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Marketing ch 8 - Chapter 8 TURNING MARKETING INFORMATION...

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Chapter 8 TURNING MARKETING INFORMATION INTO ACTION Test Item Table Major Section of the Chapter Level of Learning Level 1: Definition (Knows Basic Terms & Facts) Level 2: Conceptual (Understands Concepts & Principles) Level 3: Application (Applies Principles) Test Screenings: Listening to Consumers to Reduce Movie Risks (pp. 163-164) 1, 2, 3, 163 4, The Role of Marketing Research (pp. 164-165) 5, 7, 8, 12, 13, 164 6, 9, 10, 11, Step 1: Define the Problem (pp. 165-167) 18, 19, 20, 24, 28, 165 14, 16, 21, 22, 27, 29, 15, 17, 23, 25, 26, Step 2: Develop the Research Plan (pp. 167-168) 30, 36, 37, 38, 40, 43, 46, 47, 166 32, 33, 44, 45, 31, 34, 35, 39, 41, 42, 48, 49, 50, Step 3: Collect Relevant Information (pp. 168-176) 51, 54, 55, 56, 57, 58, 59, 65, 86, 87, 92, 98, 99, 100, 104, 105, 106, 121, 122, 128, 130, 168, 169 61, 68, 69, 70, 71, 72, 73, 74, 75, 76, 77, 78, 79, 80, 81, 82, 84, 107, 108, 109, 110, 111, 129, 167 52, 53, 60, 62, 63, 64, 66, 67, 83, 85, 88, 89, 90, 91, 93, 94, 95, 96, 97, 101, 102, 103, 112, 113, 114, 115, 116, 117, 118, 119, 120, 123, 124, 125, 126, 127, 131, Step 4: Deliver the Final Report (pp. 177-179) 132, 170, 171 Sales Forecasting Techniques (pp. 179-180) 133, 134, 139, 140, 141, 142, 143, 144, 145, 147, 151, 156, 157, 158, 174, 177 146, 154, 159, 160, 172, 175 135, 136, 137, 138, 148, 149, 150, 152, 153, 155, 173, 176 Video Case: Ford Consulting Group, Inc.: From Data to Actions (pp. 182-183) 161 162 Note: Bold numbers indicate short essay questions. 1
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CHAPTER 8 TURNING MARKETING INFORMATION INTO ACTION MULTIPLE CHOICE QUESTIONS 8-1 CHAPTER OPENING EXAMPLE: TEST SCREENINGS CONCEPTUAL Field of Dreams , Honey, I Shrunk the Kids and Pretty Woman were all movies that: a. had no marketing research done before they were released. b. contained no product placement advertising. c. used subliminal advertising. d. were based on novels. e. had modifications made after marketing research was conducted on them. Answer: e Page: 163 Rationale: Shoeless Joe, Teenie Weenies and 3000 were the original titles. However, these titles confused audiences and were changed after marketing research. 8-2 CHAPTER OPENING EXAMPLE: TEST SCREENINGS CONCEPTUAL Because the first two weeks of attendance after a movie's release often determines its success or failure, marketing research on titles and plots is: a. typically not conducted with representatives from the movie's target audience. b. often done but typically provides little useful information. c. often produces conflicting information, which leads to more test screenings. d. not as crucial to the movie's success as it has been in the past. e. even more important today than it has been in the past. Answer: e Page: 163 Rationale: Marketing research on movie titles and plots is more important than ever to get and keep consumers' attention. 8-3 CHAPTER OPENING EXAMPLE: TEST SCREENINGS CONCEPTUAL Fatal Attraction, like virtually every major U.S. movie produced today: a. was released before it was ever shown to any audience. b. had multiple-tiered target audiences that developed after the movie was released. c. had product spin-offs developed as a result of market research. d. was modified after market research was conducted. e. used computer simulations for the animated sections.
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