Marketing Research Test Bank
Course Introduction
Marketing Research is an essential course that introduces students to the systematic processes involved in gathering, analyzing, and interpreting data relevant to marketing decision-making. The course covers fundamental topics such as research design, data collection methods, questionnaire development, sampling techniques, and statistical analysis. Students will learn how to identify marketing problems, utilize both qualitative and quantitative research methods, and translate research findings into actionable marketing strategies. Through practical case studies and hands-on projects, the course aims to develop the skills necessary for conducting effective marketing research in real-world business environments.
Recommended Textbook
Marketing 4th Edition by Dhruv Grewal
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20 Chapters
2626 Verified Questions
2626 Flashcards
Source URL: https://quizplus.com/study-set/3016
Page 2
Chapter 1: Overview of Marketing
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136 Verified Questions
136 Flashcards
Source URL: https://quizplus.com/quiz/167415
Sample Questions
Q1) __________ is communication by a marketer that informs,persuades,or reminds potential customers about a product.
A) Pricing
B) Promotion
C) Placement
D) A relational orientation
E) Value cocreation
Answer: B
Q2) Garage sales and online classified ads are examples of C2C marketing.
A)True
B)False
Answer: True
Q3) What are the four Ps of marketing? Give an example of each.
Answer: Product,price,place,and promotion.
Q4) The trade of things of value between the buyer and the seller so that each is better off as a result is known as an exchange.
A)True
B)False Answer: True
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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156 Verified Questions
156 Flashcards
Source URL: https://quizplus.com/quiz/59966
Sample Questions
Q1) After defining the business mission,what should a firm do next to develop a marketing plan?
A) Conduct an STP analysis.
B) Perform a situation analysis.
C) Develop a positioning strategy.
D) Select a target market.
E) Implement the four Ps.
Answer: B
Q2) Marketers who design and offer new products and services to their existing customers are pursuing a ____________________ growth strategy.
A) product proliferation
B) market development
C) market penetration
D) diversification
E) product development
Answer: E
Q3) Price should be based on the value that the customer perceives.
A)True
B)False
Answer: True
Page 4
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Chapter 3: Social and Mobile Marketing
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99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/167757
Sample Questions
Q1) Location-based software and applications can help bring a special offer to customers right on their smartphones when they are in the process of making a purchase decision.This best represents the __________ framework of social media marketing.
A) engage
B) energize
C) excite
D) experience
E) educate
Answer: C
Q2) What is the appeal of Pinterest to marketers?
A) allows big-box stores to compete on a cost-basis with online retailers
B) helps create exclusive merchandise for retailers
C) creates excitement about service or products through gamification
D) generates customer engagement with products
E) allows markets to receive unlimited product exposure from fans
Answer: E
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Page 5
Chapter 4: Marketing Ethics
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82 Verified Questions
82 Flashcards
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Sample Questions
Q1) Jacqueline was pleased to read a paraphrasing of the Golden Rule,"Do unto our customers as you would have them do unto you," as part of her new employer's mission statement.Next,Jacqueline expects to find in the firm's employee handbook
A) a summary of recent Supreme Court business ethics cases.
B) a statement that she needs to decide how the Golden Rule applies to her job on her own,without any influence from her employer.
C) explicit rules governing the firm's transactions.
D) a list of employee concerns.
E) a list of benefits offered to employees.
Q2) Jacinta has just learned that a brand of clothing she has been selling for years in her store is being made by workers in sweatshops,under inhumane working conditions,by workers paid subsistence wages.Which of the questions in the Ethical Decision-Making Metric will most likely affect her decision to discontinue the brand?
Q3) How would you distinguish a firm that practices corporate social responsibility from one that behaves ethically?
Q4) During which phase(s)of the strategic marketing planning process are ethical issues likely to arise?
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Chapter 5: Analyzing the Marketing Environment
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130 Verified Questions
130 Flashcards
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Sample Questions
Q1) Typical demographic data include
A) gender.
B) income.
C) race.
D) geographic region.
E) all of these.
Q2) International marketers new to the United States often struggle to define "American culture." What would these international marketers need to study in order to define "American culture" and what would they be likely to learn?
Q3) Some companies have been accused of taking advantage of the current social trend of green marketing,positioning their products as environmentally friendly when this may not actually be the case.This is called
A) fake greening.
