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Exam 1: Introduction to Marketing Research

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Question 31

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Despite companies' best efforts,there are many product failures in the marketplace.List two product failures and explain the most important reason they failed.Discuss whether or not these failures could have been avoided with better or a different type of market research.

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The discussion should note that when fir...

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Question 32

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The ________ is defined as a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment.

A) external environment reporting system
B) internal reports system
C) consumer information support system
D) marketing intelligence system

E) A) and C)
F) A) and B)

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Question 33

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A structure consisting of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers is a marketing information system.

A marketing decision support system is defined as collected data that may be accessed and analyzed using tools and techniques that assist managers in decision-making.

Distribution research would be used by companies who want to know the best channels to get their product to consumers;the location of the best dealers for their product,or how to evaluate the service the dealer provides.

Some product failures are a result of being brought to market without any research,which increased the probability of failure.

Define and distinguish among the subsystems of an MIS including internal reports,marketing intelligence,marketing decision support,and marketing research.

A philosophy may be thought of as a system of values or principles by which you live.What is the connection between philosophies and the business decisions that managers make? Why are philosophies important?

A short definition of marketing is"meeting needs effectively."

Firms have strategies in many areas other than marketing.Financial strategy,production strategy,and technology strategy,for example,may be key components of a firm's overall strategic plan.Strategy is another name for:

Improving our understanding of ________ entails conducting research to expand our knowledge of marketing.

The best system that can tell a manager a great deal of information about what has happened in the past is the:

The service-oriented logic as a marketing philosophy implies:

The three uses are(1)identifying market opportunities(2)generating and refining potential market actions,and(3)monitoring marketing performance.

When Walmart was designing Walmart To Go,the retailer's online service that offers delivery or pick-up services in select markets,management had several service options available to offer customers and needed to know more about today's shopper.This is an example of using the market research system to design a marketing research study to address a specific situation facing the company.

Marketing research is part of marketing.

Collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making is representative of a decision support system.

When an item is purchased at a grocery store,a record is generated of the SKUs purchased,payment method,coupons or special promotions used,store location,and day of week and time of day.The reports generated from these activities are an example of an external reports system.

Decision support systems eliminate the need for marketing research.

When firms make the right decisions,they produce products and services that their target markets perceive as having value.That value translates into: