Free Test Bank for Marketing Research 2nd Asia Pacific Edition by Zikmund Mutiple Choice Questions The systematic and objective process of generating information to improve marketing decisions is the essence of: A.marketing research B.applied research C.basic research D.subjective research When Harley-Davidson determines that their typical motorcycle owner has a household income over $50 000, is male, and is about 38 years old, what type of study is this? A.market segmentation study B.product research study C.performance-monitoring study D.distribution research study A company manager is facing declining sales but doesn’t know why Which type of research design would you recommend to address this problem? A.exploratory research B.descriptive research C.causal research D.secondary research Asking consumers what they think about a possible brand name for a new product is an example of which type of research? A.pricing research B.promotion research C.product research D.distribution research When Coles supermarket is attempting to decide where to locate its regional warehouses in order to minimise travel time to its stores, which type of research is this an example of? A.distribution research B.pricing research C.promotion research D.product research When McDonald's studies traffic patterns and population density patterns in order to select sites for future restaurants, this is an example of which type of research? A.pricing research B.distribution research C.promotion research D.product research When an organisation is attempting to decide whether to add home delivery to its customer service options, this is an example of which type of research? A.distribution research B.pricing research C.promotion research D.product research Research that tries to verify a theory or to learn more about a certain concept is the essence of: A.performance-monitoring research B.pure research C.applied research D.forecasting research Determining the need for marketing research centres on all the following except: A.the nature of the decision B.researcher competency C.the availability of the data D.time constraints A librarian assesses the amount of wear to book bindings to determine which books are most borrowed This is an example of: A.product research B.survey research C.observational research D.experimental research A local book publisher would like to investigate possible options to improve the accessibility of their titles to customers This would involve: A.product research B.pricing research C.distribution research D.promotional research Which of the following type of research is conducted to investigate the effectiveness of discounts or coupons? A.promotion research B.pricing research C.distribution research D.product research The research question ‘Which of the two advertising campaigns is more effective?’ is best addressed by conducting: A.secondary research B.causal research C.exploratory research D.descriptive research Observation technique is most useful when studying: A.attitudes B.opinions C.motivations D.behaviours ANZ bank monitors its online customer service activities regularly to ensure that its Internet banking caters to its customers’ needs Which type of research is this an example of? A.relationship marketing research B.total quality management research C.opportunity assessment research D.performance-monitoring research When Chee-tos snack food conducted research in China to determine which flavours consumers would find appealing, this was an example of which type of research? A.pricing research B.promotion research C.product research D.distribution research The research question ‘What features buyers prefer in our product?’ is best addressed by conducting: A.descriptive research B.exploratory research C.causal research D.secondary research Research that attempts to determine which critical attributes of a product consumers use to perceive its value is an example of which type of research? A.product research B.distribution research C.promotion research D.pricing research Research conducted to address questions about a specific real-life problem is the essence of: A.basic research B.pure research C.applied research D.intuitive research Which type of product research is conducted to determine whether a finished product out-performs its competitors or meets expectations? A.concept testing B.package testing C.brand-name evaluation D.product testing Nokia would like to determine which features are most popular with consumers when buying mobile phones Which type of research design would you recommend to address this problem? A.causal research B.descriptive research C.exploratory research D.secondary research The first stage of developing and implementing a marketing strategy involves: A.analysing market segments and selecting target markets B.identifying and evaluating opportunities C.analysing marketing performance D.planning and implementing a marketing mix strategy When a toy company shows different versions of a proposed TV commercial to groups of children and observes which one grabs their attention most, what is this an example of? A.secondary data study B.survey research study C.experimental study D.performance-monitoring research Information obtained from marketing research can be used for all the following except: A.evaluate marketing activities B.monitor marketing performance C.identify marketing opportunities D.ensure correct marketing execution The initial stage of the research process involves: A.planning the research design B.defining the problem C.defining the sample size D.planning the data analysis procedure 25 Free Test Bank for Marketing Essentials 2nd Edition by Dibb Mutiple Choice Questions _ of marketing plans hinges on coordination of marketing activities, motivation of marketing personnel, and effective communication within the marketing unit a Implementation b Planning c Organizing d Marketing control e Strategic planning Which of the following