MKTG Ch 4

A company extranet

A power tool company wants to give its customers access to​ internal, non-public information about how best to use its product in creative ways. What should the company create to provide customers with this​ information?

touch point

Any contact between a customer and a company is called​ a(n) _________.

the systematic collection and analysis of publicly available information

Competitive marketing intelligence is primarily responsible for​ _____________.

focus group interview

You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In​ exchange, you receive a small payment. You are participating in​ a(n) ________.

internal

Jennifer Davis, the owner of an alcohol distributing company, collects data from her monthly records of sales, costs, and cash flow. In this case, Jennifer is making use of ________ databases.

an internal database

Many companies build extensive electronic collections of consumer and market information obtained from data sources within the​ company's network. This is known as​ ___________.

descriptive research

PepsiCo has decided to launch a new energy drink that will have the fewest calories among its competitors. To understand the market potential for the new drink and the demographics and attitudes of consumers who are likely to buy the product (i.e., describe the target market), PepsiCo should most likely use ________.

Marketing analytics

______ consists of the analysis​ tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance.

exploratory

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.

it enables a company to use customer insights to improve relationships with customers

The role of a​ company's marketing information system​ (MIS) is important because​ ______________.

internal​ databases, marketing​ intelligence, and marketing research

To develop needed​ information, marketing information systems utilize​ _________.

Both large multinationals like Disney and IBM and small locals truly need market research.

Which kind of company would most benefit from conducting marketing​ research? Neither large multinationals like Disney and IBM nor small locals truly need market research.

Observation is best suited for exploratory​ research, surveys for descriptive​ research, and experiments for causal research.

Which of the following BEST describes the research​ relationships?