POSTTES T
Lap 11
WF Marketing
Part I
1. Ted is planning a new advertising campaign for his company, a stable that offers private
horseback-riding lessons. Which of the following is data that would be useful for Ted’s
marketing decision making:
(
a. Sales volume data for the horse racing industry
b. Strengths and weaknesses of local coffee shops
c. Market share data for his company during the past year
d. Demographic data for local dog owners
2. Which of the following is an example of a primary data source: (3 points)
a. A sales invoice
c. An expense report
b. A call report
d. A market-research survey
3. Which of the following is an example of a secondary data source: (3 points)
a. A focus group
c. An Internet survey
b. A warranty card
d. A customer interview
4. Juliana wants to measure her business’s actual sales against its goals for the quarter. She
needs to conduct a
a. sales volume analysis.
c. SWOT analysis.
b. market share analysis.
d. customer analysis.
5. Simon wants to know how well his company did last quarter in relation to other companies in
its industry. He needs to conduct a (3 points)
a. sales volume analysis.
c. SWOT analysis.
b. market share analysis.
d. customer analysis.
6. Which of the following data might a business learn from its customers: (3 points)
a. Data about buying habits
c. Financial data about competitors
b. Market share data
d. Data about traveling expenses
7. Where is the best place to start looking for data about competitors? (3 points)
a. The company’s internal financial records
c. The company’s web site
b. The company’s call reports
d. The local newspaper
8. Which of the following is a basic rule governing the collection of data for marketing decision
making:
a. Use only primary sources.
b. Keep responsibilities to just one or two employees.
c. Gather as much data as you possibly can.
d. Don’t overextend company resources.
9. Pauline has gathered so much data for her business’s marketing team that she’s having
trouble organizing and storing them all. These data have become less useful to Pauline’s
company because of
a. trademarks and copyrights.
c. their irrelevance to the company.
b. Pauline’s lack of training.
d. information overload.
10. Wayne is in charge of collecting useful marketing data for his company. He has decided that
sales will be considered final when the product(s) have shipped. This is an example of (3 points)
a. compiling a list of secondary data sources.
c. setting parameters.
b. preparing call reports.
d. conducting sales volume analysis.
11. Which of the following is not a question that should be considered when creating a plan to
collect, store, and analyze data for marketing decision making: (3 points)
a. How will the data be organized?
b. What new products should be developed?
c. What financial resources are necessary?
d. What technological resources are necessary?
12. If marketers do not have enough secondary data available to meet the company’s needs,
they must
a. conduct primary research.
c. wait until secondary data appear.
b. create data.
d. find a new project.
13. Most companies consider the most valuable source of secondary data to be (3 points)
a. sales volume analysis.
c. expense reports.
b. warranty cards.
d. sales invoices.
14. Which of the following data are likely to be found in a business’s customer records: (3 points)
a. Lodging and food expenses c. Annual purchases and product usage
b. Personal financial data d. Sales in relation to prior time periods
15. The data needed for sales volume analyses and market share analyses come from (3 points)
a. company sales reports.
c. sales invoices.
b. expense reports.
d. customer records.
16. Cedric has just spent $150 taking a potential customer out to dinner. He will submit this data
in a(n)
a. sales invoice.
c. call report.
b. expense report.
d. warranty card.
17. Since not every sales call results in a sale, it’s important for salespeople to track customer
contacts in
a. call reports.
c. sales invoices.
b. warranty cards.
d. sales reports.
18. The future service a customer expects for a certain product is data likely to be found
a. in an expense report.
c. on a sales invoice.
b. in a sales report.
d. on a warranty card.
19. Which of the following statements about retrieving data for marketing decision making is
true:
a. The less data you retrieve, the better.
b. Many employees are involved in the process.
c. The process should be conducted once a year.
d. Not all companies need to retrieve data.
20. Which of the following is a question that might be answered by analyzing the data a
company retrievesfor marketing decision making: (3 points)
a. Whom should we hire for the open position in accounting?
b. How much money does our competitor’s CEO make?
c. How can we become more competitive?
d. What will the economy be like in three years?
Part II—
Directions:
You have just been hired as marketing specialist at a car dealership in Phoenix, Arizona. The
dealership specializes in selling new Smart cars. One of your first job tasks is to identify and
gather data that will be useful in identifying new target markets for the dealership. Write a
description of how you will complete this task, identifying sources of data that you will use, the
types of data the sources will provide, the way you will go about retrieving the data, and
the decisions that you will make about potential new target markets. Be sure that your plan
addresses the steps that are outlined in the LAP.