ST. PAUL’S UNIVERSITY
THE DEPARTMENT OF BUSINESS
Comprehensive Examination in Marketing Research II
INSTRUCTIONS
1. This examination is a multiple choice exam so indicate clearly your
answers.
2. Please note that the examination is “closed-book”—i.e., any use
of notes, books, computer files, or internet sources constitutes
an Honor violation.
3. Students should answer All the questions
1.In the definition of Marketing, the KEY phrase that best describes Marketing is:
2.
3.
a.
The fact that it is a “Process”
b.
That it is both “planning and executing”
c.
That it serves to “create exchanges”
d.
The satisfaction of “individual and organizational objectives”
Marketing is more than selling or advertising
a.
True
b.
False
Production and Marketing provide 5 kinds of utility. The one that is appropriate for a
product that is intangible is:
4.
5.
6.
a.
Task utility
b.
Possession utility
c.
Place utility
d.
Form utility
Which of the following is NOT one of the universal functions of marketing?
a.
Buying
b.
Transporting
c.
Production
d.
Standardization and Grading
The social process that directs an economy’s flow of goods and services is:
a.
Macro-marketing
b.
Magnum-marketing
c.
Micro-marketing
d.
Magic-marketing
In a Planned economic system:
a.
People in government decide who makes what goods
b.
Business people decide who will make the goods
c.
Consumers decide what goods will be made
d.
made
Business and Consumers decide what goods will be desired and therefore
7.
8.
9.
10.
11.
Effective marketing solves problems of:
a.
Discrepancies of Quantity
b.
Discrepancies of Assortment
c.
Spatial Separation
d.
All of the above
Those opposed to globalization of markets continue to protest at meetings of:
a.
NAFTA
b.
EU
c.
GATT
d.
WTO
Marketing activities are criticized because:
a.
“New” products are often not really new
b.
Promoting unsafe products
c.
Deceptive advertising
d.
All of the above
The evolutionary stage in which business could sell all it could produce is:
a.
Marketing department era
b.
Production era
c.
Sales era
d.
Marketing company era
Which of the following is NOT one of the three elements of the Marketing Concept?
a.
Production mentality
b.
Customer orientation
c.
Focus on profit, not sales
d.
Marketing integration with all areas of the firm
12.
13.
14.
15.
16.
17.
Engaging in proper behavior in specific situations refers to:
a.
Marketing ethics
b.
Marketing concept
c.
Social responsibility
d.
Community relations
The controllable variables within the control of the Marketing Manager are called:
a.
Targeting variables
b.
Codes of ethics
c.
Marketing mix
d.
Market processes
Being socially responsible will benefit the firm in the short-run as well as the long-run.
a.
True
b.
False
“Personal selling” would be part of the _______ variable.
a.
Product
b.
Place
c.
Promotion
d.
Price
“Installation” would be part of the _______ variable
a.
Product
b.
Place
c.
Promotion
d.
Price
Firms with offerings that the market views as superior to competitors are said to have a:
a.
Breakthrough opportunity
18.
19.
20.
21.
b.
Competitive advantage
c.
Differentiation
d.
Marketing strategy
The strategy of increasing sales in present markets with present products is:
a.
Diversification
b.
Product development
c.
Market development
d.
Market penetration
International markets offer opportunities because:
a.
Most countries are in various stages of economic development
b.
Trade barriers are being reduced
c.
Foreign markets are often less restrictive for products such as cigarettes
d.
All of the above are reasons
A small, new company is most likely to use the targeting strategy of:
a.
Single target market approach
b.
Multiple target market approach
c.
Combined target market approach
d.
Geographic concentration approach
When Universal Studios identifies itself as being in the “entertainment” industry, it is
describing its:
22.
a.
Geographic market
b.
Product market
c.
Generic market
d.
Economic market
How your target market thinks of your brand in relation to other, competing brands is:
a.
Segmentation
23.
b.
Positioning
c.
Clustering
d.
Differentiation
Which of the following is NOT one of the basic objectives when setting a firm’s longterm course?
a.
Engage in specific activities that will perform a socially and economically
useful function
b.
Earn enough profit to survive
c.
Develop the marketing skills for a competitive advantage
d.
Develop an organization to carry on the business and implement its
strategies
24.
25.
26.
Which of the following is something we would want to do in a competitive environment?
a.
Choose opportunities that avoid head-to-head competition
b.
Analyze competitors to find a competitive advantage
c.
Seek information about competitors
d.
All of the above are things we want to do
NAFTA and the European Union would be issues of the ________ environment.
a.
Political
b.
Competitive
c.
Technological
d.
Legal
One of the biggest changes in the cultural and social environment is the increase of:
a.
Working women
b.
Women entering law school
c.
Birth rates
d.
College students
27.
28.
29.
30.
