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Exam 1: Introduction to Marketing Research

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Question 31

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Companies which successfully minimize product and service failures:

A) can credit the development of complex accounting systems for their success.
B) depend on high levels of employee motivation for their low failure rates.
C) are often known for their emphasis on selling efforts and providing high rewards for sales teams.
D) have determined how to create,communicate,and deliver value by "hearing the voice" of the consumer.
E) tend to put a greater focus on defining the best set of product dimensions to match their core competencies.

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Question 32

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Andrea Livingston arrives at her desk at Western Utility Corporation,a provider of electrical power.She accesses her Lexis-Nexis computer program,which provides her with articles containing information related to the utilities industry.She discovers that a new breakthrough has occurred in solar panel technology,and this report was published during the evening in a newspaper in Europe.She immediately takes this information to her research and development department.Andrea is accessing which component of the MIS of Western Utility Corporation?

A) internal reports
B) marketing decision support system
C) marketing intelligence
D) marketing research

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Question 33

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Determining the value consumers perceive in new products is a primary objective of:

The marketing intelligence system gathers information generated by internal reports,which includes order billing,receivables,inventory levels,stockouts,and so on.

Understanding the forces which motivate dealers to move greater quantities of product is inherent in the process of:

The marketing research system gathers information for a specific situation facing the company,and it is unlikely that the other components of an MIS have the information needed for the specific situation.

When a firm is "consumer -oriented" or "market-driven," it follows the marketing concept business philosophy.

The use of marketing research to monitor marketing performance takes place prior to implementing marketing strategies.

Marketing research is the process of designing,gathering,analyzing,and reporting information that may be used to solve a specific marketing problem.

Once objective,accurate,and timely information is provided to managers to allow them to implement the correct strategy,there is no future need for information.

Based on the AMA's definition of marketing research,which of the following is NOT one of the uses of marketing research?

Which of the following best illustrates the use of marketing research to monitor marketing performance?

Everyday,information about pertinent developments in the environment is gathered through internal report systems.

It has yet to be proven if social media can effectively serve as a venue for firms to collaborate with consumers.

The marketing concept is an important philosophy for marketing managers because it dictates:

A marketing information system is a structure consisting of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.

A marketing strategy consists of selecting a segment of the market as the company's target market and designing the proper:

In order to implement the "right" strategy,managers must make many decisions,and they must have objective,accurate,and timely information in order to make these decisions correctly.

One of the uses of marketing research is to identify market opportunities;however,the identification of problems is not a use of marketing research,but rather a use of the firm's internal auditing system.

Marketing has been defined as a function and set of processes for creating,communicating,and delivering value to customers,and for managing customer relationships in ways that benefit the organization and its stakeholders.Marketing managers must have information in order to determine values desired by customers and how to build customer relationships.This explanation shows: