MKT/571 Marketing Final Exam


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1) The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company is termed _______________.
A. Top management
B. Marketing intelligence
C. Marketing research
D. The sales reporting system



2) Which of the following is an example of primary data that would be used by Topps card company to determine popularity of its new hologram baseball card series?
A. Data from sales records kept by exclusive dealers of Topp’s hologram series
B. Sales records for baseball cards gathered by the industry’s trade council.
C. An article about the hologram cards in a recent issue of Sports Illustrated
D. Input from focus groups that was put together specifically to discuss their perception of popularity of the hologram card series.



3) A marketing information system (MIS) consists of ___________.
A. The people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
B. An organized collection of comprehensive data about individual customers, prospects, or suspects that is currently accessible for marketing purposes.
C. The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation.
D. A set of procedures and sources used by managers to obtain everyday information and relevant developments in the marketing environment.



4) The second step in the marketing research process is ______________.
A. Collection of the available sources for information needed
B. Decision regarding the research tools and target group
C. Define the problem and research objectives
D. Development of the research plan



5) Which of the following best describes the unexpected level of company sales based on a chosen marketing plan and an assumed marketing environment?
A. Market potential
B. Sales quota
C. Company sales forecast
D. Company demand



6) Rita Jenkins, president of the local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-president felt it was due to having too many meetings. The organization’s secretary felt it was because there were several other professional organizations to which the members also belonged. If Rita wants to do research to determine the real reason why members do not want to run for office, she should begin by ________________.
A. Holding focus groups of members of other similar organizations to determine whether the problems the Chamber is facing are universal or local.
B. Defining the problem
C. Evaluating the advantages the Chamber officers over other similar organization.
D. Developing the marketing research plan that she would employ



7) Small companies can engage in marketing research in a number of creative and affordable ways, including using the Internet or taking advantage of local university students who need business projects.
A. True
B. False



8) Data published by the government and data purchased from outside suppliers can improve the quality of a company’s marketing intelligence efforts.
A. True
B. False



9) The last step in marketing research is developing the research plan.
A. True
B. False