what are some ways to gather competitive marketing intelligence

1. monitor a competitor’s web and social media sites. 2. collect info from executives, engineers, agents, and sales force 3. collect info from retailers, suppliers, resellers, and key customers More test answers on https://studyhippo.com/chapter-4-managing-marketing-information/

Hammond Corp. operates in the highly aggressive electronics market. The firm aims to obtain early warnings of opportunities and threats caused by the actions of other firms that are doing well in the industry. Which of the following sources would best serve Hammond’s purpose? A) sales data from exclusive Hammond retailers B) archival data on company performance C) competitive marketing intelligence D) research on demographics of its existing customers E) internal survey on employee performance

C) competitive marketing intelligence More test answers on https://studyhippo.com/marketing-chapter-4/

Which of the following is true of competitive marketing intelligence? A) It can predict a firm’s future but not the pattern of forces in the market. B) It cannot be collected from internal sources of a firm such as employees and sales force. C) It requires inside information from a competitors’ internal database. D) It can be obtained from information that is available in the public domain. E) It can be obtained from online databases only through subscription and a fee.

D) It can be obtained from information that is available in the public domain. More test answers on https://studyhippo.com/marketing-chapter-4/

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Competitive Marketing Intelligence Flashcards, test questions and answers

Q: 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

D) causal research More test answers on https://studyhippo.com/chap-4/

Q: 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

D) collecting primary data More test answers on https://studyhippo.com/chap-4/

Q: 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

D) competitive marketing intelligence More test answers on https://studyhippo.com/chap-4/

Q: what is the goal of competitive marketing intelligence

to improve strategic decision making by understanding the consumer environment, assessing and tracking competitor’s actions, and providing early warnings of opportunities and threats More test answers on https://studyhippo.com/chapter-4-managing-marketing-information/

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We've found 6 Competitive Marketing Intelligence tests

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

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Professional and Technical Writing/Glossary – Flashcards

question

Advisers

answer

people that gather detailed information and provide information to decision makers

question

Brainstorming

answer

generating ideas as quickly as possible, without evaluation of those ideas until later.

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Complex Audience

answer

the diverse group of people who may read your writing from different perspectives.

question

answer

A set of laws that determine whether you can use other people's writing without their permission.

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Cover Letter

answer

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

answer

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

answer

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

answer

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

answer

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

answer

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

answer

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

answer

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

answer

Use a synonym or a clarifying phrase to explain the meaning of an unfamiliar word.

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Sentence Defenition

answer

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

answer

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

answer

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

answer

Front matter, back matter, glossary, appendixes...

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Table of Contents

answer

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

answer

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

answer

Margins justified on the left are easier to read; appropriate for multiple columns.

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Lists

answer

Useful in presenting steps, materials, an recommendations.

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Headers and Footers

answer

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

answer

Graphs date organized for easy comparison.

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Bar graphs

answer

Translate numbers into shapes or colors; shows comparisons.

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Line Graphs

answer

Show trends and changes over time, cost, size, rates, and other variables.

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Pie chart

answer

Chart showing parts of a whole

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Gantt Chart

answer

Chart showing how the phases of a project relate to each other.

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Pictogram

answer

Use images or icons to represent quantities; useful for non-experts to grasp ideas.

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Flowchart

answer

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

answer

The attitude expressed by the writer towards a subject.

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Spatial Sequence

answer

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

answer

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

answer

PAR

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indefinite article

answer

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.

question

answer

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.

answer

When in doubt...

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anon

answer

The abbreviation for anonymous.

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ca.

answer

The abbreviation for circa, "about." Used when approximating dates.

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viz.

answer

Abbreviation for videlicet, "namely."

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University Press

answer

question

Government Printing Office

answer

GPO

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Descriptive abstract

answer

Covers the purpose and scope of a report.

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Informative abstract

answer

Expanded version of a descriptive abstract. Also includes conclusions and tone of report.

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acknowledgement letter

answer

A short, concise note, letting the recipient know that something they sent arrived and expressing thanks.

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acronym

answer

Formed by combining the first letters of several words; they are pronounced as words and written without periods.

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ad hoc

answer

Latin for "for this."

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articles

answer

a, an, the

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Demonstrative adjectives

answer

this, that, these, those

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Possessive adjectives

answer

my, your, his, her, its, our, their

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Numeral adjectives

answer

two, first

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Indefinite adjectives

answer

all, none, some, any

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Adjustment letters

answer

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

answer

This modifies the action or condition expressed by a verb. Tells how.

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affectation

answer

The use of language that is more formal, technical, or showy than necessary to communicate information to the reader.

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conjunction

answer

as, and, or, nor, either, neither...

question

ambiguous

answer

Interpreted in several different ways.

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appositive noun

answer

A noun or noun phrase that follows and amplifies an other noun or noun phrase.

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Cover panel

answer

Within a brochure, having the purpose to gain the audience's attention.

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First inside panel

answer

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

answer

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

answer

Nouns that name general classes or categories of people, places, things, or qualities rather than specific one and are not capitalized.

question

answer

First person

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you

answer

Second person

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he, she, it

answer

Third person

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Cases

answer

First, second, and third person pronouns such as I and you.

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Subjective Case

answer

Indicates the person or thing acting, the person or thing acted upon, or the topic of description.

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Objective Case

answer

Indicates the thing acted on, or the person or thing acting but in the objective position.

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Possessive Case

answer

Indicates the person or thing owning or possessing something.

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Cliche

answer

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.

question

Collaborative Writing

answer

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.

question

answer

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.

question

Verbs and their objects

answer

Do not place a colon between...

question

Comma splice

answer

A grammatical error in which two independent clauses are joined by only a comma.

question

compose and constitute

answer

Two words meaning "make up the whole."

question

Comprise

answer

Contain, or to consist of.

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Denotation

answer

Literal, dictionary definition.

question

Connotation

answer

A derived definition and associated meaning.

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Concensus

answer

"harmony of opinion"

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criteria/criterion

answer

"an established standard for judging or testing"

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Dangling modifiers

answer

phrases that do not clearly and logically refer to the correct noun or pronoun

question

datum

answer

The singular form of 'data'

question

analogy

answer

used when showing an unfamiliar terms similarities with a more familiar term.

question

Diagnosis

answer

"an analysis of the nature of something" or "the conclusions reached by such analysis."

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prognosis

answer

"a forecast or prediction."

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abridged dictionaries

answer

Contains words commonly used in schools and offices.

question

unabridged dictionaries

answer

Provide complete and authoritative linguistic information.

question

English as a second language

answer

ESL

question

subject dictionary

answer

A more specialized dictionary.

question

direct address

answer

A sentence or phrase in which the person being spoken or written to is explicitly named.

question

Discreet

answer

"having or showing prudent or careful behavior"

question

Discrete

answer

"separate, distinct, or individual."

question

disinterested

answer

"impartial, objective, unbiased"

question

uninterested

answer

"not interested"

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American Psychological Association

answer

APA

question

Institute of Electronic and Electronics Engineers, inc.

answer

IEEE

question

Modern Language Association

answer

MLA

question

APA

answer

in text citation- (author's last name, year)

question

IEEE

answer

in-text citation- (bibliographical reference number corresponding to a bibliography entry)

question

MLA

answer

in-text citation- (author's last name page number)

question

double negative

answer

The use of an additional negative word to reinforce an expression that is already negative. To be avoided.

question

for example

answer

e.g. stands for the Latin exempli gratia, meaning...

question

that is

answer

i.e. stands for the Latin id est, meaning...

question

ellipses

answer

The omission of words from quoted material.

question

...

answer

ellipses

question

count nouns

answer

Things that can be counted

question

mass nouns

answer

Also known as 'noncount nouns'. Identifies things that cannot be counted.

question

Colloquial English

answer

Spoken English or writing that uses words and expressions common to casual conversation.

question

Dialectal English

answer

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.

question

Localism

answer

A regional wording or phrasing.

question

Slang

answer

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.

question

and others

answer

Etc. is an abbreviation for the Latin et cetera, meaning...

question

euphemism

answer

An inoffensive substitute for a word or phrase that could be distasteful, offensive, or too blunt.

question

expletives

answer

A word that fills the position of another word, phrase, or clause.

question

explicit

answer

A statement that expresses directly, with precision and clarity.

question

Implicit

answer

A statement that is indirectly expressed.

