Question 1

A change in international, federal, state, or local laws and regulations is an example of a political trend.

Accepted Answer

A) True 
 B)False

Question 2

"Analysis alone is not a solution" is an important piece of advice to keep in mind during a situation analysis. What does this phrase mean? If analysis alone is not a solution, what other considerations are relevant during a situation analysis?

Accepted Answer

Although it is true that a comprehensive...

Question 3

In many buying situations, customers will buy one product because it complements another product. In these cases of __________ demand, the demand of one product depends on the demand of another product.

Accepted Answer

A)   linked
B)   dependent
C)   quasi-
D)   conjoined
E)   derived

Question 4

Compared to primary data, secondary data have the main advantage of:

Accepted Answer

A)   being up-to-date.
B)   having greater relevance to a specific issue.
C)   being both internally and externally focused.
D)   being dramatically lower in cost.
E)   being readily accessible in electronic format.

Question 5

In the competitive sports drink market, Gatorade pays very close attention to the activities of Powerade, a major __________ competitor that markets drinks that are similar in features and benefits.

Accepted Answer

A)   generic
B)   direct
C)   brand
D)   product
E)   total budget

Question 6

Between now and 2050, __________ will account for a full 90 percent of the growth in the total U.S. population.

Accepted Answer

A)   increasing birth rates
B)   immigration from Canada
C)   increasing life spans
D)   declining death rates
E)   minority population growth

Question 7

The use of a vending machine is an example of nonstore retailing.​

Accepted Answer

A) True 
 B)False

Question 8

Which of the following examples best describes an advance in backstage technology?

Accepted Answer

A)   technology that allows consumers to carry portable music players in their pockets
B)   advances in electronics that allow manufacturers to offer 3D television
C)   the invention of satellite radio
D)   the use of radio frequency identification (RFI
D)   to control inventory and logistics
E)   All of the above are examples of advances in backstage technology.

Question 9

In the 5W model of customer analysis, what is the primary emphasis of the "Why" question?

Accepted Answer

A)   Identifying the situational influences that affect the customer buying process.
B)   Assessing how purchases vary across different distribution outlets.
C)   Determining how the purchase and consumption of one product is related to other products.
D)   Identifying the basic need-satisfying benefits provided by the firm's products.
E)   Assessing how customers consume and dispose of products.

Question 10

What is perhaps the most important economic reality in the United States over the last 50 years?

Accepted Answer

A)   Real GDP has declined dramatically since the end of World War II.
B)   The middle class has been shrinking.
C)   Those with higher income are greater than those in the middle or lower-income classes.
D)   Our economy has shifted to become dominated by intangibles such as services and information.
E)   Our economy is still suffering from the very high inflation rates of the 1970s.

Question 11

Although internal data sources have a number of advantages, one of their biggest problems is:

Accepted Answer

A)   there are rarely enough internal data.
B)   internal data are often not relevant to the marketing issue at hand.
C)   internal data are expensive to collect.
D)   internal data are often in a form that is not readily accessible.
E)   internal data are typically biased.

Question 12

The collection of strategic activities aimed at marketing an organization, its issues, and its ideals to potential stakeholders is referred to as __________. It typically involves marketing activities that are not directed to the end users of a firm's products.

Accepted Answer

A)   external affairs
B)   corporate affairs
C)   public relations
D)   stakeholder management
E)   societal relations

Question 13

Identify and discuss at least five reasons why potential customers do not purchase a firm's goods or services. For each reason, discuss ways that the firm can overcome the resistance of noncustomers.

Accepted Answer

There are many potential reasons why cus...

Question 14

Information is often easier to collect than data.​

Accepted Answer

A) True 
 B)False

Question 15

Another word for data is information.​

Accepted Answer

A) True 
 B)False

Question 16

With respect to conducting a situation analysis, which of the following IS NOT one of the four important issues to keep in mind?

Accepted Answer

A)   Analysis alone is not a solution.
B)   Data are not the same as information.
C)   All bits of data are relevant no matter how minor they may seem.
D)   The benefits of analysis must outweigh the costs.
E)   Conducting a situation analysis is a challenging exercise.

Question 17

In the 5W model of customer analysis, what is the primary emphasis of the "What" question?

