Quiz Chapter 1, The Role of Marketing Research in Strategic Planning




1. According to the American Marketing Association, marketing research is primarily distinguished by:
A.its use of statistical analysis.
B.its reliance upon demographic data.
C.the fact that only large firms can afford its cost.
D.its systematic approach to the process of gathering market information.
E.its use of psychographic analysis.


2. The X-Cel Corporation sees marketing research as the key to its efforts to "force long-term relationships with customers." The firm is employing marketing research primarily as a tool to accomplish its strategy of:
A.effective pricing.
B.relationship marketing.
C.packaging design.
D.quality control.
E.profitable promotion.


3. Customer relationship management requires:
A.customer/market knowledge.
B.data integration.
C.information technology.
D.the creation of customer profiles.
E.all of the above.


4. The X-Cel Corporation continually monitors the appropriateness of its marketing strategy in order to determine whether changes to the strategy are required. The firm may pursue this objective through the use of all of the following tools EXCEPT:
A.perceptual mapping.
B.opportunity assessment.
C.benefit and lifestyle analysis.
D.descriptive studies.
E.importance--performance analysis.


5. Similarities and differences in consumer needs are the primary focus of:
A.marketing decision support systems.
B.pricing strategy.
C.benefit and lifestyle studies.
D.integrated marketing communications
E.product portfolio strategy


6. The X-Cel Corporation is focusing upon consumer demographic, psychographic, product usage, brand preference, and decision process information in its current marketing research activities. The firm is engaged in:
A.target market analysis.
B.distribution analysis.
C.product portfolio strategy.
D.test marketing.
E.competition analysis


7. The X-Cel Corporation has developed, but not yet introduced, a fuel cell technology that promises clean, efficient power for automobiles--at a price slightly higher than current internal combustion engines. The firm will monitor trends in the availability and price of oil, environmental problems and public concerns, and internal-combustion engine improvements as part of its:
A.strategic control.
B.strategic information analysis.
C.distribution strategy.
D.opportunity assessment.
E.product portfolio strategy.


8. The process of attempting to establish a general meaning or definition for a firm's product offering that will, hopefully, be consistent with the needs and preferences of customers is at the core of:
A.segmentation.
B.positioning.
C.promotion.
D.distribution.
E.test marketing.


9. Pricing to the full-scale introduction of potential new products, the X-Cel Corporation routinely gathers information relevant to the reactions of consumers thought to be representative of its target market(s). The firm is engaged in:
A.positioning.
B.competition analysis.
C.market segmentation.
D.market analysis.
E.test marketing.


10. distribution strategy.
A.test market strategy.
B.market segmentation strategy.
C.product portfolio strategy.
D.pricing strategy.


11. The firm is conducting:
A.test marketing.
B.cycle time research.
C.concept research.
D.target market research.
E.product analysis.


12. Various elements of the firm's marketing mix are best described as examples of:
A.retailing analysis.
B.positioning.
C.demand analysis.
D.cycle time research.
E.product analysis.


13. Periodically, the X-Cel Corporation attempts to assess the "brand loyalty" of its customers. In order to accomplish this goal, the firm is likely to employ research designed to measure the ____________________ component of attitudes.
A.cognitive
B.perceptual
C.behavioral
D.affective
E.communications


14. Research designed to predict external occurrences that can affect the long-term strategy of a firm is called:
A.product analysis.
B.environmental forecasting.
C.strategic information analysis.
D.test marketing.
E.opportunity analysis.


15. The information collected through marketing research "projects" is made strategically useful--and vital to the firm's survival--through the development of:
A.perceptual maps.
B.target markets.
C.marketing decision support systems.
D.Just-In-Time systems.
E.test markets.



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