question

The American Marketing Association defines _____ as an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

answer

marketing

question

The ultimate user of a good or service is known as the:

answer

consumer

question

Products deliver benefits by:

answer

satisfying a need or want.

question

A ____ is the difference between a consumers actual state and some ideal or desired state:

answer

need

question

The term marketing refers to _____.

answer

an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders

question

Which term refers to all consumers who share a common need that can be satisfied by a specific product and have the resources, willingness, and authority to make the purchase?

answer

market

question

A(n) _____ is a desire for a particular product used to satisfy a need in specific ways that are culturally and socially influenced.

answer

want

question

The sum of benefits one receives from using a product or service is called _____.

answer

utility

question

Which type of utility benefits by transforming raw materials into finished products?

answer

form

question

_____ utility is the benefit marketing provides by making products available where customers want them.

answer

place

question

By staying open twenty-four hours a day, Wal-Mart provides _____ utility.

answer

time

question

Which type of utility cannot exist until the exchange has taken place?

answer

possession

question

When something is obtained for something else in return, _____ has occurred.

answer

an exchange

question

What are the stages of marketing evolution?

answer

new, production, selling

question

In which era was there a heavy emphasis on manufacturing efficiency?

answer

production era

question

The _____ era first emphasized the importance of meeting the needs and wants of customers.

answer

consumer

question

Which orientation toward marketing works best when demand is greater than supply?

answer

production

question

The concept of customer relationship management is most closely aligned with the _____ orientation.

answer

new era

question

Which orientation focuses on building long-term bonds with customers?

answer

new era

question

_____ involves the systematic tracking of consumer preferences and behaviors over time in order to tailor the value proposition as closely as possible to each individual's unique wants and needs.

answer

customer relationship management

question

The _____ era took place between the Great Depression and the 1950s.

answer

selling

question

The _____ orientation worked well when there was little competition in the marketplace.

answer

production

question

_____ is a management effort that seeks to make continuous improvements to product quality.

answer

total quality management

question

In which era did accountability become an important consideration for marketers?

answer

new

question

Which of the following metrics is useful for marketers who need to know how much value is created from what they are spending on marketing activities?

answer

return on investment

question

Marketers may use _____, which are similar to report cards to measure performance.

answer

scorecards

question

Which orientation is still found among firms that sell unsought goods?

answer

selling

question

Firms that view markets as homogenous and products as purely functional may focus on a _____ orientation.

answer

production

question

Intangible products are known as _____.

answer

services

question

Which term refers to the benefits a customer receives from buying a product?

answer

value

question

A company can estimate the lifetime value of a customer by _____.

answer

estimating the amount the person will spend on each and every purchase he or she will make from now and in the future, minus the cost of maintaining the relationship

question

When a company can provide a benefit that the competition can't, it is said to have a(n) _____.

answer

competitive advantage

question

Which term refers to a series of activities involved in designing, producing, marketing, delivering, and supporting any product?

answer

value chain

question

When a firm assesses their strengths and weaknesses by assessing factors that might help or hinder the development and marketing of products, it is called _____.

answer

analyzing the marketing environment

question

The document that describes the marketing environment, outlines the marketing objectives and strategy, and identifies who will be responsible for carrying out each part of the marketing strategy is called the _____.

answer

marketing plan

question

The "four Ps" are elements of the _____.

answer

marketing mix

question

Which aspect of the marketing mix involves the design and packaging of a good?

answer

product

question

Which element of the marketing mix might utilize personal selling, advertising, sales promotion, and public relations?

answer

promotion

question

_____ refers to the availability of the product to the customer at the desired time and location.

answer

place

question

Which P in the marketing mix captures the value of the exchange?

answer

price

question

A _____ is a distinct group of customers within a larger market who are similar to one another in some way and whose needs differ from other customers in the larger market.

answer

market segment

question

According to the American Marketing Association, "the processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders," is the definition of what term?

answer

marketing

question

All of the consumers who share a common need that can be satisfied by a specific product and who have the resources, willingness, and authority to make the purchase are called the ________.

answer

market

question

What type of utility refers to the process of transforming raw materials into a finished good?

answer

form utility

question

The systematic tracking of consumers' preferences and behaviors over time in order to tailor the product offering to each person's wants and needs is known as ________.

