Marketing Research
Final Exam
Course Introduction
Marketing Research is a comprehensive course that introduces students to the fundamental concepts and methods used to gather, analyze, and interpret data relevant to marketing decisions. The course covers the research process, including problem definition, research design, sampling techniques, survey design, data collection, and data analysis. Students will explore both qualitative and quantitative research approaches, learn to use statistical tools, and understand how to draw actionable insights from data. Emphasis is placed on the practical application of marketing research in product development, consumer behavior analysis, and strategic planning, equipping students with the skills necessary to make data-driven marketing decisions in a dynamic business environment.
Recommended Textbook
Marketing Management 13th Edition by Phil Kotler
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Page 2
Chapter 1: Defining Marketing for the 21st Century
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Q1) The ________ is practiced most aggressively with unsought goods,goods that buyers normally do not think of buying,such as insurance,encyclopedias,and cemetery plots.
A) marketing concept
B) selling concept
C) production concept
D) product concept
E) holistic marketing concept
Answer: B
Q2) As economies advance,a growing proportion of their activities focuses on the production of ________.
A) products
B) events
C) experiences
D) places
E) services
Answer: E
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Page 3
Chapter 2: Developing Marketing Strategies and Plans
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Q1) The new-offering realization process involves all activities in defining target markets and prospecting for new customers.
A)True
B)False
Answer: False
Q2) A good way to describe the ________ would be to discuss all the activities involved in building deeper understanding,relationships,and offerings to individual customers.
A) customer acquisition process
B) customer relationship management process
C) customer prospecting process
D) customer fulfillment management process
E) customer equity process
Answer: B
Q3) Marketing opportunities to supply something that is currently in short supply require significant marketing talent.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Gathering Information and Scanning the Environment
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Q1) Marketers look at where consumers are gathering to gain insights into consumption trends.The movement to ________ states has lessened the demand for warm clothing and increased the demand for air conditioning.
A) Northeast
B) Sunbelt
C) Midwest
D) West Coast
E) Mountain
Answer: B
Q2) Each society contains ________,groups with shared values emerging from their special life experiences or circumstances.
A) demographic segments
B) cliques
C) consumer bundles
D) subcultures
E) behavioral niches
Answer: D
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Page 5
Chapter 4: Conducting Marketing Research and Forecasting Demand
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Q1) Describe and illustrate the following question formats: dichotomous,Likert scale,word association,and Thematic Appreciation Test (TAT).
Q2) Which of the following is considered to be the last step in the marketing research process
A) Present the findings
B) Analyze the information
C) Control the environment
D) Make the decision
E) Draft the report
Q3) Few companies use sales-force estimates without making some adjustments because of both deliberate and inadvertent estimation error on the part of salespeople.
A)True
B)False
Q4) If you needed to collect primary data and were seeking to use the research instrument that is considered to be the most common method for obtaining that type of data,what type of instrument would you select
Q5) Many managers see marketing research as a fact-finding operation.Is this a correct view Explain.
6
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Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
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Q1) A customer database should contain all of the following EXCEPT ________.
A) a customer's past purchases
B) demographics
C) psychographics
D) mediagraphics
E) an assessment of competitive strengths and weaknesses
Q2) According to customer profitability analysis (CPA),platinum customers spend the most money with the organization,thereby making them valuable.
A)True
B)False
Q3) A customer database is simply a listing of a customer's name,address,and phone number for credit reference.
A)True
B)False
Q4) The midsize customers for most organizations receive good service,pay nearly full price for the products and services they purchase,and are often the most profitable.
A)True
B)False
Page 7
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Chapter 6: Analyzing Consumer Markets
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Q1) At the top of Maslow's hierarchy of needs (shown as a pyramid in the text)are ________ needs.
A) esteem
B) self-actualization
C) social
D) safety
E) physiological
Q2) Abraham Maslow assumed that the psychological forces shaping people's behavior are largely unconscious,and that people cannot fully understand their motivations.
A)True
B)False
Q3) Perception depends only on the physical stimuli experienced by the person.
