Test Bank For A Preface To Marketing Management 15th by Peter
Test Bank For A Preface To Marketing Management 15th by Peter
Test Bank For A Preface To Marketing Management 15th by Peter
com
http://testbankbell.com/product/test-bank-for-a-preface-to-
marketing-management-15th-by-peter/
OR CLICK BUTTON
DOWLOAD EBOOK
https://testbankbell.com/product/preface-to-marketing-
management-14th-edition-peter-solutions-manual/
https://testbankbell.com/product/test-bank-for-preface-to-
marketing-management-12-edition-j-paul-peter/
https://testbankbell.com/product/test-bank-for-marketing-
management-15th-edition-by-kotler/
https://testbankbell.com/product/marketing-management-15th-
edition-kotler-test-bank/
Marketing Management 15th Edition Kotler Solutions
Manual
https://testbankbell.com/product/marketing-management-15th-
edition-kotler-solutions-manual/
https://testbankbell.com/product/test-bank-for-contemporary-
marketing-15th-edition-by-boone/
https://testbankbell.com/product/essentials-of-marketing-a-
marketing-strategy-planning-approach-15th-edition-perreault-
solutions-manual/
https://testbankbell.com/product/test-bank-for-marketing-
management-15th-edition-philip-t-kotler-kevin-lane-keller/
https://testbankbell.com/product/test-bank-for-marketing-
management-global-edition-15th-edition-philip-kotler-kevin-lane-
keller/
Test Bank for A Preface to Marketing
Management 15th by Peter
Full download link at: https://testbankbell.com/product/test-bank-for-a-preface-
to-marketing-management-15th-by-peter/
Chapter 02
2. Charles and Steve are business partners who want to start a publishing house. Both partners
thoroughly research the market before proceeding with the planning. They believe that the
research results guarantee that the new business will be successful. Which of the following will help
Charles and Steve interpret their research results accurately?
A. Considering the results of the research as a final answer to all doubts about setting up the new
business
B. Using the research results as a substitute for decision making
C. Knowing that even the most carefully executed research can be fraught with errors
D. Understanding that marketing research studies all of the factors that contribute to the success
of a business
2-1
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
3. Managers should make marketing decisions in the light of their own knowledge and experience
instead of viewing research reports as the final answer to their problems because:
A. the number of factors included in a marketing research study are not exhaustive.
B. decisions based on marketing research reports are highly risky.
C. there is no possibility that marketing research will be affected by researcher bias.
D. marketing research is not a systematic process for obtaining information.
2-2
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
7. The first step in the research process is:
8. Which of the following steps in the research process determines why a particular research study is
undertaken?
9. Quite often a situation or problem is recognized as needing research, yet the nature of the
problem is not clear or well defined, nor is the appropriate type of research evident. In the context
of the steps of the marketing research process, this problem immediately lends itself to .
10. If a market researcher is analyzing the current situation involving the problem to be researched, he
or she is most likely working on the .
2-3
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
11. Haley Joe Inc., a cosmetics company, plans to launch a range of organic beauty products. Before
initiating the launch, the company's marketing team will conduct research to evaluate the current
market for organic products. Presently, it is formulating a question for the researchers to
determine what the research is meant to accomplish. Haley Joe Inc.'s marketing team is currently
in the middle of .
12. At the end of the first stage of the marketing research process, managers and researchers should
agree on:
A. whether or not the company will undertake a test marketing exercise based on the results.
B. who will be responsible for designing observational forms and questionnaires.
C. the specific question or questions the research is designed to investigate.
D. the type of quantitative research to be used in the current study.
13. Which of the following steps of the marketing research process is crucial because it influences the
type of research to be conducted and the research design?
2-4
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
14. A research plan can be developed once:
16. During which stage of the research process does a market researcher decide whether primary or
secondary data are needed for the research process?
17. During the stage of the research process, it should be decided whether the company will do
its own research or contract with a marketing research specialist.
A. report preparation
B. data processing
C. performance
D. planning
2-5
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
18. Which of the following statements best describes primary data?
A. Data collected by an organization specifically for the research problem under investigation
B. Data that have previously been collected for other purposes but can be used for the problem at
hand
C. Data provided by the government, such as U.S. census data
D. Data collected through government reports or syndicated data providers
19. Which of the following statements best describes the term "secondary data?"
20. Isabel wants to open an art gallery in a neighborhood known for its large Hispanic population.
However, she is apprehensive about whether or not the people in the neighborhood will be
responsive to the unconventional art she sells. To make a decision, she obtains data from the
National Statistics Institute which shows the career interests of the people of the neighborhood,
most of them being in creative, unconventional fields. Which of the following types of data is she
using to aid her decision making?
A. Primary data
B. Secondary data
C. A combination of primary and secondary data
D. Raw data
2-6
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
21. Which of the following is an advantage of secondary data over primary data?
A. Secondary data are not always available for strategy-specific research questions.
B. Secondary data sources are more limited than sources of primary data.
C. Secondary data are more expensive to obtain and utilize than primary data.
D. Secondary data are collected specifically for the research problem under investigation.
23. Nutricare Inc. is a leading distributor of health and beauty products in the United States. It wants to
expand into the health drinks market segment. It collects data provided by the United States
Department of Agriculture (USDA) to find the size of the target population. Identify the type of
data Nutricare Inc. has collected in this scenario.
A. Secondary data
B. Primary data
C. A combination of primary and secondary data
D. Big Data
24. In the context of market research, which of the following is an advantage of using primary data for
data collection?
2-7
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
25. In the context of market research, identify a disadvantage of using primary data for data
collection.
A. Mathematical modeling
B. Long interviews
C. Experimental research
D. Observational research
A. It includes all of the factors that could influence the success of a strategy.
B. It includes inventory data that can indicate how rapidly various products are selling and
expenditure data on such things as advertising, personal selling, or packaging.
C. It involves systematic procedures designed to obtain and analyze numerical data.
D. It involves face-to-face interviews with respondents designed to develop a better understanding
of what they think and feel concerning a research topic.
2-8
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
28. Redstone Inc. manufactures and markets computer games. Its latest game, Warrior Xero, is
designed specifically for teenagers. The company recently implemented a free trial where it invited
teenagers to its office to play the game. After the free trial, the company's market research
executives conducted discussion sessions with the teenagers to gain insights into the product and
whether any changes needed to be made. The research conducted by Redstone Inc. best
exemplifies .
A. observational research
B. focus groups
C. mathematical modeling
D. group experiments
29. Which of the following types of research methods typically involves discussions among a small
number of customers led by an interviewer and is designed to generate insights and ideas about
products and brands?
A. Observational research
B. Long interviews
C. Projective techniques
D. Focus groups
30. involves interacting with a single respondent for several hours and is designed to find out the
meanings various products and brands have for an individual.
A. Observational research
B. A long interview
C. Mathematical modeling
D. An experiment
2-9
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
31. Warner Implants, a pioneer in the industry for medical implants, launched a revolutionary cardiac
implant in the year 2000. As part of its promotional strategy, the marketing team at Warner
Implants conducted individual discussions with a few customers. These discussions were aimed at
understanding the meaning its implants brought to the lives of the customers. This scenario best
illustrates the use of as a mode of research.
A. observation
B. mathematical modeling
C. experiments
D. long interviews
33. M&N Inc., a cosmetics company, recently launched a marketing initiative for its line of organic
cosmetics. Its marketing team undertook a campaign where it invited women to sample the
cosmetics in malls and then asked them to fill questionnaires about the cosmetics. Which of the
following methods of collecting data did the marketing team of M&N utilize in this scenario?
A. Observational research
B. Interviews
C. Mathematical modeling
D. Survey research
2-10
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
34. The customer service department at Mercury, a department store, noticed that the store's
exchange process creates a lot of stress for its customers. Customers need to visit several counters
before their product is finally exchanged for another. Customer service management has decided
to send questionnaires to customers, asking them to respond to a list of questions and to provide
suggestions for improving the exchange situation in the store. In this scenario, management is
using the research method.
A. focus group
B. survey
C. observational
D. experimental
35. In the context of quantitative research in marketing, which of the following statements is true of
observational research?
