Exam 3: Collecting and Analyzing Marketing Information

Issues such as marketing's position and authority in a firm's hierarchy,the overall market orientation of the firm,and the emphasis on short- or long-term planning are examples of which component of the internal environment?

The collection of strategic activities aimed at marketing an organization,its issues,and its ideals to potential stakeholders is referred to as __________.It typically involves marketing activities that are not directed to the end users of a firm's products.

Between now and 2050,__________ will account for a full 90 percent of the growth in the total U.S.population.

In the competitive sports drink market,Gatorade pays very close attention to the activities of Powerade,a major __________ competitor that markets drinks that are similar in features and benefits.

Although internal data sources have a number of advantages,one of their biggest problems is:

Which of the following cultural values is not typically associated with American consumers?

In many buying situations,customers will buy one product because it complements another product.In these cases of __________ demand,the demand of one product depends on the demand of another product.

As a form of __________ competition,bicycles can solve the same basic need as automobiles,albeit with a very different product.

Identify and discuss at least five reasons why potential customers do not purchase a firm's goods or services.For each reason,discuss ways that the firm can overcome the resistance of noncustomers.

Identify and explain each element of the 5W model for customer analysis.What role does this analysis play in an overall situation analysis?

Identify and discuss the challenges involved in collecting environmental data and information.How can a marketing manager or analyst overcome these problems?

What is the main purpose of the Sarbanes-Oxley Act of 2002?

Microsoft is interested in customers' perceptions of Windows 8,its new PC operating system.Since the research goal is rather specific,Microsoft should conduct its own __________ research by asking customers to complete an online questionnaire.

Discuss the role of corporate affairs in the analysis of the external environment.What types of activities are conducted by corporate affairs specialists?

Which of the following statements does not describe a reason why noncustomers do not purchase a firm's products?

What is perhaps the most important economic reality in the United States over the last 50 years?

Which of the following examples best describes an advance in backstage technology?

When a firm analyzes its objectives and performance,availability of resources,structural characteristics,and organizational culture,the firm is most likely examining its:

In the 5W model of customer analysis,what is the primary emphasis of the "What" question?

With respect to conducting a situation analysis,which of the following IS NOT one of the four important issues to keep in mind?