A)True
B)False
Q4) If a product poses a threat to the physical well-being of a consumer,this is called psychological risk.
A)True
B)False
Q5) Describe the lexicographic heuristic used to make consumer choices.
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Chapter 7: Analyzing Business Markets
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Q1) According to Webster,with respect to buying center influences,senior managers should remember that people are ________.
A) not buying products-they are buying solutions to problems
B) buying products that they personally will not use
C) buying surrogates that must appreciate that role
D) are human shopping bots
E) limited in their scope of overall business operations
Q2) Webster and Wind define organizational buying as the decision-making process by which formal organizations establish the need for purchased products and services and identify,evaluate,and choose among alternative brands and suppliers.
A)True
B)False
Q3) Identify the five factors affecting partner interdependence and environmental uncertainty that influence the development of a relationship between business partners.
Q4) In barter markets,participants offer to trade goods or services.
A)True
B)False
Q5) List and briefly describe the seven roles played by members of a buying center.
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Chapter 8: Identifying Market Segments and Targets
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Q1) What is customer cloning and how is it used
Q2) Increasingly,companies are finding that their markets are ________ as middle-market Americans migrate toward more premium products.
A) "triangle shaped"
B) "inverted"
C) "hourglass shaped"
D) "circular"
E) "linear"
Q3) Marketers use two broad groups of variables to segment consumer markets.Identify these groups and how they are used.
Q4) The sale of turkeys in the United States is highest in mid- to late November,as people buy turkeys to serve at Thanksgiving.Grocery stores who specifically advertise turkeys at this time of year are segmenting on the basis of ________.
A) benefits
B) user status
C) psychographics
D) demographics
E) occasion
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Chapter 9: Creating Brand Equity
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Q1) Internal branding is the perceptions and beliefs held by consumers,as reflected in the associations held in consumer memory.
A)True
B)False
Q2) Spending on product research,development,and design constitutes investment in the brand value development process.
A)True
B)False
Q3) A major advantage of a(n)________ strategy is that the company does not tie its reputation to the product.
A) blanket family name
B) licensing
C) individual-names
D) category extension
E) brand revitalization
Q4) Identify and describe the four value stages of the brand value chain.
Q5) The brand audit can be used to set strategic direction for the brand.
A)True
B)False
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Chapter 10: Crafting the Brand Positioning
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Q1) Pioneers who start markets through incremental innovation have much higher survival rates than those who start a market with a really new product.
A)True
B)False
Q2) In the product life cycle,growth is a stage of rapid market acceptance and substantial profit improvement.
A)True
B)False
Q3) Brands can be differentiated on the basis of many variables; however,four differentiation strategies are emphasized in the text.List and briefly characterize the three differentiation strategies.
Q4) In the maturity stage of the product life cycle,three phases appear to exist: growth,decay,and abandonment.
A)True
B)False
Q5) As a brand manager of a pharmaceutical firm you have observed that your brand is following the classic cycle-recycle pattern with respect to the product life cycle.Describe what is mostly likely happening in this pattern.
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Chapter 11: Dealing with Competition
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Q1) Wal-Mart is perhaps one of the best illustrations of the threat of ________ found in Porter's model.
A) intense segment rivalry
B) new entrants
C) substitute products
D) buyers' growing bargaining power
E) suppliers' growing bargaining power
Q2) Patterns of ________ are common in capital-intensive,homogeneous-product industries,where competitors present similar offers to buyers and market shares show high stability.
A) "conscious parallelism"
B) "feature fashion"
C) "covert security analysis"
D) "supply delay"
E) "predatory pricing"
Q3) As a brand manager,you have decided to implement a preemptive defense to meet an anticipated competitive challenge.Describe the preemptive defense.
Q4) How can a firm with low share of the total market become highly profitable
Q5) What differentiates a "good" competitor from a "bad" one
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Chapter 12: Setting Product Strategy
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Q1) Product-line analysis provides information for two key decision areas-product-line length and ________.
