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 Processes
1) A ________ is a set of procedures and sources managers use to
obtain everyday information about developments in the marketing
environment.

A.
marketing research system
B.
marketing intelligence system
C.
vertical system
D.
product management system
E.
marketing information system
2) ________ is the difference between the prospective customer’s
evaluation of all the benefits and all the costs of an offering and the
perceived alternatives.

A.
Perceived usefulness
B.
Customer perceived value
C.
Competitors market share rate
D.
Report rating
E.
Failure avoidance rate
3) A(n) ________ is any good, service, or idea that is perceived by
someone as new.

A.
product
B.
creative product
C.
new idea
D.
innovation
4) A company can take several steps to improve the quality of its
marketing intelligence. If the company purchases competitive
products for study, attends open houses and trade shows, and reads
competitors’ published reports and stockholder information, the
company is using ________ to improve the quality of its marketing
intelligence.

A.
sales force surrogates
B.
advisory panels
C. customer feedback systems
D.
external networks
E.
intermediaries
5) Most established companies focus on ________ when it comes to
innovation.

A.
incremental innovation
B.
demand innovation
C.
competitive innovation
D.
everyday innovation
E.
continuous innovation
6) ________ consists of people, equipment, and procedures to
gather, sort, analyze, evaluate, and distribute needed, timely, and
accurate information to marketing decision makers.

A.
A marketing information system
B.
A promotional campaign
C.
A marketing database
D.
A marketing intelligence system
E.
A marketing research system
7) The value proposition consists of a cluster of benefits the
company promises to deliver; it is

A.
customer expectations
B.
Customer loyalty to the company
C.
business processes
D.
total customer satisfaction
E.
customer experience with the company

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Subject
Marketing

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