Question 1: Market research firms, commercial publications, and government data

can be used as sources of:

Marketing audits
Secondary data
Primary data

Question 2: Marketing research has three functional roles. These roles are:

Descriptive, explanatory, and predictive

Flexible, interactive, and discovery-oriented
Descriptive, Diagnostic, and Predictive

Question 3: A private academy for children with learning disabilities has noticed a
steadily declining enrollment in spite of the addition of several scholarships. Before
conducting any marketing research to explain the decline in enrollment, the school's
staff will need to:

Determine who will be most likely to respond to their survey

Define the problem to be researched
Select a market sample from everyone in the population

Question 4: Managers must combine specific pieces of information needed to

identify the marketing research problem. Their _____ is to provide insightful
decision-making information.

Field service objective

Marketing research objective
Autonomous task

Question 5: Is essential to the success of focus-group research?

Group Dynamics
Empowerment
Individualism

Question 6: Beasley wanted an umbrella table for his patio. He watched newspaper
ads until he found one on sale. For Beasley, the umbrella table is a(n) _____
product.

Shopping
Convenience
 Specialty

Question 7: Rexona, marketed by Unilever (a Dutch company) is the world's

number one deodorant brand. The brand is a leader in Europe, South America,
Asia, Africa and the Middle East. Rexona is an example of a:

Global Brand
Cannibalized Brand
Family Brand

Question 8: _____ products are searched for extensively, and substitutes are not
acceptable. These products may be quite expensive, and often distribution is limited.

Specialty
Shopping
Convenience

Question 9: Realizing that their product needed a warranty to gain rapid market
acceptance, the manufacturer of a high-tech system for investigating accidents
produced:

A written guarantee that the product would work as promised and that it is fit for
the purpose it was sold
an advertisement stating buyers would not perceive the purchase of this product as
risky
A label stating that the product is of the highest quality and backed by years of
manufacturing experience

Question 10: Observers of the supermarket industry see no letup in the use of
checkout-counter-based target marketing. Sav-More supermarkets have installed an
electronic marketing system in its stores. The system allows the stores to do more
direct mail promotions by combining the current Sav-More's check cashing cards
with the new Sav-More's Bonus Club frequent-shopper cards. The new system uses
barcode scanners and magnetic cards issued to shoppers to track all purchases. As
with most customer databases, demographic information is gathered for subsequent
offers to frequent-shopper club members, and psychographic information is tracked
whenever customers use the magnetic strip cards to make purchases. Generally,
marketing to these consumers achieves better results than free standing insert (FSI)
coupons.

Refer to Sav-More Supermarkets. The Sav-More management is continually

provided with information to make better marketing decisions. This data is easily
accessed and manipulated. This type of system is called a:

Marketing research system

 Marketing decision support system
Competitive intelligence system

Question 11: Everyday information about developments in the marketing

environment that managers use to prepare and adjust marketing plans

Marketing Information
Decision Support System
Database Marketing

Question 12: The process of planning, collecting, and analyzing data relevant to a
marketing decision.

Scientific Method
Marketing Information
Marketing Research

Question 13: Determining what information is needed and how that information can
be obtained efficiently and effectively.

Marketing research objective

Marketing decision problem
Marketing research problem

Question 14: The specific information needed to solve a marketing research

problem; the objective should be to provide insightful decision making information.

Marketing research problem

Marketing research decision
Marketing research objective

Question 15: A broad-based problem that uses marketing research in order for
managers to take proper actions

Marketing research objective

Management decision problem
Marketing research problem

Question 16: A company that acquires, catalogs, reformats, segments, and resells
reports already published by marketing research firms.

Marketing research head

 Marketing research aggregator
Marketing research leader

Question 17: The most popular technique for gathering primary data, in which a
researcher interacts with people to obtain facts, opinions, and attitudes

Survey Research
Computer assisted research
Mall-intercept research

Question 18: A type of survey that involves interviewing business people at their
offices concerning industrial products or services.

Mail Survey
Computer-assisted self interviewing
Executive Interview

Question 19: A closed-ended question designed to measure the intensity of a

respondent’s answer.

Closed ended question

Scaled-response question
Open ended Question

Question 20: A research method that relies on four types of observation: People
watching people, people watching an activity, machines watching people, and
machines watching an activity.

Observation research
Ethnographic research
Mystery research

Question 21: The study of human behavior in its natural context; involves
observation of behavior and physical setting.

