Environment 1
Environment 2
Data
Market Research 1
Market Research 2
100
It consists of the actors close to the company that affect its ability to engage and serve customers.
What is the microenvironment?
100
A marketer has to understand a society’s (blank) in order to successfully market a product.
What is cultural environment?
100
The huge and complex data sets generated by today’s sophisticated information generation, collection, storage, and analysis technologies. It presents marketers big opportunities and big challenges. Companies can get rich and timely customer insights but accessing and sifting through so much data is a daunting task.
What is big data?
100
To manage detailed information about individual customers and carefully manage customer touch point to maximize customer loyalty through customer purchases, sales force contacts, service and support calls, Web and social media site visits, satisfaction surveys, credit and payment interactions, market research studies - every contact between a customer and a company.
What is customer relationship management?
100
The systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization is known as (blank).
What is market research?
200
(BLANK) helps the company promote, sell and distribute its products to final buyers.
What is a marketing intermediary?
200
Concern for (blank) has sparked a “green movement” that companies have been able to use in marketing pitches.
What is the natural environment?
200
The marketing, customer service, accounting, and operations departments all contribute data of differing types to companies’ (blank).
What are internal databases?
200
Market management must settle for simply watching and reacting to the environment instead of (blank).
What is controlling environmental forces?
200
Marketers can obtain (blank) from internal data, marketing intelligence, and marketing research.
What is information?
300
Financial, Media, Government, Citizen-action, Local, General, Internal are all a part of what actor?
What is Public?
300
Consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society.
What is the political environment?
300
Secondary data consist of information that already exists somewhere, having been collected for another purpose. Primary data consist of information collected for the specific purpose at hand.
What is the difference between primary and secondary data?
300
Marketing managers take a (blank) towards the marketing environment which allows them to attack the situations at hand.
What is a proactive approach?
300
Marketing information by itself has little value, the value is in the customer insights gained from the information and how the company uses these customer insights to develop a competitive advantage.
What is the value of marketing information?
400
Passively accepting the marketing environment as an uncontrollable element, and you learn to react and adapt to the market.
What is responding to the marketing environment?
400
The study of human populations in terms of size, density, location, age, gender, race, occupation, education, and other statistics
What is demography?
400
The goal of (blank) is to improve strategic decision making by understanding the consumer environment, assessing and tracking competitors’ actions, and providing early warnings of opportunities and threats.
What is competitive marketing intelligence?
400
Manage and monitor online conversations which allow companies to engage unhappy customers.
What is reacting to online attacks?
400
In the marketing research process, as outlined in the text, which important step falls between “Defining the problem and researching objectives” and “Implementing the research plan - collecting and analyzing data”
What is developing the research plan for collecting information?
500
The most important actor in the microenvironment.
What is Customers
500
Advancements in (blank) provide new opportunities for marketers, whether it’s creating advertisements to play Instagram or YouTube, or marketing the latest and greatest smartwatch.
What is the technological environment?
500
(Blank) consists of the analysis tools, technologies and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance.
What is marketing analytics?
500
Firms (blank) by hiring lobbyists to influence their industries, using social media to share public opinion, and pressing lawsuits with regulators to keep competitors in line.
What is taking aggressive action?
500
Informative, Causal, Customer, Exploratory, Competitor, Marketplace, Descriptive.
What are types of research objectives for a marketing research project?
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