1.In the research plan, the marketing researcher must define and delimit the problem that will be researched. Which of the following statements describes the type of information that should be included in this section?
A justification of the marketing research is unprofessional in this section or anywhere in the research plan.
The scope, that is, the limits of the research effort, should be described in this section.
This section should explain in detail the type of marketing information that will be gathered.
All of the above statements accurately define this section.
2. For the marketing manager, social class offers some insights into consumer behavior and is potentially useful as a:
market research information.
market segmentation variable.
source of understanding competition’s strategy.
source to predict future trends.
3.__________ is the type of organizational purchase associated with just-in-time inventory.
Straight task buy
4.Products are generally classed according to two basic criteria. What are they?
New products and old products
Small products and new products
End use and degree of processing
Value pricing and quality discounts
5.An integrated approach to marketing communications:
focuses on mass marketing and customer acquisition.
is most interested in making transactions.
strives to create brand messages with strategic consistency.
uses a stable of promotional agencies.
6.Personal selling is an integral part of the __________ system.
7.Prestige pricing, odd pricing and __________ pricing are three types of psychological pricing strategy.
8.Over the course of the past 40 years, the fastest growing segment of the American economy has been the:
management of major accounts.
production of tangible products.
performance of services.
production of consumer electronics
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