Exam 3: Collecting Information and Forecasting Demand

Prestige LLC, a small company that manufactures specialty cereals and energy bars, wants to launch a "green marketing" program in response to heightened consumer awareness about environmental issues. What should the company do to maximize the program's chances of being successful?

The distance between the market minimum and the market potential shows the overall ________.

Two major methods of computing area market potential are market build-up method and multiple factor-index method. Which of these methods will Nexus Enterprises, a manufacturer of auto parts implement to estimate its market potential?

Households comprised of single, separated, widowed, and divorced individuals generally demand larger apartments and expensive appliances, furniture, and furnishings.

Companies can practice targeted marketing by using ________, which are records of Web site usage stored on personal browsers.

Few consumers actually delete cookies frequently. When customers do not delete cookies, they expect customized marketing appeals and deals.

In order to estimate future demand, companies commonly prepare a company sales forecast first, followed by an industry forecast, and finally a macroeconomic forecast.

When a company acquires consumer-panel data from firms like A.C. Nielsen Company and Information Resources Inc., which of the following steps to improve the quality of a company marketing intelligence system is the company resorting to?

Crocs clogs, Elmo TMX doll, and Pokemon gifts and toys are examples of megatrends, which are unpredictable, short-lived, and without social, economic, and political significance.

The demand estimates of an organization comprise five space levels: world, country, region, territory, and ________.

What is a marketing intelligence system? How can marketing intelligence data be collected?

The basis of cohort segmentation is that the experiences of key defining moments during the time when an individual becomes an adult can influence his or her values, preferences, and buying behaviors for the rest of his or her life.

________ projects the next period's sales by combining an average of past sales and the most recent sales, giving more weight to the latter.

The available market is the set of consumers who have interest, income, and access to a particular offer.

________ Americans, the second-largest Asian population in the United States, is generally affluent, well-educated, and attractive to marketers.

A fad is more predictable and durable than a trend.

________ refer to groups of individuals who are born during the same time period and travel through life together.

What are the different income-distribution patterns? How does income distribution in the economies affect the marketing decision of the firms?

An efficient method of estimating area market potentials makes use of the ________, developed by the US Bureau of the Census in conjunction with the Canadian and Mexican governments. It classifies all manufacturing into 20 major industry sectors and further breaks each sector into a six-digit, hierarchical structure.

Demographic developments are often unpredictable.