Which of the following statements is INCORRECT concerning the reporting of quantitative data?
a. People are usually more interested in proportions or ratios than in exact numbers.
b. When tabulating research results of opinions and preferences, reporting exact statistics to the most accurate decimal point is necessary to avoid distortion in interpretation.
c. Common language reduces difficult figures to the "common denominators" of language and ideas.
d. Due to changing buying power, dollars are not a good measure of comparison from one year to another.
B
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________ refers to activities that communicate the merits of the product and persuade target customers to buy it
A) Position B) Promotion C) Pricing D) Segmentation E) Prospecting
What should manager-employee discussions have in common when either an employee reports misconduct by another or admits to misconduct themselves?
a. a quick referral to human resources b. condemnation of the behavior c. praise for the reporting employee d. a quick report up the chain to the manager’s supervisor
A movie theater owner embedded brief messages during trailers before showing the feature film. The messages, which flashed on the screen for such a short time that moviegoers were not consciously aware of them, urged consumers to "Drink Coke" and to "Eat Popcorn," encouraging them to visit the snack lobby. Research has shown what about such messages?
A. Subliminal perception enables marketers to motivate consumers to take an action. B. Subliminal messages were deemed illegal by the Federal Trade Commission at the time these were shown in the movie theater. C. Selective perception overrides advertising messages. D. Selective exposure is difficult for marketers to surmount. E. Subliminal messages have limited effects on behavior.
How does an ROMI perspective differ from a traditional marketing evaluation perspective?
What will be an ideal response?