Marketing - Information Management
A business has obtained quantitative data about a target market it wants to reach with a new product. What form of research did the business likely undergo to get this data?
a) Predictive research
b)Exploratory research
c)Causal research
d)Descriptive research
d)Descriptive research
Operations activities are most closely related to a business's
a)taxes
b)product
c)name
d)location
b)product
Graphics and design, size, safety, and environmental impact are all ethical considerations associated with
a)advertising campaigns.
b)press release schedules.
c)product packaging
d)product labeling
c)product packaging
What is an example of out-of-home media?
a) TV
b) Billboards
c) Magazines
d) Blogs
b) Billboards
A restaurant's reputation for providing excellent service can attract faithful customers
a)because of the lower prices.
b)away from the competition
c)during seasonal sales only
d)with advertised specials.
b)away from the competition
A marketing manager is seeking information about the company's three biggest competitors. What is an excellent source of information that may include such data as new products, sales and revenue goals, changes in the organization, and current hiring needs?
a)Local newspaper
b) Department of Commerce
c)Competitors' web sites
d)Better Business Bureau
c)Competitors' web sites
One of the primary goals of supply chain management is to
a)minimize overall value to the customer
b)gain a competitive advantage in the marketplace
c)set prices for products that maximize profits
d)control customer perceptions of a business
b)gain a competitive advantage in the marketplace
Which of the following is a decision a company might make during the decline stage of the product life cycle:
a)How to increase awareness of the product
b)Whether to change the product
c)How to fend off the competition
d)What production schedule to follow
b)Whether to change the product
Which of the following is an example of a public relations activity that involves communicating with an internal audience:
a)Distributing a press release
b)Holding a weekly press conference
c)Developing an employee newsletter
d)Making a donation to a charity
c)Developing an employee newsletter
Which of the following is a customer-relations factor that often keeps customers coming back to a business:
a) goodwill
b) low prices
c) location
d) credit terms
a) goodwill
Which of the following is an important question to ask when screening initial (raw) marketing data?
a) Is the information complete?
b)Does the information confirm our research hypothesis?
c) Was the coding of this information done correctly?
d)Why did survey respondents give the answers they did?
a) Is the information complete?
When making decisions about digital asset security, companies should prioritize their assets based on
a)their ability to afford ransoms to attackers
b)the potential impact on their reputation
c)the level of risk for customer information
d)their specific industry or sector
d)their specific industry or sector
Positioning shows where a product stands in relation to
a)government standards
b)marketers' expectations
c)its past performance
d)the competition
d)the competition
Which of the following is most likely to be a promotional objective:
a) persuasion
b) marketing
c) data collection
d) strategic planning
a) persuasion
Information about new or unusual uses for a product can often be obtained easily from
a) factory visits
b) inventors
c) customers
d) the product manual
c) customers
When marketing researchers code the various responses on a questionnaire, they are __________ to each answer.
a)computing a total score
b)tabulating a response
c)rating the agreement
d)assigning a numeric value
d)assigning a numeric value
Which of the following supply chain issues is primarily a result of globalization:
a) Members in a supply chain need to have a clear understanding of how the larger network operates.
b)Supply chain networks are much smaller and less complex than they were in previous eras.
c)Companies need to personalize products and packaging to appeal to multiple customer segments.
d)It is easier than ever for companies to differentiate their products from the competition.
c)Companies need to personalize products and packaging to appeal to multiple customer segments.
One reason why the planned obsolescence of certain products often is considered an ethical issue is because of the products' short life that has an effect on the
a)way that customers decide to use them.
b)natural resources that are needed to produce them.
c)cost of designing and developing them.
d)value of training employees to sell them
b)natural resources that are needed to produce them.
Which of the following are communication channels that businesses often use when engaging in the push promotion strategy:
a)Mass advertising and coupons
b)Mass advertising and trade shows
c)Trade advertising and pricing
d)Trade advertising and trade shows
d)Trade advertising and trade shows
Reaching closure is the phase in the selling process when salespeople often need to
a) identify customer reactions.
b) sell product benefits.
d) determine buying needs.
d) answer remaining objections.
d) answer remaining objections.
In which of the following situations is a call report a useful source of data:
a)When a sales appointment does not result in a sale
b)When a business has few customers
c)When the overall economy is declining
d)When a competitor releases a popular new product
a)When a sales appointment does not result in a sale
Employees should report noncompliance to the appropriate government agency when their employers fail to
a)develop communication procedures.
b)follow health and safety regulations
c)set reasonable business objectives
d)manage their sales and profits effectively
b)follow health and safety regulations
What synectics technique compares a problem with something else that is unrelated?
a)Arbitrary metaphors
b)Discretionary comparisons
c)Forced analogies
d)Deliberate allegories
c)Forced analogies
What is an example of a “black hat” search engine optimization (SEO) strategy?
a)Displaying a personal image when accessing password protected sites
b)Publishing web content to make money
c)Filling a web page with irrelevant key words
d)Pretending to be a trustworthy business to gain confidential information
c)Filling a web page with irrelevant key words
What type of law prevents salespeople from one company from interfering with their competition's activities?
a)Warranty liability
b)Unfair trade
c)Consumer credit
d)Product safety
b)Unfair trade