Exam 6: Global Information Systems and Market Research

A market research study of soft drink consumption and distribution in Hungary commissioned by an American company indicated that soft drinks were available in drugstores.However,Western-style drugstores do not exist in Hungary.This illustrates an important issue in global marketing research,namely:

The term "Safe Harbor" agreement applies to privacy issues pertaining to the companies that wish to transfer data to the United States from Europe.

An ________ is a company's private data network,accessible only by authorized persons inside the organization.

Which of the following correctly reflects marketing expert David Arnold's recommendations for companies engaged in global market research?

What is meant by Comparative Analysis and Market Estimation by Analogy? How can these be helpful in marketing research?

If Coach,a luxury good marketer,would like to study the consumer perceptions of global luxury brands,what would be the best approach since there are several competitors?

What are the secondary sources of data and how do these sources differ from primary sources? Give examples of sources from which secondary data can be obtained.

When consumers have difficulty in verbalizing their perceptions,and there are different alternative brands of toothpaste,what is the best method of judging them in terms of similarity?

CRM tools allow companies such as Credit Suisse,AT&T,Hewlett-Packard and others to determine:

A market researcher who uses multidimensional scaling (MDS)will:

"Back translation" is a technique whereby a survey or other document that has been translated is returned (i.e."sent back")to the translator for corrections.

A marketer of breakfast cereals might send researchers to preselected households at 6 A.M.to watch families go about their morning routines.The client could also assign a researcher to accompany family members to the grocery store to record their behavior under actual shopping conditions.This type of research method is considered as:

In India,only about 10% of men who shave use Gillette razors.Worldwide,50% of male shavers use Gillette products.To achieve greater penetration in India,Gillette rolled out a no-frills brand that costs 15 rupees-about 34 cents.The Gillette Guard has a lighter handle that is cheaper to produce.It also lacks the lubrication strip found in Gillette's more expensive razors,and replacement blades cost only 5 rupees (11 cents).This use of data and process are described as:

Grey China Advertising agency gathers a wealth of information about attitudes and buying patterns of the Chinese in its Grey China Base Annual Consumer Study.Recent findings point to growing concerns about the future,Westernization of grocery purchases,growing market saturation,increasingly discerning customers and a rise in consumer willingness to try new products.These data can be very inconsistent since conflicting findings were reported by different agencies.For example,data gathered by Euromonitor International estimates soft-drink consumption at 23 billion liters in China,while Coca- Cola's in-house marketing research team places the figure at 39 billion liters.Similar differences were noted in other data published by different agencies.What is the best approach in such situations so that finite decisions can be made? What are the differences between latent and incipient markets?

Which of the following is an IT tool designed specifically to help retailers work more closely with vendors on stock replenishment?

The international marketing manager of an office furniture company ordered a research report on global telecommunications equipment sales.The report noted that,in the early 1990s,AT&T was awarded a $4 billion contract to provide communication network products and services in Saudi Arabia.The manager took this as a cue to put Saudi Arabia on her information agenda,reasoning that office furniture sales would increase as the country's telephone system was improved.As described here,the marketing manager is viewing Saudi Arabia as a(n):

For consumer products,qualitative research is especially well suited to:

Volkswagen,Peugeot,Chrysler,and other global automakers have established manufacturing operations in China since they consider it to be an incipient market.

One study of adult involvement in household tasks revealed greater similarities between the United Kingdom and the United States compared with France,Belgium,and French Canada.Thus,the United States and United Kingdom were "twins" based on common language.This study is an example of:

CRM tools allow companies like American Express,Dell,Sharp,and Sony to determine which customers are most valuable and to react in a timely manner with customized products and service offerings that closely match customer needs.