Question 1

A major drawback to primary data gathering is its relevance to the specific problem at hand.

Accepted Answer

A) True 
 B)False  False

Question 2

Which of the following cultural values is not typically associated with American consumers?

Accepted Answer

A)  low tolerance for waiting 
B)  growing disconnect with government 
C)  greater focus on long-term goals 
D)  concern for the natural environment 
E)  less tolerance of smoking in public 
A)  low tolerance for waiting 
B)  growing disconnect with government 
C)  greater focus on long-term goals 
D)  concern for the natural environment 
E)  less tolerance of smoking in public C

Question 3

Most of the time, it is unrealistic to convert noncustomers into customers because they are already biased against the company or product.​

Accepted Answer

A) True 
 B)False  False

Question 4

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

Accepted Answer

A)  regular 
B)  generic 
C)  brand 
D)  total budget 
E)  product 
A)  regular 
B)  generic 
C)  brand 
D)  total budget 
E)  product

Question 5

Microsoft is interested in customers' perceptions of Windows 8, its new PC operating system. Since the research goal is rather specific, Microsoft should conduct its own __________ research by asking customers to complete an online questionnaire.

Accepted Answer

A)  secondary 
B)  primary 
C)  qualitative 
D)  observation 
E)  experimental 
A)  secondary 
B)  primary 
C)  qualitative 
D)  observation 
E)  experimental

Question 6

A SWOT analysis is one of the most effective tools to analyze and organize environmental data and information.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

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. 
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.

Question 8

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

During the analysis of the customer envi

Question 9

The sheer volume of available information on the economy, population, and business activities is the major strength of most __________ data sources.

Accepted Answer

A)  book and periodical 
B)  primary 
C)  commercial 
D)  internal 
E)  government 
A)  book and periodical 
B)  primary 
C)  commercial 
D)  internal 
E)  government

Question 10

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

Accepted Answer

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. 
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.

Question 11

Situational analysis is only valuable to the extent that it improves the quality of the resulting marketing plan.

Accepted Answer

A) True 
 B)False

Question 12

The competitive analysis should start by identifying current and potential competitors.​

Accepted Answer

A) True 
 B)False

Question 13

When a firm analyzes its objectives and performance, availability of resources, structural characteristics, and organizational culture, the firm is most likely examining its:

Accepted Answer

A)  internal environment. 
B)  external environment. 
C)  mission statement. 
D)  competitive strategy. 
E)  strategic environment. 
A)  internal environment. 
B)  external environment. 
C)  mission statement. 
D)  competitive strategy. 
E)  strategic environment.

Question 14

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

Accepted Answer

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. 
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.

Question 15

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?

Accepted Answer

A)  resource availability 
B)  organizational structure 
C)  marketing objectives 
D)  marketing infrastructure 
E)  marketing strategy 
A)  resource availability 
B)  organizational structure 
C)  marketing objectives 
D)  marketing infrastructure 
E)  marketing strategy

Question 16

If an organization does not understand its customers, what should it consider doing?

Accepted Answer

A)  ​Determine a competitive advantage. 
B)  ​Choose another target market. 
C)  ​Analyze the external environment. 
D)  ​Conduct primary research. 
E)  ​Conduct secondary research. 
A)  ​Determine a competitive advantage. 
B)  ​Choose another target market. 
C)  ​Analyze the external environment. 
D)  ​Conduct primary research. 
E)  ​Conduct secondary research.

Question 17

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?

Accepted Answer

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. 
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.

Question 18

A consumer wanted to purchase a new computer. However, she used the money to pay her rent instead. In this case, housing is what type of competitor?

Accepted Answer

A)  ​Product competitor 
B)  ​Total budget competitor 
C)  ​Market competitor 
D)  ​Generic competitor 
E)  ​Brand competitor 
A)  ​Product competitor 
B)  ​Total budget competitor 
C)  ​Market competitor 
D)  ​Generic competitor 
E)  ​Brand competitor

Question 19

What is the main purpose of the Sarbanes-Oxley Act of 2002?

