Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not. His use of secondary data to help specify this relationship is an example of ____.
a. data transformation
b. validation
c. reliability
d. model building
Question 2The weighted moving average method assigns
a. a value in each period being averaged.
b. a weight greater than 1.
c. information based on a simple average.
d. a weight to each previous period.
Question 3When a marketing manager reads publications like The Wall Street Journal and Business Week to try to determine changes in consumer behavior, the manager is best described as engaging in ____.
a. environmental scanning
b. model building
c. database marketing
d. data mining
Question 4One type of demand fluctuation is caused by random variation. What is random variation?
a. errors in inventory management
b. errors not caught by using exponential smoothing
c. a development that cannot normally be anticipated
d. failure to properly execute the SO&P process plan
Question 5The observation and analysis of trends in industry volume and brand share over time is called ____.
a. market tracking
b. model building
c. data mining
d. database marketing
Question 6The internal balancing method deals with
a. price and lead time.
b. inventory and production flexibility.
c. functional silos.
d. channel selection.
Question 7Tracking monthly sales trends over the past year is best described as an example of ____.
a. model building
b. fact-finding
c. database marketing
d. environmental scanning
Question 8The essence of demand management is to estimate and manage ___________ and use this information to make operating decisions.
a. channel orders
b. vendors and suppliers
c. customer demand
d. SO&P processes
Question 9Data purchased from a company such as NPD Group, Inc on the consumption of frozen pizza in the U.S. is most likely going to be used for ____.
a. model building
b. database marketing
c. data mining
d. fact-finding
Question 10Oversupply is created by
a. phantom demand.
b. returns and cancellations.
c. forecasting failures.
d. poor channel selection.
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