The recognition that groups within markets differ sufficiently enough to warrant individual marketing mixes is known as _____.
a.
targeting
b.
positioning
c.
diversification
d.
segmentation
Answer: D
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Strategic Planning
- Delphi studies:
- To enrich information obtained from factual data, corporations resort to the use of creative and highly qualitative data-gathering methods. Which of the following methods would allow this?
- Translation-re translation approach is _____.
- In the _____, a researcher formulates the questions, has them translated into the language of the country under investigation, and subsequently has a second translator return the foreign text to the researcher's native language.
- ____ requires categories used in questionnaires to be comparatively structured.
- In a developed country, a white-collar worker may be part of the middle class, whereas in a less-developed country, the same person would be part of the upper class. This example underscores the importance of _____ while deciding on survey question formats.
- In some cultures, certain questions are asked directly to respondents while in others, the same questions are thought to be rude and insulting. This is because of:
- Which of the following is true about unstructured questions?
- Which of the following is true about structured questions?
- Surveys are usually conducted _____.
- When quantitative data are desired, _____ are appropriate research instruments.
- The intent of gathering qualitative data is to:
- Which of the following research instruments is used for gathering qualitative data in marketing research?
- Which of the following research techniques is most valuable for the researcher who is totally unfamiliar with a market or market situation, and can be quickly achieved through participation in a trade mission?
- _____ can be helpful in providing information about perceptions, emotions, and other nonovert factors.
- Outside research is appropriate:
- In the _____ approach, the headquarters establishes the broad thrust of research activities and delegates further design and implementation to the specific countries. The research is then carried out locally, and only a final report is provided to headquarters.
- Which of the following approaches uses an intermediary such as an outside research agency to bring headquarters and country operations together?
- Which of the following questions will require the use of primary research?
- Firms are increasingly recognizing that ____ variables, such as lifestyles, attitudes, or personality, can play a major role in identifying similar consumer groups in different countries.
- Which of the following is true about primary research?
- The level of computerization of a society can estimate the future need for software. In this statement, the level of computerization of a society is a:
- Which of the following is a drawback associated with electronic information services?
- Why is information provided by trade associations often quite general in nature?
- Which of the following is true about trade associations?