36. Spark Inc., an online fashion brand, is scouting for locations to open its first brick-and-mortar store
in New York. It assigns researchers to various commercial intersections in the city and asks them to
make a brief study of the movement of people around these intersections. The information
gathered from this research will help Spark pick the most viable location. This type of research is
best classified as .
A. survey research
B. observational research
C. experimental research
D. focus group research
2-11
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
37. Jeremy, the manager at Orion Department Store, has noticed fluctuations in the sales of certain
products after a change in the store layout. While certain products have shown an increase in
sales, the sale of other products has declined considerably. Jeremy wants to make note of the
areas of the store that customers frequent and those that they avoid. He hopes to gain sufficient
insight in order to create a better store layout and get sales back to normal. In this scenario,
Jeremy is most likely to use the method of .
A. observational research
B. mathematical modeling
C. experimental research
D. projective technique
38. Which of the following kinds of research collects data by means of a feedback form through mail,
phone, or in person?
A. Experimental research
B. Mathematical modeling
C. Survey research
D. Observational research
39. Soy and Soup, a restaurant in the city of Uberlin, wants to open a vegan restaurant in the city of
Prim. To ensure that Prim has a market for vegan food, Soy and Soup conducts research on the
market. It sends out a team of researchers to conduct short interviews with the public asking a
standard set of questions about the kinds of food they enjoy eating and whether they would like to
eat at a restaurant that serves only vegan food. Which of the following research methods has Soy
and Soup used in this scenario?
A. Experimental research
B. Archival research
C. Survey research
D. Observational research
2-12
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
40. The marketing team at Shine Inc. is conducting research to determine why its perfume sales have
dropped suddenly and drastically. The marketing manager, Adriano, is wondering if the drop in
sales is a result of a recent and controversial newspaper article about the company's use of animal
fat in its perfumes. He sends out a questionnaire by e-mail to Shine Inc.'s wide customer base to
gather relevant information. Which of the following types of research methods is Adriano using in
this scenario?
A. Observational research
B. Experimental research
C. Survey research
D. Mathematical modeling
41. GenX Techware Inc. is a manufacturer of computer monitors in the city of Osmon. Its marketing
team conducts research to determine whether sales among women are likely to rise in response to
the availability of brightly colored monitors. The team creates a set of written questions to be
answered by a group of over 3,500 female respondents all over the city and mails these questions
to respondents. Based on the data it obtains, GenX will make a decision about whether or not to
launch brightly colored monitors. This scenario best exemplifies the method of .
A. observational research
B. archival research
C. experimental research
D. survey research
42. Which of the following is a research method that deals with manipulating one variable and
examining its impact on other variables?
A. Marketing audit
B. Observational research
C. Archival research
D. Experimental research
2-13
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
43. Which of the following qualitative research methods is most likely to provide a better idea of the
causal relationships among variables?
A. Marketing audit
B. Observational research
C. Archival research
D. Experimental research
44. Rolly Inc., a candymaker and retailer, increases its candy prices by 10 percent in one of its stores
while retaining existing prices in all its other stores. It then compares its sales in the test store to
sales in its other stores. The information collected provides Rolly with evidence about the impact of
price changes on its customers. The type of research used at Rolly Inc. best exemplifies .
A. experimental research
B. mathematical modeling
C. observational research
D. survey research
45. A marketer of yo-yos wants to know how an increase in price will affect its sales. It uses a test store
where it increases the price of the yo-yos by 15 percent and then studies its impact on sales.
Comparing its sales in the test store with those in other stores provides information about the
likely impact of a price change in the overall market. Identify the type of market research method
most likely used in this scenario.
A. Experimental research
B. Mathematical modeling
C. Observational research
D. Focus group
2-14
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
46. Which of the following is true of the experimental research method?
48. Which of the following types of research involves the application of econometric or statistical
techniques to secondary data, such as scanner data collected and stored in computer files from
retail checkout counters?
2-15
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Another random document with
no related content on Scribd:
From whence the race of Alban fathers come
And the long glories of majestic Rome.
