Multiple choice questions:
Question 1
A consumer wanted to purchase a new computer. However, she used the money to pay her rent instead. In this case, housing is what type of competitor?
Select one:
a. Market competitor
b. Product competitor
c. Total budget competitor
d. Generic competitor
e. Brand competitor
Question 2
Although internal data sources have a number of advantages, one of their biggest problems is:
Select one:
a. there are rarely enough internal data.
b. internal data are expensive to collect.
c. internal data are often in a form that is not readily accessible.
d. internal data are typically biased.
e. internal data are often not relevant to the marketing issue at hand.
Question 3
Between now and 2050, __________ will account for a full 90 percent of the growth in the total U.S. population.
Select one:
a. increasing life spans
b. increasing birth rates
c. declining death rates
d. immigration from Canada
e. minority population growth
Question 4
In many buying situations, customers will buy one product because it complements another product. In these cases of __________ demand, the demand of one product depends on the demand of another product.
Select one:
a. derived
b. quasi-
c. dependent
d. conjoined
e. linked
Question 5
In the 5W model of customer analysis, what is the primary emphasis of the "What" question?
Select one:
a. Assessing how customers consume and dispose of products.
b. Determining the relevant characteristics that define markets.
c. Identifying the situational influences that affect the customer buying process.
d. Assessing how purchases vary across different distribution outlets.
e. Identifying the basic need-satisfying benefits provided by the firm's products.
Question 6
Issues such as marketing's position and authority in a firm's hierarchy, the customer orientation of the firm, and the emphasis on short- or long-term planning are examples of which component of the internal environment?
Select one:
a. marketing objectives
b. marketing infrastructure
c. organizational structure
d. marketing strategy
e. resource availability
Question 7
The collection of strategic activities aimed at marketing an organization, its issues, and its ideals to potential stakeholders is referred to as __________. It typically involves marketing activities that are not directed to the end users of a firm's products.
Select one:
a. external affairs
b. corporate affairs
c. soietal relations
d. public relations
e. stakeholder management
Question 8
The growth of the Internet has changed the way that situation analysis is conducted in today's business environment. In terms of situation analysis, which of the following is the most drastic change caused by the Internet?
Select one:
a. Data and information are now more relevant to the question at hand.
b. The analyst is more likely to suffer from severe information overload.
c. Specific data and information take longer to find.
d. There is now no such thing as secrecy in strategic planning.
e. All competitors now have access to the same data and information.
Question 9
What is the main purpose of the Sarbanes-Oxley Act of 2002?
Select one:
a. To ensure that CEOs are adequately compensated for the risks they face in terms of corporate governance.
b. To increase the accuracy and reliability of corporate disclosures of financial information.
c. To limit the ability of the media to obtain confidential corporate information.
d. To amend NAFTA to be more favorable to U.S. interests.
e. To limit the ability of drug companies to engage in direct-to-consumer advertising.
Question 10
When a firm analyzes its objectives and performance, availability of resources, structural characteristics, and organizational culture, the firm is most likely examining its:
Select one:
a. internal environment.
b. competitive strategy.
c. mission statement.
d. external environment.
e. strategic environment.
Question 11
Which of the following is an example of collecting secondary information?
Select one:
a. Conducting experiments to measure cause-and-effect.
b. Directly observing consumers in the store.
c. Examining an annual report.
d. Surveying the organization's customers.
e. Conducting focus groups.
Question 12
Microsoft is interested in customers' perceptions of Windows 10, its new PC operating system. Since the research goal is rather specific, Microsoft should conduct its own __________ research by asking customers to complete an online questionnaire.
Select one:
a. experimental
b. secondary
c. qualitative
d. observation
e. primary
Question 13
In the context of competitive advantage, common sources of ________________________ include abundant financial resources, modern plant and equipment, effective competitor and customer intelligence systems.
Select one:
a. relational advantages
b. product advantages
c. human resource advantages
d. legal advantages
e. organizational advantages
Question 14
Nielsen's Prizm segmentation system is an example of data and information that are available from a ____________ source.
Select one:
a. commercial
b. focus group
c. internal
d. government
e. periodical
Question 15
Assessing the current and potential impact of technological trends occurs during the __________________ stage of the planning process.
Select one:
a. internal analysis
b. strategic focus
c. competitive analysis
d. corporate affairs formulation
e. external analysis