During the situation analysis, a marketing researcher will evaluate primary data rather than secondary data.
Answer the following statement true (T) or false (F)
False
During the situation analysis, a researcher evaluates secondary data.
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Because advertising is often designed to add ________ value to a product or brand, it plays a more important communications role in marketing consumer products than it does for marketing industrial products
A) social B) monetary C) cultural D) psychological E) emotional
A _______ is the supplier firm's repository for all relevant information about past and present customers
For each customer, it should contain transaction prices and profits from past orders, costs to serve, an estimate of the supplier's share of the customer's business, a forecast of potential sales, important customer firm characteristics, the names of buying team members and their roles in purchase decisions, previous account call reports, product or service applications, and relevant buying practices, policies, and patterns. (p. 338; Use of IT) a. customer relationship management (CRM) system b. customer database c. market database d. prospecting plan
Which of the following is not true of parallel initiatives?
a. It recognizes that different things can be worked on simultaneously b. It can shrink the time required to complete a change c. It requires care and sophistication in planning d. It carries very little risk or chances for failure
One dimension of GLOBE research on culturally based shared conceptions of leadership is ______, which focuses on ensuring safety and security of the individual; self-centered, and face-saving.
A. self-protective B. participative C. charismatic/value based D. autonomous