Ethnographic research
Universe research
Observation research

Question 22: An error that occurs when there is a difference between the
information desired by the researcher and the information provided by the
measurement process.
 Measurement error
Sampling error
Frame error

Question 23: Error that occurs when a sample somehow does not represent the
target population

Measurement error
Frame Error
Sampling Error

Question 24: When a sample drawn from a population differs from the target
population.

Frame error
Sampling error
Measurement error

Question 25: The selected sample is an imperfect representation of the overall

population.

Random error
Frame error
Sampling error

Question 26: A system for gathering information from a single group of respondents
by continuously monitoring the advertising, promotion, and pricing they are
exposed to and the things they buy.

BehaviorScan
Competitive Intelligence
Scanner based research

Question 27: An Internet sample with quotas based on desired sample

characteristics

Screened Internet Sample

Recruited Internet Sample
Random sample

Question 28: A product used to manufacture other goods or services, to facilitate an

 organization’s operations, or to resell to other customers.

Business product
Convenience Product
Consumer product

Question 29: A product bought to satisfy an individual’s personal wants.

Convenience product
Consumer product
Business product

Question 30: A relatively inexpensive item that merits little shopping effort.

Business product
Convenience product
Consumer product

Question 31: A specific version of a product that can be designated as a distinct

offering among an organization’s products.

Product mix
Product line
Product Item

Question 32: A group of closely related product items.

Product line
Product mix
Product item

Question 33: All products that an organization sells.

Product Mix
Product item
Product line

Question 34: The number of product items in a product line.

Product line depth

Product Mix Width
 Product Line Width

Question 35: The number of product lines an organization offers.

Product Mix Width

Product Line Depth
Product Line Width

Question 36: The practice of modifying products so those that have already been
sold become obsolete before they actually need replacement.

Product Obsolescence
Product Modification
Aesthetic Modification

Question 37: Adding additional products to an existing product line in order to

compete more broadly in the industry.

Product Line Obsolescence

Product brand mark
Product Line Extension

Question 38: A no-frills, no-brand-name, low-cost product that is simply identified

by its product category.

Family Brand
Private Product
Generic Product

Question 39: Marketing several different products under the same brand
name.

Cobranding
Family Brand
Private Brand

Question 40: A type of package labeling that focuses on a promotional theme or logo
with consumer information being secondary.

Aesthetic labeling
Persuasive labeling
Information labeling
 Question 41: A type of package labeling designed to help consumers make proper
product selections and lower their cognitive dissonance after the purchase.

Warranty Labeling
Persuasive Labeling
Information Labeling

Question 42: A brand name owned by a wholesaler or a retailer.

Private Brand
Manufacturer brand
Individual Brand

1. Who is generally acknowledged as THE marketing guru?

a. Philip Allen b. Philip Kotler c. Michael Portera d.
Michael Owen

2.Which is the missing “P” to go with Product, Promotion,

Price?
a. People b. Positioning c. Place d. Persuasion

3.What does CRM stand for?

a. Custom Rated Manufacturing b. Classic Relationship
Marketing c. Creative Random Manipulation d. Customer
Relationship Management

4.Who wrote about “Marketing Myopia”?

a. Theodore Roosevelt b. Theodore Levitt c. Jerome
McCarthy d. Arthur Andersen

5.What is market segmentation?

a. The arbitrary segregation of customers in a market b.
Slicing and dicing product demand c. Grouping of customers
according to similar need or behaviour d. Breaking down
demand by country

6.How much is the Coca Cola brand worth in 2001 according to

Interbrand?
a. US$ 150.5 billion b. US$ 68.9 billion c. US$ 56.4
billion d. US$ 25.3 billion

7. ….and what about Interbrand’s valuation of the McDonald’s

brand in 2001?
a. US$ 150.5 billion b. US$ 68.9 billion c. US$ 56.4
billion d. US$ 25.3 billion

8.Which low cost airline has adopted the South West Airlines
business model in an attempt to emulate the US airline’s
success in Europe?
a. Easyjet b. Aer Lingus c. Crossair d. Ryanair

9.The price of an Intel Pentium 4 1.4 gigahertz processor on 1

Jan. 2001 was $574, what was the price on 11 July 2001?
a. $ 507 b. $ 352 c. $ 209 d. $ 193

