Question 1

Identify and explain each element of the 5W model for customer analysis. What role does this analysis play in an overall situation analysis?

Accepted Answer

During the analysis of the customer envi...

Question 2

What is the main purpose of the Sarbanes-Oxley Act of 2002?

Accepted Answer

A)   to increase the accuracy and reliability of corporate disclosures of financial information
B)   to ensure that CEOs are adequately compensated for the risks they face in terms of corporate governance
C)   to amend NAFTA to be more favorable to U.S. interests
D)   to limit the ability of drug companies to engage in direct-to-consumer advertising
E)   to limit the ability of the media to obtain confidential corporate information A

Question 3

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 4

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 5

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...

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 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 8

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)   Virtually all U.S. citizens have become wealthier.
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 9

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 C

Question 10

Identify and discuss the challenges involved in collecting environmental data and information. How can a marketing manager or analyst overcome these problems?

Accepted Answer

Despite the best intentions, problems us...

Question 11

Issues such as marketing's position and authority in a firm's hierarchy, the overall market orientation of the firm, and the emphasis on short- or long-term planning are examples of which component of the internal environment?

Accepted Answer

A)   resource availability
B)   organizational structure
C)   marketing objectives
D)   marketing infrastructure
E)   marketing strategy

Question 12

Which of the following cultural values is not typically associated with American consumers?

Accepted Answer

A)   low tolerance for waiting
B)   less focus on "me-oriented" values
C)   greater focus on long-term goals
D)   concern for the natural environment
E)   less tolerance of smoking in public

Question 13

The sheer volume of available information on the economy, population, and business activities is the major strength of most _____ data sources.

Accepted Answer

A)   book and periodical
B)   primary
C)   commercial
D)   internal
E)   government

Question 14

When a firm analyzes its objectives and performance, availability of resources, structural characteristics, and organizational culture, the firm is most likely examining its:

Accepted Answer

A)   internal environment
B)   external environment
C)   mission statement
D)   competitive strategy
E)   strategic environment

Question 15

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. D

Question 16

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 17

Which of the following statements does not describe a reason why noncustomers do not purchase a firm's products?

Accepted Answer

A)   Noncustomers have low switching costs.
B)   Noncustomers perceive that they have lower-priced alternatives.
C)   Poor distribution makes the firm's product difficult to find.
D)   Noncustomers do not know that the firm's product exists.
E)   Noncustomers have a basic need that the firm's product does not fulfill.

Question 18

Microsoft is interested in customers' perceptions of Windows 7, its new PC operating system. Since the research goal is rather specific, Microsoft should conduct its own _____ research by asking customers to complete an online questionnaire.

Accepted Answer

A)   secondary
B)   primary
C)   qualitative
D)   observation
E)   experimental

Question 19

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 20

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...

Exam 4: Collecting and Analyzing Marketing Information

Identify and explain each element of the 5W model for customer analysis. What role does this analysis play in an overall situation analysis?

Correct AnswerverifiedDuring the analysis of the customer envi...View AnswerShow Answer

What is the main purpose of the Sarbanes-Oxley Act of 2002?

Correct AnswerverifiedA

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

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

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

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

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

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

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 AnswerverifiedC

Identify and discuss the challenges involved in collecting environmental data and information. How can a marketing manager or analyst overcome these problems?

Correct AnswerverifiedDespite the best intentions, problems us...View AnswerShow Answer

Issues such as marketing's position and authority in a firm's hierarchy, the overall market orientation of the firm, and the emphasis on short- or long-term planning are examples of which component of the internal environment?

Correct AnswerverifiedShow Answer

Which of the following cultural values is not typically associated with American consumers?

Correct AnswerverifiedShow Answer

The sheer volume of available information on the economy, population, and business activities is the major strength of most _____ data sources.

Correct AnswerverifiedShow Answer

When a firm analyzes its objectives and performance, availability of resources, structural characteristics, and organizational culture, the firm is most likely examining its:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedD

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

Correct AnswerverifiedShow Answer

Which of the following statements does not describe a reason why noncustomers do not purchase a firm's products?

Correct AnswerverifiedShow Answer

Microsoft is interested in customers' perceptions of Windows 7, its new PC operating system. Since the research goal is rather specific, Microsoft should conduct its own _____ research by asking customers to complete an online questionnaire.

Correct AnswerverifiedShow Answer

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

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

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During the analysis of the customer envi...
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A

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The external environment encompasses a w...
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C

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Despite the best intentions, problems us...
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D

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There are many potential reasons why cus...
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