A) product-length new items
B) product-mix pricing
C) product pricing
D) popular pricing
E) none of the above
Q2) Many products can be differentiated in terms of their ________,-size,shape,or physical structure.
A) form
B) performance quality
C) conformance quality
D) reliability
E) design
Q3) During a meeting,you were asked by the vice-president of marketing,to comment on the company's pricing strategy for its products.Recalling your marketing management course in college,your comments define the six situations involving product-mix pricing.List these six product-mix pricing strategies.
Q4) Explain the concept of line stretching and the three uses for it.
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Chapter 13: Designing and Managing Services
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Q1) Services cannot be stored or inventoried.Attempts to regulate the "services" on the supply side-to increase the service providers when needed-include such strategies as part-time workers.What are some other ways a firm can "shift" supply for its services
Q2) The SERVQUAL scale includes the five determinants of service quality.Companies schooled in and practitioners of this craft are among the highest rated consumer friendly firms doing business today.What are the five determinants that firms such as Southwest,Disney,and Marriott honor so highly
Q3) When initiating self-service technologies,some companies have found that the biggest obstacle is not the technology itself,but ________ customers to use it. A) enticing B) becoming familiar with C) adapting D) utilizing E) convincing
Q4) The service quality of a firm is tested at each customer encounter.The service-quality model highlights the main requirements for delivering high service quality.The model identifies five gaps that cause unsuccessful delivery.List each of these gaps.
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Page 15
Chapter 14: Developing Pricing Strategies and Programs
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Q1) In oligopolistic industries that sell a commodity,firms base their prices largely on competitors' prices.This is an example of ________.
A) EDLP
B) countertrade
C) price discrimination
D) going-rate pricing
E) high-low pricing
Q2) Research on reference prices has found that "unpleasant surprises"-when perceived price is lower than the stated price-can have a greater impact on purchase likelihood than pleasant surprises.
A)True
B)False
Q3) The key to effectively using perceived-value pricing is always to deliver the same or equal value as your competitors.
A)True
B)False
Q4) Explain the relationship between fixed costs,variable costs,total cost,and average cost.
Q5) Explain the difference between everyday low pricing (EDLP)and high-low pricing.
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Chapter 15: Designing and Managing Integrated Marketing
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Q1) One of the chief roles of marketing channels is to convert potential buyers into profitable ________.
A) sales
B) marketers
C) customers
D) orders
E) consumers
Q2) ________ describes the use of electronic means and platforms to conduct a company's business.
A) E-business
B) E-commerce
C) E-purchasing
D) E-marketing
E) None of the above
Q3) Companies can choose from a wide variety of channels for reaching customers-from sales forces to agents,distributors,dealers,direct mail,telemarketing,and the Internet.
A)True
B)False
Q4) Explain the concept of a hybrid channel distribution system.
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Chapter 16: Managing Retailing, Wholesaling, and Logistics
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Q1) In the past,retailers secured customer loyalty by offering convenient locations,special or unique assortments of goods,greater or better services than competitors,and store credit cards.How has this changed
Q2) Inventory costs increases at a decreasing rate as customer-service levels approach 100% fulfillment.
A)True
B)False
Q3) Beyond the optimal order quantity,total cost per unit increases because ________.
A) inventory-carrying cost per unit increases
B) inventory-carrying cost per unit decreases
C) order-processing cost per unit rises
D) order-processing cost per unit falls more rapidly
E) order-processing cost per unit falls more slowly
Q4) Paco Underhill,managing director of the retail consultancy Envirosell Inc.,offers several tips for fine-tuning retail space in order to keep shoppers spending.List three of them.
Q5) Explain what is meant by the term "store atmosphere" and why it is important for retailers to have a distinctive atmosphere.
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Chapter 17: Designing and Managing Integrated Marketing Communications
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Q1) A one-time mailing offering a cookware item is an example of a ________.
A) single-vehicle, single-stage campaign
B) direct campaign
C) single-vehicle, multiple-stage campaign
D) multiple-vehicle, multiple-stage campaign
E) none of the above
Q2) A multiple media campaign deployed within a tightly defined time frame can increase message _________.
