Lecture Quiz 3-4

Question 1

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

Answer 1

Competitive Marketing Intelligence

Question 2

Which of the following is most likely a disadvantage of focus group interviewing?

Answer 2

Focus group interviewing involves small samples to keep time and costs down, which makes it hard to generalize from the results.

Question 3

Cape Sky Inc., an international insurance and financial services company, is the primary sponsor of the annual New York City Marathon, which is attended by over one million fans and watched by approximately 300 million viewers worldwide. The Cape Sky logo and name are displayed throughout the race course. Cape Sky most likely sponsors this event in order to appeal to which of the following types of publics?

Answer 3

General publics

Question 4

Which of the following is the first step in the marketing research process?

Answer 4

Defining the research problem

Question 5

_______ help companies stock and move goods from their points of origin to their destinations.

Answer 5

physical distribution firms

Question 6

A pastor from Kansas believes that adultery is immoral. This refers to the pastor’s ________.

Answer 6

Core Belief

Question 7

Price & Malone Corp., a company based in Houston, caters to a market of individuals and households that buy goods and services for personal consumption. Price & Malone caters to a ________ market.

Answer 7

Consumer market

Question 8

The boom in Internet marketing has created a new set of social and ethical issues. Critics worry most about ________.

Answer 8

online privacy issues

Question 9

Observation is best suited for ________ research.

A.
experimental
B.
constructive
C.
survey
D.
exploratory
E.
descriptive

Answer 9

exploratory

Question 10

Which group includes neighborhood residents and community organizations?

Answer 10

Local Publics

Question 11

________ provide the resources needed by a company to produce its goods and services.

Answer 11

Suppliers

Question 12

Rachel works for a furniture company in Ireland. She is responsible for buying and selling goods at a profit to small retailers. Rachel most likely operates in a ________ market.

A) business
B) reseller
C) wholesale
D) consumer
E) retail

Answer 12

B) reseller

Question 13

Kei, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Kei is using ________.

Answer 13

internal databases

Question 14

Sparks Inc. has a growing ________ market in the U.S. consisting of individuals and households that buy Sparks’ products for personal use.

Answer 14

consumer

Question 15

A regional supermarket chain runs print, radio, and television advertisements announcing that 1 percent of its sales is donated to local after-school programs for underprivileged youth. This is an example of

a. cause-related
b. generational
c. sustainable
d. tiered
e. cultural

Answer 15

a. cause-related