Competitive Marketing Intelligence Flashcards, test questions and answers
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Competitive Marketing Intelligence
Defining The Problem
Executive Summary
Implementing The Research Plan
Marketing Research
Writing
Professional and Technical Writing/Glossary – Flashcards 306 terms

Patrick Thompson
306 terms
Preview
Professional and Technical Writing/Glossary – Flashcards
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Advisers
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people that gather detailed information and provide information to decision makers
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Brainstorming
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generating ideas as quickly as possible, without evaluation of those ideas until later.
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Complex Audience
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the diverse group of people who may read your writing from different perspectives.
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Copyright law
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A set of laws that determine whether you can use other people's writing without their permission.
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Cover Letter
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a letter written to an employer that briefly states why a job application should be considered for a position. Should be written specifically for the job one is applying for.
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Cluster Sketch
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Writing your overall topic in the center of the page and then adding subtopics, joining then to the main topic or each other.
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Decision Makers
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People in an organization that determine what the company will do sometime in the future.
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Executive Summary
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A brief summary at the beginning of a report that gives only the most important information to decision makers. Also called an "abstract."
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Abstract
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A brief summary at the beginning of a report that gives only the most important information to decision makers. Also called an "executive summary."
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Freewriting
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Writing new ideas down in complete sentences without stopping so that new ides continue to flow.
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Future Readers
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People who will read your writing/s sometime in the future.
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Implimenters
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People in an organization who carry out the decisions made by the decision makers.
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Job Search Websites
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Online sites in which you can post your resume and also find/contact potential employers that have information posted. Such sites include Monster.com, Careerbuilder.com, Theladders.com, jobdig.com, Hotjobs.yahoo.com, and other sites.
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Letter
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A written communication written to someone outside of the organization.
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Memo
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Short for memorandum.
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Memo
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A brief written communication that follows a format specific to the company in which i was written. Written for someone with an organization to others inside the organization.
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Outline
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A brief description of the main points or sections of a written document that makes it more navigable and organized.
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PAR Statement
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A key piece of a cover letter that explains a problem one has experienced, the action he/she took to solve the problem, and the resolution that resulted from the actions.
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PAR Statement
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Usually located in the second paragraph of a cover letter, and should be relative to the position you are applying for.
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Phantom Reader
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People who will read you writing ever though you did not intend for them to read it.
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Portable Document Format
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PDF
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PDF
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The preferred form of which a document should be exchanged online. This format was created by Adobe system, and it is very transportable across different computer platforms.
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Professional Writing
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Writing that takes place in the workshop that is persuasive, legally binding, and may address complex audiences.
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Proposal
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A document that is suppose to persuade the potential buyer.
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Reader-Centered Approach
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Writing that considers readers' situations, goals, and expectations.
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Resume
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A document containing a summary of one's education, professional experience, and job qualifications. Limited to one page unless applying for a senior executive.
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Skills Resume
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A resume where the applicant's accomplishments and experience are consolidated in a section at the beginning of the resume.
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Stakeholders
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People inside and outside of an organization that you writing may affect.
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Superstructure
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An agreed upon format for organizing documents that are frequently used in the workplace.
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Technical Writing
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Writing that conveys information that is difficult to understand in a clear, concise, correct, and compelling manner.
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Usability
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The ease to which a reader can understand a written communication to perform their specific task.
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Typographic Contrast
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Using different sizes and weight of fonts to create a distinct difference between elements. This can be used best to create an effective difference between headings and body text.
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White Space
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Empty space used in a document to spread out information.
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Back Matter
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Features of a communication that appear after the last chapter or section such as appendixes, glossaries, and indexes.
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Bottom-Up Processing
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Readers attempt to guess how small bits of information in a paragraph will fit together.
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Cause and Effect
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A way to organize a communication that helps readers understand the relationship between one topic caused by another.
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Classification
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Arranging information into groups that are related.
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Echo Words
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Words that remind readers of information they've already encountered.
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Executive Summary
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A summary tailored to the needs of executives that expresses the main point of a formal report in a concise manner.
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Forecasting Statements
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States the organization of what lies ahead, often appearing with the topic statement.
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Formal Classification
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Grouping items according to observable characteristics that every item possesses.
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Formal Report
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A report which has a cover page along with front matter and back matter.
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Front Matter
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Features of a communication that precedes the opening chapter or section such as the title page, executive summary, or table of content.
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Headings
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Signposts in a communication that tell readers what the next section is about.
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Inclusive Language
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Words that are gender-neutral rather than containing the words men, he, or she.
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Informal Classification
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Grouping items together when there is not a consistent principle of classification or when there is overlap between the categories.
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Openness
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How initially receptive your reader is to you writing.
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Parallelism
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Arranging sentences and lists with similarly constructed words and phrases.
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Partitioning
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Dividing an object into separate parts in order to describe the object. Also known as "segmenting."
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Top-Down Processing
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Readers know the overall structure of a communication enabling them to know how the information will fit together.
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Topic Statement
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Increases usability by explicitly stating what a paragraph is about.
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Problem and Solution
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A pattern of organization that proposes future action based on the original problem.
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Segmenting
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Dividing a process into separate parts in order to describe the process. Also known as "Partitioning."
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Transitions
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Allow the reader to understand how adjacent parts of a communication are connected.
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Usability
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The ease with which your intended audience can use your writing to perform their tasks of which your writing was supposed to enable.
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Comparison
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Choosing either of two categories to classify facts.
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Highly Technical
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Audience consists of experts in the subject matter; data does not require lengthy explanation.
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Semi-Technical
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Audience consists of people with some technical knowledge but less than experts; data needs some explanation.
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Nontechnical
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Audience consists of laypersons with no training in the subject matter; data needs to be translated into simple language that can be easily understood
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Feasibility Report
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Helps executives determine if an idea or a plan is both possible and practical.
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Laboratory Report
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Relays information gathered from an investigation or from testing.
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Inquiry Letter
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Written to ask about product, service, or procedures.
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Claim Letter
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Written to express disappointment with a product or service and to request a refund, replacement, or apology.
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Job Application Letter
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Written to accompany a resume when seeking an internship or employment.
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User manual
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Written for both skilled and unskilled users of a product.
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Tutorials
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Written as a self-study guide for the users of a product.
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Training Manual
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Major teaching tool in vocational jobs; used to train people in a procedure or skill and often paired with audiovisual information.
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Operator's Manual
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Written for trained operators of construction, computer, or manufacturing equipment for use on the job.
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Service Manual
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Written for repair technicians.
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Routine Internal Proposal
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Written in short proposal format; used frequently in organizations for minor spending requests.
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Formal Internal Proposal
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Used when requesting large amounts of money.
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Solicited Proposal
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External proposal written in response to a request for proposals (RFP) or an invitation for bids. (IFB)
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Request For Proposals
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RFP
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Invitation For Bids
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IFB
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Unsolicited Proposal
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External proposal written and submitted without request.
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Sales Proposal
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External proposal that may be short or long depending on size of potential sale.
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Grant or Research Proposal
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External proposal written to request funding for a project or study.
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Closing Summary
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Included either at the beginning or the conclusion or at the end of the body; reviews main points and findings.
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Informative Abstract
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Included before full report; summarized version of report.
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Descriptive Abstract
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Included on the title page; summarizes in a few sentences the scope and purpose of the document.
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Parenthetical Definition
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Use a synonym or a clarifying phrase to explain the meaning of an unfamiliar word.
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Sentence Defenition
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Used for complex terms or when term had multiple meanings. Follows a fixed pattern; indicate the item to be defined, the class in which the item belongs, and the features that make the item unique from others in same class.
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Expended Definition
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Used when extensive details are required about an item; may be a paragraph or numerous pages depending on the audience and purpose.
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Etymology
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Describe the term's origin, such as Greek or Latin words.
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Background Definition
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Discuss history, development, and applications for the term, unless readers are only attempting to perform a task related to the term.
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Negation
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Explain what the term does not mean.
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Operation
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Explain how an item or process works.
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Analysis of Parts
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Explain how each element of a complex item works, which is especially beneficial to laypersons attempting to understand a technical subject.
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Visuals
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Use to show the meaning of a process or concept.
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Comparison and Contrast
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Compare or contrast unfamiliar information with information the reader understands.
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Examples
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Use those that match a reader's level of comprehension to describe how an item is used or how it works.
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Report Supplements
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Front matter, back matter, glossary, appendixes...
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Table of Contents
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Shows what is contained in a document and on what pages information can be located.
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Glossary
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An alphabetical listing of definitions.
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Appendix
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Serves the purpose of clarifying or supplementing information presented in the text body. Each should address only one piece of information.
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Justification
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Margins justified on the left are easier to read; appropriate for multiple columns.
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Lists
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Useful in presenting steps, materials, an recommendations.
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Headers and Footers
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Often include section topics, date, page number, and title of document.
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Color
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Useful in highlighting sections of a document to draw reader attention.
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Tables
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Graphs date organized for easy comparison.
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Bar graphs
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Translate numbers into shapes or colors; shows comparisons.
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Line Graphs
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Show trends and changes over time, cost, size, rates, and other variables.
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Pie chart
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Chart showing parts of a whole
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Gantt Chart
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Chart showing how the phases of a project relate to each other.
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Pictogram
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Use images or icons to represent quantities; useful for non-experts to grasp ideas.
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Flowchart
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Chart showing steps in a process.
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Schematic Diagram
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A visual showing how components of a principle, process, or system function together.
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Drawing
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A visual showing real or imaginary objects; highlights specific parts; use exploded view to show how parts fit together.
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Tone
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The attitude expressed by the writer towards a subject.
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Spatial Sequence
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Describes the physical appearance of an object or area beginning at one point and ending at another; useful for product or mechanism description.
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Chronological Sequence
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Follows sequence of events; useful for explanations of how something is done or how an accident occurred.
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Sequential Sequence
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Used for writing step-by-step instructions.
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Emphatic Sequence
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Emphasized important information; reasons or examples are arranged in decreasing or increasing order of importance; used when making recommendations or proposals.
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Problem Action Results
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PAR
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indefinite article
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a/an are these because the noun designated by the article is not a specific person, place, or thing, but is one of a group.
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an
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The article used before words or abbreviations beginning with a vowel or a consonant with a vowel sound.
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spell it out.
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When in doubt...
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anon
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The abbreviation for anonymous.
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ca.
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The abbreviation for circa, "about." Used when approximating dates.
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viz.
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Abbreviation for videlicet, "namely."
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University Press
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UP
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Government Printing Office
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GPO
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Descriptive abstract
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Covers the purpose and scope of a report.
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Informative abstract
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Expanded version of a descriptive abstract. Also includes conclusions and tone of report.
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acknowledgement letter
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A short, concise note, letting the recipient know that something they sent arrived and expressing thanks.
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acronym
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Formed by combining the first letters of several words; they are pronounced as words and written without periods.
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ad hoc
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Latin for "for this."
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articles
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a, an, the
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Demonstrative adjectives
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this, that, these, those
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Possessive adjectives
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my, your, his, her, its, our, their
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Numeral adjectives
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two, first
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Indefinite adjectives
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all, none, some, any
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Adjustment letters
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Written in response to a complaint and telling a customer or client what your organization intends to do about the complaint.
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adverb
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This modifies the action or condition expressed by a verb. Tells how.
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affectation
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The use of language that is more formal, technical, or showy than necessary to communicate information to the reader.
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conjunction
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as, and, or, nor, either, neither...
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ambiguous
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Interpreted in several different ways.
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appositive noun
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A noun or noun phrase that follows and amplifies an other noun or noun phrase.
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Cover panel
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Within a brochure, having the purpose to gain the audience's attention.
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First inside panel
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Within a brochure, identify the organization and attract the reader with headlines and brief, readable content, such as that used in advertising.
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Buzzwords
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Words or phrases that suddenly become popular and, because of an intense period of overuse, lose their freshness and preciseness.
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Common nouns
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Nouns that name general classes or categories of people, places, things, or qualities rather than specific one and are not capitalized.
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I
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First person
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you
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Second person
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he, she, it
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Third person
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Cases
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First, second, and third person pronouns such as I and you.
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Subjective Case
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Indicates the person or thing acting, the person or thing acted upon, or the topic of description.
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Objective Case
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Indicates the thing acted on, or the person or thing acting but in the objective position.
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Possessive Case
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Indicates the person or thing owning or possessing something.
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Cliche
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An expression that has been used for so long that it is no longer fresh but comes to mind easily because it is so familiar. Often wordy, vague, or confusing.
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Collaborative Writing
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When two or more writers work together to produce a single document for which they share responsibility and decision-making authority, as often the case with proposals.
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:
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Alerts the reader to the close connection between the preceding statement and what follows. Links independent clauses with words, phrases, clauses, or lists that identify, rename, emphasize, amplify, or illustrate the sentence preceding.
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Verbs and their objects
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Do not place a colon between...
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Comma splice
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A grammatical error in which two independent clauses are joined by only a comma.
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compose and constitute
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Two words meaning "make up the whole."
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Comprise
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Contain, or to consist of.
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Denotation
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Literal, dictionary definition.
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Connotation
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A derived definition and associated meaning.
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Concensus
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"harmony of opinion"
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criteria/criterion
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"an established standard for judging or testing"
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Dangling modifiers
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phrases that do not clearly and logically refer to the correct noun or pronoun
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datum
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The singular form of 'data'
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analogy
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used when showing an unfamiliar terms similarities with a more familiar term.
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Diagnosis
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"an analysis of the nature of something" or "the conclusions reached by such analysis."
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prognosis
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"a forecast or prediction."
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abridged dictionaries
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Contains words commonly used in schools and offices.
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unabridged dictionaries
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Provide complete and authoritative linguistic information.
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English as a second language
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ESL
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subject dictionary
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A more specialized dictionary.
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direct address
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A sentence or phrase in which the person being spoken or written to is explicitly named.
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Discreet
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"having or showing prudent or careful behavior"
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Discrete
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"separate, distinct, or individual."
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disinterested
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"impartial, objective, unbiased"
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uninterested
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"not interested"
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American Psychological Association
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APA
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Institute of Electronic and Electronics Engineers, inc.
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IEEE
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Modern Language Association
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MLA
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APA
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in text citation- (author's last name, year)
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IEEE
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in-text citation- (bibliographical reference number corresponding to a bibliography entry)
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MLA
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in-text citation- (author's last name page number)
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double negative
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The use of an additional negative word to reinforce an expression that is already negative. To be avoided.
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for example
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e.g. stands for the Latin exempli gratia, meaning...
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that is
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i.e. stands for the Latin id est, meaning...
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ellipses
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The omission of words from quoted material.
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...
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ellipses
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count nouns
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Things that can be counted
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mass nouns
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Also known as 'noncount nouns'. Identifies things that cannot be counted.
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Colloquial English
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Spoken English or writing that uses words and expressions common to casual conversation.
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Dialectal English
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A social or regional variety of the language that is comprehensible to people of that social group or region but may be incomprehensible to outsiders.
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Localism
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A regional wording or phrasing.
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Slang
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An informal vocabulary composed of figures of speech and colorful words used in humorous or extravagant ways. Familiar words used in a new way or a new word.
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and others
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Etc. is an abbreviation for the Latin et cetera, meaning...
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euphemism
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An inoffensive substitute for a word or phrase that could be distasteful, offensive, or too blunt.
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expletives
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A word that fills the position of another word, phrase, or clause.
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explicit
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A statement that expresses directly, with precision and clarity.
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Implicit
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A statement that is indirectly expressed.
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expository writing
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Informs readers by presenting facts and ideas in direct and concise language; it usually relies less on colorful or figurative language than writing meant to be expressive or persuasive. Aims to provide accurate, complete information and to analyze it for the readers.
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frequently asked questions
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FAQs
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fortuitous
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And event that happened by change or accident and without plan.
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garbled sentence
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A sentence that is so tangled with structural and grammatical problems that it cannot be repaired.
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gobbledygook
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Writing that suffers from an overdoes of traits guaranteed to make it stuffy, pretentious, and wordy.
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picture graph
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A modified bar graph that uses pictorial symbols of the item portrayed.
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idiom
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A group of words that has a special meaning apart from it's literal meaning.
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illicit
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This behavior may or may not be illegal, but it does violate social convention or moral codes and therefore usually has a clandestine or immoral connotation.
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index
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An alphabetical listing of all the major topics and sometimes subtopics in a written work.
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cross-reference
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Helps readers find another related topic in the text.
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interjection
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A word or phrase standing alone or inserted into a sentence to exclaim or to command attention.
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interface
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A surface that provides a common boundry between two bodies or areas.
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investigative report
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Offers a precise analysis of a workplace problem or an issue in response to a request or need for information.
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jargon
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A highly specialized slang that is unique to an occupational or professional group.
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lay
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To "place" or to "put". A transitive verb.
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lie
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And intransitive verb that does not require an object. Meaning "recline" or "remain".
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lay
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The past tense of lie
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Laid
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The past tense of lay
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icon
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Pictorial representations used to describe such concepts as computer files, programs, or commands.
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caption
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A title that highlights or describes visuals, such as pictographs.
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Rules
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Vertical or horizontal lines used to box or divide one area of a page from another.
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Inside address
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Includes the recipient's full name, title, and address. Two to six lines below the date, depending on the length of the letter.
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salutation
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"Dear Mr. Mayer" is a...
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complimentary closing
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"Sincerely yours," is a ___ followed by your signature.
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Writer's signature block
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Your full name four lines below and aligned with the complimentary closing. On the next line include your business title, if appropriate. The following lines may contain your individual contact information. Below signature.
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non sequitur
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Statement that does not logically follow a previous statement.
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false cause
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Also called post hoc, ergo propter hoc, refers to the logical fallacy that because one event followed another event, the first somehow causes the second.
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loaded argument
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Includes an opinion in a statement and then reaches a conclusion that is based on that statement.
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malapropism
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A word that sounds similar to the one intended but is ludicrously wrong in context.
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special-purpose manuals
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Manuals such as overhaul manuals, handling and setup manuals, and safety manuals.
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minutes
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Official records of meetings are also referred to as...
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mixed construction
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A sentence in which the elements do not sensibly fit together. Included grammatical or logical error.
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modifiers
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Words, phrases, or clauses that expand, limit, or make otherwise more specific the meaning of other elements in a sentence.
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stacked or jammed modifiers
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Strings of modifiers preceding nouns that make writing unclear or difficult to read.
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Misplaced modifiers
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This modifies the wrong word or phrase. Causes ambiguity.
question
answer
Can be interpreted as modifying either of two sentence elements simultaneously, thereby confusing readers about which is intended.
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mood
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Refers to the verb function that indicate whether the verb is intended to make a statement, ask question, give a command, or express a hypothetical possibility.
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nominalization
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A noun form of a verb that is often combined with vague and general or weak verbs like make, do, give, perform, provide. To be avoided.
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faulty parallelism
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When joined elements are intended to serve equal grammatical functions but do not have equal grammatical form.
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paraphrasing
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Restating or rewriting in your own words the essential ideas of another writer.
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quotations
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Periods are placed within...
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parentheses
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Periods are placed outside of...
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preposition
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A word that shows relationship and combines with a noun or pronoun (it's object) to form a modifying phrase.
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prepositional phrase
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Consists of a preposition plus its object and the object's modifiers.
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participle
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Any form of a verb that is used as an adjective.
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participle phrase
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Consists of a participle plus its object and its modifiers.
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infinitive
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The basic form of a verb without the restrictions imposed by person and number. Generally preceded by the word to. "to succeed, to assume."
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gerund
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a verbal ending in -ing that is used as a noun.
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coordinate nouns
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Show joint possession with 's following the last noun.
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compound noun
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"editor-in-cheif" is a...
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prefix
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A letter or group of letter placed in front of a root word that changes the meaning of the root word.
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preposition
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A word that links a noun or pronoun to another sentence element by expressing such relationships as direction, location, or position.
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progress report
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Provides details on the tasks completed for major workplace projects.
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activity report
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Focuses on the ongoing work of individual employees.
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status reports
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Progress and activity reports are...
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#
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proofreaders mark for "insert space"
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pseudo-
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a prefix meaning "false or counterfeit"
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quasi-
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A prefix meaning "somewhat," or "partial," in reference to "resembling something." Not to be confused with semi-, meaning "half."
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questionnair
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A series of questions on a particular topic sent out to a number of people. Serves the same function as an interview but does so on paper, as an e-mail attachment, or as an online form.
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Direct quotation
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Anything that is quoted word for word from speech or written material.
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one thing for another
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quid pro quo suggests mutual cooperation or "tit for tat" in a relationship between two groups or individuals. Latin for...
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Indirect quotation
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A paraphrased version of an original text.
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in reference to or in case of
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The business or legal jargon Re, meaning...
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repurposing
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The copying or converting of existing content, such as written text and visuals, from one document or medium into another for a different purpose.
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search engines
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Locates information based on words or combinations of words that you specify.
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fused sentence
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and run-on sentence is sometimes called a...
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scope
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The depth and breadth of detail you include in a document as defined by your audience's needs, your purpose, and the context.
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;
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Links independent clauses or other sentence elements of equal weight and grammatical rank when they are not joined by a comma and a conjunction. In between a comma and a period.
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predicate
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The part of a sentence that makes an assertion about the subject and completes the thought of the sentence.
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/
answer
slash, slant line, diagonal, virgule, bar, solidus
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style
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"The way in which something is said or done, as distinguished from its substance."
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subordinate
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Shows by the structure of the sentence what is important. Emphasizes different aspects of the sentence.
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suffix
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A letter or letters added to the end of a word to change its meaning on some way.
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stub
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The left vertical column of a table, lists the items about which information is given in the body of the table.
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telegraphic style
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Condenses writing by omitting words. Forces the reader to supply the missing words mentally.
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tenant
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One who holds or temporarily occupies a property owned by another person.
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tenet
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An opinion or principle held by a person, an organization, or a system.
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past tense
answer
I began. I was beginning.
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past perfect tense
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I had begun. I had been beginning.
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Present tense
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I begin. I am beginning.
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Present perfect tense
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I have begun. I have been beginning.
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Future tense
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I will begin. I will be beginning.
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Future perfect tense
answer
I will have begun. I will have been beginning.
question
test report
answer
Similar to a laboratory report. It is smaller, less formal, and more routine. Can be presented as a memo or a letter.
question
thesaurus
answer
A book or an electronic file of words and their synonyms and antonyms.
question
by way of
answer
Via is Latin for...
question
voice
answer
Indicates the relation of the subject to the action of the verb. Active, passive, etc.
question
white paper
answer
A document that announces a new product or a newly developed technical or business solution to a common problem. An educational tool that provides credibility for an organization and a marketing tools to establish a company's market position as an industry leader.
question
Primary reader
answer
The audience of a piece of technical writing that requests the material and uses it to make decisions.
question
Report
answer
Used to communicant a recommendation, result, opinion, or conclusion to any internal or external audience.
question
Chronological sequence
answer
orders the parts based on the assembly process.
question
policies
answer
Rules that govern processes.
question
procedures
answer
Ways in which policies are implemented.
question
Complex sentence
answer
A sentence which has one independent clause and one or more subordinate clauses.
question
predicate nominative
answer
A noun or pronoun that occurs after a linking verb and means the same as the subject. Example: Marilyn was HER BEST FRIEND.
question
Limiting adjectives
answer
Articles, demonstratives, numbers, possessives, possessive nouns, and indefinites are...
question
Descriptive adjectives
answer
Describe things and answer the question "what kind?" Usually end in a suffix and modify the noun or pronoun.
question
Appositive
answer
A word or group of words (phrase or clause) that stands net to a noun. Set off by a comma of commas. Example: "love bug, MY PET, has been fed."
question
Determiners
answer
Words or phrases that precede a noun or noun phrase and serve to express its reference in the context, such as Mark's, his, this, the, etc.
question
Linking verbs
answer
Show a relationship between the subject and the sentence complement, the part of the sentence following the verb Connect or link the subject with more information - words that further identify or describe the subject Identify a relationship or existing condition
question
Linking verb
answer
connects the subject to the state of being.
question
linking verb
answer
if you can replace the verb with the word "are" and the sentence still makes sense then the verb is a...
question
Contraction
answer
A shortened form of a word or group of words, with the missing letters usually marked by an apostrophe.
question
superlative form
answer
The form of an adjective that compares three or more things.
question
comparative form
answer
The form of an adjective that compares two things.
question
Predicate adjective
answer
This type of adjective is located after the subject and verb and goes back to modify the subject.
question
Declarative
answer
A type of sentence that makes a statement.
question
Interrogative
answer
A type of question that asks a question.
question
Imperative
answer
A type of sentence that is a command.
question
Exclamatory
answer
A type of sentence that expresses a strong feeling.
Cause And Effect
Competitive Marketing Intelligence
Customer Touch Points
Define The Problem
Implementing The Research Plan
Marketing Information System
Marketing Research
Strategic Decision Making
Marketing test 1 Chapter 4 – Flashcards 32 terms

Anthony Richie
32 terms
Preview
Marketing test 1 Chapter 4 – Flashcards
question
Big data
answer
The huge and complex data sets generated by today's sophisticated information generation, collection, storage, and analysis technologies
question
Customer insights
answer
Fresh marketing information based understandings of customers and the marketplace that become the basis for creating customer value, engagement and relationships. insights to customer needs and wants. Important but difficult to obtain needs and buying motives not obvious, customers usually cant tell you what and why. Better info more effective use of existing info.
question
Marketing information system (MIS)
answer
People and procedures dedicated to assessing information needs, developing the needed information and helping decision makers to use the information to generate and validate actionable customer and market insights.
question
Developing marketing information
answer
Marketers can obtain the needed information from internal data, marketing intelligence, marketing research
question
Internal databases
answer
Collections of consumer and market infomation obtained from data sources within the company network (collection of data can come from instore and online transactions) kroger card knows what you buy . facebook knows you
question
Competitive marketing intelligence
answer
The systematic monitoring collection, and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. ex: JD power company seal for customer stisfaction
question
Marketing research
answer
The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
question
The marketing research process
answer
1) Defining the problem and research objectives 2) developing research plan for collecting information 3) implementing the research plan collecting and analyzing the data 4) interpreting and reporting the findings
question
Secondary data
answer
is information that already exists somewhere, having been collected for another purpose (obtained for the marketing JD Power Data) advantages to gathering secondary data: lower cost, obtained quickly, cannot collect otherwise. Disadvantages data may not be relevant, accurate, current, impartial. also using commercial online databases and internet search engines
question
Primary data
answer
is information collected for the specific purpose at hand, study you commission four types Research approaches, contact methods, sampling plan, research instruments.
question
Primary Data collection
answer
Survey Research, experimental research, focus group (personal contact method), online contact methods, a sample, a questionnaire, mechanical research methods
question
P Survey research
answer
involve gathering primary data by asking people questions about their knowledge, attitudes, preferences and buying behavior
question
P experimental research
answer
involves gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
question
Contact methods
answer
Mail, telephone, and personal Interviewing
question
P Focus Group- Personal contact Method
answer
Six to 10 people, trained moderator, challenges include: expensive, difficult to generalize from small group, and consumers not always open and honest, few hours long
question
P online contact methods
answer
Collecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking of consumers' online behavior adv: low cost, speed, higher response rates, good for hard to reach groups.
question
Online focus groups
answer
Gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behavior
question
P sample
answer
a sample is a segment of the population selected for marketing research to represent the population as a whole
question
P research instruments-questionnaires
answer
most common, in person, by phone, or online, flexible, researchers must be careful with wording and ordering of questions (close-ended, open-ended) useful in exploratory research
question
P mechanical devices
answer
People meters, checkout scanners, neuromarketing
question
P Observational research
answer
Gathering primary data by observing relevant people, actions, and situations
question
P Ethnographic research
answer
A form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environment" (sending people to jungle to see how lady washes her hair carefully with only 3 cups of water)
question
P Behavioral targeting
answer
Using online consumer tracking data to target advertisements and marketing offers to specific consumers
question
Types of Samples Probability sample
answer
Simple random sample - Every member of pop. has a known and equal chance of selection Stratified random sample - pop. is divided into mutually exclusive groups (such as age groups) and random samples are drawn form each group Cluster (area) sample - pop. is divided into mutually exclusive groups (such as blocks) and the researcher draws a sample of the groups to interview.
question
Types of Samples Non probability Sample
answer
Convenience Sample - The researcher selects the easiest population members from which to obtain info. Judgment sample - The researcher uses his or her judgment to select population members who are good prospects for accurate information Quota sample- The researcher finds and interviews a prescribed number of people in each of several categories.
question
Survey research
answer
Gathering primary data by asking people questions about their knowledge, attitudes, preferences and buying behavior.
question
Marketing Research
answer
Implementing the research plan: collecting the information, processing the information, analyzing the information. Interpreting and Reporting Findings: interpret findings, draw conclusion, report to management.
question
A marketing research project might have one of three types of objectives
answer
Exploratory research, Descriptive research, causal research.
question
Exploratory research
answer
Marketing research to gather preliminary information that will help define problems and suggest hypotheses
question
Descriptive research
answer
Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.
question
Causal research
answer
marketing research to test hypotheses about cause and effect relationships.
question
Customer relationship management (CRM)
answer
Managing detailed information about individual customers and carefully managing customer tough points to maximize customer loyalty
Competitive Marketing Intelligence
Marketing
Marketing Research
Principles Of Marketing
Problems And Opportunities
BNAD CH 4 – Flashcard 24 terms

Rebecca Mallory
24 terms
Preview
BNAD CH 4 – Flashcard
question
Which of the following statements about big data is correct?
answer
One result of big data is that marketing managers are often overloaded and overwhelmed.
question
Which of the following would be good advice for someone that is conducting marketing research in a foreign company?
answer
Research respondents in other parts of the world is more difficult than it is in the U.S.
question
A power tool company wants to give its customers access to internal, non-public information about how best to use its product. What does the company create to provide customers with information?
answer
A company extranet
question
Competitive marketing intelligence is primarily responsible for ________.
answer
the systematic collection and analysis of publicly available information
question
Cupcakes by Cindy is attempting to gather information about its customers in order to improve customer service. Which of the following ways should the company use to start to develop an efficient MIS?
answer
Assess the information needs of the company
question
A colleague needs to collect descriptive data about his customers attitudes. He has not done this type of research before. What do you recommend to best suit this research project?
answer
A survey
question
Which of the following is NOT a step in the marketing research process?
answer
Comparing research findings to other studies
question
Which of the following BEST describes the purpose of the customer insights team?
answer
To create more value for customers
question
You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In exchange for money, you are participating in a(n) ________.
answer
focus group interview
question
A company is conducting market research to determine the best areas to sell its product. It has already determined its research question. What is the next step in the company's research plan?
answer
Collect data
question
Which of the following BEST describes the research relationships?
answer
Observation is best suited for expiatory research, surveys for descriptive research, and experiments for causal research.
question
A researcher must always evaluate secondary information carefully; however, the researcher does not need to ensure the evaluation is ______.
answer
subjective
question
Competitive marketing intelligence uses _______ data sources.
answer
publicly available
question
Which kind of company would most benefit from conducting marketing research?
answer
Both large multinationals like Disney and IBM and small locals true need marketing research.
question
Which of the following statements about online research is correct?
answer
Online surveys generally have higher response rates than those conducted by mail or phone.
question
An international company has appointed a CPO to ensure the privacy and confidentiality of the consumer data it collects. Which of the following does a CPO have to do as a function of his job?
answer
Inform customers of the company's privacy policy.
question
To develop needed information, marketing information systems utilize ___________.
answer
internal databases, marketing intelligence, and marketing research
question
_______ consists of the analysis tools, technologies, and processes by which marketers dig out meaningful patterns in big data marketing performance.
answer
Marketing analytics
question
What is MIS?
answer
A marketing information system
question
Why is it important for a company to collect both primary and secondary data when conducting marketing research?
answer
To have a "full picture" of the subject of its study
question
Any contact between a customer and company is called a(n) ________.
answer
touch point
question
Many companies build extensive electronic collections of consumer and market information obtained from data sources called _______.
answer
an internal database
question
Lydia's lights wants to extend its market into Mexico. Before jumping in, the company needs to conduct some in-depth research and figure out buying patterns. Which of the following is the BEST option for Lydia's Lights?
answer
Send researchers door-to-door to collect the data from target consumers.
question
Sky owns a small hot air balloon company in Albuquerque, New Mexico. He recently started a Facebook page for his company for store-sponsored hot air balloon trips. They believe Sky's expertise would make him the perfect guide. Sky decides to hire a marketing team and experiences huge increase in sales and customer satisfaction. Which of the following is the BEST conclusion that can be made?
answer
Customers insights can provide valuable information to a small businesses
Competitive Marketing Intelligence
Defining The Problem
Implementing The Research Plan
Marketing
Marketing Research
Principles Of Marketing
Chapter 4: Managing Marketing Information to Gain Customer Insights – Flashcards 92 terms

Ruth Jones
92 terms
Preview
Chapter 4: Managing Marketing Information to Gain Customer Insights – Flashcards
question
To create value for customers and build meaningful relationships with them, marketers must first gain
answer
Customer Insights
question
Customer Insights are
answer
Fresh, diverse & deep knowledge into customers' needs and wants.
question
Companies use customer insights to develop _____ advantage
answer
Competitive
question
Company insights come from...?
answer
Good marketing information
question
____ are difficult to obtain but necessary to create more value for customers & be more competitive
answer
Customer Insights
question
To gain good customer insights, marketers must
answer
Effectively manage marketing information from a wide range of sources
question
The real value of marketing research and marketing information lies in
answer
how it is used—in the customer insights that it provides.
question
Define Customer Insights
answer
Fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships.
question
Consumers are now generating tons of ________ marketing information
answer
Bottom-up
question
Marketers don't need more information they need ______ information
answer
Better
question
Marketers complain they lack
answer
Enough information of the right kind
question
Customer insight groups
answer
Collect customer and market information from a variety of sources - then use that to develop customer insights
question
Marketing information systems (MIS)
answer
People and procedures for assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights.
question
Marketing information systems (MIS) begins and ends with____ users.
answer
Information users
question
Examples of information users include:
answer
Marketing managers, internal and external partners, and others who need marketing information.
question
Characteristics of good Marketing Information Systems include:
answer
Provide relevant & timely information to company managers & external partners (suppliers, resellers, and service agencies).
