Chapter 08
Developing a Global Vision through Marketing Research
True / False Questions
1.Marketing planning is traditionally defined as the systematic gathering, recording, and analyzing
of data to provide information useful in marketing decision making.
2.A review of competitors' sales revenues and methods of market segmentation would be found in
the economic portion of a planning report.
3.The U.S. businesses spend more money on marketing research than businesses in any other
country in the world.
4.The marketing research process should begin with questionnaire construction that matches the
abilities of the marketplace to answer the questionnaire.
5.One of the advantages that U.S. marketing researchers have over other international marketing
researchers is the fact that U.S. marketing researchers have almost as much information about
world markets and countries as they do on the domestic U.S. market.
Multiple Choice Questions
1. According to the text, ___________ is the key component in developing successful marketing
strategies and avoiding major marketing blunders in the international marketing environment.
A. public relations
B. information
C. advertising
D. government support
E. "deep pockets"
2.The systematic gathering, recording, and analyzing of data to provide information useful in
marketing decision making is considered to be the traditional definition of which of the following
terms?
A. Market segmentation
B. Marketing information systems
C. Marketing research
D. Database management
E. Marketing intelligence
3.Though definitions of marketing research and international marketing research are basically the
same, there are two distinct complications that impact international marketing research. Which of
the following would be one of those complications?
A. International marketing research is always more expensive than domestic research.
B. International marketing research is very poor when it comes to promotional studies.
C. International marketing research is better with respect to cultural research because it involves
more cultural information.
D. The environments within which the research tools are applied are often different in foreign
markets.
E. Inaccuracies interpreting respondents answers in international marketing research due to
language barrier.
4.Research can be divided into different types based on information needs. All of the areas below
fit these different types EXCEPT:
A. general information about the country, area, and/or market.
B. information necessary to forecast future marketing requirements by anticipating social,
economic, consumer, and industry need trends within specific markets or countries.
C. specific market information used to make product, promotion, distribution, and price decisions.
D. specific information necessary to attract investors from foreign countries or markets.
E. specific market information used to develop marketing plans.
5.Many firms engaged in foreign marketing do not make decision with the benefit of all the
information they would have for most domestic marketing decisions. __________,
________________, and ___________________ are the three major reasons why these companies
do not have all the information desired.
A. price; product; promotion
B. cost, time; lack of appreciation for information
C. culture; politics; management style
D. sociology; serendipity; supply-side economics
E. corruption; political power; logistics
Essay Questions
1.Give the traditional definition for marketing research.
2.Discuss the differences between traditional marketing research and international marketing
research.