Systems/Securities
Managers at an Internet service provider want access to a continual flow of information about their market that is available whenever they need it. These managers need
A) a marketing information system.
B) an intranet.
C) a data warehouse.
D) a customer relationship management system.
E) Big Data
A) a marketing information system.
In the five-step marketing research process, what happens after data is obtained?
interpreting the data
Which statement explains why marketers use focus groups to conduct research?
Multiple Choice
A) People may not feel free to express their honest thoughts in groups.
B) Some individuals may dominate group discussion.
C) Focus groups can stimulate thinking and get immediate reactions.
D) The results cannot be measured objectively.
E) Conclusions reached from a session usually vary depending on the viewpoint of the researcher.
C) Focus groups can stimulate thinking and get immediate reactions.
Marketing manager Charlotte Mason accessed her marketing information system, where she learned who was buying her product and where. She was looking at
A) raw data.
B) information.
C) a marketing model.
D) big insights.
E) a knowledge network.
B) information.
For which market segment would widespread distribution not be as important?
Loyalists
Data security is particularly important to marketing managers because
Multiple Choice
A) a data breach can severely damage a firm’s reputation.
B) they are the protectors of customers’ personal data within a firm.
C) big data and its protection are primarily marketing functions.
D) it may compromise the information in an MIS.
E) it can affect marketing research results and lead to poor decisions.
A) a data breach can severely damage a firm’s reputation.
Isaiah, a marketing manager, performs Internet searches and customer surveys to develop and analyze new information about a market his company is planning to enter. What procedure is Isaiah following in order to get the desired information?
A) marketing research
B) marketing information system
C) frequency monitoring program
D) marketing plan
E) management information system
A) marketing research
Mike was an online marketing research specialist. When companies hired him to generate data for them, he had many resources, including Facebook, Snapchat, Twitter, and Google. Which of the four Vs did Mike use to his advantage?
Variety
Setting up a marketing information system can be valuable to marketing managers because
A) most companies have a great deal of useful information, but it often isn’t available or accessible when the manager needs it.
B) most market-oriented companies only need a certain type of information once or twice.
C) marketing research data is rarely as accurate as data from a marketing information system.
D) market-oriented managers can always use more data.
E) a company that can’t afford marketing research should at least have a marketing information system.
A) most companies have a great deal of useful information, but it often isn’t available or accessible when the manager needs it.
Which statement about trademarks is true?
A) Trademarks must always be registered in their home country only.
B) In the U.S., common law does not protect the rights of owners of brand names and trademarks.
C) The Lanham Act requires that all trademarks be registered.
D) Registering under the Lanham Act may protect a trademark used in foreign markets.
E) Once a product is trademarked, it cannot become public property.
D) Registering under the Lanham Act may protect a trademark used in foreign markets.
A graphic diagram that tells the story of a customer’s experience in the buying process, from need awareness through to the post-purchase relationship, is called
Customer Journey Map
The percent of people contacted in a survey who complete a questionnaire is the _______ rate.
Response Rate
What is usually the most expensive way to collect data from consumers?
Personal Interviews
Which statement is most consistent with the marketing research process?
A) “We know that time is always short, so as soon as we define the problem we get on with our data collection.”
B) “We pay a lot for marketing research experts so our managers don’t waste time trying to figure out how projects should be conducted.”
C) “We always use mail surveys so that we won’t have to worry about nonresponse problems.”
D) “Often all we need to solve our problems is secondary data.”
E) “We only use primary data because secondary data is irrelevant.
D) “Often all we need to solve our problems is secondary data.”
When digital books became popular, publishers discovered that people in some developing countries were printing the digital books and selling them as bound books without paying the publisher. This is
A) Forgery
B) Plagiarism
C) Counterfeiting
Counterfeiting
Janelle, a marketing manager for a retail grocery chain, used a computer program that gave her ready access to information about product availability and customer buying. The program helped her immediately set prices for bananas and cherries. This type of computer program is most likely
Decision Support System
What is the significance of a research proposal in the marketing research process?
A) It develops and analyzes new information about a market.
B) It specifies what information will be obtained and how.
C) It is an informal study of what information is already available in the problem area.
D) It seeks in-depth, open-ended responses, not yes or no answers.
E) It provides results in a typical database format for standard website search engines to use.
B) It specifies what information will be obtained and how.
Two similar groups of consumers are shown different magazines that include the same ad; and then each consumer is asked questions about the advertised product. This is most likely an example of
Experimental Method
What is a result of using online focus groups in marketing research?
A) People may not feel free to express their honest thoughts in groups.
B) The results of the research can be measured objectively.
C) Domination of the group by an aggressive individual is less likely to happen.
D) The participants are always the representative of the broader target market.
E) The conclusions reached through a session do not vary depending on who watches it.
C) Domination of the group by an aggressive individual is less likely to happen.
If a consumer product is used regularly and usually bought frequently and routinely with little thought (although branding may be important), the product is a
Staple Product
Jacques, who lives in France, accesses a website for a U.S. clothing company while he is in South Africa. Under the GDPR, what is the obligation of the U.S. company?
A) to protect every website users’ privacy, no matter where they live.
B) to protect the privacy of EU citizens, no matter where they access a website.
C) to make the website available for access, no matter where it is accessed from.
D) to protect the data of all U.S. citizens, whether they are a customer or not.
E) A U.S. company has no obligation to protect the data of a French citizen.
B) to protect the privacy of EU citizens, no matter where they access a website.
What is a disadvantage of quantitative research (compared to qualitative research)
A) It is harder to get in-depth answers.
B) The conclusions are likely to vary more from analyst to analyst.
C) The results are harder to summarize.
D) It is not as fast for respondents.
E) It requires a lot of judgment from the researcher.
A) It is harder to get in-depth answers.
The researchers at Hobson Printing and Packaging are creating a survey to determine how existing customers feel about its services. What might Hobson do to ensure that the survey will have validity?
A) Conduct a pretest to evaluate the quality of the questions.
B) Hire a professional market researcher to administer the survey.
D) Make sure the questions are open-ended.
C) Observe the respondents as they complete the survey.
E) Ask the respondents to agree to share the results of the survey
A) Conduct a pretest to evaluate the quality of the questions.
What is marketing?
A) Boring
B) Lit
C) Cramping my style
D) the activity or business of promoting and selling products or services, including market research and advertising.
C) Cramping my style
As Elias was strolling through Costco on a Saturday morning, he tried the samples that were offered throughout the store. When he tasted the Rana Beef and Short Rib Lasagna, he decided to buy it even though he wasn’t looking for dinner and had never bought a Rana product before. The lasagna is a(n)
As Elias was strolling through Costco on a Saturday morning, he tried the samples that were offered throughout the store. When he tasted the Rana Beef and Short Rib Lasagna, he decided to buy it even though he wasn’t looking for dinner and had never bought a Rana product before. The lasagna is a(n)
A) staple.
B) unsought product.
C) heterogeneous shopping product.
D) emergency product.
E) homogeneous shopping product.
B) unsought product.