question
Suppliers, resellers, and service agencies are examples of
answer
External partners
question
Marketing Information Systems need to balance
answer
The information users would like, against what they need & is feasible to get.
question
The ______ begins and ends with users-assessing their information needs and then delivering information that meets those needs.
answer
marketing information systemDelivering information that meets those needs.
question
Marketers can obtain the needed information from
answer
Internal data, Marketing intelligence, and Marketing research
question
Internal data includes
answer
Internal databases, reports, and documents
question
Internal databases
answer
Electronic collections of consumer and market information obtained from data sources within the company network
question
Internal data can provide strong competitive advantage. Key information on customers such as
answer
Sales, websites visited, demographics, psychographics, service and satisfaction measures
question
Source of customer insights about buying patterns
answer
Internal data
question
Competitive Marketing Intelligence
answer
The systematic collection and analysis of publicly available information about consumers, competitors and developments in the marketplace
question
Goal of Competitive Marketing Intelligence
answer
Improve strategic decision making by understand the consumer environment, assessing and tracking competitors actions, and providing early warnings of opportunities and threats
question
Marketing research
answer
The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
question
Whereas marketing intelligence involves actively scanning the general marketing environment, marketing research involves
answer
More focused studies to gain customer insights relating to specific marketing decisions.
question
4 steps in the marketing research process...
answer
1. Defining the problem and research objectives 2. Developing the research plan for collecting information 3. Implementing the research plan - collecting and analyzing the data 4. Interpreting and reporting the findings
question
the _____ step in the marketing research process is probably the most difficult but also the most important one
answer
First step
question
The first step in the marketing research process
answer
Guides the entire research process
question
The ___best understands decision for which information is needed
answer
Manager
question
The researcher best understands
answer
Marketing research and how to obtain the information
question
The marketing research project - 3 types of research
answer
Exploratory research, Descriptive research, Causal research
question
Exploratory research-
answer
Objective is to gather preliminary information that will help define the problem and suggest hypotheses. Mangers often start with this.
question
Mangers often start with this type of research
answer
Exploratory
question
Descriptive research
answer
Describes things
question
Causal research
answer
Tests hypothesis about cause and effect relationships
question
Developing the Research plan
answer
Outlines sources of existing data
question
Developing the Research plan
answer
Spells out the specific research approaches, contact methods, sampling plans, and instruments to gather data
question
Secondary data consists of
answer
Information that already exists somewhere, having been collected for another purpose
question
Advantages of secondary data
answer
Cost, Speed, Could not get data otherwise
question
Disadvantages of secondary data
answer
Is it Current, Relevant, Accuracy, Impartial
question
Researches usually start by gathering ___data? The company's internal provides a good starting point
answer
Secondary
question
Companies can buy _____data reports from outside suppliers
answer
Secondary
question
Primary data consists of
answer
Information gathered for the special research plan
question
Commercial online databases are
answer
Collections of information available from online commercial sources or accessible via the internet
question
secondary data can be obtained more quickly and at a lower cost than primary data
answer
True
question
The researcher must evaluate secondary information carefully to make certain it is
answer
Relevant- (fits research project needs), accurate - (reliably collected and reported), current (up to date for current decisions), and impartial (objectively collected and reported)
question
Secondary data helps define
answer
Research problems and objectives
question
Planning Primary Data Collection calls for a number of decisions on
answer
Research approaches, Contact methods, Sampling plan, Research instruments
question
Research approaches for gathering primary data include
answer
Observation, surveys, and experiments
question
Observational research involves
answer
Gathering primary data by observing relevant people, actions, and situations
question
Ethnographic research involves
answer
Sending trained observers to watch and interact with consumers in their natural environment
question
What is the most widely used method for primary data collection and is best for descriptive information—knowledge, attitudes, preferences, and buying behavior
answer
Survey research
question
Advantage of survey research
answer
Flexible
question
Disadvantages of survey research
answer
People can be unable or unwilling to answer, Gives misleading or pleasing answers, Privacy concerns
question
Experimental research
answer
Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking in for differences in group responses.
question
Observation is best suited for ______ research
answer
Exploratory
question
Surveys is best suited for ______ research,
answer
Descriptive
question
Experimental research is best for
answer
gathering causal information—cause-and-effect relationships
question
Contact methods- information can be collected by
answer
Mail, phone, personal interview, or online
question
Contact methods include
answer
Online marketing research, Internet surveys, Online panels, Online experiments, Click-stream data, Online focus groups
question
Mail questionnaires
answer
Used to collect large amounts of information at a low cost
question
Questionnaires
answer
Most common, Administered in person, by phone, or online, Flexible
question
Advantages of Mail questionnaires
answer
More honest answers, less bias
question
Disadvantages of Mail questionnaires
answer
Not flexible - all respondents answer the same questions in a fixed order Takes longer to complete Response rate is low
question
One of the best methods for gathering information quickly and provides greater flexibility than mail questionnaires.
answer
Telephone interviewing
question
Disadvantages of Telephone interviewing
answer
Higher cost, interview bias, do-not-call lists
question
Personal interviewing takes two forms
answer
Individual interviewing and group interviewing
question
Individual interviewing
answer
Talk with people in their homes or offices, on the street, etc.
question
more costly than telephone, but more flexible
answer
Individual interviewing
question
(Focus) Groups Interviewing
answer
Six to 10 people, Trained moderator, widely used
question
One of the major qualitative marketing research tools for gaining fresh insight into comer thoughts and feelings
answer
(Focus) Groups Interviewing
question
Challenges of Focus groups interviewing
answer
Expensive, Difficult to generalize from small group, Consumers not always open and honest
question
Online Research- Advantages
answer
Low cost, Speed, Higher response rates, Good for hard to reach groups
question
___ tend to be more interactive and engaging,easier to complete, and less intrusive than traditional phone or mail surveys. As a result, they usually garner higher response rates
answer
Webbased surveys
question
The internet is well suited to _____ research
answer
Quantitative
question
Sample is
answer
A segment of the population selected for marketing research to represent the population as a whole
question
What requires these three decisions: Who is to be studied? How many people should be studied? How should the people be chosen?
answer
Designing the sample
question
Probability samples
answer
Each population member has a known chance of being included in the sample, and researchers can calculate confidence limits for sampling error.
question
non probability samples
answer
Their sampling error cannot be measure
question
Questionnaires
answer
Most common, Administered in person, by phone, or online, Flexible
question
Include all possible answers, and subjects make choices among them
answer
Closed-end questions
question
Closed-end questions
answer
Provide answers that are easier to interpret and tabulate
question
Allow respondents to answer in their own word
answer
Open-end questions
question
Open-end questions
answer
Useful in exploratory research
question
Collecting the information Processing the information Analyzing the information Interpret findings Draw conclusions Report to management
answer
Implementing the Research Plan
question
Customer Relationship Management (CRM)
answer
Managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty.
question
Information distribution involves
answer
entering information into databases and making it available in a time-useable manner
question
Intranet provides information to
answer
employees and other stakeholders
question
Extranet provides information to
answer
key customers and suppliers
Causal Research Is Used To
Competitive Marketing Intelligence
Defining The Problem
Marketing Research
Principles Of Marketing
Chap 4 – Flashcard 96 terms

Mike Bryan
96 terms
Preview
Chap 4 – Flashcard
question
1) Despite the data glut that marketing managers receive, they are most likely to complain that they lack which of the following? A) enough information of the right kind B) secondary information C) timely information D) searchable information E) primary information
answer
A) enough information of the right kind
question
2) Which of the following statements is NOT true regarding information collected for marketers? A) Many managers lack information of the right kind. B) Most managers do not need more information. C) Most managers need better information. D) Many managers are burdened by data overload. E) Managers have enough of the right information.
answer
E) Managers have enough of the right information.
question
3) A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information. A) experiment to develop information B) test market the information C) develop the needed information D) critique the needed information E) question the needed information
answer
C) develop the needed information
question
4) The real value of a company's marketing research and information system lies in the ________. A) amount of data it generates B) variety of contact methods it uses C) efficiency with which it completes studies D) quality of customer insights it provides E) marketing information system it follows
answer
D) quality of customer insights it provides
question
5) A good MIS balances the information users would ________ against what they really ________ and what is ________. A) need; like; feasible B) like; can analyze; needed C) like to have; need; feasible to offer D) need; can afford; used by the competition E) use; have to use; available
answer
C) like to have; need; feasible to offer
question
6) In general, marketers must weigh carefully the costs of additional information against the ________ resulting from it. A) organization B) benefits C) creativity D) ethical issues E) cost
answer
B) benefits
question
7) Diana Dion is currently researching data sources from within her company to make marketing decisions. Diana is making use of ________ databases. A) online B) internal C) external D) public E) search service
answer
B) internal
question
8) Four common sources of internal data include the accounting department, operations, the sales force, and the ________. A) online focus groups B) stockholders C) marketing department D) competition E) Web
answer
C) marketing department
question
9) Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources? A) external B) LexisNexis C) Radian's D) internal E) MONITOR
answer
D) internal
question
10) ________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. A) Marketing data B) Competitive marketing intelligence C) Sales management D) Customer intelligence E) Value chain management
answer
B) Competitive marketing intelligence
question
11) Your marketing department is attempting to improve strategic decision making, track competitors' actions, and provide early warning of opportunities and threats. To achieve this goal, which of the following would be the best for your department to use? A) internal databases B) external databases only C) company reports only D) competitive marketing intelligence E) the Internet only
answer
D) competitive marketing intelligence
question
12) Which of the following statements regarding competitive marketing intelligence is true? A) The advantage of using competitive marketing intelligence is negligible. B) All competitive marketing intelligence is available for free. C) Competitive marketing intelligence relies upon privately held information. D) Competitive marketing intelligence relies upon publicly available information. E) Competitive marketing intelligence gathering is more focused on gaining insights into consumers' activities than competitors' activities.
answer
D) Competitive marketing intelligence relies upon publicly available information.
