________ is an important element of any business model.
a. Value proposition
b. Competitive analysis
c. Financial forecasting
Question 2Recognizing patterns, such as identifying fraudulent insurance claims made by otherwise consistent policyholders, is an example of which kind of descriptive analysis technique?
a. Data screening
b. Visualization
c. Neural networks
d. Data fusion
e. Data mining
Question 3You are marketing manager for a company that packages and markets vacations to exotic locations. You use a variety of media to promote these trips, including upscale magazines, infomercials, and direct mail. One of your primary objectives regarding these efforts is to make sure the efforts are integrated. This is because
a. integrated programs work more effectively than programs that are not integrated.
b. it's easier to measure the results of integrated programs.
c. integrated programs substantially reduce the cost of communicating with audiences.
d. integrated programs reduce the need to tailor specific messages to specific audiences.
Question 4An ad for Hanes brand of underwear says, Wait 'til we get our Hanes on you The brand is positioned as being comfortable for the wearer, and the ad really stressed how comfortable the brand feels against your skin. This brand's positioning is best described as appealing to consumers' ____ needs.
a. functional
b. rational
c. emotional
d. symbolic
e. experiential
Question 5Managing the supply chain is a complex process. Identify three specific supply chain management processes. Explain the nature of each process and why it is important to good supply chain management.
Question 6The analysis technique to consider when searching for nonlinear patterns in data is
a. visualization.
b. data fusion.
c. data modeling.
d. data mining.
e. neural networks.
Question 7Which of the following societal factors is driving the growth of direct marketing today?
a. consumers' increasing need for convenience
b. more liberal attitudes about the use of credit and accumulation of debt
c. developments in technology - in telecommunication and computers
d. all of these factors are driving the growth of direct marketing today
Question 8Consumers' experiential needs represent their desires for products that provide ____.
a. cognitive stimulation
b. convenience
c. good health
d. self-enhancement
e. belongingness
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