Accepted Answer

A)   Assessing how customers consume and dispose of products.
B)   Determining the relevant characteristics that define markets.
C)   Assessing how purchases vary across different distribution outlets.
D)   Identifying the basic need-satisfying benefits provided by the firm's products.
E)   Identifying the situational influences that affect the customer buying process.

Question 18

Focus groups can be used to determine cause-and-effect relationships.​

Accepted Answer

A) True 
 B)False

Question 19

Which of the following best describes the definition of data?​

Accepted Answer

A)   ​A collection of numbers or facts that have the potential to provide information.
B)   ​Information that is useful to decison makers.
C)   ​An analysis of information that is used to improve decision making.
D)   ​A synthesis of information that yields insights about the organization.
E)   A variety of sources that are used for organizational planning purposes.

Question 20

Discuss the role of corporate affairs in the analysis of the external environment. What types of activities are conducted by corporate affairs specialists?

Accepted Answer

The external environment encompasses a w...

Exam 3: Collecting and Analyzing Marketing Information

"Analysis alone is not a solution" is an important piece of advice to keep in mind during a situation analysis. What does this phrase mean? If analysis alone is not a solution, what other considerations are relevant during a situation analysis?

Correct AnswerverifiedAlthough it is true that a comprehensive...View AnswerShow Answer

With respect to conducting a situation analysis, which of the following IS NOT one of the four important issues to keep in mind?

Correct AnswerverifiedShow Answer

The use of a vending machine is an example of nonstore retailing.​

Correct AnswerverifiedShow Answer

Between now and 2050, __________ will account for a full 90 percent of the growth in the total U.S. population.

Correct AnswerverifiedShow Answer

Although internal data sources have a number of advantages, one of their biggest problems is:

Correct AnswerverifiedShow Answer

Which of the following examples best describes an advance in backstage technology?

Correct AnswerverifiedShow Answer

In the competitive sports drink market, Gatorade pays very close attention to the activities of Powerade, a major __________ competitor that markets drinks that are similar in features and benefits.

Correct AnswerverifiedShow Answer

Identify and discuss at least five reasons why potential customers do not purchase a firm's goods or services. For each reason, discuss ways that the firm can overcome the resistance of noncustomers.

Correct AnswerverifiedThere are many potential reasons why cus...View AnswerShow Answer

Which of the following best describes the definition of data?​

Correct AnswerverifiedShow Answer

Focus groups can be used to determine cause-and-effect relationships.​

Correct AnswerverifiedShow Answer

In the 5W model of customer analysis, what is the primary emphasis of the "Why" question?

Correct AnswerverifiedShow Answer

In the 5W model of customer analysis, what is the primary emphasis of the "What" question?

Correct AnswerverifiedShow Answer

A change in international, federal, state, or local laws and regulations is an example of a political trend.

Correct AnswerverifiedShow Answer

Another word for data is information.​

Correct AnswerverifiedShow Answer

The collection of strategic activities aimed at marketing an organization, its issues, and its ideals to potential stakeholders is referred to as __________. It typically involves marketing activities that are not directed to the end users of a firm's products.

Correct AnswerverifiedShow Answer

Discuss the role of corporate affairs in the analysis of the external environment. What types of activities are conducted by corporate affairs specialists?

Correct AnswerverifiedThe external environment encompasses a w...View AnswerShow Answer

Compared to primary data, secondary data have the main advantage of:

Correct AnswerverifiedShow Answer

What is perhaps the most important economic reality in the United States over the last 50 years?

Correct AnswerverifiedShow Answer

Information is often easier to collect than data.​

Correct AnswerverifiedShow Answer

In many buying situations, customers will buy one product because it complements another product. In these cases of __________ demand, the demand of one product depends on the demand of another product.

Correct AnswerverifiedShow Answer

Correct Answer
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Although it is true that a comprehensive...
View Answer

Correct Answer
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The use of a vending machine is an example of nonstore retailing.

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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There are many potential reasons why cus...
View Answer

Which of the following best describes the definition of data?

Correct Answer
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Focus groups can be used to determine cause-and-effect relationships.

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Another word for data is information.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The external environment encompasses a w...
View Answer

Correct Answer
verified

Correct Answer
verified

Information is often easier to collect than data.

Correct Answer
verified

Correct Answer
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