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WorksheetsMarketing II Final Exam
Total questions: 100
Worksheet time: 50mins
Identify the correct answer to the following question: For the strategy of conducting customer surveys, with tactics including contacting customers and tabulating survey results, which of the following is the goal?
Improving this year’s sales training results by 7% over last year’s results
Improving this year’s customer satisfaction by 7% over last year’s ratings
Improving this year’s telemarketing skills by 7% over last year’s skills
Improving this year’s proposal writing by 7% over last year’s writing
Identify the correct answer to the following question: Which of the following is a strategy for the goal of increasing this year’s website sales by 9% over last year’s sales?
Printing the web address on company business cards
Including the web address in advertising
Letting people know the web address
Putting the web address on company vehicles
Identify the correct answer to the following question: Which of the following is a tactic for the strategy of training customer service staff to reach the goal of improving this year’s customer service by 15% over last year’s?
Scheduling customer service training dates
Improving the customer waiting area
Increasing customer benefits
Offering customers a payment plan
Identify the correct answer to the following question: To select the best strategy available to them, marketers should consider:
how to get their product into more customers’ hands.
how the marketing concept applies to their situation.
resources needed to research and develop their product.
when they want promotional messages delivered to customers.
Identify the correct answer to the following question: Which of the following is the best description of the marketing mix:
A combination of the four elements of marketing
An element of marketing that puts a product in the right place at the right time
A method of determining what a marketer wants to achieve
A strategy that serves as a guide
Identify the correct answer to the following question: Which of the following questions might marketers ask when they are working on the product element of marketing:
How much should the product cost?
Where should the product be sold?
What level of quality should be produced?
What media should be used to promote the product?
Identify the correct answer to the following question: Which of the following things might a marketer do to achieve the company’s pricing objective of raising the product’s value in the customer’s eyes:
Decide how to package the product
Ask a higher price for the product
Lower the product’s price
Order more of the product
Identify the correct answer to the following question: Balancing value and satisfaction for the customer is part of which element of marketing?
Promotion
Price
Product
Place
Identify the correct answer to the following question: Diana is deciding how much of a product to order and which firms to involve in the process. She is working on the ________ element of the marketing mix.
Promotion
Product
price
place
Identify the correct answer to the following question: To get a selected product in the right place at the right time, marketers often ask themselves which of the following questions:
Should we offer a warranty for our product?
How should we package our product?
Where should we make our product available?
What forms of payment should we accept?
Identify the correct answer to the following question: Which element of marketing refers to the various types of communication that marketers use to inform, persuade, or remind customers of their products?
Promotion
Place
Price
Product
Identify the correct answer to the following question: If a marketer changes one marketing mix element, they should expect that the ________ will also change.
Strategy
product quality
goal
other elements
Identify the correct answer to the following question: A marketing plan is designed to attract target customers through a set of
workshops.
strategies.
rules.
acquisitions.
Identify the correct answer to the following question: Marketing plans help marketers understand past decisions and outcomes better so that they can avoid
repeating past mistakes.
writing new marketing plans.
explaining problems to management.
losing market share.
Identify the correct answer to the following question: Marketing plans help marketers understand target market(s) better because
they require personal interviews with people in the target market(s).
without a marketing plan, a company has no target market(s).
most of the marketing plan is about the target market(s).
they require a great deal of research into the target market(s).
Identify the correct answer to the following question: A marketing plan forces the marketing team to put its goals in writing, making those goals
less specific.
easier to remember.
better than those of competitors.
less risky.
Identify the correct answer to the following question: How does a marketing plan affect the way the marketing team plans its strategies?
The team has more difficulty planning strategies.
The team can plan strategies more quickly.
The team can plan strategies with more precision.
The team can plan strategies up to 10 years in advance.
Identify the correct answer to the following question: Which of the following is an important benefit of marketing plans:
They develop exciting products.
They help recruit quality employees.
They ensure a yearly profit.
They can help obtain funding.
Identify the correct answer to the following question: What is the purpose of the executive summary in a marketing plan?
