If the owners of Six Flags over Georgia want to know where the amusement park's patrons are coming from, they could send an employee out to collect the state names from the license plates of cars parked in the Six Flags' parking lot. This is an example of the ___________ method of gathering marketing research.

1. Focus group

2. Experimental

3. Observation

4. Mail survey

5. Mall intercept

Answer: 3. Observation

__________ is a good example of a field experiment.

1. A mail survey

2. A laboratory test

3. A focus group

4. A mall intercept

5. Test marketing

Answer: 5. Test Marketing

One of the biggest mistakes in marketing research is to:

1. Refine the problem definition.

2. Collect primary data before exhausting the information available from secondary sources.

3. Begin the search for primary data after all secondary data have been gathered.

4. Use a mail survey without first doing a focus group interviews.

5. Hire an outside agency to gather information

Answer: 2. Collect primary data before exhausting the information available from secondary sources.

The first step in the marketing research process is to:

1. Gather primary data

2. Conduct an informal investigation

3. Gather secondary data

4. Define the problem or question

5. Perform a situation analysis

Answer: 4. Define the problem or question

The Eli Cutter test market discussed in class probably failed because:

1. The test market was conducted in the wrong cities - cities not representative of the actual target market were used

2. Eli Cutter was positioned too close to its likely major competitor - Marlboro

3. The test market employed marketing mix elements different than those the firm intended to use if and when the product was commercialized

4. The test market was conducted at the wrong time of the year. They should have waited until Summer to avoid competing for commercial air-time with other new products that were being heavily promoted

5. None of the above suggests why Eli Cutter failed.

Answer: Eli Cutter was positioned too close to its likely major competitor - Marlboro

Barbara has opened a small business. She is selling a bottled mixture of hot and mild peppers, stuffed green olives and spices. The product is distributed by mail. So far, no promotion other than word-of-mouth has been needed. For only $4.75, you can buy a pint jar of the mixture that you can use on everything from chili to Chinese food. The preceding describes the ______________ for Barbara's company.

1. Marketing mix

2. Perfect strategy

3. Organizational strategy

4. Strategic objective

5. Strategic tactic

Answer: 1. Marketing Mix

(T/F) The film clips presented in class contrasting Ford and GM illustrate two firms that clearly were practicing dramatically different 'business philosophies.' The philosophy illustrated by Ford was the marketing concept, while the philosophy illustrated by GM was the production concept.

Answer: False

"A total system of business activities designed to plan, price, promote, and distribute want-satisfying products to target markets to achieve organizational objectives" is the text's definition of:

1. the marketing concept

2. relationship marketing

3. the marketing mix

4. marketing

5. none of the above.

Answer: Marketing

(T/F) Every morning Pete buys a newspaper from the vending machine located just outside of his office building. The vending machine creates form and time utility.

Answer: False

Air conditioning systems that are manufactured in December will be stored until customers are ready to buy them in the Spring. The act of storing these systems creates ________ utility for customers.

1. Time

2. Place

3. Possession

4. Form

5. All of the above

Answer: Time

Nationwide Cars sells pre-owned cars. Its salespersons are expected to do whatever is necessary to reach their sales quotas. Aggressive selling is required for success, and unethical sales tactics, such as selling features that customers do not really need, are tolerated. Nationwide is being operated as if it is at the ____________ stage of marketing thought.

Answer: Sales-Orientation

(T/F) Wilson Farms grows some of the finest strawberries in Florida. Customers come from miles away to pick its succulent berries. Last year, its owner increased its production ability by almost 50 percent. The farm owner assumed that customers would pick Wilson Farms' strawberries because the berries were of good quality and reasonably priced. Andover Farms is acting as if it is in the product-orientation stage of marketing thought.

Answer: False

Which of the following statements best reflects the adoption of the societal marketing concept by a manufacturer of disposable diapers?

1. The manufacturer recently introduced a new line of less skin-irritating 'super absorbent' diapers to meet the needs of parents who travel extensively with small children.

2. The manufacturer has implemented a 'marketing intelligence' collection department to become more informed of major social and legal ramifications of selling disposable diapers.

3. The manufacturer plans to air a new promotional campaign intended to emphasize its concern for customers' satisfaction with its products.

4. The manufacturer has initiated a diaper recycling program in conjunction with a consumer education program to make consumers more aware of the potential environmental hazards associated with such products.

5. All of the above reflect the adoption of societal marketing.

Answer: 4. The manufacturer has initiated a diaper recycling program in conjunction with a consumer education program to make consumers more aware of the potential environmental hazards associated with such products.

(T/F) With relationship marketing a company is hoping to establish a feeling of goodwill with its customers, suppliers, employees, and competitors as well as a sense that the firm cares about more than making a sale.

Answer: True

Manufacturers in the _______ stage typically focus on increasing output while assuming that customers will seek out and buy reasonably priced, well-made products.

1. production-orientation (production concept)

2. Societal marketing-orientation (societal marketing concept)

3. Marketing-orientation (marketing concept)

4. Sales-orientation (sales or selling concept)

5. Relationship marketing orientation

Answer: Production-Orientation (production concept)

To which element of the marketing mix do personal selling and advertising decisions relate most closely?

1. Production

2. Distribution

3. Product

4. Promotion

5. To all of the above equally

Answer: Promotion

To which element of the marketing mix do branding and labeling decisions relate most closely?

1. Production

2. Distribution

3. Product

4. Promotion

5. To all of the above equally

Answer: 3. Product

Probably the most critical 'premise' of the marketing concept is:

1. That its implementation must be a 'total firm' effort, not just the focus of the marketing department

2. That the firm's primary objective should be one of identifying and satisfying customers' needs i.e. the customer should be 'central' to everything the firm does

3. The firm should maintain a profit focus, but the focus should emphasize long-term profitability instead of immediate returns.

4. Firms should target rather finely-defined market segments, rather than try to sell to larger, more diverse markets.

5. All of the above are equally critical.

Answer: 2

(T/F) Although many activities are essential to a company's growth, marketing is the only one that directly produces revenue.

Answer: T

When bread is baked,____________ utility is created.

1. Possession

2. Form

3. Place

4. Image

5. Time

Answer: 2