Lions
Why is it important for marketing research to be objective?
So that the data gathered are not influenced by researchers’ opinions, So that researchers can express their own opinions, So that researchers can guide consumer’s responses, So that the data gathered can be analyzed using statistical software
So that researches can guide consumer’s responses
A business that publishes marketing information but ignores pertinent data and misuses statistics often compromises its:
Availability, Confidentiality, Elasticity, Credibility
Credibility
An individual returns a marketing research survey that contains unanswered questions. This is an example of a(n):
Mathematical miscalculation, Interviewer oversight, Non-response error, Rating Mistake
Non-response error
A business has reduced the markup on a product that has passed from the introductory stage to the growth stage. Which of the following is the most likely reason for reducing the markup percentage:
The lower markup will increase sales volume for the product, The business wants to increase its services to customers, The product is exclusive, with no direct competition, The business wants to cover the costs of handling and storage
The lower markup will increase sales volume for the product
Warwick is Rhode Island's second largest city. What is the first?
Providence
Anthony is a marketing intern for a local restaurant. One of his projects involved creating a social media campaign targeted at young professionals. Now that the campaign has been running for several weeks, Anthony’s boss wants to know how effective the campaign has been in increasing interest in the restaurant. Which of the following techniques would best measure customer ‘buzz” about the restaurant:
Asking customers in the restaurant what they think about the social media campaign, Using social media analytics and monitoring online review sites, Conducting a focus group with young professionals in the area, Sending surveys to a group of young professionals who frequent the restaurant
Using social media analytics and monitoring online review sites
Customers are more likely to spend a lot of time evaluating several options before buying a product when:
The need is immediate, The product is perishable, The product is expensive, Brand insistence is a factor
The product is expensive
Researchers are conducting focus groups as part of their current marketing-research project. The results of these focus groups are examples of:
Relevant variables, Primary data, Secondary data, Units of analysis
Primary data
When Aaron tells a customer on the phone that he has a product in stock, he’s sure to double check that the product will really be there when the customer comes in to buy it. What employee action does this illustrate?
Keeping promises to customers, Tailoring communication to the target market, Having thorough knowledge of operating procedures, Following up and resolving complaints/problems
Keeping promises to customers
Rhode Island has how many state beaches?
8
These are Charlestown Breachway, East Beach (Charlestown), East Matunuck (South Kingstown), Misquamicut (Westerly), Roger Wheeler, Scarborough North, Scarborough South, and Salty Brine (Narragansett).
Business can retrieve external marketing data by accessing:
Computer-generated sales reports, Web-based information services, Accounts receivable records, Inventory management records
Web-based information services
In which of the following situations are business competitors involved in price fixing:
Selling items below cost, Agreeing to offer the same discounts, Pressuring customers to buy, Charging different prices for the same items
Agreeing to offer the same discounts
A company wants to know why sales of a certain product are not growing. Its purpose in conducting marketing research is to:
Explain, Monitor, Test hypotheses, Predict
Monitor
The part of a print advertisement that sells the products benefits to the consumer and arouses the desire to purchase is the:
Copy, Logotype, Signature, White space
Logotype
How many more days of school after today, in the CTC?
(Days you are in school!)
10 days
Which of the following is an example of a public-relations activity that involves communicating with an external audience:
Making a donation to a charity, Holding a weekly press conference, Distributing a press release, Developing an employee newsletter
Holding a weekly press conference
Which of the following is an advantage to businesses of using direct mail to promote a product:
Predictable delivery times, Low production costs, Massive audience appeal, Selection of recipients
Massive audience appeal
The part of a print advertisement that is often noticed first by readers is the:
Illustration, Business identification, White space, Copy
Illustration
Which of the following is an activity that is performed by a business’s public-relations department?
Selecting graphics for broadcast advertisements, Researching and developing product prototypes, Developing job descriptions for employees, Coordinating speaking engagements for employees
Coordinating speaking engagements for employees
The New Schools Construction Project will break ground in the Spring of 2025. The new buildings will be complete for the start of what school year?
The new buildings will be complete for the start of the 2027/2028 school year.
Which of the following is one way that businesses use marketing information:
To predict change, To analyze data, To develop surveys, To conduct research
To conduct research
A business that is found guilty of deceptive advertising is often required to place ________ advertising:
Affirmative, Comparative, Informative, Corrective
Corrective
What is an important purpose of promotional advertising?
To replace visual merchandising, To create goodwill, To improve business image, To stimulate sales
To stimulate sales
Which of the following is a tactic that some businesses use that might be considered predatory pricing:
Lowering prices to drive-out competitors, Meeting with competitors to agree on prices, Developing complex pricing structures, Offering discounts on some items to attract customers
Lowering prices to drive-out competitors
When is Mrs. Bowen's last day of school?
Wednesday, June 18th.