To list marketing objectives
To describe the desired target market
To assess the company’s current marketing situation
To serve as an introduction
Which of the following should be included in a marketing plan’s executive summary:
A description of the target market(s)
The names and numbers of marketing team members
The organization’s mission statement
A SWOT analysis chart
Which of the following components serves as a snapshot of the business’s current marketing situation:
Marketing strategies and programs
Situation analysis
Desired target market
Marketing objectives
Which of the following is often included in a marketing plan’s situation analysis:
Performance standards for implementing the plan
A list of the proposed strategies and programs
A list of the company’s marketing objectives
A SWOT analysis chart
What purpose does the longest section of the marketing plan serve?
To explain information with charts and graphs
To outline marketing strategies and programs
To detail financial plans and expenses
To explain performance and implementation procedures
Where in a marketing plan would a business discuss how it plans to communicate with its customers?
Marketing objectives
Situation analysis
Executive summary
Marketing strategies and programs
What section of the marketing plan includes information about expected results?
Performance and implementation
Appendix
Situation analysis
Desired target market
A business owner marked down a line of products in order to sell them, but customers still didn’t buy them. Marketing research might have been used in this situation to protect the business from
Embarrassment
Financial loss
Competitors
Loss of clientele
Which of the following is a true statement about the steps in the marketing research process:
The order of the steps in marketing research can be changed to suit the business
The amount of data being gathered affects the steps in the marketing research process
The business can leave out some of the steps in marketing research in certain situations
The steps in marketing research must follow a certain order, and none can be eliminated
Why is it important for marketing research to be objective?
So that researchers can guide consumers’ responses
So that researchers can express their own opinions
So that the data gathered are not influenced by researchers’ opinions
So that the data gathered can be analyzed using statistical software
Is marketing research used just by large businesses?
No, it is used mainly by individuals and small businesses
No, it is used by businesses and organizations of all sizes
Yes, individuals and small organizations do not use marketing research
Yes, large businesses are the exclusive users of marketing research
A business with its own marketing research department is most likely to use outside marketing research when
the business needs specific internal information
the business wants to prevent unnecessary financial losses
data must be analyzed by computer to be useful
the business needs more research than the department can handle
Why do businesses use exploratory research?
To predict future outcomes
To define the reason for the research
To try out different approaches to see what the results would be
To obtain specific data related to the business’s situation
Descriptive research is a type of marketing research that is used by businesses when they need to
make predictions of the business’s future sales
decide which direction to take in a given situation
try several theories to see what solution would work best
obtain specific data related to the business’s situation
Predictive research is used by businesses when they need to
forecast future business developments
define their reasons for research
determine the impact that one thing has on another
gather specific data related to an identified problem
An advantage of using primary data in a marketing research project is that they are
easier to collect than secondary data
quicker to collect than secondary data
usually more up-to-date than secondary data
less expensive to collect than secondary data
Which of the following is most likely to affect the amount of data that will be collected in a marketing research project:
When internal data is being used
When external data is being used
The method of data analysis to be used
The amount of objectivity desired by the business
An example of an internal source of marketing research data is
census figures
unemployment statistics
industry sales
financial statements
Which of the following is the most popular data collection method:
Experiment
Observation
Survey
Situation analysis
When all of the data in a marketing research project have been collected and analyzed, the next step for the researcher is to
develop a testable hypothesis.
make recommendations based on the findings.
develop a research design for the project.
decide whether the project should be continued.
Which of the following is a benefit of having managers and researchers on the same page about the marketing research problem:
It eliminates the need to establish research objectives.
It keeps the business from wasting resources.
It ensures favorable results from the research study.
It improves the business’s market share.
“What are some unfulfilled needs in our target market?” is an example of a(n)
discovery-oriented decision problem.
strategy-oriented decision problem.
unit of analysis.
relevant variable.
“Which advertising campaign will be more effective?” is an example of a(n)
discovery-oriented decision problem.
strategy-oriented decision problem.
unit of analysis.
relevant variable.
The problem from the researchers’ perspective is known as the
research objective.
investigation objective.
research problem.
decision problem.
Managers should avoid marketing research projects that
might give unfavorable results.
take a long time to complete.
involve new products.
make little financial sense.
Which of the following is a way that researchers help managers clarify decision problems:
Conducting a situation analysis
Determining unit(s) of analysis
Deciding on relevant variables
Drafting research objectives
Which of the following questions would be answered through a situation analysis:
How can we reach our target market more effectively?
