MKT 571 Final Exam 2
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1) Which of the following is NOT a step that might be used to improve the quality of a firm’s marketing intelligence?
A. Watching how the stock market reacts to interest rate changes
B. Motivating distributors to pass along important intelligence from the marketplace.
C. Collecting competitive intelligence by buying a competitor’s products
D. Setting up a consumer panel
2) When Molly’s parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel’s __________ systems.
A. Accountability information system (AIS)
B. Marketing intelligence
C. Experiential research data
D. Marketing research
3) Typically, companies budget about 11-12 percent of company sales for marketing research.
A. True
B. Fasle
4) Which of the following is NOT a component part of total customer value?
A. Psychic value
B. Image value
C. Product value
D. Services value
5) Lee is constantly begging his mother to buy him an iPod because the most popular kids at his school all have one. His mother contends that he’ll just break it or lose the music player if she buys it for him. For Lee, the most popular kids in his school are examples of a _______________.
A. Social class
B. Demographic group
C. Subculture
D. Reference group
6) A(n) ________________ is likely to offer informal advice and information about a product or product category.
A. Opinion leader
B. Diversity marketing program
C. Primary reference group
D. Aspirational reference group
7) Which factors have the broadest and deepest influence on consumer behavior?
A. Cultural
B. Psychological
C. Personal
D. Social
8) Painting and consulting are considered industrial goods because ______________.
A. Most firms do not seek
1) Which of the following is NOT a step that might be used to improve the quality of a firm’s marketing intelligence?
A. Watching how the stock market reacts to interest rate changes
B. Motivating distributors to pass along important intelligence from the marketplace.
C. Collecting competitive intelligence by buying a competitor’s products
D. Setting up a consumer panel
2) When Molly’s parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel’s __________ systems.
A. Accountability information system (AIS)
B. Marketing intelligence
C. Experiential research data
D. Marketing research
3) Typically, companies budget about 11-12 percent of company sales for marketing research.
A. True
B. Fasle
4) Which of the following is NOT a component part of total customer value?
A. Psychic value
B. Image value
C. Product value
D. Services value
5) Lee is constantly begging his mother to buy him an iPod because the most popular kids at his school all have one. His mother contends that he’ll just break it or lose the music player if she buys it for him. For Lee, the most popular kids in his school are examples of a _______________.
A. Social class
B. Demographic group
C. Subculture
D. Reference group
6) A(n) ________________ is likely to offer informal advice and information about a product or product category.
A. Opinion leader
B. Diversity marketing program
C. Primary reference group
D. Aspirational reference group
7) Which factors have the broadest and deepest influence on consumer behavior?
A. Cultural
B. Psychological
C. Personal
D. Social
8) Painting and consulting are considered industrial goods because ______________.
A. Most firms do not seek