Question 1

Marketing strategy is defined as a planned design to reach the largest portion of the market by leveraging the benefits of both low marketing costs and promotion using the mass media to reach the largest audience.

Accepted Answer

A) True 
 B)False

Question 2

Allison is the CEO of a large consumer products company.She asks the marketing research department to gather information to help her determine target markets having the most potential from among several market segments.She also asks the research department to give her an assessment as to the best product,price,distribution,and promotion to appeal to the various market segments.Allison is collecting information to help her implement a:

Accepted Answer

A)  marketing mix.
B)  marketing audit.
C)  marketing concept.
D)  marketing strategy.E) None of the above
F) A) and D)

Question 3

Which of the following is NOT one of the components of the marketing information system?

Accepted Answer

A)  internal reports
B)  marketing intelligence
C)  marketing decision support
D)  consumer information support system
E)  marketing research systemF) B) and D)
G) A) and E)

Question 4

Which of the following is the best definition of marketing research? Marketing research is:

Accepted Answer

A)  the activity of analyzing secondary information and providing executives with timely reports.
B)  the process of designing experiments that provide decision makers with causal information.
C)  the linking of consumers with information managers.
D)  the process of analyzing existing information so that decision makers can make better decisions.
E)  the process of designing,gathering,analyzing,and reporting information that may be used to solve a specific marketing problem.F) C) and E)
G) B) and D)

Question 5

The service-dominant logic for marketing philosophy suggests that marketing decision makers will need less information in the future.

Accepted Answer

A) True 
 B)False

Question 6

Professors at Texas A&M University conducted research to determine the best way to measure customer satisfaction with services.Their method was published in the Journal of Marketing and may be used by any firm wishing to measure their own customers' satisfaction levels.This would be an example of:

Accepted Answer

A)  basic research.
B)  customer services research.
C)  research applied to specific problems.
D)  research aimed at identifying market opportunities.E) B) and D)
F) A) and D)

Question 7

Barnes & Noble managers were prompted to ________ when presented with marketing research which indicated that its competitor,Amazon,had developed the Kindle to begin selling books online.

Accepted Answer

A)  identify market opportunities
B)  improve marketing as a process
C)  monitor marketing performance
D)  generate,refine,and evaluate potential marketing actions
E)  select new target marketsF) C) and D)
G) B) and D)

Exam 1: Introduction to Marketing Research

Correct Answer
verified

Barnes & Noble managers were prompted to ________ when presented with marketing research which indicated that its competitor,Amazon,had developed the Kindle to begin selling books online.

Correct Answer
verified

Marketing strategy is defined as a planned design to reach the largest portion of the market by leveraging the benefits of both low marketing costs and promotion using the mass media to reach the largest audience.

Correct Answer
verified

Which of the following is the best definition of marketing research? Marketing research is:

Correct Answer
verified

Which of the following is NOT one of the components of the marketing information system?

Correct Answer
verified

Professors at Texas A&M University conducted research to determine the best way to measure customer satisfaction with services.Their method was published in the Journal of Marketing and may be used by any firm wishing to measure their own customers' satisfaction levels.This would be an example of:

Correct Answer
verified

The service-dominant logic for marketing philosophy suggests that marketing decision makers will need less information in the future.

Correct Answer
verified

Exam 1: Introduction to Marketing Research

Correct AnswerverifiedShow Answer

Barnes & Noble managers were prompted to ________ when presented with marketing research which indicated that its competitor,Amazon,had developed the Kindle to begin selling books online.

Correct AnswerverifiedShow Answer

Marketing strategy is defined as a planned design to reach the largest portion of the market by leveraging the benefits of both low marketing costs and promotion using the mass media to reach the largest audience.

Correct AnswerverifiedShow Answer

Which of the following is the best definition of marketing research? Marketing research is:

Correct AnswerverifiedShow Answer

Which of the following is NOT one of the components of the marketing information system?

Correct AnswerverifiedShow Answer

Professors at Texas A&M University conducted research to determine the best way to measure customer satisfaction with services.Their method was published in the Journal of Marketing and may be used by any firm wishing to measure their own customers' satisfaction levels.This would be an example of:

Correct AnswerverifiedShow Answer

The service-dominant logic for marketing philosophy suggests that marketing decision makers will need less information in the future.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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