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25 Cards in this Set

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A(n) _____ is an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.
marketing decision support system
A _____ is a specially designed phone room used to conduct telephone interviewing
central-location telephone (CLT) facility
A _____ is a group of people or organizations that has wants and needs that can be satisfied by particular product categories, has the ability to purchase these products, and is willing to exchange resources for the products.
Market
What does the 80/20 principle propose?
The Pareto principle (also known as the 80–20 rule, the law of the vital few, and the principle of factor sparsity) states that, for many events, roughly 80% of the effects come from 20% of the causes.
A(n) _____ refers to brands where at least one third of the product is sold outside the home country.

Global Brand

The process of market segmentation involves breaking down a heterogeneous market into homogeneous and identifiable segments. If this process is carried to its extreme, then one could say that:
every individual in the world is a market segment
Which of the following describes cooperative branding?
when two brands receive equal treatment, borrowing from each other's brand equity
Which of the following is the best example of a shopping product for most consumers?

A digital camera

_____ are characteristics of individuals, groups, or organizations that marketers use to divide a total market into segments.
Segmentation bases; This is the definition of segmentation bases.
Changing one or more of a product's characteristics is called:
product modification
_____ is the process of grouping customers into market segments according to what is sought from the product.
benefit segmentation
All of the following are criteria for successful market segmentation EXCEPT:

accountability

Product positioning is the process of:
is an important part of a product marketing strategy. It helps buyers and users understand where a product ‘fits’ in terms what it offers, and how it compares with competing products.
Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services?
executive interviews
When a greenhouse plant grower sells plants to nursery retailers, is selling _____ products.

business

The _____ is the starting point in creating a marketing mix.


Determination of the price, promotional campaign, and distribution network cannot begin until the product has been specified.
_____ products are products that are not known about or not actively searched for by consumers. These products require aggressive personal selling and highly persuasive advertising.

Unsought

_____ studies collect data on two different projects using one questionnaire


piggyback

Marketers use _____ to segment markets because this information is widely available, and factors such as age or gender are often related to consumer purchasing and consumption behavior.
demographics; Common bases of demographic segmentation are age, gender, income, ethnic background, and family life cycle.
Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called _____ data.

secondary

A(n) _____ is a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms.
marketing research aggregator


What is the first step in the marketing research process?
defining the problem and research objectives
A major limitation of the mall intercept interview is:
the difficulty of obtaining a representative sample of the population of interest
_____ permit the analyst to relate the responses to one question to the responses to one or more other questions when assessing marketing research data.

cross-tabulations

_____ is a scanner-based, sales-tracking service for the consumer packaged-goods industry. It tracks retail sales, consumer purchasing information, and promotional activity for all bar-coded products.

InfoScan