Deck 4: Collecting and Analyzing Marketing Information

Question 1

Which of the following examples best describes an advance 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 (RFID) to control inventory and logistics
E) All of the above are examples of advances in backstage technology.

Answer 1

D

Question 2

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

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.

Answer 2

D

Question 3

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

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

Answer 3

B

Question 4

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.

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

Question 5

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

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 6

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

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

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

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 8

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

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 9

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

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 10

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

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.

Question 11

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

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

Question 12

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?

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

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:

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

Question 14

The growth of the Internet has changed the way that situation analysis is conducted in today's business environment. In terms on situation analysis, which of the following is the most drastic change caused by the Internet?

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 15

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

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 16

Between now and 2050, _____ will account for a full 90 percent of the growth in the total U.S. population.

A) increasing birth rates
B) immigration from Canada
C) increasing life spans
D) declining death rates
E) minority population growth

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.

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

Question 18

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.

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

Question 19

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

A) low tolerance for waiting
B) less focus on "me-oriented" values
C) greater focus on long-term goals
D) concern for the natural environment
E) less tolerance of smoking in public

Question 20

Microsoft is interested in customers' perceptions of Windows 7, 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) secondary
B) primary
C) qualitative
D) observation
E) experimental

Question 21

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

Question 22

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

Question 23

"Analysis alone is not a solution" is an important piece of advice to keep in mind during a situation analysis. What does this phrase mean? If analysis alone is not a solution, what other considerations are relevant during a situation analysis?

Question 24

Identify and discuss at least five reasons why potential customers do not purchase a firm's goods or services. For each reason, discuss ways that the firm can overcome the resistance of noncustomers.

Question 25

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