Unit 3: Marketing-Information Management
What is the purpose of a customer profile?
All of the above
What is the first step in the marketing-research process?
Define the problem
A(n) __________ is a statement that can be tested and proved to be either true or false.
Hypothesis
5. What is product positioning?
Process used to influence the customer's perception of a brand or product in relation to the competition.
1. Which of the following is not a characteristic of a target market?
Willingness to buy the product even if the individual does not have enough money to do so.
A mass market is __________.
all the people and organizations that might purchase a product
9. Which of the following is used to show a process or hierarchy?
chart
Companies that sell identical or very similar products are engaged in __________ competition.
direct
An analysis of the external factors that affect the success of a business is a(n) __________.
environmental scan
The final step of the consumer decision-making process is __________.
evaluate the decision
Which of the following is not a source of secondary data?
experiment
Region, climate, and population density are examples of __________ segmentation.
geographic
Business structure, goals, and management are examples of __________ buying influences.
internal
Which of the following does not influence consumer buying behavior?
level of buying decision
A __________buying decision is one requiring some amount of research and planning.
limited
4. What is another name for marketing research?
marketing-information management (MIM)
What is a competitive advantage?
offering better value features or service than the competition
Which type of buying motive is based on features of a specific store or product?
patronage
How can Maslow's Hierarchy of Needs be applied to consumer behavior?
people will buy products to meet needs at the bottom of the pyramid before buying products to meet higher needs.
Pieces of information collected directly by an individual or an organization is __________ data.
primary
Values, attitudes, activities, and interests are examples of __________ segmentation.
pyschographic
The quality of providing consistent and dependable measurement and results is __________.
reliability
Which type of business purchase is similar to a routine buying decision for a consumer?
repeat purchase
Which type of business buys finished products to resell to consumers?
reseller
Which type of analysis helps a business forecast future sales?
sales analysis
A pattern of change in society as a whole is a(n) __________.
social trend
A marketing-information system (MkIS) is __________.
the organized system of gathering, sorting, analyzing, evaluating, distributing, and storing information for marketing purposes.
Which of the following is a disadvantage of offering credit to customers?
the possibility of credit not being repaid.
Which type of credit is granted to a business for a short period of time to purchase goods and services?
trade credit
__________ is the extent to which questions address the intended marketing-research topic.
validity
