A. Even though no one denies the importance of the mission statement, it is the least used of all of the management tools. B. An effective mission statement takes an internal organizational focus. C. A generalized mission statement is more effective than one that is specific because it allows the organization to respond quickly to a changing environment. D. It is not uncommon for an organization to spend one to two years developing a useful mission statement.
Question 7 Slates cape is a relatively new company that mines and crushes slate for use as mulch in gardens. In order to __________, the managers of the company reviewed the historical records of the mine from which it is getting the slate. Its managers also determined that slate is available in only a few areas of the world. In addition, the managers examined its acceptance within the community, federal regulations, which affect its operation, and its existing and potential competitors. A. develop a mission statement B. distinguish between primary and secondary objectives C. develop an effective marketing mix D. evaluate its marketing plan
Question 8 Belinda Nunez wants to open a gallery in which she will feature young Hispanic artists. Which of the following statements could describe this situation? A. Nunez needs to realize that even the most carefully conducted research can be fraught with errors. B. Nunez needs some primary marketing research before she invests her money and time in this project. C. Nunez should make the decision to open the gallery based on her own experiences in the community-and not on marketing research alone. D. All of the above statements can be used to describe this situation.
Question 9 Which of the following statements about marketing research is true? A. Marketing research proves the old adage, “You get what you pay for.” B. Many marketing managers view marketing research as the final answer to their problems. C. You don’t need intuition or experience when you have marketing research. D. Good marketing research considers all the factors that could influence the success of a marketing strategy.
Question 10 Reading of Toledo, Inc., makes a streaked griddle that produces char-broiled looking meat without the grease flare-ups, the smoke, or the wasted energy. Sales have been down recently for its streaked griddle. Its marketing manager wonders if the sales decrease is due to consumer health concerns that grilled meat causes cancer. The manager wants to do marketing research to see if the firm needs to modify the product or do more consumer advertising. The marketing manager: A. is in the first stage of the market research process. B. must realize this is a channel issue. C. will have to rely solely on secondary data. D. will next need to determine how the gathered data will be processed.
She was unsure if the new business would succeed until she read online payday loan Wisconsin in the local newspaper that 55 percent of the community in which she will be operating the gallery is Hispanic
preparation of the research. B. predictability of the research. C. promotion of the research results. D. propagation of the research.
Question 11 The Five Ps of the research process are the purpose of the research, the plan of the research, the performance of the research, the processing of the research, and the: A
Question 12 By the end of the first stage of the marketing research process, managers and researchers should agree on: A. whether the company will do its own research or hire a marketing research specialist. B. whether primary or secondary data will be used. C. the specific question or questions the research is designed to investigate. D. the type of quantitative research to be conducted.