answer

CRM

question

What type of products are tangible items that consumers purchase for either personal or family use?

answer

consumer goods

question

What term is used to refer to the marketing of goods and services from one organization to another organization?

answer

business-to-business marketing

question

T/F When a product satisfies a need or a want of a consumer, we say that it delivers a value chain.

answer

false

question

T/F When a consumer obtains a shirt from a retailer for cash, we say that an exchange has occurred.

answer

true

question

T//F The idea that marketers should satisfy customers' needs in ways that benefit society is known as mass marketing.

answer

false

question

T/F Successful marketing requires creating an attractive value proposition for consumers.

answer

true

question

T/F A marketing strategy should attempt to create a competitive advantage for the organization with consumers.

answer

true

question

_____ is an ongoing process of making decisions that guide the firm both in the short term and for the long haul.

answer

Business planning

question

What type of plan describes the marketing environment, outlines the marketing objectives and strategy, and identifies who will be responsible for carrying out each part of the strategy?

answer

marketing planning

question

At what management level does marketing planning take place?

answer

functional planning

question

Which form of planning focuses on the day-to-day execution of plans?

answer

operational planning

question

At which level of planning is the organization's mission established?

answer

strategic planning

question

What type of planning is done by supervisory managers?

answer

operational planning

question

All of the following are aspects of strategic planning except _____.

answer

monitor and control marketing strategies

question

Functional planning is also called _____ planning.

answer

tactical

question

Which of the following positions would be involved in strategic planning?

answer

chief executive officer

question

Which type of plan might show exactly how many units of a product a salesperson needs to sell per month?

answer

operational plan

question

At management level are marketing metrics used to monitor effectiveness?

answer

operational

question

A business plan is a plan that _____

answer

includes the decisions that guide the entire organization

question

_____ means that an organization develops objectives before it takes action.

answer

planning

question

All of the following are functional levels of a firm___

answer

marketing, finance, HR

question

Which managerial level is likely to have plans detailed on a quarterly basis?

answer

operational

question

Individual units within a firm that operate like separate businesses are known as _____.

answer

strategic business units

question

A mission statement describes _____

answer

the marketing environment, outlines the marketing objectives and strategy, and identifies who will be responsible for carrying out each part of the strategy

question

The controllable elements inside a firm that influence how well the firm operates make up the firm's _____

answer

internal environment

question

Objectives should be _____

answer

measurable

question

The _____ is a portfolio analysis model

answer

BCG growth-market share matrix

question

The group of different products or brands owned by an organization and characterized by different income-generating and growth capabilities is referred to as the _____.

answer

business portfolio

question

General Electric has a jet engine division, lighting division, and appliance division. These divisions are _____ in the GE company.

answer

strategic business units

question

SBUs with products that have dominant market share in high-growth markets are called _____.

answer

stars

question

Which category in the BCG matrix describes products with low market share in high-growth markets?

answer

question marks

question

What type of SBU is used to fund the growth of the other types?

answer

cash cows

question

Which growth strategy is designed to increase sales of existing products to current customers?

answer

market penetration strategies

question

Which growth strategy is designed to introduce existing products to new markets?

answer

market development strategies

question

Which growth strategy is designed to sell new products to existing markets?

answer

product development strategies

question

Which growth strategy emphasizes both new products and new markets?

answer

diversification strategies

question

The vertical axis in the product-market growth matrix represents _____.

answer

whether opportunities for growth will come from new or existing markets

question

Product strategies included in a marketing plan include all of the following types of decisions except _____.

answer

pricing

question

Which type of strategy decisions consider costs to manufacture and expected demand?

answer

pricing strategy

question

Marketers quantify how an investment in marketing has affected the firm's success using the metric, _____.

answer

return on marketing investments

question

Individual support plans that provide guidance for implementation and control of marketing strategies are called _____ plans.

answer

action

question

Components of corporate culture?

answer

values, norms, beliefs

question

The formal process of control involves ___

answer

measuring actual performance, comparing this performance to established objectives, and making adjustments to objectives or strategies.

question

The metric, return on marketing investment, encourages marketing managers to think of marketing as a(n) _____.

answer

investment

question

Action plans are sometimes called _____.

answer

marketing programs

question

The sum of benefits one receives from using a product or service is called _____.

answer

utility

question

Which of the following is not specified in a marketing program?

