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					Chapter 8 Developing a Global Vision through Marketing Research


True/False Questions

   1. Information is the key component in developing successful marketing strategies and
      avoiding major marketing blunders.

      Answer: True Page: 212 Difficulty: Easy Type: Comprehension

   2. Marketing planning is traditionally defined as the systematic gathering, recording, and
      analyzing of data to provide information useful in marketing decision making.

      Answer: False Page: 212 Difficulty: Moderate Type: Definition

   3. There are two primary differences between international marketing research and
      domestic research. One of these differences is that international marketing research is
      always more expensive to conduct.


      Answer: False Page: 212 Difficulty: Hard Type: Comprehension

   4. A review of competitors' sales revenues and methods of market segmentation would be
      found in the economic portion of a planning report.

      Answer: False Page: 213 Difficulty: Moderate Type: Comprehension

   5. A detailed analysis of market conditions (by market segment) that is faced by a
      company or division (including international situations) would be found in overview of
      market conditions sections of a planning report.

      Answer: True Page: 213 Difficulty: Easy Type: Comprehension

   6. The United States spends more money on marketing research that any other country in
      the world.

      Answer: True Page: 214, Exhibit 8.1 Difficulty: Easy Type: Fact

   7. All marketing research programs are basically conducted in the same way.

      Answer: True Page: 214 Difficulty: Moderate Type: Comprehension

   8. The marketing research process should begin with questionnaire construction that
      matches the abilities of the marketplace to answer the questionnaire.

      Answer: False Page: 214 Difficulty: Moderate Type: Fact and Comprehension
Chapter 8 Developing a Global Vision through Marketing Research


   9. Jake Morris is looking for information on the pet food industry for a client. He realizes
      that this particular industry has been well researched by marketers. Therefore, if Jake is
      looking for information that has already been collected by some other agency, he
      should consult what is called a secondary data source.


      Answer: True Page: 215 Difficulty: Easy Type: Application

  10. One of the advantages that U.S. marketing researchers have over other international
      marketing researchers is the fact that U.S. marketing researchers have almost as much
      information about world markets and countries as they do on the domestic U.S. market.

      Answer: False Page: 216 Difficulty: Moderate
      Type: Comprehension and Application

Multiple Choice Questions

   1. According to the text, ___________ is the key component in developing successful
      marketing strategies and avoiding major marketing blunders in the international
      marketing environment.
      A) public relations
      B) information
      C) advertising
      D) government support
      E) “deep pockets”

      Answer: B Page: 212 Difficulty: Easy Type: Comprehension

   2. ___________ is traditionally defined as the systematic gathering, recording, and
      analyzing of data to provide information useful in marketing decision making.
      A) Market segmentation
      B) Marketing information systems
      C) Marketing research
      D) Database management
      E) Marketing intelligence

      Answer: C Page: 212 Difficulty: Easy Type: Definition

   3. The systematic gathering, recording, and analyzing of data to provide information
      useful in marketing decision making is considered to be the traditional definition of
      which of the following terms?
      A) Market segmentation
      B) Marketing information systems
Chapter 8 Developing a Global Vision through Marketing Research

     C) Marketing research
     D) Database management
     E) Marketing intelligence

     Answer: C Page: 212 Difficulty: Easy Type: Definition

  4. Though definitions of marketing research and international marketing research are
     basically the same, there are two distinct complications that impact international
     marketing research. Which of the following would be one of those complications?
     A) International marketing research is always more expensive than domestic research.
     B) International marketing research is very poor when it comes to promotional studies.
     C) International marketing research is better with respect to cultural research because
         it involves more cultural information.
     D) Information must be communicated across cultural boundaries.
     E) All of the above are complications.

     Answer: D Page: 212 Difficulty: Hard Type: Comprehension

  5. Though definitions of marketing research and international marketing research are
     basically the same, there are two distinct complications that impact international
     marketing research. Which of the following would be one of those complications?
     A) International marketing research is always more expensive than domestic research.
     B) International marketing research is very poor when it comes to promotional studies.
     C) International marketing research is better with respect to cultural research because
         it involves more cultural information.
     D) The environments within which the research tools are applied are often different in
         foreign markets.
     E) None of the above applies to the situation mentioned in the question.

     Answer: D Page: 212 Difficulty: Hard Type: Comprehension

  6. The basic difference between domestic and foreign market research is:
     A) the cost of foreign market research.
     B) the security factor with respect to the researchers.
     C) the broader scope needed for foreign research necessitated by higher levels of
         uncertainty.
     D) the response of governments when they discover that research is being conducted.
     E) the inability to get accurate pricing data from foreign markets.

     Answer: C Page: 213 Difficulty: Hard Type: Comprehension

  7. Research can be divided into different types based on information needs. All of the
     areas below fit these different types EXCEPT:
     A) general information about the country, area, and/or market.
Chapter 8 Developing a Global Vision through Marketing Research

      B) information necessary to forecast future marketing requirements by anticipating
         social, economic, consumer, and industry need trends within specific markets or
         countries.
      C) specific market information used to make product, promotion, distribution, and
         price decisions and to develop marketing plans.
      D) specific information necessary to attract investors from foreign countries or
         markets.
      E) all of the above are correct types of research as indicated by the text.

