Quiz
Marketing 2nd Lecture
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Fragen in diesem Quiz (64)
1Marketers must work in harmony with other company departments to create customer value and relationships.
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2Customers are the most important actors in the company's microenvironment.
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3A Microenvironment consists of the company → suppliers → marketing intermediaries → customer markets → competitors → publics and then finally → customers
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4Physical distribution firms help the company with the design process of their products.
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5Marketing services agencies help companies target and promote their product.
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6financial intermediaries include banks, credit companies and more.
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7"publics" describes any group that has potential interest or impact in an organisations ability to reach their goals.
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8large societal forces on Macroenviroment are Demographics, economics, technological, political, cultural and public -sectors.
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9Concern for the natural environment has not risen in the past years.
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10the cultural "force" is the thought of marketers to behave more like a socially responsible citizen.
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11Demographics show the statistics of the different age groups and their spending behaviour.
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12Major generational groups include
(more then oner answer)- ABaby Boomers
- BGeneration X
- CMillenials (also Generation Y)
- DGeneration Z
- EGeneration W
- FGI Generation
- GDie Piraten
- HDie Grünen
- INeanderthaler
13Baby Boomers are born between the years following WW2 - 1964
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14Generation X people are born in the 20's.
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15We can be considered Millenials
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16Generation Z are not able to walk yet and are therefore not a valid demographic group.
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17Major developments in economic environment include changes in income and distribution of customer spending
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18Natural environment: all resources are made chemically.
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19Technological environment: forces that prevent companies from creating new products or technologies.
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20Political environment: Laws and other groups that influence and limit various organizations
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21Core beliefs and values are highly persistent while secondary beliefs and values are rather open for change.
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22the cultural environment overall includes everything about moral behaviour.
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23Marketing information by itself has little value.
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24Customer insights: fresh understanding of customers
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25MIS stands for
- AMarketing ist super
- BMarketing Information System
- CMarketing Insights Sphere
26MIS (Marketing Information System) helps by assessing the informations that are needed an developing said need information in order to generate and validate customer and market insights.
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27MIS have to be effectively built in order to receive the right information at the right time to build customer value and stronger customer relationships.
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28Developing needed Information include
(more than 1 answer)- Ainternal databases
- Bmarketing intelligence
- Ccustomer insights
- Dspending behaviour
- Eage groups
- Fmarketing research
29The marketing environment consists of Target marketers, marketing channels, competitors, publics and macroenvironment forces
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30assessing marketing information needs include a balance between value of insights and costs
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31Internal databases are electronic collections of consumer and market information obtained by external companies.
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32competitive marketing intelligence: systematic collection and analysis of publicly available information about consumers, competitors and developments in the marketing environment.
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33Marketing research is not relevant to a specific marketing situation
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34The Marketing research Process consists of [blank_start]defining[blank_end] the problem, [blank_start]developing[blank_end] the research plan, implementing the [blank_start]research[blank_end] plan, interpreting and reporting the [blank_start]findings[blank_end].
- Adefining
- Bcreating
- Cdrawing
- Ddefining
- Edeveloping
- Fcolouring
- Gresearch
- Hschmesearch
- Iwesearche
- Jfindings
- Kquantitive goods
- Lcustomers
35Exploratory research is
- Amarketing research to preliminary information that will help define problems and suggest hypotheses.
- BMarketing research to better describe marketing problems, situation or markets, such as the market potential for a product or the demographics and attitudes of consumers.
36Descriptive research:
- AMarketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.
- BMarketing research to gather preliminary information that will help define the problems and suggest hypotheses.
37Causal research:
- AMarketing research to test hypotheses about cause-and-effect relationships.
- BMarketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.
38The Research Plan obtains data by going on the streets and do surveys.
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39secondary data is new data that has been discovered.
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40primary data is collected for a specific purpose.
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41contact methods include
(more than 1)- Amail
- Bonline
- Cpersonal
- Dtelephone
42research approaches are
(more than 1)- Aobservation
- Bsurvey
- Cdemographics
- Dtechnological instruments
- Eexperiment
43Questionnaire is a research instrument.
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44survey researches gather data by observing relevant people, actions and situations.
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45observational researches gather data by asking people questions about they knowledge, attitude, preferences and buying behaviour.
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46experimental research gathers information by selecting groups of randomly assigned subjects, making them do something and testing their reactions.
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47online marketing collects data by internet survey or tracking consumers online behaviour.
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48behavioral targeting uses factors like state, income and family status.
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49a sample is representative for the whole population.
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50Three decisions are important for sample and sampling plan. Which ones?
- Asampling unit, sample size, sampling procedure
- Bsampling customers, sampling unit, sampling reactions
- Csampling reactions, sampling food, sampling actions
51There are two types of samples.
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52questionnaires are flexible and ask open-ended and closed-ended questions. wording and ordering is crucial for the development of measures instruments.
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533 Steps:
→Implementing the research plan
→Interpretation of findings
→report to management- ARichtig
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54CRM (customer relationship management) manages detailed informations about individuals and then carefully manages customer touch points in order to maximize customer loyalty.
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55Scarcity bedeutet Knappheit.
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56a big issue with international marketing research is that there are to many secondary data informations
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57people in different countries show different attitudes toward being researched.
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58cultural differences are no problem when collecting data for international marketing research purposes.
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59Ethics are not important in Marketing research.
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60REVIEW QUESTIONS (1):
Cultural core beliefs and values are more open to change than secondary beliefs and values.- ARichtig
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61REVIEW QUESTIONS (2):
Explortory marketing research typically gathers preliminary information that will help define problems and suggest hypotheses.- ARichtig
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62REVIEW QUESTIONS (3):
Telephone as a contact method in marketing research has a very high response rate, but the control of the sample is considered very poor.- ARichtig
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63REVIEW QUESTIONS (4):
In a simple random sample, every member of the population has a known and equal chance of selection.- ARichtig
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64Considering this table, the most efficient contact method would be online.
- Aonline
Informationen
- Beschreibung
- Marketing Information
- Autor
- Kirsten Küss
- Sprache
- Deutsch
- Aufrufe
- 24
- Bewertung
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