Test Bank For Basic Marketing Research 8th Edition by Tom
7 views 0 purchase
Course
Marketing - Test Bank
Institution
Marketing - Test Bank
1. A famous case in the 1980s involved Coca-Cola introducing New Coke after much research. The failure of New Coke was largely due to:
a. A narrow conception of the research.
b. Uneven caliber of researchers.
c. Poor problem definition.
d. Late and occasional erroneous findings. e. Personality ...
,1. One of the most important roles for the marketing function within any organization is:
a. Streamline manufacturing efficiency.
b. Develop new products.
c. Recruit new employees.
d. Understand customers and their needs.
e. Manage customer satisfaction.
ANSWER: d
POINTS: 1
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic
2. All businesses or organizations share a common problem:
a. They need information to develop and deliver products or services that satisfy customer needs.
b. They need a capable and creative marketing staff.
c. They need to invest sufficiently in marketing and marketing research.
d. All of the above.
e. None of the above.
ANSWER: a
POINTS: 1
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic
3. The basic function of marketing research is:
a. To conduct surveys and analyze results.
b. To gather information needed to help managers make better decisions.
c. To monitor market trends and developments.
d. To gather intelligence on competitors.
e. All of the above are basic marketing research functions.
ANSWER: b
POINTS: 1
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic
4. Marketing managers have an urgent need for information - the function traditionally responsible for providing it is:
a. Marketing communications.
b. Accounting.
c. Marketing research.
d. Manufacturing and development.
e. The federal government.
ANSWER: c
POINTS: 1
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic
,5. Marketing research is the process of gathering and interpreting data for use in:
a. Increasing sales volumes.
b. Improving corporate profitability.
c. Decreasing manufacturing defects.
d. Developing more competitive products and services.
e. Developing, implementing and monitoring the firm's marketing plans.
ANSWER: e
POINTS: 1
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic
6. Marketing research is involved with which of these phases of the information management process?
a. The specification of what information is needed.
b. The collection and analysis of the information.
c. The interpretation of that information with respect to the objectives that motivated the study in the first place.
d. All of the above.
e. Only A and B.
ANSWER: d
POINTS: 1
DIFFICULTY: Moderate
NATIONAL STANDARDS: United States - BUSPROG: Analytic
7. Marketing research used for _______ deals largely with determining which marketing opportunities are worthwhile
and which are not promising for the firm.
a. Planning
b. Decision making
c. Problem solving
d. Performance monitoring
e. Control
ANSWER: a
POINTS: 1
DIFFICULTY: Moderate
NATIONAL STANDARDS: United States - BUSPROG: Analytic
, 8. ________ marketing research focuses on the short- or long-term decisions that the firm must make with respect to
the elements of the marketing mix.
a. Planning
b. Decision making
c. Problem solving
d. Performance monitoring
e. Control
ANSWER: c
POINTS: 1
DIFFICULTY: Moderate
NATIONAL STANDARDS: United States - BUSPROG: Analytic
9. ____________ marketing research helps management isolate trouble spots and keep abreast of current operations.
a. Planning
b. Decision making
c. Problem solving
d. Performance monitoring
e. Control
ANSWER: e
POINTS: 1
DIFFICULTY: Moderate
NATIONAL STANDARDS: United States - BUSPROG: Analytic
10. Solid marketing research is becoming increasingly important as the world moves to a ______________.
a. Single monetary system.
b. Global economy.
c. Free market system of trade.
d. More regulated business environment.
e. All of the above.
ANSWER: b
POINTS: 1
DIFFICULTY: Moderate
NATIONAL STANDARDS: United States - BUSPROG: Global
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller ExamsExpert. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $31.83. You're not tied to anything after your purchase.
