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Exam 14: Marketing: Helping Buyers Buy

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Question 111

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As part of her responsibilities as a marketing manager,Jan has completed her review of data her department has gathered through telephone interviews,mail surveys and focus groups.Jan is disappointed because the research results strongly suggest that a product idea she helped develop is unlikely to be popular with potential customers.Jan should:

A) put the product on temporary hold,throw out the results of the research,and design and conduct new surveys and questionnaires.
B) accept the research results and re-evaluate the proposed product.
C) continue developing the product,but try to find ways to reduce production costs.
D) proceed with product development because the opinions of experienced marketing managers often turn out to be more accurate than marketing research.

E) B) and C)
F) B) and D)

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Question 112

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Describe the steps involved in the marketing process.

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Marketing is the process of planning and...

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Question 113

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The Mucho Tacos Restaurants,Inc.has restaurants featuring authentic Mexican cuisine in two provinces.The company is looking to open restaurants in additional markets and also wants to expand and improve its menu.Which of the following is an example of secondary data the owners of Mucho Tacos might find useful?

A firm that uses _______segmentation divides a market into groups based on age, income,or level of education.

Relationship marketing makes heavy use of media such as television,radio and newspapers,to convince large groups of customers to buy a standardized product.

A firm's copyright consists of the words or letters used to differentiate their goods and services from those of competitors.

Marketers use surveys to gather secondary data.

Successful marketing researchers:

Marketing is a set of business practices designed to plan for and present an organization's products or services in ways that build effective customer relationships.

Kelly buys only Calvin jeans and Nike sport shoes because these products are endorsed by her favourite entertainers.Furthermore,her attitudes and values are shaped by statements by these celebrities.This illustrates how consumer decision making is influenced by:

Designing a want-satisfying product is part of the marketing mix.

Which of the following is considered a secondary source of information?

Susan purchased a new automobile four months ago after struggling to choose between Kadillac and a Rolls Mobile.Even now,after purchasing the Rolls Mobile,she wonders if she made the right choice.Susan is experiencing: