Question 1

What do many researchers encounter when conducting market research in foreign countries?

Accepted Answer

A) Some countries have few telephones,limiting access to respondents. 
B) Some countries have poor mail services. 
C) Some countries have poor roads that limit personal contacts. 
D) Some cultures may not value marketing research. 
E) All of the above. 
A) Some countries have few telephones,limiting access to respondents. 
B) Some countries have poor mail services. 
C) Some countries have poor roads that limit personal contacts. 
D) Some cultures may not value marketing research. 
E) All of the above.

Question 2

Which of the following is NOT a potential source for marketing intelligence?

Accepted Answer

A) competitors' garbage 
B) competitors' products 
C) competitors' sales data published in annual reports 
D) primary data 
E) discussions with purchasing agents 
A) competitors' garbage 
B) competitors' products 
C) competitors' sales data published in annual reports 
D) primary data 
E) discussions with purchasing agents

Question 3

For a small business manager deciding where to relocate within the city,relevant research will LEAST likely include ________.

Accepted Answer

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 
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

Question 4

Which of the following is true about customer relationship management (CRM)?

Accepted Answer

A) It relies on information produced through primary research. 
B) Its aim is to maximise profit margins. 
C) Its aim is to increase the efficiency of each customer touchpoint. 
D) Its aim is to maximise customer loyalty. 
E) Most companies who first implemented CRM have greatly benefited from the results. 
A) It relies on information produced through primary research. 
B) Its aim is to maximise profit margins. 
C) Its aim is to increase the efficiency of each customer touchpoint. 
D) Its aim is to maximise customer loyalty. 
E) Most companies who first implemented CRM have greatly benefited from the results.

Question 5

An operator of a dress shop in a suburban mall has a very small research budget,so she uses low-cost or no-cost methods to gather research data.One method that works very well for her is changing the themes in her local newspaper and radio advertising and watching the result.She is using ________ to gather data for marketing decisions.

Accepted Answer

A) informal surveys 
B) experiments 
C) guess work 
D) logic-directed research 
E) secondary sources 
A) informal surveys 
B) experiments 
C) guess work 
D) logic-directed research 
E) secondary sources

Question 6

Which of the following is true of ethnographic research?

Accepted Answer

A) It is conducted within traditional focus groups. 
B) It provides fresher and better insight into customer behaviour than traditional approaches do. 
C) It provides researchers with secondary data. 
D) It is most popular in the service sector. 
E) It is a research option when observation is not possible. 
A) It is conducted within traditional focus groups. 
B) It provides fresher and better insight into customer behaviour than traditional approaches do. 
C) It provides researchers with secondary data. 
D) It is most popular in the service sector. 
E) It is a research option when observation is not possible.

Question 7

________ research involves the gathering of primary data by selecting matched groups of subjects,giving them different treatments,controlling unrelated factors and checking for differences in group response.

Accepted Answer

The answer of ________ research involves the gathering of primary...

Question 8

A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________.

Accepted Answer

A) providing higher levels of customer service 
B) developing deeper customer relationships 
C) creating offers tailored to specific customer requirements 
D) understanding competition better 
E) understanding how to better build the marketing mix 
A) providing higher levels of customer service 
B) developing deeper customer relationships 
C) creating offers tailored to specific customer requirements 
D) understanding competition better 
E) understanding how to better build the marketing mix

Question 9

Observational research involves the gathering of ________ data by observing relevant people,actions and situations.

Accepted Answer

The answer of Observational research involves the gathering of ________...

Question 10

In CRM,findings about customers discovered through ________ techniques often lead to marketing opportunities.

Accepted Answer

A) data warehousing 
B) data mining 
C) customer strategy 
D) customer loyalty management 
E) value network 
A) data warehousing 
B) data mining 
C) customer strategy 
D) customer loyalty management 
E) value network

Question 11

Good sources of marketing intelligence information include competitors' annual reports,business publications,trade show exhibits,press releases,advertisements and web pages.

Accepted Answer

A) True 
 B)False

What do many researchers encounter when conducting market research in foreign countries?

Which of the following is NOT a potential source for marketing intelligence?

For a small business manager deciding where to relocate within the city,relevant research will LEAST likely include ________.

Which of the following is true about customer relationship management (CRM)?

Which of the following is true of ethnographic research?

________ research involves the gathering of primary data by selecting matched groups of subjects,giving them different treatments,controlling unrelated factors and checking for differences in group response.

A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________.

Observational research involves the gathering of ________ data by observing relevant people,actions and situations.

In CRM,findings about customers discovered through ________ techniques often lead to marketing opportunities.

Good sources of marketing intelligence information include competitors' annual reports,business publications,trade show exhibits,press releases,advertisements and web pages.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analysing the Marketing Environment

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services and Brands: Building Customer Value

Developing New Products and Managing the Product

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Filters

Exam 4: Managing Marketing Information to Gain Customer Insights

What do many researchers encounter when conducting market research in foreign countries?

Which of the following is NOT a potential source for marketing intelligence?

For a small business manager deciding where to relocate within the city,relevant research will LEAST likely include ________.

Which of the following is true about customer relationship management (CRM)?

Which of the following is true of ethnographic research?

________ research involves the gathering of primary data by selecting matched groups of subjects,giving them different treatments,controlling unrelated factors and checking for differences in group response.

A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________.

Observational research involves the gathering of ________ data by observing relevant people,actions and situations.

In CRM,findings about customers discovered through ________ techniques often lead to marketing opportunities.

Good sources of marketing intelligence information include competitors' annual reports,business publications,trade show exhibits,press releases,advertisements and web pages.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analysing the Marketing Environment

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services and Brands: Building Customer Value

Developing New Products and Managing the Product

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Filters