scenarios involves the distribution element of the marketing mix? a Deciding whether or not a certain product should continue to be sold b Determining whether an advertising message would be more effective on television or in magazines c Choosing between a company jet or the airlines for executive travel d Deciding whether or not to have retail outlets in addition to a website e Developing a new warranty policy for an existing product The marketing mix is built around _ a the product, brand or position b company technology c buyer or consumer satisfaction d employee satisfaction e the retail outlet A target market: a involves a large number of customers b is a specific group of customers on whom a company focuses its marketing efforts c already has several competitors vying for customers' business d is the same as a salesperson's prospective client list e is a customer group classified as people with similar demographic characteristics The definition of marketing implies that should receive benefits from exchange relationships a only customers b only businesses c company management d both customers and businesses e only the most important customers Which of the following statements about marketing environment forces is correct? a They influence customers by affecting their lifestyles, standards of living, and preferences and needs for products b They not influence customers' reactions to a firm's marketing mix c They fluctuate slowly and thereby create threats to a firm's marketing mix d They never fluctuate quickly e They not influence the way a marketing manager performs certain marketing activities A market orientation is an organization-wide effort that includes all of the following activities except: a researching customers' needs b focusing on the marketing department only c generating marketing intelligence for use in the organization d being responsive to customers' ever-changing wants and needs e disseminating marketing intelligence across departments within the organization The forces of the marketing environment primarily affect marketers in three ways: They influence customers by affecting their lifestyles and preferences for products; they determine whether or how a marketing manager can perform certain marketing activities; and they a affect a marketing manager's decisions and actions by influencing buyers' reactions to: the firm's marketing mix b dictate that changes be made to the existing marketing mix despite any negative reactions from customers c make most new products obsolete very quickly so that research and development must continually develop new products d cause most advertising to be ineffective at communicating product benefits due to rapidly changing environmental forces e change a customer's decisions about the appropriate marketing mix for the company and its various products The marketing concept is: a a management philosophy b synonymous with exchange c a component of the marketing mix d a function of the marketing environment e focused solely on satisfying customer objectives Marketing management is defined as a process of: a maintaining an appropriate and efficient marketing mix for a target market b establishing performance standards and evaluating actual performances against these standards c providing products that satisfy customers' needs through a coordinated set of activities d facilitating satisfying exchanges between an organization and its customers e planning, organizing, implementing, and controlling marketing activities The three basic forms that a product can take are _ a markets, products, and images b goods, ideas, and intangibles c brands, services, and tangibles d services, ideas, and goods e ideas, services, and things Marketing activities: a are aimed at persuading customers through advertising b involve mainly distribution and promotion decisions c and selling activities are basically the same The market concept developed out of a sequence of three eras: the production orientation, the marketing orientation, and the industrial orientation True False Marketing management is the process of planning, organizing, implementing, and controlling marketing activities to facilitate and expedite exchanges effectively and efficiently True False The process people use to determine the value of a product is not highly scientific True False Services are provided by applying human and mechanical efforts to people or objects True False The marketing concept stresses that a business organization can best achieve its goal by providing customer satisfaction through coordinated activities True False The marketing concept is a philanthropic philosophy aimed at helping customers at the expense of the business organization True False At the most basic level, profits can be obtained through relationships by acquiring new customers, enhancing the profitability of existing customers, and extending the duration of customer relationships True False 44 Free Test Bank for MKTG2 2nd Asia Pacific Edition by Lamb Mutiple Chocie Questions When a company uses its resources to resolve questions like, ‘What can we best?’, ‘What can our engineers design?’ and ‘What is easy to produce with our equipment?’, it is said to have a _ orientation A sales B customer C marketing D production E value When a company’s focus is on keeping existing customers and suppliers, it is said to have a _ orientation A marketing B sales C customer D relationship E production A business is concerned with many day-to-day activities Some of the most important are the planning and conception of the product or service, its pricing policy and the distribution strategy These activities are all a part of: A engineering B marketing C accounting D production E human resources An organisation with a(n) _ believes that it exists not only to satisfy customer wants and needs and to meet organisational objectives, but also to preserve or enhance individuals’ and society’s long-term best interests A implementable strategy B marketing orientation C ethical business mission D societal orientation The philosophy that assumes people are resistant to buying products that are not absolutely necessary is called the _ orientation A marketing B sales C customer D production E discount Fujifilm Computer Products has improved the efficiency and productivity of its plant, which manufactures printing technology For the new financial year, the company projects a production increase of 25 per cent and has instructed its sales force to aggressively distribute and promote the product The CEO is sure that the market will absorb more product if the sales force is determined and assertive Fujifilm appears to have a _ orientation A marketing B production C sales D customer E marketplace For an exchange to occur: A money is essential B organisational profit is required C third-party involvement is required D each party must have something that is of value to the other party E the buyer cannot reject the offer once the offer is accepted _ is an (are) effective tool(s) in generating relationships with customers A Sales personnel B The Internet C Coupons D Publicity E Product placements Exchange can take place only if _ is given or received A money B something of value C cost of time D cost of travel E opportunity cost Most of the successful companies are focused on packaging with less toxic, more durable and reusable materials This is an example of a company using _ orientation A production B relationship marketing C profitability D sales E societal A _ orientation assumes that customers resist buying items that are not essential and that people will buy more goods and services if aggressive marketing techniques are used A sales B production C marketing D customer E marketplace At the core of every business are the activities that determine survival, profits and growth Marketing contributes to these activities through five principal means The first one is assessing the wants of customers, and the other four include all of the following EXCEPT: A aggressive human resource practices B pricing policies C communication with customers D distribution strategies When a customer’s expectations are exceeded, _ occurs A confirmation B satisfaction C value creation D achievement E need Consumer complaints are an important aspect of business A company receiving customer complaints and focusing on a sales orientation is likely to: A modify the sales presentation B change the product C analyse the target market and revise distribution D coordinate feedback into future product offerings E change the pricing structure A firm that lacks an understanding of the needs and wants of the marketplace is called: A market-oriented B sales-oriented C profit-oriented D customer relationship-oriented E promotional-oriented In a situation where there is weak competition or when the demand exceeds supply, a _-oriented company can be very successful A marketing B societal C retailing D production E sales Megan is a telephone order-taker for Myer Direct A customer called and asked if the blue in a tablecloth that she had purchased matched the blue in a rug that was being offered in Myer Direct’s newest catalogue Megan got the potential customer’s phone number, went out to the warehouse, located the items, determined they did not match and called the potential customer to tell her that information Megan showed a _ orientation A societal B market C sales D relationship E production An area which is relatively new in business study and likely to be modified as academics and practitioners understand more about it is called: A science B marketing C sports management D management E psychology Which of the following is NOT an element of the marketing mix? A price B place C positioning D product E promotion The Paul’s Milk company asks the consumer to return the top of the plastic container to the shop so that it may help in generating finances for local schools The more milk-bottle tops, the larger the donation to local educational institutions Paul’s Milk is displaying: A sales-closing marketing B customer-need marketing C marketing contribution D marketing engineering E societal marketing Danny Miller wants to sell his four-wheel-drive truck A preliminary investigation has shown that many people would be interested in this type of truck He has taken out an advertisement in his local trade paper and provided customers with a toll-free number to make an appointment to drive the truck He has read in the auto trade papers that similar trucks to the one that he owns are selling for about $15 000 Before accepting this opportunity, what else should Miller find out about? A production B customers C value D satisfaction E sales Understanding your competitive arena and competitors’ strengths and weakness is a critical component of _ orientation A marketing B sales C customer D production E relationship Which of the following is NOT a viable method a company can use to become more marketing-oriented? A training employees in the latest aggressive selling techniques B making sure all employees are customer-oriented C training employees to understand the company, its philosophy and procedures D implementing empowerment techniques to help staff make independent decisions E training employees to focus on customer satisfaction When Target was losing sales to newer specialty stores, superstores and discounters, the giant retailer refocused its efforts on doing a better job of satisfying customer needs and wants and adopted a(n) _ orientation A production B market C retail D sales E enterprise One problem with the _ approach to marketing is its failure to consider whether what the company produces most effectively also meets the needs of the marketplace A production orientation B sales orientation C marketing orientation D customer orientation E profit orientation There are many reasons to study marketing These reasons include all of