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."