      Answer: D Page: 213 Difficulty: Moderate Type: Comprehension

  8. According to a system for collecting and assessing information developed by Unisys
     Corporation, which of the following steps would consist of reviewing competitors' sales
     revenues, methods of market segmentation, products, and apparent strategies on an
     international scope?
     A) Economic
     B) Cultural, sociological, and political climate
     C) Overview of market conditions
     D) Summary of the technological environment
     E) Competitive situation

      Answer: E Page: 213 Difficulty: Moderate Type: Comprehension and Application

  9. With respect to marketing research expenditures, the United States leads the world with
     nearly five times the amount spent as any other country. Which of the following
     countries finishes in second place with respect to expenditures on marketing research?
     A) Germany
     B) Japan
     C) France
     D) Canada
     E) United Kingdom

      Answer: E Page: 214, Exhibit 8.1 Difficulty: Moderate Type: Fact and Application

 10. Which of the following would not be considered to be a step in the traditional marketing
     research process?
     A) Define the research problem and establish research objectives.
     B) Analyze, interpret, and summarize the results.
     C) Determine the sources of information to fulfill the research objectives.
     D) Consider the costs and benefits of the research effort.
     E) Pair the research results with all other recent research efforts to determine validity.

      Answer: E Page: 214 Difficulty: Hard Type: Comprehension
Chapter 8 Developing a Global Vision through Marketing Research

Essay Questions

   1. Give the traditional definition for marketing research.

      Page: 212 Difficulty: Easy Type: Definition

      Answer:
      Marketing research is traditionally defined as the systematic gathering, recording, and
      analyzing of data to provide information useful in marketing decision making.

   2. Discuss the differences between traditional marketing research and international
      marketing research.

      Page: 212 Difficulty: Moderate Type: Comprehension

      Answer:
      Although the research processes and methods are basically the same in traditional
      marketing research and international marketing research, international marketing
      research involves two additional complications. First, information must be
      communicated across cultural boundaries. Second, the environments within which the
      research tools are applied are often different in foreign markets.

   3. International marketers often collect forms of information not normally collected by
      domestic marketing researchers. Unisys Corporation gives some guidance as to what
      forms of information need to be collected in the international environment. List and
      briefly discuss each of the five types of information suggested by the Unisys
      Corporation model.

      Page: 213 Difficulty: Hard Type: Comprehension

      Answer:
      The five types of information are: (a) economic, (b) cultural, sociological, and political
      climate, (c) overview of market conditions, (d) summary of the technological
      environment, and (e) competitive situation. See page 213 for a discussion of each of the
      types.

   4. List and briefly characterize the six steps in the research process.

      Page: 214 and major section titles for the six Difficulty: Hard Type: Comprehension

      Answer:
      The steps are: (a) define the research problem and establish research objectives, (b)
      determine the sources of information to fulfill the research objectives, (c) consider the
      costs and benefits of the research effort, (d) gather the relevant data from secondary or
Chapter 8 Developing a Global Vision through Marketing Research

      primary sources, or both, (e) analyze, interpret, and summarize the results, and (f)
      effectively communicate the results to decision makers. Summaries of the steps can be
      found in the major sections describing each of the six steps.

   5. There are four major problems with using secondary data in international marketing
      research. What are these four major problems? Briefly, characterize each problem.

      Page: 215-218 Difficulty: Moderate Type: Comprehension and Definition

      Answer:
      The four major problems are: (a) availability of data, (b) reliability of data, (c)
      comparability of data, and (d) validating secondary data. For a brief summary see each
      of the section titles of the four problem areas.

Application Questions

   1. If has been suggested that there are at least seven different uses for the Internet in
      international research. Assume that you are a marketing director for Ty Beanie Babies
      and are interested in expanding your company's phenomenal growth into Asia. Which
      of the seven uses described in the text would you propose to use to accomplish your
      objective?

      Page: 228-229 Difficulty: Hard Type: Comprehension and Application

      Answer:
      The seven uses are (a) online surveys and buyer panels, (b) online focus groups, (c) Web
      visitor tracking, (d) advertising measurement, (e) customer identification systems, (f)
      e-mail marketing lists, and (g) embedded research. The students could make a case for
      any or all of the above, therefore, the intent of the question is to get the students to first
      list and then creatively think about options. Discussion of the seven uses may be found
      on pages 228-229. If the instructor would like to place additional suggestions or
      parameters on the question, be sure to do so before assigning the question to students.

   2. The text suggests four kinds of company-agency-customer relationships for managing
      the cultural barrier in international marketing research. Describe or characterize each of
      these kinds of relationships and designate which one(s) are better suited for managing
      the cultural barrier across the chain of communication.

      Page: 234, Exhibit 8.3 Difficulty: Hard Type: Comprehension

      Answer:
      The four options are: Option A (company—agency—customers); Option B
      (company—agency—local agency—customers); Option C
      (company—subsidiary—agency—customers); and, Option D (company—foreign
Chapter 8 Developing a Global Vision through Marketing Research

     agency—customers). The text suggests that Options B and C are best for managing the
     cultural barrier.

				
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