SM 3.00 Review

PowerAde is developing a new product designed specifically for golfers. It is testing the product in markets across the Southwest and collecting research on taste, nutrient replenishment, and price. It is using marketing research for which activity?

• To focus on the importance of retaining customers

• To improve the quality of decision making

• To trace problems

• To understand the changing marketplace

Apple Computers is testing a new iPod with frequent travelers at major airports. It is collecting research on battery life, screen size, and portability. It is using marketing research for which activity?

• To focus on the importance of retaining customers

• To improve the quality of decision making

• To trace problems

• To understand the changing marketplace

Zappos Shoes determined it must implement a money-back guarantee and offer free shipping for product returns. It used marketing research for which activity?

• To focus on the importance of retaining customers

• To improve the quality of decision making

• To trace problems

• To understand the changing marketplace

Sticky Fingers Barbecue instantly delivers an online survey to thousands of customers. Which advantage of using the Internet to conduct marketing research does this represent?

• Contact with the hard-to-reach

• Dramatically reduced costs

• Personalized questions and data

• Rapid development and real-time reporting

Food Lion e-mails a survey asking customers about the prices they are willing to pay for certain products. It targets certain surveys to certain markets. Which advantage of using the Internet to conduct marketing research does this represent?

• Contact with the hard-to-reach

• Dramatically reduced costs

• Personalized questions and data

• Rapid development and real-time reporting

Ted is a manager at Target. He implements a price change in a product and sees sales increase quickly. This is an example of which characteristic of a marketing decision support system?

• Accessible

• Discovery-oriented

• Flexible

• Interactive

Sharon surveys her sales clerks about the effect of a price increase on a certain product. This is an example of which characteristic of a marketing decision support system?

• Accessible

• Discovery-oriented

• Flexible

• Interactive

A company wants to know if it should change the product offerings in its least popular line. What step in the marketing research process should it take?

• Identify and formulate the problem or opportunity

• Plan the research design and gather primary data

• Specify the sampling procedures

• Collect the data

Managers for a local credit union recently discussed their marketing plan. They questioned if the plan was effective in attracting new customers. What step in the marketing research process should they take?

• Identify and formulate the problem or opportunity

• Plan the research design and gather primary data

• Specify the sampling procedures

• Collect the data

A company determined that a product in its best product line is not meeting sales expectations. What step in the marketing research process should it take next?

• Identify and formulate the problem or opportunity

• Plan the research design and gather primary data

• Specify the sampling procedures

• Collect the data