MKTG 445 Chapter 6 - Yim
Organizations that facilitate the exchange and flow of information among departments that have previously been autonomous are referred to by which of the following terms?
A flattened organization
Which of the following is the type of company that delegates responsibility for research to operating subsidiaries but retains overall responsibility and control of research as a headquarters' function?
A global company
________ refers to the extremely large data sets that require computation and analysis to reveal trends.
Big data
Survey research is used to elicit which of the following?
Both quantitative data and qualitative responses
Which of the following is an example of a dependence technique used to gain insights into the combination of features that will be most attractive to customers?
Conjoint analysis
Which of the following tools allow companies to determine which customers are most valuable so they can react in a timely manner with products that closely match customer needs?
Customer relationship management (CRM)
Which of the following steps in traditional market research is essential if the data is to be useful to marketers?
Data analysis
Which step in the traditional market research process is most critical in providing insights for the marketer?
Data analysis
A local manager at the Best Price™ store in Mumbai noticed two men carrying their recent purchase of a ladder along the street. From this, the manager concluded the store needed a delivery service for larger items. This is an example of what source of market information?
Direct sensory perception
Which of the following types of research analysis would be most useful to a multi-national organization to enhance comparability?
Etic analysis
Which of the following would be most useful for Kind Bars to use when comparing one country market with another?
Etic analysis
________ are those markets in which customers are already being served by one or more companies.
Existing markets
________ is a type of data analysis that can be used to transform large amounts of big data into manageable units.
Factor analysis
Which of the following BEST describes why information has become a competitive advantage?
Information is exchanged as part of customer transactions, much of which cuts across traditional product lines.
To overcome the challenges of creating a "360-degree view of the customer" in the global marketplace, what do industry experts recommend?
Introduce CRM in phases.
Which of the following provides a means for gathering, classifying, storing, retrieving, and reporting relevant data?
Management Information Systems (MIS)
________ is a term that refers to a system that provides a means for gathering, analyzing, classifying, storing, retrieving, and reporting relevant data.
Management information system (MIS)
Which of the following is the marketing activity that links the consumer, customer, and public to the marketer through information?
Market research
The U.S. government's most comprehensive source of world trade data is the________________.
National Trade Data Base (NTDB)
________ should be weighed more heavily than reports regarding purchase intention of price sensitivity in developing markets.
Observations of purchasing patterns
Which of the following steps in the traditional market research process calls for identifying possible sources of SRC bias?
Problem definition
Which of the following is the major challenge to managing big data?
Redundant or irrelevant data
Which of the following data collection methods is best for quantitative research?
Surveys
Which of the following is the major challenge specific to global market research?
The ability to recognize and respond to national differences
Which of the following helps to explain why much of data collected is redundant or irrelevant?
The reduction in the cost of data collection
In global marketing research, it is advisable for the plan to use ________.
a mix of techniques
In regard to market research, a major source of competitive strength is the role that global executives play in ________.
acquiring information about the world environment
A key difference between single-country market research and global market research is the importance of ________.
comparability
The key difference between single-country market research and global market research is the importance of ________.
comparability
One of the environmental factors that requires personnel to understand a whole new set of culture-based assumptions when conducting business is ________.
cultural megashock
In today's environment, customer retention is more important than customer acquisition. The objective of collecting customer information is ___________.
for customer relationship management (CRM)
The greater a company's information intensity, the ________________________.
greater the traditional product and market boundaries shift
When Nokia introduced their first camera-phone there was no existing market to research. Their potential market was considered a(n) _________.
latent market
In a traditional market research process, a _______________ may be created to identify brands that are in direct competition with each other within the global market.
perceptual map
Global companies obtain as much as two-thirds of the information they need from global executives through ________.
personal sources