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expository writing

answer

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.

question

frequently asked questions

answer

FAQs

question

fortuitous

answer

And event that happened by change or accident and without plan.

question

garbled sentence

answer

A sentence that is so tangled with structural and grammatical problems that it cannot be repaired.

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gobbledygook

answer

Writing that suffers from an overdoes of traits guaranteed to make it stuffy, pretentious, and wordy.

question

picture graph

answer

A modified bar graph that uses pictorial symbols of the item portrayed.

question

idiom

answer

A group of words that has a special meaning apart from it's literal meaning.

question

illicit

answer

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

answer

An alphabetical listing of all the major topics and sometimes subtopics in a written work.

question

cross-reference

answer

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

answer

A surface that provides a common boundry between two bodies or areas.

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investigative report

answer

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

answer

A highly specialized slang that is unique to an occupational or professional group.

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lay

answer

To "place" or to "put". A transitive verb.

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lie

answer

And intransitive verb that does not require an object. Meaning "recline" or "remain".

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lay

answer

The past tense of lie

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Laid

answer

The past tense of lay

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icon

answer

Pictorial representations used to describe such concepts as computer files, programs, or commands.

question

caption

answer

A title that highlights or describes visuals, such as pictographs.

question

Rules

answer

Vertical or horizontal lines used to box or divide one area of a page from another.

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Inside address

answer

Includes the recipient's full name, title, and address. Two to six lines below the date, depending on the length of the letter.

question

salutation

answer

"Dear Mr. Mayer" is a...

question

complimentary closing

answer

"Sincerely yours," is a ___ followed by your signature.

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Writer's signature block

answer

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.

question

non sequitur

answer

Statement that does not logically follow a previous statement.

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false cause

answer

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

answer

Includes an opinion in a statement and then reaches a conclusion that is based on that statement.

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malapropism

answer

A word that sounds similar to the one intended but is ludicrously wrong in context.

question

special-purpose manuals

answer

Manuals such as overhaul manuals, handling and setup manuals, and safety manuals.

question

minutes

answer

Official records of meetings are also referred to as...

question

mixed construction

answer

A sentence in which the elements do not sensibly fit together. Included grammatical or logical error.

question

modifiers

answer

Words, phrases, or clauses that expand, limit, or make otherwise more specific the meaning of other elements in a sentence.

question

stacked or jammed modifiers

answer

Strings of modifiers preceding nouns that make writing unclear or difficult to read.

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Misplaced modifiers

answer

This modifies the wrong word or phrase. Causes ambiguity.

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Squinting Modifiers

answer

Can be interpreted as modifying either of two sentence elements simultaneously, thereby confusing readers about which is intended.

question

mood

answer

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.

question

nominalization

answer

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

answer

When joined elements are intended to serve equal grammatical functions but do not have equal grammatical form.

question

paraphrasing

answer

Restating or rewriting in your own words the essential ideas of another writer.

question

quotations

answer

Periods are placed within...

question

parentheses

answer

Periods are placed outside of...

question

preposition

answer

A word that shows relationship and combines with a noun or pronoun (it's object) to form a modifying phrase.

question

prepositional phrase

answer

Consists of a preposition plus its object and the object's modifiers.

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participle

answer

Any form of a verb that is used as an adjective.

question

participle phrase

answer

Consists of a participle plus its object and its modifiers.

question

infinitive

answer

The basic form of a verb without the restrictions imposed by person and number. Generally preceded by the word to. "to succeed, to assume."

question

gerund

answer

a verbal ending in -ing that is used as a noun.

question

coordinate nouns

answer

Show joint possession with 's following the last noun.

question

compound noun

answer

"editor-in-cheif" is a...

question

prefix

answer

A letter or group of letter placed in front of a root word that changes the meaning of the root word.

question

preposition

answer

A word that links a noun or pronoun to another sentence element by expressing such relationships as direction, location, or position.

question

progress report

answer

Provides details on the tasks completed for major workplace projects.

question

activity report

answer

Focuses on the ongoing work of individual employees.

question

status reports

answer

Progress and activity reports are...

question

answer

proofreaders mark for "insert space"

question

pseudo-

answer

a prefix meaning "false or counterfeit"

question

quasi-

answer

A prefix meaning "somewhat," or "partial," in reference to "resembling something." Not to be confused with semi-, meaning "half."

question

questionnair

answer

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.

question

Direct quotation

answer

Anything that is quoted word for word from speech or written material.

question

one thing for another

answer

quid pro quo suggests mutual cooperation or "tit for tat" in a relationship between two groups or individuals. Latin for...

question

Indirect quotation

answer

A paraphrased version of an original text.

question

in reference to or in case of

answer

The business or legal jargon Re, meaning...

question

repurposing

answer

The copying or converting of existing content, such as written text and visuals, from one document or medium into another for a different purpose.

question

search engines

answer

Locates information based on words or combinations of words that you specify.

question

fused sentence

answer

and run-on sentence is sometimes called a...

question

scope

answer

The depth and breadth of detail you include in a document as defined by your audience's needs, your purpose, and the context.

question

;

answer

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.

question

predicate

answer

The part of a sentence that makes an assertion about the subject and completes the thought of the sentence.

question

answer

slash, slant line, diagonal, virgule, bar, solidus

question

style

answer

"The way in which something is said or done, as distinguished from its substance."

question

subordinate

answer

Shows by the structure of the sentence what is important. Emphasizes different aspects of the sentence.

question

suffix

answer

A letter or letters added to the end of a word to change its meaning on some way.

question

stub

answer

The left vertical column of a table, lists the items about which information is given in the body of the table.

question

telegraphic style

answer

Condenses writing by omitting words. Forces the reader to supply the missing words mentally.

question

tenant

answer

One who holds or temporarily occupies a property owned by another person.

question

tenet

answer

An opinion or principle held by a person, an organization, or a system.

question

past tense

answer

I began. I was beginning.

question

past perfect tense

answer

I had begun. I had been beginning.

question

Present tense

answer

I begin. I am beginning.

question

Present perfect tense

answer

I have begun. I have been beginning.

question

Future tense

answer

I will begin. I will be beginning.

question

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.

STUDY

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

STUDY

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

STUDY

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

STUDY

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

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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

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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

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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

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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

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27) Information collected from online databases is an example of ________ data. A) primary B) secondary C) observational D) experimental E) ethnographic

answer

B) secondary

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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

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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

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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

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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

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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

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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

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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

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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

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39) Experimental research is best suited for gathering ________ information. A) exploratory B) causal C) independent D) secondary E) descriptive

answer

B) causal

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40) Observational research is best suited for gathering ________ information. A) exploratory B) causal C) dependent D) secondary E) competitive

answer

A) exploratory

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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

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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

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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

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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.

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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

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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

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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

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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

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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

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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.

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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

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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

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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

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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

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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

STUDY

Advertising Collecting And Analyzing Data Competitive Marketing Intelligence Direct And Digital Marketing Marketing Marketing Research 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

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

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

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

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

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

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

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.

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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

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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

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

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

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.

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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

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

question

A. Competitors B. Demand C. Customer's value perceptions D. Revenue E. Company costs

answer

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

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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

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

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

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

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

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

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

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

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

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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.

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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.

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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

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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

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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.

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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

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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

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Which wholesaler channel function helps reduce inventory holding costs? A. Risk bearing B. Transportation C. Financing D. Buying and assortment building E. Warehousing

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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

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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

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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

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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

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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

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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

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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

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Companies now use __________ and supply chain management software to help recruit, train, organize, manage, motivate, and evaluate channel partners.

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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

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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.

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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

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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.

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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

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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.

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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.

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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

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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

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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

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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

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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

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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

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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

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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

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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.

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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

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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

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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

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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

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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

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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

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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.

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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

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Which type of advertising is heavily used for new product category introductions? A. Attack B. Persuasive C. Comparative D. Reminder E. Informative

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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

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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

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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

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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

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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

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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.

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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.

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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

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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

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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

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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

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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

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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

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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

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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

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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.

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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

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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

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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

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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

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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

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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.

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Which joint venturing method typically involves fees and royalty payments? A. Joint ownership B. Licensing C. Management contracting D. Direct investment E. Contract manufacturing

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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

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