Question 1

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 B

Question 2

With respect to conducting a situation analysis. which of the following IS NOT one of the four important issues to keep in mind?

Accepted Answer

A)  Analysis alone is not a solution. 
B)  Data are not the same as information. 
C)  All bits of data are relevant no matter how minor they may seem. 
D)  The benefits of analysis must outweigh the costs. 
E)  Conducting a situation analysis is a challenging exercise. 
A)  Analysis alone is not a solution. 
B)  Data are not the same as information. 
C)  All bits of data are relevant no matter how minor they may seem. 
D)  The benefits of analysis must outweigh the costs. 
E)  Conducting a situation analysis is a challenging exercise. C

Question 3

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 B

Question 4

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

Question 5

Although internal data sources have a number of advantages. one of their biggest problems is:

Accepted Answer

A)  there are rarely enough internal data. 
B)  internal data are often not relevant to the marketing issue at hand. 
C)  internal data are expensive to collect. 
D)  internal data are often in a form that is not readily accessible. 
E)  internal data are typically biased. 
A)  there are rarely enough internal data. 
B)  internal data are often not relevant to the marketing issue at hand. 
C)  internal data are expensive to collect. 
D)  internal data are often in a form that is not readily accessible. 
E)  internal data are typically biased.

Question 6

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

Accepted Answer

A)  Noncustomers have low switching costs. 
B)  Noncustomers perceive that they have lower-priced alternatives. 
C)  Poor distribution makes the firm's product difficult to find. 
D)  Noncustomers do not know that the firm's product exists. 
E)  Noncustomers have a basic need that the firm's product does not fulfill. 
A)  Noncustomers have low switching costs. 
B)  Noncustomers perceive that they have lower-priced alternatives. 
C)  Poor distribution makes the firm's product difficult to find. 
D)  Noncustomers do not know that the firm's product exists. 
E)  Noncustomers have a basic need that the firm's product does not fulfill.

Question 7

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

Question 8

Which of the following examples best describes an advance in backstage technology?

Accepted Answer

A)  technology that allows consumers to carry portable music players in their pockets 
B)  advances in electronics that allow manufacturers to offer 3D television 
C)  the invention of satellite radio 
D)  the use of radio frequency identification (RFI
D)  to control inventory and logistics 
E)  All of the above are examples of advances in backstage technology. 
A)  technology that allows consumers to carry portable music players in their pockets 
B)  advances in electronics that allow manufacturers to offer 3D television 
C)  the invention of satellite radio 
D)  the use of radio frequency identification (RFI
D)  to control inventory and logistics 
E)  All of the above are examples of advances in backstage technology.

Question 9

In the 5W model of customer analysis. what is the primary emphasis of the "Why" question?

Accepted Answer

A)  Identifying the situational influences that affect the customer buying process. 
B)  Assessing how purchases vary across different distribution outlets. 
C)  Determining how the purchase and consumption of one product is related to other products. 
D)  Identifying the basic need-satisfying benefits provided by the firm's products. 
E)  Assessing how customers consume and dispose of products. 
A)  Identifying the situational influences that affect the customer buying process. 
B)  Assessing how purchases vary across different distribution outlets. 
C)  Determining how the purchase and consumption of one product is related to other products. 
D)  Identifying the basic need-satisfying benefits provided by the firm's products. 
E)  Assessing how customers consume and dispose of products.

Question 10

What is perhaps the most important economic reality in the United States over the last 50 years?

Accepted Answer

A)  Real GDP has declined dramatically since the end of World War II. 
B)  The middle class has been shrinking. 
C)  Virtually all U.S. citizens have become wealthier. 
D)  Our economy has shifted to become dominated by intangibles such as services and information. 
E)  Our economy is still suffering from the very high inflation rates of the 1970s. 
A)  Real GDP has declined dramatically since the end of World War II. 
B)  The middle class has been shrinking. 
C)  Virtually all U.S. citizens have become wealthier. 
D)  Our economy has shifted to become dominated by intangibles such as services and information. 
E)  Our economy is still suffering from the very high inflation rates of the 1970s.

Question 11

Issues such as marketing's position and authority in a firm's hierarchy. the overall market 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 12

In many buying situations. customers will buy one product because it complements another product. In these cases of __________ demand. the demand of one product depends on the demand of another product.

Accepted Answer

A)  linked 
B)  dependent 
C)  quasi- 
D)  conjoined 
E)  derived 
A)  linked 
B)  dependent 
C)  quasi- 
D)  conjoined 
E)  derived

Question 13

The collection of strategic activities aimed at marketing an organization. its issues. and its ideals to potential stakeholders is referred to as __________. It typically involves marketing activities that are not directed to the end users of a firm's products.

