Marketing Research Exam 1

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In order to develop the “right strategy” to succeed in business, managers must make the right decisions; and in order to make the right decisions, they must have objective, accurate, and timely : E. information about market trends and changes. Andrea Livingston arrives at her desk at western utility corporation, a provider of electrical power. she accesses her lexis-nexis comp program, which provides her with articles containing information related to utilities industry. she discovers.....Andrea is accessing which component of the MIS of western utility corporation? A. marketing intelligence. Because marketing has been defined as a function instead of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders, marketing managers must have information in order to determine values desired by customers and how to build customer relationships. This is an explanation that would explain: E. why marketing research is a part of marketing; that is, MR provides information to allow marketing managers to understand values desired by customers. Which of the following is the best statement reflecting the purpose of marketing research? C. to link the consumer to the marketer by providing information that can be used in making marketing decisions. The difference between basic research and applied research is that basic research is conducted to: A. to expand our knowledge rather than solve a specific problem. Diane Fisher of ABC Research determined that her client’s problem was lack of knowledge about costumer preferences for features on the company’s products. Diane then determined that she should gather information on the level of preferences for the six different product features among customers in the company’s trading area.Diane’s decision.....features is an example of her determining: C. determining research objectives. Carol rodgers is a brand manager for...
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