Mkt 571 Final Exam Test Bank

1) When Molly's parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel's __________ systems.

A. Experiential research data

B. Marketing intelligence

C. Accountability information system (AIS)

D. Marketing research

2) Which of the following is NOT a step that might be used to improve the quality of a firm's marketing intelligence?

A. Collecting competitive intelligence by buying a competitor's products

B. Motivating distributors to pass along important intelligence from the marketplace.

C. Watching how the stock market reacts to interest rate changes

D. Setting up a consumer panel

3) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________.

A. Buying information from database companies like A.C. Nielsen

B. Using an online information service such as the internet

C. Using its own internal marketing research department

D. Setting up their own web site

4) Rita Jenkins, president of the local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-president felt it was due to having too many meetings. The organization's secretary felt it was because there were several other professional organizations to which the members also belonged. If Rita wants to do research to determine the real reason why members do not want to run for office, she should begin by ________________.

A. Defining the problem

B. Holding focus groups of members of other similar organizations to determine whether the problems the Chamber is facing are universal or local.

C. Developing the marketing research plan that...