Accepted Answer

A)  external affairs 
B)  corporate affairs 
C)  public relations 
D)  stakeholder management 
E)  societal relations 
A)  external affairs 
B)  corporate affairs 
C)  public relations 
D)  stakeholder management 
E)  societal relations

Question 14

Discuss the role of corporate affairs in the analysis of the external environment. What types of activities are conducted by corporate affairs specialists?

Accepted Answer

The external environment encompasses a w

Question 15

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 16

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 17

In the competitive sports drink market. Gatorade pays very close attention to the activities of Powerade. a major __________ competitor that markets drinks that are similar in features and benefits.

Accepted Answer

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

Question 18

In the 5W model of customer analysis. what is the primary emphasis of the "What" question?

Accepted Answer

A)  Assessing how customers consume and dispose of products. 
B)  Determining the relevant characteristics that define markets. 
C)  Assessing how purchases vary across different distribution outlets. 
D)  Identifying the basic need-satisfying benefits provided by the firm's products. 
E)  Identifying the situational influences that affect the customer buying process. 
A)  Assessing how customers consume and dispose of products. 
B)  Determining the relevant characteristics that define markets. 
C)  Assessing how purchases vary across different distribution outlets. 
D)  Identifying the basic need-satisfying benefits provided by the firm's products. 
E)  Identifying the situational influences that affect the customer buying process.

Question 19

Compared to primary data. secondary data have the main advantage of:

Accepted Answer

A)  being up-to-date. 
B)  having greater relevance to a specific issue. 
C)  being both internally and externally focused. 
D)  being dramatically lower in cost. 
E)  being readily accessible in electronic format. 
A)  being up-to-date. 
B)  having greater relevance to a specific issue. 
C)  being both internally and externally focused. 
D)  being dramatically lower in cost. 
E)  being readily accessible in electronic format.

Question 20

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

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

With respect to conducting a situation analysis. which of the following IS NOT one of the four important issues to keep in mind?

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.

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

Although internal data sources have a number of advantages. one of their biggest problems is:

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

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

Which of the following examples best describes an advance in backstage technology?

In the 5W model of customer analysis. what is the primary emphasis of the "Why" question?

What is perhaps the most important economic reality in the United States over the last 50 years?

Issues such as marketing's position and authority in a firm's hierarchy. the overall market orientation of the firm. and the emphasis on short- or long-term planning are examples of which component of the internal environment?

In many buying situations. customers will buy one product because it complements another product. In these cases of __________ demand. the demand of one product depends on the demand of another product.

The collection of strategic activities aimed at marketing an organization. its issues. and its ideals to potential stakeholders is referred to as __________. It typically involves marketing activities that are not directed to the end users of a firm's products.

Discuss the role of corporate affairs in the analysis of the external environment. What types of activities are conducted by corporate affairs specialists?

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

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

In the competitive sports drink market. Gatorade pays very close attention to the activities of Powerade. a major __________ competitor that markets drinks that are similar in features and benefits.

In the 5W model of customer analysis. what is the primary emphasis of the "What" question?

Compared to primary data. secondary data have the main advantage of:

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

Marketing in Today's 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

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

With respect to conducting a situation analysis. which of the following IS NOT one of the four important issues to keep in mind?

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.

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

Although internal data sources have a number of advantages. one of their biggest problems is:

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

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

Which of the following examples best describes an advance in backstage technology?

In the 5W model of customer analysis. what is the primary emphasis of the "Why" question?

What is perhaps the most important economic reality in the United States over the last 50 years?

Issues such as marketing's position and authority in a firm's hierarchy. the overall market orientation of the firm. and the emphasis on short- or long-term planning are examples of which component of the internal environment?

In many buying situations. customers will buy one product because it complements another product. In these cases of __________ demand. the demand of one product depends on the demand of another product.

The collection of strategic activities aimed at marketing an organization. its issues. and its ideals to potential stakeholders is referred to as __________. It typically involves marketing activities that are not directed to the end users of a firm's products.

Discuss the role of corporate affairs in the analysis of the external environment. What types of activities are conducted by corporate affairs specialists?

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

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

In the competitive sports drink market. Gatorade pays very close attention to the activities of Powerade. a major __________ competitor that markets drinks that are similar in features and benefits.

In the 5W model of customer analysis. what is the primary emphasis of the "What" question?

Compared to primary data. secondary data have the main advantage of:

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

Marketing in Today's 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