Question 1
1. Reshma Ananda, a marketing manager for the Grocery SuperStore retail chain, fired up a
computer program that gave her access to information about product availability and
customer buying that helped her immediately set prices for bananas and cherries. What
type of computer program did she have?
ABCD-
A decision support system
Statistical analysis software
A marketing model
The Internet
Question 2
1. When focus group interviews are used in marketing:
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each person in the group answers the same questionnaire, to focus the discussion.
the typical group size is 15 to 20 typical consumers whether online or off-line.
it is primarily as a follow-up to more quantitative research.
the research conclusions will vary depending on who watches the interview whether
online or off-line.
Question 3
1. Regarding the marketing research process, defining the problem:
A- means identifying the symptoms.
B- usually requires that problem specific data be collected and interpreted.
C- includes all the possible problem areas before narrowing down to final research
objectives.
D- is not guided by the marketing strategy planning framework.
Question 4
1. Lisa Campos was interested in buying a coffee pot to use at college and an MP3 player
for her sister's birthday present. At the local discount store, she compared prices on
coffee pots and chose the cheapest. She read the product information on each MP3 player
and finally chose one with stereo headphones and a rechargeable battery. For Lisa, the
coffee pot was:
A- a convenience product, but the MP3 player was a specialty product.
B- a heterogeneous shopping product, but the MP3 player was a staple.
C- an impulse product, but the MP3 player was a convenience product.
D- a homogeneous shopping product, but the MP3 player was a heterogeneous shopping
product.
Question 5
1. What is an example of a primary data source?
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Cost data
A marketing information system
Company files
Website analysis
Question 6
1. Fresher Foods Co. manufactures and sells a variety of dairy products under the Fresh
Farm brand name. It decides to introduce a new line of organic jams and preserves under
the Tru Flavor Preserves brand name. The new line is using:
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a family brand.
an individual brand.
a dealer brand.
a private brand.
Question 7
1. The national law which is primarily concerned with regulating product warranties is:
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the Lanham Act.
the Magnuson-Moss Act.
the Uniform Product Code Act.
the Federal Fair Packaging and Labeling Act.
Question 8
1. Which of the following statements is TRUE concerning marketing research?
A- Producers who use long channels of distribution only need marketing research.
B- Marketing research should be planned by marketing managers --who understand the
problem--not researchers.
C- Business marketers do not need marketing research because their needs are different.
D- Marketing research can get updated information that is not available in the MIS.
Question 9
1. Which of the following statements BEST describes impulse products?
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Impulse products can have limited availability as long as display is good.
Impulse products need widespread distribution with display at point of purchase.
Impulse products need enough exposure to facilitate price comparisons.
Impulse products need widespread distribution at low cost.
Question 10
1. A company that sells equipment through independent wholesalers wants to find out why
sales are down in one region. An analyst is asked to interview the wholesaler in that
region. This seems to be:
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part of a situation analysis.
the beginning of a focus group interview.
the process of gathering information to be analyzed by a statistical package.
bad practice, since the problem has not been defined yet.
Question 11
1. What are some of the likely problems facing the marketing manager in a small firm who
plans to search the Internet for information on competitors’ marketing plans? How can
the marketing manager minimize those problems? Your response should be at least 300
words in length. You are required to use at least your textbook as source material for your
response. All sources used, including the textbook, must be referenced; paraphrased and
quoted material must have accompanying citations.
Question 12
1. How might you use different types of research (focus groups, observation, survey, and
experiment) to forecast market reaction to a new kind of disposable baby diaper?
Consider that this product is to receive no promotion other than what the retailer will give
it, and the product will be offered at a competitive price. Assume the new diaper’s name
will not be associated with other known products. Your response should be at least 300
words in length. You are required to use at least your textbook as source material for your
response. All sources used, including the textbook, must be referenced; paraphrased and
quoted material must have accompanying citations.