$19.$ Developing a strategic marketing plan involves a S$.$W$.$O$.$T analysis to evaluate important considerations in a company$$s marketing decisions. This analysis will review:

A$.$ Competitive forces, demand forces, and environmental forces

B$.$ Customer satisfaction, customer loyalty, customer needs and wants, and customer spending

C$.$ Customers, your company$$s capabilities, the competition, and the external market environment

D$.$ Demand, product development, delivery, and R&D

E$.$ Consumer research, the economy, competition, and technology

$20.$ Which of the following is not part of a company$$s macroenvironment?

A$.$ technology

B$.$ demographics

C$.$ socio$-$cultural factors

D$.$ customers

E$.$ political and legal influences

$21.$ Consumers remembering only what they want to remember from advertising and promotional messages is known as:

A$.$ selective exposure

B$.$ cognitive learning

C$.$ selective perception

D$.$ conscious response

E$.$ selective retention

$22.$ A person$$s buying decisions are influenced by many social influences. Which of the following IS NOT a social influence?

A$.$ family and social class

B$.$ reference and peer groups

C$.$ culture

D$.$ time and surroundings

E$.$ an opinion leader

$23.$ Concerning research information and data collection, the best description of secondary data is:

A$.$ data that can be retrieved by a computer

B$.$ data gathered for the first time for a particular purpose

C$.$ data that has already been collected and is available from published

sources$/$documents

D$.$ any data made available from a Transaction Based Information System $($TBIS$)$

E$.$ data collected using follow up interviews

$24.$ Packaging and branding are part of a company$$s marketing decisions for:

A$.$ SBU management

B$.$ Price and Place

C$.$ Product and Promotion

D$.$ Consumer targeting

E$.$ Experience curves

$25.$ Stan Johnson is a market research manager who has been asked by his company to conduct a

marketing research project concerning the purchase of garden supplies. Which of the following

WOULD NOT be a quantifiable method of collecting data?

A$.$ shopping mall intercept

B$.$ mail survey

C$.$ focus group

D$.$ telephone survey

E$.$ internet survey

$26.$ A market research company is asking consumers to rate product based on opposite, descriptive

adjectives that reflect how the person perceives the product and its attributes. This method of

research is using a:

A$.$ Product Management Scale

B$.$ Semantic Differential Scale

C$.$ Brand Development Index

D$.$ Consumer Profile Model

E$.$ Likert Scale

$27.$ A statement of what should be accomplished through marketing activities is a:

A$.$ marketing strategy

B$.$ mission statement

C$.$ marketing objective

D$.$ corporate vision statement

E$.$ marketing plan