Exam 4: Marketing Research: Gather,analyze,and Use Information

You own an Internet company that sells gift baskets.A customer can pick out what she wants in the basket to make it a personalized gift.You have demographic information about the buyer that you have stored in your database.You also have stored the addresses of the basket recipients,when the basket was sent,and if it was sent for a special occasion.How can you use this database?

The Chair Trade is an independent furniture store that specializes in selling Amish- style furniture and household items.Until the first of the year,its overall sales revenue was slowly increasing.Since the first of the year,sales of small items increased while its sales of furniture decreased leading to declining sales revenue.Should the owner of the store rely on marketing intelligence to understand the change in consumer buying behavior? Why or why not?

Data mining has allowed a company to identify customers as "the good,the bad,and the ugly." As a result,the company strategizes to keep the "good" consumers as profitable customers and make the "bad" customers who cost the company more than they generate in revenue more profitable by charging them higher shipping rates.For the "ugly" customers who spend very little.the company is saving money by no longer trying to attract their business.Concerning the "ugly" customers,the company is practicing .

A manufacturing company wants to encourage its managers to get a college degree online.To determine what programs are available,requirements for entering specific programs,and how much time and money the programs require,the company's human resource director consulted a 2002 article in a newspaper on online universities.The human resources director used .

A catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship.It has found that customers who change residences are three times more likely as regular customers to buy tables,fax machines,and decorative products but are no more likely to buy jewelry or footwear.By using data analysis to determine which promotion to target to customers who have recently moved,this catalog retailer has engaged in .

When Plan- It Marketing was considering the quantitative study or the qualitative study,they were in the second step of the marketing research process,which is to _ .

The marketing intelligence system uses corporate espionage to gather any and all information about competitors.

Explain the advantages of an intranet to a company.

A sign manufacturer that wanted to know which companies were developing proposals for creating and producing the signs at a new Australian sports complex could use .

Researchers design to test specific relationships among variables in a controlled environment.