Final Exam 1
1. A focus Group is part of what type of market research?
Qualitative
Who is responsible for portraying events or situations in favor of the company?
Public relations specialist
What are the final two steps in the marketing research process?
Recommend solutions and apply results
What is the marketing concept of dividing a market with similar needs and characteristics into smaller groups
Market Segmentation
What is the main reason a company will participate in community activities?
To build employee relationships
What factors affects the customer's paying decision?
Frequency of purchase, price and previous experience
What method is considered the most effective form of advertising?
word of mouth
What is the primary objective of print copy in advertising?
convey the sales message
What activity in a company attempts to inform the people about the product?
Promotion
Why is it important to identify the customer's needs during the sales process?
To match products appropriately
What is the major benefit of company participation in community activities?
Increase public relations
On surveys, what format is used most often for filter questions
yes-no
What are the components of a press release?
Headlines, datelines and Body
What is the purpose of reliability as a market research technique?
to produce identical results
What activities are a part of the product and service management decisions?
generating profit and loss
What are some business to business selling settings?
Manufacturers showroom, wholesalers showroom and manufacturers website
List the components of the promotional mix.
Pricing, selling, distribution and promotion
Which function of marketing addresses delivery of products to the end user?
Distribution
What is the most effective way to present the results of a marketing research project?
multimedia presentation
Where is the selling message contained in a written advertisement?
Body
What type of customer decision making is used when purchasing a new car?
Extensive
What is the most effective way to establish relationships with clients and customers?
Know the product
What are the methods used to assess the marketing trends?
Primary data, secondary data and product testing
What is the first step in market research?
Identify the problem
Want