Question 1

Roger's car battery dies while he is on his way to an important meeting.Which step is Roger at in the consumer buying process?

Accepted Answer

Roger is recognizing the problem, which in this case is his car battery dying while he is on his way to an important meeting.

Question 2

Coca-Cola wants to determine how popular its new soft drink will be before launching it nationwide.What will Coca-Cola most likely use?

Accepted Answer

Coca-Cola will most likely use marketing research to gather information on the potential popularity of their new soft drink before launching it nationwide. This may include surveys or focus groups with potential customers to gauge their interest and preferences for the product.

Question 3

All of the following except which are ways to collect useful marketing research information?

Accepted Answer

Impulsively stopping persons on the street to inquire about their buying habits is not a reliable or professional way to collect marketing research information. All of the other options (sending questionnaires by mail, conducting telephone polls, conducting personal interviews, buying from commercial or governmental data sources) are valid and commonly used methods for gathering marketing research information.

Question 4

Which of the following is not a step in the consumer buying decision process?

Accepted Answer

Telling other people about the product is not a step in the consumer buying decision process, as it pertains to post-purchase behavior and word-of-mouth communication. The steps in the consumer buying decision process are: acknowledging a problem or need, looking for information, evaluating alternatives, making a purchase decision, and evaluating after the purchase.

Question 5

Marketing managers are better able to predict consumer responses to marketing strategies and to develop a satisfying marketing mix if they are aware of the factors that

Accepted Answer

Factors that affect buying behavior are key to predicting consumer responses to marketing strategies and developing a satisfying marketing mix. Factors such as cultural, social, personal, and psychological influences can all impact consumer behavior and must be taken into account by marketing managers. Controllable and uncontrollable marketing forces, market segmentation, and handling consumer complaints are important factors to consider, but they are not directly related to predicting consumer responses to marketing strategies.

Question 6

Turner Broadcasting Systems uses internal Web pages that all employees can access in order to share information and improve communication.This is a(n) _____.

Accepted Answer

An intranet is a private network used by a company or organization to facilitate internal communication and information sharing. It is only accessible to employees with authorized access.

Question 7

Jim Wilson is trying out for his high school varsity basketball team.Jim feels he needs an extra advantage to ensure that he makes the team, so he goes to Foot Locker.Once at the store, he chooses the best looking and most expensive shoes the store carries.Jim's buying process is influenced most by ____ factors.

Accepted Answer

Jim's decision to choose the best looking and most expensive shoes shows that he is influenced by psychological factors such as his perception of the importance of the shoes in giving him an extra advantage, his motivation to make the team, and his attitudes towards expensive products as a signal of quality. Other factors such as socioeconomic, social, situational, and aesthetic might play a role, but they are not as relevant to the specific buying decision made by Jim.

Question 8

When a company collects external marketing data, it looks at information about

Accepted Answer

External marketing data refers to information collected from sources outside of the company, such as the market, industry, and competitors. Therefore, the most relevant information to collect would be about the company's customers, such as demographics, preferences, behaviors, and opinions. This information can be used to develop targeted marketing campaigns, improve product offerings, and enhance customer experiences. Sales figures, sales force activities, product and marketing costs, and inventory levels are internal data that provide insights into the company's performance and operations but do not necessarily reflect the external market conditions and trends.

Question 9

If Susan Sharpe, vice president of marketing, is at the stage in her market research where she is gathering information about the problem from published data and from people who have experience with the problem, she is at which stage?

Accepted Answer

Susan is at the stage of making a preliminary investigation, which involves gathering information from existing sources and individuals with experience related to the problem.

Question 10

In a marketing information system, data from external sources include all except which of the following?

Accepted Answer

Sales force activities are considered internal data as they originate from within the firm.

Question 11

Lynn walks into a local convenience store to buy chewing gum.She more than likely will employ ____ in deciding to make that purchase.

Accepted Answer

Buying chewing gum is usually a habitual purchase and does not require much thought. Lynn is more likely to use routine response behavior in deciding to make the purchase.

Question 12

Lisa is a high school student.All of her friends buy their jeans from Express, so she decides to buy Express jeans even though Levi's fit her better.Lisa's purchasing decision is most influenced by ____ factors.

Accepted Answer

Lisa's decision to buy Express jeans even though Levi's fit her better is influenced by her social factors, specifically the influence of her friends who all buy their jeans from Express.

Question 13

The process of systematically gathering, recording, and analyzing data concerning a particular marketing problem is called _____.

Accepted Answer

Marketing research is the process of gathering, recording, and analyzing data concerning a particular marketing problem. Target marketing is the process of identifying and focusing on specific customer segments. Marketing segmentation involves dividing a larger market into smaller groups of consumers with similar needs or characteristics. Market sampling is the process of selecting a representative group of consumers to participate in a marketing research study. Decision research is a type of marketing research that focuses on decision-making processes.

Question 14

The use of databases, electronic bulletin boards, online information services, and the Internet can assist marketers in

Accepted Answer

Databases, electronic bulletin boards, online information services, and the Internet can provide valuable information about customers' buying behavior, such as what products they purchase, how often they purchase, and what factors influence their purchasing decisions. This information can help marketers better understand their target audience and tailor their marketing strategies accordingly.

Question 15

IRI, a marketing research firm, has been contracted by T-Fal to evaluate the market performance of a new line of cookware.Which of the following is not likely to be a step in IRI's research process?

Accepted Answer

IRI's role is to provide research data to T-Fal, and they may assist in interpreting the data, designing the research project, collecting data, and reporting data to T-Fal. However, they are not responsible for making decisions about whether or not the cookware's market performance is acceptable; that is the responsibility of T-Fal executives.

Question 16

On the way to work, Jill Lindquist realized her car was overheating, so she immediately pulled into a service station to have the problem fixed.Jill's buying process for the car repair was influenced by _____.

Accepted Answer

Jill's decision to have her car repaired was influenced by the situational factor of her car overheating, which prompted her to seek out a solution immediately.

Question 17

Kathryn, a marketing researcher, is currently analyzing the information collected and is determining what possible opportunities it has for management.At which stage of marketing research is she?

Accepted Answer

When Kathryn is analyzing the information collected and determining what possible opportunities it has for management, she is at the stage of interpreting information in marketing research.

Question 18

Buying behavior is divided into two categories including

Accepted Answer

The two categories of buying behavior are consumer (discretionary) and business (non-discretionary). Option A is incorrect because disposable income is not a category of buying behavior. Option B is incorrect because personal and professional buying behavior overlap and are not distinct categories. Option C is incorrect because physical and virtual buying behavior are not mutually exclusive and are more related to channels of distribution. Option D is incorrect because internal and external refer to the factors influencing buying behavior, not the categories of buying behavior.

Question 19

Leslie studies how individuals go about purchasing products for their personal consumption and what factors influence these decisions.Leslie studies _____.

Accepted Answer

Leslie's study of how individuals purchase products for personal consumption and what factors influence their decisions aligns with the topic of consumer buying behavior.

Question 20

Stephen Murdock realizes that he needs a new car, so he has read through Consumer Reports and has visited selected dealerships to gather more information.According to the steps involved in a purchase decision, he is ready to

Accepted Answer

The answer of Stephen Murdock realizes that he needs a...

Quiz 11: Building Customer Relationships Through Effective Marketing