WorksheetsMarketing_chapter 3, 4
Total questions: 20
Worksheet time: 10mins
A company’s macroenvironment consists of all of the following except _____
demographic forces
economic forces
competitive forces
technological forces
_____ include resellers, marketing service agencies, and financial firms that help a company to promote and sell its offerings to its final customers.
Intelligence firms
Marketing intermediaries
Suppliers
Advertising agencies
A company’s _____ consists of its suppliers, marketing intermediaries, customers, competitors, and publics
marketing environment
Macroenvironment
business environment
Microenvironment
The baby boomer generation is made up of the period _____.
1960-1971
1980s
1946-1964
1920-1929
There are three trends in the natural environment that marketers are monitoring. These are _____, _____, and _____.
the green movement; shortages of raw materials; increased pollution
shortages of raw materials; increased legislation; increased consumerism
increased consumerism; increased population; increased ethical expectations
increased pollution; increased government intervention; shortages of raw materials
The “shop until you drop” mentality of the 1990s has been replaced with a more _____ approach
“save all you can”
“splurge regularly”
“value is key”
“don’t shop at all”
A company has several options with regard to its marketing environment. A strong company takes a(n) _____ approach
ingenuous
proactive
peaceful
reactive
In exercising their corporate social responsibility and building a more positive image, companies are now linking themselves to worthwhile causes. This is referred to as _____
cause-related marketing
Engel’s Law
marketing concept
marketing mix
Banks, insurance companies, and credit companies that aid in financial transactions are called __________.
marketing services agencies
financial intermediaries
physical distribution firms
positioning
Which of the following are included in the major forces affecting a company’s macroenvironment?
cultural, political/legal, economic
baby boomers, minimum wage rates, product/service
marketing mix, positioning, price
marketing concept, goal setting, cultural
The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses
descriptive
primary
exploratory
causal
Which of the following statements regarding marketing intelligence is true?
The advantage of using competitive intelligence is negligible
All marketing intelligence is available for free
Marketing intelligence relies upon privately held information
Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities
Marketing intelligence relies upon publicly available information
________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment
Marketing data
Competitive intelligence
Marketing intelligence
Sales management
Customer intelligence
Four common sources of internal data include the accounting department, operations, the sales force, and the ________.
stockholders
competition
owners
marketing department
_______ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Marketing research
Marketing intelligence
Competitive intelligence
The marketing information system
Which of the following is NOT considered a source of marketing intelligence?
activities of competitors
resellers
key customers
causal research
suppliers
Causal research is used to ________.
quantify observations that produce insights unobtainable through other forms of research
uncover information at the outset in an unstructured way
test hypotheses about cause-and-effect relationships
describe marketing problems or situations
gather preliminary information that will help define problems
What is the first step in the marketing research process?
developing a marketing information system
developing the research plan for collecting information
defining the problem and research objectives
hiring an outside research specialist
implementing the research plan
Which step in the four-step marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?
developing the research plan
developing the research budget
choosing the research method
comparing and contrasting primary and secondary data
choosing the research agency
A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information
critique the needed information
experiment to develop information
question the needed information
develop the needed information
test market the information
