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Principles of Marketing 1st Edition By Mcgrahill Education – Test Bank

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Principles of Marketing 1st Edition By Mcgrahill Education – Test Bank

Connect Master: Marketing, 1e (McGraw-Hill)
Chapter 7 Marketing Research

1) John works for a consumer products company. His job is to collect, interpret, and report information that will help his company develop new products. John’s work involves
A) marketing research.
B) product analysis.
C) demand analysis.
D) sales tracking.
E) consumer behavior.

2) ________ is based on research that estimates how much of a product will sell over a given period of time.
A) Sales forecasting
B) Sales tracking
C) Demand analysis
D) Promotion evaluation
E) Marketing effectiveness

3) When a company needs to determine how much product to hold in inventory at various points in the distribution network, which of the fours Ps of marketing is being considered?
A) product
B) price
C) place
D) percentage
E) promotion

4) Jason just completed an advertising campaign for a new dog shampoo, and he wants to know if it generated consumer awareness. What method should he use to evaluate it?
A) sales forecasting
B) sales tracking
C) demand analysis
D) promotion evaluation
E) advertising effectiveness study

5) ________ follows changes in sales during and after promotional programs to see how the marketing efforts affected company sales.
A) Sales forecasting
B) Sales tracking
C) Demand analysis
D) Promotion evaluation
E) Advertising effectiveness

6) The first step in the marketing research process is
A) data collection.
B) data analysis.
C) taking action.
D) problem definition.
E) plan development.

7) To understand what items were most likely to sell from on-campus vending machines, a company distributed surveys and even held a few focus groups of vending machine users on different campuses. The company is in what step of the marketing research process?
A) data collection
B) problem definition
C) data analysis
D) taking action
E) plan development

8) When a firm reaches the last step in the marketing research process it should be
A) taking action.
B) analyzing data.
C) defining its problems.
D) developing a plan.
E) collecting data.

9) After conducting research, a maker of carbonated soft drinks discovered that there is consumer demand for non-carbonated, low-calorie, low-sugar beverages. The next step is for the soft drink maker is to develop a plan.

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