B) greenwashing.
C) greenbaiting.
D) green puffery.
E) red marketing.
Q4) How can marketers identify potential opportunities?
Q5) In recent decades,how has income distribution changed in the United States?
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Chapter 6: Consumer Behavior
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145 Verified Questions
145 Flashcards
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Sample Questions
Q1) Maslow's Hierarchy of Needs is an interesting concept for psychology,but it has little relevance for marketing.
A)True
B)False
Q2) Using examples,describe the difference between impulse buying and habitual decision making.
Q3) Using automobiles as an example,explain the differences between universal,retrieval,and evoked sets,and identify the one that is most important to marketers.
Q4) When Karen realized her dog had fleas,Karen had
A) a social-perceptual incongruence.
B) a psychological need.
C) a cognitive learning failure.
D) a universal shopping need.
E) an unsatisfied need.
Q5) The buying process begins with a comparison of available alternatives.
A)True
B)False
Q6) Why are attitudes important in consumer decision making?
Q7) Why should marketers not set unrealistically high consumer expectations?
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Chapter 7: Business-To-Business Marketing
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135 Verified Questions
135 Flashcards
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Sample Questions
Q1) How does the need recognition stage differ between the B2B and the B2C buying processes?
Q2) B2B buying decisions are often made by A) governors.
B) influencers.
C) committees.
D) resellers.
E) consumers.
Q3) The final step of the business-to-business buying process is a formal vendor analysis.
A)True
B)False
Q4) Whether targeting consumers or resellers,marketers need to focus on A) creating value for their customers.
B) buying center synergy.
C) private exchange efficiency.
D) corporate profit sharing.
E) reducing derived demand.
Q5) Define derived demand and give an example of how demand for B2B sales is often derived from B2C sales.
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Chapter 8: Global Marketing
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117 Verified Questions
117 Flashcards
Source URL: https://quizplus.com/quiz/59960
Sample Questions
Q1) According to purchasing power parity theory,if __________ is / are in equilibrium,products will cost the same in each country.
A) imports and exports
B) consumer spending
C) interest rates
D) domestic products
E) exchange rates
Q2) Which of these is NOT one of the BRIC countries?
A) Bulgaria
B) Russia
C) India
D) China
E) These are all BRIC countries.
Q3) Which statement about India's population is TRUE?
A) With a median age of 61,India has one of the oldest populations in the world.
B) India's young people mostly live in rural areas in large families.
C) India's workforce is highly skilled,particularly in technology.
D) India claims more than 25% of the world's population.
E) Most Indian citizens shop in large retail outlets.
Q4) How do tariffs affect markets?
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Chapter 9: Segmentation,Targeting,and Positioning
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155 Verified Questions
155 Flashcards
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Sample Questions
Q1) A university using benefit segmentation and targeting students who want to get a degree quickly while still working full time would focus on
A) providing classes at convenient times and offering online courses.
B) discount pricing for students taking more than twelve credit hours.
C) the higher average salaries earned by college graduates.
D) the great variety of classes offered.
E) the number of Nobel Prize winners on the faculty.
Q2) While demographic and geographic segmentation of retail customers is relatively easy,these characteristics do NOT help marketers determine
A) how old their customers are.
B) what their customers need.
C) where their customers live.
D) which customers have young children.
E) what income brackets their customers are in.
Q3) For products like pencils and paper clips,marketers should probably use an undifferentiated targeting strategy.
A)True
B)False
Q4) Write a value proposition for your favorite restaurant.
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Chapter 10: Marketing Research
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136 Verified Questions
136 Flashcards
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Sample Questions
Q1) A marketing research project often begins with a review of the relevant __________ data.
A) primary
B) secondary
C) quantitative
D) unfocused
E) structured
Q2) Why are more and more market researchers using Web surveys?
Q3) Marketing research should be used only to produce favorable recommendations for senior management to consider.
A)True
B)False
Q4) Which of the following is NOT one of the guidelines for developing a market research questionnaire?
A) The layout should be professional and easy to follow.
B) Questions should only address one issue at a time.
C) Questions should be sequenced appropriately.
D) Questions should use vocabulary respondents are familiar with.
E) Sensitive questions should be asked first.
Q5) What are the most important elements in the presentation of results?
