Question 1

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

Accepted Answer

Sales force activities are considered an internal source of data in a marketing information system, as they pertain to the company's own operations and personnel.

Question 2

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

Accepted Answer

Marketing research involves gathering, recording, and analyzing data in order to solve a marketing problem or make a marketing decision. The other options listed are related to marketing, but do not involve the systematic process of gathering and analyzing data.

Question 3

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 store vast amounts of customer data that can be analyzed to trace buying behavior. This information can help marketers to better understand their target audience and make more informed decisions about their marketing strategy.

Question 4

Erica goes to a drugstore and purchases toothpaste. What type of purchase process did Erica most likely use?

Accepted Answer

Purchasing toothpaste is usually a low involvement product that doesn't require extensive research or consideration. Therefore, Erica most likely used routine response behavior, buying the same toothpaste she usually buys without much thought.

Question 5

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 is most likely to use marketing research in order to determine the popularity of its new soft drink before launching it nationwide. Marketing research involves gathering and analyzing data about consumer preferences, attitudes, and behaviors in order to inform business decisions. This would allow Coca-Cola to gather information specific to their new product and target market, which would be more effective than relying on its existing marketing information system or internal data. Additionally, external data may not be as relevant to Coca-Cola's specific product, and an employee survey would not necessarily provide data from the target market.

Question 6

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 crucial for marketing managers to understand in order to successfully predict consumer responses and develop effective marketing strategies. These factors include cultural, social, personal, and psychological influences on consumer behavior. Controllable and uncontrollable marketing forces, segmentation, and handling consumer complaints are also important considerations for marketing managers, but they are not as directly related to predicting consumer responses.

Question 7

In a marketing information system, data from internal sources include all of the following except

Accepted Answer

Data from internal sources do not include economic conditions, as those are external factors. The other options listed are all examples of data that may be collected from internal sources.

Question 8

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

Although evaluating the market performance of the cookware and making decisions about its acceptability are the end goals of IRI's research, it is not likely to be a step in the research process itself. The research process typically includes designing the research project, collecting data, interpreting the research data, and reporting data to the client.

Question 9

Buying behavior is divided into two categories including

Accepted Answer

The two categories of buying behavior are consumer buying behavior and business buying behavior. Consumer buying behavior refers to the actions and decisions of individuals and households when purchasing products, while business buying behavior refers to the actions and decisions of organizations when purchasing products and services for their operations. Therefore, the best choice is E ("consumer and business").

Question 10

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

Accepted Answer

Impulsively stopping persons on the street to inquire about their buying habits is not a reliable way to collect marketing research information as it could lead to biased or inaccurate responses. It is important to have a planned and structured approach to collecting data through recognized methods such as those listed in choices A, B, C, and D.

Question 11

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

Accepted Answer

Rene is studying how individuals purchase products for personal consumption, which falls under the category of consumer buying behavior.

Question 12

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 that uses Internet technologies to share company information or operations among employees. It is only accessible by authorized personnel and allows for secure communication within the organization. Turner Broadcasting Systems' use of internal web pages suggests an intranet network.

Question 13

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

Accepted Answer

Internal sources refer to the company's own data and information. Sales figures are one of the most important internal sources of data. This data helps management to assess the company's performance and identify trends in sales.

Question 14

If Susan Gonzalez, 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

At this stage, Susan is conducting a preliminary investigation. This involves collecting background information and insights from secondary sources and knowledgeable individuals to better understand the problem before defining research objectives or planning the research methodology.

Question 15

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 a low involvement purchase and therefore is more likely to be a routine response behavior.

Question 16

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

Accepted Answer

When a company collects external marketing data, it is gathering information about its current and potential customers. This can include demographics, buying habits, and preferences.

Answer: A, B, D, E 
 While external marketing data primarily focuses on customers, it can also include information on sales figures, sales force activities, product and marketing costs, and inventory levels. However, these factors are usually considered internal data sources.

Question 17

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

Accepted Answer

Kathryn is at the stage of interpreting information, which is the fifth stage of marketing research. The other stages are defining the problem, making a preliminary investigation, planning the research, and gathering factual information.

Question 18

A fairly recent technology-related tool that many companies use to solicit feedback from customers about the company's existing or upcoming products is

Accepted Answer

Social media is a relatively new tool that companies can use to solicit customer feedback on existing or upcoming products. Companies can use social media platforms such as Facebook, Twitter, and Instagram to engage with customers and get their opinions on products or services. This feedback can be used to improve existing products or develop new ones that better meet customer needs.

Question 19

General Mills is setting up a marketing information system to keep track of marketing trends. External sources of marketing data include all of the following except

Accepted Answer

The company's historical sales data is an internal source of marketing data, not an external one. External sources include suppliers, economic forecasts, customers, and competitors' activities.

Question 20

The two broad categories of buying behavior are ____ and ____.

Accepted Answer

The two broad categories of buying behavior are consumer and business. Consumer buying behavior involves purchasing goods and services for personal use, while business buying behavior involves purchasing goods and services for use in the production of other goods and services or for resale to others. Option A, psychological and social, refers to factors that influence consumer behavior, but not to the categories of buying behavior. Option B, consumer and person-specific, is not a common categorization of buying behavior. Option D, government and industrial, refers to specific markets rather than categories of buying behavior. Option E, consumer and reseller, implies that resellers are not also considered consumers, which is not true.

Quiz 12: Building Customer Relationships Through Effective Marketing