share information only with the sales department for follow up respect and

Share information only with the sales department for

This preview shows page 10 - 13 out of 19 pages.

share information only with the sales department for follow-up. respect and protect the privacy of customers absolutely and without question. refer to the company's code of ethics to determine what information can be released. Question 18 For her personal care products line, Natalie wanted to develop some quantitative information on attitudes, perceived quality, value, willingness to buy and loyalty. Her best choice in building a survey is to use: a number of detailed, open-ended questions. specific yes/no questions, but it would take a lot of them. questions using scales to determine strength of the responses. focus groups Question 19 Susanne wants to continuously monitor her marketing plan implementation using key metrics that include sales dollars, estimated market share and unit sales by product type. She wants continuous collection of these data and planned analysis and reports presented on a regular basis. Jim and Tom will recommend that they initiate... A Projective Technique A Marketing Research Project A Customer Relationship Marketing Program A Marketing
Image of page 10
Information System Question 20 Which of the following marketing research data collection methods may be used when conducting conclusive marketing research? focus group discussions observations surveys in-depth interviews Ch. 10 & 12 Question 1 For each of the descriptions below, identify the concept it is describing by entering the appropriate code in the space adjacent to the description. _____ (4) An assortment of items that the customer sees as reasonable substitutes for one another. _____ (1) Individual items within each product category; unit available for inventory contriol. _____ (3) Groups of assorted items, such as those that consumers use together or think of as part of a group of similar products. _____ (2) Anything that is of value to a consumer and can be offered through a voluntary marketing exchange. 1 . Stock Keeping Units (SKU's) 2 . Product 3 . Product Lines 4 . Product Category Question 2 The term breadth refers to... The number of stock keeping units (SKU's) within a category. The number of product lines offered by a firm. The number of brand names offered by a company. The number of categories within a product line. Question 3 A line extension refers to... A related product that is not part of the product line
Image of page 11
A product added to a product line. A temporary promotion involving a gift with purchase. Services that are bundled as part of a product offering. Question 4 Indicate the branding strategy described by each of the statements listed below by entering the appropriate numeric code in the space adjacent to the description. _____ (1) A no-frills product offered at a low price without any branding information. _____ (4) Multiple brands appearing on a single product. _____ (3) A brand developed and marketed by a retailer and available only from that retailer. _____ (2) A brand owned and managed by the manufacturer. 1 . Generic Product 2 . National Brand 3 . Private Label 4 . Cobranding Question 5 The classic Marlboro Man advertisements portraying Marlboro smokers as rugged, outdoorsmen effectively created a: Product line depth chart.
Image of page 12
Image of page 13

You've reached the end of your free preview.

Want to read all 19 pages?

  • Spring '08
  • Newberry
  • Marketing

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes