Question 1

Reshma Ananda, a marketing manager for the Grocery SuperStore retail chain, fired up a computer program that gave her access to information about product availability and customer buying that helped her immediately set prices for bananas and cherries. What type of computer program did she have?

A- A decision support system

B- Statistical analysis software

C- A marketing model

D- The Internet

Question 2

When focus group interviews are used in marketing:

A- each person in the group answers the same questionnaire, to focus the discussion.

B- the typical group size is 15 to 20 typical consumers whether online or off-line.

C- it is primarily as a follow-up to more quantitative research.

D- the research conclusions will vary depending on who watches the interview whether online or off-line.

Question 3

Regarding the marketing research process, defining the problem:

A- means identifying the symptoms.

B- usually requires that problem specific data be collected and interpreted.

C- includes all the possible problem areas before narrowing down to final research objectives.

D- is not guided by the marketing strategy planning framework.

Question 4

Lisa Campos was interested in buying a coffee pot to use at college and an MP3 player for her sister's birthday present. At the local discount store, she compared prices on coffee pots and chose the cheapest. She read the product information on each MP3 player and finally chose one with stereo headphones and a rechargeable battery. For Lisa, the coffee pot was:

A- a convenience product, but the MP3 player was a specialty product.

B- a heterogeneous shopping product, but the MP3 player was a staple.

C- an impulse product, but the MP3 player was a convenience product.

D- a homogeneous shopping product, but the MP3 player was a heterogeneous shopping product.

Question 5

What is an example of a primary data source?

A- Cost data

B- A marketing information system

C- Company files

D- Website analysis

Question 6

Fresher Foods Co. manufactures and sells a variety of dairy products under the Fresh Farm brand name. It decides to introduce a new line of organic jams and preserves under the Tru Flavor Preserves brand name. The new line is using:

A- a family brand.

B- an individual brand.

C- a dealer brand.

D- a private brand.

Question 7

The national law which is primarily concerned with regulating product warranties is:

A- the Lanham Act.

B- the Magnuson-Moss Act.

C- the Uniform Product Code Act.

D- the Federal Fair Packaging and Labeling Act.

Question 8

Which of the following statements is TRUE concerning marketing research?

A- Producers who use long channels of distribution only need marketing research.

B- Marketing research should be planned by marketing managers --who understand the problem--not researchers.

C- Business marketers do not need marketing research because their needs are different.

D- Marketing research can get updated information that is not available in the MIS.

Question 9

Which of the following statements BEST describes impulse products?

A- Impulse products can have limited availability as long as display is good.

B- Impulse products need widespread distribution with display at point of purchase.

C- Impulse products need enough exposure to facilitate price comparisons.

D- Impulse products need widespread distribution at low cost.

Question 10

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be:

A- part of a situation analysis.

B- the beginning of a focus group interview.

C- the process of gathering information to be analyzed by a statistical package.

D- bad practice, since the problem has not been defined yet.