the following EXCEPT that marketing: A teaches businesses how to sell products that people not need B plays an important role in society, coordinating the huge numbers of transactions needed to provide goods and services C is a key function in business D offers outstanding career opportunities E affects your day-to-day life as a consumer _-oriented companies have long-term goals of improving products and services by focusing more on the welfare of the community A Production B Societal C Marketing D Satisfaction E Sales When using a credit card for purchases, customers are often asked if they have a ‘Fly-buys’ card After purchasing a certain monetary amount on this card, the frequent-flyer program participant earns a free flight or some other reward, such as free lodging Airlines that use frequent-flyer programs are practising: A sales-closing marketing B customer-needs marketing C marketing contribution D marketing engineering E relationship marketing The marketing concept and marketing orientation involve all of the following EXCEPT: A integrating all the activities of the company to satisfy customer wants B focusing on consumer needs and wants C differentiating a company’s products from its competitor’s products D fuelling sales growth through the application of aggressive sales techniques E long-term goal achievement (such as profits and growth) for the company You are in charge of the marketing program at Sarah Toys and have been asked to implement the relationship marketing orientation within the marketing division at the company Which of the following actions are you likely to take first in implementing the relationship marketing concept? A reorganise the company and make marketing the most important department B hire new salespeople to find new prospects for Sarah Toys C expand the advertising budget so that customers will be more aware of Sarah Toys’ new line of dolls D create a database of customers’ buying patterns and develop reward programs E hire a new product-development manager and establish a marketing research department _ focus on repeat sales and referrals because this philosophy maintains that keeping customers costs much less than attracting new ones A Relation-oriented companies B Production-oriented companies C Sales-oriented companies D Profitability-oriented companies E Retail companies _-oriented companies focus on the internal capabilities of the organisation to develop products that are better and cheaper A Production B Customer C Value D Satisfaction E Sales The philosophical approach of which the development and maintenance of a customer database is an integral part, is called: A the implementable strategy B the relationship marketing orientation C the ethical business mission D the focused target market strategy E societal orientation The final step in the marketing process is: A evaluation B implementation C development of marketing strategies D development of marketing objectives The philosophy stating that buyers resist purchasing non-essentials, and that buyers will buy more goods and services if aggressively persuaded to so, is the _ orientation A promotion B production C sales D marketing E customer Gathering, analysing and interpreting information about an organisation’s environment is called: A environmental scanning B data scanning C data scouring D environmental scouring Your friend gave you the Sonic Hedge video game and you gave him the Narnia the Lion video game This is an example of: A exchange B marketing C bargaining D reciprocity E promotion The marketing process commences with an understanding of: A a marketing opportunity analysis B the marketing mix C environmental scanning D marketing strategy E organisation mission A hospital canteen manager said, ‘Our hospital only allows the visitors to have food from the canteen due to health and safety reasons Our team spends time to find ways of cutting costs on each meal.’ The manager is putting the _ philosophy into practice A production orientation B sales orientation C marketing orientation D customer orientation E profit orientation A retail outlet that wishes to offer customer value should: A require customers to pick up and deliver their purchases B charge a realistic price for the product instead of the inflated price charged by many competitors C tell customers that other outlets like having them as a competitor D require that all purchases are made with cash or money order Marketers interested in customer value focus on all of the following EXCEPT: A offering products that perform B giving customers more than they expect C setting a high price to indicate quality D providing company facts and figures to customers E offering organisation-wide commitment in service The term ‘marketing’ refers to: A new product concepts and improvements B selling C advertising and promotion activities D a philosophy that stresses customer satisfaction E planning sales campaigns Marketers interested in offering customer value can: A offer products that perform B give consumers more than they expect C offer organisation-wide commitment to service and after-sales support D avoid unrealistic pricing E all of these things The philosophy which focuses on the repeat sale rather than the one-time sale is _ orientation A production B relationship marketing C profitability D sales E business ... certain concept is the essence of: A.performance-monitoring research B.pure research C.applied research D.forecasting research Determining the need for marketing research centres on all the following... procedure 25 Free Test Bank for Marketing Essentials 2nd Edition by Dibb Mutiple Choice Questions _ of marketing plans hinges on coordination of marketing activities, motivation of marketing personnel,... study B.survey research study C.experimental study D.performance-monitoring research Information obtained from marketing research can be used for all the following except: A.evaluate marketing activities