Hans is writing a letter to include after the title page of a research report. The purpose of this letter is to release or deliver the report to the recipient rather than provide detailed information of the research findings. What is this letter called?
a. letter of authorization
b. letter of transmittal
c. introductory letter
d. formality letter
Question 2As chief marketing officer (CMO), Frank has seen the core competencies of his company change over the past five years. During this time, the core business of the company should not have shifted as the firm's competencies changed.
a. True
b. False
Indicate whether the statement is true or false
Question 3An index
a. combines two or more metrics into a single indicator.
b. is complex to define, usually involves a calculation and is often in the form of a ratio.
c. is easily defined with no calculations and with simple dimensions
d. is any quantitative output of an activity or process
Question 4What term refers to a graphical depiction of a network?
a. histogram
b. genogram
c. diagram
d. sociogram
Question 5Which element of a research report should state the title of the report, for whom the report is prepared, by whom it was prepared, and the date of releases or presentation?
a. preamble
b. appendix
c. letter of transmittal
d. title page
Question 6A marketer can affect a customer's level of satisfaction (or dissatisfaction) through good (or bad) value-addeds.
a. True
b. False
Indicate whether the statement is true or false
Question 7Gross margin equals
a. sales minus COGS
b. Sales + taxes minus COGS
c. COGS Sales
d. COGS - taxes
Question 8In a social network, ties can be
a. symmetric only.
b. directional only.
c. neither symmetric nor varied in strength.
d. either symmetric or directional.
Question 9All of the following are elements of a research report EXCEPT for the ____.
a. title page
b. executive summary
c. body
d. feedback notes
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