answer

SWOT analysis

question

_____ is the set of values, norms, and beliefs that influence the behavior of everyone in the organization.

answer

corporate culture

question

Which type of plan generally covers the shortest period of time?

answer

operational

question

Which of the following tools is used by marketers to manage the time line for accomplishing tasks identified in a marketing program?

answer

GANT charts

question

Response rates to a direct mail piece represent a type of _____.

answer

marketing metric

question

The process of making decisions that guide the company in the short and long-term is called ________.

answer

business planning

question

A document that describes the marketing environment, the marketing objectives and strategies, and identifies how these strategies will be implemented and controlled is called a(n) ________ .

answer

market plan

question

What type of planning focuses on the day-to-day execution of the functional plans?

answer

operational planning

question

A written statement of the company's overall purpose and what it hopes to achieve in terms of customers, products, and resources is called that company's ________.

answer

mission statement

question

Another term for a situation analysis is a(n) ________ .

answer

environmental analysis

question

What type of growth strategy attempts to increase sales of existing products to current users of the product?

answer

market penetration

question

Customer retention is an example of a(n) ________

answer

marketing metric

question

T/F A business plan includes the decisions that guide the entire company.

answer

true

question

T/F Strategic planning is typically done by a company's middle managers.

answer

false

question

T/F An organization's strategic plans, functional plans, and operational plans must all "fit together."

answer

true

question

T/F The first step in strategic planning for companies that have multiple SBUs is to establish a mission for the entire company.

answer

true

question

T/F Opportunities and threats to a company can come from any part of the company's internal environment.

answer

false- external

question

T/F A company's objectives should be specific, measurable, and attainable.

answer

true

question

T/F In the BCG matrix, market growth rate should be on the horizontal axis of the graph.

answer

false

question

T/F In the BCG matrix, stars generate small revenues but require small amounts of funding to keep up with consumer demand.

answer

false

question

T/F The first step in developing a marketing plan is to do an analysis of the marketing environment.

answer

true

question

T/F Each action plan should include a time line for accomplishing the tasks of the plan.

answer

true

question

When a business manager offers cash to someone in order to obtain an illegal business advantage, this is an example of ________.

answer

bribery

question

When a manager offers a cash payment to a manager in another firm in order to secure a contract for his company with that firm, this is an example of ________.

answer

bribery

question

Written standards of behavior that apply to every employee in a firm are called that firm's ________.

answer

code of ethics

question

When Nivea advertises in magazines that it is "the world's number one name in skin care," this is an example of ________.

answer

puffery

question

When a producer is required to pay a supermarket chain a cash amount before it is allowed to place its products on the supermarkets' shelves, this is an example of a(n) ________

answer

slotting allowance

question

When a company makes an attempt to select packages and product designs that are "earth-friendly," this is called ________.

answer

green market

question

When American Express Co. advertised that it would contribute a percentage of its revenues to the renovation project for the Statue of Liberty, this was an example of what type of marketing?

answer

cause of marketing

question

The age, gender composition, income, and education of a firm's target market are measures of what type of characteristic?

answer

demographics

question

The tendency of consumers to prefer products reflecting their own culture instead of products that reflect the culture of other countries is called ________.

answer

ethnocentrism

question

When a company prices its products that it sells in another country at a lower price than it charges in its own country in order to export the excess supply in its home markets, this is called ________ .

answer

dumping

question

T/F: Rules of conduct that people in a society use to decide what is "right" and what is "wrong" are called ethics.

answer

true

question

T/F: The FCPA bars U.S. businesses from paying bribes in order to do business overseas.

answer

true

question

T/F: Marketing managers have the responsibility to determine an ethical way to price, package, promote, and distribute their products.

answer

true

question

T/F: U.S. laws prohibit deceptive pricing, unfair pricing, and prices that discriminate against some customers.

answer

true

question

T/F: When a company practices hiring procedures that give all job applicants an equal chance to become employees, it is using a cultural diversity program.

answer

true

question

T/F: The social movement that attempts to protect consumers from harmful business practices is called GDP.

answer

false

question

T/F: When a government sets a limit on the number of units of a product that it will allow to enter its country, this is called a tariff.

answer

false

question

T/F: When competitors offer similar services to potential customers, this is called brand competition.

answer

true

question

T/F: Per capita GDP is always a good measure of a country's economic health.