question
13) Which of the following is NOT considered a source of competitive marketing intelligence? A) suppliers B) resellers C) key customers D) causal research E) activities of competitors
answer
D) causal research
question
14) Which of the following is NOT a potential source for competitive marketing intelligence? A) looking through competitors' garbage B) purchasing competitors' products C) monitoring competitors' sales D) collecting primary data E) talking with purchasing agents
answer
D) collecting primary data
question
15) Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence? A) LexisNexis B) the MONITOR C) Nielsen D) the U.S. Security and Exchange Commission's database E) Hoover's
answer
D) the U.S. Security and Exchange Commission's database
question
16) ________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. A) The marketing information system B) Competitive marketing intelligence C) Marketing research D) Competitive marketing research E) Causal research
answer
C) Marketing research
question
17) Which of the following is LEAST likely to be a benefit of conducting marketing research? A) assessing market potential and market share B) understanding customer satisfaction and purchase behavior C) measuring the effectiveness of pricing and accounting D) measuring the effectiveness of distribution and promotion activities E) understanding customer motivation
answer
C) measuring the effectiveness of pricing and accounting
question
18) What is the first step in the marketing research process? A) developing a marketing information system B) defining the problem and research objectives C) developing the research plan for collecting information D) implementing the research plan E) hiring an outside research specialist
answer
B) defining the problem and research objectives
question
19) Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take. A) developing the research plan B) determining a research approach C) defining the problem and research objectives D) selecting a research agency to help E) C and D
answer
C) defining the problem and research objectives
question
20) Which step in the four-step marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings? A) developing the research budget B) choosing the research agency C) choosing the research method D) developing the research plan E) comparing and contrasting primary and secondary data
answer
D) developing the research plan
question
21) Causal research is used to ________. A) test hypotheses about cause-and-effect relationships B) gather preliminary information that will help define problems C) uncover information in an unstructured way D) describe marketing problems or situations E) quantify observations that produce insights unobtainable through other forms of research
answer
A) test hypotheses about cause-and-effect relationships
question
22) In marketing research, managers often start with ________ research and later follow with ________ research. A) exploratory; descriptive or causal B) descriptive; secondary or commercial C) descriptive; exploratory or secondary D) causal; descriptive or exploratory E) causal; exploratory or secondary
answer
A) exploratory; descriptive or causal
question
23) The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses. A) exploratory B) descriptive C) causal D) primary E) secondary
answer
A) exploratory
question
24) In the second step of the marketing research process, research objectives should be translated into specific ________. A) marketing goals B) information needs C) dollar amounts D) research methods E) information sources
answer
B) information needs
question
25) Secondary data consists of information ________. A) that already exists somewhere but is outdated B) that does not currently exist in an organized form C) that already exists but was collected for a different purpose D) used by competitors E) that researchers can only obtain through surveys and observation
answer
C) that already exists but was collected for a different purpose
question
26) Which of the following is information gathered directly from respondents in order to specifically address a question at hand? A) competitive marketing intelligence B) experimental hypotheses C) primary data D) secondary data E) internal data
answer
C) primary data
question
27) Information collected from online databases is an example of ________ data. A) primary B) secondary C) observational D) experimental E) ethnographic
answer
B) secondary
question
28) Nielsen and the MONITOR are two sources that provide ________. A) primary data B) secondary data C) reality mining data D) causal research designs E) mechanical devices
answer
B) secondary data
question
29) Which form of data below can usually be obtained more quickly and at a lower cost than the others? A) primary B) survey research C) experimental research D) secondary E) observational research
answer
D) secondary
question
30) It is most accurate to say that secondary data are ________. A) collected mostly via surveys B) more expensive to obtain than primary data C) never purchased from outside suppliers D) always necessary to support primary data E) not always very usable
answer
E) not always very usable
question
31) Your assistant wants to use secondary data exclusively for the current research project. You advise him that the use of secondary data has some potential problems. Which of the following is NOT one of them? A) It may not exist. B) It may not be relevant. C) It is generally more expensive to obtain than primary data. D) It may not be current. E) It may not be impartial.
answer
C) It is generally more expensive to obtain than primary data.
question
32) For primary data to be useful to marketers, it must be relevant, current, unbiased, and ________. A) descriptive B) accurate C) inexpensive D) collected before secondary data E) experimental
answer
B) accurate
question
33) Which method would a marketing researcher most likely use to obtain information that people are unwilling or unable to provide? A) observational B) survey C) questionnaire D) focus group E) personal interview
answer
A) observational
question
34) Ethnographic research ________. A) comes from traditional focus groups B) is gathered where people live and work C) provides secondary data D) is most popular in the service sector E) provides data to marketers when observation is impossible
answer
B) is gathered where people live and work
question
35) Which of the following is true of ethnographic research? A) It is a type of experimental research. B) It is often conducted by trained anthropologists or psychologists. C) It is a traditional quantitative research approach. D) It can be conducted in person but not online. E) It is typically used to answer well-defined product or strategy questions.
answer
B) It is often conducted by trained anthropologists or psychologists.
question
36) Survey research, though used to obtain many kinds of information in a variety of situations, is best suited for gathering ________ information. A) interpersonal B) causal C) exploratory D) descriptive E) creative
answer
D) descriptive
question
37) Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________. A) flexibility B) interactive design C) ease of completion D) understandability E) simplicity
answer
A) flexibility
question
38) Survey research is LEAST likely to be conducted through which of the following? A) the Web B) the mail C) the telephone D) personal interview E) observation
answer
E) observation
question
39) Experimental research is best suited for gathering ________ information. A) exploratory B) causal C) independent D) secondary E) descriptive
answer
B) causal
question
40) Observational research is best suited for gathering ________ information. A) exploratory B) causal C) dependent D) secondary E) competitive
answer
A) exploratory
question
41) ABC Company has decided to use mail questionnaires to collect data. This method has all the following advantages EXCEPT which one? A) low cost per respondent B) may encourage more honest answers C) has an average response rate D) no interviewer to bias respondents' answers E) can collect large amounts of information
answer
C) has an average response rate
question
42) Which of the following contact methods has the poorest response rate? A) mail B) telephone C) personal interviewing D) online E) group interviewing
answer
A) mail
question
43) Which of the following has the highest rating for speed of data collection and compilation? A) open-ended questionnaires B) personal interviews C) mail surveys D) Internet surveys E) ethnographic research
answer
D) Internet surveys
question
44) Which of the following is NOT a disadvantage of telephone interviews? A) They are more expensive to conduct than mail questionnaires. B) Interviewer bias is introduced. C) Under time pressures, some interviewers might cheat. D) Interviewers can explain some questions and probe more deeply on others. E) Potential respondents may refuse to participate.
answer
D) Interviewers can explain some questions and probe more deeply on others.
question
45) Which of the following contact methods is generally the LEAST flexible? A) mail B) telephone C) Internet surveys D) online panels E) personal
answer
A) mail
question
46) Which form of marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements? A) individual interviewing B) Internet surveys C) telephone surveys D) ethnographic research E) observational research
answer
A) individual interviewing
question
47) A consumer is most likely to be paid a small fee for participating in which of the following? A) a telephone interview B) a mail-in survey C) an Internet survey D) a focus group interview E) an observational interview
answer
D) a focus group interview
question
48) Focus group interviewing is a ________ research tool for gaining insights into consumer thoughts and feelings. A) causal B) secondary C) qualitatitve D) quantitative E) competitive
answer
C) qualitatitve
question
49) Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is too small, it is likely to be difficult to ________. A) find enough secondary data to support the findings B) orchestrate cooperation among participants C) encourage honest responses to questions D) generalize from the results E) develop a nonprobability sample
answer
D) generalize from the results
question
50) Which of the following is a disadvantage of online focus groups? A) Participants must be in a central location. B) The Internet format can lack the real-world group dynamics of in-person focus groups. C) Results take longer to tabulate and analyze. D) The cost of online focus groups is greater than that of most other qualitative research methods. E) The format of focus groups can be varied.
answer
B) The Internet format can lack the real-world group dynamics of in-person focus groups.
question
51) Which of the following is NOT an advantage of Web-based research? A) speed B) low costs C) almost instantaneous results D) control over who respondents are E) ease of administration
answer
D) control over who respondents are
question
52) Researchers generally need to ask three questions when developing a sampling plan. Which of the questions below is one of these three? A) Who should be left out of the sample (sampling exclusion)? B) How should we contact the sample (sampling approach)? C) Why should respondents be selected (sampling justification)? D) How should participants be chosen (sampling procedure)? E) none of the above
answer
D) How should participants be chosen (sampling procedure)?
question
53) What is a major drawback of probability sampling? A) It can be time consuming. B) The sampling error cannot be measured. C) The most difficult population from which to obtain information is chosen. D) Everyone has an equal chance of selection. E) Marketers must rely on the judgment of the researcher in respondent selection.
answer
A) It can be time consuming.
question
54) What are the two main types of research instruments used to collect primary data? A) surveys and samples B) questionnaires and mechanical devices C) focus groups and online databases D) online panels and experiments E) personal interviews and online marketing research
answer
B) questionnaires and mechanical devices
question
55) The most common research instrument used is the ________. A) mechanical device B) live interviewer C) questionnaire D) focus group E) people meter
answer
C) questionnaire
question
56) Which of the following is the best advice about creating research questionnaires? A) Use simple and direct language. B) Questions should not be arranged in any particular order. C) Ask difficult questions in the beginning to "weed out" uninterested respondents. D) Ask personal questions in the middle of the instrument. E) Avoid any personal questions that may make some respondents uncomfortable.
answer
A) Use simple and direct language.
question
57) After a research instrument is selected, the next step in the marketing research process is ________. A) selecting a sampling method B) interpreting the findings C) implementing the research plan D) collecting secondary data E) selecting a research approach
answer
C) implementing the research plan
question
58) AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following is NOT a problem that should be anticipated during this phase? A) contacting respondents B) respondents who give biased answers C) interviewers who take shortcuts D) interpreting and reporting the findings E) interviewers who make mistakes
answer
D) interpreting and reporting the findings
question
59) Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try? A) customer satisfaction management B) more sophisticated hardware C) customer relationship management D) decreased marketing intelligence E) a marketing information system
answer
C) customer relationship management
question
60) Which of the following is true about customer relationship management (CRM)? A) It relies on information produced through primary research. B) Its aim is to maximize profit margins. C) Its aim is to increase the efficiency of each customer touch point. D) Its aim is to maximize customer loyalty. E) Most companies who first implemented CRM have greatly benefited from the results.
answer
D) Its aim is to maximize customer loyalty.
question
61) What is the purpose of a data warehouse? A) to organize internal and external data by relevance B) to gather and integrate information a company already has C) to interpret data D) to analyze data E) to identify and discard outdated data
answer
B) to gather and integrate information a company already has
question
62) In CRM, ________ techniques are used to sift through data and dig out interesting findings about customers. A) data warehousing B) data mining C) customer strategy D) customer loyalty management E) value network
answer
B) data mining
question
63) A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________. A) providing higher levels of customer service B) developing deeper customer relationships C) creating offers tailored to specific customer requirements D) understanding the competition better E) understanding how to better build the marketing mix
answer
D) understanding the competition better
question
64) Marketing information is only valuable when it is used to ________. A) expand management's job B) identify a target market C) please shareholders D) increase efficiencies in the supply chain E) make better marketing decisions
answer
E) make better marketing decisions
question
65) Which of the following provides those within the company ready access to company research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more? A) an intranet B) an extranet C) the Internet D) marketing research E) marketing intelligence
answer
A) an intranet
question
66) When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using ________. A) experiments B) informal surveys C) observation D) marketing intelligence E) direct marketing
answer
B) informal surveys
question
67) Small organizations can obtain, with relatively little effort, most of which type of data available to large businesses? A) ethnographic B) experimental C) touch point D) primary E) secondary
answer
E) secondary
question
68) You have been asked to locate secondary data for your small organization's research needs. Which of the following is NOT a common source for this type of research? A) the U.S. Small Business Administration B) the U.S. Census Bureau C) competitors' Web sites D) online surveys E) the Bureau of Economic Analysis
answer
D) online surveys
question
69) Because of the scarcity of good secondary data, international researchers often must collect their own primary data. An initial problem with this collection is developing good ________. A) samples B) research firms C) customer relationships with nationals D) relations with channel members E) analytical models
answer
A) samples
question
70) Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________. A) risk of error B) foreign trade C) response rate D) likelihood of using a smaller sample E) reliance on primary data
answer
A) risk of error
question
71) Anna Gregory just read a marketing research report about the top 25 countries that purchase American products. What would the report most likely say about international research involving these countries? A) It is on the decrease due to high costs. B) The costs are higher than the benefits. C) There is a lack of qualified research personnel. D) Despite the costs of international research, the costs of not doing it are higher. E) Interpretations of data are consistent among different countries.
answer
D) Despite the costs of international research, the costs of not doing it are higher.
question
72) Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy. A) Sophisticated researchers probe our deepest feelings. B) Marketers use personal information to manipulate our buying. C) Marketers build huge databases full of personal information. D) Marketers make too many products and services available, creating unnecessary consumer wants. E) Protecting personal information is increasingly important.