Page 12
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Chapter 11: Product,Branding,and Packaging Decisions
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139 Verified Questions
139 Flashcards
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Sample Questions
Q1) When Jaclyn selects a case of Sprite at the grocery store for her party,she is attracted by the holiday-themed box featuring green and white bells.What Jaclyn is seeing is referred to as the secondary package.
A)True
B)False
Q2) A personal digital assistant programmed with key customers' birthdates,wine preferences,and food allergies is a(n)__________ tool.
A) SKU
B) PDQ
C) IMF
D) CRM
E) GATT
Q3) One of the categories of products for which brand extension is especially logical is A) generic goods.
B) generic services.
C) commodities.
D) complementary goods.
E) licensed brands.
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13
Chapter 12: Developing New Products
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142 Verified Questions
142 Flashcards
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Sample Questions
Q1) ___________________ involves taking apart a product,analyzing it,and creating an improved product that does not infringe on the competitor's patents.
A) Reverse innovation
B) Reverse engineering
C) Selective dissection
D) Redistribution
E) Creative destruction
Q2) Kristina created a virtual prototype of her new line of swimwear on a website to show to consumers.Kristina will ask consumers what they think of the clothing,but the most important question is
A) what retailers she should use to sell the swimwear.
B) whether or not they would purchase the swimwear if it becomes available.
C) what wholesale price should be charged.
D) what promotional plan will work best.
E) in which season she should introduce the product.
Q3) Using the diffusion of innovation theory,what factors contributed to the rapid adoption and success of Amazon.com?
Q4) Define and describe the product life cycle stage in which laggards begin to purchase products.
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Chapter 13: Services: The Intangible Product
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141 Verified Questions
141 Flashcards
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Sample Questions
Q1) Randall arrived at the hotel to find that,although he had a guaranteed reservation,the hotel had no rooms available.He became angry when the hotel made him a reservation at a more expensive hotel but refused to pay the difference in room rates.Randall was upset because,in his opinion,the hotel's solution did not incorporate
A) intangible fairness.
B) distributive fairness.
C) procedural fairness.
D) service fairness.
E) empowerment fairness.
Q2) A delivery gap is the difference between the firm's standards and the actual service it provides to customers.
A)True
B)False
Q3) Most retail stores in the United States do 60 percent or more of their business in the period between Thanksgiving and Christmas.What can these stores do to get sales staff to provide "service with a smile" during this stressful part of the year?
Q4) Why is it important for marketers to pay special attention to providing excellent customer service?
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Page 15
Chapter 14: Pricing Concepts for Establishing Value
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147 Verified Questions
147 Flashcards
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Sample Questions
Q1) Gerald has a number of customers for his lawn care service who never question his bill but expect their lawns to be perfect.These customers do not want low prices,they want
A) a sales orientation.
B) fixed costs.
C) cross-price discounts.
D) a target return.
E) high value.
Q2) Price is the only part of the marketing mix that does not generate costs.
A)True
B)False
Q3) Price is the cash expenditure plus taxes that consumers have to pay for a good or service.
A)True
B)False
Q4) If consumers are more sensitive to price increases than price decreases,what does that say about price elasticity of demand?
Q5) The Internet has decreased consumers' price sensitivity. A)True
B)False
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Chapter 15: Strategic Pricing Methods
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140 Verified Questions
140 Flashcards
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Sample Questions
Q1) Compared to other pricing methods,__________ pricing is relatively simple.
A) improvement value
B) value-based
C) cost of ownership
D) reference-based
E) cost-based
Q2) In determining the price for his company's new small business accounting software,Raymond is assessing how much better the software is as compared to alternative products available in the market.Raymond is using __________ pricing.
A) improvement value
B) odd-even
C) everyday low pricing
D) reference-based
E) cost-based
Q3) A reference price might be considered deceptive if
A) the internal reference point is different from the external reference point.
B) the reference point has been inflated or is fictitious.
C) the reference price is more than two times the cost of the item.
D) the reference price has changed more than once in the past 12-month period.
E) it reflects actual manufacturing costs plus 50 percent.
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Chapter 16: Supply Chain and Channel Management
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) A distribution center is typically operated by
A) the marketing department.
B) vertically integrated consumer networks.