answer

false

question

T/F: When a company from one country joins with a company from another country to form a new company that allows the companies to pool their resources, this is called franchising.

answer

false

question

The benefit an organization and society receive from the organization's ethical practices, community service, efforts to promote cultural diversity, and concern for the natural environment is called _____.

answer

cause marketing

question

The term business ethics refers to _____.

answer

rules of conduct for an organization

question

Advertising that clarifies or qualifies previous deceptive advertising claims is called _____.

answer

corrective advertising

question

The principle of _____ means that processes that preserve the environment over the long term can still operate at a profit.

answer

sustainability

question

When someone voluntarily offers payment to get an illegal advantage, _____ has occurred.

answer

bribery

question

Which term refers to written standards of behavior to which everyone in an organization must subscribe?

answer

code of ethics

question

_____ refers to a social movement that attempts to protect consumers from harmful business practices.

answer

consumerism

question

Manufacturers may pay retailers a fee, called a _____, in exchange for shelf space

answer

slotting allowance

question

DuPont claims that its Stainmaster Carpet is "a creation so remarkable, it's practically a miracle." This is an example of _____.

answer

puffery

question

_____ is a management practice in which organizations seek to engage in activities that have a positive effect on society and promote the public good.

answer

social responsibility

question

When an organization makes socially responsible business decisions that also protect the environment, it has assumed a position of _____.

answer

environmental stewardship

question

Companies that offer earth-friendly products are pursuing a _____ strategy.

answer

green

question

_____ refers to marketing activities in which firms seek to have their corporate identity linked to a good cause through advertising, public service, and publicity.

answer

cause marketing

question

_____ is the value of all the exports and imports of all the world's nations.

answer

world trade

question

Governments may adopt a policy of _____ to give domestic companies an advantage

answer

protectionism

question

What organization replaced the General Agreement on Tariffs and Trade (GATT)?

answer

WTO

question

Overall patterns of change or fluctuations in the economy are referred to as _____.

answer

business cycle

question

Which element of a firm's external environment deals with regulations that affect business decisions?

answer

political/legal environment

question

_____ are groups of countries that band together to promote trade among themselves and to make it easier for member nations to compete elsewhere.

answer

economic communities

question

The General Agreement on Tariffs and Trade (GATT) was established by the United Nations after _____.

answer

WWII

question

Which indicator of economic health indicates the total dollar value of goods and services produced by a nation within its borders in a year?

answer

GDP

question

Countries at the lowest stage of economic development are called _____.

answer

less developed countries

question

Which type of market situation exists when one seller controls the market

answer

monopoly

question

In what type of culture do people tend to subordinate their personal goals to those of a stable community?

answer

collectivist culture

question

Which of the following describes rules that deal with subtleties of consumer behavior such as the way people dress or the furnishings in their homes?

answer

conventions

question

Gender, age, ethnic group, and occupation are all examples of _____ categories.

answer

demographics

question

_____ are a type of protectionism which stipulates that a certain proportion of a product must consist of components supplied by industries in the host country.

answer

local content rules

question

Which term is used to refer to intermediaries that represent a firm in other countries?

answer

export merchants

question

The simplest way to enter a new market is by _____

answer

exporting

question

What is the definition of born-global firms?

answer

companies that try to sell their products in multiple countries from the moment they are created

question

Which type of product strategy is used when a firm offers the same product in both domestic and foreign markets?

answer

straight extension strategy

question

_____ are items manufactured outside a country and then imported without the consent of the trademark holder.

answer

gray market goods

question

An agreement that involves one firm giving another firm the right to produce and market its product in a specific country or region in return for royalties is a(n) _____ agreement.

answer

licensing

question

When two or more firms create a new firm together, the firms are participating in a(n) _____.

answer

joint venture

question

Which market-entry strategy is typically thought of as the riskiest?

answer

direct investment

question

Which of the following product strategies involves offering a similar but modified product in foreign markets?

answer

product adaptation strategy

question

Kraft developed an entirely new line of cereals for the Brazilian market. It used a _____ strategy.

answer

product invention strategy

question

Gillette is using the same marketing mix in every market in which it sells products. Gillette is using a _____ strategy.

answer

standardization

question

_____ might occur when a company prices products in a foreign market lower than it does at home.

answer

dumping

question

What is the primary advantage of a standardization strategy?

answer

the ability to achieve large economies of scale

question

Advocates of standardization say that it works because needs are primarily _____.

answer

homogeneous

question

Which of the following companies uses a franchising model to enter global markets?

answer

KFC

question

The process that first determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to system users is called a(n) _____.

answer

marketing information system

question

All of the following are primary data sources for marketing information systems _____.

answer

internal company data, marketing intelligence and marketing research

question

Research conducted for a single firm to provide specific information to its managers need is called _____.

answer

custom research

question

Which analysis technique is useful for sorting through massive amounts of data?

answer

data mining

question

The first thing a marketing information system does is _____.

answer

determine what information marketing managers need

question

An internal corporate communications network that links company departments, employees, and databases is known as a(n) _____.

answer

intranet

question

The term _____ refers to a method by which marketers get information about everyday happenings in the marketing environment.

answer

marketing intelligence system

question

Marketing researchers known as _____ specialize in predicting consumer trends.

answer

futurist

question

What type of research refers to research by firms that collect data on a regular basis and sell the reports to multiple firms?

answer

syndicated research

question

When marketers build upon an MIS to further enable its analytical abilities, they have developed a _____

answer

marketing decision support system

question

Marketing decision support systems rely on _____ so that marketing managers can model relationships.

answer

modeling software

question

Marketing decision support systems enable marketers to answer _____ questions.

answer

what-if

question

_____ refers to the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment in order to improve marketing effectiveness.

answer

marketing research

question

The second step in the marketing research process is to _____.

answer

determine the research design

question

All of the following are methods for gathering exploratory data___

answer

customer interviews, focus groups and case studies

question

Another term for exploratory research is _____.

answer

qualitative research

question

Which of the following techniques is most appropriate when consumers are unable or unwilling to express their true feelings and reactions?

answer

projective techniques

question

If data are already available, because it was collected for some other purpose, it is called _____.

answer

secondary data

question

Which of the following is an external source of secondary research data?

answer

syndicated research

question

The term _____ refers to data from research conducted to help in making a specific decision.

answer

primary data

question

A _____ is a product-oriented discussion among a small group of consumers led by a trained moderator.

answer

focus group

question

What type of qualitative research technique refers to one-on-one discussions?

answer

consumer interviews

question

A(n) _____ tracks the responses of a sample of respondents over time.

answer

longitudinal design

question

Experiments are used in _____ research.

answer

casual

question

If a marketer needed to develop consumer insight about a broad topic, which method would likely be suitable?

answer

exploratory research

question

Which term is used to describe a variable that causes some change in another variable?

answer

independent variable

question

Primary data collection techniques may include _____ or observation.

answer

surveys

question

All of the following are methods of collecting survey data _____.

answer

mail questionnaires/intercepts and online questionnaires

question

The radio station K95 measured its popularity compared to other stations by asking car repair shops to record the preset buttons on car radios and the radio station each car was set to when it was left at the repair shop. This is an example of a(n) _____.

answer

unobtrusive measure

question

_____ are text files a Web site sponsor inserts into a user's hard drive when the user connects with the site.

answer

cookies

question

The process of selecting respondents for a research study is known as _____.

answer

sampling

question

The process of selecting respondents for a research study is known as _____.

answer

validity

question

Using a _____ means that each member of the population has a known chance of being included in the research study.

answer

probability sample

question

The term _____ refers to the process of translating material to a foreign language and then back to the original language.

answer

back-translation

question

A _____ is a nonprobability sample composed of individuals who just happened to be available when and where the data are being collected

answer

convenience sample

question

The final step of the research process is to _____.

answer

prepare the research report

question

Which type of sample is used when every nth member of the population is selected after a random start?

answer

systematic sampling

question

Which measure of data quality is most concerned with the sample and the way the sample was selected?

answer

representativeness

question

Observation is a(n) _____ measurement instrument while surveys are _____.

answer

passive; active

question

A process that determines what information managers need and then gathers and analyzes and distributes relevant information to these managers is called what type of system?

answer

MIS

question

A.C. Nielsen's television ratings are an example of what type of research?

answer

syndicated

question

Which aspect of marketing research specifies what information needs to be collected and what type of study needs to be conducted?

answer

research design

question

Data that has been collected previously for some other purpose is called what type of data?

