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Exam 1: The Role of Marketing Research

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Question 41

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Which is the final step in developing a marketing strategy?____.

A) analyzing firm performance
B) identifying and evaluating market opportunities
C) selecting target markets
D) planning and implementing a marketing mix

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

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Question 42

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A marketing orientation emphasizes customer orientation, long-term profitability and a cross functional perspective.

A) True
B) False

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Question 43

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Marketing research can help prevent the commercialization of products that are not consumer-oriented.

____________________ marketing is a term used to capture all the various electronic, communicative technologies through which marketing enterprises work.

Which aspect of the marketing mix is represented by the value that a consumer places on a good when the consumer purchases that good?

Marketing metrics involve qualitative ways of monitoring and measuring marketing performance.

Suppose a major department store conducts research to determine which products it should offer to customers over the Internet.This store is involved in which type of research?

The determination of the need for marketing research centers on time constraints, the availability of data, the nature of the decision to be made, and the value of the research information in relation to costs.

A firm focusing more on how to provide value to customers than on the physical product or production process is embracing a(n) ____ orientation.

Which step comes first in developing a marketing strategy?

Explain how marketing research fits into the business process particularly with the rise of digital technologies

Applied marketing research is conducted to address a specific marketing decision for a specific firm or organization.

An important aspect of the marketing concept is a(n) ____.

The Target department store records the sales activities of its retail outlets in order to detect any changes in dollar sales.Which type of research is being used?

Marketing research plays a more prominent role in product-oriented companies than in customer-oriented companies.

A fast food chain studies traffic patterns and population density patterns in order to select sites for future restaurants.Which type of research is being performed?