C) retailers,manufacturers,or distribution specialists.
D) corporate-government joint ventures.
E) electronic data interchange services.
Q2) Marketing channel management creates value by getting products to customers efficiently.
A)True
B)False
Q3) Naomi knows she has to order her store's Christmas holiday merchandise in April to ensure delivery before the holiday season.Naomi is concerned with the supply chain management goal of
A) providing products at the right time.
B) providing products at the right locations.
C) providing the right quantities.
D) satisfying the service levels supply chain participants expect.
E) minimizing system-wide costs.
Q4) Why does conflict arise in the supply chain? How do partnering relationships help to reduce conflict?
Page 18
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Chapter 17: Retailing and Multichannel Marketing
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135 Verified Questions
135 Flashcards
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Sample Questions
Q1) Kohl's,JCPenney,and Bloomingdales are examples of A) department stores.
B) off-price retailers.
C) discount stores.
D) extreme value stores.
E) category specialist stores.
Q2) If you were a marketer for a clothing manufacturer and you wanted to improve revenues from irregulars,production overruns,and returns,you would be attracted to using
A) department stores.
B) specialty stores.
C) category specialists.
D) off-price retailers.
E) supercenters.
Q3) Belinda is opening an upscale outdoor cooking equipment store.If she wants to differentiate her store from competitors based on product offerings,what will she likely need to do?
Q4) What is unique about drugstores as a general merchandise retailer? What competitive pressures could limit growth in sales and profits?
Q5) How can the size of a company affect the choice of marketing channels?
Page 19
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Chapter 18: Integrated Marketing Communications
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) What are the individual elements of integrated marketing communications,and how does each contribute to an IMC campaign?
Q2) The sender of an IMC message hopes the receivers are
A) the people for whom the message was originally intended.
B) the people with the most buying power.
C) consumers who are capable of discerning value.
D) consumers who have purchased the firm's products in the past.
E) the market segment with the most gross rating points.
Q3) Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer,listener,or reader profile of the communication channel being considered.The agency is most likely trying to avoid noise problems associated with
A) competing messages.
B) lack of clarity in the message.
C) a poor choice of medium.
D) an extended feedback loop.
E) a flaw in the medium.
Q4) If you were advertising your company's watches in Vogue magazine and you had five ads in the magazine,how would you calculate your gross rating points (GRP)?
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Chapter 19: Advertising,public Relations,and Sales Promotions
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139 Verified Questions
139 Flashcards
Source URL: https://quizplus.com/quiz/59949
Sample Questions
Q1) Because PSAs are a special class of advertising,FCC rules require
A) consumers to listen to them.
B) court approval before they are aired.
C) all advertisers to contribute to them.
D) broadcasters to devote a specific amount of free time to them.
E) they use only the informative or reminder advertising appeals.
Q2) Contests and sweepstakes are both forms of sales promotions,but a contest requires some sort of skill or effort,while a sweepstakes is a drawing of entrants' names.
A)True
B)False
Q3) Firms are willing to offer generous rebates because
A) the retailer and manufacturer always split the cost.
B) rebates increase sales,but few customers actually apply for the rebate.
C) they are easier for the consumer to use than are coupons.
D) rebates are the only type of sales promotion proven to impact sales.
E) they tend to generate repeat customers.
Q4) The first step in developing an ad campaign for Jason's reggae band is to identify his target audience.Why is this a starting point for effective advertising? What does identifying his target audience involve?
Page 21
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Chapter 20: Personal Selling and Sales Management
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130 Verified Questions
130 Flashcards
Source URL: https://quizplus.com/quiz/59948
Sample Questions
Q1) Experts estimate that the average cost of a single B2B sales call is about
A) $50.
B) $200.
C) $400.
D) $1,000.
E) $1,500.
Q2) Describe the objective and subjective ways that can be used to evaluate a salesperson's performance.When should each be used?
Q3) ___________________ involves the planning,direction,and control of personal selling activities,including recruitment,selection,training,motivation,compensation,and evaluation of members of the sales force.
A) Human resources management
B) Integrated marketing communications management
C) Sales management
D) Marketing management
E) Sales administration
Q4) What is the difference between an order getter and an order taker?
Q5) What basic rule should be used in creating sales evaluation criteria?
Q6) What is relationship selling?
22
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