11: Building Customer Relationships Through Effective Marketing