Question 1

Compared to primary data,secondary data have the main advantage of:

Accepted Answer

A)  being up-to-date. 
B)  having greater relevance to a specific issue. 
C)  being both internally and externally focused. 
D)  being dramatically lower in cost. 
E)  being readily accessible in electronic format. 
A)  being up-to-date. 
B)  having greater relevance to a specific issue. 
C)  being both internally and externally focused. 
D)  being dramatically lower in cost. 
E)  being readily accessible in electronic format.

Question 2

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

Accepted Answer

A)  Identifying the situational influences that affect the customer buying process. 
B)  Assessing how purchases vary across different distribution outlets. 
C)  Determining how the purchase and consumption of one product is related to other products. 
D)  Identifying the basic need-satisfying benefits provided by the firm's products. 
E)  Assessing how customers consume and dispose of products. 
A)  Identifying the situational influences that affect the customer buying process. 
B)  Assessing how purchases vary across different distribution outlets. 
C)  Determining how the purchase and consumption of one product is related to other products. 
D)  Identifying the basic need-satisfying benefits provided by the firm's products. 
E)  Assessing how customers consume and dispose of products.

Question 3

"Analysis alone is not a solution" is an important piece of advice to keep in mind during a situation analysis.What does this phrase mean? If analysis alone is not a solution,what other considerations are relevant during a situation analysis?

Accepted Answer

Although it is true that a comprehensive

Question 4

The sheer volume of available information on the economy,population,and business activities is the major strength of most __________ data sources.

Accepted Answer

A)  book and periodical 
B)  primary 
C)  commercial 
D)  internal 
E)  government 
A)  book and periodical 
B)  primary 
C)  commercial 
D)  internal 
E)  government

Question 5

The growth of the Internet has changed the way that situation analysis is conducted in today's business environment.In terms on situation analysis,which of the following is the most drastic change caused by the Internet?

Accepted Answer

A)  Specific data and information take longer to find. 
B)  The analyst is more likely to suffer from severe information overload. 
C)  Data and information are now more relevant to the question at hand. 
D)  All competitors now have access to the same data and information. 
E)  There is now no such thing as secrecy in strategic planning. 
A)  Specific data and information take longer to find. 
B)  The analyst is more likely to suffer from severe information overload. 
C)  Data and information are now more relevant to the question at hand. 
D)  All competitors now have access to the same data and information. 
E)  There is now no such thing as secrecy in strategic planning.

Compared to primary data,secondary data have the main advantage of:

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

"Analysis alone is not a solution" is an important piece of advice to keep in mind during a situation analysis.What does this phrase mean? If analysis alone is not a solution,what other considerations are relevant during a situation analysis?

The sheer volume of available information on the economy,population,and business activities is the major strength of most __________ data sources.

The growth of the Internet has changed the way that situation analysis is conducted in today's business environment.In terms on situation analysis,which of the following is the most drastic change caused by the Internet?

Marketing in Todays Economy

Strategic Marketing Planning

Developing Competitive Advantage and Strategic Focus

Customers,segmentation,and Target Marketing

The Marketing Program

Branding and Positioning

Ethics and Social Responsibility in Marketing Strategy

Marketing Implementation and Control

Developing and Maintaining Long-Term Customer Relationships

Filters

Exam 3: Collecting and Analyzing Marketing Information

Compared to primary data,secondary data have the main advantage of:

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

"Analysis alone is not a solution" is an important piece of advice to keep in mind during a situation analysis.What does this phrase mean? If analysis alone is not a solution,what other considerations are relevant during a situation analysis?

The sheer volume of available information on the economy,population,and business activities is the major strength of most __________ data sources.

The growth of the Internet has changed the way that situation analysis is conducted in today's business environment.In terms on situation analysis,which of the following is the most drastic change caused by the Internet?

Marketing in Todays Economy

Strategic Marketing Planning

Developing Competitive Advantage and Strategic Focus

Customers,segmentation,and Target Marketing

The Marketing Program

Branding and Positioning

Ethics and Social Responsibility in Marketing Strategy

Marketing Implementation and Control

Developing and Maintaining Long-Term Customer Relationships

Filters