To be effective, market segmentation must meet which of the following basic requirements?
- Question 1
2 out of 2 points
To be effective, market segmentation must meet which of the following basic requirements? | |||||
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- Question 2
2 out of 2 points
Sales forecasts play a major role in: | |||||
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- Question 3
2 out of 2 points
Competitive intelligence is essentially the same thing as business intelligence. | |||||
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- Question 4
2 out of 2 points
Marketers applying a positioning strategy want to: | |||||
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- Question 5
2 out of 2 points
“On the street” interviews conducted by a broadcaster with anyone who passes by are examples of _____ sampling. | |||||
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- Question 6
2 out of 2 points
Marketing research is most likely to be contracted to an outside firm when the: | |||||
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- Question 7
2 out of 2 points
Observational research has no real benefits in the use of technology to monitor consumers because the consumer cannot be relied on to use the technology correctly. | |||||
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- Question 8
2 out of 2 points
Data means nothing unless it can be read somehow. The job of application service providers is to assist marketers in turning the data into meaningful information. | |||||
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- Question 9
2 out of 2 points
In the Roper Starch Worldwide study, the largest segment that values professional and material goals more than other groups is the: | |||||
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- Question 10
2 out of 2 points
All of the following are best utilized as short-run sales forecasting techniques except: | |||||
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- Question 11
2 out of 2 points
The average lifetime of a customer relationship ultimately depends on the sales representative assigned to handle the account or customer. | |||||
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- Question 12
2 out of 2 points
Megan believes the reason the sales of one of her company’s products has fallen is due to a price increase. She cites sales from the previous year to the same customers as evidence of declining sales. Megan is: | |||||
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- Question 13
0 out of 2 points
An added bonus of electronic data interchange (EDI) is that, in addition to automating the buying process, it has also opened new channels for gathering marketing information. | |||||
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- Question 14
2 out of 2 points
A marketing effort sponsored by an organization that solicits responses from individuals who share common interests and activities is called _____ marketing. | |||||
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- Question 15
2 out of 2 points
The purpose of conducting market segmentation and market opportunity analysis in the second stage of the market segmentation process is to: | |||||
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- Question 16
2 out of 2 points
A population, used for market research purposes, is a subgroup of the total sample selected for analysis. | |||||
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- Question 17
2 out of 2 points
Internal data collection by marketing researchers is often referred to as situation analysis, while exploratory interviews conducted by informed persons outside the firm are considered informal investigation. | |||||
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- Question 18
0 out of 2 points
Due to its low cost, the controlled experiment is the most commonly used method of collecting data for marketing research. | |||||
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- Question 19
2 out of 2 points
Douglas Knowles & Howe, a marketing research firm, contracts with clients to conduct complete marketing research projects, including telephone and online interviews. DK&H is a _____ firm. | |||||
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- Question 20
2 out of 2 points
Landsdown Dairy is planning to introduce a new flavored milk drink. As the marketing manager, you want to appraise the consumer response to this new product. The procedure typically used would be: | |||||
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- Question 21
2 out of 2 points
The information, analysis, and forecasts accumulated through the entire market segmentation decision process allows management to assess the potential for achieving company goals and to justify committing resources to develop one or more segments. | |||||
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- Question 22
2 out of 2 points
Which of the following federal agencies is the most important source of secondary data for marketing research studies? | |||||
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- Question 23
2 out of 2 points
Companies should not avoid complaining customers because: | |||||
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- Question 24
0 out of 2 points
The nature of a firm’s organization structure typically has little or no effect on the provision of quality offerings to its customers. | |||||
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- Question 25
2 out of 2 points
_____ marketing is an information-based approach that collects infinite amounts of data that must be mined for specific information about markets and consumers. | |||||
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