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MKTG 319 Final Exam latest version

MKTG 319 Final Exam latest version

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1. (TCO 1) The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as _____. (Points : 3)

 marketing enquiry
 strategic intelligence
 data mining
 marketing tactics
 marketing research

Question 2. 2. (TCO 1) The act of consciously choosing from alternatives is called (Points : 3)

 a dilemma.
 a quandary.
 decision making.
 a paradox.
 a predicament.

Question 3. 3. (TCO 1) Which is the marketing research term for the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research? (Points : 3)

 Research risks
 Research objectives
 Research uncertainties
 Research decisions
 Research definitions

Question 4. 4. (TCO 1) A test market is an example of which type of marketing research? (Points : 3)

 Descriptive
 Explanatory
 Exploratory
 Causal
 Concrete

Question 5. 5. (TCO 1) When Home Depot entered the Quebec market, 2% of the population was aware of the retail chain. To determine how effective its advertising was in the first 18 months of its presence in the Canadian province, it conducted awareness research for a second time. Prior to conducting the research, it was decided that if at least 50% of the population was aware of the Home Depot brand, it would continue its present advertising program. This is an example of a(n) (Points : 3)

 objective.
 constraint.
 assumption.
 measure of success.
 barrier to entry.

Question 6. 6. (TCOs 3 and 4) Fisher-Price managers developed a(n) _____ for the Chatter Telephone that involved adding a noisemaker, wheels, and eyes to the basic telephone. (Points : 3)

 vision
 alternative
 hypothesis
 new-product concept
 opportunity

Question 7. 7. (TCO 1) Facts and figures that are newly collected for a project at hand are called (Points : 3)

 internal secondary data.
 external secondary data.
 primary data.
 observational data.
 tertiary data.



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