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Exam 4: Managing Marketing Information

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Question 41

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A manufacturer of food products is looking at entering several new markets.Before they do this,they want to conduct a needs assessment,a determination of purchase criteria,a buyer behavior analysis,and a market demand estimation.They are examining which stage of marketing planning?

A) Situation Analysis
B) Target Market Selection
C) Marketing Mix Planning
D) Marketing Control
E) Logistic Design

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Question 42

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The manager of an automotive after-market specialties firm is interested in collecting secondary data.He is concerned with the future of the industry and his competition.He would like to find industry research reports along with industry and company analyses of his competitors.His best sources of this information would be ___________.

A) Independent online databases
B) In-depth interviews
C) Mechanical devices
D) Online focus groups
E) Sales force automation systems

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Question 43

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The marketing manager for Brand A Razors,a strong national brand,believes he knows how customers will react to a new product offering,but he conducts marketing research in order to provide justification for this new product.This violates the _________ aspect of the definition of marketing research.

The owner of a small furniture-manufacturing firm is considering conducting marketing research.He should consider examining secondary data before collecting primary data because secondary data offers a(n) ___________ advantage over primary data.

Define and give examples of the 3 major types of quantitative data.

Define marketing information systems and marketing research systems.How are they similar? How are they different? Give an example of a problem or decision that would be best solved with a marketing information system.Give an example of a problem or decision that would be best solved with a marketing research system.

The marketing manager for Brand K retail stores is in the process of collecting primary data from customers to learn which current products need improvement.She is using a probability sampling method,but is having trouble figuring out how to contact customers and get them to participate.She is also debating alternative ways to recode the responses so that they can be analyzed.She is concerned with the _______ part of the marketing research process.

Using the Internet to find secondary data requires careful screening to verify the validity of the data and the credibility of the source.

______ relies on the methodological identification,collection,analysis,and distribution of data in order to discover and solve marketing problems or enhance decision-making.

Jan Smith,the marketing manager of Big Wheel Autos,has noticed that in many European countries more of the population is moving into urban centers.This has resulted in an increased demand for subcompact cars that can maneuver through these tighter quarters rather than full size automobiles.This is an example of how _________ can influence marketing management decisions.

Customers are not a good source of competitor information because they tend to be biased in their opinions.

The CEO of Big Wheel automotive is concerned about declining sales.He has identified his research problem as the fact that his competitors are drawing away his business.He purchases access to automobile rankings from J.D.Power and Associates to learn about possible reasons for the shift in consumer purchasing.He is using _________ for secondary data about his research problem.

The marketing manager of Kim's Cleaners is concerned about the choice of advertising media in the local area.She is not sure if advertising placed in the local newspaper is reaching the target market.A research project is launched to determine the relationship between newspaper readership and use of maid service._________ research will result in the most appropriate data for this project.

Small portable computers,powerful statistical software packages and Internet enabled supply chain management systems are all examples of how _________ influences marketing.

Causal research is useful for identifying characteristics of a target market or determining how customers use a product.

Which of the following would require the use of exploratory research?

A significant problem for most managers today is not having too little information but having too much.Which of the following is required to tackle this problem?

In order to gather _________,the sales manager at XYZ Company collects,analyzes,and stores data from the macro environment on a continuous basis.

List and describe the four factors that help to determine the kind of research that needs to be done.Explain why each is an important consideration and give a specific example of how failing to account for each could harm the research process.

You run a small automotive supply business that sells to a few large retailers.You want to conduct marketing research to assess how the companies you sell to feel about the reorder process and your billing system.Because there are so few companies on the list of potential respondents,it would be best to collect data from a __________ of current customers.