Chapter 6 Int Marketing – Flashcards
Unlock all answers in this set
Unlock answersquestion
​________ refers to the extremely large data sets that require computation and analysis to reveal trends.
answer
Big data
question
Which of the following provides a means for​ gathering, classifying,​ storing, retrieving, and reporting relevant​ data?
answer
Management Information Systems​ (MIS)
question
Which of the following helps to explain why much data collected is redundant or​ irrelevant?
answer
The reduction in the cost of data collection
question
Which of the following tools allow companies to determine which customers are most valuable so they can react in a timely manner with products that closely match customer​ needs?
answer
Customer relationship management​ (CRM)
question
With the wealth of big data available for​ marketers, what is the main​ concern?
answer
Analytics
question
In regard to market​ research, a major source of competitive strength is the role that global executives play in​ ________.
answer
acquiring information about the world environment
question
Observations made from roaming the streets of Mumbai are an example of​ ________ for marketers.
answer
direct perception
question
Which of the following is the major challenge specific to global market​ research?
answer
The ability to recognize and respond to national differences
question
Global companies obtain as much as​ two-thirds of the information they need from global executives through​ ________.
answer
personal sources
question
One of the environmental factors that requires personnel to understand a whole new set of​ culture-based assumptions when conducting business is​ ________.
answer
cultural megashock
question
Which of the following data collection methods is best for quantitative​ research?
answer
Surveys
question
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.
answer
Incipient market
question
Which step in the traditional market research process is most critical in providing insights for the​ marketer?
answer
Data analysis
question
Survey research is used to elicit which of the​ following?
answer
Both quantitative data and qualitative responses
question
Which of the following steps in the traditional market research process calls for identifying possible sources of SRC​ bias?
answer
Problem definition
question
Which of the following is an interdependence technique used to create perceptual​ maps?
answer
Multidimensional scaling
question
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?
answer
Conjoint analysis
question
​A(n) ________ would be most useful for​ multi-national or​ single-country market​ research?
answer
emic analysis
question
A key difference between​ single-country market research and global market research is the importance of​ ________.
answer
comparability
question
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?
answer
A global company
question
​________ are those in which customers are already being served by one or more companies.
answer
Existing markets
question
​________ should be weighed more heavily than reports regarding purchase intention of price sensitivity in developing markets.
answer
Observations of purchasing patterns
question
In global marketing​ research, it is advisable for the plan to use​ ________.
answer
a mix of techniques
question
The more information intensive the​ firm, the​ ________.
answer
greater the role of marketing throughout the organization
question
Which of the following best describes why information has become a competitive​ advantage?
answer
Information exchange between company and customer is considered​ "value added."