Which new product has more potential?
Why is our business’s market share dropping?
What do we already know about this problem or opportunity?
A decision problem may be translated into several
sets of secondary data.
other decision problems.
research problems.
situation analyses.
Researchers are studying a company’s past sales invoices as part of their current marketing research project. The sales invoices are examples of
relevant variables.
secondary data.
primary data.
units of analysis.
Researchers are conducting focus groups as part of their current marketing research project. The results of these focus groups are examples of
relevant variables.
secondary data.
primary data.
units of analysis.
Managers and researchers have decided to conduct their marketing research study by looking at individual customers rather than at households. They have determined the
unit of analysis.
relevant variable.
decision problem.
research problem.
Managers and researchers have decided to focus on customer-satisfaction levels in their marketing research study. They have determined the
relevant variable.
unit of analysis.
situation analysis.
primary data.
Managers and researchers have formalized their decisions into a statement of what the marketing research study will achieve, known as a
relevant variable.
research objective.
decision problem.
research problem.
An organization is gathering, recording, and analyzing data about its target market. This activity is known as
marketing research.
test marketing.
performing a case study.
conducting experiments.
A company’s marketers guess that if they invest in sales force training, sales will increase by 15%. This guess is called a(n)
simulation.
hypothesis.
independent variable.
pilot study.
A company’s marketers hold a meeting to lay out the master plan for conducting a marketing research project. This plan is known as the research
questionnaire.
design.
variable.
focus.
Which of the following is determined in a research project’s master plan:
The company’s target market
How much the marketers will be paid
How much data to collect
The purpose of the research
What is the relationship between research purpose and research design?
Purpose dictates design.
There is no relationship between the two.
Design is more important than purpose.
Design is unnecessary.
A company’s marketers want to begin marketing research, but they are unfamiliar with the nature of the problem. The most appropriate research design for them would be
exploratory research.
descriptive research.
causal research.
discovery research.
If researchers are asking consumers for opinions and feelings about a new product, what type of data are they collecting?
Specific
Qualitative
Quantitative
Unusable
Which of the following is an example of exploratory research:
Case study
Test marketing
Survey
Pilot study
Marketers need to know more about the demographics of their target market. The most appropriate research design for them would be
conclusive research.
descriptive research.
exploratory research.
causal research.
Which of the following marketing research designs is often referred to as statistical research:
Causal research
Numerical research
Descriptive research
Exploratory research
Research based on specific, measurable elements is using what type of data?
Qualitative
Vague
Unreliable
Quantitative
Which of the following is an example of descriptive research:
Clinical trial
Survey
Interview
Focus group
Marketers have developed a hypothesis, and they want to test it. Which of the following research designs is most appropriate in this situation:
Causal research
Exploratory research
Descriptive research
Statistical research
Marketers may want to use research to study the economy, a factor that is subject to change. In this context, the economy can be described as a(n)
variable.
case study.
experiment.
hypothesis.
Marketers often conduct causal research through experiments and
informal discussions.
questionnaires.
simulations.
literature reviews.
Which of the following is an example of secondary data:
The information on a sales invoice
The results of a focus group
The outcome of an experiment
The answers to a survey
One reason that marketers conduct secondary research is to
clarify research questions
create hypotheses
make accurate predictions
learn more about a specific industry
Marketers look for internal data in
trade association reports.
informal interviews.
the organization’s information system.
government databases.
Which of the following is an example of internal data:
A field test
A cash register receipt
A competitor’s website
A media report
Which of the following is an example of external data:
A retail loyalty card
An article written by an industry expert
A sales report
A profit-and-loss statement
Primary research collects data for
marketers across the industry to use.
understanding economic cycles.
the research project at hand.
informational purposes only.
Which of the following is a reason that marketers conduct qualitative research:
To create hypotheses for further testing
To test hypotheses
To make accurate predictions
To analyze relationships between market factors
Which of the following is an example of quantitative data:
“The customer smiled when she heard the name of the new product.”
“Many local residents enjoy playing sports at the community center.”
“The salespeople think that customers want more payment options.”
“Sales of this particular model have fallen 13% in the last year.”
Which of the following is an advantage of secondary research:
It is up to date.
