SOLVED

51) Ethics may be defined as a field of inquiry into determining what behaviours are deemed appropriate under any circumstances. A) True B) False 52) One of the key issues facing the latest MRIA code centre is the rights of the respondent, especially with regard to privacy and interviewing children. A) True B) False 53) The marketing concept is a business philosophy that holds the key to achieving organizational goals in being effective at creating, delivering, and communicating customer value by putting the customer first. When a business implements a marketing strategy, it is necessary to select a target market and design a “mix” that satisfies the wants and needs of that target market. These definitions indicate that: A) in order to develop a successful marketing strategy one must adopt the marketing concept. B) in order to implement the marketing concept one must adopt a successful marketing strategy. C) successful businesses know how to “mix” needs and wants. D) marketing and marketing research are interrelated. 54) Tim, a marketing manager, disagreed with other company managers. Tim believed that the company should not just try to make a better product or try to sell more of the product; the company should try to identify and satisfy consumer wants and needs. Tim’s philosophy may best be described as: A) the production-oriented philosophy B) the selling philosophy C) the marketing concept philosophy D) the management philosophy 55) Allison is the CEO of a large consumer products company. She asks the marketing research department to gather information to help her determine target markets having the most potential from among several market segments. She also asks the research department to give her an assessment as to the best product, price, distribution, and promotion to appeal to the various market segments. Allison is collecting information to help her implement a: A) marketing mix B) marketing audit C) marketing concept D) marketing strategy 56) Rachel would like to create a new department within her firm. She wishes that her firm could provide information that will help link consumers outside the firm to individuals in the firm. The individuals inside the firm would make decisions used to identify marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and perhaps improve the understanding of marketing as a process. Rachel should name this department: A) The Department Of Consumer Public Information B) The Marketing Research Department C) The Marketing Performance And Evaluation Department D) The Marketing Opportunities Department 57) Abe would like to locate a new unit of his franchised fast-food restaurant chain. He orders an evaluation of several city blocks from a marketing research firm. The research firm will determine the population, population growth, income, and other important demographic information for the defined geographical area. The classification of marketing research activity will the company will be performing: A) Improving marketing as a process B) Identifying market opportunities and problems C) Monitoring marketing performance D) Generating, refining, and evaluating potential marketing actions 58) A packaged goods company focused on “tweens” wants to determine the effectiveness of their new print advertising campaign using eye movement research. What type of limited-service supplier firm should they hire? A) A field service firm B) A specialized research technique firm C) A market segment specialist D) A sample design and distribution firm 59) David is a market researcher who has just been hired by a toothpaste manufacturer to determine what the dental profession thinks about their new whitening toothpaste. David has a list of dentists that he obtained last year from a past client. Should David use that list he would be: A) too survey oriented in his approach. B) neglecting the rights of the respondent. C) improving his efficiency. D) maintaining research integrity. 60) Ipsos Reid offers the Canadian Telephone Express Omnibus, which measures brand advantages and usage. This would make Ipsos Reid an example of a: A) standardized service firm. B) customized service firm. C) syndicated data service firm. D) digital research services firm.