10) Soon-Yi Park's chain of travel agencies has identified the lesbian, gay bisexual, and transgender communit y as a market that spends an increasing percentage of its income on travel.Which of the following would be the LEAS T effective component of a marketing plan for Soon-Yi to take advantage of this opportunity? A) develop a presence on LGBT -oriented social networking sites B) position his agency as focused on specialized experiences C)implement a mass marketin g campaign D) place specially.-targeted ads in gay -themed publications E) advertise on LOGO the cable television network aimed at gays and lesbians and their friends 11) Brad works with a reputed retailer and leads a team that collects market information from a wide variety of sources ranging from marketing research st udies to monitorins online conver sations where consumer s discuss Brad's firm or its products.Brad's team uses this information to arrive at a better understanding of consumer behavior and their buying motives. This in turn,allows Brad's firm to successfully generate more value for consumers.Brad leads the team. A) product development B) strategy implementation C) human resource D) customer relationship management E) customer insights 12) The market researchers at HoneyCamp Foods gather daily sales data and sort it by product line and region.With the help of sophisticated tools and techniques they develop the data needed by marketing managers to evaluate the market share of the company's differer t products and also to gain valuable market insights. This mix of people and procedures at HoneyCamp Foods that generat e actionable marketing insights represents ; a(n) . A) enterprise plannin system B) produc t mix C) strategic planning system D) marketing information system E) business portfolio 13) Kei, a senior marketir g manager of a pizzerie in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions.In this instance.Kei is using A)ethnographic research B) internal databases C)descriptive research D) data u arehouses E) causal research 14) The marketing department of a reputed firm wants to improve strategic decision making,track the actions of other players in the marke et, and provide early warning of opportunitie s and threats .Which of the following would help , the firm achieve its objectives? A)ethnographic research B) strategic planning C) data warehousing D)competitive marketing intelligence E) custome r relationship management 15) Which of the following is true with regard to marketing research? A) The marke ting research process depends primarily on sophisticated internal databases. B) The marketing research process requires assessing macroeconomic forces. C) Marketing research gives marketers insights into customer motivations. D) Marketing research eliminates the need for a SWOT analysis. E) Marketing research is a simple two-step process. 16) Akira Takano.a marketing manager, is about to test the hypothesi s that the sale of a particular product will increase exponentially if there is a 5 drop in the selling price of the product .Akira is involved in research. 1)exploratory B)descriptive c) causal D)constructive E)ethnographic 7) In __ research.the objective is to gather preliminary information that will help define the problem and uggest hypotheses. ) exploratory B) statistical ) causal D) analytic E)descriptive

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10) Soon-Yi Park's chain of travel agencies has identified the lesbian, gay bisexual, and transgender communit y as a market that spends an increasing percentage of its income on travel.Which of the following would be the LEAS T effective component of a marketing plan for Soon-Yi to take advantage of this opportunity? A) develop a presence on LGBT -oriented social networking sites B) position his agency as focused on specialized experiences C)implement a mass marketin g campaign D) place specially.-targeted ads in gay -themed publications E) advertise on LOGO the cable television network aimed at gays and lesbians and their friends 11) Brad works with a reputed retailer and leads a team that collects market information from a wide variety of sources ranging from marketing research st udies to monitorins online conver sations where consumer s discuss Brad's firm or its products.Brad's team uses this information to arrive at a better understanding of consumer behavior and their buying motives. This in turn,allows Brad's firm to successfully generate more value for consumers.Brad leads the team. A) product development B) strategy implementation C) human resource D) customer relationship management E) customer insights 12) The market researchers at HoneyCamp Foods gather daily sales data and sort it by product line and region.With the help of sophisticated tools and techniques they develop the data needed by marketing managers to evaluate the market share of the company's differer t products and also to gain valuable market insights. This mix of people and procedures at HoneyCamp Foods that generat e actionable marketing insights represents ; a(n) . A) enterprise plannin system B) produc t mix C) strategic planning system D) marketing information system E) business portfolio 13) Kei, a senior marketir g manager of a pizzerie in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions.In this instance.Kei is using A)ethnographic research B) internal databases C)descriptive research D) data u arehouses E) causal research 14) The marketing department of a reputed firm wants to improve strategic decision making,track the actions of other players in the marke et, and provide early warning of opportunitie s and threats .Which of the following would help , the firm achieve its objectives? A)ethnographic research B) strategic planning C) data warehousing D)competitive marketing intelligence E) custome r relationship management 15) Which of the following is true with regard to marketing research? A) The marke ting research process depends primarily on sophisticated internal databases. B) The marketing research process requires assessing macroeconomic forces. C) Marketing research gives marketers insights into customer motivations. D) Marketing research eliminates the need for a SWOT analysis. E) Marketing research is a simple two-step process. 16) Akira Takano.a marketing manager, is about to test the hypothesi s that the sale of a particular product will increase exponentially if there is a 5 drop in the selling price of the product .Akira is involved in research. 1)exploratory B)descriptive c) causal D)constructive E)ethnographic 7) In __ research.the objective is to gather preliminary information that will help define the problem and uggest hypotheses. ) exploratory B) statistical ) causal D) analytic E)descriptive

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10) The least effective component of a marketing plan for Soon-Yi to take advantage of the opportunity would be C) implement a mass marketin campaign. This is because mass marketing campaigns are not specifically targeted towards the LGBTQ+ community and may not effectively reach this market segment. 11) Brad's team is involved in E) customer insights. They collect market information and use it to understand consumer behavior and buying motives, which allows the firm to generate more value for consumers. 12) The mix of people and procedures at HoneyCamp Foods that generate actionable marketing insights represents a D) marketing information system. They gather daily sales data and use sophisticated tools and techniques to develop the data needed by marketing managers. 13) Kei is using B) internal databases. She is researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. 14) The firm can achieve its objectives through D) competitive marketing intelligence. This involves tracking the actions of other players in the market and providing early warning of opportunities and threats. 15) The true statement with regard to marketing research is C) Marketing research gives marketers insights into customer motivations. Marketing research helps marketers understand customer motivations and preferences, which can be used to make informed marketing decisions. 16) Akira Takano is involved in C) causal research. He is testing the hypothesis that the sale of a particular product will increase exponentially if there is a $5 drop in the selling price of the product. 17) In A) exploratory research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

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