Business Quiz Week 4

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BUSINESS: MARKETING QUIZ WEEK 4 1.| Question :| (TCO 1) The Book Promoters Association of Canada members recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some members claimed the problem was Canadian retailers had been replaced by Wal-Marts. Others said the problem was with stodgy promotions. Still others said the problem was caused by too little money being budgeted to fund marketing programs. It was time that Canadian book publishers used __________ to save the industry. |

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| Student Answer:| | advertising |
| | | sales promotion |
| | | publicity |
| | | marketing research |
| | | tactical support |
| Instructor Explanation:| Page 199 – 200 The Canadian publishers could use marketing research to identify and define both marketing problems and opportunities and to generate and improve marketing action.| |

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| Points Received:| 3 of 3 |
| Comments:| |
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2.| Question :| (TCO 1) A conscious choice made from among two or more alternatives is called a |
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| Student Answer:| | dilemma |
| | | quandary |
| | | decision |
| | | paradox |
| | | predicament

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| Instructor Explanation:| Page 200 Key term definition decision| |
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| Points Received:| 3 of 3 |
| Comments:| |
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3.| Question :| (TCO 1) Research objectives are the |
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| Student Answer:| | restrictions placed on potential solutions by the nature of the research. | | | | criteria or standards used in evaluating proposed solutions to the research. | | | | goals the decision maker seeks to achieve in conducting the marketing research. | | | | conjecture about factors or situations that simplify the problem enough to allow it to be solved using the proposed research. | | | | specific goals an organization seeks to achieve and by which it can measure its performance. | | Instructor Explanation:| Page 201 Research objectives are specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.| |

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| Points Received:| 0 of 3 |
| Comments:| |
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4.| Question :| (TCO 1) A test market is an example of which type of marketing research? |
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| Student Answer:| | descriptive |
| | | explanatory |
| | | exploratory |
| | | causal |
| | | concrete

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| Instructor Explanation:| Page 201 Causal research tries to determine the extent to which the change in one factor changes another one. Experiments and test markets are examples of causal research.| |

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| Points Received:| 0 of 3 |
| Comments:| |
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5.| Question :| (TCO 1) One test of whether marketing research should be done is |
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| Student Answer:| | whether different outcomes will lead to different marketing actions. | | | | whether different outcomes will lead to the unrelated marketing actions. | | | | using a jury of executive opinion to interpret the data. | | | | agreeing to take action only if the decision is unanimous. | | | | if top management has the final say on actions taken after research is completed.

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| Instructor Explanation:| Page 202 One test of whether marketing research should be done is if different outcomes will lead to different marketing actions. If all the research outcomes lead to the same action such as top management sticking with the former result regardless of what the research suggests, the research is useless and a waste of money.| |

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| Points Received:| 3 of 3 |
| Comments:| |
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6.| Question :| (TCO 3) In the world of marketing, __________ are ideas about products or services. |
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| Student Answer:| | concepts |
| | | notions |
| | | perceptions |
| | | impressions |
| | | theories

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| Instructor Explanation:| Page 203 Text term definition concepts|...
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