Chapter 6 Int Marketing – Flashcards
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With the wealth of big data available for​ marketers, what is the main​ concern?
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Analytics
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In regard to market​ research, a major source of competitive strength is the role that global executives play in​ ________.
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acquiring information about the world environment
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Observations made from roaming the streets of Mumbai are an example of​ ________ for marketers.
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direct perception
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Which of the following is the major challenge specific to global market​ research?
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The ability to recognize and respond to national differences
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Global companies obtain as much as​ two-thirds of the information they need from global executives through​ ________.
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personal sources
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One of the environmental factors that requires personnel to understand a whole new set of​ culture-based assumptions when conducting business is​ ________.
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cultural megashock
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Which of the following data collection methods is best for quantitative​ research?
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Surveys
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Which of the following is a term that refers to a market that will emerge if a particular​ economic, demographic,​ political, or​ socio-cultural trend continues.
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Incipient market
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Which step in the traditional market research process is most critical in providing insights for the​ marketer?
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Data analysis
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Survey research is used to elicit which of the​ following?
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Both quantitative data and qualitative responses
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Which of the following steps in the traditional market research process calls for identifying possible sources of SRC​ bias?
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Problem definition
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Which of the following is an interdependence technique used to create perceptual​ maps?
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Multidimensional scaling
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Which of the following is an example of a dependence technique used to gain insights into the combination of features that will be most attractive to​ customers?
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Conjoint analysis
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​A(n) ________ would be most useful for​ multi-national or​ single-country market​ research?
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emic analysis
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A key difference between​ single-country market research and global market research is the importance of​ ________.
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comparability
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Which of the following is the type of company that delegates responsibility for research to operating subsidiaries but retains overall responsibility and control of research as a​ headquarters' function?
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A global company
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​________ are those in which customers are already being served by one or more companies.
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Existing markets
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​________ should be weighed more heavily than reports regarding purchase intention of price sensitivity in developing markets.
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Observations of purchasing patterns
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In global marketing​ research, it is advisable for the plan to use​ ________.
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a mix of techniques
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The more information intensive the​ firm, the​ ________.
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greater the role of marketing throughout the organization
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Which of the following best describes why information has become a competitive​ advantage?
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Information exchange between company and customer is considered​ "value added."
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