Accepted Answer

A)  To increase the accuracy and reliability of corporate disclosures of financial information. 
B)  To ensure that CEOs are adequately compensated for the risks they face in terms of corporate governance. 
C)  To amend NAFTA to be more favorable to U.S. interests. 
D)  To limit the ability of drug companies to engage in direct-to-consumer advertising. 
E)  To limit the ability of the media to obtain confidential corporate information. 
A)  To increase the accuracy and reliability of corporate disclosures of financial information. 
B)  To ensure that CEOs are adequately compensated for the risks they face in terms of corporate governance. 
C)  To amend NAFTA to be more favorable to U.S. interests. 
D)  To limit the ability of drug companies to engage in direct-to-consumer advertising. 
E)  To limit the ability of the media to obtain confidential corporate information.

Question 20

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

Accepted Answer

Despite the best intentions, problems us

A major drawback to primary data gathering is its relevance to the specific problem at hand.

Which of the following cultural values is not typically associated with American consumers?

Most of the time, it is unrealistic to convert noncustomers into customers because they are already biased against the company or product.

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

Microsoft is interested in customers' perceptions of Windows 8, its new PC operating system. Since the research goal is rather specific, Microsoft should conduct its own __________ research by asking customers to complete an online questionnaire.

A SWOT analysis is one of the most effective tools to analyze and organize environmental data and information.

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

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

The sheer volume of available information on the economy, population, and business activities is the major strength of most __________ data sources.

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

Situational analysis is only valuable to the extent that it improves the quality of the resulting marketing plan.

The competitive analysis should start by identifying current and potential competitors.

When a firm analyzes its objectives and performance, availability of resources, structural characteristics, and organizational culture, the firm is most likely examining its:

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

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?

If an organization does not understand its customers, what should it consider doing?

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 consumer wanted to purchase a new computer. However, she used the money to pay her rent instead. In this case, housing is what type of competitor?

What is the main purpose of the Sarbanes-Oxley Act of 2002?

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

Marketing in Todays Economy

Strategic Marketing Planning

Developing Competitive Advantage and Strategic Focus

Customers, Segmentation, and Target Marketing

The Marketing Program

Branding and Positioning

Ethics and Social Responsibility in Marketing Strategy

Marketing Implementation and Control

Developing and Maintaining Long-Term Customer Relationships

Filters

Exam 3: Collecting and Analyzing Marketing Information

A major drawback to primary data gathering is its relevance to the specific problem at hand.

Which of the following cultural values is not typically associated with American consumers?

Most of the time, it is unrealistic to convert noncustomers into customers because they are already biased against the company or product.​

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

Microsoft is interested in customers' perceptions of Windows 8, its new PC operating system. Since the research goal is rather specific, Microsoft should conduct its own __________ research by asking customers to complete an online questionnaire.

A SWOT analysis is one of the most effective tools to analyze and organize environmental data and information.

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

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

The sheer volume of available information on the economy, population, and business activities is the major strength of most __________ data sources.

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

Situational analysis is only valuable to the extent that it improves the quality of the resulting marketing plan.

The competitive analysis should start by identifying current and potential competitors.​

When a firm analyzes its objectives and performance, availability of resources, structural characteristics, and organizational culture, the firm is most likely examining its:

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

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?

If an organization does not understand its customers, what should it consider doing?

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 consumer wanted to purchase a new computer. However, she used the money to pay her rent instead. In this case, housing is what type of competitor?

What is the main purpose of the Sarbanes-Oxley Act of 2002?

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

Marketing in Todays Economy

Strategic Marketing Planning

Developing Competitive Advantage and Strategic Focus

Customers, Segmentation, and Target Marketing

The Marketing Program

Branding and Positioning

Ethics and Social Responsibility in Marketing Strategy

Marketing Implementation and Control

Developing and Maintaining Long-Term Customer Relationships

Filters

Most of the time, it is unrealistic to convert noncustomers into customers because they are already biased against the company or product.

The competitive analysis should start by identifying current and potential competitors.

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