It gives marketers control of the study.
It is quick.
It is specific to the research needs.
Secondary research is cost-effective for marketers because the data
already exist.
are cheap to purchase.
are specific.
are incomplete.
A marketer is having difficulty finding data about a competitor because the competitor’s financial records have not been made public. Which disadvantage of secondary research does this situation illustrate?
It can be incomplete.
It can be out of date.
It can be costly.
It can be time-consuming.
What is the main disadvantage of conducting primary research?
It is not customized to the research needs.
It takes control away from the marketers.
It is costly to carry out.
It can be difficult to find respondents.
Which of the following is a reason that some marketers choose to outsource marketing-research activities
It is inexpensive to outsource marketing-research activities.
Professional marketing researchers have subjective mindsets.
Marketing-research activities are too difficult for most marketers.
A marketing-research firm can make the research anonymous.
Qualitative data are
hard to find.
unnecessary.
statistical.
descriptive.
Which of the following is an example of qualitative data
“Andy broke the school record for home runs.”
“It was so hot at the baseball game!”
“It was 92 degrees Fahrenheit at the baseball game.”
“The baseball game lasted three hours.”
Personal interviews are often used as a data collection method when researchers
desire a variety of opinions in a short period of time.
don’t want to be noticed by respondents.
want to explore a certain issue.
need hard facts about a product.
Focus groups are a useful data collection tool because they
generate in-depth discussion.
are inexpensive.
are intimidating to respondents.
eliminate the need for quantitative data.
Which method of data collection allows researchers to gather information about customers in a natural setting
Focus group
Experiment
Observation
Personal interview
The observation method of data collection can be difficult to conduct because
it isn’t practical for certain activities.
it must be conducted in secret.
the results are usually unreliable.
Researchers must obtain respondents’ permission.
Qualitative data collection can be limited because it
is more difficult to conduct than quantitative data collection.
includes a very small portion of the target market.
includes only facts—no opinions or experiences.
is usually unreliable.
Quantitative data are
based on customer attitudes.
not useful for most marketing purposes.
nonstatistical.
Factual
Which of the following is an example of quantitative data
“Tara graduated first in her class.”
“Tara is one of the smartest kids in school.”
“I heard Tara is applying to Harvard!”
“Tara is a great tutor.”
Which method of data collection allows researchers to determine cause and effect
Surveys
Tracking
Experiments
Observation
Which of the following statements best defines the term promotional mix
The way in which businesses combine promotional methods
The “magic formula” used in developing promotional plans
The confusion of too many promotional techniques
The rotation technique used for promoting employees
Any paid form of nonpersonal presentation of ideas, images, goods, or services is known as
sales promotion.
personal selling.
publicity.
advertising.
Which of the following would be a reason a business uses personal selling rather than advertising
Immediate feedback
Less flexible
Less cost per contact
No face-to-face contact
On a per-contact basis, which of the following elements of the promotional mix is most expensive
Advertising
Sales promotion
Publicity
Personal selling
Which of the following characteristics is shared by advertising and publicity
Is impersonal
Must be paid for
Receives close attention
Presents the same message
Contests, samples, and coupons are all examples of
premiums.
personal selling.
novelty items.
sales promotion.
If a manufacturer has chosen to advertise on national radio and in magazines, which of the following factors has influenced the promotional mix
Need for face-to-face promotion
Geographic location of the market
Limited promotional funds
Technical aspects of the product
When the promotional mix for a product is affected by the path the product takes from the producer to the ultimate consumer, the mix is being influenced by the product’s
consumers.
life cycle.
market.
distribution channel.
The Sandlot Company promotes its products to intermediaries who then promote the products to customers. The Sandlot Company is using a(n) ________ promotional strategy
push
pull
increasing
decreasing
Cool Cola recently developed a new flavor of soda. The company has generated customer interest in the new product via television commercials and coupons. As a result, wholesalers and retailers are buying the new soda from Cool Cola to meet customer demand. This is an example of a(n) ________ promotional strategy
increasing
decreasing
pull
push
Competing businesses within the same industry usually react to each other’s promotional mixes by
trying not to outdo each other.
reducing their promotional budgets.
playing follow the leader.
changing distribution channels