—Dryden.
—Morris.
—Conington.
—Cranch.
I sing of war, I sing the man who erst,
From off the shore of Troy fate-hunted, came
To the Lavinian coast in Italy,
Hard pressed on land and sea, the gods malign,
Fierce Juno’s hate unslaked. Much too in war
He bore while he a city built, and set
His gods in Latium. Thence the Latin race,
Our Alban sires, the walls of haughty Rome.
—Long.
—Rickards.
(In hexameters.)
Arms and the hero I sing, who of old from the borders of Troja
Came to Italia, banished by fate to Lavinia’s destined
Sea coasts: Much was he tossed on the lands and the deep by enlisted
Might of supernals, through Juno’s remembered resentment:
Much, too, he suffered in warfare, while he was founding a city,
And into Latium bearing his gods: whence issued the Latin
Race, and the Alban fathers, and walls of imperial Roma.
—Crane.
Sing I the arms and the man, who first from the shores of the Trojan,
Driven by Fate, into Italy came, to Lavinium’s borders
Much was he vexed by the power of the gods, on the land and the ocean,
Through the implacable wrath of the vengeful and pitiless Juno;
Much, too, he suffered in war, until he could found him a city,
And into Latium carry his gods; whence the race of the Latins,
Alba’s illustrious fathers, and Rome’s imperial bulwarks.
—Howland.
Chronological Table
b.c.
98. Birth of Lucretius.
87. Birth of Catullus.
70. Virgil is born.
69. Birth of Mæcenas; Cicero is ædile.
66. Cicero is prætor.
65. Horace is born.
63. Birth of Octavius (afterward Gaius Julius Cæsar Octavianus
Augustus). Cicero’s consulship and Orations against
Catiline.
60. First Triumvirate (Cæsar, Pompey, and Crassus).
58. Cicero banished. Cæsar begins conquest of Gaul.
57. Cicero recalled from exile.
55. Virgil assumes the toga virilis. Death of Lucretius, Cæsar in
Britain.
54. Virgil studies in Milan. Death of Catullus. Cicero edits
Lucretius’ On Nature, and (perhaps) Catullus’ Odes, and
begins his essay On the State.
53. Virgil goes to Rome: Horace is also taken there. Cicero is
augur. Parthians defeat Romans at Carrhæ.
52. Cicero’s Oration for Milo.
51. Cicero proconsul in Cilicia.
49. Civil War. Cæsar marches on Rome, bestowing Roman
citizenship on Italians north of the Po. Pompey leaves
Italy.
48. Battle of Pharsalia. Assassination of Pompey.
46. Battle of Thapsus. Suicide of Cato at Utica.
45. Horace goes to Athens.
44. Cæsar assassinated: Octavius, adopted in his will, assumes
his name. Cicero’s Philippics.
43. Birth of Ovid. Second Triumvirate (Octavianus, Antony, and
Lepidus). Assassination of Cicero. Civil war with Brutus
and Cassius. Horace a tribune in Brutus’ army.
42. Battles of Philippi. Death of Brutus and Cassius.
41. Confiscations by the triumvirs. Virgil introduced to Mæcenas
and Octavianus. Horace returns to Rome.
40. Virgil restored to his estate.
39. Horace introduced to Mæcenas by Virgil and Varius.
37. Virgil publishes Eclogues. Phraates king of Parthia.
36. Antony invades Parthia.
35. Horace publishes First Book of Satires.
33. Phraates attacks Armenia and Media.
31. Battle of Actium. Overthrow of Antony. Octavianus visits the
East.
30. Horace publishes Second Book of Satires and his Epodes.
29. Octavianus returns from the East and celebrates threefold
triumph. Temple of Janus closed in sign of peace. Virgil
publishes Georgics.
27. Octavianus receives the title of Augustus.
26. Augustus in Spain corresponds with Virgil.
24. Horace (probably) publishes first Three Books of Odes.
23. Death of Marcellus. Virgil reads portions of the Æneid to
Augustus.
20. Expedition of Augustus to the East. Parthians restore
standards taken at Carrhæ.
