chapter 8 - The correct answer for each question is...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
The correct answer for each question is indicated by a .
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
1 CORRECT The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization's marketing activities is called: A) market decision analysis. B) statistical analysis. C) marketing research. D) SWOT analysis. E) concept testing. Feedback: Marketing research also attempts to identify and define both marketing problems and opportunities and to generate and evaluate marketing actions.  Page: 199,  LO: 1 2 INCORREC T Richard Magnus runs the national outreach office for the Evangelical Lutheran Church. His organization compiles data on immigration, population shifts, education, income, age, and ethnicity that he uses to determine where there is a need for a new church. These compiled data are an example of __________ and help the church understand who its customers are. A) consultative marketing B) concept testing C) test marketing D) tactical support tools E) marketing research Feedback: Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization's marketing activities.  Page: 199,  LO: 1
Background image of page 2
3 INCORREC T Pennsylvania has historically been a stronghold for Lutherans, but that state's sluggish growth means Evangelical Lutherans have to establish a strong presence elsewhere. The church's national outreach office was assigned the task of researching where the church needs to invest its resources. Its first step in this marketing research process is to: A) identify what data were needed to determine how the church should grow. B) define the problem. C) determine whether to use primary or secondary research. D) develop the research plan. E) do none of the above. Feedback: During the first step of the marketing research process, the researcher needs to define the problem.  Page: 201,  LO: 2 4 INCORREC T Which of the following is a typical marketing objective? A) Increase sales revenue and profit for Diet Coke. B) Discover whether consumers that buy Pampers are aware of gender-specific disposables. C) Find out why the new line of plus-size clothing is not selling well. D) Determine whether to offer a new & improved version of an existing product. E) All of the above are typical marketing objectives. Feedback: Marketing objectives are the goals the decision maker seeks to achieve in solving a problem.  Page: 201,  LO: 2 5 INCORREC T An ESPN.com-commissioned study by Copernicus Marketing Consulting and Research wanted know to if the addition of an additional ESPN website would
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
increase the time sports-centered males are spending on the computer digesting sports information. The addition of an additional ESPN website is a(n):
Background image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 11

chapter 8 - The correct answer for each question is...

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online