10.Which chemicals company has had outstanding success

with the brands Lycra and Tencel?
a. BASF b. Du Pont c. Dow Chemical d. Mitsubishi

1
The sales and profits of an individual product may not follow the life cycle pattern.
A) True B) False
2
During the sales decline stage of the product life cycle, no firm can earn a profit.
A) True B) False
3

A new product is one that is new in any way for the company concerned. A)
True B) False
4
If an individual is injured by a defective or unsafely designed product, the seller's legal
obligation to pay damages is called product liability. A) True B)
False
5

Category managers have exactly the same role as brand managers. A) True
B) False
6

During the introduction stage of the product life cycle: A) promotion is likely
to be needed to increase primary demand. B) "me too" products quickly take
market share away from the innovator. C) most products achieve intensive
distribution. D) industry profits are at their highest. E) none of the
above.
7
During the introduction stage, what would hinder acceptance of a new product?
A) consumers may not see the new product as offering a superior alternative to
whatever they are currently using. B) the new product may not be compatible
with the buyer's values. C) problems communicating or demonstrating the new
product's benefits. D) risk in buying something for the first time. E)
all of the above.
8

During the market growth stage of the product life cycle: A) the industry
experiences the smallest profits. B) the market begins to fragment into sub-
markets or segments. C) industry sales grow slowly. D) industry
profits fall, then rise. E) all of the above.
9
What is the most important reason why industry sales level off in the market maturity
stage of the product life cycle? A) aggressive competitors entering the
markets. B) price cutting. C) less efficient firms leaving the market.
D) pool of potential users is exhausted. E) persuasive promotion.
10
Rallo Company has seen most of its competitors drop out of its product market due to
declining sales and profits. However Rallo still has much demand for its products from a
small group of loyal customers. In which stage of the product life cycle is this product
market? A) market introduction. B) market growth. C)
market development. D) market maturity. E) sales decline.
11

The length of a product's life cycle: A) may be as short as 90 days.

B) may be as long as 100 years. C) varies widely across products.
D) depends on the ease of entry to the market for competitors. E) all of the
above.
12

Regarding product life cycles, a good marketing manager knows that: A) once
a market goes into sales decline, oligopoly conditions set in. B) entirely
different target markets may be involved at different stages of the product life cycle.
C) industry profits are increasing well after sales start to decline. D)
a company's marketing mix usually should be kept constant over the product life cycle.
E) all of the above.
13
A pioneer in a product market may have the opportunity to establish industry norms,
which may include: A) selection of distribution channels. B)
earning monopoly profits. C) losing money. D) research and
development. E) removing barriers to entry.
14
Which of the following gives the correct order of the steps in the new product
development process? A) development, idea generation, screening, idea
evaluation, commercialization. B) idea generation, idea evaluation,
development, screening, commercialization. C) commercialization, idea
generation, idea evaluation, screening, development. D) idea generation,
screening, idea evaluation, development, commercialization. E) screening,
idea generation, idea evaluation, development, commercialization.
15
Which of the following is an effective source of ideas at the idea generation stage of the
new product development process? A) its R & D department. B)
customer complaints. C) competitors' products. D) lead users of the
product. E) all of the above.
16

Generating "socially responsible" new product ideas: A) is easy for new

product planners. B) is promoted by consumer groups. C) reduces
the long-term welfare of consumers. D) is unprofitable and should not be done.
E) is done by all companies.
17

Concept testing: A) involves usage tests by potential customers. B)

seeks potential customers' reactions and attitudes toward new product ideas—before
actual models are developed. C) takes place during the screening step of the
new product development process. D) is the last step before the
commercialization of a new product idea. E) both c and d.
18

Regarding the new product development process: A) all product ideas should
go through market testing before being accepted or rejected. B) a gradual "roll
out" should be used to cut promotion costs. C) screening criteria should be
both qualitative and quantitative. D) screening based on consumer welfare is
never used. E) all of the above.
19

According to Industry Canada a "new" product: A) can only be called "new"

for 12 months. B) can only be called "new" for 6 months. C) must
be changed from the previous product in a functionally insignificant respect. D)
is harmful to competition. E) is a fast-changing product.
20

Product managers: A) no longer work with advertising because of the rush of

everyday business. B) are increasingly taking responsibility for their products'
profitability. C) are designed to replace sales managers. D) do not
work in services. E) none of the above.