19. Virgil journeys to Greece. Returns with Augustus. Dies at
Brundisium. Augustus directs Virgil’s friend Varius and
Tucca to edit the Æneid.
18. Horace publishes First Book of Epistles.
17. The Secular Festival. Horace writes the Secular Hymn.
13. Horace publishes Fourth Book of Odes.
8. Death of Mæcenas and Horace.
Verse Translations Recommended
Dryden; Conington (Crowell, New York); William Morris (Roberts
Brothers, Boston); Cranch; Long (Lockwood Brooks & Co., Boston);
Crane (Baker & Taylor Co., New York); Howland (D. Appleton & Co.,
New York), Rickards (Books I.-VI., Blackwood & Sons, London);
Rhoades (Longmans); Billson (Edward Arnold, London).
Meantime the roaring riot of the ocean and the storm let 10
loose reached the sense of Neptune,[47] and the still waters
disgorged from their deep beds, troubling him grievously;
and casting a broad glance over the main he raised at
once his tranquil brow from the water’s surface. There
he sees Æneas’ fleet tossed hither and thither over the 15
whole expanse—the Trojans whelmed under the billows,
and the crashing ruin of the sky—nor failed the brother
to read Juno’s craft and hatred there. East and West
he calls before him, and bespeaks them thus:—“Are ye
then so wholly o’ermastered by the pride of your birth? 20
Have ye come to this, ye Winds, that, without sanction
from me, ye dare to confound[48] sea and land, and upheave
these mighty mountains? ye! whom I—but it were best
to calm the billows ye have troubled. Henceforth ye
shall pay me for your crimes in far other coin. Make 25
good speed with your flight, and give your king this message.
Not to him did the lot assign the empire of the sea
and the terrible trident, but to me. His sway is over those
enormous rocks, where you, Eurus,[49] dwell, and such as
you; in that court let Æolus lord it, and rule in the prison-house 30
of the winds when its doors are barred.”
He speaks, and ere his words are done soothes the swelling
waters, and routs[50] the mustered clouds, and brings
back the sun in triumph. Cymothoë and Triton[51] combine
their efforts to push off the vessels from the sharp-pointed 35
rock. The god himself upheaves them with his
own trident,[52] and levels the great quicksands, and allays
the sea, and on chariot-wheels of lightest motion glides
along the water’s top. Even as when in a great crowd tumult
is oft stirred up, and the base herd waxes wild and frantic,
and brands and stones are flying already, rage suiting
the weapon[53] to the hand—at that moment, should their
eyes fall on some man of weight, for duty done and public 5
worth, tongues are hushed and ears fixed in attention,
while his words sway the spirit and soothe the breast—so
fell all the thunders of the ocean, so soon as the great
father, with the waves before him in prospect, and the
clear sky all about him, guides his steeds at will, and as he 10
flies flings out the reins freely to his obedient car.
Spent with toil, the family of Æneas labour to gain the
shore that may be nearest, and are carried to the coasts
of Libya. There is a spot retiring deep into the land, where
an island forms a haven[54] by the barrier of its sides, which 15
break every billow from the main and send it shattered
into the deep indented hollows. On either side of the bay are
huge rocks, and two great crags rising in menace to the
sky; under their summits far and wide the water is hushed
in shelter, while a theatric background of waving woods, 20
a black forest of stiffening shade, overhangs it from the
height. Under the brow that fronts the deep is a cave
with pendent crags; within there are fresh springs and
seats in the living rock—the home of the nymphs; no
need of cable[55] here to confine the weary bark or anchor’s 25
crooked fang to grapple her to the shore. Here with seven
ships mustered from his whole fleet Æneas enters; and
with intense yearning for dry land the Trojans disembark
and take possession of the wished-for shore, and lay their
brine-drenched limbs upon the beach. And first Achates 30
from a flint struck out a spark, and received the fire as it
dropped in a cradle of leaves, and placed dry food all about
it, and spread the strong blaze among the tinder. Then
their corn, soaked and spoiled as it was, and the corn-goddess’
armoury they bring out, sick of fortune; and make 35
ready to parch the rescued grain at the fire, and crush it
with the millstone.