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Marketing Management and Research: Key Concepts and Processes

Discusses marketing management and research.

Charlotte Garcia
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Marketing Management and Research: Key Concepts and Processes1)A ________ is a set of procedures and sources managers use toobtain everyday information about developments in the marketingenvironment.A.marketing research systemB.marketing intelligence systemC.vertical systemD.product management systemE.marketing information system2)________ is the difference between the prospective customer’sevaluation of all the benefits and all the costs of an offering and theperceived alternatives.A.Perceived usefulnessB.Customer perceived valueC.Competitors market share rateD.Report ratingE.Failure avoidance rate3)A(n) ________ is any good, service, or idea that is perceived bysomeone as new.A.productB.creative productC.new ideaD.innovation4)A company can take several steps to improve the quality of itsmarketing intelligence. If the company purchases competitiveproducts for study, attends open houses and trade shows, and readscompetitors’ published reports and stockholder information, thecompany is using ________ to improve the quality of its marketingintelligence.A.sales force surrogatesB.advisory panels

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