A) delivery and reach
B) awareness and content
C) reach and impact
D) impact and awareness
E) content and delivery
Q3) Explain the elements of the macromodel of communication process and list the nine elements contained.
Q4) Messages delivered by attractive or popular sources can achieve higher attention and recall.
A)True
B)False
Q5) How do opinion leaders mediate the affect of mass communications
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Chapter 18: Managing Mass Communications:
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Q1) Explain the concept of "impact."
Q2) One of the potential disadvantages of sponsorships is that the success of an event can often ________ and some consumers may still resent the commercialization of events.
A) attract unfavorable media attention
B) be cancelled
C) be illegal
D) be unpredictable
E) be unfavorable to the sponsor
Q3) Marketers report a number of reasons why they sponsor events.One of these reasons is that the firm wishes to identify with a particular target market or lifestyle.
A)True
B)False
Q4) Explain how format elements of a print ad can impact the ad's impact.
Q5) Communication-effect research seeks to determine whether an ad is communicating effectively.
A)True
B)False
Q6) Define the concept of "consumer franchise-building" sales promotions.
Page 20
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Chapter 19: Managing Personal Communications:
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Q1) Direct-mail marketing involves sending an offer,announcement,reminder,or other item to a person.
A)True
B)False
Q2) The Web offers the advantage of contextual placements.Marketers can buy ads from sites that are related to their offerings.An example of a contextual placement ad would be ________.
A) Johnson and Johnson ads that appear when a consumer types in the term baby
B) an ad for new cars when the user logs on to a Web site
C) Johnson and Johnson ads that appear on a new car dealer's Web site
D) new car ads that appear when the user types in the term baby
E) ads for expensive yachts when the term bankruptcy is typed
Q3) The most important source of information about reps is sales reports.Sales reports are divided between activity plans and ________.
A) call reports
B) written objectives
C) daily plans of action
D) activity reports
E) write-ups of activity results
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Page 21
Chapter 20: Introducing New Market Offerings
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Q1) Increasingly,new-product ideas arise from ________ that combines two product concepts or ideas to create a new offering,such as cereal bars,which combine cereal and snacking.
A) reverse assumption analysis
B) lateral marketing
C) attribute listing
D) forced relationships
E) morphological analysis
Q2) In controlled test marketing,a research firm manages a panel of stores that will carry new products for a fee.
A)True
B)False
Q3) Adopters of new products move through five stages.These stages begin with ________ and follow with interest,evaluation,trial,and adoption.
A) awareness
B) investigation
C) innovation
D) diffusion process
E) none of the above
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Page 22
Chapter 21: Tapping into Global Markets
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Q1) International companies must decide on how much to adapt their marketing strategy to local conditions.At one extreme are companies that use a globally standardized marketing mix worldwide.A standardized marketing mix includes ________.
A) a concentric strategy that includes the product, integrated marketing communications mix, and distribution strategy
B) standardization of the product, communication, and distribution channels, promising lowest costs
C) changes only to the product, keeping distribution channels and marketing communications consistent across countries
D) changing only the distribution channels to accommodate the host country
E) changes only to the product and communication message
Q2) If a company adapts or changes both the product and the communications,the company engages in a process called ________.
A) straight extension
B) marketing communication
C) product adaptation
D) dual adaptation
E) full adaptation
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Page 23
Chapter 22: Managing a Holistic Marketing Organization
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Q1) The danger with cause-related marketing is that it can backfire if cynical consumers question the link between the product and the cause and see the firm as self-serving and exploitive.
A)True
B)False
Q2) To focus on key processes rather than departments,companies appoint process leaders who manage cross-disciplinary teams.
A)True
B)False
Q3) Compare and contrast the differences between cause-related marketing and social marketing.
Q4) What is the purpose of profitability control
Q5) Companies that produce many products for many markets may adopt a ________ marketing organization.
A) flat
B) brand
C) product
D) matrix
E) top-down
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