Marketing Final Exam

C one of the roles of marketing research is to be

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Unformatted text preview: A, the manufacturer of the Marlboro Ultra Smooth cigarette targeted to people who want to smoke a potentially safer cigarette, has asked for marketing research to explain the reasons for the recent failure of the new cigarette. This type of research is described as: a. descriptive b. predictive c. diagnostic d. normative e. historical ANS: C One of the roles of marketing research is to be diagnostic and to explain what happened. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-2 TOP: AACSB Reflective MSC: BLOOMS Application 14. Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, BSO employed _____ marketing research. a. historical b. descriptive c. predictive d. normative e. objective ANS: C The three roles of marketing research are descriptive, diagnostic, and predictive. The predictive function is to address “what if” questions. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-2 TOP: AACSB Reflective MSC: BLOOMS Application 15. After listening to a group of middle-aged women discuss their biggest concerns about the jeans they wore, a company designed a new line of comfortable women’s jeans and touted them as “not your daughter’s jeans.” This is an example of research conducted to: a. improve the quality of their decision making b. find out why a marketing plan failed c. learn how to more efficiently retain customers d. understand the ever-changing marketplace e. do all of these ANS: A Management used this information to improve their decision making in marketing jeans to women. PTS: 1 REF: 140 OBJ: 09-2 TOP: AACSB Reflective Thinking KEY: CB&E Model Research MSC: BLOOMS Application 16. The first step in the marketing research process is to: a. specify the sampling plan b. collect the data c. analyze the marketplace d. plan the research design e. identify and formulate the problem/opportunity to be studied ANS: E See Exhibit 9.1. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 17. When Eurasia restaurant, serving Eurasian cuisine, first opened along Chicago’s Michigan Avenue, its novelty brought many diners. However, it turned off the important business lunch crowd, and sales went into decline. Before conducting any marketing research to explain the declining sales, management needs to: a. determine who will be most likely to respond to a survey b. select a market sample from everyone in the population c. define the problem to be researched d. develop a survey to find out exactly what’s wrong e. enumerate the decision factors ANS: C To respond to a symptom, one should identify the underlying problem. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: B...
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This document was uploaded on 09/29/2013.

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