A marketing manager has discovered that relevant, internal secondary data don't exist to support a decision process.
The next step the manager should take is:
a. Look for external sources for the relevant data.
b. See if good data can be obtained from published sources.
c. Begin a primary data collection effort.
d. All of the above are correct next steps
e. A and B are both correct.
Question 2The attitudes of low-elaboration consumers are less resistant to attack from competitors because of all of the following reasons except that
a. consumers do not critically evaluate message arguments.
b. there is no affect attached to the attitude.
c. consumers tend not to link the information in the message to their existing beliefs.
d. consumers do not develop strong counterarguments to the message.
e. consumers let their guard down and do not resist the message.
Question 3Market-driven firms attempt to match their resources, skills and capabilities with particular customer needs that are not being adequately served.
Indicate whether the statement is true or false
Question 4The main disadvantage of data furnished by standardized marketing information services over user-collected primary
data is standardized data
a. may not always fit the specific needs of the user.
b. is generally more costly than primary data.
c. is generally less accurate than primary data.
d. is hard to locate.
e. is only available in hard copy formats.
Question 5Marketers are more successful at changing ____ than ____ beliefs.
a. low-effort / high-effort
b. high-effort / low-effort
c. peripheral / central
d. central / peripheral
e. affective / cognitive
Question 6Personal selling is more important for supplies than it is for other categories of goods, such as installations.
Indicate whether the statement is true or false
Question 7Define Big Data and describe the framework for understanding its key elements, the three Vs, explaining what
each of the Vs represents.
Question 8Ryan could tell after only a minute in his first statistics class that it was going to be a long semester. Consumers who make assessments about situations based on little or no conscious thought are making
a. inaccurate observations.
b. peripheral referencing.
c. body feedback.
d. thin-slice judgments.
e. snap decisions.
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