11) A marketing manager needs to know the cost of the research project before approving it. During which step in the marketing research process would such a consideration most likely take place?
A. Step 2—develop the research plan.
B. Step 3—information collection
C. Step 1—drafting the research objectives.
D. Step 1—creating decision alternatives.
E. Step 1—defining the problem.
12) Which of the following types of marketing research firms would best be described as one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media Research)?
A. General-line marketing research firms
B. Non-profit marketing research firms
C. Specialty-line marketing research firms
D. Syndicated-service research firms
E. Custom marketing research firms
13) Companies normally budget marketing research at ________ percent of company sales.
A. 6.5
B. 10 to 12
C. 4
D. 2 to 3
E. 1 to 2
14) The marketing communications mix consists of six major modes of communications. Which of the following is NOT one of these modes?
A. Packaging
B. Advertising
C. Sales promotions
D. Direct marketing
E. Personal selling
15) The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target markets is ________.
A. competitors can easily copy any new product introductions
B. e-commerce becomes difficult for the company
C. the product may be supplanted by an entirely new technology
D. logistics can become a nightmare
E. no synergy exists
16) New-to-the- world products are ________.
A. new products that provide improved performance or greater perceived value and replace existing products
B. existing products that are targeted to new markets or market segments
C. new products that supplement established product lines (package sizes, flavors, and so on)
D. new products that allow a company to enter an established market for the first time
E. new products that create an entirely new market
17) Major retailer types include the following EXCEPT ________.
A. the Internet
B. superstore
C. catalog showroom
D. discount store
E. specialty store
18) Marketing communications can contribute to brand equity by establishing the brand in memory and to________ (in)a brand image.
A. create demand
B. communicate
C. craft
D. create interest
19) Price has operated as the major determinant of buyer choice among poorer nations, among poorer groups, and with ________ products.
A. similar
B. over the Internet
C. commodity-type
D. identical
20) ________ communicates a company’s intended value positioning of its product or brand to the market.
A. Promotion
B. Place
C. Physical evidence
D. Packaging
E. Price
Total 500 Questions from 5 set of actual exams (5 sets x 100 questions) with double checked answers
final exam str 581
str 581 final exam answers
str 581 final exam
str 581 final
