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1 | |
Marketing is the process of planning and execution of all of the following EXCEPT: |
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| | A) | pricing |
| | B) | product |
| | C) | production |
| | D) | promotion |
| | E) | distribution |
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2 | |
John Stuart, a marketing manager for a large service organization, gives the decision-making power to his subordinates so that they can do on-the-spot problem solving to provide superior customer service. This practice of encouraging employees to be more proactive in problem solving is known as: |
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| | A) | employee enrichment |
| | B) | employee empowerment |
| | C) | employee commandment |
| | D) | employee enhancement |
| | E) | employee rigor |
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3 | |
One of the research tasks used in competitive analysis is importance-performance analysis. This is an approach for evaluating: |
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| | A) | the relative importance of advertising budgets of well-performing competitors |
| | B) | the relative market shares of the most significant competitors of a firm |
| | C) | the product portfolio of all major competitors in a marketplace |
| | D) | the importance customers place on different product attributes as they make their purchase decisions and how different products rate on these attributes |
| | E) | any brand conflicts that might exist between a firm's brand and its competitors (these conflicts should be of long-term nature) |
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4 | |
Target market analysis can help provide information on all of the following issues, EXCEPT: |
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| | A) | evaluation of competitors' strategies, strengths, and limitations |
| | B) | new-product opportunities |
| | C) | demographics and attitudinal characteristics of the target market |
| | D) | user profile, usage patterns, and attitudes |
| | E) | the effectiveness of a firm's current marketing program |
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5 | |
A research study determines that people evaluate beers on two dimensions: "popular vs. premium" and "regional vs. national" brands. A visual representation of how different brands place on this two-dimensional space would be an example of what is called a: |
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| | A) | coordinate chart |
| | B) | visualization map |
| | C) | perceptual map |
| | D) | relativity chart |
| | E) | spatio-visual map |
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6 | |
A mystery shopper study is most closely an example of a: |
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| | A) | customer satisfaction study |
| | B) | service quality study |
| | C) | cycle time research |
| | D) | logistic assessment study |
| | E) | opportunity assessment study |
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7 | |
All of the following are examples of distribution-related research methods, EXCEPT: |
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| | A) | service sensitivity analysis |
| | B) | retailing research |
| | C) | delivery expense studies |
| | D) | alternative delivery systems studies |
| | E) | logistic regression analysis |
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8 | |
A marketing research study is designed to measure the target market's brand loyalty and brand switching tendencies. This study measures which aspect of the target market's attitudes? |
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| | A) | sectoral |
| | B) | analytical |
| | C) | affective |
| | D) | cognitive |
| | E) | behavioral |
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9 | |
All of the following are emerging trends in the marketing research industry, EXCEPT: |
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| | A) | an increased emphasis on secondary data |
| | B) | movement toward technology-related data management |
| | C) | a movement towards pure data analysis |
| | D) | an increased emphasis on digital technology for data acquisition and retrieval |
| | E) | a broader international client base |
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10 | |
In general, sales forecasting precedes demand analysis. |
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| | A) | True |
| | B) | False |
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11 | |
The objective of environmental forecasting is to predict a product's demand based on advertising expenditure and past sales. |
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| | A) | True |
| | B) | False |
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12 | |
An ad agency that performs marketing research functions as a supplement to a broader marketing research project is an example of a facilitating agency. |
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| | A) | True |
| | B) | False |
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13 | |
When a researcher takes an actual respondent's data and duplicates it to represent a second set of responses, the researcher is said to have created a phantom respondent. |
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| | A) | True |
| | B) | False |