Oxford University Press | Online Resource Centre

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Question 1

When a company collects data from national media, trade and technical press, government statistics and trade association information to learn more about an international market, it is utilizing:

a) primary data

b) secondary data

c) tertiary data

d) market information system

Question 2

An International fast-food restaurant chain undertakes research into its customers' perceptions of its service quality. To be effective, it should develop a programme of research which is:

a) shared with employees

b) ongoing

c) valid

d) all of the above

Question 3

Competitive market advantage is most likely to go to the firm which:

a) has the most information

b) has a large marketing information department

c) conducts regular customer surveys

d) makes best use of the information available

Question 4

Which of the following BEST describes the role of international marketing research?

a) It is essentially about keeping in touch with customers and the broader marketing environment.

b) Questioning customers and potential customers about their preferences.

c) Investigating the industry through published statistics.

d) The output from consumer panels and other focus groups.

Question 5

Which of the following statements about data collection techniques and use within companies is TRUE?

a) The range of techniques used is decreasing as companies are using less data.

b) The range of techniques is decreasing because companies are already swamped with data for which they have not found a use.

c) The range of techniques is increasing because companies are always desperate to use more data to analyze customer behaviour.

d) The range of techniques is increasing and companies often find themselves with more information than they can sensibly use.

Question 6

The process of segmentation is essentially about:

a) identifying groups of buyers within a market place who have needs which are distinctive in the way that they deviate from the 'average' consumer.

b) meeting customer needs efficiently in order to maximize the company's profits.

c) understanding customer needs.

d) targeting profitable customers.

Question 7

As individuals pass through various lifecycles stages, which of the following statements is likely to be most generally TRUE?

a) Their needs remain constant and they consume the same products.

b) Their ability to pay for purchases change but their preferences remain constant.

c) They have increasing amounts of time and disposable income to spend on entertainment.

d) Their ability to pay and preferences change.

Question 8

Once the relevant segmentation criteria are selected, the marketer should then:

a) develop the appropriate segments.

b) choose target markets/countries.

c) develop segments in all qualified countries.

d) position the organization in order to take advantage of identified consumer needs.

Question 9

Behaviour variables of segmentation may include:

a) patterns of consumption

b) brand loyalty

c) context for usage

d) all of the above

Question 10

Demographics, broadly defined, is the study of:

a) population characteristics

b) age and sex

c) buyer behaviour

d) attitudes and lifestyles

Oxford University Press, Online Resource Centre, Chapter 06.

Chapter 06

Instructions