answer
D) Marketers make too many products and services available, creating unnecessary consumer wants.
question
73) The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one? A) Ask only for the information needed. B) Use information responsibly to provide value. C) Avoid sharing information without the customer's permission. D) Sell the information only when it is financially worthwhile. E) Fully explain to the respondents how the information will be used.
answer
D) Sell the information only when it is financially worthwhile.
question
74) Many major companies have created the position of ________ to address concerns about the privacy of customers. A) chief customer loyalty manager B) chief behavioral analyst C) chief privacy officer D) ethics manager E) data warehouse manager
answer
C) chief privacy officer
question
75) To address concerns about the misuse of research study findings, several highly regarded marketing associations have developed ________. A) customer relationship management guidelines B) behavioral targeting "Do Not Track" lists C) chief privacy officer job descriptions D) codes of research ethics E) bans against using data collected through online surveys
answer
D) codes of research ethics
question
76) Frito-Lay's ________ gathers daily sales data and sorts it by product line and by region. The marketing managers use the data to evaluate the market share of different Frito-Lay products compared to one another and to competing snack foods in each region where the company does business. A) case study B) acquired database C) commercial research D) marketing information system E) competitive marketing intelligence system
answer
D) marketing information system
question
77) You want to observe how often consumers listen to music throughout their day and what different audio devices they use. You are also interested in how consumers store and access their own music collections. You should conduct ________ research. A) causal B) experimental C) secondary D) survey E) exploratory
answer
E) exploratory
question
78) You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of research? A) exploratory B) descriptive C) causal D) focus group E) ethnographic
answer
C) causal
question
79) Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference? A) exploratory B) descriptive C) causal D) experimental E) secondary
answer
B) descriptive
question
80) Nathan Zabalas owns a regional chain of drug stores. Before expanding nationwide, Nathan is conducting marketing research to determine the best options for opening new stores. He plans to start by collecting secondary data. Which of the following is NOT a source of secondary data that Nathan might use? A) Yankelovich's Monitor B) commercial online databases C) online questionnaires D) Web search engines E) local chambers of commerce
answer
C) online questionnaires
question
81) Walmart sends a trained observer to watch and interact with customers as they shop in a Walmart store. This is an example of ________. A) secondary research B) survey research C) ethnographic research D) experimental research E) descriptive research
answer
C) ethnographic research
question
82) When ZIBA designers looking for ideas on how to craft a shower-cleaning tool spent 10 days in people's homes, watching consumers wash shower stalls, they were conducting ________ research. A) survey B) experimental C) secondary D) ethnographic E) personal
answer
D) ethnographic
question
83) Carls Jr. came out with a new hamburger and released it in two different cities with two different price points. Marketers at Carls Jr. then analyzed the different levels of purchase made at the two different price points, planning on using the information to help them set a nationwide price for the new offering. This is an example of ________. A) observational research B) behavioral research C) qualitative research D) experimental research E) survey research
answer
D) experimental research
question
84) Juanita Petino operates a dress shop in a suburban mall. Her research budget is very small, so she utilizes low-cost or no-cost methods to gather research data. One method that works very well for her is to change the themes in her local newspaper and radio advertising and watch the result. Juanita is using ________ to gather data for marketing decisions. A) informal surveys B) experimental research C) guess work D) ethnographic research E) secondary sources
answer
B) experimental research
question
85) Maryann Rose is conducting research to determine consumers' personal grooming habits. Because of the personal nature of the survey questions about this topic, Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly and that will allow her to easily collect large amounts of data. Which contact method should Maryann select? A) mail questionnaires B) telephone interviews C) individual interviews D) focus group interviews E) immersion group interviews
answer
A) mail questionnaires
question
86) Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however, the sample size for her research is quite large. Which of the following methods of contact would provide Tasoula with the most cost-effective way to reach a large sample of potential customers? A) telephone surveys B) personal interviews C) Internet surveys D) mail surveys E) focus group interviews
answer
C) Internet surveys
question
87) Del Monte has created a(n) ________ called "I Love My Dog"; this online community allows company-selected dog enthusiasts to complete product-related polls, chat with product developers, and provide feedback about specific products. A) online experiment B) custom social network C) Internet survey D) immersion focus group E) expert panel
answer
B) custom social network
question
88) You have decided to use only open-ended questions on your survey. Which of the following questions would NOT be found on your survey? A) Why is voting important to you? B) How many cars does your family own? C) What is your best childhood memory? D) Where did you spend your last vacation? E) What are the most important qualities in a friend?
answer
B) How many cars does your family own?
question
89) You have decided to use only closed-ended questions on your survey. Which of the following questions would NOT be found on your survey? A) Do you like chocolate? B) What is your gender? C) Do you work full-time or part-time? D) What do you like about your teacher? E) In which month do you plant your garden?
answer
D) What do you like about your teacher?
question
90) Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service. Which of the following research instruments would be best for this firm? A) people meters B) checkout scanners C) questionnaires D) EEG devices E) MRI scans
answer
C) questionnaires
question
91) As a small business consultant, you recommend to your clients that they use no-cost methods of observation to gather market research. Which of the following are you NOT likely to recommend your clients do? A) observe vehicle and pedestrian traffic B) monitor competitors' advertising from local media C) evaluate how many and what kind of customers they currently have D) hire additional staff to observe extensively E) visit and socialize with competitors
answer
D) hire additional staff to observe extensively
question
92) For a small business manager deciding where to relocate within the city, relevant research will LEAST likely include ________. A) traffic-flow patterns in specific areas B) informal surveys of customers C) past sales data D) competitors' advertisements E) options for repackaging the company's products
answer
E) options for repackaging the company's products
question
93) Marialba Hooper is conducting marketing research for a company that is investigating the possibility of entering multiple international markets. As Marialba plans her research in 30 different countries, upon which of the following is she LEAST likely to rely? A) free secondary data B) translators C) primary data collected for the purpose of her research D) the same research steps domestic researchers use E) personal interviews
answer
A) free secondary data
question
94) Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market. The survey Malaya is using was written in English and then translated into Spanish for use by Spanish-speaking respondents. Which of the following is it most important for Malaya do before administering this questionnaire to a sample of the market? A) make sure that the survey includes both open-ended and closed-ended questions B) decide whether to focus on primary or secondary data C) determine which type of research instrument to use D) have the questionnaire translated back into English to check for accuracy E) determine whether to focus on descriptive or causal objectives
answer
D) have the questionnaire translated back into English to check for accuracy
question
95) You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican. You will most likely use a ________ to collect your data. A) simple random sample B) mechanical device C) stratified random sample D) judgment sample E) convenience sample
answer
C) stratified random sample
question
96) Michael Quinones is a customer service agent for a national car rental business. He has access to the company's intranet, which provides performance reports, shared work documents, contact information, and detailed information about customers. Which of the following is this access most likely to enable Michael to do during interactions with customers? A) analyze primary data B) use data mining techniques C) share information with value-network partners D) reward customer loyalty with an upgrade or discount E) evaluate marketing intelligence
answer
D) reward customer loyalty with an upgrade or discount
Advertising
Collecting And Analyzing Data
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Principles Of Marketing
Marketing Pearson Questions (Final) – Flashcards 102 terms

Mike Bryan
102 terms
Preview
Marketing Pearson Questions (Final) – Flashcards
question
Companies setup​ __________ which allow key customers and​ value-network members to access​ product, account, and other data anytime they need to A. intranets B. extranets Your answer is correct.C. data warehouses D. websites E. wireless networks
answer
B
question
To develop needed​ information, marketing information systems utilize​ __________. A. marketing​ intelligence, marketing​ research, and the marketing environment B. internal​ databases, big​ data, and market research C. marketing​ managers, information​ users, and internal databases D. internal​ databases, marketing​ intelligence, and marketing research E. internal​ databases, marketing​ research, and marketing managers
answer
D
question
Which of the following statement regarding competitive marketing intelligence is​ correct? A. Marketing intelligence information is not available from the U.S. government. B. The goal of competitive marketing intelligence is to improve strategic decision making. C. Monitoring a​ competitor's website is unethical. D. Marketing intermediaries are not a good source of competitive marketing intelligenc E. Companies should not be concerned about​ competitor's accessing publicly available information about them.
answer
B
question
Which of the following statements about marketing information systems​ (MIS) is​ correct? A. An MIS begins and ends with information collectors. B. A good MIS must balance what users would like to have against what they really need and what is feasible to offer. C. An MIS is focused on internal data and ignores the marketing environment. D. Marketing information systems provide information only to a​ company's internal users. E. A good MIS gives managers all the information they ask for.
answer
B
question
Which one of the following statements about marketing research in small businesses and nonprofit organizations is​ correct? A. Small companies and nonprofits do not need marketing information. B. Good research requires large sample sizes which are not feasible for small businesses and nonprofits. C. The research methods of small businesses and nonprofits are less complex and less​ costly, but they still must be conducted carefully. D. Only large companies can afford to conduct marketing research. E. Surveys are the only research approach that can be effectively used by small businesses and nonprofits.
answer
C
question
Which of the following statements about information and customer insights is​ correct? A. Customer insights are useful but do not give companies a competitive advantage. B. Information to gain customer insights comes from a wide variety of sources. C. To gain useful customer​ insights, more​ data is better data. D. Customer insights have little impact on building customer relationships. E. Customer insights are relatively easy to obtain.
answer
B
question
What are the three types of research​ objectives? A. ​Exploratory, descriptive, and causal Your answer is correct.B. ​Causal, experimental, and hypothetical C. ​Exploratory, causal, and experimental D. ​Exploratory, formal, and casual E. ​Exploratory, descriptive, and definitive
answer
A
question
Which of the following statements about online research is​ correct? A. It is more expensive to conduct online research than using​ mail, phone, or personal interviews. B. Experiments cannot be conducted online. C. The Internet is especially well suited to qualitative research. D. Online surveys generally have higher response rates than those conducted by mail or phone. E. Online research is only feasible for large companies.
answer
D
question
Defining the problem and research objectives is the​ __________ step in the marketing research process. A. fourth B. third C. second D. fifth E. first
answer
E
question
Which of the following statements about big data is​ correct? A. Big data actually refers to very small data sets. B. Analyzing big data is a very easy task. C. Analyzing big data will always lead to useful customer insights. D. Big data is very important because marketers today need more information to make good decisions. E. One result of big data is that marketing managers are often overloaded with information.
answer
E
question
Which of the following is a​ cost-based pricing​ approach? A. ​Value-added pricing B. ​High-low pricing C. ​Competition-based pricing D. ​Break-even pricing E. EDLP pricing
answer
D
question
New, premium movie theaters offer features such as online reserved​ seating, high-backed leather executive chairs with armrests and​ footrests, the latest in digital sound and​ super-wide screens, and other amenities for which they charge a higher price. This is an example of which type of​ pricing? A. ​High-low pricing B. ​Cost-plus pricing C. ​Value-added pricing This is the correct answer.D. ​Break-even pricing E. EDLP pricing
answer
D
question
Which of the following statements is correct regarding different types of​ markets? A. Under oligopolistic competition each seller is alert and responsive to​ competitors' pricing strategies and marketing moves. B. Under pure competition sellers spend considerable time on marketing strategy and pricing decisions. C. In a pure​ monopoly, the market consists of many buyers and sellers trading over a range of prices. D. Under oligopolistic​ competition, the market consists of many buyers and sellers trading in a uniform commodity and sellers do not spend much time on marketing strategy. E. Under monopolistic competition the market is dominated by one seller.