An organizational unit within a firm that is treated as a separate profit center is a(n):
a.
Product Business Unit
b.
Strategic Business Unit
c.
Management Business Unit
d.
Divisional Business Unit
On the “Continuum of Environmental Sensitivity,” industrial products would likely be:
a.
On the “insensitive” side
b.
On the “sensitive” side
c.
In the middle of the sensitivity scale
d.
Industrial products are not on the continuum, only consumer products
The ______ should be the focus of all business and marketing activity.
a.
Bottom line
b.
Long-term
c.
Customer
d.
Stockholder
Around the world, advertising in print may be difficult because ____ of the world’s
population is illiterate.
31.
a.
One fourth
b.
One third
c.
One half
d.
Two thirds
From 1990 to 2000, Michigan’s population growth was:
32.
33.
34.
35.
a.
About half as fast as the U.S. growth
b.
Twice as fast as the U.S. growth
c.
The same rate as the U.S. growth
d.
Flat, with virtually no growth
The top 20% of income earners in the U.S. account for about ______ of total wages paid.
a.
5%
b.
20%
c.
40%
d.
50%
Your take-home pay (after-tax income) is your:
a.
Disposable income
b.
Taxable income
c.
Discretionary income
d.
Allocation income
People who know all the facts and logically compare choices are called:
a.
Psychological shoppers
b.
Economic buyers
c.
Consumption shoppers
d.
Rational buyers
The need for love and friendship are examples of:
a.
Physiological needs
b.
Safety needs
c.
Social needs
d.
Personal needs
36.
37.
A change in a person’s thought processes and/or behavior caused by prior experience is:
a.
Belief
b.
Perception
c.
Attitude
d.
Learning
Changing attitudes is considered difficult, but the attempt to change the attitude toward
drinking and driving is called:
38.
39.
40.
a.
Social marketing
b.
Ethical marketing
c.
Attitudinal marketing
d.
Cultural marketing
The reference group that is considered the first, and most powerful, is the:
a.
Peer group
b.
Opinion leaders
c.
Family
d.
Celebrities
The first step in the 5-step Problem-Solving Process is:
a.
Information gathering
b.
Problem recognition
c.
Decision
d.
Evaluating alternative solutions
When faced with a new--and important--purchase situation, the level of problem solving
would likely be:
a.
Routinized Response Behavior
b.
Limited Problem Solving
c.
Extensive Problem Solving
d.
41.
42.
43.
Adoption Problem Solving
In the chart of business and organizational categories, financial institutions were in:
a.
Middlemen
b.
Governments
c.
Producers
d.
Nonprofits
Organizational customers are not considered consumers.
a.
True
b.
False
All of the following must be included in a buying decision, but which one will make the
final determination whether to buy your product?
44.
45.
a.
Users
b.
Deciders
c.
Gatekeepers
d.
Influencers
Which of the following types of buying is likely to be computer automated?
a.
New-task buying
b.
Modified rebuy
c.
Single buying
d.
Straight rebuy
The trend in business buying is to:
a.
Use fewer suppliers
b.
Insist that suppliers use JIT or some other procedure
c.
Link suppliers to your firm using EDI
d.
46.
All of the above are trends
Which of the following is TRUE concerning Producers of Services?
a.
There are more producers of services than manufacturers
b.
Producers of services tend to be larger in size than manufacturers
c.
Buying tends to be more formal than with manufacturers
d.
Producers of services tend to be more geographically concentrated than are
manufacturers
47.
48.
Which of the following is NOT TRUE of the Government Market?
a.
Governments buy virtually every kind of good
b.
Government units in the U.S. spend almost $2 trillion
c.
Specifications are written so that few, or only one, suppliers qualify
d.
To sell to the government, one must be on an “approved supplier list”
An organized way of continually gathering and analyzing data to provide marketing
managers with information they need to make decisions is:
49.
a.
MIS
b.
DSS
c.
Marketing model
d.
Intranet
The unethical practice of pretending to conduct research, when in fact one is trying to sell
something, usually over the telephone, is called:
50.
a.
SUGGING
b.
HUGGING
c.
LUGGING
d.
DUGGING
The Hypothesis is:
a.
The most important part of the first stage of marketing research
b.
A decision-making approach to be objective and orderly when testing ideas
c.
An educated guess about relationships between things
d.
The same as the situation analysis
ANSWERS
1. C
2. A
3. A
4. C
5. A
6. A
7. D
8. D
9. D
10. B
11. A
12. A
13. C
14. B
15. C
16. A
17. B
18. D
19. D
20. A
21. C
22. B
23. C
24. D
25. A
26. A
27. B
28. A
29. C
30. B
31. A
32. D
33. A
34. B
35. C
36. D
37. A
38. C
39. B
40. C
41. C
42. A
43. B
44. D
45. D
46. A
47. C
48. A
49. A
50. C