Question 1

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 or professional way of collecting marketing research information. It can be intrusive and biased, and the sample size may not be representative of the target audience. The other options mentioned, such as sending questionnaires, conducting telephone polls, conducting personal interviews, and buying data from commercial or governmental sources, are established and effective means of collecting useful marketing research information.

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 mentioned that they cannot control the marketing strategies of their competitors, so option D is the only choice that is not possible for them to do. They can modify their marketing mix, introduce new products for their market, lower their prices (if feasible), sell door to door, or create better ads to increase their own market share.

Question 3

If Carolyn Smith purchases office supplies for her home office from which she operates her insurance business, she is a member of which type of market?

Accepted Answer

Carolyn Smith is purchasing office supplies for her home office from which she operates her insurance business, indicating that the purchase is for business purposes rather than personal use. This places her in the business-to-business (B2B) market, as the transaction is between two businesses: Carolyn's insurance business and the supplier of office supplies.

Question 4

When Food Lion grocery stores offer milk and eggs at all of its locations, it is providing customers with ____ utility.

Accepted Answer

Place utility refers to providing goods or services at a location convenient for customers. Food Lion offering milk and eggs at all of its locations is an example of place utility.

Question 5

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

Accepted Answer

Collecting both internal and external data should be a continuous process to ensure that the marketing information system is up-to-date and provides timely and accurate information for decision-making. Collecting data periodically or infrequently may result in outdated or irrelevant information. Collecting data only when needed may lead to a reactive rather than proactive approach to marketing decisions. Collecting data at the end of each month may not be frequent enough to keep up with rapidly changing market conditions.

Question 6

Rufus opened a fast-food restaurant on the corner of First and Main Streets in a small town. He named the restaurant The Hamburger Place. He offered one type of hamburger (a juicy homemade hamburger), for which he designed a marketing mix for the entire hamburger-eater market in town. What approach did he use in choosing a target market?

Accepted Answer

Rufus targeted the entire hamburger-eater market in town without distinguishing between different segments within that market. This approach is known as undifferentiated marketing, where a single marketing mix is designed to appeal to the broadest number of potential customers.

Question 7

Burlington Coat Factory manufactures its winter jackets in April but does not display them in its stores until early September. Burlington recognizes the importance of ____ utility.

Accepted Answer

Burlington recognizes the importance of time utility because they are producing the jackets in advance of the winter season and holding them until the appropriate time to display them in stores.

Question 8

JCPenney combines the inputs of buyer surveys, time-series analyses, correlation analyses, executive judgments, and market tests to develop a tool for predicting sales for the Christmas season. This tool would be termed a

Accepted Answer

The tool developed by JCPenney using various inputs to predict sales for the Christmas season is called a sales forecast. The other options such as market analysis, market outlook, budget analysis, and purchase plan do not accurately describe the specific tool developed by JCPenney.

Question 9

Which of the following indicates a customer orientation?

Accepted Answer

Developing products that fulfill customers' needs is an indicator of a customer orientation. It shows that the business is focused on understanding and meeting the needs of their customers. The other options (increasing advertising, taking orders from customers, distributing goods to customers, and intensifying sales techniques) do not necessarily reflect a focus on understanding and meeting customer needs.

Question 10

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 of the following from the marketing plan except

Accepted Answer

Production goals are not directly related to marketing and would be found in the operations or manufacturing plan, not the marketing plan.

Question 11

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 at Foot Locker indicates that his buying process was influenced by psychological factors, such as motivation, perception, attitudes, and learning. He may have a high need for achievement and believes that having expensive and stylish shoes will boost his confidence and performance on the basketball court.

Question 12

Topps, a company that produces baseball cards, develops its products to appeal primarily to males who are baseball fans. This group is Topps's

Accepted Answer

Topps has identified a specific group of consumers to target with their baseball cards, which is male baseball fans. This group is their target market.

Question 13

Kim Nguyen's monthly net income from all sources less Social Security taxes is $3,000. This income is called ____ income.

Accepted Answer

The answer of Kim Nguyen's monthly net income from all...

Question 14

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 introduction of personal computers and word processors represents a technological force that caused companies who manufactured typewriters to become obsolete.

Question 15

Markets are classified as either

Accepted Answer

Markets can be classified as either consumer markets, in which goods and services are sold directly to individuals for personal consumption, or business-to-business markets, in which goods and services are sold to other businesses for use in their operations. This is the most common and widely accepted classification system for markets.

Question 16

A plan that will enable an organization to make the best use of its resources to meet its objectives is called a

Accepted Answer

A marketing strategy is a comprehensive plan that outlines an organization's overall approach to using its resources, including financial, human, and technological, to meet its specific marketing objectives. This plan takes into account various factors such as the target market, competition, product positioning, pricing, and distribution channels, and helps the organization to allocate its resources accordingly. In short, a marketing strategy enables an organization to make the best use of its resources to achieve its marketing goals. The other options listed are specific components or tactics that can be included within a marketing strategy but do not encompass the overall plan.

Question 17

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 is a clear indication of economic forces impacting the ski resorts. These forces have led to a lack of guests during the peak season, directly affecting the business operations of the ski resorts.

Question 18

AST Computers purchases most of its parts from several suppliers and then assembles products based on customer specifications. The company's hard drive supplier's contract will expire soon and AST intends to shop around for a new supplier. The purchasing process could involve all of the following except

Accepted Answer

The answer of AST Computers purchases most of its parts...

Question 19

When Target decides the number and locations of warehouses it needs to build and operate, it is addressing the ____ element of the marketing mix.

Accepted Answer

Distribution refers to the methods and channels used by a company to deliver its products to customers. The number and locations of warehouses are a key component of a company's distribution strategy, as they determine how quickly and efficiently products can be delivered to stores and customers. Therefore, Target is addressing the distribution element of the marketing mix.

Question 20

​A(n) ___ used by large companies permits employees to access internal data and facilitate communication among departments.

Accepted Answer

An intranet is a private computer network that allows employees to access internal information and resources within a company. It facilitates communication and collaboration among different departments and is commonly used by large organizations. The internet, blog, and Facebook page are not specific to internal use within a company.

Quiz 11: Building Customer Relationships Through Effective Marketing