answer
A
question
In which type of market does no buyer or seller have much impact on setting the going market​ price? A. Oligopolistic competition B. Pure competition C. B2B market D. Pure monopoly E. Monopolistic competition
answer
B
question
Which factor sets the ceiling on setting a​ product's price? A. Competitors B. Demand C. ​Customer's value perceptions D. Revenue E. Company costs
answer
C
question
A. Competitors B. Demand C. ​Customer's value perceptions D. Revenue E. Company costs
answer
D
question
Price is the only part of the marketing mix that​ __________. A. does not play a role in creating customer value B. incurs costs C. produces revenue D. is defined by the consumer E. attracts buyers
answer
C
question
Which of the following correctly identifies the three major pricing strategies used by​ marketers? A. Customer value-based ​pricing, cost-based​ pricing, and​ revenue-based pricing B. Customer value-based ​pricing, revenue-based​ pricing, and​ competition-based pricing C. Customer value-based ​pricing, revenue-based​ pricing, and​ profit-based pricing D. Customer value-based ​pricing, cost-based​ pricing, and​ competition-based pricing E. Customer value-based ​pricing, cost-based​ pricing, and​ profit-based pricing
answer
D
question
On a​ break-even chart, the​ break-even volume is located​ __________. A. at the intersection of total revenue and fixed costs B. at the intersection of total revenue and target profit C. at the intersection of target profit and total costs D. at the intersection of total revenue and total costs E. at the intersection of total revenue and variable costs
answer
D
question
Internal factors that affect pricing include​ __________. A. the​ company's overall marketing​ strategy, objectives, and demand B. the​ company's overall marketing​ strategy, objectives, and the nature of the market C. the​ company's overall marketing​ strategy, the nature of the​ market, and demand. D. the nature of the​ market, demand, and the economy. E. the​ company's overall marketing​ strategy, objectives, and marketing mix
answer
E
question
Many amusement parks charge a daily ticket or season pass charge plus additional fees for food and other​ in-park features. This is called​ __________. A. ​product-bundle pricing B. ​two-part pricing C. product line pricing D. ​by-product pricing E. ​optional-product pricing
answer
B
question
Whirlpool washers and dryers are offered in many different models. Whirlpool will use​ __________ pricing to determine the price steps between the different models. A. ​two-part pricing B. ​optional-product C. product line D. ​product-bundle E. ​captive-product
answer
C
question
One form of​ __________ is when movie theaters charge one price for adults and a different price for senior citizens. A. product form pricing B. ​location-based pricing C. ​customer-segment pricing D. psychological pricing E. promotional allowances
answer
C
question
Promotional pricing tactics include​ __________. A. ​customer-segment pricing,​ location-based pricing, and​ time-based pricing B. ​discounts, geographical​ pricing, and​ special-event pricing C. ​discounts, limited time​ offers, and reference prices D. functional​ discounts, limited time​ offers, and​ location-based pricing E. ​discounts, special-event​ pricing, and limited time offers
answer
E
question
When would a competitor most likely react to a​ firm's price​ change? A. When the number of firms involved is large B. When buyers are not well informed about prices C. When the product is differentiated D. When buyers are not well informed about the product E. When the number of firms involved is small
answer
E
question
​__________ occurs when retailers set an artificially high​ "regular price" and then advertise a​ "sale price" which is actually close to their everyday price. A. Price fixing B. Retail price maintenance C. Predatory pricing D. Deceptive pricing E. Price discrimination
answer
D
question
Which of the following statements is true concerning new product pricing​ strategies? A. For a​ market-skimming strategy to be​ successful, the costs of producing a smaller volume cannot be so high that they cancel the advantage of charging more. B. For a​ market-penetration strategy to​ work, production and distribution costs must increase as sales volume increases. C. If competitors can easily enter the​ market, a​ market-skimming strategy should be used. D. When using a​ market-skimming strategy, marketers do not need to focus on the​ product's quality and image. E. A​ market-penetration strategy should be used if the market is not highly price sensitive.
answer
A
question
Many personal care companies combine toothpaste with a toothbrush at a reduced price. This is an example of​ __________ pricing. A. ​product-bundle B. ​by-product C. ​captive-product D. product line E.
answer
A
question
A soda pop company offers a discount to a grocer. In​ exchange, the grocer agrees to provide​ in-store advertising for the soda pop and additional​ sales-support. This is an example of​ __________. A. ​trade-in allowances B. promotional allowances C. cash discounts D. discounts E. segment discounts
answer
B
question
When Apple Computer Company introduced their​ iPhone, they priced the new product at​ $599, considerably higher than either their iPod or competing cellular phones. Apple Computer was pursuing​ a(n) __________ pricing strategy. A. ​by-product B. ​market-skimming C. ​market-penetration D. ​optional-product E. ​captive-product
answer
B
question
Which of the following statements about major retail trends is​ true? A. Online buying is growing at a much brisker pace than retail buying as a whole. B. The global expansion of major retailers into other countries has slowed down. C. The green movement has not yet affected retailing. D. The lifecycle of new retail forms is increasing. E. Retail convergence has decreased competition for retailers.
answer
A
question
A discount store​ (for example,​ Target, Kohl's, or​ Walmart) sells standard merchandise at lower prices. To do​ this, discount stores accept which of the following two​ conditions? A. Lower margins and selling lower volume B. Selling higher volume and having inefficient operations C. Lower margins and selling higher volume D. Operating at a loss and selling higher volume E. Higher margins and selling lower volume
answer
C
question
Which type of retailer carries narrow product lines with deep assortments within those​ lines? A. Superstores B. Discount stores C. Convenience stores D. Specialty stores E. Department stores
answer
D
question
Which wholesaler channel function helps reduce inventory holding​ costs? A. Risk bearing B. Transportation C. Financing D. Buying and assortment building E. Warehousing
answer
E
question
A cluster of between 15 and 50 retail stores that usually contains a branch of a department store or variety​ store, a​ supermarket, specialty​ stores, professional​ offices, and​ (sometimes) a bank is a​ __________. A. power center B. community shopping center C. neighborhood shopping center D. lifestyle center E. regional shopping mall
answer
B
question
L.L.Bean has turned its flagship store and campus in​ Freeport, Maine into a​ full-fledged outdoor adventure center.​ There, customers can​ hike, kayak, or go seal watching at nearby Cisco Bay. This is an example of​ __________. A. ​full-service retailing B. a community shopping center C. ​omni-channel retailing D. experiential retailing E. ​one-stop shopping
answer
D
question
Which of the following are the largest group of​ wholesalers, accounting for roughly 50 percent of all​ wholesaling? A. ​Manufacturers' representatives B. Agents C. Merchant wholesalers D. ​Manufacturers' agents E. Brokers
answer
C
question
Recently, superstores that are actually giant specialty​ stores, such as Petco and Home​ Depot, have seen tremendous growth. These types of superstores are called​ __________. A. department stores B. category killers C. warehouse clubs D. discount stores E. ​off-price retailers
answer
B
question
Retailing today requires​ __________, which means creating a seamless​ cross-channel buying experience that integrates​ in-store, online, and mobile shopping. A. showrooming B. ​full-service retailing C. flash sales D. ​omni-channel retailing E. wholesaling
answer
D
question
Retailers must decide on which three major product​ variables? A. Product​ assortment, services​ mix, and price B. Product​ assortment, price, and location C. Product​ assortment, store​ atmosphere, and price D. Product​ assortment, services​ mix, and location E. Product​ assortment, services​ mix, and store atmosphere
answer
E
question
What are the four major functions of​ logistics? A. ​Retailing, inventory​ management, transportation, and logistics information​ management B. ​Warehousing, inventory​ management, transportation, and logistics information​ management C. ​Warehousing, inventory​ management, retailing, and logistics information management D. ​Warehousing, inventory​ management, transportation, and​ retailing E. Inventory​ management, transportation,​ shipping, and warehousing
answer
B
question
Companies now use​ __________ and supply chain management software to help​ recruit, train,​ organize, manage,​ motivate, and evaluate channel partners.
answer
question
Companies now use​ __________ and supply chain management software to help​ recruit, train,​ organize, manage,​ motivate, and evaluate channel partners. A. channel management B. distribution centers C. partner relationship management D. logistics E. customer relationship management
answer
C
question
Which of the following is an example of horizontal channel​ conflict? A. A retailer complaining about a​ producer's pricing. B. A consumer complaining to a producer about the quality of a product. C. A Ford dealer complaining that another Ford dealer is advertising in their territory. D. A consumer complaining to a retailer about the service they received. E. A retailer complaining about receiving damaged goods from a wholesaler.
answer
C
question
In​ 2001, Apple opened its first Apple stores in the United States. These stores were owned and operated by Apple. This is an example of which type of vertical marketing system​ (VMS)? A. Conventional B. Corporate This is the correct answer.C. Contractual D. Administered E. Franchise
answer
B
question
Which of the following statements regarding marketing channel design is​ correct? A. It is important to let the responsibilities of channel members evolve as their relationship develops. B. In global​ markets, channel systems are the same in different countries. C. Channel objectives should be set in terms of profitability. D. Channel alternatives should be evaluated against​ economic, control, and adaptability criteria. E. Marketers should always maximize the number of intermediaries used in a channel.
answer
D
question
he​ company, suppliers,​ distributors, and customers who open "partner" with one another to improve the performance of the entire system make up the​ __________. A. marketing channel network B. supply chain network C. upstream network D. value delivery network E. downstream network
answer
D
question
Which of the following is a reason that producers use marketing channels and channel​ intermediaries? A. Using channel intermediaries increases the number of contacts with customers. B. Using marketing channels allows producers to retain full control over how and to whom they sell their products. C. Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers. D. Marketing channel decisions require only a​ short-term commitment. E. The reduced costs of using channel intermediaries offsets the inefficiencies of marketing channels.
answer
C
question
Which of the following statements regarding marketing channel behavior and design is​ correct? A. Distribution channels are nothing more than simple collections of firms tied together by various flows. B. Conflicts rarely occur in marketing distribution channels. C. A conventional distribution channel consists of one or more independent​ producers, wholesalers, and retailers acting as a unified system. D. Vertical marketing systems lack leadership and​ power, often resulting in damaging conflict and poor channel performance. E. The success of individual channel members depends on the overall​ channel's success.
answer
E
question
What does the process of designing marketing channels start​ with? A. Evaluating major channel alternatives B. Analyzing consumer needs C. Setting channel objectives D. Identifying the types of intermediaries to use E. Identifying the number of intermediaries to use
answer
B
question
​Cross-functional teamwork within the​ company, building logistics​ partnerships, and third party logistics are all important elements of​ __________. A. multimodal transportation B. sustainable supply chains C. integrated logistics management D. reverse logistics E. supply chain management
answer
C
question
Which promotional tool is any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified​ sponsor? A. Direct and digital marketing B. Sales promotion C. Advertising D. Personal selling E. Public relations
answer
C
question
One form of influence that carries great​ weight, especially for products that are​ expensive, risky, or highly visible is​ __________. A. television B. atmospheres C. grand openings D. company websites E. word of mouth
answer
E
question
Which of the following is the correct order of the six​ buyer-readiness stages? A. ​Awareness, knowledge,​ liking, preference,​ conviction, and purchase B. ​Awareness, knowledge,​ liking, preference,​ purchase, and conviction C. ​Awareness, preference,​ knowledge, liking,​ conviction, and purchase D. ​Awareness, knowledge,​ preference, liking,​ conviction, and purchase E. ​Awareness, knowledge,​ purchase, liking,​ preference, and conviction
answer
A
question
What are the three major factors identified in the text that are changing​ today's marketing communications​ landscape? A. ​Consumers, marketing​ budgets, and digital technologies B. ​Email, social​ media, and blogs C. Television​ programming, email, and mass media D. ​Consumers, marketing​ strategy, and digital technologies E. Digital​ technologies, mass​ media, and marketing strategy
answer
D
question
What is the goal of integrated marketing​ communications? A. To allow different company departments to send different brand messages B. To only use newer digital technologies to communicate with consumers C. To deliver different brand messages over different communication channels D. To deliver a hodgepodge of brand content to consumers E. To deliver​ clear, consistent, and compelling company and brand messages
answer
E
question
One framework for designing an effective message is the AIDA model. In the AIDA model​ __________. A. attention leads to​ interest, which hopefully leads to desire and then assimilation B. advertising leads to​ interest, which hopefully leads to desire and then action C. attention leads to​ interest, which hopefully leads to desire and then action D. attention leads to​ interest, which hopefully leads to discussion and then action E. advertising leads to​ interest, which hopefully leads to desire and then attention
answer
C
question
Which of the following statements regarding advertising in the new marketing communications model is​ correct? A. Advertising spending in​ magazines, radio, and newspapers has increased. B. Advertisers are using more traditional mass media because costs have declined and audience size has increased. C. Advertisers are using less targeted media to reach consumers. D. Advertisers are spending more on television broadcast media. E. Advertisers are shifting toward digital media.