answer

secondary data

question

When a researcher stands in a shopping mall and attempts to interview shoppers, what type of sampling procedure is she using?

answer

convenience sample

question

T/F: When a company uses information from its accounting department to track customer profitability, this is an example of the use of external data.

answer

false

question

T/F: The World Wide Web (www) has become a major source of marketing intelligence for companies.

answer

true

question

T/F: Marketing research is needed when a company needs to gather unique information in order to make a specific decision

answer

true

question

T/F: An MDSS system includes software that allows marketing managers to access MIS data to conduct their own research analyses.

answer

true

question

T/F: A research objective determines the target population that needs to be studied.

answer

true

question

T/F: When the information that is needed to make a marketing decision already exists, primary data comes into play.

answer

false

question

T/F: most exploratory research is quantitative in nature.

answer

false

question

T/F: Descriptive research is typically summarized in qualitative terms.

answer

false

question

What type of utility refers to making products available where customers want to purchase them?

answer

place utility

question

When Ford Motor Co. sponsored "The Great American Pony Drive" in honor of loyal Mustang buyers, this was an example of what type of event?

answer

brandfest

question

To calculate the lifetime value of a customer, a company estimates the amount this individual will spend with that company and then ________ what it will cost to maintain this relationship with this customer in the future.

answer

subtracts

question

When a company develops a capability that is better than that of its competitors, we say that this company has achieved a(n) ________ .

answer

distinctive competency

question

When a company develops a benefit for its product that provides a unique benefit that cannot be matched by competitors, we say that the company has obtained a(n) ________ .

answer

differential benefit

question

When an electronics company advertises an RCA television set at a low price but has no intention of selling that product to consumers at that price, this is an example of what concept?

answer

bait-and-switch

question

A written document that describes the marketing environment, the marketing objectives and strategy, and identifies who is responsible for carrying out each aspect of this strategy is called a(n) ________

answer

marketing plan

question

A company's sales manager is what type of manager?

answer

first-line manager

question

Walt Disney Corp. includes theme parks, movie studios, television networks, and a cruise line. These are all examples of its ________.

answer

SBUs

question

The economy, competition, technology, law, ethics, and sociocultural trends are all examples of a firm's ________.

answer

external environment

question

A survey of leading marketing firms in the U.S., UK, France, Germany, and Japan found that what metric was most likely to be reported to the company's board of directors?

answer

market share

question

In the BCG matrix, SBUs that have a dominant market share in a low-growth market are called ________.

answer

cash cows

question

In the BCG matrix, SBUs that have low market shares in fast-growth markets are called ________.

answer

question marks

question

When Campbell Soup Co. places television ads that encourage current customers to eat soup at work for lunch using its "Soup at Hand' packages, this is an example of what type of growth strategy?

answer

market penetration

question

When McDonald's adds a new country to the 120 countries of the world that it currently serves, this is an example of what type of growth strategy

answer

market development

question

"Customer satisfaction" represents what type of marketing measurement?

answer

marketing metric

question

When a government enacts policies that give its home companies a business advantage over foreign companies, this is called ________.

answer

protectionism

question

When a government imposes taxes on imported goods to make these goods more costly in order to give its home companies a business advantage in pricing, this is called a(n) ________ .

answer

tariff

question

Per capita GDP is found by taking the total GDP and ________ the number of people in a specific country.

answer

dividing it by

question

When a company makes products in its home country and sells them in foreign countries, it is using what type of strategy?

answer

exporting

question

When a company "fires" an unprofitable customer, this is called ________.

answer

customer abandonment

question

Data that is collected for a new research study is called what type of data?

answer

primary data

question

A group of five to nine consumers who sit together and discuss a magazine ad under the leadership of a discussion leader is called a(n) ________ .

answer

focus group

question

An in-depth analysis of a single company to determine its marketing plans is called a(n) ________ .

answer

case study

question

When Coca-Cola determines its market share in terms of the number of gallons of Coke that it sold during the past quarter, this is an example of what type of research?

answer

descriptive

question

When Gillette tries to determine the number of units of a razor sold in St. Louis and Kansas City when these cities use different prices, this is an example of what type of research?

answer

experimental

question

If you put a separate piece of paper with the name of each person into a hat and draw out a sample of three people to interview, what type of sampling procedure are you using?

answer

simple random

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