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Exam 11: Building Customer Relationships Through Effective Marketing

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Question 51

Multiple Choice

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IRI, a marketing research firm, has been contracted by T-Fal to evaluate the market performance of a new line of cookware. Which of the following is not likely to be a step in IRI's research process?

A) Interpreting the research data
B) Collecting data
C) Making decisions about whether or not the cookware's market performance is acceptable
D) Designing the research project
E) Reaching a conclusion

F) None of the above
G) A) and D)

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Question 52

Multiple Choice

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A(n) ___, used for marketing research, collects information from e-mail, Web sites, downloadable files, news, databases, and research materials.​

A) ​online information service
B) ​advertising service
C) ​neuroscience service
D) ​brainwave study

E) None of the above
F) All of the above

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Question 53

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A marketing information system manages information from both internal and external sources.

Turner Broadcasting Systems uses internal Web pages that all employees can access in order to share information and improve communication. This is a(n)

General Foods Corporation uses data such as sales figures, product and marketing costs, inventory levels, and activities of its sales force to make marketing decisions. The firm is using ____ data.

The AMA defines marketing as "The activity, set of institutions, and process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."

General Motors uses multiple marketing mixes for its various divisions and focuses these marketing mixes on various segments of the automobile-purchasing market. General Motors uses

Identify and describe the four major types of utility. Which one is influenced indirectly by marketing efforts?

Describe the two broad targeting approaches in business, and give an example of each.

What is a company sales forecast? Why is it important to the sales department as well as to the people who handle raw materials inventory, finished-goods inventory, hiring, and advertising?

​A collection of information arranged for easy access and retrieval may be referred to as a

In a marketing information system, data from internal sources include all of the following except

Coca-Cola wants to determine how popular its new soft drink will be before launching it nationwide. What will Coca-Cola most likely use?

Your Best, Inc. Christie worked for a retail company and noticed there were many things it could do better. She shared some of her ideas with upper management, but it did not want to do things differently. When Christie went home to talk to her husband, they both realized that, given her passion, it would be better for Christie to open her own business. After a lot of consideration, she decided to open a sporting goods store called Your Best, Inc. She also knew just where to open the store⎯right next to her hous -Refer to Your Best, Inc. If Christie were to use information services available online, they would offer her access to which of the following?

Roger's car battery dies while he is on his way to an important meeting. Which step is Roger at in the consumer buying process?

Your Best, Inc. Christie worked for a retail company and noticed there were many things it could do better. She shared some of her ideas with upper management, but it did not want to do things differently. When Christie went home to talk to her husband, they both realized that, given her passion, it would be better for Christie to open her own business. After a lot of consideration, she decided to open a sporting goods store called Your Best, Inc. She also knew just where to open the store⎯right next to her hous -Refer to Your Best, Inc. Marketing research involves

Your Best, Inc. Christie worked for a retail company and noticed there were many things it could do better. She shared some of her ideas with upper management, but it did not want to do things differently. When Christie went home to talk to her husband, they both realized that, given her passion, it would be better for Christie to open her own business. After a lot of consideration, she decided to open a sporting goods store called Your Best, Inc. She also knew just where to open the store⎯right next to her hous -Refer to Your Best, Inc. Christie thought about focusing on the four elements of the marketing mix. Which of the following is one of those elements?

If Carolyn Smith purchases office supplies for her home office from which she operates her insurance business, she is a member of which type of market?

The two broad categories of buying behavior are ____ and ____.

One way to segment a market is according to whether the purchaser is a consumer or a business-to-business user.