answer
E
question
A recent study showed that more than​ two-thirds of advertisers are planning video ad campaigns that stretch across multiple viewing platforms. This is called​ __________. A. platform coordination B. video coordination C. video reach D. video integration E. video convergence
answer
E
question
Specific promotional tools used in​ __________ include press​ releases, sponsorships,​ events, and web pages. A. advertising B. public relations C. direct and digital marketing D. sales promotion E. personal selling
answer
B
question
At certain stages of the buying​ process, which element of the promotional mix is most effective in building up​ buyers' preferences,​ convictions, and​ actions? A. Advertising B. Public relations C. Direct and digital marketing D. Personal selling E. Sales promotion
answer
D
question
What is media​ impact? A. The return on investment from the ad campaign B. The number of times a person is exposed to a message C. The qualitative value of exposure to a message D. How much the chosen media engages the target audience E. The percentage of the target audience that is exposed to a message
answer
C
question
Advertising objectives can be classified based on three primary purposes. What are the three​ purposes? A. To​ inform, engage, or entertain B. To​ inform, persuade, or gain interest C. To​ inform, persuade, or remind D. To get​ attention, inform, or entertain E. To​ inform, gain​ interest, or remind
answer
E
question
What is the intent of​ advertainment? A. To clearly separate the advertisement from the entertainment aspect B. To use humorous appeals that everyone agrees are funny C. To place brands in popular television shows D. To make ad messages credible E. To make ads and brand content into something that people actually want to watch
answer
E
question
Which of the following statements about setting an advertising budget is​ correct? A. Mature brands usually require higher advertising budgets as a ratio to sales. B. When a product is clearly​ differentiated, advertising is not used in the promotion mix. C. New products typically need relatively large advertising budgets to build awareness and to gain consumer trial. D. Brands in a market with many competitors and high advertising clutter usually require less advertising. E. Undifferentiated brands do not require advertising to set them apart.
answer
C
question
The public relations function of​ __________ is used to build and maintain national or local community relationships. A. product publicity B. development C. press relations D. lobbying E. public affairs
answer
E
question
Which type of advertising is heavily used for new product category​ introductions? A. Attack B. Persuasive C. Comparative D. Reminder E. Informative
answer
E
question
To bring the message strategy to life in a distinctive and memorable​ way, advertisers develop what is known as the​ "big idea". This big idea becomes the​ __________. A. message strategy B. message execution style C. creative concept D. creative appeal E. message content
answer
C
question
One primary PR responsibility is to create content that​ __________. A. is more entertaining than an advertising campaign B. draws consumers to a brand C. disparages competitors D. lessens the need for using other promotional tools E. is informative but rarely engaging
answer
B
question
What is the first decision advertisers need to make when developing an advertising​ program? A. Setting advertising objectives B. Evaluating the​ program's effectiveness C. Setting the budget D. Selecting the media E. Determining the message appeals
answer
A
question
Regardless of the size of the​ budget, to​ succeed, advertising must engage consumers and​ __________. A. use humor B. communicate well C. attack competitors D. entertain them E. reduce the clutter
answer
B
question
According to the​ text, what is the​ fastest-growing sales trend​ today? A. Using a field based sales force B. ​e-learning C. Social selling D. The use of sales quotas E. ​Commission-based compensation plans
answer
C
question
Which of the following statements about personal selling is​ correct? A. The role of personal selling is very consistent from company to company. B. Personal selling is a fairly new profession. C. Salespeople represent the company to​ customers, but they do not represent customers to the company. D. Many customers are unable to distinguish the salesperson from the company. E. Personal selling is the nonpersonal arm of the promotional mix.
answer
D
question
After the presentation and demonstration step in the sales​ process, a salesperson should next be prepared to​ __________. A. immediately close the sale B. ​follow-up with the customer C. prospect the customer D. handle objections E. approach qualified customers
answer
D
question
One study found that the best salespersons have four traits in​ common: intrinsic​ motivation, a disciplined work​ style, the ability to close a​ sale, and the ability to build relationships with customers. Knowing this would be most useful at which stage of sales force​ management? A. Setting sales force size B. Compensating salespeople C. Evaluating salespeople D. Training salespeople E. Recruiting and selecting salespeople
answer
E
question
Sales​ reports, call​ reports, and expense reports are all used in the process of​ __________ salespeople. A. evaluating This is the correct answer.B. selecting C. supervising D. motivating E. training
answer
A
question
In complex selling​ situations, personal selling can be very effective because it is​ __________. A. designed to reach large groups of consumers B. a generic approach C. impersonal D. interpersonal E. only used for face to face customer interactions
answer
D
question
Which of the following is an objective for business​ promotions? A. Generating business leads B. Getting more support for the sales force C. Getting retailers to buy ahead D. Getting more shelf space from retailers E. Urging​ short-term customer buying
answer
A
question
Once the company has set its​ structure, what is the next strategic decision it​ faces? A. Compensating salespeople B. Evaluating salespeople C. Training salespeople D. Recruiting and selecting salespeople E. Sizing the sales force
answer
E
question
What is the first decision made in sales force​ management? A. Designing sales force strategy and structure B. Evaluating salespeople C. Compensating salespeople D. Recruiting and selecting salespeople E. Training salespeople
answer
A
question
Which of the following would NOT be a consideration for decision making in designing the full sales promotion​ program? A. Conditions for participation B. The length of the promotion C. How to promote the promotion D. The size of the promotion E. How to set it apart from other promotion mix elements
answer
E
question
Buyers have increased their use of direct and digital marketing because they are​ __________. A. ​convenient, private, and hard to use B. ​easy, convenient, and public C. ​easy, convenient, and impersonal D. ​easy, convenient, and private E. ​easy, private, and expensive
answer
D
question
What are the two main forms of online​ advertising? A. ​Search-related ads and contextual advertising B. Display ads and​ search-related ads C. Online display ads and rich media ads D. ​Search-related ads and coupons E. Online display ads and interactive ads
answer
B
question
Which of the following is a challenge to marketers regarding their use of social​ media? A. Very few consumers use it. B. It can create brand communities. C. It is​ cost-effective. D. It can be used for​ real-time marketing. E. Social networks are largely user controlled.
answer
E
question
Digital marketing can link brands to important moments in​ customer's lives. This aspect of digital marketing is called​ __________. A. ​real-time marketing B. online marketing C. immediate marketing D. web marketing E. ​brand-linked marketing
answer
A
question
According to the​ text, what is the toughest public policy issue now confronting the direct marketing​ industry? A. Fraudulent online schemes B. Phishing C. Spamming D. Irritation E. Invasion of privacy
answer
E
question
What is the digital version of​ word-of-mouth marketing? A. ​Permission-based email B. Blogs C. Brand community websites D. Social media E. Viral marketing
answer
E
question
According to the​ text, what can be the ultimate direct marketing​ medium, assuming it is used​ correctly? A. Email B. Social media C. Online advertising D. Websites E. Blogs
answer
A
question
One drawback to viral marketing is that​ __________. A. videos are not available through viral marketing B. marketers cannot control where users pass along the message C. it allows only for negative exposure to a brand D. people tend to ignore it E. it is expensive
answer
B
question
Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer​ relationships? A. Sales promotion B. Direct and digital marketing C. Personal selling D. Public relations E. Advertising
answer
B
question
Direct mail is well suited for which of the​ following? A. Building brand community B. Engaging customers anytime and anywhere during the buying process C. Offering interactive content D. ​Real-time marketing E. ​Direct, one-to-one communications
answer
E
question
What are the two economic factors that reflect a​ country's attractiveness as a​ market? A. Income distribution and tariffs B. Industrial structure and income distribution C. Industrial structure and tariffs D. Tariffs and quotas E. Income distribution and monetary regulations
answer
B
question
Which of the following statements about the global marketplace is​ correct? A. Corruption no longer exists when doing business in foreign markets. B. ​Economically, there is now a global boom. C. Taking a domestic business abroad is less risky than in the past. D. Global competition is decreasing. E. Domestic firms need to internationalize to take advantage of growing markets throughout the world.
answer
E
question
In balancing standardization and​ adaptation, one common suggestion from international marketers is to​ __________. A. think locally but act globally Your answer is not correct.B. always standardize because the world is now a global village C. avoid standardization because strategically it is very complicated D. think globally but act locally E. always use adaptation because it is less costly
answer
D
question
What is the main disadvantage of direct​ investment? A. The need to staff the facility with home nation employees B. Lack of control over the investment C. The risks the firm faces D. Host nation resentment E. Higher costs
answer
C
question
A​ country's attractiveness depends on the​ product, geographical​ factors, income and​ population, political​ climate, and other considerations. These factors relate to the importance of which of the following​ decisions? A. The targeted level of foreign sales B. The types of countries to enter C. How many countries to enter D. International marketing objectives E. International policies
answer
B
question
To assess the impact of​ __________ on global​ markets, marketers would look to a​ country's norms,​ folkways, and taboos. A. free trade zones B. culture C. tariff and quota restrictions D. the economy E. the​ political-legal environment
answer
B
question
Apple​ iPads, Gillette​ razors, and Black​ & Decker tools are all sold successfully in about the same form around the world. This is an example of which global​ strategy? A. Product adaptation B. Communication adaptation C. Product invention D. A straight product extension E. Dual adaptation
answer
D
question
Free trade zones can be described as​ __________. A. trade zones determined by the U.S. government B. groups of nations organized to work toward common goals in the regulation of international trade C. areas where products are traded for free D. groups of nations who do not regulate trade E. areas within a country that do not impose taxes.
answer
B
question
Which joint venturing method typically involves fees and royalty​ payments? A. Joint ownership B. Licensing C. Management contracting D. Direct investment E. Contract manufacturing
answer
B
question
What are the three ways a company can organize its international operating​ units? A. By​ product, geography, and sales B. By​ cultural, economic, and​ political-legal factors C. By​ sales, profits, and market share D. By geographical​ organizations, world product​ groups, and international subsidiaries E. By​ sales, products, and prices
answer
D
question
Retailers must decide on which three major product​ variables? A. Product​ assortment, services​ mix, and price B. Product​ assortment, price, and location C. Product​ assortment, store​ atmosphere, and price D. Product​ assortment, services​ mix, and location E. Product​ assortment, services​ mix, and store atmosphere
answer